Social Media Making The Most of Marketing Opportunity

digiAindra
digiAindra
Social Media:
Making the Most of a Marketing
Opportunity
Ian Fenwick
Professor of Marketing, Sasin,
Co-founder AnyPrep LLC, digiAindra co ltd
for British Chamber of Commerce Thailand
April 29, 2015
Copyright ian fenwick. All rights reserved
Copyright by ian fenwick. All rights reserved
digiAindra
Not sure that being termed a

social media expert isnt
the kiss of death, or damning
by faint praise
Follow me! Im a
Social Media Expert
https://www.flickr.com/photos/eugeneflores/3518082842/in/photolist-4Ju9bQ-4JpUpp-4JpVkx-4JpUxF-4Ju93W-4Ju9KA-4Ju9m3-7dsumf-4Ju9uf-7doBue-mPxWAV5q8apy-Uicdq-4JeAbX-7mJyrF-7mNqqQ-9oBiv5-6sWqrp-6A9jsu-6mT6sJ Eugene Flores Aapted from http://boumanblog.com/2013/03/27/dont-call-me-a-socialCopyright by ian fenwick. All rights reserved
media-expert/
Many marketers seem to see

social media experts as 21st
century alchemists: spinning the
base metal of posts & contests into
the gold of successful marketing
digiAindra
someone whos grown up

without specific skills
or hasnt grown up at all
Well, I dont think the original alchemists

ever did get lead into gold
http://commons.wikimedia.org/wiki/File:Joseph_Leopold_Ratinckx_Der_Alchemist.jpg
1983
digiAindra
32
years
ago
Social media arent really

new. Read this ad for
CompuServe from 1983
[I was actually a user back then]
digiAindra
Part 1
Principles
Part 2
Presence
Part 3
Practice
but social media do require a

bit of a different marketing
approach
different principles
#1 Active not passive
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first consumers are no longer passive targets

perhaps they never were except in marketers minds
https://www.flickr.com/photos/brizzlebornandbred/9175200216
TV Shows
Wefenwick.
Used ToAll
Watch
Christmas 1959 by Paul Townsend
Copyright
by ian
rights- reserved
#1 Active not passive
digiAindra
on-brand, and
prospect informative, and
encourage friends to join
now they are active participantswhich means we need to provide

them things to do
to reinforce brand, and learn about our potential customers, and to
encourage sharing and referrals
https://www.flickr.com/photos/brizzlebornandbred/9175200216
TV Shows
Wefenwick.
Used ToAll
Watch
Christmas 1959 by Paul Townsend
Copyright
by ian
rights- reserved
digiAindra
#2 Community not audience
leverage for younot

against you
your brand advocates
and dont forget this is no longer a passive audience but an active
community
which can turn against you, or for you
[Hint: the latter is better]
https://www.flickr.com/photos/otacke/12635014673 Oliver Tacke Vortrag
digiAindra
#3 Its rude to interrupt traditional marketing

was interruption
interruption was
always rude but we
didnt care
now we have to care
https://www.flickr.com/photos/quinnanya/4687584539 Quinn Dombrowski The librarian warning

#3 Its rude to interrupt
digiAindra
We need to stop interrupting what

people are interested in & be what people
are interested in
Craig Davis, Chief Creative Officer, J. Walter Thompson
https://www.flickr.com/photos/quinnanya/4687584539 Quinn Dombrowski The librarian warning

digiAindra
#4 Conversations not monologues
youre not the host

listen, listen, listen
dont talk about yourself
TL;DR
traditional marketing the marketer was the hostthe

soap ads paid for the soaps
in social media the marketer is the slightly (very?)
unwelcomed guest
https://secure.flickr.com/photos/nostri-imago/2866399803/ Last Conversation Piece, 1994-95, Bronze by Juan Munoz, Spanish, born Madrid, 1953-2001by cliff1066
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Conversation
is the new attention
if we are to be credible, we have to get talked about

celebrities know this, brands are learning
Uyuni salt lake of Tunupa, Bolivia
http://www.alistapart.com/articles/conversation-is-the-new-attention/
Christopher Fahey &

