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S o c ia l
   M e d ia
M a r k e t in
             g

           •  Sarika Suresh
           • Seencha Bhutia
          • Shivani Sharma
             • Smita Pawar
       • Srimoyee Dasgupta
         • Vishakha Pithwal
          • Yasmin Hussain
THE SOCIAL SIDE OF MEDIA AND
 HUMAN SIDE OF MARKETING
Social Media Marketing
Social Media                ≠ Medium




The Social media is no more a medium like TV or print
where info is fed and audience accept it
Today, the Social Media has become a human in itself
It connects to everyone who interacts with it.
Example of Kolaveri :
1.    It gave people something to talk about – it was different and yet people could relate to it
‘cause it was music.
2.    But after weeks of its popularity, today if you hear it you would get bored and irritated!!



                   The Infamous Kolaveri
The currency of Social Media




Marketing investment- invest in people- give people something to
talk about your brand. Technology changes but people don’t. Give
people a reason to talk about it
The Rainbow Theory
           -Nick Decrock
‘If you want to spot a
     rainbow, you need to
 know where it starts and
ends’, marketers need to
 define where they want
  to start, and what they
   want to achieve in the
                       end
Viral campaigns: Linking it to the
Rainbow Theory
Successful Social Media
     Campaigns
Dove Real Beauty
       Campaign
Social Media Marketing
Results Concluded from the studies
           conducted
•  Potrayals of female beauty in popular culture were
  helping to perpetuate an idea of beauty that was neither
  authentic nor attainable.
• What women learn about beauty can have a negative or
  positive impact on how they feel about themselves and
  their lives.
• 92% of young women want to change something about
  the way they look and that mothers can play a powerful
  role in nurturing a positive body image and self esteem.
Dove launched the ‘Dove Self Esteem
 Fund’ (DSEF) in 2005.




Dove then launched the ‘DSEF
 Real Beauty Workshops
 for Girls’
• To amplify these workshops and drive registration,
  two viral movies were developed – ‘Daughters’ and
  ‘Evolution’.



• In ‘Evolution’, Dove captivatingly shows how
  distorted our perceptions of beauty are.
Social Media Marketing
Response

• The week of the launch the traffic to the
  international campaign site increased with
  8,000%.
• More than 7,000,000 viewers on YouTube and is
  still counting
• More than 30,000 testimonials about ‘real
  beauty’ on the campaign website and the movie
  is now launched in more than 40 countries.
• A targeted PR and Media campaign was
  developed to coincide with LA Fashion Week to
  maximize share of conversation for the
  campaign, stirring up the skinny models debate.

• In total, $60 million of media value was
  generated.
Results
• Respondents who have viewed the film, have developed
  more sympathy for the Dove brand (42% among ‘young
  women’ and 52% among ‘role models’) and talked to
  others about the brand in a more positive way (‘young
  women’ 21% and ‘role models’ 23%).

•    19% of the ‘role models’ say that they are more on the
    lookout for other Dove communication due to being
    exposed to the movie.
Old Spice Campaign
              2010
Social Media Marketing
Social Media Marketing
C reated a persona that was strong and on point
       Seeded social networks with invitations to
                                         interact
   E ngaged the engaged, the famous and the
                    influencers
Personalized the response and people competed
  for inclusion
More people watched its videos in 24 hours than
those who watched Obama’s Presidential victory
speech

Total video views reached 40,000,000 in a week

Campaign impressions: 1,400,000,000

Since the campaign launched, Old Spice body wash
sales are up 27%; in the last three months up 55%;
and in the last month up 107%
The number one most viewed sponsored
channel on YouTube

236 million YouTube Views

80,000 Twitter followers in 2 days

Facebook Interaction increased 800% with the
personalized videos (Fans now total over 1.5
million)
The campaign worked so well
    because it was super-direct,
     nearly-instantaneous viral
   marketing that costed next to
               nothing.

It targeted people who were influential in the online
   sphere: people who would blog about it and share
  the videos on their own channels and sites. Those
   people then acted as brand advocates, spreading
       the gospel of Old Spice to their followers.
Failed Social Media
     Campaigns
Walmart Facebook
   Campaign 2007
No engagement with the members

            Considered Facebook as a
            promotional platform only
     Missed the opportunity of social media which is all
                     about leveraging conversations.

