Social Media Making the Most of Marketing Opportunity

Copyright by ian fenwick. All rights reserved

digiAindra

digiAindra

Copyright ian fenwick. All rights reserved

Social Media:Making the Most of a Marketing

OpportunityIan Fenwick

Professor of Marketing, Sasin,

Co-founder AnyPrep LLC, digiAindra co ltd

for British Chamber of Commerce Thailand

April 29, 2015


digiAindra

https://www.flickr.com/photos/eugeneflores/3518082842/in/photolist-4Ju9bQ-4JpUpp-4JpVkx-4JpUxF-4Ju93W-4Ju9KA-4Ju9m3-7dsumf-4Ju9uf-7doBue-mPxWAV-

5q8apy-Uicdq-4JeAbX-7mJyrF-7mNqqQ-9oBiv5-6sWqrp-6A9jsu-6mT6sJ Eugene Flores Aapted from http://boumanblog.com/2013/03/27/dont-call-me-a-social-

media-expert/

Follow me! Im a Social Media Expert

Not sure that being termed a social media expert isnt the kiss of death, or damning by faint praise


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http://commons.wikimedia.org/wiki/File:Joseph_Leopold_Ratinckx_Der_Alchemist.jpg

someone whos grown up without specific skillsor hasnt grown up at all

Many marketers seem to see social media experts as 21st

century alchemists: spinning the base metal of posts & contests into the gold of successful marketing

Well, I dont think the original alchemists ever did get lead into gold


digiAindra198332 yearsago

Social media arent really new. Read this ad for CompuServe from 1983[I was actually a user back then]


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Part 1

Part 2

Part 3

Principles

Presence

Practice

but social media do require a bit of a different marketing approach

different principles


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6https://www.flickr.com/photos/brizzlebornandbred/9175200216 TV Shows We Used To Watch - Christmas 1959 by Paul Townsend

#1 Active not passive

first consumers are no longer passive targets

perhaps they never were except in marketers minds


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7https://www.flickr.com/photos/brizzlebornandbred/9175200216 TV Shows We Used To Watch - Christmas 1959 by Paul Townsend

#1 Active not passive

on-brand, and

prospect informative, and

encourage friends to join

now they are active participantswhich means we need to provide them things to do

to reinforce brand, and learn about our potential customers, and to encourage sharing and referrals


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https://www.flickr.com/photos/otacke/12635014673 Oliver Tacke Vortrag

#2 Community not audience

leverage for younot against you

your brand advocates

and dont forget this is no longer a passive audience but an active community

which can turn against you, or for you

[Hint: the latter is better]


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https://www.flickr.com/photos/quinnanya/4687584539 Quinn Dombrowski The librarian warning

#3 Its rude to interrupttraditional marketing was interruption

interruption was always rude but we didnt care

now we have to care


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https://www.flickr.com/photos/quinnanya/4687584539 Quinn Dombrowski The librarian warning

Craig Davis, Chief Creative Officer, J. Walter Thompson

We need to stop interrupting what people are interested in & be what peopleare interested in

#3 Its rude to interrupt


digiAindra

https://secure.flickr.com/photos/nostri-imago/2866399803/ Last Conversation Piece, 1994-95, Bronze by Juan Munoz, Spanish, born Madrid, 1953-2001by cliff1066

#4 Conversations not monologues

youre not the host

listen, listen, listen

dont talk about yourself

TL;DR

traditional marketing the marketer was the hostthe soap ads paid for the soaps

in social media the marketer is the slightly (very?) unwelcomed guest


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Uyuni salt lake of Tunupa, Boliviahttp://www.alistapart.com/articles/conversation-is-the-new-attention/

Christopher Fahey & Timothy Meaney

A List Apart, April 19 2011

Conversation is the new attention

if we are to be credible, we have to get talked about

celebrities know this, brands are learning


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https://www.flickr.com/photos/guysie/6095265888 by Guy Sie 6498 movement macro http://www.uie.com/reports/scent_of_information/

#5 Engagement not reach fans & followers dont count

much

shares, comments, post count much moreescape the brand page ghetto

scent of useful information

curationto escape the brand page ghettos and arrive on users profile pages, we need interactionengagement.

consumers must get the scent, or promise, of something useful


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http://creativity-online.com/work/chupa-chups-chupachupseclipse/39994 http://creativity-online.com/work/oreo-eclipse/39992

#6 Topical & adventitious

taking advantage of the topical

hitching a ride on trending topics

these were building on the recent European eclipse of the sun


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#7 Avoid marketing megalomania

marketers tend to think that consumers really really care

[Hint: they dont]


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http://tomfishburne.com/2015/04/engagement.html

Only 23% ofconsumerssaid they have a relationship with a brandwhenyou ask the 77% of consumers who dont have relationships with brands to explainwhy, you get comments like Its just a brand, not a member of my family



digiAindra

https://secure.flickr.com/photos/nostri-imago/2866399803/ Last Conversation Piece, 1994-95, Bronze by Juan Munoz, Spanish, born Madrid, 1953-2001by cliff1066

