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The Marketing of Unmarketing
The Marketing of Unmarketing
The Marketing of Unmarketing
The Marketing of Unmarketing
The Marketing of Unmarketing
The Marketing of Unmarketing
The Marketing of Unmarketing
The Marketing of Unmarketing
The Marketing of Unmarketing
The Marketing of Unmarketing
The Marketing of Unmarketing
The Marketing of Unmarketing
The Marketing of Unmarketing
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The Marketing of Unmarketing

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A primer on the conceptual and philosophical approach to social media marketing - the marketing of unmarketing - from Jason Falls of Doe-Anderson and Social Media Explorer.

A primer on the conceptual and philosophical approach to social media marketing - the marketing of unmarketing - from Jason Falls of Doe-Anderson and Social Media Explorer.

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  • 1.  
  • 2. Social Media Marketing Why is it different?
  • 3. Traditional Marketing Approaches <ul><li>4P’s – Product, Price, Placement, Promotion </li></ul><ul><li>7P’s of Service Marketing – Add People, Process, Physical Evidence </li></ul><ul><li>The Marketing Process </li></ul><ul><ul><li>Situational Analysis </li></ul></ul><ul><ul><li>Marketing Strategy </li></ul></ul><ul><ul><li>Marketing Mix Decisions </li></ul></ul><ul><ul><li>Implementation &amp; Control </li></ul></ul>
  • 4. None Mention The Customer <ul><li>“ People” is mentioned in the 7P’s of Service Marketing </li></ul><ul><li>Aren’t people are important to those using the 4P’s? </li></ul><ul><li>The AIETA flow lends nothing to customer needs </li></ul><ul><li>“ Implementation &amp; Control” is condescending and presumptuous </li></ul>
  • 5. The Cluetrain Manifesto <ul><li>Published in 1999 </li></ul><ul><li>Written by a collaborative of Chris Locke, Rick Levine, Doc Searls and David Weinberger </li></ul><ul><li>Finally asked “What about the people?” </li></ul>
  • 6. The Cluetrain Manifesto <ul><li>Highlighted Theses </li></ul><ul><ul><li>Markets are conversations. </li></ul></ul><ul><ul><li>Markets consist of human beings, not demographic sectors. </li></ul></ul><ul><ul><li>Conversations among human beings sound human. They are conducted in a human voice. </li></ul></ul><ul><ul><li>Already, companies that peak in the language of the pitch, the dog-and-pony show, are no longer speaking to anyone. </li></ul></ul><ul><ul><li>Public relations does not relate to the public. Companies are deeply afraid of their markets. </li></ul></ul><ul><ul><li>Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationships </li></ul></ul>
  • 7. 10 Years Later, We’re Finally Getting It <ul><li>Marketers Must </li></ul><ul><ul><li>Realize the pathway to a customers wallet is through the customer, not your product, conversion or marketing mix decisions </li></ul></ul><ul><ul><li>Learn to speak the language of people, not corporations </li></ul></ul><ul><ul><li>Learn it’s no longer about persuasive messaging as a result of consumer insights, but conversations about consumer insights that lead to better products </li></ul></ul>
  • 8. Be Human As Organizations So How Do We Do It?
  • 9. Brian Oberkirch <ul><li>Serve communities, don’t build them </li></ul><ul><li>Participate. </li></ul><ul><li>Let a thousand flowers bloom. </li></ul><ul><li>Close the gap. </li></ul><ul><li>Be quiet. Listen. Ask. </li></ul><ul><li>It’s in there. (Product as marketing) </li></ul><ul><li>Little things are huge. </li></ul>
  • 10. Tara Hunt <ul><li>A good marketer … </li></ul><ul><ul><li>is a Community Advocate </li></ul></ul><ul><ul><li>Knows brands aren&apos;t built in boardrooms, ad agencies or brainstorming sessions </li></ul></ul><ul><ul><li>plans a little, but changes a lot </li></ul></ul><ul><ul><li>rewards community members who stand behind them </li></ul></ul><ul><ul><li>gets involved in the community </li></ul></ul><ul><ul><li>is her/his own client </li></ul></ul><ul><ul><li>never takes her/himself to seriously </li></ul></ul>
  • 11. It’s Just Like Personal Relationships <ul><li>Always A Work In Progress </li></ul><ul><li>Once You Stop Working At It, It Will Stop Working </li></ul><ul><li>Communication (Listening &amp; Speaking) Is Imperative </li></ul><ul><li>Honesty &amp; Complete Transparency Necessary </li></ul><ul><li>Can’t Exist Without Trust </li></ul><ul><li>Mutual Attraction </li></ul><ul><li>Spontaneous Consistency </li></ul>
  • 12. What Can We Do Today? <ul><li>Stop calling them your target. Call them your customers. Better yet, call them your friends. </li></ul><ul><li>When talking to a friend of your company, think of them as a real friend and react to their input or concerns as you should. </li></ul><ul><li>Find a way to have every call, email and otherwise in-bound message from a friend returned in a timely fashion. </li></ul><ul><li>Pull together a group of your friends to sit-in on planning sessions (R&amp;D, marketing, media) for next year. </li></ul><ul><li>Stop thinking this is hard. Despite what you may think, you are human. Act like it. Encourage others in your company to do the same. </li></ul>
  • 13. Let’s Connect Jason Falls V.P., Director of Interactive &amp; On-Line Communications [email_address] Twitter: @JasonFalls 502.815.3257 www.socialmediaexplorer.com

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