Download - The case for Social Media Marketing - SES New Delhi

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© Digital Vidya www.digitalvidya.com

#SESND

The case for Social Media

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Key Questions to Answer

■ Why should I care about Social Media? ■ What will it take to realize the opportunity? ■ How will I know if we are doing it right?

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Social Media Objectives

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Over 20% All Sales through Facebook

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25% Revenue through Facebook

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Tweet 2 Order Tweet to Order

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CRM/ORM (Twitter)

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Reveal the Name Contest 1.  150,000 people

participated 2.  35,000+ requests for Test

Drives 3.  8000 Cars booked in 10

days

Car Launch through Social Media

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 Why should I care about Social Media?

■ What will it take to realize the opportunity? ■  How will I know if we are doing it right?

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Creation Publishing

Promotion

Branding/ Leads/ Sales

Social Media Channel(s) Content


Product

Value Prop Need

Target Group

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Time Has Not Changed

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You were expected to have a Website.

You were expected to have a Blog.

You are expected to have a Facebook

Page.

Hits (2000) > Likes (2010)

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# of Fans: Currency for Success!

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Quiz Time!

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Facebook Edge Rank

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In-house Vs Outsource

■  Ideally, in-house! ■ Easy to outsource: Apps, Ads, Tools ■ Work like a Partner (vs Vendor) ■  Involvement of Internal Stakeholders (CMO)

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 Why should I care about Social Media?  What will it take to realize the opportunity?

■ How will I know if we are doing it right?

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Creation Publishing

Promotion


Social Media Channel(s)

Measurability

Content


Product

Value Prop Need

Target Group

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Two Dimensions of Measurement

What “Returns” did you get?

How much of “Returns” can be “Attributed” to the investment?

Returns

Attribution

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Types of Returns

A clear & direct metric

Units Sold, Leads Generated, Total Registrations, Referral Traffic

At most an indicative metric Brand Awareness, Reputation, Customer

Satisfaction, Customer Loyalty

Tangible

Intangible

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Attribution is a Hard Problem

Broken Chains

Missing Metrics

Mixed Influence

More often than not, it’s hard to establish a credible sequence of events.

Not all the metrics are available or captured automatically.

Multiple marketing efforts with a single outcome coincide with each other.

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Broken Chains of Events

You Promote your product on LinkedIn

Attribution – Broken Chains

You use a Blog for thought leadership

You interact with people on FB/Twitter

You resolve people’s issues on FB/Twitter

You get $20K worth of

Business with “unknown

source”

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Missing Metrics Examples Attribution – Missing Metrics

How many issues were resolved on

Twitter? How many $ were saved/earned by

resolution of issues?

Did you note down that FB was used for Market Research?

And that lead came from an introduction

over LinkedIn!

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The problem of Mixed Influences Attribution – Mixed Influence

Social Media

TV

Print

Offline

Online Reputation

Impossible to measure influence of a single campaign when everything is

executed together

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Creation Publishing

Promotion


Social Media Channel(s)

Measurability

Content


Product

Value Prop Need

Target Group

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Let’s continue this conversation…

/pradeepchopra /pradeepchopra /in/pradeepchopra

■  On Social Media

■  Off Social Media

[email protected]

Thanks for Listening!