This document discusses how social media should be an important part of marketing plans. It notes that customers have changed and are now "digital natives" who are constantly connected. It emphasizes that social media allows for relationship building and that companies need to understand their customers to connect with them online. It provides examples of how different social media platforms like Facebook, Twitter, and LinkedIn can be used. It also stresses the importance of having a plan that sets objectives and allocates the necessary resources like time, staff, and budget.

1. Social Media & Your Marketing Plan
Date: November 2010

2. Date: November 2010
What happened to TOP OF THE POPS!

6. • Established “brand.”
• Regular timeslot.
• Route to market for “musicians”.
• “Sit back” technology.
• Passive mode.
• Unable to change quick enough.
• Cant respond to customer needs.
Top of the Pops – delivery channel

7. • Route to market.
• Customisable.
• “lean forward” technology.
• Interaction.
• Calls to action.
• Convenience.
• Community.
• Choice.
Todays delivery channel

8. 0
5
10
15
20
25
30
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Broadbandpenetration(m)
0
5
10
15
20
OnlineSpending(£bn)
Total Broadband (m) Online Spending (£bn)

9. Companies that don’t
understand digital
communities will die….
Source:the economist

10. Your customers have changed
Source:the economist

11. 70
50
30
20
10
45-66
Baby
Boomers
’46-’66
66-45
Baby
Boomers
’46-’65
45-33
Gen X
’66-’76
33-16
Gen Y
’77-’94
15-0
Gen Z
’95-’2012
Age in 2010
Natives
Immigrants

12. Digital Natives
– Hyper connected.
– Instant access.
– Digital technology at core.
– Multi tasking information junkies.
– Do you recognise anyone?

13. Digital Immigrants
– Avoiders
– Reluctant adopters.
– Eager adopters.
– Do you recognise anyone?

14. 27% of the UK workforce was
born after 1980
Source:the economist

18. Social is relationship marketing

19. And relationships need to be
worked at..…

20. People are not demographics
anymore
To connect to them, you need to
understand them and social is
relationship building

23. Everyone has a circle of trust
People whose opinion they listen
to and respect…

24. Trust?

25. Consumers are not listening anymore…..
Interruptive marketing has seen its day…

26. The rise of the “prosumer”

28. A shift in culture,
communication and values

29. And companies are becoming
transparent

30. Conversations will happen
without you initiating them

31. Best to be part of these
conversations.

32. Digital Experience

33. There are over 500 million facebook users
worldwide.
If Facebook was a country it would have the
3rd
largest population in the world.

34. Your Online Value Proposition
• Tempt customers by offering channel choice and
something they cant get elsewhere.
• Use the 6 C’s to define your OVP
– Content
– Customization
– Community
– Convenience
– Choice
– Cost reduction

37. • Facebook
– Brand/customer engagement /prosumer.
• Twitter
– Communications/customer service/offers.
• Linkedin
– Networking/ WOM/ referrals
• Blogging
– Content/customer engagement/seo
• Youtube
– Viral/media rich content/ seo
So What Works?

42. Meet Hollie
• she has generated
£1m of sales,
improved customer
satisfaction levels
and decreased
recruitment costs
through Twitter.

43. Meet Archie
• he is generating
sales, increasing
traffic, increasing
time spent on the
site, getting new
product ideas
through Facebook.

44. Meet Archie
• he is generating
sales, increasing
traffic, increasing
time spent on the
site, getting new
product ideas
through Facebook.

45. Meet Peter
• he is generating
building referrals,
increasing SEO,
developing
networks and
winning business
through Linkedin.

47. Planning Social - Resources
• Time
• Manpower
• Budget
• Objectives

48. Use the 5 S’s
• Sell
– Grow Sales
• Serve
– Add Value
• Save
– Saving Costs
• Speak
– Closer to Customers
• Sizzle
– Extend the Brand Online

49. Using EARS
• EARS framework for developing the forward
plan.
– Engage
• Listen, speak, learn, trust.
– Audit
• Benchmark, trends, audience.
– Resources
• Tools, skills, platforms, content, time, budget, manpower.
– Score
• Traffic, sales, enquiries, brand awareness, satisfaction,
referrals.

51. Customer Centric Design
• Your website should be providing customer
service.
• 90% service ;
• Help them buy something they need.
• Help them find information.
• Help them save money and time.
• Help them talk to the organisation.
• Help them enjoy a positive experience!!
• Take your customers on a journey.

52. OVP

53. The next 10 Years
• Mashups
• Widgets
• Augmented reality
• Intelligent personal agents.
• The semantic web
• The rise in virtual environments

54. What We Do
• Internet Asset Management
– companies buy random digital services that create
silos of activity which are not joined up.
– companies have lots of digital suppliers, high costs
and low ROI.
– We are a strategic partner who will work with you to
work out what solutions, people & skills needed.
– We provide social, seo and digital marketing planning
and training.

55. •Increasing revenue
time
revenue
•Reducing costs
time
costs

56. •John Chacksfield
• john@sharpmonkeys.co.uk
• www.twitter.com/sharpmonkeys
• skype – john.chacks
• phone - 07962188183
Contact: