UDIT

MALHOTRA

DIGITAL STRATEGIST, BRAND & CONSUMER PRACTICE

GENESIS BURSON-MARSTELLER

@indianrockers

SUSTAINING

ENGAGEMENT & CONVERSATIONS

ON SOCIAL

ENGAGEMENT
&
CONVERSATIONS

86%

MARKETERS SAID SOCIAL MEDIA

IS IMPORTANT TO THEIR
BUSINESSES

Source: http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2013.pdf

STRONGLY AGREE
AGREE
UNCERTAIN
DISAGREE
STRONGLY DISAGREE

88%

MARKETERS WANT TO KNOW

THE BEST WAYS TO ENGAGE
THEIR AUDIENCE WITH SOCIAL
MEDIA.

Source: http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2013.pdf

21
CENTURY

ADAPTIVE

21
CENTURY

THE CAMPAIGN

VIRAL

THE CAMPAIGN
^


V
G
I
B IRAL

THE CAMPAIGN
^

76%

MARKETERS THINK THEY KNOW

WHAT CUSTOMERS WANT

Source: Pivot

76%

MARKETERS THINK THEY KNOW

WHAT CUSTOMERS WANT

34%

HAVE ASKED THEM

Source: Pivot

BEFORE YOU START


R
U
O
Y

D
N
A
T
S
R
E
D
UN

E
C
N
E
I
D
U
A

T
E
G
R
A
T

BEFORE YOU START


R
U
O
Y

D
N
A
T
S
R
E
D
UN

E
C
N
E
I
D
U
A

T
E
G
R
A
T

BEFORE YOU START

EVALUAT
E YOUR
BRAND R
EPUTATIO
N ONLIN
E


R
U
O
Y

D
N
A
T
S
R
E
D
UN

E
C
N
E
I
D
U
A

T
E
G
R
A
T

BEFORE YOU START

EVALUAT
E YOUR
BRAND R
EPUTATIO
N ONLIN
E


E
L
B
A
U
L
A
V

R
E
H
T
GA

S
T
H
G
I
S
N
I

R
E
M
U
S
N
CO

LISTEN MORE THAN YOU TALK!

STRATEGIZE CAMPAIGNS AS PER

YOUR NEEDS

P
O
S
T

P
O
S
T

PEOPLE

ASSESS YOUR CUSTOMERS SOCIAL ACTIVITIES

P
O
S
T

PEOPLE

ASSESS YOUR CUSTOMERS SOCIAL ACTIVITIES

OBJECTIVES

DECIDE WHAT YOU WANT TO ACCOMPLISH. WHY?

P
O
S
T

PEOPLE

ASSESS YOUR CUSTOMERS SOCIAL ACTIVITIES

OBJECTIVES

DECIDE WHAT YOU WANT TO ACCOMPLISH. WHY?

STRATEGY

PLAN FOR HOW RELATIONSHIPS WITH CUSTOMERS WILL CHANGE

P
O
S
T

PEOPLE

ASSESS YOUR CUSTOMERS SOCIAL ACTIVITIES

OBJECTIVES

DECIDE WHAT YOU WANT TO ACCOMPLISH. WHY?

STRATEGY

PLAN FOR HOW RELATIONSHIPS WITH CUSTOMERS WILL CHANGE

TECHNOLOGY

DECIDE WHICH SOCIAL TECHNOLOGIES TO USE

P
O
S
T

PEOPLE

ASSESS YOUR CUSTOMERS SOCIAL ACTIVITIES

OBJECTIVES

DECIDE WHAT YOU WANT TO ACCOMPLISH. WHY?

STRATEGY

PLAN FOR HOW RELATIONSHIPS WITH CUSTOMERS WILL CHANGE

TECHNOLOGY

DECIDE WHICH SOCIAL TECHNOLOGIES TO USE

? ? ? ?

P
O
S
T+
G
M

PEOPLE

ASSESS YOUR CUSTOMERS SOCIAL ACTIVITIES

OBJECTIVES

DECIDE WHAT YOU WANT TO ACCOMPLISH. WHY?

