Social Media Sri Lanka

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


leanandsimpleeasytoloadwebsitewiththenecessary

nformationandamechanismtogetadditionalinformation

odeadlinks(Reflectsverypoorlyonthecompany)

ptodatecontactinformation

bitofflashenhancementstomakeitattractive

reason

to

keep

coming

back

ontrolledcontent


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veragingSocialMedia


rnetmarketing

Advertisingonsearchengines,Googleadwords,site

advertising.Emailshotsandwebsitebasedpromotion

Offlineeffortstodrivetraffictowebsitecanbeconsidered

aswell(oncompanyliteratureonadcampaigns)


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veragingSocialMedia


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

Documents

Social Media Sri Lanka