This document summarizes a presentation about social media and its applicability to business. It discusses how social media allows businesses to engage with customers, employees, and the community. It provides insights into how these groups use social media to discuss brands, working conditions, business practices, and social issues. It also emphasizes that for businesses to effectively engage through social media, they need to be interactive, globally aligned, consistent, responsive, responsible, authentic, aware, and innovative.

1. Social Media Presentation
Social Media
The phenomenon and its applicability in
business

2. Social Media Presentation
Who are we?
A quick snapshot

3. Social Media Presentation

4. Social Media Presentation
What do we do?

5. Social Media Presentation
Engagement
I N T E R N E T
&Insight

6. Social Media Presentation
What’s Special About The Internet
http://www.youtube.com/watch?v=Q8pyNHz6
Pr0

7. Social Media Presentation
Interactivity

8. Social Media Presentation
The Bodyform Case

9. Social Media Presentation

10. Social Media Presentation
Bodyform Responds

11. Social Media Presentation
Content Never
Dies

12. Social Media Presentation
A certain comment by the CEO in 2006
resurfaces and refuses to die

13. Social Media Presentation

14. Social Media Presentation

15. Social Media Presentation
What Happened?

16. Social Media Presentation
Content Never Dies
“It’s almost everything. That’s why we hire good-looking people in our stores.
Because good-looking people attract other good-looking people, and we want to
market to cool, good-looking people. We don’t market to anyone other than that,”
- in a 2006 Interview
Statement resurfaced in 2013

17. Social Media Presentation
People Respond

18. Social Media Presentation
Attractive and Fat

19. Social Media Presentation

20. Social Media Presentation
Another video asks to donate A&F

21. Social Media Presentation
Not Everyone hated them for it!

22. Social Media Presentation
The opinions remain divided but
certainly stirred the brand. Mike
Jeffries’ compensation is being
questioned on last count.

23. Social Media Presentation
Internet Knows
No Borders

24. Social Media Presentation
An Indian Ad campaign that was never published, gets
international attention and condemnation

25. Social Media Presentation
Internet Knows No Borders

26. Social Media Presentation
Big Data
90% of the data that exists today has
been created just in the last 2 years.

27. Social Media Presentation
Big Data
Target would know when you are pregnant
before your family finds out

28. Social Media Presentation
Big Data
Netflix knows what movie you would like to
watch today

29. Social Media Presentation
How Social Media Impacts Business

30. Social Media Presentation

31. Social Media Presentation
Customers
Employees
Community

32. Social Media Presentation
Customer
Engagements&Insights
Deliver solutions and
have fun while at it
Know what they
hate & love

33. Social Media Presentation
The Modern Purchase Funnel

34. Social Media Presentation
Customer Insights
• Customers are discussing brands on social media in a detailed and
authentic manner
• Customers who engage with a brand on social media are more
loyal and report spending 20% to 40% more on that brand
• Nike+ product and social community credited with increasing Nike
running shoe market share from 48% to 61%
And yet!
58% of consumers who have tweeted about a bad experience have
never received a response from the offending company
Source:
Bain & Company: putting social media to work
Bluewolf: Social Service Infographic

35. Social Media Presentation
Customer Rants
• Social media allows the spread of such messages faster and damages the brand image more
quickly than it takes to build brand image
• On Average Telecom company spend anywhere between 100 to 400 crores on marketing and
advertising
The focus should be on customer service
The Post Received 150 + likes
55 comments & 57 Shares in a matter of 6 hours

36. Social Media Presentation

37. Social Media Presentation
Employees
Engagement&Insight
Know what
they value
Empower them to
celebrate that value

38. Social Media Presentation
Employee Insights
Employees are the most credible voices for a company,
when it comes to
– Working Conditions
– Innovation
– Business Practices
Source: Edelman Insights: Employee Engagement

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40. Social Media Presentation
Employee Insights
And they are talking

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Employee Insights: Working Conditions

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Employee Insights: Business Practices

43. Social Media Presentation
Employee Engagement
• The HP elite squad:
Drizzlin suggested an internal contest (Elite Squad) to draw a crème of
employee. Talent to be the unadulterated voice of the enterprise. This pool
was judged based on their expertise in photography, videography, or
creative writing skills. This approach ensured that enterprise is also a
practitioner of embracing workplace diversity; not merely an advocate.

44. Social Media Presentation

45. Social Media Presentation
Community
Engagement&Insight
Understand the
values of the
society
Align your
business with
these societal
values

46. Social Media Presentation
Understanding Indian Youth &their Conversations on Social Media
Community Insights
Indian Social Networking Site: Users on Social Issues
• Environment is the most popular social issue amongst Gen Next with more than 2.35 lakh having a digital
association
• 187,480 of Indian Gen Next Social Networking Site users are affiliated to Social Work on the web.
• Issues like violence against women and child abuse follow the issue of environment in terms of Gen Next
association.
• Gen Next does associate itself with Sanitation & Hygiene but sanitation contributes just 12% to this.
Source: Facebook ad metric data
0 100000 200000 300000 400000 500000 600000 700000 800000
Gen Next(13-24)
Gen Now(25-39)
Gen Yest(40-54)
Gen Vintg(55+)
Environment
Domestic Violence
Child Abuse
Sustainable Development
Hygiene
Malnutrition
Child Labour
Sanitation
Sewage Treatment
Neonatal Health

47. Social Media Presentation

48. Social Media Presentation

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Customers
Employees
Community
If an organization were to engage these groups, what
attributes would such an organization possess?

50. Social Media Presentation
Interactive
Globally Aligned
Consistent
Responsive
Responsible
Authentic
Aware
Innovative

51. Social Media Presentation
Why Social Media Is Important
For You?

52. Social Media Presentation

53. w w w . d r i z z l i n . c o m
Thank you