Social Media

Rajesh ChilkundaRajesh ChilkundaGT Club, October 16, 2011GT Club, October 16, 2011

http://twitter/RajeshCRR

http://www.linkedin.com/profile/view?id=23599875&trk=tab_pro

http://www.facebook.com/rajchilly

https://plus.google.com/u/0/103553365127991583585/about?hl=en

What is Social MediaWhat is Social Media

• A group of Internet-based applications

• Can be accessed through computers and smart phones

• Allow the creation, exchange of user generated content

Type of Social MediaType of Social Media

Social networking

Content community

Collaborative projects

Blogs and micro-blogs

Virtual social world

Virtual game world

Social Media

The NumbersThe Numbers

• Twitter - 100 million users who tweet 200 million tweets every day

• Facebook - 800 million users who like, share 2 billion posts per day.

• Google+ growing impressively; new with “only” 43 million users.

• YouTube gets 3 billion views per day.

• Starbucks gets 1.8 million visitors to its website every month, Coca Cola some 270,000.

– By contrast their Facebook pages get 19 million and 22 million respectively, roughly 10 times the traffic.

How SM is usedHow SM is used

• Social media in India first highlighted -2008 Mumbai terror attacks; used by 60 per cent of the 83 million Internet users in the country

• 2G spectrum scam: Conventional media initially overlooked the story; Twitter users kept building pressure, making it impossible for conventional media to ignore it.

• Agarwal’s Eye Hospital - presence on Facebook, Twitter & YouTube. • Information on eye care, common ailments, innovative treatments and research. • Dedicated team of 10 doctors to answer queries from patients 24/7 through

these channels. “Tweeting from the operating rooms and posting surgeries on YouTube will be done even before we release any news to the media. From now, every step of a complicated surgery can be read and viewed on these sites.”

How SM is usedHow SM is used

• ““Paranormal Activity” produced for $11,000; grossed $100 million; friend-to-friend reviews on Facebook and Twitter, which lured moviegoers into theaters.

• Shah Rukh Khan marketing his production Ra.One –has YouTube channel for the film; Exclusive behind-the-scene footage, uncut shots and promos. The channel had visitors from 170 nations.

– “I didn’t know that there would be so many nations who would like to know about an Indian film”.

– He will use Google Plus to interact with fans.

• On the flip side, social media is also being used by separatist outfits from Kashmir to those on the North East.

Areas of business useAreas of business use

Why should business useWhy should business use

• Consumers now expect 'Real-time' communication; businesses have to rethink their customer relations strategies via digital marketing.

• People are online talking about EVERYTHING; they trust their friends’ film and product reviews and opinions more than they do slick advertising

• SM may be OK to ignore today, but with this rapid change, your brand will be left behind very soon

• Hindustan Unilever Ltd created a Facebook page for its Axe Angels deodorant brand. The page had 1.6 million members soon and has done more for the brand than traditional advertising.

Tongue cleaning successTongue cleaning success

Successful start-up -OrabrushSuccessful start-up -Orabrush• Orabrush in Utah, initially tried TV ads, and cold-calling retailers in mid-2008,

according to founder Bob Wagstaff, who invented the product and spent $40,000-sold practically nothing.

• Marketing student at Brigham Young University created two-minute comedy video on YouTube –cost $500. It went viral and more videos made by the same student (now Orabrush's chief marketing officer) helped in selling a million units.

• After that, store managers approached Orabrush on their own, citing requests from customers for it.

• Big success when Wal-Mart decided to carry the product in 3,500 stores last month. Wal-Mart based this decision over email exchanges and seeing the video testimonials that Orabrush sent them. No face to face meeting.

• Orabrush, a 28-employee firm, is on track to post $10 million in annual revenue this year after generating just $2 million in 2010.

Use for Personal BrandingUse for Personal Branding

Build “social authority”: Social authority is when someone establishes themselves as an "expert" in their field If you want to sell an expensive course in stock market investing, you’ll need to be seen as someone with the authority to teach others on the topic.

Expert Liked

Connect with people looking for answers in your field. Participate in conversations in groups and Q&A discussions. Provide links to related articles and free content such as e-books or consultation.

Showcase Recommendations: Build good will with recommendations. With LinkedIn, approval of you is visible to all viewers. People seeing the recommendations are predisposed to see you favorably, even before meeting you.

A ‘personal brand’ -how other people see you. What do you represent? What do you stand for?

Potential to persist longer than your own lifespan

Communicate

Obama the SM activistObama the SM activist

The Obama 2008 ElectionThe Obama 2008 Election

• Obama very comfortable with technology and addicted to his Blackberry. 3 million online donors, 2 million people created profiles on my.barackobama.com.

• On his Web site he listed 16 social media sites for contact, including Facebook, Twitter and MySpace.

• Connected with specific ethnic groups through MiGente (Latinos), BlackPlanet (African-Americans), Glee ("gay, lesbian and everyone else"), JDate (Jewish) and others.

• Used Flickr and YouTube to distribute "message of hope." Encouraged supporters to create their own content and all these videos went viral.

• 14,200,000 - number of views for Obama’s famous “Yes We Can” video on YouTube before the election.

The Obama ElectionThe Obama Election

• A dozen Obama apps in the iTunes store.

• Obama's e-mail list- 13 million addresses. In total, more than

1 billion e-mails landed in inboxes.

• A million people signed up for Obama's text-messaging program.

• On Election Day, every voter who'd signed up for alerts in battleground states got at least three text messages.

• His "analytics team" measured everything that went in and out of the site -- tracking which ad at what time drew the most traffic and what kinds of e-mails from the campaign got opened and read most.

Revolution through SMRevolution through SM

Fall of Hosni MubarakFall of Hosni Mubarak

• Egyptian businessman Khaled Said copied video (that police had made of themselves sharing confiscated marijuana), and put it on YouTube. Angry police beat Said to death.

• Wael Ghonim - computer engineer from Cairo University; M.B.A. in marketing and finance. At Google he is product and marketing manager.

• Ghonim created Facebook page "We Are All Khaled Said." It has horrific photos, shot with a cell phone in the morgue, of Said's face. This visual evidence undermined the official explanations for his death.

• This page attracted 500,000 members. Ghonim and others used the Facebook page (anonymously) to track other accounts of police abuses -wrongful arrests, torture in detention and corrupt government.

Fall of Hosni MubarakFall of Hosni Mubarak

• Facebook was used as a technical means to plan and organize protests for Jan 25 in 2011, in Cairo’s Tahrir Square.

 

• Ghonim was detained by the police and blindfolded for 10 days but could find no “foreign connection”. He was released and Internet access was cut off in Egypt.– Google created Speak2Tweet, allowing Egyptians to leave voice

messages that were posted to Twitter. 

• Finally by 11 February 2011, Hosni Mubarak resigned and is facing trial in court.