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These are the slides from the session I gave at The Manufacturing Institute's MAS event at Haydock Park on 27/05/11
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The CEO’s View of Social Media and Social Commerce
David Edmundson-BirdCourse Director MSc Digital Marketing
CommunicationsMMU Business School
Agenda
• Who am I?• A CEO’s Intro to Social Media Marketing• Positioning a Brand in the Social Media Space• Engaging with the Market• The Emerging Social Commerce Model• There’s always room for a Top Ten Tip List– Even for Senior Managers
A CEO’S INTRODUCTION TO SOCIAL MEDIA MARKETING
Decisions to Purchase
• Non emotional/Commodity– Purchase decisions don’t require complexity– Decisions are quick– The world of FMCG
• Emotional/Luxury– Careful consideration of complex decisions– No single decision-maker– Slow– The long term life value of the customer
Networks of Persuasion
The Supplier
The BuyerInfluencers
Regulators
Suppliers of Primary
Suppliers of Support
Contacts Other Suppliers
Friends
Collaborators
Instinctive marketing thinking
Less obviousmarketingthinking
Social Media Marketing Opportunity
The Supplier
The BuyerInfluencers
Regulators
Suppliers of Primary
Suppliers of Support
Contacts Other Suppliers
Friends
Collaborators
Engage with
Engage with
Engage with
Engage with
Engage with
Engage with
POSITIONING YOUR BRAND IN THE SOCIAL MEDIA SPACE
Positioning Your Brand in Social Media
• Where can only you occupy?• How can you establish your brand as the sole
occupant in a given social media position?• Some old-fashioned principles apply:
The Social Media “Proposition”
• Why does your brand exist?– The differentiation and relevance• Not only to customers but those other people in the
network
– It’s the clear focus for your staff– It’s the clear focus when other people engage
other people about your brand
ENGAGING WITH THE SOCIAL MEDIA MARKET
Engaging with the Social Media Market
• You need to make a number of decisions – look at your Networks of Persuasion– Which of the network contacts will you engage with?– Which of the network contacts will other contacts
engage with about you?– What will you do?
• Say things to them?• Listen to them?
– Which platforms and environments will you use to engage with them?
Social Network Contacts
• Need to decide who is key from your network segments– There may be network elements that you don’t
want/need or shouldn’t engage with– Who has the most persuasion capability within
your network – can you engage with them so that they engage for you?
What to do in Engagement
• Think of the Social Media Proposition– Build engagements you make on the social media
proposition– Each engagement with a contact needs to be
personalized and relevant– Consider the agendas and motivation of the
contacts• Can they be motivated to engage with other contacts
on your behalf?
What to do in Engagement
• The Listening Post– Consider engagement as a feedback channel too• Customer Service• Product design• Reputation management• Consultation• Complaints
Platforms & Environments
• What is/are the preferred platform(s) of your contacts?
• Avoid attempting to engage where they are not• You will increase engagement if you use the
right environment– And legally use words such as ROI but better use
“Return on Engagement”• Consider the role of the 4 social environment
types
Apps
Social Media Environment Types
Syndication Communication
Collaboration
Interaction
Sharing documentsRecommendation environmentsSocial bookmarkingSyndicationWebinars
Photo sharingQ&A systemsSocial networksVideo sharingWikis
BloggingBlog directoriesInstant messagingMicrobloggingPodcastingRSS
EMERGING MODELS OF SOCIAL COMMERCE
Traditional Models of Acquisition & Conversion
Transaction Site
Search
PPC/Display
Offline
High Street
Retained Customer
Social Models
Transaction
AdPlatform
SharingPlatform
CircumstancePlatform
ReferralPlatform
Transaction
AdPlatform
SharingPlatform
CircumstancePlatform
ReferrralPlatform
Transaction
AdPlatform
SharingPlatform
CircumstancePlatform
ReferralPlatform
Transaction
AdPlatform
SharingPlatform
CircumstancePlatform
ReferrralPlatform
What are you into?
Who sent you here?
What are your mates looking at?
Where are your mates?
What should everyone else buy?
What are you looking at?
Where are you?
What did you just buy?
Traditional Purchase vs Social Purchase
Buy something
Buy something
Buy something
Buy something
SOMETHING THAT GOES WITH IT
SOMETHING THAT GOES WITH IT
SOMETHING THAT GOES WITH IT
SOMETHING THAT GOES WITH THAT SOMETHING THAT GOES WITH THAT
SOMETHING THAT GOES WITH THAT
THERE’S ALWAYS ROOM FOR A TOP TEN TIP LIST
Even for Senior Managers
The Social Media Strategists Top Ten Tip List
• Think about all of the participants in your network of influence– Not just your customers
• Know that it is not instant– Slow-boiler
• Think about Brand differentiation• Think about your social media proposition• Work out who the No.1 network participant is– Not the no.1 customer
The Social Media Strategists Top Ten Tip List
• Only work in social media channels that the network participants use
• Use social media to distinguish yourself• Have different propositions in different
networks for different participants• The conversation is happening anyway• Social Media for is about influencing rather
than selling
The Next Conversation
• Ask me now!• Mail me– d.edmundson-bird@mmu.ac.uk
• Tweet me– @groovegenerator
• Link me– uk.linkedin.com/in/davidbird
• Phone me– 0161 247 4603 / 07774 556343
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