5 Reasons Why You Are Getting Social Media Wrong!

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    17-Oct-2014

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A comprehensive guide to the top 5 mistakes that marketers make when using social media.

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<p>Social Marketing</p> <p>Social Media Marketing5 Reasons Why you and everyone else is getting it wrong!Yes that means YOU!!!</p> <p>What is this abouthttp://wwwflickr.com/photos/eleaf/2536358399/sizes/l/</p> <p>2 It is quite simple really</p> <p> the web allows consumers to lie</p> <p>to each other</p> <p>to themselves</p> <p>but most importantly</p> <p> It is quite simple really</p> <p> the web allows consumers to lie</p> <p>to each other</p> <p>to themselves</p> <p>but most importantly</p> <p> It is quite simple really</p> <p> the web allows consumers to lie</p> <p>to each other</p> <p>to themselves</p> <p>but most importantly</p> <p>lie to you and Your business!</p> <p>What do I carehttp://www.flickr.com/photos/eleaf/2536358399/sizes/l/</p> <p>7Well you might not.</p> <p>Well you might not. But you should.</p> <p>At the very least you have a marketing budget</p> <p>Possibly a whole team or department</p> <p>Probably ;-)This presentation will help you work smarterandmore profitably</p> <p>OK</p> <p>A bit of backgroundbefore we begin</p> <p>OK</p> <p>A bit of backgroundbefore we begin</p> <p>I know presentations should avoid long text butthis will be quick. I promise.</p> <p>People use consumer activity to create a lifestyle that reflects their personality and identity*</p> <p>*Warren Susman</p> <p>People use consumer activity to create a lifestyle that reflects their personality and identity</p> <p>Simply put, consuming is a form of socialisation</p> <p>The consumer uses purchases to fulfil </p> <p> aspirations or display STATUS </p> <p>This is known as conspicuous consumption</p> <p>The consumer uses purchases to fulfil </p> <p> aspirations or display STATUS </p> <p>This is known as conspicuous consumption</p> <p> into two groupsNow here is the rub</p> <p>A Social Scientist dividedsocietyHis name was Zygmunt Bauma</p> <p>and</p> <p>they were called the Repressed and the Seduced</p> <p> SEDUCED</p> <p>These individuals are members of societywho have the money to consume effectively. SEDUCED</p> <p>These individuals are members of societywho have the money to consume effectively.They can buy your stuff!!</p> <p>But more importantly, other people can see that they can buy your stuff and so they are accepted in society as valuable. </p> <p>They are consumers.</p> <p>Examples?</p> <p>Lawyer | Doctor | Personal Trainer | Soldier | Dentist | Plumber | Bricklayer | Executive | Programmer | Developer | Director </p> <p>Someone who has your PRODUCT or SERVICE REPRESSED</p> <p>These individuals are members of society who are excluded from consumer society. </p> <p>Usually due to lack of moneybut not always. REPRESSED</p> <p>These individuals are members of society who are excluded from consumer society. </p> <p>Usually due to lack of moneybut not always.They cannot buy your stuff!!</p> <p>Most importantly, other people can see that they cannot buy your stuff and so they are marginalised in society. </p> <p>They are not valued consumers and will probably face social exclusion.</p> <p>Examples?</p> <p>/Single Parents/Unsuccessful/Unemployed/Migrants/Disabled/Elderly/Young</p> <p>/Monks?</p> <p>In summary</p> <p>Someone without your product or service</p> <p>But the world wide web and social networking allows people to circumvent these traditional ideas.</p> <p> And ruin your carefully planned marketing strategy!RichConsumerPoor</p> <p>Howhttp://www.flickr.com/photos/eleaf/2536358399/sizes/l/</p> <p>32</p> <p>Things are bought to make a positive impressionand demonstrate newly acquired wealth and rising statusto visibly display status.</p> <p>The Theory of the Leisure Class Thorstein Veblen, 1899</p> <p>Steven saysI can virtually display my allegiance to a product or service without actually having to purchase it.</p> <p>In consumer society people are preoccupied, not with class, but with personal taste and individuality.