![Page 1: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/1.jpg)
Social Media
![Page 2: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/2.jpg)
The idea of integrating social media into a marketing and communication mix is alien thought for many.
![Page 3: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/3.jpg)
Can make you feel ......
![Page 4: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/4.jpg)
like a fish....
![Page 5: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/5.jpg)
out of water?
![Page 6: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/6.jpg)
Help!
![Page 7: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/7.jpg)
INTEGRATING SOCIAL MEDIA INTO YOUR MARKETING AND COMMUNICATIONS OR WHAT THE HELL DO I DO NOW?
@gavinmoffat / puruma / unleashing / potential /
![Page 8: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/8.jpg)
You’re a believer
You’re here – you must care
Don’t be a believer because you have to
You’re here because ...
![Page 9: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/9.jpg)
Social media is a
tool
Allows for conversatio
ns
Fundamentally changed the
way that customers want to engage with
brands
It seems self evident that...
![Page 10: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/10.jpg)
Is social media for
every business?
Do you know if it is
a game changer in your world?
Use it or lose the
customer
and....
![Page 11: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/11.jpg)
Do you really know your customer?
Do you have any brand challenges?
What does your brand promise?
Tough questions
![Page 12: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/12.jpg)
Is there a disconnect between promise and delivery?
Disconnect in brand promise vs. delivery = social media nightmare
Tough questions
![Page 13: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/13.jpg)
Before starting the 10 step program
Know your customer
Have a viable, measurable and implementable business strategy
Understand your market conditions
![Page 14: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/14.jpg)
Before starting the 10 step program
Want to hear from your customer
Good and Bad
Understood that comparison is OK. It makes things better
![Page 15: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/15.jpg)
puruma 10 step program - in 11, easy to remember steps
![Page 16: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/16.jpg)
Space and place
Listen
Strategise
Measure
TacticsContent
Resource
Action
Participate
Simple
Evaluate
![Page 17: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/17.jpg)
Research
Know thy space and
place
Perspective helps
Step 1
Evaluate
![Page 18: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/18.jpg)
Use traditional tools like a clipping
service
Listen before
you speak
Add new ones like ORM tools
Step 2
Analyse the results
Find the
gaps
![Page 19: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/19.jpg)
How does online
dovetail with
offline?
Strategise
Same goal different
measurable
Step 3
![Page 20: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/20.jpg)
What does success
look like?
Measurement
What am I measuring
?
Step 4
How will I measure? Test
![Page 21: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/21.jpg)
Plan it
Tactics
Timeline it
Step 5
Pick the platforms
![Page 22: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/22.jpg)
King
Content
Quality
Step 6
Relevant
Of Value
Timeous
![Page 23: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/23.jpg)
Delegate
Resource right
Outsource to get it done
Step 7
Get a communit
y manager
Usage and
policy guide
![Page 24: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/24.jpg)
Just
Take action
It
Step 8
Do
![Page 25: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/25.jpg)
Get involved
Participate
Talk to customers
Step 9
Hear them and
respond
![Page 26: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/26.jpg)
Don’t be clever
Keep it simple
Start and learn on the job
Step 10
Long haul
![Page 27: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/27.jpg)
Measure
Evaluate
Review
Step 11
Revise
![Page 28: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/28.jpg)
Space and place
Listen
Strategise
Measure
TacticsContent
Resource
Action
Participate
Simple
Evaluate
![Page 29: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/29.jpg)
Those platforms again please....
![Page 30: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/30.jpg)
Those platforms again please
![Page 31: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/31.jpg)
If you are lucky....... your customers will say this
![Page 32: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/32.jpg)
![Page 33: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/33.jpg)
Or this.....
![Page 34: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/34.jpg)
![Page 35: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/35.jpg)
And finally......
![Page 36: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/36.jpg)
$#@*
![Page 38: Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c8269a4a7959fe6d8b4619/html5/thumbnails/38.jpg)