SOCIAL MEDIA MARKETING – A
BEGINNING OF NEW ERA OF
MARKETING
MOHAMMED BADRUD DEEN.I.A

Social media marketing-
definition
Social media marketing refers to the
process of gaining website traffic or
attention through social media sites.
internet is the media by which the
marketer will be marketing their
products, it becomes vital for the
marketer to know what is happening in
the world of internet so that they can
device their marketing strategy.

Social Media marketing’s
scope:
 Here are some quick facts about the role social media is
currently playing in the business world, courtesy of the 2012
social media marketing industry report:
 94% of all businesses with a marketing department used
social media as part of their marketing platform;
 Almost 60% of marketers are devoting the equivalent of a
full work day to social media marketing development and
maintenance;
 43% of people aged 20-29 spend more than 10 hours a
week on social media sites;
 85% of all businesses that have a dedicated social media
platform as part of their marketing strategy reported an
increase in their market exposure;
 58% of businesses that have used social media marketing for
over 3 years reported an increase in sales over that period.

Limitations of traditional
marketing:
 Timing:
Traditional marketing uses static text, if an ad is
placed in the newspaper, it can't change until you
place another ad.
 Costs:
You must pay for ads in newspapers or mailers every
time you run a new campaign. On the Internet, your
ad is accessible to the entire World Wide Web.
 Customization:
Specific market segments can be targeted, but not an
individual.
◦ Pricing Options:
Traditional marketing can present special sales and
pricing. However, it is typically more difficult to offer
complex bundle pricing.

Benefits of social media
marketing:
 Cost reduction by decreasing staff time;
 Increase of probability of revenue
generation;
 brand reach and awareness;
 consumer interactions through
transactions;
 Generating exposure to businesses;
 Increasing traffic/subscribers;
 Selling more products and services.

Marketing strategies used in
social media marketing are:
1.TARGETING:
Social media marketing involves the use of social
network such as Facebook and Twitter which
provide advertisers with information about the
likes and dislikes of their consumers. This
technique is crucial, as it provides the businesses
with a “target audience”.
2.COBRA’S:
Consumer’s online brand related activities
(COBRAs) is another method used by
advertisers to promote their products. Activities
such as uploading a picture of your “new
Converse sneakers to Facebook” is an example of
a COBRA.

E WOM:
 Another technique for social media
marketing is electronic word of mouth
(eWOM). Electronic recommendations
and appraisals are a convenient
manner to have a product promoted
via “consumer-to-consumer
interaction.

Top Companies using social
media marketing to promote
their products:
 Pepsi Coke, Nokia and many of the top brands
have effectively used social media for achieving
their business objectives.
 BMW - Utilizing Facebook to promote their 1-
Series Road Trip and they have created a
Rampenfest Page for fans.
 Dunkin Donuts - They've found value in social
media and have set up a microblogging Twitter
account.
 General Motors - GM leverages the social
media to improve the online equity of its brand
and make
consumers feel more connected.

Common fears about social
media marketing:
 Time consuming;
 Big implication if facts go wrong;
 Negative comments about the products by
a consumer can affect the sale;
 Can hamper business since
standardisation cannot be adopted as
different individual customer may demand
for different things;

IS IT TRUE ??
A COMPANY WHICH HAS MADE
THE CLAIMS FALSE, AND HAS
ADOPTED THE STRATEGIC SOCIAL
MEDIA MARKETING WHICH HAS
BOOSTED IT’S SALES AND HAS
BROUGHT MORE CUSTOMER’S TO
IT’S KITTY AND HAS CREATED
CUSTOMER’S LOYAL BY IT’S
APPROACH.

IBM’S APPROACH OF SOCIAL
MEDIA MARKETING:
 IBM social content management provides content
in context - a system of engagement that enables
business users to share ideas, locate expertise, and
access relevant knowledge via professional social
networks. It helps organizations create relevant
content, put content in motion, and solve problems
easier and make better decisions faster - to deliver
innovative products, world class customer care, and
improve workforce productivity.
 The IBM social content management strategy
includes three key themes: office document
management, social collaboration, and social
business applications.

 LET US TALK ABOUT SOCIAL MEDIA
MARKETING’S IMPACT ON THE
DEVELOPING ECONOMY LIKE INDIA. WHAT
SCOPE IS THERE IN INDIA THAT COMPANIES
SHOULD LOOK ON TO CAPITALISE IN THE
INDIAN MARKET’S…
 CAN INDIA SURPASS OTHER DEVELOPED
COUNTRIES IN SUPPORTING SOCIAL MEDIA
CAMPAIGN?
 WILL INDIA ACCEPT SOCIAL MEDIA
MARKETING?

Social Media Marketing in
India - An Overview:
 India has 71 million active internet users. Social Media is
really picking up new heights in India.
 According to the 2010 Regus Global Survey of business
social networking, India tops the usage of social networking
by business – it has the highest activity index, 127, far
more than the US’97, and 52% of the Indian respondent
companies said that they had acquired new customers using
social networks .
 During Election 2009 Social Media was used for Influence
Indian Voters.
 Social Media Marketing in India is being undertaken by
brands like Tata Docomo, MTV India, Channel V, Clear Trip,
Tata Photon, Axe deodorants, Microsoft, Naukri, Shaadi and
many more.
 Besides, numerous Indian celebrities are also using SMM
platform to promote their movies, music and events via
Twitter, Facebook and personalized blogs.

CONCLUSION:
 There is no escaping social media these days,
either for individuals or for businesses. Today, it
is impossible to separate social media from the
online world.
 As per the Hub spot report, Customers with
blogs gathered 68% more leads than customers
without blogs. It is imperative to understand that
today, social media have exponential potential.
They are part of an ever-growing online network
of people who discuss, comment, participate,
share and create.
 So companies should get ready to the new
era of marketing to get in pace with their