1. Brand Management
Session 7: Social Media and Consumer Behavior
Zeeshan Kingshuk Huq
Guest Faculty
zeeshan.huq@gmail.com

2. Why Web? Why the Digital Media?
Will they find you there?
 Reporters and Editors use the Web to seek out
interesting stories, people, and companies.
 The internet has made Public Relations „Public‟ again!
 The 160 characters have broken the barrier of grammar,
gender, geography, professions or religions
 3G will change the way our users used to „watch‟ media
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3. Time Spent on Key Categories Online
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4. “
Nearly 1 in 5
minutes online
is spent on
Social Networks ”
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5. And Facebook LEADS the way …
 3rd most-visited site
worldwide
 55% Global
Penetration
 3 in every 4 minutes
on social networking
sites are spent on
Facebook
 1 in every 7 minutes
online is spent on
Facebook!
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6. Many Companies Make Great Use of Facebook
 Airtel Buzz
 Qubee
 Ponds
 Radio Foorti
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7. Fan Page is a Great Start, but …
Share of time spent on Facebook
25%
27%
10%
21%
17%
Homepage
Profiles
Photos
Apps/ Tools
All Other
… most Brand Exposures happen on the News Feed!
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8. The Generic Model of Consumer Behavior
Need
Recognition
and
Problem
Awareness
Information
Search
Evaluation
of
Alternatives
Actual
Purchase
Postpurchase
Evaluation
Form Opinion
and „Talk‟!
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9. SOCIAL MEDIA
STRATEGY & TIPS
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10. Be mindful about online reviews
 Up to 85% of your buyers read online reviews before
making a purchase
 Not only from shopping or brand‟s website
 But also – in fact more – from Social Media
 Informal, un-structured, often emotion-driven
 You need to establish, maintain and nurture solid
“Online Reputation”
 Listen to their queries and feedback
 Answering
them swiftly and comprehensively  earn the
trust
 Positive reviews = increased sales
 Sometimes you have „generate‟ reviews
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11. When it is broke – admit it, listen to it
 Truth eventually comes out as the winner
 The (social) media is truly „public‟
 You
 You
can‟t hide
can‟t get away
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12. Be Creative with your voice
 Brand vis-à-vis the tone of voice
 Defining the tone of voice will define the trust on you/
your products
 „Spin‟ around the „pitch‟ – write according to the website
and yet keep the brand relevance
 What works:
 Attractive Formatting
 Simple, easy-to-read
 Eye appeal
texts
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13. Professional Guidance
 Online reputation consultants
 Remove negative links
 Ensure regular, pan-industry
positive feedback
 They run Social Media Polls, Customer Surveys, etc
 They identify „partner‟ pages / sites
are the key problems with the consumers  need a
holistic picture
 Usually from a 3rd party – so that responses and solutions
could be tailored accordingly
 What
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14. Know the Goals and Let Content Drive Action
 Clearly defined business goal
 Sell products / brands
 Generate contributions
 Get people to join / vote
 Grow positive references
 Frequently we tend to set Marketing / PR goals, which in
most cases would not be right
 Not
 Not
 Not
Press Clips / Column-inches
Minutes of TV Coverage
number of „likes‟
 You „stir up a conversation‟ and then let it flow
 Contribute necessary contents where it is needed
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15. Keep Your Eyes and Ears Open
 MONITOR the Web!
 Check for key words  e.g. Google Alerts
 If you want to go deeper: Text Mining
 But usual works can start from basic searching
- Google  fastest, easiest, but may have dispersed findings
- Technorati  specialized towards blogs
BUT …
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16. “
You will be a fool if
you think that
all quotes on web
are true ”
– Abraham Lincoln
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17. Take-away
MAXIMIZE USE OF SOCIAL
MEDIA … CONSCIOUSLY
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