Timothy Meaney
A List Apart, April 19 2011
#5 Engagement not reach
digiAindra
fans & followers dont count

much
shares, comments, post
count much more
escape the brand page ghetto
scent of useful information

to escape the brand
page ghettos and arrive on users profile pages,
curation
we need interactionengagement.
consumers must get the scent, or promise, of something useful
https://www.flickr.com/photos/guysie/6095265888 by Guy Sie 6498 movement macro http://www.uie.com/reports/scent_of_information/
#6 Topical & adventitious
taking advantage of
the topical
hitching a ride on
trending topics
these were building on
the recent European
eclipse of the sun
http://creativity-online.com/work/chupa-chups-chupachupseclipse/39994 http://creativity-online.com/work/oreo-eclipse/39992
digiAindra
digiAindra
#7 Avoid marketing megalomania
marketers tend to
think that
consumers really
really care
[Hint: they dont]
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Only 23% ofconsumerssaid they have

a relationship with a brandwhen
you ask the 77% of consumers who dont
have relationships with brands to explain
why, you get comments like Its just a
brand, not a member of my family
http://tomfishburne.com/2015/04/engagement.html
digiAindra
#1 Active, not passive

#2 Community, not audience
#3 Its rude to interrupt
#4 Conversations not monologues

#5 Engagement not reach
#6 Topical & adventitious
https://secure.flickr.com/photos/nostri-imago/2866399803/ Last Conversation Piece, 1994-95, Bronze by Juan Munoz, Spanish, born Madrid, 1953-2001by cliff1066
digiAindra
Part 1
Principles
Part 2
Presence
Part 3
Digital presence
we used to think of websites as

places to trap and keep
potential customers
like fly-paper is to flies
we measured stickiness
we considered it A Good Thing
https://www.fl ickr.com/photos/thisparticulargreg/514818651/in/photostream/ ThisParticularGreg by ThisParticularGreg

CopyrightInsects
by ian
fenwick.
All#1
rights
reserved
https://www.flickr.com/photos/duncanh1/4897457597/in/photostream/
and
Flowers
by Duncan
digiAindra
digiAindra
Digital presence
now we start to see digital

presence as being like the flower
attracting potential customers
and giving them something
which in the end will help us
CopyrightInsects
by ian
fenwick.
All#1
rights
reserved
and
Flowers
by Duncan
Digital presence
digiAindra
attractions, lures, for prospects
thought leadership content marketing,

inbound marketing, native advertising,
branded content
this is often called content marketing
content? sounds like what might be found
on the ingredients list of a dodgy meat pie
and so often it ISmost content marketing is
to useful information as pink slime is to steak!
CopyrightInsects
by ian
fenwick.
All#1
rights
reserved
and
Flowers
by Duncan
Digital presence
digiAindra

lets call it thought
leadership not content
marketing
thought leadership
its supposed to be useful,
Traditional Advertising: not a red slime filler
short exposure, brand in-your-face
Thought Leadership:
long exposure, brand low-key
genuinely useful, entertaining
un-marketingNon-Overt Marketing
improve user experience with value
CopyrightInsects
by ian
fenwick.
All#1
rights
reserved
and
Flowers
by Duncan
digiAindra
Digital presence

at different levels of readiness
aware
consider
something for all
levels of the sales
funnel
engaged
ready to
act
ACTION
loyal

CopyrightInsects
by ian
fenwick.
All#1
rights
reserved
and
Flowers
by Duncan
Digital presence
digiAindra

Social Media
Megaphone
consider
loyal aware
ready toACTION
engaged act
which were starting to see in

social media should be a
megaphone for brand advocates
CopyrightInsects
by ian
fenwick.
All#1
rights
reserved
and
Flowers
by Duncan
Digital presence
digiAindra

thought leadership
lend freely; encourage borrowing
build visibility, brand, link back
collect contact data, follow-up
ask minimum, give maximum
start with information you already have

dont forget video,
keep it shortwith longer options
https://www.flickr.com/photos/duncanh1/4897457597/in/photostream/ Insects and Flowers #1 by Duncan
digiAindra
Part 1
Principles
Part 2
Presence
Part 3
Practice
digiAindra
always seemed
true, but harsh
the 2nd edition nailed it: Tell Stories thats what we

digiAindra
should do in social media
and make our consumers and potential consumers
part of the story, and of its telling
#1 Tell stories
digiAindra
#1 Tell stories
remember the
Volvo Trucks story?
http://www.youtube.com/watch?v=M7FIvfx5J10
digiAindra
#2 with emotion
digiAindra
even SAP is telling storiesand

has a chief storyteller
Julie Roehm, chief storyteller, SAP

http://blog.pressly.com/2013/09/10/behemoths-ge-adobe-sap-stories/
#2 with emotion
digiAindra
[the story] doesnt have tomake

them cryit couldbe something that
they cheerstories help us in
humanising the idea, & help us open
doors to other industries, & even other
kind of people who have not used our
products or services in the past
Julie Roehm, chief storyteller, SAP
http://blog.pressly.com/2013/09/10/behemoths-ge-adobe-sap-stories/
#3 marketing as theatre
social media marketing is increasing theatre

