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Internet retail show

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30 minute presentation by Will Rowan at the Internet Retail show, Birmingham NEC, 24th March 2011.
5 ways that retail businesses can use social media as part of their marketing mix.

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Internet retail show

  1. 1. <ul><li>5 practical steps </li></ul><ul><li>that make marketing sociable </li></ul>
  2. 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. 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. 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. 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. 6. <ul><ul><ul><ul><li>1 What’s the plan? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>2 Why would they get involved? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>3 What can you give them? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>4 Where are your customers {digitally} ? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>5 Where are your customers {physically} ? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>+1 The big opportunity? </li></ul></ul></ul></ul>5 practical steps that make marketing sociable
  7. 7. Social strategy for business: be A vailable fre E I nteresting O pen U seful Step 1 AEIOU
  8. 8. Create social objects, for sharing <ul><li> Simple ideas, that click </li></ul><ul><li>Offers, thoughts, pictures... </li></ul><ul><li> Easy for customers to share </li></ul><ul><li>Gifts worth sharing with friends </li></ul><ul><li>Good business! </li></ul>Step 2 Share
  9. 9. Rapidly recycle every idea to create ‘fresh’ content all help boost network reputation... ...which boosts search visibility Step 3 Recycle
  10. 10. from xkcd.com
  11. 11. 150 Catalyse, Chat, Curate other's conversations Social tools & skills change as the audience grows
  12. 12. Place marketing effort where customers’ attention is where customers’ attention is <ul><ul><ul><li>email works best with existing customers - too expensive to find new customers + spam risk to *all* your email </li></ul></ul></ul><ul><ul><ul><li>SMS offers to redeem today & this weekend works best with existing customers - too expensive to find new customers </li></ul></ul></ul><ul><ul><ul><li>social share our message to win: like on Facebook; retweet with # on Twitter </li></ul></ul></ul>Step 4 networked
  13. 13. Local means ‘digital to the door’ <ul><li>How easy is it to find your business, on the ground? Are directions accurate & helpful? </li></ul><ul><li>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) </li></ul><ul><li>Are map positions accurate? Google maps & Bing </li></ul><ul><ul><li>Complete your business’ pages on Google Maps, Facebook, LinkedIn </li></ul></ul>Step 5 Local
  14. 14. <ul><ul><ul><ul><li>1 What’s the plan? Available freE Interesting Open Useful </li></ul></ul></ul></ul><ul><ul><ul><ul><li>2 Why would they get involved? Simple gifts to share with their networks </li></ul></ul></ul></ul><ul><ul><ul><ul><li>3 What can you give them? One thought, in seven ways </li></ul></ul></ul></ul><ul><ul><ul><ul><li>4 Where are your customers? Facebook, Twitter ... mainly email & sms </li></ul></ul></ul></ul><ul><ul><ul><ul><li>5 Local </li></ul></ul></ul></ul><ul><ul><ul><ul><li>+1 The big opportunity? be smartphone friendly </li></ul></ul></ul></ul>5 practical steps that make marketing sociable
  15. 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. 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

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