This is a presentation made by our Jt CEO, Sanjay Mehta, at a recent event, OMCAR 2012, in New Delhi. This presentation talks about the merits and relevance of writing short and crisp content, especially on Social Media, where people have even lower attention spans and patience.

1. HOW TO BE RELEVANT TO YOUR AUDIENCE IN 140 CHARACTERS?
SANJAY MEHTA, JOINT CEO, SOCIAL WAVELENGTH (@SM63)

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12. Why does Social Media content seem
like it’s marketing copy??
• Because most social media
activity is marketing driven
• And there is a strong marketing
legacy
• This is the one way copy has
been written by marketers
forever! Old habits die hard..
• Except it doesn’t work now.. At
least not on Social Media

13. I am not here for I get enough of this
your marketing wherever I turn –
spiel TV, hoardings etc..!
I have come to Here I can unlike,
social media to get block, ban, report
away from these! spam..!

14. 38 million active Indian
Facebook users…
• .. Are NOT tuned into your Facebook page
• They come there by choice
• Or they got lured there by your ads
• BUT they are NOT obliged to see your posts, or
like them, or even like your page itself
• They can ignore.. That’s bad
• They can unlike.. That’s worse
• They can bad-mouth.. That’s worst
• And the reality is.. They can do ALL of those!

15. Which means..
• You need a better content strategy on social
media
• You need to give a lot more respect to your
fans, and others who access your content
• You need to fundamentally offer value to
them
• Value could be of any type –
information, entertainment, services, love, res
pect, help
• In short, you need to be RELEVANT to your
fans

16. Another reason for being relevant?
• The Facebook algorithm – this phenomenon
called Edgerank
• “If you are not interesting, you will become
even less interesting..” – yes, ironical as it may
be, Facebook is unforgiving and ruthless..
• Fix, or become totally irrelevant

17. So what is the meaning
of relevance?
• So, you are an FMCG company…
• Just to be ‘relevant’ to your fans..
• And because they like these topics..
• Will you start talking about:
• Anna Hazare, Sunny Leone, Rahul Gandhi,
Mayawati, Saif-Kareena, SachinTendulkar, etc.?
• Relevance for fans, NOT at cost of relevance for
brand..

18. RELEVANT RELEVANCE!!!

19. What about Emotional
Connect?
• Is it possible on Social Media?
• “Will you miss it, if it’s gone?”
• Let’s look at another litmus test…
• 2-3 months into the existence of a brand
Facebook page..
• Will your fans recognize your content to be
yours, even without your DP / brand name??

20. So what should your
content plan cover?
• Evolving a theme – a kind of raison
d’etre for the brand, on social
media
• Theme: content rich, long
lasting, interesting, good angles to
branch out to, storytelling
• Easier when a tagline lends itself:
Just do it
• For rest, say Titan: Always on time
• Coke: Life’s a fizz, or VW: A
Smooth Ride

21. Once a theme is in place
• Figure out broad manifestations on content
• What kind of a person would talk this?
• Define the personality of the talker
• Stay consistent to the personality
• Stay focused on the content style
• Find a way to weave back brand agenda
• Review regularly, tweak, improve - ongoing

22. And is it
working?
• Facebook
insights:
Data, data, d
ata
• Benchmark
key numbers
• Tweak
• Long term
consistency

23. In Conclusion, remember..
• You are taking a live lecture
• You are performing to an
audience
• You are entertaining in real
time
• It is indeed your reality show
• And the audience can either
stay or go away!

24. QUESTIONS??
Sanjay Mehta
Joint CEO, Social Wavelength
www.socialwavelength.com
smehta@socialwavelength.com @sm63