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Social Media for Business (with case studies)


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This presentation covers basic concepts, various social media platforms, the exponential growth of social media, case studies on how social media has benefited businesses and a detailed road map for building one's social media presence on the web.

Published in: Business, Technology

Social Media for Business (with case studies)

  1. 1. Using Social Media<br />For Business<br />Presentation Made at BMA on 15th January 2010<br />HareeshTibrewala<br /><br />
  2. 2. “By the time there is a case study in your specific industry, it is going to be way too late for you to catch up”<br />- Seth Godin<br />
  3. 3. What is Social Media?<br />
  4. 4. Accha….Facebook?!<br />
  5. 5.
  6. 6. “<br />Social Media: The online technologies and practices that people use to share opinions, insights, experiences and perspectives.<br />Affinity to groups<br />why<br />Making new friends<br />Displaying Creativity<br />Keeping in touch<br />Exhibitionism<br />Getting validation<br />Paying it forward<br />Altruistic impulse<br />Peer pressure<br />how<br />Blogs <br />User generated videos and podcasts <br />Social networking sites<br />wikis<br />Ratings and reviews<br />tagging<br />widgets<br />Forums and message boards<br />RSS<br />
  7. 7. How Big Is It<br />
  8. 8. 45 million global visitors<br />Every minute – 20 Hrs worth of new video uploaded<br />If Facebook was a country. <br /> Population? &gt; 300 million!<br />The number of blogs worldwide is &gt; 200 million. Growing at the rate of nearly 900,000 a day!<br />
  9. 9. Time to reach 50 mn users<br /> 38 years<br /> 13 years<br /> 4 years<br /> 3 years<br /> 1 year<br />
  10. 10. 80% Fortune 500 companies use LinkedIn for recruitments<br /> You Tube is the worlds second largest search engine<br /> 80% of twitter usage is from mobile devices. People will post anytime, anywhere. Imagine what this means if your customer service is bad<br />
  11. 11. Fastest growing segment on FB is ladies (55-65 years)<br /> Ashton Kutcher and Ellen DeGeneres have more Twitter followers than the entire populations of Ireland, Norway<br /> Generation Y and Z consider e-mail passé. Boston College stopped distributing e-mail addresses to incoming freshmen in 2009.<br />
  12. 12. Wikipedia has more than 13 million articles<br />Some studies show it&apos;s more accurate than Encyclopædia Britannica<br /> 78% of these articles are non-English. <br />Facebook users translated the site from English to Spanish via a Wiki in less than two weeks and cost Facebook $0. <br />
  13. 13. 1.5 million pieces of content (photos, posts, blogs, web links) are shared on FB daily <br />25% of search results for the world&apos;s top 20 largest brands are links to user-generated content<br />What happens in Vegas stays on ………...<br /> YouTube, Flickr, Twitter, Facebook... <br />, <br />
  14. 14. But this is kids stuff right? How does it effect my business?<br />It is not Kidstuff!<br />
  15. 15.
  16. 16. What can Social Media be used for ?<br /><ul><li>Advertising
  17. 17. Selling
  18. 18. Reputation Management
  19. 19. Listening
  20. 20. Customer service
  21. 21. Co creating products
  22. 22. Creating B2B relationships</li></li></ul><li>Traditional advertising is becoming more and more challenging:<br />
  23. 23. If I lived here, I would have adjusted to the noise. <br />The Tata Sky+ factor.<br />
  24. 24. Classical Marketing Funnel<br /> Mass communication helps create awareness &gt;&gt; consideration<br /> Social media communication helps conversation, loyalty and advocacy &gt;&gt; leading to more awareness <br />
  25. 25. Can Social Media help in selling ?<br />
  26. 26. It helped Dell<br />$$$$$<br />
  27. 27. It helped one of these car companies.<br />Car purchase decided, not by the size of Xylo ads, but by the 22 recommendations here!!<br />
