Successfully reported this slideshow.

Social Media and the Marketing Mix


Published on

Learn how to integrate social marketing into your whole mix of marketing media, rather than focusing exclusively on the social media channel

Published in: Business, News & Politics
  • Be the first to comment

  • Be the first to like this

Social Media and the Marketing Mix

  1. 1. Click to edit Master title style Social Media and the Marketing mix Sponsored by Radix Promotions and Marketing and Thomas Watson Consulting TM                  “Marke(ng  Solu(ons  Today  for  Tomorrow’s  Challenges” Thursday, September 22, 11
  2. 2. Introduction Click to edit Master title style Who am I? Tom Watson Thomas Watson Consulting Why do I think I know what I am speaking about?Thursday, September 22, 11
  3. 3. Marketing & Sales of the Past Click to edit Master title style Mass communication Advertise, advertise, advertise PR Trade shows and events Direct mail etc. Voice-to-voice or face-to-face contact Telemarketing and telesales Face-to-face presentations and salesThursday, September 22, 11
  4. 4. Things edit changed Click tohave Master title style Fact: The digital media has fundamentally changed the way people find, discover, share, shop, & connect.Thursday, September 22, 11
  5. 5. Marketing and Sales Today Click to edit Master title style  Still valid:  Mass communication  Face-to-face and voice-to-voice  Digital:  1:1 - specific messages to targeted recipients: personalized email, instant messaging, social sites  1:few: Social sites 1:Many - Websites, online stores, social sitesThursday, September 22, 11
  6. 6. What is edit Master title Click to “Social Media”?style  “...the use of web-based and mobile technologies to turn communication into an interactive dialogue...”  "...a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content." - Andreas Kaplan and Michael HaenleinThursday, September 22, 11
  7. 7. Why to edit Master title style Click& How People Use It Connect: communicate with friends, relatives, colleagues, groups Find: jobs, merchandise, answers, reviews Learn: opinions, news, how-to, game tips Share: opinions, pictures, video, how-to, game tips, news, reviewsThursday, September 22, 11
  8. 8. (A Few) edit Master title style Click to Social media venues  Networking sites  Bookmark and sharing sites  Blogsites  Event sites  Multimedia  Gaming  RSS Feed:  Reviews  Many more...Thursday, September 22, 11
  9. 9. Why to edit Master title Clickuse Social Media? style “Audiences everywhere are tough. They don’t have time to be bored or brow beaten by orthodox, old fashioned advertising. We need to stop interrupting what people are interested in & be what people are interested in.” CRAIG DAVIS CHIEF CREATIVE OFFICER, WORLDWIDE J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)Thursday, September 22, 11
  10. 10. Benefits of Social Media Click to edit Master title style Focus on individuals or groups Dialog - not just one-way Dramatic growth across all age groups Free or cheap to use Makes you more accessible MEASUREABLEThursday, September 22, 11
  11. 11. Always edit Master Click to available title style No longer limited to:  Computer  Wired internet connection Fast wireless networks Smart phones: rapidly expanding Tablets: New market with explosive growthThursday, September 22, 11
  12. 12. How to edit Master title style ClickMany People Online?  Fact: >75% of US households have internet access at or get it elsewhere 150000 Total US Accesses the Households Internet PLUS: 9 out 112500 from some Total location usage at Broad- of 10 (87%) 75000 home band online adults No Internet at home use social 37500 media Dial-up Other 0 Source: U.S. Census Bureau, Current Population Survey, October 2009.Thursday, September 22, 11
  13. 13. Usage trends Click to edit Master title style The things we used to do offline, we now do online. SOURCE:  PEW  RESEARCH  CENTER,  MAY  2010Thursday, September 22, 11
  14. 14. Marketing Strategy Click to edit Master title style  It’s more important than ever  Always start with your situation & position in the marketplace  Objectives  Business  Marketing  SalesThursday, September 22, 11
  15. 15. Audience Click to edit Master title style Determine who your audience is Consider: Why they would want to buy your product or service What would you want them to tell others Where they obtain and share their informationThursday, September 22, 11
  16. 16. Steps Click to edit Master title style Create a “Brief” that outlines these points Determine how much you want to spend List your chosen media and materials Choose based on:  Audience  Effectiveness  ROI: investment - costsThursday, September 22, 11
  17. 17. Social Media Options Click to edit Master title style Decide where your audience spends their time  Reading or writing blogs?  Interacting with friends?  Reading reviews?  Watching video?Thursday, September 22, 11
  18. 18. It’s About Interaction Click to edit Master title style You’re dealing more closely with people than the mass marketing days Building trust is essential Listening is key to building trust Timely response - that means minutes or hours, not days Make it easy for people to interactThursday, September 22, 11
  19. 19. Integration Click to edit Master title style  Remember: it’s all interconnected  Sharing  Following  Emailing links and pages  Now: QR codes for print to webThursday, September 22, 11
  20. 20. For Best Results Click to edit Master title style  Research: surveys - online ones are cheap -  Testing: A/B is widely available  Consistent Message  Consistent visual style  Tracking & measuring: search, email marketing and social sites provide measurement tools  Marketing automation tools take you furtherThursday, September 22, 11
  21. 21. Keep an Eye on your Mix Click to edit Master title style Watch your metrics on each medium Which are getting the most action Which are resulting on more sales What alterations can you make to improve each one: change content, change placement, etc. Conduct surveys and polls Increase, decrease, drop & add Experiment! Have some fun!Thursday, September 22, 11
  22. 22. New to edit ClickTrends Master title style  Print-to-web connection: QR codes  Share button usage is increasing dramatically, and has a huge impact on traffic  Internet users over "... social sharing buttons can the age of 55 are drive real social traffic that driving the growth of will inevitably drive sales, social networking brand awareness or affinity... through the Mobile -Jim Yu, CEO of BrightEdge InternetThursday, September 22, 11
  23. 23. Q&A Click to edit Master title style ?Thursday, September 22, 11
  24. 24. Click to edit Master title style Thank You!!Thursday, September 22, 11
  25. 25. Click to edit Master title style Marketing For a Brave New World! Sponsored by Radix Promotions and Marketing TM                  “Marke(ng  Solu(ons  Today  for  Tomorrow’s  Challenges” Thursday, September 22, 11