It’s either social or it’s not media.2/21/2012     VinishJoshi@yahoo.com
Social MediaA new kind of public space. 2/21/2012     VinishJoshi@yahoo.com
Exists to fuelconversations,connections andshape opinion. 2/21/2012   VinishJoshi@yahoo.com
Old behaviors, new technologiesThe most populartechnologies of the lastdecade –Facebook, SMS, BBM, Twitter,Mobile –each to...
Social Media is            about people            and not consumers2/21/2012   VinishJoshi@yahoo.com
When it’s about            “people”, relationships            are built on mutual            trust, interest and          ...
People love Social Media2/21/2012            VinishJoshi@yahoo.com
We fear the “one” and crave the“many” – this is our human nature            Nobody wants            to be alone…2/21/2012 ...
Driven by a social            survival            mechanism that            compels us to            connect2/21/2012   Vi...
We are born to connect.It’s a dialogue, not monologue 2/21/2012            VinishJoshi@yahoo.com
2/21/2012   VinishJoshi@yahoo.com
Driven by our two most fundamental            social needs2/21/2012    VinishJoshi@yahoo.com
Need                     to belong2/21/2012   VinishJoshi@yahoo.com
“Where am I in this story?”2/21/2012             VinishJoshi@yahoo.com
Need to Belong                   What can                  brands do ?2/21/2012        VinishJoshi@yahoo.com
Need to be                  Significant2/21/2012   VinishJoshi@yahoo.com
I want to tell MY story… how areyou helping?2/21/2012     VinishJoshi@yahoo.com
Need to be Significant             What can            brands do ?2/21/2012   VinishJoshi@yahoo.com
People are more demanding, morediscerning and more connectedand the behavior is informationbased enabled by technology. 2/...
Delight me and I will            share with others.            Satisfy me and I’ll            leave you…2/21/2012    Vinis...
Content is only as good as the Context                Increasingly brands                are focusing on                co...
Marketers adapting              Social Media2/21/2012   VinishJoshi@yahoo.com
Intel Center of Excellence2/21/2012   VinishJoshi@yahoo.com
Three dimensions of Social Media             Brand to People             People to Brand             People to People2/21/...
Brand to PeopleCreating dialogue, conversation and buildingconnection with brand and relating the brandwith lives and goal...
Engagement2/21/2012   VinishJoshi@yahoo.com
2/21/2012   VinishJoshi@yahoo.com
Advocacy2/21/2012   VinishJoshi@yahoo.com
Coca-Cola                            Ford Fiesta moments                                                  Nissan – My Vers...
Insights2/21/2012   VinishJoshi@yahoo.com
Create a community around a brand, while building a greatreputation for responsiveness.  2/21/2012             VinishJoshi...
Retention2/21/2012   VinishJoshi@yahoo.com
The Citi ThankYou Point Sharing App.                                          MyCokeRewards 2/21/2012        VinishJoshi@y...
Enhanced Service2/21/2012        VinishJoshi@yahoo.com
Not only book flights via the Facebook app,                        but can also check in for flights and check            ...
Identify and                     Reduce                    Brand Risk2/21/2012   VinishJoshi@yahoo.com
2/21/2012   VinishJoshi@yahoo.com
Attracting                  new business                  opportunities2/21/2012   VinishJoshi@yahoo.com
American Express open                    forum website - Place for                    small business owners to            ...
Crises Communication2/21/2012          VinishJoshi@yahoo.com
The 2011 weather disruptions and ash cloudsThe use of social media allowed Airlines in providing consumers withinstant upd...
Idea                            Generation2/21/2012   VinishJoshi@yahoo.com
2/21/2012   VinishJoshi@yahoo.com
People to Brand What people want is to have brandsreach out to them and solve problems 2/21/2012    VinishJoshi@yahoo.com
@ Delta Assist2/21/2012                    VinishJoshi@yahoo.com
People to PeopleThis is where most brands struggle          to create value2/21/2012    VinishJoshi@yahoo.com
Interactive and in Control    They are talking to each other    There is a vast –self answering     community on social...
Mainstream websites This satisfies the need these sites have for content and theneed the brand has for publicity          ...
2/21/2012   VinishJoshi@yahoo.com
Approach to Social MediaLearning to love is learning to let go. 2/21/2012           VinishJoshi@yahoo.com
Age of             Multiple             home page             for brands2/21/2012   VinishJoshi@yahoo.com
Coke is mentioned 5,000 times a day on the internet  2/21/2012          VinishJoshi@yahoo.com
Coca-Cola social media strategyReview the latest “buzz” surrounding Coca- ColaRespond to this opinion on the internet, Cok...
2/21/2012   VinishJoshi@yahoo.com
Approach to building                 relationships2/21/2012   VinishJoshi@yahoo.com
Listen     Participate               Collaborate2/21/2012     VinishJoshi@yahoo.com
Set-up right2/21/2012            infrastructure                 VinishJoshi@yahoo.com
Using customer insights gleaned                                   from social media to drive                              ...
Dedicated resources devoted to                             social media monitoringOrganization                          De...
Centralized repository for Knowledge                   consumer generated content                                     and ...
Social Online community                                            Platforms                            Social Media monit...
Listen to conversation             Identify relevant networks   Participate in conversations by                           ...
How will your brand            help me belong?            How will your brand            help me be significant?2/21/2012 ...
