This document provides an overview of a presentation on social media given by Sanjiv Choudhary. The presentation covers topics such as the definition of social media, classifications of social media, differences between social media and traditional media, popular social networking sites and their market share, and how various organizations use social media as a marketing and customer relationship management tool. The presentation concludes by stating that social, mobile, analytics, and cloud computing (SMAC) will be important for the future of the IT industry and marketing.

1. ITM- Ville Parle
XMBA19
CIS- Presentation on Social Media
Sanjiv Choudhary
Roll No: 1
Status: Single, Available, i.e. Unemployed

2. Contents:
• Paradigm Shift
• Definition Of Social Media
• Classification of Social media
• Differences between Social media and Industrial media
• Social Media IT Infrastructure
• Current usage & Future of Social Media in India
• Social Media Trends
• Benefits of Social Media Marketing
• Social media in your pocket, courtesy mobile devices
• Social Media as a CRM tool
• Most popular Social networking sites and their market share
• A Case Study in Social Media Demographics
• Why Americans use Social Media
• Facebook
• Twitter
• Linkedin
• Videos
• A Smacing future
• Conclusion

3. Paradigm Shift
• Today there is a massive change in the way we live, communicate, consume
entertainment and do business.
• What has made this paradigm shift possible?
• Give me 1term?
ICT
Information and Communications Technology
It has shifted the power from the hands of the custodian to the aam admi.

4. Definition Of Social Media
Social media includes web-based and mobile based technologies which are
used to turn communication into interactive dialogue among
organizations, communities, and individuals.
Andreas Kaplan and Michael Haenlein define social media as-
“A group of Internet-based applications that build on the ideological and
technological foundations of Web 2.0, and that allow the creation and
exchange of user-generated content”.
Social media is ubiquitously accessible, and enabled by scalable
communication techniques.
Purpose of Social media is to keep it up to date.

5. Classification of Social media
There are six different types of social media:
1) Collaborative projects (e.g., Wikipedia)
2) Blogs and micro-blogs (e.g., Twitter)
3) Content communities (e.g., YouTube)
4) Social networking sites (e.g., Facebook)
5) Virtual game worlds (e.g., World of Warcraft) and
6) Virtual social worlds (e.g. Second Life).

6. Classification of Social media continued.
The honeycomb framework defines how social media services focus on
some or all of seven functional building blocks-
a) Identity
b) Conversations
c) Sharing
d) Presence
e) Relationships
f) Reputation and
g) Groups

7. Differences between Social media and Industrial media are:
• Reach – Industrial media, is a centralized framework for organization, production, and dissemination,
whereas social media are by their very nature more decentralized and distinguished by multiple
points of production and utility.
• Accessibility – Production for industrial media are typically government and/or privately owned;
social media tools are generally available to the public at little or no cost.
• Usability – Industrial media production typically requires specialized skills and training. Conversely,
most social media production does not require specialized skills and training,
• Immediacy – The time lag between communications produced by industrial media can be long (days,
weeks, or even months) compared to social media which can be capable of virtually instantaneous
responses; only the participants determine any delay in response.
• Permanence – Industrial media, once created, cannot be altered, whereas social media can be
altered almost instantaneously by comments or editing.

8. Social Media IT Infrastructure
• In 2009 Facebook had 30,000 servers supporting its operations.
• It stores more than 100 petabytes (100 quadrillion bytes) of photos and videos. They’ve built storage
and serving technologies, such as Haystack, which allow them to efficiently serve and store data. They
serve up 600,000 photos a second.
• The engineering team developed Hip Hop for PHP - a way to transform PHP source code into highly
optimized C++ code. HipHop offers significant performance gains when compared to traditional PHP.
• Apache Hive is their data warehouse infrastructure built on top of Hadoop, which provides tools to
enable easy data summarization, adhoc querying and analysis of large datasets.
• Facebook manages more than 25 terabytes of data per day in logging data.
• Facebook spent $860 million, or about $1 per active monthly user, to deliver and distribute its products
last year.
• Facebook is not only the Web's biggest social media site, it is also consistently the fastest. In 2010, its
response time averaged 1 second in the U.S., but had improved to 0.73 seconds by mid-2011,
according to AlertSite. By comparison, LinkedIn, the next fastest, took nearly double the time to load.
Twitter's site was a full 2 seconds slower.

9. Social media in your pocket, courtesy mobile devices
• Globally, Facebook has 425 million monthly active mobile users, and is also working with more than
475 operators to deploy and promote mobile products.
• Facebook had about 38 million members from India, as of December 2011, according to We Are
Social, a social media agency in Singapore; over 40% of these users log in from their phones.
• LinkedIn, the world's-largest professional network, says India is its second-largest market globally;
and 20-33% of its members sign in on their mobiles.
• Twitter has some 14 million users from India and, according to industry estimates, half of them sign
up on the go, on their handsets.
• Even RockeTalk, a startup based in the US, which purely focuses on mobile-based social networking,
claims to have 15 million Indian subscribers.
• Social networking firms are not making this push alone. Several other factors, including a sharp
reduction in handset prices, the improvement and proliferation of mobile networks and, perhaps
most significantly, robust consumer demand are contributing to the frenzied bustle in social media.

