Social Marketing
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A presentation for the University of Leeds Business school on the importance of social marketing - and how to think about it!
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Social Marketing
- 1. social marketing mick yates www.leader-values.com visiting professor, University of Leeds 1
- 2. big data 2
- 3. 5 exabytes 4
- 5. $1.7 trillion 2015 6
- 6. $670 billion 2015 7
- 7. customer owns the data dunnhumby 7
- 8. social networks 8
- 9. 9
- 10. social media has overtaken porn as the #1 web activity 10
- 11. 2011 82% of internet users 11
- 12. to make the world open ... 12 14
- 13. 13 15
- 14. 14 16
- 15. 15 17
- 16. 16 18
- 17. 17 19
- 18. 18 20
- 19. social media 19
- 20. dream systems media blog 22
- 21. engagement David Armano - flickr 21
- 22. mashable 22
- 23. cuts ad spend by 7% invests more in social media Facebook - 37 million fans
- 24. 24
- 25. loyalty 25
- 26. the best way to grow ... • acquire new customers • broad reach marketing • average customers benchmarks • retailers drive store traffic • measure on profit targets NO! 26
- 27. 27
- 28. 1 committed = 12+ uncommitted dunnhumby 28
- 29. the loyalty ladder dunnhumby 29
- 30. dunnhumby 30
- 31. • is a busy young lady • looks after her health and loves fresh produce • drives to the supermarket on a Saturday morning • has a cat • doesn’t pay attention to the price of products • does look out for promotions dunnhumby 31
- 32. dunnhumby 32
- 33. dunnhumby 33
- 34. market “push” 34
- 35. if you like this ... 35
- 36. if you need a lunchbox ... 36
- 37. 37 47 if you need a coffee ...
- 38. if you want a deal ... 38
- 39. if you need a date ... 39
- 40. you “pull” you access what you like you decide your pathway you ignore you balance 40
- 41. 41
- 42. how do you search? beyond digital 42
- 43. channels influencing you? beyond digital 43
- 44. what do your friends like? 44
- 45. what do friends suggest? 45
- 46. social advocacy 46
- 47. communications loichay.tumblr.com 47
- 48. brian solis 48 49
- 49. communications experian 49
- 50. 50
- 51. customer = marketing boss buzz agent 51
- 52. advocacy into customers ... advocacy score best customers AGE BUYING demographic & PATTERNS shopper HOBBIES psychographic GENDER behaviour DNA SEGMENTATION LOCATION buzz agent 52
- 53. social cycle 53
- 54. social cycle 1. experiences 2. platforms 3. advocates 54
- 55. © mick yates 2012 page 55
- 56. © mick yates 2012 page 56
- 57. 57
- 58. social cycle 1. experiences 2. platforms 3. advocates 58
- 59. 59
- 60. social cycle 1. experiences 2. platforms 3. advocates 60
- 61. 61
- 62. influence 2.0 1% CREATORS 9% EDITORS 90% AUDIENCE Jakob Nielsen, Participation Inequality: Encouraging More Users to Participate 62
- 63. curation 63
- 64. credibility 64
- 65. build advocacy 1. generate status 2. offer incredible value 3. make it scarce 4. provide exclusivity 65
- 66. impact Brand X BzzCampaign Period Brand X Then we look at the online volume, sentiment, and share of voice buzzagent 66
- 67. social marketing mick yates www.leader-values.com visiting professor, University of Leeds 67