This document outlines Sanjay Mehta's perspectives on differentiated strategies for marketing and communications in changing times. It discusses the challenges of traditional marketing approaches and argues that marketers need to shift from "talking down" to customers to "listening up" through genuine dialogue. The role of the marketer is changing to focus on relationship building throughout the customer lifecycle from consideration to advocacy. Effective communication now requires detailed planning and producing large volumes of consistent, audience-focused content across multiple digital platforms.
This presentation is one of the 9 part series "digital marketing in a nutshell" covering the essential business owners needs to understand about social media marketing.
Презентация о том, как правильно писать креативный бриф и зачем это нужно.
Написана специально для выступления перед бренд менеджерами компании Unilever.
Создана на основе аналогичной презентации Мити Воскресенского http://duckofdoom.ru/
Rainmaking 101 - 3 ways to get your initial customers to market for youTribetactics
Find the customers that most need your brand and inspire them to spread the word about you.
Here are 3 ways to get your initial customers to market on your behalf, a minibook by TribeTactics.com
An essential read for small businesses and startups focused on growth.
This presentation is one of the 9 part series "digital marketing in a nutshell" covering the essential business owners needs to understand about social media marketing.
Презентация о том, как правильно писать креативный бриф и зачем это нужно.
Написана специально для выступления перед бренд менеджерами компании Unilever.
Создана на основе аналогичной презентации Мити Воскресенского http://duckofdoom.ru/
Rainmaking 101 - 3 ways to get your initial customers to market for youTribetactics
Find the customers that most need your brand and inspire them to spread the word about you.
Here are 3 ways to get your initial customers to market on your behalf, a minibook by TribeTactics.com
An essential read for small businesses and startups focused on growth.
Branding overview along with general information about inbound marketing and social media and SEO tips. This goes alongside a presentation by Advokate at SUNY Adirondack on Monday, March 21, 2016. Contact Advokate, LLC, with any questions, or to schedule a marketing consultation! www.advokate.net
Whether you are briefing an internal team, or an external agency, whatever the campaign type ‐ email, advertising, or indeed telemarketing ‐ a good brief is one of the most important success factors.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
Workshop for Brand Leaders to make them smarter at media planning and help them make better decisions with their Brands. We help the Brand Leader look at media as an investment within the planning process, assess media’s role in your advertising, and show strengths/weaknesses of both traditional and digital media.
This is the hottest ad sales seminar around and has been for years ...targeted to magazine executives....FOLIO, the CRMA, hundreds of publishers sales meetings and ad sales conferance
Conversion Optimization and Lead MagnetsBrant Bell
Measure, analyze, test and optimize your website to convert at a higher rate thanks to a focused sales funnel complete with attractive lead magnets.
Conversion optimization isn't an option in today's online world. Awareness is great, but what do you do after you get a visitor to your site? The answer can define whether your site successful turns visitors into customers or whether they turn to your competition.
Learn to step back from your website to get a better perspective of what you need to do in order to achieve the results you deserve.
How to woo and win active adult prospects as buyers at your 55 plus housing community. Advice for marketing to boomers first given at the 2009 Building for Boomers conference by Creating Results' Todd Harff and co-presenters.
Best Practices in Social Media for NGO's [Report]Social Samosa
As an NGO, your social media activities should aim at creating awareness, generating interest, encouraging sharing, and enlisting support and participationfor your initiatives.
Social content that thrives in an overcrowded marketHarrison Blum
Social media used to be a place for businesses to thrive and increase brand awareness for little to no cost. Unfortunately, all of that has changed over the past several years.
As the popularity of social media grows, many of the most popular platforms have quickly become overcrowded. This has left many SMBs writing off social media as a serious marketing tool for their company.
Harrison Blum is pleased to share how SMBs can adapt and evolve its social content strategy to reach the modern customer.
