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