From marketing to social media(and back again)

Eric ReissDigital TrendspotOctober 13, 2010London, England

#SitecoreDT 10

mar·ket·ingverb

1 : a process by which companies determinewhat products or services may be of interest to customers

2 : how companies create value for customers,and build strong customer relationships

in order to capture value from customers in return

so·cial me·di·anoun

1 : information designed to be disseminated throughsocial interaction using highly accessible

and scalable publishing techniques.(official definition)

2 : everything that didn’t fitinto some other bucket, such as

“traditional, “mass”, or “broadcast” media(my definition)

mar·ket·ing1 : a company yells at a group you’re in

so·cial me·di·a2 : a friend whispers in your ear

Buzzwords in your earOne-to-one marketing“Hey, I’m talking to you, dude!”Dialog marketing“Hey dude, answer me when I’m talking to you.”Permission marketing“Hey dude, you invited me to this party.”Personalization marketing“Hi Ms. Eric Reiss, you invited me to this party.”Social media marketing@elreiss check out this party: http://is.gd/aRCCO

Social media exists!Social media marketing doesn’t!

(and I will stake my reputation on this)

Marketing vs. social media

Then Now

Demographics Behavior

We controlled the message Our customers createthe buzz

We asked our customerswhat they thought

Our customers are havinga conversation with our brand

We dictated We serve

Source: Eric Reiss

Myth:social media is free!

Let’s do the social-media math

Profile maintenance per day 1 hour*

Number of working days 200 per year**

Price of a billable hour £ 150***___________

Cost of social media per annum £ 30,000

* See October, 2010 issue of the BBC’s Focus magazine** At 18.5 days a month, an industry standard, this should actually be 222 days*** Typical hourly rate for a London media consultant or advertising creative

Conclusion:social media is a

damned expensive channel!

To succeed in today’s market,you have to understand bothdemographics and behaviour

It’s about building relationships

Source: John Cribb & Sons Ltd. / Kidde

An introduction to demographics

DemographicsDefine groupsSegment according to needs

Demographic groups

Cartoon copyrights could not be traced. Used for educational purposes only.

Segmenting by need

What we should be doing

Our self-created problem –we cannot be all things to all visitors

An introduction to personalization

PersonalizationAnticipating needsEliminating the irrelevantNOT the same as customization

Customization is what YOU do to a sitePersonalization is what the SITE does for you

Customization

Customization

Customization

Customization

Personalization

Personalization

No clicks – everything is in play

1st click – is there a preference?

2nd click – this could be a pattern

Third click – yes, there’s a pattern

Fourth click – time to zero in

Fourth click – time for context

An introduction to personas

Personas...…represent the needs of larger groups…identify the user motivations, expectations, and goals responsible for driving online behaviour…bring users to life by giving them names, personalities and a photo. …are based on interview with real users. They have both personal and professional needs.…help:

focus the taskidentify use casesempirically test proof-of-concept

…keep everyone “on the same page”

Mary Henriksen38, married, mother of twoNative Australian, now lives in DenmarkHealth-conscious

RunningTennisYoga

Family history of heart diseaseActively supports Heart Association and Red CrossVery worried about husband, who has a stressful jobLearns of [product] on-line on CNN.comNeeds arguments to convince husband to get tested

Photo source: flickr.com – used under Creative Commons stipulations

From stereotype to archetype

From stereotype to archetype

Copyrights: Warner Bros., Disney, Turner Entertainment, Margaret Rey. Restricted use for educational purposes only.

Persona > Use case > Needs > Content

Persona Bugs Bunny

Use case Bugs wants carrots. Elmer Fudd stops him.

Needs Way to get aroundElmer Fudd

Content Funny disguiseTunnelling toolsCloak of invisibility

Source: boxesandarrows.com

And when our site launches, we chuck out ourpersonas with the rest of the design sketches

The endWRONG !!!

And when our site launches, we use our CMS to refine our personas and fine-tune our messages

And what comes next…Big MacLarge shake???Fries

Photo copyright: McDonalds Corporation, Inc. Restricted use for educational purposes only.

Real-time personalization starts a dialog withsomeone who is both passive and anonymous

So in summary…Personal dialogueContextual relevanceAdded value

Provides better serviceKeeps customers happyHelps you make money

Our new contex-is-the-kingdom mantra:

“Do you want fries with that?”

Eric Reiss can (usually) be found at:The FatDUX Group ApSStrandøre 152100 CopenhagenDenmark

Office: (+45) 39 29 67 77Mobil: (+45) 20 12 88 44Twitter: @elreissinfo@fatdux.comwww.fatdux.com