Gavin Moffat - Social Media in Marketing Africa 2011 - 25 February 2011

Social Media

The idea of integrating social media into a marketing and communication mix is alien thought for many.

Can make you feel ......

like a fish....

out of water?

Help!

INTEGRATING SOCIAL MEDIA INTO YOUR MARKETING AND COMMUNICATIONS OR WHAT THE HELL DO I DO NOW?

@gavinmoffat / puruma / unleashing / potential /

You’re a believer

You’re here – you must care

Don’t be a believer because you have to

You’re here because ...

Social media is a

tool

Allows for conversatio

ns

Fundamentally changed the

way that customers want to engage with

brands

It seems self evident that...

Is social media for

every business?

Do you know if it is

a game changer in your world?

Use it or lose the

customer

and....

Do you really know your customer?

Do you have any brand challenges?

What does your brand promise?

Tough questions

Is there a disconnect between promise and delivery?

Disconnect in brand promise vs. delivery = social media nightmare

Tough questions

Before starting the 10 step program

Know your customer

Have a viable, measurable and implementable business strategy

Understand your market conditions

Before starting the 10 step program

Want to hear from your customer

Good and Bad

Understood that comparison is OK. It makes things better

puruma 10 step program - in 11, easy to remember steps

Space and place

Listen

Strategise

Measure

TacticsContent

Resource

Action

Participate

Simple

Evaluate

Research

Know thy space and

place

Perspective helps

Step 1

Evaluate

Use traditional tools like a clipping

service

Listen before

you speak

Add new ones like ORM tools

Step 2

Analyse the results

Find the

gaps

How does online

dovetail with

offline?

Strategise

Same goal different

measurable

Step 3

What does success

look like?

Measurement

What am I measuring

?

Step 4

How will I measure? Test

Plan it

Tactics

Timeline it

Step 5

Pick the platforms

King

Content

Quality

Step 6

Relevant

Of Value

Timeous

Delegate

Resource right

Outsource to get it done

Step 7

Get a communit

y manager

Usage and

policy guide

Just

Take action

It

Step 8

Do

Get involved

Participate

Talk to customers

Step 9

Hear them and

respond

Don’t be clever

Keep it simple

Start and learn on the job

Step 10

Long haul

Measure

Evaluate

Review

Step 11

Revise

Space and place

Listen

Strategise

Measure

TacticsContent

Resource

Action

Participate

Simple

Evaluate

Those platforms again please....

Those platforms again please

If you are lucky....... your customers will say this

Or this.....

And finally......

$#@*

Thank yougavin@puruma.comwww.puruma.com

www.twitter.com/gavinmoffatwww.gavinmoffat.com