MARKETING BASICS
Smitha Hemmigae
Agenda
 New trends in Marketing
 Social Media
 Viral Marketing
 Neuro Marketing
Social Media Marketing – 7 Ps
 Perception
 Build brand reputation and persona and be consistent
 Predominance
 Extend ...
Case Study - Barack Obama became the President
of the United States by tapping into social media
 The 2008 Obama Presiden...
Case Study - Barack Obama became the President
of the United States by tapping into social media
 4 years later in 2012
...
Viral Marketing
 Viral marketing is an idea that spreads--and an idea that while it is spreading
actually helps market yo...
Case Study – Kolaveri Di
 Piracy is a big drawback
 Wanted to build hype around home production
 Shot a 4 minute video ...
Neuro Marketing
 Neuromarketing has become an emerging trend in
21st century market research that studies
consumers' sens...
Case Study – Volkswagen VW
Passat
 Super Bowl ads are the most sought-after and
expensive slots in the industry
 In 2011...
Reach/follow me @
 Facebook – smitha.hemmigae
 Twitter: @smithahs
 E-mail: smitha.hemmigae@gmail.com
 Blog: shemmigae....
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Mount carmel College - Basics of Marketing (Social Media, Viral Marketing, Neuro Marketing) for B.Com students

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Mount carmel College, Bangalore - Class on basics of Marketing (Social Media, Viral Marketing, Neuro Marketing) for B.Com students

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Mount carmel College - Basics of Marketing (Social Media, Viral Marketing, Neuro Marketing) for B.Com students