</p> <p>This entire idea can be encapsulated with what I refer to as the Customer SumIntent to purchaseXCapability to purchase</p> <p>= Purchasing PowerIntent: the planning and desire to perform an act.Capability: the power or ability to execute a course of action</p> <p>But without having to buy anything!This new role means we are all continually performing, broadcasting and acting out our consumer identities.</p> <p>What does this mean for mehttp://www.flickr.com/photos/eleaf/2536358399/sizes/l/</p> <p>39A marketing budget wasted on targeting customers who have neither the intention nor the means of purchasing your products</p> <p>Social Networks provide an unlimited platform for a consumer to display their Intent to Purchase.</p> <p>Without ever having the capability.</p> <p>So what do Ineed to dohttp://www.flickr.com/photos/eleaf/2536358399/sizes/l/</p> <p>42The challenge facing marketers in the 21st Century is fivefold</p> <p>Luckily, I have some solutions </p> <p>Step 1: Identify Social ProfileThe social triumvirate can be defined as</p> <p>IDENTITYLIFESTYLECONSUMPTIONLifestyle + Consumption = IdentityExample: Facebook / Adobe/Lifestyle As a keen photographer I have liked a multitude of pages on Facebook related to print media and design</p> <p>Example: Facebook / Adobe/Lifestyle As a keen photographer I have liked a multitude of pages on Facebook related to print media and design</p> <p>/Consumption However, the system had incorrectly identified me as a market recipient for advertisements for adobe products despite liking completely open source alternatives. </p> <p>Example: Facebook / AdobeMy social profile had not been understood and as such the marketing strategy was inefficient and not appealing to my IdentityChallenge 2: Validate Social ProfileThe future marketer must develop a process to test the validity of a consumers social profile.</p> <p>Does the consumer have the intent? Does the consumer have the capability?Will they have the capability in the future?</p> <p>How does your company identify the difference between what we consume publicly (virtually) and what we consume privately (physically)How accurate is the consumers virtual image of what they consume?</p> <p>Does the customer like things ironically?</p> <p>Can this be harnessed as per the Old Spice effect?How accurate is the consumers virtual image of what they consume?</p> <p>How does your company identify the difference between what we consume publicly (virtually) and what we consume privately (physically)Do I like Heinz Baked Beans but actually buy supermarket own brand?Bottom Line:</p> <p>Can that unemployed single mother really afford the Louis Vuitton luggage she has become a fan of?</p> <p>Is repeated marketing of an unattainable product going to force her to seek counterfeit goods?Example: Christian Louboutin/Lifestyle Many of the Facebook fans aspire to own these shoes purely based on media hype generated by female centric television. </p> <p>It would be interesting to seeHow much of the Twitter trafficis merely wishing to own apair. </p> <p>Example: Christian Louboutin/Consumption Unfortunately, the reality is that the majority of those that ally themselves with the CL label will never have the capability to purchase a pair despite having the intent.</p> <p>Example: Christian Louboutin/Identity Any attempt at brand identification is therefore inefficient as supply is created fora social group which can only virtually demand.</p> <p>The marketing department must validate those consumers that have the purchasing power and focus intently on them. This is valuation.</p> <p>Challenge 3: Value ConsumersThe evolution of marketing is to make the consumer feel, not like a valued customer, but as a valued member of society for consuming</p> <p>Challenge 3: Value ConsumersThe evolution of marketing is to make the consumer feel, not like a valued customer, but as a valued member of society for consuming</p> <p>Steven FeeneyMarch 2011</p> <p>Example: National TrustIs your business promoting value?It builds Loyalty.