This is a presentation starts with an overview of the Digital Marketing & Social Media scenario in India. It then moves onto what are some models that B2B companies can look at while doing their own social media marketing, some best practices and learnings from thought leaders in who have adopted areas like social media, search engine marketing, mobile marketing , etc. early in the game. This was a presentation made to a group of marketing leaders at a NASSCOM event on 27th September, 2010

1. Digital Marketing
Last chance to level the playing field

2. • Stats on the market & digital adoption
• Framework for digital marketing for B2B companies
• What role does social media play for B2B companies? Can Social Media be
used for lead generation? Does Facebook make sense for B2B companies?
• Mobile marketing
• Case studies & ROI when it comes to digital marketing
• The future of digital marketing
Areas for discussion
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• The future of digital marketing

3. “Digital Marketing is like teenage sex,
everybody’s excited about it but very
few people are doing it well”.
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few people are doing it well”.
Keith Weed
Unilever Global , CMO

4. Digital Marketing is the practice of promoting products
and services using digital distribution channels to reach
consumers in a timely, relevant, personal and cost-
effective manner.
- Wikipedia
What is Digital Marketing?
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- Wikipedia

5. Global Internet user
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6. 671 million
mobile connections and growing
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7. What Internet app do people use in India*
• E-mail (94 percent users)
• Downloading music (72 percent)
• Instant messaging (56 percent)
• Job search (56 per cent)
• Social networking (54 percent) (Social networking market grew by 43
percent last year)
• Information search (52 percent)
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• Information search (52 percent)
• Watching videos (50 per cent)
(Could be included as a part of social media
pushing social media to the #2 spot)
• Other popular activities include downloading
wallpapers and screensavers and sending
SMSes through the personal computer
*

8. Market Size
• Search & Display advertising to dominate spending
• Mobile & Social media while small in size are growing at CAGR 27% & 34%
• 3-5% of marketing budget on Digital (1 % on mobile if you look at mobile
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• 3-5% of marketing budget on Digital (1 % on mobile if you look at mobile
separately) (15% of total budget of MNC’s)
• Info is mostly anecdotal, based on small sample size, & lacking credible sources
• 52% of marketers expect a major change in media mix towards digital & 92%
expecting change**
*Source Forrester Blog and WAT Blog
**IMA – The CMO Perspective - Sample only 57 companies & skewed to MNCs

9. 90 Trillion
emails sent in 2009

10. 500 Million active500 Million active
Facebook Users
50% of whom login
in a given day

11. 133 Million
The number of blogs on the Internet

12. 26 Billion+ Tweets
Sent on TwitterSent on Twitter
Since 2006

13. 2 Billion
Videos Are StreamedVideos Are Streamed
Each Day On YouTube

14. LinkedIn
6 million
the fastest growth locationthe fastest growth location

15. What Is
Social Media?
It’s word ofIt’s word of
mouth on
steroids

16. What is Social Media?
Social media is media designed to be
disseminated through social interaction, created
using highly accessible and scalable publishing
techniques. Social media uses Internet and web-
based technologies to transform broadcast
media monologues (one to many) into social
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The true democratization of content
media monologues (one to many) into social
media dialogues (many to many)
- Wikipedia

17. Components of Social Media
Social Networking
Linkedin / Facebook
/ Myspace / Orkut
Bookmarking / Tagging
Helps people read or access
more popular material
Helps web ranking
Publishing Sharing
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Publishing
Blogging / Wikis, /
Micro Blogging
(Twitter) / Squidoo
/ Wikipedia
Sharing
YouTube
Flickr
TechRepublic.net & Bnet.com
Slideshare.net / scribd.com
Podcast.net
↑ Twitter grew 1300% & Facebook to 500 million

18. “Social Media Marketing:
Enables Others to Advocate
For Your Business
Through Compelling Content”

19. “Social Media Monitoring Collects Online
Mentions for Measurement and Response”

20. Free & Paid
Social Media Monitoring Tools available

21. “Company Blogs are Digital Publications“Company Blogs are Digital Publications
that Allow Public Responses”

22. Blogging and B2C and B2B Leads
Source: State of Inbound Marketing Lead Generation Report -

23. “Facebook is a social
network that connects
people personally and
professionally through
connections, messages,
chat, sharing, photos,
& videos.”& videos.”

24. Facebook Fan Pages Let Businesses
Interact with Stakeholders (Customers,
Prospects, & Potential Employees)

25. “Twitter is like a
Text Message with a
BCC: To The World”

26. Organizations Use Twitter to Converse with Prospects,
Provide Customer Service and Drive Website Traffic.Provide Customer Service and Drive Website Traffic.

27. Social Media Can Rev up
Leads Generation, Branding, & Engagement

28. Social Media is for Leads and Sales
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Source: State of Inbound Marketing Report

29. Social Media is for B2B and B2C
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Source: State of Inbound Marketing Report - http://bi

30. Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
STRATEGY FRAMEWORK

31. Methodology followed
• Forrester Research’s POST methodology
•Who is the audience you are trying to
engage for each of the 4 areasPeople
•What are we trying to accomplish – brand
building, sales, employee retention, hiringObjectives
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building, sales, employee retention, hiringObjectives
•This will flow from the above twoStrategy
•Select tools and platforms that best align
with your social media strategy,
objectives, & audience
Technology

32. Traditional Marketing
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33. The World is changing
Buy attention
Create attention
Feedback loop built in
Hello Long Tail
Loose control of your
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Buy attention
Communication
was one to many
Pareto’s Principle
Controlled
Message
Loose control of your
marketing

