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Can You Handle It?                            Top 5 Social Marketing                           Challenges Businesses Face ...
Marketing Challenge                           •   Communications                               Evolved                    ...
A Little About Me   •      Boston native, New Dad,          Entrepreneur and marketing guy   •      Ran marketing & sales ...
!"#$%&()(*+,+-.()(*.+&"/.()(.,-+-.  The	  Awareness	  Social	  Marke2ng	  Hub	  converts	           social	  interac2on	  ...
!"#$%&()(*+,+-.()(*.+&"/.()(.,-+-.     Media	  &	  Entertainment       Retail/	  E-­‐Commerce                           Ot...
A personal story...Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
ooops...                           wrong dayWednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
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The Next day...Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
How’d they                           know that?Wednesday, June 15, 2011
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...Wednesday, June 15, 2011
What I thought...Wednesday, June 15, 2011
What I thought...Wednesday, June 15, 2011
What I thought...Wednesday, June 15, 2011
What I thought...                            Just spoke with mike. Wants to head home                            to see hi...
What I thought...Wednesday, June 15, 2011
What I thought...Wednesday, June 15, 2011
What I thought...Wednesday, June 15, 2011
What I thought...Wednesday, June 15, 2011
What I thought...Wednesday, June 15, 2011
What I thought...Wednesday, June 15, 2011
What I thought...Wednesday, June 15, 2011
What I thought...Wednesday, June 15, 2011
What actually                           happened...Wednesday, June 15, 2011
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
So, what’s it all about?Wednesday, 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
Wednesday, 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
(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 ...
For Example, let’s say we are selling...Wednesday, June 15, 2011
Under the traditional model                                  we would...                           • Broadcast messages   ...
Through Social We Could:  •     Listen for individuals who show a        likelihood of buying  •    Target:      ➡  Hyper-...
@bill Need new    Through Social We Could:                                            shoes for the office                 ...
@bill Need new    Through Social We Could:                                             shoes for the office                ...
@bill Need new    Through Social We Could:                                                shoes for the office             ...
@bill Need new    Through Social We Could:                                                shoes for the office             ...
@bill Need new    Through Social We Could:                                                 shoes for the office            ...
Fundamental Difference in communication                             VSWednesday, June 15, 2011
What’s at the                             core?Wednesday, June 15, 2011
IntelligenceWednesday, June 15, 2011
Wednesday, June 15, 2011
5            TOP                                   Challenges  •        © 2009 Awareness CONFIDENTIALWednesday, June 15, 2...
#1                       Inability to ScaleWednesday, June 15, 2011
Wednesday, 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...
4 channels             Active                                    1 Channel   3 Accts    300K+ fans             groupsWedne...
4 channels             Active                          1 page                                    1 Channel   3 Accts    30...
4 channels    300K+ fans                           Active                           groups                                ...
#2                 Security & ControlWednesday, June 15, 2011
Wednesday, June 15, 2011
Customer ServiceWednesday, June 15, 2011
Marketing     Customer ServiceWednesday, June 15, 2011
Marketing     Customer Service                                       PRWednesday, June 15, 2011
Marketing     Customer Service                                       PRWednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
Marketing    Customer Service                                       PRWednesday, June 15, 2011
Marketing    Customer Service                                       PRWednesday, June 15, 2011
Wednesday, June 15, 2011
#3                           Lack of Resources                               & Buy-inWednesday, June 15, 2011
Wednesday, June 15, 2011
#4             Reporting is Ad-HocWednesday, June 15, 2011
#5                           CentralizationWednesday, June 15, 2011
PR                                                        SERVICE                                                         ...
all challenges are opportunities in disguiseWednesday, June 15, 2011
Mike Lewis                                  VP of Marketing & Sales                                       Awareness Inc   ...
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Top 5 Social Marketing Challenges Businesses Face - LikeableU

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Transcript of "Top 5 Social Marketing Challenges Businesses Face - LikeableU"

  1. 1. 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
  2. 2. Marketing Challenge • Communications Evolved • 5 Most Common Social Media Challenges facing Enterprises • Examples of Social Media SuccessWednesday, June 15, 2011
  3. 3. 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
  4. 4. !"#$%&()(*+,+-.()(*.+&"/.()(.,-+-. The  Awareness  Social  Marke2ng  Hub  converts   social  interac2on  into  ac2onable  and   mone2zable  customer  rela2onshipsWednesday, June 15, 2011
  5. 5. !"#$%&()(*+,+-.()(*.+&"/.()(.,-+-. 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
