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Dimensions and Approach to Social Media

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It is about People and not consumers in Social Media. Need to belong and be significant is why people use SM

It is about People and not consumers in Social Media. Need to belong and be significant is why people use SM

Published in: Business, Technology

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  • 1. It’s either social or it’s not media.2/21/2012 VinishJoshi@yahoo.com
  • 2. Social MediaA new kind of public space. 2/21/2012 VinishJoshi@yahoo.com
  • 3. Exists to fuelconversations,connections andshape opinion. 2/21/2012 VinishJoshi@yahoo.com
  • 4. Old behaviors, new technologiesThe most populartechnologies of the lastdecade –Facebook, SMS, BBM, Twitter,Mobile –each tool helps people dowhat we have been doingsince the 50s. 2/21/2012 VinishJoshi@yahoo.com
  • 5. Social Media is about people and not consumers2/21/2012 VinishJoshi@yahoo.com
  • 6. When it’s about “people”, relationships are built on mutual trust, interest and benefit.2/21/2012 VinishJoshi@yahoo.com
  • 7. People love Social Media2/21/2012 VinishJoshi@yahoo.com
  • 8. We fear the “one” and crave the“many” – this is our human nature Nobody wants to be alone…2/21/2012 VinishJoshi@yahoo.com
  • 9. Driven by a social survival mechanism that compels us to connect2/21/2012 VinishJoshi@yahoo.com
  • 10. We are born to connect.It’s a dialogue, not monologue 2/21/2012 VinishJoshi@yahoo.com
  • 11. 2/21/2012 VinishJoshi@yahoo.com
  • 12. Driven by our two most fundamental social needs2/21/2012 VinishJoshi@yahoo.com
  • 13. Need to belong2/21/2012 VinishJoshi@yahoo.com
  • 14. “Where am I in this story?”2/21/2012 VinishJoshi@yahoo.com
  • 15. Need to Belong What can brands do ?2/21/2012 VinishJoshi@yahoo.com
  • 16. Need to be Significant2/21/2012 VinishJoshi@yahoo.com
  • 17. I want to tell MY story… how areyou helping?2/21/2012 VinishJoshi@yahoo.com
  • 18. Need to be Significant What can brands do ?2/21/2012 VinishJoshi@yahoo.com
  • 19. People are more demanding, morediscerning and more connectedand the behavior is informationbased enabled by technology. 2/21/2012 VinishJoshi@yahoo.com
  • 20. Delight me and I will share with others. Satisfy me and I’ll leave you…2/21/2012 VinishJoshi@yahoo.com
  • 21. Content is only as good as the Context Increasingly brands are focusing on context as relationships are valued and limited by nature 2/21/2012 VinishJoshi@yahoo.com
  • 22. Marketers adapting Social Media2/21/2012 VinishJoshi@yahoo.com
  • 23. Intel Center of Excellence2/21/2012 VinishJoshi@yahoo.com
  • 24. Three dimensions of Social Media Brand to People People to Brand People to People2/21/2012 VinishJoshi@yahoo.com
  • 25. Brand to PeopleCreating dialogue, conversation and buildingconnection with brand and relating the brandwith lives and goals of people 2/21/2012 VinishJoshi@yahoo.com
  • 26. Engagement2/21/2012 VinishJoshi@yahoo.com
  • 27. 2/21/2012 VinishJoshi@yahoo.com
  • 28. Advocacy2/21/2012 VinishJoshi@yahoo.com
  • 29. Coca-Cola Ford Fiesta moments Nissan – My Versa Road TripIdentifying and engaging with top influencers as well as torespond to key drivers of customer satisfaction to enhanceexperience 2/21/2012 VinishJoshi@yahoo.com
  • 30. Insights2/21/2012 VinishJoshi@yahoo.com
  • 31. Create a community around a brand, while building a greatreputation for responsiveness. 2/21/2012 VinishJoshi@yahoo.com
  • 32. Retention2/21/2012 VinishJoshi@yahoo.com
  • 33. The Citi ThankYou Point Sharing App. MyCokeRewards 2/21/2012 VinishJoshi@yahoo.com
  • 34. Enhanced Service2/21/2012 VinishJoshi@yahoo.com
  • 35. Not only book flights via the Facebook app, but can also check in for flights and check their flight status using it. Delta Facebook Ticket Counter app can help customers print out boarding passes.The Mhbuddy from Malaysia Airlinespeople to see if their Facebook friendsare on the same flight and even changetheir seats so that they can sit with eachother where possible. 2/21/2012 VinishJoshi@yahoo.com
