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Top 5 Social Marketing Challenges

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Mike Lewis
Mike Lewis

VP of Marketing Mike Lewis discusses 5 common social media challenges that businesses face: 1) inability to scale social media efforts, 2) lack of security and control over social media platforms, 3) lack of resources and buy-in for social media from companies, 4) ad-hoc and inconsistent social media reporting, and 5) lack of centralization of social media efforts across different business units. He argues that these challenges can be turned into opportunities with the right social media strategy.

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Can You Handle It? Top 5 Social Marketing Challenges Businesses Face Mike Lewis VP of Marketing & Sales Awareness, Inc. @bostonmike / @awarenessinc mike.lewis@awarenessnetworks.com Wednesday, June 15, 2011
Marketing Challenge • Communications Evolved • 5 Most Common Social Media Challenges facing Enterprises • Examples of Social Media Success Wednesday, June 15, 2011
A Little About Me • Boston native, New Dad, Entrepreneur and marketing guy • Ran marketing & sales at several start-ups and have used more than social media alone • Active blogger, tweeter, and social media enthusiast • VP of Marketing & Sales at Awareness Inc. Wednesday, June 15, 2011
!"#$%&'()(*+,+-.()(*.+&"/.()(.,-+-. The  Awareness  Social  Marke2ng  Hub  converts   social  interac2on  into  ac2onable  and   mone2zable  customer  rela2onships Wednesday, June 15, 2011
!"#$%&'()(*+,+-.()(*.+&"/.()(.,-+-. Media  &  Entertainment Retail/  E-­‐Commerce Other Adver&sing,  Marke&ng,  and   PR  Agencies Telecommunica&ons SoAware  &  Technology Educa&on  &  Non  Profit Hospitality  &  Leisure Financial  Services Wednesday, June 15, 2011
A personal story... Wednesday, June 15, 2011
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ooops... wrong day Wednesday, June 15, 2011
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The Next day... Wednesday, June 15, 2011
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How’d they know that? Wednesday, June 15, 2011
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It was this guy!!! Wednesday, June 15, 2011
My Experience = “Customer WOW Moment” Wednesday, June 15, 2011
What I thought... Wednesday, June 15, 2011
What I thought... Wednesday, June 15, 2011
What I thought... Wednesday, June 15, 2011
What I thought... Wednesday, June 15, 2011
What I thought... Wednesday, June 15, 2011
What I thought... Just spoke with mike. Wants to head home to see his son. Booked him on earlier flight. Wednesday, June 15, 2011
What I thought... Wednesday, June 15, 2011
What I thought... Wednesday, June 15, 2011
What I thought... Wednesday, June 15, 2011
What I thought... Wednesday, June 15, 2011
What I thought... Wednesday, June 15, 2011
What I thought... Wednesday, June 15, 2011
What I thought... Wednesday, June 15, 2011
What I thought... Wednesday, June 15, 2011
What actually happened... Wednesday, June 15, 2011
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Not as exciting, but a great story none the less Wednesday, June 15, 2011
So, what’s it all about? Wednesday, June 15, 2011
So, what’s it all about? Wednesday, June 15, 2011
So, what’s it all about? Wednesday, June 15, 2011
The way we communicate has evolved Wednesday, June 15, 2011
Social Media represents the largest shift in communications in human history Wednesday, June 15, 2011
Wednesday, June 15, 2011
Why are marketers soooo excited about Social Media? Wednesday, June 15, 2011
Let’s take a step back... Wednesday, June 15, 2011
How we have been trained to market? Wednesday, June 15, 2011
(1) Develop a campaign Wednesday, June 15, 2011
