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Social Media Stakeholder Perspectives

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Anandan Pillai
Anandan Pillai

A comprehensive presentation that emphasizes the importance of stakeholder view in social media. It includes examples of Dell, Starbucks, Suzlon Energy etc.

NegóciosNotícias e política
1 de 28
Social Media: A Stakeholder View Anandan Pillai Research Scholar (Marketing) Management Development Institute, Gurgaon
Research Experience  Case studies: 2  Research papers: 3  Book: 1
Conference presentations (2009) (2010) (2011) (2012)
Invited speaker Demystifying Social Media Social CRM Building Communities on Social Media
Social media credentials  Twitter: 850+ followers (@anandan22)  LinkedIn: 500+ connections  Consulted 2 brands  Soon joining a leading agency as “Social Media Strategist”
Agenda  Introduction to Social Media  Stakeholder View  Case Studies  In-class exercise
Integrated Marketing Communications Offline Online Non-Interactive Interactive
I speak, you listen
Apart from listening, now I also want to Create Share Discuss Modify
Which Channels to Adopt?  I / My team is Identify comfortable Business  My competitors are Objective present there Identification of key  My agency suggested this channel Stakeholders Selection of Social Media Channel Content Strategy
Business Objective?  Top-line  Bottom-line  Brand Awareness  Lead generation  Customer insights  Crowdsourcing ideas  Employer branding
Social Media Channels
Content Strategy What? (About product/service, brand, industry news, how-to etc.) When? How? (Image, Video, Contests, Blogpost)
Case studies cum Discussions
IdeaStorm
IdeaStorm
Blendtec  Increase in sales 700%
PALS
PALS
Hippo Manufacturer Wholesaler Informatio Good n s Retailer Customer
World’s top 10 Management Institutions* About College 16.99% Alumni 6.45% Existing Students 9.55% Business & Management News 6.30% Industry News 1.86% General Engagement 7.43% Faculty 32.27% College events 14.09% Industry Interaction 5.06% Total 100.00% *Work in progress
Kaya Skin Clinic (August’2012)
Channels Content Strategy Offerings – 10 Product – 4 Appointment – 3 Facebook Festivals – 10 Tips – 2 Total – 29 Offerings – 10 Product – 4 Customer Interaction – 17 Appointment – 4 Twitter Festivals – 8 Tips – 3 Customer’s foursquare checkin - 2 Total - 48 Blog & YouTube None
Hindware (August’2012)
Channels Content Strategy Facebook Product – 9 General engagement – 5 Festival – 5 Total – 19 Twitter Tips – 22 General engagement – 11 Category information – 3 Product – 3 Total - 39
Reach me  Twitter: @anandan22  Blog: www.anandanpillai.com  Email: anandan1982@gmail.com  Mobile: 9871223659 27
Image Sources  http://www.blackballonline.com/wordpress/social-media/social- media-marketing-mix-analysis/  http://www.beesmart.biz/InteractiveDigitalTv/tv-guide-interactive- program  http://ceoworld.biz/ceo/2009/10/26/mcgraw-hill-third-quarter- profit-fell  http://www.topdesignmag.com/top-design-billboards-best-45/  http://www.clker.com/clipart-wrong-cross.html  http://reputationxchange.com/tag/traditional-media/  http://www.porchooneh.com/  http://steve.crooks.net/2012/07/16/the-laid-back-approach-to- dining/  http://www.talkingbusinesscontinuity.com/bcm-news-and- events/news/business-continuity-and-your-stakeholders-who- has-a-stake-in-your-business.aspx

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Social Media Stakeholder Perspectives

  • 1. Social Media: A Stakeholder View Anandan Pillai Research Scholar (Marketing) Management Development Institute, Gurgaon
  • 2. Research Experience  Case studies: 2  Research papers: 3  Book: 1
  • 3. Conference presentations (2009) (2010) (2011) (2012)
  • 4. Invited speaker Demystifying Social Media Social CRM Building Communities on Social Media
  • 5. Social media credentials  Twitter: 850+ followers (@anandan22)  LinkedIn: 500+ connections  Consulted 2 brands  Soon joining a leading agency as “Social Media Strategist”
  • 6. Agenda  Introduction to Social Media  Stakeholder View  Case Studies  In-class exercise
  • 7. Integrated Marketing Communications Offline Online Non-Interactive Interactive
  • 8. I speak, you listen
  • 9. Apart from listening, now I also want to Create Share Discuss Modify
  • 10. Which Channels to Adopt?  I / My team is Identify comfortable Business  My competitors are Objective present there Identification of key  My agency suggested this channel Stakeholders Selection of Social Media Channel Content Strategy
  • 11. Business Objective?  Top-line  Bottom-line  Brand Awareness  Lead generation  Customer insights  Crowdsourcing ideas  Employer branding
  • 12.
  • 14. Content Strategy What? (About product/service, brand, industry news, how-to etc.) When? How? (Image, Video, Contests, Blogpost)
  • 15. Case studies cum Discussions
  • 19. PALS
  • 20. PALS
  • 21. Hippo Manufacturer Wholesaler Informatio Good n s Retailer Customer
  • 22. World’s top 10 Management Institutions* About College 16.99% Alumni 6.45% Existing Students 9.55% Business & Management News 6.30% Industry News 1.86% General Engagement 7.43% Faculty 32.27% College events 14.09% Industry Interaction 5.06% Total 100.00% *Work in progress
  • 23. Kaya Skin Clinic (August’2012)
  • 24. Channels Content Strategy Offerings – 10 Product – 4 Appointment – 3 Facebook Festivals – 10 Tips – 2 Total – 29 Offerings – 10 Product – 4 Customer Interaction – 17 Appointment – 4 Twitter Festivals – 8 Tips – 3 Customer’s foursquare checkin - 2 Total - 48 Blog & YouTube None
  • 26. Channels Content Strategy Facebook Product – 9 General engagement – 5 Festival – 5 Total – 19 Twitter Tips – 22 General engagement – 11 Category information – 3 Product – 3 Total - 39
  • 27. Reach me  Twitter: @anandan22  Blog: www.anandanpillai.com  Email: anandan1982@gmail.com  Mobile: 9871223659 27
  • 28. Image Sources  http://www.blackballonline.com/wordpress/social-media/social- media-marketing-mix-analysis/  http://www.beesmart.biz/InteractiveDigitalTv/tv-guide-interactive- program  http://ceoworld.biz/ceo/2009/10/26/mcgraw-hill-third-quarter- profit-fell  http://www.topdesignmag.com/top-design-billboards-best-45/  http://www.clker.com/clipart-wrong-cross.html  http://reputationxchange.com/tag/traditional-media/  http://www.porchooneh.com/  http://steve.crooks.net/2012/07/16/the-laid-back-approach-to- dining/  http://www.talkingbusinesscontinuity.com/bcm-news-and- events/news/business-continuity-and-your-stakeholders-who- has-a-stake-in-your-business.aspx