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ISBSM #1 - 12 Tips for Social Media Success


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Deck from first ISB Social Media course session. #isbsm

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ISBSM #1 - 12 Tips for Social Media Success

  1. 1. Social Media, Online Advertising and Web Analytics Indian School of Business Term 8 #isbsm amitklein [email_address]
  2. 2. Who am I? [email_address]
  3. 3. How will this course be taught? <ul><li>Methodology: </li></ul><ul><li>Interactive </li></ul><ul><ul><li>During class: Group discussions, Use Twitter (#isbsm): share moments you liked/didn’t, ask questions, give feedback </li></ul></ul><ul><ul><li>Between classes: Share articles with your peers, engage in conversations with people in the industry, Ask questions, Retweet, Provide feedback on sessions and what you want to discuss </li></ul></ul><ul><li>Guest Speakers </li></ul><ul><li>Videos </li></ul><ul><li>Group Project </li></ul>
  4. 4. Schedule <ul><li>2/27 (Sat) 5-7pm: Intro to Social Media </li></ul><ul><li>2/28 (Sun) 9-11am: Social Media for B2B </li></ul><ul><li>3/5 (Fri) 5-7pm: Intro to Paid Online Advertising </li></ul><ul><ul><li>Project Proposals Due </li></ul></ul><ul><li>3/6 (Sat) 8-10am: Intro to Web Analytics </li></ul><ul><ul><li>Project Kickoff </li></ul></ul><ul><li>3/19 (Fri) 5-7pm: TBD </li></ul><ul><li>3/20 (Sat) 9-11am: Project Presentations </li></ul><ul><li>Plus a couple mini-modules </li></ul>
  5. 5. Mini Modules <ul><li>Short (20 min) topics: </li></ul><ul><li>Creating an investor pitch* </li></ul><ul><li>Copywriting for the web* </li></ul><ul><li>Monetization strategies for the web </li></ul><ul><li>Building successful web products </li></ul><ul><li>Social CRM </li></ul><ul><li>Developing Insights from Analytics </li></ul><ul><li>The future of Facebook and Twitter </li></ul>
  6. 6. Introduction to Social Media
  7. 7. Group Discussion: Is 2010 the year that Social Media goes mainstream in India?
  8. 9. Agenda <ul><li>What is social media? </li></ul><ul><li>Why engage in social media? </li></ul><ul><li>12 Tips for Social Media Success </li></ul><ul><li>Indian social media usage </li></ul><ul><li>Recap of key lessons </li></ul><ul><li>Group project intro </li></ul>
  9. 10. What is Social Media?
  10. 11. <ul><li>“ Social Media is a conversation supported by online tools” </li></ul><ul><li>~ Kelsey Ruger </li></ul>
  11. 13. Why engage in Social Media?
  12. 14. <ul><li>“ Businesses will increasingly use social media to get closer with customers… It is getting too expensive and inconvenient to meet face-to-face in the real world, there will be more efforts to bring the conversation … to virtual communities .” </li></ul><ul><li>- Shel Israel </li></ul>
  13. 15. Why engage in Social Media? <ul><li>Use social media to: </li></ul><ul><li>Improve Reputation / Authority </li></ul><ul><li>Increase Brand Awareness / Reach </li></ul><ul><li>Building Relationships / Engagement </li></ul><ul><li>While achieving business objectives: </li></ul><ul><li>Sales </li></ul><ul><li>Advertising </li></ul><ul><li>PR </li></ul><ul><li>Customer Service </li></ul><ul><li>Market Research </li></ul><ul><li>HR </li></ul><ul><li>Communication / Collaboration </li></ul><ul><li>Other: </li></ul><ul><li>Breaking News </li></ul><ul><li>Personal Branding </li></ul><ul><li>Social Activism </li></ul>
  14. 16. Marketing Funnel
  15. 17. Why engage in social media? <ul><li>The overwhelming majority of consumers who engage with a brand online move from passive “receivers” to advocates: </li></ul><ul><ul><li>97% increased brand awareness </li></ul></ul><ul><ul><li>98% show increased consideration </li></ul></ul><ul><ul><li>97% are more likely to purchase a product* </li></ul></ul><ul><ul><li>*All stats in this deck from </li></ul></ul>
