introduction to social media
DESCRIPTION
Be Social, The Indian Way!TRANSCRIPT
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BE SOCIAL, THE INDIAN WAY
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2011 – The Year That Was
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33,748,542 views on YouTube in 56 days
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Single of the year on BBC radio.TV road-blocked a whole Saturday for the 1st Tamil song to
be premiered on it.
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Facebook profile pic of the year – Please welcome… Anna Hazare!
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364K likes on FB200K+ followers on Twitter by Aug 27th itself
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A seemingly innocuous friendship campaign recovered the 31% drop Airtel had experienced in Q4 of 2010
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And went on to even run businesses selling HFZ merchandise!
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Airtel spent 300 Crores in its re-branding campaign in November 2010
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AND GOT NOTHING!!
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WE LIVE IN A FICKLE SOCIETY !!!
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HOW TO WIN FRIENDS AND INFLUENCE PEOPLE
+1 RT @DaleCarnegie, 1930
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Become genuinely interested in others
+1 RT @DaleCarnegie, 1930
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Smile
+1 RT @DaleCarnegie, 1930
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+1 RT @DaleCarnegie, 1930
Remember that a person's name is, to that person, the sweetest and most important
sound in any language
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Be a good listener. Encourage others to talk
+1 RT @DaleCarnegie, 1930
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Talk in terms of the other person's interest
+1 RT @DaleCarnegie, 1930
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Sincerely make the other person feel important
“Social media are primarily Internet-based tools for sharing and discussing information among human beings.” - Wikipedia
+1 RT @DaleCarnegie, 1930
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Communication hasn't changed
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But how we consume media certainly has!
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WHAT'S CAUSING THESE Ch-Ch-Ch..CHANGES ?
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• Technology
• Internet
• Social Media
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40 years ago, we consumed TV, Radio, Newspapers, Magazines, Records & Billboards
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20 years ago, we got some new media toys:VCR, Walkman, PC, Video Games, & Satellite TV
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Today, our media is ubiquitous: internet, mobile (web enabled) phones, blogs, & text messaging
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We're having a…
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Origin of conversations
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Origin of conversations
Social Networks
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Origin of conversations
Content sites
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Origin of conversations
Blogs & Discussion Forums
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Origin of conversations
Reviews & Complaint sites
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Origin of conversations
Micro-Blogging sites
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What is social media?
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“PR / Events / Communications”
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“Enable Others to Advocate for Your Business” - WOM
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“Visit Cocktail Parties and Network”
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“Build Links with prospects & suspects”
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“Print Media – Article / Classifieds / Ads”
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“Reach Your Customers where they are”
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All these have a social communication mechanism today!
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What is Social Media?
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“Social media are media for social interaction, as a superset beyond social communication. Enabled by ubiquitously
accessible and scalable communication techniques, social media substantially change the way of communication between
organizations, communities, as well as individuals.” - By Wiki
According to OMLogic-
“Social media is evangelizing your customer by being a good listener and curating conversations towards the brand.
Basically, being a good husband!!”
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How to Win Customers Online
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KEEP THEM ENGAGED WITH REGULAR CONVERSATION
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USE HUMOUR TO SPREAD THE MESSAGE EFFECTIVELY
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PLEASE THE SEARCH ENGINES WITH ORIGINAL CONTENT
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FREEBIES & GIFT HAMPERS PROVIDE REASON TO CONNECT
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Sending them newsletters is ok… just not too often
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Ask for reviews… and display them
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Get personal… come on, we're HUMAN!
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Save session!
Make it easy to pick up where you left off
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Get The Basics Right..
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INDIAN NUANCES IN SOCIAL MEDIA
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FRIENDS REFERRAL IS MOST IMPORTANT
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ENGAGEMENT, NOT “SOCIAL DESPERATION”
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DEEP EMOTIONAL CONNECT
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DEEP EMOTIONAL CONNECT
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COPYRIGHT – CREDIT WHERE ITS DUE!
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CONFIDENTIAL & PROPRIETY INFORMATION
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AUTHENTICITY & TRANSPARENCY
OR
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GreenLeap Delhi
Brief: Evangelize citizens for Govt of
Delhi 'Plant a Million Tree' campaign
Insight: Social media can provide 2-
way communication. Must-have for
citizen evangelism
Solution: A Facebook, Twitter & blog
campaign on social
Result: 1M trees target achieved in 3
weeks. 20K+ FB Fans in 1 month.
CAMPAIGN
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EMPLOYEE SOCIAL MEDIA POLICY
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INDIA IS CRICKET
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CAMPAIGNS
Yatra Cricket Manager
Brief: Associate Yatra.com with cricket
Insight: What do cricketers do most other than
play? THEY TRAVEL
Solution: An online strategy game to manage
the travel of Team India XI during the world
cup. Interesting hurdles every day to optimize
morale & fitness of the team. Simulated
Yatra.com booking engine interface for the
campaign.
Result: Excellent association of cricket with
brand Yatra.
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INDIA IS BOLLYWOOD
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CAMPAIGN
Lufthansa Celebrations
Brief: NRI promotion for Lufthansa
Insight: India abroad equals Bollywood
[Not Cricket, politics, etc]
Solution: A microsite driven campaign
to promote Diwali and an activation
campaign for NRI community
Result: Great association of Lufthansa
with hitherto ignored NRI community
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AWARE OF NRI AND INDIANS ABROAD
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CAMPAIGN
Lufthansa Salaam Bollywood
Brief: NRI promotion for Lufthansa
Insight: India abroad equals Bollywood
[Not Cricket, politics, etc]
Solution: A microsite driven campaign
promoting various scenic destinations in
India via Bollywood.
Result: Great association of Lufthansa
with hitherto ignored NRI community
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DON'T PANDER TO FREEBIE HUNTERS
ContestGoodies
Awards
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SOCIAL IS MORE THAN CONTEST – TRUE ENGAGEMENT
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CAMPAIGN
Create your Bond Girl
Brief: Promote Bond festival on HBO
Insight: Bond is popular, but even more
popular in India, is the Bond Girl.
Solution: A 360 degree online solution
including a Microsite, Facebook Apps, TV
promotion and contests for promotion.
Result: 75K+ Fan increase in month, 2-X
engagement, huge traffic driven to microsite
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Beware of Trolls Looking to Destroy Brands
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SITUATIONS TO AVOID.
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BE COGNIZANT OF BRAND TONALITY
Good evening
Hello
Yo pal
Namaste
Hey dude…
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ENSURE BRAND IS OK WITH OTHERS VIEWS
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KNOW BEFORE YOU RESPOND
Sale
Customer Support
Legal
Finance
HR
Tech Support
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RACIAL IS OK, RELIGIOUS IS NOT
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NEVER BE IRREVERENT, POLITICS & RELIGION
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ENGLISH, HINDI OR HINGLISH?
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INDIA IS LARGE – WEATHER, SLANG, LANGUAGE...
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ALLOW PERSONALIZATION OF “REFER A FRIEND” FIELDS
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TIMING OF THE POST
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TIMING OF THE POST
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FOR ORM, SHOW FB POSTS BY ADMIN ONLY
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Thank You!
Ready to Be Social the Indian way? We'd LOVE to walk you along the way!
Website: http://omlogic.com
Facebook: https://www.facebook.com/OMLogic
Twitter: https://twitter.com/#!/OMLogic
Email: [email protected]