Social Media Presentation

1. SOCiAL MEDIA THE BUSINESS INCENTIVES & THE MARKETING POTENTIAL by ANANTH VIJAYKUMAR

2. Overview Defining Social Media: big ideas and prevalent features Engaging with social media: business, marketing & PR value Commercial usage of major social media platforms The ‘King of the Hill’: Facebook;its rivals MySpace & Bebo More than just words... YouTube:sharing & consuming media Power of the blogs and the blogosphere “All work & no play”: professional networking on LinkedIn Twitter and its meteoric rise to social media stardom And much more: Wikis & ‘spread the word’ tools Conclusion: Issues & challenges of social media The Big Picture and final thought on social media

3. Defining Social Media Social Media are social concepts andmedia platforms combined to create a social group that encourages communal interaction, from a specific or growing base of dedicated members.

5. “...our experience of the web is affecting our real world institutions and behaviours, for inevitably we carry off the Web the lessons we learned from it...that’s why the web, for all its technological newness, feels so familiar to us. The web is a return to the values that have been with us from the beginning.” – ‘Small Pieces, Loosely Joined’, David Weinberger (2002)

7. contribute purposefully for a common goal

8. allow users to generate their own content

9. engagement of users with you and other users... in a social group using dedicated social media platform(s).

11. Quick implementation; no/low technical requisites

12. Easy update and management of content

13. Suite of powerful social tools for administering social groups as well as encouraging participation

14. Better familiarity, awareness & involvement of client

16. Increased sharing of multimedia to educate/ entertain/ enlighten on brand in diverse ways

17. Rapid announcement of events, competitions, promotions, accomplishments to group or individual

18. Rapid dissemination of information to manage brand reputation/ credibility & aid crisis resolution

20. Opportunity to gain new customers through groups

21. Gain direct insight into customer experiences; allowing them to influence the product/ service development process

22. Initiate conversations on topics related to the products/ services or even industry as a whole

23. Engage in a continual public or private dialogue with customers to provide support and advice for the product/ service

24. Allow users to share knowledge, information, tips, advice, guidance and experiences of the product/ serviceIncreased customer satisfaction of product/ service Increased loyalty and reputation for the brand

25. Commercial usage of major social media platforms

29. Facebook: ‘reaching out to recruit’ - Customised categories: Students/ Experienced - Q&A for users; mitigate concerns - Authoritative presence yet informal ‘feel’ - Innovative recruiting app

30. Facebook: ‘promoting a celebrity or a brand?’ - Announce & promote latest album - Multimedia content: songs & video clips - Backstage photos & interviews - Link to website + to buy songs

32. 51% of users consume videos weekly

33. 52% of users 18-34 share videos with others[YouTube: 2009]

34. YouTube: Your own video ad campaign - Upload videos as info & promotion - Greater video perks for paid subs. - Dedicated partner ad programme - Lower cost compared to trad. media

35. YouTube: Brand broadcasting + social media = your own video channel online - Frequent video uploads - Customised page: brand exposure - Prominent link back to website - Get users hooked into consuming more videos

36. YouTube: Brand broadcasting + social media = your own video channel online - Channel profile stats - Recent/ favs video filtering - Subscriptions to NBA prog. content on media outlets: ESPN/ TNT

38. Very frequent updating of content: often very subjective in nature

39. Blogs publishers bypass converting to website; become blogsite

40. Major blog platforms: Google Blogger, WordPress & Moveable Type[Technorati.com ‘State of the Blogosphere’ survey, 2008]

42. 4 in 5 bloggers post brand or product reviews, with 37% posting them frequently. 90% of bloggers say they post about the brands, music, movies and books that they love (or hate).

43. Company information or gossip and everyday retail experiences are fodder for the majority of bloggers.

44. Companies are already reaching out to bloggers. 1/3 of bloggers have been approached to be brand advocates. [Technorati.com ‘State of the Blogosphere’ survey, 2008]

46. Used by more than 13% of UK professionals

49. ...to lead them to your online store

50. Wikis: Turnkey information repository and collaboration platform - pbWiki & MediaWiki - Multi user input, review & collboration - Highly customisable Also used by: Intel, nVidia, Novell, Pfizer, Capgemini, BOCLinde

51. ‘Spread the word’ social media tools ShareThis AddThis

53. Don’t try to conquer the network! Social media networks don’t need, or want, winners and losers, or overt competitiveness.

54. Don’t try to exist on EVERY social network! Careful selection of media platforms in conjunction with your website is crucial. Plus, they become too much to manage for very little in return.

55. Do provide social tools! Blocking them on a social network means your building just a static web page.

56. Use social media holistically, as part of a marketing/ PR strategy or campaign – exclusive reliance on them will not yield your expected results.

57. Be fully aware of T&Cs of your social network. Remember, your using social media for business goals, not masquerading as an individual user.

59. Offensive/ Inappropriate language

60. Offensive/ Inappropriate photos, video, audio

61. ‘Flame Wars’ user arguments & group in-fighting

62. Political/ Socially charged/ offensive commentary

63. Censorship of content: too much casual censorship destroys integrity of network, free speech & expression denied, users go elsewhere

64. Measuring returns on Social Media: Comprehensive ‘Google Analytics’ style metric package doesn’t yet exist – need to construct your own metrics as well as make best use of existing tools

66. Final thought: ‘Think digital geography’

68. Discussion, feedback

69. Social Media managment role