How to Build the Foundation for Effective Segmentation, Nurturing, Sales Acceleration, and Delight
by Joshua Feinberg,
Co-Founder of SP Home Run
Co-Leader of Boca Raton HubSpot User Group
HubSpot Accredited Trainer
The New Social Media Landscape; Welcome to SomaliaAdrian Blake
Lecture from Creighton University covering the new, massive competition among media brands. Every brand is now a media company, and that means every brand will have to learn how to think like a media company and use emotion in their messages.
How to Create Relevant Marketing Content for B2B MarketingMLT Creative
Content is a key part of the foundation to becoming an effective B2B inbound marketer. Combine great content with SEO, social media, lead nurturing, measurement, and analysis to get the job done for your business!
A quick talk on communication for startups, including copywriting, graphics, social media and advertising. Presented to www.startmate.com.au startup intake Feb 2012.
CPA Congress Presentation (Final version)alan jones
Tony Faure of www.t-4.com asked me to zush-up this presentation so it looked as good as he sounded for this keynote presentatin on what media CEOs can learn from technology CEOs.
This is the improved version I created for him.
Branding overview along with general information about inbound marketing and social media and SEO tips. This goes alongside a presentation by Advokate at SUNY Adirondack on Monday, March 21, 2016. Contact Advokate, LLC, with any questions, or to schedule a marketing consultation! www.advokate.net
Whether you are briefing an internal team, or an external agency, whatever the campaign type ‐ email, advertising, or indeed telemarketing ‐ a good brief is one of the most important success factors.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
Workshop for Brand Leaders to make them smarter at media planning and help them make better decisions with their Brands. We help the Brand Leader look at media as an investment within the planning process, assess media’s role in your advertising, and show strengths/weaknesses of both traditional and digital media.
This is the hottest ad sales seminar around and has been for years ...targeted to magazine executives....FOLIO, the CRMA, hundreds of publishers sales meetings and ad sales conferance
Conversion Optimization and Lead MagnetsBrant Bell
Measure, analyze, test and optimize your website to convert at a higher rate thanks to a focused sales funnel complete with attractive lead magnets.
Conversion optimization isn't an option in today's online world. Awareness is great, but what do you do after you get a visitor to your site? The answer can define whether your site successful turns visitors into customers or whether they turn to your competition.
Learn to step back from your website to get a better perspective of what you need to do in order to achieve the results you deserve.
How to woo and win active adult prospects as buyers at your 55 plus housing community. Advice for marketing to boomers first given at the 2009 Building for Boomers conference by Creating Results' Todd Harff and co-presenters.
Best Practices in Social Media for NGO's [Report]Social Samosa
As an NGO, your social media activities should aim at creating awareness, generating interest, encouraging sharing, and enlisting support and participationfor your initiatives.
Social content that thrives in an overcrowded marketHarrison Blum
Social media used to be a place for businesses to thrive and increase brand awareness for little to no cost. Unfortunately, all of that has changed over the past several years.
As the popularity of social media grows, many of the most popular platforms have quickly become overcrowded. This has left many SMBs writing off social media as a serious marketing tool for their company.
Harrison Blum is pleased to share how SMBs can adapt and evolve its social content strategy to reach the modern customer.
How to Build the Foundation for Effective Segmentation, Nurturing, Sales Acceleration, and Delight
by Joshua Feinberg,
Co-Founder of SP Home Run
Co-Leader of Boca Raton HubSpot User Group
HubSpot Accredited Trainer
The New Social Media Landscape; Welcome to SomaliaAdrian Blake
Lecture from Creighton University covering the new, massive competition among media brands. Every brand is now a media company, and that means every brand will have to learn how to think like a media company and use emotion in their messages.
How to Create Relevant Marketing Content for B2B MarketingMLT Creative
Content is a key part of the foundation to becoming an effective B2B inbound marketer. Combine great content with SEO, social media, lead nurturing, measurement, and analysis to get the job done for your business!
A quick talk on communication for startups, including copywriting, graphics, social media and advertising. Presented to www.startmate.com.au startup intake Feb 2012.
