Your SlideShare is downloading. ×
0
Social Media: the Battle between hype and reality




             A Marketer’s Guide to using Social Media effectively
  ...
But first, a word from our sponsor

Ascentium is a digital agency dedicated to creating exceptional, results-
oriented use...
And you may have heard of a few of our Clients




 Bellevue   Seattle   Portland   Spokane   Los Angeles   Baltimore   Lo...
Today’s Topic: Social Media, A Marketing Channel
What this presentation isn’t:


      • A shocking and revealing recitati...
Social Media Hype Cycle: It’s all over the place


                        Twitter


                                  Fac...
Speaking of Marketing Channels




                         What are they and how have they evolved?
 Bellevue   Seattle  ...
In the beginning of marketing, word of mouth was the
single channel




 Bellevue   Seattle   Portland   Spokane   Los Ang...
Then came copywriting and of course visual design




                                       And so began the birth of adv...
Then came signage and the start of retail




 Bellevue   Seattle   Portland   Spokane   Los Angeles   Baltimore   London
Even Outdoor advertising has its roots in antiquity




 Bellevue   Seattle   Portland   Spokane   Los Angeles   Baltimore...
The Point?

• Throughout history there has been the constant evolution of
  communication

• Each Channel began as a revol...
The printing press gave us newspapers and print advertising




 Bellevue   Seattle   Portland   Spokane   Los Angeles   B...
Mass distribution supported the evolution of the catalog




 Bellevue   Seattle   Portland   Spokane   Los Angeles   Balt...
And with dawn of the age of electronics, technology didn’t
change the message, just the medium




 Bellevue   Seattle   P...
Although it has changed the medium an awful lot




 Bellevue   Seattle   Portland   Spokane   Los Angeles   Baltimore   L...
And of course, who could forget the start of the Internet




 Bellevue   Seattle   Portland   Spokane   Los Angeles   Bal...
With ecommerce




 Bellevue   Seattle   Portland   Spokane   Los Angeles   Baltimore   London
Search




 Bellevue   Seattle   Portland   Spokane   Los Angeles   Baltimore   London
Blogs




 Bellevue   Seattle   Portland   Spokane   Los Angeles   Baltimore   London
User Generated Content




 Bellevue   Seattle   Portland   Spokane   Los Angeles   Baltimore   London
And finally, Social Networks




                                           But is Social Media really that new?
 Bellevue...
We all remember the 1:1 Marketer’s favorite image




                                 The New England hardware store,
   ...
But what happened on the way home?




                      The brand was really built over the back fence
 Bellevue   Se...
And so Social Media wasn’t born…




                                 It just got bigger with a dose of technology
 Bellev...
In Social Media, technology has served to dramatically
increase the individual’s sphere’s of influence




    Friends &Fa...
So how does Social Media fit into Marketing?




                                                         First, let’s put...
It is the fallacy of mass market advertising and traditional
ad agencies that it is the company that owns the brand




 B...
Advertising and marketing influences brand awareness




 Bellevue   Seattle   Portland   Spokane   Los Angeles   Baltimor...
But advertising cannot mask the reality of the actual
customer experience




 Bellevue   Seattle   Portland   Spokane   L...
Genuine customer experience is communicated from
users, to their friends, family and their circles of influence




 Belle...
Social media and social networks simply amplify the reach
of an individual’s circle of influence




                     ...
What Comes Next?




                      How do we, as marketers, begin to grapple with
                              So...
Start with your business strategy
                                           • What business are you in?

                ...
Then understand your customers

• What kind of people are attracted to
  your brand?

• What identities do they want to cr...
Mapping out the intersection of your business and your
customers becomes the Marketing Strategy




                      ...
And Don’t Forget Sales




                                           It’s the reason you do marketing
 Bellevue   Seattle...
At the end of the day, Strategy is all about getting and
keeping customers




 Bellevue   Seattle   Portland   Spokane   ...
Strategy is Strategic, Campaigns are Tactical



 • AWARNESS
 • CONSIDERATION
 • PREFERENCE
 • PURCHASE




    Campaigns ...
And Social Media is a great place to launch campaigns




 Bellevue   Seattle   Portland   Spokane   Los Angeles   Baltimo...
Let’s take a look at 4 examples of how to use Social Media
as the primary marketing channel for campaigns at each
stage of...
 Find your audience where they live                                    AWARENESS




 Bellevue   Seattle   Portland   Spo...
 Tap into an existing community                                     CONSIDERATION




 Bellevue   Seattle   Portland   Sp...
 Leverage the community’s common interest PREFERENCE




 Bellevue   Seattle   Portland   Spokane   Los Angeles   Baltimo...
 Drive Demand & Generate Sales                                         PURCHASE




 Bellevue   Seattle   Portland   Spok...
Again, What’s the Point?

