Social Media and SM Marketing - EPI Leadership Course Week 2013 UA
Edward M. Erasmus, MALecture Social Media & SM MarketingUniversity of Aruba, May 29, 2013
Roadmap…• Digital Revolution• Social Media explained• Power of Social Media• Successful Social Networking• Social Media Marketing• Key takeaways
Since the commercialization of theInternet (1990s)• Tremendous impact on culture andcommerce.• The rise of near instant communication byemail, instant messaging, Voice over InternetProtocol "phone calls", two-way interactivevideo calls, and the World Wide Web.
As we speak…• More than 2.2 billion people are using the Internet.• Revolutionizing every aspect of our daily lives.• Faster speed, open source technology, cloudcomputing, smart phones, tablets and the growth ofsocially interactive platforms (social media) enablecreative and innovative new forms of businessopportunities.
Starbucks gave consumers avoice....the result:over 50,000product ideas
What is a brand anyway?.....#2…..Personality (brand)
A brand =…name, term, sign, symbol or design, or acombination of them intended to identify the goodsand services of a company.
Brand loyalty Strong human connection• SM offers an opportunity for a brand toshow its personality, without it looking likea marketing plan or ad campaign.• SM Marketing is all about connecting withpeople first as human beings and then ascustomers later.• SM = branding through conversations!
• Forget B2C or B2B……it’s now P2P (person-2-person)…customers want to connect and interact withcompanies on a 1:1 social level…and those who can deliver that, will gainsubstantial competitive edge..
• Show both sides of a story;• Can be used to provide comments, to dispelmyths and to correct incorrect informationthat may be circulating;• Consultation can take place in an effectiveway, as it allows for greater openness andtransparency.
Getting started….1. Define your objectives2. Define your audience3. Define your strategy4. Choose your channels5. Plan a content agenda6. Decide on who will manage what7. Define measurement mechanisms8. Execute – evaluate – adapt – execute….
ConclusionSocial media has completely changed thelandscape of marketing, and whenexecuted well, it has positiveimplications for multiple divisions:• from consumer insights• to product development/innovation• to marketing• to corporate reputation
Key Takeaways….[3 P’s when launching SMM]•Purpose•Point of view•PatienceForget marketing, start engaging!
Some afterthoughts about SMM….• Core business: products / servicesQuality, promises, commitments, relationships• Social media is an ingredient, not an entrée…No replacement for all other marketing tools,instead: it should be integrated with otheronline and offline marketing strategies