guide to developing social media plan- ishwar jha
DESCRIPTION
This slide deck was presented by Ishwar Jha at the Social Media Master Class by TiE Mumbai in May 2010.TRANSCRIPT
![Page 1: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/1.jpg)
+
Creating your Marketing Strategy using Social Media
Ishwar Jha, Founder - Webcore22/05/10
![Page 2: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/2.jpg)
+Disclaimer
Thoughts, opinions, creative and other materials on this presentation are not original.
These are picked from various sources and learning that the presenter has learned through his journey of learning the social media and marketing.
Anyone finding it as their original creative may treat this representation as a incidental and may not claim any damage or obligation from the presenter
![Page 3: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/3.jpg)
+Magnificent Symphony #1
![Page 4: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/4.jpg)
+Social Media is…
![Page 5: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/5.jpg)
+
![Page 6: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/6.jpg)
+Well, sort of…
![Page 7: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/7.jpg)
+Social Media really is…
![Page 8: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/8.jpg)
+
![Page 9: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/9.jpg)
+That is powered by …
![Page 10: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/10.jpg)
+
![Page 11: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/11.jpg)
+It is a conversation between. …
![Page 12: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/12.jpg)
+ Customers
![Page 13: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/13.jpg)
+ Employees
![Page 14: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/14.jpg)
+ People!
![Page 15: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/15.jpg)
+The social mediaconversation is …
NOT ORGANIZED
NOT CONTROLLED
NOT ALWAYS ON MESSAGE
![Page 16: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/16.jpg)
+Social Media
Helps you learn more about what people want
Gives you a venue from which you can observe people lifestyles and habits
Can engage people in being advocates
![Page 17: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/17.jpg)
+New rules of engagement
1. Websites evolve: content is king. Engage people
“A strong (rep) network is the face of your BRAND”
• What happens if a rep isn’t assigned to a school district such as in a rural region?
![Page 18: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/18.jpg)
+New rules of engagement
2. Empower your community and build a tribe
Social networking is building strong tribal behavior on a global scale, something than can be beneficially used as a vehicle for desired social, political and environmental changes.
If it were easy ……you could create them alone!
![Page 19: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/19.jpg)
+New rules of engagement
3. Feedback loops rule! Engage in conversations
Members and non-members want to know how and what you are doing…
Success storiesWhat difference you are making?
What did you fight for?What was the result?
Legal protectionTestimonials from people who were helped
![Page 20: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/20.jpg)
+New rules of engagement
4. Emotions connect us. Be personal
![Page 21: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/21.jpg)
+New rules of engagement
5. ‘Virality’ is power. Make your ideas more contagious
The term “social networking” makes little sense if we leave out the objects that mediate the ties between people. Think about the object as the reason why people affiliate with each specific other and not just anyone.
![Page 22: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/22.jpg)
+New rules of engagement
What are Social Objects?
Social objects can be ideas, people, or physical objects.
Social objects influence social interaction… they change the way people interact with each other.
By interacting through/with social objects, people meet others they might not otherwise know.
Social objects can be the reason why people have an interaction or form a relationship.
•Higher Salaries
•Children first
•Collective action
ProfessionalismStateRepresentation
![Page 23: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/23.jpg)
+New rules of engagement
6. People pay for attention. Provide ways to earn attention.
“Having a blog or a place for us to give our input on different things would make people feel like they’re more of a part of it.”
![Page 24: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/24.jpg)
+New rules of engagement
7. The Web without Websites. Enable multiple touch points for your services.
Email is a popular medium
The Web site could be popular
Mail is good but …
![Page 25: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/25.jpg)
+Social Media Ecosystem
![Page 26: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/26.jpg)
+First thing First – Develop your brand style guide
![Page 27: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/27.jpg)
+Social Technographics
http://www.forrester.com/Groundswell/profile_tool.html
![Page 28: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/28.jpg)
+Technographics
![Page 29: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/29.jpg)
+Technographics
![Page 30: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/30.jpg)
+After you know your audience …
Define your objectives
Create a strategy
Identify the appropriate technology to launch your campaign.
![Page 31: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/31.jpg)
+And now make your Social Marketing Plan…
![Page 32: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/32.jpg)
Which one?
Member Page
Group
Fan Page
Cause
![Page 33: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/33.jpg)
+Facebook: Best Practices
Configure your Page's "Settings" to allow more participation.
The ability to build community is essential in order to have a return on your investment (ROI) when using social networking sites, and you can't build community on Facebook if you don't allow your fans to participate on your Page. This will mean that you are going to have check your Page more regularly for rogue comments, but that is a small price to pay for increased community participation and ROI.
To allow maximum participation on your Facebook Page, go to "Settings" on the home view under the "Share" button and:
View Settings:1) Default View for Wall :: Posts by Page and Fans2) Default Landing Tab for Everyone Else :: Wall3) Auto-Expand Comments :: Check
Fan Permissions:Check :: Fans can write on the wallCheck :: Allow fans to post photosCheck :: Allow fans to post videosCheck :: Allow fans to post links
![Page 34: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/34.jpg)
+
Use your organization's logo as your Page picture.
