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Role of Social Media in
Marketing
What is Social Media ?
▪ Social media is engaging with consumers online.
▪ Social media is internet-based tools for sharing and discussing
information among human beings.
▪ Social media is all about networking and networking in a way that
espouses trust among parties and communities involved.
▪ Any website which allows user to share their content, opinions, views
and encourages interaction and community building can be classified
as a social media.
▪ Some popular social media sites are: Facebook,YouTube,Twitter,
Digg, MySpace, StumbleUpon, Delicious, Scribd, Flickr etc.
Evolution of Social Media
What is Social Media Marketing ?
▪ Social media marketing consists of the attempt to use social media
to persuade consumers that one's company, products and/or services
are worthwhile.
▪ Social media marketing is marketing using online communities,
social networks, blog marketing and more.
▪ It is a strategic and methodical process to establish the company’s
influence, reputation and brand within communities of potential
customers, readers or supporters.
SMM explained
User Information
Info fed into Social
sites
The Social HUB
Example of MakeMytrip
User trying to book
ticket through
MakeMyTrip
MakeMyTrip flashes
offers and
Advertisements
User having Facebook account
Growth of Social Media Marketing
Source:- www.smartinsights.com
Growth of Social Media Marketing
▪ Social media usage by small business owners increased from 12%
to 24%
▪ 75% have a company page on a social networking site.
▪ 69% post status updates or articles of interest on social media sites.
▪ 57% build a network through a site such as LinkedIn.
▪ 54% monitor feedback about the business.
▪ 39% maintain a blog.
▪ 26% tweet about areas of expertise.
▪ 16% useTwitter as a service channel.
Businesses and Social Media
▪ Sell Products or Services
▪ Become a Leading Industry Resource
▪ Provide Quality Customer Service
Role of Social Media in Marketing
▪ To provide an identity about the companies and the products or services
that they offer.
▪ Makes companies "real" to consumers. If they want people to follow them
they need not just talk about the latest product news, but share their
personality with them.
▪ Can be used to associate themselves with their peers that may be serving
the same target market.
▪ Can be used to communicate and provide the interaction that consumers
look for.
▪ Helps in creating relationships with people who might not otherwise know
about the products or service or what the companies represent.
Strategy 1
Their catchy saying, “Let’s be in a Like-Like relationship,” shows they treat their potential fans
as equals, solidifying their relationships even more.
Zappos is an online retailer which is known for the enormous emphasis they put on creating real
relationships with their fans and customers.
Zappos.com
Zappos.com
• One great strategy they’ve employed is to first ask for the Like and then ask their new fans to join
their email list. Once you click their Like button, the custom tab changes and you then see the
opportunity to sign up for their email list and interact with their products, as seen in the image
below. By waiting until after the fan clicks the Like button, Zappos is proving they care about
building relationships with their fans first.
Strategy 2
• In addition, Zappos uses a strategy often called “fans-only content” where they reveal content only
after someone has become a fan, such as the fashion images in the illustration above. Once you
click the Like button, you get instant access to exclusive content, videos and special promotions.
Strategy 3
• Fan of the week contest- They encourage fans to send in their photos with the Zappos box and
other fans get to vote on the best photo of the week. What’s great is that Zappos highlights the fan
of the week by putting him or her in their wall image photo for all to see.
Cree
Cree is a business-to-business company that sells energy-efficient, environmentally
friendly, industrial LED lighting. In their “Cries for Help” section, they encourage
companies to showcase their terrible lighting on their site.
Strategy 1
• Great content is the key
to a happy audience.
Strategy 2
•Value of social proof
San Chez Bistro
San Chez Bistro is a restaurant in Grand Rapids, Michigan.
•They’ve taken social media and infused it with the needs and preferences of their local
audience. San Chez encourages their patrons to use Twitter to reserve a seat at
their restaurant.
• They call it “Tweet-Ahead Seating” and it’s a great use of social media local
marketing. Once you tweet your interest in a reservation, the online hostess tweets you
back with a message similar to this: “Great, you’re on the list. See you in a little while.”
• With the number of smart phones on the rise, San Chez knows they can reach even
more potential customers if they make access to their restaurant easy and quick. By
combining smart phone capabilities, social media and local marketing, they were able
to create an extremely successful marketing campaign online.
• In addition, San Chez Bistro utilizes Foursquare to gain even greater viral visibility.
Foursquare, one of the top location-based services out there today, allows people to
check in with their mobile devices and let all their friends know where they’re currently
spending time. It’s fun for the fan and powerful exposure for the physical business.
San Chez Bistro
Traditional Marketing V/S Social Media
Marketing
Benefits of social media marketing
▪ It provides a window to marketers to not only present products /
services to customers but also to listen to customers’ grievances and
suggestions.
▪ It makes it easy for marketers to identify various peer groups or
influencers among various groups, who in turn can become brand
evangelist and help in organic growth of a brand.
▪ All this is done at nearly zero cost (as compared to conventional
customer outreach programmes) as most of the social networking
sites are free.
▪ Social media marketing helps in Generating exposure to businesses.
▪ Increasing traffic/subscribers.
▪ Building new business partnerships.
▪ Rise in search engine rankings.
▪ Generating qualified leads due to better lead generation efforts.
▪ Selling more products and services.
▪ Reduction in overall marketing expenses.
