social media workshop_2015

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The Inside Out Approach SOCIAL MEDIA

Presented by: Prachi Tandon Theories mentioned here is my understanding of Social Media by means of hands on experience over the years.

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Social Media Defined

Social Media Decoded Social Media Optimised

Twitter LinkedIn

Facebook

Agenda

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SOCIAL MEDIA DEFINED

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“It differs from other areas of marketing only with respect to the objectives of the marketer and his or her organization. Social marketing

seeks to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society."

- Philip Kotler

Social Media - Defined

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In simple words…

The process of Communication, Connections, Collaboration, Contribution,

Content Creation and Sharing through the internet

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SOCIAL MEDIA DECODED

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Source: FredCavazza.net

What Is Social Media?

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The practice of engagement and conversation online

In as few words as possible

In as little time as possible

Across geographic boundaries

Social Media – Decoded

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Identify the target audience

Demographic & Psychographic segmentation

WHO

Identify the topic

WHAT

Objectify the topic

WHY

Identify platforms the content can be shared on

WHERE Know when your audience is alive, online and active

WHEN Optimise your reach The power of visuals Tag! Tag! And Tag!

HOW

The 5W and 1H of Social Media Marketing

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DIALOGUE REACH PUBLIC RELATIONS

LOYALTY COLLABORATION

The Power of Social Media and What It Really Means?

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SOCIAL MEDIA OPTIMISED

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Social Media –

A Force Multiplier To Knowledge Transfer

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The Focus – YOUR Consumer

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The Three Key Focus Areas For Social Media Today

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Attract

Engage

Nurture

Sell Deliver

Social Media Part I – It All Starts With Content

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Who is a content curator?

Consistently shares the most relevant content on a specific topic online. He/she continuously generates content for an identified set of groups.

Therefore, organising, filtering and ‘making sense of information’ and sharing the best piece of it in simple words for the audience to seek value

in it.

Content Curation

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Good Content

Crisp

Concise

Credible

Connects

4C’s of Content Curation

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What should content really be? VISIBLE

CREDIBLE

RELEVANT

Overcoming The Content Challenge by V.C.R.

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• Quality Content • Trust

SOCIAL JABBER Too much noise

• Share unique insights HIGHLY COMPETITIVE

ENVIRONMENT The “know it all” syndrome

• Visually rich, interesting and thought-provoking

VISUAL CONTENT Visual relevance

Technical expertise Copyright constraints

THE CHALLENGE THE CURE

Social Media Part I – The Content Challenge

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Share

Sense

Seek

Content Marketing Life Cycle

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Define Objectives Audience Topic

Seek

Content Marketing Life Cycle (contd…)

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Sense

Organise sources

By topic- research & discovery

By people- credibility & trust

Process & Assimilate Evaluation Develop your point

of view


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Share Be original –

don’t replicate content

Repurpose – evaluate the best

channel to communicate

Schedule- consistency, optimise performance and

reach

Share


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Define Objectives Audience Topic

Organise sources

By topic- research & discovery

By people- credibility &

trust

Process & Assimilate

Evaluation Develop your point of view

Share Be original –

don’t replicate content

Repurpose – evaluate the best

channel to communicate

Schedule- consistency, optimise performance

and reach

Share

Sense

Seek

Content – The Force Multiplier For Knowledge

Transfer

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Inputs

- Source of information

- Type of content identified

Organisation

- How should the content be organised:

~ List

~ Visual

~ Combination of both?

Social Media Platform

- Where should the identified content be

shared?

Key Stages In Content Curation

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IF CONTENT IS FIRE, SOCIAL MEDIA IS GASOLINE

Think about it…

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Social Media Engagement

Respond

Listen

Be Proactive

Remember, your geographic location matters!

Social Media Part II – Engagement

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What keeps people

connected?

Organisation/ Industry

Families and Friends

News, Trends and Hot Topics

Interest and Hobbies

How Are People Connected?

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Social Media Part III – Amplify Your Reach

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Be consistently frequent Post valuable content Post better, stunning pictures Spend some time on social media Follow (the leader!) Share content Interact and engage with the audience

Ways To Amplify Your Reach

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Amplify Your Reach – And Your Network

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Remember…

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TWITTER Where a few words soar the clouds

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Age of micro blogging Use of hash tags Discover by topics and not confined to people

Twitter – What Is It?

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A Twitter message, or ‘tweet’ is a short message limited to 140 characters that someone sends…

Twitter – Simplified

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…but unlike text messages, a tweet can be read by anyone that decides to follow, or view a person’s Twitter updates

Twitter – Simplified

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Social Jabber

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Staying Relevant

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Create a profile Build your follower base

Appeal to the audience & have something to say – be relevant Follow those who you want to follow you Target thought leaders and companies

Develop your voice – Engage, Enlighten and Educate! Short and sweet tweets Build a twitter list Use the #hash tag, but do not misuse the #hash tag . Tweet using industry hash tags Tweet frequently and with relevant content Remember to respond to tweets

TWITTER – Back To The Basics

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Vacancies Interesting insights Instructional videos Milestones Latest updates and trends

Sharing provides value to the audience

Demonstrates domain expertise Creates better brand recall and

recency in the mind of your followers

WHAT to broadcast? WHY broadcast?

