What is social marketing?
• It is a platform for connection between like minded
people or those that have a personal connection.
• Communities or groups are initially formed on physical
connections & social networks radiate outwards
based on common interests between people (MGM).
• Social networking provides the platform for people to
engage & find other like minded individuals.
What is social?
Social ≠ Channel
It must be complimentary to other marketing activity
(including PR & CRM)
Social media should be considered a social strategy
How do you make social simple?
= PR + CRM + Value
Where does social fit in a marketing context?
Consumers expect to see commercial messaging on portals & sites.
BUT on social networks, without relevance & context,
it has the ability to possibly devalue & detract from a
brands relevance, stature & esteem.
Huge watch out is just pushing product messages
What is the value of online relationships?
Email = $948 Facebook - $3.60
Five key social take outs
1. Absolute relevance
− Just because you can, doesn’t mean you should
− Understand your audience & reason for being
− Be part of the community – you can’t set & forget
− Offer something your audience wants
− If it looks like an ad & smells like an ad, it won’t work in social
− What does success look like? What is the economic value of the