Presentation made to Kanara Entrepreneurs. Quick view of how to get your social media strategy going

1. Beyond Likes
Winning in a world dominated by social
media
31 January 2014
Thursday 30 January 14

2. About Us
•
Paul Writer’s vision is to raise the bar for marketing in India by
providing a community platform for marketers to develop and share
best practices
•
Paul Writer was founded in 2010 by Jessie Paul, author of No Money
Marketing (2009, Tata McGraw-Hill) and former CMO of Wipro who
has also held senior marketing positions in Infosys and iGATE
•
Through its website, e-newsletter, marketing magazine and social
media presence, Paul Writer has a reach of around 30,000
•
1000+ senior executives have attended a Paul Writer conference in
the past 21 months
•
To recognize excellence in marketing, Paul Writer hosts award
programs such as Hall of Fame, Futurist CMO Awards, Real Estate
Marketing, M.IT.R - 100 (Marketing and IT Recognition - 100),
Chennai Hot 50 Brands
Thursday 30 January 14

3. FAQ
Q: What % of my budget should be marketing?
A: As much as possible. Funded startups spend over 100% of revenue.
Established product firms between 10% and 25%.
Q: When is the right time to do marketing?
A: Before it is too late. Now.
Q: I’m operating on a shoestring. What can I do?
A: Focus on great content and its distribution. Invest time instead of money.
Thursday 30 January 14

4. Your
Business Has
to Be Social
to do Social
Media
Thursday 30 January 14

5. Big is not Best
Thursday 30 January 14

6. All digital isn’t the same
Tool
Purpose
Content
Twitter
Communication with Customers, Media,
Employees
Pithy quotes, personal engagement, good
content
Facebook
Engagement tool, sharing POV, driving traffic
Contests, polls, coupons, events, hiring
LinkedIn
Professional audience/network
Company updates, discussion points
YouTube
Showcasing demos, archiving talks on POVs
Demos, Interviews, Visual communications
Slideshare
Excellent for sharing content, has lead
collection tool
Decks, documents, research, case studies
google+
Good for sharing content, early stages for
other usage such as communities
Same as FB
Search
Be visible for customers with intent
Rich thought leadership, keywords
Pinterest
Sharing links to visual-oriented content
Pictures, use-cases
Thursday 30 January 14

7. What, when, where?
Thursday 30 January 14

8. Business Lens: Role of Content
PHASE
AWARENESS
Objective
Higher Search
Rankings
Publicity
Generate Interest
Common
Tools
White Papers
Research
Rankings
Awards
SEO
Press Releases
Tweets
LinkedIn Answers,
Groups
Slideshare Decks
Demos
Podcasts
Speaking Opps
Thursday 30 January 14
LEAD GEN
NURTURE
Attract those in
the buying
process
Capture Leads
Continue
outreach with
those not yet
ready to buy
Move up the
purchase
lifecycle
White Papers
Research
ROI Calculators
Viewpoints
Case Studies
Testimonials
Webinars
Slideshare (paid)
Direct Mailers
Telemarketing
Speaking opps
Newsletters
Custom White
Papers
Research
Press Releases
Speaking opps
(for prospect)
Demos
Co-hosted
webinars
Platform/tech
collateral
Comparisons/
Benchmarks
CONVERT
ENGAGE
Move target
from prospect
to buyer
Continue
engagement
Cross-sell/
upsell
Manage postpurchase
dissonance
Sales
Presentation
Pricing Models
Proposals
Case Studies
Referrals
Analyst reccos
Newsletters
Project
updates/photos
Customer
forums
Case Studies
Analyst reports
Awards
Rankings
Speaking opps
(for the client)
Workshops

9. Extending the half-life of content
TIMING &
RERUNS
Retweets
Staggered
publishing
Thursday 30 January 14
MULTIPLE
FORMATS
Repurposing
across multiple
channels
Editing
Media
adaptations
SERIALIZING COMPRESSING
Break-up
large content
Packetize
content into
infographics,
tweets, posts,
summaries,
viewpoints
INTERACTIVE
REWRITES
Post-publishing
seek comments
from readers, and
incorporate into
future publishing
SYNDICATION
Reach different
audiences through
publishing
partners

10. RESEARCH
IMPLEMENTATION AND
REPORTING
CHOICE OF
PLATFORMS
SOCIAL MEDIA STRATEGY:
GETTING THE ORGANIZATION
READY
OWNERSHIP
(RESOURCES)
ORG MODELS
AND PROCESS
CONTENT
STRATEGY
Thursday 30 January 14

11. Paul Writer
Writer: n A person entrusted with managing a tea
or coffee estate including the marketing and operational
management. A trusted advisor of the estate owner.
Origin: Colonial English.
Paul Writer: n A trusted advisor to brand
owners.
JESSIE@PAULWRITER.COM
PHOTO COURTESY AGUSTIN RUIZ, FLICKR
Thursday 30 January 14