  • 36. Identify and Reduce Brand Risk2/21/2012 VinishJoshi@yahoo.com
  • 37. 2/21/2012 VinishJoshi@yahoo.com
  • 38. Attracting new business opportunities2/21/2012 VinishJoshi@yahoo.com
  • 39. American Express open forum website - Place for small business owners to help grow their business. As small business grow, their need for credit, loans and other financial products also grow.2/21/2012 VinishJoshi@yahoo.com
  • 40. Crises Communication2/21/2012 VinishJoshi@yahoo.com
  • 41. The 2011 weather disruptions and ash cloudsThe use of social media allowed Airlines in providing consumers withinstant updates literally as they were happening. 2/21/2012 VinishJoshi@yahoo.com
  • 42. Idea Generation2/21/2012 VinishJoshi@yahoo.com
  • 43. 2/21/2012 VinishJoshi@yahoo.com
  • 44. People to Brand What people want is to have brandsreach out to them and solve problems 2/21/2012 VinishJoshi@yahoo.com
  • 45. @ Delta Assist2/21/2012 VinishJoshi@yahoo.com
  • 46. People to PeopleThis is where most brands struggle to create value2/21/2012 VinishJoshi@yahoo.com
  • 47. Interactive and in Control  They are talking to each other  There is a vast –self answering community on social networks  People want their voice and opinion to be heard 2/21/2012 VinishJoshi@yahoo.com
  • 48. Mainstream websites This satisfies the need these sites have for content and theneed the brand has for publicity Forums /Message Boards Brand Feedback Social Media Assets Client Links and traffic Empower Brand Website Content Advocacy Be where people News, Events, Customer Service, and Support communicate Personal Blogs
  • 49. 2/21/2012 VinishJoshi@yahoo.com
  • 50. Approach to Social MediaLearning to love is learning to let go. 2/21/2012 VinishJoshi@yahoo.com
  • 51. Age of Multiple home page for brands2/21/2012 VinishJoshi@yahoo.com
  • 52. Coke is mentioned 5,000 times a day on the internet 2/21/2012 VinishJoshi@yahoo.com
  • 53. Coca-Cola social media strategyReview the latest “buzz” surrounding Coca- ColaRespond to this opinion on the internet, Coke has “subject matter experts”,tasked in subject matters.Recording involves producing information with relevance and commoninterest for placement ranging from blog posts to short viral videosRedirecting is to bring information and content to consumers viaconnections from Google and Facebook to MyCokeRewards building “link love”. 2/21/2012 VinishJoshi@yahoo.com
  • 54. 2/21/2012 VinishJoshi@yahoo.com
  • 55. Approach to building relationships2/21/2012 VinishJoshi@yahoo.com
  • 56. Listen Participate Collaborate2/21/2012 VinishJoshi@yahoo.com
  • 57. Set-up right2/21/2012 infrastructure VinishJoshi@yahoo.com
  • 58. Using customer insights gleaned from social media to drive product development Process Disseminating customer insights gleaned from social media to key decision makers Detecting early threats to the brand ( early warning systems)2/21/2012 VinishJoshi@yahoo.com
  • 59. Dedicated resources devoted to social media monitoringOrganization Dedicated resources devoted to online community management2/21/2012 VinishJoshi@yahoo.com
  • 60. Centralized repository for Knowledge consumer generated content and insights2/21/2012 VinishJoshi@yahoo.com
  • 61. Social Online community Platforms Social Media monitoring toolsTechnology Customer Data Repository Digital dashboards/ Performance reporting tools Customer Data Analytic software2/21/2012 VinishJoshi@yahoo.com
  • 62. Listen to conversation Identify relevant networks Participate in conversations by delivering relevant contentBuild Relationship with Prospect Identify and Develop Create Trust and Increase Evangelists TOM2/21/2012 VinishJoshi@yahoo.com
  • 63. How will your brand help me belong? How will your brand help me be significant?2/21/2012 VinishJoshi@yahoo.com
  • 64. Don’t sell Products. Sell a communityGive everyone a voice2/21/2012 VinishJoshi@yahoo.com

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