Catching the Social Media Bus- A Primer for small and medium business owners. This deck was presented to a focus group of small/mid entrepreneurs who sought answers to : what is the potential of social media for a business and how can a business implement it. This is meant to be a strategic primer (does not get into tactics and How Tos) aimed at business owners.

1. CATCHING THE SOCIAL
MEDIA BUS
A strategic primer for SMBs
by @LavinM
08 June 2013

2. © mircmedia 2011 -13
Overview
• This presentation was created for a group of
business owners who wanted answers to the
following questions:
– What is Social Media?
– What can a business do with it?
– How does a business leverage this medium?
– Who Does it? How much does it cost?
• Who is it meant for?
Small and medium business owners
• Objective?
Understand the potential of this medium
Understand the what it takes to adopt the medium

3. © mircmedia 2011 -13
Contents
• What is Social Media?
– The digital Landscape
– Defining Social Media
– Drawing Parallels
• What can a business do with Social Media?
• How does a business leverage this medium?
• Who Does it? How much does it cost?
• The Golden Question : ROI ?
• Some Statistics for reference

4. WHAT IS SOCIAL MEDIA?
The digital web landscape

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The digital web landscape
Brand websites
Mobile sites
Proprietary apps
Content
Customer service
channels
Blogs
News & PR
Blogger Networks
Fora
Word of Mouth
Communities (twitter,
fb, yt, pinterest…)
SEO
Search engine
marketing
Social ads
Mobile ads
Paid/sponsored apps
Sponsored
content/advertorial
Owned Earned Paid

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Social Media has been around :
Think Panchayats
Image credits: http://browseyard.com/wp-content/uploads/2012/03/panchayat-300x205.jpg

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Social Media has been around :
Think IRC. Remember ASL?
Image credits: pic 1 (top left) : cybergamer.com.au , pic 2: http://randomaccessmazar.wordpress.com

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Social Media has been around :
Think Kitty Parties
Image credits: http://www.indianexpress.com/news/feast-while-you-fast/772888/

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Lets look at the Panchayats

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Lets look at the Panchayats
1. People ASK
for help, advice, information…etc

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Lets look at the Panchayats
1. People ASK
for help, advice, information…etc
2.The Panchayat LISTENS to their people
(customers who put them in business?)

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1. People ASK
for help, advice, information…etc
2.The Panchayat LISTENS to their people
(customers who put them in business?)
3.They have a DIALOGUE to find solutions
and define/achieve objectives
Lets look at the Panchayats

13. © mircmedia 2011 -13
2.The Panchayat LISTENS to their people
(customers who put them in business?)
3.They have a DIALOGUE to find solutions
and define/achieve objectives
4.They ACKNOWLEDGE the achievers,
contributors or existing problems/solutions
1. People ASK
for help, advice, information…etc
Lets look at the Panchayats

14. © mircmedia 2011 -13
1. People ASK
for help, advice, information…etc
2.The Panchayat LISTENS to their people
(customers who put them in business?)
3.They have a DIALOGUE to find solutions
and define/achieve objectives
4.They ACKNOWLEDGE the achievers,
contributors or existing problems/solutions
5.They APPOINT & EMPOWER members from
within to achieve certain objectives
Lets look at the Panchayats

15. © mircmedia 2011 -13
Lets look at the Panchayats
1. People ASK
for help, advice, information…etc
2.The Panchayat LISTENS to their people
(customers who put them in business?)
3.They have a DIALOGUE to find solutions
and define/achieve objectives
4.They ACKNOWLEDGE the achievers,
contributors or existing problems/solutions
5.They APPOINT & EMPOWER members from
within to achieve certain objectives
6.Review: ASK & LISTEN once again

16. © mircmedia 2011 -13
Lets look at the Panchayats
1. People ASK
for help, advice, information…etc
2.The Panchayat LISTENS to their people
(customers who put them in business?)
3.They have a DIALOGUE to find solutions
and define/achieve objectives
4.They ACKNOWLEDGE the achievers,
contributors or existing problems/solutions
5.They APPOINT & EMPOWER members from
within to achieve certain objectives
6.Review: ASK & LISTEN once again
7. SHARE: Send updates on the basis of what has been
discussed and emerged out of community discussions.

