Social Marketing

socialmarketing mick yates www.leader-values.com visiting professor, University of Leeds 1

big data 2

5 exabytes 4

$1.7 trillion 2015 6

$670 billion 2015 7

customer owns the data dunnhumby 7

socialnetworks 8

social media hasovertaken pornas the #1 web activity 10

2011 82% of internet users 11

to make the world open ... 12 14

social media 19

dream systems media blog 22

engagement David Armano - flickr 21

mashable 22

cuts ad spend by 7%invests more in social media Facebook - 37 million fans

loyalty 25

the best way to grow ...• acquire new customers• broad reach marketing• average customersbenchmarks• retailers drive store traffic• measure on profit targets NO! 26

1 committed = 12+ uncommitted dunnhumby 28

the loyalty ladder dunnhumby 29

dunnhumby 30

• is a busy young lady• looks after her health and loves fresh produce• drives to the supermarket on a Saturday morning• has a cat• doesn’t pay attention to the price of products• does look out for promotions dunnhumby 31

dunnhumby 32

dunnhumby 33

market “push” 34

if you like this ... 35

if you need a lunchbox ... 36

37 47if you need a coffee ...

if you want a deal ... 38

if you need a date ... 39

you “pull” you access what you like you decide your pathway you ignore you balance 40

how do you search? beyond digital 42

channels influencing you? beyond digital 43

what do your friends like? 44

what do friends suggest? 45

socialadvocacy 46

communications loichay.tumblr.com 47

brian solis 48 49

communications experian 49

customer = marketing boss buzz agent 51

advocacy into customers ... advocacy score best customers AGE BUYINGdemographic & PATTERNS shopper HOBBIESpsychographic GENDER behaviour DNA SEGMENTATION LOCATION buzz agent 52

socialcycle 53

social cycle 1. experiences 2. platforms 3. advocates 54

influence 2.0 1% CREATORS 9% EDITORS 90% AUDIENCE Jakob Nielsen, Participation Inequality: Encouraging More Users to Participate 62

curation 63

credibility 64

build advocacy1. generate status2. offer incredible value3. make it scarce4. provide exclusivity 65

impact Brand X BzzCampaign Period Brand X Then we look at the onlinevolume, sentiment, and share of voice buzzagent 66

socialmarketing mick yates www.leader-values.com visiting professor, University of Leeds 67

http://www.leader-values.com	342
http://www.scoop.it	12
http://www.linkedin.com	4
http://leader-values.com	3
http://translate.googleusercontent.com	1

Social Marketing

by Mick Yates

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