SOCIAL

NETWORKING
 What Is Social?
The term Social refers to a characteristic of
living organisms (humans in particular, though
biologists also apply the term to populations of
other animals). It always refers to the interaction
of organisms with other organisms and to their
collective co-existence, irrespective of whether
they are aware of it or not, and irrespective of
whether the interaction is voluntary or
involuntary.

Term "social" is used in many different senses

referring among other things to:
Attitudes, orientations, or behaviours which take
the interests, intentions, or needs of other people
into account (in contrast to anti-social
behaviour);has played some role in defining the
idea or the principle.
 Social Needs (Maslow’s hierarchy)
Needs in the 19th Century

People look for fulfillment of their

Needs through their Social
Network. Self Actualization
And hence their Social Network
becomes a representation of their
NEEDS.

Are we friends because we drink

Esteem
together or is the other way round?
Who do we seek out for Help or
Advice or recommendation?
Love

Where did a 19th Century Man go Safety

for his Needs?
Physiological
 Social Networking – 19th Century
VILLAGE SQUARE – THE HUB

Physiological Needs
Food, Water, Shelter

Safety
Employment, Judiciary, Health

Love
Friends, Courtship, family

Esteem
Squire of village, recognized as Sarpanch
Self Actualization
???
 Social Needs (Maslow’s hierarchy)
Needs in the 21th Century
People look for fulfillment of their
Needs through their Social Network.
Self Actualization
And hence their Social Network
becomes a representation of their
NEEDS.

Esteem
Are we friends because we drink
together or is the other way round?

Who do we seek out for Help or Love

Advice or recommendation ?
Safety
Where does a 21st Century Man
go for his Needs? Physiological
 Social Networking – 21st Century
Global VILLAGE SQUARE – Social Media Sites

Physiological Needs
Food, Water, Shelter

Safety
Employment, Judiciary, Health

Love
Friends, Courtship, family

Esteem
Blogs, Social Media

Self Actualization
???
 Need Fulfillment through SM

- Start of a Social Group or Network Safety

needs a common ground
- similar needs
- similar sociocultural profile
- demographics
Love
Social Esteem
- You can create an Audience of dissimilar
people BUT not a Social Network
Media
- Have a clear NEED in sight if you create a
Social Media presence
- Look for the similarities or common threads
before you BOND people Physiol
ogical
Example 1 of Common Need - Health
 Base Need –Safety (Health)
Common Thread – Diabetic or
Member manifestation – Prevention, Management,
a close family member
Diabetes Therapies, Recipes
Diabetic

Our approach You are not

Manageable No hindrance
is POSITIVE alone

Products/Services Required by Diabetics – Pharmaceutical Supplies, Dietary Supplements, Exercise

Equipment, Gadgetry like Glucometer, BP Monitor. Pathological Lab, Doctor Consultation, Electronic
Medical Records
Example 2 of Common Need – Esteem/Safety
 Base Need – Safety/Esteem
Visibility to Peer Common Thread – Members Know more about MS
Group/Potential Managers of MS Partner Network Products, Policies, Pricing

Our approach is Visibility to MS Create

Competitive
PARTICIPATIVE and peers awareness

For MS – Instant feedback from Partner (customer touchpoint) on products, features, policies
For Partners – To showcase capability to peers and options for competition
For Individual – To show wares to potential hirers.
Example 3 of Common Need – Safety/Love
 Base Need – Safety/Love
Know more about
Safety for Memories Threat from Dataloss
Iomega Products

Create Customer
Our approach is Create visibility Feedback
awareness
Education for Iomega
Dataloss

For Iomega – Instant feedback from Customer, ability to communicate direct to customer and also get
instant no holds barred feedback
For Fans – Get to know more about Dataloss, Back up, options and also get good deals.
Example 4 of Common Need –Self Actualization
 Are you planning to use Social Media?

More than 67% of Marketers want to

Build a Social Media Strategy

- Do you have a strategy?

- Does your Senior Management

believe in Social Media?

- Without a Strategy?
 Steps to Build a Social Media Strategy
Determine your • How do they tie into your Company Goals
Goals and • Keep them SMART
• Who owns your Social Media – Marketing, PR or Communication
Objectives

• Which media Sites you can potentially engage with audience

Research • Your Brand Name, Competition and Key words for relevancy
• Listen to what is existing, identify and understand target audience

Contacts and • Influencers relevant

• Subscribe to Industry Blogs
Content
• Post Comments on Blogs and Forums
Conversatio • Answer Questions Relevant on Linked In, Yahoo
• Join Industry Groups
n • Enter Twitter Chats
Steps to Build a Social Media Strategy
Build • Don’t hide, People love talking to People
• Join offline events to know people
Relationship • Who owns your Social Media – Marketing, PR or
Communication
s
Measure • Improve brand presence across Channels
• Increase positive Brand sentiment
• Develop relationships for future partnerships
results • Increase traffic to your website

Analyze, Adapt and Improve

Components Social Media

Social Media
Targets
( In a nutshell)
 Social Media Marketing

Social Media marketing creates an environment in which user

interactions are encouraged through social media.

