Presentation to students at UWA in Perth. Social Media Marketing. My POV: Social is not marketing Marketing is not social Messages = empathy Empathy needs effort Effort is effective

1. Start-ups & SME

2. WHO AM I?
 LinkedIn
 30 years
 Start Ups x 5
 SMEs

3. WHY AM I HERE?
 Real world context
 Professionalism
 Cut the BS
 Traditional media experts
 There are no SM experts / Gurus =
Charlatan
 ‘Use By Date’

4. TOMORROW
 GOOGLE algorithms
 New media – Periscope / Meerkat
 Apps
 Technology - AppleWatch
 News cycles - Nepal

5. FUTURE PROOF
 Know your craft and its context
 Which tool for which job
 Expect tools to evolve or irrelevant
 Being a spade expert doesn’t make you
a farmer
 Truth – Respect, Seek, Tell
 Authentic & sustainable
 The medium is the message

7. CONTENTS
1. Social is not marketing
2. Marketing is not social
3. Messages and empathy
4. Empathy needs effort
5. Effort is effective

8. LISTEN
 Slideshare / LinkedIn
 Read quickly – No time for notes
 Listen carefully
 Content will not be comprehensive, will
oversimplify, be opinionated
 Think of questions to ask

10. 1. SOCIAL
 Adjective
 relating to society or its organization
 needing companionship and therefore best
suited to living in communities
 Noun
 an informal gathering, especially one
organized by the members of a particular
club or group.

11. 1. SOCIAL
The internet is filled with millions of
individuals who are looking to meet other
people, to gather and share first-hand
information and experiences
Social Networking began as a way for
people to self publish their personal ideas
and communicate with others. You’ve
heard of Web 2.0 right?

12. 1. SOCIAL
 People communicated on the Internet
with others in Chat rooms of ‘like
minded’ others a long time before
blogging
 Social networking is a phrase describing
the interaction of individuals in specific
groups

13. 1. SOCIAL
 Facebook’s success (in growth not
profit) is built on a human need for
people to share their personalities, egos
and dreams in order to build bigger
tribes. Hence ‘social’.

14. 1. SOCIAL
 Then along came marketers to exploit
this. They realized, valued, exploited this
because here were tribes they could use
as portals to access opportunities to
change individuals attitudes, behaviours
and values: Advertise too!

15. 1. SOCIAL
 Once a social group is identified and
leveraged it stops being a Network and
becomes a Medium.
 Social Media are channels for outsiders
to communicate with those inside

18. 2. WHAT IS MARKETING
 Successful marketing identifies a
specific human need, develops a
thing that.
 ‘Marketing’ is the design and
delivery of a thing people want.

19. 2. WHAT IS MARKETING

20. 2. WHAT IS MARKETING
Product
Price
Place
People
Physical
Evidence
Processes
Promotion
 Advertising
 Direct Mail
 Public Relations
 Exhibitions
 Sponsorship
 Online
○ Web
○ Email
○ SEM
○ SEO
○ CPM
○ Affiliates
○ Outreach
○ Social

21. Social is small

23. 3. MESSAGE = EMPATHY
 Empathy is the capacity to understand
what another person is experiencing
from within the other person's frame of
reference, i.e., the capacity to place
oneself in another's shoes.
 See your message from your target
audiences point of view.

24. 3. MESSAGE = EMPATHY
 Start Up & SME Audiences POV
 A world apart

25. START UPS
 Start Ups have different business
priorities
 They need cash
 Cash flow is King, not content.
 Start Ups need frequent injections of
revenue in order to survive
 They need to develop audiences

26. START UPS
 Start-ups understand that their
audiences have no awareness, no
perceptions, no need for the product in
their lives.
 “What’s in it for me.”
 They need to develop an empathy

27. START UPS
 Marketing on social channels is an
opportunity to
 create awareness
 generate perceptions
 get to know them by asking, learn, and
 if necessary pivot on product benefits,
price and distribution.
 Empathy

28. START UPS
 Start Ups need to generate noise, noise
and more noise.
 They usually have no money so they
need to work hard.

