From Marketing to Social Media (and back again)


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Social media is the buzzword of the day. And it seems that anyone with over 20 followers on Twitter has become a self-proclaimed expert. But how do marketing and social media relate to each other? Is there really such a thing as “social media marketing”? Actually, there probably isn’t – but what there is can prove to be much more valuable in both the short- and long-term.

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From Marketing to Social Media (and back again)

  1. 1. From marketing to social media (and back again) Eric Reiss Digital Trendspot October 13, 2010 London, England #SitecoreDT 10
  2. 2. mar·ket·ing verb 1 : a process by which companies determine what products or services may be of interest to customers 2 : how companies create value for customers, and build strong customer relationships in order to capture value from customers in return
  3. 3. so·cial me·di·a noun 1 : information designed to be disseminated through social interaction using highly accessible and scalable publishing techniques. (official definition) 2 : everything that didn’t fit into some other bucket, such as “traditional, “mass”, or “broadcast” media (my definition)
  4. 4. mar·ket·ing 1 : a company yells at a group you’re in so·cial me·di·a 2 : a friend whispers in your ear
  5. 5. Buzzwords in your ear One-to-one marketing “Hey, I’m talking to you, dude!” Dialog marketing “Hey dude, answer me when I’m talking to you.” Permission marketing “Hey dude, you invited me to this party.” Personalization marketing “Hi Ms. Eric Reiss, you invited me to this party.” Social media marketing @elreiss check out this party:
  6. 6. Social media exists! Social media marketing doesn’t! (and I will stake my reputation on this)
  7. 7. Marketing vs. social media Then Now Demographics Behavior We controlled the message Our customers create the buzz We asked our customers Our customers are having what they thought a conversation with our brand We dictated We serve Source: Eric Reiss
  8. 8. Myth: social media is free!
  9. 9. Let’s do the social-media math Profile maintenance per day 1 hour* Number of working days 200 per year** Price of a billable hour £ 150*** ___________ Cost of social media per annum £ 30,000 * See October, 2010 issue of the BBC’s Focus magazine ** At 18.5 days a month, an industry standard, this should actually be 222 days *** Typical hourly rate for a London media consultant or advertising creative
  10. 10. Conclusion: social media is a damned expensive channel!
  11. 11. To succeed in today’s market, you have to understand both demographics and behaviour
  12. 12. It’s about building relationships Source: John Cribb & Sons Ltd. / Kidde
  13. 13. An introduction to demographics
  14. 14. Demographics Define groups Segment according to needs
  15. 15. Demographic groups Cartoon copyrights could not be traced. Used for educational purposes only.
  16. 16. Segmenting by need
  17. 17. What we should be doing
  18. 18. Our self-created problem – we cannot be all things to all visitors
  19. 19. An introduction to personalization
  20. 20. Personalization Anticipating needs Eliminating the irrelevant NOT the same as customization Customization is what YOU do to a site Personalization is what the SITE does for you
  21. 21. Cus tom izati on
  22. 22. Cus tom izati on
  23. 23. Cus tom izati on
  24. 24. Cus tom izati on
  25. 25. Pers o naliz a tion
  26. 26. Pers o naliz a tion
  27. 27. No clicks – everything is in play
  28. 28. 1st click – is there a preference?
  29. 29. 2nd click – this could be a pattern
  30. 30. Third click – yes, there’s a pattern
  31. 31. Fourth click – time to zero in
  32. 32. Fourth click – time for context
  33. 33. An introduction to personas
  34. 34. Personas... …represent the needs of larger groups …identify the user motivations, expectations, and goals responsible for driving online behaviour …bring users to life by giving them names, personalities and a photo. …are based on interview with real users. They have both personal and professional needs. …help: focus the task identify use cases empirically test proof-of-concept …keep everyone “on the same page”
  35. 35. Mary Henriksen 38, married, mother of two Native Australian, now lives in Denmark Health-conscious Running Tennis Yoga Family history of heart disease Actively supports Heart Association and Red Cross Very worried about husband, who has a stressful job Learns of [product] on-line on Needs arguments to convince husband to get tested Photo source: – used under Creative Commons stipulations
  36. 36. From stereotype to archetype
  37. 37. From stereotype to archetype Copyrights: Warner Bros., Disney, Turner Entertainment, Margaret Rey. Restricted use for educational purposes only.
  38. 38. Persona > Use case > Needs > Content
  39. 39. Persona Bugs Bunny Use case Bugs wants carrots. Elmer Fudd stops him. Needs Way to get around Elmer Fudd Content Funny disguise Tunnelling tools Cloak of invisibility
  40. 40. Source:
  41. 41. And when our site launches, we chuck out our personas with the rest of the design sketches
  42. 42. WRONG !!! The end
  43. 43. And when our site launches, we use our CMS to refine our personas and fine-tune our messages
  44. 44. And what comes next… Big Mac Large shake ??? Fries Photo copyright: McDonalds Corporation, Inc. Restricted use for educational purposes only.
  45. 45. Real-time personalization starts a dialog with someone who is both passive and anonymous
  46. 46. So in summary… Personal dialogue Contextual relevance Added value Provides better service Keeps customers happy Helps you make money
  47. 47. Our new contex-is-the-kingdom mantra: “Do you want fries with that?”
  48. 48. Eric Reiss can (usually) be found at: The FatDUX Group ApS Strandøre 15 2100 Copenhagen Denmark Office: (+45) 39 29 67 77 Mobil: (+45) 20 12 88 44 Twitter: @elreiss