Social Media Marketing


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This is a student presentation on Social Media Marketing. This document tries to introduce the topic of SMM to traditional marketing students to build a perspective about the emerging new media which is exciting, intriguing and very effective.

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Social Media Marketing

  1. 1. SOCIAL MEDIA MARKETING Avinav Goel (#02) Arpit Agarwal (#04) Atul Seksaria (#39) Nachiket Karajagi (#77)
  2. 2. “ what” media marketing?? <ul><li>Gaurav Mishra, Brand Manager of Tata Indica </li></ul><ul><ul><li>“ As a marketer, I face a dichotomy. It is between my role as a marketer and myself as a customer. As a marketer, I would like to push my message across to the maximum extent. As a consumer, I am becoming more averse to listen to any of it! ” </li></ul></ul><ul><ul><li>One year sabbatical at Georgetown University </li></ul></ul><ul><ul><ul><li>Studying Indian Social Networks </li></ul></ul></ul>
  3. 3. Definition <ul><li>“ A form of internet marketing which seeks to achieve branding and marketing communication goals through the participation in various social media networks ” </li></ul><ul><li>Marketing activities on platforms that integrate technology, social interaction, and the construction of words, pictures, videos and audio </li></ul><ul><li>Market size of $2.5 B in 2011 </li></ul>
  4. 4. Concept
  5. 5. Forms of Social Media <ul><li>Social networks (Facebook, MySpace, Friendster) </li></ul><ul><li>Social bookmarks (, StumbleUpon) </li></ul><ul><li>Social media (YouTube, Flickr, Podcasts, Twitter) </li></ul><ul><li>Blogs </li></ul><ul><li>Widgets and gadgets (Yahoo! widgets, iGoogle) </li></ul><ul><li>Browser extensions </li></ul><ul><li>Search engines </li></ul>
  6. 6. Forms of Social Media
  7. 7. Forms of Social Media
  8. 8. Social Media trends
  9. 9. Success Stories <ul><li>Narula Travel Group, New Delhi </li></ul><ul><ul><li>Uploaded 30 exotic videos on YouTube </li></ul></ul><ul><ul><ul><li>Dabbawallas </li></ul></ul></ul><ul><ul><ul><li>Kerala </li></ul></ul></ul><ul><ul><ul><li>Religious places </li></ul></ul></ul><ul><ul><li>Targeted towards first-time visitors of India </li></ul></ul><ul><ul><li>Business boomed </li></ul></ul><ul><li>Linked-In for recruiting </li></ul><ul><li>Orkut/Facebook communities for engagement </li></ul>
  10. 10. Success Stories <ul><li>Sunsilk Gang of Girls </li></ul><ul><li>The Axe Effect – </li></ul><ul><li>P&G Tremor </li></ul><ul><li>Indian Fantasy League </li></ul><ul><li>Barcamps </li></ul><ul><li>Honda Civic, Type R </li></ul><ul><li>J&J’s brand RoC </li></ul>
  11. 11. Success Stories
  12. 12. US Presidential Election <ul><li> and McCainSpace </li></ul><ul><li>Facebook </li></ul><ul><ul><li>McCain has only 226,000 “supporters” </li></ul></ul><ul><ul><li>1.4 million for Obama. </li></ul></ul><ul><li>MySpace </li></ul><ul><ul><li>McCain has 66,665 “friends” </li></ul></ul><ul><ul><li>467,814 for Obama. </li></ul></ul>
  13. 13. Your product can go the viral way <ul><li>Make a quick video a product demo </li></ul><ul><ul><li>Make a title containing your site’s URL </li></ul></ul><ul><li>Upload it to YouTube </li></ul><ul><li>Post on your site. </li></ul><ul><li>Use Twitter, Orkut, Facebook,, </li></ul><ul><li>Have a friend Digg it, Reddit etc. </li></ul>
