ESSENTIALS OF SOCIAL MEDIA MARKETING

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ESSENTIALS OF SOCIAL MEDIA MARKETING

  1. 1. 1 Promotional techniques through GROUP 8
  2. 2. GROUP 8 2 HOW A COMPANY CAN IMPLEMENT SOCIAL MEDIA STRATEGY COMPANY VISITED AND MEASUREMENT TOOLS USED Evolution of social media EARLY & CURRENT POPULAR TOOLS USED WHY AN ORGANIZATION CARE ABOUT SOCIAL MEDIA & THEIR REASONS SOCIAL MEDIA CAMPAIGN AIRTEL v/s VODAFONE CAMPAIGN ANALYSIS FACEBOOK ‘s POST ANALYSIS introduction CONTENTS
  3. 3. Social media is “an umbrella term that defines the various activities that integrate technology ,social interaction, and the construction of words , picture, videos , and audio.” 3GROUP 8
  4. 4. 4GROUP 8
  5. 5. Early Social media Included message boards And chat rooms 5GROUP 8
  6. 6. Now, social media is…… 6GROUP 8
  7. 7. PAID INTERNET ADVERTISING PPC-SEARCH MARKETING MOBILE ADVERTISING SPONSERSHIP PAID APPLICATION EARNED SOCIAL MEDIA (PAGES AND FEEDS) WORD OF MOUTH USER FORUMS NEWS,PR, ANNOUNCEMENT BLOGGER RELATIONSHIP OWNED BRAND AND PRODUCT WEBSITES MOBILE BRAND AND PRODUCT WEBSITES PROPRIETARY MOBILE APPLICATION CUSTOMER CARE SERVICES PROPRIETARY DIGITAL CONTENT PRORIETARY BLOGS 7GROUP 8
  8. 8. UPDATE Tweet Deck Co-Tweet Seesmic Hootsuite TwitterFeed Disqus IntenseDebate FriendFeed RSS Alltop AddThis MuckRack Tweetake LISTEN &CONNECT Monittor TweetGrid Mr. Tweet Twitter Karma Refollow Twellow Wefollow IMAGE Tube Mogul Ustream Justin TV Twitcam Blip.TV Twitpic 8GROUP 8 POPULAR TOOLS USED
  9. 9. SO WHY SHOULD AN ORGANISATION CARE ????? 9GROUP 8
  10. 10. REASON#1 11.4% OF THE INDIAN POPULATION USE INTERNET COSTITUTING 5.7% OF TOTAL WORLD INTERNET POPULATION (as per JUNE 30,2012 ) 10GROUP 8
  11. 11. REASON#2 VISITING SOCIAL SITES IS NOW THE 2ND MOST POPULAR ONLINE ACTIVITY - AHEAD OF PERSONAL EMAIL AND BEHIND ENTERTAINMENT 11GROUP 8
  12. 12. REASON#3 INDIAN POPULATION IS NOW SPENDING 25% OF THE ONLINE TIME ON SOCIAL NETWORK 12GROUP 8
  13. 13. REASON#4 SOCIAL MEDIA IS DEMOCRATIZING COMMUNICATION - BIG TIME “BECAUSE IT’S THE PEOPLE WHO ARE IN CONTROL” 13GROUP 8
  14. 14. REASON#5 85% of social media users believe that a company should go further than just having a presence on social sites and should also interact with its customer. 14GROUP 8
  15. 15. AIRTEL INDIA VODAFONE INDIAV/S SOCIAL MEDIA CAMPAIGN 15GROUP 8
  16. 16. People talking about Vodafone India 6,433 Total likes : 5,38,987 Page insights: Most popular week: NOVEMBER 4,2012 Most popular city : MUMBAI, INDIA most popular age group: 18-24 VODAFONE INDIA 16GROUP 8
  17. 17. People talking about Airtel India 1,61,331 Total likes : 19,71,688 Page insights: Most popular week: SEPTEMBER 11,2011 Most popular city : NEW DELHI, INDIA most popular age group: 18-24 AIRTEL INDIA 17GROUP 8
  18. 18. FACEBOOK: 211 likes,44 shares & 239 comments YOUTUBE:122 videos, 19,499,023 views, 8244 subscribers TWITTER: 1017 tweets, 560 followers #wheelsofchange Women’s day 18 RED RICKSHAW REVOLUTION GROUP 8
  19. 19. WOMEN’s DAY 19GROUP 8
  20. 20. VALENTINE’s DAY 20GROUP 8
  21. 21. VALENTINE’S DAY 21GROUP 8
  22. 22. AIRTEL THE GREAT HOUSE PARTY CAMPAIGN 22GROUP 8
  23. 23. 23GROUP 8
  24. 24. CAMPAIGN @REGIONAL LEVEL 24GROUP 8
  25. 25. CAMPAIGN @REGIONAL LEVEL 25GROUP 8
  26. 26. Campaign analysis 8% strength 12:1 sentiment 44% Passion 23% reach 18 minutes avg. per mention 78 unique authors Sentiment: Positive: 74 Neutral: 147 Negative: 6 Top keywords •Link : 54 •Saved : 50 •Delicious: 50 •Indian: 37 •Mobile: 35 26GROUP 8
