The End of Marketing and PR as Usual

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The End of Marketing and PR as Usual‘Be Social’

Dr. Jim Hamill and Alan Stevenson

jim.hamill@energise2-0.com

alan.stevenson@energise2-0.com

@drjimhamill @ast3v3nson

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Bob Dylan (Mashed Up )

Come gather 'round peopleWherever you roam

And don’t criticiseWhat you can't understand

Your sons and your daughtersAre beyond your command

Your old road isRapidly agin‘

Then you better start swimmin’Or you'll sink like a stone

For the times they are a-changin’

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A conversationnot a broadcast presentation

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Agenda

• The 5 key things to remember about Social Media

• Implications for the Marketing/PR Profession(s)– the need for radical change? – unlearn what we know?

• Practical Next Steps and Some Useful Tools

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Let’s start with a few questions?

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So we are using Social Media but do we recognise the behavioural changes taking

place?

Are we ‘Being Social’ or just ‘Doing Social?

Is there something fundamentally wrong with our approach to Social Media?

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What road are we on?

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Something Wrong…..

Are we using social media as just another PR/marketing channel for broadcasting messages AT customers telling them how good we are?

Is anyone listening anymore?

Have the rules of businesschanged?

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The Connected Customer

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Be Social

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The Key Message

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Recent Blog Posts

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Be ‘Customer Led’

Talking WITH rather than AT your customers is the core foundation of a successful social media strategy

The basis of a good conversation is to listen first

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The rules of the game have changed

The 5 key things to rememberabout Social Media

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1. It’s a Revolution

A fundamental and revolutionary changein online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet

Content generated by the network for the network

We are no longer passive consumers of content/brand messages

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2. It’s Social

A conversation not a broadcast platform

Conversations are taking place relevant to your brand – are you listening?

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Social Media Listening

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3. Power Shift

Social media empowers customers, empowers the network

We no longer control the brand The brand becomes the customer

experience of the brand – experiences that are widely

shared online

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4. Declining Effectiveness

Declining effectiveness of traditional approaches to sales and marketing Does anyone listen any more?

We are no longer passive sheep waiting to be ‘driven’ to your web site

If you treat us like sheep, we will tell youto ‘flock off’.

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Do You Listen?

Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com)

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Do You Listen?

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5. The End of Business as Usual

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The End of Business as Usual

‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for

engaging with and energising customer and network relationships

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New Performance Measures

• Business success depends on the quality of your customer base; the strength of the relationship you have with quality customers; and your ability to leverage that relationship

• In a social media era, business success depends on the – Quality of your network– Relationship strength– Ability to leverage

The 6Is Approach

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Performance Measurement

Involvement – network/community numbers/quality, time spent, frequency, geography

Interaction – actions they take – read, post, comment, reviews, recommendations

Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc

Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking

Insight – customer insight Impact – business impact

Social Media Monitoring Tools –Audit, Assess, Impact

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The ‘6Is’ Approach

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Implications for the Marketing and PR Profession(s)

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Some Questions

• Do we need to unlearn marketing and PR?

• Are new ‘mindsets’ required?• Do we need to shift from Outbound to Inbound

Marketing and PR?

• Is Content King (after the customer of course)?

• Is strategy important?

• What tools are available to help us?

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Lets Discuss

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Rethinking Marketing & PR

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Rethinking Marketing & PR

• Unlearn marketing

• New ‘mindset’ required

• Stop telling people how good we are. Prove it.

• A shift from Outbound Marketing to Inbound/Content Based Marketing

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Inbound v. Outbound

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Old Marketing (Outbound)

• Propaganda marketing – this is how great our product/service is, now buy it

• Interruption marketing –direct mail, advertising

• One way shouting AT customers

• Short term sales/campaign driven

• Channels – Print Ads: TV/Radio Ads; Cold Calling; eMail Blasts; Online Advertising; Web Sites that talk AT you

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Reality Check

Customers are no longer passive sheep

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Inbound/Content Marketing

• Content is King! – But content is only ‘great’ if it adds value to the customer so….

• Customer is King! Adopt a customer led approach• Produce great content that is ‘Customer Led’; Authentic;

Compelling; Entertaining; Surprising; Valuable; Interesting• Establish your company as a ‘thought leader’ – a ‘trusted

resource’• Produce great content and your customer will come to you.

Produce really great content and they will share it• Key channels are ……………..

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Inbound/Content Marketing

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Inbound/Content Marketing

• Overall objective is to ignite or elevate your business through great content

• Sell without selling

• Build a quality online network – a quality customer base through high value content and engagement

• Great content drives conversation. Conversation drives engagement. Engagement drives sales

• Great, customer led content is a Competitive Advantage

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The Elevation Principle

Great Content +Other People –MarketingMessages =Growth

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Great Content Ignites Your Business

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What is Great Content?

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Great Content

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Create Music Not Noise

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The Power of Words

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The Importance of Key Influencers

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Social Media Planning Pays

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Content Planning Pays

• What are your Content Marketing goals?• Who is your audience? Who are you?• What type of content do you need to produce?• When and how are you going to produce it?• Where and how frequently will it be published?• How will you measure performance and impact?

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Implementation Plan

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Your Social Media Strategy and Action Plan

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Simplified Balanced Scorecard

• Will ensure that the social media actions and initiatives you take are fully aligned with and supportive of your overall business goals and objectives; that KPIs are agreed for monitoring and evaluating social media performance, business impact and ROI; and all key success factors are considered, especially the organization, people and resource aspects critical to successful strategy implementation

• A Scorecard approach can also be very useful for internal and external communications – a simple framework to present social media goals, objectives, key actions and initiatives to colleagues, partners and other stakeholders

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Social Media Balanced Scorecard

• Not ‘paralysis by analysis’. By providing an agreed framework to follow, the Balanced Scorecard considerably speeds up strategy development and implementation

• The steps involved can be captured in a Social Media Strategy Map

• Five key questions to address……

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Social Media Balanced Scorecard

• What is the overall social media vision for your organisation?

• What are the key objectives and targets to be achieved?

• Who are your customers?

• What are the key actions and initiatives you need to take?

• Organisation, Resource and People Issues

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Social Media Balanced Scorecard

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Some Useful Tools

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That We Use

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From Social Media to Social Business

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2013: The Year of Social Business?

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Thank YouQuestions

www.energise2-0.com

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www.masteringsocialbusiness.com