Mike Lewis Can You Handle It?
 

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Mike Lewis Can You Handle It? Presentation Transcript

  • 1. Can You Handle It? Top 5 Social Marketing Challenges Businesses Face Mike Lewis VP of Marketing & Sales Awareness, Inc. @bostonmike / @awarenessinc mike.lewis@awarenessnetworks.comWednesday, June 15, 2011
  • 2. Marketing Challenge • Communications Evolved • 5 Most Common Social Media Challenges facing Enterprises • Examples of Social Media SuccessWednesday, June 15, 2011
  • 3. A Little About Me • Boston native, New Dad, Entrepreneur and marketing guy • Ran marketing & sales at several start-ups and have used more than social media alone • Active blogger, tweeter, and social media enthusiast • VP of Marketing & Sales at Awareness Inc.Wednesday, June 15, 2011
  • 4. !"#$%&()(*+,+-.()(*.+&"/.()(.,-+-. !"#$%&(#)#**$+,-./$0(1#2)3$456$-,)7#(8*$ *,-./$.)8#(-2,)$.)8,$-2,)6/#$)9$ :,)#2;6/#$-5*8,:#($(#/2,)*".<*Wednesday, June 15, 2011
  • 5. !"#$%&()(*+,+-.()(*.+&"/.()(.,-+-. -$"(.,9,8)<$%<.()6$)< 1$<.(4=,8>?566$%2$ H<C$% !"#$%&()*+,-.%/$&)*+,.)", 01,!*$)2($ 3$4$25667)(2.&5) @5AB.%$,9,3$2C)545*D 8"72.&5),9,:5),0%5;< E5F(<.4(<D,9,G$(7%$ I().)2(.4,@$%#(2$Wednesday, June 15, 2011
  • 6. A personal story...Wednesday, June 15, 2011
  • 7. Wednesday, June 15, 2011
  • 8. Wednesday, June 15, 2011
  • 9. Wednesday, June 15, 2011
  • 10. Wednesday, June 15, 2011
  • 11. Wednesday, June 15, 2011
  • 12. Wednesday, June 15, 2011
  • 13. Wednesday, June 15, 2011
  • 14. Wednesday, June 15, 2011
  • 15. Wednesday, June 15, 2011
  • 16. ooops... wrong dayWednesday, June 15, 2011
  • 17. Wednesday, June 15, 2011
  • 18. Wednesday, June 15, 2011
  • 19. Wednesday, June 15, 2011
  • 20. Wednesday, June 15, 2011
  • 21. Wednesday, June 15, 2011
  • 22. Wednesday, June 15, 2011
  • 23. Wednesday, June 15, 2011
  • 24. The Next day...Wednesday, June 15, 2011
  • 25. Wednesday, June 15, 2011
  • 26. Wednesday, June 15, 2011
  • 27. Wednesday, June 15, 2011
  • 28. How’d they know that?Wednesday, June 15, 2011
  • 29. Wednesday, June 15, 2011
  • 30. It was this guy!!!Wednesday, June 15, 2011
  • 31. My Experience = “Customer WOW Moment”Wednesday, June 15, 2011
  • 32. What I thought...Wednesday, June 15, 2011
  • 33. What I thought...Wednesday, June 15, 2011
  • 34. What I thought...Wednesday, June 15, 2011
  • 35. What I thought...Wednesday, June 15, 2011
  • 36. What I thought...Wednesday, June 15, 2011
  • 37. What I thought... Just spoke with mike. Wants to head home to see his son. Booked him on earlier flight.Wednesday, June 15, 2011
  • 38. What I thought...Wednesday, June 15, 2011
  • 39. What I thought...Wednesday, June 15, 2011
  • 40. What I thought...Wednesday, June 15, 2011
  • 41. What I thought...Wednesday, June 15, 2011
  • 42. What I thought...Wednesday, June 15, 2011
  • 43. What I thought...Wednesday, June 15, 2011
  • 44. What I thought...Wednesday, June 15, 2011
  • 45. What I thought...Wednesday, June 15, 2011
  • 46. What actually happened...Wednesday, June 15, 2011
  • 47. Wednesday, June 15, 2011
  • 48. Not as exciting, but a great story none the lessWednesday, June 15, 2011
  • 49. So, what’s it all about?Wednesday, June 15, 2011
  • 50. So, what’s it all about?Wednesday, June 15, 2011
  • 51. So, what’s it all about?Wednesday, June 15, 2011
  • 52. The way we communicate has evolvedWednesday, June 15, 2011
  • 53. Social Media represents the largest shift in communications in human historyWednesday, June 15, 2011
