How Entrepreneurs Can Win in a Social Media World

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Presentation made to Kanara Entrepreneurs. Quick view of how to get your social media strategy going

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How Entrepreneurs Can Win in a Social Media World

  1. 1. Beyond Likes Winning in a world dominated by social media 31 January 2014 Thursday 30 January 14
  2. 2. About Us • Paul Writer’s vision is to raise the bar for marketing in India by providing a community platform for marketers to develop and share best practices • Paul Writer was founded in 2010 by Jessie Paul, author of No Money Marketing (2009, Tata McGraw-Hill) and former CMO of Wipro who has also held senior marketing positions in Infosys and iGATE • Through its website, e-newsletter, marketing magazine and social media presence, Paul Writer has a reach of around 30,000 • 1000+ senior executives have attended a Paul Writer conference in the past 21 months • To recognize excellence in marketing, Paul Writer hosts award programs such as Hall of Fame, Futurist CMO Awards, Real Estate Marketing, M.IT.R - 100 (Marketing and IT Recognition - 100), Chennai Hot 50 Brands Thursday 30 January 14
  3. 3. FAQ Q: What % of my budget should be marketing? A: As much as possible. Funded startups spend over 100% of revenue. Established product firms between 10% and 25%. Q: When is the right time to do marketing? A: Before it is too late. Now. Q: I’m operating on a shoestring. What can I do? A: Focus on great content and its distribution. Invest time instead of money. Thursday 30 January 14
  4. 4. Your Business Has to Be Social to do Social Media Thursday 30 January 14
  5. 5. Big is not Best Thursday 30 January 14
  6. 6. All digital isn’t the same Tool Purpose Content Twitter Communication with Customers, Media, Employees Pithy quotes, personal engagement, good content Facebook Engagement tool, sharing POV, driving traffic Contests, polls, coupons, events, hiring LinkedIn Professional audience/network Company updates, discussion points YouTube Showcasing demos, archiving talks on POVs Demos, Interviews, Visual communications Slideshare Excellent for sharing content, has lead collection tool Decks, documents, research, case studies google+ Good for sharing content, early stages for other usage such as communities Same as FB Search Be visible for customers with intent Rich thought leadership, keywords Pinterest Sharing links to visual-oriented content Pictures, use-cases Thursday 30 January 14
  7. 7. What, when, where? Thursday 30 January 14
  8. 8. Business Lens: Role of Content PHASE AWARENESS Objective Higher Search Rankings Publicity Generate Interest Common Tools White Papers Research Rankings Awards SEO Press Releases Tweets LinkedIn Answers, Groups Slideshare Decks Demos Podcasts Speaking Opps Thursday 30 January 14 LEAD GEN NURTURE Attract those in the buying process Capture Leads Continue outreach with those not yet ready to buy Move up the purchase lifecycle White Papers Research ROI Calculators Viewpoints Case Studies Testimonials Webinars Slideshare (paid) Direct Mailers Telemarketing Speaking opps Newsletters Custom White Papers Research Press Releases Speaking opps (for prospect) Demos Co-hosted webinars Platform/tech collateral Comparisons/ Benchmarks CONVERT ENGAGE Move target from prospect to buyer Continue engagement Cross-sell/ upsell Manage postpurchase dissonance Sales Presentation Pricing Models Proposals Case Studies Referrals Analyst reccos Newsletters Project updates/photos Customer forums Case Studies Analyst reports Awards Rankings Speaking opps (for the client) Workshops
  9. 9. Extending the half-life of content TIMING & RERUNS Retweets Staggered publishing Thursday 30 January 14 MULTIPLE FORMATS Repurposing across multiple channels Editing Media adaptations SERIALIZING COMPRESSING Break-up large content Packetize content into infographics, tweets, posts, summaries, viewpoints INTERACTIVE REWRITES Post-publishing seek comments from readers, and incorporate into future publishing SYNDICATION Reach different audiences through publishing partners
  10. 10. RESEARCH IMPLEMENTATION AND REPORTING CHOICE OF PLATFORMS SOCIAL MEDIA STRATEGY: GETTING THE ORGANIZATION READY OWNERSHIP (RESOURCES) ORG MODELS AND PROCESS CONTENT STRATEGY Thursday 30 January 14
  11. 11. Paul Writer Writer: n A person entrusted with managing a tea or coffee estate including the marketing and operational management. A trusted advisor of the estate owner. Origin: Colonial English. Paul Writer: n A trusted advisor to brand owners. JESSIE@PAULWRITER.COM PHOTO COURTESY AGUSTIN RUIZ, FLICKR Thursday 30 January 14

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