This document provides an overview of a course on social media, online advertising, and web analytics. It includes an introduction, schedule, and agenda. The course will be taught interactively with group discussions, guest speakers, and a group project partnering with local NGOs. Key lessons from the document include 12 tips for social media success, examples of how brands are using different social media platforms successfully, and a discussion of social media usage in India.

1. Social Media, Online Advertising and Web Analytics Indian School of Business Term 8 #isbsm amitklein [email_address]

2. Who am I? [email_address]

3. How will this course be taught? Methodology: Interactive During class: Group discussions, Use Twitter (#isbsm): share moments you liked/didn’t, ask questions, give feedback Between classes: Share articles with your peers, engage in conversations with people in the industry, Ask questions, Retweet, Provide feedback on sessions and what you want to discuss Guest Speakers Videos Group Project

4. Schedule 2/27 (Sat) 5-7pm: Intro to Social Media 2/28 (Sun) 9-11am: Social Media for B2B 3/5 (Fri) 5-7pm: Intro to Paid Online Advertising Project Proposals Due 3/6 (Sat) 8-10am: Intro to Web Analytics Project Kickoff 3/19 (Fri) 5-7pm: TBD 3/20 (Sat) 9-11am: Project Presentations Plus a couple mini-modules

5. Mini Modules Short (20 min) topics: Creating an investor pitch* Copywriting for the web* Monetization strategies for the web Building successful web products Social CRM Developing Insights from Analytics The future of Facebook and Twitter

6. Introduction to Social Media

7. Group Discussion: Is 2010 the year that Social Media goes mainstream in India?

9. Agenda What is social media? Why engage in social media? 12 Tips for Social Media Success Indian social media usage Recap of key lessons Group project intro

10. What is Social Media?

11. “ Social Media is a conversation supported by online tools” ~ Kelsey Ruger

13. Why engage in Social Media?

14. “ Businesses will increasingly use social media to get closer with customers… It is getting too expensive and inconvenient to meet face-to-face in the real world, there will be more efforts to bring the conversation … to virtual communities .” - Shel Israel

15. Why engage in Social Media? Use social media to: Improve Reputation / Authority Increase Brand Awareness / Reach Building Relationships / Engagement While achieving business objectives: Sales Advertising PR Customer Service Market Research HR Communication / Collaboration Other: Breaking News Personal Branding Social Activism

16. Marketing Funnel

17. Why engage in social media? The overwhelming majority of consumers who engage with a brand online move from passive “receivers” to advocates: 97% increased brand awareness 98% show increased consideration 97% are more likely to purchase a product* *All stats in this deck from feed.razorfish.com

18. 12 Tips for Social Media Success

20. ProTip #1 Make it easy to participate Make it easy to share Provide benefits to the participants

22. ProTip #2 Don’t just inform and sell, entertain

23. Will it Blend? Not just for large companies This vid: 7.2mil views All vids: 83mil views Sales up 5x Now selling merchandise

24. Facebook Fan Pages – Alicia Keys

25. “ Researchers found that those who downloaded ‘free’ music – whether from lawful or seedy sources – were also 10 times more likely to pay for music. This would make music pirates the industry’s largest audience for digital sales” - The Guardian

26. ProTip #3 Incentivize and reward fans with special access, deals and entertaining content 26% of consumers of followed a brand on Twitter 44% of consumers who follow a brand, do so for deals 40% of consumers “friended” a brand on Facebook 37% of consumers who “friended” a brand on Facebook do so for deals 23% follow a brand on Twitter for “interesting or engaging” content

27. Victoria Secret Fan Page Blending content and advertising

28. @DellOutlet Dell has generated $6.5 mil over 2 years

29. ProTip #4 Use coupons/promo codes to track discounts across channels

30. Nike Plus Nike as sold 1.8 million Nike+ devices

31. Nike Plus

32. Nike Plus Nike Plus community website: tracks each run, pace, distance comparison with other runs, runners offline running communities Competitions – Human Race 10k Run (1mil people) Blogging Network Flickr (4,000+ photos for Human Race) Youtube (1,000+ videos for Nike Plus)

33. ProTip #5 You don’t always have to sell… help people, add value, build trust.

34. Value Creation

35. SitOrSquat - Charmin Identify restrooms (availability, cleanliness, handicapped accessible) Adding real utility to users Totally on brand

36. ProTip #6 Make sure your social media presence embodies your brand’s personality (on-brand)

37. Vodafone ZooZoos

38. Vodafone ZooZoos

39. Vodafone ZooZoos

40. Vodafone ZooZoos Funny, silly, entertaining – on brand

41. ProTip #7 Identify, empower and reward your evangilists

42. Facebook Fan Pages – Coke Coke Fan page was started by two regular users In seven months grew to 3.3 million fans Facebook changed rules and didn’t allow users to create branded pages Coke teamed up with the creators of the page, flew them to HQ, gave them a tour, brought them into meetings, brainstormed ideas, made them part of the company, let them be real evangelists

43. Facebook Fan Pages – Coke

44. Pizza Hut - iPhone App 3 Months - $1m in sales Order Pizzas, Play Games, 20% discount

45. ProTip #8 Utility + discounts + entertainment = success

46. Pizza Hut – Facebook App

47. ProTip #9 Give users multiple platform options to access your content/services and interact with your brand

48. Facebook Fan Pages – 1-800-Flowers

49. CoffeeGroundz

50. ProTip #10 Be human: use your real photo, name, title, personality

51. @comcastcares

52. ProTip #11 Let your customers build your products

53. Dell Ideastorm

54. Vitaminwater Facebook Connect Crowdsourced the flavor, name, design of new product Huge amount of participation from fans Makes people feel like they are helping create and shape the brand (which they are!)

