1. "How to Succeed in Business usingSocial Media?"4th webinar of the retail e-Commerce seriesan embitel initiative8th Oct 2009Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd.

2. Speaker Profile Founderdmc GmbH, Germanywww.dmc.de ChairmanEmbitel, Indiawww.embitel.comDaniel Rebhorndr@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 Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd. 3. Facebook case Beginning 2009 Facebook forced people to accept new terms andconditions Users were much concerned and lots of protests happened Facebook returned to old terms. Shouldnt Facebook foresee such a reaction?? Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd. 4. Amazon case In 2009 Amazon remotely deleted e-books downloaded throughamazon kindle service After a lot of negative comments and discussions going on, AmazonCEO has to excuse for this action. Would that be possible2 years back withoutsocial networks??Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd. 5. Tharoor twitter case Tharoor (Minister of external Affairs in India) runs twitter feed andposted comment about 2nd class train passengers. Public protested about this, mainly within social networks. He himself had toapologize and evenprime minisiter had tocomment on this. Would any otherchannel cause sucha speedy respond?? Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd. 6. Our MessageInternet based social networks and communities aregetting more popular every day.You cant change it and you shouldnt wait until thisturns against you instead use it for your Own AdvantageBetter eCommerce 2009 Embitel/ dmc systems India Pvt Ltd. 7. Agenda What the heck is Social Media? Why Social Media? Benefits of Social Media Marketing (SMM) Difficulties in Social Media Marketing SMM and its tools Dos & Donts Success stories Summary Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd. 8. What the Heck is Social Media? Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd. 9. What the Heck is Social Media?The Art of Listening,Learning and Sharing Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd. 10. What the Heck is Social Media?Social Media is the use of electronic and Internet tools for the purpose ofsharing and discussing information and experiences with other human beings.Social Media is about Public Relation Customer Service Loyality Building Collaboration Networking Customer AcquisitionBetter eCommerce 2009 Embitel/ dmc systems India Pvt Ltd. 11. Why Social Media?Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd. 12. 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 Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd. 13. Why Social Media?Traffic is declining on brand sitesBetter eCommerce 2009 Embitel/ dmc systems India Pvt Ltd. 14. Why Social Media?And is increasing onSocial SitesBetter eCommerce 2009 Embitel/ dmc systems India Pvt Ltd. 15. Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd. 16. Benefits of Social Media MarketingBetter eCommerce 2009 Embitel/ dmc systems India Pvt Ltd. 17. 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 managementBetter eCommerce 2009 Embitel/ dmc systems India Pvt Ltd. 18. How it drives businessbusiness? 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 stageBetter eCommerce 2009 Embitel/ dmc systems India Pvt Ltd. 19. 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 Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd. 20. SMO and its tools Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd. 21. SMM and its 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 MonitoringBetter eCommerce 2009 Embitel/ dmc systems India Pvt Ltd. 22. 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 partof 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, ...Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd. 23. Smart e-Commerce exampleBetter eCommerce 2009 Embitel/ dmc systems India Pvt Ltd. 24. Fame cinemas example Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd. 25. Walmart exampleBetter eCommerce 2009 Embitel/ dmc systems India Pvt Ltd. 26. Blog Optimization Select the Blog URL according toyour subject Select the Blog host from any ofthe WordPress or Blogger orLive journal Regularly post your contentaccording to keywords andlabels, this will help your blog toindex visibility in the searchengines Start adding e-mail services toyour blog with e.g. monthlynewsletter Post comments on the relatedblogs or crosslink to other blogsBetter eCommerce 2009 Embitel/ dmc systems India Pvt Ltd. 27. Microsite Blogging Setup a blogging microsite to support a specific campaign or toreach 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 Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd. 28. Microsite Blogging Toyota example Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd. 29. Microsite Blogging Nach Bailye Starplus example Better eCommerce 2009 Embitel/ dmc systems India Pvt Ltd. 30. Viral marketing Pay influential bloggers to write reviews> be aware that result its not only positive < Involve bloggers in pre-launch phase, e.g. By sending productsamples 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