Social Media (based) Marketing
2020Media Series: Week 1, The Social Web
Dave Evans,
Author, “Social Media Marketing: An Hour a Day”

Why Social Media?

The Founding Vision
“I had (and still have) a dream that the web could be less of
a television channel and more of an interactive sea of
shared knowledge. I imagine it immersing us as a warm,
friendly environment made of the things we and our
friends have seen, heard, believe or have figured out. I
would like it to bring our friends and colleagues closer, in
that by working on this knowledge together we can
come to better understandings.”
--Tim Berners Lee, 1995

The Rallying Cause
• April 1994
• Green Card Lottery
• Via Usenet
The difference this time was a sense of ownership of one’s mailbox,
and the realization that individual control was a viable option.

The Current Landscape
As people take control over their data while spreading their Web
presence, they are not looking for privacy, but for recognition as
individuals. This will eventually change the whole world of advertising.
- Esther Dyson, 2008

The Marketing Challenge
• Reputation is everything
• Consumer cynicism
• Conversations are part of
the sales process
• Challenging economy
• Social media = Hot

The Audience
Consumption and participation are indicators of the clear trend.

The Purchase Funnel

The Purchase Funnel
be aware
consider
buy
brand awareness keyword
relative media spending

The Social Feedback Cycle
marketer-generated consumer-generated
(Think “funnel”) (Think “megaphone”)
be aware talk
consider form opinion
buy use
word-of-mouth
Social content, networks, and interactions
brand awareness keyword
relative media spending

The Social Web

The Social Media Channels
BLOGS
EVENTS and Social Content
CALENDARS
MICROBLOGS VIDEOS
EMAIL PHOTOS AUDIO
(BACN) (PODCAST)
STATUS
UPDATES WIKIS
SMS and TEXT
WHITE-LABEL BRANDED
SOCIAL NETWORKS SOCIAL
NETWORKS
Social Interactions
Social Platforms
Social media is created and shared within social platforms: status updates
and similar interactions drive participation by increasing visibility of use.

Integrating Social Media
PERSONAL
SOCIAL
EVENTS NETWORKS WHITE-LABEL
SOCIAL NETWORKS
TV and
WIKIS BLOGS
Radio Magazines
Integrated Social COLLABORATIVE Conversion MICROBLOGS
Media
Campaigns TOOLS
(Purchase)
Direct
Online Mail SMS PHOTOS
Advertising
EMAIL AUDIO
(BACN) (PODCAST)
VIDEO
Social media components surround and support the “conversion”
process. Social media is one component your marketing toolbox.

Upcoming Webinars

The Complete Series
• Week 1: The Social Web
• Week 2: Facebook Business Page
• Week 3: Twitter for Business
• Week 4: Corporate Blogging
• Week 5: The Social Web and Operations
• Week 6: Social Analytics and Metrics
Join these webinars each week, leading to the full-day seminars
scheduled for June in Mumbai, Dehli, and Bangalore.

More Information
Dave Evans: @evansdave
2020 Media: http://www.2020india.com/