  28. 28. It helps sell T-shirts..rather, it RUNS a large T-shirt business!<br />
  29. 29. And it helped this plumber<br />Same could happen with a doctor, a lawyer, a stock broker.. <br />There will be positive recommendations, as also negative….<br />“Don’t go to that guy.. He’s a cheat..” etc. <br />“I will tell my Facebook friends about your brand. Not because I like your brand, but because I like my friends!”<br />
  30. 30.
  31. 31. Your Reputation is made or marred online<br />
  32. 32. Have you heard of what happened to Domino’s?<br />
  33. 33. From YouTube to <br />The New York Times<br /> in 3 days.<br />
  34. 34.
  35. 35. You can start a “cause” about anything…it can become a rallying force of sorts!!<br />
  36. 36.
  37. 37. What are those top 10 search results about you??<br />Public memory may be short, but Google does not forget!<br />
  38. 38. 4. Listening in on Social Media can provide a lot of value too.<br />
  39. 39. Know what people are thinking about, In Real Time<br />Are they considering a new demat account? What are their issues?<br />
  40. 40. Eavesdropping your customers’ homes – Social Media Monitoring<br />Themes<br />Tone<br />Brand Reference<br />Influencer Identification<br />
  41. 41. Monitoring conversations for a brand – amazing insights to be got!<br />
  42. 42.
  43. 43.
  44. 44.
  45. 45.
  46. 46.
  47. 47. Case Study Videos<br />Burger King Sacrifice<br />Ray Ban Case Study<br />Blend Tech case study<br />Dove _ actual ad<br />Dove _ parody<br />
  48. 48. 5. Business to Business: smaller the target community, <br />the higher the risk you carry in ignoring it!!<br />
  49. 49.
  50. 50.
  51. 51.
  52. 52.
  53. 53. opportunities<br />
  54. 54. “<br />listening<br />Your brand is what your customers say it is.<br />“<br />speaking<br />Speaking is about starting a conversation.<br />“<br />engaging<br />Customers engaging with you, as well as each other.<br />“<br />evangelizing<br />Evangelize your customers and transform your relationship with them<br />“<br />adopting<br />Adopting Social Media practices and changing the way your company operates.<br />
  55. 55. Isit a sales tool ?<br />Will it bring more business?<br />E.g. Dell - Twitter<br />
  56. 56. Will the transparency open up my<br />weakness?<br />
  57. 57. Is it demanding a lot of time and money?<br />
  58. 58. Can I first do a small trial and see?<br />
  59. 59. Where is the ROI?<br />
  60. 60. Our recommendation for a Social Media Strategy<br /> The 4-P Strategy<br />
  61. 61. The 4-P Social Media Strategy<br />People<br />Purpose<br />Plan <br />Process<br />
  62. 62. BRAND<br />
  63. 63. The Way Ahead<br />Plan a strategy based on the 4-Ps<br />Have a clear goal in mind<br />Pace yourself… there will be a learning curve<br />Commit resources and get started<br />
  64. 64. General Tips <br />Social Media is not about shouting out loud. It is about quiet conversations<br />You have to learn to listen, before you start talking<br />It is about creating “shareable” content. Your users (consumers) are also your content distributors<br />It is about lighting up a forest, with a match stick<br />
  65. 65. More General Tips<br />It is not a ‘campaign’, it is a process that will eventually evolve into a culture<br />Once you start, there is no going back. Therefore start with baby steps. But start you must<br />Social Media is a part of integrated marketing communication…it has to align with your other communication channels<br />“Rich content” is the king<br />
  66. 66. About Us<br />Social Wavelength, based at Mumbai, India is a Social Media agency. We work with brands and help them create and execute Social Media strategies. We also assists brands in ORM (Online Reputation Management).<br /> For more information visit<br />
  67. 67. Questions?<br />If you need a copy of this presentation, please leave your business card. We will email it to you.<br />Hareesh Tibrewala<br />Jt. CEO, Social Wavelength.<br /><br />Company blog:<br />LinkedIn:<br />