The case for Social Media Marketing - SES New Delhi

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Interested in leveraging Social Media for your organizational growth? But not sure about the opportunity of Social Media, how to execute and measure ROI of Social Media? You will find answers to these key questions through this insightful deck presented at SES New Delhi conference by Pradeep Chopra, CEO of Digital Vidya. Find more about Digital Vidya at http://www.digitalvidya.com.

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The case for Social Media Marketing - SES New Delhi

  1. 1. Click to edit Master text styles ____ __ ____ _____ ____ ______ Second_____ _____ level Third level ____ _____ Fourth level _____ _____ The case for Fifth level ____ _____ Social Media #SESNDwww.digitalvidya.com © Digital Vidya
  2. 2. Key Questions to Answer Click to edit Master care about Social Media? ■  Why should I text styles ____ __ ____ _____ ____ ______ Second_____ _____ level ■  What will it take to realize the opportunity? Third level ____ _____ Fourth level ■  How_____I know if we are doing it right? _____ will Fifth level ____ _____www.digitalvidya.com © Digital Vidya
  3. 3. Social Media Objectives Click to edit Master text styles ____ __ ____ _____ ____ ______ Second_____ _____ level Third level ____ _____ Fourth level _____ _____ Fifth level ____ _____www.digitalvidya.com © Digital Vidya
  4. 4. Over 20% All Sales through Facebook Click to edit Master text styles ____ __ ____ _____ ____ ______ Second_____ _____ level Third level ____ _____ Fourth level _____ _____ Fifth level ____ _____www.digitalvidya.com © Digital Vidya
  5. 5. 25% Revenue through Facebook Click to edit Master text styles ____ __ ____ _____ ____ ______ Second_____ _____ level Third level ____ _____ Fourth level _____ _____ Fifth level ____ _____www.digitalvidya.com © Digital Vidya
  6. 6. Tweet to Order Tweet 2 Order Click to edit Master text styles ____ __ ____ _____ ____ ______ Second_____ _____ level Third level ____ _____ Fourth level _____ _____ Fifth level ____ _____www.digitalvidya.com © Digital Vidya
  7. 7. Click to edit Master text styles ____ __ ____ _____ ____ ______ Second_____ _____ level Third level ____ _____ Fourth level _____ _____ Fifth level ____ _____www.digitalvidya.com © Digital Vidya
  8. 8. CRM/ORM (Twitter) Click to edit Master text styles ____ __ ____ _____ ____ ______ Second_____ _____ level Third level ____ _____ Fourth level _____ _____ Fifth level ____ _____www.digitalvidya.com © Digital Vidya
  9. 9. Car Launch through Social Media Click to edit Master text styles ____ __ ____ _____ ____ ______ Reveal the Name Contest Second_____ _____ level 1.  150,000 people Third level ____ _____ participated Fourth level _____ _____ 2.  35,000+ requests for Test Drives Fifth level ____ _____ 3.  8000 Cars booked in 10 dayswww.digitalvidya.com © Digital Vidya
  10. 10. Click to edit Master text styles ____ __ ____ _____ ____ ______ Second_____ _____ level Third level ____ _____ Fourth level _____ _____ Fifth level ____ _____www.digitalvidya.com © Digital Vidya
  11. 11. Key Questions to Answer Why to edit Master text styles Click should I care about Social Media? ____ __ ____ _____ ____ ______ Second_____ _____ level■ What will it take to realize the opportunity? Third level ____ _____■ Fourthwill I know if we are doing it right? _____ level How _____ Fifth level ____ _____www.digitalvidya.com © Digital Vidya
  12. 12. Social Media Objectives Product Target Group Value Prop Need Click to edit Master text styles ____ __ ____ _____ ____ ______ Social Media Channel(s) Second_____ _____ level Content Third level ____ _____ Fourth level _____ _____ Fifth level ____ _____ Publishing Creation Branding/ Leads/ Sales Promotionwww.digitalvidya.com © Digital Vidya
  13. 13. Click to edit Master text styles ____ __ ____ _____ ____ ______ Second_____ _____ level Third level ____ _____ Fourth level _____ _____ Fifth level ____ _____ Time Has Not Changedwww.digitalvidya.com © Digital Vidya
  14. 14. ____ __ ____ You wereexpected______ You were expectedto You are expected to Click to edit Master text stylesto _____ ____ have aa a Blog. have Facebook have Website. Second_____ _____ level Page. Third level ____ _____ Fourth level _____ _____ Fifth level ____ _____ Hits (2000) > Likes (2010)www.digitalvidya.com © Digital Vidya
  15. 15. # of Fans: Currency for Success! Click to edit Master text styles ____ __ ____ _____ ____ ______ Second_____ _____ level Third level ____ _____ Fourth level _____ _____ Fifth level ____ _____www.digitalvidya.com © Digital Vidya
  16. 16. Quiz Time! Click to edit Master text styles ____ __ ____ _____ ____ ______ Second_____ _____ level Third level ____ _____ Fourth level _____ _____ Fifth level ____ _____www.digitalvidya.com © Digital Vidya