  27. 27. Campaign analysis 9:1 sentiment 41% Passion 44% reach 14 days avg. per mention 44 unique authors Sentiment: Positive: 9 Neutral: 65 Negative: 1 Top keywords •Vodafone: 59 •Comedy: 15 •Team: 15 •Stars: 9 •Airtel: 9 27GROUP 8
  28. 28. “FACEBOOK’s POST” ANALYSIS FEBRUARY-MARCH: 2013 155832 8459 9680 2815 1509 606 0 20000 40000 60000 80000 100000 120000 140000 160000 180000 LIKES COMMENT SHARE AIRTEL VODAFONE 28GROUP 8
  29. 29. How can a business Implement a Social media Strategy? 29 GROUP 8
  30. 30. 1.Establish goals 30GROUP 8
  31. 31. 1. WRITE DOWN 2. Specific business 3. Goals and 4. Objectives 31GROUP 8
  32. 32. 2.LISTEN •Who is talking about you-find your “tribe” •What are they saying about you, your competitor, and your industry in general •Is it positive or negative •What are your competitors doing in social media •What’s the buzz about them 32
  33. 33. •What content resonates with your audience •Are there subjects of interest you could provide content for •What sites have the most conversation •Who are the “fire-starters” •Who are the influencers •Where are the opportunities and threat 33GROUP 8
  34. 34. LEARN ABOUT YOUR AUDIENCE: 1. WHO/WHERE ARE THEY? 2. WHAT IS THEIR PERSONALITY LIKE? 3. HOW/WHERE DO THEY CONSUME? 34GROUP 8
  35. 35. With tools like: •Radian6 •Sysomos •Nielsen buzzmetrics •Trackur •BuzzLogic •Alterian SM2 •NetVibes •Dashboard 35GROUP 8
  36. 36. BUILD 36GROUP 8
  37. 37. choose your channels wisely GROUP 8
  38. 38. 38 SET YOUR HOME BASE Corporate site, blog, facebook page ,etc. GROUP 8
  39. 39. 39 USE YOUR CHANNEL GROUP 8
  40. 40. 40GROUP 8
  41. 41. 41GROUP 8
  42. 42. 42GROUP 8
  43. 43. ASK QUESTIONS Make sure you comment on today’s blog post to win 2 free tickets! Check out our latest installment in our educational video series and give us your thoughts! Bit.ly/xlf0 What are your thoughts on our newest product? Likes/dislikes @ sunny_K- Thanks for reaching out! How can we help you today? 43GROUP 8
  44. 44. Choose the right team to engage 44GROUP 8
  45. 45. Choose the right team to engage 45GROUP 8
  46. 46. 46GROUP 8
  47. 47. 47GROUP 8
  48. 48. Timeliness and frequency 48GROUP 8
  49. 49. Timeliness and frequency 49GROUP 8
  50. 50. TRANSPARENCY 50GROUP 8
  51. 51. 51 TRANSPARENCY GROUP 8
  52. 52. Connect 52GROUP 8
  53. 53. Connect Be the conduit between your audience and valuable content and resources 53GROUP 8
  54. 54. RELEVANCE 54GROUP 8
  55. 55. RELEVANCE 55GROUP 8
  56. 56. ……and NEVER SPAM! 56GROUP 8
  57. 57. SO WHO IS DOING IT RIGHT ? 57GROUP 8
  58. 58. Is doing it RIGHT 58GROUP 8
  59. 59. 59GROUP 8
  60. 60. Starbucks gave their consumers a VOICE 60GROUP 8
  61. 61. Resulting in OVER 50,000 product ideas 61GROUP 8
  62. 62. COMPANY VISITED 62GROUP 8
  63. 63. SOCIAL MEDIA TOOLS AND APPLICATIONS 63GROUP 8
  64. 64. Social Media Measurement 64GROUP 8
  65. 65. You can measure: Reach Conversations and Transactions Frequency Sustainability and Traffic Influence Sentiment 65GROUP 8
  66. 66. WITH TOOLS LIKE: Alexa Social Mention Blogpulse Technorati Complete Twittermeter Inside facebook Youtube insight Quantcast 66GROUP 8
  67. 67. The goal of social media is to turn customers into a volunteer marketing army 67GROUP 8
  68. 68. GROUP 8 68 Presented by •KUMAR RAVI (111) •MAHENDRA SIGN CHAUHAN (114) •SHASHANK SHEKHER SINGH(83) •VIKAS SIGNH(104) •NIKUNJ SHARMA (143) •VINOD GULERIA(105) •SHEO RAMKRISHNAN SINGH(84)
  69. 69. 69 GROUP 8

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