Think Social (Media) Engagement...not just 'Likes' and 'Shares'


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The book is a step-by-step guide to conceptualizing and implementing Social Media campaigns.

This presentation contains: Appreciate quotes, The Content page and the Foreword by Hoshiediar Ghaswala, President, CyberMedia India Ltd.

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Think Social (Media) Engagement...not just 'Likes' and 'Shares'

  1. 1. ThinkFor God’s Sake, Social Engagement… not just ‘likes’ and ‘shares’! Ashwin Razdan Let Knowledge Spread
  2. 2. Published byVitasta Publishing Pvt. Ltd.2/15, Ansari Road, Daryaganj,New Delhi - 110 002info@vitastapublishing.comISBN 978-93-80828-87-9© Ashwin Razdan 2012All Rights Reserved.No part of this publication may be reproduced, stored in a retrieval system,or transmitted, in any form, or by any means—electronic, mechanical,photocopying, recording or otherwise—without the prior permission of thepublisher.Cover Design by Aarti VasudevanLayout Design by Vitasta Publishing Pvt. Ltd.Printed by Vits Press, New DelhiMarketed and Distributed exclusively in India & Sub-Continent by:Times Group Books(A division of Bennett, Coleman and Company Limited)Times Annexe, Express Building9-10 Bahadur Shah Zafar Marg, New Delhi-110 002
  3. 3. Dedicated with much love andaffection to my beloved grandfather Shri M L Razdan
  4. 4. Appreciation Quotes“A completely new and refreshing perspective oncombining marketing with social media to get the bestfor both. This is truly a modern approach.” — Dr Sunil Ashra Chairperson, School of Energy Management Associate Professor (Economics) Management Development Institute “In the era of Social media and two way communication,conventional marketers are going back to black boardsto learn and redefine the approach. Market leadersbecome obsolete and new comer can potentiallybecome role model. The days of progressive evolutionof knowledge are gone. The disruption requires fastlearning and adoption, innovation and experimentationto harness the benefit of the new rapidly expanding,100% connected social channel.
  5. 5. Brand going viral (of course for good reason) is thedream of marketers today! Millions are spend on TVads, in free give always to get sizable mass connectedto the social handles. Some of these will write historyand some of them will become history!” — Rohan Sinha Vice President–Transitions Aegis Limited “Increasingly Social Media is becoming an importantpart of many integrated campaigns. The need toleverage it to the fullest has never been greater. Thisbook gives an excellent insight into how brands shouldstart thinking about it, and work towards building aformula for success. Overall, a good read.” — Alok Agrawal COO Cheil India/ SW Asia Regional HQ
  6. 6. Contents Foreword xi Introduction 1-6 Role of social media in marketing 3 Social media marketing can’t go unnoticed 3Step 1: Analyzing the need for Social Media 7-16 Why should an organization go social? 10 How will social media help me achieve my marketing goals faster? 12 A few points to keep in mind before deciding to indulge in Social Media 13 Top 10 questions to answer before you go ‘Social’ 15Step 2: Getting the Basics Right 17-22 Social Media policies 19 Investment required for a successful Social Media campaign 20Step 3: Introspect: Identify your Strengths 23-30 Influence 26 Amplification 26
  7. 7. Network 27 Strength 27 True reach 28 Passion 28 Sentiment 28 Top keywords 28 Top hash tags 29Step 4: Pre-campaign Brainstorming 31-54 Personifying your brand 38 Getting the website ready 43 Setting key performance indicators 44 Think before you write 47Step 5: Defining the Formula for Success 55-76 Building a social media team 56 Setting up a listening post 60 Why should you listen? 63 Why is engagement important for your brand? 67 Innovating through embracing ideas from consumers 72Step 6: Choosing Platforms and Measuring Success 77-94 Measurement of social engagements 81 Creating a social media plan 83 Choosing the right platforms for your brand 86 Measuring success 91Step 7: Engaging on Facebook, Twitter, Linkedln, Google+ and Pinterest 95-110 Reasons why consumers like fan pages 95 Some of the cool things you can do with Facebook Ads 97 How Facebook helps you connect with your audience 100 On the road with the tweet birdie 101 How Twitter helps you connect with your audience 102 Promoting your brand on Pinterest 108 Engaging your audience on Google+ 110
  8. 8. Step 8: Think Social media, Think Success, Think Analytics 111-120 Tracing links and content that you post 113 It’s all about influencing the audience 113 Finding what people think and say about you 113 Using Third-party Apps to Accelerate Reach 121-126 Applications can help your business too! 125
  9. 9. ForewordI t seems like just a few days ago that content and communication was a one way street. Content that the information consumer received waswhat the editorial high priests felt was good for them. In most cases itwas opinionated and it seemed like the intent was more to influence thaninform. Those were the not so long ago days when print media reignedsupreme. Consumers / readers who had an opinion or a grouse or asuggestion would write in to high priests who in turn would decide whatwas and wasnt good to carry. It seems like a few hours ago the internetcame in to our lives and that changed the way we consumed contentbut that too in the early period of the net was more or less controlled.Eureka! A lot of consumers could interact with a lot of consumers butit did go through the filter of the digital high priest and some of it yetgoes through that lens. It is not that the print and the net (as we sawit initially) no longer exist or are lesser important but there are morepowerful phenomenon’s that we have seen very recently – seems like inthe last few weeks and thats the advent, rapidly adoption and growingusage of the A2A digital platforms. Scores of users embrace socialnetworks every minute and whether that does or doesnt not bring down