  • 54. Wednesday, June 15, 2011
  • 55. Why are marketers soooo excited about Social Media?Wednesday, June 15, 2011
  • 56. Let’s take a step back...Wednesday, June 15, 2011
  • 57. How we have been trained to market?Wednesday, June 15, 2011
  • 58. (1) Develop a campaignWednesday, June 15, 2011
  • 59. (1) Develop a campaignWednesday, June 15, 2011
  • 60. (2) Identify SourcesWednesday, June 15, 2011
  • 61. (3) Develop Compelling Content & OffersWednesday, June 15, 2011
  • 62. (4) BroadcastWednesday, June 15, 2011
  • 63. (5) Wait...Wednesday, June 15, 2011
  • 64. Social Media is new and unique for marketersWednesday, June 15, 2011
  • 65. For businesses, marketing through Social Media is about • Data that is driven by • Dialog and • Contextual Content within a • CommunityWednesday, June 15, 2011
  • 66. For Example, let’s say we are selling...Wednesday, June 15, 2011
  • 67. Under the traditional model we would... • Broadcast messages through multiple channels • Collect Data and Demographically target • Open stores in areas of audience concentration • Drive people to online or offline purchasesWednesday, June 15, 2011
  • 68. Through Social We Could: • Listen for individuals who show a likelihood of buying • Target: ! Hyper-target individuals with contextual offers and content ! Identify Contextual Influencers ! Market to a widget enthusiast group on Facebook ! Contextual groups (or create one)Wednesday, June 15, 2011
  • 69. @bill Need new Through Social We Could: shoes for the office party. What to buy? • Listen for individuals who show a likelihood of buying month 2 in marathon training. Feeling better • Target: everyday ! Hyper-target individuals with contextual offers and content ! Identify Contextual Influencers HUGE ski trip with the guys next month! Can’t ! Market to a widget wait! enthusiast group on Facebook ! Contextual groups (or UGH! I hate back to create one) school shopping for the kids!Wednesday, June 15, 2011
  • 70. @bill Need new Through Social We Could: shoes for the office party. What to buy? Need shoes? We have the largest • Listen for individuals who show a selection & 20% discount so you look great at the party http://bit.ly/45hdf likelihood of buying month 2 in marathon training. Feeling better • Target: everyday ! Hyper-target individuals with contextual offers and content ! Identify Contextual Influencers HUGE ski trip with the guys next month! Can’t ! Market to a widget wait! enthusiast group on Facebook ! Contextual groups (or UGH! I hate back to create one) school shopping for the kids!Wednesday, June 15, 2011
  • 71. @bill Need new Through Social We Could: shoes for the office party. What to buy? Need shoes? We have the largest • Listen for individuals who show a selection & 20% discount so you look great at the party http://bit.ly/45hdf likelihood of buying month 2 in marathon training. Feeling better • Target: everyday ! Hyper-target individuals with Dude! If you need a new pair of kicks check these out contextual offers and content http://bit.ly/jhgk - We will power you on the big day! ! Identify Contextual Influencers HUGE ski trip with the guys next month! Can’t ! Market to a widget wait! enthusiast group on Facebook ! Contextual groups (or UGH! I hate back to create one) school shopping for the kids!Wednesday, June 15, 2011
