How to be a Social Marketer - Pavel Bulowski (#SMSCMeetup)

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What it truly means to be a social marketer

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How to be a Social Marketer - Pavel Bulowski (#SMSCMeetup)

  1. 1. Pavel  Bulowski     Regional  Sales  Manager  APAC     t:  @pbulowski   ln:  www.linkedin.com/in/ pbulowski   What  it  truly  means  to  be  social  marketer?  
  2. 2. has Always Been Here to Educate Marketers
  3. 3. What Are Social Media? Social media are the people (That interact with something with a social context)
  4. 4. What Is Social Marketing
  5. 5. Our Vision is to Enable Marketers to Connect to People in the Most Social Way Possible
  6. 6. TV DIGITAL SOCI AL TV DIGITAL SOCI AL TV DIGITAL SOCIAL Television Digital Social
  7. 7. TV DIGITAL SOCI AL TV DIGITAL SOCI AL TV DIGITAL SOCIAL Television Digital Social
  8. 8. TV DIGITAL SOCI AL TV DIGITAL SOCI AL TV DIGITAL SOCIAL Television Digital Social
  9. 9. What Are Social Media?
  10. 10. Social Network Divisions – 1 Year Ago Content NetworksConnection Networks
  11. 11. Social Network Divisions – NOW Content NetworksConnection Networks +200M +250M
  12. 12. Social Network Divisions – Gravities Content NetworksConnection Networks
  13. 13. Fulltext Search vs. Social Search
  14. 14. Fulltext Search vs. Social Search
  15. 15. 80 %   of Mobile Traffic   is Social Mobile Time Spend
  16. 16. Time vs. Spend in TV & Digital Spend Digital Time vsTelevision
  17. 17. Everything with a Social Context is Better
  18. 18. 3rd Socially Native Setting Up   Listening   Basic reports   Content   Some ads Early Stage1st 2nd Socially Devoted Social care   Even Better Content   Properly engaging with fans   Deeper Analytics incl. competitive   Integrating into business   All employees involved in social   Measurement set to match business objectives
  19. 19. Socially Native
  20. 20. All Business Parts Must Have a Social Layer Customer Care Social Communications Marketing Human Resources Leadership
  21. 21. Defining Socially Native companies Integrating Social with Every Part of the Business Being Socially Devoted to Its Customers Understanding the Bottom Line Impact of Social Media 1 2 3
  22. 22. 3rd Socially Native Setting Up   Listening   Basic reports   Content   Some ads Early Stage1st 2nd Socially Devoted Social care   Even Better Content   Properly engaging with fans   Deeper Analytics incl. competitive   Integrating into business   All employees involved in social   Measurement set to match business objectives 80 % Companies 10 - 20 % Companies 1 % Companies
  23. 23. Shift to Social Customer Care – Twitter
  24. 24. Many Marketers Still Don‘t Get Social Marketing
  25. 25. Top 5 Mistakes for Companies Being Socially Native Using Only Basic Reporting   Posting Through Native Platforms   Not Looking at Industry Trends   Ignoring Customers   Ignoring Social Media as Only a Marketing Channel
  26. 26. What is Happening in the Marketing Part of Social Media
  27. 27. Organic Reach Is Dropping Globally Sources: Socialbakers, Data Range: 1.1. 2013 – 31.12.2013 2013-01 2013-02 2013-03 2013-04 2013-05 2013-06 2013-07 2013-08 2013-09 2013-10 2013-11 2013-12
  28. 28. Pages Post More Content Sources: Socialbakers, Data Range: 2009 – 2013 in 2013   40 Posts / Month in 2009   7 Posts / Month
  29. 29. Content Strategies Merge
  30. 30. Content Strategies Merge CHANGE
  31. 31. Most Digital Ads Will be Social 2013 Social Other Mobile Future Other Mobile
  32. 32. Content & Ads Recommendations Focus on Paid Reach on Facebook, Twitter, YouTube Create segmentation models – Target to multiple audiences Experiment with New Platforms – Both Content and Communication, Including Advertising
  33. 33. Customer Care
  34. 34. Customer Care Be more Socially Devoted Respond Faster No Dedicated Customer Care Handles => use your own
  35. 35. How to use available technology to achieve this?
  36. 36. Importance of benchmarking in Indonesia
  37. 37. Importance of benchmarking in Indonesia
  38. 38. Importance of benchmarking in Indonesia
  39. 39. Own Metrics + Competitive Set Social Metrics Own Metrics & Competitive Metrics (Likes, Interactions, Engagement) Customer Care Platform Metrics Online Metrics Advertising Metrics, Facebook, Twitter, Google+, etc. Conversion from Social Buzz Monitoring, Listening
  40. 40. Many Marketers Still Don‘t Get Social Marketing
  41. 41. Exclusive Preview from Research & Development
  42. 42. Instagram Hashtags in London on Heat Map
  43. 43. Instagram Hashtags in Oxford Street on Heat Map Whole Week Monday Morning Saturday Night
  44. 44. BBC One Segmentation by Interests of Readers Sport Relief Voice UK Marathon Musketeers Categories
  45. 45. Don’t operate social in silo mode. Connect things in organisation! Content is and will be king, but don’t think of it as broadcasting! 3 Things Take aways…
  46. 46. Thank You

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