ENERGISE2-0.COMThe End of Marketingand PR as Usual‘Be Social’Dr. Jim Hamill and Alan Stevensonjim.hamill@energise2-0.comal...
Bob Dylan (Mashed Up )                 Come gather round people                        Wherever you roam                 ...
A conversationnot a broadcastpresentation                  ENERGISE2-0.COM
Agenda• The 5 key things to remember about  Social Media• Implications for the Marketing/PR Profession(s)   – the need for...
Let’s start with afew questions?                     ENERGISE2-0.COM
So we are using Social Media but do werecognise the behavioural changes taking                 place?Are we ‘Being Social’...
What road are we on?                       ENERGISE2-0.COM
Something Wrong…..Are we using social media as just another PR/marketing  channel for broadcasting messages AT customers t...
The Connected Customer                         ENERGISE2-0.COM
Be Social            ENERGISE2-0.COM
The Key Message                  ENERGISE2-0.COM
Recent Blog Posts                    ENERGISE2-0.COM
Be ‘Customer Led’Talking WITH rather thanAT your customers is thecore foundation of asuccessful social mediastrategyThe ba...
The rules of the game have changedThe 5 key things to remember     about Social Media                              ENERGIS...
1. It’s a RevolutionA fundamental and revolutionary changein online behaviour, expectations andthe online customer experie...
2. It’s SocialA conversationnot a broadcastplatformConversations are takingplace relevant to yourbrand – are you listening...
Social Media Listening                         ENERGISE2-0.COM
3. Power ShiftSocial media empowerscustomers, empowers the network                       We no longer control the brand   ...
ENERGISE2-0.COM
4. Declining EffectivenessDeclining effectiveness of traditionalapproaches to sales and marketingDoes anyone listen any mo...
Do You Listen?Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com)            ...
Do You Listen?                 ENERGISE2-0.COM
5. The End of Business as Usual                                  ENERGISE2-0.COM
The End of Business as Usual‘Winners’ will be those organisations who fully utilise   the interactive power of Web 2.0 tec...
New Performance Measures• Business success depends on the quality of your customer  base; the strength of the relationship...
Performance Measurement Involvement – network/community numbers/quality, time spent,  frequency, geography Interaction –...
The ‘6Is’ Approach                     ENERGISE2-0.COM
Implications for the Marketing     and PR Profession(s)                           ENERGISE2-0.COM
Some Questions• Do we need to unlearn marketing and PR?• Are new ‘mindsets’ required?• Do we need to shift from Outbound t...
Lets Discuss               ENERGISE2-0.COM
Rethinking Marketing & PR                            ENERGISE2-0.COM
Rethinking Marketing & PR• Unlearn marketing• New ‘mindset’ required• Stop telling people how good we are. Prove it.• A sh...
Inbound v. Outbound                      ENERGISE2-0.COM
Old Marketing (Outbound)• Propaganda marketing – this is how great our product/service  is, now buy it• Interruption marke...
Reality CheckCustomers are no longer passive sheep                                 ENERGISE2-0.COM
Inbound/Content Marketing• Content is King! – But content is only ‘great’ if it adds value to  the customer so….• Customer...
Inbound/Content Marketing                            ENERGISE2-0.COM
Inbound/Content Marketing• Overall objective is to ignite or elevate your business through  great content• Sell without se...
The Elevation PrincipleGreat Content +Other People –MarketingMessages =Growth                                 ENERGISE2-0....
Great Content Ignites Your Business                                      ENERGISE2-0.COM
What is Great Content?                         ENERGISE2-0.COM
Great Content                ENERGISE2-0.COM
Create Music Not Noise                         ENERGISE2-0.COM
The Power of Words                     ENERGISE2-0.COM
The Importance of Key Influencers                                    ENERGISE2-0.COM
Social MediaPlanning Pays                ENERGISE2-0.COM
Content Planning Pays•   What are your Content Marketing goals?•   Who is your audience? Who are you?•   What type of cont...
Implementation Plan                      ENERGISE2-0.COM
Your Social MediaStrategy and Action Plan                       ENERGISE2-0.COM
Simplified Balanced Scorecard• Will ensure that the social media actions and initiatives you  take are fully aligned with ...
Social Media Balanced Scorecard• Not ‘paralysis by analysis’. By providing an agreed framework  to follow, the Balanced Sc...
Social Media Balanced Scorecard• What is the overall social media vision for your  organisation?• What are the key objecti...
Social Media Balanced Scorecard                                  ENERGISE2-0.COM
Some Useful Tools                    ENERGISE2-0.COM
That We Use              ENERGISE2-0.COM
From Social Media to Social Business                      ENERGISE2-0.COM
2013: The Year of Social Business?                                     ENERGISE2-0.COM
Thank You    Questionswww.energise2-0.com                      ENERGISE2-0.COM
www.masteringsocialbusiness.com                                  ENERGISE2-0.COM
Upcoming SlideShare
Loading in …5
×

The End of Marketing and PR as Usual

1,069 views

Published on

Slides from our presentation at the Chartered Institute of Public Relations (Scotland) Conference, 30th January 2013.

