Social Marketing
Intelligence the
black gold of the 21st
Century

3 key questions to consider
1). What role does technology play in the early
21st Century?
2). What drives technology usage?
3). Key principals to understand how to create
customer value in the digital age?

Me
Self
?
Single Many
Family
Community
Other

Communication
?

Communication -
Community -
Communion

a “We Media” for a “We Species”

communicationstransformation

People embrace
what they
create
Technologies of co-operation

The highest and
best form of
efficiency is the
spontaneous
cooperation of
free people.
Woodrow Wilson

People embrace what they create

your data with
destiny

Draw me a social network

Few very influential users
Social Networks

Very fragmented network
Social Networks

Social Networks
4 extremely influential users. Remove them, you lose the network.

Hierarchical network
Social Networks

Social Networks
Strong presence of communities

The networked society

Different but important roles in
a social network
26

Social intelligence: The 3rd dimension
of customer insight

Explicit vs. implicit relationships

Cost Per Relevant Audience: CPRA
CPRA

Marketing:
Offensive and Defensive

Social Marketing Intelligence tools

People need brands and brands need people

Cost of winter tyres c. $700
Cost of tyres & rims c. $2500
Approximate average sale $1300
Total sales of BMW in summer
2008: 297k
Those sold to hire/fleet: 180k
Total potential customers: 117k
30% response rate = 35,000
35,000 customers spending $1300
each = $45,500,000
Total cost of campaign $60,000

Xtract predictive model can reach
7x
38
29.11.2007

Customer Centricity: the key
component in tomorrow’s
multi-access network

Social Marketing
Intelligence the
black gold of the 21st
Century

so what should we do?
1. Understand your customer community as a social
network – use Social Marketing Intelligence to do that
2. Create platforms/services/tools that enable people
and are built upon human principals of sharing and
co-operation
3. You have to be 3 things
[1] Life simplifying
[2] Life enabling
[3] navigational

http://www.amazon.com/Communities-Dominate-Brands-Tomi- http://www.amazon.com/Social-Media-Marketing-Analytics-
Ahonen/dp/0954432738 Advertising/dp/0955606977/ref=sr_1_1?ie=UTF8&s=books&qid=1242392762&sr=1-
1

SMLXL:
Contact: alanm@smlxtralarge.com
mobile: +44 7768 364 538
Skype: alansmlxl
Twitter: alansmlxl
www.smlxtralarge.com
Thank you