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Web Liquid Approach To Social Media Marketing 2010
Web Liquid Approach To Social Media Marketing 2010
Web Liquid Approach To Social Media Marketing 2010
Web Liquid Approach To Social Media Marketing 2010
Web Liquid Approach To Social Media Marketing 2010
Web Liquid Approach To Social Media Marketing 2010
Web Liquid Approach To Social Media Marketing 2010
Web Liquid Approach To Social Media Marketing 2010
Web Liquid Approach To Social Media Marketing 2010
Web Liquid Approach To Social Media Marketing 2010
Web Liquid Approach To Social Media Marketing 2010
Web Liquid Approach To Social Media Marketing 2010
Web Liquid Approach To Social Media Marketing 2010
Web Liquid Approach To Social Media Marketing 2010
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Web Liquid Approach To Social Media Marketing 2010

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An approach to Social Media Marketing

An approach to Social Media Marketing

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  • 1. This is a
    Social Media & Digital Marketing
    Presentation
  • 2. Factors hindering the adoption of Social Media programs at large organizations
    Source: MarketingSherpa Social Media Marketing and PR Benchmark Survey 2008
  • 3. The evolution of social media
    Timing of four overlapping eras
    ERA OF SOCIAL RELATIONSHIPS
    Start: 1996
    Maturity: 2003 to 2007
    ERA OF SOCIAL FUNCTIONALITY
    Start: 2007
    Maturity: 2010 to 2012
    ERA OF SOCIAL CONTEXT
    Start: 2009
    Maturity: 2012
    ERA OF SOCIAL COMMERCE
    Start: 2011
    Maturity: 2013
  • 4. SPHERE WITH CORE
    The relationship between persuasion and confidence: EFFICIENCY
    Purchase decision
    point
    persuasion
    ”Marketing Promise”
    Advertising
    Public Relations
    Offers
    This is an example text.
    confidence
    ”Trust and expectation”
    Word of Mouth
    Research
    Brand interactions
    90%
    90% of consumers trust recommendations from people they know, 70% trust opinions of unkown users – Source: eConsultancy 2009
  • 5. SPHERE WITH CORE
    Consumption and creation: EVOLVED INFLUENCE
    AWARE
    CONSIDER
    RESEARCH
    consume
    BUY
    WOM:
    USE
    create
    RECOMMEND
    EXPRESS
  • 6. Revenue from social media: SOCIAL COMMERCE
    Exchange of experiences
    “The exchange of experiences, opinions and referrals to enhance the purchase and advocacy of brands, goods and services”
    • Social Commerce is the use of social media – online media that supports social interaction and user contributions – to assist in the online buying and selling of products and services
    • 7. Understanding why it makes commercial sense to help people to connect where they buy and buy where they connect provides businesses with a strategic advantage
    • 8. The opportunity to reap the rewards from an insight-led social commerce strategy is far greater than merely deploying a disparate set of tactical tools
  • Understanding and applying social commerce
    Why Social Commerce?
    IT IS GOOD MARKETING.
    • Rather than simple communications delivery, Social Commerce focuses on the business of solving people’s problems to enable us to generate a profit.
    • 9. Social commerce shifts the aim of marketing from persuasion to trust
    1
    2
    3
    GO FISHING WHERE THE FISH ARE
    • Allows brands to sell at the locations where customers spend their time; social media platforms.
    Social media already accounts for 16% of all time
    spent online versus 5% using search engines.
    (Source: OAP Internet Activity Index 2009)
    49%
    16%
    THE SOCIAL PSYCHOLOGY OF SHOPPING
    • Social shopping tools can harness the process of social influence that takes place when were shopping to improve preference and propensity to transact
    49% of shoppers have made a purchase based on a
    recommendation through a social media property
    (Source: Razorfish 2009)
  • 10. The principles of social psychology
    Behavioural drivers behind social ecommerce
    Social Media
    Tools
    Social Proof
    The behavioural rule: Follow the Crowd
    • To resolve uncertainty of what to do and buy we look at what others are doing or have done.