(1) Develop a campaign Wednesday, June 15, 2011
(2) Identify Sources Wednesday, June 15, 2011
(3) Develop Compelling Content & Offers Wednesday, June 15, 2011
(4) Broadcast Wednesday, June 15, 2011
(5) Wait... Wednesday, June 15, 2011
Social Media is new and unique for marketers Wednesday, June 15, 2011
For businesses, marketing through Social Media is about • Data that is driven by • Dialog and • Contextual Content within a • Community Wednesday, June 15, 2011
For Example, let’s say we are selling... Wednesday, June 15, 2011
Under the traditional model we would... • Broadcast messages through multiple channels • Collect Data and Demographically target • Open stores in areas of audience concentration • Drive people to online or offline purchases Wednesday, June 15, 2011
Through Social We Could: • Listen for individuals who show a likelihood of buying • Target: ➡ Hyper-target individuals with contextual offers and content ➡ Identify Contextual Influencers ➡ Market to a widget enthusiast group on Facebook ➡ Contextual groups (or create one) Wednesday, June 15, 2011
@bill Need new Through Social We Could: shoes for the office party. What to buy? • Listen for individuals who show a likelihood of buying month 2 in marathon training. Feeling better • Target: everyday ➡ Hyper-target individuals with contextual offers and content ➡ Identify Contextual Influencers HUGE ski trip with the guys next month! Can’t ➡ Market to a widget wait! enthusiast group on Facebook ➡ Contextual groups (or UGH! I hate back to create one) school shopping for the kids! Wednesday, June 15, 2011
@bill Need new Through Social We Could: shoes for the office party. What to buy? Need shoes? We have the largest • Listen for individuals who show a selection & 20% discount so you look great at the party http://bit.ly/45hdf likelihood of buying month 2 in marathon training. Feeling better • Target: everyday ➡ Hyper-target individuals with contextual offers and content ➡ Identify Contextual Influencers HUGE ski trip with the guys next month! Can’t ➡ Market to a widget wait! enthusiast group on Facebook ➡ Contextual groups (or UGH! I hate back to create one) school shopping for the kids! Wednesday, June 15, 2011
@bill Need new Through Social We Could: shoes for the office party. What to buy? Need shoes? We have the largest • Listen for individuals who show a selection & 20% discount so you look great at the party http://bit.ly/45hdf likelihood of buying month 2 in marathon training. Feeling better • Target: everyday ➡ Hyper-target individuals with Dude! If you need a new pair of kicks check these out contextual offers and content http://bit.ly/jhgk - We will power you on the big day! ➡ Identify Contextual Influencers HUGE ski trip with the guys next month! Can’t ➡ Market to a widget wait! enthusiast group on Facebook ➡ Contextual groups (or UGH! I hate back to create one) school shopping for the kids! Wednesday, June 15, 2011
@bill Need new Through Social We Could: shoes for the office party. What to buy? Need shoes? We have the largest • Listen for individuals who show a selection & 20% discount so you look great at the party http://bit.ly/45hdf likelihood of buying month 2 in marathon training. Feeling better • Target: everyday ➡ Hyper-target individuals with Dude! If you need a new pair of kicks check these out contextual offers and content http://bit.ly/jhgk - We will power you on the big day! ➡ Identify Contextual Influencers HUGE ski trip with the guys next month! Can’t ➡ Market to a widget wait! enthusiast group on Looking for new ski boots? 10% of for you today http:// Facebook bit.ly/jhgk ➡ Contextual groups (or UGH! I hate back to create one) school shopping for the kids! Wednesday, June 15, 2011
