9 things
         Digital
A short, quick guide to understanding some basic
    rules of marketing in the (online) social w...
KNOW THE BASICS




                                                       1
                               If someone tol...
LISTEN
                                                                      TALK
Talk like you would in a gathering of pe...
RESPECTOPINIONS




                                                3
 Social media is not bloggers publishing your
 press...
ADVERTISING

Like any advertising medium, online advertising needs to be well




                                        ...
PRESENCE




                                                   5
Do you track your online inventory?
Having a social pres...
MAKE INFORMED
                                         DECISIONS
Understand the power and value of Data.

If there is one ...
THINK                                             Know what you want to do and know
PLAN                                  ...
TALKING NUMBERS
So 36,246 people “like” you on Facebook and you have
an equally insane number of followers on Twitter. Wha...
THINK PEOPLE
                             Once you are online, socially connected with tools like




                    ...
THANK YOU
Thank you for taking the time to read this small guide. I hope it will help you
do more for your brand and may h...
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9thingsdigital

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A brief, crisp guide to online and social marketing,

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  • Short, sharp, great advice.

    Now, how should people, brands, & Social Media marketers/'educators' structure their Social Media Channel content? What % should be RT's, Shared Links to content not your own, to your own content, events promotion, replies and conversation, social off-track/subject, social on subject/brand...etc., etc.
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  • Very Very Informative!
    Kudos to you!
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  • Well written, precise and informative. A definitely useful guide.
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9thingsdigital

