Social Media & Your Marketing Plan

Date: November 2010

Date: November 2010

What happened to TOP OF THE POPS!

• Established “brand.”• Regular timeslot.• Route to market for “musicians”.• “Sit back” technology.• Passive mode.• Unable to change quick enough.• Cant respond to customer needs.

Top of the Pops – delivery channel

• Route to market.• Customisable.• “lean forward” technology.• Interaction.• Calls to action.• Convenience.• Community.• Choice.

Todays delivery channel

0

5

10

15

20

25

30

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Bro

adba

nd p

enet

ratio

n (m

)

0

5

10

15

20

Onl

ine

Spen

ding

(£bn

)

Total Broadband (m) Online Spending (£bn)

Companies that don’t understand digital

communities will die….

Source:the economist

Your customers have changed

Source:the economist

70

50

30

20

10

45-66

Baby Boomers’46-’66

66-45

Baby Boomers’46-’65

45-33

Gen X’66-’76

33-16

Gen Y’77-’94

15-0

Gen Z’95-’2012

Age in 2010

Natives

Immigrants

Digital Natives

– Hyper connected.– Instant access.– Digital technology at core.– Multi tasking information junkies.

– Do you recognise anyone?

Digital Immigrants

– Avoiders– Reluctant adopters.– Eager adopters.

– Do you recognise anyone?

27% of the UK workforce was born after 1980

Source:the economist

Social is relationship marketing

And relationships need to be worked at..…

People are not demographics anymore

To connect to them, you need to understand them and social is

relationship building

Everyone has a circle of trust

People whose opinion they listen to and respect…

Trust?

Consumers are not listening anymore…..

Interruptive marketing has seen its day…

The rise of the “prosumer”

A shift in culture, communication and values

And companies are becoming transparent

Conversations will happen without you initiating them

Best to be part of these conversations.

Digital Experience

There are over 500 million facebook users worldwide.

If Facebook was a country it would have the 3rd largest population in the world.

Your Online Value Proposition• Tempt customers by offering channel choice and

something they cant get elsewhere.• Use the 6 C’s to define your OVP

– Content– Customization– Community– Convenience– Choice– Cost reduction

• Facebook– Brand/customer engagement /prosumer.

• Twitter– Communications/customer service/offers.

• Linkedin– Networking/ WOM/ referrals

• Blogging– Content/customer engagement/seo

• Youtube– Viral/media rich content/ seo

So What Works?

Meet Hollie

• she has generated £1m of sales, improved customer satisfaction levels and decreased recruitment costs through Twitter.

Meet Archie

• he is generating sales, increasing traffic, increasing time spent on the site, getting new product ideas through Facebook.

Meet Archie

• he is generating sales, increasing traffic, increasing time spent on the site, getting new product ideas through Facebook.

Meet Peter

• he is generating building referrals, increasing SEO, developing networks and winning business through Linkedin.

Planning Social - Resources

• Time

• Manpower

• Budget

• Objectives

Use the 5 S’s

• Sell– Grow Sales

• Serve– Add Value

• Save– Saving Costs

• Speak– Closer to Customers

• Sizzle– Extend the Brand Online

Using EARS

• EARS framework for developing the forward plan.– Engage

• Listen, speak, learn, trust.

– Audit• Benchmark, trends, audience.

– Resources• Tools, skills, platforms, content, time, budget, manpower.

– Score• Traffic, sales, enquiries, brand awareness, satisfaction,

referrals.

Customer Centric Design

• Your website should be providing customer service.

• 90% service ;• Help them buy something they need.• Help them find information.• Help them save money and time.• Help them talk to the organisation.• Help them enjoy a positive experience!!

• Take your customers on a journey.

OVP

The next 10 Years

• Mashups

• Widgets

• Augmented reality

• Intelligent personal agents.

• The semantic web

• The rise in virtual environments

What We Do

• Internet Asset Management

– companies buy random digital services that create silos of activity which are not joined up.

– companies have lots of digital suppliers, high costs and low ROI.

– We are a strategic partner who will work with you to work out what solutions, people & skills needed.

– We provide social, seo and digital marketing planning and training.

•Increasing revenue

timerevenue

•Reducing costs

time

costs

•John Chacksfield • john@sharpmonkeys.co.uk• www.twitter.com/sharpmonkeys• skype – john.chacks• phone - 07962188183

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