CPA Congress Presentation (Final version)alan jones
Tony Faure of www.t-4.com asked me to zush-up this presentation so it looked as good as he sounded for this keynote presentatin on what media CEOs can learn from technology CEOs.
This is the improved version I created for him.
PR, Communication & Storytelling for Startups 1.1Press42
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Parvenue à maturité dans les années 1990, prise en main par les grandes agences, la communication d’entreprise s’est conformée aux règles de l’économie de masse. Alors que l’économie est numérique, cette communication traditionnelle devient inopérante. Les canaux de communication changent, les cibles de communication se mélangent, les interactions humaines finissent par dominer et imposer de nouveaux impératifs : sincérité, réactivité, ubiquité.
Pour mieux comprendre les défis que doit relever la communication après la révolution numérique et tirer les leçons de la pratique des startups, venez assister à cette conférence BAM!
Ed Batista, Startup Communication (Startups as Human Systems), June 2016Ed Batista
This is a condensed deck from a workshop I conducted with the team at a Bay Area startup. Topics include communication skills, feedback, and group norms.
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Millennial targeting, social media management and adopting new channels all should be part of your Marketing Plan for 2016. What are you neglecting? Overly focusing on sales and not marketing is not sustainable practice. The interaction of your customers with your product IS increasingly your brand.
Alinea Partners Social Media - Why it's Different with Us!Leahanne Hobson
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Our portion of the Market Like You Mean It seminar, presented by the Greater Warrenton Chamber of Commerce and sponsored by our good friends at Piedmont Press & Graphics (www.piedmontpress.com).
Social media 2.0: Getting older and (hopefully) wiserOrca Social
Slide deck from our (Jonathan Wichmann and Ed Major) presentation at Oracle's Cloud Applications Days in Copenhagen 2014. More on: http://orcasocial.co.uk
Slide deck from the Digital Matter video tutorial series on content marketing: how to think as a marketer and not as a blogger when designing a marketing strategy based on content.
Dream Local Digital: latest trends in social mediaShannon Kinney
Presented to a group hosted by the Penobscot Bay Regional Chamber of Commerce in July covering tactics of how to use social media for their small businesses
Social Media: The Old Game Has New RulesHeather Lytle
Presentation to understand the basics of how social media has changed the landscape of marketing. It is the same game, just with new rules. Identifies "Presence" as the most important "P" in the new media marketing mix.
This presentation version includes more detailed text for those unable to attend presentation in person.
This new study presents opportunities and emerging trends, for marketers, on how they need to adopt and adapt to the dynamic situations, without delimiting any concept.
Thank You.
How to create a values and vision based communication - social media plan. Presentation at STRONG 2013 - the First Nations Technology Council's Summit of Technology, Resources, Opportunities, Networks and Growth conference.
This is a rich power point presentations that covers very essential topics like different social media channels, social media for various businesses: B2C and B2B, Measuring social ROI and Content marketing: storytelling in social media.
#MENT: Online & Mobile Trends - India & Worldwide by Gurmit Singh, MD Yahoo I...tiemumbai
Gurmit Singh, MD - Yahoo India shares his views about the Online & Mobile Trends in India and around the World. Also a part of the presentation shows the transformation & evolution of Yahoo.
This session was part of MENT (Media & Entertainment Network by TiE Mumbai). MENT is an initiative, by TiE Mumbai, towards enabling and empowering entrepreneurs in the media & entertainment industry across Mumbai & Pune. It aims to provide a platform for entrepreneurs, founders and CXOs in the industry to interact with peers, solve common founder challenges and facilitate curated networking.
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Financial Intelligence for Entrepreneurs - TiE Mumbai (Part 2)tiemumbai
Understanding the basics of finance is one of the important things for entrepreneurs and professionals to run businesses effectively. The presentation covers the basics of balance sheets and profit & loss accounts. Helps understand assets, liabilities and other financial terms in a simple way.
