1. Social MarketingWhat conversationshould we be having? Julie Houston Nitty Gritty Social Marketing Insight and Research June 2 2011

2. Social marketing has exploded with people using theterm to mean quite different things which is a goodand bad thingThis presentation is about making mileage from this fact ( and keeping us on our toes)

3. The buzz word Everyone is keen to apply social marketing It crosses sectors It crosses professional boundaries Takes marketing out the marketing group control Its dynamicSocial Marketing is the new hat

4. Everyone is a mini expert on social marketingplus there are few rules to follow even if you wanted to

5. Marketers, NFP, Government are backing the trendtowards social marketing tools Marketing/comms budgets have switched to social marketing budgets Social marketing managers are being employed Community managers are evolving Greater investment in digital technology and services than before Expect to cost less, gain more

6. Social marketing tools are now used traditionally Used for communicating news, information and benefits Usually instead of mainstream media With lower budgets Short term cycles Notion of campaign is now evolving into a mini campaign or series of events Source Brainmates

7. Most are planning to use Social Marketing toolsMore Source Brainmates

8. The Media is the Message (and the Response) Social Marketing is also taking on the evaluation/feedback role Gauging feedback this way sends a message too Source Brainmates

9. Social Marketing Tool Evaluation is on the rise Source Brainmates

10. Social Marketing Social Marketing Social networking Behaviour change Digital Individual or groups Online tools ( Mindshifts Twitter, Facebook, Linked Engagement In, YouTube, Blogs, vlogs) Media and non media Youth focus Community/influencer focus Social Marketing 5Ps individuals Comms CampaignsDifferent Emphasis = Some Confusion

11. Communications campaigns Social Good initiatives Behaviour Change Methods Social media Digital applications Online engagement 5Ps of Marketing Leadership Capacity BuildingIn practice, good Social Marketing is multifaceted social media is just one component for some programs

12. Stopping/Engaging Switching Maintaining Interest Suggestions Reminders Inform Alternatives Rewards Influence EnforcementSocial Marketing is generally concerned witha behavioural continuum

13. Suddenly social media has swallowed social marketing Many approaches are unproven and may not fit Does it mean a down- tools for other traditional social marketing methods/evaluations?Social media is the tempting fruit within the socialmarketing fruit bowl

14. This hat doesnt always fit the original SocialMarketing Sometimes a complex level of information/discussion to convey Transience of online information/messages Targeting Individual vs. Group or household? Not in the moment Word of mouth rather than Word of Mouse

15. Trust in networks in decline?

16. So what does this mean for best practice incontemporary social marketing?How should we tread with little shared understanding, language and few sharedevaluations?

17. Basic Questions to ask ourselves as socialmarketers 1. What is the social marketing strategy trying to achieve (and how does social media fit within it) 2. What would social media offer the social marketing, if anything 3. Could social media develop the SM program (co-creation) rather than deliver it 4. Could social media evaluate the SM program rather than deliver it? 5. Is intended use of social media a means, an end or result area? For e.g. what will 1500 followers deliver? LOTS OF CONSIDERATIONS BEFORE HEADING OUT!

18. Characteristics when itworks: Seamless Movements not campaigns Organic People powered, not agency run Owned by community People-speak (not corporate speak) Conversation not informationStrategic use of social media

19. Social media can be used an entry point to achieve better social marketing (behaviour change) If its all about the social media its probably not going to work in all situations Learn from social media Explore the possibilities for numerous roles Test and evaluate what role is possible Train and educate staff on the philosophy not just the mechanicsConclusion is Exploit the confusion ! We can have ourcake and eat it too

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