A snapshot of all the social media channels- A top level view of various possibilities.. This ppt, includes few international examples. Data Last updated: 2014

1. Follow me @gtmtwt
SOCIAL MEDIA

2. Follow me @gtmtwt
Appendix
• Overview
• Content
• Mediums
– Facebook
– Google Plus
– Twitter
– LinkedIn
– Wikipedia
– YouTube

3. Follow me @gtmtwt
Overview- IndiaProbabilityofcontentgettingshared
Text based content Image based content
Total users: 63 million
6.3% of total Facebook audience
Users: 23.4 million
Page views: 6.6% page total
world wide views
Total users: 33 million
3% of global users
Total users: 17 million
8.6% of total World LinkedIn users
Video based
content
• YT In viewers spend 48 Hrs+ a month
• 70%+viewers in India are >35.
• 1 billion UU visit YT each month (Global)

4. Follow me @gtmtwt
Importance of Social Media
Technoriti- 2013 Digital Influencing Report
Key takeaways:
• After brand’s websites, Facebook is the
most imp. communication channel to
influence prospects.
• Social media - second destination after brand website.
• Within social media users are searching to seek info.
• Travel/Holiday one of the top two categories to attract user
searches.
Within social media, what are major searches

5. Follow me @gtmtwt
Content Sharing.. What do we consume?
Key takeaways:
• Sharing photos/videos is a key activity.
• Users like to follow/find about a particular
brand.
• Users also like to follow brands to know
more about their offers/services.
• Researching for holiday destination is one
of the key activities for users in 30-39 and
40-49.
Conclusion:
Its not only important to be present on social
media but equally important to showcase right
information as users are searching and
monitoring the information.

6. Follow me @gtmtwt
Facebook- Overview
Country name Users
Monthly
change %
Monthly %
Change
Males Females Females Males Top Page
1 United States 158,855,340 -14,920 -0.01% 71,128,980 86,791,680 45 55 Facebook for Every Phone
2 Brazil 71,226,540 +2,822,600 4.13% 33,175,200 38,116,860 47 54 BlackBerry
3 India 63,769,420 +806,440 1.28% 47,550,780 16,128,100 75 25 Tata Docomo
4 Indonesia 47,804,920 -179,180 -0.37% 28,399,340 19,659,580 59 41 BlackBerry
5 Mexico 42,149,980 +1,029,500 2.50% 21,104,080 20,843,640 50 49 Trident
6 Turkey 32,716,660 -112,600 -0.34% 20,475,360 11,684,780 63 36 BlackBerry
7 United Kingdom 31,174,600 -316,960 -1.01% 14,710,120 15,910,960 47 51 Adele
8 Philippines 30,532,060 +454,980 1.51% 14,721,740 15,797,580 48 52 BlackBerry
9 France 25,357,480 +238,440 0.95% 12,159,080 12,938,120 48 51 David Guetta
10 Germany 24,982,100 -68,480 -0.27% 12,886,000 11,978,300 52 48 adidas Originals
11 Italy 23,379,560 +263,800 1.14% 12,313,280 10,936,240 53 47 Ferrero Rocher
12 Argentina 21,185,740 +446,920 2.15% 10,098,100 10,972,340 48 52 BlackBerry
13 Thailand 18,437,520 +22,440 0.12% 9,012,640 9,363,300 49 51 BlackBerry
14 Colombia 18,253,900 +286,120 1.59% 8,896,200 9,139,960 49 50 Shakira
15 Canada 17,786,140 +36,620 0.21% 8,006,240 9,347,120 45 53 Justin Bieber
India
Total Facebook Users 63,769,440
Position in the list 3
Population Penetration 5.44%
Penetration of online population 69.43%

7. Follow me @gtmtwt
Facebook- what do we interact with?
Voting
Submission/form
Video Promotion
Twitter integration
Pin to top posts

8. Follow me @gtmtwt
Most engaged posts…
Jan Dec
Feb
Mar
Image post is the trend and gets max response.
The trends can be observed across category.

9. Follow me @gtmtwt
Advertising Avenues
Right
Col. view
Sponsored
Stories
Inventory buying
Models:
CPC and CPM

10. Follow me @gtmtwt
Additional elements
• Microsites/tabs are hosted out of Facebook
environment and plugins are used to fetch the
information to facebook page.
• Facebook offers can
be used within
online
environment, and
also offline.
• Specific codes can
be given as
discounts coupon.
• Group coupons can
also be effective.

