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Social media overview

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Social media overview

  1. 1. Social Media WorkshopHareesh TibrewalaJoint CEO, Social Wavelength<br />
  2. 2. Agenda<br />What is Social Media<br />Social Media for Business<br />Social Media Communication<br />Social Media Megatrends<br />
  3. 3. What is Social Media?<br />
  4. 4. Accha….Facebook?!<br />
  5. 5.
  6. 6. “<br />Social Media: The online technologies and practices that people use to share opinions, insights, experiences and perspectives.<br />Affinity to groups<br />why<br />Making new friends<br />Displaying Creativity<br />Keeping in touch<br />Exhibitionism<br />Getting validation<br />Paying it forward<br />Altruistic impulse<br />Peer pressure<br />how<br />Blogs <br />User generated videos and podcasts <br />Social networking sites<br />wikis<br />Ratings and reviews<br />tagging<br />widgets<br />Forums and message boards<br />RSS<br />
  7. 7. How Big Is It<br />
  8. 8. 100 million global visitors<br />Every minute – 20 Hrs worth of new video uploaded<br />If Facebook was a country. <br /> Population? > 400 million!<br />The number of blogs worldwide is > 200 million. Growing at the rate of nearly 900,000 a day!<br />
  9. 9. 80% Fortune 500 companies use LinkedIn for recruitments<br /> You Tube is the worlds second largest search engine<br /> 80% of twitter usage is from mobile devices. People will post anytime, anywhere. Imagine what this means if your customer service is bad<br />
  10. 10.
  11. 11. But this is kids stuff right? How does it effect my business?<br />It is not Kidstuff!<br />
  12. 12. Social Media for Business <br />
  13. 13. What can Social Media be used for ?<br /><ul><li>Brand Building
  14. 14. Generating Sales Leads
  15. 15. Reputation Management
  16. 16. Real Time Consumer Survey
  17. 17. Customer service
  18. 18. Co creating products
  19. 19. Creating B2B relationships</li></li></ul><li>It helped Dell<br />$$$$$<br />
  20. 20. It helped one of these car companies.<br />Car purchase decided, not by the size of Xylo ads, but by the 22 recommendations here!!<br />
  21. 21. And it helped this plumber<br />Same could happen with a doctor, a lawyer, a stock broker.. <br />There will be positive recommendations, as also negative….<br />“Don’t go to that guy.. He’s a cheat..” etc. <br />“I will tell my Facebook friends about your brand. Not because I like your brand, but because I like my friends!”<br />
  22. 22. It helped Dell<br />$$$$$<br />
  23. 23.
  24. 24. Have you heard of what happened to Domino’s?<br />
  25. 25. From YouTube to <br />The New York Times<br /> in 3 days.<br />
  26. 26.
  27. 27. Know what people are thinking about, In Real Time<br />Are they considering a new demat account? What are their issues?<br />
  28. 28.
  29. 29.
  30. 30. Eavesdropping your customers’ homes – Social Media Monitoring<br />Themes<br />Tone<br />Brand Reference<br />Influencer Identification<br />
  31. 31. Case Study Videos<br />Burger King Sacrifice<br />Ray Ban Case Study<br />Blend Tech case study<br />Dove _ actual ad<br />Dove _ parody<br />
  32. 32. Social Media Communication<br />
  33. 33. Its Different..<br />Mass Media<br />Campaign (Start / End)<br />First create, then publish<br />Broadcast<br />Rent the media<br />Big boys have an advantage<br />Social Media<br />Way of Life (Ongoing)<br />Real time <br />Completely interactive<br />You have the “earn” the media<br />Level playing field<br />
  34. 34. 3 Circles of Success<br />Circle A: People already connected to you<br />Occupy a part of their life<br />80:20 communication mix<br />Circle B : People connected to Circle A<br />Shareable content<br />Applications<br />Circle C : everyone else<br />Online and Offline<br />
  35. 35. General Tips <br />Social Media is not about shouting out loud. It is about quiet conversations<br />You have to learn to listen, before you start talking<br />It is about creating “shareable” content. Your users (consumers) are also your content distributors<br />It is about lighting up a forest, with a match stick<br />
  36. 36. More General Tips<br />It is not a ‘campaign’, it is a process that will eventually evolve into a culture<br />Once you start, there is no going back. Therefore start with baby steps. But start you must<br />Social Media is a part of integrated marketing communication…it has to align with your other communication channels<br />“Rich content” is the king<br />
  37. 37. Social Media Megatrends<br />
  38. 38. Mega Trends<br />Web 2.0 is bigger than Web 1.0<br />All of us are identifiable at all times<br />Carry your friends recommendation where ever you go<br />Social Media will force us to be more honest<br />Role of Brand Manager will change : more like a ATC<br />Corporate silos will vanish<br />
  39. 39. Marketing Funnel Gets Inverted<br />Classical Marketing<br />100% communication<br />10% consideration<br />1% sales<br />Influencer Marketing<br />0.01% outreach<br />0.1% communication<br />1% sales<br />
  40. 40. Questions?<br />Hareesh Tibrewala<br />Jt. CEO, Social Wavelength<br />hareesh@socialwavelength.com<br />twitter.com/harrytibs<br />www.socialwavelength.com<br />blog.socialwavelength.com<br />