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Social Media
Marketing
What is
this about
It is quite simple really…
…the web allows consumers to lie…
…to each other…
…to themselves…
…but most importantly…
It is quite simple really…
…the web allows consumers to lie…
…to each other…
…to themselves…
…but most importantly…
It is quite simple really…
…the web allows consumers to lie…
…to each other…
…to themselves…
…but most importantly…
What do I care
Well you might not.
Well you might not. But you should.
At the very least you have a marketing budget
Possibly a whole team or department
Probably ;-)
This presentation will help you work smarter
and
more profitably
OK
A bit of background
before we begin
OK
A bit of background
before we begin
I know presentations should avoid long text
but…this will be quick. I promise.
People use consumer activity to create a lifestyle
that reflects their personality and identity*
*Warren Susman
People use consumer activity to create a lifestyle
that reflects their personality and identity
Simply put, consuming is a...
The consumer uses purchases to fulfil
aspirations or display STATUS
This is known as conspicuous consumption
The consumer uses purchases to fulfil
aspirations or display STATUS
This is known as conspicuous consumption
Now here is the rub…
A Social Scientist divided
society
His name was
Zygmunt Bauma
and
they were called the
Repressed
and the
Seduced
SEDUCED
These individuals are
members of society
who have the
money to
consume
effectively.
SEDUCED
These individuals are
members of society
who have the
money to
consume
effectively. They can buy your stuff!!
But more importantly, other people can see
that they can buy your stuff and so they are
accepted in society as valuable.
T...
Examples?
Lawyer | Doctor | Personal Trainer | Soldier | Dentist | Plumber | Bricklayer | Executive | Programmer | Develop...
Someone who has your
PRODUCT or SERVICE
REPRESSED
These individuals are
members of society who
are excluded from
consumer society.
Usually due to
lack of money
…b...
REPRESSED
These individuals are
members of society who
are excluded from
consumer society.
Usually due to
lack of money
…b...
Most importantly, other people can see that
they cannot buy your stuff and so they are
marginalised in society.
They are n...
Examples?
/Single Parents
/Unsuccessful
/Unemployed
/Migrants
/Disabled
/Elderly
/Young
/Monks?
In summary
Someone without
your product
or service
But the world wide web and social networking
allows people to circumvent these traditional
ideas.
And ruin your
carefully ...
How
“Things are bought to make a positive impression…and…
demonstrate newly acquired wealth and rising status
…to visibly disp...
The Theory of the Leisure Class
Thorstein Veblen, 1899
Steven says…I can virtually display my allegiance
to a product or service without actually having
to purchase it.
In consumer society people are
preoccupied, not with class,
but with personal taste
and individuality.
This entire idea can be encapsulated with what I
refer to as the Customer Sum
Intent to purchase
X
Capability to purchase
...
But without having to buy anything!
This new role means we are
all continually performing,
broadcasting and acting out
our...
What does this
mean for me
A marketing budget wasted on targeting customers
who have neither the intention nor the means of
purchasing your products
Social Networks provide an unlimited platform for a
consumer to display their Intent to Purchase.
Without ever having the ...
So what do I
need to do
The challenge facing marketers in the
21st Century is
fivefold
Luckily, I have some solutions
Step 1: Identify Social Profile
The social triumvirate can be defined as
IDENTITY
LIFESTYLE CONSUMPTION
Lifestyle + Consum...
Example: Facebook / Adobe
/Lifestyle As a keen photographer I have liked a
multitude of pages on Facebook related to print...
Example: Facebook / Adobe
/Lifestyle As a keen photographer I have liked a
multitude of pages on Facebook related to print...
Example: Facebook / Adobe
My social profile had not been understood and
as such the marketing strategy was inefficient
and...
Challenge 2: Validate Social Profile
The future marketer must develop a process to
test the validity of a consumers social...
How does your company
identify the difference
between what we consume
publicly (virtually) and what
we consume privately
(...
Does the customer “like”
things ironically?
Can this be harnessed as
per the Old Spice effect?
How accurate is
the consume...
How does your company
identify the difference
between what we consume
publicly (virtually) and what
we consume privately
(...
