!
!

Welcome to the New

Rules of Engagement

@jamshedwadia & @ladyxtel | Connected Women #PWIB13
!
!

What REALLY is

Social Media?

@jamshedwadia & @ladyxtel | Connected Women #PWIB13
!
!

It’s not about

Twitter or Facebook
!
!

It’s all about

being where people are
And all businesses are run by people
for people
Value
Proposition

Grow
Customers

Make
$$$$

!
!

SMBs do face a couple of real problems

Scale the
Business
Value
Proposition

Grow
Customers

Make
$$$$

!
!

Can Social Media address some of these issues?

Scale the
Business
!
!

What’s the magic sauce?
!
!

Here’s how some great SMBs have done it
!
!

One Size
DOES NOT
Fit All”
“

3 8 % S M B S H AV E
EXCELLED
—
28% IN LARGE
C O M PA N I E S
Choose the right platform
CONDUCIVE TO
CUSTOMER
C O N V E R S AT I O N S
?

TYPE OF
BUSINESS?
WHERE ARE
YOUR
CUSTOMERS?
!
!

FA C E B O O K

@jamshedwadia & @ladyxtel | Connected Women #PWIB13
25 Million SMB’s have business pages on Facebook
One of the Top Photographers in Asia
Daily Engagement
!

Authentic voice
!

Regular Contest and
Promotion
Ana White: Homemaker turned blogger, turned
entrepreneur

Third Party Ads Service
Ana White: Homemaker turned blogger, turned
entrepreneur
Ana White: Homemaker turned blogger, turned
entrepreneur

Key Takeaways
• Create a community where users can talk about th...
Kelly Lester: The Singing CEO. Lunch boxes ideas
for Kids
Kelly Lester: The Singing CEO. Lunch boxes ideas
for Kids

Social Success Story: EasyLunchboxes
Lessons in Branding, Conte...
Kelly Lester: The Singing CEO. Lunch boxes ideas
for Kids

On YouTube, Kelly offers short segments with lifestyle hints,
f...
Kelly Lester: The Singing CEO. Lunch boxes ideas
for Kids
TWITTER

@jamshedwadia & @ladyxtel | Connected Women #PWIB13
4.5 Million SMB’s have profiles on Twitter
Fresh, Relevant and Vibrant Content
How does a bakery find interested followers?
It all started with that one tweet
Startup Company Eliminates the Cold Call With
Twitter

Highlights:
On average, the company lands one
meeting per week with...
Startup Company Eliminates the Cold Call With
Twitter
Highlights:
ecycler.com regularly receives coverage
from relevant bl...
LINKEDIN

@jamshedwadia & @ladyxtel | Connected Women #PWIB13
4.7 Million LinkedIn Users Are Employed by Small
Businesses
SLIDESHARE

@jamshedwadia & @ladyxtel | Connected Women #PWIB13
Branding & Search, Thought Leadership, Lead Generation
YOUTUBE

@jamshedwadia & @ladyxtel | Connected Women #PWIB13
YouTube is #2 Search Engine in the World
Indian Taxi Driver
M U LT I P L AT F O R M

@jamshedwadia & @ladyxtel | Connected Women #PWIB13
FREE RESOURCES

@jamshedwadia & @ladyxtel | Connected Women #PWIB13
Creative Commons is a nonprofit organisation that
enables the sharing and use of creativity and
knowledge through free leg...
W H AT A R E T H E R U L E S O F
ENGAGEMENT ?

@jamshedwadia & @ladyxtel | Connected Women #PWIB13
Commit
weekly
resources

Set
Clear
Expectations

Know
which
platform
works

Social
Data to drive
business
strategy

Clear ...
SOCIAL MEDIA ACTION PLAN

@jamshedwadia & @ladyxtel | Connected Women #PWIB13
SOCIAL MEDIA ACTION PLAN

Facebook

Goals
Target
Audience
Measurement
Brand Voice &
Personality

Kpis

Twitter

Blog
SOCIAL MEDIA ACTION PLAN

Facebook

Goals

Twitter

Blog

Foster Quality
Showcase Authenticity &
Engagement & Showcase
Con...
OVERALL CONTENT PLAN

MISSION

U S E R M O T I VA T I O N S

CONTENT PILLARS

CONTENT MIX
PLATFORM
DISTRIBUTION

DESIRE TO...
OVERALL CONTENT PLAN
(BE THE MOST FUN
HAIR SALON IN TOWN)

MISSION

DESIRE TO BE DELIGHTED
BE THE FIRST TO TELL & SHARE EX...
USEFUL HACKS FOR EXECUTION

Picture Sourcing

Flickr, Bigstock.
Use Powerpoint To Customise Your Images For Quick And Fuss...
THE LAST WORD ON
COMMUNITY

@jamshedwadia & @ladyxtel | Connected Women #PWIB13
“Be S.O.C.I.A.L”
!

Sincere
Open

Collaborative
Interested
Authentic
Likeable
!
!