Published in: Business
1 Comment
1 Like
Statistics
Notes
No Downloads
Views
Total views
1,069
On SlideShare
0
From Embeds
0
Number of Embeds
399
Actions
Shares
0
Downloads
14
Comments
1
Likes
1
Embeds 0
No embeds

No notes for slide

The End of Marketing and PR as Usual

  1. 1. ENERGISE2-0.COMThe End of Marketingand PR as Usual‘Be Social’Dr. Jim Hamill and Alan Stevensonjim.hamill@energise2-0.comalan.stevenson@energise2-0.com@drjimhamill @ast3v3nson
  2. 2. Bob Dylan (Mashed Up ) Come gather round people Wherever you roam And don’t criticise What you cant understand Your sons and your daughters Are beyond your command Your old road is Rapidly agin‘ Then you better start swimmin’ Or youll sink like a stone For the times they are a-changin’ ENERGISE2-0.COM
  3. 3. A conversationnot a broadcastpresentation ENERGISE2-0.COM
  4. 4. Agenda• The 5 key things to remember about Social Media• Implications for the Marketing/PR Profession(s) – the need for radical change? – unlearn what we know?• Practical Next Steps and Some Useful Tools ENERGISE2-0.COM
  5. 5. Let’s start with afew questions? ENERGISE2-0.COM
  6. 6. So we are using Social Media but do werecognise the behavioural changes taking place?Are we ‘Being Social’ or just ‘Doing Social?Is there something fundamentally wrong with our approach to Social Media? ENERGISE2-0.COM
  7. 7. What road are we on? ENERGISE2-0.COM
  8. 8. Something Wrong…..Are we using social media as just another PR/marketing channel for broadcasting messages AT customers telling them how good we are?Is anyone listeninganymore?Have the rules of businesschanged? ENERGISE2-0.COM
  9. 9. The Connected Customer ENERGISE2-0.COM
  10. 10. Be Social ENERGISE2-0.COM
  11. 11. The Key Message ENERGISE2-0.COM
  12. 12. Recent Blog Posts ENERGISE2-0.COM
  13. 13. Be ‘Customer Led’Talking WITH rather thanAT your customers is thecore foundation of asuccessful social mediastrategyThe basis of a goodconversation isto listen first ENERGISE2-0.COM
  14. 14. The rules of the game have changedThe 5 key things to remember about Social Media ENERGISE2-0.COM
  15. 15. 1. It’s a RevolutionA fundamental and revolutionary changein online behaviour, expectations andthe online customer experience.The end of the ‘read only’ internetContent generated by the network forthe networkWe are no longer passive consumers ofcontent/brand messages ENERGISE2-0.COM
  16. 16. 2. It’s SocialA conversationnot a broadcastplatformConversations are takingplace relevant to yourbrand – are you listening? ENERGISE2-0.COM
  17. 17. Social Media Listening ENERGISE2-0.COM
  18. 18. 3. Power ShiftSocial media empowerscustomers, empowers the network We no longer control the brand The brand becomes the customer experience of the brand – experiences that are widely shared online ENERGISE2-0.COM
  19. 19. ENERGISE2-0.COM
  20. 20. 4. Declining EffectivenessDeclining effectiveness of traditionalapproaches to sales and marketingDoes anyone listen any more?We are no longer passive sheepwaiting to be ‘driven’ to your web siteIf you treat us like sheep, we will tell youto ‘flock off’. ENERGISE2-0.COM
  21. 21. Do You Listen?Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com) ENERGISE2-0.COM
  22. 22. Do You Listen? ENERGISE2-0.COM
  23. 23. 5. The End of Business as Usual ENERGISE2-0.COM
  24. 24. The End of Business as Usual‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships ENERGISE2-0.COM
  25. 25. New Performance Measures• Business success depends on the quality of your customer base; the strength of the relationship you have with quality customers; and your ability to leverage that relationship• In a social media era, business success depends on the – Quality of your network – Relationship strength – Ability to leverage The 6Is Approach ENERGISE2-0.COM
  26. 26. Performance Measurement Involvement – network/community numbers/quality, time spent, frequency, geography Interaction – actions they take – read, post, comment, reviews, recommendations Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking Insight – customer insight Impact – business impact Social Media Monitoring Tools –Audit, Assess, Impact ENERGISE2-0.COM
  27. 27. The ‘6Is’ Approach ENERGISE2-0.COM
  28. 28. Implications for the Marketing and PR Profession(s) ENERGISE2-0.COM
  29. 29. Some Questions• Do we need to unlearn marketing and PR?• Are new ‘mindsets’ required?• Do we need to shift from Outbound to Inbound Marketing and PR?• Is Content King (after the customer of course)?• Is strategy important?• What tools are available to help us? ENERGISE2-0.COM