  16. 18. 12 Tips for Social Media Success
  17. 20. ProTip #1 <ul><li>Make it easy to participate </li></ul><ul><li>Make it easy to share </li></ul><ul><li>Provide benefits to the participants </li></ul>
  18. 22. ProTip #2 <ul><li>Don’t just inform and sell, entertain </li></ul>
  19. 23. Will it Blend? <ul><li>Not just for large companies </li></ul><ul><li>This vid: 7.2mil views </li></ul><ul><li>All vids: 83mil views </li></ul><ul><li>Sales up 5x </li></ul><ul><li>Now selling merchandise </li></ul>
  20. 24. Facebook Fan Pages – Alicia Keys
  21. 25. <ul><li>“ Researchers found that those who downloaded ‘free’ music – whether from lawful or seedy sources – were also 10 times more likely to pay for music. This would make music pirates the industry’s largest audience for digital sales” </li></ul><ul><li>- The Guardian </li></ul>
  22. 26. ProTip #3 <ul><li>Incentivize and reward fans with special access, deals and entertaining content </li></ul><ul><ul><li>26% of consumers of followed a brand on Twitter </li></ul></ul><ul><ul><li>44% of consumers who follow a brand, do so for deals </li></ul></ul><ul><ul><li>40% of consumers “friended” a brand on Facebook </li></ul></ul><ul><ul><li>37% of consumers who “friended” a brand on Facebook do so for deals </li></ul></ul><ul><ul><li>23% follow a brand on Twitter for “interesting or engaging” content </li></ul></ul>
  23. 27. Victoria Secret Fan Page <ul><li>Blending content and advertising </li></ul>
  24. 28. @DellOutlet <ul><li>Dell has generated $6.5 mil over 2 years </li></ul>
  25. 29. ProTip #4 <ul><li>Use coupons/promo codes to track discounts across channels </li></ul>
  26. 30. Nike Plus Nike as sold 1.8 million Nike+ devices
  27. 31. Nike Plus
  28. 32. Nike Plus <ul><li>Nike Plus community website: </li></ul><ul><ul><li>tracks each run, pace, distance </li></ul></ul><ul><ul><li>comparison with other runs, runners </li></ul></ul><ul><ul><li>offline running communities </li></ul></ul><ul><ul><li>Competitions – Human Race 10k Run (1mil people) </li></ul></ul><ul><li>Blogging Network </li></ul><ul><li>Flickr (4,000+ photos for Human Race) </li></ul><ul><li>Youtube (1,000+ videos for Nike Plus) </li></ul>
  29. 33. ProTip #5 <ul><li>You don’t always have to sell… help people, add value, build trust. </li></ul>
  30. 34. Value Creation
  31. 35. SitOrSquat - Charmin <ul><li>Identify restrooms (availability, cleanliness, handicapped accessible) </li></ul><ul><li>Adding real utility to users </li></ul><ul><li>Totally on brand </li></ul>
  32. 36. ProTip #6 <ul><li>Make sure your social media presence embodies your brand’s personality (on-brand) </li></ul>
  33. 37. Vodafone ZooZoos
  34. 38. Vodafone ZooZoos
  35. 39. Vodafone ZooZoos
  36. 40. Vodafone ZooZoos <ul><li>Funny, silly, entertaining – on brand </li></ul>
  37. 41. ProTip #7 <ul><li>Identify, empower and reward your evangilists </li></ul>
  38. 42. Facebook Fan Pages – Coke <ul><li>Coke Fan page was started by two regular users </li></ul><ul><li>In seven months grew to 3.3 million fans </li></ul><ul><li>Facebook changed rules and didn’t allow users to create branded pages </li></ul><ul><li>Coke teamed up with the creators of the page, flew them to HQ, gave them a tour, brought them into meetings, brainstormed ideas, made them part of the company, let them be real evangelists </li></ul>
  39. 43. Facebook Fan Pages – Coke
  40. 44. Pizza Hut - iPhone App <ul><li>3 Months - $1m in sales </li></ul><ul><li>Order Pizzas, Play Games, 20% discount </li></ul>
  41. 45. ProTip #8 <ul><li>Utility + discounts + entertainment = success </li></ul>
  42. 46. Pizza Hut – Facebook App
  43. 47. ProTip #9 <ul><li>Give users multiple platform options to access your content/services and interact with your brand </li></ul>
