Social Media Marketing and where it fits in the Digital Marketing universe and the way Indians are consuming social media.

1. Social Media Marketing for Symbiosis Institute of Media and Communication

2. Facts about the Earth Equatorial Radius = 6,378,206 m Area = 510,900,000 sq km Equatorial Circumference = 40,075 km 2000 BG Area = Approximates tip of the mouse pointer 2000 AG

3. Internet Population The world is 72.8% water and 28.2% digital

4. Digital Marketing Push Communication Banner, Viral, Advertising, Email, SMS Marketer Consumer Interactive Communication Social Media, Widgets, ORM Pull Communication SEM, SEO

5. Pull Communication Pros: No restrictions in terms of type of content or size as the user determines what they want. No technology required to send the content, only to store/display it. No regulations or opt-in process required. Cons: Considerable marketing effort required for users to find the message/content. Limited tracking capabilities – only total downloads, page views, etc. No personalization – content is received and viewed the same across all audiences Copied from Wikipedia

6. Push Communication Pros: Can be personalized -- messages received can be highly targeted and specific to selected criteria – like a special offer for females, 21 years old or over and living in Pune. Detailed tracking and reporting – marketers can see not only how many people saw their message but also specific information about each user such as their name as well as demographic and psychographic data. High Return on Investment (ROI) possible – if executed the right way, push messaging can help drive new revenue as well as brand reinforcement. Cons: Compliance issue – each push messaging technology has its own set of regulations, from minor (RSS) to heavily controlled (email and text messaging) Requires mechanism to deliver content – the marketer has to use an application to send the message, from an email marketing system to RSS feeders. Delivery can be blocked – if the marketer does not follow the regulations set forth by each push message type, the content can be refused or rejected before getting to the intended recipient. Copied from Wikipedia

7. Social Media Behaviour Evolution Source: TNS Media Influence

8. Interactive Marketing

9. Social Media Marketing

10. Social Media Opportunities

11. Social Media Starfish In 2007 Source: Robert Scoble

12. Social Media Starfish In 2009

13. Social Media Ecosystem

14. Social Media User

15. Social Media Interactions

16. Social Media Interaction

17. Social Media Interaction

18. Social Media Interaction

19. Architecture of Participation Source: The Long Tail, Chris Anderson, Pg 84

20. Understanding Indian Social Media Internet User (Source: Forrester)

21. Social Media Platforms

22. Social Networking Sites

23. More than175 millionactive users Leading demographics are35-44, 45-54 Average user has120“friends” More than3 billionminutes spent on Facebook each day More than850 photosuploaded each month More than 7 millionvideosuploaded each month More than 2 millionevents createdeach month (Source: Facebook.com)

24. Facebook Joining the conversation Fostering the community Building relationships Facebook.com/SIMC Facebook marketing requires communicating, not advertising

26. Over38 millionLinkedIn members worldwide Resourceto connect professionally - business connections, networking, new business Highlyeducateduser Dominatedby 35-44, 45-54, 55-64 demographics Tap intocompanies connections, ask questions, answer questions (Source: LinkedIn.com)

28. Branding personnel

29. Expanding the Rolodex

31. Blog – the influencer

32. The Influencer Exercise # On the day of the interview to make to SIMC Think, and write down, what made you join SIMC Who influenced you? What did that person say? What influenced you? What has the been the outcome?

33. Blogging Blogging is no longer a “public diary” Blogging is “broadcast platform” To share views, news, opinions, and connect with like minded individuals To showcase creative writing and source of entertainment To database of educational content To having credibility as a public informers A barometer of cultural shift to individual celebrity status

35. 14% of internet users actively blog

36. 39% are aware of blogs

37. over 75% of all bloggers are men

38. 85% are below the age of 35

39. Usage Pattern

40. 49% said they read blogs to be entertained

41. 50% found blogs by business leaders interesting

42. in contrast, 24% found politicians' blogs interesting

43. 58% started their blog to express themselves, while 40% to entertain other

44. Time Spent

45. 90% of bloggers spend up to 5 hours per week reading blogs or updating their own blogs Source: iamai.in

46. Micro-blog

47. Twitter 70%of users joined in 2008Dominated by35-44demographic Estimated 5-10 thousand new accountsopenedeach day Traffic grown over600%in past 12 months (Source: HubSpot)

48. Twitter Listen & Respond Promotions & Insight Building relationships twitter.com/SIMC Create great content and tweet about it Encourage people to retweet it Track who is retweeting and thank them

49. Multimedia Marketing

50. Multimedia Marketing Video: Photos: Music: LiveCasting: Podcasting:

51. Collaboration

52. Collaboration Wikis: Social Bookmarking: Social News:

53. Reviews and Opinions Online Reputation Management

54. Product Reviews: epinions, Mouthshut, burrp Questions and Answers: Yahoo Answers, RediffQnA, ibiboSawaal

55. Reviews online International research says that offline buying (any service / product) after an online search is $180 billion and online research leads to online buying around $160 Billion globally in 2006. According to MasterCard Worldwide Insights for India, Online shoppers in India have a higher tendency to indulge in opportunistic shopping online than through traditional offline means.

56. Trust in Social Media Source: Neilsen Consumer Report, October 2007

57. What is happening online? IndiaFM I will not watch the movie Ourbollywood.com India-forums.com Rediff.com

60. Social Games

61. Social Games Virtual Worlds: Second Life, The SIMS Online Online Gaming: World of Warcraft, EverQuest Browser Gaming: Yahoo Games Facebook Gaming: FarmVille, Mafia Wars Flash Gaming: Games on Hungama, C2W, Zapak Mobile Gaming: SMS, MMS, GPRS (using technology), in-built games

62. MokshJuneja Social Media Catalyst Avignyata Inc. Mobile: +91 9322121170 Email: mokshjuneja@avignyata.com Website: http://www.avignyata.com Blog: http://mokshjuneja.blogspot.com