10/11/2012                              Outline  0 Introduction  0 History – Web 1.0 to 2.0  0 Why Social Media Marketing ...
10/11/2012                 Trends Reshaping Business0 The whole world is going mobile0 Google, Facebook, Twitter and YouTu...
10/11/2012       Today’s Internet Business Solutions  0 Intranets  0 Extranets  0 Digital business  0 E-commerce, e-busine...
10/11/2012                             Web 1.0   0 “Readable Web”   0 Web 1.0 is simply an information portal where users ...
10/11/2012                   Business Drivers of WWW   0 Enable transactions   0 Facilitate personalization   0 Support mu...
10/11/2012    Networked Multimedia Applications                 Broadcast Video                                         ...
10/11/2012                    Network Life (contd..) 0 Participatory online media where news, photos, videos  are made pub...
10/11/2012       Social Media – Marketing Challenges• Conversations impact the  sales process• Ad avoidance• Challenging e...
10/11/2012                     The Current Landscape As people take control over their data while spreading their Web pres...
10/11/2012                                Branding   0 A brand is the idea or image of a specific product or     service t...
10/11/2012                              Strategy  0 Strategy without tactics is slowest route to victory.    Tactics witho...
10/11/2012                 Social Media and Marketing0 If you learn how to influence the crowd    0 You can create a signi...
10/11/2012Lab Session   Exercises               37                           13
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Session 1 web-1to3

