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5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
5 Marketing Mistakes you are Making With Social Media
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5 Marketing Mistakes you are Making With Social Media

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Are you making a mistake with your social media engagement? Learn how to correct it now.

Are you making a mistake with your social media engagement? Learn how to correct it now.

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  • Transcript

    • 1. Social Media Marketing
    • 2. What is this about
    • 3. It is quite simple really… …the web allows consumers to lie… …to each other… …to themselves… …but most importantly…
    • 4. It is quite simple really… …the web allows consumers to lie… …to each other… …to themselves… …but most importantly…
    • 5. It is quite simple really… …the web allows consumers to lie… …to each other… …to themselves… …but most importantly…
    • 6. What do I care
    • 7. Well you might not.
    • 8. Well you might not. But you should.
    • 9. At the very least you have a marketing budget
    • 10. Possibly a whole team or department
    • 11. Probably ;-) This presentation will help you work smarter and more profitably
    • 12. OK A bit of background before we begin
    • 13. OK A bit of background before we begin I know presentations should avoid long text but…this will be quick. I promise.
    • 14. People use consumer activity to create a lifestyle that reflects their personality and identity* *Warren Susman
    • 15. People use consumer activity to create a lifestyle that reflects their personality and identity Simply put, consuming is a form of socialisation
    • 16. The consumer uses purchases to fulfil aspirations or display STATUS This is known as conspicuous consumption
    • 17. The consumer uses purchases to fulfil aspirations or display STATUS This is known as conspicuous consumption
    • 18. Now here is the rub… A Social Scientist divided society
    • 19. His name was Zygmunt Bauma and they were called the Repressed and the Seduced
    • 20. SEDUCED These individuals are members of society who have the money to consume effectively.
    • 21. SEDUCED These individuals are members of society who have the money to consume effectively. They can buy your stuff!!
    • 22. But more importantly, other people can see that they can buy your stuff and so they are accepted in society as valuable. They are consumers.
    • 23. Examples? Lawyer | Doctor | Personal Trainer | Soldier | Dentist | Plumber | Bricklayer | Executive | Programmer | Developer | Directo
    • 24. Someone who has your PRODUCT or SERVICE
    • 25. REPRESSED These individuals are members of society who are excluded from consumer society. Usually due to lack of money …but not always.
    • 26. REPRESSED These individuals are members of society who are excluded from consumer society. Usually due to lack of money …but not always. They cannot buy your stuff!!
    • 27. Most importantly, other people can see that they cannot buy your stuff and so they are marginalised in society. They are not valued consumers and will probably face social exclusion.
    • 28. Examples? /Single Parents /Unsuccessful /Unemployed /Migrants /Disabled /Elderly /Young /Monks?
    • 29. In summary Someone without your product or service
    • 30. But the world wide web and social networking allows people to circumvent these traditional ideas. And ruin your carefully planned marketing strategy! Rich Consumer Poor
    • 31. How
    • 32. “Things are bought to make a positive impression…and… demonstrate newly acquired wealth and rising status …to visibly display status.”
    • 33. The Theory of the Leisure Class Thorstein Veblen, 1899
    • 34. Steven says…I can virtually display my allegiance to a product or service without actually having to purchase it.
    • 35. In consumer society people are preoccupied, not with class, but with personal taste and individuality.
    • 36. This entire idea can be encapsulated with what I refer to as the Customer Sum Intent to purchase X Capability to purchase = Purchasing Power Intent: …the planning and desire to perform an act. Capability: …the power or ability to execute a course of action
    • 37. But without having to buy anything! This new role means we are all continually performing, broadcasting and acting out our consumer identities.
    • 38. What does this mean for me
    • 39. A marketing budget wasted on targeting customers who have neither the intention nor the means of purchasing your products
    • 40. Social Networks provide an unlimited platform for a consumer to display their Intent to Purchase. Without ever having the capability.
    • 41. So what do I need to do
    • 42. The challenge facing marketers in the 21st Century is fivefold Luckily, I have some solutions
    • 43. Step 1: Identify Social Profile The social triumvirate can be defined as IDENTITY LIFESTYLE CONSUMPTION Lifestyle + Consumption = Identity
    • 44. Example: Facebook / Adobe /Lifestyle As a keen photographer I have liked a multitude of pages on Facebook related to print media and design
    • 45. Example: Facebook / Adobe /Lifestyle As a keen photographer I have liked a multitude of pages on Facebook related to print media and design /Consumption However, the system had incorrectly identified me as a market recipient for advertisements for adobe products despite liking completely open source alternatives.
    • 46. Example: Facebook / Adobe My social profile had not been understood and as such the marketing strategy was inefficient and not appealing to my Identity
    • 47. Challenge 2: Validate Social Profile The future marketer must develop a process to test the validity of a consumers social profile. Does the consumer have the intent? Does the consumer have the capability? Will they have the capability in the future?
