04/07/2023

The no-nonsense guide to extending fan base and improving engagement

on the Internet

By Aswin M. Sahadevan@aswinms

http://about.me/aswinms

04/07/2023

Targeting the right audience groupshttp://about.me/aswinms

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Target groups

• Vital to identify active target groups to interact, provide information and actively participate in discussions

• Platforms; Linkedin groups, Facebook pages + groups, Twitter (hashtags)

• Post useful/quirky content as videos, images and text. Think Youtube, Flickr and blogs

• Also important to tag posted content appropriately

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Content is King

Content is Kinghttp://about.me/aswinms

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Good content and it’s potential

• Content needs to be driven by need of the hour of the target audience

• Needs to be dynamic and extremely informative• Needs to be easily consumable => cartoons,

animated images, videos etc.• Should not be too serious, humour brings about a

more approachable outlook• Good content will ensure regular readers

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Online presence + Offline participation =

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Offline via Online

• Drive offline activity via online platforms• Organise and encourage tweetups, informal

meetings • Blog it, click it, capture it on video and maybe even

webcast it. Think Wordpress, Flickr, Youtube and Qik (or similar platforms)

• Encourage location based social check-ins like Foursquare, Facebook check-ins.

• E.g, Kingisher’s Tweetups http://about.me/aswinms

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• Swag can be in any form; it could be stickers, tee shirts, badges, games, whitepapers etc.

• Swag brings about pride and builds a loyal, close knit community

• Social/mobile games/apps will also encourage more participants

• Psst.. Stickers and badges come at unbelievably low prices when ordered in bulk

• E.g, Mozilla’s marketing strategy in the late 2000’s. http://about.me/aswinms

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Press Release – Offline & Online

• Imperative to have good relationships with the press• Encourages offline users to go online and check for

themselves• Exponentially increases credibility• Endorses the quality of the product• Traditional media is sometimes more powerful than

social/online media in some industries

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Tie up with a cause Tie up with a cause

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A Cause and it’s benefits

• A social cause that will appeal to the consumers

• Shows your human side, shows you care

• The consumer will be aware of your brand without being openly advertised

• E.g, Aircel’s Save the Tiger campaign with NDTV

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04/07/2023Influential ‘Social’ites

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The Influentials

• Get influential social media users and/or socially active celebrities to talk about your brand

• Preferably good publicity, but good or bad is publicity nevertheless

• A social cause is the most ethical way to get celebs to mention it on the social spheres

• E.g, PETA campaign publicized by Bollywood actress Mallika Sherawat

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04/07/2023Build Strategic Partnerships

04/07/2023

• Reach out, partner with individuals/firms dealing with relevant subjects

• Win-win situation for both, translates to more reach and increased engagement

• An unmanageable large clientele may spill over to your organisation as recommendations

• Displays accepting and open nature of your brand

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A more traditional approach

• Target specific Facebook and Google ads work best• Online advertising on websites• Although not very popular, it continues to drive

traffic to your website

Cons:-Can be blocked by using add-ons-Can land up as spam, thereby destroying credibility

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Additional Notes

• Needless to say, a combination of two or more of these strategies will produce a greater impact

• I do not own copy rights to any of the images, they’re taken from various users/sources on Flickr and Google image search

• The pointers in this presentation were compiled by me based on my insights and after doing my bit of digging around on the internet

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04/07/2023http://about.me/aswinms

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Thank You