SOCIAL MEDIA AND DIGITAL MARKETING

Dr. Indrajit Goswami Director - Management Studies

INFO Institute of Engineering Coimbatore-641107

@National Conference

on “Digital Marketing”

GRD Academy of ManagementCoimbatore-641062

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Civilization to Digitization !!• Stone Age to Metal Age : Thousands of years• Metal Age to Manufacturing Age: Hundreds of years• Manufacturing to Information/Digital Age: A few

decades• Target –a-market Strategy To Go-to-market Strategy• 4Ps To 4Cs(Content, Channel, Customer,

Conversion). • What I sell? To How I sell?

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Technology Driven Culture

• Innovators and Visionaries have replaced Predators and Intimidators

• Independence has been replaced by Interdependence

• Analytics has pushed out Intuition • Physical world has been replaced by Virtual world• Social Networking leads people to go beyond

Inter-personal relationships

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Current Market Scenario

• Global Market• Customer driven market• Cutting edge competition• Brand is more powerful than Product• Transparency and Governance are more important.• Concept, stories and Audio-visual Content facilitate

SALES.• Networking based business models.

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Statistics ??• Global: 2.1 BN websites and 3.01 BN Internet users.• Marketers will spend $8.3BN on SM in 2015.• 70 % marketers use FB to gain new customers.• 68% of all ORGANIC Clicks go to top THREE Search Results.

• India: 287.14 MN Internet subscribers.• 82% Y-o-Y growth in smart phone use.• 89% smart phone users in 18-29 years age.• Sale of smart phone exceeded sale of PC.• 200 MN mobile FB users.• 550 MN Twitter users.

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Today’s Conference: Learning Objectives

• Strategic Overview of Various Digital Marketing Avenues- SEO, SEM and Social Media

• Review and Refine Your Digital Strategy and Channel Governance• Learn How to leverage on Online Advertising and Various Social Media Channels• Understand the Impact of Digital (including mobile) on Buying Behaviour and

Purchasing Habits• Insights into How Other Businesses are Succeeding (as well failing) Using Social

Media• Understand the Scope and Roles for Content, Mobile, Email, Social, Search,

Display and Emerging Channels and Tools• Learn How to Develop and Execute a Successful Social Media Marketing Strategy• Develop a Framework for Planning a Digital Marketing Strategy• Learn How to Create Integrated Digital Marketing Campaigns

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DIGITAL FUNNEL

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DIGITAL MARKETING ?

• Internet Marketing

• i-Marketing• Web Marketing• Online Marketing• E-Marketing• Marketing of Products or Services over Internet

or via Mobile Technology.

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SOCIAL MEDIA ?

• Social media essentially is a category of online media where people are talking, participating, sharing, networking, and bookmarking online.

• It differs to Traditional Media in term of YOUR RIGHTS and FREEDOM for EDITING and CONTROL.

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Computer Applications

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Digital Marketing Tools

• WordPress and Blogger (Blogging)• Twitter(Microblogging)• Facebook and LinkedIn (Social Networking)• Flickr and YouTube (Photo and Video Sharing)• Google Analytics (Monitoring Results)

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Why Digital Marketing ?

• Reaches fast to a vast, global audience at a FREE / LOW cost.

• Different forms of Advertising and Promotion• Easy to Monitor and Measure responses to Ad

campaigns• Highly compatible to changing technology.

Friendly to Mobile Technology.

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Facebook Statistics

Statistics• 864 million daily active users on average for September 2014• 703 million mobile daily active users on average for

September 2014• 1.35 billion monthly active users as of September 30, 2014• 1.12 billion mobile monthly active users as of September 30, 2014• Approximately 82.2% of our daily active users are outside the US

and Canada• INDIA: More than 100 million active users. Second largest after

USA.

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LinkedIn Statistics

• The world’s largest professional network on the Internet.• It has reached 300 million members in more than 200

countries and territories (As on September, 2014)• The company has added more than 23 million members

since December 31, 2013.• Currently 67 percent of LinkedIn members are located

outside the United States. • INDIA: More than 26 million users. Second largest after

USA.

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YouTube Statistics

• More than 1 billion unique users visit YouTube each month• Over 6 billion hours of video are watched each month on

YouTube—that's almost an hour for every person on Earth• 100 hours of video are uploaded to YouTube every minute• 80% of YouTube traffic comes from outside the US• YouTube is localized in 61 countries and across 61 languages• According to Nielsen, YouTube reaches more US adults ages 18-

34 than any cable network.• 40% YouTube visitors come from mobile.• INDIA: More than 55% unique users per month. 70% are below

the age 36 yers.

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How to start DM campaign?

• Define your target audience.• Identify what methods are being used by your

customers / target audience.• Decide, what you want to achieve.• Do you have enough resource, time and

patience?

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Digital Marketing Techniques

• SEO : Optimize the website with relevant KEY WORDS, so that it achieves ‘naturally high’ search responses.

• SEM: Search Engine Advertising. Bid on preferred KEY WORDS and go for ‘Pay Per Click’ (PPC) campaign.

• Viral Marketing: Through Emails, Videos, Podcasts, Photos, Slideshows.

• Podcast: An audio file (.MPV or .WAV format).

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Some Success Stories

• Under The Dome Used Social Media Marketing To Reach 5.7 Million People• Fujifilm Used Social Media To Increase Its Popularity On Twitter By Gaining

More Than 3000 Tweets• ADP Leveraged Social Media Marketing To Increase Its Company Page

Followers By 100%• EagleRider Used Social Media Marketing To Smartly Garner 80% More

Facebook Fans• Adventure Island Leveraged Social Media Marketing To Achieve 5x Rise In

Page Likes Without Paid Ad Campaign• Sony Mobile India Achieved Over 2 Million Fans Through Social Media• Adolfo Ibanez School Of Management Used Inbound Marketing To Multiply

Its Leads By 11 In First Month• Brightfire Smartly Used Inbound Marketing To Increase Its Revenue By 100%

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• ABBYY Used Inbound Marketing Tricks To Achieve 26% Growth In Website Visitors In An Year

• Vico Software Used Inbound Marketing To Increase Its Search Referrals By 100%

• Danaher Corporation Used Inbound Marketing To Outreach Its Marketing Goals In Just 1 Month

• Texas Music Scene Used Inbound Marketing To Increase Its Page Views By 365%

• Firefish Software Leveraged Inbound Marketing To Garner 190% More Leads

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THANK YOU