Social Media Marketing

The Digital Age

Approximately 2 Billion people have an access to the internet today as compared to 360 Million in 2000.

• Cell phone subscriptions hit 5 Billion globally in 2010.

• Newspaper circulation decreased by 7 Million in last 25 yrs, whereas the unique readers of online newspaper rose to 30 Million in just last 5 years

In Feb, 2008, John McCain raised $11 Million for his US presidential bid.

while in the same month Obama attended no fund raiser instead he used online Social Networks to raise $55 Million

Traditional advertising has declined by

18.7%

10.1%11.7%

14.8% While, the digital advertising for mobile increased by 18.1% and 9.2% for the internet.

• Gone are the days of yellow pages, welcome to the digital age.

• Technology is no longer for a small minority, it is one of the main business channels available.

• Digital marketing- promote through all forms of digital advertising channels: internet, mobile and social media.

Social Media, What is it?

Its different from the previous ways of monologue communications. It makes use of web-based and mobile technologies to turn communication into an interactive dialogue

Its about connecting with people and engaging with them in a two way interaction.

• Don’t sell, inform.• Content is the new king of the internet.• Its about them not you.• Based on relationship of trust.

SMM, How to go about it?

• Find your audience• Listen• Engage them• Create opportunities for people to feel the

ownership of the brand• Respect their opinion

Social Media platforms- Social networking sites: FB, twitter, linkedin, my

space etc- Blogs and micro blogs- Podcasts- Wikis- Video and file sharing…

YouTube, slideshare etc

Why jump on the SM bandwagon?

• More than 500 million active users on FB• People spend over 700 billion minutes per month on

Facebook, making it the world’s most visited social media brand.

• Every month, more than 250 million people engage with Facebook on external websites.

• 2-3 new accounts on twitter are activated every second.• Wikipedia has more than 14 million articles, written by

75000 contributors in 260 languages, viwed by 64 million viewers.

• YouTube is the 4th most visited site on the internet

• Implied value of Twitter is $1.13 Billion Linkedin is $ 1.25 Billion Facebook is $ 7.6 Billion• Facebook made approximately $1.1 Billion

through advertising in 2010.

SM is…

• Inexpensive as compared to traditional marketing.• Addresses great number of audience at very little

cost• Real time• Quick feedback• Social media is huge, awesome and here to stay

Best Digital Campaigns

Burger King’s Subserviant Chicken•Promote “Have it your way Campaign”

•In addition to the commercials, there is "The Subservient Chicken" web page. On the page, a man in a chicken costume performs a wide range of actions based on a user's input, showing pre-recorded footage and appearing like an interactive webcam. The site takes literally the advertising slogan "Get chicken just the way you like it“, prompting more than 380 million people to visit the website.

Old Spice “The Man, your Man could Smell Like”

•Ishiah Mustafa, NFL player in videos saying “ Does your man smell like me?”. Uploaded on YouTube.•Response Campagin•day 1: 6 million views(that’s more than Obama’s victory speech) •day 2 :8 of the 11 most popular videos online • first week :over 40 million views • twitter following increased 2700% •Facebook fan interaction was up 800% •Oldspice.com website traffic was up 300% •The old spice YouTube channel became the all time most viewed channel •The campaign has generated 1.4 billion impressions since launching the ads 6 months ago • increased sales by 27% over 6 months since launching

HBO “ The Hire” for BMW

• Series of short promotional films starring Clive Owen, and featuring cameos from Madonna and Mickey Rourke. The only elements common to all the movies were the presence of a new BMW playing the role of heroic transport . The four-month project lured 11 million viewers, and helped BMW's annual sales increase 12.5%, to more than 200,000 autos.

Nike +

• An online brand platform that gives runners a tool to record, track, and share their running data.• Nike+ connects runners to an online community and archives their training history to measure progress over time. •Nike lured more than 3 million members within a year of its 2007 launch--and then turned the promotion into a full-fledged property. •Today, the hub touts celebrity workout playlists, an iPhone app that maps your run as you go, and online coaching tools.

Livestrong’s Chalkbot

Web, SMS, and Twitter users submitted roughly 36,000 messages to this LiveStrong-sponsored robot, which literally "chalked" select missives along the route of the 2010 Tour de France.

IKEA's Dream Kitchens and Tag a sofa campaign.

•IKEA's Dream Kitchens allowed users to explore a 3D rendering of showroom kitchens online, without dealing with the hassle of going to the actual store.

• IKEA created a Facebook profile for their store manager, and uploaded 12 showroom photos to his profile. Then they gave away the furniture to the first person that tagged their name on it. •As word spread virally through Facebook, people started clamoring for more photos, publishing comments and discussing the furniture in their personal feeds...thus essentially promoting IKEA for free.

HBO “ Voyeur”

This website, developed in 2008, allowed people to watch fictional scenes in "real" New York apartments. The effort--designed to promote HBO's "real stories" campaign--drew 1.2 million viewers in its first month, and the average time spent on site was nine minutes.

FACEBOOK

Top 10 brands pages on FBName Fans Growth

1. Coca-Cola 22 998 621 +2.93%

2. Starbucks 19 991 164 +2.14%

3. Disney 17 800 723 +5.54%

4. Oreo 17 048 053 +2.54%

5. Red Bull 15 654 781 +3.47%

6. Skittles 15 460 799 +2.86%

7. Converse All Star 13 406 482 +6.21%

8. Converse 11 810 245 +6.73%

9. Victoria's Secret 11 734 658 +2.54%

10. iTunes 11 033 833 +5.91%

Where does Pakistan stand in all this?

• Art and Science of marketing has changed• Consumer’s perception of value has changed• Balance of power has shifted• Media has changed• Currently, spending on digital advertising is

$5Million. Expected to increase to $40-$50 Million in 5 years.

Most frequently visited sites in Pakistan

• Google• Msn• Yahoo• YouTube• Facebook• Cricinfo• GeoNews• Express

Facebook in Pakistan

• Facebook is the fastest growing social network platform in Pakistan

• Total number of Facebook Users: 3 886 820 • Penetration of population: 2.19% • Position in the list: 29. • Average CPC: $0.19 • Average CPM: $0.08

User age distribution

Top Pakistani FB pages

Atif Aslam• Fans 1,447,021• Highest daily

growth rate on 23rd Jan, 2011(117,275)

Coke Studio

• Fans :493,797

Ufone

Fans :270,697

Fans: 11795

• Fans: 57147Fans: 46 642

Over all response rate of 53.8%

Telenor

HP Pakistan

Fans: 36,329

THE END

Sources• www.socialbakers.com• www.pta.gov.pk• www.slideshare.net• http://www.fastcompany.com/pics/decades-10-best-digital-ad-campaigns#• http://www.digitalbuzzblog.com/old-spice-social-campaign-case-study-video• http://murphsplace.yuku.com/topic/710• http://auroramagazine.blogspot.com/2011/01/marketing-101.html• www.facebook.com• http://www.map.org.pk/review/0105/roadahead.htm• http://www.insidefacebook.com/2010/03/02/facebook-made-up-to-700-million-in

-2009-on-track-towards-1-1-billion-in-2010/