Social Media Marketing - Introduction


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Lecture at Symbiosis Institute of Media and Communication, Pune and introductory lesson on Indian Social Media Marketing and how it falls under Digital Marketing.

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Social Media Marketing - Introduction

  1. 1. Social Media Marketing<br />for Symbiosis Institute of Media and Communication<br />
  2. 2. Facts about the Earth<br />Equatorial Radius = 6,378,206 m<br />Area = 510,900,000 sq km<br />Equatorial Circumference = 40,075 km<br />2000 BG<br />Area = Approximates tip of the mouse pointer<br />2000 AG<br />
  3. 3. Internet Population<br />The world is <br />72.8% water and <br />28.2% digital<br />
  4. 4. Digital Marketing<br />Push Communication<br />Banner, Viral, Advertising, Email, SMS<br />Marketer<br />Consumer<br />Interactive Communication<br />Social Media, Widgets, ORM<br />Pull Communication<br />SEM, SEO<br />
  5. 5. Pull Communication<br />Pros:<br />No restrictions in terms of type of content or size as the user determines what they want.<br />No technology required to send the content, only to store/display it.<br />No regulations or opt-in process required.<br />Cons:<br />Considerable marketing effort required for users to find the message/content.<br />Limited tracking capabilities – only total downloads, page views, etc.<br />No personalization – content is received and viewed the same across all audiences<br />Copied from Wikipedia<br />
  6. 6. Push Communication <br />Pros:<br />Can be personalized -- messages received can be highly targeted and specific to selected criteria – like a special offer for females, 21 years old or over and living in Pune.<br />Detailed tracking and reporting – marketers can see not only how many people saw their message but also specific information about each user such as their name as well as demographic and psychographic data.<br />High Return on Investment (ROI) possible – if executed the right way, push messaging can help drive new revenue as well as brand reinforcement.<br />Cons:<br />Compliance issue – each push messaging technology has its own set of regulations, from minor (RSS) to heavily controlled (email and text messaging)<br />Requires mechanism to deliver content – the marketer has to use an application to send the message, from an email marketing system to RSS feeders.<br />Delivery can be blocked – if the marketer does not follow the regulations set forth by each push message type, the content can be refused or rejected before getting to the intended recipient.<br />Copied from Wikipedia<br />
  7. 7. Social Media Behaviour Evolution<br />Source: TNS Media Influence<br />
  8. 8. Interactive Marketing<br />
  9. 9. Social Media Marketing<br />
  10. 10. Social Media Opportunities<br />
  11. 11. Social Media Starfish<br />In 2007<br />Source: Robert Scoble<br />
  12. 12. Social Media Starfish<br />In 2009<br />
  13. 13. Social Media Ecosystem<br />
  14. 14. Social Media User<br />
  15. 15. Social Media Interactions<br />
  16. 16. Social Media Interaction<br />
  17. 17. Social Media Interaction<br />
  18. 18. Social Media Interaction<br />
  19. 19. Architecture of Participation<br />Source: The Long Tail, Chris Anderson, Pg 84<br />
  20. 20. Understanding Indian Social Media Internet User<br />(Source: Forrester)<br />
  21. 21. Social Media Platforms<br />
  22. 22. Social Networking Sites<br />
  23. 23. More than175 millionactive users<br />Leading demographics are35-44, 45-54<br />Average user has120“friends”<br />More than3 billionminutes spent on Facebook each day<br />More than850 photosuploaded each month<br />More than 7 millionvideosuploaded each month<br />More than 2 millionevents createdeach month<br />(Source:<br />
  24. 24. Facebook<br />Joining the conversation<br />Fostering the community<br />Building relationships<br /><br />Facebook marketing requires communicating, not advertising<br />
  25. 25.
  26. 26. Over38 millionLinkedIn members worldwide<br />Resourceto connect professionally - business connections, networking, new business<br />Highlyeducateduser Dominatedby 35-44, 45-54, 55-64 demographics<br />Tap intocompanies connections, ask questions, answer questions<br />(Source:<br />
