social media and sm marketing - epi leadership course week 2013 ua
DESCRIPTION
Slides of my presentation during the special leadership course week organized by students and lecturers of the University of Aruba for the students of EPI - Tourism Sector.TRANSCRIPT
Edward M. Erasmus, MA Lecture Social Media & SM Marketing University of Aruba, May 29, 2013
Roadmap…
• Digital Revolution
• Social Media explained
• Power of Social Media
• Successful Social Networking
• Social Media Marketing
• Key takeaways
Since the commercialization of the Internet (1990s)
• Tremendous impact on culture and commerce.
• The rise of near instant communication by email, instant messaging, Voice over Internet Protocol "phone calls", two-way interactive video calls, and the World Wide Web.
As we speak…
• More than 2.2 billion people are using the Internet.
• Revolutionizing every aspect of our daily lives.
• Faster speed, open source technology, cloud computing, smart phones, tablets and the growth of socially interactive platforms (social media) enable creative and innovative new forms of business opportunities.
Disrupting markets and business models
Digital Revolution…
What is social media?
so.cial me.di.a …a whole network of sites where users
can interact with one another whether it is by sharing information or discussing various topics
Simply stated…
Social media is people having conversations and
sharing stuff online….
Thanks to social networking:
• Society is moving towards a more social, collaborative, interactive and responsive web
• Higher interconnectivity
• Building communities
From social media to social movement
Social Media is disrupting how we…
• Interact
• Gather information
• Make decisions
• Collaborate, develop and create
• Do business
Say goodbye to the era of
monologue
The new communication model is
dialogue
Social media is a powerful
networking tool…
Global Networking
Global Networking
Global Networking
Global Networking
Global Networking
• Networking with peers around the globe is easier than ever
• Changing the way we relate to one another
• Opportunities, opportunities, opportunities…
Social media marketing
The process of promoting business or websites through social media channels
Not a hype…..
It’s a fundamental shift in the way we communicate.
So why Social Media
Marketing?
5 key reasons to start considering
Social Media Marketing….
1. Sites are free 2. Fast outreach 3. Users are active 4. All ages and demographics 5. Social media is everywhere
“One thousand three hundred and thirty years in time
is spent daily on ”
Source: www.facebook.com
Users following a brand: 31%
Brand recommendations per
month: 8,000,000 +
Tomorrow’s consumers are today’s “digital natives”
“Social media is like a snowball
rolling down the hill. It’s picking up
speed. Five years from now, it’s
going to be the standard.”
~Jeff Antaya, chief marketing officer of Plante Moran
How can Social Media contribute to your Marketing
Strategy?
Traditional marketing often focuses on the
four P’s:
Product
Price
• Place
• Promotion
Social Media Marketing
enables you to add more P’s to your
marketing & communication mix…
#1…..Participation • Offering customers a voice will lead
to a greater sense of ownership
Co-creation….
Starbucks gave consumers a
voice....the result:
over 50,000 product ideas
What is a brand anyway?.....
#2…..Personality (brand)
A brand = …name, term, sign, symbol or design, or a
combination of them intended to identify the goods and services of a company.
Brand loyalty Strong human connection
• SM offers an opportunity for a brand to show its personality, without it looking like a marketing plan or ad campaign.
• SM Marketing is all about connecting with people first as human beings and then as customers later.
• SM = branding through conversations!
#3...P2P
• Forget B2C or B2B……
it’s now P2P (person-2-
person)
…customers want to connect and interact with companies on a 1:1 social level
…and those who can deliver that, will gain substantial competitive edge..
#4… 24/ 7 Public Relations
• Show both sides of a story;
• Can be used to provide comments, to dispel myths and to correct incorrect information that may be circulating;
• Consultation can take place in an effective way, as it allows for greater openness and transparency.
So…in essence….
Product Price Place Promotion
Participation Personality
(brand) PR P2P
R.O.I.
Customer loyalty + Revenues
Getting started…. 1. Define your objectives
2. Define your audience
3. Define your strategy
4. Choose your channels
5. Plan a content agenda
6. Decide on who will manage what
7. Define measurement mechanisms
8. Execute – evaluate – adapt – execute….
Conclusion Social media has completely changed the
landscape of marketing, and when executed well, it has positive implications for multiple divisions:
• from consumer insights
• to product development/innovation
• to marketing
• to corporate reputation
Key Takeaways…. [3 P’s when launching SMM]
•Purpose
•Point of view
•Patience
Forget marketing, start engaging!
Some afterthoughts about SMM….
• Core business: products / services
Quality, promises, commitments, relationships
• Social media is an ingredient, not an entrée…
No replacement for all other marketing tools,
instead: it should be integrated with other online and offline marketing strategies