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SOCIAL MEDIA

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Appendix

• Overview

• Content

• Mediums

– Facebook

– Google Plus

– Twitter

– LinkedIn

– Wikipedia

– YouTube

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Overview- IndiaP

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Text based content Image based content

Total users: 63 million6.3% of total Facebook audience

Users: 23.4 millionPage views: 6.6% page total world wide views

Total users: 33 million3% of global users

Total users: 17 million8.6% of total World LinkedIn users

Video based content

• YT In viewers spend 48 Hrs+ a month• 70%+viewers in India are >35.• 1 billion UU visit YT each month (Global)

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Importance of Social Media

Technoriti- 2013 Digital Influencing Report

Key takeaways:• After brand’s websites, Facebook is the

most imp. communication channel to influence prospects.

• Social media - second destination after brand website.• Within social media users are searching to seek info.• Travel/Holiday one of the top two categories to attract user

searches.

Within social media, what are major searches

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Content Sharing.. What do we consume?

Key takeaways: • Sharing photos/videos is a key activity.• Users like to follow/find about a particular

brand.• Users also like to follow brands to know

more about their offers/services.• Researching for holiday destination is one

of the key activities for users in 30-39 and 40-49.

Conclusion:Its not only important to be present on social media but equally important to showcase right information as users are searching and monitoring the information.

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Facebook- OverviewCountry name Users

Monthly

change %

Monthly %

ChangeMales Females Females Males Top Page

1 United States 158,855,340 -14,920   -0.01% 71,128,980 86,791,680 45 55 Facebook for Every Phone

2 Brazil 71,226,540 +2,822,600   4.13% 33,175,200 38,116,860 47 54 BlackBerry

3 India 63,769,420 +806,440   1.28% 47,550,780 16,128,100 75 25 Tata Docomo

4 Indonesia 47,804,920 -179,180   -0.37% 28,399,340 19,659,580 59 41 BlackBerry

5 Mexico 42,149,980 +1,029,500   2.50% 21,104,080 20,843,640 50 49 Trident

6 Turkey 32,716,660 -112,600   -0.34% 20,475,360 11,684,780 63 36 BlackBerry

7 United Kingdom 31,174,600 -316,960   -1.01% 14,710,120 15,910,960 47 51 Adele

8 Philippines 30,532,060 +454,980   1.51% 14,721,740 15,797,580 48 52 BlackBerry

9 France 25,357,480 +238,440   0.95% 12,159,080 12,938,120 48 51 David Guetta

10 Germany 24,982,100 -68,480   -0.27% 12,886,000 11,978,300 52 48 adidas Originals

11 Italy 23,379,560 +263,800   1.14% 12,313,280 10,936,240 53 47 Ferrero Rocher

12 Argentina 21,185,740 +446,920   2.15% 10,098,100 10,972,340 48 52 BlackBerry

13 Thailand 18,437,520 +22,440   0.12% 9,012,640 9,363,300 49 51 BlackBerry

14 Colombia 18,253,900 +286,120   1.59% 8,896,200 9,139,960 49 50 Shakira

15 Canada 17,786,140 +36,620   0.21% 8,006,240 9,347,120 45 53 Justin Bieber

India

Total Facebook Users 63,769,440

Position in the list 3

Population Penetration 5.44%

Penetration of online population 69.43%

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Facebook- what do we interact with?

Voting

Submission/form

Video Promotion

Twitter integration

Pin to top posts

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Most engaged posts…

Jan DecFeb

MarImage post is the trend and gets max response.The trends can be observed across category.

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Advertising Avenues

Right Col. view

Sponsored Stories

Inventory buying Models:CPC and CPM

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Additional elements

• Microsites/tabs are hosted out of Facebook environment and plugins are used to fetch the information to facebook page.

• Facebook offers can be used within online environment, and also offline.

• Specific codes can be given as discounts coupon.

• Group coupons can also be effective.

