This document discusses social media marketing and how it has become a paradigm shift in marketing practices. It defines social media marketing as engagement with social media tools to generate exposure, opportunity, and sales. It discusses how social media allows for participatory and multi-way communication between brands and customers. The top 5 social networks are identified as Facebook, Twitter, LinkedIn, MySpace, and Google Plus in terms of unique monthly visitors. The document outlines the key components of a social media marketing system and process and lists common social media tools. It describes how social media marketing can build brand loyalty through conversation and dialogue on social networks while shifting power from brands to consumers.

1. Presented by Koushik Dutta
Centre for Management Studies
JIS College of Engineering
Bachelor of Business Administration (Honors)
Presentation on
Social Media Marketing- A Paradigm Shift in the Marketing Practice
AICTE Sponsored National Conference On
Sustainable Business Growth and Modern Management

2. Social Media Marketing (SMM)
Social media marketing is an
engagement with various social media
tools or any other online collaborative
media to generate exposure,
opportunity and sales.

3. The Way of Social Media Marketing (SMM)
Social Media
Marketing
[Customer
Engagement]
Brand Marketing
[Image and
Reputation]
Direct Marketing
[Lead
Generation]
• Media: The Old Way
 One-way
 Brand-driven
• Media: The New Way
 Participatory
 Multi-way (brand-to-
customer, customer-to-
brand, customer-to-
customer)

4. Top 5 Social Networks
Name Unique
Monthly
Visitors
eBizMBA
Rank
Compete
Rank
Quantcast
Rank
Alexa
Rank
Facebook 750,000,000 1 1 1 1
twitter 250,000,000 13 24 5 9
LinkedIn 110,000,000 27 44 23 14
MySpace 70,500,000 84 51 62 138
Google Plus+ 65,000,000 95 #NA #NA #NA
Sources
eBizMBA.com Compete.com Quantcast.com Alexa.com

5. Social Media Marketing Systems & Process
Social
Network
Strategy
Campaign
Creative
User
Experience
Engagement-
brand building
Define Brand
objectives
Social
Network
Activities
Individuals
External
systems
Measure
Engagement
Commitment / Feedback
Loop

6. Social Media Tools
 Photo Sharing
 Blogging
 Social Networking
 Chat Rooms
 Message Boards
 Podcasts
 Video Sharing
 Micro Blogging
 RSS
 Widgets

7. Social Media Marketing (SMM) Campaign
• The Objective: building brand loyalty and relationships
• Components of Social Network Campaign (SNC)
 Being part of the conversation
 Fostering dialogue on social networks
 Shift in power from brand to consumer
 Building relationships with users on social networks

8. Social Media Marketing (SMM) Provides-
 Consumer Needs to marketers
 Target Marketing
 Consumer Feedback
 Social Awareness of the Product

9. Thank you very much !