Uploaded byAnuj Sayal
Social media Basics
The document explores the evolution and significance of social networking, highlighting its role in online communities, marketing, and communication. It outlines the phases of internet advertising growth, the rise of major platforms like Facebook and Twitter, and the shifting dynamics of user engagement and business connectivity. It also emphasizes the growing impact of social networks on commerce and community interactions, suggesting that social networking is a lasting trend rather than a temporary phenomenon.
More Related Content
Social media Basics
- 2. • What is social networking? • Refresh your digital vocabulary • The rise of social networks • Selected networks and usage models • Leveraging networks for marketing
- 3. • Social networksare online communities that allow users to create a web presence, manage their identities, and stay connected to friends • These sites are quickly evolving from public profiles into platforms for communication, creativity, advertising, and commerce.
- 4. The Evolution ofthe Internet Online Ad Spending is Growing Phase 1: The Portal Era – Content is king $80,000 Interactive Marketing Spend (US $ Millions) $70,000 Online • Aggregating eyeballs and delivering impressions $60,000 $50,000 video Emerging Channels $40,000 • Key is efficiency over traditional media $30,000 Online Display $20,000 $10,000 Search Phase 2: The Search Era – Context is king Engine $0. 2007 2008 2009 2010 2011 2012 CAGR • Key is combining efficiency of traditional online media with breakthrough targeting and measurability Phase 3: The Social Media Era – Contacts are king • Seismic shift away from big media portals • Consumers form communities and filter the web through their own networks
- 5. Boost your DigitalVocabulary Widget : mini applications that add some functionality to a program or website Blog : Short for "Web log," A Blog is a frequently updated online diary or journal. RSS Feed : a file that contains frequently updated information, such as news headlines, blog posts, and other content Social Networking : online sites used to link people to other people Tagging : the practice of attaching descriptive labels to pieces of web content Mashup : taking two independent pieces of content and combining them to create something new
- 6. New Vocabulary Wiki :Collaboration tools. They allow multiple people to work in the same document, and that document lives online. Web 2.0 : term used to describe Internet-based services that emphasize collaboration and sharing CTR : Click-through Rate. Average number of click-throughs per hundred ad impressions, expressed as a percentage. CPX : Cost per X click, engagement, end action, etc (CPC, CPE, CPEA). Function of end-goal with cost-effectiveness of reaching that goal. Unique visitor : a single person who visits a website, no matter how many times Page View : # of times of visits per page (higher than uniques)
- 7. Social Networking andBlogs • Customizing your profile, creating/sharing information, managing your network, and interacting with others • Finding individuals with shared interests or activities, or exploring the interests and activities of others • Engage in meaningful interactions from the comfort of a web browser • Social networks are shifting towards open platforms • Low barriers to entry
- 8. Visitors to SocialNetworking sites jumped a staggering 774% between 2006 and 2007
- 9. Growth of SocialNetworks: Contacts, conversations, context • New usage model: Role of networks • Real life connections • Content integration • Internet ubiquity • Business and personal • Open platform • Ease of use • Central place to call your own
- 10. Selected Social Networks Purpose: Purpose: Online messaging Online social Purpose: system utility for sharing Online business and receiving info networking tool Usage model: with friends Send short Usage model: messages and Usage model: Make business updates to your Create a personal connections and friends profile and interact build contacts with others
- 11. Stay connected bysending brief messages to your network – under 140 characters Speed and agility are key components of Twitter – mobile phone integration Answers the simple question – what are you doing? New York Times characterizes it as “One of the fastest growing phenomena on the Internet Time Magazine calls it the next “Killer App” Businesses such as Whole Foods, Comcast, and Dell use twitter to communicate to their customers
- 12. Social networking witha business-oriented twist Build meaningful business connections and network with professionals Showcase your skills, talents, and professional reputation Share your resume and make connections with prospective employers Maintain business contacts and communicate with others using the platform Over 25 million registered professionals
- 13. ''a social utilitythat connects people with friends and others who work, study and live around them. People use Facebook to keep up with friends, upload an unlimited number of photos, share links and videos, and learn more about the people they meet.''
- 14. Skyrocketing popularity • Largest social networking site - >80M active users WW • Founded in 2004 as college networking tool • By Mark Zuckerberg (age 23). Youngest ever self-made billionaire • In 2007, opened to broader use base + app developers • Quick statistics – 124 million unique visitors per month – 250,000 people register each day – 14 million photos uploaded per day – Controls 85% Market share across universities – 172% growth in Age 35-54 demographic (fastest expanding crowd) – 20 minutes avg. time spent per day • Valued at $15 Billion dollars in October 2007, Microsoft invested $240 million for a 1.6% stake in the high tech company.
- 15. Facebook Platform The openplatform of Facebook allows for independent developers to bring innovative, fun, and unique applications – along with content aggregation Over 5000 Applications to choose from Similar to Widgets
- 16. Activities on Facebook •Keep in touch with your friends • Keep them informed about what you do • Access a wealth of information • Ensure your personal privacy
- 17. Facebook Minifeed • The front page of Facebook that keeps you updated about your friends • Shows the past 10 actions • “Puts all of the information in one place”
- 18. Sharing Content onFacebook
- 19. Marketing on Facebook “More than one way to skin a cat” • Social Ads • Sponsored applications • Facebook Groups • Facebook Fan Pages
- 20. 11/6/07 – Facebookcreates “Social Ads” Facebook launches an advertising platform called “Beacon” that leverages user’s recommendations to serve “targeted ads” catered to individual members’ interests
- 22. Facebook Fan Pages • Online space for customers to voice their opinions • Allows fans of a product to show their allegiance – “Become a Fan” • Social element • Company-owned
- 23. Facebook Groups • Community created affinity club • Facebook users seek out this group • Social element • Completely user- generated • Shapes the brand • Product activism • Global reach
- 24. Facebook’s role inthe Purchase Funnel Awareness Preference Purchase Attitude Formation. Customers recognize Customers are compelled Products on the mind benefits of the product and to take the next step and of potential customers choose over competitor. purchase the product.
- 25. Summary User business generated interaction communities in social networks aren’t just for is significantly kids anymore on the rise
- 26. Final thoughts • Socialnetworking is still in it’s infancy, but is not a passing trend • Implications around connectivity, commerce, and community are huge • Growth in these areas will be huge for years to come
- 27. Thank You! Phone: +91- 129 - 411 8582, 417-47-85 Mobile: +91-9711-177-480, E-mail: [email protected] Website: www.netmaxdigital.com