A comprehensive presentation that emphasizes the importance of stakeholder view in social media. It includes examples of Dell, Starbucks, Suzlon Energy etc.

1. Social Media: A Stakeholder
View
Anandan Pillai
Research Scholar (Marketing)
Management Development
Institute, Gurgaon

2. Research
Experience
 Case studies: 2
 Research papers: 3
 Book: 1

3. Conference presentations
(2009)
(2010)
(2011)
(2012)

4. Invited speaker
Demystifying Social
Media
Social CRM
Building Communities
on
Social Media

5. Social media credentials
 Twitter: 850+ followers (@anandan22)
 LinkedIn: 500+ connections
 Consulted 2 brands
 Soon joining a leading agency as “Social Media
Strategist”

6. Agenda
 Introduction to Social Media
 Stakeholder View
 Case Studies
 In-class exercise

7. Integrated Marketing
Communications
Offline Online
Non-Interactive Interactive

8. I speak, you listen

9. Apart from listening, now I also want to
Create
Share
Discuss
Modify

10. Which Channels to Adopt?
 I / My team is Identify
comfortable Business
 My competitors are Objective
present there Identification of
key
 My agency suggested
this channel
Stakeholders
Selection of Social Media
Channel
Content
Strategy

11. Business Objective?
 Top-line
 Bottom-line
 Brand Awareness
 Lead generation
 Customer insights
 Crowdsourcing
ideas
 Employer
branding

13. Social Media Channels

14. Content Strategy
What?
(About product/service, brand,
industry news, how-to etc.)
When?
How? (Image, Video,
Contests, Blogpost)

15. Case studies cum Discussions

16. IdeaStorm

17. IdeaStorm

18. Blendtec
 Increase in sales 700%

19. PALS

20. PALS

21. Hippo
Manufacturer
Wholesaler
Informatio Good
n s
Retailer
Customer

22. World’s top 10 Management
Institutions*
About College 16.99%
Alumni 6.45%
Existing Students 9.55%
Business &
Management News 6.30%
Industry News 1.86%
General Engagement 7.43%
Faculty 32.27%
College events 14.09%
Industry Interaction 5.06%
Total 100.00%
*Work in progress

23. Kaya Skin Clinic (August’2012)

24. Channels Content Strategy
Offerings – 10
Product – 4
Appointment – 3
Facebook
Festivals – 10
Tips – 2
Total – 29
Offerings – 10
Product – 4
Customer Interaction – 17
Appointment – 4
Twitter Festivals – 8
Tips – 3
Customer’s foursquare
checkin - 2
Total - 48
Blog & YouTube None

25. Hindware (August’2012)

26. Channels Content Strategy
Facebook Product – 9
General engagement –
5
Festival – 5
Total – 19
Twitter Tips – 22
General engagement –
11
Category information – 3
Product – 3
Total - 39

27. Reach me
 Twitter: @anandan22
 Blog: www.anandanpillai.com
 Email:
anandan1982@gmail.com
 Mobile: 9871223659
27

28. Image Sources
 http://www.blackballonline.com/wordpress/social-media/social-
media-marketing-mix-analysis/
 http://www.beesmart.biz/InteractiveDigitalTv/tv-guide-interactive-
program
 http://ceoworld.biz/ceo/2009/10/26/mcgraw-hill-third-quarter-
profit-fell
 http://www.topdesignmag.com/top-design-billboards-best-45/
 http://www.clker.com/clipart-wrong-cross.html
 http://reputationxchange.com/tag/traditional-media/
 http://www.porchooneh.com/
 http://steve.crooks.net/2012/07/16/the-laid-back-approach-to-
dining/
 http://www.talkingbusinesscontinuity.com/bcm-news-and-
events/news/business-continuity-and-your-stakeholders-who-
has-a-stake-in-your-business.aspx