Are We Equipped to Market Our
Product Online?
A Possible Approach!
Webinar, Nov 27, 2013
www.gutsgo.com
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Who Am I?
www.gutsgo.com
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Prof RatanKK
Entrepreneur
Surviving By The Day
Being at it!
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• Leads GutsGo's Marketing & Operations.
• Lead eMarketing Trainer (Trained 1500+)
• IAMAI
• NIIT Limited
• eConsultancy, UK
• eMarketing Visiting Professor
• IIM, Ahmedabad, 2011, 2012, 2013
• IIM, Udaipur 2013
• Great Lakes, Chennai 2010, 2011
• Seasoned Mentor For Entrepreneurship
• ET’s Power Of Ideas 2010 & 2012
• Mentor Edge, CIIE, IIMA Since 2000
• GutsGo Ventures since 2009
• Jury Member
• Yahoo! Big Idea Chair Awards 2012
• Yale & Great Lakes Research 2012
Prof RatanKK
Entrepreneur
Surviving By The Day
Being at it!
Who Am I?
I’m A Product Manager!
Driving Customer Acquisition > Engagement > Relationship
Every Day!
www.gutsgo.com
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www.gutsgo.com
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www.gutsgo.com
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eMarketing Technology Landscape
Developing an
Online Marketing Strategy
Are We Equipped to Market Our
Product Online?
A Possible Approach!
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What is your eMarketing Plan?
Request For Information
The Starting Point
Get this RIGHT, you’ll GO Places
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• What is your Business Offering as an Elevator Pitch?
• What is your Product Positioning?
• What is your Competitions Product and their Positioning?
• Who is your CUSTOMER?
• What is your Customer Engagement?
• What is your eMarketing Plan?
• What are the Key Performing Indicators per Campaign?
• What are the resources for this eMarketing Plan?
• Who is Accountable for Performance?
• Who is responsible for Execution?
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An RFI Takes Care of…
RFI StrategyTactic
Specific PlanTAO for
each Tactic
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Process of Developing eMarketing Plan
Social Media Marketing Module
Execution Plan
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• Set of goals for an SMM Campaign
• SMM Goals – Audience | Influence | Engagement
| Actions | Loyalty?
• Keywords for SMM
• Short listed KWs
• Identification of SMM Channels, with an
integration planned
• For Listening / Online Intelligence
• For Out Reaching / Engaging
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Module – SMM Execution Plan
• ‘Listening Plan’ for conversations
• Listening for each goal
• Tracking what you listened
• Indentify a right conversation opportunity
• ‘Preparation’ for Engagement
• Creation of experiences/web properties, to let
others talk about Brand
• Script to initiate and to sustain conversations
• Plan to get them to talk more about the
experience & the brand in their social web
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Module – SMM Execution Plan
• Executing the ‘engagement’ (Outreach)
• How will you ‘Connect’?
• How will you get into the ‘Conversation”?
• How will you identify the ‘intent’ behind a conversation?
• How will you get conversations to your experiences / web properties?
• How will you drive traffic to experiences / web properties
• How do you use traffic through media buying to web properties?
• How do you integrate different properties / platforms?
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Module – SMM Execution Plan
• Measure, Analyze and Optimize Plan
• Quantification of SMM Goals – Audience |
Influence | Engagement | Actions | Loyalty?
• Defining Key Performance Indicators (KPI) to
achieve each of our SMM goal
• Success scenarios for these KPIs for a goal?
• Measure and analyze these KPIs
• Optimize KPIs for achieving the SMM Goals?
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Module – SMM Execution Plan
• SMM Campaign Review Plan
• Report formats / dash boards that you will use to
measure and optimize Campaign
• Taking inputs from client regularly
• Review the campaign execution and performance
with the clients
• Connection of KPIs and the Goals are connected in
review of the campaign
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Module – SMM Execution Plan
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Track & Analyse
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Track & Analyse
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Track & Analyse
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Track & Analyse
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Track & Analyse
RFI StrategyTactic
Specific PlanTAO for
each Tactic
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Optimization For Social Media Mrktg
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Optimization For Social Media Mrktg
SMM
RF
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Optimization Across Online Marketing
RF
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SEOPaid
Search
Web
SiteeMail Mobile Display SMM Offline
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Let’s Learn & Do It Better!
Let’s Be At It!
www.gutsgo.com
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Q & A
Ask Them At
@ratankk on Twitter
Thanks For Your Encouragement!
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