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Social Media Marketing Framework for B2C Businesses

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Social Media Marketing Framework for B2C Businesses

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© Digital Vidya Social Media Marketing Bootcamp Session - Social Media Marketing Framework www.digitalvidya.com
© Digital Vidya Let’s look at a Typical SMM Paradigm www.digitalvidya.com
© Digital Vidya Typical Approach   Identify Social Media Channels   Create Content   Upload Content   Try to Measure Effectiveness   Hope Magical Results www.digitalvidya.com
© Digital Vidya What results can you expect?   Views on Social Media Channels   Some Traffic on the Website   May be Some Improvement in Search Engine Rankings www.digitalvidya.com
© Digital Vidya Has the Business met its Objectives? www.digitalvidya.com
© Digital Vidya Doubtful?   Are the Views & Traffic Significant?   Are the Views & Traffic Relevant?   Does the Message Addresses the Concerns of the Potential Customers? www.digitalvidya.com
© Digital Vidya Social Media Marketing Framework that Works! www.digitalvidya.com
© Digital Vidya Social Media Marketing = Medium + Message Content is the Key. ‘Quality’ wins! www.digitalvidya.com
© Digital Vidya Online Marketing: Bringing Customers to your Site SMM: Going Where your Customers Are! Channel Identification is Critical! www.digitalvidya.com
© Digital Vidya SMM is about Engagement & Conversations Doing Nothing Don’t care about SM Don’t have the time or budget Listening Start paying attention Getting alerts Learning Researching about SM Experimenting Engaging Participating Promoting Participation is Must! www.digitalvidya.com
© Digital Vidya Consumer/User is REALLY the King in SMM! Serve them well. Inspire them to market your brand! www.digitalvidya.com
© Digital Vidya Experimentation is Not at all Bad in SMM It’s the only way to Win SMM war for most of us! www.digitalvidya.com
© Digital Vidya You can Measure Performance in SMM Every channel has its own metrics www.digitalvidya.com
SMM Objectives © Digital Vidya Business Target Group Value Prop Need SM Channels, Positioning & Message • Photos, Videos, Content PPTs, Blog • Multichannel Stories, Tweets • Mashup etc Creation Population Visibility/ Branding/ Leads/ Sales Promotion • Blog • Community • Advertising • Groups • Mashup Measurability www.digitalvidya.com
© Digital Vidya Social Media Marketing Initiative Creating an Engaging Community www.digitalvidya.com
SMM Objectives © Digital Vidya Business Target Group What can I offer to community? What’s in it for them? SM Channels, Positioning (name, kind of messages, theme) • Photos, Videos, PPTs, Blog • Multichannel Stories, Tweets • Mashup etc Content Ongoing Creation Population Strategy? strategy? Visibility/ Branding/ Leads/ Sales • Blog Promotion • Community Strategy? • Advertising • Groups • Mashup What Metrics will I use for ongoing Measurement? www.digitalvidya.com
© Digital Vidya SMM Objectives Who is Target Audience? What can I offer to community? What’s in it for them? www.digitalvidya.com
© Digital Vidya Objectives Business Objective Increase Monthly Revenue by 200% Online Marketing Objectives Increase Traffic by 100% Improve Conversions (Sale/Visitors) by 50% SMM Objectives Primary Improve Conversions Secondary Improve Revenue/Customer Increase Reach Find Trainers & Authors www.digitalvidya.com
© Digital Vidya What do I want from SM? SMM Objectives Primary Improve Conversions Target Audience Primary Website Visitors www.digitalvidya.com
© Digital Vidya What channels do they visit? www.digitalvidya.com
© Digital Vidya www.digitalvidya.com
© Digital Vidya www.digitalvidya.com
© Digital Vidya www.digitalvidya.com
© Digital Vidya www.digitalvidya.com
© Digital Vidya www.digitalvidya.com
© Digital Vidya www.digitalvidya.com
© Digital Vidya Selected Channel Facebook www.digitalvidya.com
© Digital Vidya What can we provide?  Question a Day  Platform to share  How they have prepared?  Common mistakes to avoid  Tips & Tricks, etc.  Latest information about certification  Testimonialsof satisfied customers sharing “How Whizlabs products can help them in preparation?”  Make it part of Whizlabs website  Ensure satisfied customers participation www.digitalvidya.com
