How Entrepreneurs Can Win in a Social Media World

Beyond LikesWinning in a world dominated by social media31 January 2014

Thursday 30 January 14

About Us• Paul Writer’s vision is to raise the bar for marketing in India by

providing a community platform for marketers to develop and share best practices

• Paul Writer was founded in 2010 by Jessie Paul, author of No Money Marketing (2009, Tata McGraw-Hill) and former CMO of Wipro who has also held senior marketing positions in Infosys and iGATE

• Through its website, e-newsletter, marketing magazine and social media presence, Paul Writer has a reach of around 30,000

• 1000+ senior executives have attended a Paul Writer conference in the past 21 months

• To recognize excellence in marketing, Paul Writer hosts award programs such as Hall of Fame, Futurist CMO Awards, Real Estate Marketing, M.IT.R - 100 (Marketing and IT Recognition - 100), Chennai Hot 50 Brands


FAQ

Q: What % of my budget should be marketing?

A: As much as possible. Funded startups spend over 100% of revenue. Established product firms between 10% and 25%.

Q: When is the right time to do marketing?

A: Before it is too late. Now.

Q: I’m operating on a shoestring. What can I do?

A: Focus on great content and its distribution. Invest time instead of money.


Your Business Has to Be Social to do Social Media


Big is not Best


Tool Purpose Content

Twitter Communication with Customers, Media, Employees

Pithy quotes, personal engagement, good content

Facebook Engagement tool, sharing POV, driving traffic Contests, polls, coupons, events, hiring

LinkedIn Professional audience/network Company updates, discussion points

YouTube Showcasing demos, archiving talks on POVs Demos, Interviews, Visual communications

Slideshare Excellent for sharing content, has lead collection tool Decks, documents, research, case studies

google+ Good for sharing content, early stages for other usage such as communities Same as FB

Search Be visible for customers with intent Rich thought leadership, keywords

Pinterest Sharing links to visual-oriented content Pictures, use-cases

All digital isn’t the same


What, when, where?


Business Lens: Role of ContentPHASE AWARENESS LEAD GEN NURTURE CONVERT ENGAGE

Objective

Higher Search RankingsPublicityGenerate Interest

Attract those in the buying processCapture Leads

Continue outreach with those not yet ready to buyMove up the purchase lifecycle

Move target from prospect to buyer

Continue engagementCross-sell/upsellManage post-purchase dissonance

Common Tools

White PapersResearchRankingsAwardsSEOPress ReleasesTweetsLinkedIn Answers, GroupsSlideshare Decks Demos Podcasts Speaking Opps

White PapersResearchROI CalculatorsViewpointsCase StudiesTestimonialsWebinarsSlideshare (paid) Direct Mailers Telemarketing Speaking opps

NewslettersCustom White PapersResearchPress ReleasesSpeaking opps (for prospect)DemosCo-hosted webinars Platform/tech collateral Comparisons/Benchmarks

Sales PresentationPricing ModelsProposalsCase StudiesReferralsAnalyst reccos

NewslettersProject updates/photosCustomer forumsCase StudiesAnalyst reportsAwardsRankingsSpeaking opps (for the client)Workshops


Extending the half-life of content

TIMING & RERUNS

MULTIPLE FORMATS

SERIALIZING COMPRESSING INTERACTIVE REWRITES

SYNDICATION

Retweets Staggered publishing

Repurposing across multiple channels Editing Media adaptations

Break-up large content

Packetize content into infographics, tweets, posts, summaries, viewpoints

Post-publishing seek comments from readers, and incorporate into future publishing

Reach different audiences through publishing partners


RESEARCH

CHOICE OF PLATFORMS

ORG MODELS AND PROCESS

CONTENT STRATEGY

OWNERSHIP (RESOURCES)

IMPLEMENTATION AND REPORTING

SOCIAL MEDIA STRATEGY:GETTING THE ORGANIZATION

READY


Paul Writer

PHOTO COURTESY AGUSTIN RUIZ, FLICKR

Writer: n A person entrusted with managing a tea or coffee estate including the marketing and operational management. A trusted advisor of the estate owner. Origin: Colonial English.

Paul Writer: n A trusted advisor to brand owners.

[email protected] 30 January 14

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