social media 247 - a marketing model - 2014 version
DESCRIPTION
people use social media 247. but most brands follow an ad-hoc approach. these brands do not create social value. their social marketing is too intrusive. some time ago, i developed a model to cope with this. it explains how brands can be a structural part of social. this presentation contains the updated version. i hope it inspires you to make marketing more meaningful. ingmar de langeTRANSCRIPT
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social media 247 ingmar de lange / mountview @idelange
2014 version!
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people use social media 247. but most brands follow an ad-hoc approach. these brands do not create social value. their social marketing is too intrusive.
some time ago, i developed a model to cope with this. it explains how brands can be a structural part of social.
this presentation contains the updated version.i hope it inspires you to make marketing more meaningful. !ingmar de lange
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part 1.the background
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i started with a simple question.can brands turn one-night-stands into a relationship?
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what i soon realized, is that the problem lies in the media part.
it is not about social media.social is more than communication, just like the internet is more than a medium.
it is about a social infrastructure.
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while communication mostly has a short term, one-night-stand focus, this social infrastructure is something fundamental.
it has a 247 relevance.
because everything you do in life,you relate to others. always and everywhere.
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what doother think? why do
they think this?
an example: you do not just buy products for their specs, you also look at their social value.
for whomis this?
how willit make me
look?
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you can compare the social infrastructure with a freeway. brands mostly use it to advertise, not to drive.
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lets change this.
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part 2.the model
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i collected cases of brands that use social 247.
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i put their common characteristics on a grid.
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the x-axis ranged from social media to social business.
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in between these two, i found four main domains.
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the y-axis ranged from brand-centric to user-centric.
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please note: the model is not a funnel.
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communication
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the communication domain is about the media part of social.
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most brands start with broadcasting (brand-centric).
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this is easy to start, but hard to make successful. a brand needs to be newsworthy.
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oreo did something newsworthy every day, for a 100 days…
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red bull acts like a news organization.
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coca cola’s corporate website is presented as a magazine.
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tip: do not post randomly.learn from reality tv and create an engaging story line.
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however, social is more about responding (user-centric).
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247 webcare is now the norm for big brands.
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the challenge is to take this to the next level.klm shows the response time of its social service.
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shell publicly discussed its corporate strategy.
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mcdonald’s answers sensitive matters openly by video…
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fbto asks you what to do with customer’s insurance claims.
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it not just what you say, also how you say it…
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experience
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this domain is about sharing your experience.
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people can share their general enthusiasm for a brand…
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brands create fanclubs to catalyze this enthusiasm.
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brands try to act as friends, up close and personal…
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coca cola’s facebook page was even initiated by fans…
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burger king gave disloyal fans a big mac if they left.
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people can share how they experience products or services.
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customers can openly rate patagonia products.
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c&a brings user experiences to life by sharing likes.
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user experiences are vital for the airbnb model.
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user experiences can be shared automatically as well.
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you automatically inspire others when you use spotify…
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netflix analyses user experiences to predict your ratings.
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proposition
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this domain is about improvinga brand’s proposition.
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fans can help a brand improve its proposition.
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lays uses its community to find new flavors.
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lego asks fans which products it should produce.
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barclays asks fans to help develop new products.
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fans help giffgaff with many aspects of its business.
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brikki lets children create their own stories.
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a brand’s proposition can be made social as well.
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nike uses social to offer new services.
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klm introduced social reservation to enhance its offering.
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target improves shopping with a social shopping service.
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ebay strengthens its proposition with group purchases.
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sales
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social can bea businessplatform as well.
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social media can be used for sales promotions.
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urban outfitters shares special deals with fans.
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hertz offers discounts to facebook fans.
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dell offers discounts via twitter.
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social can also initiate new distribution models.
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groupon was one of the first examples…
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airbnb introduced a new model for the hotel industry.
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zopa offers an alternative way of banking.
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friendsurance introduces peer-to-peer insurance.
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the organizational layer
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the model makesit easier to decidewho does what.
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each cluster can be linked to a department.
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the implementation layer
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you can also create your own roadmap.
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evaluate each quadrant with a traffic light.
STEP 1 MAYBE
NO
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this is an example for an imaginary brand.
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by isolating the green quadrants, a roadmap appears.
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you can create different roadmaps for different markets.
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the social journey
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this principle can also be used to createa customer journey.
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social is about a continuous relation, not isolated incidents.
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the evaluation layer
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each quadranthas its own kpi.
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these kpi should connect to general marketing targets.
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part 3.the roundup
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social is an infrastructure.the key is to add value. so make your brand useful!
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ready to take social to the next level?
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