    • 11. When something stands out as dominant, we instinctively perceive this as social proof; validation
    Pick Lists such as wish-lists and gift-lists offer social proof about what people want and what is desirable
    Popularity Lists that allow shoppers to view options by ‘most popular’, ‘most viewed’, ‘most favorite’, ‘most commented’ etc provide social proof as to what’s best to buy
    Authority
    The behavioural rule: Follow the Authority
    • People have a natural tendency to defer to the conclusions of an expert or authority, regardless of what they say.
    • 12. Specialist knowledge, experience and expertise saves us time.
    Referral Programs stimulate recommendations from people in the know who shoppers trust
    Social Media Reviews by authoritative professional reviewers (blog reviews, webzine reviews, YouTube reviews), and also by existing customers because we assign authority to voice of experience
    Scarcity
    The behavioural rule: Scarce stuff is the good stuff
    • Our minds are hardwired to value scarce resources; we instinctively assign more value to opportunities as they become less available – part out of fear of potential loss (this is known as psychological reactance).
    Deal Directories that list exclusive time-sensitive shopping deals (often with a count-down clock), from those in the know
    Social Network Storefronts with great exclusive deals/products for social network members only
  • 13. The principles of social psychology
    Behavioural drivers behind social ecommerce
    Social Media
    Tools
    Liking
    The behavioural rule: Follow those that you like
    • We have a natural inclination to agree with people we like, admire or find attractive.
    Ask-Your-Network tools for real-time recommendations and opinions from shopper social circles (‘friend sourcing’)
    Share-With-Your-Network tools that allow shoppers to share shopping experiences/finds with their social circle (affinity network)
    Consistency
    The behavioural rule: Be consistent
    • When faced with uncertainty, we opt for the one that is consistent with our beliefs and past behavior.
    • 14. When our beliefs and behaviors don’t match up, we feel psychological discomfort, a big motivator for trying to be consistent
    Share-With-Your-Network tools harness the consistency heuristic to drive loyalty and repurchase by creating publicly association between the shopper and purchased products and the e-commerce site
    Social Media Entertainment uses the small commitment of paying attention to make future purchases more consistent with past behavior
    Reciprocity
    The behavioural rule: Scarce stuff is the good stuff
    • We have a natural desire to repay favours, whether those favours were invited or not - we feel good when we reciprocate
    Group-Buy tools that allow friends to do their friends a favour and get them deals, which get reciprocated with participation
    Referral Programs that allow friends to offer exclusive access or special deals to their friends stimulate take-up and sales
  • 15. Our methodology: SOCIAL MEDIA ROADMAP
    Measurement. Monitoring. Marketing.
    Define Purpose
    Define proposition and objectives of social media investments
    Marcoms integration
    Integrate into Marcoms activities based on findings from monitoring
    Measurement & KPIs
    Define financial KPIs and implement back-end tracking
    Monitor and listen
    Monitor blogsphere to benchmark sentiment and conversation
    1
    2
    3
    4
    Build communities
    Increase visibility & establish presence within main platforms
    Activate advocates
    Identify and establish contact with best customers and influencers
    Recruit Prospects
    Increase number of participants & contributors
    Grow Share of Voice
    Increase share of voice through tactical promotions
    5
    6
    7
  • 16. Our methodology: SOCIAL MEDIA ROADMAP
    BESPOKE RECOMMENDATIONS
    Outputs
    Our SERVICE
    • Begin by examining your core values and tie them to a consumer focused mission statement:
    e.g. “Change and facilite the way consumers view external and internal beauty”
    • STATEMENT OF PURPOSE - how, when and why to we engage in social media?