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Facebook DealsCase- McDonalds

FACEBOOK TAB

Menu promotion during Lunch

McDonalds New Zealand- 3 step ROI driven Facebook campaignStep 1: McDonald’s was the first to get on board with check-in dealsStep 2: New Zealanders are able to check in to McDonald’s stores on their iPhone or Android by using Facebook’s new location app, Facebook Places.Step 3: Once checked in, they can nominate to unlock certain discounts which they can then use at the store.

Individual Deals: Discounts or rewards given to users when they check in to a venue.

Loyalty Deals: Require users to check-in a number of times to the same venue. Rewarding their loyalty.

Friend Deals:

Require visitor to tag his friends while check in to a venue

Info. feeds through status update on their profiles.- Group Discount

Charity Deals

Generate feel-good atmosphere b/w customers + helping charities . Gives visitor opportunity to make org. donates when they check in

Facebook Deals

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Twitter

Advertising Property A:

Promoted Accounts

• Promoted Accounts puts ones account in front of specific users (based on selection).

• Can be used to grow business directly.

• The bigger ones follower base, more people there are to spread your content- virility

Target by geography,

interest, gender or

device.

Pay when a user follows your account

Track response based on

targeting and optimize

Mobile View

Advertising Property B:

Promoted Accounts

• Regular Tweets that can reach more people who are interested in ones business.

• Can appear in:

– User timelines

– Twitter for mobile, desktops, laptops and tablets

Target by geography,

interest, gender or

device.

Pay when a user engages

with the brand

Track response based on

targeting and optimize

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Google Plus

• In December, search giant said 500 million people had created Google Plus accounts.

• But only 135 million were actively posting to Google Plus pages. Users used "+1" button to show they liked certain web pages.

• Need not be a lead medium but can be effective if it evolves.

• Recommendation based matrix where recommendations can be bought.

# Profile Following Followers

1. Dalai Lama N/A 3411511

2. Firstpost 18 728695

3. Anusha Dandekar 20 652684

4. The Hacker News 1 385547

5. Nokia India 9 151460

6. The Economic Times N/A 59899

7. Mojang N/A 20544

8. Samsung India 1 3413

9.AYUSH Adivasi Yuva

Shakti (adiyuva)3284 1724

10. Paul George 4806 1209

11. Tata Docomo N/A 832

12. India Emporium N/A 645

13. Lenovo India N/A 463

14. Fastrack 4 378

15. Transtree 111 232

• Though the engagement is low but presence on G+ will ensure that the brand has a base if this medium picks up.

• Content strategy can be similar to Facebook page, thus no additional effort is required.

• Almost same posts can go on Google plus and Facebook.

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Promotion

• Google Display campaign offers +1 button on All banners that are used for the campaign.

• Brands just need to make a Google plus page, and to advertise the g+ page they can add “+1” element on banners.

Google spends can easily be used to promote Google pus page.

Organic Growth

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YouTube

• Top 20 world wide channels serves music- that’s what YouTube is for!

• Few non “music producers” channels like Expert Village | Watch. Learn. Do. are in top list but those are on the lines of learn with us.

• Multiple advertising options available

Do you go to YouTube to watch ads?

Solution

• Content integration: Product placement in videos

• Generating content on the lines of brand’s communication.

Samsonite, the world's leading luggage maker• Attempted to capture online space thru innovation by

partnering with cricket expert, Harsha Bhogale• Harsha Bhogale, shared his views to the online medium

through the Samsonite Facebook fan page and a dedicated channel on YOU TUBE.

• Harsha actively blog and tweet about the daily matches.• Contest:

Pre roll

Logo presence

Harsha endorsing the product right @ the venue

Samsonite- Step out & Harshastepping out with Samsonite from his anchor’s role and talk to Samsonite fans

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Wikipedia

• Facts about the organization can be added free of cost.

• Wikipedia- a trusted medium enabling users to consume information.

• Helps in increasing positive SOV as company’s page will be picked by Search engine and will be placed on the 1st page itself.

Before creating an article, search to check that there is no suitable

article that already exists.

