Positioning (Social Media)

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A discussion of Jack Trout and Al Ries Positioning and how it applies to social media.

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Positioning (Social Media)

  1. 1. Social Media for Social Good Positioning: The Battle for Your Mind
  2. 2. It’s a Crowded Marketplace Crowd in Venice by Will Hybrid, http://www.flickr.com/photos/wili/146700222/
  3. 3. Media Types <ul><li>Billboards </li></ul><ul><li>Mail </li></ul><ul><li>Magazines </li></ul><ul><li>Newspapers </li></ul><ul><li>Books </li></ul><ul><li>Radio </li></ul><ul><li>Broadcast TV </li></ul><ul><li>Cable TV </li></ul><ul><li>Email </li></ul><ul><li>Web </li></ul><ul><li>Mobile </li></ul>
  4. 4. Even Here! Image credit: http://farm1.static.flickr.com/223/478592465_7aaec23ede.jpg
  5. 5. Add a Fractured Social Media Environment and You Get… Light Chaos by Kevin Dooley, http://www.flickr.com/photos/pagedooley/3199296759/
  6. 6. Consider the Greenspace <ul><li>Green Options </li></ul><ul><li>TreeHugger </li></ul><ul><li>The Daily Green </li></ul><ul><li>EcoGeek </li></ul><ul><li>NYTimes: Dot Earth and Green Inc. </li></ul><ul><li>It’s Getting Hot In Here Community </li></ul><ul><li>EDF </li></ul><ul><li>Greenpeace </li></ul><ul><li>National Wildlife Fund </li></ul><ul><li>Defenders of Wildlife </li></ul><ul><li>Sierra Club </li></ul><ul><li>EPA </li></ul><ul><li>Stop Global Warming </li></ul><ul><li>Al Gore </li></ul>
  7. 7. Positioning
  8. 8. Or Seduction <ul><li>“ Don’t play semantic games with the prospect. Advertising is not a debate. It’s a seduction.” </li></ul><ul><li>- Al Ries and Jack Trout, Positioning </li></ul>
  9. 9. Strategies to Stand Out <ul><li>Understanding your place in the market </li></ul><ul><li>Don’t go head to head w/ 800 lb. gorillas </li></ul><ul><li>Instead try to seize first within your niche </li></ul><ul><li>Differentiate and separate </li></ul><ul><li>Reposition the competition </li></ul><ul><li>Naming is everything! </li></ul><ul><li>Line extensions = bad </li></ul>
  10. 10. The Ries and Trout Nonprofit Example
  11. 11. Additional Nonprofit Examples
  12. 12. Additional Nonprofit Examples
  13. 13. Your Thoughts?

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