CATCHING THE SOCIALMEDIA BUSA strategic primer for SMBsby @LavinM08 June 2013
© mircmedia 2011 -13Overview• This presentation was created for a group ofbusiness owners who wanted answers to thefollowi...
© mircmedia 2011 -13Contents• What is Social Media?– The digital Landscape– Defining Social Media– Drawing Parallels• What...
WHAT IS SOCIAL MEDIA?The digital web landscape
© mircmedia 2011 -13The digital web landscapeBrand websitesMobile sitesProprietary appsContentCustomer servicechannelsBlog...
© mircmedia 2011 -13Social Media has been around :Think PanchayatsImage credits: http://browseyard.com/wp-content/uploads/...
© mircmedia 2011 -13Social Media has been around :Think IRC. Remember ASL?Image credits: pic 1 (top left) : cybergamer.com...
© mircmedia 2011 -13Social Media has been around :Think Kitty PartiesImage credits: http://www.indianexpress.com/news/feas...
© mircmedia 2011 -13Lets look at the Panchayats
© mircmedia 2011 -13Lets look at the Panchayats1. People ASKfor help, advice, information…etc
© mircmedia 2011 -13Lets look at the Panchayats1. People ASKfor help, advice, information…etc2.The Panchayat LISTENS to th...
© mircmedia 2011 -131. People ASKfor help, advice, information…etc2.The Panchayat LISTENS to their people(customers who pu...
© mircmedia 2011 -132.The Panchayat LISTENS to their people(customers who put them in business?)3.They have a DIALOGUE to ...
© mircmedia 2011 -131. People ASKfor help, advice, information…etc2.The Panchayat LISTENS to their people(customers who pu...
© mircmedia 2011 -13Lets look at the Panchayats1. People ASKfor help, advice, information…etc2.The Panchayat LISTENS to th...
© mircmedia 2011 -13Lets look at the Panchayats1. People ASKfor help, advice, information…etc2.The Panchayat LISTENS to th...
© mircmedia 2011 -13Lets look at the Panchayats1. People ASKfor help, advice, information…etc2.The Panchayat LISTENS to th...
© mircmedia 2011 -13Lets look at the Panchayats1. People ASKfor help, advice, information…etc2.The Panchayat LISTENS to th...
© mircmedia 2011 -13Social =Conversation Sharingcommunitieslikes
© mircmedia 2011 -13Now Again, What is Social Media ?Conversation Sharingcommunitieslikes
© mircmedia 2011 -13Now Again, What is Social Media ?Conversation SharingcommunitieslikesLET’S SEX THIS UP WITHTECHNOLOGY
© mircmedia 2011 -13Image credits: http://theconversationprism.com by Brian Solis and Jesse Thomas
© mircmedia 2011 -13Remember the fundamentalsIt’s a communication medium made up of 3 indispensable elements1.2.3.
WHAT CAN A BUSINESS DOWITH SOCIAL MEDIA?
© mircmedia 2011 -13Customer Service Customer Voice Public RelationsCommunity BuildingCrisis ManagementCorporate Communica...
© mircmedia 2011 -13Customer Service Customer Voice Public RelationsCommunity BuildingCrisis ManagementCorporate Communica...
HOW TO GET STARTED
© mircmedia 2011 -131. List Down Your GoalsAvoid motherhood statementsa) We want to create brand awareness using social me...
© mircmedia 2011 -132. ListenLearn about your audienceWho they arehow and where do they consumehow and where do they engag...
© mircmedia 2011 -132. Listen : Don’t hesitate To ask
© mircmedia 2011 -132. ListenDive Deeper + Draw Actionable InsightsWhere are my customers and that of my competitionWhat a...
© mircmedia 2011 -133. Establish PresenceChoose your channels on the basis of data
© mircmedia 2011 -134. EngageBrand Strategy: personality, tonality, voice, styleContent Strategy: What , Why, How, When, F...
© mircmedia 2011 -135. Measure, Analyse and OptimiseSet metrics that reflect your goalsDont chase flowery numbers that age...
© mircmedia 2011 -13© mircmedia 2011 -13Make The RulesFor ScalingBecome a SocialBusinessConvergence:Business is SocialObje...
WHO DOES IT?$$ =??
© mircmedia 2011 -13What kind of resources would ittake to…Run a full fledged socialcampaign throughout the year• Visual D...
© mircmedia 2011 -13What kind of resources would ittake to…Run a full fledged socialcampaign throughout the year• Visual D...
© mircmedia 2011 -13So Who does it and when?Our recommendation for SMEsOutsourced• Get Established– Hire an agency to list...