Benefits of social media marketing
Cons of Social Media Marketing
▪ Privacy Issues
▪ Data selling
▪ Fake profiles and reviews

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Role of Social Media in Marketing

  • 1. Role of Social Media in Marketing
  • 2. What is Social Media ? ▪ Social media is engaging with consumers online. ▪ Social media is internet-based tools for sharing and discussing information among human beings. ▪ Social media is all about networking and networking in a way that espouses trust among parties and communities involved. ▪ Any website which allows user to share their content, opinions, views and encourages interaction and community building can be classified as a social media. ▪ Some popular social media sites are: Facebook,YouTube,Twitter, Digg, MySpace, StumbleUpon, Delicious, Scribd, Flickr etc.
  • 4. What is Social Media Marketing ? ▪ Social media marketing consists of the attempt to use social media to persuade consumers that one's company, products and/or services are worthwhile. ▪ Social media marketing is marketing using online communities, social networks, blog marketing and more. ▪ It is a strategic and methodical process to establish the company’s influence, reputation and brand within communities of potential customers, readers or supporters.
  • 5. SMM explained User Information Info fed into Social sites The Social HUB
  • 6. Example of MakeMytrip User trying to book ticket through MakeMyTrip MakeMyTrip flashes offers and Advertisements User having Facebook account
  • 7.
  • 8.
  • 9. Growth of Social Media Marketing Source:- www.smartinsights.com
  • 10. Growth of Social Media Marketing ▪ Social media usage by small business owners increased from 12% to 24% ▪ 75% have a company page on a social networking site. ▪ 69% post status updates or articles of interest on social media sites. ▪ 57% build a network through a site such as LinkedIn. ▪ 54% monitor feedback about the business. ▪ 39% maintain a blog. ▪ 26% tweet about areas of expertise. ▪ 16% useTwitter as a service channel.
  • 11. Businesses and Social Media ▪ Sell Products or Services ▪ Become a Leading Industry Resource ▪ Provide Quality Customer Service
  • 12. Role of Social Media in Marketing ▪ To provide an identity about the companies and the products or services that they offer. ▪ Makes companies "real" to consumers. If they want people to follow them they need not just talk about the latest product news, but share their personality with them. ▪ Can be used to associate themselves with their peers that may be serving the same target market. ▪ Can be used to communicate and provide the interaction that consumers look for. ▪ Helps in creating relationships with people who might not otherwise know about the products or service or what the companies represent.
  • 13. Strategy 1 Their catchy saying, “Let’s be in a Like-Like relationship,” shows they treat their potential fans as equals, solidifying their relationships even more. Zappos is an online retailer which is known for the enormous emphasis they put on creating real relationships with their fans and customers. Zappos.com
  • 14. Zappos.com • One great strategy they’ve employed is to first ask for the Like and then ask their new fans to join their email list. Once you click their Like button, the custom tab changes and you then see the opportunity to sign up for their email list and interact with their products, as seen in the image below. By waiting until after the fan clicks the Like button, Zappos is proving they care about building relationships with their fans first. Strategy 2 • In addition, Zappos uses a strategy often called “fans-only content” where they reveal content only after someone has become a fan, such as the fashion images in the illustration above. Once you click the Like button, you get instant access to exclusive content, videos and special promotions. Strategy 3 • Fan of the week contest- They encourage fans to send in their photos with the Zappos box and other fans get to vote on the best photo of the week. What’s great is that Zappos highlights the fan of the week by putting him or her in their wall image photo for all to see.
  • 15. Cree Cree is a business-to-business company that sells energy-efficient, environmentally friendly, industrial LED lighting. In their “Cries for Help” section, they encourage companies to showcase their terrible lighting on their site. Strategy 1 • Great content is the key to a happy audience. Strategy 2 •Value of social proof
  • 16. San Chez Bistro San Chez Bistro is a restaurant in Grand Rapids, Michigan. •They’ve taken social media and infused it with the needs and preferences of their local audience. San Chez encourages their patrons to use Twitter to reserve a seat at their restaurant. • They call it “Tweet-Ahead Seating” and it’s a great use of social media local marketing. Once you tweet your interest in a reservation, the online hostess tweets you back with a message similar to this: “Great, you’re on the list. See you in a little while.” • With the number of smart phones on the rise, San Chez knows they can reach even more potential customers if they make access to their restaurant easy and quick. By combining smart phone capabilities, social media and local marketing, they were able to create an extremely successful marketing campaign online. • In addition, San Chez Bistro utilizes Foursquare to gain even greater viral visibility. Foursquare, one of the top location-based services out there today, allows people to check in with their mobile devices and let all their friends know where they’re currently spending time. It’s fun for the fan and powerful exposure for the physical business.
  • 18. Traditional Marketing V/S Social Media Marketing
  • 19. Benefits of social media marketing ▪ It provides a window to marketers to not only present products / services to customers but also to listen to customers’ grievances and suggestions. ▪ It makes it easy for marketers to identify various peer groups or influencers among various groups, who in turn can become brand evangelist and help in organic growth of a brand. ▪ All this is done at nearly zero cost (as compared to conventional customer outreach programmes) as most of the social networking sites are free.
  • 20. ▪ Social media marketing helps in Generating exposure to businesses. ▪ Increasing traffic/subscribers. ▪ Building new business partnerships. ▪ Rise in search engine rankings. ▪ Generating qualified leads due to better lead generation efforts. ▪ Selling more products and services. ▪ Reduction in overall marketing expenses. Benefits of social media marketing
  • 21. Cons of Social Media Marketing ▪ Privacy Issues ▪ Data selling ▪ Fake profiles and reviews