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Five characters of social marketing - update

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Definition of social marketing, principles and the five different characters (clients) who participate in social marketing.

Definition of social marketing, principles and the five different characters (clients) who participate in social marketing.

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  • 1. Five characters of Social Marketing Tuesday, 18th May 2010 Dominique Hind
  • 2. Before we start
  • 3. Social mindset Value Sell Listen
  • 4. Agenda Social definition 5 minutes Five characters 20 minutes Discussion 5 minutes
  • 5. Social definition
  • 6. What is social marketing? •  It is a platform for connection between like minded people or those that have a personal connection. •  Communities or groups are initially formed on physical connections & social networks radiate outwards based on common interests between people (MGM). •  Social networking provides the platform for people to engage & find other like minded individuals.
  • 7. What is social? Social ≠ Channel It must be complimentary to other marketing activity (including PR & CRM) Social media should be considered a social strategy
  • 8. How do you make social simple? = PR + CRM + Value Social (motivating (push) (dialogue) relevant)
  • 9. Where does social fit in a marketing context? Consumers expect to see commercial messaging on portals & sites. BUT on social networks, without relevance & context, it has the ability to possibly devalue & detract from a brands relevance, stature & esteem. Huge watch out is just pushing product messages
  • 10. Five characters of social
  • 11. Five characters of social marketing The Confused The Hopeful The Experimenter The Participant The Insightful
  • 12. The Confused - Profile It’s an interesting place to be BUT I don’t really know why I am here.
  • 13. The Confused - Example Why would you want to friend an anti- dandruff shampoo?
  • 14. The Confused - Example Petrol companies can’t talk about the environment, prices or offers so what can they talk about?
  • 15. The Hopeful - Profile I don’t know how BUT I hope this is effective.
  • 16. The Hopeful - Example
  • 17. The Hopeful - Example
  • 18. The Hopeful - Example Views & engagement is low. Videos are the most viewed, but they don’t encourage conversation.
  • 19. The Experimenter - Profile I need to be involved & use this to understand the consumer, regardless of the impact.
  • 20. The Experimenter - Example
  • 21. The Experimenter - Profile
  • 22. The Experimenter - Profile
  • 23. The Experimenter - Profile
  • 24. The Participant - Profile This is a digital congregation point for consumers of like mindedness (our target audience).
  • 25. The Participant - Profile
  • 26. The Participant - Profile
  • 27. The Participant - Profile
  • 28. The Insightful - Profile It just makes sense, fish where the fish are.
  • 29. The Insightful - Profile
  • 30. The Insightful - Profile
  • 31. Five characters of social marketing The Confused The Hopeful The Experimenter The Participant The Insightful
  • 32. A final thought
  • 33. What is the value of online relationships? Email = $948 Facebook - $3.60
  • 34. Five key social take outs 1.  Absolute relevance −  Just because you can, doesn’t mean you should 2.  Community −  Understand your audience & reason for being −  Be part of the community – you can’t set & forget 3.  Involvement −  Offer something your audience wants 4.  Creative −  If it looks like an ad & smells like an ad, it won’t work in social networking 5.  Measurement −  What does success look like? What is the economic value of the campaign?
  • 35. Discussion
  • 36. Thank you Dominique Hind www.slideshare.net/domhind