How to be relevant to your audience in 140 characters
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This is a presentation made by our Jt CEO, Sanjay Mehta, at a recent event, OMCAR 2012, in New Delhi. This presentation talks about the merits and relevance of writing short and crisp content, especially on Social Media, where people have even lower attention spans and patience.
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How to be relevant to your audience in 140 characters
- 1. HOW TO BE RELEVANT TO YOUR AUDIENCE IN 140 CHARACTERS? SANJAY MEHTA, JOINT CEO, SOCIAL WAVELENGTH (@SM63)
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- 12. Why does Social Media content seem like it’s marketing copy?? • Because most social media activity is marketing driven • And there is a strong marketing legacy • This is the one way copy has been written by marketers forever! Old habits die hard.. • Except it doesn’t work now.. At least not on Social Media
- 13. I am not here for I get enough of this your marketing wherever I turn – spiel TV, hoardings etc..! I have come to Here I can unlike, social media to get block, ban, report away from these! spam..!
- 14. 38 million active Indian Facebook users… • .. Are NOT tuned into your Facebook page • They come there by choice • Or they got lured there by your ads • BUT they are NOT obliged to see your posts, or like them, or even like your page itself • They can ignore.. That’s bad • They can unlike.. That’s worse • They can bad-mouth.. That’s worst • And the reality is.. They can do ALL of those!
- 15. Which means.. • You need a better content strategy on social media • You need to give a lot more respect to your fans, and others who access your content • You need to fundamentally offer value to them • Value could be of any type – information, entertainment, services, love, res pect, help • In short, you need to be RELEVANT to your fans
- 16. Another reason for being relevant? • The Facebook algorithm – this phenomenon called Edgerank • “If you are not interesting, you will become even less interesting..” – yes, ironical as it may be, Facebook is unforgiving and ruthless.. • Fix, or become totally irrelevant
- 17. So what is the meaning of relevance? • So, you are an FMCG company… • Just to be ‘relevant’ to your fans.. • And because they like these topics.. • Will you start talking about: • Anna Hazare, Sunny Leone, Rahul Gandhi, Mayawati, Saif-Kareena, SachinTendulkar, etc.? • Relevance for fans, NOT at cost of relevance for brand..
- 19. What about Emotional Connect? • Is it possible on Social Media? • “Will you miss it, if it’s gone?” • Let’s look at another litmus test… • 2-3 months into the existence of a brand Facebook page.. • Will your fans recognize your content to be yours, even without your DP / brand name??
- 20. So what should your content plan cover? • Evolving a theme – a kind of raison d’etre for the brand, on social media • Theme: content rich, long lasting, interesting, good angles to branch out to, storytelling • Easier when a tagline lends itself: Just do it • For rest, say Titan: Always on time • Coke: Life’s a fizz, or VW: A Smooth Ride
- 21. Once a theme is in place • Figure out broad manifestations on content • What kind of a person would talk this? • Define the personality of the talker • Stay consistent to the personality • Stay focused on the content style • Find a way to weave back brand agenda • Review regularly, tweak, improve - ongoing
- 22. And is it working? • Facebook insights: Data, data, d ata • Benchmark key numbers • Tweak • Long term consistency
- 23. In Conclusion, remember.. • You are taking a live lecture • You are performing to an audience • You are entertaining in real time • It is indeed your reality show • And the audience can either stay or go away!
- 24. QUESTIONS?? Sanjay Mehta Joint CEO, Social Wavelength www.socialwavelength.com smehta@socialwavelength.com @sm63