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Digital Media Demystifyied by Anaggh Desai - Co-Founder 1+99 Experience Consu...tiemumbai
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distributors
agencies
spaces
talent management
tech products
advisory/capital
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solve common challenges
enable entrepreneurs
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It starts with sharing about TiE's global network and then moves on to sharing more about the work that TiE Mumbai does at different stages of the entrepreneur.
It finally ends with a call to action for organisations to join hands with TiE Mumbai to support its mission of fostering entrepreneurship.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
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• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
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What is Enterprise Excellence?
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What might I learn?
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Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
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Differentiated marketing and communication strategies for startups by Sanjay Mehta
1. Sanjay Mehta
Boarding a fast moving train??
DIFFERENTIATED STRATEGIES FOR
MARKETING AND COMMUNICATIONS
Sanjay Mehta
Jt. CEO, Social Wavelength
2. Sanjay Mehta
Try boarding this train as it zooms past your platform on the railway station…
What marketers are going through in changing times is not much different…
5. Sanjay Mehta
Three key thoughts for Marketing
1. CHALLENGES OF TRADITIONAL MARKETING
2. NEW WAY: MARKETERS NEED TO LISTEN UP
3. THE NEW MARKETING MODEL, AND THE
CHANGING ROLE OF THE MARKETER
6. Sanjay Mehta
• You have a product or service to sell – you need to market – you
need to reach your prospect with your communication
• Traditional ways have been advertising, direct marketing, PR, etc.
• More specifically, print advertising, TV ads ($$), hoardings
• PR largely meant, building relationships with journalists
• Direct Marketing: Emails (spams?!), telemarketing (how we hate
those?!) and mailers (junk?)
• Would need budgets and yet, not very effective in changing times
• Even so, many companies use these and are dependent on these
The Traditional Ways of Marketing / Advertising
7. Sanjay Mehta
“First the news business, then the music
business, then advertising. Is there any
industry that I get involved in that doesn’t
get destroyed by digital technology?”
- Andy Nibley, who has led Reuters,
Universal Music and ad agency, Marsteller
8. Sanjay Mehta
• Digital Tech allows client’s ultimate fantasy, “customize specific
message to the specific consumer, at the specific moment”
• It’s also a marketer’s nightmare
• “The irony is that while there never have been more ways to reach
consumers, it’s never been harder to connect with consumers!”
• Death of mass marketing is death of lazy marketing
• 200 Old Spice videos made in 48 hours; more work for less money
• Controlled, one-way message is now a dialogue with millions
• The power of the advertiser is rivaled now, by user influence
The New Possibilities and Realities in Marketing
9. Sanjay Mehta
• Brands choosing to work with specialist digital, PR, social media
agencies, rather than generalists: “looking for the right skills”
• Tech challenges to what was once considered an expensive art
form, e.g. creating a video (< $2K) or media planning (web ads?!)
• Creativity is not that exclusive – how about crowdsourcing ideas?!
• Kraft worked with GeniusRocket for one of it’s brands:
– Against millions to agencies for one spot, got 7 spots for $40,000
– Also syndicated to web platforms for tracking, testing, sentiment analysis
– For agency to be cutting edge, high overheads; GeniusRocket is a lean team
Other Real Challenges for Traditional Advertising
10. Sanjay Mehta
“Why are so many marketing campaigns brand-destroyers and
money-losers? Why is “branding” becoming a devalued asset, whose
returns are dwindling (witness Google building the world’s mightiest
brand with barely a penny of orthodox marketing expenditure)? Why
do people and communities exact steeper and steeper discounts,
price-cuts, and margin-crushing concessions from the beleaguered,
besieged companies once known as the masters of the universe?
The half-life of companies is shrinking and the weary practice known
as “marketing,” adding little to no real value, seems powerless to
help.”
