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Social Media – What Next


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From Sanjay Mehta's presentation at the Digital Media Conference (23rd May, 2009/Mumbai)

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Social Media – What Next

  1. 1. Social Media – What’s Next? Sanjay Mehta CEO, Social Wavelength
  2. 2. “ Our company has a Facebook account, we are on Twitter, we blog, we also have a few videos on our YouTube channel. So “WHAT NEXT??” How about doing some LISTENING??!
  3. 3. LISTENING <ul><li>Case: Entertainment channel </li></ul><ul><li>Insights: brand, trends, research, manage PR crisis, influencers, new product ideas </li></ul><ul><li>Case: Twitter usage of 50 Top CEOs </li></ul><ul><li>Close the feedback loop </li></ul><ul><li>Conversations, not monologues </li></ul><ul><li>“ Hey, it’s not one more broadcast medium!!” </li></ul>
  4. 4. “ I built this new website for my business, I have also engaged an SEO, and I am putting some budget out for PPC also. So WHAT NEXT ??” Sorry…but a new website is INVISIBLE!!
  5. 5. The Invisible Website!! <ul><li>Invisible without a site, or WITH a site!! </li></ul><ul><li>Case: diamond jewelry seller </li></ul><ul><ul><li>Diamond jewelry: 19.8 million matches, </li></ul></ul><ul><ul><li>Diamond jewelry India: 810,000 matches, </li></ul></ul><ul><ul><li>Diamond jewelry Mumbai: 328,000 matches, </li></ul></ul><ul><ul><li>0.1 ct diamond ring mumbai: only 1850 matches </li></ul></ul><ul><li>Advertisements are expensive </li></ul><ul><li>Social Media’s the way: Digg, then SEO! </li></ul>
  6. 6. “ Sales is what I want. I have a catalog website, and I have a small allocation to sell via e-com portals. But Social Media?? You don’t SELL there, do you?? So WHAT NEXT ??” Let’s talk about cars, movie tickets, computers..
  7. 7. Case: Xylo or Safari or Scorpio
  8. 8. Case: Dell on Twitter
  9. 9. Sales via Social Media <ul><li>A case of numbers: 8x10 vs 99 </li></ul><ul><li>Where customers are, sales can also be! </li></ul><ul><li>But you don’t want to be thrown out of the club </li></ul>“ If I tell my Facebook friends about your brand, it’s not because I like your brand, but because I like my friends.” Mike Arauz
  10. 10. “ We have been tweeting for last 6 months, we do blog posts, and we have an active Facebook page too. But we don’t think we are getting any decent ROI. So WHAT NEXT ??” A goal oriented, measurable STRATEGY?
  11. 11. Enough thumbing down of ROI! <ul><li>Knee jerk, reactive, random Social Media </li></ul><ul><li>A tweet here, a blog there…and then, “ok, so what WAS that all about??” </li></ul><ul><li>Social Wavelength’s 4 Ps strategy: </li></ul><ul><ul><li>People, Purpose, Plan, Process </li></ul></ul><ul><li>Assures success and ROI too! </li></ul><ul><li>Worry about the other ROI : Risk of Inaction! </li></ul>
  12. 12. In Conclusion <ul><li>People living near railway stations adjust to the noise..the same is true for advertising </li></ul><ul><li>The Tata Sky+ factor: TV Ads being “tuned out”, growth of DVRs </li></ul><ul><li>Brands want loyalty for life, but actually go for ‘one night stands’; “engagement”?? </li></ul><ul><li>Elections 2009: </li></ul>Social Media - it’s not about ‘if’, only about ‘when’: yesterday, today or tomorrow!!
  13. 13. Thank you. Sanjay Mehta CEO, Social Wavelength [email_address] Twitter: @sm63 LinkedIn: Personal blog: Personal blog: