Brief introduction to social media


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A brief introduction to social media marketing

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  • Don ’t hardsell
  • Brief introduction to social media

    1. 1. Social Media & Usage Nikesh Rathi
    2. 2. Web 2.0 <ul><ul><li>Web 2.0 is the term given to describe a second generation of the World Wide Web that is focused on the ability for people to collaborate and share information online . </li></ul></ul><ul><ul><li>Web 2.0 basically refers to the transition from static HTML Web pages to a more dynamic Web that is more organized and is based on serving Web applications to users.  </li></ul></ul>
    3. 3. Introduction to Social Media <ul><li>What is social media? </li></ul><ul><ul><li>The term  Social Media  refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue. </li></ul></ul><ul><ul><li>It is a set of Web-based broadcast technologies that enable the democratization of content, giving people the ability to emerge from consumers of content to publishers </li></ul></ul><ul><ul><li>Fundamentally changing the way people connect and converse </li></ul></ul><ul><ul><li>People + Message+ Internet = Social Media Marketing </li></ul></ul>
    4. 4. <ul><li>Facebook is now larger than what all of internet was in 2004 </li></ul><ul><li>Nearly 4 in 5 active Internet users visit social networks & blogs </li></ul><ul><li>Nearly 40 % of social media users access social media content from the cell phone </li></ul><ul><li>  53 % of active adult social networkers follow a brand, while 32 % follow a celebrity </li></ul><ul><li>If Facebook were a country, it would be the third largest in terms of population </li></ul>Some statistics
    5. 5. <ul><li>A brief history of social media </li></ul>
    6. 8. <ul><li>Common Social Media tools & Platforms </li></ul>
    7. 9. <ul><li>Blogs </li></ul><ul><li>We b – log </li></ul><ul><li>Blog platforms (software) and their respective communities are designed for the creation and management of blogs. </li></ul><ul><li>Support the authoring and publishing of content, comments, as well as site management tools. </li></ul><ul><ul><li>Allows readers to interact with the author through comments </li></ul></ul><ul><li>Some popular blog platforms </li></ul><ul><ul><li>Blogger </li></ul></ul><ul><ul><li>Wordpress </li></ul></ul>
    8. 10. <ul><li>Microblogs </li></ul><ul><li>Different from blogs in terms of the length of published content </li></ul><ul><li>Twitter </li></ul><ul><ul><li>140 characters status updates called Tweets </li></ul></ul><ul><ul><li>You can follow people whose updates you want to subscribe to </li></ul></ul><ul><ul><li>Used by several celebrities, public figures & brands </li></ul></ul><ul><ul><li>Used to broadcast messages as well as engage the users (followers) </li></ul></ul><ul><ul><li>Can follow hash tags and trending topics </li></ul></ul>
    9. 11. <ul><li>Review & Rating sites </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Zomato </li></ul><ul><li>Justdial </li></ul><ul><li>Desimartini </li></ul><ul><li>Tripadvisor </li></ul><ul><li>One survey indicated that </li></ul><ul><ul><li>Consumers were willing to pay at least 20 % more for services receiving an ‘Excellent,’ or 5-star, rating than for the same service receiving a ‘Good,’ or 4-star, rating. </li></ul></ul><ul><ul><li>Nearly one out of every four Internet users reported using online reviews before paying for a service delivered offline.” </li></ul></ul>
