Sanjay Mehta on "Using focused social media monitoring data to evolve your marketing communication strategy"

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Our Joint CEO Sanjay Mehta on - "Using focused social media monitoring data to evolve your marketing communication strategy" at the Dachis Group Social Business Summit 2013.

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Sanjay Mehta on "Using focused social media monitoring data to evolve your marketing communication strategy"

  1. 1. Sanjay Mehta USING FOCUSSED SOCIAL MEDIA MONITORING DATA TO EVOLVE YOUR MARKETING COMMUNICATION STRATEGY Sanjay Mehta Jt. CEO, Social Wavelength
  2. 2. Sanjay Mehta Where do these insights come from? About Me..
  3. 3. Sanjay Mehta Our clients include…
  4. 4. Sanjay Mehta Image courtesy: http://www.socialmediamagic.com A Typical Social Media Monitoring Process • ongoing • one-time (dip stick) • real-time • batch mode
  5. 5. Sanjay Mehta Image courtesy: http://www.techvert.com/the-best-ways-to-assess-social-media-data-and-put-it-to-good-use/ ORM LEADS SOCIAL CRM BUSINESS INTELLIGENCE MARKET RESEARCH MARCOM STRATEGY?! MARKET RESEARCH WHAT IS SOCIAL MEDIA MONITORING DATA GENERALLY USED FOR?
  6. 6. Sanjay Mehta SM Monitoring ->Marcom Strategy • Case study of a B2B business • Business Process Management / KPO Services • Major clients in Fortune 1000 companies (North America’s a key market) • They cater to multiple industry verticals • Compete with global IT and consulting majors
  7. 7. Sanjay Mehta Existing Marketing Strategies • Have a strong on-ground marketing team in North America • Create large amount of collateral – white papers, case studies, blog posts • Participate in industry events • Create their own focused events
  8. 8. Sanjay Mehta Their Marcom challenge? • Are they communicating what their prospect wants to listen? • Is there a clear differentiation between them and their competitors? • Is their content just one-more in a heap? • Can they get more relevant to their TG?
  9. 9. Sanjay Mehta Monitoring route to find an answer • Identified a vertical of interest: Consumer Packaged Goods (CPG) • Focus on 3 key areas • Aim was to identify gaps that could be addressed CPG Industry Challenges Innovations Alliances
  10. 10. Sanjay Mehta Methodology Keyword Identification • Keywords related to the CPG Industry were identified. These were: “CPG”, “Consumer Packaged Goods” and “Consumer Goods.” Keyword Search • These Keywords were searched on social media and mainstream websites using Radian6, a sophisticated social media monitoring tool. Result Classification • Out of the generated list of conversations, those which converse about the challenges, innovations and the alliances in the CPG Industry are identified. Analysis • The classified conversations were thoroughly checked for their content and the type of challenges, innovations and alliances found, using human intervention.
  11. 11. Sanjay Mehta Findings: 5 key Industry Challenges • Lack of cost effective solutions (73 posts) • Loopholes in business process (40 posts) • Decision making challenges (33 posts) • Analytics (33 posts) • Speed (29 posts) • Specific sub-topics found in each of these
  12. 12. Sanjay Mehta Digging deeper on the challenges.. • In the first 3 cases, viz. lack of cost-effective solutions, loopholes in business processes and decision making challenges, innovative solutions were being shared • In the area of Analytics and Speed though, there were more questions and few answers; innovation was NOT visible in these areas • Clearly that was an opportunity waiting to be tapped
  13. 13. Sanjay Mehta Other Key Findings • Key brand names (competitors or potential partners for our client) were discovered as being preferred solution providers to CPG • Most popular blog posts, Twitter discussions and mainstream media topics were identified • Top industry influencers were also found
  14. 14. Sanjay Mehta Example: Some Key Findings • Demand Forecasting is essential in ensuring that the customer receives ordered goods and products on time. • As more and more food is being bought in America, there is more wastage. Putting an expiration date of packaged food can cut down food wastage by 20%. • Outsourcing creates less vulnerability to the changes in the market and also the freedom to source materials depending on which factor is most important at the time – be it price or lead times. • A survey stated that supply chain leaders identified technical skills as being one of the most coveted by businesses. • It is clear that the supply chain has grown in importance as a tool to help businesses manage the risks associated with some of the big challenges facing them today. • With increasing options and the rise of private labels, competition is fierce in consumer packaged goods (CPG). Increase your shopper relevance to position your company for growth. • If the supply chain performs poorly, the effect is felt across the entire business causing possible long term failure in performance of an otherwise successful business. This can be avoided by using ERP to run the business efficiently, supplemented by added SCM solutions designed for today’s complexity and volatility and targeted at creating an integrated, streamlined, and agile supply chain. • Six trends shaping supply chain management are: new approaches to demand planning, increased globalization, growing price pressure and competition, shorter and more complex product life cycles, outsourcing and greater stakeholder collaboration
  15. 15. Sanjay Mehta Benefits of the Effort • All this data via a simple monitoring process • Identification of areas of interest to the TG • Recognizing specific spots where gaps existed • Identifying solutions already popular with TG • Understanding media and platforms of interest • Identifying the influencers in the space, to track them and create outreach also
  16. 16. Sanjay Mehta Actionable Points for Marcom • Client was able to identify key areas of focus for collateral creation and topics for events • Influencer and media tracking to continue to analyze space better, on an ongoing basis • Rub-off on social media strategy: creating focused communities / groups, expert content on SM sites, SM influencer outreach program
  17. 17. Sanjay Mehta THANK YOU Sanjay Mehta Joint CEO, Social Wavelength smehta@socialwavelength.com +91-98200-40918 @sm63

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