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Challenges of Social Media Planning

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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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Challenges of Social Media Planning

  1. 1. Boarding a fast moving train?? <br />CHALLENGES OF SOCIAL MEDIA PLANNING <br />Sanjay Mehta<br />Jt. CEO, Social Wavelength<br />
  2. 2. Try boarding this train as it zooms past your platform on the railway station…<br />Creating a Social Media Plan in fast changing times is not much different…<br />
  3. 3. Where do these insights come from? About Me..<br />
  4. 4. A Few of our Clients – Brands and Agency Partners<br />One of the Top 5 IT Companies in the World<br />
  5. 5. CHALLENGES? WHY? <br />Changing Marketing Model<br />Where are the budgets? <br />Not just Marketing, anyway<br />The Social Media Workflow<br />
  6. 6. The Changing Marketing Model : From the Funnel to an Ellipse.. <br />
  7. 7. The Changing Marketing Model : From the Funnel to an Ellipse.. <br />CONSIDER<br />EVALUATE<br />THE LOYALTY LOOP<br />BOND<br />ADVOCATE<br />ENJOY<br />BUY<br />
  8. 8. Marketing Budgets? Not leaving enough for the crucial touch points? <br />CONSIDER<br />EVALUATE<br />BOND<br />BUY<br />Allocations not just about media (TV/Print/Radio etc) but about consumer touch points!<br />Provide for ‘non-work’ budgets like creating, monitoring owned and earned media spaces!<br />
  9. 9. Not just Marketing, anyway! Yet Marketing must be in charge..!<br />Marketer as the Orchestrator: in charge of all Owned Media – in addition to traditional and digital marketing, also manage customer service, product literature design, product registration, warranty programs, etc. <br />Marketer as publisher, content supply chain manager: Tons of content being produced by brands and for brands – owned and earned media; marketing to take charge<br />Marketplace Intelligence Leader: From Google Analytics to Social Media Monitoring data, the insights must reside with marketing (“what the customer says / does, etc.”) <br />
  10. 10. The Social Media Workflow<br />SOCIAL MEDIA TEAM<br />Investor Relations, etc. etc.<br />
  11. 11. THANK YOU<br />Sanjay Mehta<br />Joint CEO, Social Wavelength<br />smehta@socialwavelength.com +91-98200-40918 @sm63<br />Acknowledgement: Branding in the Digital Age – David Edelman (HBR)<br />