Social Media Marketing Framework for B2C Businesses

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Social Media Marketing

Bootcamp Session - Social Media Marketing Framework


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Let’s look at a Typical SMM Paradigm


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Typical Approach

  Identify Social Media Channels

  Create Content

  Upload Content

  Try to Measure Effectiveness

  Hope Magical Results


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What results can you expect?

  Views on Social Media Channels

  Some Traffic on the Website

  May be Some Improvement in Search Engine Rankings


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Has the Business met its Objectives?


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Doubtful?

  Are the Views & Traffic Significant?

  Are the Views & Traffic Relevant?

  Does the Message Addresses the Concerns of the Potential Customers?


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Social Media Marketing Framework that Works!


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Social Media Marketing = Medium + Message

Content is the Key. ‘Quality’ wins!


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

Channel Identification is Critical!


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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


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Consumer/User is REALLY the King in SMM!

Serve them well. Inspire them to market your brand!


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Experimentation is Not at all Bad in SMM

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


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You can Measure Performance in SMM

Every channel has its own metrics


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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


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Social Media Marketing Initiative

Creating an Engaging Community


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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


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SMM Objectives

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

Who is Target Audience?


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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


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What do I want from SM?

SMM Objectives Primary Improve Conversions

Target Audience Primary Website Visitors


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What channels do they visit?


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Selected Channel

Facebook


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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


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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


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Positioning in Community

CHANNEL

 Identify Name  Kind of messages  Theme


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Guidelines to Create Positioning


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

Until the year 2000


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Now, Authorship is growing nearly tenfold each year.

100 times Faster


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Explosion of information

*Source: seedmagazine.com


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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


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Platform

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

(Groups)

Identity

Facebook LinkedIn

Communities

Create Community Name


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Positioning of Community  Name

 Separate for each Certification

 Generic but Loosely coupled with Whizlabs Brand

Social Media Marketing Framework for B2C Businesses

Education

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