Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Social Media Marketing Shahzad Khan


Published on

It answers why and how to do social media marketing. Feedback is most welcome.

  • Be the first to comment

Social Media Marketing Shahzad Khan

  1. 1. present s S hahzad K han proudly
  2. 2. PR and Ad vertising on S ocial- M edia n etworking w ebsites Marketing for the Gen Y 11 Nov 2008
  3. 3. WHY? ?
  4. 4. Today’s leading b rand Source: Millward Brown’s Brandz
  5. 5. Nature of advantage is shifting Decades and billions on marketing, branding and advertising $0 on TVC The big boys: Coke, P&G Google
  6. 9. Methodology
  7. 10. <ul><li>Qualitative Research </li></ul><ul><li>Case Study Approach </li></ul><ul><ul><li>Visual, Textual and Social Analysis </li></ul></ul><ul><ul><li>Demographic and Ethnographic Study of users </li></ul></ul><ul><ul><li>Prevalent AD & PR practices </li></ul></ul><ul><li>Exploratory cum Conclusive Research </li></ul><ul><ul><li>Developed Measurement Models to gauge the impact and effectiveness of these websites </li></ul></ul>
  8. 11. What is S ocial M edia?
  9. 13. Sites considered S ocial M edia: <ul><li>Blogs </li></ul><ul><li>Message boards </li></ul><ul><li>Social networks (Orkut and Facebook) </li></ul><ul><li>Video sharing (You Tube) </li></ul><ul><li>Professional Networking (Linkedin) </li></ul><ul><li>Podcasts </li></ul><ul><li>Wikis </li></ul><ul><li>Virtual words or communities (Second life) </li></ul>
  10. 14. E xamples
  11. 15. There is no hegemony in the news industry anymore… 1.17 billion internet users worldwide (source: Internet World Stats 06/30/07) Around 70 million internet users in India (source: World Internet Usage 06/30/07) Swift changes being seen in newspaper readership habits Major circulation and ad revenue declines Newspapers testing new tactics (comments, popularity ranking, narrower pages) Five of the top 10 visited websites are social (source: Alexa)
  12. 16. S ocial N etworkers
  13. 17. C ommon T raits: <ul><li>Editable </li></ul><ul><li>Participative </li></ul><ul><li>Connect people </li></ul>
  14. 18. Case Studies
  15. 19. <ul><li>Build and Market the brand called YOU </li></ul><ul><li>Understand how your profile is being viewed </li></ul><ul><li>Networking </li></ul><ul><li>Manage Relationship </li></ul><ul><li>Engage and Converse </li></ul><ul><li>See what the industry and market is talking about </li></ul><ul><li>Get Answers to Business Questions </li></ul>
  16. 20. <ul><li>More than 12.5 Millions users from India </li></ul><ul><li>Profile Page </li></ul><ul><li>Communities and Fan Pages </li></ul><ul><li>Applications </li></ul><ul><li>Brand Wrappers </li></ul><ul><li>Present Almost everywhere </li></ul><ul><li>Search for free </li></ul>
  17. 21. <ul><li>Facebook Flyers Pro </li></ul><ul><li>Facebook Applications </li></ul><ul><li>Events </li></ul><ul><li>Facebook Pages </li></ul><ul><li>Surveys and Quiz </li></ul><ul><li>Videos and Pictures </li></ul><ul><li>Links and News feed </li></ul>
  18. 22. <ul><li>World’s largest video sharing site to date </li></ul><ul><li>Already served 45 terabytes of content </li></ul><ul><li>Share your videos </li></ul><ul><li>Invite to subscribe </li></ul><ul><li>Make you own ACCOUNT </li></ul><ul><li>Tag and Categorize </li></ul><ul><li>Create niche playlists </li></ul><ul><li>‘ Active Sharing’ </li></ul>
  19. 23. <ul><li>Valuable marketing tool for Musicians </li></ul><ul><li>Blogs within myspace </li></ul><ul><li>Profile page </li></ul><ul><li>A slow started in India but you never know that might be their strategy </li></ul><ul><li>The Underground Movement </li></ul><ul><li>North East invasion </li></ul>
  20. 24. How do I socialize?
  21. 25. H ow to S ocialize over the net <ul><li>Have a personality </li></ul><ul><li>Don’t be afraid of failure </li></ul><ul><li>Pick the right social media for your audience </li></ul><ul><li>Make friends </li></ul><ul><li>Add value to the community </li></ul><ul><li>Don’t self-promote </li></ul>
  22. 26. H ow to S ocial (cont) <ul><li>Be accurate </li></ul><ul><li>Be transparent </li></ul><ul><li>Be patient </li></ul><ul><li>Increase your linkability </li></ul><ul><li>Make tagging and bookmarking easy </li></ul><ul><li>Help your content travel </li></ul>
  23. 27. G etting to W ork! <ul><li>Observe </li></ul><ul><li>Participate </li></ul><ul><li>Read the patterns of behavior </li></ul><ul><li>Identify where your TG seek information from </li></ul><ul><li>Search for Keywords: Product & Company names both yours and competitors’ </li></ul>
