A statistical insight into how ‘social’ the world is and case-studies of brands that have gone beyond customer interaction and successfully leveraged social media for making business processes a lot more efficient.
2. Agenda
•Stats on the market & adoption
•Strategy framework for using social
media
•What are some of the popular platforms
•What role can social media play for companies
•Case studies & ROI
•The coming trends in social media
6. Characteristics of Social Media
•Not a one-way communication
channel.
•Requires brands to decentralize
their control over branded
content.
•Content needs to be customized
to suit varied customer profiles
like creators, critics, collectors,
joiners, spectators, inactives.
•Social Media is always accessible
and available whenever the
customer wants or needs it.
7. What do your customers do with
Social Media?
Customers interact with brands and participate in
conversations by playing one or more of the above
roles using a variety of social networking platforms.
9. There were 3.1 billion email
accounts in 2011 and this
number is expected to rise to
over 4 billion by 2015
Email marketing is set to grow
from $1.3 billion in 2010 to $2
billion by 2014
90% of consumers across the
There were 3.1 billion email world go online to send and
accounts in 2011 and this receive emails everyday
number is expected to rise
to over 4 billion by 2015
Email lets you personalize communication and reach out to regular
customers directly, with offers or products that specifically suit their
needs and requirements.
10. Facebook has more than
800 billion active users and
50 percent of them log on
Facebook
everyday
More than one million
entrepreneurs and developers
from over 180 countries have
a presence on Facebook
People spend more than
500 billion minutes on
Facebook every month
Facebook allows to interact with current and potential customers by engaging
in an informal, conversational manner through pictures, videos, questions,
discussions and polls.
11. Blog Bloggers use an average of
five different social
networking sites to drive
traffic to their blogs
There are 450 million English
blogs and including the non-
English blogs this number
might cross one billion
71 percent bloggers write
77 percent of internet users about the brands they think
read blogs are reputable
Blogs are an ideal way to keep readers updated on the company
events and happenings and generate conversations about various
matters that are of relevance to the company by inviting
comments and opinions from experts or guest-bloggers.
12. $ 400 billion in ad revenue
is projected for Twitter by
2013
Twitter gets more than 300
thousand new users
everyday
There are more than 600
billion searches on Twitter
everyday The record for the highest
number of tweets per second
is 25088 (January 2012)
Twitter lets you share short engaging posts with your followers. It can be used
to share important news or drive traffic to the blog, Facebook or other social
media pages.
13. You would need to live for
around 1,000 years to
watch all the videos
currently on YouTube
Currently, YouTube uses the
same amount of bandwidth
as the entire Internet used
in 2000
YouTube Gets over three billion
The number of advertisers using views every single day
display ads on YouTube increased
tenfold in the one year
YouTube is an ideal channel to share video ads, how-to videos,
demonstrations, videos of important company events, etc.
14. LinkedIn has more than 135
million users
More than two million
companies have pages on
LinkedIn
7,432,307 job changes have
been tracked by LinkedIn 80 percent of companies around the
since 2009 world use LinkedIn as a recruitment
tool
LinkedIn is a professional network that you can use for
networking with clients, vendors, etc. and for recruitment.
15. Opportunities in the •There are 6 billion mobile phone
Mobile Market connections in the world
•More than one third of users
access Twitter via their mobile
phone
•There are more than 100 million
active users who access Facebook
through their mobile devices
•YouTube Mobile gets more than
100 million views per day
•India is the world’s second largest
mobile phone market with 893.84
million subscribers expected to
increase to one billion by 2014.
•The number of 3G enabled mobile
connections in India is expected to
reach 400 million by 2015.
16. Social Media opportunities in India
•India has over 121 million internet users
•70 percent of the internet users access social
networking sites.
•Indians spend more time on social media
than they do checking personal email
•Over the next six months 45,000 online
Indians intend to join social networking sites
each day
•Nearly 40 million Indians use online reviews
while taking purchase decisions
•60 percent Indians who are social media
users are open to being approached by
brands
17. How can Social Media help
business?
