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Social media workshop by Regalix in May 2010 Social media workshop by Regalix in May 2010 Presentation Transcript

  • Your Pages Are Set Up, But What’s Next? Social Media Bootcamp: Transforming your social media into a real marketing channel 1.  Introductions Moderator: Jonathan Curtis 2.  Social Media Strategy Host: Namrata Kumar 3.  Operating a Social Media Program 4.  Closing the loop with 360º Analytics 5.  Group Discussion 6.  Wrap-up & Announcements REGALIX INC. - US REGALIX - Bangalore REGALIX - Chandigarh REGALIX - New Delhi CONTACT US FOLLOW US 2600 EAST BAYSHORE ROAD 2nd FLOOR, ZAM ZAM CENTRE SCO 415, 2nd FLOOR, SECTOR 8 18 SUNDAR NAGAR WWW.REGALIX.COM FACEBOOK.COM/REGALIX PALO ALTO CA 94303 USA #26, INFANTRY ROAD PANCHKULA 134 109 INDIA NEW DELHI 110 003 INDIA INFO@REGALIX-INC.COM #REGALIX BANGALORE 56 001 INDIA 888-REGALIX © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved
  • Your Pages Are Set Up, But What’s Next? Social Media Bootcamp: Transforming your social media into a real marketing channel 1.  Introductions Jonathan Curtis 2.  Social Media Strategy 3.  Operating a Social Media Program 4.  Closing the loop with 360º Analytics 5.  Group Discussion 6.  Wrap-up & Announcements REGALIX INC. - US REGALIX - Bangalore REGALIX - Chandigarh REGALIX - New Delhi CONTACT US FOLLOW US 2600 EAST BAYSHORE ROAD 2nd FLOOR, ZAM ZAM CENTRE SCO 415, 2nd FLOOR, SECTOR 8 18 SUNDAR NAGAR WWW.REGALIX.COM FACEBOOK.COM/REGALIX PALO ALTO CA 94303 USA #26, INFANTRY ROAD PANCHKULA 134 109 INDIA NEW DELHI 110 003 INDIA INFO@REGALIX-INC.COM #REGALIX BANGALORE 56 001 INDIA 888-REGALIX © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved
  • Social Media Bootcamp: Regalix’s Social Media Key Milestones ComplianceOnline.com SiliconIndia.com Largest Professional Networking WhoWhere.com Largest Compliance Website and Website for Indians 8th largest customer destination Expert Community (Current, 2010) (White Labeled by NASDAQ, 2006) Contact sharing website (Acquired by Lycos, 1996) BottleNotes.com Largest Wine Encyclopedia and Wine Community inDplay.com (Current, 2010) WingspanBank.com 1st Independent Film Licensing 1st Internet-Only Bank in the world Website & Critic Community Financial Services Marketplace (Acquired, 2007) (Acquired by BankOne, 2000) M2M.com Machine to Machine Developer Community, Sponsored by ATT, KPN, Rogers, Ericsson, Motorola, and Siemens (Current, 2010) © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 3
  • About Us Full-Service: Digital Marketing & Technology Services Company; Strategy, Collateral & Thought Creative, Campaigns, Technology, Leadership Communities Content Talent: Leadership, Advisory, 175+ Team Customers: Fortune 500 and Venture- Website, Portals, Community Backed & Social iPhone, iPad applications Media Focus: B2B, B2C, C2C Online Marketing Verticals: Retail, Hi-Tech., Finance, Strategy Healthcare Global: HQ in Silicon Valley, 4 Offices Background: Built on 8+ years of Customer & Lead research Prospect Generation Industry Recognition: Nurturing & Sales © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 4
  • Companies that Trust Us Retail & Financial Film & Professional Healthcare, Education Hi-Tech. & Clean-Tech., Consumer Services Entertainment Services Bio-Tech. Software Bio-Fuel Products Microsoft UCLA ICICI BANK © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 5
  • Social Media Bootcamp: Introductions   Vikas Sharan | CEO & Chief Marketing Strategist   Serial Enterpreneur: Financial Services, Telecom, Marketing   wingspanbank.com: 1st Net-only bank (BankOne, 2000)   complianceonline.com: #1 community on compliance   Created over half a dozen successful social communities   Strategic advisor to Fortune 100 companies   Shivraj Asthana | EVP Products & Services   Co-Founder Regalix Inc., ArcadiaOne Inc. (Haart Commerce, 2002)   Strategic marketing advisor to Global 5,000 companies: Citibank, Apple, CDC, Cypress   Chief Architect of over 20 integrated marketing campaigns   Brendan Farnell | Sr. Director Client Services   Strategic marketing advisor: Adobe, HP, CheckPoint   Launched: bottlenotes.com, m2m.com, executivemindshare.com   Social Media Instructor for Fortune 1,000 companies   Manages Operations for Global Fortune 5,000 companies © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 6
