Download - Social Media - Past Present Future
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Social Media Past, Present & Future
Girish S PrabhuArchitectArbitron
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2© 2010 Arbitron Inc.
What really is Social Media ?
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3© 2010 Arbitron Inc.
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4© 2010 Arbitron Inc.
Efforts to create content that attracts
attention and encourages readers to share it with their
networks.
Social Media is …
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5© 2010 Arbitron Inc.
Is this some thing new ?
People met, gathered to share their passions always…
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6© 2010 Arbitron Inc.
How did it evolve…
»We had Geocities that allowed to create pages and tag them in 1994.
»TheGlobe.com which allowed to create custom content and interact with others with similar interest was existing in 1995.
»Also Classmates.com was launched in 1995.
Based on study from Danah M. Boyd, University of California-Berkeley
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7© 2010 Arbitron Inc.
We do not surf the web anymore!
…We shape it!!
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8© 2010 Arbitron Inc.
Why people love to share ?
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9© 2010 Arbitron Inc.
Why people share …
Performance Feel powerful to
perform with people whom you know.
- Corporate
- Personal Branding
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10© 2010 Arbitron Inc.
Why people share …
Reputation- The more important information you share your reputation increase.
- The more value people get out of interactions, the more they interact.
- Product Info (pre launch)
- Training
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11© 2010 Arbitron Inc.
Why people share …
Novelty- Want to share only an idea that is not shared earlier in the same network
- Product Launches
- Concepts
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12© 2010 Arbitron Inc.
Why people share …
Scarcity- Scarcity of information
- Specialized Subjects
- Product Blogs
- Customer training
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13© 2010 Arbitron Inc.
Why people share …
Warning- Natural Calamities
- Product Misbehaving
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14© 2010 Arbitron Inc.
Why organizations need
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15© 2010 Arbitron Inc.
BRAND = COLLECTIVELY, WHAT PEOPLE SAY, FEEL & THINK ABOUT
YOUR PRODUCT OR COMPANY.
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16© 2010 Arbitron Inc.
Brand Building through SM
People trust…»Recommendations from friends and family
»Expert product review from websites and Blogs
»Independent reviews in publications
»Consumer product reviews
»Momentary reactions from real people
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17© 2010 Arbitron Inc.
Social Media Marketing …
People can influence other people
- Greater trust factor
- Rapid word of mouth
- Unbiased feedback
- Insights
- Earns Coverage and Credibility
- Powerful than surveys.
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18© 2010 Arbitron Inc.
Main reasons to embrace SMM
Unless you drive your BRAND others will take advantage.
Your employees/prospects are doing it already.
Discussion on your brand is happening already
Does not require a huge media budget
Word-of-mouth / viral effect can carry a message a long way.
http://www.insideppm.com
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19© 2010 Arbitron Inc.
How can we use Social Media ?
It is not just for marketing…
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20© 2010 Arbitron Inc.
Social Media can be used for…
Reputation Management
»Listen to your brand
»Real-time reactions with real people
»React to good and bad news
»Immediate damage control
»Opportunity to win back consumer trust
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21© 2010 Arbitron Inc.
Social Media can be used for…
Customer Acquisition
»Social Media Campaigns
»Have people participate
»Have integrated campaigns (Online & Offline)
»Offer based campaigns
»Online Contests
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22© 2010 Arbitron Inc.
Social Media can be used for…
Customer Service
»New help line.
»Appreciation and follow-up
»Customer service in Public
»Use multi-channel help lines.
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23© 2010 Arbitron Inc.
Social Media can be used for…
Public Relations
»Blogs and ‘How-to’s
»Democratization of reporting
»Every customer can become a journalist
»Easy access to Media
»Press releases
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24© 2010 Arbitron Inc.
Social Media can be used for…
Employee Engagement
»Employees feel valued when :• Involved in decision making
• They are able to voice their ideas, thoughts and the management listen to these views
• The organization is concerned about growth and health
»Four attributes of engagement:• Collaboration
• Transparency
• Trust
• Authenticity
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25© 2010 Arbitron Inc.
Social Media can be used for…
Recruitment
»Use multiple channels
»Be very transparent
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26© 2010 Arbitron Inc.
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27© 2010 Arbitron Inc.
Tools…
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28© 2010 Arbitron Inc.
Future
»Social Advertising
»Social Avatars
»Social Search
»Communication methods will change
»Work culture will grow out of organizational boundaries
»Network Analysis based insights.
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29© 2010 Arbitron Inc.
Last but not the least…
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@girishsprabhu