17. © mircmedia 2011 -13
Lets look at the Panchayats
1. People ASK
for help, advice, information…etc
2.The Panchayat LISTENS to their people
(customers who put them in business?)
3.They have a DIALOGUE to find solutions
and define/achieve objectives
4.They ACKNOWLEDGE the achievers,
contributors or existing problems/solutions
5.They APPOINT & EMPOWER members from
within to achieve certain objectives
6.Review: ASK & LISTEN once again
7. SHARE: Send updates on the basis of what has been
discussed and emerged out of community discussions.

18. © mircmedia 2011 -13
Lets look at the Panchayats
1. People ASK
for help, advice, information…etc
2.The Panchayat LISTENS to their people
(customers who put them in business?)
3.They have a DIALOGUE to find solutions
and define/achieve objectives
4.They ACKNOWLEDGE the achievers,
contributors or existing problems/solutions
5.They APPOINT & EMPOWER members from
within to achieve certain objectives
6.Review: ASK & LISTEN once again
7. SHARE: Send updates on the basis of what has been
discussed and emerged out of community discussions.
Output:
Sense of belonging | Gratitude | Loyalty | Ownership | Evangelism | Engagement

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Social =
Conversation Sharing
communities
likes

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Now Again, What is Social Media ?
Conversation Sharing
communities
likes

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Now Again, What is Social Media ?
Conversation Sharing
communities
likes
LET’S SEX THIS UP WITH
TECHNOLOGY

22. © mircmedia 2011 -13Image credits: http://theconversationprism.com by Brian Solis and Jesse Thomas

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Remember the fundamentals
It’s a communication medium made up of 3 indispensable elements
1.
2.
3.

24. WHAT CAN A BUSINESS DO
WITH SOCIAL MEDIA?

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Customer Service Customer Voice Public Relations
Community Building
Crisis Management
Corporate CommunicationRecruitmentMarket ResearchAdvertising
Sales
USE
CASES

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Customer Service Customer Voice Public Relations
Community Building
Crisis Management
Corporate CommunicationRecruitmentMarket ResearchAdvertising
Sales
USE
CASES
The Question is
what do you want to do with it?
Unless you've answered this, lets not even think of ROI and whine about its absence

27. HOW TO GET STARTED

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1. List Down Your Goals
Avoid motherhood statements
a) We want to create brand awareness using social media
b) Generate sales using social media
Be Specific and Quantify wherever possible
a) Share ‘this product’ message with 5,000 designers in India.
b) Capture and feed the sales team with 50 leads a month.

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2. Listen
Learn about your audience
Who they are
how and where do they consume
how and where do they engage.
what are their personalities

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2. Listen : Don’t hesitate To ask

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2. Listen
Dive Deeper + Draw Actionable Insights
Where are my customers and that of my competition
What are people talking about ?
What do they like?
What do they dislike?

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3. Establish Presence
Choose your channels on the basis of data

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4. Engage
Brand Strategy: personality, tonality, voice, style
Content Strategy: What , Why, How, When, For
whom, With what, Where, When, How often, What next
Most Important : Passion + Being human,

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5. Measure, Analyse and Optimise
Set metrics that reflect your goals
Don't chase flowery numbers that agencies propose or those
that boost your ego

35. © mircmedia 2011 -13© mircmedia 2011 -13
Make The Rules
For Scaling
Become a Social
Business
Convergence:
Business is Social
Objectives
• Set governance
• Set processes &
disciplined approach
• Scale across different
business functions
• C- level involvement
• Integrate social into
all aspects of the
enterprise
• Transform into Being
Social
Activities
• Create Social Media
Policy Book
• Set up a centre of
excellence
• Scale employee base
in Social teams
• Think Social : Have
Social integrated in all
planning processes
• Org wide training
processes for social
adoption
• Common strategy
managed by different
depts. & teams
6. Institutionalize Social Behaviour

