SOCIAL MEDIA MARKETING

Avinav Goel (#02)Arpit Agarwal (#04)Atul Seksaria (#39)

Nachiket Karajagi (#77)

“what” media marketing??

Gaurav Mishra, Brand Manager of Tata Indica “As a marketer, I face a dichotomy. It is

between my role as a marketer and myself as a customer. As a marketer, I would like to push my message across to the maximum extent. As a consumer, I am becoming more averse to listen to any of it!”

One year sabbatical at Georgetown University Studying Indian Social Networks

Definition

“A form of internet marketing which seeks to achieve branding and marketing communication goals through the participation in various social media networks”

Marketing activities on platforms that integrate technology, social interaction, and the construction of words, pictures, videos and audio

Market size of $2.5 B in 2011

Concept

Forms of Social Media

Social networks (Facebook, MySpace, Friendster)

Social bookmarks (del.icio.us, StumbleUpon) Social media (YouTube, Flickr, Podcasts,

Twitter) Blogs Widgets and gadgets (Yahoo! widgets,

iGoogle) Browser extensions Search engines

Forms of Social Media

Forms of Social Media

Social Media trends

Success Stories

Narula Travel Group, New Delhi Uploaded 30 exotic videos on YouTube

Dabbawallas Kerala Religious places

Targeted towards first-time visitors of India Business boomed

Linked-In for recruiting Orkut/Facebook communities for

engagement

Success Stories

Sunsilk Gang of Girls The Axe Effect – www.theaxeeffect.com P&G Tremor Indian Fantasy League Barcamps Honda Civic, Type R J&J’s brand RoC

Success Stories

US Presidential Election

my.barackobama.com and McCainSpace Facebook

McCain has only 226,000 “supporters” 1.4 million for Obama.

MySpace McCain has 66,665 “friends” 467,814 for Obama.

Your product can go the viral way Make a quick video a product demo

Make a title containing your site’s URL Upload it to YouTube Post on your site. Use Twitter, Orkut, Facebook, de.icio.us, Have a friend Digg it, Reddit etc.

Social Cognitive Theory

Communications systems operate through Direct pathways

Informing, enabling, motivating, and guiding participants.

Socially mediated pathways Media influences linked participants to social

networks Natural incentives and personalized guidance

Assumption of SMM

Social Cognitive Theory – Personal Information

Well versed with interactions on internet Target is already involved with SM Social Media or the content is not offensive Differentiation from chatting Moksh Juneja, Blogger and SMM Professional

“Not so suitable for mass market in India yet”

Industrial approach to Marketing

• Create brand messages

• Buy media to place them

• Becoming more expensive • Audiences fragment

and interactive technologies

• Sophisticated tools to ignore advertising altogether.

Methods of Social Media

Monitor discussions Identify top concerns Identify Opinion Leaders Identify media types Create specific messaging Create content destinations

Focused on being informative and encouraging discussion, not sales

Reach out to opinion leaders Monitor the communications Offer influential bloggers a incentive to write

SMM

Questions?

Is your consumer using social media 78% of marketers see social media as a

way to gain a competitive edge, but fewer than 8% have budgets devoted to it.

88% of marketers who use social media plan to spend more on it this year, and 31% of those said they will spend "significantly more,“

Consumer personalities

Socially Isolated – 12% more likely blog Approval seekers – 23% more likely

download First time home buyers – Very active on

Social networking sites Divorced – 20 % more likely to buy

online, 52% more likely to visit sports site Brand Loyal – 22 % more likely to use

professional sites for networking

Questions which confused us Traditional Media Vs SMM? Is it same as Social Marketing ? How is it different from online media? An online article which allows us to discuss ,is it

SMM? Why would someone join SunsilkGOG when we

already have orkut? Is it not spamming?

Questions that arose!! How does a SMM professional get his

target customers on the net? Is it not invasion of privacy? How will such large amount of data be

searched? Where all to search? How exactly is this data used? How is money generated from SMM? What is the track record of SMM? How large is SMM? How big will it be? Is it sustainable? Is it a fad?

History

-’97 – SIX Degrees

-‘02 – Friendster

- ‘03 – Myspace

- ‘05 – Facebook