Iitd pres 01102010
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Transcript of Iitd pres 01102010
Social media marketing
How to market your brand through social media?
ContentsWHAT is social media
WHY is it creating so much buzz
HOW to market your brand through social
media
WHAT is social media!!
Social Media = Participative media
Traditional Media Information channels Social
Media
Behavior – Why/ what will people talk?
Tools – How will they talk
Social Media = Participative media
Tools
ToolsSocial
networks
News curation
channelsWikis Content
Sharing
Blog /
microblogs
CMS
Tools
Focus on
contentFocus on
people
Behavior
Social Object = reason why people
affiliate with each specific other
and not just anyone
http://www.zengestrom.com/blog/2005/04/why-some-social-network-services-
work-and-others-dont-or-the-case-for-object-centered-sociality.html
http://facebook.com
Social Object =
Users connect
and share with
people in their
life
http://twitter.com
Users discover
(and share) what
is happening
right now
http://linkedin.com
Users exchange
information,
ideas and
opportunities
flickr
User share
photos (and)
watch the world
YouTube
http://youtube.com
Users broadcast
themselves ( or
their creations)
Digg
http://digg.com
Users discover
and share
content
Blogger
http://blogger.com or http://wordpress.com
Users express
themselves
Wikipedia
http://en.wikipedia.org
Users (create and
edit) free
encyclopedia
What we learn
It is less about tools and more about the
behavior
Each popular tool has a unique and
desirable social object
Why is Social Media creating
so much buzz!
1. Participation Volumes
http://globalwebindex.com
1. Participation Volumes
2. It is out in the open!
Awareness Consideration Preference purchaseUse &
opinionateTalk
2. It is out in the open!
Social Media Marketing: An Hour a day – Dave Evans
Sales –feedback funnel
3. Empower & energize your evangelists
http://royalchallengers.com
Brand : Royal
Challenger
Online
community of
Cricket fans
3. Empower & energize your evangelists
http://gangofgirls.com
Brand: Sunsilk
Community built
around ‘growing
up’
3. Empower & energize your evangelists
http://jaagore.com
Brand: Tata tea
Community built
around citizen
awakening
3. Empower & energize your evangelists
http://dellgogreen.com
Identify passion• Your brand might not
have many evangelists
but the attached
social object might
have
Ignite passion• Give your evangelists
tools (online
communities) to
spread the message
1 2
What we learn
Social Web (Web 2.0) is going to stay and it
is going to get bigger
Brands can no longer broadcast
The ‘social in us’ can be leveraged for
marketing
Social Media marketing
How businesses are using social media for marketing?
How to make you business social?
How are business using social
media for marketing
Beverages
http://www.yourlaysflavour.com/index.asp
http://www.youngistaan.com
Brand: Pepsi
Dynamic:
Consumer
Generated
Content
Health
http://www.facebook.com/goldsgym?v=app_105315
14314#/
Brand: Gold’s
Gym
Dynamic: CGC
Social App
Finance
http://www.youngfreealberta.com/
Brand: Servus
Credit Union
Dynamic:
Consumer
Generated
Content -
Ambassador
Program
Retail Stores
http://elevenmoms.com
Brand: Walmart
Dynamic:
Consumer
Conversations
Software services
http://infosysblogs.com
Brand: Infosys
Dynamic:
Conversations
Software products
http://community.intuit.com/category/banking
Brand: Intuit
Dynamic:
Collaboration
News
http://ireport.cnn.com/
Brand: CNN
Dynamic:
Collaboration
Baby care
www.papmers.com
Brand: Pampers
Dynamic:
Customer
Community
(around
parenting)
ecommerce
www.neighborhoods.ebay.com
Brand: ebay
Dynamic:
Customer
community
(around products
and brands)
Travel
http://www.metrotwin.com
Brand: British
Airways
Dynamic:
Customer
Community
(around travel)
Non Profits
www.change.org
Brand:
Change.org
Dynamic: Citizen
Community
(around change)
Telecom
www.myidea.co.in
Brand: Idea
Dynamic:
Collective
Intelligence
Coffee chains
www.mystarbucksidea.com
Brand: Starbucks
Dynamic:
Collective
Intelligence
What we learn
Marketing through social media is different:
It is not about the big idea
It is not about a campaign
It is not about a creative
It is about the ‘social in us’
How to make your business
social
Dell Hell
Viral campaign
against Dell’s
unresponsive
customer
service, started
by journalist Jeff
Jarvis.
http://buzzmachine.com/archives/cat_dell.html
Direct2Dell Blog
Dell Corporate
blog
Conversations
from Dell
employees and
senior
management
http://en.community.dell.com/dell-blogs/b/direct2dell
Dell Ideastorm
Ideation
community to
build better dell
products
http://ideastorm.com/
Dell Digital Nomad
Community built
around the idea
of being a digital
nomad.
Targeted at
highly mobile
laptop users.
http://www.digitalnomads.com/
Dell Take Your Own Path
Community
where users
shared inspiring
stories of
entrepreneurship
http://takeyourownpath.com
Dell Social Innovation comp
Dell Social
Innovation
Competition as
an initiative
targeted towards
young social
entrepreneurs
http://dellsocialinnovationcompetition.com
Dell Employee Storm
Internal ideation
platform to
enable Dell’s
worldwide
community of
more than 80,000
employees to
post and discuss
ideas.
http://thesocialworkplace.com/featured/1558/
Dell Outlet on Twitter
Dell uses Twitter
as a channel to
sell refurbished
computers to
corporate
purchase
managers.
@delloutlet has
1.5 million
followers and has
resulted in sales
of more than $6
million.
http://twitter.com/delloutlet
What we learn
Social media marketing Brands that
are social
–You no longer preach but participate
–You give more reasons to talk
–You believe in relationships than
interactions
–You convert your customers, partners to
evangelists (fans)
–You organize and empower your evangelists
References “Social Media marketing – An hour a day’ – Dave Evans
http://gauravonimics.com
2020 Social Slideshare channel (http://slideshare.net/2020social)
Questions?