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Social Marketing Integration: All Marketing Is Social

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Social Marketing Integration: All Marketing Is Social

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There's more to social marketing than just building a blog or attracting friends fans, and followers on Facebook, Twitter, Tumblr, LinkedIn, and Instagram. The most successful organizations use social organically, incorporating it as part their overall customer experience and driving more than just shares, likes, or links; they drive business results. This recent presentation to marketing leaders explores how these organizations succeed with social. And how you can, too.

There's more to social marketing than just building a blog or attracting friends fans, and followers on Facebook, Twitter, Tumblr, LinkedIn, and Instagram. The most successful organizations use social organically, incorporating it as part their overall customer experience and driving more than just shares, likes, or links; they drive business results. This recent presentation to marketing leaders explores how these organizations succeed with social. And how you can, too.

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Social Marketing Integration: All Marketing Is Social

  1. 1. Social Media Integration: All Marketing is Social Tim Peter www.timpeter.com
  2. 2. 2+ million search queries Source: Intel Source: Intel
  3. 3. 204,000,000 e-mails sent Source: Intel Source: Intel
  4. 4. 120+ reviews
  5. 5. 30 hours of video uploaded Source: Intel Source: Intel
  6. 6. 100,000 tweets Source: Intel Source: Intel
  7. 7. 208,000 photo uploads Source: Intel Source: Intel
  8. 8. Key Questions Driving Social Integration •  How many social networks are there? •  How many do you have to account for in your business? •  What is the world’s largest social network?
  9. 9. Fact: Facebook is the world’s 2nd largest social network Social Network Users (MAU unless otherwise noted) Facebook 1,320,000,000 YouTube 1,000,000,000 Qzone (QQ) 599,000,000 Sina Weibo 500,000,000+ WhatsApp 500,000,000 (users) Google+ 343,000,000 LinkedIn 300,000,000 (members) Twitter 255,000,000 VK 230,000,000 (registered accounts) Instagram 200,000,000 Facebook Messenger 200,000,000 Tumblr 196,000,000 (blogs) Source: http://therealtimereport.com/2014/07/25/social-networking-stats-facebook-tops-1-32-billion-monthly-active-users-rltm-scoreboard/
  10. 10. Fact: Google is likely bigger than you think… though still smaller than Facebook Social  Network   Users  (MAU  unless  otherwise  noted)   Facebook   1,320,000,000   YouTube   1,000,000,000   Qzone  (QQ)   599,000,000   Sina  Weibo   500,000,000+   WhatsApp   500,000,000  (users)   Google+   343,000,000   LinkedIn   300,000,000  (members)   TwiKer   255,000,000     VK   230,000,000  (registered  accounts)   Instagram   200,000,000   Facebook  Messenger   200,000,000     Tumblr   196,000,000  (blogs)   Source: http://therealtimereport.com/2014/07/25/social-networking-stats-facebook-tops-1-32-billion-monthly-active-users-rltm- scoreboard/
  11. 11. Myth: Facebook is the world’s 2nd largest country Country   Popula<on   China   1,368,000,000   Facebook   1,320,000,000  (Monthly  AcSve  Users)   India   1,263,000,000   United  States   319,174,000   Indonesia   252,165,000   Brazil   203,514,000   Source:Wikipedia
  12. 12. Facebook is more like a continent United States: 151.8M India: 108.9M Brazil: 70.5M Indonesia: 60.3M Mexico: 40.4M Source: http://www.statista.com/statistics/268136/top-15-countries-based-on-number-of-facebook- users/
  13. 13. Fact: Something larger than Facebook exists Social  Network   Users  (MAU  unless  otherwise  noted)   Facebook   1,320,000,000   YouTube   1,000,000,000   Qzone  (QQ)   599,000,000   Sina  Weibo   500,000,000+   WhatsApp   500,000,000  (users)   Google+   343,000,000   LinkedIn   300,000,000  (members)   TwiKer   255,000,000     VK   230,000,000  (registered  accounts)   Instagram   200,000,000   Facebook  Messenger   200,000,000     Tumblr   196,000,000  (blogs)   Source: http://therealtimereport.com/2014/07/25/social-networking-stats-facebook-tops-1-32-billion-monthly-active-users-rltm- scoreboard/
  14. 14. The 4 P’s of marketing
  15. 15. The typical use for social marketing
  16. 16. The (so-called) “Holy Grail” of social marketing
  17. 17. The fallen star of social marketing
  18. 18. The (sadly often) overlooked component of social marketing
  19. 19. Promotion •  Brand pages on social channels •  Corporate blogs •  Promoted posts •  Contests & giveaways •  And on and on and on and on…
  20. 20. Place •  Facebook apps (shopping carts, booking engines, etc.) •  Pinterest Rich Pins and Promoted Pins •  New Twitter “Buy” button
  21. 21. Price •  Group buying sites –  Groupon –  LivingSocial –  Scoutmob –  Gilt Groupe –  BuyWithMe –  Ideel (owned by Groupon) –  Vegan Cuts –  And so on…
  22. 22. Product •  Crowdsourcing –  Kickstarter –  Quirky –  IndieGoGo •  Defined social products –  Instagram –  Venmo –  Waze •  Operations side of ratings and reviews
  23. 23. So… why don’t the 4 P’s play well with one another more often?
  24. 24. =
  25. 25. = Social is people
  26. 26. Example objectives •  Raise your brand’s profile •  Increase positive reviews •  Improve search positioning •  Increase email subscribers •  Generate leads •  Increase sales volume •  Improve customer service •  Reduce cost of customer service •  Reduce cost of customer acquisition •  Improve profitability
  27. 27. © 2014 Tim Peter & Associates, LLC We’re all publishers now
