Different perceptions around social marketing and social media are driving very differenent agendas
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1. Social MarketingWhat conversationshould we be having? Julie
Houston Nitty Gritty Social Marketing Insight and Research June 2
2011
2. Social marketing has exploded with people using theterm to
mean quite different things which is a goodand bad thingThis
presentation is about making mileage from this fact ( and keeping
us on our toes)
3. The buzz word Everyone is keen to apply social marketing It
crosses sectors It crosses professional boundaries Takes marketing
out the marketing group control Its dynamicSocial Marketing is the
new hat
4. Everyone is a mini expert on social marketingplus there are
few rules to follow even if you wanted to
5. Marketers, NFP, Government are backing the trendtowards
social marketing tools Marketing/comms budgets have switched to
social marketing budgets Social marketing managers are being
employed Community managers are evolving Greater investment in
digital technology and services than before Expect to cost less,
gain more
6. Social marketing tools are now used traditionally Used for
communicating news, information and benefits Usually instead of
mainstream media With lower budgets Short term cycles Notion of
campaign is now evolving into a mini campaign or series of events
Source Brainmates
7. Most are planning to use Social Marketing toolsMore Source
Brainmates
8. The Media is the Message (and the Response) Social Marketing
is also taking on the evaluation/feedback role Gauging feedback
this way sends a message too Source Brainmates
9. Social Marketing Tool Evaluation is on the rise Source
Brainmates
10. Social Marketing Social Marketing Social networking
Behaviour change Digital Individual or groups Online tools (
Mindshifts Twitter, Facebook, Linked Engagement In, YouTube, Blogs,
vlogs) Media and non media Youth focus Community/influencer focus
Social Marketing 5Ps individuals Comms CampaignsDifferent Emphasis
= Some Confusion
11. Communications campaigns Social Good initiatives Behaviour
Change Methods Social media Digital applications Online engagement
5Ps of Marketing Leadership Capacity BuildingIn practice, good
Social Marketing is multifaceted social media is just one component
for some programs
12. Stopping/Engaging Switching Maintaining Interest
Suggestions Reminders Inform Alternatives Rewards Influence
EnforcementSocial Marketing is generally concerned witha
behavioural continuum
13. Suddenly social media has swallowed social marketing Many
approaches are unproven and may not fit Does it mean a down- tools
for other traditional social marketing methods/evaluations?Social
media is the tempting fruit within the socialmarketing fruit
bowl
14. This hat doesnt always fit the original SocialMarketing
Sometimes a complex level of information/discussion to convey
Transience of online information/messages Targeting Individual vs.
Group or household? Not in the moment Word of mouth rather than
Word of Mouse
15. Trust in networks in decline?
16. So what does this mean for best practice incontemporary
social marketing?How should we tread with little shared
understanding, language and few sharedevaluations?
17. Basic Questions to ask ourselves as socialmarketers 1. What
is the social marketing strategy trying to achieve (and how does
social media fit within it) 2. What would social media offer the
social marketing, if anything 3. Could social media develop the SM
program (co-creation) rather than deliver it 4. Could social media
evaluate the SM program rather than deliver it? 5. Is intended use
of social media a means, an end or result area? For e.g. what will
1500 followers deliver? LOTS OF CONSIDERATIONS BEFORE HEADING
OUT!
18. Characteristics when itworks: Seamless Movements not
campaigns Organic People powered, not agency run Owned by community
People-speak (not corporate speak) Conversation not
informationStrategic use of social media
19. Social media can be used an entry point to achieve better
social marketing (behaviour change) If its all about the social
media its probably not going to work in all situations Learn from
social media Explore the possibilities for numerous roles Test and
evaluate what role is possible Train and educate staff on the
philosophy not just the mechanicsConclusion is Exploit the
confusion ! We can have ourcake and eat it too