@rajsmurthy

#ritentconf
YOUR PRESENTER
 Raj S Murthy Ph.D.

 Engineer, Manager, Consultant, Marketer, Professor

Twitter, Skype, G+, LinkedIn: R...
OVERVIEW
 Reviewing the consumer decision making journey
 Advertising on social media
 What we love and hate about soci...
REVIEW MATERIAL
Evoked Set
Group of brands, resulting from an
information search, from which a buyer
can choose

Considera...
TRADITIONAL SALES FUNNEL

Leads
Prospects
Customers

@rajsmurthy

#ritentconf
5
NEW MEDIA SALES FUNNEL
Customers

Prospects

Leads
@rajsmurthy

#ritentconf
6
ADVERTISING ON SOCIAL MEDIA

@rajsmurthy

#ritentconf
7
CAPTIVE AUDIENCE

@rajsmurthy

8
#ritentconf
THEY WILL NEVER TAKE OUR FREEDOM

@rajsmurthy

9
#ritentconf
DOES ADVERTISING WORK HERE?

10
CONSUMER DECISION JOURNEY

@rajsmurthy

#ritentconf
11
BLOG TWITTER FACEBOOK CHECK

@rajsmurthy

#ritentconf
12
THE PROS/CONS LIST
 Why we love social media
 Connect directly with customers, contacts, fans.
 Deepen customer relatio...
ICANHASCHEEZBURGER

@rajsmurthy

#ritentconf
14
WHERE ARE THE INFLUENCERS?
 Who is talking about the problem your product solves?
 Where are they talking about it and w...
LISTEN FOR INSIGHT

Social media monitoring is an ongoing effort to assess
online interest trends and for hits about a par...
COMMUNITY IS THE CORE OF SOCIAL
Communities already exist. Instead think
about how you can help that community
do what it ...
CONTENT IS THE ENGINE OF MARKETING
In the past you were what you owned.
Now you are what you share.

Charles Leadbeater - ...
ARISTOTLE CAN HELP YOU WRITE CONTENT

 Logos - Logic, Facts, Social Proof
 Pathos – Emotions. Connectedness, vivid langu...
ARISTOTLE CAN HELP YOU WRITE CONTENT
 Logos
 Facts
 Reasoning
 Social Proof

 Pathos
 Emotion
 Human
 Storytelling...
SOCRATES CAN HELP YOU TWEET

@rajsmurthy

#ritentconf
21
SHOW ME THE MONEY

22
CLOUDS AND CLOCKS
 Do not interpret clouds as clocks

and clocks as clouds.
 Identify what social media does

for you ov...
BASIC LEVEL - GOOGLE ALERTS

@rajsmurthy

#ritentconf
24
EXPECTED LEVEL - GOOGLE ANALYTICS

25
NINJA LEVEL - GOOGLE URL BUILDER
 For every link you post
 Three simple items to fill out
 Copy link and post it in
 E...
CONSUMER DECISION JOURNEY REVISIT

@rajsmurthy

#ritentconf
27
SHARE THE CREDIT WITH SOCIAL
Giving all of the credit to the first click is “like giving all of the credit
for marrying my...
SOCIAL MEDIA PERSONALITY
Confidence Without Attitude
Dean Rich Lyons – UC Berkeley

@rajsmurthy

29
#ritentconf
FIGHT THE URGE TO BE EVERYWHERE

@rajsmurthy

30
#ritentconf
SOCIAL MEDIA POLICIES

@rajsmurthy

#ritentconf
31
SOCIAL MEDIA POLICIES

@rajsmurthy

32
#ritentconf
SOCIAL MEDIA POLICIES

@rajsmurthy

#ritentconf
33
SOCIAL MEDIA INSURANCE

@rajsmurthy

34
#ritentconf
35
36
PLATFORMS ARE DIFFERENT

37
CONTENT SHOULD BE PERSUASIVE
 Establish credibility
 Humanize your brand
 Establish thought leadership
 Be authentic

...
BLOG LIKE ARISTOTLE. TWEET LIKE SOCRATES

@rajsmurthy

#ritentconf
39
SOCIAL MEDIA
IS LUCID CHAOS
Twitter, Skype, G+, LinkedIn: RAJSMURTHY
www. rajmurthy.com

@rajsmurthy

#ritentconf
40
Upcoming SlideShare
Loading in …5
×

Blog like Aristotle Tweet like Socrates Facebook Inbetween - Social Media for Entrepreneurs

424 views

Published on

Social Media for Entrepreneurs talk at the annual RIT' Entrepreneurs conference. Creating content for social media that is persuasive, emotional and engaging.

Published in: Social Media, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
424
On SlideShare
0
From Embeds
0
Number of Embeds
7
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Blog like Aristotle Tweet like Socrates Facebook Inbetween - Social Media for Entrepreneurs