  • Your Pages Are Set Up, But What’s Next? Social Media Bootcamp: Transforming your social media into a real marketing channel 1.  Introductions 2.  Social Media Strategy Vikas Sharan 3.  Operating a Social Media Program 4.  Closing the loop with 360º Analytics 5.  Group Discussion 6.  Wrap-up & Announcements REGALIX INC. - US REGALIX - Bangalore REGALIX - Chandigarh REGALIX - New Delhi CONTACT US FOLLOW US 2600 EAST BAYSHORE ROAD 2nd FLOOR, ZAM ZAM CENTRE SCO 415, 2nd FLOOR, SECTOR 8 18 SUNDAR NAGAR WWW.REGALIX.COM FACEBOOK.COM/REGALIX PALO ALTO CA 94303 USA #26, INFANTRY ROAD PANCHKULA 134 109 INDIA NEW DELHI 110 003 INDIA INFO@REGALIX-INC.COM #REGALIX BANGALORE 56 001 INDIA 888-REGALIX © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved
  • Social Media Bootcamp: The Rise of Social Media   Facebook added 100M users in 9 months. Other media to reach 50M… 38 years 3 years 4 years   25% of searches on top 20 brands are links to user-generated content   78% of users trust peer recommendations (14% trust ads)   Facebook would be 3rd largest country (400M….and growing)   China: 1B, India: 1B, Facebook: 400M, US: 300M   Facebook crossed Google’s US traffic last week   There are 5,508 social media sites on the Internet   Users spend 17:03 minutes on an average on social media sites   Now what can business do with Social Media? © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 8
  • Social Media Bootcamp: The Evolution of Selling Pre-Media Direct Sales Gentleman’s handshake drives sales Agents $$$$$$$ Advertising Print, Radio, TV Brand recall drives sales $$$$$$ Web 1.0 Publishers, Best offer drives sales Display Ads $$$$ Web 2.0 Search Value proposition drives sales $$$ Web 2.0++ Social Media, Collaboration drives sales Community $$ ? © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 9
  • Social Media Bootcamp: Brand Interaction has Changed Traditional/Offline Marketing Web 3.0 Marketing (Social Media Marketing) “I have a need” “We have an offer. Please make a purchase” “Let’s collaborate”   One-way communication   Two-way communication   Consumer doesn’t have a voice   Interact, engage and listen to customer   No interaction with customer   Consumer’s voice counts © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 10
  • Social Media Bootcamp: Have you started the Social Media journey?   Facebook Page   LinkedIn Group   Twitter Lists   Blog   YouTube Channel   Branded or Neutral Community   Other? © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved
  • Social Media Bootcamp: What is your marketing model?   Consumer Marketing   Business to Business Marketing   Reseller & Distributor / Channel Marketing   Network Marketing   Non-Profits & Social Marketing   Human Resources   Marketing & Business Research   Product & Service Support © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved
  • Social Media Bootcamp: Social Media Maturity Model 1st Level: 2nd Level: 3rd Level: Strategic Presence Expert Engagement Social Leverage Businesses seed content and Experts, analysts drive content Community drives participation actively market to create initial creation, membership and and growth. participation and growth. growth. Presence Management Product & Brand Programs Customer and Support Programs Set-up Facebook Page, Integrate with Enterprise Integrate with core product or Customize Tabs, Create Custom Applications, Knowledge Base, service Partner & Reseller Programs Apps. CRM Customer & Prospect Nurturing Brand & Media Monitoring Brand, Domain Experts, Partners, Customers New Influencers Member Operations Member Acquisition Invitation campaigns Expert Invitations Tell-a-Friend Member Engagement Customized email, follow-ups Alerts, Follow-experts Friend feeds Conversation Moderation Community managers Experts Self-appointed Leaders Content Operations Product & Marketing Content Collateral, Blogs Knowledge base articles Employee Created Content Key spokes person, bloggers Enterprise Micro-blogging Federated 3rd Party Content Partners Industry Associations Domain Experts © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved & respond to Community manager creates Experts create 13 User Generated Content Community creates content conversations conversations