10. Current usage & Future of Social Media in India
• Orkut may be dead in the metros, but it thriving in small towns & non-metro cities.
• In terms of Facebook usage, India is the second largest country in the world, just below the United
States. There are 4.57 crore Facebook users in the India, which is equal to 3.90% percent of total
population and 56.54% of total online population.
• India is the 2nd largest user base for Google+ & on Twitter 16 mn Indians are active.
• India has the 2nd largest base of LinkedIn users totaling 1.33 crore users.
• Orkut and ibibo, which have 15.5 million and 5 million users, respectively.
• In one word social media usage in India is more visual. People share images because images do not
need any language proficiency. Text-based or say opinion-based social media participation in India is
still very low.
• The total penetration of the Internet is 10.2% only, which leaves ample space for the Internet to grow
and consecutively social media to spread its wing. When we mix it with the demographic data, we
can safely say that in the years to come, a sharp rise in the social media usage in India can be
expected.

11. Social Media Trends
Companies have found that social networking sites such as Facebook and Twitter are great
ways to build their brand image. There are major uses for businesses and social media:
a) To create brand awareness
b) As an online reputation management tool
c) Engagement and Word of Mouth publicity
d) As a lead generation tool to intercept potential prospects
e) Research
f) Complaint redressal and Feedback
g) For recruiting
h) To learn about new technologies and competitors

12. Social Media as a CRM tool
• With the emergence of more connected and networked fans, brands need to go beyond the
ubiquitous card and rely on social media and the mobile phone to retain their die-hard customers
and keep them coming back for more.
• VLCC and branded apparel maker Indus League
• Shoppers’ Stop’s First Citizen initiative- 2.56 mn members, has 2.6 mn fans on Facebook, the 8th
largest, exclusive section on FB page, can view points, update their profile & access an exclusive
First Update magazine, launched a mobile application that not only acts as a virtual loyalty card but
allows them to check their points and new promotions.
• Jet Airways promotes special fares and offers
• Intercontinental Hotels uses social media to offer targeted rates & promotions to members of its
Priority Club customers, to know more about guests, to let a hotel know before a valued guest
arrives & track them for feedback after their stay.
• Starwood Asia Pacific Hotels and Resorts, the hotel chain is using social media to personalize
bookings for guests and react quicker to comments — negative and positive — on sites such as
Tripadvisor.com.
• Hero MotoCorp dislikes the word “loyalty” and instead prefers “relationship”— increasingly
brought about by two-way social media communication, is not just to ensure they buy more bikes.
Instead, wants more family members to buy all Hero products (including bicycles), ensure GoodLife
members upgrade their vehicles more often and bring their two-wheelers in for regular servicing.

14. Most popular Social networking sites and their market share
According to ComScore, up to end of November 2011
Unique Visitors %
Facebook
17.8 % Twitter
4.2 % LinkedIn
4.6 % 55.1 %
Google+
6.6 %
MySpace
11.7 %
Others

21. Facebook
• Set-up a Brand page
• Acquire fans
• Engage them
• Sponsored Stories

22. Facebook continued.
Few examples of events where traditional media was blocked or otherwise,
but social media did wonders-
• Pink Chaddi campaign
• Egypt Uprising
• Barack Obama Presidential campaign
• Anna Hazare Movement
• The Coolest Job
• Mamta Bannerjee
• Nations like Pakistan, China etc. blocking websites
• Save Tiger

23. Facebook continued.
Few examples where Governments use social media effectively-
• Social media pages were used as evidence to link 13/7 accused
• BMC to give weather update on social media
• Kolkata Police gives various information like roads to be
avoided, traffic diversion etc.

24. Facebook continued.
Few examples where Brands use social media effectively-
• Earth Hour- 152 Countries/ 7000 cities approx.
• Angry Birds- FB/ Twitter/ Youtube/ Website
• Reckitt Benckiser Management Game
• Smirnoff Bar
• Kraft Foods
• Coca Cola my story
• Amul hoardings
• DoCoMo- Largest fans in India- 7.4 Million/ 3 Crore/ 1% of Ad Budget
• Private Social Media network
• Rules of Creativity Rewritten at Cannes- Social media and a social conscience are
vital to take home some metal

25. Facebook continued.
How I use Facebook-
• Few friends and relatives
• Industry friends
• Major Brands
• Major Events like LIFW/ WLFW/ Designers/ Brand events/ Industry events etc.
• Educational & Entertaining Games of major brands
• Participate in various Contests
• TV shows
• News

29. Twitter
• Top Twitter trends both national & international are today published in The
Economic Times newspaper everyday.
• ET Now the business news channel asks it viewers to interact with them via
Twitter question of the day in the 9’o clock prime time news.
• Hippo Twitter campaign.
• All famous Personalities have huge following.
• I follow the best creative brains in the world.

30. Linkedin
• Used mostly for storing personal information
• Networking with professionals
• Job Search
• Groups- News/ Discussions/ Information/ Job postings
• Slideshare
• Product Management vs. Brand Management- an interesting discussion

31. Videos
• Social Media Revolution 2
• Interactive Lacta app

34. Conclusion
The future of IT Industry and Marketing is SMAC.
As we know that to achieve a “high” you have party drug called smack, so is the party
drug for the IT Industry and Marketing also called SMAC. Because people like to have a
chilling experience, as they live in The ICE Age
Information
Communication
Entertainment
Individuals and Companies that recognize this fact and provide a chilling experience i.e.
the party drug called SMAC will achieve
“the high” along with their Target Group, and those who don’t-
God save them.

35. Thank You.
Please enjoy.