Digital Marketing Webinar

The Social Enterprise of 2014

Apr 9, 2014 | Bhupendra Khanal (CEO, Simplify360)

www.digitalvidya.com

Social Enterprise 2014Social Media for Winning Business

Questions to be answered

How can you build a brand using Social Media?

Listen first, campaign second. Or the other way round?

Is Social Media part of Digital Media or part of broader Marketing and Communications?

How to develop a Web Dominance Strategy around Social Media?

How much is a good spend?

What the KPIs for Social Enterprise and how to measure ROI on a regular basis

Agenda

Creating Brand Using Social Media

Listen First. Campaign Second.

Social Media as part of Communications Medium

Web Dominance Strategy

How much to spend?

KPIs & ROIs

Creating Brand Using Social Media

Social Media = Social + Media

Soci

al

Social Media Marketing

Social Listening

Social Commerce

Community Building

Social PR

Social CRM

Social Intelligence

Online Reputation

Management

Social Audit

Social Contact Center

Corporate Strategy

Brand StoryCelebrity Innovation

Medi

aYou either SUCK. Or you ROCK!

You either capitalize and earn.

Or miss the opportunity.

Overall Strategy

Tweet-up Bloggers Meet G+ Hangout

Sports NRI Personal Profile

Doctors Feminists Teachers

IT / ITes Airlines Telecom

Banking Automobile Media

Lawyers Religious Groups Civil Society

Industry Groups

Influence Groups

Emotional Connectio

n

Activity Areas

Example of a Political Leader.

Metrics for LeadersThis is how people choose their leaders.

• Family and CareHuman

• Issues to interest/industry GroupsSensitive

• Stand on National IssuesIntellectual

• Highly influenced by Tech Savvy-nessFuturistic

• Shared through Vision DocVision

• Show high actionActive

• Collect thoughts from groundOpen Minded

Can we master them all?

Win through quality

Content

Design

Timing

One Goal : Great Leadership for Superpower India.

Very structured political and economic vision

content.

A new benchmark in content presentation and

design.

Time it well according to the mood of the market and competition moves.

Listen First. Campaign Second.

People are talking. They are talking about you!!Social Media has created huge volume of data.

The Data is goldmine. It is detailed and targeted, public but full of important information.

The value is in knowing how they see you.

The community to tell you how to reach to them, what information to pass and how to win them.

People talk about Brands.

People talk about competitiontoo.People express their likes and dislikes.People discuss about their possessions.People express their future plans.

Social Media is thus both an exciting

opportunity and a costly threat.

Analysis is integral.

Action is the essence.

Social Media Listening is only the beginning.

Listen. Analyze. Act.

#1:Intense Response #2: Social Broadcasting #3:Platform Campaign Marketing

#4: Distributed Brand Presence

#5: Tailored Service & Support

Source: “A Strategy for Managing Social Media Proliferation,” Altimeter Group (January 5, 2012)

Social Media Listening is on top of Industry Trends.Top Five Use Cases for Social Media Management.

General Buzz

Discovering Evils, Pre-virals

Buzz around Campaign

Reaction of Competition

Major Influencers

Unified Response System

Regular Reports

Ad-hoc Reports

Response Team

Conditional Reports

Strategic Reports

Research Reports

Weekly Updates

Monthly Performance

AlertsData Collectio

n Module

Creative Team

Community Center Architecture

After Listening. Think Story.

• Who are you?

• What do you want to become in next one year, 5 year?

• Why are you interesting?

• What is the interesting thing you are going to do that people will feel excited about?

Go for Activity Plan

• Social Media Campaigns

• Ads and Promotions

• Targets and reaching out

• Intense Activity

Social Media as part of Communications Medium

Case study of Simplify360

Speed

Consistency

Celebration

Provocation

Story Telling

Education Design

Education

Everybody will learn. It’s the privilege to be the one they learn from.

E-books Whitepapers

Case Studies And more!

Less motherhood talks; focus on real actions.

Design

Everyone wants to be associated with something beautiful.

That cannot limit on presentations. Every off-line appearances matter too.

Celebration

Celebrate the journey. Life is too short to be working always.

Nothing in better than a client win. Celebrate with open heart.

Speed

Aggression for constant evolution. Keep evolving always.

Product evolved every month, and so did the brochures.

Consistency

Consistency is heroism.

We made sure something valuable comes out every week.

Story Telling

Announcements can sometimes be interesting.

This is how Simplify360 launched in Korea.

You don’t sell to competitors. Your leads may not just understand what you sell.

Provocation

Let them hate you but not ignore you!

Web Dominance Strategy

SOCIAL MEDIA STRATEGY

Intelligence Content Venue KPIs

Buzz around brand, competition and industry

Listen for

Listen in

Twitter, Facebook, Blogs, News, Forums, Complaint Sites

Market Research,Public Relations

Marketing,Public Relations

Community Building which can be leveraged for several functions

Social Enterprise

• Size of the community

• Level of Engagement

• No of issues Resolved

• Type and amount of feedback received

Promotional Platforms

Castle and Tower Game

Bringing it together: Social Presence

Create Catalogue of the brands

Inform, update, broadcast, engage

Official Blog for PR and content Generation

Promote, Engage, Advertise

Share your latest promotional Video with fans

Your Business

Channels

Content Type Primary Purpose Other Content Sources

Networks – Working Together for Bigger Reach

Bringing them together

Create Catalogue of the brands

Inform, update, broadcast, engage

Promote, Engage, Advertise

Inform, update, broadcast, engageCreate Catalogue of the brands

Promote, Engage, Advertise

Create Catalogue of the brands

Inform, update, broadcast, engage

Promote, Engage, Advertise

Share your latest promotional Video with fans

Inform, update, broadcast, engage

Official Blog for PR and content Generation

Promote, Engage, AdvertiseShare your latest promotional Video with fans

This is how it actually works

Create Catalogue of the brands

Inform, update, broadcast, engage

Official Blog for PR and content Generation

Promote, Engage, Advertise

Share your latest promotional Video with fans

Your Business

How much to spend?

Good Spend – Social Media is Not CHEAPApproximate Cost of INR 10 Lacs per month.

• Manpower Required for• Community Management• Market/Industry Analysis• Social Media Analysis• Creative Design• Photography• Research

** Man-power can taken as per campaign.** Expected team size of 4-6 people.

• Cost : • Good spend in Social Media

depends on what you want to achieve

• For larger organizations, it’s around INR 5 Lac per month + INR 5 Lac per month as Ad spend.

• Campaign Areas to focus• Photos (general life and

events)• Research• Video• Presentations• Creative Graphics

• Cartoon, Banners, Posters

• Listening and ORM• Monitor the buzz• Respond to relevant

messages• Analyze aggregated buzz• Build Defensive Materials

Additional

• Website Update• Content, Design + Implementation• Most companies need this before going

Social.• Good Website these days cost upwards of

INR 15 Lacs

• Video making• Should cost : INR 2 Lac per video• A video a month should be good

KPIs & ROIs

Money earnedMoney Saved

Buzz Created

Engagement Rate Community Size

Reach Website Visits

Brand Opinion

Cases Closed

Google Mentions No. of News Articles

Social Buzz

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