  1. 1. MARKETING BASICS Smitha Hemmigae
  2. 2. Agenda  New trends in Marketing  Social Media  Viral Marketing  Neuro Marketing
  3. 3. Social Media Marketing – 7 Ps  Perception  Build brand reputation and persona and be consistent  Predominance  Extend your brand reach and social media influence by focusing your efforts on your target audience  Progression  Persistently publish useful and meaningful content and conversations so your target audience can obtain true social value from your brand  Proof  Quality content and conversations trump quantity to develop trust with target audience  Prevalence  Quantity still matters. Ensure your brand is visible by publishing content and conversations frequently  Prominence  Stand out from the clutter online by appearing in the right places to get in front of the right audiences  Power  Social media power comes from the collective strength of all of the previous social media marketing P‘s.
  4. 4. Case Study - Barack Obama became the President of the United States by tapping into social media  The 2008 Obama Presidential campaign made history – Not only the first African American president but he was also the first presidential candidate to effectively use social media as a major campaign strategy  Like JFK was the first president who really understood television, Obama is the first social media president  In 2008 sending out voting reminders on Twitter and interacting with people on Facebook was a big deal  The Obama campaign reached 5 million supporters on 15 different social Networks over the course of campaign season; by November 2008, Obama had approximately 2.5 million (some sources say as many as 3.2 million) Facebook supporters, 115,000 Twitter followers, and 50 million viewers of his YouTube channel  In 2008, McCain‘s campaign was as social-media-deaf as Obama‘s was social-media-savvy No other candidate has ever integrated the full picture the way [Obama] has, that‘s what‘s really new about his campaign
  5. 5. Case Study - Barack Obama became the President of the United States by tapping into social media  4 years later in 2012  Current measures of American adults who use social networks are at 69%; that‘s up significantly from the 37% of those who had social network profiles in 2008  A lot of research is available to prove that young people who are politically active online are twice as likely to vote than those who are not  In 2012, Obama not only had the expertise on his team, he had an established social media machine up and running  Since social media is about relationships, having a running start building those connections is a distinct benefit (Romney‘s campaign being a late starter did not get the traction)  The real power of social media is not in the number of posts or Tweets but in user engagement measured by content spreadability  For example, Obama logged twice as many Facebook ―Likes‖ and nearly 20 times as many re-tweets as Romney; hence Obama had far superior reach  A final aspect of the Obama campaign‘s social media success comes from the increasing sophistication of online data collection  Social media is a normal and central form of communications with distinctly different properties than traditional mass media approaches. Obama has set the bar for future campaigns but social media and network structures should be given serious attention in the media strategy, whether it‘s for politicians, organizations, brands or public service initiatives The real drivers of an effective social media campaign, however, are based on the psychology of social behaviours not the current technology
  6. 6. Viral Marketing  Viral marketing is an idea that spreads--and an idea that while it is spreading actually helps market your business or cause.  Off the Internet, viral marketing has been referred to as ―word-of-mouth,‖ ―creating a buzz,‖ ―leveraging the media,‖ ―network marketing.‖  Two kinds of viral marketing: The original classic sort in which the marketing is the product and which a self-amplifying cycle occurs.  Hotmail, for example, or YouTube. The more people use them, the more people see them. The more people see them, the more people use them. The product or service must be something that improves once more people use it  A second kind has evolved over the last few years, and that's a marketing campaign that spreads but isn't the product itself. Shepard Fairey's poster of Barack Obama was everywhere, because people chose to spread it. It was viral (it spread) and it was marketing (because it made an argument--a visual one--for a candidate.)  Viral marketing only works well when you plan for it, when you build it in, when you organize your offering to be spreadable, interesting and to work better for everyone involved when it spreads  Viral marketing cheat list  Stop being Neutral (its all about emotions)  Do something unexpected (stand off the block – Belndtec campaign)  Don‘t make advertisements (low shelf-life in minds of viewer)  Make sequels (get people to act)  Allow and promote sharing (allow people to download and embed content)  Connect with comments (re-tweak your campaign based on the response – Old Spice advertisement)  Never restrict access (Don‘t require people to download special software, register, etc)
  7. 7. Case Study – Kolaveri Di  Piracy is a big drawback  Wanted to build hype around home production  Shot a 4 minute video of Dhanush singing Kolaveri Di in A R Rehman studios  Released it on YouTube as official video, with Sony music  Within three weeks of its release on YouTube, the Kolaveri Di video garnered 19 million views and was shared by 6.5 million Facebook users  It was drawing more than 10,000 tweets daily by the end of its first online week  Having garnered over 45 million views so far, it has proved with its success that viral marketing works in India too  What garnered the success – the song evokes strong emotion is one. Kolaveri did: it is the song of a jilted lover pouring out his anguish with subtle humour and co-creation
  8. 8. Neuro Marketing  Neuromarketing has become an emerging trend in 21st century market research that studies consumers' sensorimotor, cognitive, and affective response to marketing stimuli  Researchers use technologies such as functional magnetic resonance imaging (fMRI) to measure changes in activity in parts of the brain, electroencephalography (EEG) and Steady state topography (SST) to measure activity in specific regional spectra of the brain response, and/or sensors to measure changes in one's physiological state, also known as biometrics, including (heart rate and respiratory rate, galvanic skin response) to learn why consumers make the decisions they do, and what part of the brain is telling them to do it  Advertisers have long used science to peer into consumers‘ brains; ‗neuromarketing‘ has given them the power to delve into our subconscious
  9. 9. Case Study – Volkswagen VW Passat  Super Bowl ads are the most sought-after and expensive slots in the industry  In 2011, Volkswagen came out with brilliant spot  Their ad for the VW Passat saw a pint-size Darth Vader walking down the hallway of his suburban home, attempting to use ―The Force‖ on his parents‘ exercise bike, the washing machine — even the family dog  When his father arrived home in his Passat, the boy was almost ready to admit defeat; uses the key to switch on the engine and the boy is amazed that is power worked  The Force was, to use the American vernacular, off the charts, achieving the highest ―neuro-engagement score‖  Adweek named it 2011‘s best commercial; it won two Gold Lions at Cannes. Before the game even began it had attracted 12 million YouTube views. At the time of writing it‘s had almost 58 million.
  10. 10. Reach/follow me @  Facebook – smitha.hemmigae  Twitter: @smithahs  E-mail: smitha.hemmigae@gmail.com  Blog: shemmigae.wordpress.com

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