  30. 30. Lets Discuss ENERGISE2-0.COM
  31. 31. Rethinking Marketing & PR ENERGISE2-0.COM
  32. 32. Rethinking Marketing & PR• Unlearn marketing• New ‘mindset’ required• Stop telling people how good we are. Prove it.• A shift from Outbound Marketing to Inbound/Content Based Marketing ENERGISE2-0.COM
  33. 33. Inbound v. Outbound ENERGISE2-0.COM
  34. 34. Old Marketing (Outbound)• Propaganda marketing – this is how great our product/service is, now buy it• Interruption marketing – direct mail, advertising• One way shouting AT customers• Short term sales/campaign driven• Channels – Print Ads: TV/Radio Ads; Cold Calling; eMail Blasts; Online Advertising; Web Sites that talk AT you ENERGISE2-0.COM
  35. 35. Reality CheckCustomers are no longer passive sheep ENERGISE2-0.COM
  36. 36. Inbound/Content Marketing• Content is King! – But content is only ‘great’ if it adds value to the customer so….• Customer is King! Adopt a customer led approach• Produce great content that is ‘Customer Led’; Authentic; Compelling; Entertaining; Surprising; Valuable; Interesting• Establish your company as a ‘thought leader’ – a ‘trusted resource’• Produce great content and your customer will come to you. Produce really great content and they will share it• Key channels are …………….. ENERGISE2-0.COM
  37. 37. Inbound/Content Marketing ENERGISE2-0.COM
  38. 38. Inbound/Content Marketing• Overall objective is to ignite or elevate your business through great content• Sell without selling• Build a quality online network – a quality customer base through high value content and engagement• Great content drives conversation. Conversation drives engagement. Engagement drives sales• Great, customer led content is a Competitive Advantage ENERGISE2-0.COM
  39. 39. The Elevation PrincipleGreat Content +Other People –MarketingMessages =Growth ENERGISE2-0.COM
  40. 40. Great Content Ignites Your Business ENERGISE2-0.COM
  41. 41. What is Great Content? ENERGISE2-0.COM
  42. 42. Great Content ENERGISE2-0.COM
  43. 43. Create Music Not Noise ENERGISE2-0.COM
  44. 44. The Power of Words ENERGISE2-0.COM
  45. 45. The Importance of Key Influencers ENERGISE2-0.COM
  46. 46. Social MediaPlanning Pays ENERGISE2-0.COM
  47. 47. Content Planning Pays• What are your Content Marketing goals?• Who is your audience? Who are you?• What type of content do you need to produce?• When and how are you going to produce it?• Where and how frequently will it be published?• How will you measure performance and impact? ENERGISE2-0.COM
  48. 48. Implementation Plan ENERGISE2-0.COM
  49. 49. Your Social MediaStrategy and Action Plan ENERGISE2-0.COM
  50. 50. Simplified Balanced Scorecard• Will ensure that the social media actions and initiatives you take are fully aligned with and supportive of your overall business goals and objectives; that KPIs are agreed for monitoring and evaluating social media performance, business impact and ROI; and all key success factors are considered, especially the organization, people and resource aspects critical to successful strategy implementation• A Scorecard approach can also be very useful for internal and external communications – a simple framework to present social media goals, objectives, key actions and initiatives to colleagues, partners and other stakeholders ENERGISE2-0.COM
  51. 51. Social Media Balanced Scorecard• Not ‘paralysis by analysis’. By providing an agreed framework to follow, the Balanced Scorecard considerably speeds up strategy development and implementation• The steps involved can be captured in a Social Media Strategy Map• Five key questions to address…… ENERGISE2-0.COM
  52. 52. Social Media Balanced Scorecard• What is the overall social media vision for your organisation?• What are the key objectives and targets to be achieved?• Who are your customers?• What are the key actions and initiatives you need to take?• Organisation, Resource and People Issues ENERGISE2-0.COM
  53. 53. Social Media Balanced Scorecard ENERGISE2-0.COM
  54. 54. Some Useful Tools ENERGISE2-0.COM
  55. 55. That We Use ENERGISE2-0.COM
  56. 56. From Social Media to Social Business ENERGISE2-0.COM
  57. 57. 2013: The Year of Social Business? ENERGISE2-0.COM
  58. 58. Thank You Questionswww.energise2-0.com ENERGISE2-0.COM
  59. 59. www.masteringsocialbusiness.com ENERGISE2-0.COM

×