  • 72. @bill Need new Through Social We Could: shoes for the office party. What to buy? Need shoes? We have the largest • Listen for individuals who show a selection & 20% discount so you look great at the party http://bit.ly/45hdf likelihood of buying month 2 in marathon training. Feeling better • Target: everyday ! Hyper-target individuals with Dude! If you need a new pair of kicks check these out contextual offers and content http://bit.ly/jhgk - We will power you on the big day! ! Identify Contextual Influencers HUGE ski trip with the guys next month! Can’t ! Market to a widget wait! enthusiast group on Looking for new ski boots? 10% of for you today http:// Facebook bit.ly/jhgk ! Contextual groups (or UGH! I hate back to create one) school shopping for the kids!Wednesday, June 15, 2011
  • 73. @bill Need new Through Social We Could: shoes for the office party. What to buy? Need shoes? We have the largest • Listen for individuals who show a selection & 20% discount so you look great at the party http://bit.ly/45hdf likelihood of buying month 2 in marathon training. Feeling better • Target: everyday ! Hyper-target individuals with Dude! If you need a new pair of kicks check these out contextual offers and content http://bit.ly/jhgk - We will power you on the big day! ! Identify Contextual Influencers HUGE ski trip with the guys next month! Can’t ! Market to a widget wait! enthusiast group on Looking for new ski boots? 10% of for you today http:// Facebook bit.ly/jhgk ! Contextual groups (or UGH! I hate back to create one) school shopping for the kids! We hate it too... shop online and avoid the hassle... free returns! http://bit.ly/jhgkWednesday, June 15, 2011
  • 74. Fundamental Difference in communication VSWednesday, June 15, 2011
  • 75. What’s at the core?Wednesday, June 15, 2011
  • 76. IntelligenceWednesday, June 15, 2011
  • 77. Wednesday, June 15, 2011
  • 78. 5 TOP Challenges • © 2009 Awareness CONFIDENTIALWednesday, June 15, 2011
  • 79. #1 Inability to ScaleWednesday, June 15, 2011
  • 80. Wednesday, June 15, 2011
  • 81. 4 channels 300K+ fansWednesday, June 15, 2011
  • 82. 4 channels Active 300K+ fans groupsWednesday, June 15, 2011
  • 83. 4 channels Active 1 Channel 300K+ fans groupsWednesday, June 15, 2011
  • 84. 4 channels Active 1 Channel 3 Accts 300K+ fans groupsWednesday, June 15, 2011
  • 85. 4 channels Active 1 page 1 Channel 3 Accts 300K+ fans groups 15K fansWednesday, June 15, 2011
  • 86. 4 channels 300K+ fans Active groups 1 Channel 3 Accts X1 page 15K fansWednesday, June 15, 2011
  • 87. #2 Security & ControlWednesday, June 15, 2011
  • 88. Wednesday, June 15, 2011
  • 89. Customer ServiceWednesday, June 15, 2011
  • 90. Marketing Customer ServiceWednesday, June 15, 2011
  • 91. Marketing Customer Service PRWednesday, June 15, 2011
  • 92. Marketing Customer Service PRWednesday, June 15, 2011
  • 93. Wednesday, June 15, 2011
  • 94. Wednesday, June 15, 2011
  • 95. Wednesday, June 15, 2011
  • 96. Wednesday, June 15, 2011
  • 97. Wednesday, June 15, 2011
  • 98. Marketing Customer Service PRWednesday, June 15, 2011
  • 99. Marketing Customer Service PRWednesday, June 15, 2011
  • 100. Wednesday, June 15, 2011
  • 101. #3 Lack of Resources & Buy-inWednesday, June 15, 2011
  • 102. Wednesday, June 15, 2011
  • 103. #4 Reporting is Ad-HocWednesday, June 15, 2011
  • 104. #5 CentralizationWednesday, June 15, 2011
  • 105. PR SERVICE SALES CRISIS RECRUIT PRODUCT Slide created by @equalmanWednesday, June 15, 2011
  • 106. all challenges are opportunities in disguiseWednesday, June 15, 2011
  • 107. Mike Lewis VP of Marketing & Sales Awareness Inc @bostonmike / @awarenessinc http://blog.socialepisodes.com mike.lewis@awarenessnetworks.comWednesday, June 15, 2011