1. Meeting Potential Consumers Online:
Gaining A Cost Effective Marketing Advantage Over
Your Competition
Presented by: Qurratulain
Usman Sikander
1

2. Outline
5. User- 1. Identifying
generated your target
content audience online
2. Matching
4. Interacting your strategic
with your online plan
audience with different
purposes
3. How can you
engage your
target market ?
Meeting Potential Customers Online;
2
Q.Sikander

3. Why pay attention?
Cost Effective Marketing Cost Effectiveness can be calculated as
Gaining a Cost Effective
Marketing Advantage over
your competitor/s, is closely
tied to the Cost Benefit of
the Social Media Marketing
Tasks
Meeting Potential Customers Online;
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4. Aim is to calculate the “Cost Benefit Analysis”
Cost Effective Marketing Cost Benefit Analysis
For each possible
pathway, quantify the future
benefits in $ value, adjusted
by Discount rate, identify the
Present Value of Benefits
and Costs BCR= Benefit Cost
Ratio
Meeting Potential Customers Online;
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Q.Sikander

5. Identify your target audience online
1. Identifying
your target
5. User- audience online
generated
content
2. Matching
4. Interacting your strategic
with your online plan
audience with different
purposes
3. How can you
engage your
target market ?
Meeting Potential Customers Online; 5
Q.Sikander

6. Re-learn your Consumer: Define your Audience
Most effective method is to do a Psychographic
Segmentation using the AIO rule:
 Activities
 Interests
 Opinions
 All can be tracked through ‘Behavior
Targeting’
 Easier for companies to form ‘Archetypes’
and group users into personas for easier
marketing.
Meeting Potential Customers Online;
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7. Brand Asset Valuator Archetypes
6-7

8. Application Exercise
What ‘Opinions’
What kind of What kind of Now create a
do people hold
people have an ‘Activities’ do ‘PERSONA’ of
towards or
‘INTEREST’ in these people a possible
against your
your company? practice? customer.
company?
Meeting Potential Customers Online;
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9. Identifying your Target Audience Online
Understand that the Pareto Principle is also at work
here:
 20 % of your total online traffic will
generate 80% of revenues.
Any platform that a company will use for
interacting with its consumers, has to
understand one key factor:
 If your website is NOT valuable in resolving
problems, customers will not return to it.
Meeting Potential Customers Online;
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Q.Sikander

10. Online Platforms
Is Facebook and twitter the only social
network that is effective?
NO
Other IMPORTANT sources:
 Niche Forums
 Competitor Tactics Analysis
 Customer Generated Sources
Meeting Potential Customers Online;
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11. Online Platforms
Meeting Potential Customers Online;
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12. Online Tools
Meeting Potential Customers Online;
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13. Matching your strategic online plan with different purposes
5. User- 1. Identifying
generated your target
content audience online
4. Interacting 2. Matching
with your your strategic
audience online plan
with different
purposes
3. How can you
engage your
target market ?
Meeting Potential Customers Online;
13
Q.Sikander

14. Why do Social Media Marketing?
Market Research • Study and Understand the Consumers
Tool
• Motivate Consumers through interaction to increase
Driving sales Sales
• Establish relationship with Consumers to help generate
Increasing WOM positive Word-Of-Mouth (WOM)
Encourage • Stimulate Consumers (both current and future) to
enquiries question and challenge the company , thus BUILD Trust
Higher SEO • Increase traffic to the Company name, so as to get
higher Search Engine Optimization (SEO)
results Meeting Potential Customers Online;
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15. Michael A. Stelzner (2010 Social Media marketing Industry Report) has
conducted a quantitative research of 1,898 marketers, of both B2C and
B2B profiles
Benefits
http://www.penn-olson.com/2010/05/01/7-benefits-of-social-media-marketing-revealed/

16. How can you engage your target market?
5. User- 1. Identifying
generated your target
content audience online
2. Matching
4. Interacting your strategic
with your online plan
audience with different
purposes
3. How can you
engage your
target market ?
Meeting Potential Customers Online;
16
Q.Sikander

17. Candy for Customers
Meeting Potential Customers Online;
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Q.Sikander

18. How to Optimize in-house?
Topseos identified five key areas that are important to social media
optimization:
Consultation
Trend Brand
with Top
Awareness Management
Management
Social Media Reach of the
Methodology SMM
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Source: http://www.mintsocial.com/social-media-marketing-company/mint-social-named-one-of-best-social-media-marketing-companies-in-us/
Meeting Potential Customers Online;
Q.Sikander

19. Case Studies
1 PepsiCo
2 IBM
3 Dell
4 Burger King
Meeting Potential Customers Online;
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20.  Pepsi Social  IBM encourages  DELL  Burger King
vending machine UGC  IdeaStorm  offered users a
 Interactive Touch  More than 100 website; where chance to win a
Screen different blogs, users make coupon for a free
 Send gift to  twitter accounts suggestions for whopper if they
friends improvements, vo ‘unfriend’ 10
 developerWorks te, and select the
Cloud friends on
next big thing facebook!
 machinima
series on
YouTube,
 SlideShare
UGC= User Generated Content

21. Interacting with your audience
5. User- 1. Identifying
generated your target
content audience online
2. Matching
your strategic
4. Interacting online plan
with your with different
audience purposes
3. How can you
engage your
target market ?
Meeting Potential Customers Online;
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Q.Sikander

22. Retain for Relationships
Interacting with your audience with transparency to gain
the trust of your audience. This can be achieved through:
 Being consistent with all of your branding
 Letting a personality show through
 Responding to comments and reviews both
negative and positive
 Capturing client testimonials.
 Being transparent and authentic.
 Live Chats can act as your company's’ voice for the
customer
http://socialmediatoday.com/ryan-adcroft/255827/5-ways-gain-keep-your-customers-trust-online
Meeting Potential Customers Online;
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Q.Sikander

23. User-generated content
5. User-
generated
content 1. Identifying
your target
audience online
2. Matching
4. Interacting your strategic
with your online plan
audience with different
purposes
3. How can you
engage your
target market ?
Meeting Potential Customers Online;
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Q.Sikander

24. Marketing’s magic words: user-generated content
User-Generated Content:
 Problem Processing
 Video Blogging
 Podcasting
 News Sharing
 Gossiping (WOM)
 Research Reviews
 BEST EXAMPLE: Wikipedia, YouTube, Twitter, Blogs
Meeting Potential Customers Online;
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25. How do you plant the seeds of organic growth to engage specific
target groups?
Simplify the interaction process
Motivate Consumers to Participate
Make the act Sharable
Seed your Community
Maintain Interest
Source: http://www.leveltendesign.com/blog/colin/5-ways-encourage-user-generated-content-your-website

26. So What is your next step?
Strategic Social Media Plan
Q.Sikander 2011
Meeting Potential Customers Online;
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Q.Sikander

27. Conclusion
The Arena of Social Media is up for playing in. Some companies
will succeed with flying colors, while others may fail horribly. The
difference between the two types of companies is of VALUES:
• Simplicity
• Honesty
• Credibility
• BE who you say you ARE!
Meeting Potential Customers Online;
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28. Thanks for your support