performances seen live by relatively few
but the videos seen by millions on-line
http://www.youtube.com/watch?v=lqT_dPApj9U
digiAindra
#4 use images, use video
digiAindra
images were the

most powerful social
media post
video is the new
image!
The toothpaste will NOT go back

in the tube
https://secure.flickr.com/photos/bradleypjohnson/224213838/sizes/o/in/photostream/ MG_7842 by bradleypjohnson
#5 data, sharing, referrals

always building
our database
And encouraging
sharing and referrals
http://creativity-online.com/work/pedigree-pedigree-found/40792
digiAindra
#6 xtreme segmentation
digiAindra
segments go from
pieces of orange to
fragments of
pomegranate
digiAindra
Orabrush wanted Walmart

listing
spent $20,000 on trade

magazine ads
& got lots of calls from
other trade mag ad reps
targeted FB ads to:
Walmart employees in NW
Arkansas
Walmart VP saw the FB ad,

assumed it was a national
campaign called them to
present
digiAindra
targeted FB ads to:

Walmart employees in NW
Arkansas
Total cost: $28
digiAindra
#7 test, improve, test again

install an analytics system
get someone who can interpret results
and listen to them
tag all links

monitor traffic
focus on conversions
assign value to traffic
build, measure, learn

https://www.flickr.com/photos/guysie/6095265888 by Guy Sie 6498 movement macro http://meyerweb.com/eric/thoughts/2014/12/24/inadvertentalgorithmic-cruelty/
digiAindra
#1 tell stories
#2 with human emotion
#3 marketing as theatre
#4 use images, use video
#5 data, sharing, referrals
#7 test, improve, test again
Trojan Horse Sofia S http://www.flickr.com/photos/sweetman/
digiAindra
Part 1
Principles
Part 2
Presence
Part 3
Practice
digiAindra
It is not the strongest of the species
that
survives nor the most intelligent
often attributed to Darwin, but found only in the

notes of his students
[Hint: we know those are often inaccurate]
it is the one most adaptable to change

digiAindra
http://www.flickr.com/photos/demandaj/5982440920/sizes/l/in/photostream by demandai

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digiAindra

Not sure that being termed a

Many marketers seem to see

someone whos grown up

Well, I dont think the original alchemists

Social media arent really

Copyright by ian fenwick. All rights reserved

but social media do require a

Copyright by ian fenwick. All rights reserved

#1 Active not passive

first consumers are no longer passive targets

#1 Active not passive

now they are active participantswhich means we need to provide

#2 Community not audience

leverage for younot

#3 Its rude to interrupt traditional marketing

https://www.flickr.com/photos/quinnanya/4687584539 Quinn Dombrowski The librarian warning

#3 Its rude to interrupt

We need to stop interrupting what

https://www.flickr.com/photos/quinnanya/4687584539 Quinn Dombrowski The librarian warning

#4 Conversations not monologues

youre not the host

traditional marketing the marketer was the hostthe

if we are to be credible, we have to get talked about

Christopher Fahey &

#5 Engagement not reach

fans & followers dont count

scent of useful information

#6 Topical & adventitious

#7 Avoid marketing megalomania

#7 Avoid marketing megalomania

Only 23% ofconsumerssaid they have

#1 Active, not passive

#4 Conversations not monologues

Copyright by ian fenwick. All rights reserved

we used to think of websites as

https://www.fl ickr.com/photos/thisparticulargreg/514818651/in/photostream/ ThisParticularGreg by ThisParticularGreg

now we start to see digital

attractions, lures, for prospects

thought leadership content marketing,

attractions, lures, for prospects

attractions, lures, for prospects

https://www.fl ickr.com/photos/thisparticulargreg/514818651/in/photostream/ ThisParticularGreg by ThisParticularGreg

attractions, lures, for prospects

which were starting to see in

attractions, lures, for prospects

start with information you already have

Copyright by ian fenwick. All rights reserved

Copyright by ian fenwick. All rights reserved

the 2nd edition nailed it: Tell Stories thats what we

Copyright by ian fenwick. All rights reserved

Copyright by ian fenwick. All rights reserved

Copyright by ian fenwick. All rights reserved

even SAP is telling storiesand

Julie Roehm, chief storyteller, SAP

Copyright by ian fenwick. All rights reserved

[the story] doesnt have tomake

Copyright by ian fenwick. All rights reserved

social media marketing is increasing theatre

Copyright by ian fenwick. All rights reserved

#4 use images, use video

images were the

The toothpaste will NOT go back