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Q.Sikander,Meeting Potential Consumers Online
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Q.Sikander,Meeting Potential Consumers Online Presentation Transcript

  • 1. Meeting Potential Consumers Online:Gaining A Cost Effective Marketing Advantage Over Your Competition Presented by: Qurratulain Usman Sikander 1
  • 2. Outline 5. User- 1. Identifying generated your target content audience online 2. Matching 4. Interacting your strategic with your online plan audience with different purposes 3. How can you engage your target market ? Meeting Potential Customers Online; 2 Q.Sikander
  • 3. Why pay attention? Cost Effective Marketing Cost Effectiveness can be calculated as Gaining a Cost Effective Marketing Advantage over your competitor/s, is closely tied to the Cost Benefit of the Social Media Marketing Tasks Meeting Potential Customers Online; 3 Q.Sikander
  • 4. Aim is to calculate the “Cost Benefit Analysis” Cost Effective Marketing Cost Benefit Analysis For each possible pathway, quantify the future benefits in $ value, adjusted by Discount rate, identify the Present Value of Benefits and Costs BCR= Benefit Cost Ratio Meeting Potential Customers Online; 4 Q.Sikander
  • 5. Identify your target audience online 1. Identifying your target 5. User- audience online generated content 2. Matching 4. Interacting your strategic with your online plan audience with different purposes 3. How can you engage your target market ? Meeting Potential Customers Online; 5 Q.Sikander
  • 6. Re-learn your Consumer: Define your AudienceMost effective method is to do a PsychographicSegmentation using the AIO rule:  Activities  Interests  Opinions All can be tracked through ‘Behavior Targeting’  Easier for companies to form ‘Archetypes’ and group users into personas for easier marketing. Meeting Potential Customers Online; 6 Q.Sikander
  • 7. Brand Asset Valuator Archetypes 6-7
  • 8. Application Exercise What ‘Opinions’ What kind of What kind of Now create a do people hold people have an ‘Activities’ do ‘PERSONA’ of towards or ‘INTEREST’ in these people a possible against your your company? practice? customer. company? Meeting Potential Customers Online; 8 Q.Sikander
  • 9. Identifying your Target Audience OnlineUnderstand that the Pareto Principle is also at workhere: 20 % of your total online traffic will generate 80% of revenues.Any platform that a company will use forinteracting with its consumers, has tounderstand one key factor: If your website is NOT valuable in resolving problems, customers will not return to it. Meeting Potential Customers Online; 9 Q.Sikander
  • 10. Online PlatformsIs Facebook and twitter the only socialnetwork that is effective? NO Other IMPORTANT sources:  Niche Forums  Competitor Tactics Analysis  Customer Generated Sources Meeting Potential Customers Online; 10 Q.Sikander
  • 11. Online Platforms Meeting Potential Customers Online; 11 Q.Sikander
  • 12. Online Tools Meeting Potential Customers Online; 12 Q.Sikander
  • 13. Matching your strategic online plan with different purposes 5. User- 1. Identifying generated your target content audience online 4. Interacting 2. Matching with your your strategic audience online plan with different purposes 3. How can you engage your target market ? Meeting Potential Customers Online; 13 Q.Sikander
  • 14. Why do Social Media Marketing? Market Research • Study and Understand the Consumers Tool • Motivate Consumers through interaction to increase Driving sales Sales • Establish relationship with Consumers to help generate Increasing WOM positive Word-Of-Mouth (WOM) Encourage • Stimulate Consumers (both current and future) to enquiries question and challenge the company , thus BUILD Trust Higher SEO • Increase traffic to the Company name, so as to get higher Search Engine Optimization (SEO) results Meeting Potential Customers Online; 14 Q.Sikander
  • 15. Michael A. Stelzner (2010 Social Media marketing Industry Report) has conducted a quantitative research of 1,898 marketers, of both B2C and B2B profiles Benefitshttp://www.penn-olson.com/2010/05/01/7-benefits-of-social-media-marketing-revealed/
  • 16. How can you engage your target market? 5. User- 1. Identifying generated your target content audience online 2. Matching 4. Interacting your strategic with your online plan audience with different purposes 3. How can you engage your target market ? Meeting Potential Customers Online; 16 Q.Sikander
  • 17. Candy for Customers Meeting Potential Customers Online; 17 Q.Sikander
  • 18. How to Optimize in-house? Topseos identified five key areas that are important to social media optimization: Consultation Trend Brand with Top Awareness Management Management Social Media Reach of the Methodology SMM 18 Source: http://www.mintsocial.com/social-media-marketing-company/mint-social-named-one-of-best-social-media-marketing-companies-in-us/ Meeting Potential Customers Online; Q.Sikander
  • 19. Case Studies 1 PepsiCo 2 IBM 3 Dell 4 Burger King Meeting Potential Customers Online; 19 Q.Sikander
  • 20.  Pepsi Social  IBM encourages  DELL  Burger King vending machine UGC  IdeaStorm  offered users a Interactive Touch  More than 100 website; where chance to win a Screen different blogs, users make coupon for a free Send gift to  twitter accounts suggestions for whopper if they friends improvements, vo ‘unfriend’ 10  developerWorks te, and select the Cloud friends on next big thing facebook!  machinima series on YouTube,  SlideShare UGC= User Generated Content
  • 21. Interacting with your audience 5. User- 1. Identifying generated your target content audience online 2. Matching your strategic 4. Interacting online plan with your with different audience purposes 3. How can you engage your target market ? Meeting Potential Customers Online; 21 Q.Sikander
  • 22. Retain for Relationships Interacting with your audience with transparency to gain the trust of your audience. This can be achieved through:  Being consistent with all of your branding  Letting a personality show through  Responding to comments and reviews both negative and positive  Capturing client testimonials.  Being transparent and authentic.  Live Chats can act as your companys’ voice for the customer http://socialmediatoday.com/ryan-adcroft/255827/5-ways-gain-keep-your-customers-trust-online Meeting Potential Customers Online; 22 Q.Sikander
  • 23. User-generated content 5. User- generated content 1. Identifying your target audience online 2. Matching 4. Interacting your strategic with your online plan audience with different purposes 3. How can you engage your target market ? Meeting Potential Customers Online; 23 Q.Sikander
  • 24. Marketing’s magic words: user-generated contentUser-Generated Content: Problem Processing Video Blogging Podcasting News Sharing Gossiping (WOM) Research Reviews  BEST EXAMPLE: Wikipedia, YouTube, Twitter, Blogs Meeting Potential Customers Online; 24 Q.Sikander
  • 25. How do you plant the seeds of organic growth to engage specifictarget groups? Simplify the interaction process Motivate Consumers to Participate Make the act Sharable Seed your Community Maintain Interest Source: http://www.leveltendesign.com/blog/colin/5-ways-encourage-user-generated-content-your-website
  • 26. So What is your next step? Strategic Social Media Plan Q.Sikander 2011 Meeting Potential Customers Online; 26 Q.Sikander
  • 27. ConclusionThe Arena of Social Media is up for playing in. Some companieswill succeed with flying colors, while others may fail horribly. Thedifference between the two types of companies is of VALUES: • Simplicity • Honesty • Credibility • BE who you say you ARE! Meeting Potential Customers Online; 27 Q.Sikander
  • 28. Thanks for your support