The End of Marketing and PR as Usual
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Slides from our presentation at the Chartered Institute of Public Relations (Scotland) Conference, 30th January 2013.
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The End of Marketing and PR as Usual
- 1. ENERGISE2-0.COM The End of Marketing and PR as Usual ‘Be Social’ Dr. Jim Hamill and Alan Stevenson jim.hamill@energise2-0.com alan.stevenson@energise2-0.com @drjimhamill @ast3v3nson
- 2. Bob Dylan (Mashed Up ) Come gather 'round people Wherever you roam And don’t criticise What you can't understand Your sons and your daughters Are beyond your command Your old road is Rapidly agin‘ Then you better start swimmin’ Or you'll sink like a stone For the times they are a-changin’ ENERGISE2-0.COM
- 3. A conversation not a broadcast presentation ENERGISE2-0.COM
- 4. Agenda • The 5 key things to remember about Social Media • Implications for the Marketing/PR Profession(s) – the need for radical change? – unlearn what we know? • Practical Next Steps and Some Useful Tools ENERGISE2-0.COM
- 5. Let’s start with a few questions? ENERGISE2-0.COM
- 6. So we are using Social Media but do we recognise the behavioural changes taking place? Are we ‘Being Social’ or just ‘Doing Social? Is there something fundamentally wrong with our approach to Social Media? ENERGISE2-0.COM
- 7. What road are we on? ENERGISE2-0.COM
- 8. Something Wrong….. Are we using social media as just another PR/marketing channel for broadcasting messages AT customers telling them how good we are? Is anyone listening anymore? Have the rules of business changed? ENERGISE2-0.COM
- 9. The Connected Customer ENERGISE2-0.COM
- 10. Be Social ENERGISE2-0.COM
- 11. The Key Message ENERGISE2-0.COM
- 12. Recent Blog Posts ENERGISE2-0.COM
- 13. Be ‘Customer Led’ Talking WITH rather than AT your customers is the core foundation of a successful social media strategy The basis of a good conversation is to listen first ENERGISE2-0.COM
- 14. The rules of the game have changed The 5 key things to remember about Social Media ENERGISE2-0.COM
- 15. 1. It’s a Revolution A fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet Content generated by the network for the network We are no longer passive consumers of content/brand messages ENERGISE2-0.COM
- 16. 2. It’s Social A conversation not a broadcast platform Conversations are taking place relevant to your brand – are you listening? ENERGISE2-0.COM
- 17. Social Media Listening ENERGISE2-0.COM
- 18. 3. Power Shift Social media empowers customers, empowers the network We no longer control the brand The brand becomes the customer experience of the brand – experiences that are widely shared online ENERGISE2-0.COM
- 19. ENERGISE2-0.COM
- 20. 4. Declining Effectiveness Declining effectiveness of traditional approaches to sales and marketing Does anyone listen any more? We are no longer passive sheep waiting to be ‘driven’ to your web site If you treat us like sheep, we will tell you to ‘flock off’. ENERGISE2-0.COM
- 21. Do You Listen? Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare ( www.slideshare.com) ENERGISE2-0.COM
- 22. Do You Listen? ENERGISE2-0.COM
- 23. 5. The End of Business as Usual ENERGISE2-0.COM
- 24. The End of Business as Usual ‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships ENERGISE2-0.COM
- 25. New Performance Measures • Business success depends on the quality of your customer base; the strength of the relationship you have with quality customers; and your ability to leverage that relationship • In a social media era, business success depends on the – Quality of your network – Relationship strength – Ability to leverage The 6Is Approach ENERGISE2-0.COM
- 26. Performance Measurement Involvement – network/community numbers/quality, time spent, frequency, geography Interaction – actions they take – read, post, comment, reviews, recommendations Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking Insight – customer insight Impact – business impact Social Media Monitoring Tools –Audit, Assess, Impact ENERGISE2-0.COM
- 27. The ‘6Is’ Approach ENERGISE2-0.COM
- 28. Implications for the Marketing and PR Profession(s) ENERGISE2-0.COM
- 29. Some Questions • Do we need to unlearn marketing and PR? • Are new ‘mindsets’ required? • Do we need to shift from Outbound to Inbound Marketing and PR? • Is Content King (after the customer of course)? • Is strategy important? • What tools are available to help us? ENERGISE2-0.COM
