Social MarketingWhat conversationshould we be having?                                            Julie Houston      Nitty ...
Social marketing has exploded with people using theterm to mean quite different things – which is a goodand bad thingThis ...
The buzz word                                      Everyone is keen to                                      apply social m...
Everyone is a mini expert on ‘social marketing’plus there are few rules to follow even if you wanted to
Marketers, NFP, Government are backing the trendtowards social marketing tools                               Marketing/com...
Social marketing tools are now used traditionally                               Used for communicating                    ...
Most are planning to use Social Marketing toolsMore                                Source Brainmates
The ‘Media is the Message’ (and the Response)                              Social Marketing is also taking                ...
Social Marketing Tool Evaluation is on the rise                               Source Brainmates
Social Marketing                 Social Marketing    Social networking                    Behaviour change    Digital  ...
Communications                                        campaigns                                        Social Good initiat...
Stopping/Engaging            Switching       Maintaining   Interest    •    Suggestions       Reminders   Inform      •...
   Suddenly social media has                                 swallowed social                                 marketing  ...
This hat doesn’t always fit the original SocialMarketing                         Sometimes a complex level of             ...
Trust in networks in decline?
So what does this mean for best practice in‘contemporary’ social marketing?How should we tread with little shared understa...
Basic Questions to ask ourselves as socialmarketers                      1.   What is the social marketing                ...
Characteristics when itworks:   Seamless   Movements not campaigns   Organic   People powered, not agency    run   Ow...
   Social media can be used an entry point    to achieve better social marketing    (behaviour change)   If its all abou...
www.nittygritty.net.au
A mindset shift about social marketing
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A mindset shift about social marketing

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Different perceptions around social marketing and social media are driving very differenent agendas

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A mindset shift about social marketing

  1. 1. Social MarketingWhat conversationshould we be having? Julie Houston Nitty Gritty Social Marketing Insight and Research June 2 2011
  2. 2. Social marketing has exploded with people using theterm to mean quite different things – which is a goodand bad thingThis presentation is about making mileage from this fact ( and keeping us on our toes)
  3. 3. The buzz word Everyone is keen to apply social marketing It crosses sectors It crosses professional boundaries Takes marketing out the „marketing group‟ control Its dynamic‘Social Marketing’ is the new ‘hat’
  4. 4. Everyone is a mini expert on ‘social marketing’plus there are few rules to follow even if you wanted to
  5. 5. Marketers, NFP, Government are backing the trendtowards social marketing tools Marketing/comms budgets have switched to social marketing budgets Social marketing managers are being employed Community managers are evolving Greater investment in digital technology and services than before Expect to cost less, gain more
  6. 6. Social marketing tools are now used traditionally Used for communicating news, information and benefits Usually instead of mainstream media With lower budgets Short term cycles Notion of campaign is now evolving into a mini campaign or series of events Source Brainmates
  7. 7. Most are planning to use Social Marketing toolsMore Source Brainmates
  8. 8. The ‘Media is the Message’ (and the Response) Social Marketing is also taking on the evaluation/feedback role Gauging feedback this way sends a message too Source Brainmates
  9. 9. Social Marketing Tool Evaluation is on the rise Source Brainmates
  10. 10. Social Marketing Social Marketing  Social networking  Behaviour change  Digital  Individual or groups  Online tools (  Mindshifts Twitter, Facebook, Linked  Engagement In, YouTube, Blogs, vlogs)  Media and non media  Youth focus  Community/influencer focus Social Marketing  5Ps  individuals  Comms  CampaignsDifferent Emphasis = Some Confusion
  11. 11. Communications campaigns Social Good initiatives Behaviour Change Methods Social media Digital applications Online engagement 5Ps of Marketing Leadership Capacity BuildingIn practice, good Social Marketing is multifaceted –social media is just one component for some programs
  12. 12. Stopping/Engaging Switching Maintaining Interest • Suggestions  Reminders Inform • Alternatives  Rewards Influence • EnforcementSocial Marketing is generally concerned witha behavioural continuum
  13. 13.  Suddenly social media has swallowed social marketing  Many approaches are „unproven‟ and may not fit  Does it mean a “down- tools” for other traditional social marketing methods/evaluations?Social media is the ‘tempting’ fruit within the socialmarketing fruit bowl
  14. 14. This hat doesn’t always fit the original SocialMarketing Sometimes a complex level of information/discussion to convey Transience of online information/messages Targeting Individual vs. Group or household? Not „in the moment‟ „Word of mouth‟ rather than „Word of Mouse‟
  15. 15. Trust in networks in decline?
  16. 16. So what does this mean for best practice in‘contemporary’ social marketing?How should we tread with little shared understanding, language and few sharedevaluations?
  17. 17. Basic Questions to ask ourselves as socialmarketers 1. What is the social marketing strategy trying to achieve (and how does social media fit within it) 2. What would social media offer the social marketing, if anything 3. Could social media develop the SM program (co-creation) rather than deliver it 4. Could social media evaluate the SM program rather than deliver it? 5. Is intended use of social media a means, an end or result area? For e.g. what will 1500 followers deliver? LOTS OF CONSIDERATIONS BEFORE HEADING OUT!
  18. 18. Characteristics when itworks: Seamless Movements not campaigns Organic People powered, not agency run Owned by community People-speak (not corporate speak) Conversation not informationStrategic use of social media
  19. 19.  Social media can be used an entry point to achieve better social marketing (behaviour change) If its all about the social media its probably not going to work in all situations Learn from social media Explore the possibilities for numerous roles Test and evaluate what role is possible Train and educate staff on the philosophy not just the mechanicsConclusion is Exploit the confusion ! We can have ourcake and eat it too
  20. 20. www.nittygritty.net.au

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