1<br />Social Media Marketing<br />Nyenrode› 19 november 2010 ›  Remco van Buren<br />
About Kittyhawk and myself…<br />Founded in June 2009<br />> 35 years of online experience<br />Focus: integrating online ...
Disclaimer<br />Kittyhawk states: There is not one online truth!<br />But succes formulas exist, online, somewhere…<br />T...
4<br />Social media Marketing<br />Let’sgetstarted!<br />
5<br />Social Media Marketing<br />
6<br />Is social media <br />just a newdevelopment?<br />
7<br />Or the biggest shift since<br />theIndustrial Revolution?<br />
Social Media Marketing<br />8<br />
9<br />WOW!! <br />Think of all the great opportunities…<br />…more channels to use in marketing mix <br />=> more reach!!...
10<br />Social Media is not a revolution in new channels in the marketing mix,<br />Social media thrives a revolutionin (c...
11<br />	IN THE BEGINNING…<br />Economy based on Commodity<br />Consumers bound by Availability<br />Companies  focused on...
12<br />	FOLLOWED BY INDUSTRIALISATION…<br />Economy based on Goods<br />Consumers choose for Price<br />Companies  focus ...
13<br />	And mass production created COMMODITIES …<br />Economy based on Services<br />Consumers choose for Quality<br />C...
14<br />	And we promote our brands, products and services by shouting as hard as we can why everybody should purchase our ...
15<br />
16<br />	And then there was the<br />World Wide Web<br />	(1993)<br />
17<br />	The world became smaller and larger at the same time.<br />	And it became more transparent.<br />	Availability, p...
18<br />	Users are searching for relevance and start creating their own social platforms. <br />	People are participating,...
19<br />	And now we enter the era in which…<br />Economy is based on Experiences<br />Consumers choose for Authenticity<br...
20<br />	People don’t believe what companies are shouting anymore.<br />But they do believe what friends tell them about t...
21<br />	People are searching for remarkable ideas, movements, visions and leaders. To follow…<br />	People want to be par...
WHAT<br />22<br />HOW<br />WHY<br />
23<br />	Don’t be a company that is selling products or services…<br />	…but be a group talented individuals.<br />	Who ar...
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27<br />	You will be invited in someone else life…<br />	…because you give something they need…<br />	…something to talk a...
28<br />	And if you do it right…<br />… they will return something very valuable. <br />	They will become a fan, promoter ...
29<br />
30<br />	And if you ask your friends what they need…<br />	…then your friends will be eager to help you to stay remarkable...
31<br />	Interruption is becoming less effective, the future is about permission.<br />	Organizations with remarkable idea...
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33<br />STOP:<br />beinggood at talking<br />START:<br />beinggood at doing!!<br />
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44<br />	Social media: <br />Pro active attitude<br />The launch of an idea, brand, product, vision etcetera.<br />
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48<br />	Social media: <br />reactive attitude<br />Sudden publicity puts you in the social media spotlights.<br />
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What to do?<br />Determine your target groups (i.e. friends, fans etc.) and goals for each group.<br />Focus on how those ...
61<br />Determine targetgroups with the funnel<br />
62<br />Determine goals per targetgroup<br />
And where do youdothis?<br />Use any social media that seems useful!<br />Move your content to those social networks. And ...
64<br />Social Media Marketing<br />Invloed Promoters op Funnel<br />Invloed Friends op Funnel<br />Invloed Fans op Funnel...
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The do’s<br />Use your website as a starting point for all the companies activities. <br />Showpeople everything you do an...
The don’ts<br />Forgetting that your website is just an information platform. Online conversations about your brand are he...
And something you should definitely not do….<br />68<br />
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For more information:<br />W: www.kittyhawk.nl<br />E: remco@kittyhawk.nl<br />T: 0413 38 70 56<br />Social Media Marketin...
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Social Media Marketing

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Gastcollege van Remco van Buren op Nyenrode Business University voor FMA course d.d. 19 november 2010 over Social Media Marketing.

