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Brand Management &
A Perspective on Digital
Marketing
Vikas Chawla
www.socialbeat.in
Why is Social Media more
relevant than ever before
Relevance of social media in India by Social Beat
Brand Management &
A Perspective on Digital
MarketingMacro Perspective of Digital Media
Globally, over 2.2 billion people on the
internet
Only going to rise, thanks to smart
phones
Personal
Computer
s
Smart Phones
Tablets
With 125m internet users, India is
growing rapidly
India seeing the highest growth, even
amongst BRIC
Source: ComScore, July 2012
Putting Digital India in perspective:
ONLY 10% penetration
Population:
1241m
TV: ~800m
Mobile:
~702m
Internet:
~125m
So What is Social Media?
Sharing
3 types of social media
communication
Connecting
Publishing
Content
Publishing Content
Content is the key to any digital strategy
Allows you to connect/network
with everyone from everywhere
Connecting
Sharing
• Find where your audience hangs-out
• Produce content your audience will love and share
“Likes” and “Follows” are not what
matters
Evaluating your success
Increased traffic leading to sales
Analytics to understand better
Better brand awareness
Brand Management &
A Perspective on Digital
MarketingSocial Media for Business
Adidas Success story
McDonald’s Failure story
Red Bull Mega Success story
1
2
3
Red Bull STRATOS Success story
• Red Bull STRATOS: Red Bull Gives You Wings
• A business move that translated into estimated sales of tens
of millions of dollars
• More than 8 million people watched the YouTube live
stream of Felix Baumgartner becoming the first person to
break the sound barrier
• Experienced a 108 % increase in fan base growth
• Grew its community of Twitter followers by 300% and is
now the #2 beverage brand overtaking Coca-Cola
Adidas Success
story
• Activities like Cricket Trivia and Fantasy Cricket
• Sneak previews and premiering of the new campaign TVC’s
released first on Facebook before TV
• In less than a year, the page grew up to more than 1.1
million members and still growing at a feverish pace.
• According to the AC Nielsen report
• Adidas was one of the most talked about brand on the
social media
• Even ahead of the official sponsors of the ICC World
Cup including competitor, Nike.
Digital Marketing cannot mend a broken
business
Just by having a digital strategy wont take away
your customer complaints: if anything, it will
only amplify your complaints
McDonald’s Failure @Social media experiment
• McDonalds launched a Twitter
campaign using the hashtag
#McDStories
• asked users to post nostalgic stories about
their experiences on Happy Meals
Social media campaigns always contain a
measure of risk
• Need to anticipate reaction from customers
• Need to prepare contingency plans
Why is Social media important for
businesses
• It finds you customers and builds clientele
• It gives businesses the ability to find out what people are saying
about them (and others) in their industries
• It builds your brand
• It provides a test audience (vs. focus groups)
• Solidifies your reputation as a valuable and knowledgeable resource
Social media has changed the way
marketing is done
• It’s a permission-based marketing
• Social media is like a collaborative
• Become a member, ask questions, give answers,
add value to the community, ask & answer
questions
• Plus, no boundaries of time & space
Brand Management &
A Perspective on Digital
MarketingFindings From our Survey
90% felt social media was vital, but still 24% are
not using social media
55% not sure of how to market their product using
social media
Brand Management &
A Perspective on Digital
MarketingSocial Media for Young Graduates
From recruitment perspective, today the trend is
evolving - “Its not just what you know, but also who you
know”
Entrepreneurship
calling !!
• Over 500+ tech startups in Tamil Nadu alone
Digital World is complex, but keep it simple
The PUPPY Story
Anything is posibble!!
Relevance of social media in India by Social Beat

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Relevance of social media in India by Social Beat

  • 1. Brand Management & A Perspective on Digital Marketing Vikas Chawla www.socialbeat.in
  • 2. Why is Social Media more relevant than ever before
  • 4. Brand Management & A Perspective on Digital MarketingMacro Perspective of Digital Media
  • 5. Globally, over 2.2 billion people on the internet
  • 6. Only going to rise, thanks to smart phones Personal Computer s Smart Phones Tablets
  • 7. With 125m internet users, India is growing rapidly
  • 8. India seeing the highest growth, even amongst BRIC Source: ComScore, July 2012
  • 9. Putting Digital India in perspective: ONLY 10% penetration Population: 1241m TV: ~800m Mobile: ~702m Internet: ~125m
  • 10. So What is Social Media?
  • 11. Sharing 3 types of social media communication Connecting Publishing Content
  • 12. Publishing Content Content is the key to any digital strategy
  • 13. Allows you to connect/network with everyone from everywhere Connecting
  • 14. Sharing • Find where your audience hangs-out • Produce content your audience will love and share
  • 15. “Likes” and “Follows” are not what matters
  • 16. Evaluating your success Increased traffic leading to sales Analytics to understand better Better brand awareness
  • 17. Brand Management & A Perspective on Digital MarketingSocial Media for Business
  • 18. Adidas Success story McDonald’s Failure story Red Bull Mega Success story 1 2 3
  • 19. Red Bull STRATOS Success story • Red Bull STRATOS: Red Bull Gives You Wings • A business move that translated into estimated sales of tens of millions of dollars • More than 8 million people watched the YouTube live stream of Felix Baumgartner becoming the first person to break the sound barrier • Experienced a 108 % increase in fan base growth • Grew its community of Twitter followers by 300% and is now the #2 beverage brand overtaking Coca-Cola
  • 20. Adidas Success story • Activities like Cricket Trivia and Fantasy Cricket • Sneak previews and premiering of the new campaign TVC’s released first on Facebook before TV • In less than a year, the page grew up to more than 1.1 million members and still growing at a feverish pace. • According to the AC Nielsen report • Adidas was one of the most talked about brand on the social media • Even ahead of the official sponsors of the ICC World Cup including competitor, Nike.
  • 21. Digital Marketing cannot mend a broken business Just by having a digital strategy wont take away your customer complaints: if anything, it will only amplify your complaints
  • 22. McDonald’s Failure @Social media experiment • McDonalds launched a Twitter campaign using the hashtag #McDStories • asked users to post nostalgic stories about their experiences on Happy Meals Social media campaigns always contain a measure of risk • Need to anticipate reaction from customers • Need to prepare contingency plans
  • 23. Why is Social media important for businesses • It finds you customers and builds clientele • It gives businesses the ability to find out what people are saying about them (and others) in their industries • It builds your brand • It provides a test audience (vs. focus groups) • Solidifies your reputation as a valuable and knowledgeable resource
  • 24. Social media has changed the way marketing is done • It’s a permission-based marketing • Social media is like a collaborative • Become a member, ask questions, give answers, add value to the community, ask & answer questions • Plus, no boundaries of time & space
  • 25. Brand Management & A Perspective on Digital MarketingFindings From our Survey
  • 26. 90% felt social media was vital, but still 24% are not using social media
  • 27. 55% not sure of how to market their product using social media
  • 28. Brand Management & A Perspective on Digital MarketingSocial Media for Young Graduates
  • 29. From recruitment perspective, today the trend is evolving - “Its not just what you know, but also who you know”
  • 30. Entrepreneurship calling !! • Over 500+ tech startups in Tamil Nadu alone
  • 31. Digital World is complex, but keep it simple
  • 32. The PUPPY Story Anything is posibble!!