Definition of social marketing, principles and the five different characters (clients) who participate in social marketing.

1. Five characters of Social Marketing
Tuesday, 18th May 2010
Dominique Hind

2. Before we start

3. Social mindset
Value
Sell Listen

4. Agenda
Social definition 5 minutes
Five characters 20 minutes
Discussion 5 minutes

5. Social definition

6. What is social marketing?
• It is a platform for connection between like minded
people or those that have a personal connection.
• Communities or groups are initially formed on physical
connections & social networks radiate outwards
based on common interests between people (MGM).
• Social networking provides the platform for people to
engage & find other like minded individuals.

7. What is social?
Social ≠ Channel
It must be complimentary to other marketing activity
(including PR & CRM)
Social media should be considered a social strategy

8. How do you make social simple?
= PR + CRM + Value
Social (motivating
(push) (dialogue)
relevant)

9. Where does social fit in a marketing context?
Consumers expect to see commercial messaging on portals & sites.
BUT on social networks, without relevance & context,
it has the ability to possibly devalue & detract from a
brands relevance, stature & esteem.
Huge watch out is just pushing product messages

10. Five characters of social

11. Five characters of social marketing
The Confused
The Hopeful
The Experimenter
The Participant
The Insightful

12. The Confused - Profile
It’s an interesting place to be
BUT
I don’t really know why I am here.

13. The Confused - Example
Why would you want to friend an anti-
dandruff shampoo?

14. The Confused - Example
Petrol companies can’t talk about the
environment, prices or offers so what
can they talk about?

15. The Hopeful - Profile
I don’t know how
BUT
I hope this is effective.

16. The Hopeful - Example

17. The Hopeful - Example

18. The Hopeful - Example
Views & engagement is low. Videos are
the most viewed, but they don’t
encourage conversation.

19. The Experimenter - Profile
I need to be involved
& use this to understand the consumer,
regardless of the impact.

20. The Experimenter - Example

21. The Experimenter - Profile

22. The Experimenter - Profile

23. The Experimenter - Profile

24. The Participant - Profile
This is a digital congregation point
for consumers of like mindedness
(our target audience).

25. The Participant - Profile

26. The Participant - Profile

27. The Participant - Profile

28. The Insightful - Profile
It just makes sense,
fish where the fish are.

29. The Insightful - Profile

30. The Insightful - Profile

31. Five characters of social marketing
The Confused
The Hopeful
The Experimenter
The Participant
The Insightful

32. A final thought

33. What is the value of online relationships?
Email = $948 Facebook - $3.60

34. Five key social take outs
1. Absolute relevance
− Just because you can, doesn’t mean you should
2. Community
− Understand your audience & reason for being
− Be part of the community – you can’t set & forget
3. Involvement
− Offer something your audience wants
4. Creative
− If it looks like an ad & smells like an ad, it won’t work in social
networking
5. Measurement
− What does success look like? What is the economic value of the
campaign?

35. Discussion

36. Thank you
Dominique Hind
www.slideshare.net/domhind