Social media marketing (strategy & planning)

Social Media Marketing
S t rategy & Planning
By: Gagan Parashar
Confidential | Copyright © X-Ciel Consulting Pvt. Ltd. Corporate Consultant

Agenda
• What is Social Media & Social Media Marketing?
• Why the need for Social media?
• Social Media impact on the “Business Value Chain”
• The types of Social Media Marketing (SMM)
• Our Focus Social Media Platforms (SMPs)
• Strategic Conclusion

Relationships are
the FOUNDATION
of your business
and Social Media is
all about
RELATIONSHIPS.
What is Social Media?
The online platforms and tools that people use to share opinions, experiences, insights,
perceptions, and various media, including; photos, videos, and music,
with each other. It revolutionizing our relationships and it is changing the way we
communicate with one another.
Social media often feeds into the discovery of new content such as news stories, and
“discovery” is a search activity.
What is Social Media Marketing?
The concept of social media marketing basically refers to the process of promoting
business or websites through social media channels. Or process of gaining website
traffic or attention through social media sites.
It is one of the significantly low-cost promotional methods that provide businesses large
numbers of links and huge amount of traffic. Companies manage to get massive
attention and that really works in favor of the business. Social media marketing is a
potent method applied by progressive companies.
By utilizing the social aspect of the web, social media marketing is able to connect and
interact on a much more personalized and dynamic level than through traditional
marketing.

Why the need for Social media?
 People love to communicate.
Traditional Marketing Plan Social Media Marketing Plan
 Comprehensive; includes all
aspects of marketing.
 Focuses only on advertising
through social media.
 Includes extensive research of
customers, economics, budgets
and sales expectations.
 Includes basic research on
customers, targeted through
social media.
 Describes all the advertising
methods a company will use to
market a specific product,
service, etc.
 Does not include “traditional”
advertising, such as radio,
television and newspaper ads.
 Personalization
 User Friendly: allows mixing of
messages, photos, & videos
 Inculcates Inquisitiveness
Sales Revenue
Consumer
Insights
Brand
Recognition
Contact
Center
Operations
Lead
Generation
Social Media:
Benefits
Social Media:
Costs
People Technology

...nothing has captured
our imagination,
inspiration, and
ENTREPRENEURIAL spirit
more than the current
SOCIAL MEDIA
REVOLUTION!
Social Media impact on the “Business Value Chain”
Product R &D
 Customer influenced offerings.
 Expert communities shape product
ideas.
Marketing
Sales
Customer
Service
Operations/
Delivery
HR
 Collaboration
especially with
distributed teams
 Innovation
 Employee engagement
 Recruit through social
channels
 Real-time responses
 New tools for customer connect
 Co-creation of brand.
 Insights from social
conversations.
 Mining social conversations.
 New tools for persuasion.
 Building stronger relationships.
Listening
Sharing
Conversing
Responding

The types of Social Media Marketing (SMM)
Content-based SMM
 Focuses on the content to be posted and
passed around: write-ups, videos, photos, news
stories, podcasts
 Or bookmarks to the content
 Feeds viral marketing
Content sites
Bookmarking sites
Great content makes your site a
“link magnet”
…

…
Personality-based SMM
 Consumer companies create character
profiles, but may not be the best marketing for
IT companies.
 i.e. IT consultants create professional profiles.
Your personality also judge by
how you dress. SM helps you to
establish your identity.
Profile base sites

…
Interest-based SMM
 Communities form around topics of interest,
such as message boards and specialty search
engines.
 A good marketer must get into these
conversations.
 Social bookmarking sites fit into this category,
too.
Group base sites
Discussion in a open forum can
lead you to manage future
plans. You can get better insights
from the globe.

…
Fantasy-based SMM
 Virtual worlds, inhabited by avatars, allow
fantasy lives that marketers wish to be part of—
Apple, IBM, and other companies already play.
 Kids have their worlds, too, but Marketers can
safely ignore them.
vSocial base sites
Virtualization is putting a layer of
abstraction between your resources to
make them more efficient. Maybe it’s a
stretch, but it achieved the human desire.