    • 48. How does your company identify the difference between what we consume publicly (virtually) and what we consume privately (physically) How accurate is the consumers virtual image of what they consume?
    • 49. Does the customer “like” things ironically? Can this be harnessed as per the Old Spice effect? How accurate is the consumers virtual image of what they consume?
    • 50. How does your company identify the difference between what we consume publicly (virtually) and what we consume privately (physically) Do I “like” Heinz Baked Beans but actually buy supermarket own brand?
    • 51. Bottom Line: Can that unemployed single mother really afford the Louis Vuitton luggage she has become a fan of? Is repeated marketing of an unattainable product going to force her to seek counterfeit goods?
    • 52. Example: Christian Louboutin /Lifestyle Many of the Facebook fans aspire to own these shoes purely based on media hype generated by female centric television. It would be interesting to see How much of the Twitter traffic is merely “wishing” to own a pair.
    • 53. Example: Christian Louboutin /Consumption Unfortunately, the reality is that the majority of those that ally themselves with the CL label will never have the capability to purchase a pair despite having the intent.
    • 54. Example: Christian Louboutin /Identity Any attempt at brand identification is therefore inefficient as supply is created for a social group which can only virtually demand. The marketing department must validate those consumers that have the purchasing power and focus intently on them. This is valuation.
    • 55. Challenge 3: Value Consumers “The evolution of marketing is to make the consumer feel, not like a valued customer, but as a valued member of society for consuming”
    • 56. Challenge 3: Value Consumers “The evolution of marketing is to make the consumer feel, not like a valued customer, but as a valued member of society for consuming” Steven Feeney March 2011
    • 57. Example: National Trust Is your business promoting value? It builds Loyalty.
    • 58. Example: National Trust Targeted advertisements that encourage users to purchase a National Trust membership to protect the forests of the United Kingdom. Make the consumer feel valued for purchasing the National Trust magazine. Not just by the Trust by also by society. “I contribute to something.”
    • 59. Challenge 4: Develop Loyalty
    • 60. Challenge 4: Develop Loyalty If you successfully divide human beings into groups and ask them to make a choice you gain brand loyalty for free
    • 61. Why?
    • 62. Challenge 4: Develop Loyalty Because they will naturally become defensive about what they perceive to be a life choice rather than a consumer choice. Marketers should exploit this online by forcing combative consumer choices onto social platforms where appropriate
    • 63. Challenge 4: Develop Loyalty Because they will naturally become defensive about what they perceive to be a life choice rather than a consumer choice. Marketers should exploit this online by forcing combative consumer choices onto social platforms where appropriate
    • 64. Challenge 5: Track Changes
    • 65. Does your marketing process correctly identify when a consumer moves from the repressed category into the seduced? Challenge 5: Track Changes
    • 66. Does your marketing process correctly identify when a consumer moves from the repressed category into the seduced? Challenge 5: Track Changes
    • 67. Challenge 5: Track Changes Can your product or service actually facilitate a move between social groups?
    • 68. How?
    • 69. Challenge 5: Track Changes Let’s take a hypothetical example. Fictional Suits are a medium sized business with several high street stores. social groups?
    • 70. Challenge 5: Track Changes They typically cater to the middle class (seduced) but is there an opportunity to market to a new demographic – the repressed? between social groups?
    • 71. What if they took a different approach? Challenge 5: Track Changes
    • 72. Instead of promoting social exclusion they used inclusion as a marketing tool Challenge 5: Track Changes
    • 73. Adapt the marketing strategy to incorporate the repressed by showing them Fictional Suits might help them achieve that job they want by dressing smartly… Challenge 5: Track Changes
    • 74. Offer special discounts hand in hand with local job centres that unemployed individuals can purchase suits for 30% of the retail if the job centre are willing to foot another 30%... Challenge 5: Track Changes
    • 75. In this way the Marketing Department at Fictional Suits is breaking down the barriers between seduced and repressed and helping to bring about social mobility. Challenge 5: Track Changes
    • 76. Summary
    • 77.  Consumer society exists on different levels  Repressed and Seduced  In the past customers affiliated with a brand through purchasing  Today a consumer can benefit from brand association without purchasing  To social market effectively… Summary
    • 78.  Define the customer Social Profile  Validate that Social Profile  Value the customer in original ways  Build Brand Loyalty  Track and inspire social changes Summary
    • 79. Who am I
    • 80. Hi. I am Steve. CEO Mavin Management I am the author of the 100 Day System The premier guide for bringing the principles of project management to your lifestyle or workplace. “ Often we expect too much of computers and not enough of ourselves. We should be asking better questions...” Nate Silver. Author, FiveThirtyEight
    • 81. The 100 Day What?
    • 82. In a review, James Kelly of GeekDad said Source The first time I read through the book.. …I was blown away “ ”
    • 83. Source The ultimate way to get organised. Far superior to any mobile app I have used. The 100 Day System kicks you into high gear. “ ” said
    • 84. It is the foundation for success
    • 85. 50% off the digital edition
    • 86. @steven_feeney uk.linkedin.com/in/feeneysteven/ Shy? Don’t be.
    • 87. CLICK ME AND FIND OUT MORE

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