  10. 10. the need for other traditional media which includes regular websites andblogs, one thing that is for certain is that Social Media is mighty andpowerful. It can make a difference to you and your brand here and now. Mr. CMO, How do you plan to reach your target audience? Whats yourdesired response? Whats your media plan? Whats your media mix? Hey,Whats your digital strategy? All of these now seem to be fairly simplerqueries to handle than the ones that most marketing folks seem tocurrently dread – What is your social media strategy? How are you leveragingsocial media Mr. CMO? The whole world is embracing this new mediabut you dont have a proper plan Mr. CMO? So whats the strategy thatthe marketing department must have around social media? Whats themagic that they need to deliver using these all powerful A2A platforms?Or must they actually be the lead department of any organization thatmust understand and use the social media? Is it because the word mediafollows social? The pen is mightier than the sword. No, no! Its the keyboard that ismightier than the sword! Did you hear someone say it is the touch-screenthat is mightier than the sword! Arrghhh! Forget the pen, the stylus,the whatever and most importantly forget the sword too. But do bearin mind that the word that is being putting out now and every singlesecond it is being put out by your customer – current or potential. Andthese folks are putting out lots and lots of content and they have lotsand lots of places to publish their opinions and experiences that couldmake or break brands before you even realize it. Wouldnt it be terrificfor a brand to have lots of consumers write good stories about them? Butwhere do you find these lots of customers? Of course you would have afew who would for genuine reasons or for purposes of showing off writesome good things about your brand? But that would happen only incase of aspirational brands or a few more. And then there are very fewgood or the show off category of human beings that would be sayinggood things. More often you find disgruntled customers who instantlytake on to the new A2A platforms to vent their dissatisfaction without
  11. 11. even knowing how to use a product or service they have procured afew minutes ago. These folks are dangerous! And beware! There arelots of them around you. Doesnt it then make sense for the customerservice department to be the first to have a social media strategy? Totrack and bring all such cases to a happy ending so that these dissatisfiedJohnny’s would then speak positively about your brand, buy more ofyour products and more importantly bring in more customers. Doesnt it make sense for your research department to communicateusing these platforms with potential customers of a potential productthey could be developing? Wouldnt such direct feedback be morevaluable than any market survey? Wouldnt it make imminent sensefor your production folks to communicate directly with some of yourcustomers? To hear from them directly on what their customers thinkabout the products and services they are putting out? Wouldnt all ofthis interaction excite some of your own staff? And create bonding withsome percentage of your customers who could become your brandambassadors? Wouldnt the customers to be excited to have their say? It is apparent that leveraging social media is simply not theresponsibility of only the marketing department. Todays consumer isfar smarter, he is more exposed than ever before, he prefers informationfrom peers and other users over high priests, he aint too gullible eitherto buy in to smart marketing messages. This does not take away fromthe role of the marketing department. They very much need to bethere to create constant awareness and visibility for their brands. Butin my humble opinion, a social media strategy needs to be completeand holistic – it needs to allow different functions of an organizationto interact with customers in an organized and structured manner. Itneeds to allow conversations. It needs to be designed in a manner thattakes in feedback from customers at all stages in the cycle – be it pre,during or post a sale and uses it to constantly enhance the offerings.And it needs to allow your customers to interact with each other in ameaningful manner all the time. A customer engaged, happily and in a
  12. 12. constructive manner will remain happily married to you for life. I havent read this book and Ashwin’s promised to carry my pieceunedited even if it clashed with his content. Having worked with him onmultiple assignments, his views on Social Media never fail to impress me.I am sure you would find his tips on how to use this all important socialplatform meaningful and practical. I look forward to reading this book. Happy Reading!!!!! — Hoshiediar Ghaswalla President, Cyber Media (India) Limited