  • Social Media Bootcamp: What is your social media goal? Who owns Social Media?   Establish brand presence (Corporate Marketing)   Establish thought leadership (Product Marketing)   Enhance product support (Customer Support)   Enhance reputation (Public Relations)   Customer & prospect nurturing (Inside Sales)   Increase website traffic (Marketing)   Lead generation and sales (Marketing, Sales)   Employee acquisition & retention (Human Resources)   Business Intelligence & Research (Market Research)   Reseller & Partner Management (Channel Marketing)   Other? © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved
  • © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 15
  • Social Media Bootcamp: Social Media Solution Providers Creative Agencies PR Firms Tool Vendors Strategy & Operating Plan X X (Goal setting, KPI identification, Benchmarks, Process & Plan) Messaging & Conversations X (Topics, Blogs, Q&A, Email, Alerts, Postings, Comments, Response) Creative Ideas & Asset Development X (Viral Videos, Contests, Games, Events, Apps.) Social Media Presence Set-up X (Set-up Facebook Page FBML, YouTube Channel, LinkedIn Page, Groups, etc.) Social Applications & Toolkit X (Cart, Polls, Images, Video, Discussions, Self-administration) Custom Application Development (Referral Apps., Loyalty/Rewards, Content/App./CRM Data Integration) Media Monitoring X X (Brand, Competitor, Customers, Partners, Domain Intelligence, Campaigns) Analytics & Intelligence X (Brand Loyalty Index, Engagement Index, Sales, Benchmarks) Top 5 Social Media Properties X X X (Facebook, LinkedIn, Twitter, YouTube, Flickr) Topical Social Media Properties (1K+ Properties; Vertical Industry, Category, Ethnic, International) Multi-lingual Support (English UK/US, Spanish, German, Italian, Japanese, Chinese, more…) Managed Operations (Member Recruitment/Engagement, Community Management) Global Operations © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 16 (USA, UK, India, Singapore, Gulf)
  • Your Pages Are Set Up, But What’s Next? Social Media Bootcamp: Transforming your social media into a real marketing channel 1.  Introductions 2.  Social Media Strategy 3.  Operating a Social Media Program Brendan Farnell 4.  Closing the loop with 360º Analytics 5.  Group Discussion 6.  Wrap-up & Announcements REGALIX INC. - US REGALIX - Bangalore REGALIX - Chandigarh REGALIX - New Delhi CONTACT US FOLLOW US 2600 EAST BAYSHORE ROAD 2nd FLOOR, ZAM ZAM CENTRE SCO 415, 2nd FLOOR, SECTOR 8 18 SUNDAR NAGAR WWW.REGALIX.COM FACEBOOK.COM/REGALIX PALO ALTO CA 94303 USA #26, INFANTRY ROAD PANCHKULA 134 109 INDIA NEW DELHI 110 003 INDIA INFO@REGALIX-INC.COM #REGALIX BANGALORE 56 001 INDIA 888-REGALIX © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved
  • Social Media Bootcamp: Regalix’s Social Media Process 1 Define Program Objectives 2 Identify Stakeholders & Participants 3 Develop Content & Messaging Framework 4 Customize Programs for Social Media Sites 5 Build and Expanding Social Presence 6 Monitor, Analyze and Insights © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 18
  • Regalix’s Social Media Process 1 Define Program Objectives Objectives Measurements Build and grow your network Member count Promote & monitor your brand Exposure metrics Engage with employees, prospects & partners Engagement metrics Discuss and weigh-in on hot-button issues Conversation volume Resolve support issues effectively Support issues, knowledge base, self-support Provide exclusive content/success stories/case studies Collateral downloads Collect feedback on product roadmap Feedback Announce & Promote Events, Product Launches Event registrations © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 19
  • Social Media Bootcamp: Regalix’s Social Media Process 1 Define Program Objectives 2 Identify Stakeholders & Participants 3 Develop Content & Messaging Framework 4 Customize Programs for Social Media Sites 5 Build and Expanding Social Presence 6 Monitor, Analyze and Insights © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 20