Create the article using the Wikipedia:Article wizard.Article will need to be reviewed before it goes 'live'.

In search box (top right of a page), type title of the new article. If Search page reports "There were no results matching the query. You may create the page...." followed by the article name in red, then you can click the red article name to start editing it.

When one is, press "Show preview" –check-recheck. and press "Save page".

Your article is now part of Wikipedia and may be edited by anyone.

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Pros and Cons

• SEO approach: The main advantage is including primary keyword with anchor text. Most of the web users are likely to click the link that are bounded with the exact keywords related to the topic, through which you can gain more number of traffic.

• providing more exposure and potential credibility for an organization

• Can facilitate Google Campaign- Page rank

• Wikipedia pages are not controlled by the organization the page describes and the page can be updated by anyone

• Ongoing maintenance of a page requires constant monitoring to detect any incorrect or negative changes, which can be somewhat time-consuming

Administrators: 1,443Account creators: 121Auto patrollers: 2,886Bots: 740Bureaucrats: 35Check users: 41Confirmed users: 297Edit filter managers: 165File movers: 344Founders: 1Importers: 1IP block exemptions: 237Overnighters: 38Researchers: 8Reviewers: 5,830Roll backers: 4,833Stewards: 0Transwiki importers: 0

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Online Reputation Management

• What is ORM?

• Need for ORM?

• Tools?

• Two way communication

User: I have purchased a ABC A/C from Delhi in April with a a

warranty of 1 year but is not working properly. I have

complained so many times but the company is not responding.

Complaint numbers ABC123, DEF456…..

Users: No response yet

User: I have purchased a ABC A/C from Delhi in April with a a warranty of 1

year but is not working properly. I have complained so many times but the

company is not responding. Complaint numbers ABC123, DEF456…..Brand: We apologies for the

inconvenience cause. Our customer care exec. Will call you on 98101XXX90

in next 24 hours.Brand: We are glad that your problem

got resolved. Serving you always.

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How does it work?

• Tell consumers: Raise awareness in social media and niche sites they read and respect

• Meet consumers: Ensure your products are available across online touch points including search engines

• Create positive reputation: Ensure influencers become advocates and help guard reputation

ORM It’s all about…

• Influencing the influencers

• Connecting with the consumers

• Managing feedback

• Delivering communications with a constant brand tone

• Developing positive dialogue and relationship with constituents

• Achieving positive brand comment

• Mobile devices, social networks, and ubiquitous broadband access

has empowered use to communicate with thousands of people.

• They create and share information with a few clicks

• Customers talk directly to companies and to their counterparts

though social networks and other online channels

• Common threat: Fast indexing of Google

• Discover how the brand, product or service is perceived by

online community.

• Identify advocates that influence public sentiment.

Why is it required?

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Reputation management strategy for First step is to LISTEN

Listen Engage

Measure

Process Overview

Based on all the data culled out by tools- start with the next steps:

Respond Re-Engage

Respond and Engage

• Creating threads on relevant forums to address issues

• Commenting on blogs to manage sentiment – positive comments on blogs with negative posts.

• In case of SMO – responding to posts on Facebook, Twitter and other Social Networking websites.

• Engaging with consumers by addressing their issues, queries, grievances and directing them to CRM support.

• Pushing positive links/reviews to the first page in major search engines through off-page activities.

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Process Snapshot

Tracking Negative response across digital space.

Divert users to the CRM helpline number and email

id.

Sending details to brand’s CRM team.

Closing cases, post getting response from the CRM

team.

Cases with no contact details:

Asking users to send their contact details and

SR/complaint no. on the dedicated email id.

xyzcomplaintsonline@gmail.com

Sending details to CRM team and close cases.

Elements of the Report

Total Views

Total number of mentions

Average Sentiments

Gender Distribution

Daily mentions

Sentiment - Positive, neutral, negative

Daily sentiment break down

Share of voice (Pie chart for social networks, blogs, news, custom)

Custom feeds (specific targeted websites can be monitored by the tool provided RSS/Atom feeds)

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Thank You