2011 Thump Using Social Media in your Marketing plan


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So you have a Facebook page, a You Tube channel, a Flickr account and sending the odd Tweet but what is the return on investment for the business? This session will share how to integrate what you are doing on-line with your marketing plan. You will walk away with the tools you need to monitor .

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2011 Thump Using Social Media in your Marketing plan

  1. 1. Using Social Media in Your Marketing Plan Is this just evolution or is it complete revolution?
  2. 2. The average person is exposed to over 3000 advertising messages per day – how do they remember any?
  3. 3. The death of traditional marketing? Newspaper advertising revenue plunged 27 per cent in the United States last year to its lowest level since 1986 TV networks have taken a 12% hit in advertising revenue compared to 2009. Advertising revenue from direct mail is expected to plunge 39% Australian commercial radio industry finished 2010 with annual growth in advertising revenue of 2.25%, first growth in several years
  4. 4. <ul><ul><li>Decade Ago Now </li></ul></ul>
  5. 5. More importantly this is what the consumer NOW thinks . . . Consumer recommendations are the most credible form of advertising among 78% of the study’s respondents. Source ACNielsen
  6. 6. Check this out . . .
  7. 7. <ul><li>“ Customers trust, rely and act on advice from people they know . . . </li></ul><ul><li>90% of people trust their spouse, </li></ul><ul><li>82% their friends and </li></ul><ul><li>69% their work colleagues but only… </li></ul><ul><li>27% trust manufacturers/ retailers </li></ul><ul><li>14% trust advertisers and </li></ul><ul><li>8% trust celebrities” </li></ul><ul><li>(Henley Centre) </li></ul>
  8. 8. What’s Changed? <ul><ul><li>A Decade Ago Now </li></ul></ul><ul><ul><li>The Web Information Gathering Relationship Building </li></ul></ul><ul><ul><li>The Tools 1.0 Search  Broadcast 2.0 Collaboration  Dialogue </li></ul></ul><ul><ul><li>Openness Suspicion of Brands Openness to Brands </li></ul></ul><ul><ul><li>Scalability Limited by budget Viralness </li></ul></ul><ul><ul><li> Limited by geography No borders </li></ul></ul><ul><ul><li> Positioned products Mass customisation </li></ul></ul><ul><ul><li>Key Measure Brand Awareness Brand Word of Mouth </li></ul></ul><ul><ul><li> Brand Satisfaction/Equity Brand Participation/Relevance </li></ul></ul>
  9. 9. Which means . . .
  10. 10. Nike CEO Mark Parker explained the theme “The Consumer Decides”: “ The Consumer Decides is one of Nike's 11 maxims that really define who we are and how we compete as a company. Today, consumers have never held as much power as they do today. They have more choices and more access to those choices. They connect and collaborate with each other over the world. … Clearly, the power has shifted to consumers. The ability we have to connect with consumers is the single most important competitive advantage in business today .”
  11. 11. <ul><li>You need a social media strategy first, so: </li></ul><ul><li>Step 1: Research </li></ul><ul><li>Step 2: Listen – SocialMention.com </li></ul><ul><li>Step 3: Determine where you will participate </li></ul><ul><li>Step 4: Who do you want in your network? </li></ul><ul><li>Step 5: What is your goal of participating? </li></ul><ul><li>Step 6: Join the conversation by: </li></ul><ul><ul><ul><li>Giving back </li></ul></ul></ul><ul><ul><ul><li>Encourage sharing </li></ul></ul></ul><ul><ul><ul><li>Leading </li></ul></ul></ul><ul><ul><ul><li>Listening to your customers </li></ul></ul></ul>What does this mean?
