social media session 8 iberia
TRANSCRIPT
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SOCIAL NETWORKING AND MEDIA 2.0
Rahul Nambiar, IE Business School
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Typical Marketer of the 90’s
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It was about “Making Noises” Everywhere
“and live in a hope that it will make the guy BUY”
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Law of the land has changed – People Consume Media More and Differently
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People are increasing spending their online time on social media
“Internet Users spend 17% of the surfing time on social network and blogging sites, nearly triple the percentage of time spent on such sites a year ago” Sept. 2009, Nielsenhttp://www.dmwmedia.com/news/2009/09/24/report:-time-spent-social-networks,-blogs-triples-past-year
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Consumers are in complete control
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So its time for the consumers to Shout
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And Marketers to Listen
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Yes, Listening is the key
Because people are talking about your brand everywhere
Because Brand is not the only person generating Content
The new consumer is empowered with powerful tools and So be their friend. Listen.
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Brand needs to now be a friendBy not controlling conversations
Speaking the human voice by being in the human network
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Because conversations are now powered by
Source : http://francisanderson.files.wordpress.com/2008/11/social-media-waste-of-time.jpg
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So, What do these “New” Consumers do to buy a ticket
Awareness Intent Evaluate Buy the
ticket
Spread Experien
ce
•Paid Ads•Facebook•Twitter
•Search•Facebook•Twitter•Company Website
•Facebook•Twitter•Company Website•Compare prices •Blogs
•Post experience on Twitter, LinkedIn, Blog
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Offers are now spread through your online Brand Advocates
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Customer Service is more and more direct to consumer
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Going personal and direct
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Engaging with Customers to generate your brand content is the key
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Zappos is leading the social media way
Using Twitter to promote the brand with over 1 Million followers and 400 employees active
Over $1 billion sales with increasing product categories
Marketing Outsourced to Customers
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But why do it at all
91% of the customer reviews are the #1 aid to buying – JC Williams Group
87% of people trust friend recommendation over critics review – Marketing Sherpa
1 word of mouth conversation has impact of 200 TV Ad spots – Buzz Agent
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And, Finally – How do you succeed in this Social Media clutter of conversation?
1. Be Ready to Experiment2. Make a Plan, Build the Team & Get Buy in’s3. Keep Listening Across Social Media Platforms4. Be Transparent and Honest- Accepting
Mistakes can be good5. Share more Content6. Go direct be personal7. Criticism is always an opportunity8. Be Proactive, and do not wait for a campaign
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Remember
Be a Friend and Not Brand
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This was presented by :Rahul Nambiar
Master in Digital Marketing, Class of 2010IE Business School
Thank You