  28. 28. Who?   •  Who  are  you  talking  to?   What?   •  What  are  they  trying  to  do?   Where/ when?   •  Where  and  when  will  they  see  your  message?   Why?   •  Why  should  they  care  about  you?   How?   •  How  can  you  encourage  them  to  parScipate  in  the   creaSon  and  curaSon  of  your  posiSve  brand  story?  
  29. 29. HeartHead Fast Slow Impulsive & Enthusiastic Dominant & Ambitious Analytical & Organized Reliable & Predictable
  30. 30. Am I going to be satisfied when using your product/service?
  31. 31. Why should I buy from you?
  32. 32. Content is King • Cut through the clutter • Create content that is: – Snackable – Sharable – Sharp © 2014 Tim Peter & Associates, LLC
  33. 33. Which types of content work for social? •  Blog posts •  Articles •  White papers/ebooks •  Case studies •  Press releases •  Videos •  Images •  Community management/ message boards •  Polls/proprietary research •  Newsletters (Electronic/print) •  Advertorials •  Events –  In person –  Virtual events •  Slideware/presentations •  Product demos
  34. 34. Coordinate messages across channels with structured content calendar Winter Spring Summer Fall Leisure Romantic getaways/ Valentine’s Day Spring festivals Bank holiday/beach getaways Home tours Leisure Group New Year’s Eve Fall festivals Home tours Wedding Wedding planning Meet your caterer Plan ahead for next summer “Engagement season” Corporate Annual meetings Golf tournament Corporate strategy planning meetings
  35. 35. Snackable Sharp Shareable © 2014 Tim Peter & Associates, LLC
  36. 36. Images sell
  37. 37. Visuals dominate the social web Social Network Users (MAU unless otherwise noted) Facebook 1,320,000,000 YouTube 1,000,000,000 Qzone (QQ) 599,000,000 Sina Weibo 500,000,000+ WhatsApp 500,000,000 (users) Google+ 343,000,000 LinkedIn 300,000,000 (members) Twitter 255,000,000 VK 230,000,000 (registered accounts) Instagram 200,000,000 Facebook Messenger 200,000,000 Tumblr 196,000,000 (blogs) Source: http://therealtimereport.com/2014/07/25/social-networking-stats-facebook-tops-1-32-billion-monthly-active-users-rltm- scoreboard/
  38. 38. Overall visual trends online •  Images getting bigger, bolder, brighter •  More lifestyle oriented •  You can’t make images too big –  Think “retina-quality” displays on mobile and tablet (and now desktops) •  Sharing built in •  Less text, more images above the fold –  Use of SEO schemas to provide search benefit without large blocks of text at top of page
  39. 39. Incorporate sharing throughout the process
  40. 40. Media and advertising too
  41. 41. Not limited to B2C
  42. 42. Context is Queen •  Evaluate and segment customer behaviors by context •  Observe, measure, and learn your customer’s pain points in each •  Improve by aligning social experience with context © 2014 Tim Peter & Associates, LLC
  43. 43. Mobiles   Wearables   Usables   Invisibles   © 2014 Tim Peter & Associates, LLC
  44. 44. Source: http://blogs.cisco.com/news/cisco-connections-counter/ •  Almost 13.4 billion Internet-connected devices in the world •  Roughly 2 Internet- connected devices for every man, woman, and child on the planet
  45. 45. 57 • 44% of all cell users • 40% of those 35-44 • 50% of smartphone owners • 60% of those 18-34
  46. 46. More people own mobile phones than own toothbrushes © 2014 Tim Peter & Associates, LLC
  47. 47. Tailor message to the medium
  48. 48. Remember the mobile/social connection Email client data courtesy of http://emailclientmarketshare.com/ (September, 2014) According to Yesmail, more than half of all consumers only read email on mobile
  49. 49. Whole Foods sourcing in-store displays with Instagram feed from local farms
  50. 50. The age of the selfie… your customers are publishers too
  51. 51. Use it to your advantage: The Instagram-able Moment Cosmopolitan Hotel, Las Vegas Photo source: fabhousewife.com
  52. 52. Nordstrom’s makes Pinterest physical
  53. 53. Think about channels holistically
  54. 54. But you must respect your customers as individuals •  Is the information you’re collecting relevant to your customers’ needs? •  If content is king and context is queen, data is the crown jewels •  Treat it like your business depends on it
  55. 55. Which relationship do you want with your customers? Are you looking for a fling? Or a fairy-tale romance?
  56. 56. •  According to Ernst & Young, only 25% of American consumers say brands influence their purchase decision •  Just 12 months later, nearly half of those who claimed to be “highly brand loyal” weren’t (NPD) •  80% of customers check reviews before purchasing (NPD)
  57. 57. Positioning •  Own who you are •  Position individual product around core messages •  Reflect core messages in all content and communications –  Web –  Social –  Email –  Print –  Display –  Broadcast –  Outdoor
  58. 58. Wouldn’t it be great if we knew what customers thought of our businesses?
  59. 59. Customer service leads to deep brand experiences…
  60. 60. Often moves negative conversations off public space
  61. 61. And grow your brand in amazing ways
  62. 62. Use customer chatter to improve products/services
  63. 63. Key Takeaways •  Content is king –  Use snackable, sharable, and sharp content to attract interest and action •  Context is queen –  Help your customers meet their needs where they are, not just on which device •  Answer the key questions –  Who, what, where/when, why and how
  64. 64. Your social media integration strategy •  Starts with your customer •  Declares objectives •  Outlines strategies •  Defines success measures •  And only then selects actions
  65. 65. Thank You Web: timpeter.com Phone: 201-305-0055 Email: tim@timpeter.com Twitter: twitter.com/tcpeter © 2014 Tim Peter & Associates, LLC

Editor's Notes

  • What’s missing? The media channel. Because that’s not the important part.

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