Social Media Marketing

Why is it different?

Traditional Marketing Approaches• 4P’s – Product, Price, Placement,

Promotion• 7P’s of Service Marketing – Add People,

Process, Physical Evidence• The Marketing Process– Situational Analysis– Marketing Strategy– Marketing Mix Decisions– Implementation & Control3

None Mention The Customer

•“People” is mentioned in the 7P’s of Service Marketing

•Aren’t people are important to those using the 4P’s?

•The AIETA flow lends nothing to customer needs

•“Implementation & Control” is condescending and presumptuous

The Cluetrain Manifesto

• Published in 1999

• Written by a collaborative of Chris Locke, Rick Levine, Doc Searls and David Weinberger

• Finally asked “What about the people?”

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The Cluetrain Manifesto• Highlighted Theses

– Markets are conversations.– Markets consist of human beings, not demographic

sectors.– Conversations among human beings sound human. They

are conducted in a human voice.– Already, companies that peak in the language of the pitch,

the dog-and-pony show, are no longer speaking to anyone.– Public relations does not relate to the public. Companies

are deeply afraid of their markets.– Companies need to come down from their Ivory Towers

and talk to the people with whom they hope to create relationships

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10 Years Later, We’re Finally Getting It• Marketers Must

– Realize the pathway to a customers wallet is through the customer, not your product, conversion or marketing mix decisions

– Learn to speak the language of people, not corporations

– Learn it’s no longer about persuasive messaging as a result of consumer insights, but conversations about consumer insights that lead to better products

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Be Human As Organizations

So How Do We Do It?

Brian Oberkirch• Serve communities, don’t build them

• Participate.

• Let a thousand flowers bloom.

• Close the gap.

• Be quiet. Listen. Ask.

• It’s in there. (Product as marketing)

• Little things are huge.

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Tara Hunt• A good marketer …

– is a Community Advocate– Knows brands aren't built in

boardrooms, ad agencies or brainstorming sessions

– plans a little, but changes a lot– rewards community members who stand behind

them– gets involved in the community – is her/his own client – never takes her/himself to seriously

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It’s Just Like Personal Relationships

• Always A Work In Progress• Once You Stop Working At It, It Will Stop

Working• Communication (Listening & Speaking) Is

Imperative• Honesty & Complete Transparency Necessary• Can’t Exist Without Trust• Mutual Attraction• Spontaneous Consistency

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What Can We Do Today?• Stop calling them your target. Call them your customers. Better

yet, call them your friends.• When talking to a friend of your company, think of them as a real

friend and react to their input or concerns as you should.• Find a way to have every call, email and otherwise in-bound

message from a friend returned in a timely fashion.• Pull together a group of your friends to sit-in on planning

sessions (R&D, marketing, media) for next year.• Stop thinking this is hard. Despite what you may think, you are

human. Act like it. Encourage others in your company to do the same.

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Let’s Connect

Jason FallsV.P., Director of Interactive & On-Line Communications

jfalls@doeanderson.comTwitter: @JasonFalls

502.815.3257

www.socialmediaexplorer.com