© Digital Vidya Website Visitors What do they really want? Or What’s in it for them? Primary Ensure their success in Exam Reduce preparation efforts and time www.digitalvidya.com
© Digital Vidya Positioning in Community CHANNEL  Identify Name  Kind of messages  Theme www.digitalvidya.com
© Digital Vidya Guidelines to Create Positioning www.digitalvidya.com
© Digital Vidya Since 1400, book authorship has grown nearly tenfold in each century Until the year 2000 www.digitalvidya.com
© Digital Vidya Now, Authorship is growing nearly tenfold each year. 100 times Faster www.digitalvidya.com
© Digital Vidya *Source: seedmagazine.com Explosion of information www.digitalvidya.com
© Digital Vidya Over Communicated Society www.digitalvidya.com
© Digital Vidya Only a fraction of of messages are actually reaching out! www.digitalvidya.com
© Digital Vidya How to ensure that your message reach out to right people? www.digitalvidya.com
© Digital Vidya How to do that?  Be selective  Concentrate on narrow targets  Practice segmentation www.digitalvidya.com
© Digital Vidya Let’s Start the Work! www.digitalvidya.com
© Digital Vidya Relatives Friends Customers Partners Prospects …. Target Audience Created Brands Created Brands Your Name Your Name (Pages, Groups) (Groups) Identity Discussion Forums Facebook LinkedIn /Blogs Platform www.digitalvidya.com
© Digital Vidya Create Community Name Communities Created Brands Created Brands Your Name Your Name (Pages, Groups) (Groups) Identity Facebook LinkedIn Platform www.digitalvidya.com
© Digital Vidya Positioning of Community  Name  Separate for each Certification  Generic but Loosely coupled with Whizlabs Brand www.digitalvidya.com
© Digital Vidya Insights www.digitalvidya.com
© Digital Vidya Insights www.digitalvidya.com
© Digital Vidya Positioning in Community CHANNEL  Identify Name  Kind of messages  Theme www.digitalvidya.com
© Digital Vidya Implementation Plan Content Creation Strategy? Content Population Strategy? Promotion Strategy www.digitalvidya.com
© Digital Vidya Measurability Metrics for ongoing Measurability www.digitalvidya.com
© Digital Vidya Thank You! www.digitalvidya.com

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Social Media Marketing Framework for B2C Businesses

  • 1. © Digital Vidya Social Media Marketing Bootcamp Session - Social Media Marketing Framework www.digitalvidya.com
  • 2. © Digital Vidya Let’s look at a Typical SMM Paradigm www.digitalvidya.com
  • 3. © Digital Vidya Typical Approach   Identify Social Media Channels   Create Content   Upload Content   Try to Measure Effectiveness   Hope Magical Results www.digitalvidya.com
  • 4. © Digital Vidya What results can you expect?   Views on Social Media Channels   Some Traffic on the Website   May be Some Improvement in Search Engine Rankings www.digitalvidya.com
  • 5. © Digital Vidya Has the Business met its Objectives? www.digitalvidya.com
  • 6. © Digital Vidya Doubtful?   Are the Views & Traffic Significant?   Are the Views & Traffic Relevant?   Does the Message Addresses the Concerns of the Potential Customers? www.digitalvidya.com
  • 7. © Digital Vidya Social Media Marketing Framework that Works! www.digitalvidya.com
  • 8. © Digital Vidya Social Media Marketing = Medium + Message Content is the Key. ‘Quality’ wins! www.digitalvidya.com
  • 9. © Digital Vidya Online Marketing: Bringing Customers to your Site SMM: Going Where your Customers Are! Channel Identification is Critical! www.digitalvidya.com
  • 10. © Digital Vidya SMM is about Engagement & Conversations Doing Nothing Don’t care about SM Don’t have the time or budget Listening Start paying attention Getting alerts Learning Researching about SM Experimenting Engaging Participating Promoting Participation is Must! www.digitalvidya.com
  • 11. © Digital Vidya Consumer/User is REALLY the King in SMM! Serve them well. Inspire them to market your brand! www.digitalvidya.com
  • 12. © Digital Vidya Experimentation is Not at all Bad in SMM It’s the only way to Win SMM war for most of us! www.digitalvidya.com
  • 13. © Digital Vidya You can Measure Performance in SMM Every channel has its own metrics www.digitalvidya.com
