Build your brand using social media

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Indians' online behavior pattern not only shows a weekly 9.7 hours being spent on social networking, but certain defining traits which "happen only in India". The way brands perceive this and react to this often results in "social desperation". Kapil Gupta’s presentation from TFM&A India at Mumbai shares insights on social media in the Indian scenario and the pitfalls of "social desperation". This further takes you through a step-by-step guide on how to “Build Your Brand using Social Media", citing the importance of content, copy, gamification, spending and measuring success which ultimately gets your brand social approval and active interaction with your target audience.

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  • Everything is social! You make a purchase mostly because some of your friends recommend it.
  • Everything is social! You make a purchase mostly because some of your friends recommend it.
  • Analyze how it varies from campaign-to-campaign, message-to-message and whether anything needs to be changed
  • Though it is important to keep in mind that from a marketing standpoint, this is not the end-all, be-all. This can’t be the measure of success.
  • Build your brand using social media

    1. 1. Build Your Brand using Social Media TFM&A India Mumbai 10th October Kapil Gupta (kapil.gupta@omlogic.com)
    2. 2. WHAT IS SOCIAL?
    3. 3. What remarkable purchase did you last make and why?
    4. 4. Friends Referral Is Most Important
    5. 5. What we will go through today:Nuances of Indian Social Media…… leading to “Social Desperation”How to Build a “Social” CampaignHow to create content?How to Gamify your campaignHow to spend on social mediaHow to measure success
    6. 6. Deep Emotional Connect
    7. 7. India is Cricket
    8. 8. India is Bollywood
    9. 9. Religious Reverence
    10. 10. Nationalistically Reverent
    11. 11. Multi-Lingual and multi-cultural
    12. 12. Indian Online Behavior Patterns 14 12Hours Spent Online (per week) 10 8 6 4 2 0 General Social E-mails Financial UL/DL Browsing Networking Hours 12.9 9.7 6.1 4.7 2.9 *Source: Norton, The Economic Times, March 28, 2012
    13. 13. How NOT to view social mediaPROVE I AM BETTER THAN TRADITIONAL MEDIA? CHALLENGE ACCEPTED.
    14. 14. Guess what…
    15. 15. 33,748,542 views on YouTube in 56 days
    16. 16. Single of the year on BBC radio.TV road-blocked a whole Saturday for the 1st Tamil song to be premiered on it.
    17. 17. Facebook profile pic of the year – Please welcome… Anna Hazare!
    18. 18. 364K likes on FB200K+ followers on Twitter by Aug 27th itself
    19. 19. A seemingly innocuous friendship campaign recovered the 31% drop Airtel had experienced in Q4 of 2010
    20. 20. And went on to even run businesses selling HFZ merchandise!
    21. 21. Airtel spent 300 Crores in its re-branding campaign in November 2010
    22. 22. AND GOT NOTHING!!
    23. 23. WE LIVE IN A FICKLE SOCIETY !!!
    24. 24. Brands Want This From Every Social Media Campaign
    25. 25. And the result is…
    26. 26. Engagement Ke Liye Kuchh Bhi Karega
    27. 27. Please Join My Page… I am Funnn!!!!!!!!!!
    28. 28. Talk To Me Please…
    29. 29. Please talk… Please Please Please
    30. 30. I Will Pay If You Do GoodiesContest Awards
    31. 31. Nuances of Indian Social Media…… leading to “Social Desperation”How to Build a “Social” CampaignHow to create content?How to Gamify your campaignHow to spend on social mediaHow to measure success
    32. 32. Guess:Creating Happy Travellers - ?
    33. 33. Yatra.comCreating Happy Travellers
    34. 34. Guess:Har Friend Zaroori - ?
    35. 35. AirtelHar Friend Zaroori
    36. 36. Guess:“Nothing”
    37. 37. SeinfeldThe show about “Nothing”
    38. 38. “Consistent Communication” is the keyword Creating Happy Travellers Overall campaign thought Har Nothing Friend Zaroori
    39. 39. Activity: How Would a Tobacco/Beauty Brand Use Social Media? Choose one.
    40. 40. STEP 1: Why on Social? Think “Objectives” Branding? Reach? Conversation? •What is relevant conversation and what is noise? •How do I measure that? Lead generation?
    41. 41. STEP 2: What Are Your Talking Points? Think Content. Tobacco Beauty Product• ? • ?• ? • ?• ? • ?
    42. 42. STEP 3: Who is your Audience?AgeInterestsLifestyleWhat moves them?Which movies do they like?What books do they read?Where do they live?How educated are they?How do they make their living?What do they do online????
    43. 43. STEP 4: Where Are They? Choose Mediums and Activities: Forum Games Twitter YouTube Google+? Pinterest? Blogs? Microsite participati and Apps on Customize Long-form d Engagement Speedy Content? Social Visual content messaging Buzziness with theinteraction Virality? Search content and audience and discussion campaign FACEBOOK
    44. 44. STEP 5: What Are Their Interests?Image courtesy: Starbucks and Research.ly
    45. 45. STEP 6: Where Else Can You Drive Them From? And Where Can You Take Them?
    46. 46. STEP 7: When in Rome… Do As The Romans Do Forum Games Twitter YouTube Google+? Pinterest? Blogs? Microsite participati and Apps on Customize Long-form d Engagement Speedy Content? Social Visual content messaging Buzziness with theinteraction Virality? Search content and audience and discussion campaign FACEBOOK
    47. 47. STEP 8: Can You Gamify It?
    48. 48. STEP 9: Keep Your Fingers Crossed…
    49. 49. Nuances of Indian Social Media…… leading to “Social Desperation”How to Build a “Social” CampaignHow to create content?How to Gamify your campaignHow to spend on social mediaHow to measure success
