Developing social media marketing strategies. Slides contains more focus on Developing social media & digital marketing strategies.

1. Digital Marketing & Branding
Strategies for Customer Acquisition
Mitul Dadhania
@mitul807

2. Why go “Social” ?
Social media allows the ability to deliver our
marketing messages, promote various company
initiatives and attract brand enthusiasts

3. Why go “Social” ?
 Join the conversation
 Engage in beneficial conversation with
customers
 Build brand loyalty
 Increase brand awareness
 Energize customers about our brand
 Increase Sales
 Competitors are already engaged

4. What's in it for me on
Social Network ?

5. Customer(consumer)
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Anticipated reciprocity
Increased recognition
More Brand to choose from
Communication
Batter Response rate for queries.

6. Brand
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Customer loyalty
Increase brand awareness
Enhance marketing outreach
Increase competitor intelligence
Resource for our customers
INCREASE REVENUE

7. The Customer Gap in Social Media

8. Surprise!!!
Customers Use Social Networks to Connect with
Friends and Family
They are not there to waiting for you(brand)
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to market
to send a poll
send a question
tweet-to-win or like-to-win contest their way

9. Disconnection
The Brand Prospective
V/S
The Customer Perspective

10. The Brand Prospective
 Customers connect with us because they want to learn
about new products.
 Because they want information from us
 They want us to engage with them to create the
community

11. The Customer Perspective
 I'm connecting to you in the social network because I
actually just want discounts and special offers.
 I don't want questions and polls and contests
 I also want you to acknowledge the problems.
 I want you to solve my issues.
 I want you to point me in the right direction.

12. Customers Will Break Up with Brands Who Don't
Deliver Value, Now and Over Time

13. Why are you unfollowing and unliking?
 The company posted too frequently.
 My wall was crowded with marketing spam.
 The content became repetitive or boring over
time.
 The content wasn’t relevant to me.
 I am not here to fill survey forms and Polls
 They don't offer enough deals.
 Tweets/Post was too promotional.

14. Social Media Strategy
Entering the social media environment can be intimidating if you do
not have a robust strategy in place

15. Objectives
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Position brand as a thought leader in the industry
Engage in direct customer feedback and conversation
Educate customers on the benefits
Increase traffic to the web and new customer
acquisition via PPC and organic search
 Increase product penetration and sales in its categories
 Increase brand awareness and customer loyalty
 Engage in online industry conversations with customers
and key decision makers via social media outlets

16. Rule of Creating Strategy
In order to have a successful strategy, it is important to not lose focus and aim
to create a long-term social media and Digital Marketing strategy. If your
strategy adds real value to the lives of customers then you will retain them.
People
Engagement
Focus on the people and not the technology. The
technology is not what drives revenues.
Build more conversations then focusing on campaigns.
Building long-term relationships you will be able to build
trust and connection with them, which will eventually
convert into higher and more consistent revenues.

17. Document & Research your Brand
Pre Planning
Listen
Learn

18. Pre Planning- Document
 Identify Your Industry
 How my Customer Using Online Platform to get
Information
 What can influence/attract my Customer
 Put your Identity in writing
 Who you are
 What you are Offering
 What should be your Social Media Marketing Goals.

19. Listen & Compare
 Start monitoring your brand and competitor
brand on various platform
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Blogs
Facebook
Twitter
Setup Google Alerts
Use Monitoring Tools
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Social Mention (Paid)
ViralHeat (Paid)
Twitter Search #hashtag
Technorati

20. Learn
 Observer your audience conversation.
 Monitor your competitor's social media
footprints.
 Monitor Online Dialogues.
 Read blog / Post / Tweet / Comments

21. Create Online Assets
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Website
Blog
Facebook Fanpage / Profile
Twitter
YouTube
LinkedIn
Other related to your Brand Categories

22. Architecture
Blog
Twitter
Website
YouTube
Facebook

23. Create Persona
Create Persona / Profiles that Advocate your
brand online
 Social Media Manager
 Tech Staff
 Support Staff
 Previous Client/ Users
 Volunteers
 Hire celebrity who can advocated your brand

24. Promotion
Before Starting Promotion you need to identify
your Specific Goal.
 Brand awareness
 Campaign Specific
 Traffic Generation
 Lead Generation
 CRM/ Customer Support
 Build Better Relationship

25. Start Conversation
Write
Ask
Give Opinions
Earn
Reputation/Respect

26. Conversation
Who is Talking Online
 Customer
 Fan
 Critic
 Employee
 Volunteers
 Or Just a Bypassing Visitor

27. How to Do Conversation
 Choose your Specific Schedule for days you
will be posting.
 Be Transparent & honest
 Don’t shout/broadcast/brag
 Speak Like yourself
 Think Like contributor not marketer
 Promote Other Peoples Product & content
too.

28. Social Media efforts/Activites
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Facebook Promo
Product Launch
Coupon Offers
Twitter/ FB contest
Fan of the Month
Daily Deal Promotion
Surveys / Q & A

29. How to Handle Criticism
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Listen is important then talking
Stick to subject of general interest
Never criticize people on conversation
Don’t delete or remove conversation/comment
Use Private Chat or Message to explain issue
Admit mistakes

30. Conversation Best Practices
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Dump the Salesman persona
Always create human experience
Don’t go overboard with Updates
Don’t sell directly/Provide value
Don’t Automate everything
Share timely Information
Don’t Just Inform, Share your expertise

31. Measure ROI
 Non Financial
 Visitor, Page View, Fan, follower
 Financial
 Sales, Revenue, Transaction

32. Measure ROI
 Key Performance Indicator
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Transactions
New Customers
Sales
Revenue

33. Hope you enjoyed
@mitul807
Fb.com/mitul807
mitul807@gmail.com
www.webchanakya.com
09662063767
THANK YOU 