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Social Media Marketing


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A presentation I did for Jamagra, Marketing Symposium

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Social Media Marketing

  1. 1. Marketing 2.0 A Recipe to Add Social Media to your Marketing Mix Amitha Amarasinghe Presentation at Jamagra Symposium on 24 th February 2010
  2. 2. Today’s Program Why Social Media? 1 What is Social Media? 2 How it affects Marketing? 3 How to Apply in Practice? 4
  3. 3. Some Statistics to Start With.. <ul><li>57% of global internet users has joined at least one social network </li></ul><ul><li>If Facebook is a country, it would be the third largest in population </li></ul><ul><li>There are over 500,000 Sri Lankans on Facebook, and it’s still growing </li></ul>
  4. 4. Doesn’t Matter Whether You are Online or Not… “ Google Never Forgets!” It knows what you did last summer ;-)
  5. 5. Sex Social Media Sells <ul><li>“ Social Network sites are now officially more popular than porn websites on the internet” </li></ul>“ One in five Americans says they're ready to have less sex to find more time for spending on the internet” Sigmund Freud Proven Wrong?
  6. 6. Changes in Consumer Behavior Only 14% of consumers believe what we say in our advertising 92% - prefer to talk to someone they know to learn more about the products and services they plan to buy 78% of people find peer recommendations either highly or fairly credible EMPOWERED Source: / Keller Fay Group
  7. 7. Are Your Ready to Change? “ Your customers and rivals are figuring blogs and social networks out. Our advice: Catch up…or catch you later” Stephen Baker and Heather Green (Business Week) ‏
  8. 8. What is Social Media? Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio [Wikipedia] It is the interactive second generation of internet (Web 2.0) on which the communication takes place not only from content creators to the users, but also vise versa and among the users as well
  9. 9. In a More Simple Language… “ Creation of web content, by the people, for the people”
  10. 10. What If? your brand could win a place in these conversations? “ Conversations with advocates increases purchase intent by 2 to 7 times depending on industry and brand” Brand Advocacy Dashboard 2005-06
  11. 11. Social Media Marketing <ul><li>“ Is the marketing effort of securing a place for your brand, in the online conversations taking place on social media web” </li></ul><ul><li>Objectives </li></ul><ul><li>Brand building </li></ul><ul><li>Awareness </li></ul><ul><li>Creating loyalty </li></ul><ul><li>Generating sales leads </li></ul><ul><li>eCommerce </li></ul>
  12. 12. Channels of Communication in SMM
  13. 13. Impact of Social Media Messages
  14. 14. 5 T’s of Social Media Marketing T alkers T opics T ools T ake part T racking Adopted from Andy Sernovitz’s Five T’s of Word of Mouth Marketing 5 T
  15. 15. T opics <ul><li>Worth Talking about </li></ul><ul><li>Not complicated </li></ul><ul><li>Not necessarily a marketing message </li></ul><ul><li>Not necessarily about the product you sell </li></ul><ul><li>Tied up to your “Brand” </li></ul><ul><li>Simple </li></ul><ul><li>Repeatable </li></ul><ul><li>Understandable </li></ul> 5 T
  16. 16. T alkers <ul><li>They are not professional marketers </li></ul><ul><li>Not necessarily your customers </li></ul><ul><li>Not necessarily the best customers </li></ul><ul><li>Most of the time “new customers” talk more </li></ul> 5 T
  17. 17. T ools <ul><li>Help people to tell others </li></ul><ul><li>Facilitate extended conversation </li></ul><ul><li>There’s no “too much” of tools (Eg: Youtube) </li></ul> 5 T
  18. 18. T ake Part <ul><li>Have a company presence in social media platforms </li></ul><ul><li>Talk to people </li></ul><ul><li>Say “thank you” and “I’m sorry” (Wow! Effect) </li></ul><ul><li>Help people to solve their problems </li></ul><ul><li>Dedicated person to manage social media conversations </li></ul> 5 T
  19. 19. <ul><li>Google Blog alerts </li></ul><ul><li>Blogpulse </li></ul><ul><li>Technorati </li></ul><ul><li>Cumulative brand mentions </li></ul><ul><li>Twitter @ mentioning </li></ul>T rack 5 T
  20. 20. Things to Watch Out <ul><li>Be real. Be honest </li></ul><ul><li>It’s not a “techy” thing </li></ul><ul><li>It’s not emarketing either! </li></ul><ul><li>It’s purely social! </li></ul><ul><li>Expect for rudeness! </li></ul><ul><li>Come down to earth </li></ul><ul><li>“ Meatball-Sundae Syndrome” </li></ul>
  21. 21. Who Can Effectively Use Social Media? <ul><li>Small & Medium Entrepreneurs (SME) </li></ul><ul><li>Start-up businesses </li></ul><ul><li>Restaurant Chains </li></ul><ul><li>Fashionable Goods </li></ul><ul><li>Travel & Tourism (Places) </li></ul>
  22. 22. The Future Revenue Model Trap Scalability Trap Social Network Sites Big Social Networks find it difficult to monetize their popularity eCommerce Firms Big eCommerce firms find it difficult to translate social media into tangible results Vacuum Social Commerce
  23. 23. Thank You ! Contact The Presenter Web Email amitha[AT]same_domain[DOT]com Twitter @Amisampath
  24. 24. About Jamagra Jamagra – “ Ja pura Ma rketing Gra duates&quot;, is the knowledge sharing forum formed by the graduates of the Department of Marketing Management of the University of Sri Jayewardenepura. Jamagra was first launched in May 2006, as the brainchild of Mr.Maxwell Ranasinghe, visiting lecture of the Department of Marketing Management. Since then, Jamagra has gathered over 50 marketing professionals passed out from the department, holding influential positions in some of the leading companies in Sri Lankan and abroad