11. Follow me @gtmtwt
Facebook Deals
Case- McDonalds
FACEBOOK TAB
Menu promotion during Lunch
McDonalds New Zealand- 3 step ROI driven Facebook campaign
Step 1: McDonald’s was the first to get on board with check-in deals
Step 2: New Zealanders are able to check in to McDonald’s stores on their iPhone
or Android by using Facebook’s new location app, Facebook Places.
Step 3: Once checked in, they can nominate to unlock certain discounts which
they can then use at the store.
Individual Deals: Discounts or rewards given to users when they
check in to a venue.
Loyalty Deals: Require users to check-in a number of times to the
same venue. Rewarding their loyalty.
Friend Deals:
Require visitor to tag his friends while check in to a venue
Info. feeds through status update on their profiles.- Group Discount
Charity Deals
Generate feel-good atmosphere b/w customers + helping charities .
Gives visitor opportunity to make org. donates when they check in
Facebook Deals

12. Follow me @gtmtwt
Twitter
Advertising Property A:
Promoted Accounts
• Promoted Accounts puts ones account in front of
specific users (based on selection).
• Can be used to grow business directly.
• The bigger ones follower base, more people there
are to spread your content- virility
Target by
geography,
interest,
gender or
device.
Pay when a
user follows
your account
Track response
based on
targeting and
optimize
Mobile View
Advertising Property B:
Promoted Accounts
• Regular Tweets that can reach more people who
are interested in ones business.
• Can appear in:
– User timelines
– Twitter for mobile, desktops, laptops and tablets
Target by
geography,
interest,
gender or
device.
Pay when a
user engages
with the
brand
Track
response
based on
targeting and
optimize

13. Follow me @gtmtwt
Google Plus
• In December, search giant said 500 million people had created Google Plus accounts.
• But only 135 million were actively posting to Google Plus pages. Users used "+1" button to show they liked
certain web pages.
• Need not be a lead medium but can be effective if it evolves.
• Recommendation based matrix where recommendations can be bought.
# Profile Following Followers
1. Dalai Lama N/A 3411511
2. Firstpost 18 728695
3. Anusha Dandekar 20 652684
4. The Hacker News 1 385547
5. Nokia India 9 151460
6. The Economic Times N/A 59899
7. Mojang N/A 20544
8. Samsung India 1 3413
9.
AYUSH Adivasi Yuva
Shakti (adiyuva)
3284 1724
10. Paul George 4806 1209
11. Tata Docomo N/A 832
12. India Emporium N/A 645
13. Lenovo India N/A 463
14. Fastrack 4 378
15. Transtree 111 232
• Though the engagement is low but
presence on G+ will ensure that the
brand has a base if this medium
picks up.
• Content strategy can be similar to
Facebook page, thus no additional
effort is required.
• Almost same posts can go on
Google plus and Facebook.

14. Follow me @gtmtwt
Promotion
• Google Display campaign offers +1 button on All banners that are used for the campaign.
• Brands just need to make a Google plus page, and to advertise the g+ page they can add “+1”
element on banners.
Google spends can
easily be used to
promote Google pus
page.
Organic Growth

15. Follow me @gtmtwt
YouTube
• Top 20 world wide channels serves music- that’s what YouTube is for!
• Few non “music producers” channels like Expert Village | Watch. Learn. Do. are in top list but those are on
the lines of learn with us.
• Multiple advertising options available
Do you go to YouTube to watch ads?
Solution
• Content integration: Product placement in videos
• Generating content on the lines of brand’s communication.
Samsonite, the world's leading luggage maker
• Attempted to capture online space thru innovation by
partnering with cricket expert, Harsha Bhogale
• Harsha Bhogale, shared his views to the online medium
through the Samsonite Facebook fan page and a dedicated
channel on YOU TUBE.
• Harsha actively blog and tweet about the daily matches.
• Contest:
Pre roll
Logo presence
Harsha endorsing the product right @ the venue
Samsonite- Step out & Harsha
stepping out with Samsonite
from his anchor’s role and talk
to Samsonite fans

16. Follow me @gtmtwt
Wikipedia
• Facts about the organization can be added free of cost.
• Wikipedia- a trusted medium enabling users to consume information.
• Helps in increasing positive SOV as company’s page will be picked by Search engine and will be
placed on the 1st page itself.
Before creating an article, search
to check that there is no suitable
article that already exists.
Create the article using
the Wikipedia:Article
wizard.
Article will need to be
reviewed before it goes
'live'.
In search box (top right of a page), type
title of the new article. If Search page
reports "There were no results
matching the query. You may create the
page...." followed by the article name in
red, then you can click the red article
name to start editing it.
When one is, press "Show preview" –
check-recheck. and press "Save page".
Your article is now part of Wikipedia
and may be edited by anyone.