Bottom Line:
Can that unemployed single mother really afford
the Louis Vuitton luggage she has become a fan
of?
Is repeate...
Example: Christian Louboutin
/Lifestyle Many of the Facebook fans aspire to
own these shoes purely based on media hype
gen...
Example: Christian Louboutin
/Consumption Unfortunately, the reality is that
the majority of those that ally themselves wi...
Example: Christian Louboutin
/Identity Any attempt at brand identification is
therefore inefficient as supply is created f...
Challenge 3: Value Consumers
“The evolution of marketing is to make the
consumer feel, not like a valued customer, but as
...
Challenge 3: Value Consumers
“The evolution of marketing is to make the
consumer feel, not like a valued customer, but as
...
Example: National Trust
Is your business promoting value?
It builds Loyalty.
Example: National Trust
Targeted advertisements that encourage users
to purchase a National Trust membership to
protect th...
Challenge 4: Develop Loyalty
Challenge 4: Develop Loyalty
If you successfully divide human beings into groups and
ask them to
make a choice
you gain br...
Why?
Challenge 4: Develop Loyalty
Because they will naturally become defensive
about what they perceive to be a life choice
rat...
Challenge 4: Develop Loyalty
Because they will naturally become defensive
about what they perceive to be a life choice
rat...
Challenge 5: Track Changes
Does your marketing
process correctly identify
when a consumer
moves from the
repressed
category
into the
seduced?
Challen...
Does your marketing
process correctly identify
when a consumer
moves from the
repressed
category
into the
seduced?
Challen...
Challenge 5: Track Changes
Can your product or service
actually facilitate a move
between social groups?
How?
Challenge 5: Track Changes
Let’s take a hypothetical example.
Fictional Suits are a medium sized business with
several hig...
Challenge 5: Track Changes
They typically cater to the middle class (seduced)
but is there an opportunity to market to a n...
What if they took a different approach?
Challenge 5: Track Changes
Instead of promoting social exclusion they used
inclusion as a marketing tool
Challenge 5: Track Changes
Adapt the marketing
strategy to incorporate
the repressed by
showing them
Fictional Suits might
help them achieve that
job...
Offer special discounts
hand in hand with local
job centres that
unemployed individuals
can purchase suits for
30% of the ...
In this way the Marketing Department at
Fictional Suits is breaking down the barriers
between seduced and repressed and he...
Summary
 Consumer society exists on different levels
 Repressed and Seduced
 In the past customers affiliated with a brand
thro...
 Define the customer Social Profile
 Validate that Social Profile
 Value the customer in original ways
 Build Brand Lo...
Who am I
Hi. I am Steve.
CEO Mavin Management
I am the author of the 100 Day System
The premier guide for bringing the principles o...
The 100 Day What?
In a review, James Kelly of GeekDad said
Source
The first time I read through the book..
…I was blown away
“
”
Source
The ultimate way to get organised.
Far superior to any mobile app I have used.
The 100 Day System kicks you into hi...
It is the foundation
for success
50% off the digital edition
@steven_feeney
uk.linkedin.com/in/feeneysteven/
Shy? Don’t be.
CLICK ME
AND FIND OUT MORE
5 Reasons Why You Are Getting Social Media Wrong!
5 Reasons Why You Are Getting Social Media Wrong!
5 Reasons Why You Are Getting Social Media Wrong!
5 Reasons Why You Are Getting Social Media Wrong!
5 Reasons Why You Are Getting Social Media Wrong!
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5 Reasons Why You Are Getting Social Media Wrong!

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A comprehensive guide to the top 5 mistakes that marketers make when using social media.

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  • Transcript of "5 Reasons Why You Are Getting Social Media Wrong!"

    1. 1. Social Media Marketing
    2. 2. What is this about
    3. 3. It is quite simple really… …the web allows consumers to lie… …to each other… …to themselves… …but most importantly…
    4. 4. It is quite simple really… …the web allows consumers to lie… …to each other… …to themselves… …but most importantly…
    5. 5. It is quite simple really… …the web allows consumers to lie… …to each other… …to themselves… …but most importantly…
    6. 6. What do I care
    7. 7. Well you might not.
