Class 8b: Social marketing for web 2.0 projects


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Phil Osborne from marketing shares his views on marketing, Web 2.0, and social media.

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Class 8b: Social marketing for web 2.0 projects

  1. 1. COMP113Web 2.0 and Online Communitiesintroduction to marketing for web 2.0 projects Phil Osborne 2010
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  10. 10. what is marketing? as old as business itself misunderstood marketers reputation as bad as politicians, lawyers, used car salesman marketing as selling most people perceive marketing as promotion advertisements, sales promotions convincing people to consume / purchase things they don’t needSlide 10
  11. 11. beyond selling things marketer as agent for the firm marketer as agent for the customer good marketing decreases the need for promotion customers as advocates word of mouth and word of mouse ultimate aim is to understand the market (particularly customers) and align the companies efforts the right product, at the right place, at the right time, at the right priceSlide 11
  12. 12. Competing on price is a race to the bottom! Do you have a price advantage? Better than China or Walmart? Price is a barrier to entry Might reduce the probability that users will ‘try’ your offeringSlide 12
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  14. 14. real marketing attempts to know and understand the customer so well that that market offering fits him/her/them and sells itself though the marketer will have to let the customer know it is available create enough value so both the customer and organisation are satisfied it should result in a customer who is ready to interact (again and again)Slide 14
  15. 15. value generally represented by money in exchange can be non economic in both benefit and cost calculation customer benefits can include emotional, status costs can include time, convenience subjective determined by the user…Slide 15
  16. 16. What is the value of this?Slide 16
  17. 17. Wii FM Everybodys favourite radio station What’s In It For Me… How does the social network create opportunities for the user… Why should I participate The lurker dilemmaSlide 17
  18. 18. implications you (producer) cannot produce value only value propositions requires users! co-creation you won’t know what they value! flexible, adaptable, customisableSlide 18
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  21. 21. one size fits no oneSlide 21
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  23. 23. marketing can help… the STP processSlide 23
  24. 24. segmentation, targeting and positioningSlide 24
  25. 25. Same ‘product’ different customersSlide 25
  26. 26. segments there are a number of different ways to identify the composition of a market using geographic, demographic, psychographic and behaviouristic variables in practice, a marketer will use as many segmentation variables as possible to get a clear description of the segment describing segments of a market lets us profile who the typical customer in that segment will be this ‘picture’ is used to determine which segments within the market we will targetSlide (based on your value proposition _ what do you have that they 26
  27. 27. targeting evaluate the attractiveness of segments AND make a choice which segments to serve target markets are those segments of a market at which we will direct marketing activity developing a marketing mix that will appeal to that segmentSlide 27
  28. 28. positioning positioning aims to shape the way consumer’s perceive the offer by creating a distinct image of the product in the consumer’s mind positioning works to determine a product’s position in relation to competing products and has the effect of influencing people’s opinions as it recognises that consumers set a product’s position based on their understanding of itSlide 28
  29. 29. choosing a positioning strategyproduct’s position - the way theproduct is defined by consumers onimportant attributes the place the product occupies in consumers’ minds relative to competing productsmarketers must: plan positions to give their offerings the greatest advantage in selected target markets design marketing mixes to create these planned positionsSlide 29
  30. 30. so… you will be expected to understand ‘the market’ and justify your decisions… by investors (venture capitalists, bankers etc) by employers KNOWING THIS STUFF GIVES YOU A COMPETITIVE ADVANTAGE market information makes it easier to make decisions… marketing can’t be considered an afterthought retro-fitting anything makes it harderSlide 30
  31. 31. Information Sources Primary Research Secondary Data Internal Data Asking your customersSlide 31
  32. 32. Questions to Ask How much is the information worth? How accurate is the information? How are you going to use the information? When (and how often) will you collect the information?Slide 32
  33. 33. inspiration?Slide 33
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  36. 36. booksSlide 36
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