7. How does a Wedorian look like?
Doesn’t seek undue attention.
Drives a bicycle whenever possible.
The wardrobe is divided into a casual and a formal.
Tries to blend in with the ambience.
Doesn’t display false chauvinism.
8. What drives a Wedorian?
After an early exposure to duality of life, right mix of
values is what drives a Wedorian primarily.
A need for the right network and a constant search
for it is the secondary driving force for a Wedorian.
9. Why/ How Wedoria formed?
Wedoria was born because of the sheer need for it.
Wedorians believe they are the key to hidden doors
called opportunities.
10. Is there a real need-gap crisis
which Wedoria claims to be their reason for being
born?
The networks that exist around us today doesn’t have
a purpose.
Wedoria gives a purpose behind the existence of every
Wedorians.
Their claim is thus, dutifully correct.
16. The primary objective is to create a perfect sync between the need-gap
and the existence of Wedoria.
17. While we know that our prime target is the 1st world market,
specifically US, we need to identify relevant geographical,
demographical, cultural and educational hubs which would be
appropriate.
20. This plan includes the tactical objectives to be used to accomplish the
following social media goals:
1. Increase inbound leads at a low cost
2. Expand reach of thought leadership content
3. Engage and excite influencers
4. Better understand, identify, and engage potential TG
5. Improve TG service and satisfaction
6. Enhance outbound campaign program effectiveness
21. Wedoria
Time for the strategies, but before that let’s analyze our strength!
25. The Social Media marketing strategy is implemented in 4 phases:
Phase I - Assessment and immediate action
Phase II - Growth and Effectiveness
Phase III - Enlarged Social Sphere – Leadership
Phase IV – Paid Campaigns
Short term
Long term
27. We will be tapping into the relevant colleges of US.
By the word ‘relevant’ means who house the creators but does not
necessarily come under the top bracket.
.
28. San Francisco Art Institute
Reasons: SFAI has been the epitome of USA culture and history for
the last 140 years. The illustrious alumni and current faculty that it
boasts of, makes it one of the esteemed Institutes in the world.
.
29. San Francisco State University
Reasons: ‚San Francisco State University consistently ranks among the
top 50 master's–granting universities in the west by U.S. News &
World Report. SFSU has one of the top ranked Engineering Schools in
the world by Business Insider.‛ - Wikipedia
.
30. San Francisco College of Engineering
Reasons: ‚The college is committed to the philosophy that the best
education of its students comes through involvement in research and
the solution of real-world problems.‛ – Official website
absolutely in sync with what Wedorians think!
.
31. We will tap into the relevant festivals across USA.
Festivals that constitute our primary TG: the creators, the disruptors,
the innovators, the early adopters
.
32. Comic Con, San Diego
Reasons: According to Forbes, the convention is the "largest
convention of its kind in the world‚. In 2010, it filled the San Diego
Convention Center to capacity with more than 130,000
attendees which makes it the fourth comic convention in the world for
number of attendees, after Comiket, Angoulême International Comics
Festival and Lucca Comics and Games.
.
33. Absolut Chalk Street Painting festival, Pasadena, CA
Reasons: World’s largest street painting festival with over more than
600 artists converging annually, this is one event which needs to be
tapped into.
34. Robogames, San Francisco
Reasons: RoboGames is the world's largest open robot
competition (according to the Guinness Book of World Records).
RoboGames was selected by Wired for their list of "The Best Ten
North American Geek Fests".
.
35. No pants subway ride, San Francisco
Reasons: No Pants has grown from a local prank to world’s largest
celebration of silliness. And it all started in US of A. And it sees a
collaboration which is weird yet honest. Wedoria should acknowledge
that.
.
36. Lovevolution, San Francisco
Reasons: The largest single-day electronic dance music event in
America, SF LovEvolution is an integral part of the cultural fabric of
San Francisco.
.
37. We shall start talking to the relevant networks of colleges that house
our target group
College networks
Key influencers
Alumni networks
Alma Maters
They will be discussing about Wedoria
.
38. We shall start talking to the international collaborators who helped
Wedoria form its final shape.
These collaborators, who have been a part of Wedoria’s journey, will
now be official mouthpiece at their personal levels.
.
39. International social media and digital media strategists are to be
tapped.
Wedoria will reach out to them in a bid that they start talking about
this new planet.
.
40. We have to immediately start at this juncture a beta-testing ground.
The beta-testing will enable a niche user base and help in turn help
the WOM grow exponentially.
.
41. We will host a boot-camp, something like a Hackathon.
People will come with their own devices and log on to Wedoria.
It will be a personal exercise; something which will give a taste of the
real meat to the users.
.