17. Follow me @gtmtwt
Pros and Cons
• SEO approach: The main advantage is including
primary keyword with anchor text. Most of the
web users are likely to click the link that are
bounded with the exact keywords related to the
topic, through which you can gain more number
of traffic.
• providing more exposure and potential credibility
for an organization
• Can facilitate Google Campaign- Page rank
• Wikipedia pages are not controlled by the
organization the page describes and the page can
be updated by anyone
• Ongoing maintenance of a page requires
constant monitoring to detect any incorrect or
negative changes, which can be somewhat time-
consuming
Administrators: 1,443
Account creators: 121
Auto patrollers: 2,886
Bots: 740
Bureaucrats: 35
Check users: 41
Confirmed users: 297
Edit filter managers: 165
File movers: 344
Founders: 1
Importers: 1
IP block exemptions: 237
Overnighters: 38
Researchers: 8
Reviewers: 5,830
Roll backers: 4,833
Stewards: 0
Transwiki importers: 0

18. Follow me @gtmtwt
Online Reputation Management
• What is ORM?
• Need for ORM?
• Tools?
• Two way communication
User: I have purchased a ABC A/C
from Delhi in April with a a
warranty of 1 year but is not
working properly. I have
complained so many times but
the company is not responding.
Complaint numbers ABC123,
DEF456…..
Users: No response yet
User: I have purchased a ABC A/C from
Delhi in April with a a warranty of 1
year but is not working properly. I have
complained so many times but the
company is not responding. Complaint
numbers ABC123, DEF456…..
Brand: We apologies for the
inconvenience cause. Our customer
care exec. Will call you on 98101XXX90
in next 24 hours.
Brand: We are glad that your problem
got resolved. Serving you always.

19. Follow me @gtmtwt
How does it work?
• Tell consumers: Raise awareness in social
media and niche sites they read and respect
• Meet consumers: Ensure your products are
available across online touch points including
search engines
• Create positive reputation: Ensure influencers
become advocates and help guard reputation
ORM It’s all about…
• Influencing the influencers
• Connecting with the consumers
• Managing feedback
• Delivering communications with a
constant brand tone
• Developing positive dialogue and
relationship with constituents
• Achieving positive brand comment
• Mobile devices, social networks, and ubiquitous broadband access
has empowered use to communicate with thousands of people.
• They create and share information with a few clicks
• Customers talk directly to companies and to their counterparts
though social networks and other online channels
• Common threat: Fast indexing of Google
• Discover how the brand, product or service is perceived by
online community.
• Identify advocates that influence public sentiment.
Why is it required?

20. Follow me @gtmtwt
Reputation management strategy for
First step is to LISTEN
Listen Engage
Measure
Process Overview
Based on all the data culled out by tools- start
with the next steps:
Respond Re-Engage
Respond and Engage
• Creating threads on relevant forums to address issues
• Commenting on blogs to manage sentiment – positive comments on blogs with negative posts.
• In case of SMO – responding to posts on Facebook, Twitter and other Social Networking websites.
• Engaging with consumers by addressing their issues, queries, grievances and directing them to CRM support.
• Pushing positive links/reviews to the first page in major search engines through off-page activities.

21. Follow me @gtmtwt
Process Snapshot
Tracking Negative response
across digital space.
Divert users to the CRM
helpline number and email
id.
Sending details to brand’s
CRM team.
Closing cases, post getting
response from the CRM
team.
Cases with no contact
details:
Asking users to send their
contact details and
SR/complaint no. on the
dedicated email id.
xyzcomplaintsonline@gmail
.com
Sending details to CRM
team and close cases.
Elements of the Report
Total Views
Total number of mentions
Average Sentiments
Gender Distribution
Daily mentions
Sentiment - Positive, neutral, negative
Daily sentiment break down
Share of voice (Pie chart for social networks, blogs, news,
custom)
Custom feeds (specific targeted websites can be monitored
by the tool provided RSS/Atom feeds)

22. Follow me @gtmtwt
Thank You