1

Promotional techniques through

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GROUP 8 2

HOW A COMPANY CAN IMPLEMENT SOCIAL MEDIA STRATEGY

COMPANY VISITEDAND MEASUREMENT

TOOLS USED

Evolution of social media

EARLY & CURRENT

POPULAR TOOLS USED

WHY AN ORGANIZATION CARE ABOUT SOCIAL MEDIA & THEIR

REASONS

SOCIAL MEDIA CAMPAIGNAIRTEL v/s VODAFONE

CAMPAIGN ANALYSIS

FACEBOOK ‘s POST ANALYSIS

introduction

CONTENTS

Social media is “an umbrella term that defines the various activities that integrate technology ,social interaction, and the construction of words , picture, videos , and audio.”

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Early

Social media

Included

message

boards

And chat

rooms

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Now, social media is……

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PAIDINTERNET ADVERTISING

PPC-SEARCH MARKETING

MOBILE ADVERTISING

SPONSERSHIP

PAID APPLICATION

EARNEDSOCIAL MEDIA(PAGES AND FEEDS)

WORD OF MOUTH

USER FORUMS

NEWS,PR, ANNOUNCEMENT

BLOGGER RELATIONSHIP

OWNED

BRAND AND PRODUCT WEBSITES

MOBILE BRAND AND PRODUCT WEBSITES

PROPRIETARY MOBILE APPLICATION

CUSTOMER CARE SERVICES

PROPRIETARY DIGITAL CONTENT

PRORIETARY BLOGS

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UPDATE

Tweet Deck

Co-Tweet

Seesmic

Hootsuite

TwitterFeed

Disqus

IntenseDebate

FriendFeed

RSS

Alltop

AddThis

MuckRack

Tweetake

LISTEN &CONNECT

Monittor

TweetGrid

Mr. Tweet

Twitter Karma

Refollow

Twellow

Wefollow

IMAGE

Tube Mogul

Ustream

Justin TV

Twitcam

Blip.TV

Twitpic

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POPULAR TOOLS USED

SO WHY SHOULD AN ORGANISATION CARE ?????

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REASON#111.4% OF THE INDIAN POPULATION USE INTERNET COSTITUTING 5.7% OF TOTAL WORLD INTERNET POPULATION (as per JUNE 30,2012 )

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REASON#2VISITING SOCIAL SITES IS NOW THE 2ND MOST POPULAR ONLINE ACTIVITY - AHEAD OF PERSONAL EMAIL AND BEHIND ENTERTAINMENT

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REASON#3INDIAN POPULATION IS NOW SPENDING 25% OF THE ONLINE TIME ON SOCIAL NETWORK

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REASON#4

SOCIAL MEDIA IS DEMOCRATIZING COMMUNICATION - BIG TIME

“BECAUSE IT’S THE PEOPLE WHO

ARE IN CONTROL”

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REASON#5

85% of social media users believe that a company should go further than just having a presence on social sites and

should also interact with its customer.

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AIRTEL INDIA VODAFONE INDIAV/S

SOCIAL MEDIA CAMPAIGN

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People talking about Vodafone India

6,433

Total likes : 5,38,987

Page insights:

Most popular week: NOVEMBER 4,2012Most popular city : MUMBAI, INDIA

most popular age group: 18-24

VODAFONE INDIA16GROUP 8

People talking about Airtel India

1,61,331

Total likes : 19,71,688

Page insights:

Most popular week: SEPTEMBER 11,2011Most popular city : NEW DELHI, INDIA

most popular age group: 18-24

AIRTEL INDIA17GROUP 8

FACEBOOK: 211 likes,44 shares & 239 commentsYOUTUBE:122 videos, 19,499,023 views, 8244 subscribersTWITTER: 1017 tweets, 560 followers

#wheelsofchange

Women’s day

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RED RICKSHAW REVOLUTION

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WOMEN’s DAY

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VALENTINE’s DAY

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VALENTINE’S DAY

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AIRTEL THE GREAT HOUSE PARTY CAMPAIGN

