The Objective of the Industry Report was :- To increase the overall knowledge base about the Social and Digital Media Industry. To understand the strategies adopted by the companies to increase their presence and revenue as a whole.

1. Social Media Marketing
By
Sayantan|Indu|Janmajaya|Anurag

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1,283,810,000
Total Population
1/20
Tablet Users
1/6
Internet Users
1/13
Social Media Users
1/10
Mobile Internet
Users

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243 Million Internet
Users

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Comparison of Traditional And
Digital Marketing

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Comparison of Traditional And
Digital Marketing

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Highlights
2013
•Digital Sector is on the rise with 31%
CAGR growth as opposed to other
sector
•Indian Online Advertising Market is
projected to reach INR 2,938 Cr by this
year
•India has the 4th largest audience of
searches in the world as unique
searches grew by 28%
•At 200+million internet users, India’s
rural internet shows 58% growth
•86% Indian internet users visit Social
Networking Sites
•51% users spent more than 2hours a
day on tablet

7. Digital Media Marketing
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Search engine
optimization (SEO) is
the process of
affecting the visibility
of a website or
a web page in
a search engine's
"natural" or un-paid
("organic") search
results
Social Media
Marketing is the
process of
gaining website
traffic or attention
through social
media sites
Search engine
marketing (SEM) is a
form of Internet
Marketing that involves
the promotion
of websites by
increasing their visibility
in search engine results
pages (SERPs) through
optimization and
advertisement

8. Social Media
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9. History of Social Media
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Social Network Continues To Grow In
India
86%
Indian Web users
visit a Social
Networking Site
27%
Increase in Indian Online Video
Audience in the last 12 months
28%
Increase in
Facebook Visitors

11. Industry overview
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12. Global Overview
• The number of social network
users worldwide is 1.73 Billion
• Among 1 Billion internet users
777 million people use social
media in Asia
• In 2012, 50% of all internet
users have signed into a social
network
• 63.2% of internet users visited
a social network at least once
and this number is expected
to grow to 70.7% by 2014
Indian Overview
• India stands third world wide
with 127.5 million users (2013)
after China and US
• 75% of Indians who are active
internet users use social
networking sites like
Facebook, Twitter, YouTube,
Pinterest etc.
• Average time spent on social
media is 30 minutes per day
by the Indians on internet
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SWOT

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Major Players
1st
1230
Million
Users
2nd
645
Million
Users
3rd
300
Million
Users
4th
120 Million
Users
Popular Social Networking Sites

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16. Business Models
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HOW DO THEY
MAKE MONEY ?

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5 BUSINESS MODELS
Freemium
• Flicker
• LinkedIn
Affiliate
• Illuminat
ed Mind
• Shoe
Money
Subscripti
on
• Netflix
• Scrooge
Strategy
Virtual
Goods
Advertising
•Facebook
Gifts
•Yahoo
•Google

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Advertising,
Virtual Goods Model
Freemium Model
Advertising Model
(named as Promoted
Tweets)
1st
2nd 3rd

