HOW TO BE RELEVANT TO YOUR AUDIENCE IN 140 CHARACTERS? SANJAY MEHTA, JOINT CEO, SOCIAL WAVELENGTH (@SM63)
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AND WHERE ARE THESE SEEN?
YES YES
YES YES YES
BUT..
THESE ALSO APPEAR ELSEWHERE..!
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So when these come on and
Why does Social Media content seem like it’s markeIng copy??
• Because most social media acIvity is markeIng driven
• And there is a strong markeIng legacy
• This is the one way copy has been wriOen by marketers forever! Old habits die hard..
• Except it doesn’t work now.. At least not on Social Media
I am not here for your markeIng spiel
I have come to social media to get away from these!
I get enough of this wherever I turn – TV, hoardings etc..!
Here I can unlike, block, ban, report spam..!
38 million acIve Indian Facebook users…
• .. Are NOT tuned into your Facebook page • They come there by choice • Or they got lured there by your ads • BUT they are NOT obliged to see your posts, or like them, or even like your page itself
• They can ignore.. That’s bad • They can unlike.. That’s worse • They can bad-‐mouth.. That’s worst • And the reality is.. They can do ALL of those!
Which means..
• You need a beOer content strategy on social media
• You need to give a lot more respect to your fans, and others who access your content
• You need to fundamentally offer value to them • Value could be of any type – informaIon, entertainment, services, love, respect, help
• In short, you need to be RELEVANT to your fans
Another reason for being relevant?
• The Facebook algorithm – this phenomenon called Edgerank
• “If you are not interesIng, you will become even less interesIng..” – yes, ironical as it may be, Facebook is unforgiving and ruthless..
• Fix, or become totally irrelevant
So what is the meaning of relevance?
• So, you are an FMCG company…
• Just to be ‘relevant’ to your fans.. • And because they like these topics.. • Will you start talking about:
• Anna Hazare, Sunny Leone, Rahul Gandhi, MayawaI, Saif-‐Kareena, Sachin Tendulkar, etc.?
• Relevance for fans, NOT at cost of relevance for brand..
RELEVANT RELEVANCE!!!
What about EmoIonal Connect?
• Is it possible on Social Media? • “Will you miss it, if it’s gone?”
• Let’s look at another litmus test…
• 2-‐3 months into the existence of a brand Facebook page..
• Will your fans recognize your content to be yours, even without your DP / brand name??
So what should your content plan cover?
• Evolving a theme – a kind of raison d’etre for the brand, on social media
• Theme: content rich, long lasIng, interesIng, good angles to branch out to, storytelling
• Easier when a tagline lends itself: Just do it
• For rest, say Titan: Always on Ime • Coke: Life’s a fizz, or VW: A Smooth Ride
Once a theme is in place
• Figure out broad manifestaIons on content • What kind of a person would talk this?
• Define the personality of the talker • Stay consistent to the personality • Stay focused on the content style • Find a way to weave back brand agenda • Review regularly, tweak, improve -‐ ongoing
And is it working?
• Facebook insights: Data, data, data
• Benchmark key numbers
• Tweak • Long term consistency
In Conclusion, remember..
• You are taking a live lecture • You are performing to an audience
• You are entertaining in real Ime
• It is indeed your reality show • And the audience can either stay or go away!
QUESTIONS??
Sanjay Mehta Joint CEO, Social Wavelength
www.socialwavelength.com [email protected] @sm63
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