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Social Media - 2013
What are we talking about?
•   Internet stats
•   What is social media?
•   Why social media?
•   Strategy framework
•   Being prepared
•   Case studies
“Social media is like teenage sex,
everybody’s excited about it but very
    few people are doing it well.”
      Keith Weed
 Unilever Global , CMO
What is digital marketing?
Digital marketing is the practice of promoting products
and services using digital distribution channels to
reach consumers in a timely, relevant, personal and
cost-effective manner.

-Wikipedia

It’s components are:

•   Social Media
•   Search Engine Marketing
•   Branding & Design
•   Mobile Marketing
•   Email marketing
The internet’s growing - FAST

7.067 billion is the estimated population of the world

2.5 billion people are connected to the            That’s
Internet.                                         more than

                                                   35%

                                          http://www.internetinnovation.org/guide
                                     http://en.wikipedia.org/wiki/World_population
6 billion+
      mobile connections and growing

      • India has 864.72 million mobile connections as
      on 31st December 2012
      • 1.4 billion smartphones will be activated in 2013
      • The number of mobile-connected devices will
      exceed the world’s population in 2013




http://yourstory.in/2013/02/top-mobile-innovators-recognised-at-world-summit-awards-for-mobile/
http://www.trai.gov.in/WriteReadData/WhatsNew/Documents/PR-TSD-Dec2012.pdf
http://www.techi.com/2013/02/1-4-billion-smartphones-will-be-activated-in-2013/
http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11-520862.html
What are Indians doing online?



     •     E-mail (89 percent users)
     •     Downloading music and watching videos
           (49 percent users)
     •     Instant messaging (61 percent users)
     •     Social networking (67 percent users)
     •     Information search (42 percent users)




http://www.convonix.com/blog/social-media-marketing/internet-statistics-of-india-2012/
8
    144 billion total
    email traffic per day
    worldwide

http://www.innovation-village.com/2013/01/interesting-statistics-about-internet.html
1.06 billion monthly
   users and 680 million
   mobile users noted on
   December 31, 2012


http://www.bubblews.com/news/184850-facebook-users-statistics
181 Million
The number of blogs on the Internet
with technology, cricket, finance, free deals being the popular topics
500 million+ Tweets
are sent on Twitter
every day


http://news.cnet.com/8301-1023_3-57541566-93/report-twitter-hits-half-a-billion-tweets-a-day/
http://hide.dyndns.info/tweetcounter/index-en.cgi
4 billion daily video
  views



http://www.reuters.com/article/2012/01/23/us-google-youtube-idUSTRE80M0TS20120123
LinkedIn
                                                   18 million+
                                                    India being the fastest
                                                       growing location




http://www.socialbakers.com/linkedin-statistics/
What Is
Social Media?
It’s word of
mouth on
steroids
What is social media?

Social media is media designed to be
disseminated through social interaction, created
using highly accessible and scalable publishing
techniques. Social media uses Internet and web-
based technologies to transform broadcast
media monologues (one to many) into social
media dialogues (many to many)
 - Wikipedia




 The true democratization of content
Components of social media
Social Networking             Bookmarking / Tagging

 LinkedIn / Facebook          Helps people read or access
  / Myspace / Orkut             more popular material
                               Helps web ranking


Publishing                    Sharing

 Blogging / Wikis, /          YouTube
  Micro Blogging               Flickr
  (Twitter) / Squidoo
  / Wikipedia                  TechRepublic.net & Bnet.com
                               Slideshare.net / scribd.com
                               Podcast.net

Social media monitoring
 Brand / Products
 Competitors/ Products
 Category
                    Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing
Facebook fan pages let businesses interact
 with stakeholders (Customers, Prospects,
         and Potential Employees)
Twitter is like a
Text Message with a
 BCC: To The World
Organizations use Twitter to converse with prospects,
 provide customer service and drive website traffic
Social Media Can Rev up
Lead Generation, Branding, and Engagement
STRATEGY
FRAMEWORK
Social media methodology
 The Ethinos ADAPT model:


             • Identify the audience demographics, personality and their digital presence
 Audience



             • List the objectives, listen to the target audience and encourage interactions
 Direction


          • Devise a strategy in line with the objectives, determine it’s scope and see if
 Approach   the strategy requires partnership with a firm or knowledge enterprise


             • Identify the internet platforms where you can implement your strategy
 Platforms


             • Identify the tools for publishing, monitoring, engaging, cross platform
   Tools       management, campaign management and research
Traditional
Communication



Doesn’t this model of
traditional communication
look familiar?
Well, this is how it’s changing!


