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Strategic Social Media Marketing
Something is rotten…
(in the state of marketing)
What’s the lesson here?
You can win in court!
You can create stellar adevertising
You can be mr. Nice Guy
And the shit still hits the fan
What’s going on?
It’s a new
communication
reality
The old world
Organization Message
Media
TV
Radio
Papers
Communi-
cation
Recipient
Consumer
Business
Wikipedia
Facebook
Instagram
User
reviews
Blogs
Community
Amazon
CANONThe new world
B&O
Website
Wikipedia
Facebook
Instagram
User
reviews
Blogs
Community
Amazon
CANON
B&O
Website
Wikipedia
Facebook
Instagram
User
reviews
Blogs
Community
Amazon
CANON
B&O
Website
Wikipedia
Facebook
Instagram
User
reviews
Blogs
Community
Amazon
CANON
B&O
Website
Wikipedia
Facebook
Instagram
User
reviews
Blogs
Community
Amazon
CANON
B&O
Website
Wikipedia
Facebook
Instagram
User
reviews
Blogs
Community
Amazon
CANON
B&O
Website
Wikipedia
Facebook
Instagram
User
reviews
Blogs
Community
Amazon
CANON
B&O
Website
Wikipedia
Facebook
Instagram
User
reviews
Blogs
Community
Amazon
CANON
B&O
Website
Wikipedia
Facebook
Instagram
User
reviews
Blogs
Community
Amazon
CANON
We have lost control of the conversation
We need to get back into the conversation!
But how?
We need to create involvement!
What is involvement?
Is this involving?
Is this involving?
Is this involving?
Is this involving?
Involvement
• Co-creation of products
High
Low
• Involvement in products
• Creation of new involving product
• Creation of involving campaign
• Traditional one-way communication
But beware!
Can this be co-created?
And would people buy it?
Involvement
• Co-creation of products
High
Low
• Involvement in products
• Creation of new involving product
• Creation of involving campaign
• Traditional one-way communication
Sometimes it happens by itself!
Sometimes you need to nudge it!
#delditkbh
And sometimes you need to listen
Involvement
• Co-creation of products
High
Low
• Involvement in products
• Creation of new involving product
• Creation of involving campaign
• Traditional one-way communication
vs
Involvement
• Co-creation of products
High
Low
• Involvement in products
• Creation of new involving product
• Creation of involving campaign
• Traditional one-way communication
You remember this?
It’s a balancing act
Brand Viral
Using the physical world
Strategic social media marketing
is all about involvement
Go create some!
peter@petersvarre.dk
www.linkedin.com/in/petersvarre
www.facebook.com/petersvarre
www.twitter.com/petersvarre
www.slideshare.net/petersvarre
www.youtube.com/petersvarre
www.kommunikationsforum.dk/peter-svarre

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Strategic Social Media Marketing