Your Client/Customer know more about you WAY BEFORE a sales
call or sales meeting of any kind takes place.
Think about the impact of that.
They will Google YOU.
They will Face-book YOU.
They will find YOU on LinkedIn.
They will look YOU up on Twitter.
They will search YOU on YouTube.
And you can’t stop them!!!

An Ocean of Social Media
It shows the requirement of today's virtual world.

Our Focus Social Media Platforms (SMPs)
Social networking site
Micro-blogging site
Professional networking site
Video sharing site

Ge t St a r t e d wi t h
So c i a l Me d i a :
F a c e b o o k

Social Media: Facebook
Facebook is a social utility that connects people with friends and others
who work, study and live around them.
Some amazing facts about FB
 Average user has 130 friends
1 in every 13 people on Earth is on Facebook
 In 20 minutes 1,484,000 event invites are posted
 In 20 minutes 1,323,000 photos are tagged
 In 20 minutes 2,716,000 photos are uploaded
 In 20 minutes 2,716,000 messages are sent
 In 20 minutes 10.2 million comments are posted
 In 20 minutes 1,587,000 wall posts are written
 In 20 minutes 1.972 million friend requests are accepted
 In 20 minutes 1,000,000 links are shared on Facebook
 In 20 minutes 1,851,000 status updates are entered
 955 million monthly active users at the end of June 2012.
 552 million daily active users on average in June 2012.
 There is over 16,000,000 Facebook fan pages
 750 million photos were uploaded to Facebook over New Year’s weekend
 Average user is connected to 80 community pages, groups and events
 More than 30 billion pieces of content (web links, stories, blog, notes, photos, etc.) shared each month.
 Entrepreneurs and developers from more than 190 countries build with Facebook Platform on average
 It is the second biggest website by traffic behind Google (at the moment)
 Facebook makes money through advertising and virtual products
 Texas Hold’em Poker is the most popular Facebook page with over 41 million fans
The WORD of mouth
becomes
WORLD of mouth.

User Growth: Facebook
Average Revenue per User
(ARPU)
Emerging Markets are key to FB’ user growth
Facebook users as a share of total internet users (%)
Mobile active users who accessed Facebook via a mobile
app or via mobile-optimized versions of Facebook website
increased by 67 percent from 325 million to 543 million with
users in the United States, India, and Brazil representing key
sources of growth.

Facebook Blueprint
Getting Started
with Facebook
Using for Business Purpose only.
Goal
Prepare
Remove the barriers & decide the right resource and time.
Critical Success Factors (Planning, Observing & Participating).
Go to Facebook and sign-up
Setup and edit your Business Profile
Observe the requirement of others
Start posting: Business Oriented
Sign-up & Start Friend-ling.
Observe how other doing it.
Model successful FB user.
Participate & Contribute.
Make a Admin Id (Sophisticated only).
Select the Business category from create a page.
Prepare a Business Profile and post on FB.
Post the correct business contact details
& Business related Images.
What others do and What other expect
from you.
Use them as Guide.
Post interesting info., Comment on others
post, share Business oriented links, Share
video of your business.
Review posts, Post & comments 1-2 times
a day for 10-15mins.

Facebook has many rich options for insights.
Options Include:
 Participating in the dialog
 Creating a page for questions
 Create an event for the business
 Creating a poll—also link poll in an email
 Write a write-up on current affairs in industry
 Joining a group – some require a “request to join”
 News feed can help us to manage happening around
 Apps can help us to have good professionals in our company. i.e. BranchOut, Glassdoor.

APDtrade.com goofs & fix at Facebook
Admin ID for FB’ business page is
thrashing the Brand Image.
Seems like; Owner of the APD is
Doli Rani
Doli Rani is living is Dhampur area,
though business is in noida
Out of 339 friends of
Admin- Doli Rani,
hardly any person is
Business related.
Fix: Admin Id should be very
sophisticated & Original or
Business Oriented
Fix: Profile should match
with the Business arenas. Fix: Invites should be only for
business related people and
professionals.
Fix: Do Like only Business
oriented pages not every
second one.
Out of 2,229 page like; none
of the page is helping us to
promote apdtrade.com,
most of them are from,
music and non English
language category.