THE GOLDEN QUESTION :WHERE IS THE ROI ?
© mircmedia 2011 -13ROIComesHereTypical Marketing & Sales LifecycleImage credits: Infusionsoft.com
© mircmedia 2011 -13Customer Service Customer VoiceTypical Marketing & Sales LifecycleYou are likelyto be doingsome of the...
© mircmedia 2011 -13Customer Service Customer VoiceTypical Marketing & Sales LifecycleYou are likelyto be doingsome of the...
© mircmedia 2011 -13Lets make a fresh startAssign economic values to objectivesBe more specific and quantify goalsYou may ...
SOME STATS TO CHEW ON
© mircmedia 2011 -13
ABOUT MIRC MEDIA
© mircmedia 2011 -13mirc media helps businessesAdopt and In-source NewMedia Engagement• Training and Consulting:With our ‘...
THANK YOUhello@mircmedia.com | @mircmedia
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Catching the social media bus- A strategic primer for small and medium business owners

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This deck was created by @lavinm to address a group of business owners who sought answers to the following questions:
What is Social Media?
What can a business do with it?
How does a business leverage this medium?
Who Does it? How much does it cost?

Who is it meant for?
Small and medium business owners

Objective?
Understand the potential of this medium
Understand the what it takes to adopt the medium

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Catching the social media bus- A strategic primer for small and medium business owners

  1. 1. CATCHING THE SOCIALMEDIA BUSA strategic primer for SMBsby @LavinM08 June 2013
  2. 2. © mircmedia 2011 -13Overview• This presentation was created for a group ofbusiness owners who wanted answers to thefollowing questions:– What is Social Media?– What can a business do with it?– How does a business leverage this medium?– Who Does it? How much does it cost?• Who is it meant for?Small and medium business owners• Objective?Understand the potential of this mediumUnderstand the what it takes to adopt the medium
  3. 3. © mircmedia 2011 -13Contents• What is Social Media?– The digital Landscape– Defining Social Media– Drawing Parallels• What can a business do with Social Media?• How does a business leverage this medium?• Who Does it? How much does it cost?• The Golden Question : ROI ?• Some Statistics for reference
  4. 4. WHAT IS SOCIAL MEDIA?The digital web landscape
  5. 5. © mircmedia 2011 -13The digital web landscapeBrand websitesMobile sitesProprietary appsContentCustomer servicechannelsBlogsNews & PRBlogger NetworksForaWord of MouthCommunities (twitter,fb, yt, pinterest…)SEOSearch enginemarketingSocial adsMobile adsPaid/sponsored appsSponsoredcontent/advertorialOwned Earned Paid
  6. 6. © mircmedia 2011 -13Social Media has been around :Think PanchayatsImage credits: http://browseyard.com/wp-content/uploads/2012/03/panchayat-300x205.jpg
  7. 7. © mircmedia 2011 -13Social Media has been around :Think IRC. Remember ASL?Image credits: pic 1 (top left) : cybergamer.com.au , pic 2: http://randomaccessmazar.wordpress.com
  8. 8. © mircmedia 2011 -13Social Media has been around :Think Kitty PartiesImage credits: http://www.indianexpress.com/news/feast-while-you-fast/772888/
  9. 9. © mircmedia 2011 -13Lets look at the Panchayats
  10. 10. © mircmedia 2011 -13Lets look at the Panchayats1. People ASKfor help, advice, information…etc
  11. 11. © mircmedia 2011 -13Lets look at the Panchayats1. People ASKfor help, advice, information…etc2.The Panchayat LISTENS to their people(customers who put them in business?)
  12. 12. © mircmedia 2011 -131. People ASKfor help, advice, information…etc2.The Panchayat LISTENS to their people(customers who put them in business?)3.They have a DIALOGUE to find solutionsand define/achieve objectivesLets look at the Panchayats
  13. 13. © mircmedia 2011 -132.The Panchayat LISTENS to their people(customers who put them in business?)3.They have a DIALOGUE to find solutionsand define/achieve objectives4.They ACKNOWLEDGE the achievers,contributors or existing problems/solutions1. People ASKfor help, advice, information…etcLets look at the Panchayats
  14. 14. © mircmedia 2011 -131. People ASKfor help, advice, information…etc2.The Panchayat LISTENS to their people(customers who put them in business?)3.They have a DIALOGUE to find solutionsand define/achieve objectives4.They ACKNOWLEDGE the achievers,contributors or existing problems/solutions5.They APPOINT & EMPOWER members fromwithin to achieve certain objectivesLets look at the Panchayats
  15. 15. © mircmedia 2011 -13Lets look at the Panchayats1. People ASKfor help, advice, information…etc2.The Panchayat LISTENS to their people(customers who put them in business?)3.They have a DIALOGUE to find solutionsand define/achieve objectives4.They ACKNOWLEDGE the achievers,contributors or existing problems/solutions5.They APPOINT & EMPOWER members fromwithin to achieve certain objectives6.Review: ASK & LISTEN once again
  16. 16. © mircmedia 2011 -13Lets look at the Panchayats1. People ASKfor help, advice, information…etc2.The Panchayat LISTENS to their people(customers who put them in business?)3.They have a DIALOGUE to find solutionsand define/achieve objectives4.They ACKNOWLEDGE the achievers,contributors or existing problems/solutions5.They APPOINT & EMPOWER members fromwithin to achieve certain objectives6.Review: ASK & LISTEN once again7. SHARE: Send updates on the basis of what has beendiscussed and emerged out of community discussions.
