SOCIAL MEDIA AND DIGITAL
Dr. Indrajit Goswami
Director - Management Studies
INFO Institute of Engineering
GRD Academy of Management
Civilization to Digitization !!
• Stone Age to Metal Age : Thousands of years
• Metal Age to Manufacturing Age: Hundreds of
• Manufacturing to Information/Digital Age: A few
• Target –a-market Strategy To Go-to-market
• 4Ps To 4Cs(Content, Channel, Customer,
• What I sell? To How I sell?
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Technology Driven Culture
• Innovators and Visionaries have replaced
Predators and Intimidators
• Independence has been replaced by
• Analytics has pushed out Intuition
• Physical world has been replaced by Virtual world
• Social Networking leads people to go beyond
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Current Market Scenario
• Global Market
• Customer driven market
• Cutting edge competition
• Brand is more powerful than Product
• Transparency and Governance are more important.
• Concept, stories and Audio-visual Content facilitate
• Networking based business models.
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• Global: 2.1 BN websites and 3.01 BN Internet users.
• Marketers will spend $8.3BN on SM in 2015.
• 70 % marketers use FB to gain new customers.
• 68% of all ORGANIC Clicks go to top THREE Search Results.
• India: 287.14 MN Internet subscribers.
• 82% Y-o-Y growth in smart phone use.
• 89% smart phone users in 18-29 years age.
• Sale of smart phone exceeded sale of PC.
• 200 MN mobile FB users.
• 550 MN Twitter users.
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Today’s Conference: Learning
• Strategic Overview of Various Digital Marketing Avenues- SEO, SEM and
• Review and Refine Your Digital Strategy and Channel Governance
• Learn How to leverage on Online Advertising and Various Social Media
• Understand the Impact of Digital (including mobile) on Buying Behaviour
and Purchasing Habits
• Insights into How Other Businesses are Succeeding (as well failing) Using
• Understand the Scope and Roles for Content, Mobile, Email, Social,
Search, Display and Emerging Channels and Tools
• Learn How to Develop and Execute a Successful Social Media Marketing
• Develop a Framework for Planning a Digital Marketing Strategy
• Learn How to Create Integrated Digital Marketing Campaigns
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DIGITAL MARKETING ?
• Internet Marketing
• Web Marketing
• Online Marketing
• Marketing of Products or Services over
Internet or via Mobile Technology.
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SOCIAL MEDIA ?
• Social media essentially is a category of online
media where people are talking, participating,
sharing, networking, and bookmarking online.
• It differs to Traditional Media in term of YOUR
RIGHTS and FREEDOM for EDITING and
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Digital Marketing Tools
• WordPress and Blogger (Blogging)
• Facebook and LinkedIn (Social Networking)
• Flickr and YouTube (Photo and Video Sharing)
• Google Analytics (Monitoring Results)
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Why Digital Marketing ?
• Reaches fast to a vast, global audience at a
FREE / LOW cost.
• Different forms of Advertising and Promotion
• Easy to Monitor and Measure responses to Ad
• Highly compatible to changing technology.
Friendly to Mobile Technology.
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• 864 million daily active users on average for September
• 703 million mobile daily active users on average for
• 1.35 billion monthly active users as of September 30, 2014
• 1.12 billion mobile monthly active users as of September
• Approximately 82.2% of our daily active users are outside
the US and Canada
• INDIA: More than 100 million active users. Second largest
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• The world’s largest professional network on the
• It has reached 300 million members in more than 200
countries and territories (As on September, 2014)
• The company has added more than 23 million
members since December 31, 2013.
• Currently 67 percent of LinkedIn members are located
outside the United States.
• INDIA: More than 26 million users. Second largest after
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• More than 1 billion unique users visit YouTube each month
• Over 6 billion hours of video are watched each month on
YouTube—that's almost an hour for every person on Earth
• 100 hours of video are uploaded to YouTube every minute
• 80% of YouTube traffic comes from outside the US
• YouTube is localized in 61 countries and across 61
• According to Nielsen, YouTube reaches more US adults ages
18-34 than any cable network.
• 40% YouTube visitors come from mobile.
• INDIA: More than 55% unique users per month. 70% are
below the age 36 yers.
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How to start DM campaign?
• Define your target audience.
• Identify what methods are being used by your
customers / target audience.
• Decide, what you want to achieve.
• Do you have enough resource, time and
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Digital Marketing Techniques
• SEO : Optimize the website with relevant KEY
WORDS, so that it achieves ‘naturally high’ search
• SEM: Search Engine Advertising. Bid on preferred
KEY WORDS and go for ‘Pay Per Click’ (PPC)
• Viral Marketing: Through Emails, Videos,
Podcasts, Photos, Slideshows.
• Podcast: An audio file (.MPV or .WAV format).
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Some Success Stories
• Under The Dome Used Social Media Marketing To Reach 5.7 Million
• Fujifilm Used Social Media To Increase Its Popularity On Twitter By
Gaining More Than 3000 Tweets
• ADP Leveraged Social Media Marketing To Increase Its Company Page
Followers By 100%
• EagleRider Used Social Media Marketing To Smartly Garner 80% More
• Adventure Island Leveraged Social Media Marketing To Achieve 5x Rise
In Page Likes Without Paid Ad Campaign
• Sony Mobile India Achieved Over 2 Million Fans Through Social Media
• Adolfo Ibanez School Of Management Used Inbound Marketing To
Multiply Its Leads By 11 In First Month
• Brightfire Smartly Used Inbound Marketing To Increase Its Revenue By
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• ABBYY Used Inbound Marketing Tricks To
Achieve 26% Growth In Website Visitors In An
• Vico Software Used Inbound Marketing To
Increase Its Search Referrals By 100%
• Danaher Corporation Used Inbound Marketing
To Outreach Its Marketing Goals In Just 1 Month
• Texas Music Scene Used Inbound Marketing To
Increase Its Page Views By 365%
• Firefish Software Leveraged Inbound Marketing
To Garner 190% More Leads
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