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23. Case Studies
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24. Constraints
• Getting perfect information about the market strategies
adopted by the Social and Digital Media agencies for certain
products and services
• Validation of available data and facts with the original data is
difficult
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25. Understanding Business Strategies
Using Case Studies
Case I (Sector- Education)
• Company Name: EMC Corporation.
• Objective:
– EMC Academic Alliance, India used Face book to
– Increase the number universities/institutions signing up for
the program
– Generate more student enrolment/enquiries
– Increase awareness of EMC as a global leader
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26. Approach:
Build Connect
Influence Engage
Figure: From Left to Right Shows the entire approach to attend the goal
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27. Build
• The Face book Page is built around bringing all information
for students and universities together in one place.
• The “About” section contains complete details of the
alliance, curriculum, and availability
• The cover picture was clear, striking and thought provoking
and the Page was connected to other social media like
Twitter, You Tube and Slide Share through apps and tabs
Connec
t
• Face book Ads were used to reach out to students and
universities.
• Topic targeting was used in conjunction with country
targeting to reach students from particular universities
• Ads for career opportunities, technology write ups and
other info graphics targeted to relevant students
• Page post ads targeted to current fans are used to boost
specific posts
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28. Engage
• Posting information relevant to its fan base –
the latest trends in IT, info graphics, career
opportunities, notes, white papers, and
videos
• Asking questions and seeking fan input
Influence
• Sponsored stories are used in conjunction
with country and age targeting to reach
friends of current fans who are likely to be
interested in the program
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29. Results:
• 30% of all student enrolment queries originated from Facebook
• 10% increase in students enrolment
• 2X increase in enquiries from universities/institutions to join the
program
• 1 million users on Face book educated about EMC World, an annual
IT conference, due to Page posts
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30. Case II (Sector- Electronic Goods)
• Company Name: Wipro Ego
• Objective:
– Create awareness about Wipro ego using social media
– Build engagement and excitement around the brand proposition
of ‘I am ego
– Increase overall online visibility of ego
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31. Approach
Reviving Presence
Awareness
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32. Participation
Cartoon-of-the-day fetched us 220
responses over 27 posts
Rapid Fire Contest got us 82 new fans
in a week and 398 responses on 21
posts.
Engagement
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33. Results
3.25 3.6
1.42
10.14
15.4
10.5
0
5
10
15
20
15/Mar 31/Mar 15/Apr 30/Apr 15/May 31/May
Interactions/post
Registered a 107%
increase in the no. of fans
since March 12,2010
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34. Case III (Sector- BFSI)
• Company Name : Max Bupa Health Insurance
• Objective :
– Max Bupa has always been committed to deliver quality
health insurance to the customers
– They wanted to take this a step further and use Facebook
to transform the consumer perception of insurance as a
complex product & drive conversations on the category
• Solution : Get Help App,
developed by Max Bupa
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35. Advantages of the App
– When a customer wants to Buy a Policy and needs a call back,
he can submit his details here and he receives a call within 60
seconds
– In case a customer has a claim grievance he can reach out and
get a quick resolution of their complaint.
– This helps in not only reducing the queries on the Face book
wall but also a quick action can be taken since the complaints
shared here are sent directly to the support team.
– While taking a planned hospitalization it becomes vital for
customers to check out the hospitals which are covered in their
policy.
– Using the hospital locator the customers can easily search and
choose for their preferred network hospital.
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36. Results
– Increase in positive conversations with complaints decreasing by
more than 60%.
– The application serves to 1,60,000 fan-base of Max Bupa.
– More than 1200 customers accessed and availed the services
from Get Help.
– Turnaround time has decreased by 50% since the steps to reach
out to the customer support were decreased.
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37. Case of Identities
Issue of Privacy
• People fill in their personal
information in the social
media platform
• The information might be
used in improper way by
others
• People actually do not
exercise the same amount
of caution in virtual
communities as they do in
real life
Legal Issues
• Many cases that
information of a corporate
has been revealed because
that information is easily
viewed and careless posted
• It possibly will cause the
lawsuit or financial damages
for involved parties
• Copyright issues of videos
and photos
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The Future
Increase in Scale Increase in Sophistication
•More functions across
departments like R & D and
supply chain will start
experimenting with social
media
•Organisations will leverage
the users that the emerging
platforms attract
•Sophistication in marketing
programs will increase budget
•Investment more in research
and to gain more insights to
improve the ROI from social
media
•Investments will lead to
more innovation and there
will be more specialization
•Social media initiatives will
become more integrated with
marketing programs

39. Conclusion
• Social and Digital Media is the future of marketing
• With more people being available online targeting customers
will be easier
• Affordable way to increase visibility.
• Most of the companies adopting the Social and Digital Media
for the promotion of their product/service
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