social marketing integration: all marketing is social

Social Media Integration:

All Marketing is Social

Tim Peter www.timpeter.com

2+ million search queries

Source: Intel Source: Intel

204,000,000 e-mails sent


120+ reviews

30 hours of video uploaded


100,000 tweets


208,000 photo uploads


Key Questions Driving Social Integration

•  How many social networks are there?

•  How many do you have to account for in your business?

•  What is the world’s largest social network?

Fact: Facebook is the world’s 2nd largest social

network Social Network Users (MAU unless otherwise noted)

Facebook 1,320,000,000

YouTube 1,000,000,000

Qzone (QQ) 599,000,000

Sina Weibo 500,000,000+

WhatsApp 500,000,000 (users)

Google+ 343,000,000

LinkedIn 300,000,000 (members)

Twitter 255,000,000

VK 230,000,000 (registered accounts)

Instagram 200,000,000

Facebook Messenger 200,000,000

Tumblr 196,000,000 (blogs)

Source: http://therealtimereport.com/2014/07/25/social-networking-stats-facebook-tops-1-32-billion-monthly-active-users-rltm-scoreboard/

Fact: Google is likely bigger than you think… though still

smaller than Facebook Social Network Users (MAU unless otherwise noted)

Facebook 1,320,000,000

YouTube 1,000,000,000

Qzone (QQ) 599,000,000

Sina Weibo 500,000,000+


Google+ 343,000,000


TwiKer 255,000,000






Myth: Facebook is the world’s 2nd

largest country Country Popula<on

China 1,368,000,000

Facebook 1,320,000,000 (Monthly AcSve Users)

India 1,263,000,000

United States 319,174,000

Indonesia 252,165,000

Brazil 203,514,000

Source: Wikipedia

Facebook is more like a continent

United States:151.8M India:

108.9M

Brazil:70.5M

Indonesia:60.3M

Mexico:40.4M

Source: http://www.statista.com/statistics/268136/top-15-countries-based-on-number-of-facebook-users/

Fact: Something larger than Facebook exists Social Network Users (MAU unless otherwise noted)

Facebook 1,320,000,000

YouTube 1,000,000,000

Qzone (QQ) 599,000,000

Sina Weibo 500,000,000+


Google+ 343,000,000


TwiKer 255,000,000






The 4 P’s of marketing

The typical use for social marketing

The (so-called) “Holy Grail” of

social marketing

The fallen star of social marketing

The (sadly often) overlooked

component of social marketing

Promotion •  Brand pages on social

channels

•  Corporate blogs

•  Promoted posts

•  Contests & giveaways

•  And on and on and on and on…

Place •  Facebook apps (shopping

carts, booking engines, etc.)

•  Pinterest Rich Pins and

Promoted Pins

•  New Twitter “Buy” button

Price •  Group buying sites

–  Groupon

–  LivingSocial

–  Scoutmob

–  Gilt Groupe

–  BuyWithMe

–  Ideel (owned by Groupon)

–  Vegan Cuts

–  And so on…

Product •  Crowdsourcing

–  Kickstarter

–  Quirky

–  IndieGoGo

•  Defined social products

–  Instagram

–  Venmo

–  Waze

•  Operations side of ratings and

reviews

So… why don’t the 4 P’s play well with

one another more often?

= Social is people

Example objectives •  Raise your brand’s profile

•  Increase positive reviews

•  Improve search positioning

•  Increase email subscribers

•  Generate leads

•  Increase sales volume

•  Improve customer service

•  Reduce cost of customer service

•  Reduce cost of customer

acquisition

•  Improve profitability

© 2014 Tim Peter & Associates, LLC

We’re all publishers now

Who? • Who are you talking to?

What? • What are they trying to do?

Where/when?

• Where and when will they see your message?

Why? • Why should they care about you?

How?

• How can you encourage them to parScipate in the creaSon and curaSon of your posiSve brand story?

Heart Head

Fast

Slow

Impulsive

& Enthusiastic Dominant

& Ambitious

Analytical

& Organized

Reliable

& Predictable

Am I going to be

satisfied when using

your product/service?

Why should I buy

from you?