55. Threadless

56. ProTip #12 Be creative – do something unexpected

58. Whopper Sacrifice 233,906 friends were removed by 82,771 people in less then a week Total cost of building app: < $50,000 32mil media impressions: > $400,000

59. When Social Media Goes Wrong

61. #chetanblocks Chetan Bhagat author of Five Point Someone, One Night at the Call Center, Three Mistakes of My Life, Two States is one of the most followed Indians on Twitter

62. #chetanblocks Saad Akhtar author of webcomic flyyoufools.com responded and was blocked by Chetan

63. #chetanblocks Firestorm ensued: 342,000 tweets with #chetanblocks in 2 days What’s the difference between a Chetan Bhagat book and a leech? The leech eventually stops sucking #chetanblocks

64. #chetanblocks

65. #chetanblocks

66. #chetanblocks What’s the point? Everything you say is public, think before you tweet Don’t launch into flame wars with fans Things bubble up very quickly Power of the masses (for good or bad)

68. Facebook

69. Facebook Reach - Builds off Facebooks 400m users (200m active daily) Distribution / Virality - Actions are published directly to news feed Methods: Fan Pages, Apps, Connect

70. Facebook Apps

71. Facebook Connect Allows you to create a Facebook Application outside of Facebook Single sign on (no need to register for the site) Use your photo Publish content to your activity stream Invite people from Facebook to participate in activity Send email from Facebook on your behalf

72. CNN - Facebook Connect During Obama Inauguration CNN allowed users to chat using Facebook Connect 600,000 status updates posted during event 4,000 status updates per minute Millions of logins

73. Times Now – Twitter/FB

74. Twitter

75. “ There’s a new tool that can help companies predict sales for the coming weeks, or decide whether to increase inventories or put items on sale in certain stores. … it’s called Twitter” - MIT Sloan

76. How to leverage Twitter Setup keyword searches for you and your competitors Engage people / participate in conversations / build trust Gather feedback about your products / services Share links / info Don’t just talk about yourself! - Retweet others Try coupons / promotions - measurable Take orders Contests People are finding new uses all the time…

77. Group Discussion: Is a Corporate Website Necessary Anymore?

78. Recap

79. Key Point FB and Twitter are just tools, they might disappear but the concepts will remain

80. ProTips Make it easy to participate and share / provide benefits for participation Don’t just inform and sell, entertain Incentivize and reward fans with special access, deals, and entertaining content Use promo codes / coupons to track discounts across channels You don’t always have to sell… help people, add value, build trust Make sure your social media presence embodies your brand’s personality (on brand)

81. ProTips Identify, empower and reward your evangelists Utility + discounts + entertainment = success Give users multiple platform options to access your content / services and engage with your brand Be human, use your real name, photo, bio, title. Let your customers help build your products Be creative, do something unexpected

82. Does this stuff work in India?

83. India SM usage Internet penetration around 4.2% (47mil users)* India 9 th most Twitterers (1.7% of total users) A medium like any other (tv, radio, mobile) – can’t be ignored Depends on your target audience (urban, disposable income, younger) Perception is still about traffic rather then quality/leads**

84. India SM usage Conclusions: Awareness is starting Indian brands still experimenting Very few successes Once there are a few runaway successes more and more brands will jump on the bandwagon Still in infancy, cannot be ignored.

85. Group Project

86. Group Project Form teams of 4-5 people Partner with a local NGO and create a strategy to generate awareness / solicit donations for a cause There will be an Adwords component as well TBD Deliverables: Project Proposal (March 5 th ) how will you use social media how you will measure success (I can help here) Presentation (March 20 th ) 10 min What you did how you measured up to your criteria for success what troubles you encountered lessons you learned use any medium you’d like (ppt, doc, vid)

87. Group Project Takes a long time to build communities – think small, but be innovative. Idea Suggestions: Adopt a grandparent (FB) Ask users to post / share stories about their grandparents 100 new fans Photo contest for underprivileged children Give cameras to kids and post their photos Have NGO sell best ones for donations Create an offline event (clothes drive, book drive) – use social media only to get participation

88. For Next Class Twitter Make three #isbsm related post a day (share a link, write at someone, retweet) Group Project: Pick your group Find an NGO Come up with a campaign How you will execute Metrics you will use to define success

89. Socialnomics - ROI

90. Questions?