FEATURED SLIDESHARE OF THE DAY (11 December 2013): Thank you!! https://twitter.com/SlideShareToday/status/410502548672372736 Welcome to the new rules of engagement - and social media marketing + content marketing should be approached from different ways for Small & Medium Businesses What's covered in this presentation: - Using Content Marketing & Social Media Platforms to address key challenges faced by SMBs : Value Proposition, Growing Customers, Revenue, & Scaling the Business - One Size Does not Fit All : Using different social media platforms (Facebook, Twitter, YouTube, LinkedIn, Slideshare) in a targeted fashion that is different from how big brands approach digital strategy - Resources for SMBs to scale and operationalise their content and social media marketing efforts - Writing a Simple Social Media Action Plan: Goals, Target Audience, Measurement, Brand Voice & Personality, KPIs, & designing an Overall Content Plan - The last word on Community: Communities are built on Relationships, not Technology This presentation was a joint effort by Jamshed Wadia (@JamshedWadia) & Christel Quek (@ladyxtel) for the inaugural Connected Women - Powering Women in Business conference in Singapore, which is supported by Microsoft, StarHub, and Athena Network Singapore & Asia-Pacific.

1. !
!
Welcome to the New
Rules of Engagement
@jamshedwadia & @ladyxtel | Connected Women #PWIB13

3. !
!
What REALLY is
Social Media?
@jamshedwadia & @ladyxtel | Connected Women #PWIB13

4. !
!
It’s not about
Twitter or Facebook

5. !
!
It’s all about
being where people are

6. And all businesses are run by people
for people

7. Value
Proposition
Grow
Customers
Make
$$$$
!
!
SMBs do face a couple of real problems
Scale the
Business

8. Value
Proposition
Grow
Customers
Make
$$$$
!
!
Can Social Media address some of these issues?
Scale the
Business

9. !
!
What’s the magic sauce?

10. !
!
Here’s how some great SMBs have done it

11. !
!
One Size
DOES NOT
Fit All”
“
3 8 % S M B S H AV E
EXCELLED
—
28% IN LARGE
C O M PA N I E S

12. Choose the right platform
CONDUCIVE TO
CUSTOMER
C O N V E R S AT I O N S
?
TYPE OF
BUSINESS?
WHERE ARE
YOUR
CUSTOMERS?

13. !
!
FA C E B O O K
@jamshedwadia & @ladyxtel | Connected Women #PWIB13

14. 25 Million SMB’s have business pages on Facebook

15. One of the Top Photographers in Asia

16. Daily Engagement
!
Authentic voice
!
Regular Contest and
Promotion

18. Ana White: Homemaker turned blogger, turned
entrepreneur
Third Party Ads Service

19. Ana White: Homemaker turned blogger, turned
entrepreneur

20. Ana White: Homemaker turned blogger, turned
entrepreneur
Key Takeaways
• Create a community where users can talk about themselves.
• Empower your fans to share their experiences with other users.
• Have clear strategies for your blog and Facebook page.

21. Kelly Lester: The Singing CEO. Lunch boxes ideas
for Kids

22. Kelly Lester: The Singing CEO. Lunch boxes ideas
for Kids
Social Success Story: EasyLunchboxes
Lessons in Branding, Content Creation & Community

23. Kelly Lester: The Singing CEO. Lunch boxes ideas
for Kids
On YouTube, Kelly offers short segments with lifestyle hints,
food preparation tips and more, called “A Couple of Minutes
with Kelly,”

24. Kelly Lester: The Singing CEO. Lunch boxes ideas
for Kids

26. TWITTER
@jamshedwadia & @ladyxtel | Connected Women #PWIB13

27. 4.5 Million SMB’s have profiles on Twitter

29. Fresh, Relevant and Vibrant Content

30. How does a bakery find interested followers?

31. It all started with that one tweet

33. Startup Company Eliminates the Cold Call With
Twitter
Highlights:
On average, the company lands one
meeting per week with potential partners,
collectors or discarders through Twitter.
In a 3-month challenge, ecycler.com added
151 collectors and 623 discarders.

34. Startup Company Eliminates the Cold Call With
Twitter
Highlights:
ecycler.com regularly receives coverage
from relevant bloggers by meeting them
first on Twitter.
Visual and interactive posts on Facebook
make the site the #1 social media source of
traffic, generating about 10% of all
ecycler.com traffic.

