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/
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)
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
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..
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
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)