  • Regalix’s Social Media Process 1. Identify Stakeholders and Participants 2 Internal Participants External Participants Senior Management Customers & Prospects Product Managers, Architects Partners & Resellers Support Engineers Professionals Corporate Marketing Industry Experts Key Employees Analysts, Key Influencers © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 21
  • Regalix’s Social Media Process 1. Identify Stakeholders and Participants – Guidelines 2   Brand Ambassadors   Communicate the “fun” aspects and benefits   New employees : Registration part of induction   Existing employees : top down approach – get the managers onboard   Identify key stakeholders who will monitor and track participation   Set targets for managers to get their teams onboard   Enabling Policy (e.g. IBM/CISCO)   Define guidelines for social media usage   Get top executives onboard (PMs)   Training & mentoring   Identify evangelist/ early adapters   on the intranet © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 22
  • Regalix’s Social Media Process 1. Identify Stakeholders and Participants – Internal 2   Guiding & Nurturing   Create a content framework   Define who, how, type of content, audience, tone of voice, comments to respond to and how to respond   Facilitate contribution from inside the organization   Encouraging employees to create and share interesting information through a closed/restricted micro blogging program; e.g. Yammer (enterprise micro-blogging)   Rewards & Recognition program   Social Networker of the month   Key contributors – Top 5 contributors Direct2Dell bloggers © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 23
  • Regalix’s Social Media Process 1. Identify Stakeholders and Participants – External 2   Customers/Prospects   Invite customers/prospects to join Facebook/Twitter/LinkedIn sites   Outline advantages of joining social media network   Information on upcoming products, feedback, help with implementation, support issues   New prospects: industry trends, whitepapers, Case studies, Q&A   Include banners/ widgets in newsletters   Include in other collaterals, brochures, business cards   Getting people to Join   Internally: Sales/Support/PS teams as “enlistment scouts” to identify and get customers and prospects onboard   Identify key prospects & professionals with active social media presence and send invites © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 24
  • Regalix’s Social Media Process 1. Identify Stakeholders and Participants – External 2   Initiate Participation   Content & Social media Apps   Discussions, Q&A   Events/ Seminar   Product Launches / updates   Polls, Surveys, Feedback   Increasing interest level and interactions   Gathering information/feedback from the ecosystem and adjusting the internal content dissemination   Running online contents for the external audience © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 25
  • Social Media Bootcamp: Regalix’s Social Media Process 1 Define Program Objectives 2 Identify Stakeholders & Participants 3 Develop Content & Messaging Framework 4 Customize Programs for Social Media Sites 5 Build and Expanding Social Presence 6 Monitor, Analyze and Insights © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 26
  • Regalix’s Social Media Program 3 Develop Messaging & Content Framework Content sourced & shared Product Mangers Key Employees Agency Partners External participants Product Domain Specific Specific Marketing Events •  New Releases •  Industry Trends •  Hot Button issues •  Webinars •  Inside scoop •  Developments •  Press Releases •  Seminars •  Bug Fixes •  Forums •  Case Studies •  Tradeshows •  Product research •  On Topic groups •  Brochures •  Customer & partner •  Tutorials/How-to •  Industry related •  Product surveys events •  Tips & Tricks events/ activities •  Feedback & Polls •  Q&A •  Competition tracking •  Roadmap © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 27
  • Social Media Bootcamp: Regalix’s Social Media Process 1 Define Program Objectives 2 Identify Stakeholders & Participants 3 Develop Content & Messaging Framework 4 Customize Programs for Social Media Sites 5 Build and Expanding Social Presence 6 Monitor, Analyze and Insights © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 28
