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Are We Equipped to Market Our
Product Online?
A Possible Approach!
Webinar, Nov 27, 2013

www.gutsgo.com

©

GutsGo eMarketing

1
Who Am I?

www.gutsgo.com

©

GutsGo eMarketing

2
www.gutsgo.com

3

©

GutsGo eMarketing

3
Prof RatanKK
Entrepreneur
Surviving By The Day
Being at it!

www.gutsgo.com

4

©

GutsGo eMarketing

4
Prof RatanKK
Entrepreneur
Surviving By The Day
Being at it!

• Leads GutsGo's Marketing & Operations.
• Lead eMarketing Trainer (Trained 1500+)
• IAMAI
• NIIT Limited
• eConsultancy, UK
• eMarketing Visiting Professor
• IIM, Ahmedabad, 2011, 2012, 2013
• IIM, Udaipur 2013
• Great Lakes, Chennai 2010, 2011
• Seasoned Mentor For Entrepreneurship
• ET’s Power Of Ideas 2010 & 2012
• Mentor Edge, CIIE, IIMA Since 2000
• GutsGo Ventures since 2009
• Jury Member
• Yahoo! Big Idea Chair Awards 2012
• Yale & Great Lakes Research 2012

www.gutsgo.com

5

©

GutsGo eMarketing

5
Who Am I?
I’m A Product Manager!
Driving Customer Acquisition > Engagement >
Relationship
Every Day!
www.gutsgo.com

©

GutsGo eMarketing

6
www.gutsgo.com

©

GutsGo eMarketing

7
eMarketing Technology Landscape

www.gutsgo.com

©

GutsGo eMarketing

8
Developing an
Online Marketing Strategy
Are We Equipped to Market Our
Product Online?
A Possible Approach!

©

GutsGo eMarketing

9
What is your eMarketing Plan?

©

GutsGo eMarketing

10
Request For Information
The Starting Point
Get this RIGHT, you’ll GO Places

©

GutsGo eMarketing

11
An RFI Takes Care of…
• What is your Business Offering as an Elevator Pitch?
• What is your Product Positioning?
• What is your Competitions Product and their
Positioning?
• Who is your CUSTOMER?
• What is your Customer Engagement?
• What is your eMarketing Plan?
• What are the Key Performing Indicators per Campaign?
• What are the resources for this eMarketing Plan?
• Who is Accountable for Performance?
• Who is responsible for Execution?

©

GutsGo eMarketing

12
Process of Developing eMarketing Plan

RFI

Strategy

Tactic
Specific Plan

TAO for
each Tactic

©

GutsGo eMarketing

13
Social Media Marketing Module
Execution Plan

©

GutsGo eMarketing

14
15

©

GutsGo eMarketing

15
Module – SMM Execution Plan
• Set of goals for an SMM Campaign
• SMM Goals – Audience | Influence | Engagement
| Actions | Loyalty?

• Keywords for SMM
• Short listed KWs

• Identification of SMM Channels, with an
integration planned
• For Listening / Online Intelligence
• For Out Reaching / Engaging

©

GutsGo eMarketing

16
Module – SMM Execution Plan
• ‘Listening Plan’ for conversations
• Listening for each goal
• Tracking what you listened
• Indentify a right conversation opportunity

• ‘Preparation’ for Engagement
• Creation of experiences/web properties, to let
others talk about Brand
• Script to initiate and to sustain conversations
• Plan to get them to talk more about the
experience & the brand in their social web
©

GutsGo eMarketing

17
Module – SMM Execution Plan
• Executing the ‘engagement’ (Outreach)
• How will you ‘Connect’?
• How will you get into the ‘Conversation”?
• How will you identify the ‘intent’ behind a
conversation?
• How will you get conversations to your experiences /
web properties?
• How will you drive traffic to experiences / web
properties
• How do you use traffic through media buying to web
properties?
• How do you integrate different properties /
platforms?
©

GutsGo eMarketing

18
Module – SMM Execution Plan
• Measure, Analyze and Optimize Plan
• Quantification of SMM Goals – Audience |
Influence | Engagement | Actions | Loyalty?
• Defining Key Performance Indicators (KPI) to
achieve each of our SMM goal
• Success scenarios for these KPIs for a goal?
• Measure and analyze these KPIs
• Optimize KPIs for achieving the SMM Goals?

©

GutsGo eMarketing

19
Module – SMM Execution Plan
• SMM Campaign Review Plan
• Report formats / dash boards that you will use to
measure and optimize Campaign
• Taking inputs from client regularly
• Review the campaign execution and performance
with the clients
• Connection of KPIs and the Goals are connected in
review of the campaign

©

GutsGo eMarketing

20
Track & Analyse

©

GutsGo eMarketing

21
Track & Analyse

©

GutsGo eMarketing

22
Track & Analyse

©

GutsGo eMarketing

23
Track & Analyse

©

GutsGo eMarketing

24
Track & Analyse

©

GutsGo eMarketing

25
Optimization For Social Media Mrktg

RFI

Strategy

Tactic
Specific Plan

TAO for
each Tactic

©

GutsGo eMarketing

26
Optimization For Social Media Mrktg
RFI
SMM

©

GutsGo eMarketing

27
Optimization Across Online Marketing
RFI

SEO

Paid
Search

Web
Site

eMail

Mobile

Display

©

SMM

Offline

GutsGo eMarketing

28
GutsGo eMarketing
Let’s Learn & Do It Better!
Let’s Be At It!

www.gutsgo.com

©

GutsGo eMarketing

29
Q&A
Ask Them At
@ratankk on Twitter
Thanks For Your Encouragement!

©

GutsGo eMarketing

30

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Webinar - Are We Equipped to Market Our Product Online? - A Possible Approach!