Did not stick with its offline Brand Identity – offering
deep discounts, rather focused its Facebook page on
s t y l e , which was not accepted by people
Wal-mart was more strict and tried to moderate the
            comments and interaction.


Wal-mart even had their discussion panel closed
   which immediately gave a negative vibes to the
                    community.

 Instead of coming up with a creative way to disarm the
      critics, they decided to engage in a one-way
conversation and restrict dialogue with the audience.
If they would have come up with a
    creative way to diffuse the
negativity about their brand, then
 their Facebook campaign could
       have been a success.
General Motors
    Campaign
Viral that Backfired

  • General Motors had invited the general public
          to create their own ads for the new Chevy
     Tahoe. They’ve provided a decent amount of
   footage of the new SUV and some sound beds
                           and told folks to go crazy.
• Thousands of environmentalists and other SUV
     critics have gone Adbusters and created viral
       videos criticizing the SUV for contributing to
  global warming and for injuring and killing those
                     who choose not to drive SUVs.
CONCLUSION
• Social media is a risky step for
      bigger brands if they don’t do it
  properly. You need a right DNA for
                                     it.
• Brand identity should not modified
   or adapted simply because of the
      medium you use. It is vital that
  your brand is easily identified and
         that the target audience can
      relate well with its core values.
       • Offline and online marketing
   strategies are concurrent and not
                         contradictory.
• Social media allows friends and
           users to converse and share
   information in real time. This means
         that it is a powerful medium of
                        communication.
 • A business can expect both positive
  as well as negative feedback from its
                             customers.
• How it chooses to handle this is what
      separates a successful campaign
              from an unsuccessful one
• Talking isn’t the only thing that
 makes social media social. Just like
 adding Facebook, Twitter and other
     sharing buttons will not magically
           transform static content into
                shareable experiences.
• Listening, learning and adapting is
 where the real value of social media
    will show its true colors. Listening
  leads to a more informed business.
   Engagement unlocks empathy and
         innovation. But it is action and
   adaptation that leads to relevance.
                     And, it never ends.
Thank You

