Presentation at Jamagra Symposium on 24th February 2010
A Recipe to Add Social Media to your Marketing Mix
Marketing 2.0
Amitha Amarasinghe
www.amisampath.com
www.amisampath.com
Today’s Program
1 Why Social Media?
2 What is Social Media?
3 How it affects Marketing?
4 How to Apply in Practice?
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Some Statistics to Start With..
57% of global internet users has joined at
least one social network
If Facebook is a country, it would be the
third largest in population
There are over 500,000 Sri Lankans on
Facebook, and it’s still growing
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Doesn’t Matter Whether You are Online or Not…
“Google Never Forgets!”
It knows what you did last summer ;-)
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Sex Social Media Sells
“Social Network sites are now
officially more popular than
porn websites on the
internet”
“One in five Americans says
they're ready to have less sex
to find more time for
spending on the internet”
Sigmund Freud Proven Wrong?
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Changes in Consumer Behavior
Only 14% of consumers
believe what we say in our
advertising
92% - prefer to talk to someone
they know to learn more about
the products and services they
plan to buy
78% of people find peer
recommendations either highly
or fairly credible
Source: http://www.wildfirecompany.com/index.html / Keller Fay Group
Are Your Ready to Change?
“Your customers and
rivals are figuring
blogs and social
networks out. Our
advice: Catch up…or
catch you later”
Stephen Baker and Heather
Green (Business Week)
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What is Social Media?
Social media is an umbrella term that defines the various
activities that integrate technology, social interaction,
and the construction of words, pictures, videos and
audio [Wikipedia]
It is the interactive second generation of internet (Web
2.0) on which the communication takes place not only
from content creators to the users, but also vise versa
and among the users as well
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In a More Simple Language…
“Creation of web content, by the
people, for the people”
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What If?
your brand could win a place in these
conversations?
“Conversations with advocates increases purchase
intent by 2 to 7 times depending on industry and brand”
Brand Advocacy Dashboard 2005-06
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Social Media Marketing
“Is the marketing effort of securing a place for your
brand, in the online conversations taking place on social
media web”
Objectives
•Brand building
•Awareness
•Creating loyalty
•Generating sales leads
•eCommerce
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Channels of Communication in SMM
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Impact of Social Media Messages
5 T’s of Social Media Marketing
Topics
Talkers
Tools
Take part
Tracking
5T
Adopted from Andy Sernovitz’s Five T’s of Word of Mouth Marketing
Topics 5T
Simple
Repeatable
Understandable
Worth Talking about
Not complicated
Not necessarily a marketing
message
Not necessarily about the
product you sell
Tied up to your “Brand”
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Talkers 5T
They are not professional marketers
Not necessarily your customers
Not necessarily the best customers
Most of the time “new customers” talk
more
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Tools 5T
Help people to tell others
Facilitate extended conversation
There’s no “too much” of tools (Eg: Youtube)
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Take Part 5T
Have a company presence in social media
platforms
Talk to people
Say “thank you” and “I’m sorry” (Wow! Effect)
Help people to solve their problems
Dedicated person to manage social media
conversations
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Track 5T
Google Blog alerts
Blogpulse
Technorati
Cumulative brand mentions
Twitter @ mentioning
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Things to Watch Out
Be real. Be honest
It’s not a “techy” thing
It’s not emarketing either!
It’s purely social!
Expect for rudeness!
Come down to earth
“Meatball-Sundae Syndrome”
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Who Can Effectively Use Social Media?
Small & Medium Entrepreneurs (SME)
Start-up businesses
Restaurant Chains
Fashionable Goods
Travel & Tourism (Places)
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The Future
eCommerce Social
Firms Network Sites
Scalability Trap Revenue Model
Trap
Big eCommerce
firms find it difficult Big Social Networks
to translate social find it difficult to
media into tangible monetize their
results popularity
Vacuum
Social
Commerce
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Contact The Presenter
Web www.amisampath.com
Email amitha[AT]same_domain[DOT]com
Twitter @Amisampath
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About Jamagra
Jamagra – “Japura Marketing Graduates", is the knowledge
sharing forum formed by the graduates of the Department of
Marketing Management of the University of Sri
Jayewardenepura. Jamagra was first launched in May 2006, as
the brainchild of Mr.Maxwell Ranasinghe, visiting lecture of the
Department of Marketing Management. Since then, Jamagra
has gathered over 50 marketing professionals passed out from
the department, holding influential positions in some of the
leading companies in Sri Lankan and abroad