The CEO's View of Social Media and Social Commerce


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These are the slides from the session I gave at The Manufacturing Institute's MAS event at Haydock Park on 27/05/11

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The CEO's View of Social Media and Social Commerce

  1. 1. The CEO’s View of Social Media and Social Commerce<br />David Edmundson-Bird<br />Course Director MSc Digital Marketing Communications<br />MMU Business School<br />
  2. 2. Agenda<br />Who am I?<br />A CEO’s Intro to Social Media Marketing<br />Positioning a Brand in the Social Media Space<br />Engaging with the Market<br />The Emerging Social Commerce Model<br />There’s always room for a Top Ten Tip List<br />Even for Senior Managers<br />
  3. 3. A CEO’s introduction to Social Media marketing<br />
  4. 4. Decisions to Purchase<br />Non emotional/Commodity<br />Purchase decisions don’t require complexity<br />Decisions are quick<br />The world of FMCG<br />Emotional/Luxury<br />Careful consideration of complex decisions<br />No single decision-maker<br />Slow<br />The long term life value of the customer<br />
  5. 5. Networks of Persuasion<br />Suppliers of Support<br />Suppliers of Primary<br />Less obviousmarketingthinking<br />Regulators<br />The Supplier<br />The Buyer<br />Influencers<br />Friends<br />Instinctive marketing thinking<br />Other Suppliers<br />Contacts<br />Collaborators<br />
  6. 6. Social Media Marketing Opportunity<br />Suppliers of Support<br />Suppliers of Primary<br />Regulators<br />The Supplier<br />Engage with<br />Engage with<br />Engage with<br />The Buyer<br />Influencers<br />Friends<br />Engage with<br />Engage with<br />Other Suppliers<br />Contacts<br />Engage with<br />Collaborators<br />
  7. 7. Positioning your Brand in the Social Media Space<br />
  8. 8. Positioning Your Brand in Social Media<br />Where can only you occupy?<br />How can you establish your brand as the sole occupant in a given social media position?<br />Some old-fashioned principles apply:<br />
  9. 9. The Social Media “Proposition”<br />Why does your brand exist?<br />The differentiation and relevance<br />Not only to customers but those other people in the network<br />It’s the clear focus for your staff<br />It’s the clear focus when other people engage other people about your brand<br />
  10. 10. Engaging with the social media Market<br />
  11. 11. Engaging with the Social Media Market<br />You need to make a number of decisions – look at your Networks of Persuasion<br />Which of the network contacts will you engage with?<br />Which of the network contacts will other contacts engage with about you?<br />What will you do?<br />Say things to them?<br />Listen to them?<br />Which platforms and environments will you use to engage with them?<br />
  12. 12. Social Network Contacts<br />Need to decide who is key from your network segments<br />There may be network elements that you don’t want/need or shouldn’t engage with<br />Who has the most persuasion capability within your network – can you engage with them so that they engage for you?<br />
  13. 13. What to do in Engagement<br />Think of the Social Media Proposition<br />Build engagements you make on the social media proposition<br />Each engagement with a contact needs to be personalized and relevant<br />Consider the agendas and motivation of the contacts<br />Can they be motivated to engage with other contacts on your behalf?<br />
  14. 14. What to do in Engagement<br />The Listening Post<br />Consider engagement as a feedback channel too<br />Customer Service<br />Product design<br />Reputation management<br />Consultation<br />Complaints<br />
  15. 15. Platforms & Environments<br />What is/are the preferred platform(s) of your contacts?<br />Avoid attempting to engage where they are not<br />You will increase engagement if you use the right environment<br />And legally use words such as ROI  but better use “Return on Engagement”<br />Consider the role of the 4 social environment types<br />
  16. 16. Social Media Environment Types<br />Photo sharing<br />Q&A systems<br />Social networks<br />Video sharing<br />Wikis<br />Sharing documents<br />Recommendation environments<br />Social bookmarking<br />Syndication<br />Webinars<br />Collaboration<br />Syndication<br />Communication<br />Interaction<br />Blogging<br />Blog directories<br />Instant messaging<br />Microblogging<br />Podcasting<br />RSS<br />Apps<br />
  17. 17. Emerging models of social commerce<br />
  18. 18. Traditional Models of Acquisition & Conversion<br />Search<br />PPC/Display<br />Transaction Site<br />Offline<br />Retained Customer<br />High Street<br />
  19. 19. Social Models<br />AdPlatform<br />Ad<br />Platform<br />Referral<br />Platform<br />Referrral<br />Platform<br />Transaction<br />Transaction<br />Sharing<br />Platform<br />Sharing<br />Platform<br />CircumstancePlatform<br />Circumstance<br />Platform<br />
  20. 20. What are you into?<br />What did you just buy?<br />AdPlatform<br />Ad<br />Platform<br />Who sent you here?<br />What should everyone else buy?<br />Referral<br />Platform<br />Referrral<br />Platform<br />Transaction<br />Transaction<br />What are your mates looking at?<br />What are you looking at?<br />Sharing<br />Platform<br />Sharing<br />Platform<br />Where are your mates?<br />Where are you?<br />CircumstancePlatform<br />Circumstance<br />Platform<br />
  21. 21. Traditional Purchase vs Social Purchase<br />Buy something<br />Buy something<br />Buy something<br />SOMETHING THAT GOES WITH IT<br />SOMETHING THAT GOES WITH IT<br />SOMETHING THAT GOES WITH IT<br />Buy something<br />SOMETHING THAT GOES WITH THAT<br />SOMETHING THAT GOES WITH THAT<br />SOMETHING THAT GOES WITH THAT<br />
  22. 22. There’s always room for a Top Ten Tip List<br />Even for Senior Managers<br />
  23. 23. The Social Media Strategists Top Ten Tip List<br />Think about all of the participants in your network of influence<br />Not just your customers<br />Know that it is not instant<br />Slow-boiler<br />Think about Brand differentiation<br />Think about your social media proposition<br />Work out who the No.1 network participant is<br />Not the no.1 customer<br />
  24. 24. The Social Media Strategists Top Ten Tip List<br />Only work in social media channels that the network participants use<br />Use social media to distinguish yourself<br />Have different propositions in different networks for different participants<br />The conversation is happening anyway<br />Social Media for is about influencing rather than selling<br />
  25. 25. The Next Conversation<br />Ask me now!<br />Mail me<br /><br />Tweet me<br />@groovegenerator<br />Link me<br /><br />Phone me<br />0161 247 4603 / 07774 556343 <br />