Social Media and the Marketing Mix

Click to edit Master title style

Social Media and the Marketing mix
Sponsored by
Radix Promotions and Marketing
and
Thomas Watson Consulting

TM

“Marke(ng
Solu(ons
Today
for
Tomorrow’s
Challenges”

Thursday, September 22, 11

Introduction

Who am I?
Tom Watson
Thomas Watson Consulting

Why do I think I know what I am
speaking about?


Marketing & Sales of the Past

Mass communication
Advertise, advertise, advertise
PR
Trade shows and events
Direct mail
etc.
Voice-to-voice or face-to-face contact
Telemarketing and telesales
Face-to-face presentations and sales


Things edit changed
Click tohave Master title style

Fact:
The digital media has
fundamentally changed the way
people find, discover, share, shop,
& connect.


Marketing and Sales Today
 Still valid:
 Mass communication
 Face-to-face and voice-to-voice
 Digital:
 1:1 - specific messages to targeted recipients:
personalized email, instant messaging, social sites
 1:few: Social sites
1:Many - Websites, online
stores, social sites


What is edit Master title
Click to “Social Media”?style

 “...the use of web-based and mobile
technologies to turn communication into an
interactive dialogue...”
 "...a group of Internet-based applications that
build on the ideological and technological
foundations of Web 2.0, and that allow the
creation and exchange of user-generated
content."
- Andreas Kaplan and Michael Haenlein


Why to edit Master title style
Click& How People Use It

Connect: communicate with friends,
relatives, colleagues, groups
Find: jobs, merchandise, answers,
reviews
Learn: opinions, news, how-to, game
tips
Share: opinions, pictures, video, how-to,
game tips, news, reviews


(A Few) edit Master title style
Click to Social media venues
 Networking sites
 Bookmark and sharing sites
 Blogsites
 Event sites
 Multimedia
 Gaming
 RSS Feed:
 Reviews
 Many more...


Why to edit Master title
Clickuse Social Media? style

“Audiences everywhere are tough. They don’t
have time to be bored or brow beaten by
orthodox, old fashioned advertising.

We need to stop interrupting what people are
interested in & be what people are
interested in.”

CRAIG DAVIS
CHIEF CREATIVE OFFICER, WORLDWIDE
J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)


Benefits of Social Media

Focus on individuals or groups
Dialog - not just one-way
Dramatic growth across all age groups
Free or cheap to use
Makes you more
accessible
MEASUREABLE


Always edit Master
Click to available title style

No longer limited to:
 Computer
 Wired internet connection
Fast wireless networks
Smart phones: rapidly expanding
Tablets: New market with explosive
growth


How to edit Master title style
ClickMany People Online?
 Fact: >75% of US households have internet
access at or get it elsewhere
150000
Total US Accesses
the
Households
Internet PLUS: 9 out
112500 from some Total
location usage at Broad-
of 10 (87%)
75000
home band online adults
No Internet
at home
use social
37500 media
Dial-up
Other
0

Source: U.S. Census Bureau, Current Population Survey, October 2009.


Usage trends
The things we used to do offline,
we now do online.

SOURCE:
PEW
RESEARCH
CENTER,
MAY
2010


Marketing Strategy
 It’s more important than ever
 Always start with your
situation & position in the
marketplace
 Objectives
 Business
 Marketing
 Sales


Audience

Determine who your audience is
Consider:
Why they would want
to buy your product or
service
What would you want
them to tell others
Where they obtain and
share their information


Steps

Create a “Brief” that outlines these
points
Determine how much you want to spend
List your chosen media and materials
Choose based on:
 Audience
 Effectiveness
 ROI: investment - costs


Social Media Options

Decide where your audience spends
their time
 Reading or writing blogs?
 Interacting with friends?
 Reading reviews?
 Watching video?


It’s About Interaction

You’re dealing more closely with people
than the mass marketing days
Building trust is essential
Listening is key to building trust
Timely response - that means minutes
or hours, not days
Make it easy for people to interact


Integration

 Remember: it’s all interconnected
 Sharing
 Following
 Emailing links and pages
 Now: QR codes for print to web


For Best Results
 Research: surveys - online ones are cheap -
http://www.zoomerang.com/
 Testing: A/B is widely available
 Consistent Message
 Consistent visual style
 Tracking & measuring: search, email
marketing and social sites provide
measurement tools
 Marketing automation tools take you further


Keep an Eye on your Mix

Watch your metrics on each medium
Which are getting the most action
Which are resulting on more sales
What alterations can you make to improve
each one: change content, change
placement, etc.
Conduct surveys and polls
Increase, decrease, drop & add
Experiment! Have some fun!


New to edit
ClickTrends Master title style
 Print-to-web connection: QR codes
 Share button usage is increasing dramatically,
and has a huge impact on traffic
 Internet users over
"... social sharing buttons can
the age of 55 are drive real social traffic that
driving the growth of will inevitably drive sales,
social networking brand awareness or affinity...
through the Mobile -Jim Yu, CEO of BrightEdge
Internet


Q&A

?


Thank You!!



Marketing For a Brave New World!
Sponsored by
Radix Promotions and Marketing

TM

“Marke(ng
Solu(ons
Today
for
Tomorrow’s
Challenges”


Social Media and the Marketing Mix

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