Communities are built on Relationships,

not Technology
!
!

Communities are built on Relationships,

not Technology
!

it’s not about social media communities, it’s about
commun...
!
!

Don’t be
!

Insensitive
!

Irrelevant
!

Intrusive
THANK YOU!
@jamshedwadia & @ladyxtel | Connected Women #PWIB13
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
Content & Social Marketing for SMBs (Connected Women #PWIB13)
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Content & Social Marketing for SMBs (Connected Women #PWIB13)

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FEATURED SLIDESHARE OF THE DAY (11 December 2013): Thank you!! https://twitter.com/SlideShareToday/status/410502548672372736

Welcome to the new rules of engagement - and social media marketing + content marketing should be approached from different ways for Small & Medium Businesses

What's covered in this presentation:

- Using Content Marketing & Social Media Platforms to address key challenges faced by SMBs : Value Proposition, Growing Customers, Revenue, & Scaling the Business

- One Size Does not Fit All : Using different social media platforms (Facebook, Twitter, YouTube, LinkedIn, Slideshare) in a targeted fashion that is different from how big brands approach digital strategy

- Resources for SMBs to scale and operationalise their content and social media marketing efforts

- Writing a Simple Social Media Action Plan: Goals, Target Audience, Measurement, Brand Voice & Personality, KPIs, & designing an Overall Content Plan

- The last word on Community: Communities are built on Relationships, not Technology

This presentation was a joint effort by Jamshed Wadia (@JamshedWadia) & Christel Quek (@ladyxtel) for the inaugural Connected Women - Powering Women in Business conference in Singapore, which is supported by Microsoft, StarHub, and Athena Network Singapore & Asia-Pacific.

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Content & Social Marketing for SMBs (Connected Women #PWIB13)

