Social media marketing allows businesses to participate with customers through social tools and communities. It focuses on empowering brand evangelists and generating user-created content rather than one-way broadcasting. Companies are using social platforms to start conversations, build customer communities, and leverage collective intelligence. To make a business social, brands establish an online presence across multiple sites, participate in discussions, give customers reasons to talk about the brand, and convert them into evangelists through online communities and initiatives.

1. Social media marketing
How to market your brand through social media?

2. Contents
WHAT is social media
WHY is it creating so much buzz
HOW to market your brand through social
media

3. WHAT is social media!!

5. Social Media = Participative media
Traditional Media Information channels Social
Media

6. Social Media = Participative media
 Behavior – Why/ what will people talk?
 Tools – How will they talk

7. Tools

8. Tools
Social Wikis Blog / Content News curation CMS
networks microblogs Sharing channels

9. Tools
Focus on Focus on
content people

10. Behavior
Social Object = reason why people
affiliate with each specific other
and not just anyone
http://www.zengestrom.com/blog/2005/04/why-some-social-network-services-
work-and-others-dont-or-the-case-for-object-centered-sociality.html

11. Facebook
 Social Object =
Users connect
and share with
people in their
life
http://facebook.com

12. Twitter
 Users discover
(and share) what
is happening
right now
http://twitter.com

13. LinkedIn
 Users exchange
information,
ideas and
opportunities
http://linkedin.com

14. flickr
 User share
photos (and)
watch the world

15. YouTube
 Users broadcast
themselves ( or
their creations)
http://youtube.com

16. Digg
 Users discover
and share
content
http://digg.com

17. Blogger
 Users express
themselves
http://blogger.com or http://wordpress.com

18. Wikipedia
 Users (create and
edit) free
encyclopedia
http://en.wikipedia.org

19. What we learn
 It is less about tools and more about the
behavior
 Each popular tool has a unique and
desirable social object

20. Why is Social Media creating
so much buzz!

21. 1. Participation Volumes
http://globalwebindex.com

22. 1. Participation Volumes

23. 2. It is out in the open!

24. 2. It is out in the open!
Sales –feedback funnel
Use &
Awareness Consideration Preference purchase
opinionate
Talk
Social Media Marketing: An Hour a day – Dave Evans

25. 3. Empower & energize your evangelists
 Brand : Royal
Challenger
 Online
community of
Cricket fans
http://royalchallengers.com

26. 3. Empower & energize your evangelists
 Brand: Sunsilk
 Community built
around ‘growing
up’
http://gangofgirls.com

27. 3. Empower & energize your evangelists
 Brand: Tata tea
 Community built
around citizen
awakening
http://jaagore.com

28. 3. Empower & energize your evangelists
1 2
Identify passion
• Your brand might not
have many evangelists
but the attached
social object might Ignite passion
have • Give your evangelists
tools (online
communities) to
spread the message
http://dellgogreen.com

29. What we learn
 Social Web (Web 2.0) is going to stay and it
is going to get bigger
 Brands can no longer broadcast
 The ‘social in us’ can be leveraged for
marketing

30. Social Media marketing
How businesses are using social media for marketing?
How to make you business social?

31. How are business using social
media for marketing

32. Beverages
 Brand: Pepsi
 Dynamic:
Consumer
Generated
Content
http://www.yourlaysflavour.com/index.asp
http://www.youngistaan.com

33. Health
 Brand: Gold’s
Gym
 Dynamic: CGC
Social App
http://www.facebook.com/goldsgym?v=app_105315
14314#/

34. Finance
 Brand: Servus
Credit Union
 Dynamic:
Consumer
Generated
Content -
Ambassador
Program
http://www.youngfreealberta.com/

35. Retail Stores
 Brand: Walmart
 Dynamic:
Consumer
Conversations
http://elevenmoms.com

36. Software services
 Brand: Infosys
 Dynamic:
Conversations
http://infosysblogs.com

37. Software products
 Brand: Intuit
 Dynamic:
Collaboration
http://community.intuit.com/category/banking

38. News
 Brand: CNN
 Dynamic:
Collaboration
http://ireport.cnn.com/

39. Baby care
 Brand: Pampers
 Dynamic:
Customer
Community
(around
parenting)
www.papmers.com

40. ecommerce
 Brand: ebay
 Dynamic:
Customer
community
(around products
and brands)
www.neighborhoods.ebay.com

41. Travel
 Brand: British
Airways
 Dynamic:
Customer
Community
(around travel)
http://www.metrotwin.com

42. Non Profits
 Brand:
Change.org
 Dynamic: Citizen
Community
(around change)
www.change.org

43. Telecom
 Brand: Idea
 Dynamic:
Collective
Intelligence
www.myidea.co.in

44. Coffee chains
 Brand: Starbucks
 Dynamic:
Collective
Intelligence
www.mystarbucksidea.com

45. What we learn
Marketing through social media is different:
 It is not about the big idea
 It is not about a campaign
 It is not about a creative
 It is about the ‘social in us’

46. How to make your business
social

47. Dell Hell
 Viral campaign
against Dell’s
unresponsive
customer
service, started
by journalist Jeff
Jarvis.
http://buzzmachine.com/archives/cat_dell.html

48. Direct2Dell Blog
 Dell Corporate
blog
 Conversations
from Dell
employees and
senior
management
http://en.community.dell.com/dell-blogs/b/direct2dell

49. Dell Ideastorm
 Ideation
community to
build better dell
products
http://ideastorm.com/

50. Dell Digital Nomad
 Community built
around the idea
of being a digital
nomad.
 Targeted at
highly mobile
laptop users.
http://www.digitalnomads.com/

51. Dell Take Your Own Path
 Community
where users
shared inspiring
stories of
entrepreneurship
http://takeyourownpath.com

52. Dell Social Innovation comp
 Dell Social
Innovation
Competition as
an initiative
targeted towards
young social
entrepreneurs
http://dellsocialinnovationcompetition.com

53. Dell Employee Storm
 Internal ideation
platform to
enable Dell’s
worldwide
community of
more than 80,000
employees to
post and discuss
ideas.
http://thesocialworkplace.com/featured/1558/

54. Dell Outlet on Twitter
 Dell uses Twitter
as a channel to
sell refurbished
computers to
corporate
purchase
managers.
 @delloutlet has
1.5 million
followers and has
resulted in sales
of more than $6
million.
http://twitter.com/delloutlet

55. What we learn
 Social media marketing  Brands that
are social
– You no longer preach but participate
– You give more reasons to talk
– You believe in relationships than
interactions
– You convert your customers, partners to
evangelists (fans)
– You organize and empower your evangelists

56. References
 “Social Media marketing – An hour a day’ – Dave Evans
 http://gauravonimics.com
 2020 Social Slideshare channel (http://slideshare.net/2020social)

57. Questions?