  • Regalix’s Social Media Process 1. Customize Program for Individual Social Media Sites 4   Facebook (Fans)   YouTube (Subscribers)   Integrate applications   Upload quality videos at regular frequency   Include RSS feeds into fan-page   Create play-lists – specific to a product   Create custom tabs   Reciprocal subscription, subscribe to other   Repost comments by other users. peoples videos and get them to subscribe back   Use Facebook ads to promote fan page.   Twitter (Followers)   LinkedIn (Members)   Use twitter tools to identify key influencers   Participate in discussions and Q&A   Get listed on twitter lists   Publish events on LinkedIn   Follow key influencers   Add industry news feeds to the group   Use hash tags to increase brand visibility   Integrate your SlideShare account with LinkedIn © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 29
  • Regalix’s Social Media Process 1. Customize Program for Individual Social Media Sites 4 Distributing content & support Linking content/blogs/RSS Feed © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 30
  • Regalix’s Social Media Process 1. Customize Program for Individual Social Media Sites 4 Listing & organizing assets Example of custom development © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 31
  • Regalix’s Social Media Process 1. Customize Program for Individual Social Media Sites 4 Dell has multiple Twitter sites Contact info for all social media © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 32
  • Regalix’s Social Media Process 1. Customize Program for Individual Social Media Sites 4   Partner specific private resource groups   Membership by invitation   List product specific collaterals, FAQ, Knowledgebase   Moderate discussions   Frequent posts to maintain the level of interaction   New product feedback/ new releases/issues/ Configuration/How-To   Example: RACE group   Targeting top executives   Discussion/information closed to public © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 33
  • Regalix’s Social Media Process 1. Customize Program for Individual Social Media Sites 4   Type of content referenced in Blogs   Interesting product insights   Upcoming product launches   New Videos created/ marketing campaigns launched   Events/ tradeshows/ seminars/ webinars (internal & external)   Industry trends and developments   Hot button issues   Financial and Business performance   Who creates postings   Senior Management   Product Managers, Architects, Support   Select Employees © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved Content that Regalix can help with 34
  • Regalix’s Social Media Process 1. Customize Program for Individual Social Media Sites 4 Documents & SlideShare   Key Benefits   Increasing online social reach for keywords with high search volumes   Leverage content to strengthen brand/thought leadership   Lead generation and nurturing sharing relevant information with interested prospects   Recommended Sites   SlideShare,   Repackage, tag & upload content   Set up a business channel   Repurpose and list collaterals/presentations   Scribd, DocStoc – List whitepapers/brochures /write ups © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 35
  • Regalix’s Social Media Process 1. Customize Program for Individual Social Media Sites 4 Social Bookmarks   Benefits :   Increase online footprint for high search volume keywords   Drive traffic from interested users to your website/social sites   Help build SEO Ranking   Recommended Sites:   Digg, Yahoo Buzz, Reddit, Stumbleupon, Delicious © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 36
  • Regalix’s Social Media Process 1. Customize Program for Individual Social Media Sites 4 Q&A Sites   Key Benefits :  Participate in product and category related discussions  Increase presence on CDC products and services   Recommended Sites:  Yahoo Q&A  Wiki Answers  Answerbag  Blurtit © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 37
  • Social Media Bootcamp: Regalix’s Social Media Process 1 Define Program Objectives 2 Identify Stakeholders & Participants 3 Develop Content & Messaging Framework 4 Customize Programs for Social Media Sites 5 Build and Expanding Social Presence 6 Monitor, Analyze and Insights © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 38
