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Welcome to the New

Rules of Engagement

@jamshedwadia & @ladyxtel | Connected Women #PWIB13
Content & Social Marketing for SMBs (Connected Women #PWIB13)
!
!

What REALLY is

Social Media?

@jamshedwadia & @ladyxtel | Connected Women #PWIB13
!
!

It’s not about

Twitter or Facebook
!
!

It’s all about

being where people are
And all businesses are run by people
for people
Value
Proposition

Grow
Customers

Make
$$$$

!
!

SMBs do face a couple of real problems

Scale the
Business
Value
Proposition

Grow
Customers

Make
$$$$

!
!

Can Social Media address some of these issues?

Scale the
Business
!
!

What’s the magic sauce?
!
!

Here’s how some great SMBs have done it
!
!

One Size
DOES NOT
Fit All”
“

3 8 % S M B S H AV E
EXCELLED
—
28% IN LARGE
C O M PA N I E S
Choose the right platform
CONDUCIVE TO
CUSTOMER
C O N V E R S AT I O N S
?

TYPE OF
BUSINESS?
WHERE ARE
YOUR
CUSTOMERS?
!
!

FA C E B O O K

@jamshedwadia & @ladyxtel | Connected Women #PWIB13
25 Million SMB’s have business pages on Facebook
One of the Top Photographers in Asia
Daily Engagement
!

Authentic voice
!

Regular Contest and
Promotion
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Ana White: Homemaker turned blogger, turned
entrepreneur

Third Party Ads Service
Ana White: Homemaker turned blogger, turned
entrepreneur
Ana White: Homemaker turned blogger, turned
entrepreneur

Key Takeaways
• Create a community where users can talk about themselves.
• Empower your fans to share their experiences with other users.
• Have clear strategies for your blog and Facebook page.
Kelly Lester: The Singing CEO. Lunch boxes ideas
for Kids
Kelly Lester: The Singing CEO. Lunch boxes ideas
for Kids

Social Success Story: EasyLunchboxes
Lessons in Branding, Content Creation & Community
Kelly Lester: The Singing CEO. Lunch boxes ideas
for Kids

On YouTube, Kelly offers short segments with lifestyle hints,
food preparation tips and more, called “A Couple of Minutes
with Kelly,”
Kelly Lester: The Singing CEO. Lunch boxes ideas
for Kids
Content & Social Marketing for SMBs (Connected Women #PWIB13)
TWITTER

@jamshedwadia & @ladyxtel | Connected Women #PWIB13
4.5 Million SMB’s have profiles on Twitter
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Fresh, Relevant and Vibrant Content
How does a bakery find interested followers?
It all started with that one tweet
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Startup Company Eliminates the Cold Call With
Twitter

Highlights:
On average, the company lands one
meeting per week with potential partners,
collectors or discarders through Twitter.
In a 3-month challenge, ecycler.com added
151 collectors and 623 discarders.
Startup Company Eliminates the Cold Call With
Twitter
Highlights:
ecycler.com regularly receives coverage
from relevant bloggers by meeting them
first on Twitter.
Visual and interactive posts on Facebook
make the site the #1 social media source of
traffic, generating about 10% of all
ecycler.com traffic.
LINKEDIN

@jamshedwadia & @ladyxtel | Connected Women #PWIB13
4.7 Million LinkedIn Users Are Employed by Small
Businesses
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
SLIDESHARE

@jamshedwadia & @ladyxtel | Connected Women #PWIB13
Branding & Search, Thought Leadership, Lead Generation
Content & Social Marketing for SMBs (Connected Women #PWIB13)
YOUTUBE

@jamshedwadia & @ladyxtel | Connected Women #PWIB13
YouTube is #2 Search Engine in the World
Indian Taxi Driver
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
M U LT I P L AT F O R M

@jamshedwadia & @ladyxtel | Connected Women #PWIB13
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
FREE RESOURCES

@jamshedwadia & @ladyxtel | Connected Women #PWIB13
Creative Commons is a nonprofit organisation that
enables the sharing and use of creativity and
knowledge through free legal tools.
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
W H AT A R E T H E R U L E S O F
ENGAGEMENT ?