@bill Need new Through Social We Could: shoes for the office party. What to buy? Need shoes? We have the largest • Listen for individuals who show a selection & 20% discount so you look great at the party http://bit.ly/45hdf likelihood of buying month 2 in marathon training. Feeling better • Target: everyday ➡ Hyper-target individuals with Dude! If you need a new pair of kicks check these out contextual offers and content http://bit.ly/jhgk - We will power you on the big day! ➡ Identify Contextual Influencers HUGE ski trip with the guys next month! Can’t ➡ Market to a widget wait! enthusiast group on Looking for new ski boots? 10% of for you today http:// Facebook bit.ly/jhgk ➡ Contextual groups (or UGH! I hate back to create one) school shopping for the kids! We hate it too... shop online and avoid the hassle... free returns! http://bit.ly/jhgk Wednesday, June 15, 2011
Fundamental Difference in communication VS Wednesday, June 15, 2011
What’s at the core? Wednesday, June 15, 2011
Intelligence Wednesday, June 15, 2011
Wednesday, June 15, 2011
5 TOP Challenges • © 2009 Awareness CONFIDENTIAL Wednesday, June 15, 2011
#1 Inability to Scale Wednesday, June 15, 2011
Wednesday, June 15, 2011
4 channels 300K+ fans Wednesday, June 15, 2011
4 channels Active 300K+ fans groups Wednesday, June 15, 2011
4 channels Active 1 Channel 300K+ fans groups Wednesday, June 15, 2011
4 channels Active 1 Channel 3 Accts 300K+ fans groups Wednesday, June 15, 2011
4 channels Active 1 page 1 Channel 3 Accts 300K+ fans groups 15K fans Wednesday, June 15, 2011
4 channels 300K+ fans Active groups 1 Channel 3 Accts X1 page 15K fans Wednesday, June 15, 2011
#2 Security & Control Wednesday, June 15, 2011
Wednesday, June 15, 2011
Customer Service Wednesday, June 15, 2011
Marketing Customer Service Wednesday, June 15, 2011
Marketing Customer Service PR Wednesday, June 15, 2011
Marketing Customer Service PR Wednesday, June 15, 2011
Wednesday, June 15, 2011
Wednesday, June 15, 2011
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Wednesday, June 15, 2011
Wednesday, June 15, 2011
Marketing Customer Service PR Wednesday, June 15, 2011
Marketing Customer Service PR Wednesday, June 15, 2011
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#3 Lack of Resources & Buy-in Wednesday, June 15, 2011
Wednesday, June 15, 2011
#4 Reporting is Ad-Hoc Wednesday, June 15, 2011
#5 Centralization Wednesday, June 15, 2011
PR SERVICE SALES CRISIS RECRUIT PRODUCT Slide created by @equalman Wednesday, June 15, 2011
all challenges are opportunities in disguise Wednesday, June 15, 2011
Mike Lewis VP of Marketing & Sales Awareness Inc @bostonmike / @awarenessinc http://blog.socialepisodes.com mike.lewis@awarenessnetworks.com Wednesday, June 15, 2011

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Top 5 Social Marketing Challenges

  • 1. Can You Handle It? Top 5 Social Marketing Challenges Businesses Face Mike Lewis VP of Marketing & Sales Awareness, Inc. @bostonmike / @awarenessinc mike.lewis@awarenessnetworks.com Wednesday, June 15, 2011
  • 2. Marketing Challenge • Communications Evolved • 5 Most Common Social Media Challenges facing Enterprises • Examples of Social Media Success Wednesday, June 15, 2011
  • 3. A Little About Me • Boston native, New Dad, Entrepreneur and marketing guy • Ran marketing & sales at several start-ups and have used more than social media alone • Active blogger, tweeter, and social media enthusiast • VP of Marketing & Sales at Awareness Inc. Wednesday, June 15, 2011
  • 4. !"#$%&'()(*+,+-.()(*.+&"/.()(.,-+-. The  Awareness  Social  Marke2ng  Hub  converts   social  interac2on  into  ac2onable  and   mone2zable  customer  rela2onships Wednesday, June 15, 2011
