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!

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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

I

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Optimization Across Online Marketing

RF

I

SEOPaid

Search

Web

SiteeMail Mobile Display SMM Offline

GutsGo eMarketing

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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