Social Media Marketing Strategies
By Manish Kasliwal,
Head Advisory Relations & Strategic Marketing,
L&T Infotech
April 30, 2011
Media Evolution
What next?
Social Media
Chat
Email
Digital Media (TV, Internet..)
Print Media
2
Why the need for Social media?
 People love to communicate
 Personalization
 User Friendly: allows mixing of messages, photos, & videos
 Inculcates Inquisitiveness
IDC's recent Social Business Survey indicates that the top 5 reasons end users are conducting social
business initiatives are to:
 Acquire knowledge/ask questions
 Share knowledge/contribute ideas
 Communicate with customers
 Create awareness about company product or service
 Communicate with internal colleagues
3
Social Media impact on the business value
chain
Product
Research
 Collaboration especially with
distributed teams
 Innovation
Operations/
Delivery
Listening
 Customer influenced offerings
 Expert communities shape
product ideas
Marketing
 Co-creation of brand
 Insights from social
conversations
Sharing
Conversing
Responding
 Employee engagement
 Recruit through social
channels
HR
Sales
Customer
service
 Real-time responses
 New tools for customer connect
 Mining social conversations
 New tools for persuasion
 Building stronger relationships
Social Media Tools
Source: Pingdom
Sites & Services
Total Users (in Millions) (as
on March 2011)
Average age of users
LinkedIn
100+
44
Facebook
640+
38
Twitter
175+
39
Source: Pingdom
5
Social Media in IT sector
Sites & Services
For Work-Related Purposes
LinkedIn
62%
Facebook
18%
Twitter
13%
Source: FaceTime Collaborative Internet Survey
Facebook
Linkedin
Twitter
Employees
Followers
%
Followers
Follows
Accenture
40428
124179
225057
58%
24016
697
IBM news
48756
203507
325242
48%
12651
52
Cognizant
NA
55694
70319
54%
5406
592
L&T Infotech
1161
8141
10157
56%
841
124
Infosys
25645
63037
80917
55%
13595
482
Wipro
4201
52385
66384
44%
7545
253
TCS
3270
89690
103541
48%
8039
103
*Not officially present on LinkedIn
% : % of Total Employees
Source: LinkedIn, Facebook, Twitter
6
Few Examples of Social Media ROI
 ADIDAS: Used social networks to do guerrilla marketing on mobile (e.g. Facebook, Twitter, SMS) in and
around NBA All-Star Game and increased retail sales 20X goal in Las Vegas (where All-Star Game occurred
 COCA-COLA: Achieved strongest global marketing integration ever with Expedition 206, a social
media promotion where a small group of travel ambassadors went to 206 countries over 365 days to
“generate happiness” and published on social networks. It enabled global promotion execution among
3,500 Coca-Cola marketers around the world.
 GENERAL MOTORS: Launched “FastLane,” one of the first blogs personally written by senior
executives. Customer feedback given through a blog saved the company $180,000/year versus
traditional focus group research not to mention the enormous good will of company executives
responding to consumers, not a focus group moderator
 EMC: B2B social media effort that achieved business transformation by creating a global company-wide
social community, EMC ONE. This connected and increased collaboration resulting in double-digit
revenue growth in more than 60 countries.
 COLGATE: Launched Wisp, disposable toothpaste, through “Be More Kissable” social media video
campaign (+30 more involvement) that ran on YouTube, Twitter and Facebook. It achieved reach of
10,000,000+ rivaling mass advertising at small fraction of the cost.
Source: http://barnraisersllc.com/?p=2504
7
The Way We Do It – Being IPR
L&T Infotech has a well defined Social Media Policy
 Blogs Posts
 Tweets
 One-to-One conversation
through Direct messages
 Polls
 Participation on external Blogs
& Forums
 Webinars
 Periodic Update
 CSR Activities
Reactive
(R)
Events & Media




Industry Events
News
Press Releases
Webinar
Collaborative
 Blog Posts
 Polls
 Forums




Retweets
Thank you notes
Welcome messages
Clarification on queries
Thought Leadership
 Case Studies
 White Papers
 Newsletters
Informative





Presentations
Photos
Audio/Video files
New launches
HR Content
Social Media: Gains & Cost
Gains
Sales Revenue
Consumer Insights
Brand Protection
Lead Generation
Contact Center Operations
Costs
Related to People
Related to Technology
9
Future roadmap….
What next?
 Consolidation….
 Preference for Single
platform….One for Business and one
for Personal
Social Media
10
Few Quotes on Social Media
 “Social Media is Like a Cocktail Party: Listen Then Respond”
 “Links are the Currency of the Social Web”
 “Facebook is a social network that connects people personally and professionally through connections,
messages, photos, & videos.”
 “Twitter is like a Text Message with a BCC: To The World”
 “Social networks aren’t about Web sites. They’re about experiences.” – Mike DiLorenzo, NHL social
media marketing director

“Fans, Tweets & Likes are vanity. ROI is sanity. It’s up to you to decide how crazy you can afford to be.”
~ Lori R Taylor
 “Social media can be an enabler and an accelerator of existing core capabilities, values, attributes and
plans. It can even be a catalyst for change. But it can’t magically create what doesn’t exist.”~ Denise
Zimmerman
11
Thank You
Our Business Knowledge,
Your Winning Edge.
Confidential | Copyright © Larsen & Toubro Infotech Ltd.