INTERNET MARKETING CHAPTER4 Social Media Marketing

1. INTERNET MARKETINGCHAPTER4Social Media Marketing Pranjoy Arup Das

2. Topics to be covered as per syllabus 1. Introduction to Internet Marketing: meaning, scope and importance of internet marketing, Application of internet marketing, Internet versus Traditional marketing. Business to Consumer and Business to Business Internet Marketing, Internet Marketing Strategy 2.  Online buyer behavior and models: The marketing mix in an online context : product, price, distribution, promotion, people, process and physical evidence ; Managing the Online customer experience : planning website design, Understanding site user requirements, site design and structure, developing and testing content, service quality. 3. Characteristics of interactive marketing communications: Integrated internet marketing communication (IIMC) ; Online Promotion techniques : Search engine marketing, online PR, Interactive advertising, online partnerships, viral marketing, opt-in-e-mail, offline communications 4.  Foundation of Social Media Marketing: Social media & its platforms, Social media marketing, Social media strategy; creating and managing communities, Social media marketing tactics. 5. Business Models & revenue models over Internet: Introduction to E-Business - Electronic business, Electronic Commerce, Types of Electronic Commerce, Benefits, E-Commerce Models, Value chain in E-commerce, E-commerce in India, E-governance, Digital Commerce, Mobile Commerce, Strategies for E-commerce, Internet based Business Model, Emerging trends in e-business, 6.   Electronic Payment Systems: concept of e-money, Electronic payment system, types of electronic payment systems, smart cards, stored value cards and electronic payment systems, B2B electronic payments, infrastructure issues in EPS, Electronic fund transfer.

3. Recap • Develop the internet marketing mix • Develop EARNER website • Build site traffic - Offline methods - Online methods * SEO * Online PR * Online partnerships * Interactive advertising * E mail marketing * SOCIAL MEDIA MARKETING

4. Social Media & its platforms SOCIAL : OF THE PEOPLE, BY THE PEOPLE, FOR THE PEOPLE. MEDIA : CHANNELS OR MEANS OF COMMUNICATION. • Social media the means by which people interact online to create, share, and exchange information and ideas in virtual communities and networks. • Social media platforms: Social networking platforms : Interaction among peers. (Facebook, Linkedin) Social knowledge platforms: Information hubs. (Wikipedia, ask.com) Social news platforms: Global, national, local news. (Twitter, wikinews) Social streaming platforms: Videos, Photos, podcasts. (youtube, photobucket) Online communities: Exclusive space for people with common interests. Eg. Bikers community, DBIM community etc. • Social media in India.

5. Social media marketing • Social media marketing refers to the process of gaining attention of prospects to a company’s products and increasing website traffic using the social media platforms. • Social media platforms are interactive and help to build one on one relationships. • When companies join the social channels, the company and their consumers can interact with each other on a personal and informal level. • Social media marketing does not and should not start with a facebook account or a twitter account or with a blog. • Internet marketers need to first analyse the social platforms which are available, the extent to which they are used by the target consumers and the most effective engagement techniques. • A useful framework for such analysis is P.O.S.T

6. P.O.S.T People: (Target market) > How popular is social media in the target market? > If popular, which platform of social media is most popular? Objectives: (Marketing objectives) > What exactly do we want to do through social media? * Inform * Inform & Interact * Inform, interact & sell * Inform, interact, sell and build a relationship Strategy: (Marketing strategy) > How do we intend to achieve our objectives? Technology: (Choice of platform) > Which platform would be most suitable for our objectives and strategies?

7. Social CRM Strategy • Using social media platforms to build a relationship between the company and its brand and the public, prospects, customers and other stakeholders. • Social media governance : A modern day governance policy of new age companies that governs the constant following of customers conversations and responding to them promptly and appropriately. • The scope of social CRM can be assessed in six business areas: * Marketing–Developing products, fulfilling needs, acquiring and responding to feedback. * Sales – Efforts to make customers buy the products at the point of sale. * Service & support – After sales self-help service. * Innovation – Developing new and unique products based on feedback. * Collaboration – Partnerships with vendors, suppliers, banks etc. * Customer experience – Exclusive memberships, VIP programmes etc.

8. Company-created online communities • Online communities are social platforms where like-minded people can come together to discuss their special interests. • Companies may create online communities for their customers on their own website or on any social networking site like facebook, yelp etc. • Communities may be created for customers on the basis of four criterion: * Customers purpose * Customers position * Customers interest * Customers profession

9. Customers purpose: Research?... Price comparison?.... Quality comparison? • Customers position: Teenagers? …Newly weds?...New parents?...Just retired? • Customers interest: Sports?...Music?...Cars?... • Customers profession: Doctor?...Lawyer? …Business? • Just like websites, internet marketers need to build traffic into their created online communities. • Alongwith traffic building techniques, Moderators, such as experts, may used to keep the community active and monitor the peer to peer conversations .

10. Social media marketing tactics • SSA 6 – from handout.

11. Knowledge corner • Bookmarking: is a Uniform Resource Identifier (URI) that is stored for later retrieval in any of various storage formats. All modern web browsers include bookmark features. • Social bookmarking: is a centralized online service which enables users to add, annotate, edit, and share bookmarks of web documents. Many online bookmark management services have launched since 1996; Delicious, founded in 2003, popularized the terms "social bookmarking" and "tagging".

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