  1. 1. ! ! Welcome to the New Rules of Engagement @jamshedwadia & @ladyxtel | Connected Women #PWIB13
  2. 2. ! ! What REALLY is Social Media? @jamshedwadia & @ladyxtel | Connected Women #PWIB13
  3. 3. ! ! It’s not about Twitter or Facebook
  4. 4. ! ! It’s all about being where people are
  5. 5. And all businesses are run by people for people
  6. 6. Value Proposition Grow Customers Make $$$$ ! ! SMBs do face a couple of real problems Scale the Business
  7. 7. Value Proposition Grow Customers Make $$$$ ! ! Can Social Media address some of these issues? Scale the Business
  8. 8. ! ! What’s the magic sauce?
  9. 9. ! ! Here’s how some great SMBs have done it
  10. 10. ! ! One Size DOES NOT Fit All” “ 3 8 % S M B S H AV E EXCELLED — 28% IN LARGE C O M PA N I E S
  11. 11. Choose the right platform CONDUCIVE TO CUSTOMER C O N V E R S AT I O N S ? TYPE OF BUSINESS? WHERE ARE YOUR CUSTOMERS?
  12. 12. ! ! FA C E B O O K @jamshedwadia & @ladyxtel | Connected Women #PWIB13
  13. 13. 25 Million SMB’s have business pages on Facebook
  14. 14. One of the Top Photographers in Asia
  15. 15. Daily Engagement ! Authentic voice ! Regular Contest and Promotion
  16. 16. Ana White: Homemaker turned blogger, turned entrepreneur Third Party Ads Service
  17. 17. Ana White: Homemaker turned blogger, turned entrepreneur
  18. 18. Ana White: Homemaker turned blogger, turned entrepreneur Key Takeaways • Create a community where users can talk about themselves. • Empower your fans to share their experiences with other users. • Have clear strategies for your blog and Facebook page.
  19. 19. Kelly Lester: The Singing CEO. Lunch boxes ideas for Kids
  20. 20. Kelly Lester: The Singing CEO. Lunch boxes ideas for Kids Social Success Story: EasyLunchboxes Lessons in Branding, Content Creation & Community
  21. 21. Kelly Lester: The Singing CEO. Lunch boxes ideas for Kids On YouTube, Kelly offers short segments with lifestyle hints, food preparation tips and more, called “A Couple of Minutes with Kelly,”
  22. 22. Kelly Lester: The Singing CEO. Lunch boxes ideas for Kids
  23. 23. TWITTER @jamshedwadia & @ladyxtel | Connected Women #PWIB13
  24. 24. 4.5 Million SMB’s have profiles on Twitter
  25. 25. Fresh, Relevant and Vibrant Content
  26. 26. How does a bakery find interested followers?
  27. 27. It all started with that one tweet
  28. 28. Startup Company Eliminates the Cold Call With Twitter Highlights: On average, the company lands one meeting per week with potential partners, collectors or discarders through Twitter. In a 3-month challenge, ecycler.com added 151 collectors and 623 discarders.
  29. 29. Startup Company Eliminates the Cold Call With Twitter Highlights: ecycler.com regularly receives coverage from relevant bloggers by meeting them first on Twitter. Visual and interactive posts on Facebook make the site the #1 social media source of traffic, generating about 10% of all ecycler.com traffic.
  30. 30. LINKEDIN @jamshedwadia & @ladyxtel | Connected Women #PWIB13
  31. 31. 4.7 Million LinkedIn Users Are Employed by Small Businesses
  32. 32. SLIDESHARE @jamshedwadia & @ladyxtel | Connected Women #PWIB13
  33. 33. Branding & Search, Thought Leadership, Lead Generation
  34. 34. YOUTUBE @jamshedwadia & @ladyxtel | Connected Women #PWIB13
  35. 35. YouTube is #2 Search Engine in the World
  36. 36. Indian Taxi Driver
  37. 37. M U LT I P L AT F O R M @jamshedwadia & @ladyxtel | Connected Women #PWIB13
  38. 38. FREE RESOURCES @jamshedwadia & @ladyxtel | Connected Women #PWIB13
  39. 39. Creative Commons is a nonprofit organisation that enables the sharing and use of creativity and knowledge through free legal tools.
  40. 40. W H AT A R E T H E R U L E S O F ENGAGEMENT ? @jamshedwadia & @ladyxtel | Connected Women #PWIB13
  41. 41. Commit weekly resources Set Clear Expectations Know which platform works Social Data to drive business strategy Clear Calls to Action Consistency
  42. 42. SOCIAL MEDIA ACTION PLAN @jamshedwadia & @ladyxtel | Connected Women #PWIB13
  43. 43. SOCIAL MEDIA ACTION PLAN Facebook Goals Target Audience Measurement Brand Voice & Personality Kpis Twitter Blog
  44. 44. SOCIAL MEDIA ACTION PLAN Facebook Goals Twitter Blog Foster Quality Showcase Authenticity & Engagement & Showcase Connect With “Fun” Side Of Brand Likeminded Users Grow Thought Leadership Through Quality Opinion Pieces Target Audience Immediate Friends & Their Networks, Curious Users Around Common Passion Points (Discovery) Knowledgable Readers, Opinion Seekers (Research) Measurement Facebook Insights, Pagelever Topsy Pro, Thoughtbuzz Google Analytics, Alexa, Compete Brand Voice & Personality Fun, Unique, Engaging, Light-Hearted Sharing, Reciprocative, Sincere, Dynamic Informative, Trustworthy, Sincere, Inspiring Kpis Connect With 5 Different Increasing “Talking About People A Day, 5 Updates This”, “Reach”, Add A Day, Increasing Users To Email Database Following Increase Subscribers, Encourage Email Signups, Invite 2 Guest Bloggers To Contribute Content
  45. 45. OVERALL CONTENT PLAN MISSION U S E R M O T I VA T I O N S CONTENT PILLARS CONTENT MIX PLATFORM DISTRIBUTION DESIRE TO BE DELIGHTED BE THE FIRST TO TELL & SHARE EXPERIENCES PROOF OF ACCOMPLISHMENT GAINING MORE KNOWLEDGE & KNOW-HOW
  46. 46. OVERALL CONTENT PLAN (BE THE MOST FUN HAIR SALON IN TOWN) MISSION DESIRE TO BE DELIGHTED BE THE FIRST TO TELL & SHARE EXPERIENCES PROOF OF ACCOMPLISHMENT GAINING MORE KNOWLEDGE & KNOW-HOW U S E R M O T I VA T I O N S CONTENT PILLARS LIFESTYLE ADVOCACY PRODUCTIVITY /LIFE HACKS OTHER BRAND TIE-UPS (SHARING IS CARING!) CONTENT MIX 40% 20% 30% 10% PLATFORM DISTRIBUTION - TWITTER - FA C E B O O K - FA C E B O O K (SHARE FROM MICROSITE) - BLOG - TWITTER - FA C E B O O K
  47. 47. USEFUL HACKS FOR EXECUTION Picture Sourcing Flickr, Bigstock. Use Powerpoint To Customise Your Images For Quick And Fuss Free Image Editing Content Plans & Collaboration Office365, Skydrive Optimising Timing & Quanitity I Need Inspiration!! Surprise Someone From Your Community, Post Youtube Videos, Encourage Positivity Structure Confirm Your Content Plan 2 Weeks In Advance. Map Out Your Key Milestones (Product Launches, Events, Etc)
  48. 48. THE LAST WORD ON COMMUNITY @jamshedwadia & @ladyxtel | Connected Women #PWIB13
  49. 49. “Be S.O.C.I.A.L” ! Sincere Open Collaborative Interested Authentic Likeable
  50. 50. ! ! Communities are built on Relationships, not Technology
  51. 51. ! ! Communities are built on Relationships, not Technology ! it’s not about social media communities, it’s about communities on social media platforms
  52. 52. ! ! Don’t be ! Insensitive ! Irrelevant ! Intrusive
  53. 53. THANK YOU! @jamshedwadia & @ladyxtel | Connected Women #PWIB13
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