… Out of 50+ msg in FB msg
box, hardly any one was
communicating for business
related information, all are
celebrating the freedom of
speech with Doli Rani.
Fix: Chat less and Business
oriented only.
None of the friend of Admin
chat for any business
oriented info, all are seeking
for friendship, dating. Etc.
Fix: Chat
meaningful for
APD trade and
promotion only.
Or Keep Offline.

Content posted are not justified
for the Business. Also degrading
the Brand identity.
Ratio of total content posted are
more less inspired by business
requirements.
…
Fix: Don’t go beyond the business ethics, keep your post sophisticated
and business oriented. You can celebrate victory in game and
highlight major country issue for sometime. Ratio of content posted
should be 98: 2. (92% Business related only)

…
Cross border connections & activities
Attending the request of unknown individual or
group, though you don’t know what is written on
profile.
Fix: Don’t go for cross border irrelevant
activities. It can lead you to breach of
information. Go for Business orientation only.
Values and ethics also develop the brand
image.

In APDtrade.com group none of the
conversation is related to Business. And
no one in team is looking for this group
forum.
…
Duplicate account gives the impression
of business instability.
Title of the account should be in name
of the Business name not in name of
the industry type. Also, if we are
targeting the Global Customer no
need to put local address in visible
areas of the profile.
Fix: Form the One proper individual identity. Do not go for
group activity till the time we do not have enough and
appropriate forum to discuss.
Change the Business Page with good profile & other
information.

Process Management for FB activities
Create Admin Id & Profile.
Phase-I
Create a FB Business page.
Upload the Business Profile.
Contact details.
Target Professionals.(Business Oriented only)
Like Business oriented pages.
Content preparing & posting
(9:30am to 9:45am)
Content reviewing & responses
(5:15pm to 5:30pm)
Collecting the post info, new contact, likes
data & reporting (5:55pm)
Phase-II
Day One
Continuous
Process
Day two Onwards

Quality Management for FB activities
Phase-I
Admin Id & Profile.
FB Business page outlook
(persona)
Business Profile.
Contact details.
Friends in List of Admin
Pages Likes.
Phase-II
Content matter review &
posts
Review the responses on
other’s posts
Analyzing the post info,
new contact, likes & give
feedback to the SM
Marketer
Daily report Day one
Weekend Daily report
Meeting
with SM
Marketer

Twi t t e r

Social Media: Twitter
Twitter is a micro-blogging service, where Twitter lets you post short text updates (140 characters
maximum) from a computer or handheld device. Others can sign up to follow your "Tweets," as they're
called, and you can follow theirs. Your updates are listed chronologically on a personal page that can
read like a day-planner.
Some amazing facts about Twitter.
… none have a
greater influence
on humanity than
TECHNOLOGY.
 Over 2 millions users are on Twitter.
 In 2008 there were only 3 million registered users
 In 2008 there were only 1.25 million tweets per day
 Jan 2008 there were only 8 employees
 In 2009 or 2 years ago Twitter had 8 million registered users
 In 2011 there are now over 400 employees
 75% of Twitter traffic comes from third-party applications
 60% of all tweets come from third-party apps
 There are over 100,000 Twitter applications
 Twitter’s origins lie in a “day long brainstorming session” that was held by board members of the podcasting company Odeo.
While sitting in a park on a children’s slide and eating Mexican food, Dorsey introduced the idea of an individual using an SMS
service to communicate with a small group.
 The original project code name for the service was ‘twttr‘, an idea that was inspired by the name of the social media image
website ‘Flickr’ and the five-character length of American SMS short codes. The team finally settled on the name ‘twitter‘, which
means ‘chirps from birds’ in essence ‘a short burst of inconsequential information’
 140 million is the average number of tweets people sent per day in 2011, 177 million tweets sent on March 11, 2011.
 When Michael Jackson died on June 25, 2009 there were 456 tweets per second (TPS)…a record at that time.
The first unassisted off-Earth Twitter message was posted from the International Space Station by NASA astronaut
T. J. Creamer on January 22, 2010.