                                    Create attention

                                    Feedback loop built in

                                    Hello long-tail

 Buy attention                     Lose control of your
                                     marketing
 Communication
  from one to many
 Controlled
  message
 No immediate
  feedback
Social media is always available
it’s available whenever they want it, need it..
Social media helps brands listen…
…and respond. But it’s not enough!
Because social media is all
about
RELATIONSHIPS!
It takes a lot of work to
make it work for you!
How to prepare?
Social media policy a la IBM

•   Have had a social software for more than 15 years
•   Have Social Computing Guidelines – open to employees and the public
•   Believe in creating Masses of (relevant) Communication and not mass
    communication that has a one-size-fits-all approach
•   KISS (Keep it Simple, Silly)
•   Protect confidential and proprietary information


    "The idea of getting the right
    person over the right time at the
    right opportunity and yield the
    right result was really important.”

    - Jeff Schick, VP Social Software
#1 Create a culture of sharing
#2 Be disciplined. Have systems in place.                                                                                     32



                                                                                                          Take reasonable
                                                                                                       action to fix issue and
                                                                                                        let customer know
                                                                                                            action taken
                             Positive                Negative
                                                                                 Yes                        Yes
             No                                                                                          Does customer
                   Do you want          Assess the          Evaluate the
                                                                                                       need/deserve more
                   to respond?           message              purpose
                                                                                                             info?



                          Yes                                Unhappy       Yes   Are the facts   No     Gently correct the
   No Response
                                                            Customer?              correct?                   facts

                                                                No

             Yes   Can you add    No                         Dedicated     Yes   Are the facts   No
                     value?                                 Complainer?            correct?

                                                                No               Yes

                                                                                    Is the             Explain what is being
    Respond in                          Thank the            Comedian                            Yes
                                                                                  problem               done to correct the
   kind & share                          person             Want-to-Be?
                                                                                 being fixed?                  issue.
                                                                                                 No

                                                            Yes
                                                                                                        Let post stand and
                                                                                                             monitor.
An elaborate flow-chart that will help you decide how to respond.
Adapted from US Air Force Comment Policy
Climb the social business hierarchy of needs




                                                                           Courtesy Altimeter Group


The end objective would be to move to a state where things are predictive – you predict crisis
and take steps to diffuse it before it happens; or at the worst are at least prepared for it when
                                            it occurs
#3 Prioritize disruptions that matter




User Experience         Business Model      Ecosystem Value

• Is it easy for        • Does it tap new   • Does it change the
 people to use?          revenue streams?    flow of value?
• Does it enable        • Is it done at a   • Does it shift power
 people to connect in    lower cost?         from one player to
 new ways?                                   another?
35

#4 Prepare for failures



                   No relationships are perfect!


                   Google’s mantra:
                            “Fail fast, fail smart”



                   Set definite timelines for measuring every
                   success and failure and don’t miss out on the
                   lesson and opportunity that failure brings.
CASE STUDIES
Taking a stance on‘social issues’




The Campaign:
Oreo’s ‘Pride’ campaign was aimed at taking a stand on gay rights and showing their
support to the community. Not only did this make people get up and take notice but also
strengthened a positive brand image for Oreo
The Result:
Their post generated 143,000 ‘Likes’, close to 18,000 comments, and was subsequently
featured as a success story in many leading marketing publications
Winning the super bowl blackout




The Campaign:
The thought behind this campaign was to advertise the product during the Super Bowl
blackout; when the potential visibility is at its peak
The Result:
The tweet was retweeted more than 15,000 times in the first 14 hours itself
Answering the social phone

•   ExactTarget *Conference monitored Twitter and found a blogger who was
    tweeting about the conference
•   The company decided to surprise him
•   On arrival he received:
     –   Registered badge
     –   Surprise gift
     –   Hotel reservations
     –   Proposed itinerary for the event
•   The delighted customer happened to be
    a prominent blogger who spread
    the word

*US based marketing software vendor
Nike wins the Olympic Gold




The Campaign:
Nike’s campaign aimed at achieving higher visibility during the Olympics through the
use of a Twitter hashtag.
The Result:
Over 16,020 tweets associated the word ‘Nike’ with ‘Olympics’ vs. just under 9,300 for
Adidas
@Nike’s followers grew 11% from the duration between the Olympics’ opening and
closing ceremonies, adding more than 57,000 followers
#findgreatness earned over 7,000 more Tweets than Adidas’ #takethestage
What does the future look like?