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Social Media Marketing

  1. 1. 1<br />Social Media Marketing<br />Nyenrode› 19 november 2010 › Remco van Buren<br />
  2. 2. About Kittyhawk and myself…<br />Founded in June 2009<br />> 35 years of online experience<br />Focus: integrating online in general business strategies<br />Or: Building Online Business <br />Team of 8 specialists and growing fast <br />More info www.kittyhawk.nl<br />Me? Remco van Buren <br />2<br />Social Media Marketing<br />
  3. 3. Disclaimer<br />Kittyhawk states: There is not one online truth!<br />But succes formulas exist, online, somewhere…<br />This course doesn’t contain asimple instruction for social media succes.<br />But is meant to: challenge, ask questions, share experiences, discuss visions and opinions.<br />… but most of all, it’s to co create food for thought…<br />3<br />Social Media Marketing<br />
  4. 4. 4<br />Social media Marketing<br />Let’sgetstarted!<br />
  5. 5. 5<br />Social Media Marketing<br />
  6. 6. 6<br />Is social media <br />just a newdevelopment?<br />
  7. 7. 7<br />Or the biggest shift since<br />theIndustrial Revolution?<br />
  8. 8. Social Media Marketing<br />8<br />
  9. 9. 9<br />WOW!! <br />Think of all the great opportunities…<br />…more channels to use in marketing mix <br />=> more reach!!<br />
  10. 10. 10<br />Social Media is not a revolution in new channels in the marketing mix,<br />Social media thrives a revolutionin (consumer)behavior!<br />And therefore in marketing approach!<br />
  11. 11. 11<br /> IN THE BEGINNING…<br />Economy based on Commodity<br />Consumers bound by Availability<br />Companies focused on Delivery<br />
  12. 12. 12<br /> FOLLOWED BY INDUSTRIALISATION…<br />Economy based on Goods<br />Consumers choose for Price<br />Companies focus on Cost control<br />“Any customer can have a car painted in any color that he wants <br />as long as it is black” <br />Henry Ford<br />
  13. 13. 13<br /> And mass production created COMMODITIES …<br />Economy based on Services<br />Consumers choose for Quality<br />Companies focus on Improvements<br />
  14. 14. 14<br /> And we promote our brands, products and services by shouting as hard as we can why everybody should purchase our products.<br />And when it doesn’t have any effect?! Shout louder and more often! Just as long as it takes to convince the costumer…<br />
  15. 15. 15<br />
  16. 16. 16<br /> And then there was the<br />World Wide Web<br /> (1993)<br />
  17. 17. 17<br /> The world became smaller and larger at the same time.<br /> And it became more transparent.<br /> Availability, price and quality under pressure. <br />Users experience informationoverload.<br />
  18. 18. 18<br /> Users are searching for relevance and start creating their own social platforms. <br /> People are participating, sharing ideas, searching for interaction and starting conversations… <br />…with Friends!<br /> World Wide Word to Mouth<br /> . <br />Users experience information overload.<br />
  19. 19. 19<br /> And now we enter the era in which…<br />Economy is based on Experiences<br />Consumers choose for Authenticity<br />Companies must Generate<br />
  20. 20. 20<br /> People don’t believe what companies are shouting anymore.<br />But they do believe what friends tell them about their brand or product experience.<br />And they don’t want interruptions during their conversations. Or even during any other activity.<br />
  21. 21. 21<br /> People are searching for remarkable ideas, movements, visions and leaders. To follow…<br /> People want to be part of a tribe, are searching for authenticity within that tribe.<br /> People are searching for stories, stories to tell and talk about, stories to share. <br />
  22. 22. WHAT<br />22<br />HOW<br />WHY<br />
  23. 23. 23<br /> Don’t be a company that is selling products or services…<br /> …but be a group talented individuals.<br /> Who are sharing an idea and creating something remarkable… <br /> …something they believe the world needs.<br />
  24. 24. 24<br />
  25. 25. 25<br />
  26. 26. 26<br />
  27. 27. 27<br /> You will be invited in someone else life…<br /> …because you give something they need…<br /> …something to talk about.<br />You make them feel better…<br /> …because you enhance the quality of their connections and role within the tribe.<br />
