Why should businesses care about building a social network / community?
Simple answer is They’ll get ditched
But more importantly it’s about where it fits in to the big picture and the traditional 5 p’s of marketing
Is this where it fits in? I would argue yes. Then I would argue no.
It’s intermixed throughout the 5p’s not just silo’ed off on it’s own. It’s about pricing, product, place and promotion and participation. A business can now use their communities to build a better product, which does come down to more sales. Just not short term.
It’s not the traditional marketing funnel – lots of customers in, to get a few sales out as shown Figure 6.1 in Groundswell page 101. What does it say it is now?
I’d said it’s a lot more like a bike spoke now, everyone intersect at different spots of the brand
How do we do this?
Variety of types of sns – profile based = connecting
Image sharing sites = edutainment
Microblogging sites = telling a story
Social bookmarking like digg, delicious and stumbleupon = researching
Social shopping = well, for shopping
Social reviews like yelp = for feedback Click link for more comprehensive list of them all
Social learning like slideshare, tedtalks
And there’s some that do it all like having your cake and eating it too!
How do you know when to which ones? Page 124 in your text gives some ideas – basically you need to determine what type of a problem you have
Word-of-mouth problem = need people to talk to each other
Complexity problem = difficult things to communicate
Accessibility problem = so entrenched in funnel can’t find them
Page 68-69 Groundswell - listening, talking, energizing, supporting, embracing -- worksheet to fill out as you see the channel presentations and try and fit them into which ones are good for which phase and ideas how
Discussion – is it becoming less social? More about sales? Making us unable to have conversations in person? Is it different than book nerds? Does it matter? Instead of social should it be called peer-to-peer?
Social Media Marketing Mix
Social Media Marketing MIX presented by Lindsey Fair
<ul><li>Listening </li></ul><ul><li>Talking </li></ul><ul><li>Energizing </li></ul><ul><li>Supporting </li></ul><ul><li>Embracing </li></ul>Once you know the problem , you can figure out what you need to do and how it fits in the mix.
All photos used in this presentation are licensed under Creative Commons, NonCommercial-ShareAlike 3.0 and sourced through Google Images and flickr <ul><li>Discussion </li></ul><ul><li>Is it becoming less social? </li></ul><ul><li>Does it still come back to sales? </li></ul><ul><li>Is SM making us unable to have conversations in person? </li></ul><ul><li>Is it different than book nerds? Does it matter? Instead of social should it be called peer-to-peer? </li></ul>
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.