#4 Conversations not monologues

#1 Active, not passive

#2 Community, not audience

#3 Its rude to interrupt

#5 Engagement not reach

#6 Topical & adventitious



digiAindra

Part 1

Part 3

Part 2

Principles

Presence


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https://www.fl ickr.com/photos/thisparticulargreg/514818651/in/photostream/ ThisParticularGreg by ThisParticularGreg

https://www.flickr.com/photos/duncanh1/4897457597/in/photostream/ Insects and Flowers #1 by Duncan

Digital presence

we used to think of websites as places to trap and keep potential customers

like fly-paper is to flies

we measured stickiness

we considered it A Good Thing


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Digital presence

now we start to see digital presence as being like the flower

attracting potential customers and giving them something

which in the end will help us


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inbound marketing, content marketing, native advertising,

branded content

thought leadership

attractions, lures, for prospects

Digital presence

this is often called content marketing

content? sounds like what might be found on the ingredients list of a dodgy meat pie

and so often it ISmost content marketing is to useful information as pink slime is to steak!


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attractions, lures, for prospects



thought leadership

Traditional Advertising: short exposure, brand in-your-face

Thought Leadership:

long exposure, brand low-key

genuinely useful, entertaining

un-marketingNon-Overt Marketingimprove user experience with value

Digital presence

lets call it thought leadership not content marketing

its supposed to be useful, not a red slime filler


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attractions, lures, for prospects at different levels of readiness

awareconsider

engagedready to

act

ACTION

loyalhttps://www.fl ickr.com/photos/thisparticulargreg/514818651/in/photostream/ ThisParticularGreg by ThisParticularGreg


Digital presence

something for all levels of the sales funnel


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Social Media

Megaphone

loyal awareconsider

engagedready to

act

ACTION



Digital presence

which were starting to see in social media should be a megaphone for brand advocates


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Digital presence


thought leadership lend freely; encourage borrowing build visibility, brand, link back collect contact data, follow-up ask minimum, give maximum

start with information you already have dont forget video, keep it shortwith longer options


digiAindra

Part 2

Part 1

Part 3

Principles

Presence

Practice


digiAindraalways seemed true, but harsh


digiAindrathe 2nd edition nailed it: Tell Stories thats what we

should do in social media

and make our consumers and potential consumers part of the story, and of its telling


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#1 Tell stories


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http://www.youtube.com/watch?v=M7FIvfx5J10

#1 Tell stories

remember the Volvo Trucks story?


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http://blog.pressly.com/2013/09/10/behemoths-ge-adobe-sap-stories/

Julie Roehm, chief storyteller, SAP

#2 with emotion

even SAP is telling storiesand has a chief storyteller


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http://blog.pressly.com/2013/09/10/behemoths-ge-adobe-sap-stories/

[the story] doesnt have tomake them cryit couldbe something thatthey cheerstories help us inhumanising the idea, & help us opendoors to other industries, & even other kind of people who have not used ourproducts or services in the past

Julie Roehm, chief storyteller, SAP

#2 with emotion


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http://www.youtube.com/watch?v=lqT_dPApj9U

#3 marketing as theatre

social media marketing is increasing theatre

performances seen live by relatively few

but the videos seen by millions on-line


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https://secure.flickr.com/photos/bradleypjohnson/224213838/sizes/o/in/photostream/ MG_7842 by bradleypjohnson

#4 use images, use video

The toothpaste will NOT go back in the tube

images were the most powerful social media post

video is the new image!


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http://creativity-online.com/work/pedigree-pedigree-found/40792

#5 data, sharing, referralsalways building our database

And encouraging sharing and referrals


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#6 xtreme segmentation

segments go from pieces of orange to fragments of pomegranate


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spent $20,000 on trade magazine ads

& got lots of calls from other trade mag ad reps

targeted FB ads to: Walmart employees in NW

Arkansas

Orabrush wanted Walmart listing


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targeted FB ads to: Walmart employees in NW

Arkansas

Total cost: $28

Walmart VP saw the FB ad, assumed it was a national campaign called them to

present


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https://www.flickr.com/photos/guysie/6095265888 by Guy Sie 6498 movement macro http://meyerweb.com/eric/thoughts/2014/12/24/inadvertent-

algorithmic-cruelty/

install an analytics system get someone who can interpret results

and listen to them

tag all links monitor traffic

focus on conversions

assign value to traffic

build, measure, learn

.

#7 test, improve, test again


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Trojan Horse Sofia S http://www.flickr.com/photos/sweetman/

#1 tell stories

#4 use images, use video

#3 marketing as theatre

#2 with human emotion

#5 data, sharing, referrals


#7 test, improve, test again


digiAindra

Part 1

Part 2

Part 3

Principles

Presence

Practice


digiAindraIt is not the strongest of the species that survives nor the most intelligent

it is the one most adaptable to change

often attributed to Darwin, but found only in the notes of his students

[Hint: we know those are often inaccurate]


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http://www.flickr.com/photos/demandaj/5982440920/sizes/l/in/photostream by demandai

Documents

Social Media Making the Most of Marketing Opportunity