This document discusses the effectiveness of social media marketing. It begins by defining social media as a means of two-way communication through social instruments. It then discusses the growth of internet and mobile users globally which has increased the importance of social media marketing. The document outlines several tools and strategies used for social media marketing, including websites, search ads, display ads, videos, microsites, online communities, email, mobile marketing, alliances, buzz marketing and viral marketing. It provides examples of successful and unsuccessful viral marketing campaigns.

1. Effectiveness of
SOCIAL MEDIA
MARKETING…

2. WHAT IS SOCIAL MEDIA
Social + Media.
Social Instrument of Communication.
Two way Communication often.
Social media before, Social media
sites.

3. Mode of social media Before tech
era.
Modes are
Societies
Clubs
Communities
Reasons for not being so popular?

4. Why Social media became so
important ??
INTERNET MARKET
Internet users in India has reached 121 million mark
More than 2 billion internet users across the globe
United States itself shares 23% of the world internet users.
Sources : http://www.internetworldstats.com/stats2.htm

5. % Population Using Internet
World Internet Penetration Rates
World Internet Penetration Rates
North America 78.3
Australia 60.1
Europe 58.3
Latin America/ Carribean 37
Middle East 31.7
World Avg 30.2
Asia 23.8
Africa 11.4

6. MOBILE MARKET
 Indian mobile market has reached to more than
 881 million mark.
 Many Indian have access to Mobiles, not toilets.
 World mobile users more than 5.3 billion

7. Top Social networking sites data

8. TOOLS FOR SOCIAL MEDIA
 WEBSITE
 SEARCH ADVT.
 DISPLAY ADVT.
 INTERNET SPECIFIC ADDS & VIDEO
 SPONSORSHIPS
 ONLINE COMMUNITIES
 EMAIL
 WORD OF MOUTH (VIRAL & BUZZ MARKETING)
 BLOG CREATION

9. Website
Company must Design Website.
It must be attractive and Interesting
7 key design Elements
I. Context
v. Communication
II. Content
III. Community
vi. Connection
IV. Customization vii. Commerce

10. Internet specific ads & videos
YouTube
MySpace videos &
Google videos
These serve as a medium for the
advertisers to upload their ads

11. MICROSITES
limited area on the web managed & paid for by an
external advertiser company.
Individual web pages or cluster of pages.
Relevant for companies selling low-interest products.
Example present a new hybrid vehicle and support
the sales presentation with a microsite specific to
explaining hybrid technology.
Company can create a microsite on used-car sites that
offers advice for buyers of used cars.

12. Online Communities
Companies sponsor online communities whose
member communicate through Posting, Instant
messaging & Chat discussion.
Create special interest to company’s Product & Brand.
Success of online communities is to create Individual
& Group activities.

13. E-MAIL
Email uses only a fraction of the cost of a direct mail.
Give the customer a reason to respond.
Personalize the content of your e-mails.
Offer something the customer can’t get via direct
mail.
Make it easy for customer to “unsubscribe”

14. MOBILE MARKETING
Use of the mobile medium as a means of marketing
communication.
Mobile marketing is commonly known as wireless
marketing.
Modern technique for marketing.
MMS mobile marketing can contain a timed slideshow
of images, text, audio and video.

15. Search Advt.
This is a method of placing online advertisements on
Web pages that show results from search
engine queries
Represents 40% of Online ads

16. Example of Search Ads

17. Display Ads
These are small, rectangular boxes that typically
contains text, logos, photographs or other
images, location maps, and similar items

18. Example Of Display Ads

19. Alliances
When one Internet Company works with
Another, they end up advertising each other.
Example
Aol has created many successful alliances
Amazon too has many alliances

21. FURTHER CLASSIFIACTION
*BUZZ MARKETING
*VIRAL MARKETING

22. BUZZ MARETING
Buzz marketing generates excitement , creates
publicity and conveys new relevant brand
related information through unexpected and
any outrageous means.

24. Viral Marketing
Any strategy that encourages individual
to pass on marketing message to others.
It creates potential for exponential
growth in message exposure and
influence
May take place in form of
video, picture, flash games, text
messages ,emails etc.

25. Some examples for buzz marketing
A classic example of HOTMAIL 1996(founded)
Impact: Accumulated 12 million users by 1998
“Get your free email at Hotmail”

26. Campaign of movie:
Blair witch project(1999)
Buzzed about: 3 filmmaker went to shoot a
documentary ,they never come back and 1 year
later their camera was found.
Impact: Gross sales $250 million.

27. United colors of Benetton
(controversial postures)
Adds were created that contain striking and provocative
images unrelated to any actual product being sold by the
company.
Impact: 800 complaints to British advertising standard
authority,
Also was registered in Guinness book as “Most
controversial add campaign ”

28. Diet coke + Mentos example
It was proven that coke explodes while mixing
with Mentos candy.
Impact:
 more than 10 million YouTube views
 5-10% increase in Coke sale, 20% in Mentos

29. Two edge sword
 Pepsi Refresh Project was an online social
media initiative in which Pepsi gave out 20
million dollars was a failure as sales drop.
Loss of over 350 million.

30. Continued…
Residential evil: outbreak game campaign
failure.
“Outbreak: I'm infecting you with t-virus, my
code is ******. Forward this to 60022 to get
your own code and chance to win prizes. More
at t-virus.co.uk”
 Advani political campaign failure, excessive
emphasizing on advertising than on
communication of message.
Impact: BJP lost

31. Presented By
Ankit Goel.
Ashutosh Kr. Singh.
Mohit Gandhi.
Rupesh Mishra.
Ujjwal Kumar.