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Guide to developing social media plan- Ishwar Jha

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This slide deck was presented by Ishwar Jha at the Social Media Master Class by TiE Mumbai in May 2010.

Business
1 of 47
Creating your Marketing Strategy using Social Media Ishwar Jha, Founder - Webcore 22/05/10
Disclaimer ,[object Object],[object Object],[object Object]
Magnificent Symphony #1
Social Media is…
 
Well, sort of…
Social Media really is…
 
That is powered by …
 
It is a conversation between. …
Customers
Employees
People!
The social media conversation is … ,[object Object],[object Object],[object Object]
Social Media ,[object Object],[object Object],[object Object]
New rules of engagement 1. Websites evolve: content is king. Engage people ,[object Object],[object Object]
New rules of engagement ,[object Object],[object Object],If it were easy … …you could create them alone!
New rules of engagement ,[object Object],Members and non-members want to know how and what you are doing… Success stories What difference you are making? What did you fight for? What was the result? Legal protection Testimonials from people who were helped
New rules of engagement ,[object Object]
New rules of engagement ,[object Object],The term “social networking” makes little sense if we leave out the objects that mediate the ties between people. Think about the object as the reason why people affiliate with each specific other and not just anyone.
New rules of engagement ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Professionalism State Representation
New rules of engagement ,[object Object],“ Having a blog or a place for us to give our input on different things would make people feel like they’re more of a part of it.”
New rules of engagement ,[object Object],Email is a popular medium The Web site could be popular Mail is good but …
Social Media Ecosystem
First thing First – Develop your brand style guide
Social Technographics http://www.forrester.com/Groundswell/profile_tool.html
Technographics
Technographics
After you know your audience … ,[object Object],[object Object],[object Object]
And now make your Social Marketing Plan…
Facebook ,[object Object],[object Object],[object Object],[object Object],[object Object]
Facebook: Best Practices ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Facebook: Best Practices
[object Object],[object Object],[object Object],[object Object],Facebook: Best Practices
Twitter ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Twitter ,[object Object],[object Object],[object Object],[object Object]
Twitter ,[object Object],[object Object],[object Object]
Tag an Object ,[object Object],[object Object]
Blogs, Wikis & Photo sharing
Social Media is … the democratization of information, transforming people from content readers into content publishers. It is the shift from a broadcast mechanism to a many-to-many model, rooted in conversations between authors, people, and peers. “ The key to becoming transparent is developing a culture that’s dedicated to the thing you do.”
Social Media is … Social media uses the “wisdom of crowds” to connect information in a collaborative manner. Social media can take many different forms, including Internet forums, message boards, weblogs, wikis, podcasts, pictures and video. Technologies such as blogs, picture-sharing, vlogs, wall-postings, email, instant messaging, music-sharing, group creation and voice over IP, to name a few. Examples of social media applications are Wikis (reference), Myspace and Facebook (social networking), Last.fm (personal music), YouTube (social networking and video sharing), Second Life (virtual reality), and Flickr (photo sharing)., Ning and CollectiveX (personal social networking)
Social Media is … ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Media is … When we set out on a  social media campaign or incorporate its tools, we have to take into account the care and feeding of the social media system.  You need to participate.  Your staff needs to be visible on the site.  Members need to know your little web site is an integral part of your association and not a state or local play-pen. Most of the benefits you will get from social media are likely going to stem from ongoing relationships and conversations that develop - not from someone sending you a note saying “fix my local.” Because fix my local has no context.  And context is the foundation for all social media benefits.  How are people benefiting from your BRAND?  How do they talk about it?  Is it as you anticipated?  Are they upset?  At what?  Is it valid?  Can they be calmed easily?  Is the problem systemic?  What makes them happy? 
Social Media is …
Social Media is … “ People get fired up about Jones because it’s theirs.”  Allowing the consumer to own your brand is not predictive marketing. As anyone who has truly turned over their marketing to their audience in a social campaign knows, the results are often not predictable, not controllable, and certainly not tidy.
Reach me @ ,[object Object],[object Object],[object Object],[object Object],[object Object]

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Guide to developing social media plan- Ishwar Jha

  • 1. Creating your Marketing Strategy using Social Media Ishwar Jha, Founder - Webcore 22/05/10
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  • 11. It is a conversation between. …
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  • 26. First thing First – Develop your brand style guide
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  • 31. And now make your Social Marketing Plan…
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  • 40. Blogs, Wikis & Photo sharing
  • 41. Social Media is … the democratization of information, transforming people from content readers into content publishers. It is the shift from a broadcast mechanism to a many-to-many model, rooted in conversations between authors, people, and peers. “ The key to becoming transparent is developing a culture that’s dedicated to the thing you do.”
  • 42. Social Media is … Social media uses the “wisdom of crowds” to connect information in a collaborative manner. Social media can take many different forms, including Internet forums, message boards, weblogs, wikis, podcasts, pictures and video. Technologies such as blogs, picture-sharing, vlogs, wall-postings, email, instant messaging, music-sharing, group creation and voice over IP, to name a few. Examples of social media applications are Wikis (reference), Myspace and Facebook (social networking), Last.fm (personal music), YouTube (social networking and video sharing), Second Life (virtual reality), and Flickr (photo sharing)., Ning and CollectiveX (personal social networking)
  • 43.
  • 44. Social Media is … When we set out on a  social media campaign or incorporate its tools, we have to take into account the care and feeding of the social media system.  You need to participate.  Your staff needs to be visible on the site.  Members need to know your little web site is an integral part of your association and not a state or local play-pen. Most of the benefits you will get from social media are likely going to stem from ongoing relationships and conversations that develop - not from someone sending you a note saying “fix my local.” Because fix my local has no context.  And context is the foundation for all social media benefits.  How are people benefiting from your BRAND?  How do they talk about it?  Is it as you anticipated?  Are they upset?  At what?  Is it valid?  Can they be calmed easily?  Is the problem systemic?  What makes them happy? 
  • 46. Social Media is … “ People get fired up about Jones because it’s theirs.”  Allowing the consumer to own your brand is not predictive marketing. As anyone who has truly turned over their marketing to their audience in a social campaign knows, the results are often not predictable, not controllable, and certainly not tidy.
  • 47.