Your organization's logo a.k.a. avatar has never had more value than it does in the Era of Web 2.0. People will recognize your logo from Facebook on Twitter, YouTube, MySpace, Change.org, Flickr, etc. before they even they even see your profile name. Make sure the use of your logo/avatar is consistent on all your social networking profiles.
Put "http://" before all Web sites in "Updates".
Ask your pre-April 2009 fans to opt-in to receive your "What's on your mind?" Status Updates.
Add and Use the "Links" App to get your organization to show up in "News Feeds".
Ask questions to spark conversation and activity on your Page.
The new Facebook Pages were built to inspire more activity on the part of your fans. A good strategy is to use the "What's on your mind?" function to post questions. People will then reply answers on your Page giving it more dynamic, community-driven look and feel.
Facebook: Best Practices
![Page 35: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/35.jpg)
+
Add Twitter to your Page
Add Flickr to your Page
Add Facebook Share to your Web site
http://www.facebook.com/advertising/?pages#/advertising/?share
Facebook: Best Practices
![Page 36: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/36.jpg)
+Twitter ON: turns ALL phone notifications on.
OFF: turns ALL phone notifications off.
STOP, QUIT: stops all messages to your phone immediately
ON username: turns on notifications for a specific person on your phone. For example, ON alissa.
OFF username: turns off notifications for a specific person on your phone. For example, OFF blaine.
FOLLOW username: this command allows you to start receiving notifications for a specific person on your phone. Example: follow jeremy
LEAVE username: this command allows you to stop receiving notifications for a specific person on your phone. Example: leave benfu
![Page 37: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/37.jpg)
+Twitter @username + message
directs a twitter at another person, and causes your twitter to save in their "replies" tab. Example: @meangrape I love that song too!
D username + messagesends a person a private message that goes to their device, and saves in their web archive. Example: d krissy want to pick a Jamba Juice for me while you're there?
WHOIS username retrieves the profile information for any public user on Twitter. Example: whois jack
GET usernameretrieves the latest Twitter update posted by the person. Example: get goldman
![Page 38: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/38.jpg)
+Twitter NUDGE username
reminds a friend to update by asking what they're doing on your behalf. Example: nudge biz
FAV usernamemarks a person's last twitter as a favorite. (hint: reply to any update with FAV to mark it as a favorite if you're receiving it in real time) Example: fav al3x
STATS this command returns your number of followers, how many people you're following, and which words you're tracking.
![Page 39: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/39.jpg)
+Tag an Object
What: A user wants to attach their own keywords to an object for organization and later retrieval
Use when you or your users are collecting large amounts of data like tweets or photos
![Page 40: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/40.jpg)
+Blogs, Wikis & Photo sharing
![Page 41: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/41.jpg)
+Social Media is …the democratization of information, transforming people from content readers into content publishers. It is the shift from a broadcast mechanism to a many-to-many model, rooted in conversations between authors, people, and peers.
“The key to becoming transparent is developing a culture that’s
dedicated to the thing you do.”
![Page 42: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/42.jpg)
+Social Media is …
Social media uses the “wisdom of crowds” to connect information in a collaborative manner. Social media can take many different forms, including Internet forums, message boards, weblogs, wikis, podcasts, pictures and video. Technologies such as blogs, picture-sharing, vlogs, wall-postings, email, instant messaging, music-sharing, group creation and voice over IP, to name a few.
Examples of social media applications are Wikis (reference), Myspace and Facebook (social networking), Last.fm (personal music), YouTube (social networking and video sharing), Second Life (virtual reality), and Flickr (photo sharing)., Ning and CollectiveX (personal social networking)
![Page 43: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/43.jpg)
+Social Media is …
Social Media and Social Networking tools are multifaceted. They can be deployed to:
•engender community•broadcast and amplify hype•help with product development•get client feedback•create content•enhance sales•create peer relationships between producer, seller and consumer•foster communication and increase trust
But they can be kind of fickle. If you go into a social media campaign only to broadcast hype or to sell a product, people will see through that and disregard it - unless it's really cool.
![Page 44: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/44.jpg)
+Social Media is …
When we set out on a social media campaign or incorporate its tools, we have to take into account the care and feeding of the social media system. You need to participate. Your staff needs to be visible on the site. Members need to know your little web site is an integral part of your association and not a state or local play-pen.
Most of the benefits you will get from social media are likely going to stem from ongoing relationships and conversations that develop - not from someone sending you a note saying “fix my local.”
Because fix my local has no context. And context is the foundation for all social media benefits. How are people benefiting from your BRAND? How do they talk about it? Is it as you anticipated? Are they upset? At what? Is it valid? Can they be calmed easily? Is the problem systemic? What makes them happy?
![Page 45: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/45.jpg)
+Social Media is …
![Page 46: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/46.jpg)
+Social Media is …
“People get fired up about Jones because it’s theirs.” Allowing the consumer to own your brand is not predictive marketing.
As anyone who has truly turned over their marketing to their audience in a social campaign knows, the results are often not predictable, not controllable, and certainly not tidy.
![Page 47: Guide to developing social media plan- Ishwar Jha](https://reader036.vdocuments.net/reader036/viewer/2022062307/5576ceaed8b42ae3108b5362/html5/thumbnails/47.jpg)
+Reach me @
www.ishwarjha.com
www.webcore.in
www.facebook.com/ishwarjha
www.twitter.com/ishwarjha