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Session 1 web-1to3

  1. 1. 10/11/2012 Outline 0 Introduction 0 History – Web 1.0 to 2.0 0 Why Social Media Marketing 0 The convergence of e-commerce & Social media 0 Opportunities and strategies 0 Case Studies 0 Exercise 2 Traditional Marketing0 Promotions0 Discount /Sales0 Year ending sales0 Advertisements 0 News papers, Magazines, Televisions, etc 0 Yellow Pages 0 Brochures 0 Direct Mail(snail mail) 0 Trade shows 3 1
  2. 2. 10/11/2012 Trends Reshaping Business0 The whole world is going mobile0 Google, Facebook, Twitter and YouTube dominate0 Traditional business models decline0 Power shifts to individuals0 Declining privacy and attention span 4 21st Century Marketing 0 Marketing on Social 0 How can we use social media in our next campaign to sell more products? 0 Establish 0 Whether the social networking exists in your target market 0 Whether social media is viable channel of influence 5 Evaluation of Web Presence Transaction BusinessPublish information Process Transactions Digital Economy Web Sites Transactions Business Transformation Pages Revenues Business Processes Eye Balls Profits 6 2
  3. 3. 10/11/2012 Today’s Internet Business Solutions 0 Intranets 0 Extranets 0 Digital business 0 E-commerce, e-business 0 E-marketing 7 How we got here 2005-present0 2005:0 2006: Is no longer just for students,0 2007: Twitter has its first tweet• 2007: setting off mobile wave. 8 Images: google images What’s driving the new media era? 0 Technology 0 Trust 0 Economics 9 3
  4. 4. 10/11/2012 Web 1.0 0 “Readable Web” 0 Web 1.0 is simply an information portal where users passively receive information 10 Web 2.00 “Writable” web0 Unlike Web 1.0, Web 2.0 facilitates interaction between web users and sites, so it allows users to interact more freely with each other0 Web 2.0 encourages participation, collaboration0 Feedback, comments, ratings0 Youtube, Wiki, Flickr, Facebook, and so on. Google imges 11 Web 3.00 It is the “executable” phrase of Word Wide Web with dynamic applications, interactive services, and “machine-to- machine” interaction0 In Web 3.0, computers can interpret information like humans and intelligently generate and distribute useful content tailored to the needs of users0 Automatic Chat, Q & A 12 4
  5. 5. 10/11/2012 Business Drivers of WWW 0 Enable transactions 0 Facilitate personalization 0 Support multiple browsing devices 0 Better organize and retrieve Web content 0 Support Business-to-Business applications 0 Allow interactivity different browser and server 0 13 Social Media WWW changed business life 14 Has WWW changed business life?0 Uses “wisdom of crowds” to connect information in a collaborative manner 0 Blogs, forums, wikis, podcasts, videos, etc etc 15 Images: google images 5
  6. 6. 10/11/2012 Networked Multimedia Applications Broadcast Video Videoconferencing Content on Demand 16 Images: google images Broadcast Video0 Distance learning, surveillance, telemedicine, TV broadcast0 High-quality video, medium-to-high bandwidth, low delay, unidirectional0 Vendors: Optivision, Nuko, K-Net, One Touch 17 Images: google images Network Life!0 Instant Messenger (IM)0 Google0 Twitter0 Skype0 Youtube0 Facebook0 E-bay 18 6
  7. 7. 10/11/2012 Network Life (contd..) 0 Participatory online media where news, photos, videos are made public via social media websites. 0 Social media is democratization of information, transforming readers from content readers into content publishers. 0 It is a shift from broadcast mechanism to many to many model, rooted in conversation between authors, people and peers. 19 Social Media Marketing0 social media = collecting and sharing information 20 Consumer refocus 0 How their money and time is being spent 0 Consumers are trusting their trusted “network” than brands itself for guidance 0 Instant sharing of experience anywhere in the world 0 Change in the behavior of customer 0 High expectations 21 7
  8. 8. 10/11/2012 Social Media – Marketing Challenges• Conversations impact the sales process• Ad avoidance• Challenging economy• Social Media = Hot Topic• Reputation is everything• Engagement is critical 22 Is Social Media Accurate? 0 Anyone can contribute 0 Trust 0 When your customer is talking negative, then you need to fix it 24 8
  9. 9. 10/11/2012 The Current Landscape As people take control over their data while spreading their Web presence, they are not looking for privacy, but for recognition as individuals. This will eventually change the whole world of advertising. - Esther Dyson, 2008 25 Marketing Basics0 Marketing is "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large”.0 To identify the customer, satisfy the customer, and keep the customer 27 9
  10. 10. 10/11/2012 Branding 0 A brand is the idea or image of a specific product or service that consumers connect with, by identifying the name, logo, slogan, or design of the company who owns the idea or image. 28 Branding (Contd..)0 Branding is also a way to build an important company asset, which is a good reputation. Whether a company has no reputation, or a less than stellar reputation, branding can help change that. Branding can build an expectation about the company services or products, and can encourage the company to maintain that expectation, or exceed them, bringing better products and services to the market place. Google Images 29 Product Cycle 0 Awareness – associate your company with the products or services the company provides 0 Informational/Educational – educate consumers on features, advantages, benefits, and specifications of your offering 0 Branding – make the market aware of the company’s brand and identity 0 Leads/Sales – the consumer responds to a specific call- to-action, i.e. walks in with a coupon, orders a product, requests a demo, etc 30 10
  11. 11. 10/11/2012 Strategy 0 Strategy without tactics is slowest route to victory. Tactics without strategy is the noise before defeat – Sun Tzu 31 The Process0 Assessment0 Strategy0 Implementation 32 Social Media Strategy0 Available 0 Online and offline0 Authentic 0 authenticity as one of the tenets of social media - how businesses, brands and the people behind them need to be seen as real 0 how do your customers or your community view you?0 Participate 33 11
  12. 12. 10/11/2012 Social Media and Marketing0 If you learn how to influence the crowd 0 You can create a significant and defensible marketing position 34 References0 Social Media and ROI, By Oliver Blanchard0 HYPER SOCIAL ORGANIZATION: ECLIPSE YOUR COMPETITION BY LEVERAGING SOCIAL MEDIA, By Francois Gossieaux, et.al0 TACTICAL TRANSPARENCY: HOW LEADERS CAN LEVERAGE SOCIAL MEDIA TO MAXIMIZE VALUE AND BUILD THEIR BRAND By Shel Holtz and John C Havens0 RECOMMENDER SYSTEMS IN E-COMMERCE: METHODOLOGIES AND APPLICATIONS OF DATA MINING 35 References0 Touchpoints, By Lorri Mealey, About.com Guide0 SOCIAL MEDIA MARKETING: AN HOUR A DAY, By Dave Ivans0 Social Media and ROI, By Oliver Blanchard0 HYPER SOCIAL ORGANIZATION: ECLIPSE YOUR COMPETITION BY LEVERAGING SOCIAL MEDIA, By Francois Gossieaux, et.al0 TACTICAL TRANSPARENCY: HOW LEADERS CAN LEVERAGE SOCIAL MEDIA TO MAXIMIZE VALUE AND BUILD THEIR BRAND By Shel Holtz and John C Havens0 RECOMMENDER SYSTEMS IN E-COMMERCE: METHODOLOGIES AND APPLICATIONS OF DATA MINING0 http://www.biznology.com/2008/03/whats_googles_strateg y/0 http://www.mikemoran.com 36 12
  13. 13. 10/11/2012Lab Session Exercises 37 13

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