This document discusses the rise of social media and social networking as an important tool for marketing. It notes that digital media allows for two-way and interactive communication as opposed to traditional one-way mass media. The document presents the CRISP model for effective social media marketing, which stands for communication that is coherent, relevant, interactive, simple and pervasive. It also discusses how social capital and trust can be built through social networking platforms. The document is authored by Jessie Paul, CEO of a marketing advisory firm called Paul Writer.

1. Social Networking
Jessie Paul
CEO, Paul Writer
8 Sep, 2010
Wednesday 8 September 2010

2. Are you a digital tourist?
I am on LinkedIn but it is just for jobhoppers
I use FaceBook because my classmates invited me
Twitter is for timepass
Flick’r is for family photos
Who has the time to write Blogs
Wednesday 8 September 2010

3. “…the aim of marketing is to make selling
superfluous. The aim of marketing is to know
and understand the customer so well that the
product or service fits him and sells itself
- Peter Drucker
What is new media marketing?
Wednesday 8 September 2010

4. Being Social =
Marketing?
✤
Reach
✤
Influence
✤
Advocacy
✤
Trust
Photo Courtesy Edward Musiak, Flickr
Wednesday 8 September 2010

5. http://www.flickr.com/people/altemark/
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From Shouting

6. To Listening
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7. What has changed?
Digital Media Mass Media
Communication Free At cost
Opt-in Opt out
Instantaneous Lag
2-way, interactive One way
Information Free At cost
Easily accessible Access controlled
Customers Interconnected Individuals
Location-independent Location-specific
No Money Marketing, Jessie Paul, Tata McGraw-Hill
Wednesday 8 September 2010

8. Financial Capital =>
Social Capital
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9. Trust me
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10. Building Social Capital
Source: http://www.emarketer.com/mobile/article_m.aspx?R=1007863
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11. Source: CMO.com & 97Floor
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12. CRISP model for social media
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13. CRISP model for social media
1. Coherent 2. Relevant
Unified communication Context- and media-
platform sensitive communication
3. Interactive 4. Simple 5. Pervasive
Brief encapsulation of
Allows target audience to Present in all relevant
message
interact with the company media
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14. About Us
✤ Paul Writer is an advisory firm that helps define your marketing, Paul Writer is founded by Jessie Paul,
branding and communications strategy.
considered an expert in brand
✤ We provide frameworks, processes, expert support, and creative internationalization and frugal
insights to enable you to translate who you are into a cohesive marketing. In 2009, Jessie published No
marketing plan. Money Marketing, Tata McGraw-Hill’s
fastest selling professional book on
✤ Paul Writer brings expertise on marketing innovations across the
marketing.
spectrum of offline and online to reposition and communicate brand
values in a frugal, yet effective manner.
As Chief Marketing Officer of Wipro’s IT
business and as Global Brand Manager at
✤ Services offered are Infosys, she has been recognized for her
✤ Marketing Strategy Design contribution towards putting the Indian
✤ Validation & Advisory Services
IT industry on the global map.
With over 15 years in services marketing,
✤ Our clients include: including a stint with Ogilvy & Mather,
✤ Ramco Systems Jessie has been named one of the most
✤ Aujas Networks influential business women in India. She
✤ Allied Digital Services Ltd. runs a popular blog on marketing and
was India’s first CMO on Twitter.
✤ NIIT Technologies
✤ IDS Softwares
✤ SYSTIME
Wednesday 8 September 2010

15. Writer: n A person entrusted with managing a tea
or coffee estate including the marketing and
operational management. A trusted advisor of the
estate owner. Origin: Colonial English.
Paul Writer: n A trusted advisor to brand
owners.
West African symbol or adinkra for “help me
and let me help you”
Thank You
jessie@paulwriter.com
Skype: jessie_paul
twitter.com/jessie_paul
312-313 Prestige Meridian, 30 MG Road, Bangalore 560 001, India
The frameworks and concepts in this discussion are elaborated in No
Money Marketing by Jessie Paul, published by Tata McGraw-Hill in 2009.
Please visit www.nomoneymarketing.org for more information
All rights reserved.
No portion of this presentation may be excerpted or reused without the author’s written permission Photo Courtesy Powru, Flickr
Wednesday 8 September 2010