Where does social media fit in the marketing mix?

Marketing 101:Make a connection• Set goals• Craft the right message• Choose the right vehicles• Implement creative• Allocate budgetTake-away: Marketers must deliver relevant

messages to receptive audiences wherever they assemble; Social media doesn’t change this.

The latest‘next big thing’• Town crier

• Johannes Gutenberg’s Press

• Radio

• Television

• Internet

Take-away: There will always be another “next best thing,” follow the same rules and you’ll always adapt quickly.

BestPractices• Go where your audiences congregate• Make the best use of each medium • Maintain brand consistency across media• Use an “audience centered” approach• Make an emotional connection• Maintain high ethical standardsTake-away: Social media doesn’t

change this.

ContentManagementQuick & easy news updates

Word ofMouth• Give something “extra” to fans

• Collect & display testimonials, comments

Warmwater• 83% of the Internet population

(ages 13 to 54) uses social media

• 47% on a weekly basis

• 63% don’t mind viewing advertising• Of those consumers who react to

advertising on social media sites, travel services and banking were the chief beneficiariesSource: May, 2009 study by Knowledge Networks

Coldwater• Less than 5% of social media users seek

guidance on purchase decisions

• Only 16% of social media users say they are more likely to buy from advertisers on social sites

• Evidence suggests people using social networking sites are singularly focused on engaging with their peersSource: May, 2009 study by Knowledge Networks

Highest and best useof social media?• Word-of-mouth augmentation

• Search engine optimization (SEO)

• Networking

• Content management

• Not yet a mass advertising vehicle

Take-away: Take advantage of the strengths of the medium

Take-away

“Marketing leaders must work with their teams, agencies, and media partners to update their vision of integrated marketing in order to counter the effects of the (media) meltdown and to harness social media.”

David Card of Forrester Research

Where does social media fit in the marketing mix?

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