A strong condemnation of marketing as it stands today, by Umair Haque (HBR)
11. Sanjay Mehta
• About ‘pushing’ products down
• Already overstuffed gullets of ‘consumers’
• By ‘targeting messages’ packed with imaginary benefits
• In ‘grand campaigns’ that make overblown promises
• “See this beer? It’s going to land you a girl of your dreams!”
• Current marketing is about “talking down” to your customer
In a changing world, Marketing is still a lot like this..
12. Sanjay Mehta
What Listening Up is NOT:
• Stalking your customers to find their moments of weakness
• Focus groups and differentiation
• Data mining and then some more!
• The UP is important: having dialogues about what really betters lives of
people, their standards of living, and then finding real ways to make it
happen for them
Can Marketers go from Talking Down to Listening Up??
13. Sanjay Mehta
• Genuine talk with customers – not just about their wants and needs,
but also about their hopes, fears, opportunities, threats,
achievements, regrets; find ways to give long term fulfillment
• Empowering more people in organization to talk to customers, not
just the powerless cashier or customer service rep; org change!
• Letting your critics rip at you – and listening to them; empowering
people to be heard, instead of shouting them out
• Investing not just in market research, but in people
• Asking questions that matter – and being tough to face the music
So what does Listening Up entail?
14. Sanjay Mehta
New Model, New Role
Changing Marketing Model
Where are the budgets?
Not just Marketing,
anyway
17. Sanjay Mehta
Marketing Budgets? Not leaving enough for the crucial touch points?
CONSIDER
EVALUATE
BUY
BOND
Allocations not just about media (TV/Print/Radio etc) but about consumer touch points!
Provide for ‘non-work’ budgets like creating, monitoring owned and earned media spaces!
18. Sanjay Mehta
Not just Marketing, anyway! Yet Marketing must be in charge..!
Marketer as the Orchestrator: in charge of all Owned Media – in addition to
traditional and digital marketing, also manage customer service, product
literature design, product registration, warranty programs, etc.
Marketer as publisher, content supply chain manager: Tons of content being
produced by brands and for brands – owned and earned media; marketing to
take charge
Marketplace Intelligence Leader: From Google Analytics to Social Media
Monitoring data, the insights must reside with marketing (“what the
customer says / does, etc.”)
19. Sanjay Mehta
Three key thoughts for Communications
1. CORE ISSUES OF COMMUNICATIONS
2. YOU’RE GOING TO COMMUNICATE A LOT!
3. PLANNING A DETAILED COMMUNICATION
STRATEGY
20. Sanjay Mehta
• You need a plan! And ideally, you plan early
• Closely linked to the brand positioning that you choose to take
• Will need to map resources to the plan you make
• Who all will participate from your end? Which teams / persons?
• It is not just about marketing communication – also need to cover
internal (e.g. HR) communication, communication to investors (or
prospective investors), vendors, partners, prospective employees
• The “brand” is present in ALL of these – now consider who all will
participate from your end!
The Core Issues of Communications
21. Sanjay Mehta
• Think high level messaging - a manifesto of sort maybe? Example:
• “Everything we communicate will be to encourage the value of a
unique & personalized experience for every traveler; especially
creating content around the reasons for travel, and the related
activities that follow”
• Create similar top level guiding principles for each target group
• Formal, semi-formal and informal communications
• Decide tonality and style – a brand personality that comes out
• Document these to the extent that you can for CONSISTENCY
What are you communicating? To whom?
22. Sanjay Mehta
• Visualize the target group as a person – describe that individual
• Likewise, create the “author” profile in detail, from your side – for
all types of communication that you are doing
• Identify key objectives, milestones and deliverables
• Plan as per your budget; budget as per your plan
• Look at benchmarks, make assumptions, revalidate or tweak
• From the individual Facebook post that you do, to the targetted
email that you send out, start with a “desired response” and then
see if you got there – over time, work on targets based on this
Being Objective Oriented – Measurable too!
23. Sanjay Mehta
• Be clear – you’re going to create a LOT of content!
• Time was when a 4-sheet brochure was all you needed
• You may end up ‘publishing’ 10,000 – 100,000 pages of content!