  1. 1. 9 things Digital A short, quick guide to understanding some basic rules of marketing in the (online) social world. By: Imtiaz Noor Mohammad
  2. 2. KNOW THE BASICS 1 If someone told you that getting a Youtube channel and a Facebook page means that you have gone “social” or “digital”, they are wrong. How many people have told you to “get a Facebook page” or “get a Youtube channel”? It doesn’t work that way. The fact is that changing consumer media consumption (depending on the sector you are in) is probably the root of some of the problems you are facing with marketing your brand. Consumers are behaving differently and that is causing new marketing executives to re-think how to approach them. You can start by deciding who you want to speak to and whether the audience exists in the online realm that you are thinking about exploring. Make sure you are speaking to the right audience. Please speak though. That is the rule. Getting a suit doesn’t mean you are at the party. Going to the party and engaging does.
  3. 3. LISTEN TALK Talk like you would in a gathering of people you would like to connect to. Stop thinking like a Brand Manager, start thinking like the consumer. Imagine meeting someone socially for the first time. He seems nice, 2 polite, interesting. But what if that person only talks about himself? Day in and day out. Do you see yourself talking to him for more than 5 minutes? How many minutes till your head rings a “salesman alert”? One of the biggest problems faced by many brands online (especially in social media spaces) is the lack of an authentic voice. Do not confuse conversation with blatant brand overloaded advertising. Keep it soft, subtle and simple. Listen to people, then talk to them, not at them. Have a discussion, see if you can help them. Don’t start harping about your product and its perceived excellence. If someone complains, its probably because they have used it, and not just advertised it. Also, since they are not being paid by the brand, there’s a better chance that they are honest. If you want to “just” talk about yourself, you are better o advertising. Don’t complain when audiences stop believing you though.
  4. 4. RESPECTOPINIONS 3 Social media is not bloggers publishing your press releases. What do you do when you're pleasantly surprised by customer service or the quality of a product? You rave about it to your friends and family. The same is true for social media, blogs in particular. If people have good experience, they will share it. They will be even more careful about what they share if they have a large following. They need to be more careful because readers respect their opinion. And more importantly, trust them. One of the biggest mistakes PR firms make is to send bloggers copies of press-releases and expect them to publish it on their blog. Stun, shock, surprise (pleasantly) your audience and they won't stop raving about you. Sadly, this rule works the opposite way just as effectively too. Its social media. Media that people create, manage and own. Not media you pay for. Give the blogger a genuine reason to get wow-ed by you and talk about you. Sending them your press release does not do that.
  5. 5. ADVERTISING Like any advertising medium, online advertising needs to be well 4 thought out and aligned to an objective or a set of goals. The Internet, like any medium, has its own advertising needs and techniques. It’s good to advertise online, provided you know what you want from it. Ads on Facebook and other Social Sites hold very little strength, unless they tempt the user enough to look at them. Simply seeing the ad does nothing for your brand. Unless there's some action taken. All ads should have a call to action, a reason to click, and that is what needs to be converted and added to the bottom line. The internet allows us to book customers on the spot, why do we want to just show them an ad and let them move on? Ask them to click, and you know you have a positive impression. Otherwise, good impression or bad, your guess is as good as mine. The beauty of online and digital marketing is that it is 100% accountable. It is easier to account for an online ad by an “impression” but really, would it not be better to know how the customer feels about your o er?
  6. 6. PRESENCE 5 Do you track your online inventory? Having a social presence alone is no substitute for a brand’s own website. All brands must have a central official resource point and that alone should be the centre of action. If you dont have a website, get one. If you have a website, keep it current. If you have created microsites for campaigns in the past, shelve them. Google your brand. Find out what people are saying and what various sites are saying. Make sure no one owns the country specific domain name of your brand, if you are a multinational. It could be quite an embarrasment if it turns out that a URL for your brand is being used against you. Know whats online representing your brand and you. If its not current, make it disappear.
  7. 7. MAKE INFORMED DECISIONS Understand the power and value of Data. If there is one thing that all this online interaction produces, its data. Data is something we all produce during our surfing, chatting and other online interactive habits. 6 There is data you produce and data you cause others to Google took over the produce. world of search & For a business, data about consumer interaction with their advertising using nothing brand, the competing brands and allied brands are key insights more than applied in to consumer behavior. mathematics. Data collected by supermarkets and restaurants can provide Amazon is what it is today significant insight into consumption trends and patterns because of its including which commodity peaks on certain days, what recommendation models, products tend to sell in combinations, how customers pay etc. that too, is nothing but Combining supermarket data with utility data can yeild affluence, which could mean a whole different world in terms of marketing mathematics. and advertising. Start accumulating data about your online interactions. Find out who talks about your brand, find out their influencers, talk to them, use data intelligently to provide special deals and promotions. The power within data and mathematics is tremendous, and interestingly, it does not require you to have a PhD. All you need is an open mind.
  8. 8. THINK Know what you want to do and know PLAN where you want to be. Build a list of targets and objectives. THINK Dont jump the bandwagon because 7 everyone else is. PLAN If you decide to jump the social bandwagon without planning, you are destined to fail. Period. Find your market, find your audience, find your voice. Gain control over ALL of your online identity. If you are not prepared to use usernames/urls yet, its better to get them and not use them instead of letting someone else run away with them. Unify your online identities. Define your goals. Once you have defined them, identify the metrics you will use to measure them. Social media is accountable on every level. Set out rules of engagement. How will you handle negative comments? Who is going to engage online? Who can talk about the company? What protocols are to be followed when a fire breaks out? Who will handle what? Just because most of social media is free, does not mean anyone can excel. The price is often the time you take in learning. There are no quick fixes and no quick solutions. The only thing that will bring you success is intense planning and focused execution.
  9. 9. TALKING NUMBERS So 36,246 people “like” you on Facebook and you have an equally insane number of followers on Twitter. What does that mean? What do you know about them? 8 Quite certainly, obtaining a certain number of “likes” or “followers” must be one of your metrics when it comes to performance measurement. The question is, what do you want to do with these connections. Some would be random bots adding you up, and those keep coming. But when it comes to people, how many engage with you, how many talk to you. Most of all, how many represent a potential client base and how many have you converted into clients? How do you want to leverage off their pleasant experience to build a greater, stronger and tighter knit community of people? Communication sentiment analysis is also a tool to measure change in customer behavior towards a brand. Have you looked into such tools yet? Have you pulled out customer emails to just have the text analyzed for sentiment based on a predetermined metric? Behind this seemingly innocent set of numbers is a deeper game of relationship management. Play your cards right.
  10. 10. THINK PEOPLE Once you are online, socially connected with tools like 9 Twitter, Linkedin, Facebook, communities, blogs etc, there are some very basic rules to follow. As people, we all like to deal with people, not online identities named after a brand that we cannot relate to. Some basic pointers that will go a long way in your social interactions: Be realistic. Be honest when you talk about your brand. People you are talking to are consumers, and they may have experiences with the product/service that doesn’t match the properties you advertise. If someone talks negatively, handle it with grace and style. You as a brand cannot afford to be seen arguing or misbehaving with someone. Do not talk negatively about your competitors. In fact, praise them where due. If you don’t know the answer to a question, do not post comments citing “company policy”. Frankly, policies are for internal use, the client hasn’t signed a contract with you so your policies do not apply to them. If a customer has been wronged, find out a way to address his/her concern, apologize and win his/her support. It will go a long way. Remember: Anything and everything you say or do online, often stays there forever. Be very careful and be very certain about what your intentions are. Your online community can be your best friend and your worst enemy. Know it, understand the community, treat them as people and not customers alone.
  11. 11. THANK YOU Thank you for taking the time to read this small guide. I hope it will help you do more for your brand and may have addressed some queries you may have had about the online / social marketing mix. My name is Imtiaz Noor Mohammad and I am a marketing veteran, having served on both sides of the business fence, the Agency and the Brand. I am a technology enthusiast and love to see data flow and evolve from one form into another. An avid believer in data sciences, I continuously look for data patterns to understand the happenings in marketing spaces. I am also the man behind a new startup called “Inspire-X”, where my aim is to not only help business tackle marketing issues in the online and offline technology space, but also help identify and analyze various trends and metrics that can be used to derive value out of information. You can connect with me here: Twitter: @inspirex Linkedin: Linkedin.com/in/inspirex Email: Imtiaz@inspire-x.com If you have any feedback/comments, please feel free to share them with me. Please get in touch using any of the methods above.

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