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It should be integrated in all the route to market channels
TARGET AUDIENCE
Press - magazine
Offline events Digital communication
Email Website
Social MEDIA
Route to Market and role of Social media
GO WHERE THE AUDIENCE IS 1
l Identify where you audience is : Facebook, Twitter, Buzz,
Orkut or any other local network
l Don't forget to check where the social networking sites are
going in terms of new features, growth or decline of
members etc
'WHAT' YOU WANT TO BE KNOWS AS 2
l Have a clear picture of what your audience should know
you for – your brand values come in handy here
l If your social media communication and your brand values
are not in sync you would have major challenges, if you
are in the game for long term purpose
DEFINE THE PURPOSE 3
l Define why are you there for
l Creating community? l Creating awareness of your offerings? l Getting market feedback? l Understanding your buyer's behavior? l Communicating your views?
l Define why community should come to your page, why
should it follow you, in short define what are you
giving
DEFINE SUCCESS CRITERION 4
l Define what would constitute a success not just in terms of
fans and followers but also in terms of buzz
l Define Time frame : How much in what time
l Define the milestones : 3months – 6 months – 1000 fans
l Examples :
l Getting 5000 fans on fan page, 2000 followers etc l How many posts, re-tweets etc expected to gauge
community engagement
GET RIGHT TOOLS, PLAN YOUR DAY 5
l When you want to deal with large number of fans and
serious about engaging with them, it is important to have
right tools to help you 'do more with less'
l Plan your day : Need to plan to spend dedicated time each
day to engage with your audience
IDENTIFY AND EMPOWER PEOPLE 6
l Identify who is going to engage with your audience
l Empower that person with all information and access to
other people in the organisation
KEEP YOUR CONTENTS READY 7
l You should have contents and outline ready
l Make sure your contents are in sync with your objectives
and in line with your brand value
l Make the contents that would be engaging, enlightening,
entertaining
l Your contents should support your other route to market
initiatives
NOT SPEED, VELOCITY IS IMPORTANT 8
l Though how fast you respond is important, but more
important is how do you steer the conversation
l Social media needs to be handled carefully when sensitive
topics are discussed. Hence it is important to make sure
that the conversation does not lose its direction
Thank you [email protected]