  17. 17. © mircmedia 2011 -13Lets look at the Panchayats1. People ASKfor help, advice, information…etc2.The Panchayat LISTENS to their people(customers who put them in business?)3.They have a DIALOGUE to find solutionsand define/achieve objectives4.They ACKNOWLEDGE the achievers,contributors or existing problems/solutions5.They APPOINT & EMPOWER members fromwithin to achieve certain objectives6.Review: ASK & LISTEN once again7. SHARE: Send updates on the basis of what has beendiscussed and emerged out of community discussions.
  18. 18. © mircmedia 2011 -13Lets look at the Panchayats1. People ASKfor help, advice, information…etc2.The Panchayat LISTENS to their people(customers who put them in business?)3.They have a DIALOGUE to find solutionsand define/achieve objectives4.They ACKNOWLEDGE the achievers,contributors or existing problems/solutions5.They APPOINT & EMPOWER members fromwithin to achieve certain objectives6.Review: ASK & LISTEN once again7. SHARE: Send updates on the basis of what has beendiscussed and emerged out of community discussions.Output:Sense of belonging | Gratitude | Loyalty | Ownership | Evangelism | Engagement
  19. 19. © mircmedia 2011 -13Social =Conversation Sharingcommunitieslikes
  20. 20. © mircmedia 2011 -13Now Again, What is Social Media ?Conversation Sharingcommunitieslikes
  21. 21. © mircmedia 2011 -13Now Again, What is Social Media ?Conversation SharingcommunitieslikesLET’S SEX THIS UP WITHTECHNOLOGY
  22. 22. © mircmedia 2011 -13Image credits: http://theconversationprism.com by Brian Solis and Jesse Thomas
  23. 23. © mircmedia 2011 -13Remember the fundamentalsIt’s a communication medium made up of 3 indispensable elements1.2.3.
  24. 24. WHAT CAN A BUSINESS DOWITH SOCIAL MEDIA?
  25. 25. © mircmedia 2011 -13Customer Service Customer Voice Public RelationsCommunity BuildingCrisis ManagementCorporate CommunicationRecruitmentMarket ResearchAdvertisingSalesUSECASES
  26. 26. © mircmedia 2011 -13Customer Service Customer Voice Public RelationsCommunity BuildingCrisis ManagementCorporate CommunicationRecruitmentMarket ResearchAdvertisingSalesUSECASESThe Question iswhat do you want to do with it?Unless youve answered this, lets not even think of ROI and whine about its absence
  27. 27. HOW TO GET STARTED
  28. 28. © mircmedia 2011 -131. List Down Your GoalsAvoid motherhood statementsa) We want to create brand awareness using social mediab) Generate sales using social mediaBe Specific and Quantify wherever possiblea) Share ‘this product’ message with 5,000 designers in India.b) Capture and feed the sales team with 50 leads a month.
  29. 29. © mircmedia 2011 -132. ListenLearn about your audienceWho they arehow and where do they consumehow and where do they engage.what are their personalities
  30. 30. © mircmedia 2011 -132. Listen : Don’t hesitate To ask
  31. 31. © mircmedia 2011 -132. ListenDive Deeper + Draw Actionable InsightsWhere are my customers and that of my competitionWhat are people talking about ?What do they like?What do they dislike?
