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Social Media WorkshopHareesh TibrewalaJoint CEO, Social Wavelength<br />

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Agenda<br />What is Social Media<br />Social Media for Business<br />Social Media Communication<br />Social Media Megatrends<br />

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What is Social Media?<br />

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Accha….Facebook?!<br />

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“<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 />

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How Big Is It<br />

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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 />

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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 />

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But this is kids stuff right? How does it effect my business?<br />It is not Kidstuff!<br />

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Social Media for Business <br />

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What can Social Media be used for ?<br /><ul><li>Brand Building

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Generating Sales Leads

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Reputation Management

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Real Time Consumer Survey

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Customer service

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Co creating products

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Creating B2B relationships</li></li></ul><li>It helped Dell<br />$$$$$<br />

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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 />

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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 />

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It helped Dell<br />$$$$$<br />

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Have you heard of what happened to Domino’s?<br />

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From YouTube to <br />The New York Times<br /> in 3 days.<br />

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Know what people are thinking about, In Real Time<br />Are they considering a new demat account? What are their issues?<br />

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Eavesdropping your customers’ homes – Social Media Monitoring<br />Themes<br />Tone<br />Brand Reference<br />Influencer Identification<br />

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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 />

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Social Media Communication<br />

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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 />

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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 />

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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 />

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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 />

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Social Media Megatrends<br />

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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 />

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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 />

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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 />