This document discusses various types of social media that can be used for e-marketing purposes. It begins with an overview of word-of-mouth (WOM) marketing and viral marketing, explaining how viral marketing spreads content exponentially similar to a virus. It then covers several social media types - online forums for content sharing, podcasts which allow audio/video subscriptions, and social news sites where users submit and rate links. For each channel, it provides background information and discusses how marketers can utilize them, such as creating targeted podcast content or leveraging the viral aspect of social news sites.

1. E-Marketing
Elective
Fall 2010
Muhammad Talha Salam, Asst. Professor
talha.salam@nu.edu.pk
Access it online: www.slideshare.net/talhasalam
> Understanding WOM & Viral Marketing
[Types of social media]
> Online Forums
> Podcasts
> Social News
> 3 x SPOT Case Presentations Class Presentation | Session 24 | 5 Nov 2010
Social Media Marketing
Ref: CHAP 5 Online Marketing Inside Out by SitePoint
CHAP 8 & 9 Textbook on E-Marketing by Quirk Biz

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Understanding WOM & Viral Marketing
Word of Mouth
• Communication exchange between people without any
commercial involvement is generally call WOM marketing
• And there is a variation: Word of Mouse 
• Companies are concerned about it because its all about
‘reputation’
• An important aspect of WOM is that its all about trust
• WOM Marketing existed since ever! But it became a marketing
concept recently because of its impact on brands
• Viral Marketing is a form of WOM Marketing
E-Marketing 2

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Understanding WOM & Viral Marketing
Viral Marketing
• WOM concept leads to Viral Marketing
• Why Viral Marketing is viral or virus?
– It spreads easily
– Number of ‘infected’ can grow exponentially
– Viral campaigns like viruses mask their true intention
– Viral campaigns like viruses depend on the nature of connectedness
of people
– Hotmail – a case of Viral Marketing
Spread only through Viral Marketing With “signup” link
Mail going to recipients contained this link.
E-Marketing 3

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Understanding WOM & Viral Marketing
Viral Marketing
• Types of Viral Marketing:
– Organic Viral Marketing Campaigns
• Little or no input from marketers
• Spreads itself
• Marketers can only observe it happening [quietly]
– Controlled Viral Marketing Campaigns
• If it is planned, it has to be done very carefully
• Hotmail’s case is an example. Adding an implicit “ad” helped grow subscription
based
• While planning, it should be know that focus should be on right demographic
E-Marketing 4

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Understanding WOM & Viral Marketing
Viral Marketing – Steps in Executing the campaign
1. Define the aims of the campaign, and how you will measure success
2. Plan a message or content that users want to share
3. Make your content easy to share
4. Make it as simple as possible for users to get involved
5. Be authentic and transparent
6. Provide an incentive for sharing and interacting
7. Make the message available
8. Use a strong call to action
9. Track and analyze, and optimize
10. Get lucky!
E-Marketing 5

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Online Forums
Background & Working
• Oldest form of Social Media
• Also known as bulletin boards, message boards
• Users would come and share their thoughts on a given topic
• Users may also initiate a topic
• Online Forums require registration in most cases to be able to post content.
• Reading content is not a problem
• Content can be moderated i.e. review by administrator before going live
Key terms
• Moderator – someone who reviews the content and moderates the forum
• Administrator – Manages and mostly owns the forum
• User – Anyone registered or authorized to post comments
• Guest – Anyone who is just visiting and reading content. May not post content/comments
• Group – Grouping users based on their rights/roles etc
• Post – A user submitted message in a thread
• Thread – collection of posts which can be in any order
E-Marketing 6

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Online Forums
Using Online Forums for E-Marketing
• Content sharing in relevant communities
Case-in-point: Online Forums
• Defence.pk
(Class discussion: How to use it in E-marketing for a B2B case)
E-Marketing 7

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Podcasts
Background & working
• Pod is also known as “Play On Demand”
• Concept gained popularity close to iPod by Apple
• They are basically audio & video recordings
• Key idea is that apart from being online, they are
“subscribed”
• Anyone subscribing to podcasts would get new episodes or
podcasts automatically
• Generally they are free
• Creating Podcasts require ordinary recording equipment
E-Marketing 8

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Podcasts
Using Podcasts for E-Marketing
• Creating audio/video content for users
• Advantages are:
– Targetable – you can create highly relevant, niched content and then promote it to a
specific target market.
– Measurable – you can see how exactly many downloads and subscribers you have.
– Controllable – it’s your content.
– Responsive – set up a blog alongside your podcast, alter content according to the
comments, you are actually having a conversation with your market.
– Boundary free – it’s the Internet.
– Relatively inexpensive
• Key Considerations are:
– Interesting content – Excellent quality (users can unsubscribe so easily)
– Real – Not only ads but being a branded content (akin to product placement)
Case-in-point: Podcasts
• www.bbc.co.uk/podcast
E-Marketing 9

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Social News
Background
• News by:
– Users & Users
– Submitting & Rating
• Social News sites gather links from all over internet and its all done by
users
• Content is made popular by users alone
Using Social News for E-Marketing
• Consider the Viral Marketing aspect of it
Case-in-Point
• Digg it…..
• www.digg.come
E-Marketing 10

11. E-Marketing
Elective
Fall 2010
Muhammad Talha Salam, Asst. Professor
talha.salam@nu.edu.pk
Access it online: www.slideshare.net/talhasalam
Class Presentation | Session 25 | 12 Nov 2010
Guest Speaker Session
Mr Amer Sarfraz
Founder & CEO
Bramerz (Pvt) Ltd

12. E-Marketing
Elective
Fall 2010
Muhammad Talha Salam, Asst. Professor
talha.salam@nu.edu.pk
Access it online: www.slideshare.net/talhasalam
> Social Media & Marketing
[Types of social media]
> Photo & Video Sharing
> Social Bookmarking
> 3 x SPOT Case Presentations Class Presentation | Session 26 | 16 Nov 2010
Social Media Marketing
Ref: CHAP 5 Online Marketing Inside Out by SitePoint
CHAP 8 & 9 Textbook on E-Marketing by Quirk Biz