  • 5. !"#$%&'()(*+,+-.()(*.+&"/.()(.,-+-. Media  &  Entertainment Retail/  E-­‐Commerce Other Adver&sing,  Marke&ng,  and   PR  Agencies Telecommunica&ons SoAware  &  Technology Educa&on  &  Non  Profit Hospitality  &  Leisure Financial  Services Wednesday, June 15, 2011
  • 16. ooops... wrong day Wednesday, June 15, 2011
  • 24. The Next day... Wednesday, June 15, 2011
  • 28. How’d they know that? Wednesday, June 15, 2011
  • 30. It was this guy!!! Wednesday, June 15, 2011
  • 31. My Experience = “Customer WOW Moment” Wednesday, June 15, 2011
  • 37. What I thought... Just spoke with mike. Wants to head home to see his son. Booked him on earlier flight. Wednesday, June 15, 2011
  • 46. What actually happened... Wednesday, June 15, 2011
  • 48. Not as exciting, but a great story none the less Wednesday, June 15, 2011
  • 49. So, what’s it all about? Wednesday, June 15, 2011
  • 50. So, what’s it all about? Wednesday, June 15, 2011
  • 51. So, what’s it all about? Wednesday, June 15, 2011
  • 52. The way we communicate has evolved Wednesday, June 15, 2011
  • 53. Social Media represents the largest shift in communications in human history Wednesday, June 15, 2011
  • 55. Why are marketers soooo excited about Social Media? Wednesday, June 15, 2011
  • 56. Let’s take a step back... Wednesday, June 15, 2011
  • 57. How we have been trained to market? Wednesday, June 15, 2011
  • 58. (1) Develop a campaign Wednesday, June 15, 2011
  • 59. (1) Develop a campaign Wednesday, June 15, 2011
  • 61. (3) Develop Compelling Content & Offers Wednesday, June 15, 2011
  • 64. Social Media is new and unique for marketers Wednesday, June 15, 2011
  • 65. For businesses, marketing through Social Media is about • Data that is driven by • Dialog and • Contextual Content within a • Community Wednesday, June 15, 2011
  • 66. For Example, let’s say we are selling... Wednesday, June 15, 2011
  • 67. Under the traditional model we would... • Broadcast messages through multiple channels • Collect Data and Demographically target • Open stores in areas of audience concentration • Drive people to online or offline purchases Wednesday, June 15, 2011
  • 68. Through Social We Could: • Listen for individuals who show a likelihood of buying • Target: ➡ Hyper-target individuals with contextual offers and content ➡ Identify Contextual Influencers ➡ Market to a widget enthusiast group on Facebook ➡ Contextual groups (or create one) Wednesday, June 15, 2011
  • 69. @bill Need new Through Social We Could: shoes for the office party. What to buy? • Listen for individuals who show a likelihood of buying month 2 in marathon training. Feeling better • Target: everyday ➡ Hyper-target individuals with contextual offers and content ➡ Identify Contextual Influencers HUGE ski trip with the guys next month! Can’t ➡ Market to a widget wait! enthusiast group on Facebook ➡ Contextual groups (or UGH! I hate back to create one) school shopping for the kids! Wednesday, June 15, 2011
  • 70. @bill Need new Through Social We Could: shoes for the office party. What to buy? Need shoes? We have the largest • Listen for individuals who show a selection & 20% discount so you look great at the party http://bit.ly/45hdf likelihood of buying month 2 in marathon training. Feeling better • Target: everyday ➡ Hyper-target individuals with contextual offers and content ➡ Identify Contextual Influencers HUGE ski trip with the guys next month! Can’t ➡ Market to a widget wait! enthusiast group on Facebook ➡ Contextual groups (or UGH! I hate back to create one) school shopping for the kids! Wednesday, June 15, 2011
