Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011

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Integrating social media into your marketing and communications or what the hell do I do now?

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Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011

  1. 1. Social Media<br />
  2. 2. The idea of integrating social media into a marketing and communication mix is alien thought for many.<br />
  3. 3. Can make you feel ......<br />
  4. 4. like a fish....<br />
  5. 5. out of water?<br />
  6. 6. Help!<br />
  7. 7. Integrating social media into your marketing and communications or what the hell do I do now?<br />@gavinmoffat / puruma / unleashing / potential /<br />
  8. 8. You’re here because ...<br />You’re a believer<br />You’re here – you must care<br />Don’t be a believer because you have to<br />
  9. 9. It seems self evident that...<br />Allows for conversations<br />Social media is a tool<br />Fundamentally changed the way that customers want to engage with brands<br />
  10. 10. and....<br />Do you know if it is a game changer in your world?<br />Is social media for every business?<br />Use it or lose the customer<br />
  11. 11. Tough questions<br />Do you really know your customer?<br />Do you have any brand challenges?<br />What does your brand promise?<br />
  12. 12. Tough questions<br />Is there a disconnect between promise and delivery?<br />Disconnect in brand promise vs. delivery = social media nightmare<br />
  13. 13. Before starting the 10 step program<br />Know your customer<br />Have a viable, measurable and implementable business strategy<br />Understand your market conditions<br />
  14. 14. Before starting the 10 step program<br />Want to hear from your customer<br />Good and Bad<br />Understood that comparison is OK. It makes things better<br />
  15. 15. puruma 10 step program<br /> - in 11, easy to remember steps<br />
  16. 16.
  17. 17. Know thy space and place<br />Step 1<br />Perspective helps<br />Research<br />Evaluate<br />
  18. 18. Listen before you speak<br />Step 2<br />Add new ones like ORM tools<br />Use traditional tools like a clipping service<br />Analyse the results<br />Find the gaps<br />
  19. 19. Strategise<br />Step 3<br />Same goal different measurable<br />How does online dovetail with offline?<br />
  20. 20. Measurement<br />Step 4<br />What am I measuring?<br />What does success look like?<br />How will I measure?<br />Test<br />
  21. 21. Tactics<br />Step 5<br />Timeline it<br />Plan it<br />Pick the platforms<br />
  22. 22. Content<br />Step 6<br />Quality<br />King<br />Timeous<br />Of Value<br />Relevant<br />
  23. 23. Resource right<br />Step 7<br />Outsource to get it done<br />Delegate<br />Get a community manager<br />Usage and policy guide<br />
  24. 24. Take action<br />Step 8<br />It<br />Just<br />Do<br />
  25. 25. Participate<br />Step 9<br />Talk to customers<br />Get involved<br />Hear them and respond<br />
  26. 26. Keep it simple<br />Step 10<br />Start and learn on the job<br />Don’t be clever<br />Long haul<br />
  27. 27. Evaluate<br />Step 11<br />Review<br />Measure<br />Revise<br />
  28. 28.
  29. 29. Those platforms again please....<br />
  30. 30. Those platforms again please<br />
  31. 31. If you are lucky....... your customers will say this<br />
  32. 32.
  33. 33. Or this.....<br />
  34. 34.
  35. 35. And finally......<br />
  36. 36. $#@*<br />
  37. 37. Thank you<br />gavin@puruma.com<br />www.puruma.com<br />www.twitter.com/gavinmoffat<br />www.gavinmoffat.com<br />

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