social media 247 - a marketing model - 2014 version

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people use social media 247. but most brands follow an ad-hoc approach.

these brands do not create social value. their social marketing is too intrusive.

some time ago, i developed a model to cope with this. it explains how brands can be a structural part of social.

this presentation contains the updated version. i hope it inspires you to make marketing more meaningful.

ingmar de lange

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social media 247 - a marketing model - 2014 version

  1. social media 247 ingmar de lange / mountview
 @idelange
 2014 version!
  2. people use social media 247. but most brands follow an ad-hoc approach. 
 
 these brands do not create social value. 
 their social marketing is too intrusive. some time ago, i developed a model to cope with this.
 it explains how brands can be a structural part of social. this presentation contains the updated version.
 i hope it inspires you to make marketing more meaningful. ! ingmar de lange
  3. part 1.
 the background
  4. 4 i started with a simple question.
 can brands turn one-night-stands into a relationship?
  5. 5 what i soon realized,
 is that the problem lies in the media part. it is not about social media.
 social is more than communication, 
 just like the internet is more than a medium. it is about a social infrastructure.
  6. 6 while communication mostly has a short term, one-night-stand focus, this social infrastructure is something fundamental. it has a 247 relevance. because everything you do in life,
 you relate to others. always and everywhere.
  7. what do
 other think? why do
 they think this? an example: you do not just buy products for their specs, you also look at their social value. for whom
 is this? how will
 it make me look?
  8. 8 you can compare the social infrastructure with a freeway. brands mostly use it to advertise, not to drive.
  9. 9 lets change this.
  10. part 2.
 the model
  11. 11 i collected cases of brands that use social 247.
  12. i put their common characteristics on a grid.
  13. 13 the x-axis ranged from social media to social business.
  14. in between these two, i found four main domains.
  15. the y-axis ranged from brand-centric to user-centric.
  16. please note: the model is not a funnel. +
  17. communication
  18. the communication domain 
 is about the media part of social. 18
  19. most brands start with broadcasting (brand-centric).
  20. this is easy to start, but hard to make successful.
 a brand needs to be newsworthy.
  21. oreo did something newsworthy every day, for a 100 days…
  22. red bull acts like a news organization.
  23. coca cola’s corporate website is presented as a magazine.
  24. tip: do not post randomly.
 learn from reality tv and create an engaging story line.
  25. however, social is more about responding (user-centric).
  26. 247 webcare is now the norm for big brands.
  27. the challenge is to take this to the next level.
 klm shows the response time of its social service.
  28. shell publicly discussed its corporate strategy.
  29. mcdonald’s answers sensitive matters openly by video…
  30. fbto asks you what to do with customer’s insurance claims.
  31. it not just what you say, also how you say it…
  32. experience
  33. this domain 
 is about sharing
 your experience. 33
  34. people can share their general enthusiasm for a brand…
  35. brands create fanclubs to catalyze this enthusiasm.
  36. brands try to act as friends, up close and personal…
  37. coca cola’s facebook page was even initiated by fans…
  38. burger king gave disloyal fans a big mac if they left.
  39. people can share how they experience products or services.
  40. customers can openly rate patagonia products.
  41. c&a brings user experiences to life by sharing likes.
  42. user experiences are vital for the airbnb model.
  43. user experiences can be shared automatically as well.
  44. you automatically inspire others when you use spotify…
  45. netflix analyses user experiences to predict your ratings.
  46. proposition
  47. this domain is 
 about improving
 a brand’s proposition. 47
  48. fans can help a brand improve its proposition.
  49. lays uses its community to find new flavors.
  50. lego asks fans which products it should produce.
  51. barclays asks fans to help develop new products.
  52. fans help giffgaff with many aspects of its business.
  53. brikki lets children create their own stories.
  54. a brand’s proposition can be made social as well.
  55. nike uses social to offer new services.
  56. klm introduced social reservation to enhance its offering.
  57. target improves shopping with a social shopping service.
  58. ebay strengthens its proposition with group purchases.
  59. sales
  60. social can be
 a business
 platform as well. 60
  61. social media can be used for sales promotions.
  62. urban outfitters shares special deals with fans.
  63. hertz offers discounts to facebook fans.
  64. dell offers discounts via twitter.
  65. social can also initiate new distribution models.
  66. 66 groupon was one of the first examples…
  67. airbnb introduced a new model for the hotel industry.
  68. zopa offers an alternative way of banking.
  69. friendsurance introduces peer-to-peer insurance.
  70. the organizational layer
  71. the model makes
 it easier to decide
 who does what. 71
  72. each cluster can be linked to a department.
  73. the implementation layer
  74. you can also create 
 your own roadmap. 74
  75. evaluate each quadrant with a traffic light. STEP 1 MAYBE NO
  76. this is an example for an imaginary brand.
  77. by isolating the green quadrants, a roadmap appears.
  78. you can create different roadmaps for different markets.
  79. the social journey
  80. this principle can also
 be used to create
 a customer journey. 80
  81. social is about a continuous relation, not isolated incidents.
  82. the evaluation layer
  83. each quadrant
 has its own kpi. 83
  84. 84 these kpi should connect to general marketing targets.
  85. part 3.
 the roundup
  86. social is an infrastructure.
 the key is to add value. 
 so make your brand useful!
  87. ready to take social to the next level? masterclass
 social media 247
 
 
 how to use social more effectively

  88. more inspiration? www.brandutility.net
  89. thank you! ingmar de lange ingmar@mountview.nl
 @idelange

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