social media marketing strategies april 30, 2011 by manish kasliwal, head advisory relations &...
TRANSCRIPT
Social Media Marketing Strategies
April 30, 2011
By Manish Kasliwal, Head Advisory Relations & Strategic Marketing, L&T Infotech
Media Evolution
2
Chat
What next?
Print Media
Digital Media (TV, Internet..)
Social Media
Why the need for Social media?
3
IDC's recent Social Business Survey indicates that the top 5 reasons end users are conducting social business initiatives are to:Acquire knowledge/ask questionsShare knowledge/contribute ideasCommunicate with customersCreate awareness about company product or serviceCommunicate with internal colleagues
People love to communicate
Personalization
User Friendly: allows mixing of messages, photos, & videos
Inculcates Inquisitiveness
Social Media impact on the business value chain
Employee engagement
Recruit through social channels
Customer influenced offerings
Expert communities shape product ideas
Co-creation of brand
Insights from social conversations
Collaboration especially with distributed teams
Innovation
Real-time responses New tools for customer
connect
Mining social conversations
New tools for persuasion Building stronger
relationships
Listening
Sharing
Conversing
Responding
Social Media Tools
5
Sites & Services
Total Users (in Millions) (as on March 2011)
Average age of users
LinkedIn 100+ 44
Facebook 640+ 38
Twitter 175+ 39Source: Pingdom
Source: Pingdom
Social Media in IT sector
6
*Not officially present on LinkedIn% : % of Total Employees
Source: FaceTime Collaborative Internet Survey
Sites & Services
For Work-Related Purposes
LinkedIn 62%
Facebook 18%
Twitter 13%
Source: LinkedIn, Facebook, Twitter
FacebookLinkedin Twitter
Employees Followers % Followers Follows
Accenture 40428 124179 225057 58% 24016 697
IBM news 48756 203507 325242 48% 12651 52
Cognizant NA 55694 70319 54% 5406 592
L&T Infotech 1161 8141 10157 56% 841 124
Infosys 25645 63037 80917 55% 13595 482
Wipro 4201 52385 66384 44% 7545 253
TCS 3270 89690 103541 48% 8039 103
Few Examples of Social Media ROI
7
ADIDAS: Used social networks to do guerrilla marketing on mobile (e.g. Facebook, Twitter, SMS) in and around NBA All-Star Game and increased retail sales 20X goal in Las Vegas (where All-Star Game occurred
COCA-COLA: Achieved strongest global marketing integration ever with Expedition 206, a social media promotion where a small group of travel ambassadors went to 206 countries over 365 days to “generate happiness” and published on social networks. It enabled global promotion execution among 3,500 Coca-Cola marketers around the world.
GENERAL MOTORS: Launched “FastLane,” one of the first blogs personally written by senior executives. Customer feedback given through a blog saved the company $180,000/year versus traditional focus group research not to mention the enormous good will of company executives responding to consumers, not a focus group moderator
EMC: B2B social media effort that achieved business transformation by creating a global company-wide social community, EMC ONE. This connected and increased collaboration resulting in double-digit revenue growth in more than 60 countries.
COLGATE: Launched Wisp, disposable toothpaste, through “Be More Kissable” social media video campaign (+30 more involvement) that ran on YouTube, Twitter and Facebook. It achieved reach of 10,000,000+ rivaling mass advertising at small fraction of the cost.
Source: http://barnraisersllc.com/?p=2504
The Way We Do It – Being IPR
Retweets Thank you notes Welcome messages Clarification on
queries
Webinars Periodic Update CSR Activities
Blogs Posts Tweets One-to-One conversation
through Direct messages Polls Participation on external
Blogs & Forums
Proactive
(P)
Inte
ract
ive
(I)
Reactive(R)
Industry Events News Press Releases Webinar
Case Studies White Papers Newsletters
Blog Posts Polls Forums
Presentations Photos Audio/Video
files New launches HR Content
Events & Media Thought Leadership
Collaborative Informative
L&T Infotech has a well defined Social Media Policy
Social Media: Gains & Cost
9
Sales Revenue
Consumer Insights
Brand Protection
Lead Generation
Contact Center Operations
Related to People
Related to Technology
Gains
Costs
Future roadmap….
10
What next?
Social Media
Consolidation….
Preference for Single platform….One for Business and one for Personal
Few Quotes on Social Media
11
“Social Media is Like a Cocktail Party: Listen Then Respond”
“Links are the Currency of the Social Web”
“Facebook is a social network that connects people personally and professionally through connections, messages, photos, & videos.”
“Twitter is like a Text Message with a BCC: To The World”
“Social networks aren’t about Web sites. They’re about experiences.” – Mike DiLorenzo, NHL social media marketing director
“Fans, Tweets & Likes are vanity. ROI is sanity. It’s up to you to decide how crazy you can afford to be.” ~ Lori R Taylor
“Social media can be an enabler and an accelerator of existing core capabilities, values, attributes and plans. It can even be a catalyst for change. But it can’t magically create what doesn’t exist.”~ Denise Zimmerman
Confidential | Copyright © Larsen & Toubro Infotech Ltd.
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