Institute of Product Leadership in association with Adaptive Marketing take great pleasure in inviting you to the monthly webinar series for Product Professionals. Our theme for this webinar will be about "Are We Equipped to Market Our Product Online? - A Possible Approach! " Most of us believe that Online is exploding. Most of us, marketers, believe that Online is the only way to market our products. Are we equipped enough to LEVERAGE online channel for our PRODUCT marketing & its objectives? Please come over to the Webinar and find some possible approaches. Welcome! Speaker RatanKK is an experienced eMarketer on a mission to deploy cutting edge eMarketing Solutions. Executions of these tactics help Clients to acquire paying customers & to increase their Revenues & Cash flows. In this endeavour, through his company GutsGo eMarketing, he conducts training programs and workshops in the core areas of eMarketing viz., SEO, PPC, Social Media, Web Analytics, eMail. In the last 3 years, he has trained more than 850 marketing professionals. He has conducted workshops at DuPont (Integrated eMarketing – SEO, PPC, SMM), GlaxoSmithKline (SMM), AOL (Integrated eMarketing - Banner Advertising & Web Analytics). He is a Visiting Professor for eMarketing Elective at Indian Institute of Management, Ahmedabad.

1. Are We Equipped to Market Our
Product Online?
A Possible Approach!
Webinar, Nov 27, 2013
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2. Who Am I?
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3. www.gutsgo.com
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4. Prof RatanKK
Entrepreneur
Surviving By The Day
Being at it!
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5. Prof RatanKK
Entrepreneur
Surviving By The Day
Being at it!
• Leads GutsGo's Marketing & Operations.
• Lead eMarketing Trainer (Trained 1500+)
• IAMAI
• NIIT Limited
• eConsultancy, UK
• eMarketing Visiting Professor
• IIM, Ahmedabad, 2011, 2012, 2013
• IIM, Udaipur 2013
• Great Lakes, Chennai 2010, 2011
• Seasoned Mentor For Entrepreneurship
• ET’s Power Of Ideas 2010 & 2012
• Mentor Edge, CIIE, IIMA Since 2000
• GutsGo Ventures since 2009
• Jury Member
• Yahoo! Big Idea Chair Awards 2012
• Yale & Great Lakes Research 2012
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6. Who Am I?
I’m A Product Manager!
Driving Customer Acquisition > Engagement >
Relationship
Every Day!
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7. www.gutsgo.com
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8. eMarketing Technology Landscape
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9. Developing an
Online Marketing Strategy
Are We Equipped to Market Our
Product Online?
A Possible Approach!
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10. What is your eMarketing Plan?
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11. Request For Information
The Starting Point
Get this RIGHT, you’ll GO Places
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12. An RFI Takes Care of…
• What is your Business Offering as an Elevator Pitch?
• What is your Product Positioning?
• What is your Competitions Product and their
Positioning?
• Who is your CUSTOMER?
• What is your Customer Engagement?
• What is your eMarketing Plan?
• What are the Key Performing Indicators per Campaign?
• What are the resources for this eMarketing Plan?
• Who is Accountable for Performance?
• Who is responsible for Execution?
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13. Process of Developing eMarketing Plan
RFI
Strategy
Tactic
Specific Plan
TAO for
each Tactic
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14. Social Media Marketing Module
Execution Plan
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15. 15
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16. Module – SMM Execution Plan
• Set of goals for an SMM Campaign
• SMM Goals – Audience | Influence | Engagement
| Actions | Loyalty?
• Keywords for SMM
• Short listed KWs
• Identification of SMM Channels, with an
integration planned
• For Listening / Online Intelligence
• For Out Reaching / Engaging
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17. Module – SMM Execution Plan
• ‘Listening Plan’ for conversations
• Listening for each goal
• Tracking what you listened
• Indentify a right conversation opportunity
• ‘Preparation’ for Engagement
• Creation of experiences/web properties, to let
others talk about Brand
• Script to initiate and to sustain conversations
• Plan to get them to talk more about the
experience & the brand in their social web
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18. Module – SMM Execution Plan
• Executing the ‘engagement’ (Outreach)
• How will you ‘Connect’?
• How will you get into the ‘Conversation”?
• How will you identify the ‘intent’ behind a
conversation?
• How will you get conversations to your experiences /
web properties?
• How will you drive traffic to experiences / web
properties
• How do you use traffic through media buying to web
properties?
• How do you integrate different properties /
platforms?
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19. Module – SMM Execution Plan
• Measure, Analyze and Optimize Plan
• Quantification of SMM Goals – Audience |
Influence | Engagement | Actions | Loyalty?
• Defining Key Performance Indicators (KPI) to
achieve each of our SMM goal
• Success scenarios for these KPIs for a goal?
• Measure and analyze these KPIs
• Optimize KPIs for achieving the SMM Goals?
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20. Module – SMM Execution Plan
• SMM Campaign Review Plan
• Report formats / dash boards that you will use to
measure and optimize Campaign
• Taking inputs from client regularly
• Review the campaign execution and performance
with the clients
• Connection of KPIs and the Goals are connected in
review of the campaign
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21. Track & Analyse
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22. Track & Analyse
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23. Track & Analyse
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24. Track & Analyse
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25. Track & Analyse
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26. Optimization For Social Media Mrktg
RFI
Strategy
Tactic
Specific Plan
TAO for
each Tactic
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27. Optimization For Social Media Mrktg
RFI
SMM
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28. Optimization Across Online Marketing
RFI
SEO
Paid
Search
Web
Site
eMail
Mobile
Display
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SMM
Offline
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29. GutsGo eMarketing
Let’s Learn & Do It Better!
Let’s Be At It!
www.gutsgo.com
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30. Q&A
Ask Them At
@ratankk on Twitter
Thanks For Your Encouragement!
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