- 30. Lets Discuss ENERGISE2-0.COM
- 31. Rethinking Marketing & PR ENERGISE2-0.COM
- 32. Rethinking Marketing & PR • Unlearn marketing • New ‘mindset’ required • Stop telling people how good we are. Prove it. • A shift from Outbound Marketing to Inbound/Content Based Marketing ENERGISE2-0.COM
- 33. Inbound v. Outbound ENERGISE2-0.COM
- 34. Old Marketing (Outbound) • Propaganda marketing – this is how great our product/service is, now buy it • Interruption marketing – direct mail, advertising • One way shouting AT customers • Short term sales/campaign driven • Channels – Print Ads: TV/Radio Ads; Cold Calling; eMail Blasts; Online Advertising; Web Sites that talk AT you ENERGISE2-0.COM
- 35. Reality Check Customers are no longer passive sheep ENERGISE2-0.COM
- 36. Inbound/Content Marketing • Content is King! – But content is only ‘great’ if it adds value to the customer so…. • Customer is King! Adopt a customer led approach • Produce great content that is ‘Customer Led’; Authentic; Compelling; Entertaining; Surprising; Valuable; Interesting • Establish your company as a ‘thought leader’ – a ‘trusted resource’ • Produce great content and your customer will come to you. Produce really great content and they will share it • Key channels are …………….. ENERGISE2-0.COM
- 37. Inbound/Content Marketing ENERGISE2-0.COM
- 38. Inbound/Content Marketing • Overall objective is to ignite or elevate your business through great content • Sell without selling • Build a quality online network – a quality customer base through high value content and engagement • Great content drives conversation. Conversation drives engagement. Engagement drives sales • Great, customer led content is a Competitive Advantage ENERGISE2-0.COM
- 39. The Elevation Principle Great Content + Other People – Marketing Messages = Growth ENERGISE2-0.COM
- 40. Great Content Ignites Your Business ENERGISE2-0.COM
- 41. What is Great Content? ENERGISE2-0.COM
- 42. Great Content ENERGISE2-0.COM
- 43. Create Music Not Noise ENERGISE2-0.COM
- 44. The Power of Words ENERGISE2-0.COM
- 45. The Importance of Key Influencers ENERGISE2-0.COM
- 46. Social Media Planning Pays ENERGISE2-0.COM
- 47. Content Planning Pays • What are your Content Marketing goals? • Who is your audience? Who are you? • What type of content do you need to produce? • When and how are you going to produce it? • Where and how frequently will it be published? • How will you measure performance and impact? ENERGISE2-0.COM
- 48. Implementation Plan ENERGISE2-0.COM
- 49. Your Social Media Strategy and Action Plan ENERGISE2-0.COM
- 50. Simplified Balanced Scorecard • Will ensure that the social media actions and initiatives you take are fully aligned with and supportive of your overall business goals and objectives; that KPIs are agreed for monitoring and evaluating social media performance, business impact and ROI; and all key success factors are considered, especially the organization, people and resource aspects critical to successful strategy implementation • A Scorecard approach can also be very useful for internal and external communications – a simple framework to present social media goals, objectives, key actions and initiatives to colleagues, partners and other stakeholders ENERGISE2-0.COM
- 51. Social Media Balanced Scorecard • Not ‘paralysis by analysis’. By providing an agreed framework to follow, the Balanced Scorecard considerably speeds up strategy development and implementation • The steps involved can be captured in a Social Media Strategy Map • Five key questions to address…… ENERGISE2-0.COM
- 52. Social Media Balanced Scorecard • What is the overall social media vision for your organisation? • What are the key objectives and targets to be achieved? • Who are your customers? • What are the key actions and initiatives you need to take? • Organisation, Resource and People Issues ENERGISE2-0.COM
- 53. Social Media Balanced Scorecard ENERGISE2-0.COM
- 54. Some Useful Tools ENERGISE2-0.COM
- 55. That We Use ENERGISE2-0.COM
- 56. From Social Media to Social Business ENERGISE2-0.COM
- 57. 2013: The Year of Social Business? ENERGISE2-0.COM
- 58. Thank You Questions www.energise2-0.com ENERGISE2-0.COM
- 59. www.masteringsocialbusiness.com ENERGISE2-0.COM