•   Mobile devices will be the main
    platform for internet use, especially for
    social media
•   Social, local, mobile services will move
    to the core of social media experiences
•   Social functionality will be a part of all
    internet properties, not just social
    networking platforms
•   More and more social media activity will
    take place on non-traditional internet
    powered devices


Artificial intelligence + social media = Infinite possibilities
Recommendations
• Focus on programs, not tactics
• Shift budget to social media, but measure the impact
• Understand audience and business outcomes to make online tools
  work
   – Develop a listening practice
   – Monitor the impact of social media
      on brand awareness and image
• Create social programs with current
  customers in mind
• Set up real metrics
• Work to optimize ROI (Return on Investment)
• and ROE (Return on Engagement)
Thanks!



          Siddharth Hegde
          siddharth.hegde@ethinos.com
          +91 9820 2172 52
          Twitter - @siddhegde

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Social media 2013

  • 2. What are we talking about? • Internet stats • What is social media? • Why social media? • Strategy framework • Being prepared • Case studies
  • 3. “Social media is like teenage sex, everybody’s excited about it but very few people are doing it well.” Keith Weed Unilever Global , CMO
  • 4. What is digital marketing? Digital marketing is the practice of promoting products and services using digital distribution channels to reach consumers in a timely, relevant, personal and cost-effective manner. -Wikipedia It’s components are: • Social Media • Search Engine Marketing • Branding & Design • Mobile Marketing • Email marketing
  • 5. The internet’s growing - FAST 7.067 billion is the estimated population of the world 2.5 billion people are connected to the That’s Internet. more than 35% http://www.internetinnovation.org/guide http://en.wikipedia.org/wiki/World_population
  • 6. 6 billion+ mobile connections and growing • India has 864.72 million mobile connections as on 31st December 2012 • 1.4 billion smartphones will be activated in 2013 • The number of mobile-connected devices will exceed the world’s population in 2013 http://yourstory.in/2013/02/top-mobile-innovators-recognised-at-world-summit-awards-for-mobile/ http://www.trai.gov.in/WriteReadData/WhatsNew/Documents/PR-TSD-Dec2012.pdf http://www.techi.com/2013/02/1-4-billion-smartphones-will-be-activated-in-2013/ http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11-520862.html
  • 7. What are Indians doing online? • E-mail (89 percent users) • Downloading music and watching videos (49 percent users) • Instant messaging (61 percent users) • Social networking (67 percent users) • Information search (42 percent users) http://www.convonix.com/blog/social-media-marketing/internet-statistics-of-india-2012/
  • 8. 8 144 billion total email traffic per day worldwide http://www.innovation-village.com/2013/01/interesting-statistics-about-internet.html
  • 9. 1.06 billion monthly users and 680 million mobile users noted on December 31, 2012 http://www.bubblews.com/news/184850-facebook-users-statistics
  • 10. 181 Million The number of blogs on the Internet with technology, cricket, finance, free deals being the popular topics
  • 11. 500 million+ Tweets are sent on Twitter every day http://news.cnet.com/8301-1023_3-57541566-93/report-twitter-hits-half-a-billion-tweets-a-day/ http://hide.dyndns.info/tweetcounter/index-en.cgi
  • 12. 4 billion daily video views http://www.reuters.com/article/2012/01/23/us-google-youtube-idUSTRE80M0TS20120123
  • 13. LinkedIn 18 million+ India being the fastest growing location http://www.socialbakers.com/linkedin-statistics/
  • 14. What Is Social Media? It’s word of mouth on steroids
  • 15. What is social media? Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media uses Internet and web- based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many) - Wikipedia The true democratization of content
  • 16. Components of social media Social Networking Bookmarking / Tagging  LinkedIn / Facebook  Helps people read or access / Myspace / Orkut more popular material  Helps web ranking Publishing Sharing  Blogging / Wikis, /  YouTube Micro Blogging  Flickr (Twitter) / Squidoo / Wikipedia  TechRepublic.net & Bnet.com  Slideshare.net / scribd.com  Podcast.net Social media monitoring  Brand / Products  Competitors/ Products  Category Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing
  • 17. Facebook fan pages let businesses interact with stakeholders (Customers, Prospects, and Potential Employees)
  • 18. Twitter is like a Text Message with a BCC: To The World
  • 19. Organizations use Twitter to converse with prospects, provide customer service and drive website traffic
  • 20. Social Media Can Rev up Lead Generation, Branding, and Engagement
  • 22. Social media methodology The Ethinos ADAPT model: • Identify the audience demographics, personality and their digital presence Audience • List the objectives, listen to the target audience and encourage interactions Direction • Devise a strategy in line with the objectives, determine it’s scope and see if Approach the strategy requires partnership with a firm or knowledge enterprise • Identify the internet platforms where you can implement your strategy Platforms • Identify the tools for publishing, monitoring, engaging, cross platform Tools management, campaign management and research