Advanced Search

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Twitter feed is a list of

tweets viewable on your Twitter homepage

The feed consists of messages posted by those you follow

Twitter Terminology – Feed

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To read a person’s Twitter postings, simply follow them! Following them will make their tweets visible on your Twitter Feed

Twitter Terminology – Follow

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Twitter lists

Twitter Lists

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Open conversations via Mention/ Reply

RT’s are the more powerful tool on Twitter. Gives you the option to share a tweet that you read with those that follow you

Communication On Twitter

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Private Talks Via Direct Message


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This#is#not#how#it’s#done# #Proper #hashtags are #ahead of the #words

What do you hash tag?

Relevant words and not everything E.g identified topics #hospitality #news, hobbies

#swimming, #trekking or trending topics #NepalEarthquake

Twitter Terminology – Hash Tags

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“Tweets with images get 313% more engagement”

Engagement

@replies

Favourite

Mentions

Retweets

Pair Hash Tags Up With Relevant Images

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The Power Engagement On Twitter Lies In The Images Used

Did You Know?

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Group Discussions via #Tag


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Connect your business to what people are talking about

With 500 million Tweets a day and over 240 million active users,

people turn to Twitter to bring them closer to the things they care about

The ‘How To?’ Of Twitter Ads

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Connect in context

On Twitter, people talk about what they care

about and what’s happening around them

right now, including your business

The ‘How To?’ Of Twitter Ads

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Twitter Analytics – A Quick Look

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Listen and Learn

Grow and Succeed

How Of Twitter

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The key to a successful Tweetup is to focus on something people are interested in

Develop a thought leadership

Build A Community

Build Credibility

Develop Deeper Relationships

New Testimonials

Media Exposure

Lead Generation

Increased Sales

Live Chats – Tweet Up!

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It’s the ultimate weapon consumers have today

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LINKEDIN An Overview

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Strategy

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The leader in business- oriented social media network Over 347 million users with 187 million unique visitors to

the website From 200 countries and territories And featuring over 170 industries

LinkedIn describes itself for filling in the demand for three

things: Re-connect Power your career Get answers

What Is LinkedIn?

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New Product

Information

Company and Industry Related News and Trends Latest Tech Trends

Market Trends Job Vacancies

Why LinkedIn?

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Networking – amongst the most powerful PR tools Look for vacancies and current openings Top trends and news

a. Tech trends b. Q&A c. Best practices d. Opinion pieces

E.g.- Flipkart and Citi reformative maternity policies Greece Crisis Tim Cook’s statement on apples next steps

Why LinkedIn? (contd…)

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PROFILE – Show people you are an expert

NETWORK – Expand your network

RELATIONSHIPS – Build deep relationships

The PNR of LinkedIn – For Individuals

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A professional Photo. Summary- An effective statement of purpose. Stints with dates and a crisp note on key responsibility areas. Education Summary Extra- Curricular / Interest/Volunteering/Awards. Contact details – Email, mobile phone Endorse Recommendations/Testimonials

Ideal Profile

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The Elevator Pitch

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Introduction via mutual connections

Getting Connected On LinkedIn

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Recommendations from your network

Getting Connected On LinkedIn

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THOUGHT LEADERSHIP IS EXPLOITING YOUR UNIQUE

POSITION IN YOUR MARKETS TO GENERATE VALUABLE

INSIGHTS AND ADVICE ON ISSUES YOUR CUSTOMERS AND

PROSPECTS

CARE MOST ABOUT.

No one else has your perspective in the market

Value is in the eye of the target/buyer

Because YOU are the expert

Their priorities, not yours

LinkedIn – Building A Brand – For Your Company

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Create your company page

Post company updates

Attract followers

LinkedIn – For Your Company

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Create Your Company Page

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The Power Of Engaging Content

Post Company Updates & Attract Followers –

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LinkedIn Company Page Performance – A Quick

Look

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Join industry groups

Optimising Your Presence On LinkedIn

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Source: RankingTheBrands.com

55% of the Top 100 Brands use LinkedIn to share company

updates in addition to job opportunities.

LinkedIn – Did You Know…?

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MORE THAN

80% OF LINKEDIN MEMBERS INFLUENCE BUSINESS DECISIONS IN THEIR OWN COMPANIES

INFLUENCE

LinkedIn – Did You Know…?

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FACEBOOK

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How can I increase traffic to my Facebook page?

What can I do to keep my fans engaged?

How do I prove the ROI on my social media marketing

Facebook – The Focus

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How Can I Increase Traffic On My Facebook Page?

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Solve problems with photos Post a simple image and a caption that shows fans the solution to a

problem or a way to improve their daily lives

What can I Do To Keep My Fans Engaged?

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Give a shout-out to Your Customers Use the fans’ content instead of your own to give your post a viral push through specific

communities that are close to the content creator a.k.a the target audience


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Keep them engaged with a question Every customer wants to be heard and questions let them use their voice in the

form of comments


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Let them fill in the blank Use a short sentence with one word missing to generate a significant amount of

comments, likes and shares


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Gather Votes With Like vs. Share Ask fans to like a post to vote for option A, or share the post to vote for option B.

Because vote counts are visible, fans are motivated to participate


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Use Hashtags For increased brand, product and campaign awareness that reaches a wider audience


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ADVOCACY

LOYALTY

PURCHASE

PREFERENCE

CONSIDERATION

AWARENESS

How Do I Prove The ROI On My Social Media

Marketing? It’s All About Relationship Marketing!

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Measure Fan Growth

How often posts have been seen

Likes, comments, shares, and post clicks

Performance on Facebook

Facebook Insights – A Quick Look

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To Sum It All Up…

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The Power Is Yours!

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Question & Answers

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THANK YOU!

social media workshop_2015

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