Social Marketing

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A presentation for the University of Leeds Business school on the importance of social marketing - and how to think about it!

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Social Marketing

  1. 1. socialmarketing mick yates www.leader-values.com visiting professor, University of Leeds 1
  2. 2. big data 2
  3. 3. 5 exabytes 4
  4. 4. $1.7 trillion 2015 6
  5. 5. $670 billion 2015 7
  6. 6. customer owns the data dunnhumby 7
  7. 7. socialnetworks 8
  8. 8. 9
  9. 9. social media hasovertaken pornas the #1 web activity 10
  10. 10. 2011 82% of internet users 11
  11. 11. to make the world open ... 12 14
  12. 12. 13 15
  13. 13. 14 16
  14. 14. 15 17
  15. 15. 16 18
  16. 16. 17 19
  17. 17. 18 20
  18. 18. social media 19
  19. 19. dream systems media blog 22
  20. 20. engagement David Armano - flickr 21
  21. 21. mashable 22
  22. 22. cuts ad spend by 7%invests more in social media Facebook - 37 million fans
  23. 23. 24
  24. 24. loyalty 25
  25. 25. the best way to grow ...• acquire new customers• broad reach marketing• average customersbenchmarks• retailers drive store traffic• measure on profit targets NO! 26
  26. 26. 27
  27. 27. 1 committed = 12+ uncommitted dunnhumby 28
  28. 28. the loyalty ladder dunnhumby 29
  29. 29. dunnhumby 30
  30. 30. • is a busy young lady• looks after her health and loves fresh produce• drives to the supermarket on a Saturday morning• has a cat• doesn’t pay attention to the price of products• does look out for promotions dunnhumby 31
  31. 31. dunnhumby 32
  32. 32. dunnhumby 33
  33. 33. market “push” 34
  34. 34. if you like this ... 35
  35. 35. if you need a lunchbox ... 36
  36. 36. 37 47if you need a coffee ...
  37. 37. if you want a deal ... 38
  38. 38. if you need a date ... 39
  39. 39. you “pull” you access what you like you decide your pathway you ignore you balance 40
  40. 40. 41
  41. 41. how do you search? beyond digital 42
  42. 42. channels influencing you? beyond digital 43
  43. 43. what do your friends like? 44
  44. 44. what do friends suggest? 45
  45. 45. socialadvocacy 46
  46. 46. communications loichay.tumblr.com 47
  47. 47. brian solis 48 49
  48. 48. communications experian 49
  49. 49. 50
  50. 50. customer = marketing boss buzz agent 51
  51. 51. advocacy into customers ... advocacy score best customers AGE BUYINGdemographic & PATTERNS shopper HOBBIESpsychographic GENDER behaviour DNA SEGMENTATION LOCATION buzz agent 52
  52. 52. socialcycle 53
  53. 53. social cycle 1. experiences 2. platforms 3. advocates 54
  54. 54. © mick yates 2012 page 55
  55. 55. © mick yates 2012 page 56
  56. 56. 57
  57. 57. social cycle 1. experiences 2. platforms 3. advocates 58
  58. 58. 59
  59. 59. social cycle 1. experiences 2. platforms 3. advocates 60
  60. 60. 61
  61. 61. influence 2.0 1% CREATORS 9% EDITORS 90% AUDIENCE Jakob Nielsen, Participation Inequality: Encouraging More Users to Participate 62
  62. 62. curation 63
  63. 63. credibility 64
  64. 64. build advocacy1. generate status2. offer incredible value3. make it scarce4. provide exclusivity 65
  65. 65. impact Brand X BzzCampaign Period Brand X Then we look at the onlinevolume, sentiment, and share of voice buzzagent 66
  66. 66. socialmarketing mick yates www.leader-values.com visiting professor, University of Leeds 67

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