• Social Media and Social Networks are nothing more than the extension of
  each individual’s sp...
Upcoming SlideShare
Loading in...5
×

Marketing And Social Media Tmec Oct09

787

Published on

A marketer\'s guide to using Social Media effectively

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
787
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Marketing And Social Media Tmec Oct09"

  1. 1. Social Media: the Battle between hype and reality A Marketer’s Guide to using Social Media effectively Presented at Forrester Research TMEC Conference, Chicago October 7, 2009 Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  2. 2. But first, a word from our sponsor Ascentium is a digital agency dedicated to creating exceptional, results- oriented user experiences - because their outcomes form the core of an organization’s success. A Little about us: • Ranked #27 among Ad Age’s Top 50 Digital Agencies • Recently featured in Q2 2009 Forrester Wave® for Interactive Agencies – Web Design • Inc. 500/5000 list named Ascentium of the fastest-growing private companies in America 5 times since 2005. • Microsoft 2009 Partner of the Year for CRM • Based in Bellevue, Washington • With almost 500 employees in 6 offices across the country and in the UK Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  3. 3. And you may have heard of a few of our Clients Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  4. 4. Today’s Topic: Social Media, A Marketing Channel What this presentation isn’t: • A shocking and revealing recitation of the revolutionary aspects of Social Media • A review of new technology that will change the world • A Sermon on the religion of Social Media and why you need to get some What this presentation hopes to do: • Place Social Media within the context of Marketing • Understand how Social Media can be used in campaigns • Show a few examples of social media campaigns that work • Spark some discussion Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  5. 5. Social Media Hype Cycle: It’s all over the place Twitter Facebook, MySapce YouTube Community Marketing Corporate Blogs It’s all over the place Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  6. 6. Speaking of Marketing Channels What are they and how have they evolved? Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  7. 7. In the beginning of marketing, word of mouth was the single channel Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  8. 8. Then came copywriting and of course visual design And so began the birth of advertising Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  9. 9. Then came signage and the start of retail Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  10. 10. Even Outdoor advertising has its roots in antiquity Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  11. 11. The Point? • Throughout history there has been the constant evolution of communication • Each Channel began as a revolution, followed a hype cycle and ended up as another additional communications channel And the introduction of technology has followed the same pattern… Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  12. 12. The printing press gave us newspapers and print advertising Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  13. 13. Mass distribution supported the evolution of the catalog Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  14. 14. And with dawn of the age of electronics, technology didn’t change the message, just the medium Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  15. 15. Although it has changed the medium an awful lot Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  16. 16. And of course, who could forget the start of the Internet Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  17. 17. With ecommerce Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  18. 18. Search Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  19. 19. Blogs Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  20. 20. User Generated Content Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  21. 21. And finally, Social Networks But is Social Media really that new? Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  22. 22. We all remember the 1:1 Marketer’s favorite image The New England hardware store, where they knew who you were, what you wanted and it was always in stock right when you needed it Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  23. 23. But what happened on the way home? The brand was really built over the back fence Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  24. 24. And so Social Media wasn’t born… It just got bigger with a dose of technology Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  25. 25. In Social Media, technology has served to dramatically increase the individual’s sphere’s of influence Friends &Family Colleagues & Social Search Neighbors Networks Universe Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  26. 26. So how does Social Media fit into Marketing? First, let’s put it in context Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  27. 27. It is the fallacy of mass market advertising and traditional ad agencies that it is the company that owns the brand Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  28. 28. Advertising and marketing influences brand awareness Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  29. 29. But advertising cannot mask the reality of the actual customer experience Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  30. 30. Genuine customer experience is communicated from users, to their friends, family and their circles of influence Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  31. 31. Social media and social networks simply amplify the reach of an individual’s circle of influence Without sacrificing the authenticity and credibility associated with the individual user Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  32. 32. What Comes Next? How do we, as marketers, begin to grapple with Social Media as a marketing channel? Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  33. 33. Start with your business strategy • What business are you in? • What makes your company successful? • Who are your customers? • What do they think about you? • What do you think about them? • Oh, and what about your employees? • And your partners, suppliers, investors, stockholders? What do they think? Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  34. 34. Then understand your customers • What kind of people are attracted to your brand? • What identities do they want to create for themselves with your brand? • What role does your brand fit into their lives? • What will motivate them to add your brand to their collective identity? • What kind of experience are they looking for? Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  35. 35. Mapping out the intersection of your business and your customers becomes the Marketing Strategy And determines how, when, and why you engage Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  36. 36. And Don’t Forget Sales It’s the reason you do marketing Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  37. 37. At the end of the day, Strategy is all about getting and keeping customers Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  38. 38. Strategy is Strategic, Campaigns are Tactical • AWARNESS • CONSIDERATION • PREFERENCE • PURCHASE Campaigns are used to move people through the pipeline Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  39. 39. And Social Media is a great place to launch campaigns Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  40. 40. Let’s take a look at 4 examples of how to use Social Media as the primary marketing channel for campaigns at each stage of the pipeline Awareness – Dell in 2008 Consideration – Heck Preference – Brooks Running Club Purchase – PCC Natural Markets Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  41. 41.  Find your audience where they live AWARENESS Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  42. 42.  Tap into an existing community CONSIDERATION Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  43. 43.  Leverage the community’s common interest PREFERENCE Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  44. 44.  Drive Demand & Generate Sales PURCHASE Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  45. 45. Again, What’s the Point? • Social Media and Social Networks are nothing more than the extension of each individual’s sphere of influence through the application of technology. • Social Media has brought to the forefront, a process and a methodology of human interaction that pre dates both the technology and marketing. • Social Media owes its influence to the authenticity and credibility of the individual (or group of individuals) who represent actual users, not personas. • Social Media Strategies must be rooted in marketing strategies, which are produced to achieve business strategies. • Social Media based campaigns can be used to achieve goals at each stage of the sales pipeline. And did I mention Social Media can be tasty! Thank You Bellevue Seattle Portland Spokane Los Angeles Baltimore London
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×