Social Marketing Integration: All Marketing Is Social
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There's more to social marketing than just building a blog or attracting friends fans, and followers on Facebook, Twitter, Tumblr, LinkedIn, and Instagram. The most successful organizations use social organically, incorporating it as part their overall customer experience and driving more than just shares, likes, or links; they drive business results. This recent presentation to marketing leaders explores how these organizations succeed with social. And how you can, too.
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Social Marketing Integration: All Marketing Is Social
- 1. Social Media Integration: All Marketing is Social Tim Peter www.timpeter.com
- 3. 2+ million search queries Source: Intel Source: Intel
- 4. 204,000,000 e-mails sent Source: Intel Source: Intel
- 5. 120+ reviews
- 6. 30 hours of video uploaded Source: Intel Source: Intel
- 7. 100,000 tweets Source: Intel Source: Intel
- 8. 208,000 photo uploads Source: Intel Source: Intel
- 10. Key Questions Driving Social Integration • How many social networks are there? • How many do you have to account for in your business? • What is the world’s largest social network?
- 11. Fact: Facebook is the world’s 2nd largest social network Social Network Users (MAU unless otherwise noted) Facebook 1,320,000,000 YouTube 1,000,000,000 Qzone (QQ) 599,000,000 Sina Weibo 500,000,000+ WhatsApp 500,000,000 (users) Google+ 343,000,000 LinkedIn 300,000,000 (members) Twitter 255,000,000 VK 230,000,000 (registered accounts) Instagram 200,000,000 Facebook Messenger 200,000,000 Tumblr 196,000,000 (blogs) Source: http://therealtimereport.com/2014/07/25/social-networking-stats-facebook-tops-1-32-billion-monthly-active-users-rltm-scoreboard/
- 12. Fact: Google is likely bigger than you think… though still smaller than Facebook Social Network Users (MAU unless otherwise noted) Facebook 1,320,000,000 YouTube 1,000,000,000 Qzone (QQ) 599,000,000 Sina Weibo 500,000,000+ WhatsApp 500,000,000 (users) Google+ 343,000,000 LinkedIn 300,000,000 (members) TwiKer 255,000,000 VK 230,000,000 (registered accounts) Instagram 200,000,000 Facebook Messenger 200,000,000 Tumblr 196,000,000 (blogs) Source: http://therealtimereport.com/2014/07/25/social-networking-stats-facebook-tops-1-32-billion-monthly-active-users-rltm- scoreboard/
- 13. Myth: Facebook is the world’s 2nd largest country Country Popula<on China 1,368,000,000 Facebook 1,320,000,000 (Monthly AcSve Users) India 1,263,000,000 United States 319,174,000 Indonesia 252,165,000 Brazil 203,514,000 Source:Wikipedia
- 14. Facebook is more like a continent United States: 151.8M India: 108.9M Brazil: 70.5M Indonesia: 60.3M Mexico: 40.4M Source: http://www.statista.com/statistics/268136/top-15-countries-based-on-number-of-facebook- users/
- 15. Fact: Something larger than Facebook exists Social Network Users (MAU unless otherwise noted) Facebook 1,320,000,000 YouTube 1,000,000,000 Qzone (QQ) 599,000,000 Sina Weibo 500,000,000+ WhatsApp 500,000,000 (users) Google+ 343,000,000 LinkedIn 300,000,000 (members) TwiKer 255,000,000 VK 230,000,000 (registered accounts) Instagram 200,000,000 Facebook Messenger 200,000,000 Tumblr 196,000,000 (blogs) Source: http://therealtimereport.com/2014/07/25/social-networking-stats-facebook-tops-1-32-billion-monthly-active-users-rltm- scoreboard/
- 17. The 4 P’s of marketing
- 18. The typical use for social marketing
- 19. The (so-called) “Holy Grail” of social marketing
- 20. The fallen star of social marketing
- 21. The (sadly often) overlooked component of social marketing
- 22. Promotion • Brand pages on social channels • Corporate blogs • Promoted posts • Contests & giveaways • And on and on and on and on…
- 23. Place • Facebook apps (shopping carts, booking engines, etc.) • Pinterest Rich Pins and Promoted Pins • New Twitter “Buy” button
- 24. Price • Group buying sites – Groupon – LivingSocial – Scoutmob – Gilt Groupe – BuyWithMe – Ideel (owned by Groupon) – Vegan Cuts – And so on…
- 25. Product • Crowdsourcing – Kickstarter – Quirky – IndieGoGo • Defined social products – Instagram – Venmo – Waze • Operations side of ratings and reviews
- 26. So… why don’t the 4 P’s play well with one another more often?
- 30. =
- 33. Example objectives • Raise your brand’s profile • Increase positive reviews • Improve search positioning • Increase email subscribers • Generate leads • Increase sales volume • Improve customer service • Reduce cost of customer service • Reduce cost of customer acquisition • Improve profitability
- 34. © 2014 Tim Peter & Associates, LLC We’re all publishers now
- 35. Who? • Who are you talking to? What? • What are they trying to do? Where/ when? • Where and when will they see your message? Why? • Why should they care about you? How? • How can you encourage them to parScipate in the creaSon and curaSon of your posiSve brand story?
