Leveraging Social Media:

Communication Strategy

Presented By

Masum ChowdhuryManager, SBMD

Asiatic Laboratories Ltd.

Objectives

After the end of this presentation, you will able to

understand the facts of –

(a)Social Media

(b)Power of Social Media

(c)Social Media in Bangladesh

(d)Communication Strategy

• It‟s just a craze

• There‟s no (Return on Investment) ROI

• It‟s just for people under 30

Typical Thoughts of Social Media

Google : Search

(You look for information)

Social Media : Search

(Information look for you)

Difference between

the old Internet from New Internet

Social Media

=

New Internet

=

Live Communication

Social Media Age

Embracing the social media lifestyle

• Be Yourself. Who you are in real life is who you are on

social media

• Be Adventurous. Try everything you possibly can.

Adopt those you are comfortable with.

• Be Social. Making more new friends online before

meeting them offline

• Be Honest. No one knows everything. Everyone

makes mistake. Transparency is the best policy on social

media.

• Be Current. Mass Media reports. Social Media reveals.

The real news is on social media.

What social media can do for you ?

• Learn what people are saying about you

• Create buzz for events & campaigns

• Increase brand exposure

• Find new opportunities and customers

• Support your products and services

• Gain competitive intelligence

• Retain clients by establishing a personal

relationship

• Opportunities to be industry leader

Social Media

Social media describes technologies that people

use to share content, opinions, insights,

experiences, and perspectives by interacting with

each other in an environment.

What is “Social Media”?

An umbrella term that defines the various activities

that integrate technology, social interaction, and

the construction of words, pictures, videos, and

audio.

-- WikiPedia

[but wait.]

[isn‟t social media a medium?]

[social media includes all technologies

operating in one environment...]

[driven by people.]

[What types of people?]

Almost everybody

Interests of Social Media users

1. Comedy — 19 million

2. Music — 13 million

3. Shopping — 11 million

4. Movies — 10 million

5. Coffee — 9 million

6. Lingerie — 8 million

7. Video games — 7.5 million

8. Animation — 7 million

9. Social networks — 6 million

10. Drama — 6 million

Below is a cross sample of the top 10 most commonly

liked „general interests‟ on Facebook, which is the largest

social network on the Internet.

Expert Sentiment

93% of social media usersbelieve a company should have a presence in social media. And

85% of social media users believe that a company should go further than just having a presence and should also interact with its customers.

Cone, Business in Social Media Study, September 2008

Why we use Social Media

To Interact:

• Market Research

• Public Relations

• Customer Service

• Collaborate

• Network

To Build:

• Relationships

• Loyalty

• Authority

• Brand Recognition

• Customers!

Popular Connecting Sites

• Facebook

• MySpace

• Twitter

• LinkedIn

• YouTube

• BlogTalkRadio

Popular Sites for Monitoring

• Google.com/alerts

• Google.com/trends

• Facebook.com/lexicon

• Search.Twitter.com

• SocialMention.com

Popular Sites for Learning

• Mashable.com

• AllTop.com

• YouTube.com

Building a Tribe (Followers)

• Blogs

• Facebook

• Twitter

• LinkedIn

• YouTube

• Podcasting

• Bookmarks

SOCIAL, DIGITAL

AND MOBILE IN

BANGLADESH

we are social

142,319,000

BANGLADESH

TOTAL POPULATION URBAN RURAL

25% 75%

1,735,020

INTERNET USERS INTERNET PENETRATION

1%

2,110,720USERS ON TOP SOCIAL NETWORK SOCIAL NETWORK PENETRATION

1%

79,677,000

MOBILE SUBSCRIBERS MOBILE PENETRATION

56%

SOURCES: UN DATA ACCESSED NOV 2011; INTERNET WORLD STATS ACCESSED

NOV 2011;

Internet PENETRATION In

Bangladesh Grew By

80%In 2010 Alone

VS

2,110,720

FACEBOOK USERS

IN BANGLADESH

1,735,020

INTERNET USERS

IN BANGLADESH

SOURCE: FACEBOOK REPORTED FIGURES, NOVEMBER 2011, AND INTERNET WORLD STATS, NOVEMBER 2011

Leveraging the power of social media

• The power of social media has a stronger impact in

some industries more than others.

1. The Film Industry

2. The Fashion Industry

3. The Music Industry

4. The Entertainment Industry

5. The Food Industry

6. The Recruitment Sector

7. The Gaming Sector

The Film Industry

Facebook is a great avenue for marketers and

brands to connect with consumers. For movie

studios, Facebook also offers a way to engage

audiences and even directly sell tickets.

The Film Industry

Sony has created its own in-house ticketing app

for many of its films. The great thing about

buying movie tickets via Facebook is that you

can invite friends along with you.

The Film Industry

Fox had a pretty in-depth Facebook campaign

for Avatar, including apps and promotional tie-ins.

Disney even offered movie tickets for Toy Story

3 via its Facebook Page, as pictured above.

• Today, fashion houses, designers, magazines and

supermodels post pictures of the latest designs and

trends across their social media profiles with the

hope to interest potential customers.

The Fashion Industry

• Fashion Industries utilize social platforms to

forecast fashion trends, consequently

securing future sales.

The Fashion Industry

• We live in the digital age, a time where onlinecontent like videos and music have never beenso easily produced, distributed and accessed bypeople all over the world.

The Music Industry

Fortunately the music industry has learned to evolve in a

way that incorporates the power of social media,

realising that the public have changed the way they listen

to, share and discover their music.

The Music Industry

The Entertainment Industry & Electronic Media

Entertainment industry involving electronic media uses social media

to tease viewers with a sneak peek of an upcoming episode, post live

updates as shows are in progress and host contests that invite

viewers to vote for their favorite talent.

Social media has become a crucial tool for the

electronic media that has taken viewership

engagement to a whole new level.

The Entertainment Industry & Electronic Media

The Food Industry

https://www.facebook.com/OLaLaPotatoBiscuits

The Food Industry

Whether you want to announce the opening of a

new restaurant, a change in the menu, an upcoming

food festival or a new dish, social media offers the

perfect platform.

LinkedIn gaining tremendous acceptance,professional networking and finding new talent havebecome incredibly easy. Social media also helpsemployers do a simply background check on allpotential recruits.

The Recruitment Sector

Connecting gaming applications with popular social

media networks has allowed the gaming sector to

create a sense of friendly competition. By giving

games a social angle, this sector has been able to

change its dynamics in unimaginable ways.

The Gaming Sector

Communication Strategy

Communication Strategy Map

• 1. Target Audience

• 2. Objective

• 3. Content

• 4. Platform

• 5. Conversation

• 6. Collaboration/Integration

• 7. Readiness Assessment

• 8. Culture Change

• 9. Technology Trend (Capacity, Tools & Tactics)

• 10. Measurement

Content is King

Social Media

Original

ContentIt is about what YOU place to the AUDIENCE.

What are the attributes of great

User-generated Content?

• It makes us laugh, cry or think. (Emotional)

• It gets to the point. (Clear and Concise)

• It leaves us wanting more. (Engaging)

How to create

customer-oriented content?

• Creating Mind Map

• Offering Scenario

• Drawing Prediction

• Conducting Survey

• Generating Infographics

• Providing Motivation and Inspiration

• Encouraging Crowd-sourcing

Conversation is Queen

KIDS THINK SOCIAL MEDIA IS ……..

Questions

THANK YOU ALL

THIS IS THE END OF OUR PRESENTATION.