Five characters of social marketing - update
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17-Oct-2014 -
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Five characters of Social Marketing Tuesday, 18th May 2010
Dominique Hind
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Before we start
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Social mindset
Sell Listen
Value
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Agenda
Social definition 5 minutes
Five characters 20 minutes
Discussion 5 minutes
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Social definition
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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.
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What is social?
Social Channel ≠
It must be complimentary to other marketing activity (including PR & CRM)
Social media should be considered a social strategy
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How do you make social simple?
Social PR (push)
CRM (dialogue)
= + Value (motivating
relevant)
+
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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.
Where does social fit in a marketing context?
Huge watch out is just pushing product messages
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Five characters of social
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Five characters of social marketing
The Confused The Hopeful
The Experimenter The Participant The Insightful
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The Confused - Profile
It’s an interesting place to be BUT
I don’t really know why I am here.
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The Confused - Example
Why would you want to friend an anti-dandruff shampoo?
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The Confused - Example
Petrol companies can’t talk about the environment, prices or offers so what
can they talk about?
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I don’t know how BUT
I hope this is effective.
The Hopeful - Profile
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The Hopeful - Example
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The Hopeful - Example
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The Hopeful - Example
Views & engagement is low. Videos are the most viewed, but they don’t
encourage conversation.
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I need to be involved & use this to understand the consumer,
regardless of the impact.
The Experimenter - Profile
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The Experimenter - Example
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The Experimenter - Profile
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The Experimenter - Profile
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The Experimenter - Profile
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This is a digital congregation point for consumers of like mindedness
(our target audience).
The Participant - Profile
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The Participant - Profile
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The Participant - Profile
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The Participant - Profile
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It just makes sense, fish where the fish are.
The Insightful - Profile
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The Insightful - Profile
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The Insightful - Profile
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Five characters of social marketing
The Confused The Hopeful
The Experimenter The Participant The Insightful
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A final thought
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What is the value of online relationships?
Email = $948 Facebook - $3.60
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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?
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Discussion
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Thank you Dominique Hind
www.slideshare.net/domhind