STRATEGY

PLAN FOR HOW RELATIONSHIPS WITH CUSTOMERS WILL CHANGE

TECHNOLOGY

DECIDE WHICH SOCIAL TECHNOLOGIES TO USE

P
O
S
T+
G
M

PEOPLE

ASSESS YOUR CUSTOMERS SOCIAL ACTIVITIES

OBJECTIVES

DECIDE WHAT YOU WANT TO ACCOMPLISH. WHY?

STRATEGY

PLAN FOR HOW RELATIONSHIPS WITH CUSTOMERS WILL CHANGE

TECHNOLOGY

DECIDE WHICH SOCIAL TECHNOLOGIES TO USE

GOALS

SET GOALS FOR ACHIEVEMENT QUALITATIVE AND QUANTITATIVE

P
O
S
T+
G
M

PEOPLE

ASSESS YOUR CUSTOMERS SOCIAL ACTIVITIES

OBJECTIVES

DECIDE WHAT YOU WANT TO ACCOMPLISH. WHY?

STRATEGY

PLAN FOR HOW RELATIONSHIPS WITH CUSTOMERS WILL CHANGE

TECHNOLOGY

DECIDE WHICH SOCIAL TECHNOLOGIES TO USE

GOALS

SET GOALS FOR ACHIEVEMENT QUALITATIVE AND QUANTITATIVE

METRICS

WHAT METRICS WILL BE USED TO MEASURE SUCCESS

GOAL SETTING

GOAL SETTING
S

SPECIFIC

GOAL SETTING
S

SPECIFIC

MEASURABLE

GOAL SETTING
S

SPECIFIC

MEASURABLE

ATTAINABLE

GOAL SETTING
S

SPECIFIC

MEASURABLE

ATTAINABLE

RELEVANT

GOAL SETTING
S

SPECIFIC

MEASURABLE

ATTAINABLE

RELEVANT

TIME-BOUND

MISTAKES IN
SETTING GOALS

MISTAKES IN
SETTING GOALS

MISTAKES IN
SETTING GOALS

too
MANY

MISTAKES IN
SETTING GOALS

too
MANY

t
o
n

C
I
F
I
C
SPE

MISTAKES IN
SETTING GOALS
not
WRITT
EN

too
MANY

t
o
n

C
I
F
I
C
SPE

EFFECTIVE
SOCIAL COMMUNICATION


Y
A
W
-
2

EFFECTIVE
SOCIAL COMMUNICATION

YOU DRIVE

YOU DRIVE
LET YOUR COMMUNITY
DRIVE TOO


Y
A
W
-
2

EFFECTIVE
SOCIAL COMMUNICATION

L
A
U
S
VI


Y
A
W
-
2

E
L
B
A
E
R
SHA

EFFECTIVE
SOCIAL COMMUNICATION

L
A
U
S
VI

PEOPLE DONT BUY THINGS

PEOPLE DONT BUY THINGS

THEY JOIN THINGS!!


Y
A
W
-
2

R
A
SH

E
L
EAB

RELE
VAN
T

EFFECTIVE
SOCIAL COMMUNICATION

L
A
U
S
VI

IT CANT BE JUST ANY CONTENT.

IT HAS TO BE RELEVANT,
REMARKABLE CONTENT


Y
A
W
-
2

R
A
SH

E
L
EAB

RELE
VAN
T

EFFECTIVE
SOCIAL COMMUNICATION

L
A
U
S
VI
INFLU
ENTIA
L

EXPER
IENTIA
L

E
L
B

A
Y
E
A
R
A
W
-
2
SH
RELE
VAN
EFFECTIVE
T

SOCIAL COMMUNICATION

L
A
U
S
VI
INFLU
ENTIA
L

EXPER
I

ENTIA
L

E
L
B

A
Y
E
A
R
A
W
-
2
SH
RELE
VAN
EFFECTIVE
T

SOCIAL COMMUNICATION

L
A
U
S
VI

E
L
B
A
N
I
A
T
I
N
S
FLUEN
U
S
TIA

ALWAYS
REMEMBER

MY BRAND IS

WHAT I
HOW I

SAY
DO
THINK
SHARE
TWEET
INSTAGRAM

RESPOND
INTERACT
REACT
DRIVE

MY BRAND IS

ME!

HUMANIZE IT!!!

DISCUSSIONS