Top 5 Social Marketing Challenges Businesses Face - LikeableU

Can You Handle It?

Mike LewisVP of Marketing & Sales

Awareness, Inc.@bostonmike / @awarenessinc

mike.lewis@awarenessnetworks.com

Top 5 Social Marketing Challenges Businesses Face

Wednesday, June 15, 2011

Marketing Challenge

• Communications Evolved

• 5 Most Common Social Media Challenges facing Enterprises

• Examples of Social Media Success

A Little About Me

• Boston native, New Dad, Entrepreneur and marketing guy

• Ran marketing & sales at several start-ups and have used more than social media alone

• Active blogger, tweeter, and social media enthusiast

• VP of Marketing & Sales at Awareness Inc.

!"#$%&'()(*+,+-.()(*.+&"/.()(.,-+-.

The Awareness Social Marke2ng Hub converts social interac2on into ac2onable and mone2zable customer rela2onships

!"#$%&'()(*+,+-.()(*.+&"/.()(.,-+-.

Adver&sing, Marke&ng, and PR Agencies

Telecommunica&ons

Educa&on & Non Profit

Retail/ E-‐Commerce

SoAware & Technology

Media & Entertainment

Hospitality & Leisure

Financial Services

A personal story...

ooops...wrong day

The Next day...

How’d they know that?

It was this guy!!!

My Experience =“Customer WOW

Moment”

What I thought...

Just spoke with mike. Wants to head home to see his son. Booked him on earlier flight.

What I thought...

What actually happened...

Not as exciting, but a great story none the less

So, what’s it all about?

The way we communicate has evolved

Social Media represents the largest shiftin communications in human history

Why are marketers soooo excited about Social Media?

Let’s take a step back...

How we have beentrained to market?

(1) Develop a campaign

(2) Identify Sources

(3) Develop Compelling Content & Offers

(4) Broadcast

(5) Wait...

Social Media is new and unique for marketers

• Data that is driven by

• Dialog and

• Contextual Content within a

• Community

For businesses, marketing through Social Media is about

For Example, let’s say we are selling...

Under the traditional model we would...

• Broadcast messages through multiple channels

• Collect Data and Demographically target

• Open stores in areas of audience concentration

• Drive people to online or offline purchases

• Listen for individuals who show a likelihood of buying

• Target:➡ Hyper-target individuals with

contextual offers and content➡ Identify Contextual

Influencers ➡ Market to a widget

enthusiast group on Facebook

➡ Contextual groups (or create one)

Through Social We Could:

Through Social We Could:@bill Need new

shoes for the office party. What to buy?

HUGE ski trip with the guys next month! Can’t

month 2 in marathon training. Feeling better

everyday

UGH! I hate back to school shopping for the

everyday

Need shoes? We have the largest selection & 20% discount so you look great at the party http://bit.ly/45hdf

everyday

Dude! If you need a new pair of kicks check these out http://bit.ly/jhgk - We will power you on the big day!

everyday

Looking for new ski boots? 10% of for you today http://bit.ly/jhgk

everyday

Looking for new ski boots? 10% of for you today http://bit.ly/jhgk

We hate it too... shop online and avoid the hassle... free returns! http://bit.ly/jhgk

Fundamental Difference in communication

What’s at the core?

Intelligence

Challenges

Inability to Scale#1

4 channels300K+ fans

Activegroups

1 Channel

Activegroups

1 Channel 3 Accts

Activegroups

1 Channel 3 Accts 1 page15K fans

Activegroups

1 Channel 3 Accts 1 page15K fansX

Security & Control#2

Customer Service

Marketing

Customer ServicePR

Marketing

Customer ServicePR

Marketing

Customer ServicePR

Marketing

Customer ServicePR

Marketing

Lack of Resources& Buy-in

Reporting is Ad-Hoc#4

Centralization#5

SERVICE

CRISIS

PRODUCT

RECRUIT

Slide created by @equalman

all challenges are opportunities in disguise

Mike LewisVP of Marketing & Sales

Awareness Inc@bostonmike / @awarenessinchttp://blog.socialepisodes.com

mike.lewis@awarenessnetworks.com

Top 5 Social Marketing Challenges Businesses Face - LikeableU

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