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”

E-MAIL

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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