Social Media Connect

build your brand
grow your sales
strategy execution results

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Email info@pranabusinessconsulting.com www.pranabusinessconsulting.com
Social Media
Connect

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Facebook has a
market cap of $220bn

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1.15 billion
Facebook
Users

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Socialnomics
Erik Qualman
http://www.youtube.com/watch?v=zxpa4dNVd3c&list=UULC9cX5
GntaQmTSF6hTqrzA

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Why does Social Media Matter?
• Social Media puts a human face to a business
– FNB is no longer a faceless big bank with a billboard
• Social Media allows segmentation and targeting like no
other media
• A small business can get their brand on the same platform
• Big data and Analytics allow business to make better more
informed choices

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It matters
Lead Generation, Influence,
Competitive Advantage, Sales

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What is CRM?
Customer relationship management is
the strategy and execution of building
and fostering long term relationship
between the business and customer, in a
way that is mutually beneficial
Customer > products or service
Business > sales and profits

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What are some of the
driving factors in good
relationships?

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What are some of the
driving factors in good
relationships?
Trust
Understanding
Communication
Common purpose
Joy
Betterment

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Social Media drives higher quality CRM
• Facebook is a channel in which to engage
with customers in their comfort zone
• When you friend or follow someone on
Facebook it drives two-way interaction
(communication)

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Social Media  CRM  Competitive
Advantage
It’s not about “likes” and followers, it’s
about engagement
It’s about turning fans into advocates
It’s about servicing complaints
It’s about gathering insights, and turning
that information into knowledge
Meaningful connection for both
parties
Sharing information
Building better ideas
Driving innovation

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Social Media Channel
•StumbleUpon
•Digg
•Reddit
•Pinterest
•YouTube
•Vimeo
•Instagram
•Pinterest
•Flickr
•Facebook
•LinkedIn
•My Space
•Google+
•Wordpress
•Blogger
•Twitter
•Tumblr
Blogging and
Micro-
blogging
Social
Networking
Bookmarking
and
Aggregating
Content
Sharing

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Social Media vs. Social Media
Marketing
Social Media Social Media Marketing
A place to “hang out” virtually
A place to share news, thoughts, photos,
moments of inspiration
Being connected in life without physically
meeting
Using social media platforms like
Facebook, YouTube and Twitter (where
people spend a lot of time) to spread
awareness of a brand, to generate leads
and to influence opinion
Personal Commercial

Entertain
Inform
Educate
Create brand curiosity and delight users

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Share a Coke viral campaign
Share a Coke, Share on Facebook

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It matters for small niche brands
Mommy Care Case Study:
South Africa

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Mommy Care
Situational Analysis
Unknown Brand
No equity
Minor footprint
Complicated product make up
Small target market
Limited marketing spend
Social Media Launch in SA
The Plan
Established Social Media Strategy
Identified Target market and
where they “hang out” and
what they need
Identified key drivers for
connection, trial and
purchase
80: 20 rule >>Start and adjust as
you go
Result after 1 year
6000 strong Facebook
community
Higher level of engagement
than all competitor brands
Strong community of brand
advocates
Clear understanding of what
consumers want and need

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Social Media Campaigns
• ALS Ice Bucket Challenge

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Social Media: A local perspective
Digital is key to driving economic growth

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Internet, Social Media & Mobile in
Africa

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Challenges in Social Media
Marketing
• People may want to switch off – give them an opt out
• Invasive marketing – will drive negative publicity
• It goes viral – but the wrong way!
• Too much noise – will the bubble bust?

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Successful brands
Maintaining the delicate balance between PR and personal
• Keep it human
– Foster a sense of friendship
– no one wants to talk to FNB, but @RBJacobs is
accessible
• Share reliable, useful and quality content to
entertain, educate or inform
• Build communication and trust
– Know how to manage scandal
– Respond
• Use Big Data and Analytics to drive innovation

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thank you
prana business consulting
Jainita Khatri BSc (IT), MBA (Wits)
Managing Consultant
PO Box 783076, Sandton City 2146, Johannesburg
Tel +27 (0)11 053 6099
Mobile +27 (0)83 414 9796
Email info@pranabusinessconsulting.com
www.pranabusinessconsulting.com
Prana is a certified Level 3 BEE Certified company

Social Media Connect

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Social Media Connect