Transcript
Effectiveness ofSOCIAL MEDIA MARKETING…
Social + Media. Social Instrument of Communication.
Two way Communication often. Social media before, Social media sites.
WHAT IS SOCIAL MEDIA
Modes are Societies Clubs CommunitiesReasons for not being so popular?
Mode of social media Before tech era.
Why Social media became so important ??
INTERNET MARKETInternet users in India has reached 121 million mark
More than 2 billion internet users across the globe
United States itself shares 23% of the world internet users.
Sources : http://www.internetworldstats.com/stats2.htm
AfricaAsia
World AvgMiddle East
Latin America/ CarribeanEurope
AustraliaNorth America
11.423.8
30.231.7
3758.360.1
78.3
World Internet Penetration Rates
World Internet Penetration Rates
% Population Using Internet
Indian mobile market has reached to more than
881 million mark.Many Indian have access to Mobiles, not
toilets.World mobile users more than 5.3 billion
MOBILE MARKET
Top Social networking sites data
WEBSITE SEARCH ADVT. DISPLAY ADVT. INTERNET SPECIFIC ADDS & VIDEO SPONSORSHIPS ONLINE COMMUNITIES EMAIL WORD OF MOUTH (VIRAL & BUZZ
MARKETING) BLOG CREATION
TOOLS FOR SOCIAL MEDIA
Website
Company must Design Website. It must be attractive and Interesting 7 key design Elements
I. ContextII. ContentIII. CommunityIV. Customization
v. Communication vi. Connectionvii. Commerce
YouTube MySpace videos & Google videos These serve as a medium for the
advertisers to upload their ads
Internet specific ads & videos
limited area on the web managed & paid for by an external advertiser company.
Individual web pages or cluster of pages. Relevant for companies selling low-interest
products. Example present a new hybrid vehicle and support
the sales presentation with a microsite specific to explaining hybrid technology.
Company can create a microsite on used-car sites that offers advice for buyers of used cars.
MICROSITES
Companies sponsor online communities whose member communicate through Posting, Instant messaging & Chat discussion.
Create special interest to company’s Product & Brand.
Success of online communities is to create Individual & Group activities.
Online Communities
Email uses only a fraction of the cost of a direct mail.
Give the customer a reason to respond. Personalize the content of your e-mails. Offer something the customer can’t get via
direct mail. Make it easy for customer to “unsubscribe”
Use of the mobile medium as a means of marketing communication.
Mobile marketing is commonly known as wireless marketing.
Modern technique for marketing. MMS mobile marketing can contain a timed
slideshow of images, text, audio and video.
MOBILE MARKETING
This is a method of placing online advertisements on Web pages that show results from search engine queries
Represents 40% of Online ads
Search Advt.
Example of Search Ads
These are small, rectangular boxes that typically contains text, logos, photographs or other images, location maps, and similar items
Display Ads
Example Of Display Ads
When one Internet Company works with Another, they end up advertising each other.
Example Aol has created many successful alliances Amazon too has many alliances
Alliances
FURTHER CLASSIFIACTION
*BUZZ MARKETING
*VIRAL MARKETING
BUZZ MARETING
Buzz marketing generates excitement , creates publicity and conveys new relevant brand related information
through unexpected and any outrageous means.
Viral Marketing
Any strategy that encourages individual to pass on marketing message to others.It creates potential for exponential growth in message exposure and influenceMay take place in form of video, picture, flash games, text messages ,emails etc.
A classic example of HOTMAIL 1996(founded)
Impact: Accumulated 12 million users by 1998
“Get your free email at Hotmail”
Some examples for buzz marketing
Campaign of movie: Blair witch project(1999)
Buzzed about: 3 filmmaker went to shoot a documentary ,they never come back and 1 year later their camera was found.Impact: Gross sales $250 million.
United colors of Benetton (controversial postures)
Adds were created that contain striking and provocative images unrelated to any actual product being sold by the company.Impact: 800 complaints to British advertising standard authority,Also was registered in Guinness book as “Most controversial add campaign ”
Diet coke + Mentos example It was proven that coke explodes while mixing with Mentos candy.Impact: more than 10 million YouTube views 5-10% increase in Coke sale, 20% in
Mentos
Two edge sword
Pepsi Refresh Project was an online social media initiative in which Pepsi gave out 20 million dollars was a failure as sales drop.Loss of over 350 million.
Continued…
Residential evil: outbreak game campaign failure.
“Outbreak: I'm infecting you with t-virus, my code is ******. Forward this to 60022 to get your own code and chance
to win prizes. More at t-virus.co.uk”
Advani political campaign failure, excessive emphasizing on advertising than on communication of message.
Impact: BJP lost
Ankit Goel.Ashutosh Kr. Singh.Mohit Gandhi.Rupesh Mishra.Ujjwal Kumar.
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