- 36. HeartHead Fast Slow Impulsive & Enthusiastic Dominant & Ambitious Analytical & Organized Reliable & Predictable
- 37. Am I going to be satisfied when using your product/service?
- 38. Why should I buy from you?
- 39. Content is King • Cut through the clutter • Create content that is: – Snackable – Sharable – Sharp © 2014 Tim Peter & Associates, LLC
- 40. Which types of content work for social? • Blog posts • Articles • White papers/ebooks • Case studies • Press releases • Videos • Images • Community management/ message boards • Polls/proprietary research • Newsletters (Electronic/print) • Advertorials • Events – In person – Virtual events • Slideware/presentations • Product demos
- 41. Coordinate messages across channels with structured content calendar Winter Spring Summer Fall Leisure Romantic getaways/ Valentine’s Day Spring festivals Bank holiday/beach getaways Home tours Leisure Group New Year’s Eve Fall festivals Home tours Wedding Wedding planning Meet your caterer Plan ahead for next summer “Engagement season” Corporate Annual meetings Golf tournament Corporate strategy planning meetings
- 42. Snackable Sharp Shareable © 2014 Tim Peter & Associates, LLC
- 44. Images sell
- 45. Visuals dominate the social web Social Network Users (MAU unless otherwise noted) Facebook 1,320,000,000 YouTube 1,000,000,000 Qzone (QQ) 599,000,000 Sina Weibo 500,000,000+ WhatsApp 500,000,000 (users) Google+ 343,000,000 LinkedIn 300,000,000 (members) Twitter 255,000,000 VK 230,000,000 (registered accounts) Instagram 200,000,000 Facebook Messenger 200,000,000 Tumblr 196,000,000 (blogs) Source: http://therealtimereport.com/2014/07/25/social-networking-stats-facebook-tops-1-32-billion-monthly-active-users-rltm- scoreboard/
- 46. Overall visual trends online • Images getting bigger, bolder, brighter • More lifestyle oriented • You can’t make images too big – Think “retina-quality” displays on mobile and tablet (and now desktops) • Sharing built in • Less text, more images above the fold – Use of SEO schemas to provide search benefit without large blocks of text at top of page
- 50. Incorporate sharing throughout the process
- 52. Media and advertising too
- 53. Not limited to B2C
- 54. Context is Queen • Evaluate and segment customer behaviors by context • Observe, measure, and learn your customer’s pain points in each • Improve by aligning social experience with context © 2014 Tim Peter & Associates, LLC
- 55. Mobiles Wearables Usables Invisibles © 2014 Tim Peter & Associates, LLC
- 56. Source: http://blogs.cisco.com/news/cisco-connections-counter/ • Almost 13.4 billion Internet-connected devices in the world • Roughly 2 Internet- connected devices for every man, woman, and child on the planet
- 57. 57 • 44% of all cell users • 40% of those 35-44 • 50% of smartphone owners • 60% of those 18-34
- 58. More people own mobile phones than own toothbrushes © 2014 Tim Peter & Associates, LLC
- 59. Tailor message to the medium
- 60. Remember the mobile/social connection Email client data courtesy of http://emailclientmarketshare.com/ (September, 2014) According to Yesmail, more than half of all consumers only read email on mobile
- 61. Whole Foods sourcing in-store displays with Instagram feed from local farms
- 62. The age of the selfie… your customers are publishers too
- 63. Use it to your advantage: The Instagram-able Moment Cosmopolitan Hotel, Las Vegas Photo source: fabhousewife.com
- 64. Nordstrom’s makes Pinterest physical
- 65. Think about channels holistically
- 66. But you must respect your customers as individuals • Is the information you’re collecting relevant to your customers’ needs? • If content is king and context is queen, data is the crown jewels • Treat it like your business depends on it
- 67. Which relationship do you want with your customers? Are you looking for a fling? Or a fairy-tale romance?
- 68. • According to Ernst & Young, only 25% of American consumers say brands influence their purchase decision • Just 12 months later, nearly half of those who claimed to be “highly brand loyal” weren’t (NPD) • 80% of customers check reviews before purchasing (NPD)
- 70. Positioning • Own who you are • Position individual product around core messages • Reflect core messages in all content and communications – Web – Social – Email – Print – Display – Broadcast – Outdoor
- 71. Wouldn’t it be great if we knew what customers thought of our businesses?
- 72. Customer service leads to deep brand experiences…
- 73. Often moves negative conversations off public space
- 74. And grow your brand in amazing ways
- 75. Use customer chatter to improve products/services
- 76. Key Takeaways • Content is king – Use snackable, sharable, and sharp content to attract interest and action • Context is queen – Help your customers meet their needs where they are, not just on which device • Answer the key questions – Who, what, where/when, why and how
- 77. Your social media integration strategy • Starts with your customer • Declares objectives • Outlines strategies • Defines success measures • And only then selects actions
- 78. Thank You Web: timpeter.com Phone: 201-305-0055 Email: tim@timpeter.com Twitter: twitter.com/tcpeter © 2014 Tim Peter & Associates, LLC
Notes de l'éditeur
- What’s missing? The media channel. Because that’s not the important part.