0
Getting
Right
With
Your
Community




                       Khalid
Muhammad

                  Group
Managing
Director

Who
Am
I?

Khalid
Muhammad

  Educational
Background

      Central
Michigan
University
–
BBA
&
BSc

      University
of
Michigan
...
The
Social
Media
Effect

So
Why
The
Confusion?

  Brands
today
understand
that
there
has
been
a
dramatic

  shift
in
how
marketing
is
done
but
are...
Why
Do
Brands
Fail
In
Social
Media?

  Individuals
within
the
organization
work
independently

   of
others
as
what
we
ca...
So
Let’s
Understand
What
We
Are
Talking

                                 About

What
Is
Social
Media?

    Social
Media
is
nothing
like
traditional
advertising
or
direct

     marketing

         Trad...
What
is
Social
Media?

  Crowd
sourcing
or
“People
Powering”
is
what
social

   media
is
about

  Social
Media
lets
bran...
What
Is
An
Ideal
Social
Organization?

    It
is
collaboration
                   Has
a
simple
social
media

    Has
an...
How
Do
You
Do
It
Correctly?

Getting
The
Process
Right

  Plan
Your
Strategy

  Choose
The
Right
Channels

  Know
Your
Customer

  Schedule
A
“Soci...
Devise
The
Strategy

  Outline
goals
&
steps
to
meet
objectives

  Integrate
into
existing
marketing
activities

      ...
Devise
The
Strategy

    Multimedia
Usage

         Photos
–
A
picture
is
worth
a
thousand
words

         Video
–
Best...
Choose
The
Right
Channels

                           Customer

    Social
Network                                     Bra...
Know
Your
Customer

  Understand
who
your
customer
is

  Join
customers
where
they
are
rather
than
hoping
they

   find
...
Who
Is
The
Social
Customer?

  Consume
information
in
a
different
way
&
learns
about

   breaking
news
through
Twitter
&
...
Who
Is
The
Social
Customer?

  Expects
the
brand
to
listen
&
engage,
not
only
when
its

   coincides
with
an
email
blast
...
Schedule
A
“Social
Time”

  Know
when
your
customers
are
online
to
better
interact

  with
them

    Monitor
conversatio...
Provide
Value

  There
must
be
a
value
to
the
interactions
for
the
community

  If
you
just
broadcast
messages
about
you...
Manage
Expectations

    Make
sure
that
your
organization
understands
there
are
no

     overnight
successes

         T...
Questions?

Getting Right With Your Community
Getting Right With Your Community
Getting Right With Your Community
Getting Right With Your Community
Getting Right With Your Community
Getting Right With Your Community
Getting Right With Your Community
Getting Right With Your Community
Getting Right With Your Community
Getting Right With Your Community
Getting Right With Your Community
Getting Right With Your Community
Getting Right With Your Community
Getting Right With Your Community
Getting Right With Your Community
Getting Right With Your Community
Getting Right With Your Community
Getting Right With Your Community
Getting Right With Your Community
Getting Right With Your Community
Getting Right With Your Community
Getting Right With Your Community
Upcoming SlideShare
Loading in...5
×

Getting Right With Your Community

560

Published on

A presentation given at SZABIST in Karachi, Pakistan discussing the social media revolution and its effect on marketing today.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
560
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Getting Right With Your Community"

  1. 1. Getting
Right
With
Your
Community
 Khalid
Muhammad
 Group
Managing
Director

  2. 2. Who
Am
I?

  3. 3. Khalid
Muhammad
   Educational
Background
   Central
Michigan
University
–
BBA
&
BSc
   University
of
Michigan
–
Masters
in
Engineering
   Kellogg
School
of
Graduate
Management
–
MBA
Marketing
   Professional
Background
   19
years
experience
in
Marketing,
Technology,
Business
 Process
Management
with
companies
   the
emagine
group
   Last
7
years
as
Group
Managing
Director
   Founded
the
company
in
2003
to
provide
professional
 business
services
to
clients
around
the
world

  4. 4. The
Social
Media
Effect

  5. 5. So
Why
The
Confusion?
   Brands
today
understand
that
there
has
been
a
dramatic
 shift
in
how
marketing
is
done
but
are
unclear
on
how
to
   Respond
to
it
   Become
part
of
it
   Budget
for
it
   Measure
it
   Adjust
for
it

