This document provides background on Khalid Muhammad, the Group Managing Director of the emagine group. It discusses the rise of social media and how brands can effectively engage on social platforms. Some key points include: - Khalid has extensive experience in marketing, technology and business management from companies like Central Michigan University and University of Michigan. - Social media has dramatically changed how marketing is done, but many brands are unclear on how to respond, budget and measure their social media efforts. - To succeed, brands must devise a clear social media strategy, choose the right channels, understand their target customers, regularly post valuable content, and manage expectations.

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

2. Who Am I?

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

5. The Social Media Effect

9. 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

10. 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

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

13. 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

17. 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

21. 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

22. How Do You Do It Correctly?

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

27. 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

29. 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

30. 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

33. 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

35. 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

36. 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

38. 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

40. 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

42. 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

44. Questions?