Top 5 Social Marketing Challenges Businesses Face - LikeableU

Can You Handle It? Top 5 Social Marketing Challenges Businesses Face Mike Lewis VP of Marketing & Sales Awareness, Inc. @bostonmike / @awarenessinc mike.lewis@awarenessnetworks.comWednesday, June 15, 2011

Marketing Challenge • Communications Evolved • 5 Most Common Social Media Challenges facing Enterprises • Examples of Social Media SuccessWednesday, June 15, 2011

A Little About Me • Boston native, New Dad, Entrepreneur and marketing guy • Ran marketing & sales at several start-ups and have used more than social media alone • Active blogger, tweeter, and social media enthusiast • VP of Marketing & Sales at Awareness Inc.Wednesday, June 15, 2011

!"#$%&()(*+,+-.()(*.+&"/.()(.,-+-. The Awareness Social Marke2ng Hub converts social interac2on into ac2onable and mone2zable customer rela2onshipsWednesday, June 15, 2011

!"#$%&()(*+,+-.()(*.+&"/.()(.,-+-. Media & Entertainment Retail/ E-‐Commerce Other Adver&sing, Marke&ng, and PR Agencies Telecommunica&ons SoAware & Technology Educa&on & Non Proﬁt Hospitality & Leisure Financial ServicesWednesday, June 15, 2011

A personal story...Wednesday, June 15, 2011

Wednesday, June 15, 2011

ooops... wrong dayWednesday, June 15, 2011

The Next day...Wednesday, June 15, 2011

How’d they know that?Wednesday, June 15, 2011

It was this guy!!!Wednesday, June 15, 2011

My Experience = “Customer WOW Moment”Wednesday, June 15, 2011

What I thought...Wednesday, June 15, 2011

What I thought... Just spoke with mike. Wants to head home to see his son. Booked him on earlier ﬂight.Wednesday, June 15, 2011

What I thought...Wednesday, June 15, 2011

What actually happened...Wednesday, June 15, 2011

Not as exciting, but a great story none the lessWednesday, June 15, 2011

So, what’s it all about?Wednesday, June 15, 2011

The way we communicate has evolvedWednesday, June 15, 2011

Social Media represents the largest shift in communications in human historyWednesday, June 15, 2011

Why are marketers soooo excited about Social Media?Wednesday, June 15, 2011

Let’s take a step back...Wednesday, June 15, 2011

How we have been trained to market?Wednesday, June 15, 2011

(1) Develop a campaignWednesday, June 15, 2011

(2) Identify SourcesWednesday, June 15, 2011

(3) Develop Compelling Content & OffersWednesday, June 15, 2011

(4) BroadcastWednesday, June 15, 2011

(5) Wait...Wednesday, June 15, 2011

Social Media is new and unique for marketersWednesday, June 15, 2011

For businesses, marketing through Social Media is about • Data that is driven by • Dialog and • Contextual Content within a • CommunityWednesday, June 15, 2011

For Example, let’s say we are selling...Wednesday, June 15, 2011

Under the traditional model we would... • Broadcast messages through multiple channels • Collect Data and Demographically target • Open stores in areas of audience concentration • Drive people to online or ofﬂine purchasesWednesday, June 15, 2011

Through Social We Could: • Listen for individuals who show a likelihood of buying • Target: ➡ Hyper-target individuals with contextual offers and content ➡ Identify Contextual Inﬂuencers ➡ Market to a widget enthusiast group on Facebook ➡ Contextual groups (or create one)Wednesday, June 15, 2011

@bill Need new Through Social We Could: shoes for the ofﬁce party. What to buy? • Listen for individuals who show a likelihood of buying month 2 in marathon training. Feeling better • Target: everyday ➡ Hyper-target individuals with contextual offers and content ➡ Identify Contextual Inﬂuencers HUGE ski trip with the guys next month! Can’t ➡ Market to a widget wait! enthusiast group on Facebook ➡ Contextual groups (or UGH! I hate back to create one) school shopping for the kids!Wednesday, June 15, 2011

@bill Need new Through Social We Could: shoes for the ofﬁce party. What to buy? Need shoes? We have the largest • Listen for individuals who show a selection & 20% discount so you look great at the party http://bit.ly/45hdf likelihood of buying month 2 in marathon training. Feeling better • Target: everyday ➡ Hyper-target individuals with contextual offers and content ➡ Identify Contextual Inﬂuencers HUGE ski trip with the guys next month! Can’t ➡ Market to a widget wait! enthusiast group on Facebook ➡ Contextual groups (or UGH! I hate back to create one) school shopping for the kids!Wednesday, June 15, 2011