  32. 32. © mircmedia 2011 -133. Establish PresenceChoose your channels on the basis of data
  33. 33. © mircmedia 2011 -134. EngageBrand Strategy: personality, tonality, voice, styleContent Strategy: What , Why, How, When, Forwhom, With what, Where, When, How often, What nextMost Important : Passion + Being human,
  34. 34. © mircmedia 2011 -135. Measure, Analyse and OptimiseSet metrics that reflect your goalsDont chase flowery numbers that agencies propose or thosethat boost your ego
  35. 35. © mircmedia 2011 -13© mircmedia 2011 -13Make The RulesFor ScalingBecome a SocialBusinessConvergence:Business is SocialObjectives• Set governance• Set processes &disciplined approach• Scale across differentbusiness functions• C- level involvement• Integrate social intoall aspects of theenterprise• Transform into BeingSocialActivities• Create Social MediaPolicy Book• Set up a centre ofexcellence• Scale employee basein Social teams• Think Social : HaveSocial integrated in allplanning processes• Org wide trainingprocesses for socialadoption• Common strategymanaged by differentdepts. & teams6. Institutionalize Social Behaviour
  36. 36. WHO DOES IT?$$ =??
  37. 37. © mircmedia 2011 -13What kind of resources would ittake to…Run a full fledged socialcampaign throughout the year• Visual Designer• Developer• User Experience• Project Manager• Copy Writer• Software and platformsfor all of the aboveInitiate conversations and sustainthem throughout the year• 1-4 senior passionate individualswho represent the company, owna smart phone and can invest 30min everyday.• 1 manager who owns this project.Can be one of the three above.Can invest 8-10 hours a week.Knows basic powerpoint imageediting.• A social media management toolwith work flow features.• Occasional access to design,development and copy-writingresources(optional or part time oroutsourced)
  38. 38. © mircmedia 2011 -13What kind of resources would ittake to…Run a full fledged socialcampaign throughout the year• Visual Designer• Developer• User Experience• Project Manager• Copy Writer• Software and platformsfor all of the aboveInitiate conversations and sustainthem throughout the year• 1-4 senior passionate individualswho represent the company, owna smart phone and can invest 30min everyday.• 1 manager who owns this project.Can be one of the three above.Can invest 8-10 hours a week.Knows basic powerpoint imageediting.• A social media management toolwith work flow features.• Occasional access to design,development and copy-writingresources(optional or part time oroutsourced)
  39. 39. © mircmedia 2011 -13So Who does it and when?Our recommendation for SMEsOutsourced• Get Established– Hire an agency to listen,understand and establish yoursocial base scientifically.– Get trained and buy the righttools.• Get a Spike– Hire an agency when you needa spike. Product launch, bigannouncement• Fix Something– Crisis management? You justmissed something completely?Get the experts to fix it.In house• Start small, take babysteps. Driveconversations.• Leverage the passionwithin your organization –it cant be outsourced.• Make it a KRA for keyteam members toconverse daily.• Hybrid models work greatas well.
  40. 40. THE GOLDEN QUESTION :WHERE IS THE ROI ?
  41. 41. © mircmedia 2011 -13ROIComesHereTypical Marketing & Sales LifecycleImage credits: Infusionsoft.com
  42. 42. © mircmedia 2011 -13Customer Service Customer VoiceTypical Marketing & Sales LifecycleYou are likelyto be doingsome of thefollowing onSocial MediaAssumption:This is not anecommercebusiness
  43. 43. © mircmedia 2011 -13Customer Service Customer VoiceTypical Marketing & Sales LifecycleYou are likelyto be doingsome of thefollowing onSocial MediaAssumption:This is not anecommercebusinessCan we measure the direct impact on the bottom-line of an indirect investment?The same way the HR team in your companycontributes to your bottom lineLets give it the right treatment!
  44. 44. © mircmedia 2011 -13Lets make a fresh startAssign economic values to objectivesBe more specific and quantify goalsYou may now get a kick in metricsImage credit: Caroline Jones / CJ Wood Working & Design
  45. 45. SOME STATS TO CHEW ON
  46. 46. © mircmedia 2011 -13
  47. 47. ABOUT MIRC MEDIA
  48. 48. © mircmedia 2011 -13mirc media helps businessesAdopt and In-source NewMedia Engagement• Training and Consulting:With our ‘Build – Own- Transfer’approach we help your companyadopt and adapt to new media.• Your real time listening arm for :– Customer Service– Customer Voice– Lead GenerationMonitor & Assist Your SocialMedia/ PR Agency• Plan engagement campaigns foryour brand with actionableinsights and recommendations• Back your media (ad) buyingdecisions with actionable dataand insights• Help your team monitor theefficiency of ad/ engagementcampaigns and/or brandreputation• Help your brand establish acompetitive advantage onlinewith competitor and industryanalysis.© mircmedia 2011 -13
  49. 49. THANK YOUhello@mircmedia.com | @mircmedia

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