SOCIAL NETWORKING AND MEDIA 2.0

Rahul Nambiar, IE Business School

Typical Marketer of the 90’s

It was about “Making Noises” Everywhere

“and live in a hope that it will make the guy BUY”

Law of the land has changed – People Consume Media More and Differently

People are increasing spending their online time on social media

“Internet Users spend 17% of the surfing time on social network and blogging sites, nearly triple the percentage of time spent on such sites a year ago” Sept. 2009, Nielsenhttp://www.dmwmedia.com/news/2009/09/24/report:-time-spent-social-networks,-blogs-triples-past-year

Consumers are in complete control

So its time for the consumers to Shout

And Marketers to Listen

Yes, Listening is the key

Because people are talking about your brand everywhere

Because Brand is not the only person generating Content

The new consumer is empowered with powerful tools and So be their friend. Listen.

Brand needs to now be a friendBy not controlling conversations

Speaking the human voice by being in the human network

Because conversations are now powered by

Source : http://francisanderson.files.wordpress.com/2008/11/social-media-waste-of-time.jpg

So, What do these “New” Consumers do to buy a ticket

Awareness Intent Evaluate Buy the

ticket

Spread Experien

ce

•Paid Ads•Facebook•Twitter

•Search•Facebook•Twitter•Company Website

•Facebook•Twitter•Company Website•Compare prices •Blogs

•Post experience on Twitter, LinkedIn, Blog

Offers are now spread through your online Brand Advocates

Customer Service is more and more direct to consumer

Going personal and direct

Engaging with Customers to generate your brand content is the key

Zappos is leading the social media way

Using Twitter to promote the brand with over 1 Million followers and 400 employees active

Over $1 billion sales with increasing product categories

Marketing Outsourced to Customers

But why do it at all

91% of the customer reviews are the #1 aid to buying – JC Williams Group

87% of people trust friend recommendation over critics review – Marketing Sherpa

1 word of mouth conversation has impact of 200 TV Ad spots – Buzz Agent

And, Finally – How do you succeed in this Social Media clutter of conversation?

1. Be Ready to Experiment2. Make a Plan, Build the Team & Get Buy in’s3. Keep Listening Across Social Media Platforms4. Be Transparent and Honest- Accepting

Mistakes can be good5. Share more Content6. Go direct be personal7. Criticism is always an opportunity8. Be Proactive, and do not wait for a campaign

Remember

Be a Friend and Not Brand

This was presented by :Rahul Nambiar

Master in Digital Marketing, Class of 2010IE Business School

Thank You