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Social Media Marketing
The document discusses the evolution and significance of social media marketing, highlighting its dichotomy for marketers who face challenges as both advertisers and consumers. It reviews various social media platforms and their marketing potential, citing successful case studies and statistics that emphasize the growing relationship between consumers and social media engagement. Additionally, it poses critical questions regarding the effectiveness, sustainability, and financial aspects of social media marketing in today's fragmented advertising landscape.
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Social Media Marketing
- 1. SOCIAL MEDIA MARKETINGAvinav Goel (#02) Arpit Agarwal (#04) Atul Seksaria (#39) Nachiket Karajagi (#77)
- 2. “ what” mediamarketing?? Gaurav Mishra, Brand Manager of Tata Indica “ As a marketer, I face a dichotomy. It is between my role as a marketer and myself as a customer. As a marketer, I would like to push my message across to the maximum extent. As a consumer, I am becoming more averse to listen to any of it! ” One year sabbatical at Georgetown University Studying Indian Social Networks
- 3. Definition “ Aform of internet marketing which seeks to achieve branding and marketing communication goals through the participation in various social media networks ” Marketing activities on platforms that integrate technology, social interaction, and the construction of words, pictures, videos and audio Market size of $2.5 B in 2011
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- 5. Forms of SocialMedia Social networks (Facebook, MySpace, Friendster) Social bookmarks (del.icio.us, StumbleUpon) Social media (YouTube, Flickr, Podcasts, Twitter) Blogs Widgets and gadgets (Yahoo! widgets, iGoogle) Browser extensions Search engines
- 6. Forms of SocialMedia
- 7. Forms of SocialMedia
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- 9. Success Stories NarulaTravel Group, New Delhi Uploaded 30 exotic videos on YouTube Dabbawallas Kerala Religious places Targeted towards first-time visitors of India Business boomed Linked-In for recruiting Orkut/Facebook communities for engagement
- 10. Success Stories SunsilkGang of Girls The Axe Effect – www.theaxeeffect.com P&G Tremor Indian Fantasy League Barcamps Honda Civic, Type R J&J’s brand RoC
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- 12. US Presidential Electionmy.barackobama.com and McCainSpace Facebook McCain has only 226,000 “supporters” 1.4 million for Obama. MySpace McCain has 66,665 “friends” 467,814 for Obama.
- 13. Your product cango the viral way Make a quick video a product demo Make a title containing your site’s URL Upload it to YouTube Post on your site. Use Twitter, Orkut, Facebook, de.icio.us, Have a friend Digg it, Reddit etc.
- 14. Social Cognitive Theory Communications systems operate through Direct pathways Informing, enabling, motivating, and guiding participants. Socially mediated pathways Media influences linked participants to social networks Natural incentives and personalized guidance
- 15. Assumption of SMMSocial Cognitive Theory – Personal Information Well versed with interactions on internet Target is already involved with SM Social Media or the content is not offensive Differentiation from chatting Moksh Juneja, Blogger and SMM Professional “ Not so suitable for mass market in India yet”
- 16. Industrial approach toMarketing Create brand messages Buy media to place them Becoming more expensive Audiences fragment and interactive technologies Sophisticated tools to ignore advertising altogether.
- 17. Methods of SocialMedia Monitor discussions Identify top concerns Identify Opinion Leaders Identify media types Create specific messaging Create content destinations Focused on being informative and encouraging discussion, not sales Reach out to opinion leaders Monitor the communications Offer influential bloggers a incentive to write
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- 20. Is your consumerusing social media 78% of marketers see social media as a way to gain a competitive edge, but fewer than 8% have budgets devoted to it. 88% of marketers who use social media plan to spend more on it this year, and 31% of those said they will spend "significantly more,“
- 21. Consumer personalities SociallyIsolated – 12% more likely blog Approval seekers – 23% more likely download First time home buyers – Very active on Social networking sites Divorced – 20 % more likely to buy online, 52% more likely to visit sports site Brand Loyal – 22 % more likely to use professional sites for networking
- 22. Questions which confusedus Traditional Media Vs SMM? Is it same as Social Marketing ? How is it different from online media? An online article which allows us to discuss ,is it SMM? Why would someone join SunsilkGOG when we already have orkut? Is it not spamming?
- 23. Questions that arose!!How does a SMM professional get his target customers on the net? Is it not invasion of privacy? How will such large amount of data be searched? Where all to search? How exactly is this data used? How is money generated from SMM? What is the track record of SMM? How large is SMM? How big will it be? Is it sustainable? Is it a fad?
- 24. History -’97 –SIX Degrees ‘ 02 – Friendster ‘ 03 – Myspace ‘ 05 – Facebook