  24. 28. D on’ts <ul><li>Many marketers are merely engaging in cultural voyeurism at best </li></ul><ul><li>They look from afar and roam the perimeters of online societies without ever becoming a true member of any society. </li></ul><ul><li>They don’t truly understand what, where, or why they’re “participating,” only jumping in because they have something to say and have access to the tools that will carry their messages into play </li></ul>
  25. 29. If Social Media is so great, why aren’t more brands and agencies using it?
  26. 30. B arriers to O nline I nvestment <ul><li>2007 McKinsey study of 410 marketing execs found the primary barriers to online investment were: </li></ul><ul><ul><li>52% insufficient metrics to measure impact </li></ul></ul><ul><ul><li>41% Insufficient in-house capabilities </li></ul></ul><ul><ul><li>33% Difficulty of convincing upper management </li></ul></ul><ul><ul><li>24% Limited reach of digital tools </li></ul></ul><ul><ul><li>18% insufficient capabilities at agency </li></ul></ul><ul><li>2 of the top 3 relate to ROI measurement </li></ul><ul><ul><li>Metrics </li></ul></ul><ul><ul><li>Convincing upper management (Business Case) </li></ul></ul>
  27. 31. Tools and Measurements
  28. 32. S ocial B ookmarks <ul><li>Ma.gnolia </li></ul><ul><li> </li></ul><ul><li>Stumble upon </li></ul>
  29. 33. C rowdsourced C ontent <ul><li>Digg </li></ul><ul><li>Yahoo Buzz </li></ul><ul><li>Reddit </li></ul><ul><li>Newsvine </li></ul>
  30. 34. B logs/ C onversation <ul><li>Google Alerts </li></ul><ul><li>Blog Pulse </li></ul><ul><li>Technorati </li></ul><ul><li>Wordpress </li></ul><ul><li>Buzzlogic (Paid) </li></ul>
  31. 35. S ocial N etworks <ul><li>Orkut </li></ul><ul><li>Facebook </li></ul><ul><li>Linkedin </li></ul><ul><li>Youtube </li></ul>
  32. 36. M edia N etworks <ul><li>Youtube </li></ul><ul><li>Flickr </li></ul><ul><li>Metacafe </li></ul><ul><li>Smugmug </li></ul>
  33. 37. N ew A nalytical M etrics <ul><li>Activation: # applications, # of messages a thread </li></ul><ul><li>Engagement: # active users in the community, # people using application </li></ul><ul><li>Emotional Index </li></ul><ul><li>Virality </li></ul><ul><li>Influence </li></ul><ul><li>Loyalty </li></ul><ul><li>Relevance </li></ul><ul><li>Connections </li></ul><ul><li>Returning versus new readers </li></ul>
  34. 38. Findings and Recommendations
  35. 39. <ul><li>Never underestimate the resources, time, dedication and passion it takes to engage and cultivate relationships across multiple communities. It’s just not the same for any two networks </li></ul><ul><li>Just like other marketing medium, Social Marketing requires a dedicated strategy, goal, metrics, and a tactical plan </li></ul><ul><li>Always remember to ask yourself two questions, “Why do we want to participate?” and “What do we want to achieve out of it?” </li></ul>
  36. 40. <ul><li>Not the entire social media shall be relevant to you, instead there are hubs across social media that should be of prime focus to you </li></ul><ul><li>Social Media marketing is not an overnight process; it takes time, sincerity, focus and cultivation </li></ul><ul><li>Participate as a member and not a markete r </li></ul><ul><li>Relationships are based on mutual benefits, so think about what you bring to the table and why before you jump in </li></ul>
  37. 41. <ul><li>Conversations are taking place online and it will continue to take place with or without you. It’s better to be there and take active participation in it </li></ul><ul><li>There are tools available to do so; these tools are more than you would ever know, with more tools introduced every week. </li></ul><ul><li>Social Media is much more than user-generated content. It’s driven by people in the communities where they communicate and congregate. They create, share, and discover new content without our help right. </li></ul>
  38. 42. Measurement Models and Techniques
  39. 43. E motional I ndex ® <ul><li>Emotional Index© is the predictor of a community’s conversation whether it’s negative or positive or neutral </li></ul><ul><li>Other than all the crude and mathematical measures we have mentioned in this report, this one measurement contains the outcomes of many other small things done right </li></ul><ul><li>It includes the emotions and analyses the kind of conversation that takes place in a thread and hence the overall community </li></ul>
  40. 44. © Copyright, Shahzad Khan 2008
  41. 45. Thanks!!!