The document outlines five practical steps for evolving marketing from an organization-centric approach to a customer-driven model, emphasizing the importance of social media and customer engagement. Key strategies include creating shareable content, rapidly recycling ideas for fresh engagement, and effectively utilizing digital tools to enhance visibility and customer interaction. The document stresses the significance of being accessible and responsive in a mobile-driven world and highlights the need for businesses to optimize their online presence for local customers.

1. 5 practical steps that make marketing sociable

2. Marketing is changing - rapidly from organisation-centric to customer-driven marketing process 4P - 21st century RP&V Reputation Place Value exchange Product Price Place Promotion

3. Photography : [Jump: © José van Riele, 2002] 4P - 21st century RP&V Reputation Place Value exchange Place Reputation Value exchange customer as expert Marketing is changing - rapidly from organisation-centric to customer-driven marketing process

4. Photography : [Jump: © José van Riele, 2002] 4P - 21st century RP&V Reputation Place Value exchange Engagement: customer with customer Marketing is changing - rapidly from organisation-centric to customer-driven marketing process See Share Learn Do

5. Photography : [Jump: © José van Riele, 2002] 4P - 21st century RP&V Reputation Place Value exchange Company curates the conversation Distribution Reputation Product Value Exchange Customer’s conversation Marketing is changing - rapidly from organisation-centric to customer-driven marketing process See Share Learn Do

6. 1 What’s the plan? 2 Why would they get involved? 3 What can you give them? 4 Where are your customers {digitally} ? 5 Where are your customers {physically} ? +1 The big opportunity? 5 practical steps that make marketing sociable

7. Social strategy for business: be A vailable fre E I nteresting O pen U seful Step 1 AEIOU

8. Create social objects, for sharing Simple ideas, that click Offers, thoughts, pictures... Easy for customers to share Gifts worth sharing with friends Good business! Step 2 Share

9. Rapidly recycle every idea to create ‘fresh’ content all help boost network reputation... ...which boosts search visibility Step 3 Recycle

10. from xkcd.com

11. 150 Catalyse, Chat, Curate other's conversations Social tools & skills change as the audience grows

12. Place marketing effort where customers’ attention is where customers’ attention is email works best with existing customers - too expensive to find new customers + spam risk to *all* your email SMS offers to redeem today & this weekend works best with existing customers - too expensive to find new customers social share our message to win: like on Facebook; retweet with # on Twitter Step 4 networked

13. Local means ‘digital to the door’ How easy is it to find your business, on the ground? Are directions accurate & helpful? Check how web pages show a location that I can use: - do links take me to Navigation? - does the page work on my phone? Android, iPhone, Blackberry, Windows (Nokia) Are map positions accurate? Google maps & Bing Complete your business’ pages on Google Maps, Facebook, LinkedIn Step 5 Local

14. 1 What’s the plan? Available freE Interesting Open Useful 2 Why would they get involved? Simple gifts to share with their networks 3 What can you give them? One thought, in seven ways 4 Where are your customers? Facebook, Twitter ... mainly email & sms 5 Local +1 The big opportunity? be smartphone friendly 5 practical steps that make marketing sociable

15. Social Media are evolving fastest on mobile . Watch your phone for the Next Big Thing & don’t develop a mobile app! HTML5 is faster, cheaper, and universal

16. Will Rowan TheCustomer e [email_address] skype & twitter @thecustomer Digital Marketing Manual the manager’s guide to ecommerce published on Kindle next week, print on 12th April