Social Media Marketing

BySayantan|Indu|Janmajaya|Anurag

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1,283,810,000Total Population

1/20Tablet Users

1/6Internet Users

1/13Social Media Users

1/10Mobile Internet

Users

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243 Million Internet Users

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Comparison of Traditional And Digital Marketing

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Comparison of Traditional And Digital Marketing

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Highlights2013

•Digital Sector is on the rise with 31% CAGR growth as opposed to other sector•Indian Online Advertising Market is projected to reach INR 2,938 Cr by this year•India has the 4th largest audience of searches in the world as unique searches grew by 28%•At 200+million internet users, India’s rural internet shows 58% growth•86% Indian internet users visit Social Networking Sites•51% users spent more than 2hours a day on tablet

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Digital Media Marketing

SEO SMMSEMSearch engine

optimization (SEO) is the process of

affecting the visibility of a website or a web page in

a search engine's "natural" or un-paid ("organic") search

results

Social Media Marketing is the

process of gaining website

traffic or attention through social

media sites

Search engine marketing (SEM) is a

form of Internet Marketing that involves

the promotion of websites by

increasing their visibility in search engine results pages (SERPs) through

optimization and advertisement

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Social Media

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History of Social Media

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Social Network Continues To Grow In India

86%Indian Web users

visit a Social Networking Site

27%Increase in Indian Online Video Audience in the last 12 months

28%Increase in

Facebook Visitors

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Industry overview

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Global Overview• The number of social network

users worldwide is 1.73 Billion• Among 1 Billion internet users

777 million people use social media in Asia

• In 2012, 50% of all internet users have signed into a social network

• 63.2% of internet users visited a social network at least once and this number is expected to grow to 70.7% by 2014

Indian Overview• India stands third world wide

with 127.5 million users (2013) after China and US

• 75% of Indians who are active internet users use social networking sites like Facebook, Twitter, YouTube, Pinterest etc.

• Average time spent on social media is 30 minutes per day by the Indians on internet

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SWOT

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Major Players

1st1230

Million Users

2nd

645 Million Users

3rd

300 Million Users

4th120 Million

Users

Popular Social Networking Sites

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Business Models

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HOW DO THEY MAKE MONEY ?

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5 BUSINESS MODELS

Freemium•Flicker•linkedIn

Affiliate•Illuminated Mind•Shoe Money

Subscription•Netflix•Scrooge Strategy

Virtual Goods

Advertising

•Facebook Gifts

•Yahoo•Google

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Advertising,Virtual Goods Model

Freemium Model

Advertising Model (named as Promoted

Tweets)

1st2nd 3rd

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Case Studies

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Constraints

• Getting perfect information about the market strategies

adopted by the Social and Digital Media agencies for certain

products and services

• Validation of available data and facts with the original data is

difficult

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Understanding Business Strategies Using Case Studies

Case I (Sector- Education)• Company Name: EMC Corporation.• Objective: – EMC Academic Alliance, India used Face book to– Increase the number universities/institutions signing up for

the program– Generate more student enrolment/enquiries– Increase awareness of EMC as a global leader

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Approach:

Build Connect

Influence Engage

Figure: From Left to Right Shows the entire approach to attend the goal

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Build

•The Face book Page is built around bringing all information for students and universities together in one place.

•The “About” section contains complete details of the alliance, curriculum, and availability

•The cover picture was clear, striking and thought provoking and the Page was connected to other social media like Twitter, You Tube and Slide Share through apps and tabs

Connect

•Face book Ads were used to reach out to students and universities.

•Topic targeting was used in conjunction with country targeting to reach students from particular universities

•Ads for career opportunities, technology write ups and other info graphics targeted to relevant students

•Page post ads targeted to current fans are used to boost specific posts

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Engage

•Posting information relevant to its fan base – the latest trends in IT, info graphics, career opportunities, notes, white papers, and videos

•Asking questions and seeking fan input

Influence

•Sponsored stories are used in conjunction with country and age targeting to reach friends of current fans who are likely to be interested in the program

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Results:• 30% of all student enrolment queries originated from Facebook

• 10% increase in students enrolment

• 2X increase in enquiries from universities/institutions to join the

program

• 1 million users on Face book educated about EMC World, an

annual IT conference, due to Page posts

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Case II (Sector- Electronic Goods)• Company Name: Wipro Ego

• Objective:

– Create awareness about Wipro ego using social media

– Build engagement and excitement around the brand

proposition of ‘I am ego

– Increase overall online visibility of ego

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Approach

Reviving Presence

Awareness

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Participation

Cartoon-of-the-day fetched us 220 responses over 27 posts

Rapid Fire Contest got us 82 new fans in a week and 398 responses on 21 posts.

Engagement

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Results

15/Mar 31/Mar 15/Apr 30/Apr 15/May 31/May02468

1012141618

3.25 3.61.42

10.14

15.4

10.5

Interactions/post

Registered a 107% increase in the no. of fans

since March 12,2010

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Case III (Sector- BFSI)• Company Name : Max Bupa Health Insurance• Objective : – Max Bupa has always been committed to deliver quality

health insurance to the customers– They wanted to take this a step further and use Facebook

to transform the consumer perception of insurance as a complex product & drive conversations on the category

• Solution : Get Help App, developed by Max Bupa

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Advantages of the App– When a customer wants to Buy a Policy and needs a call back,

he can submit his details here and he receives a call within 60 seconds

– In case a customer has a claim grievance he can reach out and get a quick resolution of their complaint.

– This helps in not only reducing the queries on the Face book wall but also a quick action can be taken since the complaints shared here are sent directly to the support team.

– While taking a planned hospitalization it becomes vital for customers to check out the hospitals which are covered in their policy.

– Using the hospital locator the customers can easily search and choose for their preferred network hospital.

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Results– Increase in positive conversations with complaints decreasing by

more than 60%. – The application serves to 1,60,000 fan-base of Max Bupa. – More than 1200 customers accessed and availed the services

from Get Help. – Turnaround time has decreased by 50% since the steps to reach

out to the customer support were decreased.

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Case of Identities

Issue of Privacy

• People fill in their personal information in the social media platform

• The information might be used in improper way by others

• People actually do not exercise the same amount of caution in virtual communities as they do in real life

Legal Issues

• Many cases that information of a corporate has been revealed because that information is easily viewed and careless posted

• It possibly will cause the lawsuit or financial damages for involved parties

• Copyright issues of videos and photos

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The FutureIncrease in Scale Increase in Sophistication

•More functions across departments like R & D and supply chain will start experimenting with social media

•Organisations will leverage the users that the emerging platforms attract

•Sophistication in marketing programs will increase budget

•Investment more in research and to gain more insights to improve the ROI from social media

•Investments will lead to more innovation and there will be more specialization

•Social media initiatives will become more integrated with marketing programs

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Conclusion• Social and Digital Media is the future of marketing

• With more people being available online targeting customers

will be easier

• Affordable way to increase visibility.

• Most of the companies adopting the Social and Digital Media

for the promotion of their product/service

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THANKYOU