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Follow me @gtmtwt
SOCIAL MEDIA
Follow me @gtmtwt
Appendix
• Overview
• Content
• Mediums
– Facebook
– Google Plus
– Twitter
– LinkedIn
– Wikipedia
– YouT...
Follow me @gtmtwt
Overview- IndiaProbabilityofcontentgettingshared
Text based content Image based content
Total users: 63 ...
Follow me @gtmtwt
Importance of Social Media
Technoriti- 2013 Digital Influencing Report
Key takeaways:
• After brand’s we...
Follow me @gtmtwt
Content Sharing.. What do we consume?
Key takeaways:
• Sharing photos/videos is a key activity.
• Users ...
Follow me @gtmtwt
Facebook- Overview
Country name Users
Monthly
change %
Monthly %
Change
Males Females Females Males Top ...
Follow me @gtmtwt
Facebook- what do we interact with?
Voting
Submission/form
Video Promotion
Twitter integration
Pin to to...
Follow me @gtmtwt
Most engaged posts…
Jan Dec
Feb
Mar
Image post is the trend and gets max response.
The trends can be obs...
Follow me @gtmtwt
Advertising Avenues
Right
Col. view
Sponsored
Stories
Inventory buying
Models:
CPC and CPM
Follow me @gtmtwt
Additional elements
• Microsites/tabs are hosted out of Facebook
environment and plugins are used to fet...
Follow me @gtmtwt
Facebook Deals
Case- McDonalds
FACEBOOK TAB
Menu promotion during Lunch
McDonalds New Zealand- 3 step RO...
Follow me @gtmtwt
Twitter
Advertising Property A:
Promoted Accounts
• Promoted Accounts puts ones account in front of
spec...
Follow me @gtmtwt
Google Plus
• In December, search giant said 500 million people had created Google Plus accounts.
• But ...
Follow me @gtmtwt
Promotion
• Google Display campaign offers +1 button on All banners that are used for the campaign.
• Br...
Follow me @gtmtwt
YouTube
• Top 20 world wide channels serves music- that’s what YouTube is for!
• Few non “music producer...
Follow me @gtmtwt
Wikipedia
• Facts about the organization can be added free of cost.
• Wikipedia- a trusted medium enabli...
Follow me @gtmtwt
Pros and Cons
• SEO approach: The main advantage is including
primary keyword with anchor text. Most of ...
Follow me @gtmtwt
Online Reputation Management
• What is ORM?
• Need for ORM?
• Tools?
• Two way communication
User: I hav...
Follow me @gtmtwt
How does it work?
• Tell consumers: Raise awareness in social
media and niche sites they read and respec...
Follow me @gtmtwt
Reputation management strategy for
First step is to LISTEN
Listen Engage
Measure
Process Overview
Based ...
Follow me @gtmtwt
Process Snapshot
Tracking Negative response
across digital space.
Divert users to the CRM
helpline numbe...
Follow me @gtmtwt
Thank You
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Social Media Channels- An overview

A snapshot of all the social media channels- A top level view of various possibilities.. This ppt, includes few international examples.
Data Last updated: 2014

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Social Media Channels- An overview

  1. 1. Follow me @gtmtwt SOCIAL MEDIA
  2. 2. Follow me @gtmtwt Appendix • Overview • Content • Mediums – Facebook – Google Plus – Twitter – LinkedIn – Wikipedia – YouTube
  3. 3. Follow me @gtmtwt Overview- IndiaProbabilityofcontentgettingshared Text based content Image based content Total users: 63 million 6.3% of total Facebook audience Users: 23.4 million Page views: 6.6% page total world wide views Total users: 33 million 3% of global users Total users: 17 million 8.6% of total World LinkedIn users Video based content • YT In viewers spend 48 Hrs+ a month • 70%+viewers in India are >35. • 1 billion UU visit YT each month (Global)
  4. 4. Follow me @gtmtwt Importance of Social Media Technoriti- 2013 Digital Influencing Report Key takeaways: • After brand’s websites, Facebook is the most imp. communication channel to influence prospects. • Social media - second destination after brand website. • Within social media users are searching to seek info. • Travel/Holiday one of the top two categories to attract user searches. Within social media, what are major searches
  5. 5. Follow me @gtmtwt Content Sharing.. What do we consume? Key takeaways: • Sharing photos/videos is a key activity. • Users like to follow/find about a particular brand. • Users also like to follow brands to know more about their offers/services. • Researching for holiday destination is one of the key activities for users in 30-39 and 40-49. Conclusion: Its not only important to be present on social media but equally important to showcase right information as users are searching and monitoring the information.