    10. 12. <ul><li>Social Networking Sites </li></ul><ul><li>Facebook </li></ul><ul><ul><li>>800 million active users </li></ul></ul><ul><ul><li>Most popular social networking site in most countries </li></ul></ul><ul><li>Linkedin </li></ul><ul><ul><li>Professional networking site </li></ul></ul><ul><ul><li>>120 million registered users </li></ul></ul><ul><li>MySpace </li></ul><ul><li>Orkut </li></ul><ul><li>Google Plus </li></ul>
    11. 13. <ul><li>Forums & Discussion groups </li></ul><ul><ul><li>Discussion forums of Pagalguy </li></ul></ul><ul><ul><li>Internal discussion forums in several organizations </li></ul></ul><ul><ul><li>Groups on social networking sites </li></ul></ul><ul><ul><ul><li>Facebook groups </li></ul></ul></ul><ul><ul><ul><li>Orkut communities </li></ul></ul></ul><ul><ul><ul><li>Linkedin Groups </li></ul></ul></ul>
    12. 14. <ul><li>Photo Sharing </li></ul><ul><li>Allow users to upload and share photographs </li></ul><ul><ul><li>Flickr </li></ul></ul><ul><ul><li>Picasa </li></ul></ul><ul><li>One of the biggest photo sharing sites is Facebook </li></ul>
    13. 15. <ul><li>Video Sharing & Podcasting </li></ul><ul><ul><li>Youtube </li></ul></ul><ul><ul><li>Google Videos </li></ul></ul><ul><li>Allow users to upload videos </li></ul><ul><li>Users can also upload them on other social networking platforms like Facebook </li></ul>
    14. 16. <ul><li>Document & Content Sharing </li></ul><ul><ul><li>Slide share </li></ul></ul><ul><ul><li>Google Documents </li></ul></ul><ul><li>Knowledge Management </li></ul><ul><ul><li>Wikipedia </li></ul></ul>
    15. 17. Another way of classifying Social Media <ul><li>Content Based Social Media </li></ul><ul><ul><li>Blogs, YouTube, Flickr </li></ul></ul><ul><li>Personality Based Social Media </li></ul><ul><ul><li>Facebook, Linekdin </li></ul></ul><ul><li>Interest Based Social Media </li></ul><ul><ul><li>Google Groups, Pagalguy </li></ul></ul><ul><li>Fantasy Based Social Media </li></ul><ul><ul><li>Second Life </li></ul></ul>
    16. 18. <ul><li>Can social media be an effective marketing tool? </li></ul>
    17. 19. Why social media is important? <ul><li>Traditional Consumer behaviour- </li></ul><ul><li>- Attention </li></ul><ul><li>- Interest  </li></ul><ul><li>- Desire </li></ul><ul><li>- Action </li></ul><ul><li>Modern Customer behaviour- </li></ul><ul><li>- Attention </li></ul><ul><li>- Interest  </li></ul><ul><li>- Desire </li></ul><ul><li>- Action </li></ul>Customer Engagement
    18. 20. Post Purchase The Social Network
    19. 21. <ul><li>Some key components of Social Media Marketing </li></ul>
    20. 22. <ul><li>Facebook </li></ul><ul><ul><li>Interactive & involving the audience </li></ul></ul><ul><ul><li>Facebook Communities and Pages </li></ul></ul><ul><ul><ul><li>Various Apps can be integrated in the facebook page (using FBML) </li></ul></ul></ul><ul><ul><li>Contests on Facebook </li></ul></ul><ul><ul><li>Customer interaction & Engagement </li></ul></ul>
    21. 23. <ul><li>Linkedin </li></ul><ul><ul><li>Professional self of the company </li></ul></ul><ul><ul><li>Might form or reinforce an image in minds of the customer </li></ul></ul><ul><ul><li>This might be more pronounced in </li></ul></ul><ul><ul><ul><li>B2B </li></ul></ul></ul><ul><ul><ul><li>Startups </li></ul></ul></ul><ul><ul><li>Can be indexed by the search engine </li></ul></ul><ul><ul><li>Provides networking opportunities </li></ul></ul>
    22. 24. <ul><li>Twitter </li></ul><ul><ul><li>Gives updates about the product or the brand </li></ul></ul><ul><ul><li>Real time conversations with the users </li></ul></ul><ul><ul><ul><li>Better customer satisfaction </li></ul></ul></ul><ul><ul><li>Boosts search engine optimization </li></ul></ul><ul><ul><li>Hash-tagging helps to increase visibility </li></ul></ul>
