Social Media Marketing How to Succeed in Business Using SMO

"How to Succeed in Business using
Social Media?"

4th webinar of the retail e-Commerce series
an embitel initiative
8th Oct 2009
Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.

Speaker Profile

Founder
dmc GmbH, Germany
www.dmc.de

Chairman
Embitel, India
www.embitel.com

Daniel Rebhorn
dr@dmc.de

• Studied Computer Science at University of Stuttgart
• Entrepreneur since 1992
• Working in retail e-Commerce for last 14yrs
• Responsible for development of e-retail sites like Neckermann, Kodak

Facebook case

• Beginning 2009 Facebook forced people to accept new terms and
conditions

• Users were much concerned and lot’s of protests happened

• Facebook returned to old terms.

• Shouldn’t Facebook foresee such a reaction??


Amazon case

• In 2009 Amazon remotely deleted e-books downloaded through
amazon kindle service

• After a lot of negative comments and discussions going on, Amazon
CEO has to excuse for this action.

• Would that be possible
2 years back without
social networks??


Tharoor twitter case

• Tharoor (Minister of external Affairs in India) runs twitter feed and
posted comment about 2nd class train passengers.

• Public protested about this, mainly within social networks.

• He himself had to
apologize and even
prime minisiter had to
comment on this.

• Would any other
channel cause such
a speedy respond??


Our Message

Internet based social networks and communities are
getting more popular every day.

You can‘t change it and you shouldn‘t wait until this
turns against you

… instead use it for your Own Advantage


Agenda

• What the heck is Social Media?

• Why Social Media?

• Benefits of Social Media Marketing (SMM)

• Difficulties in Social Media Marketing

• SMM and it’s tools

• Do’s & Don'ts

• Success stories

• Summary


What the Heck is Social Media?



The Art of Listening,
Learning and Sharing



“Social Media is the use of electronic and Internet tools for the purpose of
sharing and discussing information and experiences with other human beings”.

Social Media is about …

• Public Relation
• Customer Service
• Loyality Building
• Collaboration
• Networking
• Customer Acquisition


Why Social Media?


Why Social Media?

• 2 out 3 of the Global Internet Population visit Social Network
• Visiting Social Sites is the 4th most popular activity
• Time spent on Social network is growing at 3 times the overall internet rate
• Monthly growth rate of twitter is 1382% as on Jan to Feb 2009
• 3,000,000 is the avg number of tweets per day
• 1,000,000,000 is the amount of content shared each week on facebook
• 93% of Social Media Users belive a company should have presence in social
media
“Web 2.0 is a state of mind”


Why Social Media?

Traffic is declining on
brand sites

Why Social Media?

And is increasing on
Social Sites


Benefits of Social Media Marketing


Benefits of Social Media Marketing

• Increases the direct customer interaction
• Strengthening the brand awareness
• Increase traffic by more inbound links
• Increase the sales
• Cost effectiveness
• Interaction with future customers
• Increased online visibility
• Improved services
• Extremely fast and active feedback
• Change negativity into positivity

• Online reputation management


How it drives business
business?

• Increased traffic on your website
– Directly from Social Networks
– Indirectly from Search Engines etc.
• Increased brand awareness
– By more direct interacting with the customers
– By building up trust
• Increased interaction with customers
– Direct feedback can be used to improve products and services
– Involve customers in design/planning stage


Difficulties in Social Media Marketing

• It takes time, patience, effort and some top-level engagement
• Needs change of mindset, also on senior mgmt level
• Not just simple and easy
• Different approaches
• Nearly infinite number of possibilities
• Be prepared for criticism, accept it and use it for improvements


SMO and it’s tools


SMM and it’s tools

• Corporate Blogging
• Blog Optimization
• RSS-feeds & Marketing
• Social Bookmarking
• Microsites
• Viral Marketing
• Social Networking Communities
• Google Geographical Maps
• Video sharing sites
• Forum Discussions
• Wiki Page Creation
• Social Media Monitoring

Corporate Blogging

• Set up a corporate blog
• Post with the relevant content
• Select Free Hosting Blog or own hosting
• Be prepared for comments as comments are an important part
of a successful blog;
Monitor content but minimize cencorship
• Regularly update with New Content ... daily ?!?
• Can be used for product promotion, product launches,
recruitment, sharing ideas, ...