Examples of some companies using this:

Dell (Ideastorm), Starbucks (MyIdea), Maruti Suzuki, Nokia
Social Media Marketing
Why social media marketing is important?

34% trust the opinion Trust rate for Editorial content

Only 30% people
of recommendations consumer opinion (expert opinion) is
trust advertisement
of people they know posted online is 13% trusted by 10%

Source: July 2009, Nielsen Global Online Consumer Survey

 Four Top Sites

• Facebook

• Twitter

• LinkedIn

• YouTube
 What is it?

A place to
A community
connect with
just for college Its a tool for
friends and
students, or connecting
Not an evil share thoughts, A place to do
something people with
time-waster! links, photos, business.
scary or those around
movies and
irrelevant for them.
schedule
marketers.
events.
 WHY FACEBOOK?
There are
more than
100 million
More than active users
500 million currently
active users More than accessing
with 50% of 1.5 million Pages have Average Facebook
active users local created user sends through
logging on businesses more than 8 friend their
in any given have active 5.3 billion requests mobile
day Pages fans per month devices.

More than More than Average Average

5 billion 20 million user has user spends
pieces of people 130 friends more than
content become on the site 55 minutes
(web links, fans of per day!
news Pages each
stories, day
blog posts,
notes,
photo
albums,
etc.) shared
each week
 Facebook in India
Number of Users in India –
11.5M

Male users – 7.9M

Female Users – 3.6M

Penetration of Social Media is

1.0% against online penetration
of 14%

Facebook user base in India

doubled in last 6 months
 FACEBOOK in India
Facebook Users
78% Users in 18-34 years 1% 1%
3% 4%
5%
8%

8% of the users are 35 – 44

years

Teenagers account for 9%

31%

47%
Fastest growing Age segment is
Teenagers

Facebook user base in India

doubled in last 6 months
13-15 16 - 17 18-24 25-34 35-44 45-54` 55-64 65 +
The Key to success on Facebook

it’s not what you know, but WHO you

know and WHO knows you!
Tools
Facebook Groups  

A central place for customers,

partners, and friends to
participate in conversations
around the brand.
Tools

Facebook Pages 

A way for businesses of many

types to easily establish a brand
presence on Facebook. Similar
to pages, but a lot more
customizable.
Tools
Facebook Events  

A free application developed

by Facebook that anyone can
use to promote marketing
events, sponsored parties, or
even product launches,
transactions, or company
milestones.
Tools
Social Ads

Offers very powerful

targeting capabilities:
while one creates an ad,
one gets the option to limit
who sees the ad by age,
sex, location, keywords,
education level,
workplaces, political
views, and relationship
status.
Tools
Facebook Notes and
Photos 

Facebook applications that

allow one to share blog posts
and pictures with friends. Can
be used to post content about
the brand.
Tools

Facebook Messages

A powerful alternative to e-
mail for targeted marketing
on Facebook.
Tools
Facebook Share / Posted Items
 
An effective promotional tactic,
Facebook Share is a Facebook
application that lets one promote
any Group, Event, Photo, Link,
or Application one comes across
by giving it real estate in the
“Posted Items” list on one’s
profile page.
Tools
Facebook Applications
 
A quick way to spread the
word virally, an app is a
program that interacts with
the Facebook site and users
can add apps to their profile.
LinkedIn
• Business Network

• Post Employment and

Education History.

• Post Links To Your

Business.

• Establish Yourself As
Leader and Expert.
Twitter

• Short Posts of 140 Characters

• Share Quality:
– Information
– Quotes
– Questions
– Comments
– Articles
– Music
– Videos

• Don’t SPAM!
 YouTube
• YouTube is a video-sharing website on
which users can:
- upload
- share
-view videos

• Before the launch of YouTube there

were few easy methods available for
ordinary computer users who wanted to
post videos online. With its simple
interface, YouTube made it possible for
anyone with an Internet connection to
post a video that a worldwide audience
could watch within a few minutes.
 THANK
YOU

Copyright:

All rights reserved. This document or any part thereof may not, without the prior written consent of Infosoft TechNet Private Limited, be copied,
reprinted or reproduced in any material form including, but without prejudice to the foregoing and not by way of exception photocopying,
transcribing, transmitting or storing in any medium or translating into any language, in any form or by any means, including but not limited to,
electronic, mechanical, xerographic, optical, magnetic, digital or other methodology. Trademarks used in the document are the properties of their
respective owners.