Post on 21-Jan-2018
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Promotional techniques through
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HOW A COMPANY CAN IMPLEMENT SOCIAL MEDIA STRATEGY
COMPANY VISITEDAND MEASUREMENT
TOOLS USED
Evolution of social media
EARLY & CURRENT
POPULAR TOOLS USED
WHY AN ORGANIZATION CARE ABOUT SOCIAL MEDIA & THEIR
REASONS
SOCIAL MEDIA CAMPAIGNAIRTEL v/s VODAFONE
CAMPAIGN ANALYSIS
FACEBOOK ‘s POST ANALYSIS
introduction
CONTENTS
Social media is “an umbrella term that defines the various activities that integrate technology ,social interaction, and the construction of words , picture, videos , and audio.”
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Early
Social media
Included
message
boards
And chat
rooms
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Now, social media is……
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PAIDINTERNET ADVERTISING
PPC-SEARCH MARKETING
MOBILE ADVERTISING
SPONSERSHIP
PAID APPLICATION
EARNEDSOCIAL MEDIA(PAGES AND FEEDS)
WORD OF MOUTH
USER FORUMS
NEWS,PR, ANNOUNCEMENT
BLOGGER RELATIONSHIP
OWNED
BRAND AND PRODUCT WEBSITES
MOBILE BRAND AND PRODUCT WEBSITES
PROPRIETARY MOBILE APPLICATION
CUSTOMER CARE SERVICES
PROPRIETARY DIGITAL CONTENT
PRORIETARY BLOGS
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UPDATE
Tweet Deck
Co-Tweet
Seesmic
Hootsuite
TwitterFeed
Disqus
IntenseDebate
FriendFeed
RSS
Alltop
AddThis
MuckRack
Tweetake
LISTEN &CONNECT
Monittor
TweetGrid
Mr. Tweet
Twitter Karma
Refollow
Twellow
Wefollow
IMAGE
Tube Mogul
Ustream
Justin TV
Twitcam
Blip.TV
Twitpic
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POPULAR TOOLS USED
SO WHY SHOULD AN ORGANISATION CARE ?????
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REASON#111.4% OF THE INDIAN POPULATION USE INTERNET COSTITUTING 5.7% OF TOTAL WORLD INTERNET POPULATION (as per JUNE 30,2012 )
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REASON#2VISITING SOCIAL SITES IS NOW THE 2ND MOST POPULAR ONLINE ACTIVITY - AHEAD OF PERSONAL EMAIL AND BEHIND ENTERTAINMENT
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REASON#3INDIAN POPULATION IS NOW SPENDING 25% OF THE ONLINE TIME ON SOCIAL NETWORK
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REASON#4
SOCIAL MEDIA IS DEMOCRATIZING COMMUNICATION - BIG TIME
“BECAUSE IT’S THE PEOPLE WHO
ARE IN CONTROL”
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REASON#5
85% of social media users believe that a company should go further than just having a presence on social sites and
should also interact with its customer.
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AIRTEL INDIA VODAFONE INDIAV/S
SOCIAL MEDIA CAMPAIGN
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People talking about Vodafone India
6,433
Total likes : 5,38,987
Page insights:
Most popular week: NOVEMBER 4,2012Most popular city : MUMBAI, INDIA
most popular age group: 18-24
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People talking about Airtel India
1,61,331
Total likes : 19,71,688
Page insights:
Most popular week: SEPTEMBER 11,2011Most popular city : NEW DELHI, INDIA
most popular age group: 18-24
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FACEBOOK: 211 likes,44 shares & 239 commentsYOUTUBE:122 videos, 19,499,023 views, 8244 subscribersTWITTER: 1017 tweets, 560 followers
#wheelsofchange
Women’s day
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RED RICKSHAW REVOLUTION
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WOMEN’s DAY
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VALENTINE’s DAY
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VALENTINE’S DAY
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AIRTEL THE GREAT HOUSE PARTY CAMPAIGN
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CAMPAIGN @REGIONAL LEVEL
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CAMPAIGN @REGIONAL LEVEL
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Campaign analysis
8%strength
12:1sentiment
44%Passion
23%reach
18 minutes avg. per mention
78 unique authors
Sentiment:Positive: 74Neutral: 147Negative: 6
Top keywords•Link : 54•Saved : 50•Delicious: 50•Indian: 37•Mobile: 35
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Campaign analysis
9:1sentiment
41%Passion
44%reach
14 days avg. per mention
44 unique authors
Sentiment:Positive: 9Neutral: 65Negative: 1
Top keywords•Vodafone: 59•Comedy: 15•Team: 15•Stars: 9•Airtel: 9
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“FACEBOOK’s POST” ANALYSISFEBRUARY-MARCH: 2013
155832
8459 96802815 1509 606
0
20000
40000
60000
80000
100000
120000
140000
160000
180000
LIKES COMMENT SHARE
AIRTEL VODAFONE
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How can a
business
Implement a
Social media
Strategy?29
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1.Establish goals
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1. WRITE DOWN
2. Specific business
3. Goals and
4. Objectives
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2.LISTEN•Who is talking about you-find your “tribe”
•What are they saying about you, your competitor, and your industry in general
•Is it positive or negative
•What are your competitors doing in social media
•What’s the buzz about them 32
•What content resonates with your audience
•Are there subjects of interest you could provide content for
•What sites have the most conversation
•Who are the “fire-starters”
•Who are the influencers
•Where are the opportunities and threat33GROUP 8
LEARN ABOUT YOUR AUDIENCE:1. WHO/WHERE ARE THEY?2. WHAT IS THEIR PERSONALITY LIKE?3. HOW/WHERE DO THEY CONSUME?
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With tools like:
•Radian6•Sysomos•Nielsen buzzmetrics•Trackur•BuzzLogic•Alterian SM2•NetVibes•Dashboard
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BUILD
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choose yourchannelswisely
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SET YOUR HOME BASE
Corporate site, blog,facebook page ,etc.
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USE YOUR CHANNEL
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ASK
QUESTIONS
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Likes/dislikes
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Choose the right team to engage
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Choose the right team to engage
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Timeliness and
frequency
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Timeliness and
frequency
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TRANSPARENCY
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TRANSPARENCY
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Connect
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ConnectBe the conduit between
your audience and valuable content and resources
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RELEVANCE
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RELEVANCE
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……and NEVER SPAM!56GROUP 8
SOWHO IS
DOING IT
RIGHT ?
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Is doing it RIGHT
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Starbucks gave their consumers a VOICE
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Resulting in OVER 50,000 product ideas
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COMPANY VISITED
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SOCIAL MEDIATOOLS AND APPLICATIONS
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Social Media
Measurement
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You can measure:
Reach Conversationsand Transactions
Frequency Sustainabilityand Traffic
Influence Sentiment65GROUP 8
WITH TOOLS LIKE:Alexa Social Mention
Blogpulse Technorati
Complete Twittermeter
Inside facebook Youtubeinsight
Quantcast66GROUP 8
The goal of social media is toturn customers into a volunteermarketing army
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Presented by•KUMAR RAVI (111)•MAHENDRA SIGN CHAUHAN (114)•SHASHANK SHEKHER SINGH(83)•VIKAS SIGNH(104)•NIKUNJ SHARMA (143)•VINOD GULERIA(105)•SHEO RAMKRISHNAN SINGH(84)
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