Integrated Marketing Communications. Marketing Mix Product Price Place Promotion.
The Place of Social Media in the Marketing Mix
-
date post
17-Oct-2014 -
Category
Business
-
view
2.910 -
download
2
description
Transcript of The Place of Social Media in the Marketing Mix
![Page 1: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/1.jpg)
Using social media to communicate
The place of social media in the marketing mix
Dan Slee, Walsall Council 2011 Scottish Communications SeminarLG Comms
![Page 2: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/2.jpg)
Basic principles
Purpose of the session
![Page 3: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/3.jpg)
Basic principles
The media landscape
Purpose of the session
![Page 4: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/4.jpg)
Basic principles
The media landscape
How to map your landscape
Purpose of the session
![Page 5: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/5.jpg)
Basic principles
The media landscape
How to map your landscape
Purpose of the session
Case studies
![Page 6: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/6.jpg)
Basic principles
The media landscape
How to map your landscape
Purpose of the session
Case studies Linked social
![Page 7: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/7.jpg)
Creative commons credit: Bud Cattell http://www.flickr.com/photos/bud_caddell/3633168889/sizes/m/in/photostream/
Marketing mix 2011
![Page 8: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/8.jpg)
![Page 9: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/9.jpg)
Basic principles
![Page 10: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/10.jpg)
Basic principles
#1: Realise that the landscape has changed (and your skills
need to too.)
![Page 11: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/11.jpg)
Basic principles
#2: The channels of communication have changed.
![Page 12: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/12.jpg)
Basic principles
#3: Remember that social media is social.
![Page 13: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/13.jpg)
Basic principles
#4: Mainstream it.
![Page 14: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/14.jpg)
Basic principles
#5: The best social media tool is common sense.
![Page 15: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/15.jpg)
How to map your landscape
![Page 16: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/16.jpg)
The Walsall media landscape 2005
![Page 17: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/17.jpg)
The Walsall media landscape 2005
21 journalists or photographers
![Page 18: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/18.jpg)
The Walsall media landscape 2011
![Page 19: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/19.jpg)
The Walsall media landscape 2011
![Page 20: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/20.jpg)
The Walsall media landscape 2011
21 journalists or photographers9
![Page 21: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/21.jpg)
The Walsall media landscape 2011
23,000
![Page 22: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/22.jpg)
The Walsall media landscape 2011
23,000
20,000?
![Page 23: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/23.jpg)
The Walsall media landscape 2011
23,000
20,000?
7,000
![Page 24: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/24.jpg)
The Walsall media landscape 2011
23,000
20,000?
7,000
222,000
![Page 25: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/25.jpg)
How to map your landscape
•ABC stats•Google Alerts•Facebook•Mashable•Openly Local
![Page 26: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/26.jpg)
Case studies: Twitter
![Page 27: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/27.jpg)
![Page 28: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/28.jpg)
![Page 29: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/29.jpg)
![Page 30: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/30.jpg)
![Page 31: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/31.jpg)
![Page 32: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/32.jpg)
![Page 33: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/33.jpg)
![Page 34: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/34.jpg)
![Page 35: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/35.jpg)
![Page 36: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/36.jpg)
![Page 37: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/37.jpg)
![Page 38: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/38.jpg)
![Page 39: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/39.jpg)
![Page 40: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/40.jpg)
•Be social•It’s not just press releases
•Have many •Link
![Page 41: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/41.jpg)
Any questions on Twitter?
![Page 42: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/42.jpg)
Case studies: Flickr
![Page 43: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/43.jpg)
Don’t replicate...
![Page 44: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/44.jpg)
101 images and 1,000 views
Walsall Council House Flickr meet
![Page 45: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/45.jpg)
![Page 46: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/46.jpg)
379,000 views in 10 months
UK Home Office
![Page 47: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/47.jpg)
Winter photos in Dudley Flickr Group
169 members and 471 pictures
![Page 48: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/48.jpg)
Flickr
•Celebrate your area
•Work with residents
•Create an image library
![Page 49: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/49.jpg)
Flickr
Any questions on Flickr?
![Page 50: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/50.jpg)
![Page 51: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/51.jpg)
Case studies: Facebook
![Page 52: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/52.jpg)
#6: Link. Share. Retweet. Be web 2.0.
![Page 53: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/53.jpg)
#6: Link. Share. Retweet. Be web 2.0.
![Page 54: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/54.jpg)
![Page 55: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/55.jpg)
![Page 56: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/56.jpg)
•Be informal•Don’t over post•Moderate abuse, not criticism
![Page 57: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/57.jpg)
Any questions on Facebook?
![Page 58: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/58.jpg)
Case study: Foursquare
![Page 59: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/59.jpg)
![Page 60: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/60.jpg)
Create a venue...
![Page 61: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/61.jpg)
Leave tips...
![Page 62: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/62.jpg)
Leave tips...
![Page 63: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/63.jpg)
Case study: Linked social:Walsall 24
![Page 64: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/64.jpg)
Walsall 24
![Page 65: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/65.jpg)
Walsall 24 • 18 Twitter accounts (4 specially created)
![Page 66: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/66.jpg)
Walsall 24 • 18 Twitter accounts (4 specially created)
•22 People tweeting
![Page 67: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/67.jpg)
Walsall 24 • 18 Twitter accounts (4 specially created)
•22 People tweeting•23 Supplying data
![Page 68: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/68.jpg)
Walsall 24 • 18 Twitter accounts (4 specially created)
•22 People tweeting•23 Supplying data•For 24 hours
![Page 69: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/69.jpg)
Walsall 24
• 18 Twitter accounts (4 specially created)
• 22 People tweeting• 23 Supplying data• For 24 hours• Online and offline...
![Page 70: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/70.jpg)
Walsall 24
• 116,273 audience tweetreach.com
• 1,349 tweets• Mainstreamed social media • Linked an online and offline campaign
![Page 71: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/71.jpg)
![Page 72: The Place of Social Media in the Marketing Mix](https://reader034.fdocuments.net/reader034/viewer/2022051816/544178d7afaf9f56208b46dd/html5/thumbnails/72.jpg)
The media landscape
How to map your landscape
Basic principles
Quick recap:
Case studies Linked social