User Growth: Twitter
Headcount Rise show the dynamic growth of Twitter
(5000 %)
Emerging Markets are key to twitter’ user growth
Type of content, users as a share on Twitter (%)
400
300
200
100
0
Headcount
5000 %
Jan, 2008 Jan, 2009 Jan, 2010 Jan, 2011 March, 2011
Whether it is your customers, FANS,
partners, FOLLOWERS, vendors,
FRIENDS, employees, or competitors, your
online relationships must be
GENUINE, REAL, and AUTHENTIC.
30
25
20
15
10
5
0
Average no. of Mention per site
Sites with
Tweet Button
Sites with no
Tweet Button
27
4
----------7X----------

The Power of
Twitter
“Twitter users are 2 times more
likely to follow brands than
Facebook users. Combined with
their above average income
and above average education,
Twitter users’ Propensity to
interact with brands make them
a huge potential source for
mass Influences.
How many Twitter users engage BRANDS
Why Twitter users engage BRANDS Twitter VS. Email & Facebook

Twitter Blueprint
Getting Started
with Twitter
Goal
Prepare
Critical Success Factors (Planning, Observing & Twitting).
Go to Twitter and sign-up
Business Profile & Background
Observe the B-World Thinking
Start Tweeting: Business Oriented
Sign-up & Start Following Business Groups.
Follow the same line & particular industry type first.
Prepare the brief massage for twitting.
Engage with Facebook & LinkedIn from settings.
Prepare a Brief Business Profile and post on Twitter.
Post the correct Business website URL.
Post background image as Business Badges.
What & How Business world behave for the market
assessment, judge them and behave accordingly.
Put a query around your business once in a day.
Tweeting is an art on tweeter as it has limitation of
140 words in one time. Keep concise & insightful.
Use hashtags (#) to be searchable.
(example APD trade # suppliers # manufactures).
Review tweets, direct msg & tweet1-2 times
day for 10-15mins. But don’t spam.

Twitter is loaded with market intelligence for its users. Users who are talking about what makes them happy and
what makes them angry – products, brands and market insights are all being discussed.
Building
Relationships
With
Prospective
Clients
Promoting
Events
Providing
Insight And
Commentary
On An Event
In Real Time
Promoting
Special Offers
Sending Press
Releases
Building
Conversation
And
Relationship
Facilitating
Collaborative
Experience
Twitter in marketing strategy
B2B marketing success with Twitter
Listen and learn
Publish
valuable
news and
information
Distribute
promotions
Engage in
conversations
and customer
service
Create or
extend your
brand
personality
Steps for Twitter Marketing

Tweeter has many rich options.
Search.twitter.com
Find mentions of product, company or topics. Search followers, those following, client, audiences of interest,
competitors.
Twitterlocal.net Allows for micro-research, search tweets within a specific geographical area. Monitor events, political issues,
news.
Backtweets.com Search twitter for links posted on twitter.
Backtype.com Allows you to see conversations by tweeters that appear on blogs, site forums and other social networks.
Twellow.com A business directory, that allows you to find Twitter users in your business by geographic area.
Listorious.com It helps you to navigate more than 2million tweeter user from almost every industry around.
Twitlistmanager.com
Twitlistmanager fetches the people you follow simply check boxes to add or remove people to your lists.
When you're done, click “Save Changes”.
Twhirl.org It offers various configuration options to adapt to your personal needs. Twhirl also connects to multiple micro-blogging
sites including Twitter, identi.ca, Friendfeed and Facebook etc…
TwitterFox
It’s a Firefox extension that notifies you of your friends' tweets of Twitter. This extension adds a tiny icon on the
status bar that notifies you when your friends update their tweets.
Tweetdeck.com
It enables users to split their main feed (All Tweets) into topic or group specific columns allowing a broader
overview of tweets. will automatically update allowing you to keep track of a twitter threads.

APDtrade.com goofs & fix at Twitter
Following the non-Business related user
can lead you for over flow tweets.
Fix: Do not follow irrelevant people around you, they will
post tweet in mass and you information will flow down.
No Background for
Business area exposure.

