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Social Media Campaign7 steps that could make a difference between
`EffectiveMess or Effectiveness’
Do you want to be a conversationalist or a
Spammer?
We are all there as Individuals, Groups, Companies, Institutions, Brands, Concepts,
Celebrities on the social MEDIA – but are we really SOCIAL on Social Media?
What we do on Social Media… Translates into
• Like / Comment / send-accept friends / Join groups or causes / Respond to event invitations / Chat / Tweet / Retweet / Follow /#Hashtag / Download / Read / Forward / Watch videos / Chat / Click….
The Way a Marketer wants to see it
7 Steps can help you harness the Social Media better
Follow it and become like `Snow White’ (attractive).
Ignore it and become like those Seven Small goats
eaten up by the Wolf – Now wait till someone comes
and saves you
Step 1ENGAGE THE CUSTOMER
Ask them not to do things
that will embarrass
themselves or you, but
expect them to.
All of us have embarrassed ourselves in public, more than once, so will they. It’s
okay.
Step 2Conversations Matter!
The only solution
for negative
conversations is
more positive
conversations.
The only way to win is by
inspiring your
evangelists to
start and spread
more positive
conversations about you
Responding to and resolving
negative conversations is
table stakes.
So, put in place a process to track and resolve negative conversations, then focus on organizing
and energizing your evangelists.
Step 3Organizing and Energizing your evangelists
1. Who are our present and potential evangelists?
2. Who do they talk to? 3. Who talks to them? 4. What else do they talk
about? 5. What are their triggers to
talk? 6. Why do we want them to
talk about us?
You create a persona for your evangelists, except that instead of using it to design a website, you would use it to design a web of talk-worthy touch-points.
Step 4VIRAL FACTOR-WORD OF MOUTH
• How can we create a compelling social object (that is unique to us) that will inspire our evangelists to talk about us?
• Will they talk about our uniquely designed products?
• Will they talk about our personalized support?
• Will they talk about our new mind-blowing TVC?
Step 5INTERACTIVITY
Organize our evangelist around… Social Dynamics
Consumer generated content,
Conversations, Collaboration, Community Collective Intelligence
INTERACTIVITYOrganize our evangelist around..
• Can we ask them to create our next TVC?
• Can we proactively search for mentions of our brand on the social web and respond to them?
• Can we create a support forum, where they can answer each others’ questions?
• Can we create a community to help them connect with similar others?
• Can we ask them for ideas to improve our product or service?
Step 6 : Now SocializeHow can we use social networks to help our
evangelists share their passion? Social Networking (Facebook, LinkedIn)
Blogs / MicroBlogs(Wordpress / Twitter)
Media Sharing (Youtube / Slideshare / Picassa / Flickr)
Social Bookmarking (DiggIt / StumbleUpon)
Social Media
Remember• Each social network appeals
to a different type of users for a different purpose.
• Each social network has a different soul and, therefore, a different role.
• So, the content and conversations for each social network should be customized for its users the specific purpose for which they use the social network.
Step 7 : Review…IntrospectConversationalist or Spammer?
• The real value lies in asking and answering the questions in steps 3-4-5. Step 6, without steps 3-4-5, will end up looking like spam.
• Step 7, then, is to remind yourself that you don’t want to be in the spam business.
SUMMARY
Engage the customer
Conversations Matter!
Organizing and Energizing your evangelists
Viral factor-word of mouthInteractivity
Leveraging the Social Media NetworkReview…Introspect…
To Implement…Interact…Involve
1 + 1 + 1 = 111: Yes You Can
The Three Rs of Marketing 2.0
• Real No more of the old marketing hype.Tell the truth. Admit your mistakes.
• Relevant You can’t interrupt people anymore.You must have what they want.
• Responsive Marketing is no longera monologue.You must answeryour customers.
17
Through the combination of these 7C’s we provide a gamut of Experiential
Activities for companies, brands, services through an effective strategic
“CONVERSATIONS” & “CAMPAIGN” designed to evoke the desired
responses.
CONVERSATIONS CAMPAIGN
CONTENT
CREATIVES
COLLATERALS
CONNECT
COACHING
CONTENT
CREATIVES
COLLATERALS
CONNECT
COACHING
CONVERSATIONS
CAMPAIGN
Messages that YOUR organization wants to convey
Enhancing the Message and the Tool through Concepts & Ideas
The tool through which you convey the Message
Harnessing the Digital Media (Website, Social Media, Establishing Consumer Connect)
Training, Mentoring Coaching, Guiding Personnel
Leveraging Media Platforms and tools : Advertising, PR, Promotions, Direct Marketing, Internet, Events
ATL, BTL, TTL, CyberTouch, and Other modes of reaching out to target audiences
Depending on the Programme needs, requirements, and goals of your organization.
CONTENT
CREATIVES
COLLATERALS
CONNECT
COACHING
CONVERASATIONS
CAMPAIGN
CONTENTCREATIVES
COLLATERALSCONNECTCOACHING
CONVERSATIONCAMPAIGN
COMPARTMENTALIZED INTEGRATED
Content-Creative-Collaterals-Coaching-Connect-Campaign-Conversations
A `Connect’ Initiative