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4. Questions to be answered
How can you build a brand using Social Media?
Listen first, campaign second. Or the other way round?
Is Social Media part of Digital Media or part of broader Marketing
and Communications?
How to develop a Web Dominance Strategy around Social Media?
How much is a good spend?
What the KPIs for Social Enterprise and how to measure ROI on a
regular basis
5. Agenda
Creating Brand Using Social Media
Listen First. Campaign Second.
Social Media as part of Communications Medium
Web Dominance Strategy
How much to spend?
KPIs & ROIs
7. Social Media = Social + Media
SocialSocial Media Marketing Social Listening
Social
Commerce
Community
Building
Social PR
Social CRM
Social
Intelligence
Online
Reputation
Management
Social Audit
Social Contact
Center
Corporate
Strategy
Brand StoryCelebrity Innovation
Media
You either SUCK. Or you ROCK!
You either capitalize and
earn.
Or miss the opportunity.
8. Overall Strategy
Tweet-up Bloggers Meet G+ Hangout
Sports NRI Personal Profile
Doctors Feminists Teachers
IT / ITes Airlines Telecom
Banking Automobile Media
Lawyers Religious Groups Civil Society
Industry
Groups
Influence
Groups
Emotional
Connection
Activity
Areas
Example of a Political Leader.
9. Metrics for Leaders
This is how people choose their leaders.
• Family and CareHuman
• Issues to interest/industry GroupsSensitive
• Stand on National IssuesIntellectual
• Highly influenced by Tech Savvy-
nessFuturistic
• Shared through Vision DocVision
• Show high actionActive
• Collect thoughts from groundOpen Minded
Can we master them all?
10. Win through quality
Content
Design
Timing
One Goal : Great Leadership for Superpower India.
Very structured political and
economic vision content.
A new benchmark in content
presentation and design.
Time it well according to the
mood of the market and
competition moves.
12. People are talking. They are talking about you!!
Social Media has created huge volume of data.
The Data is goldmine. It is detailed and targeted, public but full of
important information.
The value is in knowing how they see you.
The community to tell you how to reach to them, what information to pass and how to win them.
People talk about Brands.
People talk about competitiontoo.
People express their likes and dislikes.
People discuss about their possessions.
People express their future plans.
Social Media is thus
both an exciting
opportunity and a costly
threat.
13. Analysis is integral.
Action is the essence.
Social Media Listening is only the beginning.
Listen. Analyze. Act.
#1:Intense Response #2: Social Broadcasting #3:Platform Campaign
Marketing
#4: Distributed Brand
Presence
#5: Tailored Service
& Support
Source: “A Strategy for Managing Social Media Proliferation,” Altimeter Group (January 5, 2012)
Social Media Listening is on top of Industry Trends.
Top Five Use Cases for Social Media Management.
14. General Buzz
Discovering Evils, Pre-virals
Buzz around Campaign
Reaction of Competition
Major Influencers
Regular
Reports
Ad-hoc
Reports
Response
Team
Conditional
Reports
Strategic
Reports
Research
Reports
Weekly
Updates
Monthly
Performance
Alerts
Creative Team
Community Center
Architecture
15. After Listening. Think Story.
• Who are you?
• What do you want to become in next one year, 5 year?
• Why are you interesting?
• What is the interesting thing you are going to do that people will feel
excited about?
16. Go for Activity Plan
• Social Media Campaigns
• Ads and Promotions
• Targets and reaching out
• Intense Activity
17. Social Media as part of
Communications Medium
Case study of Simplify360
38. SOCIAL MEDIA STRATEGY
Intelligence Content Venue KPIs
Buzz around brand,
competition
and industry
Listen for
Listen in
Twitter, Facebook,
Blogs, News, Forums,
Complaint Sites
Market Research,
Public Relations
Marketing,
Public Relations
Community Building
which can be
leveraged for several
functions
Social Enterprise
• Size of the
community
• Level of
Engagement
• No of issues
Resolved
• Type and amount
of feedback
received
Promotional Platforms
40. Bringing it together: Social Presence
Create Catalogue of
the brands
Inform, update,
broadcast,
engage
Official Blog for PR and
content Generation
Promote, Engage,
Advertise
Share your latest
promotional Video with
fans
Your
Business
41. Channels Content Type Primary Purpose
Other Content
Sources
Networks – Working Together for Bigger Reach
42. Bringing them together
Create
Catalogue of
the brands
Inform, update,
broadcast,
engage
Promote,
Engage,
Advertise
Inform, update,
broadcast,
engage
Create
Catalogue of
the brands
Promote,
Engage,
Advertise
Create
Catalogue of
the brands
Inform, update,
broadcast,
engage
Promote,
Engage,
Advertise
Share your latest
promotional Video
with fans
Inform, update,
broadcast, engage
Official Blog for
PR and content
Generation
Promote, Engage,
Advertise
Share your latest
promotional Video
with fans
43. This is how it actually works
Create Catalogue of
the brands
Inform, update,
broadcast,
engage
Official Blog for PR and
content Generation
Promote, Engage,
Advertise
Share your latest
promotional Video with
fans
Your
Business
45. Good Spend – Social Media is Not CHEAP
Approximate Cost of INR 10 Lacs per month.
• Manpower Required for
• Community Management
• Market/Industry Analysis
• Social Media Analysis
• Creative Design
• Photography
• Research
** Man-power can taken as per campaign.
** Expected team size of 4-6 people.
• Cost :
• Good spend in Social Media
depends on what you want to
achieve
• For larger organizations, it’s around
INR 5 Lac per month + INR 5 Lac
per month as Ad spend.
• Campaign Areas to focus
• Photos (general life and
events)
• Research
• Video
• Presentations
• Creative Graphics
• Cartoon, Banners, Posters
• Listening and ORM
• Monitor the buzz
• Respond to relevant
messages
• Analyze aggregated buzz
• Build Defensive Materials
46. Additional
• Website Update
• Content, Design + Implementation
• Most companies need this before going Social.
• Good Website these days cost upwards of INR
15 Lacs
• Video making
• Should cost : INR 2 Lac per video
• A video a month should be good