    50. 50. STEP 1: Objectives Branding?Engagement? Conversion? Reach? Conversation? •What is relevant conversation and what is noise? •How do I measure that? Lead generation?
    51. 51. STEP 2: Distinguish Between Content and Copy Content — Writing to Tell Copy — Writing that Sells
    52. 52. STEP 3: What Value Does it Provide?Does it tell you Does it entertain? Does it spark aanything new? conversation? Does it make you stop Is it serious about itself and think? even when being funny?
    53. 53. STEP 4: Who is your audience and what do they care about?
    54. 54. STEP 5: Hit where it hurts the most To be superior,Survival, enjoyment winning, “keeping Care and protectionof life, life extension up with the of loved ones Joneses”Enjoyment of food Comfortable living Social approval and beverages conditionsFreedom from fear, Sexual pain, and danger companionship “8 Desires” - Ca$hvertising By Drew Eric Whitman
    55. 55. STEP 6: Can It Be Said Visually?
    56. 56. STEP 6: Can It? Then do it. • 90% of information transmitted to the brain is visual, and visuals are Human Brain processed 60,000X faster in the brain than text. • videos are shared 12X more than links and text posts combined Videos on FB • Attract 3 times more inbound links than plain text posts • Viewers spend 100% more time on pages with videos on them Photos on FB • photos are liked 2X more than text updates. Tumblr • 42% of all Tumblr posts are photos. • 100 million users are taking a social action on videos every week YouTube • 700 YouTube videos are shared on Twitter every minute • Photo and video posts on Pinterest are referring more traffic than Pinterest Twitter, StumbleUpon, LinkedIn, and Google+ • Publishers who use infographics grow in traffic an average of 12%Blogs/Website more than those who dont Mobile • Mobile video viewing increased 35% from 2010 to 2011Viewers are 85% more likely to purchase a product after watching a product video. http://blog.hubspot.com/blog/tabid/6307/bid/33423/19-Reasons-You-Should- Include-Visual-Content-in-Your-Marketing-Data.aspx
    57. 57. Nuances of Indian Social Media…… leading to “Social Desperation”How to Build a “Social” CampaignHow to create content?How to Gamify your campaignHow to spend on social mediaHow to measure success
    58. 58. STEP 1: Objectives Branding?Fun? Strategy? Engagement? Reach? Conversation? •What is relevant conversation and what is noise? •How do I measure that? Lead generation?
    59. 59. STEP 2: How it Fits With Current Marketing Promotions
    60. 60. STEP 3: Gamification Begins with…
    61. 61. STEP 4: Enrolling your “Friends”
    62. 62. STEP 5: Competing With Friends
    63. 63. STEP 6: Reward Them
    64. 64. Nuances of Indian Social Media…… leading to “Social Desperation”How to Build a “Social” CampaignHow to create content?How to Gamify your campaignHow to spend on social mediaHow to measure success
    65. 65. Spending on social media: TV Print/Outdoor Radio Misc Social Media
    66. 66. What are your objectives? Branding? Reach? Conversation? •What is relevant conversation and what is noise? •How do I measure that? Lead generation?
    67. 67. InteractionInstantly Customize:available: Facebook Apps Twitter Games YouTube Blogs Wikis Microsite
    68. 68. How to allocate budget? How much do you have? Mediums chosen? Budget Existing community size
    69. 69. Direct traffic from other channels to social mediums
    70. 70. InteractionIt’s only social if there is: Seamless sharing Real- time feedback Provides value
    71. 71. What we will go through today:Nuances of Indian Social Media…… leading to “Social Desperation”How to Build a “Social” CampaignHow to create content?How to Gamify your campaignHow to spend on social mediaHow to measure success
    72. 72. Step 1: Objectives Branding?Reverse analysis Reach? Conversation? •What is relevant conversation and what is noise? •How do I measure that? Lead generation?
    73. 73. Step 2: Relevance of Audience
    74. 74. Step 3: Reach
    75. 75. Step 4: Engagement Post level dataOverallengagement data
    76. 76. Step 5: Frequency
    77. 77. Step 6: Virality
    78. 78. Step 7: Referrals Yielding Sales?
    79. 79. Step 8: Cost per Customer
    80. 80. Step 9: Paid and Unpaid
    81. 81. Step 10:Comparison by referrals from other mediums• Note leads that come from a direct source, like a blog subscription• Include a field on your website’s contact form that asks visitors how they found you• Note leads that come in from offline events• Note referral traffic to your site from social networks• Map a contact form submission or a click on a “Contact Us” email link• Track landing pages with the social networks they were shared on• Track requests for content downloads from email signups• Overlay names on your followers list with your lead pipelineAfter you’ve gathered all this information, look at these stats in total• How many leads do you generate each month that are from social media?• What percentage are from your overall lead pipeline?• What percentage of that group of leads are unique?• Can you take leads that are inactive or aged in your database and try to reactivate them through a social media touch point? http://www.radian6.com/blog/2012/06/track-and-measure-social-media-leads/
    82. 82. Net-Net: • Have costs decreased or sales Financial increased? • Have perceptions of the brand Brand improved? Risk • Are you better prepared to respond toManagement issues that affect brand reputation? • Has the brand enhanced its digital Digital assets?
    83. 83. Thank you.Get in touch:kapil.gupta@omlogic.comwww.facebook.com/OMLogicwww.twitter.com/OMLogic@kapgup

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