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Can You Handle It?
                            Top 5 Social Marketing
                           Challenges Businesses Face




                                                            Mike Lewis
                                                   VP of Marketing & Sales
                                                          Awareness, Inc.
                                            @bostonmike / @awarenessinc
                                       mike.lewis@awarenessnetworks.com

Wednesday, June 15, 2011
Marketing Challenge

                           •   Communications
                               Evolved
                           •   5 Most Common Social
                               Media Challenges facing
                               Enterprises
                           •   Examples of Social Media
                               Success


Wednesday, June 15, 2011
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
!"#$%&'()(*+,+-.()(*.+&"/.()(.,-+-.




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      *,-.'/$.)8#('-2,)$.)8,$'-2,)'6/#$')9$
       :,)#2;'6/#$-5*8,:#($(#/'2,)*".<*

Wednesday, June 15, 2011
!"#$%&'()(*+,+-.()(*.+&"/.()(.,-+-.


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         I().)2(.4,@$%#(2$'




Wednesday, June 15, 2011
A personal story...




Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
ooops...
                           wrong day




Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
The Next day...



Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
How’d they
                           know that?




Wednesday, June 15, 2011
Wednesday, June 15, 2011
It was this guy!!!




Wednesday, June 15, 2011
My Experience =
                   “Customer WOW
                      Moment”


Wednesday, June 15, 2011
What I thought...




Wednesday, June 15, 2011
What I thought...




Wednesday, June 15, 2011
What I thought...




Wednesday, June 15, 2011
What I thought...




Wednesday, June 15, 2011
What I thought...




Wednesday, June 15, 2011
What I thought...


                            Just spoke with mike. Wants to head home
                            to see his son. Booked him on earlier flight.




Wednesday, June 15, 2011
What I thought...




Wednesday, June 15, 2011
What I thought...




Wednesday, June 15, 2011
What I thought...




Wednesday, June 15, 2011
What I thought...




Wednesday, June 15, 2011
What I thought...




Wednesday, June 15, 2011
What I thought...




Wednesday, June 15, 2011
What I thought...




Wednesday, June 15, 2011
What I thought...




Wednesday, June 15, 2011
What actually
                           happened...


Wednesday, June 15, 2011
Wednesday, June 15, 2011
Not as exciting, but a great story none the less




Wednesday, June 15, 2011
So, what’s it all about?




Wednesday, June 15, 2011
So, what’s it all about?




Wednesday, June 15, 2011
So, what’s it all about?




Wednesday, June 15, 2011
The way we communicate has evolved




Wednesday, June 15, 2011
Social Media represents the largest shift
                in communications in human history




Wednesday, June 15, 2011
Wednesday, June 15, 2011
Why are marketers soooo
   excited about Social Media?




Wednesday, June 15, 2011
Let’s take a step back...



Wednesday, June 15, 2011
How we have been
                           trained to market?




Wednesday, June 15, 2011
(1) Develop a campaign




Wednesday, June 15, 2011
(1) Develop a campaign




Wednesday, June 15, 2011
(2) Identify Sources




Wednesday, June 15, 2011
(3) Develop Compelling Content & Offers




Wednesday, June 15, 2011
(4) Broadcast




Wednesday, June 15, 2011
(5) Wait...




Wednesday, June 15, 2011
Social Media is new and unique for marketers




Wednesday, June 15, 2011
For businesses, marketing through
                           Social Media is about


                             • Data that is driven by
                             • Dialog and
                             • Contextual Content within a
                             • Community


Wednesday, June 15, 2011
For Example, let’s say we are selling...




Wednesday, June 15, 2011
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 purchases


Wednesday, June 15, 2011
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
@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
@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
@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
@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
@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/jhgk

Wednesday, June 15, 2011
Fundamental Difference in communication




                             VS




Wednesday, June 15, 2011
What’s at the
                             core?




Wednesday, June 15, 2011
Intelligence



Wednesday, June 15, 2011
Wednesday, June 15, 2011
5
            TOP


                                   Challenges
  •        © 2009 Awareness CONFIDENTIAL

Wednesday, June 15, 2011
#1
                       Inability to Scale



Wednesday, June 15, 2011
Wednesday, June 15, 2011
4 channels
    300K+ fans




Wednesday, June 15, 2011
4 channels             Active
    300K+ fans             groups




Wednesday, June 15, 2011
4 channels             Active
                                    1 Channel
    300K+ fans             groups




Wednesday, June 15, 2011
4 channels             Active
                                    1 Channel   3 Accts
    300K+ fans             groups




Wednesday, June 15, 2011
4 channels             Active                          1 page
                                    1 Channel   3 Accts
    300K+ fans             groups                         15K fans




Wednesday, June 15, 2011
4 channels
    300K+ fans
                           Active
                           groups
                                    1 Channel   3 Accts   X1 page
                                                          15K fans




Wednesday, June 15, 2011
#2
                 Security & Control




Wednesday, June 15, 2011
Wednesday, June 15, 2011
Customer Service




Wednesday, June 15, 2011
Marketing
     Customer Service




Wednesday, June 15, 2011
Marketing
     Customer Service
                                       PR




Wednesday, June 15, 2011
Marketing
     Customer Service
                                       PR




Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
Marketing
    Customer Service
                                       PR




Wednesday, June 15, 2011
Marketing
    Customer Service
                                       PR




Wednesday, June 15, 2011
Wednesday, June 15, 2011
#3
                           Lack of Resources
                               & Buy-in
Wednesday, June 15, 2011
Wednesday, June 15, 2011
#4
             Reporting is Ad-Hoc


Wednesday, June 15, 2011
#5
                           Centralization



Wednesday, June 15, 2011
PR



                                                        SERVICE


                                                         SALES



                                                         CRISIS


                                                        RECRUIT


                                                        PRODUCT



                           Slide created by @equalman
Wednesday, June 15, 2011
all challenges are opportunities in disguise




Wednesday, June 15, 2011
Mike Lewis
                                  VP of Marketing & Sales
                                       Awareness Inc
                             @bostonmike / @awarenessinc
                              http://blog.socialepisodes.com
                           mike.lewis@awarenessnetworks.com


Wednesday, June 15, 2011

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Mike Lewis Can You Handle It?