The 8P’s of Marketing in Social Media

1. The 8P’s of Marketing in Social Media …orHow I couldn’tgetsleep and letrandomthoughts of social media marketingcome out on a Powerpoint Copyright Tom Laine 2010, email: laine.tom@gmail.com, some rights reserved

2. Who am I? WhyshouldYou care? Who? Sales and marketingexperiencesince 1989 Degrees in Sales, Marketing and IT Internet sales and marketingexperiencesince mid-90s Social Media experiencesince 2004 (1999, actually) Doneall the mistakes, nowtelling You what NOT to do Why? Onlytakesminutes to readthis, butmaywell help youdoextraordinarythings for times to come… … and even help yousave money and effort. Okay, just read the rest of the slides and move on ifnotinterestingenough! Copyright Tom Laine 2010, email: laine.tom@gmail.com, some rights reserved

3. The 4P’s of Marketing Weallknow Neil Borden’s 4 big ones, don’twe? Product Price Place Promotion Withflawsespecially in relation to marketingServices… thatwasn’trelevant in the 1960s! Copyright Tom Laine 2010, email: laine.tom@gmail.com, some rights reserved

4. The 5th P… and thensome And the therewere 5… Packaging, orperhaps Process, orperhaps People, or… hey, there’s at least 7P’s now! (someoneevenadded ’PhysicalEvidence’ and ’Performance’) And thencame the alternate 5P’s Positioning, Packaging, Promotion, Persuasion& Performance HowmanyP’sdowehavenowaltogether? Copyright Tom Laine 2010, email: laine.tom@gmail.com, some rights reserved

5. The not-so-newP’s At somepoint the top Idea dudeIdrisMooteecameupwith 4 New P’s Personalization - no, not as deep as wenowknow Participation - related to crowdsourcingtype of activityreally Peer-to-Peer - nowwe’regettingsomewhere… a 2-way street! PredictiveModeling - algorithmsactually I canalmostrelate to these! Copyright Tom Laine 2010, email: laine.tom@gmail.com, some rights reserved

6. The 5P’s of B2B SoMemarketing Joan Damicorecentlycameupwith a new set of P’sthatactuallytriggeredthistrain of thoughts of mine. Shesays… Policy – is just whatitsoundslike, whocandowhat and how Plan – planyourstrategy. Hmmm… Whichcompanydoesn’t? I know I do! People – thistimemeaninginternalresources… And offwego, to the woods, says I! Persona – Whatdowewant to say, howdowewant to look? Isn’tthatPolicy & Planning? Patience – takestime to seeresults, shesays. And I say 3rd and out! And I just don’tgetit! ’People’ I understood in previousconversations… Copyright Tom Laine 2010, email: laine.tom@gmail.com, some rights reserved

7. The REAL 8P’s of Marketing in Social Media You can’t argue with the 4 Big ones, Social Media or not… Product, Price, Place and Promotion still matter, no matter what you’re marketing! But the new ones! Hold your breath! People! Clients, remember?! Same goes for Partners, Suppliers, etc. Basically anyone you engage in conversation with in the web! In Social Media, they rule! There’s a conversation 24/7 whether you’re there or not. It’s a 2-way street, no more shooting with a shotgun at anything that moves, but targeted, Personalized conversations, where you Participate in interaction with the crowds! When you’re using Social Media for marketing, you need to be Present, get involved, reply when asked and that sort of ’stuff’! Copyright Tom Laine 2010, email: laine.tom@gmail.com, some rights reserved

8. The REAL 8P’s of Marketing in Social Media So the next time someone asks you what that-Social-Media-thing means for you, just say; In Social Media, we market ourselves by Participating in conversations with People, we give our company the face by Personalizing our messages and we’re Present whenever they want to talk with us! If you wonder what Personalization means here, it’s all about understanding your client, talking to them in language that they understand, replying when asked, and taking advantage of the huge amount of data that is out there for you to use. Personalize your message, target the niches rather than use shotgun. And I really need to point out that being Present does NOT mean that once you’ve built that Facebook Fan page or Twitter account you’re present, but you need to be able to engage in 2-way conversations when and where the client wants to. End of story! Copyright Tom Laine 2010, email: laine.tom@gmail.com, some rights reserved

9. Call to action! Thinkaboutthispresentation and whatit’strying to say! Reviewyourmarketingplan! Areyoualreadyorareyouplanning to domarketing on social media? (Yes, youshouldalready, and right NOW is a goodtime to startifnot!) Consider the additional new P’s, areyouready to COMMIT YOURSELF TO TALKING WITH your (potential) customers / partners / affiliates / etc., not just talking TO them, pushingyourmessage? IF YES, like my goodfriend Nike wouldsay, JUST DO IT! Copyright Tom Laine 2010, email: laine.tom@gmail.com, some rights reserved

10. Hungry for more!? Tom Laine Email: Laine.Tom@gmail.com Mob. +358 400 296 196 Skype: tomlaine http://www.linkedin.com/in/tomlaine Twitter @lainetom Comingup…http://www.somehow.fi Copyright Tom Laine 2010, email: laine.tom@gmail.com, some rights reserved