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© Digital Vidya




     Social Media Marketing
        Bootcamp
Session - Social Media Marketing Framework


                www.digitalvidya.com
© Digital Vidya




Let’s look at a Typical SMM
         Paradigm




         www.digitalvidya.com
© Digital Vidya



               Typical Approach

    Identify Social Media Channels
    Create Content
    Upload Content
    Try to Measure Effectiveness
    Hope Magical Results



                      www.digitalvidya.com
© Digital Vidya



       What results can you expect?

    Views on Social Media Channels
    Some Traffic on the Website
    May be some Improvement in Search
     Engine Rankings or more organic results




                    www.digitalvidya.com
© Digital Vidya




Has the Business met its
      Objectives?




        www.digitalvidya.com
© Digital Vidya



                      Doubtful?

    Is the Visibility Significant?
    Is the Visibility Relevant?
    Are you able to initiate meaningful dialog?
    Is the Visibility and/or engagement is
      converting to Business Objectives



                       www.digitalvidya.com
© Digital Vidya




What are your Business
     Objectives?




       www.digitalvidya.com
© Digital Vidya




       Possible Objectives
 Creating Buzz
 Generating Traffic
 Improving Lead Qualification
 Generating Leads
 Improving Lead Conversion
 Building Brand/Brand Management
 Creating thought Leadership
               www.digitalvidya.com
© Digital Vidya




Some Facts about Social Media!




           www.digitalvidya.com
© Digital Vidya



Social Media Marketing = Medium + Message




        Content is the Key. ‘Quality’ wins!
                   www.digitalvidya.com
© Digital Vidya



Online Marketing: Bringing Customers to your Site
     SMM: Going Where your Customers Are!




          Channel Identification is Critical!
                    www.digitalvidya.com
© Digital Vidya



Consumer/User is REALLY the King in SMM!




 Serve them well. Inspire them to market your brand!
                    www.digitalvidya.com
© Digital Vidya



SMM is about ‘Permission’ vs ‘Interruption’


                                       vs


        Public Relations                     Public Relationships
 Talk to Journalists (Professionals)      Talks to Customers (People)
           One-to-Many                    One-to-One & One-to-Many
         Control the Brand                     Manage the Brand
        Push the Message                    Engage the Community
      Speak as a Spokesman                      Speak as a Peer



                              www.digitalvidya.com
© Digital Vidya



 SMM is about Engagement & Conversations
 Doing Nothing
Don’t care about SM

Don’t have the time or
budget
                             Listening
                         Start paying attention

                         Getting alerts
                                                         Learning
                                                     Researching about SM

                                                     Experimenting
                                                                                Engaging
                                                                            Participating

                                                                            Promoting


                              Participation is Must!
                                          www.digitalvidya.com
© Digital Vidya




Experimentation is Not at all Bad in SMM




   It’s the only way to Win SMM war for most of us!
                    www.digitalvidya.com
© Digital Vidya



You can Measure Performance in SMM




      Every channel has its own metrics
                www.digitalvidya.com
© Digital Vidya




Social Media Platform that works!




            www.digitalvidya.com
SMM Objectives                               © Digital Vidya


                     Business                     Target Group

                    Value Prop                        Need

                    SM Channels, Positioning & Message
• Photos, Videos,
                                                       Content
PPTs, Blog
                                                                     • Multichannel
Stories, Tweets
                                                                     • Mashup
etc
                      Creation                  Population
                                  Visibility/
                                  Branding/
                                   Leads/
                                    Sales

                                  Promotion          • Blog
                                                     • Community
                                                     • Advertising
                                                     • Groups
                                                     • Mashup

                            www.digitalvidya.com
                                   Measurability
© Digital Vidya




Let’s Start the Work!




    www.digitalvidya.com
© Digital Vidya




What is your Business Objective?




          www.digitalvidya.com
© Digital Vidya



   Business Objective
                                                         Business Vertical
                                                             What Channels do they visit?
                                                            What is the purpose of their visit?
   What do I want from Social Media?                         Or What do they really want?
           What can I offer?
                                                      Target
Business                                             Audience



                         Strategy
         What can I offer to serve their need?
         My Identity: Individual/Group/Page?
                        Name?
             Community: New/Existing?



