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Social Media Marketing

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Social Media Marketing helps in building a strong community around a brand. The community could be built on Facebook, Twitter, Instagram, LinkedIn, YouTube etc. based on the nature of the brand, type of customers and the content strategy.

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Social Media Marketing

  1. 1. Social Media Marketing Anandan Pillai
  2. 2. Social Network Users in India 390 Mn 62 Mn 100 Mn
  3. 3. Top Brands Source: SocialBakers
  4. 4. Top Brands Source: SocialBakers
  5. 5. 2019 Media Spends 4640 3608 3429 3414 375 0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000 Video SEM Social Display Affiliates + Content + Influencers Digital AdEx (in INR Crores) Source: Pitch Madison Advertising Report
  6. 6. Is it… COMMUNITY MANAGEMENT OR PAID ?
  7. 7. Has Social Media transformed? Community Size Mattered 2007 – 2010/11 Contests Driven Engagement 2011 – 2016/17 Emotional Content + Commerce 2016/17 onwards
  8. 8. 7 Cs of Social Media Marketing Channel Community Context Conversations Curation Cross-channel dynamics Commerce
  9. 9. Channel
  10. 10. Social Media Channel Personality
  11. 11. Community
  12. 12. Decisions • Who? • How much? • Organic vs Paid • How long?
  13. 13. Context
  14. 14. Context Maintain Brand Awareness Product Launch Festive Engagement Trending Topic (Topical Marketing) Social Issues Milestones Employer Branding
  15. 15. Maintain Brand Awareness
  16. 16. Product Launch
  17. 17. 7 Cs of Social Media Marketing Channel Community Context Conversations Curation Cross-channel dynamics Commerce
  18. 18. Festive Engagement
  19. 19. Festive Engagement
  20. 20. Trending Topics
  21. 21. Social Issues
  22. 22. Milestones
  23. 23. Employer Branding
  24. 24. Employer Branding
  25. 25. Conversations
  26. 26. Online Reputation Management
  27. 27. https://www.anandanpillai.com/zebronics-twitter-customer-support/
  28. 28. What’s your comment on this emailer?
  29. 29. Online Reputation Relationship Management
  30. 30. Curation
  31. 31. Why Curate? • Break monotonous • Involve the larger audience ‘actively’ • Delegate brand ownership • Larger & effective word of mouth • Wider organic reach
  32. 32. Influencer marketing agencies in India • www.theinfluencermarketingfactory.com • www.chtrbox.com • www.whisskers.com • www.letsinfluence.io • www.grynow.in • www.brandloom.com • www.whatstheword.co • www.hdkdigital.com • www.influencer.in • www.urpopular.com • www.talkwalker.com
  33. 33. Sample list of influencers • Source: Talkwalker
  34. 34. How to find influencers?
  35. 35. What factors should you be vary of? Source: Talkwalker
  36. 36. Cross-channel dynamics Yes or No?
  37. 37. Commerce
  38. 38. Measurement • Engagement • Facebook – Reactions (various), Comments (Positive / Negative / Neutral), Shares • Twitter – Likes, Retweets, Replies, DMs • LinkedIn – Likes, Comments, Shares • Instagram – Likes, Comments, Reposts • YouTube – Likes, Dislikes, Comments • Growth in community size • Website Traffic • Brand Awareness (regular measurement at equal intervals, say every quarter) • Word of Mouth (will your community recommend your brand?) - Survey • Sales / Leads / Footfalls
  39. 39. Thank you

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