99% of Social Media Posts receive near zero engagement fail to create a stir. Even sponsored campaigns fall flat. Yet, few posts go viral overnight and the person & the brand become celebrities overnight, without spending a dime on promotions. Getting a fair share of returns on investments in Social Media marketing efforts continue to be a challenge for enterprises and Small & Medium businesses worldwide.
2. 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
Subhendu@DigitalBlabber.com
3. 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
Subhendu@DigitalBlabber.comChangeTheGame
4. THE CROWD IS CREATING INFORMATION.
ANDYOU 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
Subhendu@DigitalBlabber.comChangeTheGame
This is something you already know. You just can’t do away with Social
Media.
5. 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.
Subhendu@DigitalBlabber.comChangeTheGame
6. 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
Subhendu@DigitalBlabber.comChangeTheGame
7. CREATING A SOCIAL MEDIA MARKETING STRATEGY THAT WORKS
CHANGE 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
Subhendu@DigitalBlabber.comChangeTheGame
8. 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.
Subhendu@DigitalBlabber.comChangeTheGame
9. SOCIAL MEDIA CONVERSATIONS:AREYOU LISTENING?
1. Being Responsible
2. Being Relevant
3. Being Responsive
Get into Ongoing Conversations
Package the collaterals you have into
ways to get into the conversations
you are listening. There are no
shortcuts here.
Subhendu@DigitalBlabber.comChangeTheGame
10. 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.
Subhendu@DigitalBlabber.comChangeTheGame
11. 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.
Subhendu@DigitalBlabber.comChangeTheGame
12. 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
Subhendu@DigitalBlabber.comChangeTheGame
13. CHANGETHE 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.