use of social media in marketing
DESCRIPTION
The presentation describes what is social media, its types and uses in Marketing. It also lists some social media tracking tools.TRANSCRIPT
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