  44. 48. Facebook Fan Pages – 1-800-Flowers
  45. 49. CoffeeGroundz
  46. 50. ProTip #10 <ul><li>Be human: use your real photo, name, title, personality </li></ul>
  47. 51. @comcastcares
  48. 52. ProTip #11 <ul><li>Let your customers build your products </li></ul>
  49. 53. Dell Ideastorm
  50. 54. Vitaminwater Facebook Connect <ul><li>Crowdsourced the flavor, name, design of new product </li></ul><ul><li>Huge amount of participation from fans </li></ul><ul><li>Makes people feel like they are helping create and shape the brand (which they are!) </li></ul>
  51. 55. Threadless
  52. 56. ProTip #12 <ul><li>Be creative – do something unexpected </li></ul>
  53. 58. Whopper Sacrifice <ul><li>233,906 friends were removed by 82,771 people in less then a week </li></ul><ul><li>Total cost of building app: < $50,000 </li></ul><ul><li>32mil media impressions: > $400,000 </li></ul>
  54. 59. When Social Media Goes Wrong
  55. 61. #chetanblocks <ul><li>Chetan Bhagat author of Five Point Someone, One Night at the Call Center, Three Mistakes of My Life, Two States is one of the most followed Indians on Twitter </li></ul>
  56. 62. #chetanblocks <ul><li>Saad Akhtar author of webcomic responded and was blocked by Chetan </li></ul>
  57. 63. #chetanblocks <ul><li>Firestorm ensued: </li></ul><ul><li>342,000 tweets with #chetanblocks in 2 days </li></ul><ul><li>What’s the difference between a Chetan Bhagat book and a leech? The leech eventually stops sucking #chetanblocks </li></ul>
  58. 64. #chetanblocks
  59. 65. #chetanblocks
  60. 66. #chetanblocks <ul><li>What’s the point? </li></ul><ul><li>Everything you say is public, think before you tweet </li></ul><ul><li>Don’t launch into flame wars with fans </li></ul><ul><li>Things bubble up very quickly </li></ul><ul><li>Power of the masses (for good or bad) </li></ul>
  61. 68. Facebook
  62. 69. Facebook <ul><li>Reach - Builds off Facebooks 400m users (200m active daily) </li></ul><ul><li>Distribution / Virality - Actions are published directly to news feed </li></ul><ul><li>Methods: Fan Pages, Apps, Connect </li></ul>
  63. 70. Facebook Apps
  64. 71. Facebook Connect <ul><li>Allows you to create a Facebook Application outside of Facebook </li></ul><ul><li>Single sign on (no need to register for the site) </li></ul><ul><li>Use your photo </li></ul><ul><li>Publish content to your activity stream </li></ul><ul><li>Invite people from Facebook to participate in activity </li></ul><ul><li>Send email from Facebook on your behalf </li></ul>
  65. 72. CNN - Facebook Connect <ul><li>During Obama Inauguration CNN allowed users to chat using Facebook Connect </li></ul><ul><ul><li>600,000 status updates posted during event </li></ul></ul><ul><ul><li>4,000 status updates per minute </li></ul></ul><ul><ul><li>Millions of logins </li></ul></ul>
  66. 73. Times Now – Twitter/FB
  67. 74. Twitter
  68. 75. <ul><li>“ There’s a new tool that can help companies predict sales for the coming weeks, or decide whether to increase inventories or put items on sale in certain stores. </li></ul><ul><li>… it’s called Twitter” </li></ul><ul><li>- MIT Sloan </li></ul>
  69. 76. How to leverage Twitter <ul><li>Setup keyword searches for you and your competitors </li></ul><ul><li>Engage people / participate in conversations / build trust </li></ul><ul><li>Gather feedback about your products / services </li></ul><ul><li>Share links / info </li></ul><ul><li>Don’t just talk about yourself! - Retweet others </li></ul><ul><li>Try coupons / promotions - measurable </li></ul><ul><li>Take orders </li></ul><ul><li>Contests </li></ul><ul><li>People are finding new uses all the time… </li></ul>
  70. 77. Group Discussion: Is a Corporate Website Necessary Anymore?
