Managing the online social consumer: A guide to social media marketing for Marketers

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The modern consumer seeks a flawless online experience as well as consistent high quality brand engagement. The consumer of today wields the power of social media that can establish or destroy a brand. Becoming social has become mandatory now rather than being just a marketing experiment. The presentation studies the emerging behavioral traits of an online social consumer and suggests practical tips for online marketers, CEOs and project managers to ace the new social trend.


<ul><li> 1. Presented by: Anand Varadarajan andd Dhanya Menon August 07, 2010 3/28/2012 IamSocial,AreYou?Disclaimer: All case studies included in this presentation were cited for informational purposes during the 1conference. Brand and image logics/logo belong to the respective brands. </li> <li> 2. From Then to Now IamSocial,AreYou? 2 </li> <li> 3. Scenes From The Real World IamSocial,AreYou? 3 </li> <li> 4. Anycustomercanhaveacarpaintedanycolourthathewantssolongasitisblack.RemarkabouttheModelTin1909,publishedinHenryFord sautobiographyMyLifeandWorkRemark about the Model T in 1909 published in Henry Fords autobiography My Life and Work(1922)ChapterIV,[p.7172] 3/28/2012 IamSocial,AreYou? 4 </li> <li> 5. Era Of Customization Starts With Barbie!! (Post Purchase) P h ) IamSocial,AreYou? 5 </li> <li> 6. Dell As a Growth Machine- Custom Built Computers (P C t (Pre-purchase) h ) website in October 1997 IamSocial,AreYou? 6 </li> <li> 7. Reva Color It (Pre Purchase) IamSocial,AreYou? 7 </li> <li> 8. Personalized Food IamSocial,AreYou? 8 </li> <li> 9. Enter The Social Borderless Worldwhere S i l i th strategy h Social is the t t IamSocial,AreYou? 9 </li> <li> 10. Nike Running ( g (Nike + Program) g ) Sensors in shoes linked to runners portable media players. Runners upload data and track their progress online Runner s Nike gets critical user analytics IamSocial,AreYou? 10 </li> <li> 11. Cirque de Soleil q Facebook offers exclusive content such as backstage photos and videos, interaction with performers and show updates Widget lists shows in the town based on the fans mood (&gt;100,000 fans) IamSocial,AreYou? 11 </li> <li> 12. Fedex Print Online Anytime anywhere ordering of prints Anytime, Integrated with online document managers such as Google DocsTM IamSocial,AreYou? 12 </li> <li> 13. - The Power of Choice Ch i IamSocial,AreYou? 13 </li> <li> 14. Mail Chimp - DIY e mail Campaigns e-mail IamSocial,AreYou? 14 </li> <li> 15. Social Engagement As Core Strategy Listen and engage with consumers Build communities Aggregate and distribute content across the social web Provide a comprehensive digital consumer experience IamSocial,AreYou? 15 </li> <li> 16. Executive Dilemma In Empowering Customers Should we share plans with customers and make them a part of our extended team? Can we face the consequences of not responding? Can we integrate enterprise systems with public forums? Can we let go of the command and control form of communication? Can we be open to scrutiny by customers? IamSocial,AreYou? 16 </li> <li> 17. Social Media Cannot Be Ignored Growth in Facebook Usage G th i F b kU Growth in Twitter Usage Growth in LinkedIn Usage gSource: Google Insights IamSocial,AreYou? 17 </li> <li> 18. Positive Brand Advocacy IamSocial,AreYou? 18 </li> <li> 19. Negative Brand Advocacy IamSocial,AreYou? 19 </li> <li> 20. Patient Advocacy Positive patient advocacy for the new smoking cessation drug Online discussion boards serve as an empowering tool for patients Patients ask informed questions and take control of their health &amp; treatment IamSocial,AreYou? 20 </li> <li> 21. A Tectonic Shift From The Past Social Media Word of mouth spread through Word mouth social networks Consumer Brand Association Generated Advertising Attributes associated with the brand by consumers Advertising based on consumer perception Consumer Buzz OnlineAttention grabbing p p g g properties King Consumer Communities of the brand &amp; cascading Micro community sites; impact it can generate Rating &amp; review sites; Brand Advocacy Consumer &amp; media blogs Word f W d of mouth recommendation th d ti of the product or service IamSocial,AreYou? 21 </li> <li> 22. Consumer Social Media IamSocial,AreYou? 22 </li> <li> 23. Deciding On The Social Agenda Social IamSocial,AreYou? 23 </li> <li> 24. Listen To Customers Share My Idea Customers- IamSocial,AreYou? 24 </li> <li> 25. EngageEngage- Share My Story IamSocial,AreYou? 25 </li> <li> 26. EngageEngage- Design The World a Coke IamSocial,AreYou? 26 </li> <li> 27. Resolve Issues-@comcastcares On Twitter Issues @comcastcares For better customer service Alternative to jammed inbound call center IamSocial,AreYou? 27 </li> <li> 28. Brand Marketing- Corporate Blog: Gene Logic More than 300 LinkedIn followers Highly targeted audience has improved marketing campaign effectiveness IamSocial,AreYou? 28 </li> <li> 29. Social Message- Tata Tea Jaago Re Campaign C i Encourage Indias youth to participate in elections Redefined awakening attributes of tea IamSocial,AreYou? 29 </li> <li> 30. CSRCSR- TOI: Lead India Campaign Involved people from all over country Made people feel good about their contribution Generated massive buzz and visibility IamSocial,AreYou? 30 </li> <li> 31. Establishing Brand Communication- The Axe Call Me Campaign A C ll M C i Audacious and Bold Voices the bold expression of todays youth Massive buzz and offtake IamSocial,AreYou? 31 </li> <li> 32. Listen to Customers- Consumer Generated Advertising: Honda Insight Using online buzz topics to create ad Timing of ads with launch Used bloggers comments on green BG for Eco-friendly IamSocial,AreYou? 32 </li> <li> 33. I am a C O CEO. Bec ing cialI want to: I am Social com Perceive Competitor Strength Measure companys brand strength Monitor Key Corporate Functions y p Soc Monitor Internal Metrics Track Customer Engagement Valuation IamSocial,AreYou? 33 </li> <li> 34. Perceive Competitor StrengthTechnical analysis of your website relative to your competitors website, IamSocial,AreYou? 34 </li> <li> 35. Perceive Competitor StrengthTrack competitor communication and evolution of its strategy over the y gy years IamSocial,AreYou? 35 </li> <li> 36. Perceive Competitor StrengthAnalyze social media for chatter about your competitors products y y IamSocial,AreYou? 36 </li> <li> 37. Measure Companys Brand Strength Company sHoly grail of marketing: When brand name becomes synonymous with category IamSocial,AreYou? 37 </li> <li> 38. Measure Companys Brand Strength Company s 632,600 fans 1,558,678 1 558 678...</li></ul>