@bill Need new Through Social We Could: shoes for the ofﬁce party. What to buy? Need shoes? We have the largest • Listen for individuals who show a selection & 20% discount so you look great at the party http://bit.ly/45hdf likelihood of buying month 2 in marathon training. Feeling better • Target: everyday ➡ Hyper-target individuals with Dude! If you need a new pair of kicks check these out contextual offers and content http://bit.ly/jhgk - We will power you on the big day! ➡ Identify Contextual Inﬂuencers HUGE ski trip with the guys next month! Can’t ➡ Market to a widget wait! enthusiast group on Facebook ➡ Contextual groups (or UGH! I hate back to create one) school shopping for the kids!Wednesday, June 15, 2011

@bill Need new Through Social We Could: shoes for the ofﬁce party. What to buy? Need shoes? We have the largest • Listen for individuals who show a selection & 20% discount so you look great at the party http://bit.ly/45hdf likelihood of buying month 2 in marathon training. Feeling better • Target: everyday ➡ Hyper-target individuals with Dude! If you need a new pair of kicks check these out contextual offers and content http://bit.ly/jhgk - We will power you on the big day! ➡ Identify Contextual Inﬂuencers HUGE ski trip with the guys next month! Can’t ➡ Market to a widget wait! enthusiast group on Looking for new ski boots? 10% of for you today http:// Facebook bit.ly/jhgk ➡ Contextual groups (or UGH! I hate back to create one) school shopping for the kids!Wednesday, June 15, 2011

@bill Need new Through Social We Could: shoes for the ofﬁce party. What to buy? Need shoes? We have the largest • Listen for individuals who show a selection & 20% discount so you look great at the party http://bit.ly/45hdf likelihood of buying month 2 in marathon training. Feeling better • Target: everyday ➡ Hyper-target individuals with Dude! If you need a new pair of kicks check these out contextual offers and content http://bit.ly/jhgk - We will power you on the big day! ➡ Identify Contextual Inﬂuencers HUGE ski trip with the guys next month! Can’t ➡ Market to a widget wait! enthusiast group on Looking for new ski boots? 10% of for you today http:// Facebook bit.ly/jhgk ➡ Contextual groups (or UGH! I hate back to create one) school shopping for the kids! We hate it too... shop online and avoid the hassle... free returns! http://bit.ly/jhgkWednesday, June 15, 2011

Fundamental Difference in communication VSWednesday, June 15, 2011

What’s at the core?Wednesday, June 15, 2011

IntelligenceWednesday, June 15, 2011

#1 Inability to ScaleWednesday, June 15, 2011

4 channels 300K+ fansWednesday, June 15, 2011

4 channels Active 300K+ fans groupsWednesday, June 15, 2011

4 channels Active 1 Channel 300K+ fans groupsWednesday, June 15, 2011

4 channels Active 1 Channel 3 Accts 300K+ fans groupsWednesday, June 15, 2011

4 channels Active 1 page 1 Channel 3 Accts 300K+ fans groups 15K fansWednesday, June 15, 2011

4 channels 300K+ fans Active groups 1 Channel 3 Accts X1 page 15K fansWednesday, June 15, 2011

#2 Security & ControlWednesday, June 15, 2011

Customer ServiceWednesday, June 15, 2011

Marketing Customer ServiceWednesday, June 15, 2011

Marketing Customer Service PRWednesday, June 15, 2011

#3 Lack of Resources & Buy-inWednesday, June 15, 2011

#4 Reporting is Ad-HocWednesday, June 15, 2011

#5 CentralizationWednesday, June 15, 2011

PR SERVICE SALES CRISIS RECRUIT PRODUCT Slide created by @equalmanWednesday, June 15, 2011

all challenges are opportunities in disguiseWednesday, June 15, 2011

Mike Lewis VP of Marketing & Sales Awareness Inc @bostonmike / @awarenessinc http://blog.socialepisodes.com mike.lewis@awarenessnetworks.comWednesday, June 15, 2011

Top 5 Social Marketing Challenges Businesses Face - LikeableU

by Mike Lewis on Jun 15, 2011

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Top 5 Social Marketing Challenges Businesses Face - LikeableU — Presentation Transcript

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