from marketing to social media (and back again)
Post on 18-Oct-2014
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Social media is the buzzword of the day. And it seems that anyone with over 20 followers on Twitter has become a self-proclaimed expert. But how do marketing and social media relate to each other? Is there really such a thing as “social media marketing”? Actually, there probably isn’t – but what there is can prove to be much more valuable in both the short- and long-term.TRANSCRIPT
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From marketing to social media(and back again)
Eric ReissDigital TrendspotOctober 13, 2010London, England
#SitecoreDT 10
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mar·ket·ingverb
1 : a process by which companies determinewhat products or services may be of interest to customers
2 : how companies create value for customers,and build strong customer relationships
in order to capture value from customers in return
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so·cial me·di·anoun
1 : information designed to be disseminated throughsocial interaction using highly accessible
and scalable publishing techniques.(official definition)
2 : everything that didn’t fitinto some other bucket, such as
“traditional, “mass”, or “broadcast” media(my definition)
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mar·ket·ing1 : a company yells at a group you’re in
so·cial me·di·a2 : a friend whispers in your ear
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Buzzwords in your earOne-to-one marketing“Hey, I’m talking to you, dude!”Dialog marketing“Hey dude, answer me when I’m talking to you.”Permission marketing“Hey dude, you invited me to this party.”Personalization marketing“Hi Ms. Eric Reiss, you invited me to this party.”Social media marketing@elreiss check out this party: http://is.gd/aRCCO
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Social media exists!Social media marketing doesn’t!
(and I will stake my reputation on this)
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Marketing vs. social media
Then Now
Demographics Behavior
We controlled the message Our customers createthe buzz
We asked our customerswhat they thought
Our customers are havinga conversation with our brand
We dictated We serve
Source: Eric Reiss
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Myth:social media is free!
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Let’s do the social-media math
Profile maintenance per day 1 hour*
Number of working days 200 per year**
Price of a billable hour £ 150***___________
Cost of social media per annum £ 30,000
* See October, 2010 issue of the BBC’s Focus magazine** At 18.5 days a month, an industry standard, this should actually be 222 days*** Typical hourly rate for a London media consultant or advertising creative
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Conclusion:social media is a
damned expensive channel!
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To succeed in today’s market,you have to understand bothdemographics and behaviour
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It’s about building relationships
Source: John Cribb & Sons Ltd. / Kidde
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An introduction to demographics
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DemographicsDefine groupsSegment according to needs
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Demographic groups
Cartoon copyrights could not be traced. Used for educational purposes only.
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Segmenting by need
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What we should be doing
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Our self-created problem –we cannot be all things to all visitors
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An introduction to personalization
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PersonalizationAnticipating needsEliminating the irrelevantNOT the same as customization
Customization is what YOU do to a sitePersonalization is what the SITE does for you
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Customization
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Customization
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Customization
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Customization
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Personalization
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Personalization
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No clicks – everything is in play
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1st click – is there a preference?
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2nd click – this could be a pattern
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Third click – yes, there’s a pattern
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Fourth click – time to zero in
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Fourth click – time for context
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An introduction to personas
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Personas...…represent the needs of larger groups…identify the user motivations, expectations, and goals responsible for driving online behaviour…bring users to life by giving them names, personalities and a photo. …are based on interview with real users. They have both personal and professional needs.…help:
focus the taskidentify use casesempirically test proof-of-concept
…keep everyone “on the same page”
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Mary Henriksen38, married, mother of twoNative Australian, now lives in DenmarkHealth-conscious
RunningTennisYoga
Family history of heart diseaseActively supports Heart Association and Red CrossVery worried about husband, who has a stressful jobLearns of [product] on-line on CNN.comNeeds arguments to convince husband to get tested
Photo source: flickr.com – used under Creative Commons stipulations
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From stereotype to archetype
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From stereotype to archetype
Copyrights: Warner Bros., Disney, Turner Entertainment, Margaret Rey. Restricted use for educational purposes only.
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Persona > Use case > Needs > Content
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Persona Bugs Bunny
Use case Bugs wants carrots. Elmer Fudd stops him.
Needs Way to get aroundElmer Fudd
Content Funny disguiseTunnelling toolsCloak of invisibility
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Source: boxesandarrows.com
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And when our site launches, we chuck out ourpersonas with the rest of the design sketches
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The endWRONG !!!
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And when our site launches, we use our CMS to refine our personas and fine-tune our messages
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And what comes next…Big MacLarge shake???Fries
Photo copyright: McDonalds Corporation, Inc. Restricted use for educational purposes only.
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Real-time personalization starts a dialog withsomeone who is both passive and anonymous
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So in summary…Personal dialogueContextual relevanceAdded value
Provides better serviceKeeps customers happyHelps you make money
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Our new contex-is-the-kingdom mantra:
“Do you want fries with that?”
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Eric Reiss can (usually) be found at:The FatDUX Group ApSStrandøre 152100 CopenhagenDenmark
Office: (+45) 39 29 67 77Mobil: (+45) 20 12 88 44Twitter: @[email protected]