                          Channel
                                  www.digitalvidya.com
© Digital Vidya




            Objectives

              Business Objective
Registration in every workshop – 25/Event (Sustainably)




                 www.digitalvidya.com
© Digital Vidya




What do I want from SM?
                 Social Media Objectives
                   Be Visible to Target Audience
  Establishing “Digital Vidya” as an authority in Digital Marketing
            Ongoing Engagement with Alumni Network
 Build a engaging Community around “Digital Marketing Learning”



                        What can I offer?
              Experiences (Successes as well Failures)

                   Satisfied customers experiences

                    Certificate and Endorsements




                       www.digitalvidya.com
© Digital Vidya




                    Target Audience

                          Target Audience
          Primary          Customers, Decision makers, Influencers
                           and implementers of Digital Marketing in
                           India




                      What do they really want?
Primary                   Understand – “Why? What? How? of Social Media”
                          Produce Real Business Results from Social Media




                         www.digitalvidya.com
© Digital Vidya




What channels do they visit?




        www.digitalvidya.com
© Digital Vidya




www.digitalvidya.com
© Digital Vidya




www.digitalvidya.com
© Digital Vidya




www.digitalvidya.com
© Digital Vidya




www.digitalvidya.com
© Digital Vidya




www.digitalvidya.com
© Digital Vidya




www.digitalvidya.com
© Digital Vidya




www.digitalvidya.com
© Digital Vidya




www.digitalvidya.com
© Digital Vidya




            Let’s be specific
                    Social Media Objectives
     Build a engaging Community around “Digital Marketing Learning”




                                              Target Audience
                                                    Customers
Channel
                                      Implementers of Social Media Marketing
                                   Leading Authorities of Digital Media Marketing




                          www.digitalvidya.com
© Digital Vidya




               Community Creation
 Page   Name with Brand name & Purpose


 Encourage      satisfied customers participation




 Integrate   with website


                             www.digitalvidya.com
© Digital Vidya




   Our Offer to serve their needs




 Tips   & Tricks about Digital Marketing

 Latest   & Upcoming information

                                  www.digitalvidya.com
© Digital Vidya




  Our Offer to serve their needs




 News,   Testimonials & Updates about Digital Vidya


                                www.digitalvidya.com
© Digital Vidya




 Our Offer to serve their needs




 Platform   to share “What’s happening in Digital Marketing?”




                                www.digitalvidya.com
© Digital Vidya




 Our Offer to serve their needs




 Platform   to share “What’s happening in our conferences?”




                               www.digitalvidya.com
© Digital Vidya




   Result




A growing Community


  www.digitalvidya.com
© Digital Vidya




   Result




A growing community


  www.digitalvidya.com
© Digital Vidya




   Result




A highly active community


  www.digitalvidya.com
© Digital Vidya




Let’s Start the Work




    www.digitalvidya.com
© Digital Vidya



   Business Objective
                                                         Business Vertical
                                                             What Channels do they visit?
                                                            What is the purpose of their visit?
   What do I want from Social Media?                         Or What do they really want?
           What can I offer?
                                                      Target
Business                                             Audience



                         Strategy
         What can I offer to serve their need?
         My Identity: Individual/Group/Page?
                        Name?
             Community: New/Existing?



                          Channel
                                  www.digitalvidya.com
© Digital Vidya




                           Thank You!
                           www.digitalvidya.com




twitter.com/mydigitalvidya | facebook.com/digitalvidya | info@digitalvidya.com
                                www.digitalvidya.com

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Social Media Marketing Framework That Works For B2B Businesses