  6. 6. A personal story...Wednesday, June 15, 2011
  7. 7. Wednesday, June 15, 2011
  8. 8. Wednesday, June 15, 2011
  9. 9. Wednesday, June 15, 2011
  10. 10. Wednesday, June 15, 2011
  11. 11. Wednesday, June 15, 2011
  12. 12. Wednesday, June 15, 2011
  13. 13. Wednesday, June 15, 2011
  14. 14. Wednesday, June 15, 2011
  15. 15. Wednesday, June 15, 2011
  16. 16. ooops... wrong dayWednesday, June 15, 2011
  17. 17. Wednesday, June 15, 2011
  18. 18. Wednesday, June 15, 2011
  19. 19. Wednesday, June 15, 2011
  20. 20. Wednesday, June 15, 2011
  21. 21. Wednesday, June 15, 2011
  22. 22. Wednesday, June 15, 2011
  23. 23. Wednesday, June 15, 2011
  24. 24. The Next day...Wednesday, June 15, 2011
  25. 25. Wednesday, June 15, 2011
  26. 26. Wednesday, June 15, 2011
  27. 27. Wednesday, June 15, 2011
  28. 28. How’d they know that?Wednesday, June 15, 2011
  29. 29. Wednesday, June 15, 2011
  30. 30. It was this guy!!!Wednesday, June 15, 2011
  31. 31. My Experience = “Customer WOW Moment”Wednesday, June 15, 2011
  32. 32. What I thought...Wednesday, June 15, 2011
  33. 33. What I thought...Wednesday, June 15, 2011
  34. 34. What I thought...Wednesday, June 15, 2011
  35. 35. What I thought...Wednesday, June 15, 2011
  36. 36. What I thought...Wednesday, June 15, 2011
  37. 37. What I thought... Just spoke with mike. Wants to head home to see his son. Booked him on earlier flight.Wednesday, June 15, 2011
  38. 38. What I thought...Wednesday, June 15, 2011
  39. 39. What I thought...Wednesday, June 15, 2011
  40. 40. What I thought...Wednesday, June 15, 2011
  41. 41. What I thought...Wednesday, June 15, 2011
  42. 42. What I thought...Wednesday, June 15, 2011
  43. 43. What I thought...Wednesday, June 15, 2011
  44. 44. What I thought...Wednesday, June 15, 2011
  45. 45. What I thought...Wednesday, June 15, 2011
  46. 46. What actually happened...Wednesday, June 15, 2011
  47. 47. Wednesday, June 15, 2011
  48. 48. Not as exciting, but a great story none the lessWednesday, June 15, 2011
  49. 49. So, what’s it all about?Wednesday, June 15, 2011
  50. 50. So, what’s it all about?Wednesday, June 15, 2011
  51. 51. So, what’s it all about?Wednesday, June 15, 2011
  52. 52. The way we communicate has evolvedWednesday, June 15, 2011
  53. 53. Social Media represents the largest shift in communications in human historyWednesday, June 15, 2011
  54. 54. Wednesday, June 15, 2011
  55. 55. Why are marketers soooo excited about Social Media?Wednesday, June 15, 2011
  56. 56. Let’s take a step back...Wednesday, June 15, 2011
  57. 57. How we have been trained to market?Wednesday, June 15, 2011
  58. 58. (1) Develop a campaignWednesday, June 15, 2011
  59. 59. (1) Develop a campaignWednesday, June 15, 2011
  60. 60. (2) Identify SourcesWednesday, June 15, 2011
  61. 61. (3) Develop Compelling Content & OffersWednesday, June 15, 2011
  62. 62. (4) BroadcastWednesday, June 15, 2011
  63. 63. (5) Wait...Wednesday, June 15, 2011
  64. 64. Social Media is new and unique for marketersWednesday, June 15, 2011
  65. 65. For businesses, marketing through Social Media is about • Data that is driven by • Dialog and • Contextual Content within a • CommunityWednesday, June 15, 2011
  66. 66. For Example, let’s say we are selling...Wednesday, June 15, 2011
  67. 67. 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
  68. 68. 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
  69. 69. @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
  70. 70. @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
  71. 71. @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
  72. 72. @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
  73. 73. @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
  74. 74. Fundamental Difference in communication VSWednesday, June 15, 2011
  75. 75. What’s at the core?Wednesday, June 15, 2011
  76. 76. IntelligenceWednesday, June 15, 2011
  77. 77. Wednesday, June 15, 2011
  78. 78. 5 TOP Challenges • © 2009 Awareness CONFIDENTIALWednesday, June 15, 2011
  79. 79. #1 Inability to ScaleWednesday, June 15, 2011
  80. 80. Wednesday, June 15, 2011
  81. 81. 4 channels 300K+ fansWednesday, June 15, 2011
  82. 82. 4 channels Active 300K+ fans groupsWednesday, June 15, 2011
  83. 83. 4 channels Active 1 Channel 300K+ fans groupsWednesday, June 15, 2011
  84. 84. 4 channels Active 1 Channel 3 Accts 300K+ fans groupsWednesday, June 15, 2011
  85. 85. 4 channels Active 1 page 1 Channel 3 Accts 300K+ fans groups 15K fansWednesday, June 15, 2011
  86. 86. 4 channels 300K+ fans Active groups 1 Channel 3 Accts X1 page 15K fansWednesday, June 15, 2011
  87. 87. #2 Security & ControlWednesday, June 15, 2011
  88. 88. Wednesday, June 15, 2011
  89. 89. Customer ServiceWednesday, June 15, 2011
  90. 90. Marketing Customer ServiceWednesday, June 15, 2011
  91. 91. Marketing Customer Service PRWednesday, June 15, 2011
  92. 92. Marketing Customer Service PRWednesday, June 15, 2011
  93. 93. Wednesday, June 15, 2011
  94. 94. Wednesday, June 15, 2011
  95. 95. Wednesday, June 15, 2011
  96. 96. Wednesday, June 15, 2011
  97. 97. Wednesday, June 15, 2011
  98. 98. Marketing Customer Service PRWednesday, June 15, 2011
  99. 99. Marketing Customer Service PRWednesday, June 15, 2011
  100. 100. Wednesday, June 15, 2011
  101. 101. #3 Lack of Resources & Buy-inWednesday, June 15, 2011
  102. 102. Wednesday, June 15, 2011
  103. 103. #4 Reporting is Ad-HocWednesday, June 15, 2011
  104. 104. #5 CentralizationWednesday, June 15, 2011
  105. 105. PR SERVICE SALES CRISIS RECRUIT PRODUCT Slide created by @equalmanWednesday, June 15, 2011
  106. 106. all challenges are opportunities in disguiseWednesday, June 15, 2011
  107. 107. Mike Lewis VP of Marketing & Sales Awareness Inc @bostonmike / @awarenessinc http://blog.socialepisodes.com mike.lewis@awarenessnetworks.comWednesday, June 15, 2011
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