  6. 6. Follow me @gtmtwt Facebook- Overview Country name Users Monthly change % Monthly % Change Males Females Females Males Top Page 1 United States 158,855,340 -14,920 -0.01% 71,128,980 86,791,680 45 55 Facebook for Every Phone 2 Brazil 71,226,540 +2,822,600 4.13% 33,175,200 38,116,860 47 54 BlackBerry 3 India 63,769,420 +806,440 1.28% 47,550,780 16,128,100 75 25 Tata Docomo 4 Indonesia 47,804,920 -179,180 -0.37% 28,399,340 19,659,580 59 41 BlackBerry 5 Mexico 42,149,980 +1,029,500 2.50% 21,104,080 20,843,640 50 49 Trident 6 Turkey 32,716,660 -112,600 -0.34% 20,475,360 11,684,780 63 36 BlackBerry 7 United Kingdom 31,174,600 -316,960 -1.01% 14,710,120 15,910,960 47 51 Adele 8 Philippines 30,532,060 +454,980 1.51% 14,721,740 15,797,580 48 52 BlackBerry 9 France 25,357,480 +238,440 0.95% 12,159,080 12,938,120 48 51 David Guetta 10 Germany 24,982,100 -68,480 -0.27% 12,886,000 11,978,300 52 48 adidas Originals 11 Italy 23,379,560 +263,800 1.14% 12,313,280 10,936,240 53 47 Ferrero Rocher 12 Argentina 21,185,740 +446,920 2.15% 10,098,100 10,972,340 48 52 BlackBerry 13 Thailand 18,437,520 +22,440 0.12% 9,012,640 9,363,300 49 51 BlackBerry 14 Colombia 18,253,900 +286,120 1.59% 8,896,200 9,139,960 49 50 Shakira 15 Canada 17,786,140 +36,620 0.21% 8,006,240 9,347,120 45 53 Justin Bieber India Total Facebook Users 63,769,440 Position in the list 3 Population Penetration 5.44% Penetration of online population 69.43%
  7. 7. Follow me @gtmtwt Facebook- what do we interact with? Voting Submission/form Video Promotion Twitter integration Pin to top posts
  8. 8. Follow me @gtmtwt Most engaged posts… Jan Dec Feb Mar Image post is the trend and gets max response. The trends can be observed across category.
  9. 9. Follow me @gtmtwt Advertising Avenues Right Col. view Sponsored Stories Inventory buying Models: CPC and CPM
  10. 10. Follow me @gtmtwt Additional elements • Microsites/tabs are hosted out of Facebook environment and plugins are used to fetch the information to facebook page. • Facebook offers can be used within online environment, and also offline. • Specific codes can be given as discounts coupon. • Group coupons can also be effective.
