social media: a stakeholder view
Post on 20-Oct-2014
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DESCRIPTION
A comprehensive presentation that emphasizes the importance of stakeholder view in social media. It includes examples of Dell, Starbucks, Suzlon Energy etc.TRANSCRIPT
Slide 1
Anandan PillaiResearch Scholar (Marketing)Management Development Institute, Gurgaon
Social Media: A Stakeholder View
Research Experience
Case studies: 2Research papers: 3Book: 1
Conference presentations
(2009)
(2010)
(2011)
(2012)
Invited speaker
Demystifying Social Media
Social CRM
Building Communities on Social Media
Social media credentials
Twitter: 850+ followers (@anandan22)LinkedIn: 500+ connectionsConsulted 2 brands Soon joining a leading agency as Social Media Strategist
Agenda
Introduction to Social MediaStakeholder ViewCase StudiesIn-class exercise
Integrated Marketing Communications
I speak, you listen
Apart from listening, now I also want to
Share
Create
Discuss
Modify
Which Channels to Adopt?
I / My team is comfortableMy competitors are present thereMy agency suggested this channel
Business Objective?
Top-lineBottom-lineBrand AwarenessLead generationCustomer insightsCrowdsourcing ideasEmployer branding
Social Media Channels
Content Strategy
Case studies cum Discussions
IdeaStorm
IdeaStorm
Blendtec
Increase in sales 700%
PALS
PALS
Hippo
Goods
Information
Worlds top 10 Management Institutions*
About College
16.99%
Alumni
6.45%
Existing Students
9.55%
Business & Management News
6.30%
Industry News
1.86%
General Engagement
7.43%
Faculty
32.27%
College events
14.09%
Industry Interaction
5.06%
Total
100.00%
*Work in progress
Kaya Skin Clinic (August2012)
Channels
Content Strategy
Offerings 10Product 4Appointment 3Festivals 10Tips 2Total 29
Offerings 10Product 4Customer Interaction 17Appointment 4Festivals 8Tips 3Customers foursquarecheckin- 2Total - 48
Blog & YouTube
None
Hindware (August2012)
Channels
Content Strategy
Product 9General engagement 5Festival 5Total 19
Tips 22General engagement 11Category information 3Product 3Total - 39
Reach me
Twitter: @anandan22Blog: www.anandanpillai.comEmail: [email protected]: 9871223659
27
Image Sources
http://www.blackballonline.com/wordpress/social-media/social-media-marketing-mix-analysis/http://www.beesmart.biz/InteractiveDigitalTv/tv-guide-interactive-programhttp://ceoworld.biz/ceo/2009/10/26/mcgraw-hill-third-quarter-profit-fellhttp://www.topdesignmag.com/top-design-billboards-best-45/http://www.clker.com/clipart-wrong-cross.htmlhttp://reputationxchange.com/tag/traditional-media/http://www.porchooneh.com/http://steve.crooks.net/2012/07/16/the-laid-back-approach-to-dining/http://www.talkingbusinesscontinuity.com/bcm-news-and-events/news/business-continuity-and-your-stakeholders-who-has-a-stake-in-your-business.aspx