Three top advertizing professionals have asserted that calibrated use of ‘Social Media’ ( i.e., social networking sites) like Orkut, Myspace, Facebook and Flickr can skyrocket your business in quick times.
Use of ‘social networking sites’ can skyrocket your business, assert top Ad professionals
The three experts -- Samsika Marketing Consultants’ CMD Mr Jagdeep Kapoor (
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), and both Joint CEOs of Social Wavelength Mr Sanjay Mehta (
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) and Mr Hareesh Tibrewala (
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) -- were addressing a seminar on "Social Media for Corporate Communication & Marketing", organized by Indian Merchants’ Chamber on January 30.
IMC’s Director General Mr Arvind Pradhan welcomed them and introduced them to the audience.
Mr Jagdeep Kapoor said the traditional mode of corporate communication through the print and electronic media was at best a ‘monologue’, ‘one-way traffic’. The corporates’ had no easy way of getting feedbacks from their clients or finding out the consumers’ varied preferences, so as to review and redesign their market promotion strategies.
But with the advent of internet, especially web sites like Googles, Yahoo and Wikipedia, this situation has changed. The corporates could now intelligently engage in ‘a dialogue’ with their potential or existing consumers, so that they can send advertizing messages to the consumer public and get prompt feedback from them, all on realtime basis. The sites like Ebay, Orkut, Myspace, Facebook, Flickr, Linked In, StumbleUpon, Digg, and Reddit could skyrocket your business overnight, if used intelligently used as part of your market strategy.
"But, remember that the quality and other features of product and services which you are offering to consumers must be absolutely wholesome, sound and flawless. Otherwise, your entire marketing strategy may collapse catastrophically," Mr Kapoor cautioned.
"Do you use an RSS reader like Google, Newsgator or Bloglines? Have you submitted content to a social network? Has your content become "popular" or hit the front page? Do you or a client of yours do social media marketing? This is an entirely new landscape with unlimited marketing potentials. It opens up great scope for building strong brands and finetuning one’s marketing strategies to suit the diverse interests of clients," he said.
The advertizing wizards in charge of the marketing strategies for the biggest Bollywood grosser "3 idiots" successfully made use of the social networking sites for achieving success. A similar Social Media strategy was also being used for the launch of Ram Gopal Varma’s "Rann."
"The social media offers us a superb opportunity to reccee, and be at it now, fast, contemporary. But, first doubly ensure that the direction of your direction is right, and your product is good, flawless. Otherwise, instead of soaring, the rocket may nosedive," he counselled.
Social media could also be used with great effect for launching election campaigns, raising social consciousness on critical issues and for achieving other wholesome social objectives.
Mr Jagdeep Kapoor said: "Social media is direct, and low-cost, and hence can suit small entrepreneurs’s budget. Its effect can be enhanced by integrating it with other media vehicles. The social message must remain consistent and must reflect the strong brand image of the corporate."
Mr Sanjay Mehta said social media could be effectively used for advertising, selling, reputation management, listening, customer service, co-creating products, creating B2B relationships.
He cited the successful examples of multinationals using social media as a powerful marketing tool. Dell used it for offering exclusive discounts through Twitter. " Social media recommendations -- not the size of Xylo ads -- has become the key to decision making on car purchase. It also helps sell T-shirts..rather, it RUNS a large T-shirt business!, " he said citing examples.
Mr Hareesh Tibrewala recommended that a social media strategy should have four key elements of Ps-- people, purpose, plan, and process. "And the way ahead is • Plan a strategy based on the 4-Ps • Have a clear goal in mind • Pace yourself… there will be a learning curve, and • Commit resources and get started.
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Hello all,
Media can be rather biased and they have their own reasons for it. Providing singular news has become rampart, since they have large organizations to sustain.
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