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The CEO's View of Social Media and Social Commerce
 

The CEO's View of Social Media and Social Commerce

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These are the slides from the session I gave at The Manufacturing Institute's MAS event at Haydock Park on 27/05/11

These are the slides from the session I gave at The Manufacturing Institute's MAS event at Haydock Park on 27/05/11

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    The CEO's View of Social Media and Social Commerce The CEO's View of Social Media and Social Commerce Presentation Transcript

    • The CEO’s View of Social Media and Social Commerce
      David Edmundson-Bird
      Course Director MSc Digital Marketing Communications
      MMU Business School
    • Agenda
      Who am I?
      A CEO’s Intro to Social Media Marketing
      Positioning a Brand in the Social Media Space
      Engaging with the Market
      The Emerging Social Commerce Model
      There’s always room for a Top Ten Tip List
      Even for Senior Managers
    • A CEO’s introduction to Social Media marketing
    • Decisions to Purchase
      Non emotional/Commodity
      Purchase decisions don’t require complexity
      Decisions are quick
      The world of FMCG
      Emotional/Luxury
      Careful consideration of complex decisions
      No single decision-maker
      Slow
      The long term life value of the customer
    • Networks of Persuasion
      Suppliers of Support
      Suppliers of Primary
      Less obviousmarketingthinking
      Regulators
      The Supplier
      The Buyer
      Influencers
      Friends
      Instinctive marketing thinking
      Other Suppliers
      Contacts
      Collaborators
    • Social Media Marketing Opportunity
      Suppliers of Support
      Suppliers of Primary
      Regulators
      The Supplier
      Engage with
      Engage with
      Engage with
      The Buyer
      Influencers
      Friends
      Engage with
      Engage with
      Other Suppliers
      Contacts
      Engage with
      Collaborators
    • Positioning your Brand in the Social Media Space
    • Positioning Your Brand in Social Media
      Where can only you occupy?
      How can you establish your brand as the sole occupant in a given social media position?
      Some old-fashioned principles apply:
    • The Social Media “Proposition”
      Why does your brand exist?
      The differentiation and relevance
      Not only to customers but those other people in the network
      It’s the clear focus for your staff
      It’s the clear focus when other people engage other people about your brand
    • Engaging with the social media Market
    • Engaging with the Social Media Market
      You need to make a number of decisions – look at your Networks of Persuasion
      Which of the network contacts will you engage with?
      Which of the network contacts will other contacts engage with about you?
      What will you do?
      Say things to them?
      Listen to them?
      Which platforms and environments will you use to engage with them?
    • Social Network Contacts
      Need to decide who is key from your network segments
      There may be network elements that you don’t want/need or shouldn’t engage with
      Who has the most persuasion capability within your network – can you engage with them so that they engage for you?
    • What to do in Engagement
      Think of the Social Media Proposition
      Build engagements you make on the social media proposition
      Each engagement with a contact needs to be personalized and relevant
      Consider the agendas and motivation of the contacts
      Can they be motivated to engage with other contacts on your behalf?
    • What to do in Engagement
      The Listening Post
      Consider engagement as a feedback channel too
      Customer Service
      Product design
      Reputation management
      Consultation
      Complaints
    • Platforms & Environments
      What is/are the preferred platform(s) of your contacts?
      Avoid attempting to engage where they are not
      You will increase engagement if you use the right environment
      And legally use words such as ROI  but better use “Return on Engagement”
      Consider the role of the 4 social environment types
    • Social Media Environment Types
      Photo sharing
      Q&A systems
      Social networks
      Video sharing
      Wikis
      Sharing documents
      Recommendation environments
      Social bookmarking
      Syndication
      Webinars
      Collaboration
      Syndication
      Communication
      Interaction
      Blogging
      Blog directories
      Instant messaging
      Microblogging
      Podcasting
      RSS
      Apps
    • Emerging models of social commerce
    • Traditional Models of Acquisition & Conversion
      Search
      PPC/Display
      Transaction Site
      Offline
      Retained Customer
      High Street
    • Social Models
      AdPlatform
      Ad
      Platform
      Referral
      Platform
      Referrral
      Platform
      Transaction
      Transaction
      Sharing
      Platform
      Sharing
      Platform
      CircumstancePlatform
      Circumstance
      Platform
    • What are you into?
      What did you just buy?
      AdPlatform
      Ad
      Platform
      Who sent you here?
      What should everyone else buy?
      Referral
      Platform
      Referrral
      Platform
      Transaction
      Transaction
      What are your mates looking at?
      What are you looking at?
      Sharing
      Platform
      Sharing
      Platform
      Where are your mates?
      Where are you?
      CircumstancePlatform
      Circumstance
      Platform
    • Traditional Purchase vs Social Purchase
      Buy something
      Buy something
      Buy something
      SOMETHING THAT GOES WITH IT
      SOMETHING THAT GOES WITH IT
      SOMETHING THAT GOES WITH IT
      Buy something
      SOMETHING THAT GOES WITH THAT
      SOMETHING THAT GOES WITH THAT
      SOMETHING THAT GOES WITH THAT
    • There’s always room for a Top Ten Tip List
      Even for Senior Managers
    • The Social Media Strategists Top Ten Tip List
      Think about all of the participants in your network of influence
      Not just your customers
      Know that it is not instant
      Slow-boiler
      Think about Brand differentiation
      Think about your social media proposition
      Work out who the No.1 network participant is
      Not the no.1 customer
    • The Social Media Strategists Top Ten Tip List
      Only work in social media channels that the network participants use
      Use social media to distinguish yourself
      Have different propositions in different networks for different participants
      The conversation is happening anyway
      Social Media for is about influencing rather than selling
    • The Next Conversation
      Ask me now!
      Mail me
      d.edmundson-bird@mmu.ac.uk
      Tweet me
      @groovegenerator
      Link me
      uk.linkedin.com/in/davidbird
      Phone me
      0161 247 4603 / 07774 556343