Social Media Campaign7 steps that could make a difference between

`EffectiveMess or Effectiveness’

Do you want to be a conversationalist or a

Spammer?

We are all there as Individuals, Groups, Companies, Institutions, Brands, Concepts,

Celebrities on the social MEDIA – but are we really SOCIAL on Social Media?

What we do on Social Media… Translates into

• Like / Comment / send-accept friends / Join groups or causes / Respond to event invitations / Chat / Tweet / Retweet / Follow /#Hashtag / Download / Read / Forward / Watch videos / Chat / Click….

The Way a Marketer wants to see it

7 Steps can help you harness the Social Media better

Follow it and become like `Snow White’ (attractive).

Ignore it and become like those Seven Small goats

eaten up by the Wolf – Now wait till someone comes

and saves you

Step 1ENGAGE THE CUSTOMER

Ask them not to do things

that will embarrass

themselves or you, but

expect them to.

All of us have embarrassed ourselves in public, more than once, so will they. It’s

okay.

Step 2Conversations Matter!

The only solution

for negative

conversations is

more positive

conversations.

The only way to win is by

inspiring your

evangelists to

start and spread

more positive

conversations about you

Responding to and resolving

negative conversations is

table stakes.

So, put in place a process to track and resolve negative conversations, then focus on organizing

and energizing your evangelists.

Step 3Organizing and Energizing your evangelists

1. Who are our present and potential evangelists?

2. Who do they talk to? 3. Who talks to them? 4. What else do they talk

about? 5. What are their triggers to

talk? 6. Why do we want them to

talk about us?

You create a persona for your evangelists, except that instead of using it to design a website, you would use it to design a web of talk-worthy touch-points.

Step 4VIRAL FACTOR-WORD OF MOUTH

• How can we create a compelling social object (that is unique to us) that will inspire our evangelists to talk about us?

• Will they talk about our uniquely designed products?

• Will they talk about our personalized support?

• Will they talk about our new mind-blowing TVC?

Step 5INTERACTIVITY

Organize our evangelist around… Social Dynamics

Consumer generated content,

Conversations, Collaboration, Community Collective Intelligence

INTERACTIVITYOrganize our evangelist around..

• Can we ask them to create our next TVC?

• Can we proactively search for mentions of our brand on the social web and respond to them?

• Can we create a support forum, where they can answer each others’ questions?

• Can we create a community to help them connect with similar others?

• Can we ask them for ideas to improve our product or service?

Step 6 : Now SocializeHow can we use social networks to help our

evangelists share their passion? Social Networking (Facebook, LinkedIn)

Blogs / MicroBlogs(Wordpress / Twitter)

Media Sharing (Youtube / Slideshare / Picassa / Flickr)

Social Bookmarking (DiggIt / StumbleUpon)

Social Media

Remember• Each social network appeals

to a different type of users for a different purpose.

• Each social network has a different soul and, therefore, a different role.

• So, the content and conversations for each social network should be customized for its users the specific purpose for which they use the social network.

Step 7 : Review…IntrospectConversationalist or Spammer?

• The real value lies in asking and answering the questions in steps 3-4-5. Step 6, without steps 3-4-5, will end up looking like spam.

• Step 7, then, is to remind yourself that you don’t want to be in the spam business.

SUMMARY

Engage the customer

Conversations Matter!

Organizing and Energizing your evangelists

Viral factor-word of mouthInteractivity

Leveraging the Social Media NetworkReview…Introspect…

To Implement…Interact…Involve

1 + 1 + 1 = 111: Yes You Can

The Three Rs of Marketing 2.0

• Real No more of the old marketing hype.Tell the truth. Admit your mistakes.

• Relevant You can’t interrupt people anymore.You must have what they want.

• Responsive Marketing is no longera monologue.You must answeryour customers.

17

Through the combination of these 7C’s we provide a gamut of Experiential

Activities for companies, brands, services through an effective strategic

“CONVERSATIONS” & “CAMPAIGN” designed to evoke the desired

responses.

CONVERSATIONS CAMPAIGN

CONTENT

CREATIVES

COLLATERALS

CONNECT

COACHING

CONTENT

CREATIVES

COLLATERALS

CONNECT

COACHING

CONVERSATIONS

CAMPAIGN

Messages that YOUR organization wants to convey

Enhancing the Message and the Tool through Concepts & Ideas

The tool through which you convey the Message

Harnessing the Digital Media (Website, Social Media, Establishing Consumer Connect)

Training, Mentoring Coaching, Guiding Personnel

Leveraging Media Platforms and tools : Advertising, PR, Promotions, Direct Marketing, Internet, Events

ATL, BTL, TTL, CyberTouch, and Other modes of reaching out to target audiences

Depending on the Programme needs, requirements, and goals of your organization.

CONTENT

CREATIVES

COLLATERALS

CONNECT

COACHING

CONVERASATIONS

CAMPAIGN

CONTENTCREATIVES

COLLATERALSCONNECTCOACHING

CONVERSATIONCAMPAIGN

COMPARTMENTALIZED INTEGRATED

Content-Creative-Collaterals-Coaching-Connect-Campaign-Conversations

A `Connect’ Initiative

www.prognosys.inpmspl@prognosys.in