SOCIAL MEDIA MARKETING

for Symbiosis Institute of Media and Communication

FACTS ABOUT THE EARTH
2000 BG

Equatorial Radius = 6,378,206 m Area = 510,900,000 sq km Equatorial Circumference = 40,075 km

2000 AG

Area = Approximates tip of the mouse pointer

INTERNET POPULATION

The world is 72.8% water and 28.2% digital

DIGITAL MARKETING
Push Communication Banner, Viral, Advertising, Email, SMS

Marketer

Interactive Communication Social Media, Widgets, ORM

Consumer

Pull Communication SEM, SEO

PULL COMMUNICATION
Pros: No restrictions in terms of type of content or size as the user determines what they want. No technology required to send the content, only to store/display it. No regulations or opt-in process required. Cons: Considerable marketing effort required for users to find the message/content. Limited tracking capabilities ² only total downloads, page views, etc. No personalization ² content is received and viewed the same across all audiences
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PUSH COMMUNICATION
Pros: Can be personalized -- messages received can be highly targeted and specific to selected criteria ² like a special offer for females, 21 years old or over and living in Pune. Detailed tracking and reporting ² marketers can see not only how many people saw their message but also specific information about each user such as their name as well as demographic and psychographic data. High Return on Investment (ROI) possible ² if executed the right way, push messaging can help drive new revenue as well as brand reinforcement. Cons: Compliance issue ² each push messaging technology has its own set of regulations, from minor (RSS) to heavily controlled (email and text messaging) Requires mechanism to deliver content ² the marketer has to use an application to send the message, from an email marketing system to RSS feeders. Delivery can be blocked ² if the marketer does not follow the regulations set forth by each push message type, the content can be refused or rejected before getting to the intended recipient.

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SOCIAL MEDIA BEHAVIOUR EVOLUTION

Source: TNS Media Influence

INTERACTIVE MARKETING

SOCIAL MEDIA MARKETING

SOCIAL MEDIA OPPORTUNITIES

SOCIAL MEDIA STARFISH
In 2007

Source: Robert Scoble

SOCIAL MEDIA STARFISH
In 2009

SOCIAL MEDIA ECOSYSTEM

SOCIAL MEDIA USER

SOCIAL MEDIA INTERACTIONS

SOCIAL MEDIA INTERACTION

SOCIAL MEDIA INTERACTION

SOCIAL MEDIA INTERACTION

ARCHITECTURE OF PARTICIPATION

Source: The Long Tail, Chris Anderson, Pg 84

UNDERSTANDING INDIAN SOCIAL MEDIA INTERNET USER

(Source: Forrester)

SOCIAL MEDIA PLATFORMS

SOCIAL NETWORKING SITES

million active users Leading demographics are 35-44, 45-54 Average user has 120 ´friendsµ More than 3 billion minutes spent on Facebook each day More than 850 photos uploaded each month More than 7 million videos uploaded each month More than 2 million events created each month

More than 175

(Source: Facebook.com)

FACEBOOK
Joining the conversation Fostering the community Building relationships

Facebook.com/SIMC

Facebook marketing requires communicating, not advertising

Over 38

million LinkedIn members worldwide

Resource to connect professionally - business
connections, networking, new business Highly educated user Dominated by 35-44, 45-54, 5564 demographics Tap into companies answer questions

connections, ask questions,

(Source: LinkedIn.com)

Personal and Professional Use
linkedin.com/SIMC
‡ ‡ ‡ ‡ People are checking you on Linkedin Branding personnel Expanding the Rolodex Answering question relating marketing

THEN THERE ARE OTHERS
Step #1 log on to wikipedia.org Step #2 Search for ´List_of_social_networking_websitesµ Step #3 you are in state of shock ´feel like loserµ; ´not connected with the worldµ

BLOG ² THE INFLUENCER

THE INFLUENCER
Exercise # On the day of the interview to make to SIMC Think, and write down, what made you join SIMC
Who influenced you? y What did that person say? y What influenced you? y What has the been the outcome?
y

BLOGGING
Blogging is no longer a ´public diaryµ Blogging is ´broadcast platformµ

y y y y y

To share views, news, opinions, and connect with like minded individuals To showcase creative writing and source of entertainment To database of educational content To having credibility as a public informers A barometer of cultural shift to individual celebrity status

BLOGGING STATISTICS

Blogging Demographics y 14% of internet users actively blog y 39% are aware of blogs y over 75% of all bloggers are men y 85% are below the age of 35 Usage Pattern y 49% said they read blogs to be entertained y 50% found blogs by business leaders interesting y in contrast, 24% found politicians' blogs interesting y 58% started their blog to express themselves, while 40% to entertain other Time Spent y 90% of bloggers spend up to 5 hours per week reading blogs or

updating their own blogs

Source: iamai.in

Micro-blog

Twitter

70% of users joined in 2008 Dominated by 35-44
demographic Estimated 5-10 thousand new accounts opened each

day
Traffic grown over 600% in past 12 months

(Source: HubSpot)

TWITTER
Listen & Respond Promotions & Insight Building relationships

twitter.com/SIMC

1. 2. 3.

Create great content and tweet about it Encourage people to retweet it Track who is retweeting and thank them

MULTIMEDIA MARKETING

MULTIMEDIA MARKETING

Video: Photos: Music: LiveCasting: Podcasting:

COLLABORATION

COLLABORATION

Wikis: Social Bookmarking: Social News:

REVIEWS AND OPINIONS
Online Reputation Management

Product Reviews: epinions, Mouthshut, burrp Questions and Answers: Yahoo Answers, Rediff QnA, ibibo Sawaal

REVIEWS ONLINE
International research says that offline buying (any service / product) after an online search is $180 billion and online research leads to online buying around $160 Billion globally in 2006. According to MasterCard Worldwide Insights for India, Online shoppers in India have a higher tendency to indulge in opportunistic shopping online than through traditional offline means.

TRUST IN SOCIAL MEDIA

Source: Neilsen Consumer Report, October 2007

WHAT IS HAPPENING ONLINE?
IndiaFM

Ourbollywood.com

I will not watch the movie

Indiaforums.com

Rediff.com

SOME FACTS«
Negative Exposure Comments 4 yrs 104,000 1 year 26,000

Visits Visibility

2,080,000 41,600,000

520,000 10,400,000

One Negative Comment is on an average -seen by 400 people -read by 20 people

GOLDEN RULES FOR ONLINE REPUTATION MANAGEMENT
Online conversations are dynamic (users generate text/image/video) and are influential Bad news travels and support for the same travels faster You cannot control the message in cyberspace, you can neutralize the effect

SOCIAL GAMES

SOCIAL GAMES
Virtual Worlds: Second Life, The SIMS Online Online Gaming: World of Warcraft, EverQuest Browser Gaming: Yahoo Games Facebook Gaming: FarmVille, Mafia Wars Flash Gaming: Games on Hungama, C2W, Zapak Mobile Gaming: SMS, MMS, GPRS (using technology), in-built games

Moksh Juneja Social Media Catalyst Avignyata Inc. Mobile: +91 9322121170 Email: mokshjuneja@avignyata.com Website: http://www.avignyata.com Blog: http://mokshjuneja.blogspot.com

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