Strategy, Implementation, Monitoring
18. Methodology followed
Forrester Research’s POST methodology
•Understand the profile of your target audience. Find out how they
People interact with social media, whom do they connect with and what they
are looking for.
•Decide what you want to do. You can listen to your audience and find out
Objectives their needs, talk about your product offerings, empower your
enthusiastic customers, provide customer support or collaborate with
customers to do business better.
•This will flow from the above two. The strategy should be in line with
your brand and business. It should not focus on short-term gains like hits
Strategy or click-throughs but work towards forging long-term relationships. You
can partner with other companies that have an expertise in an area that
is not one of your strong points.
•Adopt technologies that your target audience is likely to favour. Use
Technology multiple technologies in order to target a wider range of customers.
Differentiate your content depending on the type of customer and your
objective across different social media and technology platforms.
19. Social Media Monitoring tools
What are the kind of tools available?
Free and Paid
What can you monitor using these tools?
How your customers use social media?
Where your customers search for you?
What keywords drive your customers to you?
What your customers ay about you?
What your customers say about your competitors?
Why should you monitor your Social Media?
To get maximum return on your investment
What else can you achieve by monitoring your Social Media?
Increase engaging interactions
Respond to criticism
Rectify errors
Ensure that you get the right message across to the right
audience
20. Converse…Listen…Engage…Interact
•You cannot just invest money in social
media and expect it to work.
•Social Media is all about conversations.
•And conversations will happen…with or
without you.
• So you have to take the efforts to engage
your target audience in interactions that
they consider valuable.
•Return on Engagement is as important as
Return on Investment.
21. Scope of Social Media
HR and Recruitment Product Development
Customer Service PR and Reputation
Management
Channel Management Personal Brand Building
Branding and Marketing
23. Adidas Group uses
Twitter to share job
openings and connect
with potential
employees. The URL of
the particular listing is
shared in order to help
candidates navigate
easily to the desired
page on the website.
24. Dell effectively uses its Direct2Dell blog to attend to customer
complaints and resolve them as soon as possible. The blog also
allows Dell to share its stories with its customers and always stay
connected.
25. Hippo, a brand of Parle Agro.,
effectively used Twitter to
keep in touch with its retailers
on a real time basis. This
channel management
initiative named plan-t (for
Twitter), encouraged retailers
to follow Hippo on Twitter and
tweet their stock
requirements. A core cell was
set up to monitor the
information and share it with
the distributors in the area. It
allowed Hippo to restock
stored across 50 cities within a
few hours and increase sales
by 76 percent within few
months of the launch.
26. Madison Electric Products is a company that effectively uses a website to
connect with the public and source ideas for New Product Development.
Anyone who has an innovative idea can post it on the website and the
company responds after evaluating the commercialization feasibilities of
the submitted idea.
27. Roop Kumar and Sunali Rathod, Indian playback singers, use
YouTube to share their latest songs, videos of their performances
and interact with their fans. YouTube is an effective medium for
them to display their talent and manage their reputation and
online presence.
28.
29. Olympic Gold
Quest effectively
uses its Facebook
page to garner
support for its
initiatives and also
raise funds.
30. MicroGraam uses Twitter to enlist the support of celebrities and
allow them to share tweets about its initiatives. This helps
MicroGraam connect to a much wider base of followers and
potential donors.
31. Coca Cola has
developed a
Gaming app which
allows it to
increase brand
communication
and build an
engaging
relationship with
its customers.
32. Infosys Technologies uses a blog to share knowledge and get
different perspectives on the management, new trends and
developments in the field of information technology.
33. Social Media Trends for 2012
• Social gaming to spill into the real world
• Convergence of social media and television
• Most websites will go mobile
• Traditional advertising will give way to content
creation
• Social media advertising will become more result
oriented
34. Recommendations
• Focus on programs, not tactics.
• Shift budget to digital and social, but measure
the impact.
• Understand audience and business outcomes
to make online tools work.
– Develop a listening practice.
– Monitor the impact of social
on awareness and pipeline.
• Create social programs with current
customers in mind.
• ROI & ROE