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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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Transcript

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