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Social Media Marketing

  • 1. S o c ia l M e d ia M a r k e t in g • Sarika Suresh • Seencha Bhutia • Shivani Sharma • Smita Pawar • Srimoyee Dasgupta • Vishakha Pithwal • Yasmin Hussain
  • 2. THE SOCIAL SIDE OF MEDIA AND HUMAN SIDE OF MARKETING
  • 4. Social Media ≠ Medium The Social media is no more a medium like TV or print where info is fed and audience accept it
  • 5. Today, the Social Media has become a human in itself It connects to everyone who interacts with it.
  • 6. Example of Kolaveri : 1. It gave people something to talk about – it was different and yet people could relate to it ‘cause it was music. 2. But after weeks of its popularity, today if you hear it you would get bored and irritated!! The Infamous Kolaveri
  • 7. The currency of Social Media Marketing investment- invest in people- give people something to talk about your brand. Technology changes but people don’t. Give people a reason to talk about it
  • 8. The Rainbow Theory -Nick Decrock
  • 9. ‘If you want to spot a rainbow, you need to know where it starts and ends’, marketers need to define where they want to start, and what they want to achieve in the end
  • 10. Viral campaigns: Linking it to the Rainbow Theory
  • 12. Dove Real Beauty Campaign
  • 14. Results Concluded from the studies conducted • Potrayals of female beauty in popular culture were helping to perpetuate an idea of beauty that was neither authentic nor attainable. • What women learn about beauty can have a negative or positive impact on how they feel about themselves and their lives. • 92% of young women want to change something about the way they look and that mothers can play a powerful role in nurturing a positive body image and self esteem.
  • 15. Dove launched the ‘Dove Self Esteem Fund’ (DSEF) in 2005. Dove then launched the ‘DSEF Real Beauty Workshops for Girls’
  • 16. • To amplify these workshops and drive registration, two viral movies were developed – ‘Daughters’ and ‘Evolution’. • In ‘Evolution’, Dove captivatingly shows how distorted our perceptions of beauty are.
  • 18. Response • The week of the launch the traffic to the international campaign site increased with 8,000%. • More than 7,000,000 viewers on YouTube and is still counting • More than 30,000 testimonials about ‘real beauty’ on the campaign website and the movie is now launched in more than 40 countries.
  • 19. • A targeted PR and Media campaign was developed to coincide with LA Fashion Week to maximize share of conversation for the campaign, stirring up the skinny models debate. • In total, $60 million of media value was generated.
  • 20. Results • Respondents who have viewed the film, have developed more sympathy for the Dove brand (42% among ‘young women’ and 52% among ‘role models’) and talked to others about the brand in a more positive way (‘young women’ 21% and ‘role models’ 23%). • 19% of the ‘role models’ say that they are more on the lookout for other Dove communication due to being exposed to the movie.
  • 24. C reated a persona that was strong and on point Seeded social networks with invitations to interact E ngaged the engaged, the famous and the influencers Personalized the response and people competed for inclusion
  • 25. More people watched its videos in 24 hours than those who watched Obama’s Presidential victory speech Total video views reached 40,000,000 in a week Campaign impressions: 1,400,000,000 Since the campaign launched, Old Spice body wash sales are up 27%; in the last three months up 55%; and in the last month up 107%
  • 26. The number one most viewed sponsored channel on YouTube 236 million YouTube Views 80,000 Twitter followers in 2 days Facebook Interaction increased 800% with the personalized videos (Fans now total over 1.5 million)
  • 27. The campaign worked so well because it was super-direct, nearly-instantaneous viral marketing that costed next to nothing. It targeted people who were influential in the online sphere: people who would blog about it and share the videos on their own channels and sites. Those people then acted as brand advocates, spreading the gospel of Old Spice to their followers.
  • 28. Failed Social Media Campaigns
  • 29. Walmart Facebook Campaign 2007
  • 30. No engagement with the members Considered Facebook as a promotional platform only Missed the opportunity of social media which is all about leveraging conversations. Did not stick with its offline Brand Identity – offering deep discounts, rather focused its Facebook page on s t y l e , which was not accepted by people
  • 31. Wal-mart was more strict and tried to moderate the comments and interaction. Wal-mart even had their discussion panel closed which immediately gave a negative vibes to the community. Instead of coming up with a creative way to disarm the critics, they decided to engage in a one-way conversation and restrict dialogue with the audience.
  • 32. If they would have come up with a creative way to diffuse the negativity about their brand, then their Facebook campaign could have been a success.
  • 33. General Motors Campaign
  • 34. Viral that Backfired • General Motors had invited the general public to create their own ads for the new Chevy Tahoe. They’ve provided a decent amount of footage of the new SUV and some sound beds and told folks to go crazy. • Thousands of environmentalists and other SUV critics have gone Adbusters and created viral videos criticizing the SUV for contributing to global warming and for injuring and killing those who choose not to drive SUVs.
  • 36. • Social media is a risky step for bigger brands if they don’t do it properly. You need a right DNA for it. • Brand identity should not modified or adapted simply because of the medium you use. It is vital that your brand is easily identified and that the target audience can relate well with its core values. • Offline and online marketing strategies are concurrent and not contradictory.
  • 37. • Social media allows friends and users to converse and share information in real time. This means that it is a powerful medium of communication. • A business can expect both positive as well as negative feedback from its customers. • How it chooses to handle this is what separates a successful campaign from an unsuccessful one
  • 38. • Talking isn’t the only thing that makes social media social. Just like adding Facebook, Twitter and other sharing buttons will not magically transform static content into shareable experiences. • Listening, learning and adapting is where the real value of social media will show its true colors. Listening leads to a more informed business. Engagement unlocks empathy and innovation. But it is action and adaptation that leads to relevance. And, it never ends.

Notes de l'éditeur

  1. The Social media is no more a medium like Tv or print where info is fed and audience accept it
  2. The Continuum Theory of Social Media http://dannybrown.me/2009/03/12/the-continuum-theory-of-social-media/ Rainbow Theory http://www.slideshare.net/ndecrock/social-media-the-rainbow-theory