@jamshedwadia & @ladyxtel | Connected Women #PWIB13
Commit
weekly
resources

Set
Clear
Expectations

Know
which
platform
works

Social
Data to drive
business
strategy

Clear Calls to
Action

Consistency
SOCIAL MEDIA ACTION PLAN

@jamshedwadia & @ladyxtel | Connected Women #PWIB13
SOCIAL MEDIA ACTION PLAN

Facebook

Goals
Target
Audience
Measurement
Brand Voice &
Personality

Kpis

Twitter

Blog
SOCIAL MEDIA ACTION PLAN

Facebook

Goals

Twitter

Blog

Foster Quality
Showcase Authenticity &
Engagement & Showcase
Connect With
“Fun” Side Of Brand
Likeminded Users

Grow Thought
Leadership Through
Quality Opinion Pieces

Target
Audience

Immediate Friends &
Their Networks,

Curious Users Around
Common Passion Points
(Discovery)

Knowledgable Readers,
Opinion Seekers
(Research)

Measurement

Facebook Insights,
Pagelever

Topsy Pro,
Thoughtbuzz

Google Analytics, Alexa,
Compete

Brand Voice &
Personality

Fun, Unique, Engaging,
Light-Hearted

Sharing, Reciprocative,
Sincere, Dynamic

Informative, Trustworthy,
Sincere, Inspiring

Kpis

Connect With 5 Different
Increasing “Talking About
People A Day, 5 Updates
This”, “Reach”, Add
A Day, Increasing
Users To Email Database
Following

Increase Subscribers,
Encourage Email
Signups, Invite 2 Guest
Bloggers To Contribute
Content
OVERALL CONTENT PLAN

MISSION

U S E R M O T I VA T I O N S

CONTENT PILLARS

CONTENT MIX
PLATFORM
DISTRIBUTION

DESIRE TO BE DELIGHTED
BE THE FIRST TO TELL & SHARE EXPERIENCES
PROOF OF ACCOMPLISHMENT
GAINING MORE KNOWLEDGE & KNOW-HOW
OVERALL CONTENT PLAN
(BE THE MOST FUN
HAIR SALON IN TOWN)

MISSION

DESIRE TO BE DELIGHTED
BE THE FIRST TO TELL & SHARE EXPERIENCES
PROOF OF ACCOMPLISHMENT
GAINING MORE KNOWLEDGE & KNOW-HOW

U S E R M O T I VA T I O N S

CONTENT PILLARS

LIFESTYLE

ADVOCACY

PRODUCTIVITY
/LIFE HACKS

OTHER BRAND
TIE-UPS
(SHARING IS
CARING!)

CONTENT MIX

40%

20%

30%

10%

PLATFORM
DISTRIBUTION

- TWITTER
- FA C E B O O K

- FA C E B O O K
(SHARE FROM
MICROSITE)

- BLOG
- TWITTER

- FA C E B O O K
USEFUL HACKS FOR EXECUTION

Picture Sourcing

Flickr, Bigstock.
Use Powerpoint To Customise Your Images For Quick And Fuss Free
Image Editing

Content Plans &
Collaboration

Office365, Skydrive

Optimising

Timing & Quanitity

I Need
Inspiration!!

Surprise Someone From Your Community, Post Youtube Videos,
Encourage Positivity

Structure

Confirm Your Content Plan 2 Weeks In Advance. Map Out Your Key
Milestones (Product Launches, Events, Etc)
THE LAST WORD ON
COMMUNITY

@jamshedwadia & @ladyxtel | Connected Women #PWIB13
“Be S.O.C.I.A.L”
!

Sincere
Open

Collaborative
Interested
Authentic
Likeable
!
!

Communities are built on Relationships,

not Technology
!
!

Communities are built on Relationships,

not Technology
!

it’s not about social media communities, it’s about
communities on social media platforms
!
!

Don’t be
!

Insensitive
!

Irrelevant
!

Intrusive
THANK YOU!
@jamshedwadia & @ladyxtel | Connected Women #PWIB13

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