  71. 78. Recap
  72. 79. Key Point <ul><li>FB and Twitter are just tools, they might disappear but the concepts will remain </li></ul>
  73. 80. ProTips <ul><li>Make it easy to participate and share / provide benefits for participation </li></ul><ul><li>Don’t just inform and sell, entertain </li></ul><ul><li>Incentivize and reward fans with special access, deals, and entertaining content </li></ul><ul><li>Use promo codes / coupons to track discounts across channels </li></ul><ul><li>You don’t always have to sell… help people, add value, build trust </li></ul><ul><li>Make sure your social media presence embodies your brand’s personality (on brand) </li></ul>
  74. 81. ProTips <ul><li>Identify, empower and reward your evangelists </li></ul><ul><li>Utility + discounts + entertainment = success </li></ul><ul><li>Give users multiple platform options to access your content / services and engage with your brand </li></ul><ul><li>Be human, use your real name, photo, bio, title. </li></ul><ul><li>Let your customers help build your products </li></ul><ul><li>Be creative, do something unexpected </li></ul>
  75. 82. Does this stuff work in India?
  76. 83. India SM usage <ul><li>Internet penetration around 4.2% (47mil users)* </li></ul><ul><li>India 9 th most Twitterers (1.7% of total users) </li></ul><ul><li>A medium like any other (tv, radio, mobile) – can’t be ignored </li></ul><ul><li>Depends on your target audience (urban, disposable income, younger) </li></ul><ul><li>Perception is still about traffic rather then quality/leads** </li></ul>
  77. 84. India SM usage <ul><li>Conclusions: </li></ul><ul><li>Awareness is starting </li></ul><ul><li>Indian brands still experimenting </li></ul><ul><li>Very few successes </li></ul><ul><li>Once there are a few runaway successes more and more brands will jump on the bandwagon </li></ul><ul><li>Still in infancy, cannot be ignored. </li></ul>
  78. 85. Group Project
  79. 86. Group Project <ul><li>Form teams of 4-5 people </li></ul><ul><li>Partner with a local NGO and create a strategy to generate awareness / solicit donations for a cause </li></ul><ul><li>There will be an Adwords component as well TBD </li></ul><ul><li>Deliverables: </li></ul><ul><li>Project Proposal (March 5 th ) </li></ul><ul><ul><li>how will you use social media </li></ul></ul><ul><ul><li>how you will measure success (I can help here) </li></ul></ul><ul><li>Presentation (March 20 th ) </li></ul><ul><ul><li>10 min </li></ul></ul><ul><ul><li>What you did </li></ul></ul><ul><ul><li>how you measured up to your criteria for success </li></ul></ul><ul><ul><li>what troubles you encountered </li></ul></ul><ul><ul><li>lessons you learned </li></ul></ul><ul><ul><li>use any medium you’d like (ppt, doc, vid) </li></ul></ul>
  80. 87. Group Project <ul><li>Takes a long time to build communities – think small, but be innovative. </li></ul><ul><li>Idea Suggestions: </li></ul><ul><li>Adopt a grandparent (FB) </li></ul><ul><ul><li>Ask users to post / share stories about their grandparents </li></ul></ul><ul><ul><li>100 new fans </li></ul></ul><ul><li>Photo contest for underprivileged children </li></ul><ul><ul><li>Give cameras to kids and post their photos </li></ul></ul><ul><ul><li>Have NGO sell best ones for donations </li></ul></ul><ul><li>Create an offline event (clothes drive, book drive) – use social media only to get participation </li></ul>
  81. 88. For Next Class <ul><li>Twitter </li></ul><ul><li>Make three #isbsm related post a day (share a link, write at someone, retweet) </li></ul><ul><li>Group Project: </li></ul><ul><li>Pick your group </li></ul><ul><li>Find an NGO </li></ul><ul><li>Come up with a campaign </li></ul><ul><li>How you will execute </li></ul><ul><li>Metrics you will use to define success </li></ul>
  82. 89. Socialnomics - ROI
  83. 90. Questions?