The document discusses social media marketing as a platform for communication, connection, and co-creation between brands and consumers. It highlights the importance of brands engaging with communities to create positive interactions and improve products through collaboration. Examples from brands like Dove, Dell, and Old Spice illustrate effective strategies in utilizing social media for real-time communication and consumer engagement.

1. Social Media Marketing & New Age Communication Saurabh Pandey twitter: @pandeysaurabh

2. What is Social Media Social Media is a communication platform that allows co-creation, sharing, distribution and consumption of content. It’s a media for the user and by the user. ‘ Content’ can be anything- photographs, videos, articles, questions and answers, Status message, a collective project etc’.

3. What is Social Media Marketing Social Media Marketing is a process to create opportunities for communities & individuals to Connect, Share, Create, Co-create, Distribute and Recognize, through the help of your brand, thereby resulting in creating a positive preference , positive reference, positive connect and enhanced influence for your brand.

4. How are the buyers influenced today? Source: © AtomThought.com

5. Social Decision Cycle Source: © AtomThought.com Blogs Wikis Forums YouTube Flickr Social Networks

6. Bottomline Brand communication should NOT be intrusive. Rather Brands should observe the context in a community and then should help the communities achieve their own objectives , by leveraging the brand That’s the essence of both Marketing 3.0 and Social Media Marketing

7. 5 Ways Social Media Marketing makes Communication Effective! Source: © Atomthought.com

8. Let’s Understand with Examples

9. 1. Dove-Permissive Marketing & Communication No feature based banner ads. The communication Tries to extend a friendly gesture to let the brand help You in gauging the damage to your hair!

10. Engage Each step is permissive in nature

11. Creating Viral Effect One click-and you can ask your friends to take the test- as also see how they fare against you- This continues like a chain reaction, theoretically, for ever

12. Share. Show off. Influence. If you get a good grade- show it off- create a badge and put on your Social network profile.

13. 2. Collaboration & Close Looping How Dell used collaboration & Close Looping to Create better products Create a perception of being a consumer-friendly company

14. Dell Idea Storm-Winning with Community You Give New Product Ideas. Peers Vote.

15. Dell acts on the best and popular ideas. You see your ideas in action. Close-Looping

16. RoI for Dell Dell has put over 400 ideas into action Developing new products and improving old ones Customer engagement Creating Reputation Creating a perception of ‘customer oriented’ organization

17. Look at how Aircel just missed the close-looping!

18. Aircel-Save Our Tigers

19. People join in because they believe they can make a difference!. How can Aircel show that people’s participation did make a difference? If they cannot then they are not close looping No close-looping > People lose interest > Social Campaign dies

20. Close Looping Create a potential population clock- Each addition to fans increases the potential population of tigers. On-ground measurable impact Show what measures are being taken to save tigers after the fans submit a signed petition.

21. Which brand of after shave/ after-shower do you use? 3. Real Time

22. Old Spice- your grandfather’s brand. Traditional Not for the youth Look how it completely transforms itself with youth centric real time communication!

23. Old Spice- The Man your Man can Smell Like! A funny video created with Ex-football player and model Issaiah Video was tweeted on twitter A few people asked questions and commented (among a few celebrities) Within 24 hours over 100 video responses were shot and replied over twitter by Old Spice and Issaiah People who got personalized replies- shared it further. In less than 10 days- 6 million YouTube views and 22,000 comments- making it the biggest social media campaign of the year. (Sales of old spice in June were 107% MoM)

24. Real Time Response Watch the original Old Spice Video. @jsbeals wrote on twitter: can you ask my girlfriend to marry me? See the real time response

25. Real Time Through the use of twitter and facebook pages Many brands now Communicate almost in real time and 24*7 with their consumers and fans. Updates. Feedbacks. Customer Care Special Fares- ALL REAL TIME!

26. Conclusion Social Media is changing the way people communicate . Brands need to embed themselves in these communication streams and help people realize their objectives Social Media Marketing can help brands: Create better and innovative products in collaboration with consumers Serve consumers in real time Leverage the network effect of communities to propagate their communication And can create thought leadership

27. Thank You! More interesting write-ups on digital & social media @ www.atomthought.com Catch me on twitter: @pandeysaurabh