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
24. 2. It is out 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
How businesses are using social media for marketing?
How to make you business social?
45. What we learn
Marketing through 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’
47. Dell Hell
Viral campaign
against Dell’s
unresponsive
customer
service, started
by journalist Jeff
Jarvis.
http://buzzmachine.com/archives/cat_dell.html
48. Direct2Dell Blog
Dell Corporate
blog
Conversations
from Dell
employees and
senior
management
http://en.community.dell.com/dell-blogs/b/direct2dell
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 Your Own Path
Community
where users
shared inspiring
stories of
entrepreneurship
http://takeyourownpath.com
52. Dell Social Innovation comp
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 on Twitter
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 Media marketing – An hour a day’ – Dave Evans
http://gauravonimics.com
2020 Social Slideshare channel (http://slideshare.net/2020social)