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Iitd pres 01102010
Social media marketing allows businesses to participate with customers through social tools and communities. It focuses on empowering brand evangelists and generating user-created content rather than one-way broadcasting. Companies are using social platforms to start conversations, build customer communities, and leverage collective intelligence. To make a business social, brands establish an online presence across multiple sites, participate in discussions, give customers reasons to talk about the brand, and convert them into evangelists through online communities and initiatives.
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Iitd pres 01102010
- 1. Social media marketing Howto market your brand through social media?
- 2. Contents WHAT is socialmedia WHY is it creating so much buzz HOW to market your brand through social media
- 3. WHAT is socialmedia!!
- 5. Social Media =Participative media Traditional Media Information channels Social Media
- 6. Social Media =Participative media Behavior – Why/ what will people talk? Tools – How will they talk
- 7.
- 8. Tools Social Wikis Blog / Content News curation CMS networks microblogs Sharing channels
- 9. Tools Focus on Focus on content people
- 10. Behavior Social Object =reason why people affiliate with each specific other and not just anyone http://www.zengestrom.com/blog/2005/04/why-some-social-network-services- work-and-others-dont-or-the-case-for-object-centered-sociality.html
- 11. Facebook Social Object= Users connect and share with people in their life http://facebook.com
- 12. Twitter Users discover (and share) what is happening right now http://twitter.com
- 13. LinkedIn Users exchange information, ideas and opportunities http://linkedin.com
- 14. flickr User share photos (and) watch the world
- 15. YouTube Users broadcast themselves ( or their creations) http://youtube.com
- 16. Digg Users discover and share content http://digg.com
- 17. Blogger Users express themselves http://blogger.com or http://wordpress.com
- 18. Wikipedia Users (createand edit) free encyclopedia http://en.wikipedia.org
- 19. What we learn It is less about tools and more about the behavior Each popular tool has a unique and desirable social object
- 20. Why is SocialMedia creating so much buzz!
- 21. 1. Participation Volumes http://globalwebindex.com
- 22.
- 23. 2. It isout in the open!
- 24. 2. It isout in the open! Sales –feedback funnel Use & Awareness Consideration Preference purchase opinionate Talk Social Media Marketing: An Hour a day – Dave Evans
- 25. 3. Empower &energize your evangelists Brand : Royal Challenger Online community of Cricket fans http://royalchallengers.com
- 26. 3. Empower &energize your evangelists Brand: Sunsilk Community built around ‘growing up’ http://gangofgirls.com
- 27. 3. Empower &energize your evangelists Brand: Tata tea Community built around citizen awakening http://jaagore.com
- 28. 3. Empower &energize your evangelists 1 2 Identify passion • Your brand might not have many evangelists but the attached social object might Ignite passion have • Give your evangelists tools (online communities) to spread the message http://dellgogreen.com
- 29. What we learn Social Web (Web 2.0) is going to stay and it is going to get bigger Brands can no longer broadcast The ‘social in us’ can be leveraged for marketing
- 30. Social Media marketing Howbusinesses are using social media for marketing? How to make you business social?
- 31. How are businessusing social media for marketing
- 32. Beverages Brand: Pepsi Dynamic: Consumer Generated Content http://www.yourlaysflavour.com/index.asp http://www.youngistaan.com
- 33. Health Brand: Gold’s Gym Dynamic: CGC Social App http://www.facebook.com/goldsgym?v=app_105315 14314#/
- 34. Finance Brand: Servus Credit Union Dynamic: Consumer Generated Content - Ambassador Program http://www.youngfreealberta.com/
- 35. Retail Stores Brand:Walmart Dynamic: Consumer Conversations http://elevenmoms.com
- 36. Software services Brand:Infosys Dynamic: Conversations http://infosysblogs.com
- 37. Software products Brand:Intuit Dynamic: Collaboration http://community.intuit.com/category/banking
- 38. News Brand: CNN Dynamic: Collaboration http://ireport.cnn.com/
- 39. Baby care Brand:Pampers Dynamic: Customer Community (around parenting) www.papmers.com
- 40. ecommerce Brand: ebay Dynamic: Customer community (around products and brands) www.neighborhoods.ebay.com
- 41. Travel Brand: British Airways Dynamic: Customer Community (around travel) http://www.metrotwin.com
- 42. Non Profits Brand: Change.org Dynamic: Citizen Community (around change) www.change.org
- 43. Telecom Brand: Idea Dynamic: Collective Intelligence www.myidea.co.in
- 44. Coffee chains Brand:Starbucks Dynamic: Collective Intelligence www.mystarbucksidea.com
- 45. What we learn Marketingthrough social media is different: It is not about the big idea It is not about a campaign It is not about a creative It is about the ‘social in us’
- 46. How to makeyour business social
- 47. Dell Hell Viralcampaign against Dell’s unresponsive customer service, started by journalist Jeff Jarvis. http://buzzmachine.com/archives/cat_dell.html
- 48. Direct2Dell Blog DellCorporate blog Conversations from Dell employees and senior management http://en.community.dell.com/dell-blogs/b/direct2dell
- 49. Dell Ideastorm Ideation community to build better dell products http://ideastorm.com/
- 50. Dell Digital Nomad Community built around the idea of being a digital nomad. Targeted at highly mobile laptop users. http://www.digitalnomads.com/
- 51. Dell Take YourOwn Path Community where users shared inspiring stories of entrepreneurship http://takeyourownpath.com
- 52. Dell Social Innovationcomp Dell Social Innovation Competition as an initiative targeted towards young social entrepreneurs http://dellsocialinnovationcompetition.com
- 53. Dell Employee Storm Internal ideation platform to enable Dell’s worldwide community of more than 80,000 employees to post and discuss ideas. http://thesocialworkplace.com/featured/1558/
- 54. Dell Outlet onTwitter Dell uses Twitter as a channel to sell refurbished computers to corporate purchase managers. @delloutlet has 1.5 million followers and has resulted in sales of more than $6 million. http://twitter.com/delloutlet
- 55. What we learn Social media marketing Brands that are social – You no longer preach but participate – You give more reasons to talk – You believe in relationships than interactions – You convert your customers, partners to evangelists (fans) – You organize and empower your evangelists
- 56. References “Social Mediamarketing – An hour a day’ – Dave Evans http://gauravonimics.com 2020 Social Slideshare channel (http://slideshare.net/2020social)
- 57.