42. We will create a transitional phase between the short term and the
long term strategies at this point.
We shall now prepare to penetrate the social and digital media with
our content with
Wedoria.
44. We shall define the entire marketing initiative into 3 broad heads
45.
46. What will be the owned media
components?
Official facebook account
Official twitter handle
Official YouTube channel
The Life Network’s official website
47. Facebook: possible strategy
Insert strategic objective
Share a mix of relevant links, engaging content,
Videos, and polls
Make sure you promote upcoming events and create them in the
events tab
X posts per day
Engage with influencers
48. Micro-blogging/Twitter:possible
strategy
Promote content through Twitter
Segment influencers and create lists
Utilize promoted Tweets
Communicate support issues from Social Media to support team,
ensure follow-up
Listen to relevant conversations
Build reputation
49. You Tube:possible strategy
Capture and produce videos
Peers and influencers groups currently part of ongoing activities
50. What will be the earned media
components?
Official twitter handle
Official Wedoria blog
Widgets
51. What will the earned media be
talking about?
Twitter as an earned media will be a hetero-media for Wedoria.
The media will amplify the message about Wedoria and create /
generate buzz across several strata.
52. Contd.
The official blog as an earned media will update bloggers on a regular
basis about all new thought leadership and new products
Interact with (plus interview, video, etc) at all relevant marketing
conferences and local events
53. Discussion campaigns will be carried on professional platforms like
LinkedIn and niche social networking sites like Ning et al.
54. LinkedIn will host discussions in the
form of.
Create a group
Insert strategic objective
Add something about posting content to the LinkedIn company
page
Identify other groups to follow and participate
Encourage employee participation
Monitor and participate in Q&A
X posts daily
55. Pinterest campaigns
Create boards leveraging both content and
company culture
Follow other businesses, thought leaders,
customers, and partners
Strategy in a nutshell: Distribute as much as content
regularly so that it can be reflected in Page Likes and
more engagement on the Page and more traffic.
56. Google + Strategy
−−Optimize for SEO
−−X posts per day
−−Share engaging content, videos, images, and
relevant links
−−Comment on posts
−−Utilize Google Hangouts
−−Create and promote upcoming events
57. Beta testing will continue throughout the short and long term
phase of the campaign
60. A mobile app is to be launched
We shall call it Purpose.
Lets see how it may look.
We can also explore pre-loaded Wedoria app options through
handset tie-ups (Nike app comes pre-loaded with iPhones),
bluecasting (say a tie-up with starbucks).
62. The app asks for the user’s purpose in life, say film-making.
63. The app will show the user
desired / possible
collaborators / mentors who
can help her / him fulfill the
purpose, say film-making.
64. The app will then show the pathway to her / his desired personality through the proper network.
The Life Network to fulfill the purpose will be shown to the user
65. A social book-marking app like Delicious, a photo SM like
Flickr, video SM like Vimeo and idea SM like Slideshare
should be introduced at this point.
67. What will be the paid media
components?
Facebook ads*
YouTube True-view ads
Google Display Networks
*Facebook campaign will be 100% paid. Any organic growth will be
welcomed.
68. What will the paid media be
talking about?
The paid ads will be contextual based.
Also, the paid campaigns will not be search-based due to its highly
competitive nature.
Let’s get to know more on the paid campaigns.
69. How will the paid media adds
shape up?
Facebook ads: Options
Sponsored Stories
Page Post or Promoted Post Ad
Advertising an App or Event
Sponsored Results
70. Facebook ads will be of primarily
4 types
Interest based
City based
Age-group based
Network based
71. You Tube
YouTube ads will be True-View ads.
It can be in-stream or in-search.
Traditional pre-roll ads will not be considered.
73. How will the paid media adds
shape up?
GDN ads will be of two types:
Demography based
Profiling based
Ad inventory purchased through GDN will be a mix of site opt-out
and site-wise ad inventory purchasing.
74. Contd.
Sites with high CI* but low CPMs* will be considered over sites with
high CI and high CPMs.
CI = Composition Index
CPM = Cost Per Mille (Thousand)
78. Widgets:
Short term objectives -
• Update bloggers on a regular basis about all new thought leadership
and new products
• Interact with (plus interview, video, etc) at all relevant marketing
conferences and local events
Key Metrics:
• Usage of widgets (by count)
• Posts/mentions about social widgets offsite
• Referrals from offsite widgets (if any)
79. Bookmarking/Tagging
Short term objectives -
Post key thought leadership to:
• Reddit
• Digg
• Stumbleupon
Participate in communities:
• Review blog sources to identify additional bookmarking sites that
may drive traffic
Key Metrics:
• Referrals from bookmarking/tagging sites
• Pages ranking on key terms from bookmarking/tagging sites
• Views and submissions
80. Peer to Peer Social sharing apps
Short term objectives -
• Add a social element to every campaign to expand reach and increase engagement
• Share videos, reviews, ratings, and polls
• Use promotions and contests to spread your message like refer-a-friend and flash
deals.
