How To Be Relevant to Your Audience in 140 Characters
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How To Be Relevant to Your Audience in 140 Characters

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Relevant Content For Social Media. Sanjay Mehta, Joint CEO, Social Wavelength (@SM63) explores and teaches how brands should be and can be relevant to their audience in social media - in 140 ...

Relevant Content For Social Media. Sanjay Mehta, Joint CEO, Social Wavelength (@SM63) explores and teaches how brands should be and can be relevant to their audience in social media - in 140 characters.

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How To Be Relevant to Your Audience in 140 Characters How To Be Relevant to Your Audience in 140 Characters Presentation Transcript

  • HOW  TO  BE  RELEVANT  TO  YOUR  AUDIENCE  IN  140  CHARACTERS?      SANJAY  MEHTA,  JOINT  CEO,  SOCIAL  WAVELENGTH  (@SM63)  
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  • Why  does  Social  Media  content  seem   like  it’s  markeIng  copy??  •  Because  most  social  media   acIvity  is  markeIng  driven  •  And  there  is  a  strong  markeIng   legacy  •  This  is  the  one  way  copy  has   been  wriOen  by  marketers   forever!  Old  habits  die  hard..    •  Except  it  doesn’t  work  now..  At   least  not  on  Social  Media  
  • I  am  not  here  for   I  get  enough  of  this   your  markeIng   wherever  I  turn  –   spiel   TV,  hoardings  etc..!  I  have  come  to   Here  I  can  unlike,  social  media  to  get   block,  ban,  report  away  from  these!   spam..!  
  • 38  million  acIve  Indian   Facebook  users…    •  ..  Are  NOT  tuned  into  your  Facebook  page  •  They  come  there  by  choice  •  Or  they  got  lured  there  by  your  ads  •  BUT  they  are  NOT  obliged  to  see  your  posts,  or   like  them,  or  even  like  your  page  itself  •  They  can  ignore..  That’s  bad  •  They  can  unlike..  That’s  worse  •  They  can  bad-­‐mouth..  That’s  worst  •  And  the  reality  is..  They  can  do  ALL  of  those!    
  • Which  means..  •  You  need  a  beOer  content  strategy  on  social   media  •  You  need  to  give  a  lot  more  respect  to  your   fans,  and  others  who  access  your  content  •  You  need  to  fundamentally  offer  value  to  them  •  Value  could  be  of  any  type  –  informaIon,   entertainment,  services,  love,  respect,  help  •  In  short,  you  need  to  be  RELEVANT  to  your   fans  
  • Another  reason  for  being  relevant?  •  The  Facebook  algorithm  –  this  phenomenon   called  Edgerank  •  “If  you  are  not  interesIng,  you  will  become   even  less  interesIng..”  –  yes,  ironical  as  it  may   be,  Facebook  is  unforgiving  and  ruthless..  •  Fix,  or  become  totally  irrelevant  
  • So  what  is  the  meaning   of  relevance?  •  So,  you  are  an  FMCG  company…    •  Just  to  be  ‘relevant’  to  your  fans..    •  And  because  they  like  these  topics..    •  Will  you  start  talking  about:    •  Anna  Hazare,  Sunny  Leone,  Rahul  Gandhi,   MayawaI,  Saif-­‐Kareena,  Sachin  Tendulkar,  etc.?    •  Relevance  for  fans,  NOT  at  cost  of  relevance  for   brand..    
  • RELEVANT  RELEVANCE!!!  
  • What  about  EmoIonal   Connect?  •  Is  it  possible  on  Social  Media?  •  “Will  you  miss  it,  if  it’s  gone?”  •  Let’s  look  at  another  litmus  test…    •  2-­‐3  months  into  the  existence  of  a  brand   Facebook  page..    •  Will  your  fans  recognize  your  content  to  be   yours,  even  without  your  DP  /  brand  name??    
  • So  what  should  your   content  plan  cover?    •  Evolving  a  theme  –  a  kind  of  raison   d’etre  for  the  brand,  on  social   media  •  Theme:  content  rich,  long  lasIng,   interesIng,  good  angles  to  branch   out  to,  storytelling    •  Easier  when  a  tagline  lends  itself:   Just  do  it  •  For  rest,  say  Titan:  Always  on  Ime  •  Coke:  Life’s  a  fizz,  or  VW:  A   Smooth  Ride  
  • Once  a  theme  is  in  place  •  Figure  out  broad  manifestaIons  on  content  •  What  kind  of  a  person  would  talk  this?    •  Define  the  personality  of  the  talker  •  Stay  consistent  to  the  personality  •  Stay  focused  on  the  content  style    •  Find  a  way  to  weave  back  brand  agenda    •  Review  regularly,  tweak,  improve  -­‐  ongoing  
  • And  is  it   working?  •  Facebook   insights:   Data,  data,   data  •  Benchmark   key  numbers    •  Tweak  •  Long  term   consistency  
  • In  Conclusion,  remember..  •  You  are  taking  a  live  lecture  •  You  are  performing  to  an   audience  •  You  are  entertaining  in  real   Ime  •  It  is  indeed  your  reality  show  •  And  the  audience  can  either   stay  or  go  away!  
  • QUESTIONS??   Sanjay  Mehta   Joint  CEO,  Social  Wavelength  www.socialwavelength.com  smehta@socialwavelength.com                    @sm63