Marketing in the age of being social

www.group3marketing.com @group3marketing #g3missemw /group3marketing

Marketing in the Age of

Being Social

And What It Means For You.

Centering Breath


The Agenda• What Do We Mean By “The Age of Being Social”• Priorities – What’s Important• Let’s Define Marketing• The Conversation• Social Media Vs. Social Commerce• Story Building• ZMOT• Marketing In The Age of NOW• Grow You Business From The Inside Out

Author And Marketing Guru Seth Godin Said It Best…

IF YOU GO OUT OF BUSINESS TOMORROW

NO ONE WILL CARE, SO DO SOMETHING

REMARKABLE, OR QUIT.


BUZZ WORDS

Loyalty

• Overworked/ Overused

Relationships

• Not Really

Engagement

• Social


Priorities

What’s Important

To Grow Your Business


“Being Social”? What Does “Being Social” Mean?

Connected Informed

Why Do We Call It Social Media And Not Business Media? Because We Haven’t Figured It Out

But We’re Getting Close


Social Media Revolution

2012

Let’s Watch A VideoContinue to next slide to view video


Multi-Channel Marketing – Then & Now

•Print•Radio•TV•Internet

Mass (Mad Men)

•Snail Mail•E-mail•Text

Direct

•Viral•Engaging (Two Way)•Anarchy•Faceless

Social

Doing Business in the Age of NOW

In The Age Of N

OW It’s A

ll About S

peed

In The Age Of NOW It’s All About ME


One Word

Describe Your Guests

•Frugal•Busy•Stressed

Being Social In The Age Of NOW

• It’s Complex• How Do We Get In

The Game– Whose Game Is It– How Do We Stay In

• It’s Complicated– What’s Your Message– Does One Size Fit All– What About Timing


Let’s Define Marketing


Takeaway #1

It’s What We Do to

Influence the Next Sale.

(Everything Else Is

Background Stuff.)

Marketing…


The SOCIAL Conversation(s)

Between “Friends”

BFF Has a Whole New

Meaning

Wide FocusWide RangingNOTHING Is

Off Limits


Conversations & Connecting

Mass Media• Reach• Frequency• Static• One Way • Linear

Direct• Short Lived• Tight Focus• Event Driven• Call-to-action

Viral• Dynamic• Two Way• Flexible• Amplification


In The Age Of NOW – Being Social

It’s About Connections And

Engagement

We’re Busy Checking In• I’m Here, I’m Cool• Virtual Rewards• Everybody Knows

Word Of Mouth On Steroids • Driven By Technology• Fueled By SEARCH –

Google It• Accelerated By Knowledge• Actionable And

Responsive


In The Age of NOW

We Can’t Keep Up

There’s A New App

Every Day


MIDAS


Social Media:Between Thee And Me and

All Our Friends

Social Commerce• Maybe It’s Not

About Selling• New Paradigm• New Space

Right Fit• Fuel

Engagement• Create A

Conversation• Gain A Little

Insight

Social Media Vs. Social Commerce


Takeaway #2

NOW Is A Scary Place

“Likes” and “Friends” Are Not Sales

You Have To Be Where Your Guests

Are


Story Building

Takeaway #3

Do It In Cyberspac

e In 140 Characters Or LessDo It In Real TimeBe Transparent Or You

Will Be ExposedExpect Feedback

Respond


• Old Media– The STIMULUS– The Genesis Of Brand Building

• MOT - A P&G Concept– Fmot– Smot

• ZMOT – A Google Concept– Zero Moment Of Truth– Critical New Concept– First Step Of Engagement

• New Media – The Buying Decision Journey Has Changed– What Once Was A Message Is Now A Conversation– Word Of Mouth Is Stronger Than Ever And It’s Digital

ZMOT – Takeaway #4

Remember the G3M Definition of

Marketing.


ZMOT


The Explosion of Social Media

Began As A Way To Stay Connected With Old

Classmates And Family

Penetrated Into The Fabric Of Society

Social Media Became The Catch-all For

Electronic Connections

We Can Speak Our

Minds Freely

We Can Ask The World

Anything

It’s Our Best Friend

And Greatest Enemy


70%

Takeaway #5The Scariest Number You Want To Forget


Get SeriousHow Do Social Media Efforts Impact Your Business Drivers…

• Guest Retention• Underperforming Guests• Capturing New Guests


Pop Quiz 1 And Takeaway #6

What Do You Call A Guest When She (Or He) Walks Out Of Your Salon?

A FREE AGEN

T


Pop Quiz 2 And Takeaway #6½

When Do You Begin MARKETING To Free Agents?

RIGHT NOW


There’s More…

…To Being Social Than Being SocialSocial

Is A Strategy – Not Tactic

Facebook – Twitter – Yelp – And All

The Others

Are TOOLS To Help

You Stay Engaged

You Also Need To Stay Connected

With Your Guests (Free Agent

s)


Something New In The Age Of NOW

Trigger Based Marketing• Something Happens EVERY DAY

• A New Guest Tries Your Salon• A Guest Does Not Come Back• A Guest Earns A Reward

• These Are Call-to-Action Triggers

Underperforming Guests Growth Opportunities Every Day


Ei3™ – A Powerful Tool In The Age Of NOW

Focus is electronic Turnkey Customizable Easily changed Affordable

Why E-mail? Epsilon Reports:

“Open Rates for Triggered e-mails soar”

Analysis of 7.1 billion e-mails found open rates for trigger based e-mails were 75% higher than “business as usual” (BAU) e-mails in Q1, 2012.

How Will You Grow Your Business In The Age of NOW?

Takeaway #7 It’s Not Easy Understanding The Challenges

New Guests – Low Retention Current Guests – FREE AGENTS EVERYONE Is Talking

Set Priorities New Guests GROW Current Guests

Influence The Next Sale Be Relevant, Immediate, and SOCIAL


Before We Close

This Afternoon – 2:00PM – 3:30PM– New Workshop Room 12– Grow Your Business From The Inside Out

• Tomorrow 12:00 – 1:30PM– Grow You Business From The Inside Out– Room 12

Information Sheet– Ei3™ Marketing Program

More Information – TEXT G3MISSE to 96362– Future Webinars– Weekly E-Marketing Newsletters

Marketing in the age of being social

Lifestyle

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