Using Social Media in Your Marketing Plan

Is this just evolution or is it complete revolution?

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The average person is exposed to over 3000 advertising messages per day – how do they remember any?

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“To find something comparable, you have to go back 500 years to the printing press, the birth of mass media … Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control”

Rupert Murdoch, Wired July 2006.

The death of traditional marketing?

Newspaper advertising revenue plunged 27 per cent in the United States last year to its lowest level since 1986

TV networks have taken a 12% hit in advertising revenue compared to 2009.

Advertising revenue from direct mail is expected to plunge 39%

Australian commercial radio industry finished 2010 with annual growth in advertising revenue of 2.25%, first growth in several years

Decade Ago Now

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More importantly this is what the consumer NOW thinks . . .

Consumer recommendations are the most credible form ofadvertising among 78% of thestudy’s respondents.Source ACNielsen

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Check this out . . .

“Customers trust, rely and act on advice from people they know . . .

• 90% of people trust their spouse, • 82% their friends and • 69% their work colleagues but only…• 27% trust manufacturers/ retailers• 14% trust advertisers and • 8% trust celebrities”

(Henley Centre)

What’s Changed?ADecade Ago Now

The Web Information Gathering Relationship Building

The Tools 1.0 SearchBroadcast 2.0 Collaboration Dialogue

Openness Suspicion of Brands Openness to Brands

Scalability Limited by budget Viralness Limited by geography No borders Positioned products Mass

customisation

Key Measure Brand Awareness Brand Word of Mouth

Brand Satisfaction/Equity Brand Participation/Relevance

Which means . . .

Nike CEO Mark Parker explained the theme “The Consumer Decides”:

“The Consumer Decides is one of Nike's 11 maxims that really define who we are and how we compete as a company.

Today, consumers have never held as much power as they do today. They have more choices and more access to those choices. They connect and collaborate with each other over the world. … Clearly, the power has shifted to consumers.

The ability we have to connect with consumers is the single most important competitive advantage in business today.”

You need a social media strategy first, so:Step 1: ResearchStep 2: Listen – SocialMention.comStep 3: Determine where you will participateStep 4: Who do you want in your network?Step 5: What is your goal of participating?Step 6: Join the conversation by:

• Giving back• Encourage sharing• Leading• Listening to your customers

What does this mean?

Measuring Your AudienceStranger Doesn’t know your brand at all

Aware Knows of the brand, not a follower and not engaging

Passive Follower, does not engage

Active Follow, low-level engagement

Inquisitor Follower, high-level engagement, conversational

Evangelist Follower, high-level engagement, conversational, syndicator

“I’d rather have 100 engaged followers than 1,000 or 10,000 who ignore me.”

Aliza Sherman

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Building a social media network

doesn’t give you permission to . . .

So remember . . .

‘Social media is not a campaign. It is a commitment.

Jeffrey Hayzlett, Kodak

Not all bad news

In fact, many say . . .

Psychographic variables are any attributes relating to personality, values, attitudes, interests, or lifestyles. They are also called IAO variables (for Interests, Activities, and Opinions).

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What about your marketing plan?

16 Week Marketing Plan:• Weeks 1-6 – heavy external, traditional marketing• Week 4 – mini-close out• Week 6 – full close out• Weeks 4 to 12 – guerrilla marketing increase• Weeks 8 to 12 – exercise adherence program• Weeks 13 to 16 – referral campaign• Weeks 13 to 16 – re-activation campaign• Weeks 13 to 16 – dead fish campaign• Week 16 – open day for close out

How could your plan look?

16 Week Marketing Plan:• Weeks 1-6 – on-line marketing with Google and/or Facebook• Weeks 7 to 8 – on-line marketing of exercise adherence program• Weeks 8 to 12 – pictures of the program loaded onto Facebook• Weeks 13 to 16 – “Like” campaign on Facebook• Weeks 13 to 16 – re-activation campaign advertised on the Wall• Weeks 13 to 16 – dead fish campaign by email or text• Week 14 to16 – on-line marketing with Google and/or Facebook

Where could social media help?

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References• http://www.slideshare.net/wah17/social-media-35304• http://www.slideshare.net/djc1805/social-marketing-listening-and-engagement• http://s3.amazonaws.com/ppt-download/social-media-action-plan-bullseye-1219381191600331-9.pdf?Signature=EE03N8UeSiO%2BTH9eKuE8xlu4Zn8%3D&Expires=1294875254&AWSAccessKeyId=AKIAJLJT267DEGKZDHEQ&tag=jasonwiener-20•http://www.slideshare.net/wah17/social-media-35304

Justin TamsettB.Ed (Phys & Health Education)

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