Social media, its benefit and its challenges by http://www.studplex.com

1. Social Media
Submitted By :
Ankit Jain
Aarti
Jyoti
Abhilasha
Inderjeet
Amit Kumar

2. What is Social Media

5. Top social networks for business
 Facebook – Highest advertising revenue of all social media sites; ideal for
FMCG, lifestyle, apparel and luxury brands to build presence and advertise
on
 Twitter – Favourite rant corner for most consumers; micro blogging feature
takes away the pressure to be compelling or grammatically correct
 LinkedIn – Must for serious businesses and companies looking to mine data,
manage knowledge or be ‘thought leaders’
 Blog – Still in flavour for serious or lengthier communication; great for SEO

6. Facts and Figures
 36% of all social media users have posted about a brand or product at
some point of time
 61% of all social media users are willing to give feedback about brands on
social networks
 42% of social media users have had at least one direct conversation with a
brand on social networks
 85% of users were never contacted by a company or brand despite
posting a negative review about it
 82% of these people stopped doing business with the brand in question as
a result

8. Social media for business functions
 Marketing – The most obvious and common use of social media in
business. Works because almost every brand has a section of target
audience online today
 HR – Great for identifying and engaging with talent directly. Also enables
companies to showcase employee benefits and culture to outside world
 Creative – Sharing enables art, copy and design teams to get new ideas,
learn new things and experiment
 Operations / Strategy – Sites like LinkedIn help in connecting with domain
experts who can share valuable strategic insights
 Business Development – B2B companies can use professional networking
sites to connect with prospective clients

9. Social media for leadership
 Visibility – in the industry, among peers and team members
 Reputation – Use of social media builds a CxO reputation as a progressive,
fearless and confident leader
 Approachability – For clients and team members, a CxO active on social
media is a sign of an approachable and transparent company
 Thought leadership – Needless to say, being active on social media will
mean a lot of strong content, and that will recognise the CxO as a thought
leader
 Good for business – A leader who is seen positively on social media will
help the business through his personal brand

10. Social media and ROI – is it real?
 What’s the ROI of your pants? Your phone? Your secretary?

11. Social media and ROI – how?
 Only 19% of all marketers using social media are able to calculate ROI
 Important to differentiate between ROI and metrics
 10000 hits to a website is a metric, not an ROI
 Increase in customer satisfaction by 15 points is also not ROI
 ROI = (Benefits – Cost x 100) /Cost

12. Measuring ROI
 Increased traffic —more people reading your blog, more hits on your
website, more Facebook likes and Twitter followers
 Google Analytics (tracks keywords, incoming links, sites, etc.)
 WordPress dashboard
 Tweet Meme (retweets)
 More relationships –meeting and doing business with new professionals
 Overall better brand awareness (having fans, followers, re-tweets, readers,
viewers builds your brand)

13. Google Analytics

14. FaceBook Analytics
Measures:
Total page Likes, or a
number of fans, daily
active users, new
Likes/Unlikes, Like
sources, demographics,
page views and unique
page views, tab views,
external referrers, and
media consumption

15. Social media and ROI – examples
 Positive
 Dell - $6.5 M in sales via Twitter
 Old spice – Increase in sales by 107%
 Jet Airways – Huge PR resulting into customer loyalty and repeat sales
 Sea World San Antonio – 5800% ROI (using the ROI formula on prev
page)

16. Social media and ROI – examples
 Negative
 Dominos ‘dirty food’- Sales down by 30%
 Gap logo change – Sales went down in two weeks
 United Airlines ‘breaks guitars’ – $1.6 M losses in ticket sales

17. Why is social media so important for
businesses?
It finds you customers and builds clientele
It gives businesses the ability to find out what people are saying about them
(and others) in their industries
It introduces your brand
It gives you feedback about your brand
It provides a test audience (vs. focus groups)
Solidifies your reputation as a valuable and knowledgeable resource

18. Incorporating Social Media Into
Your Marketing Strategy
Parts of a Social Media Strategy
Identify Your Target Market
• Who are your customers?
• What characteristics do they have?
• What age group do they come from?
• What are their spending or shopping habits?
• Do they shop online?
• What social media applications are they using?

19. Parts of Social Media strategy
Create a Profile or Brand
• As you create your online profiles, think about your screen name
• Website Domain Name – http://www.dsm.org
• Twitter – http://twitter.com/dsm
• Facebook – http://facebook.com/pages/dsm.org
• Delicious – http://delicious.com/dsm
• E-mail – dce@dsm.com

20. Parts of Social Media strategy
Decide on appropriate social media applications
• Which ones are your customers using?
• Start with one - Understand it, utilize it effectively and then expand your
online presence
• Write good and appropriate content
• Build relationships; listen and engage
with your followers

21. Parts of Social Media strategy
Plan the time frame
• Map out a schedule for updating content
• This should be accomplished on a regular basis
• Follow the schedule

22. Parts of Social Media strategy
Include Search Engine Optimization (SEO)
• Focus on Good Phrases
• Avoid “Vanity” keywords
• Use Google’s AdWords
Keyword Tool
• Remember the value of repetition
• Guide your content strategy

23. Parts of Social Media strategy
Develop a content strategy plan
• Content should be both useful and usable by customers
• Develop a plan for creating this type of content
• Develop a plan for getting the content published
• Not as easy as it sounds
• Publishing or uploading content takes a dedicate effort on your part

24. Parts of Social Media strategy
Measure progress toward goals
• Did we learn something about our customers that we didn’t know before?
• Did our customers learn something about us?
• Were we able to engage our customers in new conversations?

25. Role of Social Media in Emergency
Management
 Natural Disasters
 Earthquakes, Floods, Storms, Tsunami, Forest Fires
 Man-made disasters
 Riots, Social Uprisings
 Medical Emergency
 Need for Blood, Organ Transplant

26. Social media and emergency
management (EM)
“Social Media not part of the most of the organizations’ emergency plan”
 Red Cross survey of adults
 18% turn to social media after calling emergency helpline
 74% expect requests for help via social media to be answered within an hour
 Failures in communication and information sharing
 Agencies and organizations must leverage social media for EM.

27. Haiti Earthquake, Jan.2010 – US
Government Response
 Use of Wikis and web collaboration
tools
 Information portal to support relief
 Comprehensive, common, neutral
platform
 Open
 Interconnected and collaborative
“Never before experienced”
(Bedford & Faust, 2010)

28. Other Examples
 San Diego wildfires (2007)
 Blogs, Twitter, Facebook, Flickr, Google Maps mashups
 City of San Francisco, CA – Tornados
 Alerts via Facebook, Twitter, YouTube, SMS
 Cooperation with other cities
 Earthquakes and floods in China
 Forums, Twitter-like tools

29. Social Revolutions/Uprisings
 The recent events in Tunisia and Egypt demonstrated the power of social
media as a force for democracy and a tool for political change. It has
been dubbed a non-violent ‘social media’ revolution.
 In the Iranian elections, the opposition parties used Twitter, Facebook and
YouTube to communicate, stage rallies, and publish information about
their protests.
 ISIS militants uprising in Iraq & Syria and effect among youth through social
media.

30. Benefits
 Facilitate sharing and translation of knowledge
 Broad access
 Conversational, discussion-based style
 Near real-time, two-way medium
“Social networking sites … might be the answer to getting the big picture”

31. Challenges
 Need to retain information, knowledge afterwards
 Knowledge management
 Move beyond microblogging
 Do not add complexity
 Trust, verification, reciprocity
 Group or agency may need to step up