strategy execution results - Prana Business...
Transcript of strategy execution results - Prana Business...
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build your brand
grow your sales
strategy execution results
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Tel +27 (0)11 053 6099 / Mobile +27 (0)83 414 9796
Email [email protected] www.pranabusinessconsulting.com
Social Media Connect
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Facebook has a market cap of $220bn
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1.15 billion Facebook Users
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Socialnomics Erik Qualman
http://www.youtube.com/watch?v=zxpa4dNVd3c&list=UULC9cX5GntaQmTSF6hTqrzA
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Tel +27 (0)11 053 6099 / Mobile +27 (0)83 414 9796
Email [email protected] www.pranabusinessconsulting.com
Why does Social Media Matter?
• Social Media puts a human face to a business
– FNB is no longer a faceless big bank with a billboard
• Social Media allows segmentation and targeting like no other media
• A small business can get their brand on the same platform
• Big data and Analytics allow business to make better more informed choices
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It matters Lead Generation, Influence,
Competitive Advantage, Sales
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Tel +27 (0)11 053 6099 / Mobile +27 (0)83 414 9796
Email [email protected] www.pranabusinessconsulting.com
What is CRM?
Customer relationship management is the strategy and execution of building and fostering long term relationship between the business and customer, in a way that is mutually beneficial Customer > products or service Business > sales and profits
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Email [email protected] www.pranabusinessconsulting.com
What are some of the driving factors in good relationships?
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What are some of the driving factors in good relationships? Trust Understanding Communication Common purpose Joy Betterment
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Social Media drives higher quality CRM
• Facebook is a channel in which to engage with customers in their comfort zone
• When you friend or follow someone on Facebook it drives two-way interaction (communication)
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Tel +27 (0)11 053 6099 / Mobile +27 (0)83 414 9796
Email [email protected] www.pranabusinessconsulting.com
Social Media CRM Competitive Advantage
It’s not about “likes” and followers, it’s about engagement
It’s about turning fans into advocates
It’s about servicing complaints
It’s about gathering insights, and turning that information into knowledge
Meaningful connection for both parties
Sharing information
Building better ideas
Driving innovation
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Social Media Channel
•StumbleUpon
•Digg
•YouTube
•Vimeo
•Flickr
•My Space
•Google+
•Wordpress
•Blogger
•Tumblr
Blogging and Micro-
blogging
Social Networking
Bookmarking and
Aggregating
Content Sharing
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Social Media vs. Social Media Marketing
Social Media Social Media Marketing
A place to “hang out” virtually A place to share news, thoughts, photos, moments of inspiration Being connected in life without physically meeting
Using social media platforms like Facebook, YouTube and Twitter (where people spend a lot of time) to spread awareness of a brand, to generate leads and to influence opinion
Personal Commercial
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Entertain Inform Educate
Create brand curiosity and delight users
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Share a Coke viral campaign
Share a Coke, Share on Facebook
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It matters for small niche brands
Mommy Care Case Study: South Africa
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Mommy Care
Situational Analysis
Unknown Brand
No equity
Minor footprint
Complicated product make up
Small target market
Limited marketing spend
Social Media Launch in SA
The Plan
Established Social Media Strategy
Identified Target market and where they “hang out” and what they need
Identified key drivers for connection, trial and purchase
80: 20 rule >>Start and adjust as you go
Result after 1 year
6000 strong Facebook community
Higher level of engagement than all competitor brands
Strong community of brand advocates
Clear understanding of what consumers want and need
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Social Media Campaigns
• ALS Ice Bucket Challenge
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Social Media: A local perspective
Digital is key to driving economic growth
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Email [email protected] www.pranabusinessconsulting.com
Internet, Social Media & Mobile in Africa
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Email [email protected] www.pranabusinessconsulting.com
Challenges in Social Media Marketing
• People may want to switch off – give them an opt out
• Invasive marketing – will drive negative publicity
• It goes viral – but the wrong way!
• Too much noise – will the bubble bust?
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Successful brands Maintaining the delicate balance between PR and personal
• Keep it human – Foster a sense of friendship – no one wants to talk to FNB, but @RBJacobs is
accessible
• Share reliable, useful and quality content to entertain, educate or inform
• Build communication and trust – Know how to manage scandal – Respond
• Use Big Data and Analytics to drive innovation
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thank you prana business consulting
Jainita Khatri BSc (IT), MBA (Wits)
Managing Consultant
PO Box 783076, Sandton City 2146, Johannesburg Tel +27 (0)11 053 6099
Mobile +27 (0)83 414 9796
Email [email protected] www.pranabusinessconsulting.com
Prana is a certified Level 3 BEE Certified company