… In most of the following
users, hardly found any B2B
industry and service related
industry to promote our
business. In last six months only
125 tweets, Following
are very less in
proportion of followers.
Fix: Do follow only business oriented companies. Maintain
the pace of tweeting on a daily basis. So that our follower
can keep interest in us.

Individual email id is reflecting in
Google search on second place
instead of official twitter account.
Fix: Do not allow any team member to hold the
company name in place of individual name.
Ask to remove the details from personal ID. A
person can follow the company and twits with
# hash tag.

Process Management for twitter activities
Phase-I
Create a twitter Id & Profile.
Create a Twitter Business page.
Brief the Business Profile with website url
Change the Background image.
Follow Business page & Professionals.
(Business Oriented only)
Tweets & Direct msg on a daily basis.
Phase-II
Content preparing & Tweeting
(9:45am to 10:00am)
Tweets & Direct msg reviewing & responses
(5:30pm to 5:45pm)
Collecting the tweet info, new followers &
Followings data & reporting (5:55pm)
Day one
Continuous
Process
Day two Onwards

Quality Management for Tweeter activities
Phase-I
Tweeter Id & Profile.
Tweeter Business page
outlook (persona)
Website url.
Followings
Followers
Phase-II
Tweets matter direct msg
review
Review the responses on
other’s tweets & Direct
msg
Analyzing the tweets info,
new followings, followers,
direct msg & give
feedback to the SM
Marketer
Daily report Day one
Weekend Daily report
Meeting
with SM
Marketer

Yo u Tu b e

Social Media: YouTube
Social media
marketing is new
WINE in old bottles.
YouTube allows billions of people to discover, watch and share originally-created videos. YouTube provides a forum for people to
connect, inform, and inspire others across the globe and acts as a distribution platform for original content creators and
advertisers large and small.
Some amazing facts about YouTube
 Google paid $1.65 billion for YouTube in November 2006.
 Google serves over 6 times more videos than its next closest competitor according to Nielsen.
 Google’s auto speech recognition technology translates 51 languages including captions.
 The ‘how to’ video category is the fastest growing vertical on YouTube.
YouTube has 490 million users worldwide (unique visitors per month).
The average YouTube user visits the site 14 times per month.
The average user spends an average of 25 minutes on the site each time they visit.
70% of YouTube traffic comes from outside the US.
YouTube is localized in 25 countries across 43 languages.
YouTube’s demographic is broad: 18-54 years old.
They have signed over 10,000 advertising partners to date, including Disney, Turner, Univision and Channel 4 and Channel 5.
There are over 7,000 hours of full-length movies and shows on YouTube.
YouTube has more HD content than any other online video site.
YouTube mobile gets over 100 million views a day.
The most watched music video is Justin Bieber’s “Baby” which currently has over 536 million views.
In 2009 the US Congress and President YouTube channels were launched.

YouTube
84%
Metacafe
2%
Daily Motion
3%
Google
Video
1% Others
10%
Youtube
38%
Bing
37%
Blastro
2%
Vevo
9%
Foxnews
4%
CNN
3%
Reuters
2%
Others
5%
User Growth: YouTube
News Channel video visit share of
YouTube (%)
Emerging Markets are key to YouTube’ user growth
YouTube share in known video sites (%)
3
2
1
0
4
Oct, 2009
May, 2010
May, 2011
YouTube views per day (in billions) Jan, 2012
If you think it’s not for
B2B, you’re wrong. It’s
the low-stress way to
see a Product Demo

YouTube Blueprint
Getting Started
with YouTube
Goal
Prepare
Critical Success Factors (Planning, Observing & Video Posting).
Go to YouTube and sign-up
Business Video(s)
Observe the YouTube World
Start Posting: Business Oriented
Sign-up & Start Sharing Business Oriented Videos.
Subscribe the particular industry type Videos.
Prepare the brief video for marketing purpose.
Make a Gmail Id (Sophisticated only).
Engage with Facebook & LinkedIn.
Prepare a Brief Business Video and post on YouTube.
Post the Business license information as disclosures.
Post videos on other mode of Social Media.
YouTube video can be as product demo.
Subscribe to receive automatic updates from
the channel.
Use video in SEO & SMO activities.
Share it with on Twitter, Facebook, or other social
networks.
Find out who is watching, when, where they
are located, impact of promotion and more.