    • 17. Social Media GOVERNANCE DOCUMENT – define policies and approach to the use of social media
    • 18. CREATORS AND FACILITATORS - identify key internal individuals involved with social media – customer service, sales, in store management
    • 19. Interview with key stakeholders aimed at gathering facts, provide training on social media and brainstorm ideas
    Define Purpose
    • CUSTOMER PATH ANALYSIS – plot the most profitable and popular customer journeys and identiify Key Performance Indicators through each step
    • 20. Draft initial BRAND DASHBOARD, amalgamating data from site analytics, email, display, social media, paid search, organic search
    • 21. Integration of data to measure PEER INFLUENCE by tracking social media engagement (e.g. Facebook “Like It”)
    • 22. Integrate different data sources into one single Brand Dashboard to gain a holistic view of influence and performance
    • 23. Establish a methodology that allows you to understand contribution of sites post and pre “last click”
    • 24. Implement Peer Influence Analysis into your reporting
    • 25. Conduct an intial audit of current measurement approach and data outputs
    • 26. Prepare a detailed set of recommendations to improve accounatbility and visibility of data including social media tracking
    Measurement & KPIs
  • 27. Our methodology: SOCIAL MEDIA ROADMAP
    BESPOKE RECOMMENDATIONS
    Outputs
    Our SERVICE
    • WORD OF MOUTH SNAPSHOT – report analysing
    volume of conversation, overall sentiment and
    sources of conversation – tied with specific
    tactical recommendations
    • Share Word of Mouth findings with
    product development and customer service
    teams
    • Set-up on-going or monthly
    monitoring of blogsphere
    through Brandwatch, a leading
    third party monitoring tool
    Monitor & Listen
    • Test response rates of communications
    (ads, mailings, emails) that incorporate
    social media call to action
    • THROUGH THE LINE SCHEDULE – tie social
    media communications and call to action to
    offline and online messages
    • Incorporate social media
    insight into offline and online
    communications – blend
    persuation messges with
    conversattions
    Marcoms Integration
    • COMMUNITY DEVELOPMENT AND
    ENGAGEMENT PLAN – schedule, costings and resourcing of new communities leveraging internal or external resource
    • Identify affinity partners such as ASOS for the purpose of deploying community engagement and social ecommerce programs
    • 28. Build branded environments within key social media platforms including LinkedIn, YouTube, Facebook, Twitter, Tripadvisor
    • 29. Identify potential co-branded opportunities with affinity partners
    • 30. Build applications within specific communities including Facebook
    Build Communities
  • 31. Our methodology: SOCIAL MEDIA ROADMAP
    BESPOKE RECOMMENDATIONS
    Outputs
    Our SERVICE
    • ACTIVATION PLAN – draft a plan of activities and communications to increase the number of brand advocates across key social media platforms
    • 32. Partner with social media platforms to identify, incentivize and track brand advocates
    • 33. Identify individual influential bloggers with a high propensity to create content
    • 34. Tie “Love your Body” rewards program and social media communications
    • 35. Develop a proposition for brand advocates to increase involvement
    • 36. Identify and recruit brand advocates across multiple social media networks
    Activate Advocates
    • RECRUITMENT PLAN – draft a plan of activities and communications to increase acquisition of prospects (through paid and earned media)
    • 37. Recruit in-store customers: monetize your foot traffic
    • 38. Leveraging data from monitoring tool, identify sites and environments that attract high number of prospects
    Recruit Prospects
    • SOCIAL MEDIA EDITORIAL SCHEDULE – in conjunction with your existing PR agency develop an calendar of communications to increase frequency and depth of conversation
    • 39. Leverage seasonal events and celebrations to increase share of voice and conversation
    • 40. Develop a plan to increase involvement within social media platforms
    Grow Share of Voice
  • 41. Thank you,
    We look forward to the opportunity of working with you!
    www.webliquidgroup.com
    General Inquiries: info@webliquidgroup.com
    London: +44 (0) 20 7253 4133
    New York: +1 646 257 1106

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