</p> <p>Example: National TrustTargeted advertisements that encourage users to purchase a National Trust membership to protect the forests of the United Kingdom.</p> <p>Make the consumer feel valued for purchasing the National Trust magazine. Not just by the Trust by also by society. </p> <p>I contribute to something.</p> <p>Challenge 4: Develop LoyaltyChallenge 4: Develop LoyaltyIf you successfully divide human beings into groups and ask them to </p> <p>make a choice </p> <p>you gain brand loyalty for freeWhy?Challenge 4: Develop LoyaltyBecause they will naturally become defensive about what they perceive to be a life choice rather than a consumer choice.</p> <p>Marketers should exploit this online by forcing combative consumer choices onto social platforms where appropriate</p> <p>Challenge 4: Develop LoyaltyBecause they will naturally become defensive about what they perceive to be a life choice rather than a consumer choice.</p> <p>Marketers should exploit this online by forcing combative consumer choices onto social platforms where appropriate</p> <p>The Marmite Effect</p> <p>You Love it or Hate it</p> <p>Challenge 5: Track ChangesDoes your marketing process correctly identify when a consumer moves from the repressed category into the seduced?Challenge 5: Track ChangesOr vice versaDoes your marketing process correctly identify when a consumer moves from the repressed category into the seduced?Challenge 5: Track ChangesChallenge 5: Track ChangesCan your product or service actually facilitate a move between social groups?</p> <p>How?</p> <p>Challenge 5: Track ChangesLets take a hypothetical example.</p> <p>Fictional Suits are a medium sized business with several high street stores.</p> <p>social groups?</p> <p>Challenge 5: Track ChangesThey typically cater to the middle class (seduced) but is there an opportunity to market to a new demographic the repressed?between social groups?</p> <p>What if they took a different approach?Challenge 5: Track ChangesInstead of promoting social exclusion they used inclusion as a marketing tool Challenge 5: Track ChangesAdapt the marketing strategy to incorporate the repressed by showing them Fictional Suits might help them achieve that job they want by dressing smartlyChallenge 5: Track Changes</p> <p>Offer special discounts hand in hand with local job centres that unemployed individuals can purchase suits for 30% of the retail if the job centre are willing to foot another 30%... Challenge 5: Track Changes</p> <p>In this way the Marketing Department at Fictional Suits is breaking down the barriers between seduced and repressed and helping to bring about social mobility.</p> <p>Challenge 5: Track Changes</p> <p>More importantly they gain Brand Loyalty for life!</p> <p>Summaryhttp://wwwflickr.com/photos/eleaf/2536358399/sizes/l/</p> <p>80Consumer society exists on different levelsRepressed and SeducedIn the past customers affiliated with a brand through purchasingToday a consumer can benefit from brand association without purchasingTo social market effectively</p> <p>SummaryDefine the customer Social ProfileValidate that Social ProfileValue the customer in original waysBuild Brand LoyaltyTrack and inspire social changes</p> <p>Summary</p> <p>Who am Ihttp://wwwflickr.com/photos/eleaf/2536358399/sizes/l/</p> <p>83</p> <p>Hi. I am Steve.CEO Mavin ManagementI am the author of the 100 Day System</p> <p>The premier guide for bringing the principles of project management to your lifestyle or workplace.</p> <p> Often we expect too much of computers and not enough of ourselves. We should be asking better questions...</p> <p>Nate Silver. Author,FiveThirtyEight</p> <p>The 100 Day What?In a review, James Kelly of GeekDad saidSourceThe first time I read through the book..I was blown away</p> <p>SourceThe ultimate way to get organised. Far superior to any mobile app I have used. The 100 Day System kicks you into high gear. </p> <p>said</p> <p>It is the foundation for successlimited availability50% off the digital edition</p> <p>Just click the photo!</p> <p>@steven_feeney</p> <p>uk.linkedin.com/in/feeneysteven/</p> <p>Shy? Dont be. </p> <p>Could you drop me a like?CLICK ME </p> <p>AND FIND OUT MORE</p>