  11. 11. Follow me @gtmtwt Facebook Deals Case- McDonalds FACEBOOK TAB Menu promotion during Lunch McDonalds New Zealand- 3 step ROI driven Facebook campaign Step 1: McDonald’s was the first to get on board with check-in deals Step 2: New Zealanders are able to check in to McDonald’s stores on their iPhone or Android by using Facebook’s new location app, Facebook Places. Step 3: Once checked in, they can nominate to unlock certain discounts which they can then use at the store. Individual Deals: Discounts or rewards given to users when they check in to a venue. Loyalty Deals: Require users to check-in a number of times to the same venue. Rewarding their loyalty. Friend Deals: Require visitor to tag his friends while check in to a venue Info. feeds through status update on their profiles.- Group Discount Charity Deals Generate feel-good atmosphere b/w customers + helping charities . Gives visitor opportunity to make org. donates when they check in Facebook Deals
  12. 12. Follow me @gtmtwt Twitter Advertising Property A: Promoted Accounts • Promoted Accounts puts ones account in front of specific users (based on selection). • Can be used to grow business directly. • The bigger ones follower base, more people there are to spread your content- virility Target by geography, interest, gender or device. Pay when a user follows your account Track response based on targeting and optimize Mobile View Advertising Property B: Promoted Accounts • Regular Tweets that can reach more people who are interested in ones business. • Can appear in: – User timelines – Twitter for mobile, desktops, laptops and tablets Target by geography, interest, gender or device. Pay when a user engages with the brand Track response based on targeting and optimize
  13. 13. Follow me @gtmtwt Google Plus • In December, search giant said 500 million people had created Google Plus accounts. • But only 135 million were actively posting to Google Plus pages. Users used "+1" button to show they liked certain web pages. • Need not be a lead medium but can be effective if it evolves. • Recommendation based matrix where recommendations can be bought. # Profile Following Followers 1. Dalai Lama N/A 3411511 2. Firstpost 18 728695 3. Anusha Dandekar 20 652684 4. The Hacker News 1 385547 5. Nokia India 9 151460 6. The Economic Times N/A 59899 7. Mojang N/A 20544 8. Samsung India 1 3413 9. AYUSH Adivasi Yuva Shakti (adiyuva) 3284 1724 10. Paul George 4806 1209 11. Tata Docomo N/A 832 12. India Emporium N/A 645 13. Lenovo India N/A 463 14. Fastrack 4 378 15. Transtree 111 232 • Though the engagement is low but presence on G+ will ensure that the brand has a base if this medium picks up. • Content strategy can be similar to Facebook page, thus no additional effort is required. • Almost same posts can go on Google plus and Facebook.
  14. 14. Follow me @gtmtwt Promotion • Google Display campaign offers +1 button on All banners that are used for the campaign. • Brands just need to make a Google plus page, and to advertise the g+ page they can add “+1” element on banners. Google spends can easily be used to promote Google pus page. Organic Growth
  15. 15. Follow me @gtmtwt YouTube • Top 20 world wide channels serves music- that’s what YouTube is for! • Few non “music producers” channels like Expert Village | Watch. Learn. Do. are in top list but those are on the lines of learn with us. • Multiple advertising options available Do you go to YouTube to watch ads? Solution • Content integration: Product placement in videos • Generating content on the lines of brand’s communication. Samsonite, the world's leading luggage maker • Attempted to capture online space thru innovation by partnering with cricket expert, Harsha Bhogale • Harsha Bhogale, shared his views to the online medium through the Samsonite Facebook fan page and a dedicated channel on YOU TUBE. • Harsha actively blog and tweet about the daily matches. • Contest: Pre roll Logo presence Harsha endorsing the product right @ the venue Samsonite- Step out & Harsha stepping out with Samsonite from his anchor’s role and talk to Samsonite fans
  16. 16. Follow me @gtmtwt Wikipedia • Facts about the organization can be added free of cost. • Wikipedia- a trusted medium enabling users to consume information. • Helps in increasing positive SOV as company’s page will be picked by Search engine and will be placed on the 1st page itself. Before creating an article, search to check that there is no suitable article that already exists. Create the article using the Wikipedia:Article wizard. Article will need to be reviewed before it goes 'live'. In search box (top right of a page), type title of the new article. If Search page reports "There were no results matching the query. You may create the page...." followed by the article name in red, then you can click the red article name to start editing it. When one is, press "Show preview" – check-recheck. and press "Save page". Your article is now part of Wikipedia and may be edited by anyone.
