understanding "chief executive social customer" and the plan for achieving social media...

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“Chief Executive Social Customer” and the plan for achieving Social Media Goals

Post on 21-Oct-2014

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Social Media or Online Customer was not authoritative nor demanding until year 2011-2012. But today, it is officially the rule of “Chief Executive Social Customer". The new tech-savvy customer who is expecting you to respond to all positive and negative views online, with a human touch, listens and values him/her. And yes, Social Customer gives lot of weight-age to “word of social mouth” from friends and peers and it is quite important to understand how to achieve the Social Media Marketing Goals in this new paradigm

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Page 1: Understanding "Chief executive social customer" and the plan for achieving Social Media Goals

Understanding the

“Chief Executive Social

Customer”and the plan for achieving

Social Media Goals

Page 2: Understanding "Chief executive social customer" and the plan for achieving Social Media Goals

Before getting too far into Goals and Social Media Goals, let us understand today’s Social Customer

Social Customer was not authoritative nor demanding until year 2011-2012. But today, it is officially the rule of

“Chief Executive Social Customer”By the way, who is Chief Executive Social Customer??

The new tech-savvy customer who is expecting you to respond to all positive and negative views online, with a human touch, listens and values him/her. And yes, Social

Customer gives lot of weightage to “word of social mouth” from friends and peers.

Understanding the new paradigm shift

Page 3: Understanding "Chief executive social customer" and the plan for achieving Social Media Goals

Success is progressive realization of worth-while, pre-determined Goals

Defined “Goals” are important for success in any endeavor Yes, defined “Goals” are important for success in Social Media as well

Why have Goals?Vision

( Goals in line with Vision )

STRATEGY Tactics

Page 4: Understanding "Chief executive social customer" and the plan for achieving Social Media Goals

20% of World Population uses Social Media

½ the Internet Population uses Social Media

88% of Customers are Influenced by Social Media and Reviews

Social Media Goals for your Brand?

Sources: maritzresearch.com; Forrester.com

Page 5: Understanding "Chief executive social customer" and the plan for achieving Social Media Goals

Strategize Because, It is very important to select the right Social Media Goal(s), to serve your “Chief Executive Social Customer” better

Here are some Social Media Goals worth considering Brand awareness, credibility and trust Brand reach Product promotion, Offers Customer Engagement, Reputation Management Customer Support Marketing and Advertisement platform New Customer Acquisition (Referrals visits to Website and Leads)

Talent Recruitment Support a Social Cause

Have Goals that are Specific, Measurable, Attainable and Time-Bound e.g. Have 15%

of the Likes talking about us, by end of Q3 of this year

What are the possible Social Media Goals?

Tactics STRATEGY

To Achieve the

Goals

Vision

Page 6: Understanding "Chief executive social customer" and the plan for achieving Social Media Goals

Tactical Execution Plan to achieve the Goals

• Prepare Tactical Social Media Campaign Execution

Plan that helps in realizing the Social Media Goal(s)– Without a goal for your social media efforts, all ensuring tasks

and efforts are likely loose focus

– Without a clear Tactical Execution plan, the goal set can only be

achieved by Accident!

• Don’t pick too many Goals and confuse the “Chief

Executive Social Customer”

– Have a Social Media Community Management

checklist on ‘Pitfalls to Avoid’ and ‘Best Practices to

Remember’

Vision

STRATEGY Tactics ( The How Part ) in Sync with Strategy

Page 7: Understanding "Chief executive social customer" and the plan for achieving Social Media Goals

Structuring the “Tactical Execution Plan”Tactical Execution Plan for achieving the Social Media Goals must

consist of

• List of Planned Campaigns, their dates, the timing, the frequency

and the number of posts/Ads in each campaign

• The buckets of Campaign attributes used in each Campaign

• Defined Target Audience for each Campaign• Key message (compelling) that will be delivered in each

Campaign• Elaborate the Keyword that will be in focus during the

Campaigns• Few Viral Campaigns – not every campaign can be viral

Page 8: Understanding "Chief executive social customer" and the plan for achieving Social Media Goals

Achieving the Social Media Goals

Revision of Tactical Execution Plan based on Goal Performance

ResearchDefine

the Goals

Prepare Tactical Plan &

Campaigns

Client Review

/Approval

Plan Execution, Community

Management and Reporting

Community management and reputation management steps during the Campaign execution

Define Steps on how the success will be measured Milestones on when success will be defined and

Campaigns will be tuned based on analytics data

Page 9: Understanding "Chief executive social customer" and the plan for achieving Social Media Goals

Analyze, Learn and Improve

• Learn what worked,

what did not

– Analyze the Data and

Results.

• Improve

– Tune the next phase

of Tactical Execution

Plan

Page 10: Understanding "Chief executive social customer" and the plan for achieving Social Media Goals

Online Marketing Gurus. Innovation and creative thinking separates us

Who we are?

Page 11: Understanding "Chief executive social customer" and the plan for achieving Social Media Goals

At Toboc Biz, We breathe Online Marketing, plot extensive Social

Media strategies and Inbound marketing strategies.

We build cool cutting edge websites, world-class e-commerce portals,

productive mobile apps and deliver specialized QA services through “Agility

in Services Delivery”

TobocBiz is the Services unit of Toboc International. Toboc International is a Canada based e-commerce enabler for

SMEs world over. We provide B2B trading platform (Toboc.com), Online Marketing Services and Technology Services

(TobocBiz) under the group’s umbrella. We also provide Daily deals platform for B2C consumers via TobocDeals.com

More About us

Page 13: Understanding "Chief executive social customer" and the plan for achieving Social Media Goals

Thank You!