change the game - get more from social media marketing
TRANSCRIPT
SUBHENDU PATTNAIK
CHANGE THE GAMEGET MORE FROM SOCIAL MEDIA
MARKETING
SUBHENDU PATTNAIK
• Director & Head of Marketing at Gallop Solutions; Worked with Infosys, Tata, Mindfire, Cigniti and many more brands.
• PhD Research Scholar (Marketing) – IIM Indore; MBA – S P Jain Singapore, Bachelors in Engineering from NIT Rourkela
• Co-Founder – Marketing Meetup & The Content Writer Connection
• Product Launch Strategist, Marketing & Strategy Advisor to Enterprises/ISVs on Go-To-Market strategy & Innovation
• Active Blogger, Editorial Columnist, Author of ‘Get More from Conference Marketing’
• Winner of Top 100 Most Influential Global Marketing Leaders 2015 by World Marketing Congress & CMO Asia.
• Winner of Outstanding Corporate Citizen Award – Marketing & Strategy 2016 by MTC Global.
ChangeTheGame.in
AGENDA
• Social Media Landscape – Why you can’t do away
without it
• What’s wrong with Social Media Marketing?
• Change the Game - Creating a Social Media
Marketing Strategy that works
• Q&A
ChangeTheGame
THE CROWD IS CREATING INFORMATION. AND YOU CAN’T ESCAPE.
• Every second we create new data. For example, we perform 40,000 search queries every second
(on Google alone), which makes it 3.5 mn searches per day and 1.2 trillion searches per year.
• Facebook users send on average 31.25 million messages and view 2.77 million videos every minute. Every minute up to 300 hours of video are uploaded to YouTube alone.
• Within five years there will be over 50 billion smart connected devices in the world, all developed to collect, analyze and share data.
• At the moment less than 0.5% of all data is ever analysed and used, just imagine the potential here.
Mind-Boggling Facts Everyone Must know.- Sep, 2015
ChangeTheGame
This is something you already know. You just can’t do away with Social Media.
WHAT’S WRONG WITH SOCIAL MEDIA MARKETING?• 99% of social media posts receive near zero
engagement – SocialFlow Research
• “Sponsored” Posts too fail to create buzz.
• Sometimes, less thought of posts go viral overnight\
• Why?
There is something you did not realise.
ChangeTheGame
HUMAN TO HUMAN MARKETING
• Why are they there?
• Yes, your "informative" brochures & leaflets are SPAM to them.
• How to leverage Social media to get more traction while trying to ensure minimal interruption to customer experience?
• Share information which enhances his experience in the Social Media channel
• Automation – To be or Not to be.
• Human beings have emotions – all kinds of emotions in all of us.
Image: Hubspot
ChangeTheGame
CREATING A SOCIAL MEDIA MARKETING STRATEGY THAT WORKSCHANGE THE GAME
1. Define the Objective
2. Social Media Listening; Getting into Ongoing conversations
3. Put together the Content Calendar; Refresh
Regularly
4. Create Lead Hooks & Landing Pages;Gratify Instantly & Build Trust
ChangeTheGame
SOCIAL MEDIA MARKETING OBJECTIVE
1. Do you want to increase your follower base in the social channels or on the main website?
2. Do you want to promote your products for sales via social channels or
3. Do you want to just initiate and engage in conversations related to your niche
Whatever be it, It needs to be defined.
ChangeTheGame
SOCIAL MEDIA CONVERSATIONS: ARE YOU LISTENING?
1. Being Responsible
2. Being Relevant
3. Being Responsive
Get into Ongoing ConversationsPackage the collaterals you have into ways
to get into the conversations you are listening. There are no shortcuts here.
ChangeTheGame
THE CONTENT CALENDAR
1. Put together Exhaustive list of Content assets
2. Classify them
3. Storify them
4. Build Images
5. Build Catchy headlines
6. Schedule them. Observe. Monitor and Repeat.
ChangeTheGame
CREATING LEAD HOOKS & LANDING PAGES
• Lead hooks can be eye-catching visuals (posts, banners, images, photos or videos) which entice the visitor to click and land on your landing pages.
• Ideas for Lead hooks – Contests, Quizzes, Tagging people, Analyst report, Offers which people cant say NO to.
• Plan ahead and have a master tracker of lead hooks (micro-campaigns) which can bring in consistency in doing it.
• Ultra-narrow-focus-landing pages which are specifically built for that lead hook should be used.
• Gratify Instantly. Upsell. Be consistent in offering value. Build Trust.
ChangeTheGame
TEST FAST, FAIL FAST & SUCCEED FASTER
• Tom Peters while dealing with multitude of unknowns
• Speed of Failures defines the speed at which you can grow
• Org Culture & Top Leadership buy-in
• Overcome the fear of failure and experimentation
• Marketing teams should be allowed to fail and continue to
experiment.
• Safe Results vs Viral ‘Unreal’, ‘Out of World’ Results
ChangeTheGame
CHANGE THE GAME – GET MORE FROM MARKETING
Book Releasing in Early 2017
Join the Pre-Order list..
http://tinyurl.com/Change-the-Game-2017
Go Mobile. Go Social. Be Human. Fail Fast. Measure. Repeat. Succeed.