  • 1. © Digital Vidya Social Media Marketing Bootcamp Session - Social Media Marketing Framework www.digitalvidya.com
  • 2. © Digital Vidya Let’s look at a Typical SMM Paradigm www.digitalvidya.com
  • 3. © Digital Vidya Typical Approach   Identify Social Media Channels   Create Content   Upload Content   Try to Measure Effectiveness   Hope Magical Results www.digitalvidya.com
  • 4. © Digital Vidya What results can you expect?   Views on Social Media Channels   Some Traffic on the Website   May be some Improvement in Search Engine Rankings or more organic results www.digitalvidya.com
  • 5. © Digital Vidya Has the Business met its Objectives? www.digitalvidya.com
  • 6. © Digital Vidya Doubtful?   Is the Visibility Significant?   Is the Visibility Relevant?   Are you able to initiate meaningful dialog?   Is the Visibility and/or engagement is converting to Business Objectives www.digitalvidya.com
  • 7. © Digital Vidya What are your Business Objectives? www.digitalvidya.com
  • 8. © Digital Vidya Possible Objectives  Creating Buzz  Generating Traffic  Improving Lead Qualification  Generating Leads  Improving Lead Conversion  Building Brand/Brand Management  Creating thought Leadership www.digitalvidya.com
  • 9. © Digital Vidya Some Facts about Social Media! www.digitalvidya.com
  • 10. © Digital Vidya Social Media Marketing = Medium + Message Content is the Key. ‘Quality’ wins! www.digitalvidya.com
  • 11. © Digital Vidya Online Marketing: Bringing Customers to your Site SMM: Going Where your Customers Are! Channel Identification is Critical! www.digitalvidya.com
  • 12. © Digital Vidya Consumer/User is REALLY the King in SMM! Serve them well. Inspire them to market your brand! www.digitalvidya.com
  • 13. © Digital Vidya SMM is about ‘Permission’ vs ‘Interruption’ vs Public Relations Public Relationships Talk to Journalists (Professionals) Talks to Customers (People) One-to-Many One-to-One & One-to-Many Control the Brand Manage the Brand Push the Message Engage the Community Speak as a Spokesman Speak as a Peer www.digitalvidya.com
  • 14. © Digital Vidya SMM is about Engagement & Conversations Doing Nothing Don’t care about SM Don’t have the time or budget Listening Start paying attention Getting alerts Learning Researching about SM Experimenting Engaging Participating Promoting Participation is Must! www.digitalvidya.com
  • 15. © Digital Vidya Experimentation is Not at all Bad in SMM It’s the only way to Win SMM war for most of us! www.digitalvidya.com
  • 16. © Digital Vidya You can Measure Performance in SMM Every channel has its own metrics www.digitalvidya.com
  • 17. © Digital Vidya Social Media Platform that works! www.digitalvidya.com
  • 18. SMM Objectives © Digital Vidya Business Target Group Value Prop Need SM Channels, Positioning & Message • Photos, Videos, Content PPTs, Blog • Multichannel Stories, Tweets • Mashup etc Creation Population Visibility/ Branding/ Leads/ Sales Promotion • Blog • Community • Advertising • Groups • Mashup www.digitalvidya.com Measurability
  • 19. © Digital Vidya Let’s Start the Work! www.digitalvidya.com
  • 20. © Digital Vidya What is your Business Objective? www.digitalvidya.com
  • 21. © Digital Vidya Business Objective Business Vertical What Channels do they visit? What is the purpose of their visit? What do I want from Social Media? Or What do they really want? What can I offer? Target Business Audience Strategy What can I offer to serve their need? My Identity: Individual/Group/Page? Name? Community: New/Existing? Channel www.digitalvidya.com
  • 22. © Digital Vidya Objectives Business Objective Registration in every workshop – 25/Event (Sustainably) www.digitalvidya.com
  • 23. © Digital Vidya What do I want from SM? Social Media Objectives Be Visible to Target Audience Establishing “Digital Vidya” as an authority in Digital Marketing Ongoing Engagement with Alumni Network Build a engaging Community around “Digital Marketing Learning” What can I offer? Experiences (Successes as well Failures) Satisfied customers experiences Certificate and Endorsements www.digitalvidya.com
  • 24. © Digital Vidya Target Audience Target Audience Primary Customers, Decision makers, Influencers and implementers of Digital Marketing in India What do they really want? Primary Understand – “Why? What? How? of Social Media” Produce Real Business Results from Social Media www.digitalvidya.com
  • 25. © Digital Vidya What channels do they visit? www.digitalvidya.com
  • 34. © Digital Vidya Let’s be specific Social Media Objectives Build a engaging Community around “Digital Marketing Learning” Target Audience Customers Channel Implementers of Social Media Marketing Leading Authorities of Digital Media Marketing www.digitalvidya.com
  • 35. © Digital Vidya Community Creation  Page Name with Brand name & Purpose  Encourage satisfied customers participation  Integrate with website www.digitalvidya.com
  • 36. © Digital Vidya Our Offer to serve their needs  Tips & Tricks about Digital Marketing  Latest & Upcoming information www.digitalvidya.com
  • 37. © Digital Vidya Our Offer to serve their needs  News, Testimonials & Updates about Digital Vidya www.digitalvidya.com
  • 38. © Digital Vidya Our Offer to serve their needs  Platform to share “What’s happening in Digital Marketing?” www.digitalvidya.com
  • 39. © Digital Vidya Our Offer to serve their needs  Platform to share “What’s happening in our conferences?” www.digitalvidya.com
  • 40. © Digital Vidya Result A growing Community www.digitalvidya.com
  • 41. © Digital Vidya Result A growing community www.digitalvidya.com
  • 42. © Digital Vidya Result A highly active community www.digitalvidya.com
  • 43. © Digital Vidya Let’s Start the Work www.digitalvidya.com
  • 44. © Digital Vidya Business Objective Business Vertical What Channels do they visit? What is the purpose of their visit? What do I want from Social Media? Or What do they really want? What can I offer? Target Business Audience Strategy What can I offer to serve their need? My Identity: Individual/Group/Page? Name? Community: New/Existing? Channel www.digitalvidya.com
  • 45. © Digital Vidya Thank You! www.digitalvidya.com twitter.com/mydigitalvidya | facebook.com/digitalvidya | info@digitalvidya.com www.digitalvidya.com