  • 1. Are We Equipped to Market Our Product Online? A Possible Approach! Webinar, Nov 27, 2013 www.gutsgo.com © GutsGo eMarketing 1
  • 4. Prof RatanKK Entrepreneur Surviving By The Day Being at it! www.gutsgo.com 4 © GutsGo eMarketing 4
  • 5. Prof RatanKK Entrepreneur Surviving By The Day Being at it! • Leads GutsGo's Marketing & Operations. • Lead eMarketing Trainer (Trained 1500+) • IAMAI • NIIT Limited • eConsultancy, UK • eMarketing Visiting Professor • IIM, Ahmedabad, 2011, 2012, 2013 • IIM, Udaipur 2013 • Great Lakes, Chennai 2010, 2011 • Seasoned Mentor For Entrepreneurship • ET’s Power Of Ideas 2010 & 2012 • Mentor Edge, CIIE, IIMA Since 2000 • GutsGo Ventures since 2009 • Jury Member • Yahoo! Big Idea Chair Awards 2012 • Yale & Great Lakes Research 2012 www.gutsgo.com 5 © GutsGo eMarketing 5
  • 6. Who Am I? I’m A Product Manager! Driving Customer Acquisition > Engagement > Relationship Every Day! www.gutsgo.com © GutsGo eMarketing 6
  • 9. Developing an Online Marketing Strategy Are We Equipped to Market Our Product Online? A Possible Approach! © GutsGo eMarketing 9
  • 10. What is your eMarketing Plan? © GutsGo eMarketing 10
  • 11. Request For Information The Starting Point Get this RIGHT, you’ll GO Places © GutsGo eMarketing 11
  • 12. An RFI Takes Care of… • What is your Business Offering as an Elevator Pitch? • What is your Product Positioning? • What is your Competitions Product and their Positioning? • Who is your CUSTOMER? • What is your Customer Engagement? • What is your eMarketing Plan? • What are the Key Performing Indicators per Campaign? • What are the resources for this eMarketing Plan? • Who is Accountable for Performance? • Who is responsible for Execution? © GutsGo eMarketing 12
  • 13. Process of Developing eMarketing Plan RFI Strategy Tactic Specific Plan TAO for each Tactic © GutsGo eMarketing 13
  • 14. Social Media Marketing Module Execution Plan © GutsGo eMarketing 14
  • 16. Module – SMM Execution Plan • Set of goals for an SMM Campaign • SMM Goals – Audience | Influence | Engagement | Actions | Loyalty? • Keywords for SMM • Short listed KWs • Identification of SMM Channels, with an integration planned • For Listening / Online Intelligence • For Out Reaching / Engaging © GutsGo eMarketing 16
  • 17. Module – SMM Execution Plan • ‘Listening Plan’ for conversations • Listening for each goal • Tracking what you listened • Indentify a right conversation opportunity • ‘Preparation’ for Engagement • Creation of experiences/web properties, to let others talk about Brand • Script to initiate and to sustain conversations • Plan to get them to talk more about the experience & the brand in their social web © GutsGo eMarketing 17
  • 18. Module – SMM Execution Plan • Executing the ‘engagement’ (Outreach) • How will you ‘Connect’? • How will you get into the ‘Conversation”? • How will you identify the ‘intent’ behind a conversation? • How will you get conversations to your experiences / web properties? • How will you drive traffic to experiences / web properties • How do you use traffic through media buying to web properties? • How do you integrate different properties / platforms? © GutsGo eMarketing 18
  • 19. Module – SMM Execution Plan • Measure, Analyze and Optimize Plan • Quantification of SMM Goals – Audience | Influence | Engagement | Actions | Loyalty? • Defining Key Performance Indicators (KPI) to achieve each of our SMM goal • Success scenarios for these KPIs for a goal? • Measure and analyze these KPIs • Optimize KPIs for achieving the SMM Goals? © GutsGo eMarketing 19
  • 20. Module – SMM Execution Plan • SMM Campaign Review Plan • Report formats / dash boards that you will use to measure and optimize Campaign • Taking inputs from client regularly • Review the campaign execution and performance with the clients • Connection of KPIs and the Goals are connected in review of the campaign © GutsGo eMarketing 20
  • 21. Track & Analyse © GutsGo eMarketing 21
  • 22. Track & Analyse © GutsGo eMarketing 22
  • 23. Track & Analyse © GutsGo eMarketing 23
  • 24. Track & Analyse © GutsGo eMarketing 24
  • 25. Track & Analyse © GutsGo eMarketing 25
  • 26. Optimization For Social Media Mrktg RFI Strategy Tactic Specific Plan TAO for each Tactic © GutsGo eMarketing 26
  • 27. Optimization For Social Media Mrktg RFI SMM © GutsGo eMarketing 27
  • 28. Optimization Across Online Marketing RFI SEO Paid Search Web Site eMail Mobile Display © SMM Offline GutsGo eMarketing 28
  • 29. GutsGo eMarketing Let’s Learn & Do It Better! Let’s Be At It! www.gutsgo.com © GutsGo eMarketing 29
  • 30. Q&A Ask Them At @ratankk on Twitter Thanks For Your Encouragement! © GutsGo eMarketing 30