The document discusses the evolution of social media, highlighting its growth and importance in online engagement and brand community building since 2009. It emphasizes the shift from traditional marketing to a conversation-driven approach where brands can build loyalty and elicit recommendations through social platforms. The integration of social media with CRM tools and various engagement strategies is also addressed, showcasing the potential for brands to enhance customer acquisition and retention.

1. Social
Apps
Social
Loyalty &
Branded
Rewards
Gaming
360Buzz
Ads
Social
CRM Networks
Integration & Mobile
Integration

2. Social media today!
 Facebook hitting 500 M
“3rd
Users – 6/10 Largest
Total Internet Country”
Population - ~ 1.8  132 M Monthly Active Users
Billion – 3/2010  MySpace- 250 million!
 India ~ 18 M on Facebook
Users on Social
Media ~ over 67%
2009 – A Watershed
• Social Media has become
#1 application over E-mail
in May 2009
• Social Media overtakes
Enterprise Software in
investment and user base
- Nielsen Online

3. 20th Century Marketing Approach
• “Spray and Pray” approach
• Focus on transaction
21st Century makes a Paradigm shift!
• Engage in Conversations
• Build Communities
• Listen to your Communities
• Focus on Users and Communities

4. Leading Online Services used to Share Online Content Worldwide – July
2009 - % share
Others 11.70%
Bebo 3.10%
stumbleupon 3.40%
89% online
reddit 3.80% content is
Yahoo Buzz 3.90% shared
through
Google Bookmarks 4%
Social Media
Digg 4.40%
Delicious 4.50%
Windows Live 4.70% Facebook,
MySpace 5% Twitter, MySpace
are used by 40%
Yahoo!Bookmarks 5.50%
Twitter 10.80%
E-mail 11.10%
Facebook 24%
0% 5% 10% 15% 20% 25% 30%
Facebook share increases to over 40% in Mar 2010

5. Age Group
Carribe World-wide Social
an &
Latin
Networking Users
45-55 yrs 28.20%
Americ
a
12%
37-44 yrs 26.40% Asia
35%
Europe
, MEA
25-36 yrs 33.70% 28%
North
Americ
a
25%
18-24 yrs 11.70%
Source RazorFish Feed Report 2009
Users below the age of 24 drops to 27% on Facebook in Mar 2010

6. Primary Reason to Interactions
"Friend" a Brand
Looking for Deals on
FB/Mysp 37%
Other 0.70%
Looking for Deals on
Twitter 44%
Service, Support or Product
5%
news
Posted a Review 73%
Interesting Content 18.20%
Played a Branded Game 65%
Friends of Fans 6.20%
Video on YouTube 67%
Exclusive Offers/Deals 36.90%
Read Corp Blog 70%
Current Customer 32.90% Search a Brand 97%
Source RazorFish Feed Report 2009

7.  Build a Community  Facebook users
around a brand and spend an Avg. of $ 71
engage in more than non-FB
interactions Fans
 68% of FB likely to
 Viral Social Apps for
reach and velocity to recommend
acquire Fan base  38% likely to accept a
recommendation
Emerging Channels for  44% willing to try a
Lead Gen in 2010 - US brand being used by
74% a friend
39% 34%
10%  - Syncapse.com
Social Virtual Mobile Other
Media Events Channels
Source- Emarketer.com Copyrights 360BuzzAds 2010 7

8. Cust. Acquisition Sites Used regularly by
channels – North Online US Shoppers –
America – Jan 2010 Dec 2009
B2C B2B Total 56%
68%
57%
31%
51%
46% 44% 45%
43% 41% 41% 22%
38%
33% 15%
11%
26% 8%
5%
2% 2%
Company Facebook Twitter LinkedIn
Blog
Copyrights 360BuzzAds 2010 Source- Emarketer.com 8

