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Navigating the social era
The document discusses the evolution of marketing towards a 'relationship era' where trust and social engagement are critical for brands. It emphasizes the importance of social marketing strategies, measurement, and execution while urging companies to embrace digital conversations for better engagement with their audience. Additionally, it highlights the need for companies to adapt by being present on social media platforms and building a culture that fosters engagement rather than blocking access to these tools.
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Navigating the social era
- 1. How to Navigatethe Social Relationship Era Lora Kratchounova @scratchmm March 8, 2012
- 2. A bit aboutme and Scratch
- 3.
- 4. Scratch Social AdvisoryServices Social Marketing: • Social Marketing strategy and execution • Social Content strategy and execution • Social Marketing measurement and reporting Social Marketing Audit • How relevant are digital conversations to my industry and target buyers? • What would be the value for my company if we engage with social? • How do we get started? • How do we mitigate risk? Social Marketing Strategy • Best channel to use for target audience • Channel-to-audience matching • Content strategy • Measurement 4
- 5. Now it isgoing to be all about social…
- 7. Marketing is Evolving TheEvolution of Marketing • Up to 1980ies: Marketing the past • 1980-1990ies: Marketing the present • 2000+: Marketing the future Marketing the future: • Products/services are never finished • Products/services never stand alone
- 8. 2000ies: What PeopleBuy • Promise that the brand will continue to deliver now and in the future • Trust = the belief that a brand is capable of delivering now and in the future
- 9. The Relationship Era 3.27 million hits in Google I love…. 2.7 million hits in Google 1.19 million hits in Google 21,000 hits in Google not…. 7,900 hits in Google
- 10. Building a Brand Thenew currency of commerce = trust Trust Transactions Source: Imc2: Brand Sustainability Map 10
- 11. Trust…but what aboutprivacy??? Photo: Freddie Lakes, SapientNitro How do we build a society where secrecy is not the method for preventing discrimination? Jamie Heywood, PatientsLikeMe
- 12. Before we goall social, let’s start with human
- 13. Understanding Social Source: Human 1.0
- 14. We are wiredfor reciprocity Source: Human 1.0
- 15. Why we goout of our way to punish others Source: Human 1.0
- 16. How we makedecisions… Source: Human 1.0
- 17. Why we lookto others Source: Human 1.0
- 18. Why we lieto market researchers Source: Human 1.0
- 19. Why status isso important Source: Human 1.0
- 20. Why we herdand self-herd Source: Human 1.0
- 21. How we getpersuaded Source: Robert Cialdini, Influence
- 22. Now about socialand…YOU
- 23. Social Media andYOU Give before you ask
- 24. YOU and Twitter • Create your account • Add your unique voice, passion and expertise • Find inspiration • Create lists with your inspirations • Post, reciprocate, enjoy
- 25. Twitter buzz: areyou listening?
- 26. YOU and LinkedIn LinkedIn Groups LinkedIn Answers
- 27. YOU and Google+ • Create your account • Add your unique voice, passion and expertise • Create lists with your inspirations • Listen, post, reciprocate, enjoy
- 28. YOU and Quora • Create your profile • List your passions • Follow smart people • Ask or answer – be helpful
- 29. YOU …on thego Personalized Mobile Readers
- 30. You …and YourBusiness Only 1.4% of companies have their entire organization engaged in social. 54% block social media at the office PR SERVICE SALES CRISIS RECRUIT PRODUCT Source: Erik Qualman
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Editor's Notes
- #31 Social Media touches every facet of the business. Just a 30 minute screenshot showing you how encompassing this is. You need to enable the entire company not just a select few.Only 1.4% of companies have their entire organization engaged. 54% block social media at the office
- #33 Much of a companies future success will depend on their social media strategy and execution because it’s on the frontline with the client/customer/partner = lifeblood of the business