Using Social Media Monitoring to Evolve a Marketing Communication Strategy


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Our Jt CEO Sanjay Mehta, spoke at The Social Business Summit organised by The Dachis Group in Mumbai, on May 23, 2013.
This presentation covers a case study on a B2B client for whom we did an interesting social media monitoring exercise to help them discover interesting insights and also lead to some new directions for their overall marketing communications strategy.

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Using Social Media Monitoring to Evolve a Marketing Communication Strategy

  2. 2. Sanjay MehtaWhere do these insights come from? About Me..
  3. 3. Sanjay MehtaOur clients include…
  4. 4. Sanjay MehtaImage courtesy: http://www.socialmediamagic.comA Typical Social Media Monitoring Process• ongoing• one-time (dip stick)• real-time• batch mode
  6. 6. Sanjay MehtaSM 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 MehtaExisting Marketing Strategies• Have a strong on-ground marketing team inNorth America• Create large amount of collateral – whitepapers, case studies, blog posts• Participate in industry events• Create their own focused events
  8. 8. Sanjay MehtaTheir Marcom challenge?• Are they communicating what their prospectwants to listen?• Is there a clear differentiation between themand their competitors?• Is their content just one-more in a heap?• Can they get more relevant to their TG?
  9. 9. Sanjay MehtaMonitoring route to find an answer• Identified a vertical ofinterest: ConsumerPackaged Goods (CPG)• Focus on 3 key areas• Aim was to identifygaps that could beaddressedCPGIndustryChallengesInnovationsAlliances
  10. 10. Sanjay MehtaMethodologyKeywordIdentification• Keywords related to the CPG Industry were identified. These were:“CPG”, “Consumer Packaged Goods” and “Consumer Goods.”KeywordSearch• These Keywords were searched on social media and mainstream websites usingRadian6, a sophisticated social media monitoring tool.ResultClassification• Out of the generated list of conversations, those which converse about thechallenges, innovations and the alliances in the CPG Industry are identified.Analysis• The classified conversations were thoroughly checked for their content and thetype of challenges, innovations and alliances found, using human intervention.
  11. 11. Sanjay MehtaFindings: 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 MehtaDigging deeper on the challenges..• In the first 3 cases, viz. lack of cost-effectivesolutions, loopholes in business processes and decisionmaking challenges, innovative solutions were beingshared• In the area of Analytics and Speed though, there weremore questions and few answers; innovation was NOTvisible in these areas• Clearly that was an opportunity waiting to be tapped
  13. 13. Sanjay MehtaOther Key Findings• Key brand names (competitors or potentialpartners for our client) were discovered asbeing preferred solution providers to CPG• Most popular blog posts, Twitter discussionsand mainstream media topics were identified• Top industry influencers were also found
  14. 14. Sanjay MehtaExample: 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 packagedfood can cut down food wastage by 20%.• Outsourcing creates less vulnerability to the changes in the market and also the freedom to source materialsdepending 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 withsome 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 inperformance of an otherwise successful business. This can be avoided by using ERP to run the businessefficiently, supplemented by added SCM solutions designed for today’s complexity and volatility and targeted atcreating an integrated, streamlined, and agile supply chain.• Six trends shaping supply chain management are: new approaches to demand planning, increasedglobalization, growing price pressure and competition, shorter and more complex product life cycles, outsourcing andgreater stakeholder collaboration
  15. 15. Sanjay MehtaBenefits 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, totrack them and create outreach also
  16. 16. Sanjay MehtaActionable Points for Marcom• Client was able to identify key areas of focusfor collateral creation and topics for events• Influencer and media tracking to continue toanalyze space better, on an ongoing basis• Rub-off on social media strategy: creatingfocused communities / groups, expert contenton SM sites, SM influencer outreach program
  17. 17. Sanjay MehtaTHANK YOUSanjay MehtaJoint CEO, Social +91-98200-40918 @sm63