Uploaded byMick Yates
Social Marketing
The document discusses the significance of social marketing and big data in understanding consumer behavior, highlighting that social media has surpassed other online activities. It emphasizes the importance of customer loyalty and advocacy, alongside strategies for effective marketing that focus on engagement and measurable outcomes. The social cycle is outlined as a process involving experiences, platforms, and advocates to enhance brand influence and customer interaction.
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Social Marketing
- 1. social marketing mick yates www.leader-values.com visiting professor, University of Leeds 1
- 2. big data 2
- 3.
- 5. $1.7 trillion 2015 6
- 6. $670 billion 2015 7
- 7. customer owns thedata dunnhumby 7
- 8.
- 9.
- 10. social media has overtakenporn as the #1 web activity 10
- 11. 2011 82% of internet users 11
- 12. to make theworld open ... 12 14
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- 18.
- 19. social media 19
- 20. dream systems media blog 22
- 21. engagement David Armano - flickr 21
- 22. mashable 22
- 23. cuts ad spendby 7% invests more in social media Facebook - 37 million fans
- 24.
- 25. loyalty 25
- 26. the best wayto grow ... • acquire new customers • broad reach marketing • average customers benchmarks • retailers drive store traffic • measure on profit targets NO! 26
- 27.
- 28. 1 committed =12+ uncommitted dunnhumby 28
- 29. the loyalty ladder dunnhumby 29
- 30. dunnhumby 30
- 31. • is abusy 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
- 32. dunnhumby 32
- 33. dunnhumby 33
- 34.
- 35. if you likethis ... 35
- 36. if you needa lunchbox ... 36
- 37. 37 47 if youneed a coffee ...
- 38. if you wanta deal ... 38
- 39. if you needa date ... 39
- 40. you “pull” you access what you like you decide your pathway you ignore you balance 40
- 41.
- 42. how do yousearch? beyond digital 42
- 43. channels influencing you? beyond digital 43
- 44. what do yourfriends like? 44
- 45. what do friendssuggest? 45
- 46.
- 47. communications loichay.tumblr.com 47
- 48. brian solis 48 49
- 49. communications experian 49
- 50.
- 51. customer = marketingboss buzz agent 51
- 52. advocacy into customers... advocacy score best customers AGE BUYING demographic & PATTERNS shopper HOBBIES psychographic GENDER behaviour DNA SEGMENTATION LOCATION buzz agent 52
- 53. social cycle 53
- 54. social cycle 1.experiences 2. platforms 3. advocates 54
- 55. © mick yates2012 page 55
- 56. © mick yates2012 page 56
- 57.
- 58. social cycle 1.experiences 2. platforms 3. advocates 58
- 59.
- 60. social cycle 1.experiences 2. platforms 3. advocates 60
- 61.
- 62. influence 2.0 1% CREATORS 9% EDITORS 90% AUDIENCE Jakob Nielsen, Participation Inequality: Encouraging More Users to Participate 62
- 63. curation 63
- 64. credibility 64
- 65. build advocacy 1. generatestatus 2. offer incredible value 3. make it scarce 4. provide exclusivity 65
- 66. impact Brand X BzzCampaign Period Brand X Then we look at the online volume, sentiment, and share of voice buzzagent 66
- 67. social marketing mick yates www.leader-values.com visiting professor, University of Leeds 67