• The brochures (and several of them), instructions manuals, service
reports, standard email responses of various kinds, even the
telephone scripts for variety of inbound calls – just a beginning!
• Your recruitment ads? Your investor introduction presentation?
• Your financial report – for the bank, for the prospective investor
• ALL and many more are a part of your COMMUNICATIONS!
Companies and Brands are PUBLISHERS today!
24. Sanjay Mehta
• How about a blog? How frequent? Whether one is enough?
• YouTube anyone? Creating video? How about a podcast??
• Slideshare rocks! A must-do!
• Pinterest? Instagram? Oh, and now Instagram videos? Or Vine?
• If you are a retail outlet, you cannot miss Foursquare?
• And the big three: Facebook, Twitter, LinkedIn – any idea what
they demand in terms of content if you want to be effective??
• Google ads, SEO articles, display banners, third party forums…
• YES, YOU’RE GOING TO COMMUNICATE A LOT!!
Communicating in the digital space
25. Sanjay Mehta
• It’s largely about storytelling.. So think stories!
• You cannot or may not be able to produce unique content – can
you repurpose same content many times over?
• You CAN afford to ignore some platforms – pick your battles
• Go deep rather than wide
• Know where your audience is – but think, slice and dice!
• Slice and dice is one more reason why a lot of content is required
• Focused, relevant content, for the audience and the platform
• CONSISTENT with the brand, consistent with guiding principles
How do you plan and prepare for lots of communication?
26. Sanjay Mehta
• “If you’ve communicated consistently to a particular audience, for
a reasonable amount of time, your next communication, even if it
carries NO mention of you or your brand, must be recognized by
the reader as coming from you!”
My Litmus test on Consistency
27. Sanjay Mehta
• Once you have your guiding principles, your sliced audiences, your
overall objectives, etc. figured out
• Start with articulating clearly the qualitative objective
• Where relevant, put corresponding quantitative target numbers
• Put down competition research – what platforms they are present
on, what are they doing, qualitatively and quantitatively; this
needs to be updated regularly
• You may already be communicating – so record your current
status in detail – platforms, numbers, demographics, etc.
The Detailed Communication Plan
28. Sanjay Mehta
• Tonality of communication – detailed sketch of “who is
communicating”
• Communication keywords – based on what your TG’s searching
• A lot of ‘discovery’ of your content happens via search engines;
hence choice of keywords based on TG usage is crucial
• Identify any key events in your calendar – launches, public events
that matter, trade shows, conferences, etc.; factor for those
• Define communication pegs – make several samples and keep
• These will be independent for each platform and audience
Fleshing out your communication plan
29. Sanjay Mehta
• For LinkedIn, you may like to decide what kind of profiles you
want to connect with, and what communication you want to have
• What groups will you participate in? And what will you talk about?
• A Blog may require a detailed architecture to be defined
• Third party platforms / groups that you may like to participate in,
and content strategy for those
• Specific campaigns or engagements to be detailed out
• Hygiene for all platforms, e.g. About Us, T&C, Contact Info etc.
Platform wise specifics
30. Sanjay Mehta
• The Content Communication Plan that you draw up with the level
of detail described earlier will be your Bible – stay with it
• We live in the world of a 140-character tweet, a 6-second video
Vine, a 15-second video Instagram
• The audience has low attention span, the audience is busy
• The space is cluttered, your competition is not just your direct
competitor but MTV and Fastrack too!
• So be creative, K-I-S-S, cut to the chase
• Unlearn the poetic, long-drawn writing our school taught us!
Final Thoughts
31. Sanjay Mehta
THANK YOU
Sanjay Mehta
Joint CEO, Social Wavelength
smehta@socialwavelength.com +91-98200-40918
@sm63Acknowledgements:
The Future of Advertising – Danielle Sachs
Marketing Can Do Better – Umair Haque
Branding in the Digital Age – David Edelman (HBR)