Smart e-Commerce example


Fame cinemas example


Walmart example


Blog Optimization

• Select the Blog URL according to
your subject
• Select the Blog host from any of
the WordPress or Blogger or
Live journal
• Regularly post your content
according to keywords and
labels, this will help your blog to
index visibility in the search
engines
• Start adding e-mail services to
your blog with e.g. monthly
newsletter
• Post comments on the related
blogs or crosslink to other blogs


Microsite Blogging

• Setup a blogging microsite to support a specific campaign or to
reach a specific demographic target

• Offer the possibility to share experiences, pictures, ideas, ...

Advantages
• Optimized for conversion
• Continuous promotion with regularly
updating with the content
• Customer focused
• Quick results


Microsite Blogging – Toyota example


Microsite Blogging – Nach Bailye Starplus example


Viral marketing

• Pay influential bloggers to write reviews
> be aware that result it’s not only positive <
• Involve bloggers in pre-launch phase, e.g. By sending product
samples to bloggers
• Place controversial comments on popular existing blogs
• Do something controversial / original,
e.g. Video, online game, etc.
• But beware, its a danger!!!
> negative talks are better than no talks <


Video Sharing Websites

• Share your videos, commercials...
• Can be serious, funny or controversial
• Doesn’t even has to look professional

• Key areas:
– Product and service promotion videos
– Customer testimonials
– TV commercial
– Viral marketing videos
– Special recruitment videos


Social Media Monitoring

• Know where and what is said about you and your
company
– It doesn‘t matter if you do SMM or not,
continuously you have to monitor your brand within the
communities

• Use Google Alerts, Blog and Twitter Search Engines
and aggregate the output via Yahoo Pipes


Do’s and Dont’s in Social Media


Do’s

• Submit positive, original or very interesting content in Blogs, Networking
sites etc.

• Spend quality time in social networking sites and participate in all group
activities which are belongs to your business

• Monitor social networks

• Post your business related content in more social media resources

• Most important: If you foresee any negative talks
about your company … be active or at least prepare
yourself.


Dont’s

• Don’t have a “self promotion only ” agenda
• Don’t be too fast in creating your social network, Social websites will block
your account.
• Don’t try to manipulate comments and votes, e.g. by voting yourself or let
your direct network vote for you.
• Don’t submit affiliate program based websites, spam blogs, pirated software
sites etc
• Don’t be greedy with your votes and comments
• Don’t just vote on items submitted by your mutual friends in social
networking sites.
• Don’t share or send shouts for every item you submit.


Success stories


Success stories

• Dell is using tweets to
inform the community
about promotions,
discounts and special
offers

• Information delivered
real-time to users

• Dell established multiple
tweets to target different
segments of customers


Case Study on Smart e-Commerce


Case Study on Smart e-Commerce

Start of SMO activities


Summary

The internet:
• Is changing with social networks
• Is growing up in an unpretictable way

Users:
• Want to share opinion, content, views, ...
• Want to participate

Companies:
• Should be aware of these changes
• Should use the opportunities to its advantage


Our Company

• E-Commerce service company • 250+ employees at
since 1995 Stuttgart HQ, Germany
• e-commerce and e-business • 80+ employees in Bangalore
projects in 30+ countries (incl. • Offering E-Commerce services in
Europe, US, Australia, Japan) India and overseas
• Responsible for … – Consulting
– 75+ – Design
Webshops – Technology
– 1+ Bil. $ – Web-shop maintenance
E-Commerce Order Volume/year – Online marketing (SEO, SEM, SMM)
– 5.000.000+ – Hosting
E-Commerce Transactions/year


Thank you for your interest!

Any questions?
Please contact us:
e.seminar@embitel.com
Daniel Rebhorn Ph: +91 80 41694210 or 41694200
Mb: +91 9008788500

Embitel
URL: www.embitel.com
Blog: www.smarte-commerce.com

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Social Media Marketing How to Succeed in Business Using SMO

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