36. WHO DOES IT?
$$ =??

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What kind of resources would it
take to…
Run a full fledged social
campaign throughout the year
• Visual Designer
• Developer
• User Experience
• Project Manager
• Copy Writer
• Software and platforms
for all of the above
Initiate conversations and sustain
them throughout the year
• 1-4 senior passionate individuals
who represent the company, own
a smart phone and can invest 30
min everyday.
• 1 manager who owns this project.
Can be one of the three above.
Can invest 8-10 hours a week.
Knows basic powerpoint image
editing.
• A social media management tool
with work flow features.
• Occasional access to design,
development and copy-writing
resources
(optional or part time or
outsourced)

38. © mircmedia 2011 -13
What kind of resources would it
take to…
Run a full fledged social
campaign throughout the year
• Visual Designer
• Developer
• User Experience
• Project Manager
• Copy Writer
• Software and platforms
for all of the above
Initiate conversations and sustain
them throughout the year
• 1-4 senior passionate individuals
who represent the company, own
a smart phone and can invest 30
min everyday.
• 1 manager who owns this project.
Can be one of the three above.
Can invest 8-10 hours a week.
Knows basic powerpoint image
editing.
• A social media management tool
with work flow features.
• Occasional access to design,
development and copy-writing
resources
(optional or part time or
outsourced)

39. © mircmedia 2011 -13
So Who does it and when?
Our recommendation for SMEs
Outsourced
• Get Established
– Hire an agency to listen,
understand and establish your
social base scientifically.
– Get trained and buy the right
tools.
• Get a Spike
– Hire an agency when you need
a spike. Product launch, big
announcement
• Fix Something
– Crisis management? You just
missed something completely?
Get the experts to fix it.
In house
• Start small, take baby
steps. Drive
conversations.
• Leverage the passion
within your organization –
it cant be outsourced.
• Make it a KRA for key
team members to
converse daily.
• Hybrid models work great
as well.

40. THE GOLDEN QUESTION :
WHERE IS THE ROI ?

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ROI
Comes
Here
Typical Marketing & Sales Lifecycle
Image credits: Infusionsoft.com

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Customer Service Customer Voice
Typical Marketing & Sales Lifecycle
You are likely
to be doing
some of the
following on
Social Media
Assumption:
This is not an
ecommerce
business

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Customer Service Customer Voice
Typical Marketing & Sales Lifecycle
You are likely
to be doing
some of the
following on
Social Media
Assumption:
This is not an
ecommerce
business
Can we measure the direct impact on the bottom-
line of an indirect investment?
The same way the HR team in your company
contributes to your bottom line
Lets give it the right treatment!

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Lets make a fresh start
Assign economic values to objectives
Be more specific and quantify goals
You may now get a kick in metrics
Image credit: Caroline Jones / CJ Wood Working & Design

45. SOME STATS TO CHEW ON

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47. ABOUT MIRC MEDIA

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mirc media helps businesses
Adopt and In-source New
Media Engagement
• Training and Consulting:
With our ‘Build – Own- Transfer’
approach we help your company
adopt and adapt to new media.
• Your real time listening arm for :
– Customer Service
– Customer Voice
– Lead Generation
Monitor & Assist Your Social
Media/ PR Agency
• Plan engagement campaigns for
your brand with actionable
insights and recommendations
• Back your media (ad) buying
decisions with actionable data
and insights
• Help your team monitor the
efficiency of ad/ engagement
campaigns and/or brand
reputation
• Help your brand establish a
competitive advantage online
with competitor and industry
analysis.
© mircmedia 2011 -13

49. THANK YOU
hello@mircmedia.com | @mircmedia