  28. 28. 28<br /> And if you do it right…<br />… they will return something very valuable. <br /> They will become a fan, promoter or even superpromoter. <br /> And instead of being a guest you will become a friend. About who they talk with other friends and who they like to introduce!<br />
  29. 29. 29<br />
  30. 30. 30<br /> And if you ask your friends what they need…<br /> …then your friends will be eager to help you to stay remarkable.<br />
  31. 31. 31<br /> Interruption is becoming less effective, the future is about permission.<br /> Organizations with remarkable ideas can win, but it’s not only the idea that counts, also the way it is spread.<br /> Instead of marketers searching for customers for their products, they should find products for their costumers!!<br />
  32. 32. 32<br />
  33. 33. 33<br />STOP:<br />beinggood at talking<br />START:<br />beinggood at doing!!<br />
  34. 34. 34<br />
  35. 35. 35<br />
  36. 36. 36<br />
  37. 37. 37<br />
  38. 38. 38<br />
  39. 39. 39<br />
  40. 40. 40<br />
  41. 41. 41<br />
  42. 42. 42<br />
  43. 43. 43<br />
  44. 44. 44<br /> Social media: <br />Pro active attitude<br />The launch of an idea, brand, product, vision etcetera.<br />
  45. 45. 45<br />
  46. 46. 46<br />
  47. 47. 47<br />
  48. 48. 48<br /> Social media: <br />reactive attitude<br />Sudden publicity puts you in the social media spotlights.<br />
  49. 49. 49<br />
  50. 50. 50<br />
  51. 51. 51<br />
  52. 52. 52<br />
  53. 53. 53<br />
  54. 54. 54<br />
  55. 55. 55<br />
  56. 56. 56<br />
  57. 57. 57<br />
  58. 58. 58<br />
  59. 59. 59<br />
  60. 60. What to do?<br />Determine your target groups (i.e. friends, fans etc.) and goals for each group.<br />Focus on how those people use your content, servicesand products and how they can even use it better.<br />Make sure people want and start to talk about it, enable the conversations. <br />Focus on the long term, instead of brief interactions. <br />Focus on saleswhich are initiated by current users. <br />60<br />Social Media Marketing<br />
  61. 61. 61<br />Determine targetgroups with the funnel<br />
  62. 62. 62<br />Determine goals per targetgroup<br />
  63. 63. And where do youdothis?<br />Use any social media that seems useful!<br />Move your content to those social networks. And not just as a link to your website! <br />Facilitatethe networks and conversationsbetween the people.<br />Move your story into their world.<br />And let them tell it and talk aboutit!<br />63<br />Social Media Marketing<br />
  64. 64. 64<br />Social Media Marketing<br />Invloed Promoters op Funnel<br />Invloed Friends op Funnel<br />Invloed Fans op Funnel<br />Invloed Followers op Funnel<br />Invloed Acquintances op Funnel<br />Invloed Strangers<br />Causeword of mouthdependson:<br />The relationbetween the brand and the person (stranger, acquitance, follower, fan, friend, promoter)<br />Ifhe is willing to tell the story about the brand or the product.<br />And how the companyfacilitateshim in telling the right story!<br />De mate waarin hij gefaciliteerd wordt in het doorvertellen.<br />
  65. 65. 65<br />
  66. 66. The do’s<br />Use your website as a starting point for all the companies activities. <br />Showpeople everything you do and where you do it!<br />Focus on one strong story, but decentralize your network. <br />And be there where your friends are.<br />Make sure your internal workflow and processes are connected.<br />Make sure your social environment is easy to manage.<br />And be transparent and honest.<br />66<br />Social Media Marketing<br />
  67. 67. The don’ts<br />Forgetting that your website is just an information platform. Online conversations about your brand are held somewhere else.<br />Forgetting about technologie and the rapid developments.<br />Forgetting about traditional marketing.<br />To get something between you and your friends.<br />And most of all: loosing patience! <br />67<br />Social Media Marketing<br />
  68. 68. And something you should definitely not do….<br />68<br />
  69. 69. 69<br />
  70. 70. 70<br />
  71. 71. 71<br />
  72. 72. 72<br />
  73. 73. 73<br />
  74. 74. For more information:<br />W: www.kittyhawk.nl<br />E: remco@kittyhawk.nl<br />T: 0413 38 70 56<br />Social Media Marketing<br />74<br />

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