  • Regalix’s Social Media Process 1. Build and Expand Social Presence 5 LISTEN BUILD FACILITATE SUPPORT REENGAGE AND AND LEARN AWARENESS PARTICIPATION PURCHASE EMPOWER READ RSS READ FEED MICROBLOG PASS MESSAGE SEARCH ALONG LINK FOR BRAND SOCIAL EMBED VIEW BOOKMARK UPDATE WIDGET TALK ON AD PRODUCTS PROFILE CONTRIBUTE OR JOIN A FB CHAT CONSUMER POST TO A CONTENT REGISTER PANEL BLOG MESSAGE CLICK TO ACCOUNT ENTRY BOARD $ USE CALL EXPRESS PASS CHECKOUT ALONG RATE A CLICK RESEARCH EMAIL READ PRODUCT VISIT A THROUGH PRODUCT EXPERT STORE EMAIL REVIEW A SIGN UP TIPS REVIEW REPORT VISIT A REVIEW FOR WRITE A STORE SWEEPS BROWSE FILL OUT FAV PRODUCT/ POST BLOG JOIN ENTRY SURVEY SITES SERVICE BRAND REVIEW INTERACT FAN SITE WITH RICH SUBSCRIBE MEDIA AD TO POWER READ UPLAOD SPOSORE PICS REVIEWR D CONTENT © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 39
  • Regalix’s Social Media Process 1. Build and Expand Social Presence 5 © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved
  • Regalix’s Social Media Process 1. Build and Expand Social Presence 5 © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved
  • Regalix’s Social Media Process 1. Build and Expand Social Presence 5 © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved
  • Regalix’s Social Media Process 1. Build and Expand Social Presence 5 Quiz How much does the Bluetooth Mobile Keyboard 6,000 cost? $89.95 $79.95 $69.95 Which of the following features is NOT included in the Wireless Laser Mouse? Four-way scrolling Five customizable buttons 1,000 DPI © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved
  • Regalix’s Social Media Process 1. Build and Expand Social Media Presence – Project Plan 5 Month 1-2 Month 2-3 Month 4-5 Month 6 onwards •  Set up sites •  Research •  Network •  Expansion to •  Messaging profiles Expansion Friend of framework •  Invite •  Industry Friend •  Identify & prospects/ experts •  Viral growth upload content customers •  User •  Multiple sites •  Internal/ •  Follow profiles/ generated •  Reference employee join groups content policy •  Hot topics •  Polls/survey/ •  Event Q&A notification M6 M3 • Friend of Friend • Network • Viral M1 Expansion expansion • User • Multiple • Network generated Building sites content Setup • Research profiles • Setup • Prospects/ sites employees • Upload content © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 44
  • Social Media Bootcamp: Regalix’s Social Media Process 1 Define Program Objectives 2 Identify Stakeholders & Participants 3 Develop Content & Messaging Framework 4 Customize Programs for Social Media Sites 5 Build and Expanding Social Presence 6 Monitor, Analyze and Insights © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 45
  • Regalix’s Social Media Process 1. Monitor, Analyze, Insights 6 Website Content created by employees, product managers 1 2 Content Published by Quantum Conversations monitored by Regalix Topic 1 Topic 2 Topic 3 Topic 4 Topic 5 Topic … Linkedin Linkedin Linkedin Linkedin Linkedin Linkedin Facebook Facebook Facebook Facebook Facebook Facebook Twitter Twitter Twitter Twitter Twitter Twitter Blogs .etc Blogs .etc Blogs .etc Blogs .etc Blogs .etc Blogs .etc … … … … … … Customer Employee Prospect © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 46
  • Your Pages Are Set Up, But What’s Next? Social Media Bootcamp: Transforming your social media into a real marketing channel 1.  Introductions 2.  Social Media Strategy 3.  Operating a Social Media Program 4.  Closing the loop with 360º Analytics Shivraj Asthana 5.  Group Discussion 6.  Wrap-up & Announcements REGALIX INC. - US REGALIX - Bangalore REGALIX - Chandigarh REGALIX - New Delhi CONTACT US FOLLOW US 2600 EAST BAYSHORE ROAD 2nd FLOOR, ZAM ZAM CENTRE SCO 415, 2nd FLOOR, SECTOR 8 18 SUNDAR NAGAR WWW.REGALIX.COM FACEBOOK.COM/REGALIX PALO ALTO CA 94303 USA #26, INFANTRY ROAD PANCHKULA 134 109 INDIA NEW DELHI 110 003 INDIA INFO@REGALIX-INC.COM #REGALIX BANGALORE 56 001 INDIA 888-REGALIX © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved
  • Measuring social media   What do you want to measure?   Metrics that track channel growth   Metrics that tie channel output to business goals   What are you measuring?   Channel output or outcome   Network growth, website visits, content consumption © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 48