Content is King

• Cut through the clutter

• Create content that is:

– Snackable

– Sharable

– Sharp


Which types of content work for social? •  Blog posts

•  Articles

•  White papers/ebooks

•  Case studies

•  Press releases

•  Videos

•  Images

•  Community management/

message boards

•  Polls/proprietary research

•  Newsletters (Electronic/print)

•  Advertorials

•  Events

–  In person

–  Virtual events

•  Slideware/presentations

•  Product demos

Coordinate messages across channels with structured content calendar

Winter Spring Summer Fall

Leisure Romantic getaways/Valentine’s Day Spring festivals Bank holiday/beach

getaways Home tours

Leisure Group

New Year’s Eve Fall festivals Home tours

Wedding Wedding planning Meet your caterer Plan ahead for next summer

“Engagement season”

Corporate Annual meetings Golf tournament Corporate strategy planning meetings

Snackable

Sharp

Shareable


Images sell

Visuals dominate the social web Social Network Users (MAU unless otherwise noted)

Facebook 1,320,000,000

YouTube 1,000,000,000

Qzone (QQ) 599,000,000

Sina Weibo 500,000,000+


Google+ 343,000,000


Twitter 255,000,000






Overall visual trends online •  Images getting bigger, bolder, brighter

•  More lifestyle oriented

•  You can’t make images too big –  Think “retina-quality” displays on mobile and tablet (and now desktops)

•  Sharing built in

•  Less text, more images above the fold –  Use of SEO schemas to provide search benefit without large blocks of text at

top of page

Incorporate sharing throughout the

process

Media and advertising too

Not limited to B2C

Context is Queen •  Evaluate and segment

customer behaviors by

context

•  Observe, measure, and

learn your customer’s pain

points in each

•  Improve by aligning social

experience with context


Mobiles Wearables Usables Invisibles


Source: http://blogs.cisco.com/news/cisco-connections-counter/

•  Almost 13.4 billion Internet-connected

devices in the world

•  Roughly 2 Internet-connected devices

for every man, woman, and child on

the planet

57

• 44% of all cell users

• 40% of those 35-44

• 50% of smartphone owners

• 60% of those 18-34

More people own mobile phones than own

toothbrushes


Tailor message to the medium

Remember the mobile/social

connection

Email client data courtesy of http://emailclientmarketshare.com/ (September, 2014)

According to Yesmail, more

than half of all consumers only

read email on mobile

Whole Foods sourcing in-store displays

with Instagram feed from local farms

The age of the selfie… your customers

are publishers too

Use it to your advantage: The Instagram-able Moment

Cosmopolitan Hotel, Las Vegas

Photo source: fabhousewife.com

Nordstrom’s makes Pinterest physical

Think about channels holistically

But you must respect your customers

as individuals •  Is the information you’re

collecting relevant to your customers’ needs?

•  If content is king and

context is queen, data is the crown jewels

•  Treat it like your business depends on it

Which relationship do you want with

your customers? Are you looking for a fling? Or a fairy-tale romance?

•  According to Ernst & Young, only 25% of American consumers say brands influence their purchase

decision •  Just 12 months later, nearly half of

those who claimed to be “highly brand loyal” weren’t (NPD)

•  80% of customers check reviews before purchasing (NPD)

Positioning •  Own who you are

•  Position individual product around

core messages

•  Reflect core messages in all content

and communications

–  Web

–  Social

–  Email

–  Print

–  Display

–  Broadcast

–  Outdoor

Wouldn’t it be great if we knew what

customers thought of our businesses?

Customer service leads to deep

brand experiences…

Often moves negative conversations

off public space

And grow your brand in amazing ways

Use customer chatter to improve

products/services

Key Takeaways •  Content is king

–  Use snackable, sharable, and sharp content to attract interest and action

•  Context is queen –  Help your customers meet their

needs where they are, not just on which device

•  Answer the key questions

–  Who, what, where/when, why and how

Your social media integration strategy

•  Starts with your customer

•  Declares objectives

•  Outlines strategies

•  Defines success

measures

•  And only then selects

actions

Thank You Web: timpeter.com

Phone: 201-305-0055

Email: [email protected]

Twitter: twitter.com/tcpeter


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