  14. 14. Social Cognitive Theory <ul><li>Communications systems operate through </li></ul><ul><ul><li>Direct pathways </li></ul></ul><ul><ul><ul><li>Informing, enabling, motivating, and guiding participants. </li></ul></ul></ul><ul><ul><li>Socially mediated pathways </li></ul></ul><ul><ul><ul><li>Media influences linked participants to social networks </li></ul></ul></ul><ul><ul><ul><li>Natural incentives and personalized guidance </li></ul></ul></ul>
  15. 15. Assumption of SMM <ul><li>Social Cognitive Theory – Personal Information </li></ul><ul><li>Well versed with interactions on internet </li></ul><ul><li>Target is already involved with SM </li></ul><ul><li>Social Media or the content is not offensive </li></ul><ul><li>Differentiation from chatting </li></ul><ul><li>Moksh Juneja, Blogger and SMM Professional </li></ul><ul><ul><li>“ Not so suitable for mass market in India yet” </li></ul></ul>
  16. 16. Industrial approach to Marketing <ul><li>Create brand messages </li></ul><ul><li>Buy media to place them </li></ul><ul><li>Becoming more expensive </li></ul><ul><ul><li>Audiences fragment and interactive technologies </li></ul></ul><ul><ul><li>Sophisticated tools to ignore advertising altogether. </li></ul></ul>
  17. 17. Methods of Social Media <ul><li>Monitor discussions </li></ul><ul><li>Identify top concerns </li></ul><ul><li>Identify Opinion Leaders </li></ul><ul><li>Identify media types </li></ul><ul><li>Create specific messaging </li></ul><ul><li>Create content destinations </li></ul><ul><ul><li>Focused on being informative and encouraging discussion, not sales </li></ul></ul><ul><li>Reach out to opinion leaders </li></ul><ul><li>Monitor the communications </li></ul><ul><li>Offer influential bloggers a incentive to write </li></ul>
  18. 18. SMM
  19. 19. Questions?
  20. 20. Is your consumer using social media <ul><li>78% of marketers see social media as a way to gain a competitive edge, but fewer than 8% have budgets devoted to it. </li></ul><ul><li>88% of marketers who use social media plan to spend more on it this year, and 31% of those said they will spend &quot;significantly more,“ </li></ul>
  21. 21. Consumer personalities <ul><li>Socially Isolated – 12% more likely blog </li></ul><ul><li>Approval seekers – 23% more likely download </li></ul><ul><li>First time home buyers – Very active on Social networking sites </li></ul><ul><li>Divorced – 20 % more likely to buy online, 52% more likely to visit sports site </li></ul><ul><li>Brand Loyal – 22 % more likely to use professional sites for networking </li></ul>
  22. 22. Questions which confused us <ul><li>Traditional Media Vs SMM? </li></ul><ul><li>Is it same as Social Marketing ? </li></ul><ul><li>How is it different from online media? </li></ul><ul><li>An online article which allows us to discuss ,is it SMM? </li></ul><ul><li>Why would someone join SunsilkGOG when we already have orkut? </li></ul><ul><li>Is it not spamming? </li></ul>
  23. 23. Questions that arose!! <ul><li>How does a SMM professional get his target customers on the net? </li></ul><ul><li>Is it not invasion of privacy? </li></ul><ul><li>How will such large amount of data be searched? </li></ul><ul><li>Where all to search? </li></ul><ul><li>How exactly is this data used? </li></ul><ul><li>How is money generated from SMM? </li></ul><ul><li>What is the track record of SMM? </li></ul><ul><li>How large is SMM? How big will it be? </li></ul><ul><li>Is it sustainable? Is it a fad? </li></ul>
  24. 24. History <ul><li>-’97 – SIX Degrees </li></ul><ul><li>‘ 02 – Friendster </li></ul><ul><li>‘ 03 – Myspace </li></ul><ul><li>‘ 05 – Facebook </li></ul>