  27. 27. Personal and Professional Use<br /><br /><ul><li>People are checking you on Linkedin
  28. 28. Branding personnel
  29. 29. Expanding the Rolodex
  30. 30. Answering question relating marketing </li></li></ul><li>Then there are others<br />Step #1 log on to<br />Step #2 Search for “List_of_social_networking_websites”<br />Step #3 you are in state of shock “feel like loser”; “not connected with the world”<br />
  31. 31. Blog – the influencer<br />
  32. 32. The Influencer<br />Exercise #<br />On the day of the interview to make to SIMC<br />Think, and write down, what made you join SIMC<br />Who influenced you?<br />What did that person say?<br />What influenced you?<br />What has the been the outcome?<br />
  33. 33. Blogging<br />Blogging is no longer a “public diary”<br />Blogging is “broadcast platform”<br />To share views, news, opinions, and connect with like minded individuals<br />To showcase creative writing and source of entertainment<br />To database of educational content<br />To having credibility as a public informers <br />A barometer of cultural shift to individual celebrity status<br />
  34. 34. Blogging Statistics<br /><ul><li>Blogging Demographics
  35. 35. 14% of internet users actively blog
  36. 36. 39% are aware of blogs
  37. 37. over 75% of all bloggers are men
  38. 38. 85% are below the age of 35
  39. 39. Usage Pattern
  40. 40. 49% said they read blogs to be entertained
  41. 41. 50% found blogs by business leaders interesting
  42. 42. in contrast, 24% found politicians' blogs interesting
  43. 43. 58% started their blog to express themselves, while 40% to entertain other
  44. 44. Time Spent
  45. 45. 90% of bloggers spend up to 5 hours per week reading blogs or updating their own blogs   </li></ul>Source:<br />
  46. 46. Micro-blog<br />
  47. 47. Twitter<br />70%of users joined in 2008Dominated by35-44demographic<br />Estimated 5-10 thousand new accountsopenedeach day<br />Traffic grown over600%in past 12 months<br />(Source: HubSpot)<br />
  48. 48. Twitter<br />Listen & Respond<br />Promotions & Insight<br />Building relationships<br /><br />Create great content and tweet about it<br />Encourage people to retweet it<br />Track who is retweeting and thank them<br />
  49. 49. Multimedia Marketing<br />
  50. 50. Multimedia Marketing<br />Video: <br />Photos: <br />Music:<br />LiveCasting:<br />Podcasting: <br />
  51. 51. Collaboration<br />
  52. 52. Collaboration<br />Wikis: <br />Social Bookmarking:<br />Social News: <br />
  53. 53. Reviews and Opinions<br />Online Reputation Management<br />
  54. 54. Product Reviews: epinions, Mouthshut, burrp<br />Questions and Answers: Yahoo Answers, RediffQnA, ibiboSawaal<br />
  55. 55. Reviews online<br />International research says that offline buying (any service / product) after an online search is $180 billion and online research leads to online buying around $160 Billion globally in 2006. <br />According to MasterCard Worldwide Insights for India, Online shoppers in India have a higher tendency to indulge in opportunistic shopping online than through traditional offline means. <br />
  56. 56. Trust in Social Media<br />Source: Neilsen Consumer Report, October 2007<br />
  57. 57. What is happening online?<br />IndiaFM<br />I will not watch the movie<br /><br /><br /><br />
  58. 58. Some Facts…<br />One Negative Comment is on an average <br /><ul><li>seen by 400 people
  59. 59. read by 20 people </li></li></ul><li>Golden rules for Online Reputation Management<br />Online conversations are dynamic (users generate text/image/video) and are influential<br />Bad news travels and support for the same travels faster <br />You cannot control the message in cyberspace, you can neutralize the effect <br />
  60. 60. Social Games<br />
  61. 61. Social Games<br />Virtual Worlds: Second Life, The SIMS Online<br />Online Gaming: World of Warcraft, EverQuest<br />Browser Gaming: Yahoo Games<br />Facebook Gaming: FarmVille, Mafia Wars<br />Flash Gaming: Games on Hungama, C2W, Zapak<br />Mobile Gaming: SMS, MMS, GPRS (using technology), in-built games<br />
  62. 62. MokshJuneja<br />Social Media Catalyst<br />Avignyata Inc.<br />Mobile: +91 9322121170<br />Email:<br />Website: <br />Blog:<br />