Optimize Business Video on YouTube
Upload a file
from your
computer or
record a
video using
cam or
webcam.
Customize
your channel's
appearance.
Share your
video publicly
or use private
sharing to
control who
can watch it.
Give the
video an
accurate title
Include
relevant
keywords in
the Tags
section and
select the
appropriate
category.
and
description to
help people
discover it.
Visit YouTube Essentials
and discover tips to
make the most of your
YouTube experience.
Check out Video
Toolbox to learn from
other YouTubers.
Official YouTube
Channel
YouTube Help
Center
Channel
Suggestions
Official Google
Channel

L i n k e d I n

Social Media: LinkedIn
LinkedIn is the world’s largest professional network with over 175 million members and growing rapidly.
LinkedIn connects you to your trusted contacts and helps you exchange knowledge, ideas, and
opportunities with a broader network of professionals. Good source of information on industry,
companies, and individuals. LinkedIn simple philosophy is “Relationship Matters”.
Some amazing facts about LinkedIn:
… You need to understand
how to PACKAGE your
products/services to them.
2 new members join every second.
LinkedIn has 90,33,354 users in India alone.
LinkedIn’s members have reached 147 million users.
Revenues for 2011 reached $522 million.
Recruiters account for 1-in-20 LinkedIn profiles.
 LinkedIn is the 36th most visited website in the world.
80% of companies use LinkedIn as a recruitment tool.
LinkedIn receives almost 12 million unique visitors per day.
Executives from all Fortune 500 companies are on LinkedIn.
LinkedIn now has over 2,116 employees (at the beginning of 2010 it had only 500).
 Members of LinkedIn come from more than 200 countries from every continent.
LinkedIn is available in six native languages – English, French, German, Italian, Portuguese and Spanish.
Oracle’s Chief Financial Officer, Jeff Epstein, was headhunted for the position via his LinkedIn profile.
United States (58.5 million), India (13.3 million), United Kingdom (8.4 million), Brazil (6.8 million), Canada (5.1 million),
France (3.2 million), Netherland (3.1 million), Italy (2.8 million), Australia (2.8 million) and Spain (2,6 million) users.

User Growth: LinkedIn
LinkedIn Having an YOY revenue growth rate of
~ 100%
Total Revenue & Revenue Growth
comparison for Facebook vs. LinkedIn
impact is possible
only if we can have
personal, authentic
conversations with
customers.
Industries at LinkedIn
Customer Acquisition Via LinkedIn

LinkedIn Blueprint
Getting Started
with LinkedIn
Goal
Prepare
Critical Success Factors (Planning, Observing & Link making).
Go to LinkedIn and sign-up
Business Profile & Pitch Book
Observe the Professional activities
Start Linking: Business Oriented
Sign-up & Start targeting Business Owners/heads
Make standard proposal letter for the industries.
Prepare standard Business Profile & Client
Presentation
Engage with twitter & other Business Groups
Prepare a detailed business profile and Pitch Book.
Post the YouTube Video at LinkedIn Business Page.
Post Product & Services details.
Target Business professionals with standard
proposal letter once they get connected.
Join the Industry specific groups & discussion
board.
Target professional on a faster pace with
authenticity
Use the search options for Companies info,
professionals’ info. Job boards (for recruitment
purpose)

Optimize Business Profile on LinkedIn
Activate status updates by adding admin.
Commit to posting a status update twice a day.
Add your blog RSS to your page to auto-populate your blog's content.
Create a helpful "Company Overview" description, with the most important info at the top.
Opt-in to "show news" about your company.
Add "Company Specialties" (or keywords) to help your company get found for specific terms.
Link to a landing page on your Overview Page.
List one of your products or services in the "Products" section, and explain why it's valuable.
Add "banners" to your Product Page and link to special interior pages of your website.
Add a video to your Product Page.

