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8/11/2019 Social Media Sri Lanka
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LeveragingSocial
Media
WhatisSocialMedia?
Formsofelectroniccommunicationthroughwhichusers
createonlinecommunitiestoshareinformation,
ideas,personalmessages,andothercontent.
MerriamWebsterDictionary
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LeveragingSocial
Media
Inanessence
Socialmediaisaboutanonlinediscussion
whereopinionsideasandinformationareshared.
InotherinotherwordsitsWordofmouth
gonedigital.
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LeveragingSocial
Media
Wordofmouthmarketinginthedigitalrealm
Anunderstandingofallthesetypesareneededwhendeveloping
asocialmediastrategytomakethebestuseofWOM.
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LeveragingSocial
Media
TheMarketingenvironmenthaschanged
Increasingproductproliferation(Brandsforalmostanyneed)
Mediaproliferation(IncreasingnoofTV,radio,magazines,papers)
Accessproliferation(Mobilephones,Computers)
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LeveragingSocial
Media
Evolvingconsumer
Consumersaren'tlisteninganymore,theaudience
isselecting,changing,creating
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LeveragingSocial
Media
Only18%
of
TV
ad
campaigns
generate
positive
ROI
90%whocanskipTVadsdo
Averagepersonisexposedto3000admessagesaday
Only14%ofpeopletrustads
NielsenTrustinadvertisingreportOctober2007
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LeveragingSocial
Media
Consumercommunicationhaschanged
Broadcast Wetellyou(TV,Radio,print)
Interactive Telluswhatyouthinkofwhatwetellyou(web)
Social Telleachother
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LeveragingSocial
Media
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LeveragingSocial
Media
Thenew
communication
model
is
adialogue
Authentic
Inclusive
Vibrant
Consumerdriven
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LeveragingSocial
Media
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LeveragingSocial
Media
There
are
two
key
points
in
leveraging
Social
Media
1. Influence
2. Engagement
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LeveragingSocial
Media
Influence Peerinfluence
Consumerscarewhattheirfriendsthinkand
canbeinfluencedbythem.
Theytrust
their
friends
recommendations
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veragingSocialMedia
gementcreatingopportunities
needtocreateopportunitiesforpeopletofeel
ershipofthebrandandtofeeltheyarevalued.
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veragingSocialMedia
agementcreatingopportunities
Theymust
have
an
opportunity
to
express
their
opinion
Opportunitiestoexperiencethebrand
Beintouchonwhat'sgoingoninthebrandworld
Beenrichedbytherelationship
Feellike
they
are
apart
of
the
brand
community
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Therules
Social
Media
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veragingSocialMedia
sofSocialMedia
Socialmediaisallaboutenablingconversationsamongyour
audienceor
market
Youcannotcontrolconversationsbutyoucaninfluence them.
Influenceisthebedrockonwhichalleconomicallyviable
relationshipsarebuilt.
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Howdoweinfluencethem?
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veragingSocialMedia
companydigitalstrategy
WebSolidwebsitefoundationwherecustomersgettheirnews
aboutthecompany&products
Internetmarketing
Reachoutinaffiliatenetworks,otherpaysites,searchads
Socialmedia
Leveragingrelationships
and
networks
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veragingSocialMedia
companydigitalstrategy
leanandsimpleeasytoloadwebsitewiththenecessary
nformationandamechanismtogetadditionalinformation
odeadlinks(Reflectsverypoorlyonthecompany)
ptodatecontactinformation
bitofflashenhancementstomakeitattractive
reason
to
keep
coming
back
ontrolledcontent
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veragingSocialMedia
companydigitalstrategy
rnetmarketing
Advertisingonsearchengines,Googleadwords,site
advertising.Emailshotsandwebsitebasedpromotion
Offlineeffortstodrivetraffictowebsitecanbeconsidered
aswell(oncompanyliteratureonadcampaigns)
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veragingSocialMedia
companydigitalstrategy
almedia
Brandpages,blogsandselectedsocialmediasites
(SuchasFacebook,Twitter,Myspace,Digg,Flickrandothers)
Mustusethespecificplatformforpromotioneachsiteoffers
MustselecttherightSocialmediasiteaswell.Relevanttothe brand,
targetgroup
and
what
we
hope
to
do.
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SocialMediaLandscape
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veragingSocialMedia
italmediaenvironment SriLanka
obilephone
penetration
stands
at
over
100
percent
herearenearly4.3millionfixedinternetusersand
0millionmobileinternetusersinSriLanka(Sep2013TRC)
wnershipofamobilephoneismuchhigherinthe16to35
gegroup
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veragingSocialMedia
italmediaenvironment SriLanka
rnetis
mainly
accessed
from
mobile
devices
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veragingSocialMedia
talmediaaccessstatistics
fthe
total
number
of
users
accessing
the
internet
through
eirmobilephone,42%wenttosocialnetworking
essuchasFacebook
early
half
of
the
total
number
of
internet
users
thecountry,areonFacebook,with78%inthe
8to34agegroup
Source:NielsenSriLanka
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veragingSocialMedia
ortunitytotargetyouth
earlyhalf
of
the
internet
users
in
Sri
Lanka
are
visiting
cialMediasitesand78percentisinthe18to34group.
nopportunitytotargettheelusiveyouthwhosconsumptionof
raditionalmedia
is
declining.
Also
the
youth
audience
is
ragmentingduetotheproliferationnewstations.
ecantargetthemandalsogetafeedbackonperformance.
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veragingSocialMedia
ngSocialMedia
Customer
relationship
Maintain
a
dialogue
with
customers
Publicrelations Canpostnewsworthyinformationquickly
andcosteffectivelytoallfans
CustomerservicechannelAnswerqueries&providesupport
Customeracquisition Morecosteffectivethantraditionalmedia
LoyaltybuildingThroughpromotions&programs
Ideageneration A
channel
for
customer
ideas
and
feedback
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veragingSocialMedia
mostpopularsitesinSriLanka
SriLankathemostpopularsiteisFacebook
ollowedbyadistantTwitter
rofessionalsuseLinkedinaswell
ewuseFoursquare,Flickr,Google+andMySpace
Source:SocialBaker(SocialMediaanalysiscompany)
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veragingSocialMedia
t
sbestforyourbrand
hisdependsonyourtargetaudienceandbrand.
oursocial
media
objectives
ateofengagement
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veragingSocialMedia
tingtogetSocial Howewillgetabout
Brief: TelluswhatyouwantfromSocialmedia
Agencypresentation:
Thestrategy
based
on
the
brief
Customerengagement: Updates,feedbackandcomplaintswill `
bemanagedbyusonyourbehalfwith
completeaccessgiventoyou.
Promoting: Advertisingwithinthesiteandalso
conceptualizing,designingand
implementingpromotions
Feedback: Reportsandfeedback(Basedontheplatform)
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Thankyou
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