Five characters of Social Marketing
          Tuesday, 18th May 2010
             Dominique Hind
Before we start
Social mindset


                  Value




           Sell           Listen
Agenda



Social definition    5 minutes

Five characters     20 minutes

Discussion           5 minutes
Social definition
What is social marketing?

•  It is a platform for connection between like minded
   people or those that have a personal ...
What is social?


      Social               ≠           Channel


 It must be complimentary to other marketing activity
 ...
How do you make social simple?




         =    PR       +   CRM          +   Value
Social                               ...
Where does social fit in a marketing context?



Consumers expect to see commercial messaging on portals & sites.



     ...
Five characters of social
Five characters of social marketing




                    The Confused
                      The Hopeful




The Experim...
The Confused - Profile




            It’s an interesting place to be
                          BUT
         I don’t real...
The Confused - Example




                   Why would you want to friend an anti-
                          dandruff sha...
The Confused - Example




                   Petrol companies can’t talk about the
                   environment, prices...
The Hopeful - Profile




                 I don’t know how
                        BUT
              I hope this is effec...
The Hopeful - Example
The Hopeful - Example
The Hopeful - Example




                   Views & engagement is low. Videos are
                      the most viewed, ...
The Experimenter - Profile




                I need to be involved
       & use this to understand the consumer,
       ...
The Experimenter - Example
The Experimenter - Profile
The Experimenter - Profile
The Experimenter - Profile
The Participant - Profile




         This is a digital congregation point
         for consumers of like mindedness
    ...
The Participant - Profile
The Participant - Profile
The Participant - Profile
The Insightful - Profile




                 It just makes sense,
               fish where the fish are.
The Insightful - Profile
The Insightful - Profile
Five characters of social marketing




                    The Confused
                      The Hopeful




The Experim...
A final thought
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
2.  Community
   − ...
Discussion
Thank you
     Dominique Hind
www.slideshare.net/domhind
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Five characters of social marketing - update

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Definition of social marketing, principles and the five different characters (clients) who participate in social marketing.

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Five characters of social marketing - update

  1. 1. Five characters of Social Marketing Tuesday, 18th May 2010 Dominique Hind
  2. 2. Before we start
  3. 3. Social mindset Value Sell Listen
  4. 4. Agenda Social definition 5 minutes Five characters 20 minutes Discussion 5 minutes
  5. 5. Social definition
  6. 6. 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.
  7. 7. What is social? Social ≠ Channel It must be complimentary to other marketing activity (including PR & CRM) Social media should be considered a social strategy
  8. 8. How do you make social simple? = PR + CRM + Value Social (motivating (push) (dialogue) relevant)
  9. 9. 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
  10. 10. Five characters of social
  11. 11. Five characters of social marketing The Confused The Hopeful The Experimenter The Participant The Insightful
  12. 12. The Confused - Profile It’s an interesting place to be BUT I don’t really know why I am here.
  13. 13. The Confused - Example Why would you want to friend an anti- dandruff shampoo?
  14. 14. The Confused - Example Petrol companies can’t talk about the environment, prices or offers so what can they talk about?
  15. 15. The Hopeful - Profile I don’t know how BUT I hope this is effective.
  16. 16. The Hopeful - Example
  17. 17. The Hopeful - Example
  18. 18. The Hopeful - Example Views & engagement is low. Videos are the most viewed, but they don’t encourage conversation.
  19. 19. The Experimenter - Profile I need to be involved & use this to understand the consumer, regardless of the impact.
  20. 20. The Experimenter - Example
  21. 21. The Experimenter - Profile
  22. 22. The Experimenter - Profile
  23. 23. The Experimenter - Profile
  24. 24. The Participant - Profile This is a digital congregation point for consumers of like mindedness (our target audience).
  25. 25. The Participant - Profile
  26. 26. The Participant - Profile
  27. 27. The Participant - Profile
  28. 28. The Insightful - Profile It just makes sense, fish where the fish are.
  29. 29. The Insightful - Profile
  30. 30. The Insightful - Profile
  31. 31. Five characters of social marketing The Confused The Hopeful The Experimenter The Participant The Insightful
  32. 32. A final thought
  33. 33. What is the value of online relationships? Email = $948 Facebook - $3.60
  34. 34. Five key social take outs 1.  Absolute relevance −  Just because you can, doesn’t mean you should 2.  Community −  Understand your audience & reason for being −  Be part of the community – you can’t set & forget 3.  Involvement −  Offer something your audience wants 4.  Creative −  If it looks like an ad & smells like an ad, it won’t work in social networking 5.  Measurement −  What does success look like? What is the economic value of the campaign?
  35. 35. Discussion
  36. 36. Thank you Dominique Hind www.slideshare.net/domhind

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