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

Facebook

http://facebook.com

Social Object =

Users connect

and share with

people in their

life

Twitter

http://twitter.com

Users discover

(and share) what

is happening

right now

LinkedIn

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?