29. START UPS
 Social being ‘free’ is an ideal tool to use
at the beginning, but it does require
investment in time.
 16 hour days, seven days a week.
 They’re responsible for everything that is
said, or not said.
 They’re responsible for growing their
empathy

30. SMALL MEDIUM
ENTERPRISES
 SMEs ‘should’ understand their
audiences better. Otherwise they’d not
be in business.
 So social is an opportunity to build
relationships or answer questions
 Reflect that empathy

31. SMALL MEDIUM
ENTERPRISES
 SMEs have employees, employees work
9-5.
 Need systems and procedures to protect
strategy, manage responses, do other
stuff that reflects the empathy
 SMEs have a buffer under normal
circumstances and can be a little more
relaxed on a day to day basis.

32. MEDIUM > MESSAGE
 Start Ups
 Twitter, Facebook, LinkedIn, Instagram
 Pinterest, G+, YouTube,
 Vine, Snapchat, Meerkat, Periscope
 SMEs
 TV, Billboards, Press etc etc
 Context

33. Growing or reflecting empathy

35. 4. EMPATHY NEEDS
EFFORT
 There are no shortcuts.
 A sustainable brand strategy has three
key pillars:
1. The brand
2. The audience
3. Your competitors

36. 4. EMPATHY NEEDS
EFFORT
 To know your audience better than they
know themselves is hard work.
 They are constantly shifting their
expectations, needs and wants,
dependent on experiences with the
brand, the category, with other
categories and your competition

37. 4. EMPATHY NEEDS
EFFORT
 Never assume the competition is
standing still either.
 Competition is the enemy. The enemy
hate losing.
 Imagine being in their shoes. What
would you do if you were them? What’s
the worst thing they could do?

38. 4. EMPATHY NEEDS
EFFORT
 So assuming you have huge empathy
for the audience, huge empathy for the
competition and your ready to
strategise, what is a brand?
 Purpose
 Principles
 Positioning
 Proposition
 Personality

39. 4. EMPATHY NEEDS
EFFORT
 This is not flicking off quick posts 3
times a week
 This is not knowing the difference
between Instagram and Vine.
 This is not setting up Hootsuite or
Tweetdeck, and scheduling posts.

40. 4. EMPATHY NEEDS
EFFORT
 Segment by segment
 It requires research
 It requires insight It requires executing an
idea that will intrude on peoples perceptions
and create new ones, grow existing ones or
sustain them
 It requires effort

41. It’s requires cognitive effort.

43. 6. EFFORT IS
EFFECTIVE
 Strategy is hard.
 Growing long-term sustainable
competitive advantages again and again
and again is hard work.
 Preparation, perspiration, perseverance.

44. 6. EFFORT IS
EFFECTIVE

45. 6. EFFORT IS
EFFECTIVE
 Likes, Shares, Pins, Retweets, +1,
Comments value is relative - unless
there is proof that these had an effect on
the real measure of success
 Usage / Frequency / Sales / Share /
Margin / Profit / ROI / Footfall / Average
sale value
 Turnover is vanity. Profit is sanity.

48. Telstra

49. Telstra
 Rob Campbell - APAC Planning
Director, Weiden + Kennedy
 “Yes, I know it’s a social media post, but
it’s still an ad.”
 “…Something that is supposedly created
to help cultivate or encourage a
commercially beneficially change of
attitude or behaviour with a specific
audience for a specific brand.”

50. Telstra
 “The headline is shit.
 The premise of the headline is shit.
 The language used in the headline is
shit.
 The picture is shit.
 The ‘call to action’ of NEW PHONE.
OWN IT. is shit.”

51. Telstra
 “In a World where the ability to connect
and engage with an audience is almost
constant, brands need to understand the
secret to building some sort of audience
value is knowing when to use that right
as opposed to trying to brainwash them
with meaningless shit like this.”

52. Telstra
 “For them, effectiveness is not about
‘return’, it’s about hypothetical value
which they will say is calculated by
financial outlay, divided by potential
audience size … which is handy,
because this sort of work is going to
achieve them absolute zero return.”

53. Telstra

54. Telstra

57. Comparison
 Telstra – 178,000 Fans
 Post ‘Likes’ 16 / 178,000
 E / R 0.009%
 Real Madrid – 1,200,000 Fans
 Post ‘Likes’ – 255,000 / 1.2M
 E / R 21%
 Tribe v Not a tribe

59. SUMMARY
1. Being social isn’t marketing
2. Marketing isn’t social, it’s HUGE
3. Messaging = ‘relative’ empathy
4. Empathy needs maniacal effort
5. Effort is everything

60. https://au.linkedin.com/in/nickeggleton