Iitd pres 01102010

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How to market your brands through social media

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Iitd pres 01102010

  1. 1. Social media marketing How to market your brand through social media?
  2. 2. Contents WHAT is social media WHY is it creating so much buzz HOW to market your brand through social media
  3. 3. WHAT is social media!!
  4. 4. Social Media = Participative media Traditional Media Information channels Social Media
  5. 5. Social Media = Participative media  Behavior – Why/ what will people talk?  Tools – How will they talk
  6. 6. Tools
  7. 7. Tools Social Wikis Blog / Content News curation CMS networks microblogs Sharing channels
  8. 8. Tools Focus on Focus on content people
  9. 9. Behavior Social Object = reason why people affiliate with each specific other and not just anyone http://www.zengestrom.com/blog/2005/04/why-some-social-network-services- work-and-others-dont-or-the-case-for-object-centered-sociality.html
  10. 10. Facebook  Social Object = Users connect and share with people in their life http://facebook.com
  11. 11. Twitter  Users discover (and share) what is happening right now http://twitter.com
  12. 12. LinkedIn  Users exchange information, ideas and opportunities http://linkedin.com
  13. 13. flickr  User share photos (and) watch the world
  14. 14. YouTube  Users broadcast themselves ( or their creations) http://youtube.com
  15. 15. Digg  Users discover and share content http://digg.com
  16. 16. Blogger  Users express themselves http://blogger.com or http://wordpress.com
  17. 17. Wikipedia  Users (create and edit) free encyclopedia http://en.wikipedia.org
  18. 18. What we learn  It is less about tools and more about the behavior  Each popular tool has a unique and desirable social object
  19. 19. Why is Social Media creating so much buzz!
  20. 20. 1. Participation Volumes http://globalwebindex.com
  21. 21. 1. Participation Volumes
  22. 22. 2. It is out in the open!
  23. 23. 2. It is out in the open! Sales –feedback funnel Use & Awareness Consideration Preference purchase opinionate Talk Social Media Marketing: An Hour a day – Dave Evans
  24. 24. 3. Empower & energize your evangelists  Brand : Royal Challenger  Online community of Cricket fans http://royalchallengers.com
  25. 25. 3. Empower & energize your evangelists  Brand: Sunsilk  Community built around ‘growing up’ http://gangofgirls.com
  26. 26. 3. Empower & energize your evangelists  Brand: Tata tea  Community built around citizen awakening http://jaagore.com
  27. 27. 3. Empower & energize your evangelists 1 2 Identify passion • Your brand might not have many evangelists but the attached social object might Ignite passion have • Give your evangelists tools (online communities) to spread the message http://dellgogreen.com
  28. 28. What we learn  Social Web (Web 2.0) is going to stay and it is going to get bigger  Brands can no longer broadcast  The ‘social in us’ can be leveraged for marketing
  29. 29. Social Media marketing How businesses are using social media for marketing? How to make you business social?
  30. 30. How are business using social media for marketing
  31. 31. Beverages  Brand: Pepsi  Dynamic: Consumer Generated Content http://www.yourlaysflavour.com/index.asp http://www.youngistaan.com
  32. 32. Health  Brand: Gold’s Gym  Dynamic: CGC Social App http://www.facebook.com/goldsgym?v=app_105315 14314#/
  33. 33. Finance  Brand: Servus Credit Union  Dynamic: Consumer Generated Content - Ambassador Program http://www.youngfreealberta.com/
  34. 34. Retail Stores  Brand: Walmart  Dynamic: Consumer Conversations http://elevenmoms.com
  35. 35. Software services  Brand: Infosys  Dynamic: Conversations http://infosysblogs.com
  36. 36. Software products  Brand: Intuit  Dynamic: Collaboration http://community.intuit.com/category/banking
  37. 37. News  Brand: CNN  Dynamic: Collaboration http://ireport.cnn.com/
  38. 38. Baby care  Brand: Pampers  Dynamic: Customer Community (around parenting) www.papmers.com
  39. 39. ecommerce  Brand: ebay  Dynamic: Customer community (around products and brands) www.neighborhoods.ebay.com
  40. 40. Travel  Brand: British Airways  Dynamic: Customer Community (around travel) http://www.metrotwin.com
  41. 41. Non Profits  Brand: Change.org  Dynamic: Citizen Community (around change) www.change.org
  42. 42. Telecom  Brand: Idea  Dynamic: Collective Intelligence www.myidea.co.in
  43. 43. Coffee chains  Brand: Starbucks  Dynamic: Collective Intelligence www.mystarbucksidea.com
  44. 44. What we learn Marketing through social media is different:  It is not about the big idea  It is not about a campaign  It is not about a creative  It is about the ‘social in us’
  45. 45. How to make your business social
  46. 46. Dell Hell  Viral campaign against Dell’s unresponsive customer service, started by journalist Jeff Jarvis. http://buzzmachine.com/archives/cat_dell.html
  47. 47. Direct2Dell Blog  Dell Corporate blog  Conversations from Dell employees and senior management http://en.community.dell.com/dell-blogs/b/direct2dell
  48. 48. Dell Ideastorm  Ideation community to build better dell products http://ideastorm.com/
  49. 49. Dell Digital Nomad  Community built around the idea of being a digital nomad.  Targeted at highly mobile laptop users. http://www.digitalnomads.com/
  50. 50. Dell Take Your Own Path  Community where users shared inspiring stories of entrepreneurship http://takeyourownpath.com
  51. 51. Dell Social Innovation comp  Dell Social Innovation Competition as an initiative targeted towards young social entrepreneurs http://dellsocialinnovationcompetition.com
  52. 52. Dell Employee Storm  Internal ideation platform to enable Dell’s worldwide community of more than 80,000 employees to post and discuss ideas. http://thesocialworkplace.com/featured/1558/
  53. 53. Dell Outlet on Twitter  Dell uses Twitter as a channel to sell refurbished computers to corporate purchase managers.  @delloutlet has 1.5 million followers and has resulted in sales of more than $6 million. http://twitter.com/delloutlet
  54. 54. What we learn  Social media marketing  Brands that are social – You no longer preach but participate – You give more reasons to talk – You believe in relationships than interactions – You convert your customers, partners to evangelists (fans) – You organize and empower your evangelists
  55. 55. References  “Social Media marketing – An hour a day’ – Dave Evans  http://gauravonimics.com  2020 Social Slideshare channel (http://slideshare.net/2020social)
  56. 56. Questions?

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