  12. 12. Measuring Your Audience Stranger Doesn’t know your brand at all Aware Knows of the brand, not a follower and not engaging Passive Follower, does not engage Active Follow, low-level engagement Inquisitor Follower, high-level engagement, conversational Evangelist Follower, high-level engagement, conversational, syndicator
  13. 13. Building a social media network doesn’t give you permission to . . .
  14. 14. So remember . . . ‘ Social media is not a campaign. It is a commitment. Jeffrey Hayzlett, Kodak
  15. 15. In fact, many say . . . Psychographic variables are any attributes relating to personality, values, attitudes, interests, or lifestyles. They are also called IAO variables (for Interests, Activities, and Opinions).
  16. 17. What about your marketing plan?
  17. 18. <ul><li>16 Week Marketing Plan: </li></ul><ul><li>Weeks 1-6 – heavy external, traditional marketing </li></ul><ul><li>Week 4 – mini-close out </li></ul><ul><li>Week 6 – full close out </li></ul><ul><li>Weeks 4 to 12 – guerrilla marketing increase </li></ul><ul><li>Weeks 8 to 12 – exercise adherence program </li></ul><ul><li>Weeks 13 to 16 – referral campaign </li></ul><ul><li>Weeks 13 to 16 – re-activation campaign </li></ul><ul><li>Weeks 13 to 16 – dead fish campaign </li></ul><ul><li>Week 16 – open day for close out </li></ul>How could your plan look?
  18. 19. <ul><li>16 Week Marketing Plan: </li></ul><ul><li>Weeks 1-6 – on-line marketing with Google and/or Facebook </li></ul><ul><li>Weeks 7 to 8 – on-line marketing of exercise adherence program </li></ul><ul><li>Weeks 8 to 12 – pictures of the program loaded onto Facebook </li></ul><ul><li>Weeks 13 to 16 – “Like” campaign on Facebook </li></ul><ul><li>Weeks 13 to 16 – re-activation campaign advertised on the Wall </li></ul><ul><li>Weeks 13 to 16 – dead fish campaign by email or text </li></ul><ul><li>Week 14 to16 – on-line marketing with Google and/or Facebook </li></ul>Where could social media help?
  19. 20.
  20. 21. References <ul><li> http://www.slideshare.net/wah17/social-media-35304 </li></ul><ul><li> http://www.slideshare.net/djc1805/social-marketing-listening-and-engagement </li></ul><ul><li> http://s3.amazonaws.com/ppt-download/social-media-action-plan-bullseye-1219381191600331-9.pdf?Signature=EE03N8UeSiO%2BTH9eKuE8xlu4Zn8%3D&Expires=1294875254&AWSAccessKeyId=AKIAJLJT267DEGKZDHEQ&tag=jasonwiener-20 </li></ul><ul><li>http://www.slideshare.net/wah17/social-media-35304 </li></ul>
  21. 22. Justin Tamsett B.Ed (Phys & Health Education) Feel free to contact JT: [email_address] o r 0438 015 677 Follow JT on Twitter: @JTActiveMgmt To read JT’s blog: www.justintamsett.com Become an Active Management Fan on Facebook: www.facebook.com/activemanagement And for more information on Active Management helping your business go to: www.activemgmt.com.au &quot;What you leave behind is not what is engraved in stone monuments, but what is woven into the lives of others.&quot; Pericles
  22. 23. <ul><li>Name: _____________________________________________ </li></ul><ul><li>Business: _____________________________________________ </li></ul><ul><li>Phone: _____________________________________________ </li></ul><ul><li>Email: _____________________________________________ </li></ul><ul><li>Preferred Day for Contact:  Tuesday  Thursday  Friday  Any </li></ul><ul><li>Preferred Time for Contact  10 -12  2-4  6-8  Any </li></ul><ul><li>I would like more information on: </li></ul><ul><ul><li>Mystery Shopper Program  Staff training </li></ul></ul><ul><ul><li>Masters of Business for Personal Trainers  Social media training & strategy </li></ul></ul><ul><ul><li>REX Round Table for Club Owners  Lead boxes </li></ul></ul><ul><ul><li>REX Round Table for Personal Trainers  PT or Fitness Biz in 2011 </li></ul></ul><ul><ul><li>Monthly Webinars  Business mentoring with JT </li></ul></ul>YES, I want more information