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Leveraging Social Media: Tweet Me - Like Me - Buy Me

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Looking at leveraging Social Media for your organization? Want to know how can you exploit the power of Facebook, Twitter and other Social Media platforms for Branding, Lead Generation and Customer Acquisition? You will find this article interesting and useful!

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Leveraging Social Media: Tweet Me - Like Me - Buy Me

  1. 1. Tweet me, Like me, Buy me Pradeep Chopra, co-founder and CEO of Digital Vidya, shares his views on how companies can leverage social media effectively AS TOLD TO POORNIMA KAVLEKAR Pradeep Chopra has established himself firmly in the towards this activity? And how do they integrate this digital marketing space in India. Having been a part of with the mainline marketing strategy of the company? the Internet Industry since 1999, he co-founded Whizlabs, an information technology education company and later Social media can be used to fulfil various business OMLogic Consulting, a digital marketing company. And objectives that go beyond marketing. The company needs he helped both these companies to leverage the digital to have clarity on the key objectives for which they are medium in establishing their brands. Having seen the interested in leveraging social media. It could used for role digital media, especially social media, plays in a brand building, lead generation, customer acquisition brand’s development, he decided to impart the same and customer knowledge to others. A graduate from IIT Delhi, he co- relationship founded Digital Vidya, a company that imparts training management. on digital marketing. The company has differentiated Then, based on the itself from other competitors by being among the first target audience, to hold workshops on social media marketing. Chopra, they should choose a principal trainer for the company, is one of the most the social media sought after speakers in digital marketing and he has been platforms they invited to speak at Search Engine Strategies in the U.S., want to leverage. World Social Media Summit in Kuala Lumpur, Global For example, if Youth Marketing Forum and NASSCOM India Leadership their objective is Forum. He writes on entrepreneurship and digital lead generation and marketing for many business publications. they are targeting IT professionals, Chopra defines social media as any media in which user it makes sense to generated (vs. editorial) content dominates the page. There leverage LinkedIn. are hundreds of social media platforms such as Facebook, For budgeting, they PRADEEP CHOPRA, LinkedIn, Twitter, YouTube, SlideShare, Pinterest and need to look at CO-FOUNDER AND CEO, DIGITAL VIDYA Flickr. He shares with us his views on how a company can resources, especially leverage social media effectively. people, who are going to participate than just looking at monetary investment. In this case, leveraging LinkedIn for A two–year old company with a total staff strength B2B lead generation should be a part of overall sales and of 15 wants to start a marketing campaign through marketing strategy. social media. While the company does plan to expand its scale of operations in the next two years, A consumer products company wants to hire a person it is currently willing to hire one dedicated resource dedicated to handle social media campaigns. What towards this marketing campaign. How should should be the skill set that they should look for in this it develop and execute a successful social media person? marketing campaign keeping its future plans in mind? Ideally, what should be their budget allocation If they are looking at building a community on Facebook44 • The Smart CEO | August 2012 2012
  2. 2. thesmartCEO.infor customer engagement, the person responsible should if they go live on social media they will have to deal withhave strong communication skills as the basic skill. negative conversations. The reality is they don’t have aHowever, if the objective is to do lead generation or sell choice about what and when their customers are going totheir products using Facebook advertising, the person speak about them on social media. By not being on socialshould be good at writing advertisement copy and must media they are only putting their reputation at risk.have good analytical skills. There’s nothing wrong in having negative feedback unlessAdvise a startup entrepreneur to plan out how to use it’s extreme in which case there must be some fundamentalTwitter, LinkedIn and Facebook. What is the broad issue with the product or service. If the company canlevel purpose to use each of these platforms? address the negative issues in public, they are not only addressing the concerns of the people who have sharedAlmost all of these can be used to achieve varied their feedback but also addressing the concerns of manybusiness objectives. However, Facebook is best suited others, who have not shared their feedback but arefor creating visibility for the brand and to engage with its undergoing a similar experience. It begins with takingcustomers. In