    23. 25. <ul><li>Youtube </li></ul><ul><ul><li>YouTube’s search bar is the number two search bar on the Internet, second only to Google. </li></ul></ul><ul><ul><li>Collectively we spend 2.9 billion hours on YouTube in one month. </li></ul></ul><ul><ul><li>Customize Your Channel </li></ul></ul><ul><ul><ul><li>Theme and colours, the modules you want displayed (other channels, comments, subscribers) </li></ul></ul></ul>
    24. 26. How to use social media effectively <ul><ul><li>Choose interesting topics </li></ul></ul><ul><ul><li>Tell good stories </li></ul></ul><ul><ul><li>Use interesting titles & descriptions </li></ul></ul><ul><ul><li>Engage the customer </li></ul></ul>
    25. 27. <ul><li>Who looks after Social Media? </li></ul><ul><ul><li>Marketing Department </li></ul></ul><ul><ul><li>Communications Department </li></ul></ul><ul><ul><li>Any employee who says anything about a company in social media represents a company </li></ul></ul><ul><ul><li>Managed in-house or through external agency </li></ul></ul>
    26. 28. How to design a social media campaign <ul><li>Identify business objectives </li></ul><ul><li>Identify social media objectives </li></ul><ul><li>Formulate social media strategy </li></ul><ul><ul><li>Target Audience </li></ul></ul><ul><ul><li>Channels which you’ll use </li></ul></ul><ul><ul><li>Objectives of using those channels </li></ul></ul><ul><ul><li>Pay attention to timing </li></ul></ul><ul><li>Monitoring and Feedback </li></ul><ul><ul><li>Social Media Audit </li></ul></ul><ul><ul><li>Reviewing the strategy </li></ul></ul>
    27. 29. <ul><li>Examples </li></ul>
    28. 43. Ingredients of an effective social media campaign <ul><li>Innovative </li></ul><ul><li>Contagious </li></ul><ul><li>Value adding for users </li></ul><ul><li>Building relationships and trust </li></ul><ul><li>Well planned and consistent </li></ul><ul><li>Well branded and controlled </li></ul><ul><li>Attractive baits </li></ul><ul><li>Integrating offline marketing </li></ul><ul><li>Using right networks and tools </li></ul><ul><li>Having a call for action </li></ul>
    29. 44. Some metrics to evaluate Social Media Activity <ul><li>Social media leads. </li></ul><ul><li>Engagement duration. </li></ul><ul><li>Bounce rate </li></ul><ul><li>Membership increase </li></ul><ul><li>Active network size </li></ul><ul><li>Activity ratio </li></ul><ul><li>Conversions </li></ul><ul><li>Brand mentions in social media </li></ul><ul><li>Virality (shares & re-tweets) </li></ul><ul><li>Blog Interaction </li></ul><ul><li>Customer acquisition </li></ul><ul><li>Customer retention </li></ul><ul><li>Customer savings </li></ul><ul><li>Cross Selling </li></ul><ul><li>Impact on SEO (Search Engine Optimization) </li></ul>
    30. 45. Social Media Audit <ul><li>Company/ Brand Social Media Audit </li></ul><ul><ul><li>To understand the social media presence and activity of the company/ brand </li></ul></ul><ul><ul><li>To benchmark vis a vis competitors </li></ul></ul><ul><li>Individual profile audit </li></ul><ul><ul><li>B- School Admissions in some universities </li></ul></ul><ul><ul><li>Recruitment processes </li></ul></ul><ul><ul><li>Other instances for background check </li></ul></ul>
    31. 46. Social Media Risks <ul><li>Lack of proper social media strategy </li></ul><ul><li>Strategy without a plan </li></ul><ul><li>Engaging in only one way communication </li></ul><ul><li>Giving incorrect information </li></ul><ul><li>Ignoring the customers </li></ul><ul><li>Excessive negative publicity about the brand </li></ul><ul><li>Lack of proper governance structure </li></ul><ul><li>Lack of proper metrics for tracking </li></ul><ul><li>Lack of proper monitoring of conversations </li></ul><ul><li>Unprepared or unexpected responses </li></ul>
    32. 47. <ul><li>Thank You </li></ul><ul><li>[email_address] </li></ul>