34. Match tactic mix to
customer social profile
Groups include people
participating in at least
one of the activities
monthly.
Creators
Critics
Collectors
• Publish a blog.
• Publish your own Web pages.
• Upload video you created .
• Upload audio/music you created.
• Write articles or stories, and post them
• Publish a blog.
• Publish your own Web pages.
• Upload video you created .
• Upload audio/music you created.
• Write articles or stories, and post them
• Post ratings/reviews of products/services.
• Comment on someone else’s blog.
• Contribute to online forums.
• Contribute to/edit articles in a wiki.
• Post ratings/reviews of products/services.
• Comment on someone else’s blog.
• Contribute to online forums.
• Contribute to/edit articles in a wiki.
• Use RSS feeds.
• Add “tags” to Web pages or photos.
• Use RSS feeds.
• Add “tags” to Web pages or photos.
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The Social Technographics®
Ladder
Courtesy
India is the
world’s largest body
of
‘Inactives’ –
Opportunity or threat???
Joiners
Inactives
Spectators
• Add “tags” to Web pages or photos.
• “Vote” for Web sites online.
• Add “tags” to Web pages or photos.
• “Vote” for Web sites online.
• Maintain profile on social networking site.
• Visit social networking sites.
• Maintain profile on social networking site.
• Visit social networking sites.
• Read blogs.
• Watch video from other users.
• Listen to podcasts.
• Read online forums.
• Read customer ratings/reviews.
• Read blogs.
• Watch video from other users.
• Listen to podcasts.
• Read online forums.
• Read customer ratings/reviews.
• None of the above• None of the above

35. Assessing the impact of Social Media in
B2B Tech Marketing
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Source

36. Usage of specific
social media tools by B2B
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37. Digital Marketing is always available
it’s available when ever they want it, need it..

38. Pay Per Click
• Look beyond Google , Yahoo, & Bing
(Twitter, SlideShare, Facebook, LinkedIn, etc.)
• Testing
• Pushing the envelope
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39. How to advertise on Facebook
1. Choose your target
2. Test, Test, and test some more
3. Do your own tracking
4. Make your Ads pop
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40. Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
MOBILE MARKETING

41. Why Mobile?
• Explosive growth in mobile in India and globally
• Content in bite sized chunk
• Improved used experience
• Speed
• Mobility & independence
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• Ubiquitous access

42. Types of mobile activities
• Mobile / WAP Websites
• Mobile Portal management
(SMS & IVR)
• Bulk messaging
• Ad strategy
• Mobile App & game development
(In-game marketing)
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(In-game marketing)
• M Commerce
• Location based services

43. Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing | Email Marketing www.ethinos.com
CASE STUDIES

44. IBM & its use of Social Media
• Have had a social software for more than 15 years
• Social Computing Guidelines
• Masses of Communication not mass communication
• IBM Customer Experience Suite –
• Changes the way organizations collaborate
• "The idea of getting the right
person over the right time at the
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person over the right time at the
right opportunity and yield the
right result was really important”
Jeff Schick, VP Social Software

45. Lessons from Starbucks for B2B
• Howard Schultz stated that Starbucks owes it all to Facebook, Twitter, and social
honesty.
• No deals or sales but relationships (long term lead nurturing)
• Power of masses – agency for strategy – employees run the presence by sharing
their experiences
• PR tools to deal with complaints & squash rumors
• Clients and fans as a source of ideas –
MyStarbucks Idea.com - 80,000 plus ideas
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MyStarbucks Idea.com - 80,000 plus ideas
• Link with CSR initiative – who wants to know about
another coffee – people connect with other people.
(generally more members of the community &
employees involved)

47. Answering the social phone
• ExactTarget *Conference – client tweeting about the conference
• Company monitors its feeds & decides to surprise him.
• On arrival he received:
– Registered badge
– Surprise gift
– Hotel reservations
– Proposed itinerary for the event
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– Proposed itinerary for the event
• Delighted customer happened to be a
prominent blogger who spread
the word
*US based marketing software vendor

48. Salesforce & Social Media
• Objective : Bring down costs by way of reducing number of rolled back
changes
• Strategy: Build a platform where user can submit and vote on specific
product ideas
• Result: Number of rolled back changes drastically dropped and number of
features introduced went up by 50% on an year-on-year basis
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49. What’s the future of
Digital Marketing?Digital Marketing?

50. We’re not in the business of keeping media
companies alive. We’re in the business of
connecting with consumers.
Trevor Edwards,
VP Global Brand & Category Management, Nike

51. Trends in 2010 & beyond…
1. Social media begins to look less social – hyperactive / filtering / fatigue
2. Corporations look to scale
3. Social business becomes serious play
4. A social media policy (and it might actually be enforced)
5. Mobile becomes a social media lifeline
6. Sharing no longer means e-mail
7. True Integration across channels & Metrics
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7. True Integration across channels & Metrics

52. The future of digital marketing
• Website Morphing
• Project Natal’s technology applied to
marketing applications
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53. Recommendations
• Focus on programs, not tactics.
• Shift budget to digital, but measure the impact.
• Understand audience and business outcomes to make online
tools work.
– Develop a listening practice.
– Monitor the impact of social
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– Monitor the impact of social
on awareness and pipeline.
• Social media in B2B: create
social programs with current
customers in mind.
• ROI & ROE

54. Thank You
Contact Details
Siddharth Hegde
Founder & Director
LinkedIn: http://in.linkedin.com/in/hegdesiddharth
Twitter: @siddhegde
Email: siddharth.hegde@ethinos.com
Mobile: +91 98202 17252
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About Ethinos Digital Marketing
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approach to helping clients with all aspects of Digital Marketing
Strategy, Social Media Marketing, Search Engine Marketing (SEO &
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