  • 71. @bill Need new Through Social We Could: shoes for the office party. What to buy? Need shoes? We have the largest • Listen for individuals who show a selection & 20% discount so you look great at the party http://bit.ly/45hdf likelihood of buying month 2 in marathon training. Feeling better • Target: everyday ➡ Hyper-target individuals with Dude! If you need a new pair of kicks check these out contextual offers and content http://bit.ly/jhgk - We will power you on the big day! ➡ Identify Contextual Influencers HUGE ski trip with the guys next month! Can’t ➡ Market to a widget wait! enthusiast group on Facebook ➡ Contextual groups (or UGH! I hate back to create one) school shopping for the kids! Wednesday, June 15, 2011
  • 72. @bill Need new Through Social We Could: shoes for the office party. What to buy? Need shoes? We have the largest • Listen for individuals who show a selection & 20% discount so you look great at the party http://bit.ly/45hdf likelihood of buying month 2 in marathon training. Feeling better • Target: everyday ➡ Hyper-target individuals with Dude! If you need a new pair of kicks check these out contextual offers and content http://bit.ly/jhgk - We will power you on the big day! ➡ Identify Contextual Influencers HUGE ski trip with the guys next month! Can’t ➡ Market to a widget wait! enthusiast group on Looking for new ski boots? 10% of for you today http:// Facebook bit.ly/jhgk ➡ Contextual groups (or UGH! I hate back to create one) school shopping for the kids! Wednesday, June 15, 2011
  • 73. @bill Need new Through Social We Could: shoes for the office party. What to buy? Need shoes? We have the largest • Listen for individuals who show a selection & 20% discount so you look great at the party http://bit.ly/45hdf likelihood of buying month 2 in marathon training. Feeling better • Target: everyday ➡ Hyper-target individuals with Dude! If you need a new pair of kicks check these out contextual offers and content http://bit.ly/jhgk - We will power you on the big day! ➡ Identify Contextual Influencers HUGE ski trip with the guys next month! Can’t ➡ Market to a widget wait! enthusiast group on Looking for new ski boots? 10% of for you today http:// Facebook bit.ly/jhgk ➡ Contextual groups (or UGH! I hate back to create one) school shopping for the kids! We hate it too... shop online and avoid the hassle... free returns! http://bit.ly/jhgk Wednesday, June 15, 2011
  • 74. Fundamental Difference in communication VS Wednesday, June 15, 2011
  • 75. What’s at the core? Wednesday, June 15, 2011
  • 78. 5 TOP Challenges • © 2009 Awareness CONFIDENTIAL Wednesday, June 15, 2011
  • 79. #1 Inability to Scale Wednesday, June 15, 2011
  • 81. 4 channels 300K+ fans Wednesday, June 15, 2011
  • 82. 4 channels Active 300K+ fans groups Wednesday, June 15, 2011
  • 83. 4 channels Active 1 Channel 300K+ fans groups Wednesday, June 15, 2011
  • 84. 4 channels Active 1 Channel 3 Accts 300K+ fans groups Wednesday, June 15, 2011
  • 85. 4 channels Active 1 page 1 Channel 3 Accts 300K+ fans groups 15K fans Wednesday, June 15, 2011
  • 86. 4 channels 300K+ fans Active groups 1 Channel 3 Accts X1 page 15K fans Wednesday, June 15, 2011
  • 87. #2 Security & Control Wednesday, June 15, 2011
  • 90. Marketing Customer Service Wednesday, June 15, 2011
  • 91. Marketing Customer Service PR Wednesday, June 15, 2011
  • 92. Marketing Customer Service PR Wednesday, June 15, 2011
  • 98. Marketing Customer Service PR Wednesday, June 15, 2011
  • 99. Marketing Customer Service PR Wednesday, June 15, 2011
  • 101. #3 Lack of Resources & Buy-in Wednesday, June 15, 2011
  • 103. #4 Reporting is Ad-Hoc Wednesday, June 15, 2011
  • 104. #5 Centralization Wednesday, June 15, 2011
  • 105. PR SERVICE SALES CRISIS RECRUIT PRODUCT Slide created by @equalman Wednesday, June 15, 2011
  • 106. all challenges are opportunities in disguise Wednesday, June 15, 2011
  • 107. Mike Lewis VP of Marketing & Sales Awareness Inc @bostonmike / @awarenessinc http://blog.socialepisodes.com mike.lewis@awarenessnetworks.com Wednesday, June 15, 2011