case of an e-commerce business, Facebook responsibility and just by acknowledging the situation.advertisement can be used for direct sales as well. For Almost 50 per cent of the problem gets resolved as theexample, Chumbak, an Indian souvenir product company, dissatisfied customer feels that someone is looking at hisgenerates over 25 per cent of its revenue through or her feedback.Facebook. For further details, check out https://www.facebook.com/advertising/success-stories/chumbak. Trudy finds that his company’s ice cream brand’s Facebook page has one lakh likes. How does heGiven the professional nature of LinkedIn, it is best suited convert them into customers?for B2B lead generation including partnerships. Twitterbeing an interest network is a great platform for building There are a number of ways. They can make regularthought leadership, performing market research and can announcements about the launch of new flavours, newbe a great channel for lead generation for a number of stores and special offers. They can run contests andbusiness verticals. To share an example, in our recent connect them with an activity at their stores. Cocoberrysocial media workshop in Mumbai, a participant, who runs in India is a good example to refer to. Find more detailsa web development startup generated three business leads about their Facebook presence at http://www.facebook.from Twitter during the workshop. com/cocoberryfrozenyogurt.The marketing manager of a five-year-old food In our case, we are able to leverage the cover photo of ourproducts company has been trying to convince the Facebook page to announce our upcoming special 100thfounder to make social media campaigns a part of social media workshop across India. You can have a lookthe company’s marketing strategy. But the founder at the same at https://www.facebook.com/digitalvidyais apprehensive about the open negative feedbackfrom this platform. Can you help this entrepreneur Vaibhav, the marketing officer of Triple Homeunderstand why it is important for him to leverage Security Solutions, finds that the company’s Facebooksocial media and how to handle negative feedback? page is active only when there is an email newsletter sent from his company on a fortnightly basis. HowUnfortunately, a number of business owners believe that can he otherwise keep the interaction with his“ Unfortunately, a number of business owners believe that if they go live on socialmedia they will have to deal with negative conversations. The reality is they don’t havea choice about what and when their customers are going to speak about them on socialmedia. By not being on social media they are only putting their reputation at risk. ” August 2012 | The Smart CEO • 45
  3. 3. social media guides to help small and medium businesses effectively use these tools to grow. Find more details at https://www.facebook.com/dellsocialmedia The Facebook fan page of a comic book brand has 5000 likes. Can it get to 100,000 likes and what strategy can it adopt to make this happen? Unless they have some other media to reach out to their potential fans or they are able to create an exceptionally powerful viral campaign, they don’t have a choice but to use Facebook advertising to expect this kind of inorganic growth. How does a quick service restaurant owner measure the success of his company’s social media marketing campaign? Is there any way to measure the return on investment of such campaigns? It depends upon the objective the restaurant wants to fulfil using social media. For example, Gun Powder restaurant, with little more than 5000 fans on their Facebook page, is able to leverage it for generating table bookings on regular basis. Here’s more about them at https://www.facebook.com/gunpowderkitchen. Similarly, Faasos, which makes and delivers wraps in Pune and Mumbai is able to creatively leverage twitter by offering Tweet 2 Order system. More about it at https://twitter. com/#!/faasos Figment Solutions is a two-year-old IT services firm. How important is social media for them? How does any B2B business leverage social media? customers alive on a daily basis through the social LinkedIn can be a great source of lead generation for media pages? the company. A number of Indian companies are using LinkedIn for incredible amount of business generation They need to answer the fundamental question, ‘What’s through the participation of their key sales executives. in it for their fans to participate in their Facebook page Evalueserve in India is one of the best examples of on an ongoing basis?’ Accordingly, they need to plan a company which has used LinkedIn for B2B lead their content calendar and then regularly engage with generation. Through our social media workshops, we’ve their fans. ‘Social Media for Business – Powered by worked with a number of IT companies across India to Dell’ is a great example of how a brand is looking at help them leverage both LinkedIn and Twitter for B2B offering value to its fans than just directly promoting lead generations. their products and services. It has created a series of46 • The Smart CEO | August 2012 2012

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