Social Media Marketing Mix


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The new social media marketing mix. A lecture for 3rd year college advertising students.

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  • Not just about sales
  • Not just about eyeballs
  • it’s about human touch – not literally
  • It’s about building community, social capital
  • Why should businesses care about building a social network / community?
  • Simple answer is They’ll get ditched
  • But more importantly it’s about where it fits in to the big picture and the traditional 5 p’s of marketing
  • Is this where it fits in? I would argue yes. Then I would argue no.
  • It’s intermixed throughout the 5p’s not just silo’ed off on it’s own. It’s about pricing, product, place and promotion and participation. A business can now use their communities to build a better product, which does come down to more sales. Just not short term.
  • It’s not the traditional marketing funnel – lots of customers in, to get a few sales out as shown Figure 6.1 in Groundswell page 101. What does it say it is now?
  • I’d said it’s a lot more like a bike spoke now, everyone intersect at different spots of the brand
  • How do we do this?
  • Variety of types of sns – profile based = connecting
  • Image sharing sites = edutainment
  • Microblogging sites = telling a story
  • Social bookmarking like digg, delicious and stumbleupon = researching
  • Social shopping = well, for shopping
  • Social reviews like yelp = for feedback Click link for more comprehensive list of them all
  • Social learning like slideshare, tedtalks
  • And there’s some that do it all like having your cake and eating it too!
  • How do you know when to which ones? Page 124 in your text gives some ideas – basically you need to determine what type of a problem you have
  • Word-of-mouth problem = need people to talk to each other
  • Complexity problem = difficult things to communicate
  • Accessibility problem = so entrenched in funnel can’t find them
  • Page 68-69 Groundswell - listening, talking, energizing, supporting, embracing -- worksheet to fill out as you see the channel presentations and try and fit them into which ones are good for which phase and ideas how
  • Discussion – is it becoming less social? More about sales? Making us unable to have conversations in person? Is it different than book nerds? Does it matter? Instead of social should it be called peer-to-peer?
  • Social Media Marketing Mix

    1. 1. Social Media Marketing MIX presented by Lindsey Fair
    2. 2. It used to be about sales..
    3. 3. Then it was about eyeballs..
    4. 4. Now it’s about the human touch .
    5. 5. NOW it’s about community .
    6. 7. simple answer.. those that don’t will get ditched
    7. 8. detailed answer.. it’s about where social media fits in
    8. 10. It’s intermixed .
    9. 11. The marketing funnel is dying .
    10. 12. Now everyone intersects with brands in many ways at many stages .
    11. 13. But how do we make this happen ?
    12. 14. sites that converse .
    13. 15. sites that edutain .
    14. 16. sites that tell a story .
    15. 17. sites for research .
    16. 18. sites for shopping .
    17. 19. sites for feedback .
    18. 20. sites for teaching .
    19. 21. and there’s some that you have your cake and eat it too !
    20. 22. But when do we use which one ?
    21. 23. Do you have a word-of-mouth problem?
    22. 24. Do you have a complexity problem?
    23. 25. Do you have a hide -and- seek problem?
    24. 26. <ul><li>Listening </li></ul><ul><li>Talking </li></ul><ul><li>Energizing </li></ul><ul><li>Supporting </li></ul><ul><li>Embracing </li></ul>Once you know the problem , you can figure out what you need to do and how it fits in the mix.
    25. 27. All photos used in this presentation are licensed under Creative Commons, NonCommercial-ShareAlike 3.0 and sourced through Google Images and flickr <ul><li>Discussion </li></ul><ul><li>Is it becoming less social? </li></ul><ul><li>Does it still come back to sales? </li></ul><ul><li>Is SM making us unable to have conversations in person? </li></ul><ul><li>Is it different than book nerds? Does it matter? Instead of social should it be called peer-to-peer? </li></ul>