session 5 - social media part 1

8/10/2019 Session 5 - Social Media Part 1

1/57

SOCIAL MEDIA

MARKETING

HS SRIVATS

DEEPAK GOPALAKR


2/57

Lets start off with a fewstatistics.


3/57

Internet users in India


4/57

Internet users in India

205 million.


5/57

Internet users in India by 2015


6/57

Internet users in India by 2015

350 million.


7/57

Percentage of Indian web userswho use social media


8/57

Percentage of Indian web userswho use social media

86%


9/57

Facebook users in India


10/57

Facebook users in India

90-100 million


11/57

Twitter users in India


12/57

Twitter users in India

33 million


13/57

LinkedIn users in India


14/57

LinkedIn users in India

18 million


15/57

Tumblr users in India


16/57

Tumblr users in India

19 million


17/57

G+ users in India


18/57

G+ users in India

22 million


19/57

Pinterest users in India


20/57

Pinterest users in India

15 million


21/57

What is social media?

Any media that lets people converse, talk, connecteach other

In the digital age: A group of Internet-based applithat build on the ideological and technological founof Web 2.0, and that allow the creation and exchauser-generated content.


22/57

What is social media?

This definition covers a large gamut of platforms,

General: Facebook, Friendster, G+

Special-interest: LinkedIn, Myspace, TeamBHP, Pag

Messaging: Google Talk, Whatsapp, WeChatAnd even Comments sections, blogs, video shari


23/57

A brief history of social media


24/57

1978: Bulletin Board Systems

The precursor to the forums & discussion boards o


25/57


26/57


27/57

1997: SixDegrees

One of the first sites to let users create profiles

999 d d


28/57

1999: Friends Reunited

The first network to achieve popularity and scale

2002 2004


29/57

2002-2004

Explosion of networking sites including:

Friendster

Myspace

LinkedInRyze

hi5

2002 P l


30/57

2002: Pagalguy

Largest MBA-specific discussion forum in the world

2004 Th bi th f th i t


31/57

2004: The birth of the giant

Facebook was born, initially as a college-only netw

Th d


32/57

Then onwards

Huge increase in number of people getting onlin

hence making up social media numbers

Mobile technology made social media more immand more a part of our lives than before

Technology trickled down to the masses

It t i t


33/57

It went mainstream

Celebrities started getting on board: Twitter, FB

Instagram feeds, blogs

It became big businesses: FB and Twitter IPOs, of Whatsapp, Instagram, etc.

Activities of social media frequently made the ne


34/57

Clearly, with so many peoplespending time, marketers realisthis was a space they had to be

Prior to Facebook


35/57

Prior to Facebook

Apart from the odd banner ad or Google text ad

media was not making too much money.

Facebook and its targeted advertising changed

2005: The first FB ads


36/57

2005: The first FB ads

Each platform came up with unique option


37/57

Each platform came up with unique option

Twitter: Promoted tweets / trends

YouTube: Pre-roll advertising / text ads

LinkedIn: Inmails

Facebook: Stamp ads, news feed advertising, prposts

All these fall under display advertising

Some platforms offer unique paid services


38/57

Some platforms offer unique paid services

LinkedIn: Premium account; options for HR man

SoundCloud: Premium account for musicians

Slideshare: Premium account for customizations

YouTube: Lots of customization options possible

SMM today


39/57

SMM today

One of the most important components of digita

marketing

There are accepted systems, processes, tools, adesignations dedicated to social media, across i

It is also ever-changing and complex!


40/57

Social media marketing is touteto reach $11b in revenue by 20

(6.1b in 2013)


41/57


42/57


43/57

In brief


44/57

In brief

Facebooks strengths are its large user base and

targeting abilities

The use of Facebook by brands has varied vastlythe last 5 years

Concept of brand pages or corporate profiles waby Facebook


45/57

What a brand can do on Facebook


46/57

What a brand can do on Facebook

Create a brand page

Post: Images / text / video

Reply to comments / complaints / queries

Develop an application and host it

Run a contest

Provide offers and discounts

Run ads and promote posts


47/57

In brief


48/57

In brief

Microblogging website that allows users to exp

instant feelings and thoughts through 140-charatweets

Started in 2006, now a $664m company

Makes money through advertising

274m active users (July 2014)

3300 employees

In brief


49/57

In brief

Twitter is more open than Facebook

Concept of follow was popularized by Twitter: Hcelebrities came to Twitter first (no need to recifriend request)

Twitter tends to be popular among influencers w

it an ideal platform to broadcast thoughts

Terms that you should know


50/57

Terms that you should know

Handle

Tweet

Re-tweet

Followers

Following

Hashtag


51/57

What a brand can do on Twitter


52/57

What a brand can do on Twitter

Create a brand handle

Tweet

Reply to replies / general tweets

Customer care

Listen to what others are saying about you, competithe category

Start a hashtag / run a contest

Promote: A tweet / hashtag / profile

Other platforms


53/57

Other platforms

YouTube: Video hosting

A brand can create a video, a channel, a premium chamasthead takeover, run a public Hangout

LinkedIn: Professional

A brand can create a corporate profile, get followers, and products, advertise, use HR and sales solutions tobusiness goals


54/57

There are plenty of other social media platforms


55/57

p y p

Tinder: Dating

TeamBHP: Indian forum for auto enthusiasts

CouchSurfing: Network for travellers

Flickr: Photography

Gays: For the LGBT community

ReverbNation: For musicians

GoodReads: For people who love reading

Other languages


56/57

g g

Vkontakte: Russia: 250m users

Habbo: Finland: 268m users Sina Weibo: China: 300m users

QZone: China: 480m users

India: Pagalguy, TeamBHP, InternetBroadbandFoBharatStudent. Local language sites like LaiBhaaas well.


57/57

session 5 - social media part 1

Documents