The Marketing of Un-Marketing

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Jason Falls Social South Presentation: The Marketing of Un-Marketing

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The Marketing of Un-Marketing

  1. 2. Social Media Marketing Why is it different?
  2. 3. Traditional Marketing Approaches <ul><li>4P’s – Product, Price, Placement, Promotion </li></ul><ul><li>7P’s of Service Marketing – Add People, Process, Physical Evidence </li></ul><ul><li>The Marketing Process </li></ul><ul><ul><li>Situational Analysis </li></ul></ul><ul><ul><li>Marketing Strategy </li></ul></ul><ul><ul><li>Marketing Mix Decisions </li></ul></ul><ul><ul><li>Implementation & Control </li></ul></ul>
  3. 4. None Mention The Customer <ul><li>“ People” is mentioned in the 7P’s of Service Marketing </li></ul><ul><li>Aren’t people are important to those using the 4P’s? </li></ul><ul><li>The AIETA flow lends nothing to customer needs </li></ul><ul><li>“ Implementation & Control” is condescending and presumptuous </li></ul>
  4. 5. The Cluetrain Manifesto <ul><li>Published in 1999 </li></ul><ul><li>Written by a collaborative of Chris Locke, Rick Levine, Doc Searls and David Weinberger </li></ul><ul><li>Finally asked “What about the people?” </li></ul>
  5. 6. The Cluetrain Manifesto <ul><li>Highlighted Theses </li></ul><ul><ul><li>Markets are conversations. </li></ul></ul><ul><ul><li>Markets consist of human beings, not demographic sectors. </li></ul></ul><ul><ul><li>Conversations among human beings sound human. They are conducted in a human voice. </li></ul></ul><ul><ul><li>Already, companies that peak in the language of the pitch, the dog-and-pony show, are no longer speaking to anyone. </li></ul></ul><ul><ul><li>Public relations does not relate to the public. Companies are deeply afraid of their markets. </li></ul></ul><ul><ul><li>Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationships </li></ul></ul>
  6. 7. 10 Years Later, We’re Finally Getting It <ul><li>Marketers Must </li></ul><ul><ul><li>Realize the pathway to a customers wallet is through the customer, not your product, conversion or marketing mix decisions </li></ul></ul><ul><ul><li>Learn to speak the language of people, not corporations </li></ul></ul><ul><ul><li>Learn it’s no longer about persuasive messaging as a result of consumer insights, but conversations about consumer insights that lead to better products </li></ul></ul>
  7. 8. Be Human As Organizations So How Do We Do It?
  8. 9. Brian Oberkirch <ul><li>Serve communities, don’t build them </li></ul><ul><li>Participate. </li></ul><ul><li>Let a thousand flowers bloom. </li></ul><ul><li>Close the gap. </li></ul><ul><li>Be quiet. Listen. Ask. </li></ul><ul><li>It’s in there. (Product as marketing) </li></ul><ul><li>Little things are huge. </li></ul>
  9. 10. Tara Hunt <ul><li>A good marketer … </li></ul><ul><ul><li>is a Community Advocate </li></ul></ul><ul><ul><li>Knows brands aren't built in boardrooms, ad agencies or brainstorming sessions </li></ul></ul><ul><ul><li>plans a little, but changes a lot </li></ul></ul><ul><ul><li>rewards community members who stand behind them </li></ul></ul><ul><ul><li>gets involved in the community </li></ul></ul><ul><ul><li>is her/his own client </li></ul></ul><ul><ul><li>never takes her/himself to seriously </li></ul></ul>
  10. 11. It’s Just Like Personal Relationships <ul><li>Always A Work In Progress </li></ul><ul><li>Once You Stop Working At It, It Will Stop Working </li></ul><ul><li>Communication (Listening & Speaking) Is Imperative </li></ul><ul><li>Honesty & Complete Transparency Necessary </li></ul><ul><li>Can’t Exist Without Trust </li></ul><ul><li>Mutual Attraction </li></ul><ul><li>Spontaneous Consistency </li></ul>
  11. 12. What Can We Do Today? <ul><li>Stop calling them your target. Call them your customers. Better yet, call them your friends. </li></ul><ul><li>When talking to a friend of your company, think of them as a real friend and react to their input or concerns as you should. </li></ul><ul><li>Find a way to have every call, email and otherwise in-bound message from a friend returned in a timely fashion. </li></ul><ul><li>Pull together a group of your friends to sit-in on planning sessions (R&D, marketing, media) for next year. </li></ul><ul><li>Stop thinking this is hard. Despite what you may think, you are human. Act like it. Encourage others in your company to do the same. </li></ul>
  12. 13. Let’s Connect Jason Falls V.P., Director of Interactive & On-Line Communications [email_address] Twitter: @JasonFalls 502.815.3257 www.socialmediaexplorer.com

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