  6. 6. Why
Do
Brands
Fail
In
Social
Media?
   Individuals
within
the
organization
work
independently
 of
others
as
what
we
call
silos
   Organizations
fail
to
do
any
research
or
planning
to
 understand
what
social
media
is
and
how
it
operates
   Too
many
organizations
believe
that
social
media
is
 about
just
listening
to
what
others
say,
rather
than
being
 part
of
the
discussion
   They
fail
to
devise
a
message
for
the
media
making
their
 social
media
experience
seem
like
an
one‐off
experiment
   They
don’t
take
the
time
to
build
the
strategy
to
succeed
 assuring
that
they
will
fail

  7. 7. So
Let’s
Understand
What
We
Are
Talking
 About

  8. 8. What
Is
Social
Media?
   Social
Media
is
nothing
like
traditional
advertising
or
direct
 marketing
   Traditional
advertising
is
a
one‐way
process
that
gets
the
message
 to
the
potential
customer
   Social
Media
is
about
relationships
   Engaging
with
customers
and
critics
that
creates
a
significant
 change
in
the
way
that
people
think,
act
and
measure
success
with
a
 brand
   Presents
a
platform
for
diverse
voices,
backgrounds
and
opinions
to
 gather
in
one
location
to
discuss
your
brand
from
every
angle
   Professionalism
and
objectivity
have
been
replaced
by
 connectivity
and
dynamism
of
an
authentic,
non‐corporate
 voice

  9. 9. What
is
Social
Media?
   Crowd
sourcing
or
“People
Powering”
is
what
social
 media
is
about
   Social
Media
lets
brands
interact
with
customers
in
a
 more
personal
way
to
build
better
relationships
and
 more
loyalty
for
their
brands
and
products

  10. 10. What
Is
An
Ideal
Social
Organization?
   It
is
collaboration
   Has
a
simple
social
media
   Has
an
open,
honest
and
 policy
that
protects
the
 transparent
culture
 organization
and
empowers
   Thrives
with
teamwork
and
 its
people
 constant
communication
   Blends
traditional
Customer
   Looks
beyond
internal
 Relationship
Management
 organization
and
business
 tools
with
external
social
 titles
 technologies
to
make
for
a
   Equips
and
encourages
 more
relevant
consumer
 employees
to
engage
with
the
 brand
experience
 customer
outside
of
traditional
   Thinks
beyond
Twitter
and
 marketing
and
customer
 Facebook
 service
channels
   It
is
hungry
for
new
technology
   Invites
competitors
to
its
 that
makes
communication
 own
competitors
 with
each
other
and
customers
   Has
no
egos
or
 more
efficient
 organizational
silos

  11. 11. How
Do
You
Do
It
Correctly?

  12. 12. Getting
The
Process
Right
   Plan
Your
Strategy
   Choose
The
Right
Channels
   Know
Your
Customer
   Schedule
A
“Social
Time”
   Provide
Value
   Manage
Expectations

  13. 13. Devise
The
Strategy
   Outline
goals
&
steps
to
meet
objectives
   Integrate
into
existing
marketing
activities
   Delegate,
Decide,
Choose,
Review
   Keep
it
simple
   Define
what
gets
shared,
when
&
how
   Do
a
social
media
audit
to
determine
who
in
your
company
is
 using
social
medias
   Develop
a
process
to
get
the
information
through
to
your
 customers
   Have
a
measurement
strategy
   Can’t
improve
if
you
can’t
measure
   Use
it
to
introduce/reinforce
messages
while
pushing
 customers
to
another
profile
or
website

  14. 14. Devise
The
Strategy
   Multimedia
Usage
   Photos
–
A
picture
is
worth
a
thousand
words
   Video
–
Best
for
how
to
and
complex
explanations
   Integrate
your
offline
and
online
activities
   Use
social
media
to
extend
your
offline
marketing
activities
   Adapt
your
message
   FAIL
‐>
Same
message,
multiple
platforms
   SUCCESS
‐>
Multiple
messages,
multiple
platforms
   Localized
Social
Networks
   Contests
&
Discounts
   Generate
sharing
&
viral
activity
   Give
something
back
to
your
community