  • 23. Traditional Communication Doesn’t this model of traditional communication look familiar?
  • 24. Well, this is how it’s changing!  Create attention  Feedback loop built in  Hello long-tail  Buy attention  Lose control of your marketing  Communication from one to many  Controlled message  No immediate feedback
  • 25. Social media is always available it’s available whenever they want it, need it..
  • 26. Social media helps brands listen…
  • 27. …and respond. But it’s not enough!
  • 28. Because social media is all about RELATIONSHIPS! It takes a lot of work to make it work for you!
  • 30. Social media policy a la IBM • Have had a social software for more than 15 years • Have Social Computing Guidelines – open to employees and the public • Believe in creating Masses of (relevant) Communication and not mass communication that has a one-size-fits-all approach • KISS (Keep it Simple, Silly) • Protect confidential and proprietary information "The idea of getting the right person over the right time at the right opportunity and yield the right result was really important.” - Jeff Schick, VP Social Software
  • 31. #1 Create a culture of sharing
  • 32. #2 Be disciplined. Have systems in place. 32 Take reasonable action to fix issue and let customer know action taken Positive Negative Yes Yes No Does customer Do you want Assess the Evaluate the need/deserve more to respond? message purpose info? Yes Unhappy Yes Are the facts No Gently correct the No Response Customer? correct? facts No Yes Can you add No Dedicated Yes Are the facts No value? Complainer? correct? No Yes Is the Explain what is being Respond in Thank the Comedian Yes problem done to correct the kind & share person Want-to-Be? being fixed? issue. No Yes Let post stand and monitor. An elaborate flow-chart that will help you decide how to respond. Adapted from US Air Force Comment Policy
  • 33. Climb the social business hierarchy of needs Courtesy Altimeter Group The end objective would be to move to a state where things are predictive – you predict crisis and take steps to diffuse it before it happens; or at the worst are at least prepared for it when it occurs
  • 34. #3 Prioritize disruptions that matter User Experience Business Model Ecosystem Value • Is it easy for • Does it tap new • Does it change the people to use? revenue streams? flow of value? • Does it enable • Is it done at a • Does it shift power people to connect in lower cost? from one player to new ways? another?
  • 35. 35 #4 Prepare for failures No relationships are perfect! Google’s mantra: “Fail fast, fail smart” Set definite timelines for measuring every success and failure and don’t miss out on the lesson and opportunity that failure brings.
  • 37. Taking a stance on‘social issues’ The Campaign: Oreo’s ‘Pride’ campaign was aimed at taking a stand on gay rights and showing their support to the community. Not only did this make people get up and take notice but also strengthened a positive brand image for Oreo The Result: Their post generated 143,000 ‘Likes’, close to 18,000 comments, and was subsequently featured as a success story in many leading marketing publications
  • 38. Winning the super bowl blackout The Campaign: The thought behind this campaign was to advertise the product during the Super Bowl blackout; when the potential visibility is at its peak The Result: The tweet was retweeted more than 15,000 times in the first 14 hours itself
  • 39. Answering the social phone • ExactTarget *Conference monitored Twitter and found a blogger who was tweeting about the conference • The company decided to surprise him • On arrival he received: – Registered badge – Surprise gift – Hotel reservations – Proposed itinerary for the event • The delighted customer happened to be a prominent blogger who spread the word *US based marketing software vendor
  • 40. Nike wins the Olympic Gold The Campaign: Nike’s campaign aimed at achieving higher visibility during the Olympics through the use of a Twitter hashtag. The Result: Over 16,020 tweets associated the word ‘Nike’ with ‘Olympics’ vs. just under 9,300 for Adidas @Nike’s followers grew 11% from the duration between the Olympics’ opening and closing ceremonies, adding more than 57,000 followers #findgreatness earned over 7,000 more Tweets than Adidas’ #takethestage
  • 41. What does the future look like? • Mobile devices will be the main platform for internet use, especially for social media • Social, local, mobile services will move to the core of social media experiences • Social functionality will be a part of all internet properties, not just social networking platforms • More and more social media activity will take place on non-traditional internet powered devices Artificial intelligence + social media = Infinite possibilities
  • 42. Recommendations • Focus on programs, not tactics • Shift budget to social media, but measure the impact • Understand audience and business outcomes to make online tools work – Develop a listening practice – Monitor the impact of social media on brand awareness and image • Create social programs with current customers in mind • Set up real metrics • Work to optimize ROI (Return on Investment) • and ROE (Return on Engagement)
  • 43. Thanks! Siddharth Hegde siddharth.hegde@ethinos.com +91 9820 2172 52 Twitter - @siddhegde