35. LINKEDIN
@jamshedwadia & @ladyxtel | Connected Women #PWIB13

36. 4.7 Million LinkedIn Users Are Employed by Small
Businesses

39. SLIDESHARE
@jamshedwadia & @ladyxtel | Connected Women #PWIB13

40. Branding & Search, Thought Leadership, Lead Generation

42. YOUTUBE
@jamshedwadia & @ladyxtel | Connected Women #PWIB13

43. YouTube is #2 Search Engine in the World

44. Indian Taxi Driver

49. M U LT I P L AT F O R M
@jamshedwadia & @ladyxtel | Connected Women #PWIB13

54. FREE RESOURCES
@jamshedwadia & @ladyxtel | Connected Women #PWIB13

55. Creative Commons is a nonprofit organisation that
enables the sharing and use of creativity and
knowledge through free legal tools.

64. W H AT A R E T H E R U L E S O F
ENGAGEMENT ?
@jamshedwadia & @ladyxtel | Connected Women #PWIB13

65. Commit
weekly
resources
Set
Clear
Expectations
Know
which
platform
works
Social
Data to drive
business
strategy
Clear Calls to
Action
Consistency

66. SOCIAL MEDIA ACTION PLAN
@jamshedwadia & @ladyxtel | Connected Women #PWIB13

67. SOCIAL MEDIA ACTION PLAN
Facebook
Goals
Target
Audience
Measurement
Brand Voice &
Personality
Kpis
Twitter
Blog

68. SOCIAL MEDIA ACTION PLAN
Facebook
Goals
Twitter
Blog
Foster Quality
Showcase Authenticity &
Engagement & Showcase
Connect With
“Fun” Side Of Brand
Likeminded Users
Grow Thought
Leadership Through
Quality Opinion Pieces
Target
Audience
Immediate Friends &
Their Networks,
Curious Users Around
Common Passion Points
(Discovery)
Knowledgable Readers,
Opinion Seekers
(Research)
Measurement
Facebook Insights,
Pagelever
Topsy Pro,
Thoughtbuzz
Google Analytics, Alexa,
Compete
Brand Voice &
Personality
Fun, Unique, Engaging,
Light-Hearted
Sharing, Reciprocative,
Sincere, Dynamic
Informative, Trustworthy,
Sincere, Inspiring
Kpis
Connect With 5 Different
Increasing “Talking About
People A Day, 5 Updates
This”, “Reach”, Add
A Day, Increasing
Users To Email Database
Following
Increase Subscribers,
Encourage Email
Signups, Invite 2 Guest
Bloggers To Contribute
Content

69. OVERALL CONTENT PLAN
MISSION
U S E R M O T I VA T I O N S
CONTENT PILLARS
CONTENT MIX
PLATFORM
DISTRIBUTION
DESIRE TO BE DELIGHTED
BE THE FIRST TO TELL & SHARE EXPERIENCES
PROOF OF ACCOMPLISHMENT
GAINING MORE KNOWLEDGE & KNOW-HOW

70. OVERALL CONTENT PLAN
(BE THE MOST FUN
HAIR SALON IN TOWN)
MISSION
DESIRE TO BE DELIGHTED
BE THE FIRST TO TELL & SHARE EXPERIENCES
PROOF OF ACCOMPLISHMENT
GAINING MORE KNOWLEDGE & KNOW-HOW
U S E R M O T I VA T I O N S
CONTENT PILLARS
LIFESTYLE
ADVOCACY
PRODUCTIVITY
/LIFE HACKS
OTHER BRAND
TIE-UPS
(SHARING IS
CARING!)
CONTENT MIX
40%
20%
30%
10%
PLATFORM
DISTRIBUTION
- TWITTER
- FA C E B O O K
- FA C E B O O K
(SHARE FROM
MICROSITE)
- BLOG
- TWITTER
- FA C E B O O K

71. USEFUL HACKS FOR EXECUTION
Picture Sourcing
Flickr, Bigstock.
Use Powerpoint To Customise Your Images For Quick And Fuss Free
Image Editing
Content Plans &
Collaboration
Office365, Skydrive
Optimising
Timing & Quanitity
I Need
Inspiration!!
Surprise Someone From Your Community, Post Youtube Videos,
Encourage Positivity
Structure
Confirm Your Content Plan 2 Weeks In Advance. Map Out Your Key
Milestones (Product Launches, Events, Etc)

72. THE LAST WORD ON
COMMUNITY
@jamshedwadia & @ladyxtel | Connected Women #PWIB13

73. “Be S.O.C.I.A.L”
!
Sincere
Open
Collaborative
Interested
Authentic
Likeable

74. !
!
Communities are built on Relationships,
not Technology

75. !
!
Communities are built on Relationships,
not Technology
!
it’s not about social media communities, it’s about
communities on social media platforms

76. !
!
Don’t be
!
Insensitive
!
Irrelevant
!
Intrusive

77. THANK YOU!
@jamshedwadia & @ladyxtel | Connected Women #PWIB13