Leveraging Social MediaThe many uses of Social Media· Attract potential customers - Cost effective media option· Customer service channel - Answer queries & provide support· Loyalty building - Through promotions & programs· Public relations- Information dissemination and crisis management· Customer relations - Feedback, complaints, ideas· Internal marketing - Motivation & improvement· Networking in a B2B context – New leads
Leveraging Social MediaResearch findings• Only 18% of TV ad campaigns generate positive ROI• 90% who can skip TV ads do• Average person is exposed to 3000 ad messages a day• Only 14% of people trust ads• 92% Trust friends recommendations Nielsen “Trust” in advertising report October 2007
Leveraging Social MediaRules of Social Media3. Social media is all about enabling conversations among your audience or market5. You cannot control conversations but you can influence them.7. Influence is the bedrock on which all economically viable relationships are built.
Leveraging Social MediaHow to leverage Social Media?• In order to leverage Social Media one has to engage the customer in an authentic and interesting manner to enable a positive conversation.• Through continuous positive engagement a positive influence can be developed. This is the task of the Social media manager or agency
Leveraging Social Media Digital media environment – Sri Lanka• Mobile penetration stands at over 80 percent (more than 16 million mobile connections among a population of nearly 20 million)· Ownership of a mobile phone is much higher in the 16 to 35 age group· There are nearly two million internet users in Sri Lanka, representing 14 percent of the population
Leveraging Social Media Digital media environment – Sri Lanka· 1.2 million users access the internet weekly or more often with the majority being in the 15 to 25 years age group where internet usage is as high as 26 percent· Approximately 46 percent of users access the internet through their mobile phones, 10 percent exclusively and 36 percent through a combination of modes including mobile devices
Leveraging Social MediaDigital media access statistics· Of the total number of users accessing the internet through their mobile phone,42 percent went to social networking sites such as Facebook· 900,000, or nearly half of the total number of internet users in the country, are on Facebook, with 78 percent in the 18 to 34 age group Source : Nielsen Sri Lanka
Leveraging Social MediaStarting to get Social - How we will get about· Brief : Tell us what you want from Social media· Agency presentation: The strategy based on the brief· Customer engagement: Updates, feedback and complaints will` be managed by us on your behalf with complete access given to you.· Promoting : Advertising within the site and also conceptualizing, designing and implementing promotions· Feedback : Reports and feedback ( Based on the platform)-