  17. 17. Follow me @gtmtwt Pros and Cons • SEO approach: The main advantage is including primary keyword with anchor text. Most of the web users are likely to click the link that are bounded with the exact keywords related to the topic, through which you can gain more number of traffic. • providing more exposure and potential credibility for an organization • Can facilitate Google Campaign- Page rank • Wikipedia pages are not controlled by the organization the page describes and the page can be updated by anyone • Ongoing maintenance of a page requires constant monitoring to detect any incorrect or negative changes, which can be somewhat time- consuming Administrators: 1,443 Account creators: 121 Auto patrollers: 2,886 Bots: 740 Bureaucrats: 35 Check users: 41 Confirmed users: 297 Edit filter managers: 165 File movers: 344 Founders: 1 Importers: 1 IP block exemptions: 237 Overnighters: 38 Researchers: 8 Reviewers: 5,830 Roll backers: 4,833 Stewards: 0 Transwiki importers: 0
  18. 18. Follow me @gtmtwt Online Reputation Management • What is ORM? • Need for ORM? • Tools? • Two way communication User: I have purchased a ABC A/C from Delhi in April with a a warranty of 1 year but is not working properly. I have complained so many times but the company is not responding. Complaint numbers ABC123, DEF456….. Users: No response yet User: I have purchased a ABC A/C from Delhi in April with a a warranty of 1 year but is not working properly. I have complained so many times but the company is not responding. Complaint numbers ABC123, DEF456….. Brand: We apologies for the inconvenience cause. Our customer care exec. Will call you on 98101XXX90 in next 24 hours. Brand: We are glad that your problem got resolved. Serving you always.
  19. 19. Follow me @gtmtwt How does it work? • Tell consumers: Raise awareness in social media and niche sites they read and respect • Meet consumers: Ensure your products are available across online touch points including search engines • Create positive reputation: Ensure influencers become advocates and help guard reputation ORM It’s all about… • Influencing the influencers • Connecting with the consumers • Managing feedback • Delivering communications with a constant brand tone • Developing positive dialogue and relationship with constituents • Achieving positive brand comment • Mobile devices, social networks, and ubiquitous broadband access has empowered use to communicate with thousands of people. • They create and share information with a few clicks • Customers talk directly to companies and to their counterparts though social networks and other online channels • Common threat: Fast indexing of Google • Discover how the brand, product or service is perceived by online community. • Identify advocates that influence public sentiment. Why is it required?
  20. 20. Follow me @gtmtwt Reputation management strategy for First step is to LISTEN Listen Engage Measure Process Overview Based on all the data culled out by tools- start with the next steps: Respond Re-Engage Respond and Engage • Creating threads on relevant forums to address issues • Commenting on blogs to manage sentiment – positive comments on blogs with negative posts. • In case of SMO – responding to posts on Facebook, Twitter and other Social Networking websites. • Engaging with consumers by addressing their issues, queries, grievances and directing them to CRM support. • Pushing positive links/reviews to the first page in major search engines through off-page activities.
  21. 21. Follow me @gtmtwt Process Snapshot Tracking Negative response across digital space. Divert users to the CRM helpline number and email id. Sending details to brand’s CRM team. Closing cases, post getting response from the CRM team. Cases with no contact details: Asking users to send their contact details and SR/complaint no. on the dedicated email id. xyzcomplaintsonline@gmail .com Sending details to CRM team and close cases. Elements of the Report Total Views Total number of mentions Average Sentiments Gender Distribution Daily mentions Sentiment - Positive, neutral, negative Daily sentiment break down Share of voice (Pie chart for social networks, blogs, news, custom) Custom feeds (specific targeted websites can be monitored by the tool provided RSS/Atom feeds)
  22. 22. Follow me @gtmtwt Thank You

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A snapshot of all the social media channels- A top level view of various possibilities.. This ppt, includes few international examples. Data Last updated: 2014

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