Dimensions and Approach to Social Media

It’s either social or it’s not media.
2/21/2012 VinishJoshi@yahoo.com

Social Media

A new kind of public space.

Exists to fuel
conversations,
connections and
shape opinion.


Old behaviors, new technologies

The most popular
technologies of the last
decade –
Facebook, SMS, BBM, Twitter,
Mobile –

each tool helps people do
what we have been doing
since the 50s.


Social Media is
about people
and not consumers


When it’s about
“people”, relationships
are built on mutual
trust, interest and
benefit.


People love Social Media


We fear the “one” and crave the
“many” – this is our human nature

Nobody wants
to be alone…

Driven by a social
survival
mechanism that
compels us to
connect


We are born to connect.

It’s a dialogue, not monologue

Driven by our two most fundamental
social needs


Need
to belong


“Where am I in this story?”


Need to Belong
What can
brands do ?


Need to be
Significant


I want to tell MY story… how are
you helping?


Need to be Significant
What can
brands do ?


People are more demanding, more
discerning and more connected
and the behavior is information
based enabled by technology.

Delight me and I will
share with others.

Satisfy me and I’ll
leave you…


Content is only as good as the Context

Increasingly brands
are focusing on
context as
relationships are
valued and limited
by nature

Marketers adapting
Social Media


Intel Center of Excellence


Three dimensions of Social Media

Brand to People

People to Brand

People to People


Brand to People

Creating dialogue, conversation and building
connection with brand and relating the brand
with lives and goals of people

Engagement


Advocacy


Coca-Cola Ford Fiesta moments

Nissan – My Versa Road Trip

Identifying and engaging with top influencers as well as to
respond to key drivers of customer satisfaction to enhance
experience

Insights


Create a community around a brand, while building a great
reputation for responsiveness.

Retention


The Citi ThankYou Point Sharing App.

MyCokeRewards


Enhanced Service

Not only book flights via the Facebook app,
but can also check in for flights and check
their flight status using it.

Delta Facebook Ticket Counter app can help
customers print out boarding passes.

The Mhbuddy from Malaysia Airlines
people to see if their Facebook friends
are on the same flight and even change
their seats so that they can sit with each
other where possible.


Identify and
Reduce
Brand Risk


Attracting
new business
opportunities


American Express open
forum website - Place for
small business owners to
help grow their business.

As small business grow, their
need for credit, loans and
other financial products also
grow.


Crises Communication

The 2011 weather disruptions and ash clouds

The use of social media allowed Airlines in providing consumers with
instant updates literally as they were happening.


Idea
Generation


People to Brand

What people want is to have brands
reach out to them and solve problems


@ Delta Assist


People to People

This is where most brands struggle
to create value

Interactive and in Control

 They are talking to each other

 There is a vast –self answering
community on social networks

 People want their voice and opinion to
be heard


Mainstream websites
This satisfies the need these
sites have for content and the
need the brand has for publicity Forums /Message Boards

Brand Feedback

Social Media Assets
Client Links and traffic
Empower Brand
Website
Content Advocacy

Be where people News, Events, Customer
Service, and Support
communicate

Personal Blogs

Approach to Social Media

Learning to love is learning to let go.

Age of
Multiple
home page
for brands

Coke is mentioned 5,000 times a day on the internet

Coca-Cola social media strategy

Review the latest “buzz” surrounding Coca- Cola
Respond to this opinion on the internet, Coke has “subject matter experts”,
tasked in subject matters.

Recording involves producing information with relevance and common
interest for placement ranging from blog posts to short viral videos

Redirecting is to bring information and content to consumers via
connections from Google and Facebook to MyCokeRewards building “link love”.

Approach to building
relationships


Listen Participate Collaborate


Set-up right
2/21/2012
infrastructure
VinishJoshi@yahoo.com

Using customer insights gleaned
from social media to drive
product development

Process Disseminating customer insights
gleaned from social media to key
decision makers

Detecting early threats to the
brand ( early warning systems)


Dedicated resources devoted to
social media monitoring
Organization
Dedicated resources devoted to
online community management


Centralized repository for

Knowledge consumer generated content
and insights


Social Online community
Platforms

Social Media monitoring tools

Technology Customer Data Repository

Digital dashboards/ Performance
reporting tools

Customer Data Analytic software


Listen to conversation Identify relevant networks Participate in conversations by
delivering relevant content

Build Relationship with Prospect Identify and Develop Create Trust and Increase
Evangelists TOM


How will your brand
help me belong?

How will your brand
help me be significant?


Don’t sell Products. Sell a community
Give everyone a voice

Dimensions and Approach to Social Media

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