Presentation made on Social Media at the TIE Workshop in Mumbai.

1. Social Media WorkshopHareesh TibrewalaJoint CEO, Social Wavelength

2. Agenda What is Social Media Social Media for Business Social Media Communication Social Media Megatrends

3. What is Social Media?

4. Accha….Facebook?!

6. “ Social Media: The online technologies and practices that people use to share opinions, insights, experiences and perspectives. Affinity to groups why Making new friends Displaying Creativity Keeping in touch Exhibitionism Getting validation Paying it forward Altruistic impulse Peer pressure how Blogs User generated videos and podcasts Social networking sites wikis Ratings and reviews tagging widgets Forums and message boards RSS

7. How Big Is It

8. 100 million global visitors Every minute – 20 Hrs worth of new video uploaded If Facebook was a country. Population? > 400 million! The number of blogs worldwide is > 200 million. Growing at the rate of nearly 900,000 a day!

9. 80% Fortune 500 companies use LinkedIn for recruitments You Tube is the worlds second largest search engine 80% of twitter usage is from mobile devices. People will post anytime, anywhere. Imagine what this means if your customer service is bad

11. But this is kids stuff right? How does it effect my business? It is not Kidstuff!

12. Social Media for Business

14. Generating Sales Leads

15. Reputation Management

16. Real Time Consumer Survey

17. Customer service

18. Co creating products

20. It helped one of these car companies. Car purchase decided, not by the size of Xylo ads, but by the 22 recommendations here!!

21. And it helped this plumber Same could happen with a doctor, a lawyer, a stock broker.. There will be positive recommendations, as also negative…. “Don’t go to that guy.. He’s a cheat..” etc. “I will tell my Facebook friends about your brand. Not because I like your brand, but because I like my friends!”

22. It helped Dell $$$$$

24. Have you heard of what happened to Domino’s?

25. From YouTube to The New York Times in 3 days.

27. Know what people are thinking about, In Real Time Are they considering a new demat account? What are their issues?

30. Eavesdropping your customers’ homes – Social Media Monitoring Themes Tone Brand Reference Influencer Identification

31. Case Study Videos Burger King Sacrifice Ray Ban Case Study Blend Tech case study Dove _ actual ad Dove _ parody

32. Social Media Communication

33. Its Different.. Mass Media Campaign (Start / End) First create, then publish Broadcast Rent the media Big boys have an advantage Social Media Way of Life (Ongoing) Real time Completely interactive You have the “earn” the media Level playing field

34. 3 Circles of Success Circle A: People already connected to you Occupy a part of their life 80:20 communication mix Circle B : People connected to Circle A Shareable content Applications Circle C : everyone else Online and Offline

35. General Tips Social Media is not about shouting out loud. It is about quiet conversations You have to learn to listen, before you start talking It is about creating “shareable” content. Your users (consumers) are also your content distributors It is about lighting up a forest, with a match stick

36. More General Tips It is not a ‘campaign’, it is a process that will eventually evolve into a culture Once you start, there is no going back. Therefore start with baby steps. But start you must Social Media is a part of integrated marketing communication…it has to align with your other communication channels “Rich content” is the king

37. Social Media Megatrends

38. Mega Trends Web 2.0 is bigger than Web 1.0 All of us are identifiable at all times Carry your friends recommendation where ever you go Social Media will force us to be more honest Role of Brand Manager will change : more like a ATC Corporate silos will vanish

39. Marketing Funnel Gets Inverted Classical Marketing 100% communication 10% consideration 1% sales Influencer Marketing 0.01% outreach 0.1% communication 1% sales

40. Questions? Hareesh Tibrewala Jt. CEO, Social Wavelength hareesh@socialwavelength.com twitter.com/harrytibs www.socialwavelength.com blog.socialwavelength.com