SOCIAL MEDIA

MARKETING

HS SRIVATSA
DEEPAK GOPALAKRISHNAN

Lets start off with a few

statistics.

Internet users in India

Internet users in India

205 million.

Internet users in India by 2015

Internet users in India by 2015

350 million.

Percentage of Indian web users

who use social media

Percentage of Indian web users

who use social media

86%

Facebook users in India

Facebook users in India

90-100 million

Twitter users in India

Twitter users in India

33 million

LinkedIn users in India

LinkedIn users in India

18 million

Tumblr users in India

Tumblr users in India

19 million

G+ users in India

G+ users in India

22 million

Pinterest users in India

Pinterest users in India

15 million

What is social media?

Any media that lets people converse, talk, connect with
each other
In the digital age: A group of Internet-based applications
that build on the ideological and technological foundations
of Web 2.0, and that allow the creation and exchange of
user-generated content.

What is social media?

This definition covers a large gamut of platforms, including:

General: Facebook, Friendster, G+

Special-interest: LinkedIn, Myspace, TeamBHP, Pagalguy
Messaging: Google Talk, Whatsapp, WeChat
And even Comments sections, blogs, video sharing sites

A brief history of social media

1978: Bulletin Board Systems

The precursor to the forums & discussion boards of today

1985: AOL
Pioneered chat and chatrooms

1993: Tripod
Online community for students and youngsters

1997: SixDegrees
One of the first sites to let users create profiles

1999: Friends Reunited

The first network to achieve popularity and scale

2002-2004
Explosion of networking sites including:

Friendster
Myspace
LinkedIn
Ryze
hi5

2002: Pagalguy
Largest MBA-specific discussion forum in the world

2004: The birth of the giant

Facebook was born, initially as a college-only network

Then onwards
Huge increase in number of people getting online, and
hence making up social media numbers
Mobile technology made social media more immediate
and more a part of our lives than before
Technology trickled down to the masses

It went mainstream
Celebrities started getting on board: Twitter, FB pages,
Instagram feeds, blogs
It became big businesses: FB and Twitter IPOs, buyouts
of Whatsapp, Instagram, etc.
Activities of social media frequently made the news

Clearly, with so many people

spending time, marketers realised
this was a space they had to be in.

Prior to Facebook
Apart from the odd banner ad or Google text ad, social
media was not making too much money.
Facebook and its targeted advertising changed all that.

2005: The first FB ads

Each platform came up with unique options

Twitter: Promoted tweets / trends

YouTube: Pre-roll advertising / text ads
LinkedIn: Inmails
Facebook: Stamp ads, news feed advertising, promoted
posts

All these fall under display advertising

Some platforms offer unique paid services

LinkedIn: Premium account; options for HR managers

SoundCloud: Premium account for musicians
Slideshare: Premium account for customizations
YouTube: Lots of customization options possible

SMM today
One of the most important components of digital
marketing
There are accepted systems, processes, tools, and
designations dedicated to social media, across industries
It is also ever-changing and complex!

Social media marketing is touted

to reach $11b in revenue by 2017
(6.1b in 2013)

Let us look at a few platforms

In brief
The social networking giant that is de facto for social
media and SMM
Started in 2004, now a $7.87b company
Makes money through advertising
1.32 billion active users (June 2014)
7185 employees

In brief
Facebooks strengths are its large user base and extreme
targeting abilities
The use of Facebook by brands has varied vastly over
the last 5 years
Concept of brand pages or corporate profiles was started
by Facebook

Terms that you should know

Brand page
Fans / likes
Post
Engagement Rate
Application
News feed
News feed ad
Stamp ad
Promoted post

Definition for engagement rate varies. Some take it as

(likes+shares+comments)/fans, while others take it as (L+S+C)/Reach. FB prefers
latter definition

What a brand can do on Facebook

Create a brand page

Post: Images / text / video
Reply to comments / complaints / queries
Develop an application and host it
Run a contest
Provide offers and discounts
Run ads and promote posts

In brief
Microblogging website that allows users to express
instant feelings and thoughts through 140-character
tweets
Started in 2006, now a $664m company
Makes money through advertising
274m active users (July 2014)
3300 employees

In brief
Twitter is more open than Facebook
Concept of follow was popularized by Twitter: Hence,
celebrities came to Twitter first (no need to reciprocate a
friend request)
Twitter tends to be popular among influencers who find
it an ideal platform to broadcast thoughts

Terms that you should know

Handle
Tweet
Re-tweet
Followers
Following
Hashtag

Terms that you should know

Promoted trend
Promoted tweet
Promoted profile

What a brand can do on Twitter

Create a brand handle
Tweet
Reply to replies / general tweets
Customer care
Listen to what others are saying about you, competitors and
the category
Start a hashtag / run a contest
Promote: A tweet / hashtag / profile

Other platforms
YouTube: Video hosting
A brand can create a video, a channel, a premium channel, do a
masthead takeover, run a public Hangout

LinkedIn: Professional
A brand can create a corporate profile, get followers, list jobs
and products, advertise, use HR and sales solutions to achieve
business goals

Other platforms
Instant messaging
Whatsapp has no official brand solutions
A few others (WeChat, BBM) have brand profiles

Instagram, Pinterest
Image-based platforms which offer basic advertising solutions
(sponsored images on Instagram). Apart from this, brands can
create profiles

There are plenty of other social media platforms

Tinder: Dating
TeamBHP: Indian forum for auto enthusiasts
CouchSurfing: Network for travellers
Flickr: Photography
Gays: For the LGBT community
ReverbNation: For musicians
GoodReads: For people who love reading

Other languages

Vkontakte: Russia: 250m users

Habbo: Finland: 268m users
Sina Weibo: China: 300m users
QZone: China: 480m users

India: Pagalguy, TeamBHP, InternetBroadbandForum,

BharatStudent. Local language sites like LaiBhaari exist
as well.

Questions?