So c i a l Me d i a
Pe r s o n a : U n d e r s t a n d i n g
P e r s o n a l i t y a n d C o m m u n i c a t i o n

Personality traits for Social Media
Person must first be social.
Person should aware about the product features.
Person should aware about the operation process.
Person should know where your customers socialize.
Person should have cross culture information from sales.
Person should know about Social media Tools & Techniques.
Person should know about the business development activities.
Persona has marketing grounds (traditional, guerilla, and “word of
mouth”.
Implement tactics along with other marketing strategies. (Not a stand
alone effort)
Who become a part of the discussion and then do integrate marketing
research efforts.
Best Practices Tips
 Relationships first, business second.
 Contribute to the conversation. Engage.
 Be helpful, sincere, and authentic.
 Tasteful humor is always a plus.
 It’s okay to disagree, but don’t be rude
or disrespectful.
 Be open to feedback and constructive
 Dialog from your online community.
 Allow your fans, followers, and friends to
be your teacher.
 Track your progress. Measure your results.
 Be flexible and adaptable to making
changes.

SMM Responsibilities
Implement the social media strategy, coordinating with team to ensure its effectiveness and encouraging adoption of
relevant social media techniques into the corporate culture and into all of the company’s products and services.
Manage social media campaigns and day-to-day activities. Duties include online advocacy, writing editorial,
community-outreach efforts, promotions, etc.
Manage presence in social networking sites including Facebook, Twitter, and other similar community sites, posting on
relevant blogs, and seeding content into social applications as needed.
Become an advocate of the Company in social media spaces, engaging in dialogues and answering questions
where appropriate.
Monitor effective benchmarks for measuring the impact of social media programs, and analyze, review, and report on
effectiveness of campaigns in an effort to maximize results.
Regularly feed back insights gained from social media monitoring into the Marketing and Editorial teams, to help them
evolve their strategies in a timely fashion.
Monitor trends in social media tools, trends and applications.

Listen: Your
Audience Online
Chatter
Engage:
Discussion
Ask for the
Feedback
Promote
things that
you want
them to
know
LEAP
Therapy
Social media marketing can be planned
• Choose interesting topics for your stories—just like good old public
relations
• Use good titles and descriptions—just like search marketing.
• Make it easy to bookmark, unless you think that’s cheesy.
Marketers have to give up control
 We don’t control the message.
 The message can be changed, rebutted, parodied, and
misconstrued by our audience.
 Even if our audience is small, they are key voices to us.
 Let the market tell you what works and what doesn’t.
 We must modify what we say in response.
 Give every day dose to world around.

How do you coordinate across your company
Evangelism
(believe in you self, keep
faith in team work,
cooperate each other)
Training
(Train the workforce,
plant out period-timelines
for training)
Policies
(Follow the
standards for the
work management)
SPECIFIC
MEASURABLE
ATTAINABLE
RELEVANT
TIMELY
Remember that social
media uses a Community
Follow the PET Model
at workplace
Be SMART
while Social Media Marketing

Blogging/Write-ups Policy
• Blogs/Write-Ups may not contain any company confidential information.
• All bloggers must be approved by their managers before publishing their first entry.
• Blogs/write-ups may not contain any advertising.
And if you’re unresponsive? Customers flame you.
• Accept comments and trackbacks on your blogs.
• Allow your products to be rated and reviewed.
• Staff your efforts with enough people to respond.
What not to do…
• Submit your own content.
• Fake your identity.
• Lie.

Strategic Conclusion
Social Media without a PLAN is like encountering a Raging River.
Caught in a flood would equate to losing a lot of TIME and MONEY.
The information is overwhelming and you can drown in it.
first, you need to UNDERSTAND who your TARGET AUDIENCE is.
You need to understand how to package your products/services to them.
Use online Reputation Monitoring System & Google Alerts.
Post four Social media platforms: Facebook, Twitter, LinkedIn, YouTube, target Google+
Think BIG. Start SMALL. Take ACTION.

X-Ciel Consulting Pvt. Ltd
C-57, Sec-63, Noida 201301, UP, India
info@x-ciel.com, gaganparashar@x-ciel.com
+91-120-4562227
www.x-ciel.com,
www.x-cielgroup.com
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