Social Media Marketing Framework for B2C Businesses

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Social Media Marketing

Bootcamp Session - Social Media Marketing Framework

Let’s look at a Typical SMM Paradigm

Typical Approach

  Identify Social Media Channels

  Create Content

  Upload Content

  Try to Measure Effectiveness

  Hope Magical Results

What results can you expect?

  Views on Social Media Channels

  Some Traffic on the Website

  May be Some Improvement in Search Engine Rankings

Has the Business met its Objectives?

Doubtful?

  Are the Views & Traffic Significant?

  Are the Views & Traffic Relevant?

  Does the Message Addresses the Concerns of the Potential Customers?

Social Media Marketing Framework that Works!

Social Media Marketing = Medium + Message

Content is the Key. ‘Quality’ wins!

Online Marketing: Bringing Customers to your Site SMM: Going Where your Customers Are!

Channel Identification is Critical!

SMM is about Engagement & Conversations

Participation is Must!

Doing Nothing Don’t care about SM

Don’t have the time or budget Listening

Start paying attention

Getting alerts

Learning Researching about SM

Experimenting Engaging

Participating

Promoting

Consumer/User is REALLY the King in SMM!

Serve them well. Inspire them to market your brand!

Experimentation is Not at all Bad in SMM

It’s the only way to Win SMM war for most of us!

You can Measure Performance in SMM

Every channel has its own metrics

Creation Population

Promotion

Visibility/ Branding/

Leads/ Sales

SM Channels, Positioning & Message

Measurability

Content

• Blog • Community • Advertising • Groups • Mashup

• Multichannel • Mashup

• Photos, Videos, PPTs, Blog Stories, Tweets etc

SMM Objectives

Business

Value Prop Need

Target Group

Social Media Marketing Initiative

Creating an Engaging Community

Content Creation

Strategy?

Ongoing Population strategy?

Promotion Strategy?

Visibility/ Branding/

Leads/ Sales

SM Channels, Positioning (name, kind of messages, theme)

What Metrics will I use for ongoing Measurement?

• Blog • Community • Advertising • Groups • Mashup

• Multichannel • Mashup

• Photos, Videos, PPTs, Blog Stories, Tweets etc

SMM Objectives

Business

What can I offer to community? What’s in it for them?

Target Group

SMM Objectives

What can I offer to community? What’s in it for them?

Who is Target Audience?

Objectives Business Objective

Increase Monthly Revenue by 200%

Online Marketing Objectives Increase Traffic by 100%

Improve Conversions (Sale/Visitors) by 50%

SMM Objectives Primary Improve Conversions

Secondary Improve Revenue/Customer

Increase Reach

Find Trainers & Authors

What do I want from SM?

SMM Objectives Primary Improve Conversions

Target Audience Primary Website Visitors

What channels do they visit?

Selected Channel

Facebook

What can we provide?  Question a Day

 Platform to share

 How they have prepared?

 Common mistakes to avoid

 Tips & Tricks, etc.

 Latest information about certification

 Testimonials of satisfied customers sharing “How Whizlabs products can help them in preparation?”

 Make it part of Whizlabs website

 Ensure satisfied customers participation

Website Visitors

What do they really want? Or What’s in it for them?

Primary Ensure their success in Exam

Reduce preparation efforts and time

Positioning in Community

CHANNEL

 Identify Name  Kind of messages  Theme

Guidelines to Create Positioning

Since 1400, book authorship has grown nearly tenfold in each century

Until the year 2000

Now, Authorship is growing nearly tenfold each year.

100 times Faster

Explosion of information

*Source: seedmagazine.com

Over Communicated Society

Only a fraction of of messages are actually reaching out!

How to ensure that your message reach out to right people?

How to do that?

 Be selective

 Concentrate on narrow targets

 Practice segmentation

Let’s Start the Work!

Platform

Target Audience

Relatives Friends Customers Partners Prospects ….

Your Name Created Brands (Pages, Groups) Your Name Created Brands

(Groups)

Identity

Facebook LinkedIn Discussion Forums /Blogs

Platform

Your Name Created Brands (Pages, Groups) Your Name Created Brands

(Groups)

Identity

Facebook LinkedIn

Communities

Create Community Name

Positioning of Community  Name

 Separate for each Certification

 Generic but Loosely coupled with Whizlabs Brand

Insights

Positioning in Community

CHANNEL

 Identify Name  Kind of messages  Theme

Content Creation Strategy?

Promotion Strategy

Content Population Strategy?

Implementation Plan

Metrics for ongoing Measurability

Measurability

Thank You!

Social Media Marketing Framework for B2C Businesses

Education

Transcript of Social Media Marketing Framework for B2C Businesses

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