  15. 15. Choose
The
Right
Channels
 Customer
 Social
Network Brand
Exposure Traffic Communications Use a keyword search & Offers unique Potential is large, but hashtags to monitor what opportunities for website promotions is an art form is being said about your integration and to engage – promote too much and brand with your customers in a lose followers, promote viral way too little and see no results Great for engaging people Facebook brand pages are Traffic is decent and on that love your brand, want great for brand exposure. the rise thanks to share to share comments and Jump start your brand buttons, but don’t expect participate in contests & exposure through massive unique visitors to giveaways Facebook ads. go to your site Whether you seek to One of the most powerful Traffic goes to the videos. entertain, inform, or both, branding tools on the web Don’t expect a lot of video is a powerful when you build your own traffic to your site unless channel to quickly engage channel, promote via high you add hyperlinks in the your customers traffic websites and brand description or allowing your videos others to embed your videos on their pages Editor-driven and Non commercial sites are Get in the moderator’s moderated – this should heavily favored by editors good graces and you can not be a primary focus so business sites should achieve massive numbers not waste their time here – just don’t count on it happening
  16. 16. Know
Your
Customer
   Understand
who
your
customer
is
   Join
customers
where
they
are
rather
than
hoping
they
 find
you
   Form
relationships
based
on
“social
glue”
that
build
 online
relationships
   Build
“socialgraphics”
to
understand
how
your
customers
 are
using
social
technologies
   Don’t
be
afraid
to
“own
up”
to
customers
when
your
 brands
make
a
mistake
or
responding
to
criticisms

  17. 17. Who
Is
The
Social
Customer?
   Consume
information
in
a
different
way
&
learns
about
 breaking
news
through
Twitter
&
Facebook
trusting
what
 their
networks
have
gleaned
as
important
   Learns
about
new
products
&
brands
through

social
 channels
&
trusts
their
network
to
provide
honest
 feedback
about
it
   Is
savvy
and
doesn’t
respond
to
spam
or
overly
 promotional
tweets,
but
is
open
to
relevant
information
 that
meets
their
needs
at
a
particular
moment
   Expects
brands
to
be
present
&
active
in
the
same
social
 venues
where
they
hang
out,
listening
to
feedback,
 whether
positive
or
negative

  18. 18. Who
Is
The
Social
Customer?
   Expects
the
brand
to
listen
&
engage,
not
only
when
its
 coincides
with
an
email
blast
or
new
feature
release,
but
 when
they
need
you
   Since
they
can
talk
to
your
brand
through
multiple
 channels
at
the
same
time,
they
expect
everyone
they
 speak
to
from
your
brand

to
have
the
same
background
 on
the
issue
   Owns
the
relationship
and
you,
as
a
brand,
need
to
earn
 their
trust
and
respect

  19. 19. Schedule
A
“Social
Time”
   Know
when
your
customers
are
online
to
better
interact
 with
them
   Monitor
conversations,
join
discussions
&
send
out
new
 messages
   Respond
directly
to
messages,
questions
&
comments
   Ask
for
opinions
from
your
community
to
make
them
feel
 more
valuable
   Create
a
voice
&
style
sheet
so
that
everyone
that
 interacts
from
your
brand
platform
speaks
the
same
 language
   Be
a
reliable
friend
by
being
active
&
participate
in
all
 conversations
related
to
your
brand
or
expertise

  20. 20. Provide
Value
   There
must
be
a
value
to
the
interactions
for
the
community
   If
you
just
broadcast
messages
about
your
product
and
 strengths,
you
are
still
operating
in
a
one‐way
mode
   Establish
your
voice
by
becoming
an
expert
through
advice
&
 information
   Tap
into
emotional
equity
–
people
love
brands,
let
them
talk
 about
them
   Offer
special
rewards
&
deals
to
your
online
community
   Start
a
program
for
your
most
vocal
advocates
and
best
social
 customers
   Provide
a
reason
for
the
community
to
stay
and
get
involved
 in
the
discussions

  21. 21. Manage
Expectations
   Make
sure
that
your
organization
understands
there
are
no
 overnight
successes
   To
become
a
viral
brand
requires
a
great
idea,
make
sure
that
you
 have
enough
ideas
to
reject
so
that
you
get
the
great
one
   Attempts
to
find
superficial
social
success
leads
brands
to
create
a
 presence
that
doesn’t
fit
brand
personality
or
inappropriate
 campaigns
in
the
hope
that
they
go
viral
   Don’t
be
greedy
   Just
because
you
have
thousands
of
followers
or
friends,
doesn’t
 mean
that
they
all
have
something
valuable
to
say
   Measure.
Review.
Revise.
   Getting
social
media
right
requires
regular
review
to
gauge
what
 works
and
what
doesn’t
   Once
you
know
what
works,
revise
your
social
media
strategy
to
 achieve
results
long‐term

  22. 22. Questions?

  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×