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SOCIAL MEDIA M ARKETINGfor Symbiosis Institute of Media and Communication

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F ACTS ABOUT THE E ARTH

Equatorial Radius =

6,378,206 m

Area = 510,900,000 sq

km Equatorial

Circumference =

40,075 km

2000 BG

2000 AG Area = Approximates

tip of the mouse

pointer

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INTERNET POPULATION

The world is

72.8% water and

28.2% digital

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DIGITAL M ARKETING

Marketer Consumer

Push Communication

Pull Communication

Interactive

Communication

Banner, Viral, Advertising, Email, SMS

Social Media, Widgets, ORM

SEM, SEO

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PULL COMMUNICATION

Pros:

No restrictions in terms of type of content or size asthe user determines what they want.

No technology required to send the content, only to

store/display it. No regulations or opt-in process required.

Cons:

Considerable marketing effort required for users tofind the message/content.

Limited tracking capabilities ² only total downloads,page views, etc.

No personalization ² content is received and viewedthe same across all audiences

Copied from Wikipedia

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PUSH COMMUNICATION

Pros:

Can be personalized -- messages received can be highly targeted and specific toselected criteria ² like a special offer for females, 21 years old or over and livingin Pune.

Detailed tracking and reporting ² marketers can see not only how many peoplesaw their message but also specific information about each user such as theirname as well as demographic and psychographic data.

High Return on Investment (ROI) possible ² if executed the right way, pushmessaging can help drive new revenue as well as brand reinforcement.

Cons:

Compliance issue ² each push messaging technology has its own set of regulations, from minor (RSS) to heavily controlled (email and text messaging)

Requires mechanism to deliver content ² the marketer has to use anapplication to send the message, from an email marketing system to RSS

feeders. Delivery can be blocked ² if the marketer does not follow the regulations set

forth by each push message type, the content can be refused or rejected beforegetting to the intended recipient.

Copied from Wikipedia

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SOCI AL MEDI A BEHAVIOUR E VOLUTION

Source: TNS Media Influenc

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INTERACTIVE M ARKETING

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SOCIAL MEDIA M ARKETING

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SOCIAL MEDIA OPPORTUNITIES

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SOCI AL MEDI A STARFISH

Source: Robert Scoble

In 2007

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SOCI AL MEDI A STARFISHIn 2009

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SOCI AL MEDI A ECOSYSTEM

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SOCIAL MEDIA USER

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SOCI AL MEDI A INTERACTIONS

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SOCI AL MEDI A INTERACTION

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A RCHITECTURE OF P ARTICIPATION

Source: The Long Tail, Chris Anderson, Pg 84

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UNDERSTA NDING INDI A N SOCI AL MEDI A

INTERNET USER

(Source: Forrester)

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SOCIAL MEDIA PLATFORMS

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SOCIAL NETWORKING SITES

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More than 175 million active users

Leading demographics are 35-44, 45-54

Average user has120

´friendsµ

More than 3 billion minutes spent on Facebook each day

More than 850 photos uploaded each month

More than 7 million videos uploaded each month

More than 2 million events created each month

(Source: Facebook.com)

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F ACEBOOK

Joining the conversation

Fostering the community

Building relationships

Facebook.com/SIMC

Facebook marketing

requires

communicating, not

advertising

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O ver 38 million LinkedIn members worldwide

Resource to connect professionally - business

connections, networking, new business

Highly educated user Dominated by 35-44, 45-54, 55-

64 demographics

Tap into companies connections, ask questions,

answer questions

(Source: LinkedIn.com)

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Personal and

Professional Use

linkedin.com/SIMC

People are checking you on Linkedin

Branding personnel Expanding the Rolodex

Answering question relating marketing

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THEN THERE ARE OTHERS

Step #1 log on to wikipedia.org

Step #2 Search for

´List_of_social_networking_websitesµ

Step #3 you are in state of shock´feel like loserµ;

´not connected with the worldµ

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BLOG ² THE INFLUENCER

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THE INFLUENCER

Exercise #

On the day of the interview to make to SIMC

Think, and write down, what made you join

SIMCy Who influenced you?

y What did that person say?

y What influenced you?

y What has the been the outcome?

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BLOGGING

Blogging is no longer a ´public diaryµ

Blogging is ´broadcast platformµ

y To share views, news, opinions, and connect with like

minded individuals

y To showcase creative writing and source of

entertainment

y To database of educational content

y To having credibility as a public informers

y A barometer of cultural shift to individual celebritystatus

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BLOGGING STATISTICS BloggingDemographics

y 14% of internet users actively blog

y 39% are aware of blogs

y over 75% of all bloggers are men

y 85% are below the age of 35

Usage Pattern

y 49% said they read blogs to be entertained

y 50% found blogs by business leaders interesting

y in contrast, 24% found politicians' blogs interesting

y 58% started their blog to express themselves, while 40% to entertain

other

Time Spent

y 90% of bloggers spend up to 5 hours per week reading blogs orupdating their own blogs

Source: iamai.in

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Micro-blog

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Twitter

70% of users joined in 2008 Dominated by 35-44demographic

Estimated 5-10 thousand new accounts opened eachday

Traffic grown over 600% in past 12 months

(Source: HubSpot)

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TWITTER

Listen & Respond

Promotions & Insight

Building relationships

twitter.com/SIMC

1. Create great content and tweet about

it2. Encourage people to retweet it

3. Track who is retweeting and thank

them

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MULTIMEDIA M ARKETING

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MULTIMEDI A M ARKETING

Video:

Photos:

Music:

LiveCasting:

Podcasting:

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COLLA B

ORATION

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COLLABORATION

Wikis:

Social Bookmarking:

Social News:

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REVIEWS AND OP

INIONSOnline Reputation Management

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Product Reviews: epinions, Mouthshut, burrp

Questions and Answers: Yahoo Answers, Rediff

QnA, ibibo Sawaal

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REVIEWS ONLINE

International research says that offline buying

(any service / product) after an online search is

$180 billion and online research leads to online

buying around $160 Billion globally in 2006.

According to MasterCard Worldwide Insights for

India, Online shoppers in India have a higher

tendency to indulge in opportunistic shopping

online than through traditional offline means.

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Source: Neilsen Consumer Report, October 2007

TRUST IN SOCI AL MEDI A

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WHAT IS HAPPENING ONLINE?

Ourbollywood.com

India-

forums.com

I will not

watch themovie

IndiaFM

Rediff.com

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SOME F ACTS«

Negative Exposure 4 yrs 1 year

Comments 104,000 26,000

Visits 2,080,000 520,000

Visibility 41,600,000 10,400,000

One Negative Comment is on an average

-seen by 400 people

-read by 20 people

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GOLDEN RULES FOR

ONLINE REPUTATION M A N AGEMENT

Online conversations are dynamic (users

generate text/image/video) and are influential

Bad news travels and support for the same

travels faster

Y ou cannot control the message in

cyberspace, you can neutralize the effect

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SOCIAL G AMES

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SOCI AL G AMES

Virtual Worlds: Second Life, The SIMS Online

Online Gaming: World of Warcraft, EverQuest

Browser Gaming: Yahoo Games

Facebook Gaming: FarmVille, Mafia Wars Flash Gaming: Games on Hungama, C2W, Zapak

Mobile Gaming: SMS, MMS, GPRS (using

technology), in-built games

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Moksh Juneja

Social Media Catalyst

Avignyata Inc.

Mobile: +91 9322121170

Email: [email protected]

Website: http://www.avignyata.com

Blog: http://mokshjuneja.blogspot.com

13. new media - ii

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