  17. 17. Facebook Edge Rank Click to edit Master text styles ____ __ ____ _____ ____ ______ Second_____ _____ level Third level ____ _____ Fourth level _____ _____ Fifth level ____ _____www.digitalvidya.com © Digital Vidya
  18. 18. In-house Vs Outsource Click to edit in-house! styles ■  Ideally, Master text ____ __ ____ _____ ____ ______ Second_____ _____ level ■  Easy to outsource: Apps, Ads, Tools Third level ____ _____ Fourth level _____ _____ ■  Work like a Partner (vs Vendor) Fifth level ____ _____ ■  Involvement of Internal Stakeholders (CMO)www.digitalvidya.com © Digital Vidya
  19. 19. Key Questions to Answer Why to edit Master text styles Click should I care about Social Media? ____ __ ____ _____ ____ ______ Second_____ _____ level What_____ take to realize the opportunity? will it Third level ____■ How level I know if we are doing it right? Fourth will _____ _____ Fifth level ____ _____www.digitalvidya.com © Digital Vidya
  20. 20. Social Media Objectives Product Target Group Value Prop Need Click to edit Master text styles ____ __ ____ _____ ____ ______ Social Media Channel(s) Second_____ _____ level Content Third level ____ _____ Fourth level _____ _____ Fifth level ____ _____ Publishing Creation Branding/ Leads/ Sales Promotionwww.digitalvidya.com Measurability © Digital Vidya
  21. 21. Two Dimensions of Measurement Click to edit Master text styles ____ __ ____ _____ ____ ______ Second_____ _____ level ____ Returns Third level _____ What “Returns” did you get? Fourth level _____ _____ Fifth level ____ _____ How much of “Returns” can be Attribution “Attributed” to the investment?www.digitalvidya.com © Digital Vidya
  22. 22. Types of Returns Click to edit Master text styles ____ __ ____ _____ ____ ______ Second_____ _____ level A clear & direct metric Third level ____ _____ Tangible Fourth level _____ _____ Units Sold, Leads Generated, Total Fifth level ____ _____ Registrations, Referral Traffic At most an indicative metric Intangible Brand Awareness, Reputation, Customer Satisfaction, Customer Loyaltywww.digitalvidya.com © Digital Vidya
  23. 23. Attribution is a Hard Problem Click to edit Master text styles ____ __ ____ _____ ____ ______ Second_____ _____ level Broken Chains More often than not, it’s hard to Third level ____ _____ establish a credible sequence of events. Fourth level _____ _____ Fifth level ____ _____ Not all the metrics are available or Missing Metrics captured automatically. Multiple marketing efforts with a single Mixed Influence outcome coincide with each other.www.digitalvidya.com © Digital Vidya
  24. 24. Broken Chains of Events Attribution – Broken Chains Click to edit Master text styles ____ __ ____ _____ ____ ______ You Promote your Second_____ _____onlevel product LinkedIn Third level ____ _____ Fourth level _____ _____ Fifth useleadership ____ _____for You a Blog level thought You get $20K worth of Business with You interact with “unknown people on FB/Twitter source” You resolve people’s issues on FB/Twitterwww.digitalvidya.com © Digital Vidya
  25. 25. Missing Metrics Examples Attribution – Missing Metrics Click to edit Master text styles ____ __ ____ _____ ____ ______ Second_____ issues _____How many on level were resolved Third levelTwitter? ____ _____ Fourth level _____ _____ How many $ were Fifth level ____ _____ saved/earned by resolution of issues? Did you note down that FB was used for Market Research? And that lead came from an introduction over LinkedIn!www.digitalvidya.com © Digital Vidya
  26. 26. The problem of Mixed Influences Attribution – Mixed Influence Click to edit Master text styles ____ __ ____ _____ ____ ______ Social Media Second_____ _____ level Third level ____ _____ Fourth level _____ _____ Fifth level ____ _____ TV Online Reputation Print Impossible to measure influence of a Offline single campaign when everything is executed togetherwww.digitalvidya.com © Digital Vidya
  27. 27. Social Media Objectives Product Target Group Value Prop Need Click to edit Master text styles ____ __ ____ _____ ____ ______ Social Media Channel(s) Second_____ _____ level Content Third level ____ _____ Fourth level _____ _____ Fifth level ____ _____ Publishing Creation Branding/ Leads/ Sales Promotionwww.digitalvidya.com Measurability © Digital Vidya
  28. 28. Thanks for Listening! Click to edit Master text styles ____ __ ____ _____ ____ ______ Let’s continue this conversation… Second_____ _____ level Third level ____ _____ ■  On Social Media Fourth level _____ _____ Fifth level ____ _____ /pradeepchopra /pradeepchopra /in/pradeepchopra ■  Off Social Media pradeep@digitalvidya.comwww.digitalvidya.com © Digital Vidya

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