  • 360º Closed Loop Analytics   Channel KPI   Metrics based on channel characteristics   (Faecbook – Friends, YouTube- video views, Twitter- Followers, retweets, All- content consumption, sharing, referrals)   Focused on channel growth   Business Goals & KPI   Business goals are delivered from the combined impact of social channels   Different drivers focus on different goals   Marketing – prospects, education, brand, market intelligence   Support – customer sat, efficiency in issue resolution, handholding   Sales- referrals, loyalty, up-sell and cross sell, inside sales   Product - feedback, roadmap   PR- News, Developments, Crisis management, sentiments   HR – recruitment, employee sat, ambassadors, motivation   More…? © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 49
  • Measuring Business Goals & KPI   Though social media channels work independently, the business outcome emerges from their combined impact Brand Thought Sales Support Prospect Enhancing Presence Leadership Nurturing Reputation •  Trends in •  Differentiators •  Sales volume •  Handling •  Early •  Increasing trend mention •  On Topic •  Recurring sales instances engagement in positive •  Mentions expert content •  Sales cycles •  Cycle time •  Handholding till mentions outside •  Content •  Sales cost reduction maturity •  Reducing trend network consumption/ •  Increasing •  Qualification in negative •  Context & spread customer sat •  New business mentions recall •  Community relationship support © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 50
  • Social Media: Channel Measurements   Metrics/KPI at 3 levels measure channel performance •  Acquiring friends 1ST LEVEL •  Content consumption •  Building strategic presence •  Sales (ecommerce) Strategic Presence •  Measuring channel presence •  Time spent •  Engagement •  Expert Engagement -engaging friends 2ND LEVEL •  User Reponses/Feedback •  Measuring interactions Social Engagement •  User generated content •  Loyalty/Behavior analysis •  Friends referral outside •  Social leverage - expanding network network •  Spread effect friend-of-friend 3RD LEVEL •  Response from outside Social Leverage network •  Community endorsement •  Expert engagement © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 51
  • Businesses are using multiple channels © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 52
  • Social Media Reporting Dashboard: Tie it together © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 53
  • Measuring KPI of Social Media? Easier Difficult Lead Quality Prospect lead volume Prospect engagement Product feedback Business outcom e Website traffic Brand awareness © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 54
  • Social media network   How many “friends” you can make?   Less than 100   Over 250   Who knows?   How much time need to spent on social grooming?   Less than 10%   Between 20%-40%   ?   Dunbar number, Bernard-Killworth research?   Neocortex ratio , Field study…   Roman Army, Nomadic tribes, Facebook, Twitter? © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 55
  • Your Pages Are Set Up, But What’s Next? Social Media Bootcamp: Transforming your social media into a real marketing channel 1.  Introductions 2.  Social Media Strategy 3.  Operating a Social Media Program 4.  Closing the loop with 360º Analytics 5.  Group Discussion Jonathan Curtis 6.  Wrap-up & Announcements REGALIX INC. - US REGALIX - Bangalore REGALIX - Chandigarh REGALIX - New Delhi CONTACT US FOLLOW US 2600 EAST BAYSHORE ROAD 2nd FLOOR, ZAM ZAM CENTRE SCO 415, 2nd FLOOR, SECTOR 8 18 SUNDAR NAGAR WWW.REGALIX.COM FACEBOOK.COM/REGALIX PALO ALTO CA 94303 USA #26, INFANTRY ROAD PANCHKULA 134 109 INDIA NEW DELHI 110 003 INDIA INFO@REGALIX-INC.COM #REGALIX BANGALORE 56 001 INDIA 888-REGALIX © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved
  • Your Pages Are Set Up, But What’s Next? Social Media Bootcamp: Transforming your social media into a real marketing channel 1.  Introductions 2.  Social Media Strategy 3.  Operating a Social Media Program 4.  Closing the loop with 360º Analytics 5.  Group Discussion 6.  Wrap-up & Announcements Jonathan Curtis REGALIX INC. - US REGALIX - Bangalore REGALIX - Chandigarh REGALIX - New Delhi CONTACT US FOLLOW US 2600 EAST BAYSHORE ROAD 2nd FLOOR, ZAM ZAM CENTRE SCO 415, 2nd FLOOR, SECTOR 8 18 SUNDAR NAGAR WWW.REGALIX.COM FACEBOOK.COM/REGALIX PALO ALTO CA 94303 USA #26, INFANTRY ROAD PANCHKULA 134 109 INDIA NEW DELHI 110 003 INDIA INFO@REGALIX-INC.COM #REGALIX BANGALORE 56 001 INDIA 888-REGALIX © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved
  • Regalix Social Media Marketing Transforming social media into a real marketing channel Why partner with Regalix “The ComplianceOnline case study offers insight into how technology Best Practices & Framework marketers can make a vision for a viable online community — that Regalix has developed social media framework and best embraces customers, partners, and prospects alike — become real.” practices leveraging experience from Fortune 1,000 as well as – Laura Ramos, B2B Analyst, Forrester Research venture backed customers across multiple industry verticals including Hi-tech., Retail, Manufacturing, Education, Clean Tech. and Financial Services. Tools and Partnerships “Regalix has social media marketing experience that has Regalix has partnered with social media tool providers including been leveraged on behalf of blue- Involver, Buddy Media, Radian6 and many more. Regalix has “Citibank views Regalix as a chip Fortune 100 firms. For this trusted strategic partner. They significant relationships with traffic hubs such as Google, reason, I think that you’ll get far Yahoo, Facebook and may more social media websites. have consistently delivered more bang for your buck out of innovative solutions of Managed Full-service Execution leveraging them as your turn-key exceptional quality over the last marketing team than you would couple of years of our Regalix provides strategy, program management, creative, out of a single FTE. engagement. technology, and operations services. This reduces the need for engaging and managing multiple service providers. Their reporting dashboards are Regalix has proven experience in Superior Client-service also first-rate. Super stream lined supporting an enterprise of our – super time efficient.” size and diversity, while Regalix’s client services team consists of industry experts and practitioners that have created significant and successful respecting the stringent quality - Alyssa Rapp, CEO Bottlenotes standards that we have set.” marketing programs. © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 58
  • Social Media Solution Providers Creative Agencies PR Firms Tool Vendors Regalix Strategy & Operating Plan X X X (Goal setting, KPI identification, Benchmarks, Process & Plan) Messaging & Conversations X X (Topics, Blogs, Q&A, Email, Alerts, Postings, Comments, Response) Creative Ideas & Asset Development X X (Viral Videos, Contests, Games, Events, Apps.) Social Media Presence Set-up X X (Set-up Facebook Page FBML, YouTube Channel, LinkedIn Page, Groups, etc.) Social Applications & Toolkit X X (Cart, Polls, Images, Video, Discussions, Self-administration) Custom Application Development X (Referral Apps., Loyalty/Rewards, Content/App./CRM Data Integration) Media Monitoring X X X (Brand, Competitor, Customers, Partners, Domain Intelligence, Campaigns) Analytics & Intelligence X X (Brand Loyalty Index, Engagement Index, Sales, Benchmarks) Top 5 Social Media Properties X X X X (Facebook, LinkedIn, Twitter, YouTube, Flickr) Topical Social Media Properties X (1K+ Properties; Vertical Industry, Category, Ethnic, International) Multi-lingual Support X (English UK/US, Spanish, German, Italian, Japanese, Chinese, more…) Managed Operations X (Member Recruitment/Engagement, Community Management) Global Operations X (USA, UK, India, Singapore, Gulf) © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 59
  • Thanks for attending today’s If you are interested in digging event. How do your social media deeper, want to apply these strategies fit with the approaches concepts to your company, or are outlined today? curious where to start, Regalix can help! 6:02 PM March 25th from jcurtis 6:03 PM March 25th from jcurtis Regalix is offering a We will create a social media plan complementary 3 hour social with detailed recommendations media appraisal. designed to get you closer to your marketing goals. 6:04 PM March 25th from jcurtis 6:05 PM March 25th from jcurtis © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 60