Integrating social media in Marketing Plan
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Integrating social media in Marketing Plan

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Keynote presented at Social Media & Mobile Marketing Summit 2011 | 18 Jan 2010 - Sheraton Grand Sukhumvit Bangkok

Keynote presented at Social Media & Mobile Marketing Summit 2011 | 18 Jan 2010 - Sheraton Grand Sukhumvit Bangkok

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    Integrating social media in Marketing Plan Integrating social media in Marketing Plan Presentation Transcript

    • MAKING THE SOCIAL MEDIA & MOBILE SOCIAL NETWORKING STRATEGY INTEGRAL TO YOUR MARKETING PLAN Nuttaputch Wognreathong Project Manager Strategic Innovation Business RS Plc. @nuttaputch mkttwit.com appreview.in.thWednesday, January 19, 2011
    • Why Social Media? What Social Media can do for marketing? How to use Social Media?Wednesday, January 19, 2011
    • Why?Wednesday, January 19, 2011
    • Before you try to know Social Media know social firstWednesday, January 19, 2011
    • The importance of being socialWednesday, January 19, 2011
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    • When it comes to... MEDIAWednesday, January 19, 2011
    • Wednesday, January 19, 2011
    • The First Age The Second Age The Third Age Uni-Directional Bi-Directional Multi-Directional TV, Radio, OOH Interactive Social Media 1990-1995 1995-2002 2002-PresentWednesday, January 19, 2011
    • Create Buy Reach Engagement Talk to customer Talk with customer Create Win Reach Engagement Traditional Media: New Media: The more REACH you buy, The more ENGAGEMENT the more your campaign can your platform creates, the create engagement more reach you winWednesday, January 19, 2011
    • T consumers engage e economics of mar- In Past.... ny of the function’s ures. For marketers,unsustainable. a car buyer wouldvailable choices un-est met his criteria. make the sale. The the dealer and the dissipate after thers are promiscuousThey connect withmedia channels be-he retailer’s control te a shifting array of before narrowing it. ers may remain ag-omoting or assailing ollaborating in the enging and shaping brand promise andhanged is when—atst open to in uence,hem at those points.s that put the lion’s source: Harvardg brand awarenesse Wednesday, January 19, 2011 point of purchase THEN THE FUNNEL METAPHOR For years, marketers assumed that consumers started with a large number of potential brands in mind and methodically winnowed their choices until they’d decided which one to buy. After purchase, their relationship with the brand typically focused on the use of the product or service itself. NOW THE CONSUMER DECISION JOURNEY MANY BRANDS FEWER BRANDS FINAL CHOICE BUY BUY New research shows that rather than systematically narrowing their choices, consumers add and subtract brands from a group under Business Review Dec 2010 evaluation phase. After purchase, consideration during an extended they often enter into an open-ended relationship with the brand,
    • —atence, ints. NOW THE CONSUMER DECISION JOURNEY on’s Present... shows that rather than systematically narrowing their New research choices, consumers add and subtract brands from a group underness consideration during an extended evaluation phase. After purchase,hase they often enter into an open-ended relationship with the brand,nged sharing their experience with it online. just-with CONSIDERme. EVALUATEmeta- THE LOYALTY LOOPould BOND nds ADVOCATEoice. ENJOY BUYedia ong tion, Consider & Buy Evaluate & Advocate Bondphor Marketers often overem- New media make the If consumers’ bond with phasize the “consider” and “evaluate” and “advocate” a brand is strong enough, mer “buy” stages of the journey, stages increasingly relevant. they repurchase it without allocating more resources Marketing investments that cycling through the earlier source: Harvard Businessbuild- Dec 2010 than they should to Review help consumers navigate decision-journey stages. , my Wednesday, ing awareness through January 19, 2011 the evaluation process
    • choices. These new sources of information are looked to by consumers for guidance alongside traditional media; advertising and traditional communications are still very much a part of the overall marketing mix. The result is a new vetting that is impact- ing—sometimes positively, sometimes negatively—the efforts of businesses and organi- zations to grow their markets. MARKETER-GENERATED USER-GENERATED AWARENESS CONSIDERATION PURCHASE USE FORM OPINION TALK Figure 1.1 The Social Feedback Cycle Open Access to Information source: Social Media Marketing, Dave Evans The Social Feedback Cycle is important to understand because it forms the basis ofWednesday, January 19, 2011
    • • People want to be social • They want to share and connect with others with ways of communication • Engagement & Trust are the key • Social Media is a media designed to be disseminated through social interaction • Online Technology help it spread faster and easierWednesday, January 19, 2011
    • What social media can do for Marketing?Wednesday, January 19, 2011
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    • 1. Advertising & Awareness 2. Public Relation 3. Customer Relationship Management 4. Social Monitoring 5. Market ResearchWednesday, January 19, 2011
    • Action!!Wednesday, January 19, 2011
    • Nature of Social Media you will face...Wednesday, January 19, 2011
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    • It’s easy to open a social media account But it’s not easy to handle the social Are you ready?Wednesday, January 19, 2011
    • Whose Responsibility?Wednesday, January 19, 2011
    • Source: Social Business Forecast 2011 - ALTIMETERWednesday, January 19, 2011
    • Choose the right mediaWednesday, January 19, 2011
    • Have you ever try?Wednesday, January 19, 2011
    • not just WHAT media they consume identify HOW you customer consume media and select the best oneWednesday, January 19, 2011
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    • Create Guideline •Character •Language •Type of content to be post •Scheduled content •Receiving Feedback •Monitoring •Etc.Wednesday, January 19, 2011
    • Tracking & Evaluation •Friends •Active User •Comments & Mentions •Like •Views •Users •etc.Wednesday, January 19, 2011
    • 1.Set objectives 2.Set the team 3.Choose the right media 4.Create guideline 5.Track the score 6.Keep evaluationWednesday, January 19, 2011
    • Wednesday, January 19, 2011
    • OT I S NWednesday, January 19, 2011
    • Back to streetWednesday, January 19, 2011
    • NOT!Wednesday, January 19, 2011
    • Lower your guardWednesday, January 19, 2011
    • People don’t want to talk with...Wednesday, January 19, 2011
    • Don’t be tooWednesday, January 19, 2011
    • If you don’t have voice ask..Wednesday, January 19, 2011
    • DisconnectWednesday, January 19, 2011
    • Why Mobile Devices? •People shifts to digital lifestyle •Mobile devices are smarter •Mobile = MediaWednesday, January 19, 2011
    • 1. Know the tools & technologyWednesday, January 19, 2011
    • 2. Stay connected with your networkWednesday, January 19, 2011
    • 3. Put your products in the mobile activityWednesday, January 19, 2011
    • 4. Or try something out of the boxWednesday, January 19, 2011
    • Put your brand in front of yourcustomers through their devices And deliver what people expect from you Otherwise, they will dislike youWednesday, January 19, 2011
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    • Wednesday, January 19, 2011