Social media making the most of marketing opportunity

Copyright © by ian fenwick. All rights reserved
digiAindra
digiAindra
Copyright © ian fenwick. All rights reserved
Social Media:
Making the Most of a Marketing
Opportunity
Ian Fenwick
Professor of Marketing, Sasin,
Co-founder AnyPrep LLC, digiAindra co ltd
for British Chamber of Commerce Thailand
April 29, 2015

digiAindra
https://www.flickr.com/photos/eugeneflores/3518082842/in/photolist-4Ju9bQ-4JpUpp-4JpVkx-4JpUxF-4Ju93W-4Ju9KA-4Ju9m3-7dsumf-4Ju9uf-7doBue-mPxWAV-
5q8apy-Uicdq-4JeAbX-7mJyrF-7mNqqQ-9oBiv5-6sWqrp-6A9jsu-6mT6sJ Eugene Flores Aapted from http://boumanblog.com/2013/03/27/dont-call-me-a-social-
media-expert/
Follow me! I’m a
Social Media Expert
Not sure that being termed a
“social media expert” isn’t
the kiss of death, or damning
by faint praise…

digiAindra
http://commons.wikimedia.org/wiki/File:Joseph_Leopold_Ratinckx_Der_Alchemist.jpg
someone who’s grown up
without specific skills…
or hasn’t grown up at all
Many marketers seem to see
“social media experts” as 21st
century alchemists: spinning the
base metal of posts & contests into
the gold of successful marketing
Well, I don’t think the original alchemists
ever did get lead into gold…

digiAindra
1983
…32
years
ago
Social media aren’t really
new. Read this ad for
CompuServe from 1983
[I was actually a user back then]

digiAindra
Part 1
Part 2
Part 3
Principles
Presence
Practice
…but social media do require a
bit of a different marketing
approach
…different principles

digiAindra
6https://www.flickr.com/photos/brizzlebornandbred/9175200216 TV Shows We Used To Watch - Christmas 1959 by Paul Townsend
#1 Active not passive
…first consumers are no longer passive targets
…perhaps they never were except in marketers’ minds

digiAindra
7https://www.flickr.com/photos/brizzlebornandbred/9175200216 TV Shows We Used To Watch - Christmas 1959 by Paul Townsend
#1 Active not passive
 on-brand, and
 prospect informative, and
 encourage friends to join
…now they are active participants…which means we need to provide
them things to do
…to reinforce brand, and learn about our potential customers, and to
encourage sharing and referrals

digiAindra
https://www.flickr.com/photos/otacke/12635014673 Oliver Tacke Vortrag
#2 Community not audience
 leverage for you…not
against you
 your brand advocates
…and don’t forget this is no longer a passive audience but an active
community
…which can turn against you, or for you
[Hint: the latter is better]

digiAindra
https://www.flickr.com/photos/quinnanya/4687584539 Quinn Dombrowski The librarian warning
#3 It’s rude to interrupt …traditional marketing
was interruption
…interruption was
always rude but we
didn’t care
…now we have to care

digiAindra
https://www.flickr.com/photos/quinnanya/4687584539 Quinn Dombrowski The librarian warning
“ Craig Davis, Chief Creative Officer, J. Walter Thompson
…We need to stop interrupting what
people are interested in & be what people
are interested in
#3 It’s rude to interrupt

digiAindra
https://secure.flickr.com/photos/nostri-imago/2866399803/ Last Conversation Piece, 1994-95, Bronze by Juan Munoz, Spanish, born Madrid, 1953-2001by cliff1066
#4 Conversations not monologues
 you’re not the host
 listen, listen, listen…
 don’t talk about yourself
 TL;DR
…traditional marketing the marketer was the host…the
soap ads paid for the ‘soaps’
…in social media the marketer is the slightly (very?)
unwelcomed guest

digiAindra
Uyuni salt lake of Tunupa, Bolivia
http://www.alistapart.com/articles/conversation-is-the-new-attention/
Christopher Fahey &
Timothy Meaney
A List Apart, April 19 2011
Conversation
is the new attention
…if we are to be credible, we have to get talked about
…celebrities know this, brands are learning

digiAindra
https://www.flickr.com/photos/guysie/6095265888 by Guy Sie 6498 movement macro http://www.uie.com/reports/scent_of_information/
#5 Engagement not reach
 fans & followers don’t count
much
 shares, comments, post
count much more
escape the brand page ghetto
 ‘scent of useful information’
 ‘curation’…to escape the brand page ghettos and arrive on users’ profile pages,
we need interaction…engagement.
…consumers must get the ‘scent’, or promise, of something useful

digiAindra
http://creativity-online.com/work/chupa-chups-chupachupseclipse/39994 http://creativity-online.com/work/oreo-eclipse/39992
#6 Topical & adventitious
…taking advantage of
the topical
…hitching a ride on
trending topics
…these were building on
the recent European
eclipse of the sun

digiAindra
#7 Avoid marketing megalomania
…marketers tend to
think that
consumers really
really care
[Hint: they don’t]

digiAindra
http://tomfishburne.com/2015/04/engagement.html
Only 23% of…consumers…said they have
a relationship with a brand…when
you ask the 77% of consumers who don’t
have relationships with brands to explain
why, you get comments like “It’s just a
brand, not a member of my family…
“

digiAindra
https://secure.flickr.com/photos/nostri-imago/2866399803/ Last Conversation Piece, 1994-95, Bronze by Juan Munoz, Spanish, born Madrid, 1953-2001by cliff1066
#4 Conversations not monologues
#1 Active, not passive
#2 Community, not audience
#3 It’s rude to interrupt
#5 Engagement not reach
#6 Topical & adventitious

digiAindra
Part 1
Part 3
Part 2
Principles
Presence

digiAindra
https://www.fl ickr.com/photos/thisparticulargreg/514818651/in/photostream/ ThisParticularGreg by ThisParticularGreg
https://www.flickr.com/photos/duncanh1/4897457597/in/photostream/ Insects and Flowers #1 by Duncan
Digital presence
…we used to think of websites as
places to trap and keep
potential customers
…like fly-paper is to flies
…we measured ‘stickiness’
…we considered it A Good Thing

digiAindra
Digital presence
…now we start to see digital
presence as being like the flower
…attracting potential customers
and giving them something
…which in the end will help us

digiAindra
inbound marketing,
content marketing,
native advertising,
branded content
thought leadership
 attractions, lures, for prospects…
Digital presence
…this is often called ‘content’ marketing
…’content?’ sounds like what might be found
on the ingredients list of a dodgy meat pie
…and so often it IS…most content marketing is
to useful information as pink slime is to steak!

digiAindra
thought leadership
Traditional Advertising:
short exposure, brand in-your-face
Thought Leadership:
long exposure, brand low-key
genuinely useful, entertaining
un-marketing…Non-Overt Marketing
improve user experience with value
Digital presence
…lets call it ‘thought
leadership’ not content
marketing
…it’s supposed to be useful,
not a red slime filler

digiAindra
– at different levels of readiness
aware
consider
engaged
ready to
act
ACTION
loyalhttps://www.fl ickr.com/photos/thisparticulargreg/514818651/in/photostream/ ThisParticularGreg by ThisParticularGreg
Digital presence
…something for all
levels of the sales
funnel

digiAindra
Social Media
Megaphone
loyal aware
consider
engaged
ready to
act
ACTION
Digital presence
…which we’re starting to see in
social media should be a
megaphone for brand advocates

digiAindra
Digital presence
 thought leadership
• lend freely; encourage “borrowing”
• build visibility, brand, link back
• collect contact data, follow-up
– ask minimum, give maximum
 start with information you already have
– don’t forget video,
– keep it short…with longer options

digiAindra
Part 2
Part 1
Part 3
Principles
Presence
Practice

digiAindra
…always seemed
true, but harsh

digiAindra…the 2nd edition nailed it: “Tell Stories” that’s what we
should do in social media
…and make our consumers and potential consumers
part of the story, and of its telling

digiAindra
#1 Tell stories

digiAindra
http://www.youtube.com/watch?v=M7FIvfx5J10
#1 Tell stories
…remember the
Volvo Trucks story?

digiAindra
http://blog.pressly.com/2013/09/10/behemoths-ge-adobe-sap-stories/
Julie Roehm, chief storyteller, SAP
#2 …with emotion
…even SAP is telling stories…and
has a ‘chief storyteller’

digiAindra
http://blog.pressly.com/2013/09/10/behemoths-ge-adobe-sap-stories/
[the story] doesn’t have to…make
them cry…it could…be something that
they cheer…stories help us in
humanising the idea, & help us open
doors to other industries, & even other
kind of people who have not used our
products or services in the past
“
Julie Roehm, chief storyteller, SAP
#2 …with emotion

digiAindra
http://www.youtube.com/watch?v=lqT_dPApj9U
#3 marketing as theatre
…social media marketing is increasing theatre
…performances seen ‘live’ by relatively few
…but the video’s seen by millions on-line

digiAindra
https://secure.flickr.com/photos/bradleypjohnson/224213838/sizes/o/in/photostream/ MG_7842 by bradleypjohnson
#4 use images, use video
The toothpaste will NOT go back
in the tube
…images were the
most powerful social
media post
…video is the new
image!

digiAindra
http://creativity-online.com/work/pedigree-pedigree-found/40792
#5 data, sharing, referrals
…always building
our database
And encouraging
sharing and referrals

digiAindra
#6 xtreme segmentation
…segments go from
pieces of orange to
fragments of
pomegranate

digiAindra
spent $20,000 on trade
magazine ads
…& got lots of calls from
other trade mag ad reps
targeted FB ads to:
Walmart employees in NW
Arkansas
Orabrush wanted Walmart
listing

digiAindra
targeted FB ads to:
Walmart employees in NW
Arkansas
Total cost: $28
Walmart VP saw the FB ad,
assumed it was a national
campaign… called them to
present

digiAindra
https://www.flickr.com/photos/guysie/6095265888 by Guy Sie 6498 movement macro http://meyerweb.com/eric/thoughts/2014/12/24/inadvertent-
algorithmic-cruelty/
 install an analytics system
– get someone who can interpret results
– …and listen to them
 tag all links
– monitor traffic
– focus on conversions
– assign value to traffic
 build, measure, learn
#7 test, improve, test again

digiAindra
Trojan Horse Sofia S http://www.flickr.com/photos/sweetman/
#1 tell stories
#4 use images, use video
#3 marketing as theatre
#2 …with human emotion
#5 data, sharing, referrals
#7 test, improve, test again

digiAindra
Part 1
Part 2
Part 3
Principles
Presence
Practice

digiAindraIt is not the strongest of the species that
survives…nor the most intelligent…“
…it is the one most adaptable to change
…often attributed to Darwin, but found only in the
notes of his students
[Hint: we know those are often inaccurate]

digiAindra
http://www.flickr.com/photos/demandaj/5982440920/sizes/l/in/photostream by demandai

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