  • 14. SMM Objectives © Digital Vidya Business Target Group Value Prop Need SM Channels, Positioning & Message • Photos, Videos, Content PPTs, Blog • Multichannel Stories, Tweets • Mashup etc Creation Population Visibility/ Branding/ Leads/ Sales Promotion • Blog • Community • Advertising • Groups • Mashup Measurability www.digitalvidya.com
  • 15. © Digital Vidya Social Media Marketing Initiative Creating an Engaging Community www.digitalvidya.com
  • 16. SMM Objectives © Digital Vidya Business Target Group What can I offer to community? What’s in it for them? SM Channels, Positioning (name, kind of messages, theme) • Photos, Videos, PPTs, Blog • Multichannel Stories, Tweets • Mashup etc Content Ongoing Creation Population Strategy? strategy? Visibility/ Branding/ Leads/ Sales • Blog Promotion • Community Strategy? • Advertising • Groups • Mashup What Metrics will I use for ongoing Measurement? www.digitalvidya.com
  • 17. © Digital Vidya SMM Objectives Who is Target Audience? What can I offer to community? What’s in it for them? www.digitalvidya.com
  • 18. © Digital Vidya Objectives Business Objective Increase Monthly Revenue by 200% Online Marketing Objectives Increase Traffic by 100% Improve Conversions (Sale/Visitors) by 50% SMM Objectives Primary Improve Conversions Secondary Improve Revenue/Customer Increase Reach Find Trainers & Authors www.digitalvidya.com
  • 19. © Digital Vidya What do I want from SM? SMM Objectives Primary Improve Conversions Target Audience Primary Website Visitors www.digitalvidya.com
  • 20. © Digital Vidya What channels do they visit? www.digitalvidya.com
  • 27. © Digital Vidya Selected Channel Facebook www.digitalvidya.com
  • 28. © Digital Vidya What can we provide?  Question a Day  Platform to share  How they have prepared?  Common mistakes to avoid  Tips & Tricks, etc.  Latest information about certification  Testimonialsof satisfied customers sharing “How Whizlabs products can help them in preparation?”  Make it part of Whizlabs website  Ensure satisfied customers participation www.digitalvidya.com
  • 29. © Digital Vidya Website Visitors What do they really want? Or What’s in it for them? Primary Ensure their success in Exam Reduce preparation efforts and time www.digitalvidya.com
  • 30. © Digital Vidya Positioning in Community CHANNEL  Identify Name  Kind of messages  Theme www.digitalvidya.com
  • 31. © Digital Vidya Guidelines to Create Positioning www.digitalvidya.com
  • 32. © Digital Vidya Since 1400, book authorship has grown nearly tenfold in each century Until the year 2000 www.digitalvidya.com
  • 33. © Digital Vidya Now, Authorship is growing nearly tenfold each year. 100 times Faster www.digitalvidya.com
  • 34. © Digital Vidya *Source: seedmagazine.com Explosion of information www.digitalvidya.com
  • 35. © Digital Vidya Over Communicated Society www.digitalvidya.com
  • 36. © Digital Vidya Only a fraction of of messages are actually reaching out! www.digitalvidya.com
  • 37. © Digital Vidya How to ensure that your message reach out to right people? www.digitalvidya.com
  • 38. © Digital Vidya How to do that?  Be selective  Concentrate on narrow targets  Practice segmentation www.digitalvidya.com
  • 39. © Digital Vidya Let’s Start the Work! www.digitalvidya.com
  • 40. © Digital Vidya Relatives Friends Customers Partners Prospects …. Target Audience Created Brands Created Brands Your Name Your Name (Pages, Groups) (Groups) Identity Discussion Forums Facebook LinkedIn /Blogs Platform www.digitalvidya.com
  • 41. © Digital Vidya Create Community Name Communities Created Brands Created Brands Your Name Your Name (Pages, Groups) (Groups) Identity Facebook LinkedIn Platform www.digitalvidya.com
  • 42. © Digital Vidya Positioning of Community  Name  Separate for each Certification  Generic but Loosely coupled with Whizlabs Brand www.digitalvidya.com
  • 45. © Digital Vidya Positioning in Community CHANNEL  Identify Name  Kind of messages  Theme www.digitalvidya.com
  • 46. © Digital Vidya Implementation Plan Content Creation Strategy? Content Population Strategy? Promotion Strategy www.digitalvidya.com
  • 47. © Digital Vidya Measurability Metrics for ongoing Measurability www.digitalvidya.com
  • 48. © Digital Vidya Thank You! www.digitalvidya.com