    8. 8. Well you might not. But you should.
    9. 9. At the very least you have a marketing budget
    10. 10. Possibly a whole team or department
    11. 11. Probably ;-) This presentation will help you work smarter and more profitably
    12. 12. OK A bit of background before we begin
    13. 13. OK A bit of background before we begin I know presentations should avoid long text but…this will be quick. I promise.
    14. 14. People use consumer activity to create a lifestyle that reflects their personality and identity* *Warren Susman
    15. 15. People use consumer activity to create a lifestyle that reflects their personality and identity Simply put, consuming is a form of socialisation
    16. 16. The consumer uses purchases to fulfil aspirations or display STATUS This is known as conspicuous consumption
    17. 17. The consumer uses purchases to fulfil aspirations or display STATUS This is known as conspicuous consumption
    18. 18. Now here is the rub… A Social Scientist divided society
    19. 19. His name was Zygmunt Bauma and they were called the Repressed and the Seduced
    20. 20. SEDUCED These individuals are members of society who have the money to consume effectively.
    21. 21. SEDUCED These individuals are members of society who have the money to consume effectively. They can buy your stuff!!
    22. 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. 23. Examples? Lawyer | Doctor | Personal Trainer | Soldier | Dentist | Plumber | Bricklayer | Executive | Programmer | Developer | Directo
    24. 24. Someone who has your PRODUCT or SERVICE
    25. 25. REPRESSED These individuals are members of society who are excluded from consumer society. Usually due to lack of money …but not always.
    26. 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. 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. 28. Examples? /Single Parents /Unsuccessful /Unemployed /Migrants /Disabled /Elderly /Young /Monks?
    29. 29. In summary Someone without your product or service
    30. 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. 31. How
    32. 32. “Things are bought to make a positive impression…and… demonstrate newly acquired wealth and rising status …to visibly display status.”
    33. 33. The Theory of the Leisure Class Thorstein Veblen, 1899
    34. 34. Steven says…I can virtually display my allegiance to a product or service without actually having to purchase it.
    35. 35. In consumer society people are preoccupied, not with class, but with personal taste and individuality.
    36. 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. 37. But without having to buy anything! This new role means we are all continually performing, broadcasting and acting out our consumer identities.
    38. 38. What does this mean for me
    39. 39. A marketing budget wasted on targeting customers who have neither the intention nor the means of purchasing your products
    40. 40. Social Networks provide an unlimited platform for a consumer to display their Intent to Purchase. Without ever having the capability.
    41. 41. So what do I need to do
    42. 42. The challenge facing marketers in the 21st Century is fivefold Luckily, I have some solutions
    43. 43. Step 1: Identify Social Profile The social triumvirate can be defined as IDENTITY LIFESTYLE CONSUMPTION Lifestyle + Consumption = Identity
    44. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 57. Example: National Trust Is your business promoting value? It builds Loyalty.
    58. 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. 59. Challenge 4: Develop Loyalty
    60. 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. 61. Why?
    62. 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. 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. 64. Challenge 5: Track Changes
    65. 65. Does your marketing process correctly identify when a consumer moves from the repressed category into the seduced? Challenge 5: Track Changes
    66. 66. Does your marketing process correctly identify when a consumer moves from the repressed category into the seduced? Challenge 5: Track Changes
    67. 67. Challenge 5: Track Changes Can your product or service actually facilitate a move between social groups?
    68. 68. How?
    69. 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. 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. 71. What if they took a different approach? Challenge 5: Track Changes
    72. 72. Instead of promoting social exclusion they used inclusion as a marketing tool Challenge 5: Track Changes
    73. 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. 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. 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. 76. Summary
    77. 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. 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. 79. Who am I
    80. 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. 81. The 100 Day What?
    82. 82. In a review, James Kelly of GeekDad said Source The first time I read through the book.. …I was blown away “ ”
    83. 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. 84. It is the foundation for success
    85. 85. 50% off the digital edition
    86. 86. @steven_feeney uk.linkedin.com/in/feeneysteven/ Shy? Don’t be.
    87. 87. CLICK ME AND FIND OUT MORE
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