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Social Media Marketing Mix

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Lindsey Fair, MBA
Lindsey Fair, MBA

The new social media marketing mix. A lecture for 3rd year college advertising students.

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Social Media Marketing MIX presented by Lindsey Fair
It used to be about sales..
Then it was about eyeballs..
Now it’s about the human touch .
NOW it’s about community .
 
simple answer.. those that don’t will get ditched
detailed answer.. it’s about where social media fits in
 
It’s intermixed .
The marketing funnel is dying .
Now everyone intersects with brands in many ways at many stages .
But how do we make this happen ?
sites that converse .
sites that edutain .
sites that tell a story .
sites for research .
sites for shopping .
sites for feedback .
sites for teaching .
and there’s some that you have your cake and eat it too !
But when do we use which one ?
Do you have a word-of-mouth problem?
Do you have a complexity problem?
Do you have a hide -and- seek problem?
[object Object],[object Object],[object Object],[object Object],[object Object],Once you know the problem , you can figure out what you need to do and how it fits in the mix.
All photos used in this presentation are licensed under Creative Commons, NonCommercial-ShareAlike 3.0 and sourced through Google Images and flickr ,[object Object],[object Object],[object Object],[object Object],[object Object]

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Social Media Marketing Mix

Hinweis der Redaktion

  1. Not just about sales
  2. Not just about eyeballs
  3. it’s about human touch – not literally
  4. It’s about building community, social capital
  5. Why should businesses care about building a social network / community?
  6. Simple answer is They’ll get ditched
  7. But more importantly it’s about where it fits in to the big picture and the traditional 5 p’s of marketing
  8. Is this where it fits in? I would argue yes. Then I would argue no.
  9. It’s intermixed throughout the 5p’s not just silo’ed off on it’s own. It’s about pricing, product, place and promotion and participation. A business can now use their communities to build a better product, which does come down to more sales. Just not short term.
  10. It’s not the traditional marketing funnel – lots of customers in, to get a few sales out as shown Figure 6.1 in Groundswell page 101. What does it say it is now?
  11. I’d said it’s a lot more like a bike spoke now, everyone intersect at different spots of the brand
  12. How do we do this?
  13. Variety of types of sns – profile based = connecting
  14. Image sharing sites = edutainment
  15. Microblogging sites = telling a story
  16. Social bookmarking like digg, delicious and stumbleupon = researching
  17. Social shopping = well, for shopping
  18. Social reviews like yelp = for feedback Click link for more comprehensive list of them all
  19. Social learning like slideshare, tedtalks
  20. And there’s some that do it all like having your cake and eating it too!
  21. How do you know when to which ones? Page 124 in your text gives some ideas – basically you need to determine what type of a problem you have
  22. Word-of-mouth problem = need people to talk to each other
  23. Complexity problem = difficult things to communicate
  24. Accessibility problem = so entrenched in funnel can’t find them
  25. Page 68-69 Groundswell - listening, talking, energizing, supporting, embracing -- worksheet to fill out as you see the channel presentations and try and fit them into which ones are good for which phase and ideas how
  26. Discussion – is it becoming less social? More about sales? Making us unable to have conversations in person? Is it different than book nerds? Does it matter? Instead of social should it be called peer-to-peer?