9. Avg. Value of Fan – Deriving Fan Value
USD 136.38 •SOCIALTrac Report 2010 – by Syncapse.com
6.79 0.47 1. Product Spending:
13.57 • The ability to understand the methodology of
increasing product spending.
2. Loyalty:
• The ability to understand the available means to
influence and promote brand loyalty within a target
audience.
71.84
43.71 3. Propensity to Recommend:
• Probability and propensity for word-of-mouth
recommendations leading to sales.
4. Brand Affinity:
• The impact on brand perception and recall.
Spend 5. Media Value:
Loyalty • Efficiencies of earned reach and frequency via the
Facebook platform.
Recommendations
6. Acquisition Cost:
Earned Media Value
• Efficiency of Fans in enticing others to participate and
Cost Offset of Fan Acquisition drive organic membership
Copyrights 360BuzzAds 2010 9

10. Avg. Online Spend - US, Tools Used
by time spent 91%
85%
Facebook Twitter 80%
75 73 72% 71%
67 60%
63 61 51% 49%
50 40%
36%
43
USD
27
Heavy Medium Light Non-Visitors

11. Avg Amt spent on Virtual Goods
Virtual goods – N. Revenues - in
America in USD Million USD
2010
6006
2009 2010
5047
99
4070
87 31% users bought
3107 Virtual Goods on
Social networks
2219
50
1325
30 29% users bought on
Social Network Games
Mean Amt Median Amt

12. Limitation of WoM :
Reach & Velocity for WoM
WOM - Largest
factor for
Conversion!
Conversion
Rate : 90%+
Direct
Marketing : 30-
40% is second! Social Media delivers Reach
& Velocity to Word of Mouth!

13. Build 1-to-1 engagement with your customers !

14. © Compusol Software 14

15.  Viral Social apps propagates conversation
to build a community
 Reach Fans and Friends of Fans
 Approx. 5-30% of Friends link back to page
 Mobile Integration
 Targeted engagements
 Build Word of Mouth Campaigns with high
Velocity and Reach

17. COMMUNITY APPS TRANSACTIONAL APPS
 Invites, Gifts, Greetings  Discount Coupons
 Trivia, Quotes,…  Cash Vouchers
 Contests, Text based  Group Buying
Treasure hunts  Tickets
 Surveys, Quizzes and  Sweepstakes
Polls  Shopping Catalogs
 Feedback cum Rating  E-commerce
 Viral File, Video & Photo  Transaction Fee per
shares transaction
 Store Locator

18. CRM INTEGRATION SOCIAL GAMING
 Single Sign On for Users  3D animated Gaming on
and customers across Facebook
Social Media and CRMS  Drive Virality and Micro-
 Capture Social Media transactions
Interactions for Lead  Integration with CRMS
Generations and through 360BA
Promotions Framework
 CRMs : SalesForce.com,  Platforms supported:
Siebel, SAP, etc  Facebook
 iPhone, Wii

19.  Loyalty and Rewards
 Geo- Targeting
 Integrated Payment Gateway
 Analytics and Reporting
 Custom Reports
 Cross Media Messaging & Alerts
 Notifications, E-mail and SMS
 Web Services based Extensible Architecture
 Social Media Standards
 Privacy Policies adhered across Networks
 IAB Standards

20. • User Clubs
• Contests
Branding • 3D Branded Games
• CSR
• Promotions
Customer • 3D Branded Games with Promotions
Acquisition • Group Buying
• Loyalty and Rewards
• Loyalty & Rewards
Customer • Issue Resolution
Support • CRM Integration

21.  Facebook Connect
 Single sign On to CRM and Facebook
 CRM to capture Customer interactions
▪ Content Share
▪ Loyalty and Rewards
▪ Promotions
 Invites & Events
 Facebook Fanbox on Portal
 Facebook LiveStreams on Portal
▪ *Requires Portal with Login/Authentication and Database

22.  Twitter  YouTube
 Integrate Twitter  Video sharing
Account with  Rating, Comments,
Facebook Page Shares, etc, between
 Cross Network Facebook and
Content sharing YouTube
▪ Comments, Likes, etc.
▪ Canned Messages
 Favorites, followers,
friends, etc.

23.  Transactional Apps  Branded Games
 Subscription per App  Custom Development
 Payment Gateway  CRM Integration
integration  Custom Development
 Transaction Fee  SalesForce.com –
 Community Apps SaaS model
 Annual Subscription  Bespoke Applications
per App  Optional
 Based on Feasibility
and Requirements

24. Subbu Jois
+91 99451 03337
jois@compusol.in
Compusol Software Pvt. Ltd.
www.compusol.in