leveraging social media platforms for effective research
TRANSCRIPT
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Leveraging Social Media
platforms for effective
research
Presented by : Rohit Kumar Cherukuri Email: [email protected]
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Rohit Kumar Cherukuri 10+ years of experience in Strategic Consulting and Business Planning
Certified Business Analytics Professional from Indian School of Business
Market Research and Consumer Behavior
Social Media and Analytics
Speaker/Mentor/Guest Lecturer Deloitte, Hyderabad VIT Business School, Chennai Narsee Monjee Institute of Management Studies, Hyderabad Nehru College of Management, Coimbatore
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Past Scenario
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Time to reach 50 million users
Time to reach 50 million users:
• Radio 38 years • TV 13 years• Internet 4 years• Twitter 9 months• Angry Birds 35 days
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By 2020, there will be 1 billion more mobile subscribers than people worldwide
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A minute on Social Media (SM)
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Social Media - Freedom vs. Control
If you want to succeed at social business, then you need to develop a culture that embraces social media
There is no single “right” solution for adopting social media. Rather, success is about balancing these tradeoffs to create the right mix
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Value creation through Social Media
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Media Usage Around The World By the end of this year, 3.30 billion
people around the world will use the internet on a monthly basis. A strong majority will do so via mobile phones. That amounts to nearly half (45.0%) of the world’s population, and is still growing
Many of these behaviors are more widespread in the US, UK and other developed digital markets, where large majorities of the population are online and have been for years.
“Some of the key drivers of mobile messaging’s growth identified include consumers’ growing interest in intimate forums for social sharing, the multiple modes of communication offered by messaging apps and the growing number of features offered
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66% of smartphone users sleep with a phone next to them - Telenav Study
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Mobile Phone Messaging App Although the mobile messaging
app market is crowded, eMarketer has identified WhatsApp and Facebook Messenger—both owned by Facebook—as the two “global powerhouse” apps with significant reach in more than 20 countries worldwide.
On a regional basis, OTT messaging apps have shown heavy usage in Asia-Pacific, where 58% of the world’s messaging app population lives. Latin America also shows strong usage with 68.1% of mobile internet users using a mobile messaging app once a month. It is predicted that this share will increase to 77.4% by the end of 2019
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Transition of Sales Model
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Mobile Marketing Is Core to Businesses in India
According to eMart Solutions, 71% of digital marketers in India—including channel partners and brand managers—believe that mobile marketing is core to their business.
And nearly as many (68%) said they have integrated mobile into their overall marketing strategy.
eMarketer estimates that mobile is a small but growing component of digital advertising in India. forecast for total media, digital and mobile internet ad spending around the world pegged mobile spending in India at $173.2 million in 2015, set to double to $346.5 million by the end of this year
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Emergence of New Marketing Funnel
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Paid vs. Earned vs. Owned
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Inbound and Outbound marketing
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Inbound Marketing
Digital/Social Media Research
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2015 research from Retailers Association
of India (RAI) an PricewaterhouseCoopers (PwC) found that 12% of digital buyers in the country shopped via digital channels on a daily basis. That was up 3 points from 2013, for an increase of 33%.
Weekly digital shopping enjoyed a similar jump, from 31% of respondents in 2013 to 39% in 2015, or an increase of about 26% over two years.
eMarketer estimated that 82.3 million people in India would make at least one purchase in 2015 via digital channels, up 52.0% over 2014.
How Often Do India's Digital Buyers Shop?
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Where Do the Most Hateful Twitter Users Live? (Study) - Mar. 8, 2016
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Facebook 'Likes' Reveal Your Intimate Secrets
The work conducted by researchers at Cambridge University and Microsoft Research shows how the patterns of Facebook ‘Likes’ can very accurately predict your satisfaction with life, intelligence, emotional stability, religion, alcohol use and drug use, relationship status, age, gender, race and political views among many others. For being emotionally stable (calm and relaxed): Business Administration, Skydiving, Soccer, Mountain Biking and Parkour
For Satisfaction with Life: Swimming, Jesus, Pride and Prejudice and Indiana Jones
For high intelligence: Curly Fries, Science, Mozart, Thunderstorms or The Daily Show
The thing is, when we click ‘Like’ we want to show our friends on Facebook that we feel
positive or supportive of specific online content such as status updates, photos or products, books, music or other individuals such as celebrities. What many of us don’t realize is that by doing so we openly share information about ourselves that can then be used to predict other, more personal, attributes that we would not want to share so openly
Tools
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Tools
Don't worry about tools - the two most important ones are always with you.
Your head Your heart.
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Tweetdeck Twitter desktop applications (like
Tweetdeck) allow you to get a full-screen view of your followers.
– You can add columns to show: Your followers Specific hashtags or keywords Tweets from competitors Twitter lists
– You can integrate multiple accounts and choose what accounts to tweet from (allows for simultaneous tweeting).
– Great way to listen and engage
– Mobile friendly
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Hootsuite Hootsuite is a Social Media Management System. It helps in
tracking and managing many social network channels.
It can monitor what people are saying about you and help you respond instantly.
The Hootsuite free includes
– 3 Social profiles
– Basic Analytics
– Basic message scheduling
– Access to basic Apps
– 2 RSS feeds
You can integrate multiple accounts and choose what accounts to respond from and when to respond
Streamline all your profiles into one system and work on your profiles whenever you want
– Great way to listen and engage
– Mobile friendly
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Few more tools…..
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SocialBro is a Twitter management tool - Find out when to tweet to maximize the chance of your tweets being seen
According to SocialBro, by changing the times you send your tweets, you could have as much as a 650% improvement in the visibility of any tweet.
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Popular Advice That You Misguides the research Success is measured by followers
– A successful social media strategy should not be focused on the quantity of followers you have, but rather the quality of these followers.
Keep your accounts clean– All that you do is think of marketing plans, KPIs, and content strategies, right?
Obviously, wrong. Your followers know that your life is not 24/7 work, and to suggest anything otherwise comes across as inauthentic
Delete negativity– If, for example, a customer complains that the flowers they had delivered
arrived looking less than perfect, your company has a wonderful opportunity to showcase your stellar customer service skills.
Q&A
Discussion
Thank you