Use of Social Media in Marketing Shiv S Tripathi

Asst. Professor, Marketing & Strategy

Calcutta Business School

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What is Social Media?

Social Media refers to

the means of interaction

among people in which they

create, share and exchange information and ideas

in virtual communities and networks.

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Types of Social Media?

• Broad-based social media for general discussions using all types of content, with no specific purpose

• Vertical Social Media having a specific purpose of existence or relationships

3

Why Social Media?

• To be really open with customers.

• To have an honest, candid feedback about their products and services.

• To reach out to customers through their web communities.

• Listen to the customer.

• Ready to face criticism.

4

Use of Social Media

• Market Intelligence

• Identify Opportunities

• Build thought leadership through blogging

• Market Research

• Support Customers

• Crisis Management

• Solicit Feedback

Source: Adapted from ‘Social Marketing to the Business Customer’ by Gillin & Schwartzman, John Wiley & Sons, 2011.

• Competitors

• Customers

• Channel Partners

• Regulatory Agencies

• Legislators

• Influential authors, Journalists, Bloggers

• Topics relevant to your product or market

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Use of Social Media

Sources to be tracked

• Blogs

• Twitter & other microblogs

• Video and audio

• Photo-sharing sites

• Broad-based social networks like Facebook

• Vertical social networks like Linkedin

• Wikipedia

• Discussion Forums

• Market Intelligence

• Identify Opportunities

• Build thought leadership through blogging

• Market Research

• Support Customers

• Crisis Management

• Solicit Feedback

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Use of Social Media

• Customer needs

• Ideas

• Jobs / skills

• Market Intelligence

• Identify Opportunities

• Build thought leadership through blogging

• Market Research

• Support Customers

• Crisis Management

• Solicit Feedback

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Use of Social Media

• Concept Testing

• Building support for a new idea

• Campaigns

• Market Intelligence

• Identify Opportunities

• Build thought leadership through blogging

• Market Research

• Support Customers

• Crisis Management

• Solicit Feedback

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Use of Social Media

• Focus Groups

• Influential Leaders

• Market Intelligence

• Identify Opportunities

• Build thought leadership through blogging

• Market Research

• Support Customers

• Crisis Management

• Solicit Feedback

9

Use of Social Media

• Try out the social media support

• Turn a complaint into a PR opportunity

• Market Intelligence

• Identify Opportunities

• Build thought leadership through blogging

• Market Research

• Support Customers

• Solicit Feedback

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Use of Social Media

• Through Linkedin

• Feedback Forums

• Surveymonkey.com

• Freeonlinesurveys.com

• Market Intelligence

• Identify Opportunities

• Build thought leadership through blogging

• Market Research

• Support Customers

• Solicit Feedback

11

Tracking tools

• My Yahoo

• iGoogle

• RSS Feeds

• Sites like Klout.com

• Dedicated companies like Radian6, Collective Intellect, Sysomos Heartbeat, Attensity 360, Alterian SM2, Crimson Hexagon, Spiral 16, Webtrends, Spredfast, NM Incite etc.

• Bit.ly

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Case: Hokey Pokey Ice-cream

Source: Kumar and Mirchandani, MIT Sloan Management Review, Fall 2012, p55. 13

Thank you.

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