  1. 1. @rajsmurthy #ritentconf
  2. 2. YOUR PRESENTER  Raj S Murthy Ph.D.  Engineer, Manager, Consultant, Marketer, Professor Twitter, Skype, G+, LinkedIn: RAJSMURTHY www. rajmurthy.com @rajsmurthy #ritentconf 2
  3. 3. OVERVIEW  Reviewing the consumer decision making journey  Advertising on social media  What we love and hate about social media  The Basic  Greek philosophy  Tom cruise  Karl Popper  Show me the money  Content ninja time 3
  4. 4. REVIEW MATERIAL Evoked Set Group of brands, resulting from an information search, from which a buyer can choose Consideration Set A smaller set of brands narrowed down from the evoked set from which actual choice is made @rajsmurthy 4 #ritentconf
  5. 5. TRADITIONAL SALES FUNNEL Leads Prospects Customers @rajsmurthy #ritentconf 5
  6. 6. NEW MEDIA SALES FUNNEL Customers Prospects Leads @rajsmurthy #ritentconf 6
  7. 7. ADVERTISING ON SOCIAL MEDIA @rajsmurthy #ritentconf 7
  8. 8. CAPTIVE AUDIENCE @rajsmurthy 8 #ritentconf
  9. 9. THEY WILL NEVER TAKE OUR FREEDOM @rajsmurthy 9 #ritentconf
  10. 10. DOES ADVERTISING WORK HERE? 10
  11. 11. CONSUMER DECISION JOURNEY @rajsmurthy #ritentconf 11
  12. 12. BLOG TWITTER FACEBOOK CHECK @rajsmurthy #ritentconf 12
  13. 13. THE PROS/CONS LIST  Why we love social media  Connect directly with customers, contacts, fans.  Deepen customer relationships and answer their questions quickly.  Reach prospects who are highly targeted.  Be in front of followers and customers frequently, even daily.  Get feedback and learn what's on your customers' minds fast.  Create new business opportunities.  Here's why some entrepreneurs hate social media. It:  Takes a lot of time.  Increasingly takes money, for staff or ads, to be viewed.  Is challenging as to what to post.  Is hard to measure ROI. @rajsmurthy 13 #ritentconf
  14. 14. ICANHASCHEEZBURGER @rajsmurthy #ritentconf 14
  15. 15. WHERE ARE THE INFLUENCERS?  Who is talking about the problem your product solves?  Where are they talking about it and what language are they using?  Who are the influencers actively able to affect awareness and product use?  Klout, Kred, PeerIndex, recent hashtags, participation in twitter chats @rajsmurthy 15 #ritentconf
  16. 16. LISTEN FOR INSIGHT Social media monitoring is an ongoing effort to assess online interest trends and for hits about a particular topic during a given moment in time @rajsmurthy 16 #ritentconf
  17. 17. COMMUNITY IS THE CORE OF SOCIAL Communities already exist. Instead think about how you can help that community do what it wants to do. Marc Zuckerberg – Entrepreneur, Facebook, Privacy Enthusiast @rajsmurthy #ritentconf 17
  18. 18. CONTENT IS THE ENGINE OF MARKETING In the past you were what you owned. Now you are what you share. Charles Leadbeater - Journalist/Author/Political Advisor @rajsmurthy 18 #ritentconf
  19. 19. ARISTOTLE CAN HELP YOU WRITE CONTENT  Logos - Logic, Facts, Social Proof  Pathos – Emotions. Connectedness, vivid language and narratives.  Ethos - Credibility, Authority and Authenticity @rajsmurthy #ritentconf 19
  20. 20. ARISTOTLE CAN HELP YOU WRITE CONTENT  Logos  Facts  Reasoning  Social Proof  Pathos  Emotion  Human  Storytelling  Ethos  Credibility  Authority  Authenticity 20
  21. 21. SOCRATES CAN HELP YOU TWEET @rajsmurthy #ritentconf 21
  22. 22. SHOW ME THE MONEY 22
  23. 23. CLOUDS AND CLOCKS  Do not interpret clouds as clocks and clocks as clouds.  Identify what social media does for you over time.  You have already planned and aligned your objectives and goals for social media with the larger business strategy.  Some items are simply not going to be measured in a direct manner.  Get creative in measuring items.  Not too creative, grasping at clouds is not helpful. @rajsmurthy #ritentconf 23
  24. 24. BASIC LEVEL - GOOGLE ALERTS @rajsmurthy #ritentconf 24
  25. 25. EXPECTED LEVEL - GOOGLE ANALYTICS 25
  26. 26. NINJA LEVEL - GOOGLE URL BUILDER  For every link you post  Three simple items to fill out  Copy link and post it in  Emails  Facebook links  Website links  Twitter links  Affiliate links  Own blog  General blogs @rajsmurthy #ritentconf 26
  27. 27. CONSUMER DECISION JOURNEY REVISIT @rajsmurthy #ritentconf 27
  28. 28. SHARE THE CREDIT WITH SOCIAL Giving all of the credit to the first click is “like giving all of the credit for marrying my wife to my first girlfriend.” Avinash Kaushik – Google Analytics Evangelist @rajsmurthy #ritentconf 28
  29. 29. SOCIAL MEDIA PERSONALITY Confidence Without Attitude Dean Rich Lyons – UC Berkeley @rajsmurthy 29 #ritentconf
  30. 30. FIGHT THE URGE TO BE EVERYWHERE @rajsmurthy 30 #ritentconf
  31. 31. SOCIAL MEDIA POLICIES @rajsmurthy #ritentconf 31
  32. 32. SOCIAL MEDIA POLICIES @rajsmurthy 32 #ritentconf
  33. 33. SOCIAL MEDIA POLICIES @rajsmurthy #ritentconf 33
  34. 34. SOCIAL MEDIA INSURANCE @rajsmurthy 34 #ritentconf
  35. 35. 35
  36. 36. 36
  37. 37. PLATFORMS ARE DIFFERENT 37
  38. 38. CONTENT SHOULD BE PERSUASIVE  Establish credibility  Humanize your brand  Establish thought leadership  Be authentic 38
  39. 39. BLOG LIKE ARISTOTLE. TWEET LIKE SOCRATES @rajsmurthy #ritentconf 39
  40. 40. SOCIAL MEDIA IS LUCID CHAOS Twitter, Skype, G+, LinkedIn: RAJSMURTHY www. rajmurthy.com @rajsmurthy #ritentconf 40

×