Don’t sell Products. Sell a communityGive everyone a voice2/21/2012     VinishJoshi@yahoo.com
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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

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Dimensions and Approach to Social Media

  1. 1. It’s either social or it’s not media.2/21/2012 VinishJoshi@yahoo.com
  2. 2. Social MediaA new kind of public space. 2/21/2012 VinishJoshi@yahoo.com
  3. 3. Exists to fuelconversations,connections andshape opinion. 2/21/2012 VinishJoshi@yahoo.com
  4. 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. 5. Social Media is about people and not consumers2/21/2012 VinishJoshi@yahoo.com
  6. 6. When it’s about “people”, relationships are built on mutual trust, interest and benefit.2/21/2012 VinishJoshi@yahoo.com
  7. 7. People love Social Media2/21/2012 VinishJoshi@yahoo.com
  8. 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. 9. Driven by a social survival mechanism that compels us to connect2/21/2012 VinishJoshi@yahoo.com
  10. 10. We are born to connect.It’s a dialogue, not monologue 2/21/2012 VinishJoshi@yahoo.com
  11. 11. 2/21/2012 VinishJoshi@yahoo.com
  12. 12. Driven by our two most fundamental social needs2/21/2012 VinishJoshi@yahoo.com
  13. 13. Need to belong2/21/2012 VinishJoshi@yahoo.com
  14. 14. “Where am I in this story?”2/21/2012 VinishJoshi@yahoo.com
  15. 15. Need to Belong What can brands do ?2/21/2012 VinishJoshi@yahoo.com
  16. 16. Need to be Significant2/21/2012 VinishJoshi@yahoo.com
  17. 17. I want to tell MY story… how areyou helping?2/21/2012 VinishJoshi@yahoo.com
  18. 18. Need to be Significant What can brands do ?2/21/2012 VinishJoshi@yahoo.com
  19. 19. People are more demanding, morediscerning and more connectedand the behavior is informationbased enabled by technology. 2/21/2012 VinishJoshi@yahoo.com
  20. 20. Delight me and I will share with others. Satisfy me and I’ll leave you…2/21/2012 VinishJoshi@yahoo.com
  21. 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. 22. Marketers adapting Social Media2/21/2012 VinishJoshi@yahoo.com
  23. 23. Intel Center of Excellence2/21/2012 VinishJoshi@yahoo.com
  24. 24. Three dimensions of Social Media Brand to People People to Brand People to People2/21/2012 VinishJoshi@yahoo.com
  25. 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. 26. Engagement2/21/2012 VinishJoshi@yahoo.com
  27. 27. 2/21/2012 VinishJoshi@yahoo.com
  28. 28. Advocacy2/21/2012 VinishJoshi@yahoo.com
  29. 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. 30. Insights2/21/2012 VinishJoshi@yahoo.com
  31. 31. Create a community around a brand, while building a greatreputation for responsiveness. 2/21/2012 VinishJoshi@yahoo.com
  32. 32. Retention2/21/2012 VinishJoshi@yahoo.com
  33. 33. The Citi ThankYou Point Sharing App. MyCokeRewards 2/21/2012 VinishJoshi@yahoo.com
  34. 34. Enhanced Service2/21/2012 VinishJoshi@yahoo.com
  35. 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. 36. Identify and Reduce Brand Risk2/21/2012 VinishJoshi@yahoo.com
  37. 37. 2/21/2012 VinishJoshi@yahoo.com
  38. 38. Attracting new business opportunities2/21/2012 VinishJoshi@yahoo.com
  39. 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. 40. Crises Communication2/21/2012 VinishJoshi@yahoo.com
  41. 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. 42. Idea Generation2/21/2012 VinishJoshi@yahoo.com
  43. 43. 2/21/2012 VinishJoshi@yahoo.com
  44. 44. People to Brand What people want is to have brandsreach out to them and solve problems 2/21/2012 VinishJoshi@yahoo.com
  45. 45. @ Delta Assist2/21/2012 VinishJoshi@yahoo.com
  46. 46. People to PeopleThis is where most brands struggle to create value2/21/2012 VinishJoshi@yahoo.com
  47. 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. 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. 49. 2/21/2012 VinishJoshi@yahoo.com
  50. 50. Approach to Social MediaLearning to love is learning to let go. 2/21/2012 VinishJoshi@yahoo.com
  51. 51. Age of Multiple home page for brands2/21/2012 VinishJoshi@yahoo.com
  52. 52. Coke is mentioned 5,000 times a day on the internet 2/21/2012 VinishJoshi@yahoo.com
  53. 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. 54. 2/21/2012 VinishJoshi@yahoo.com
  55. 55. Approach to building relationships2/21/2012 VinishJoshi@yahoo.com
  56. 56. Listen Participate Collaborate2/21/2012 VinishJoshi@yahoo.com
  57. 57. Set-up right2/21/2012 infrastructure VinishJoshi@yahoo.com
  58. 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. 59. Dedicated resources devoted to social media monitoringOrganization Dedicated resources devoted to online community management2/21/2012 VinishJoshi@yahoo.com
  60. 60. Centralized repository for Knowledge consumer generated content and insights2/21/2012 VinishJoshi@yahoo.com
  61. 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. 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. 63. How will your brand help me belong? How will your brand help me be significant?2/21/2012 VinishJoshi@yahoo.com
  64. 64. Don’t sell Products. Sell a communityGive everyone a voice2/21/2012 VinishJoshi@yahoo.com
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