Talk given by Sanjay Mehta, at the Click Asia Summit in Mumbai, on Jan 20, 2011. Talks about the changing marketing model, the marketing budget allocation mismatch, organization structure issues, and finally about creating a workflow within an organization, while considering Social Media..

1. Boarding
a
fast
moving
train??
CHALLENGES
OF
SOCIAL
MEDIA
PLANNING
Sanjay
Mehta
Jt.
CEO,
Social
Wavelength
Sanjay
Mehta

2. Try
boarding
this
train
as
it
zooms
past
your
plaHorm
on
the
railway
staJon…
CreaJng
a
Social
Media
Plan
in
fast
changing
Jmes
is
not
much
different…
Sanjay
Mehta

3. Where
do
these
insights
come
from?
About
Me..
Sanjay
Mehta

4. A
Few
of
our
Clients
–
Brands
and
Agencies
One
of
the
Top
5
IT
Companies
in
the
World
Sanjay
Mehta

5. CHALLENGES?
WHY?
Sanjay
Mehta

6. Sanjay
Mehta

7. CONSIDER
EVALUATE
BOND
THE
LOYALTY
LOOP
ADVOCATE
ENJOY
BUY
Sanjay
Mehta

8. CONSIDER
EVALUATE
BOND
BUY
AllocaGons
not
just
about
media
(TV/Print/Radio
etc)
but
about
consumer
touch
points!
Provide
for
‘non-­‐work’
budgets
like
creaGng,
monitoring
owned
and
earned
media
spaces!
Sanjay
Mehta

9. Marketer
as
the
Orchestrator:
in
charge
of
all
Owned
Media
–
in
addiGon
to
tradiGonal
and
digital
markeGng,
also
manage
customer
service,
product
literature
design,
product
registraGon,
warranty
programs,
etc.
Marketer
as
publisher,
content
supply
chain
manager:
Tons
of
content
being
produced
by
brands
and
for
brands
–
owned
and
earned
media;
markeGng
to
take
charge
Marketplace
Intelligence
Leader:
From
Google
AnalyGcs
to
Social
Media
Monitoring
data,
the
insights
must
reside
with
markeGng
(“what
the
customer
says
/
does,
etc.”)
Sanjay
Mehta

10. PR
/
Corp
• PR
Crisis
Comm
• Corp
Level
Issues
Fan
Growth
Engagement
SOCIAL
Branding
/
• Brand
Promise
Issues
MEDIA
MarkeGng
Blogger
• AdverGsing
related
Outreach
TEAM
Customer
• TransacGon
Related
Investor
Service
• Specific
Complaints
RelaJons,
etc.
etc.
Sanjay
Mehta

11. THANK
YOU
Sanjay
Mehta
Joint
CEO,
Social
Wavelength
smehta@socialwavelength.com
+91-­‐98200-­‐40918
@sm63
Acknowledgement:
Branding
in
the
Digital
Age
–
David
Edelman
(HBR)
Sanjay
Mehta