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Introduction to social media marketing
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4. Leveraging Social Media
The many uses of Social Media
· Attract potential customers - Cost effective media option
· Customer service channel - Answer queries & provide support
· Loyalty building - Through promotions & programs
· Public relations- Information dissemination and crisis management
· Customer relations - Feedback, complaints, ideas
· Internal marketing - Motivation & improvement
· Networking in a B2B context – New leads
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6. Leveraging Social Media
Research findings
• Only 18% of TV ad campaigns generate positive ROI
• 90% who can skip TV ads do
• Average person is exposed to 3000 ad messages a day
• Only 14% of people trust ads
• 92% Trust friends recommendations
Nielsen “Trust” in advertising report October 2007
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9. Leveraging Social Media
Rules of Social Media
3. Social media is all about enabling conversations
among your audience or market
5. You cannot control conversations but you can
influence them.
7. Influence is the bedrock on which all economically viable
relationships are built.
10. Leveraging Social Media
How to leverage Social Media?
• In order to leverage Social Media one has to engage the
customer in an authentic and interesting manner to enable
a positive conversation.
• Through continuous positive engagement a positive influence
can be developed.
This is the task of the Social media manager or agency
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12. Leveraging Social Media
Digital media environment – Sri Lanka
• Mobile penetration stands at over 80 percent
(more than 16 million mobile connections among a population of nearly
20 million)
· Ownership of a mobile phone is much higher in the
16 to 35 age group
· There are nearly two million internet users in Sri Lanka,
representing 14 percent of the population
13. Leveraging Social Media
Digital media environment – Sri Lanka
· 1.2 million users access the internet weekly or more often
with the majority being in the 15 to 25 years age group where
internet usage is as high as 26 percent
· Approximately 46 percent of users access the internet through
their mobile phones, 10 percent exclusively and 36 percent
through a combination of modes including mobile devices
14. Leveraging Social Media
Digital media access statistics
· Of the total number of users accessing the internet through
their mobile phone,42 percent went to social networking
sites such as Facebook
· 900,000, or nearly half of the total number of internet users
in the country, are on Facebook, with 78 percent in
the 18 to 34 age group
Source : Nielsen Sri Lanka
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16. Leveraging Social Media
Starting to get Social - How we will get about
· Brief : Tell us what you want from Social media
· Agency presentation: The strategy based on the brief
· Customer engagement: Updates, feedback and complaints will
` be managed by us on your behalf with
complete access given to you.
· Promoting : Advertising within the site and also
conceptualizing, designing and
implementing promotions
· Feedback : Reports and feedback ( Based on the platform)
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