1
2
Some Facts…
World’s Population – Around 6 billion Twitter – 45 million users – Global Visitors YouTube – Every min, 20 hrs worth new video
being uploaded Facebook – If Facebook was a country, Population
300 million Blogs – 200 million
Imagine Time to reach 50 mn users
Radio – 38 yearsTV – 13 yearsSocial Networking Websites – 1 year
3
What is Social Networking ?
By the time there is a case study in your specific industry, it is going to be way too late for you to catch up
What is Social Media ?
The online technologies and practices that people use to share opinions, insights, experiences & perspectives
4
5
6
Opportunities in Digital Space…
LinkedIn – 80% Fortune 500 companies are looking for recruitment
YouTube – Worlds second largest search engine Twitter – 80% of twitter usage is from mobile
devices. (Imagine what this means if your brand’s customer service is bad)
Google – 25% of search results for the World’s 20 Largest brands are links to user generated content
7
Does Social Media help selling ?
Dell tweeted about some discounts on laptops. Dell saw 20% rise in sales of laptops
Dell also started giving tips of how to keep your laptops healthy, this helped them to improvise their Customer Service
Threadless Tees – If your design is printed you get $2500 & if it gets reprinted you get paid additional $500. (No in-house designers)
Always address the issues & not your brand information.( Car Manufacturer – Traffic is the issue, so you will see 6 tweets on traffic but 1 on brand)
8
‘Engage & Not Confuse’
1. Lego Identified Top 100 Customer – Created Individual
Blogs for them – These 100 customers were given free samples of Lego – Feedback was than used for final manufacturing of the product
2. Hershey's – Bliss To promote their new chocolate – If you have a
party we will give you one pack free of Hershey’s chocolate in return we want some pictures where you enjoy having chocolates. This was a huge success for Hershey’s through Social Media
9
Brilliant Social Media Campaigns
1. Whopper Sacrifice – Burger King Delete 10 FB friends get 2 burgers free
2.Ray Ban – Sunglass Catch Consumers posted video every 2 min on YouTube
3. Blend Tech – Will it Blend Iphone ? 80% increase in sales, effective brand building
4. Dove Evolution versus Dove Parody
10
What can be Social Media used for ? Advertising
Selling
Reputation Management
Listening your Customer
B2B Relationships
Public Relations
11
4 P’s of Social Media Strategy
People Listen what customer is saying
Purpose Start interacting with people
Plan Plan what, how & when to put up (Content Wise)
Process Choose appropriate Social Media Websites as per the
requirement
12
13
Classic Social Media Funnel
How to use it in PR but Digitally ?
14
Digital Strategy
Research Targeting The idea Execution Marketing Measuring Improving
15
What to Research ?
The competition Your brand Your audience Your budget Your timeline
16
Digital Assets for a Brand ?
Digital properties that grow in value
A website does not grow in value, Even though you might get more visitors they are not your audience
A blog grows in value as users are audience (keep coming back, passing on the link, commenting etc) Does our brand have digital assets?
17
What am I Selling ?
Nike is not selling shoes – it is selling an “I can” feeling.
What feelings do you give to your users when they use your product/service?
What does your audience want to feel/hear?
18
What’s my goal?
To make my brand most innovative one? To get 20,000 new users? To take over summer? To get free PR? To save money for my client? To get a different target demographic? To find audience for a new product?
19
20
Community
PodcastWeb2.0 Application
Branded Content
Blog
Microsite
Newsletter
Direct Mailer
Website
Banner
Search
Social communityprofile
Customer Touch Points
Happy Users Graph
More options to interact
Discovery
the OMG factor
Play a game
Give something they need
Nothing to say
Boring
Plain
same
Key Sustaining Factors
A Wow factor A difference A surprise A story A game A world
22
Some useful websites…
www.delicious.com www.feedburner.com www.netvibes.com www.tinyurl.com www.tr.im www.bit.ly.com
23
Tips on Social Media
You have to learn to listen, before you start talking It is not a ‘campaign’, it is a process that will
eventually evolve into a culture Once you start, there is no going back. Therefore
start with baby steps. Social Media is a part of integrated marketing
communication…it has to align with your other communication channels
“ Rich content” is the king
24
Thank You
Happy Facebooking &
Tweeting
25