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CAMPAIGN @REGIONAL LEVEL

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CAMPAIGN @REGIONAL LEVEL

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Campaign analysis

8%strength

12:1sentiment

44%Passion

23%reach

18 minutes avg. per mention

78 unique authors

Sentiment:Positive: 74Neutral: 147Negative: 6

Top keywords•Link : 54•Saved : 50•Delicious: 50•Indian: 37•Mobile: 35

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Campaign analysis

9:1sentiment

41%Passion

44%reach

14 days avg. per mention

44 unique authors

Sentiment:Positive: 9Neutral: 65Negative: 1

Top keywords•Vodafone: 59•Comedy: 15•Team: 15•Stars: 9•Airtel: 9

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“FACEBOOK’s POST” ANALYSISFEBRUARY-MARCH: 2013

155832

8459 96802815 1509 606

0

20000

40000

60000

80000

100000

120000

140000

160000

180000

LIKES COMMENT SHARE

AIRTEL VODAFONE

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How can a

business

Implement a

Social media

Strategy?29

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1.Establish goals

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1. WRITE DOWN

2. Specific business

3. Goals and

4. Objectives

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2.LISTEN•Who is talking about you-find your “tribe”

•What are they saying about you, your competitor, and your industry in general

•Is it positive or negative

•What are your competitors doing in social media

•What’s the buzz about them 32

•What content resonates with your audience

•Are there subjects of interest you could provide content for

•What sites have the most conversation

•Who are the “fire-starters”

•Who are the influencers

•Where are the opportunities and threat33GROUP 8

LEARN ABOUT YOUR AUDIENCE:1. WHO/WHERE ARE THEY?2. WHAT IS THEIR PERSONALITY LIKE?3. HOW/WHERE DO THEY CONSUME?

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With tools like:

•Radian6•Sysomos•Nielsen buzzmetrics•Trackur•BuzzLogic•Alterian SM2•NetVibes•Dashboard

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BUILD

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choose yourchannelswisely

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38

SET YOUR HOME BASE

Corporate site, blog,facebook page ,etc.

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39

USE YOUR CHANNEL

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42GROUP 8

ASK

QUESTIONS

Make sure you comment on today’s

blog post to win 2 free tickets!

Check out our latest installment in our educational video

series and give us your thoughts! Bit.ly/xlf0

What are your thoughts on our newest product?

Likes/dislikes

@ sunny_K-Thanks for reaching out! How can we help you today?

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Choose the right team to engage

44GROUP 8

Choose the right team to engage

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Timeliness and

frequency

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Timeliness and

frequency

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TRANSPARENCY

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51

TRANSPARENCY

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Connect

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ConnectBe the conduit between

your audience and valuable content and resources

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RELEVANCE

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RELEVANCE

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……and NEVER SPAM!56GROUP 8

SOWHO IS

DOING IT

RIGHT ?

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Is doing it RIGHT

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Starbucks gave their consumers a VOICE

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Resulting in OVER 50,000 product ideas

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COMPANY VISITED

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SOCIAL MEDIATOOLS AND APPLICATIONS

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Social Media

Measurement

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You can measure:

Reach Conversationsand Transactions

Frequency Sustainabilityand Traffic

Influence Sentiment65GROUP 8

WITH TOOLS LIKE:Alexa Social Mention

Blogpulse Technorati

Complete Twittermeter

Inside facebook Youtubeinsight

Quantcast66GROUP 8

The goal of social media is toturn customers into a volunteermarketing army

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GROUP 8 68

Presented by•KUMAR RAVI (111)•MAHENDRA SIGN CHAUHAN (114)•SHASHANK SHEKHER SINGH(83)•VIKAS SIGNH(104)•NIKUNJ SHARMA (143)•VINOD GULERIA(105)•SHEO RAMKRISHNAN SINGH(84)

69

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