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Build Your Brand using Social MediaTFM&A IndiaMumbai10th OctoberKapil Gupta (kapil.gupta@omlogic.com)WHAT IS SOCIAL?GLOBALLOCALThink Global, Act LocalEverything is social! You make a purchase mostly because some of your friends recommend it.2What remarkable purchase did you last make and why?

Everything is social! You make a purchase mostly because some of your friends recommend it.3Friends Referral Is Most Important

What we will go through today:Nuances of Indian Social Media leading to Social DesperationHow to Build a Social CampaignHow to create content?How to Gamify your campaignHow to spend on social mediaHow to measure successDeep Emotional Connect

India is Cricket

India is Bollywood

Religious Reverence

Nationalistically Reverent

Multi-Lingual and multi-cultural

*Source: Norton, The Economic Times, March 28, 2012Indian Online Behavior PatternsHow NOT to view social media

PROVE I AM BETTER THAN TRADITIONAL MEDIA?CHALLENGE ACCEPTED.Guess what

33,748,542 views on YouTube in 56 days

15Single of the year on BBC radio.TV road-blocked a whole Saturday for the 1st Tamil song to be premiered on it.

16Facebook profile pic of the year Please welcome Anna Hazare!

17364K likes on FB200K+ followers on Twitter by Aug 27th itself

18A seemingly innocuous friendship campaign recovered the 31% drop Airtel had experienced in Q4 of 2010

19And went on to even run businesses selling HFZ merchandise!

20Airtel spent 300 Crores in its re-branding campaign in November 2010

21AND GOT NOTHING!!

22WE LIVE IN A FICKLE SOCIETY !!!

23Brands Want This From Every Social Media Campaign

And the result is

SOCIAL DESPERATION

Engagement Ke Liye Kuchh Bhi Karega26

Please Join My Page I am Funnn!!!!!!!!!!27

Talk To Me Please28Please talk Please Please Please

29

ContestGoodiesAwardsI Will Pay If You DoNuances of Indian Social Media leading to Social DesperationHow to Build a Social CampaignHow to create content?How to Gamify your campaignHow to spend on social mediaHow to measure successGuess:

Creating Happy Travellers - ?Yatra.com

Creating Happy TravellersGuess:Har Friend Zaroori - ?

AirtelHar Friend Zaroori

Guess:NothingSeinfeldThe show about Nothing

Consistent Communication is the keywordActivity: How Would a Tobacco/Beauty Brand Use Social Media? Choose one.

STEP 1: Why on Social? Think ObjectivesSTEP 2: What Are Your Talking Points? Think Content.TobaccoBeauty Product??????STEP 3: Who is your Audience?AgeInterestsLifestyleWhat moves them?Whichmovies do they like?What booksdo they read?Where dothey live?Howeducated are they?How do they make their living?What do they doonline????

STEP 4: Where Are They?STEP 5: What Are Their Interests?

Image courtesy: Starbucks and Research.lySTEP 6: Where Else Can You Drive Them From? And Where Can You Take Them?

STEP 7: When in Rome

STEP 8: Can You Gamify It?

Aur Agar Top Kar Jaaye, Toh Bahut Zyada Bura Lagta HaiDost Fail Ho Jaaye, Toh Bura Lagta Hai

STEP 9: Keep Your Fingers CrossedNuances of Indian Social Media leading to Social DesperationHow to Build a Social CampaignHow to create content?How to Gamify your campaignHow to spend on social mediaHow to measure successSTEP 1: ObjectivesEngagement? Conversion? STEP 2: Distinguish Between Content and CopyContent = provides value. Although, that does not mean being irrelevant is ok.STEP 3: What Value Does it Provide?

STEP 4: Who is your audience and what do they care about?

E.g. A teenage beauty brand may ask questions like What is Your Secret of Success?And an entertainment brand may talk about fashion statements of stars.STEP 5: Hit where it hurts the most8 Desires - Ca$hvertising By Drew Eric Whitman STEP 6: Can It Be Said Visually?

STEP 6: Can It? Then do it.http://blog.hubspot.com/blog/tabid/6307/bid/33423/19-Reasons-You-Should-Include-Visual-Content-in-Your-Marketing-Data.aspxNuances of Indian Social Media leading to Social DesperationHow to Build a Social CampaignHow to create content?How to Gamify your campaignHow to spend on social mediaHow to measure successSTEP 1: ObjectivesFun? Strategy? Engagement?STEP 2: How it Fits With Current Marketing Promotions

STEP 3: Gamification Begins with

Think of a Leaderboard where people can see themselves (or whom they are competing with)Will the Leaderboard enlist people with top scores or maximum games played.STEP 4: Enrolling your Friends

What are doing to make this game viral? Will messages on the timeline/ news feed be displayed about scores?STEP 5: Competing With Friends

Are you giving opportunity to players to challenge some particular opponent?

STEP 6: Reward Them

What gratification are you giving away to top scorers?

Nuances of Indian Social Media leading to Social DesperationHow to Build a Social CampaignHow to create content?How to Gamify your campaignHow to spend on social mediaHow to measure successSpending on social media:

Social MediaTVPrint/OutdoorRadioMiscWhat are your objectives?InteractionHow to allocate budget?Direct traffic from other channels to social mediums

InteractionIts only social if there is:What we will go through today:Nuances of Indian Social Media leading to Social DesperationHow to Build a Social CampaignHow to create content?How to Gamify your campaignHow to spend on social mediaHow to measure successStep 1: ObjectivesReverse analysisStep 2: Relevance of Audience

Step 3: Reach

Analyze how it varies from campaign-to-campaign, message-to-message and whether anything needs to be changed74Step 4: Engagement

Post level dataOverall engagement dataStep 5: Frequency

Step 6: Virality

Step 7: Referrals Yielding Sales?

Step 8: Cost per Customer

Though it is important to keep in mind that from a marketing standpoint, this is not the end-all, be-all. This cant be the measure of success.79Step 9: Paid and Unpaid

Step 10: Comparison by referrals from other mediumsNote leads that come from a direct source, like a blog subscriptionInclude a field on your websites contact form that asks visitors how they found youNote leads that come in from offline eventsNote referral traffic to your site from social networksMap a contact form submission or a click on a Contact Us email linkTrack landing pages with the social networks they were shared onTrack requests for content downloads from email signupsOverlay names on your followers list with your lead pipeline

After youve gathered all this information, look at these stats in total

How many leads do you generate each month that are from social media?What percentage are from your overall lead pipeline?What percentage of that group of leads are unique?Can you take leads that are inactive or aged in your database and try to reactivate them through a social media touch point?http://www.radian6.com/blog/2012/06/track-and-measure-social-media-leads/Net-Net:Thank you.Get in touch:kapil.gupta@omlogic.comwww.facebook.com/OMLogicwww.twitter.com/OMLogic@kapgup