Key Metrics:
• Social profile data capture
• Social reach
• Impressions
• Social activity and conversions
• Influencers and fans
• Campaign performance and ROI
• Trends over time
81. Q& A / Community Forum
Short term objectives –
• Participate on relevant message boards, blogs, and Q&A platforms
• Provide insight and thought leadership within your comments
• Only include a link-back when relevant
• Work positive comments into your posts and then follow-up with a more detailed
plan
• Focus on building relationships
Key Metrics:
• Increased brand awareness on influential blogs
• Link-backs and referring traffic
• Influencer mentions'
82. Online video
Short term objectives –
• Update videos on social video sites and link to
core site
−−YouTube
−−Facebook
• Create video series for YouTube
Key Metrics:
• Referrals from social video sites
• Views of videos on social sites
• Pages ranking on key terms from YouTube
83. Photo sharing
Short term objectives -
• Encourage employees to share any interesting and marketing relevant photos from
social marketing or sales events
• Take pictures of any relevant marketing events
• Utilize photo sharing sites to share images with links back to blog and core site
−−Flickr
−−Facebook Photo Gallery
−−Our Blog
−−Google Plus Photo Albums
Key Metrics:
• Referrals from photo sharing sites
• Views of photos on social sites
• Pages ranking on key terms from photo sharing sites
84. Podcasting
Short term objectives –
• Create list of podcast directories
• Repurpose webinar content when applicable for resource section, promote through
podcast directories and iTunes
• Record relevant phone conferences for use as podcasts, promote through podcast
directories
Key Metrics:
• Referrals from podcast directories
• Views of podcasts if hosted on podcast sites
85. Presentation sharing
Short term objectives –
• Create X Slideshare presentations per quarter
• Post webinars, slide decks, infographics
• Optimize for SEO
• Generate views and leads
Key Metrics:
• Followers
• Presentations
• Presentation views
• Number of leads generated
• Total views
• Downloads
• Favorites
• Tweets
• Facebook likes
90. Summing up
It is easier said than done. However,
this is a view from the Crow’s Nest.
91. Summing up
When the initial social and digital media activity is complete, regular activity must
be sustained according to the social media marketing plan.
104. Graphic novel series.
How do you fight
questions? how do you
create answers? How do
you build solutions?
You fight questions with visions. For
answers, you ask friends.
For solutions, you collaborate.
We at Wedoria think its a synergy.
Meet Mr.W for your purpose in life
114. Spokesperson’s duties
Make each spokesperson responsible for one to two blog posts a week
(200 to 500 words each) that fall under one of the categories above (News,
Opportunities, Events and Resources), or:
• Repurpose older content
• Respond to issues in the news
• Cover and comment on events
120. What’s next: How we do it
At the time of campaign initiation, we will identify the most popular industry sites
and define activities involved in the campaign that would produce the desired
results.
We will determine the overall direction of the campaign. We will develop a
complete story; identify the primary messages, themes and topics of discussion.
We will identify all participants; develop profiles & biographies and the
responsible of each participant. We will set goals and objectives, and time lines for
each.
Determine Social Media Strategy: Review the Client the short term and long goals
in using social media. Create an overall plan for initial and on-going social media
activities and responsibilities and for key messaging strategies.
122. We will monitor
Keyword tracking
Keyboard tracking is also known as keystroke logging, and more often
keylogging.Keyboard tracking can be used in a number of ways to keep
track of what others are doing on the computer.
Sentiment analysis and reports
Create reports on the number of posts, comments, level of engagement,
most active fans and sentiment analysis.
Web traffic monitoring
bounce rate, demography, campaign measurement, remarketing, SEO
Social media engagement
Competitor keyword analysis
123. Contd.
Auto-moderation
No need to constantly check your wall comments. Unwanted posts and spams will get
deleted automatically.
Workflow management
An easy to use set of workflow management tools that helps assign moderation
responsibilities within your team.
Create Email Alerts
Administrative email alerts are sent every time a keyword on your watch-list is
mentioned.
124.
125. Top 5 Social Media Marketing Trends
that Will Dominate 2014
Investment in Social Media will become a necessity, not a luxury
Google + will become a major factor
Image-Centric networks will see huge success
MySpace, Love it or Hate it, will grow
LinkedIn will become a major player for B2B business growth
126. Moral of the story
Digital media management is an investment; not an expense
