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Challenges of Social Media Planning

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Mirum India - A WPP Group Company
Mirum India - A WPP Group Company

Talk given by Sanjay Mehta, at the Click Asia Summit in Mumbai, on Jan 20, 2011. Talks about the changing marketing model, the marketing budget allocation mismatch, organization structure issues, and finally about creating a workflow within an organization, while considering Social Media..

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Boarding  a  fast  moving  train??     CHALLENGES  OF  SOCIAL  MEDIA  PLANNING     Sanjay  Mehta   Jt.  CEO,  Social  Wavelength   Sanjay  Mehta  
Try  boarding  this  train  as  it  zooms  past  your  plaHorm  on  the  railway  staJon…     CreaJng  a  Social  Media  Plan  in  fast  changing  Jmes  is  not  much  different…   Sanjay  Mehta  
Where  do  these  insights  come  from?  About  Me..   Sanjay  Mehta  
A  Few  of  our  Clients  –  Brands  and  Agencies   One  of  the  Top   5  IT  Companies   in  the  World   Sanjay  Mehta  
CHALLENGES?  WHY?     Sanjay  Mehta  
Sanjay  Mehta  
CONSIDER   EVALUATE   BOND   THE  LOYALTY  LOOP   ADVOCATE   ENJOY   BUY   Sanjay  Mehta  
CONSIDER   EVALUATE   BOND   BUY   AllocaGons  not  just  about  media  (TV/Print/Radio  etc)  but  about  consumer  touch  points!   Provide  for  ‘non-­‐work’  budgets  like  creaGng,  monitoring  owned  and  earned  media  spaces!   Sanjay  Mehta  
Marketer  as  the  Orchestrator:  in  charge  of  all  Owned  Media  –  in  addiGon  to   tradiGonal  and  digital  markeGng,  also  manage  customer  service,  product   literature  design,  product  registraGon,  warranty  programs,  etc.     Marketer  as  publisher,  content  supply  chain  manager:  Tons  of  content  being   produced  by  brands  and  for  brands  –  owned  and  earned  media;  markeGng  to   take  charge   Marketplace  Intelligence  Leader:  From  Google  AnalyGcs  to  Social  Media   Monitoring  data,  the  insights  must  reside  with  markeGng  (“what  the   customer  says  /  does,  etc.”)     Sanjay  Mehta  
PR  /  Corp   •  PR  Crisis   Comm   •  Corp  Level  Issues   Fan   Growth   Engagement   SOCIAL   Branding  /   •  Brand  Promise   Issues   MEDIA   MarkeGng   Blogger   •  AdverGsing  related   Outreach   TEAM   Customer   •  TransacGon  Related   Investor   Service   •  Specific  Complaints   RelaJons,   etc.  etc.   Sanjay  Mehta  
THANK  YOU   Sanjay  Mehta   Joint  CEO,  Social  Wavelength   smehta@socialwavelength.com                      +91-­‐98200-­‐40918                        @sm63   Acknowledgement:  Branding  in  the  Digital  Age  –  David  Edelman  (HBR)   Sanjay  Mehta  

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Challenges of Social Media Planning

  • 1. Boarding  a  fast  moving  train??     CHALLENGES  OF  SOCIAL  MEDIA  PLANNING     Sanjay  Mehta   Jt.  CEO,  Social  Wavelength   Sanjay  Mehta  
  • 2. Try  boarding  this  train  as  it  zooms  past  your  plaHorm  on  the  railway  staJon…     CreaJng  a  Social  Media  Plan  in  fast  changing  Jmes  is  not  much  different…   Sanjay  Mehta  
  • 3. Where  do  these  insights  come  from?  About  Me..   Sanjay  Mehta  
  • 4. A  Few  of  our  Clients  –  Brands  and  Agencies   One  of  the  Top   5  IT  Companies   in  the  World   Sanjay  Mehta  
  • 5. CHALLENGES?  WHY?     Sanjay  Mehta  
  • 7. CONSIDER   EVALUATE   BOND   THE  LOYALTY  LOOP   ADVOCATE   ENJOY   BUY   Sanjay  Mehta  
  • 8. CONSIDER   EVALUATE   BOND   BUY   AllocaGons  not  just  about  media  (TV/Print/Radio  etc)  but  about  consumer  touch  points!   Provide  for  ‘non-­‐work’  budgets  like  creaGng,  monitoring  owned  and  earned  media  spaces!   Sanjay  Mehta  
  • 9. Marketer  as  the  Orchestrator:  in  charge  of  all  Owned  Media  –  in  addiGon  to   tradiGonal  and  digital  markeGng,  also  manage  customer  service,  product   literature  design,  product  registraGon,  warranty  programs,  etc.     Marketer  as  publisher,  content  supply  chain  manager:  Tons  of  content  being   produced  by  brands  and  for  brands  –  owned  and  earned  media;  markeGng  to   take  charge   Marketplace  Intelligence  Leader:  From  Google  AnalyGcs  to  Social  Media   Monitoring  data,  the  insights  must  reside  with  markeGng  (“what  the   customer  says  /  does,  etc.”)     Sanjay  Mehta  
  • 10. PR  /  Corp   •  PR  Crisis   Comm   •  Corp  Level  Issues   Fan   Growth   Engagement   SOCIAL   Branding  /   •  Brand  Promise   Issues   MEDIA   MarkeGng   Blogger   •  AdverGsing  related   Outreach   TEAM   Customer   •  TransacGon  Related   Investor   Service   •  Specific  Complaints   RelaJons,   etc.  etc.   Sanjay  Mehta  
  • 11. THANK  YOU   Sanjay  Mehta   Joint  CEO,  Social  Wavelength   smehta@socialwavelength.com                      +91-­‐98200-­‐40918                        @sm63   Acknowledgement:  Branding  in  the  Digital  Age  –  David  Edelman  (HBR)   Sanjay  Mehta