Download - Use of social media in marketing
Use of Social Media in Marketing Shiv S Tripathi
Asst. Professor, Marketing & Strategy
Calcutta Business School
1
What is Social Media?
Social Media refers to
the means of interaction
among people in which they
create, share and exchange information and ideas
in virtual communities and networks.
2
Types of Social Media?
• Broad-based social media for general discussions using all types of content, with no specific purpose
• Vertical Social Media having a specific purpose of existence or relationships
3
Why Social Media?
• To be really open with customers.
• To have an honest, candid feedback about their products and services.
• To reach out to customers through their web communities.
• Listen to the customer.
• Ready to face criticism.
4
Use of Social Media
• Market Intelligence
• Identify Opportunities
• Build thought leadership through blogging
• Market Research
• Support Customers
• Crisis Management
• Solicit Feedback
Source: Adapted from ‘Social Marketing to the Business Customer’ by Gillin & Schwartzman, John Wiley & Sons, 2011.
• Competitors
• Customers
• Channel Partners
• Regulatory Agencies
• Legislators
• Influential authors, Journalists, Bloggers
• Topics relevant to your product or market
5
Use of Social Media
Sources to be tracked
• Blogs
• Twitter & other microblogs
• Video and audio
• Photo-sharing sites
• Broad-based social networks like Facebook
• Vertical social networks like Linkedin
• Wikipedia
• Discussion Forums
• Market Intelligence
• Identify Opportunities
• Build thought leadership through blogging
• Market Research
• Support Customers
• Crisis Management
• Solicit Feedback
6
Use of Social Media
• Customer needs
• Ideas
• Jobs / skills
• Market Intelligence
• Identify Opportunities
• Build thought leadership through blogging
• Market Research
• Support Customers
• Crisis Management
• Solicit Feedback
7
Use of Social Media
• Concept Testing
• Building support for a new idea
• Campaigns
• Market Intelligence
• Identify Opportunities
• Build thought leadership through blogging
• Market Research
• Support Customers
• Crisis Management
• Solicit Feedback
8
Use of Social Media
• Focus Groups
• Influential Leaders
• Market Intelligence
• Identify Opportunities
• Build thought leadership through blogging
• Market Research
• Support Customers
• Crisis Management
• Solicit Feedback
9
Use of Social Media
• Try out the social media support
• Turn a complaint into a PR opportunity
• Market Intelligence
• Identify Opportunities
• Build thought leadership through blogging
• Market Research
• Support Customers
• Solicit Feedback
10
Use of Social Media
• Through Linkedin
• Feedback Forums
• Surveymonkey.com
• Freeonlinesurveys.com
• Market Intelligence
• Identify Opportunities
• Build thought leadership through blogging
• Market Research
• Support Customers
• Solicit Feedback
11
Tracking tools
• My Yahoo
• iGoogle
• RSS Feeds
• Sites like Klout.com
• Dedicated companies like Radian6, Collective Intellect, Sysomos Heartbeat, Attensity 360, Alterian SM2, Crimson Hexagon, Spiral 16, Webtrends, Spredfast, NM Incite etc.
• Bit.ly
12
Case: Hokey Pokey Ice-cream
Source: Kumar and Mirchandani, MIT Sloan Management Review, Fall 2012, p55. 13
Thank you.
14