Social Media or Online Customer was not authoritative nor demanding until year 2011-2012. But today, it is officially the rule of “Chief Executive Social Customer". The new tech-savvy customer who is expecting you to respond to all positive and negative views online, with a human touch, listens and values him/her. And yes, Social Customer gives lot of weight-age to “word of social mouth” from friends and peers and it is quite important to understand how to achieve the Social Media Marketing Goals in this new paradigm

1. “Chief Executive
Social
Customer”
and the plan for achieving
Social Media
Goals

2. Before getting too far into Goals and Social Media Goals, let us understand
today’s Social Customer
Social Customer was not authoritative nor demanding until year 2011-2012. But
today, it is officially the rule of
“Chief Executive Social Customer”
By the way, who is Chief Executive Social Customer??
The new tech-savvy customer who is expecting you to respond to all positive
and negative views online, with a human touch, listens and values him/her. And
yes, Social Customer gives lot of weightage to “word of social mouth” from
friends and peers.
Understanding the new
paradigm shift

3. Success is progressive realization of worth-while, pre-
determined Goals
 Defined “Goals” are important for success in any endeavor
 Yes, defined “Goals” are important for success in Social Media as well
Why have Goals?

4. 20%of World Population uses
Social Media
½ the Internet Population uses
Social Media
88%of Customers are Influenced
by Social Media and Reviews
Social Media Goals for
your Brand?
Sources: maritzresearch.com; Forrester.com

5. StrategizeBecause, It is very important to select the right Social Media Goal(s), to serve your “Chief
Executive Social Customer” better
Here are some Social Media Goals worth considering
 Brand awareness, credibility and trust
 Brand reach
 Product promotion, Offers
 Customer Engagement, Reputation Management
 Customer Support
 Marketing and Advertisement platform
 New Customer Acquisition (Referrals visits to Website and Leads)
 Talent Recruitment
 Support a Social Cause
Have Goals that are Specific, Measurable, Attainable and Time-Bound e.g. Have 15%
of the Likes talking about us, by end of Q3 of this year
What are the possible
Social Media Goals?

6. Tactical Execution Plan to
achieve the Goals
• Prepare Tactical Social Media Campaign Execution
Plan that helps in realizing the Social Media Goal(s)
– Without a goal for your social media efforts, all ensuring tasks
and efforts are likely loose focus
– Without a clear Tactical Execution plan, the goal set can only be
achieved by Accident!
• Don’t pick too many Goals and confuse the “Chief
Executive Social Customer”
– Have a Social Media Community Management
checklist on ‘Pitfalls to Avoid’ and ‘Best Practices to
Remember’

7. Structuring the “Tactical
Execution Plan”
Tactical Execution Plan for achieving the Social Media Goals must
consist of
• List of Planned Campaigns, their dates, the timing, the
frequency and the number of posts/Ads in each campaign
• The buckets of Campaign attributes used in each Campaign
• Defined Target Audience for each Campaign
• Key message (compelling) that will be delivered in each
Campaign
• Elaborate the Keyword that will be in focus during the
Campaigns
• Few Viral Campaigns – not every campaign can be viral

8. Achieving the Social Media
Goals
Revision of Tactical Execution Plan based on
Goal Performance
Research
Define
the Goals
Prepare Tactical
Plan &
Campaigns
Client
Review
/Approval
Plan Execution,
Community
Management and
Reporting
 Community management and reputation
management steps during the Campaign execution
 Define Steps on how the success will be measured
 Milestones on when success will be defined and
Campaigns will be tuned based on analytics data

9. Analyze, Learn and Improve
• Learn what
worked, what did
not
– Analyze the Data
and Results.
• Improve
– Tune the next
phase of Tactical
Execution Plan

10. Online Marketing Gurus. Innovation and creative thinking separates us
Who we are?

11. At Toboc Biz, We breathe Online Marketing, plot extensive
Social Media strategies and Inbound marketing strategies.
We build cool cutting edge websites, world-class e-commerce portals,
productive mobile apps and deliver specialized QA services through
“Agility in Services Delivery”
TobocBiz is the Services unit of Toboc International. Toboc International is a Canada based e-commerce
enabler for SMEs world over. We provide B2B trading platform (Toboc.com), Online Marketing Services and
Technology Services (TobocBiz) under the group’s umbrella. We also provide Daily deals platform for B2C
consumers via TobocDeals.com
More About us

12. +91-80-4064-0000
For any Queries
interact@tobocbiz.com
www.tobocbiz.com
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13. Thank
You!