5 Reasons Why You Are Getting Social Media Wrong!

  • View
    329

  • Download
    0

Embed Size (px)

DESCRIPTION

A comprehensive guide to the top 5 mistakes that marketers make when using social media.

Text of 5 Reasons Why You Are Getting Social Media Wrong!

Social Marketing

Social Media Marketing5 Reasons Why you and everyone else is getting it wrong!Yes that means YOU!!!

What is this abouthttp://wwwflickr.com/photos/eleaf/2536358399/sizes/l/

2 It is quite simple really

the web allows consumers to lie

to each other

to themselves

but most importantly

It is quite simple really

the web allows consumers to lie

to each other

to themselves

but most importantly

It is quite simple really

the web allows consumers to lie

to each other

to themselves

but most importantly

lie to you and Your business!

What do I carehttp://www.flickr.com/photos/eleaf/2536358399/sizes/l/

7Well you might not.

Well you might not. But you should.

At the very least you have a marketing budget

Possibly a whole team or department

Probably ;-)This presentation will help you work smarterandmore profitably

OK

A bit of backgroundbefore we begin

OK

A bit of backgroundbefore we begin

I know presentations should avoid long text butthis will be quick. I promise.

People use consumer activity to create a lifestyle that reflects their personality and identity*

*Warren Susman

People use consumer activity to create a lifestyle that reflects their personality and identity

Simply put, consuming is a form of socialisation

The consumer uses purchases to fulfil

aspirations or display STATUS

This is known as conspicuous consumption

The consumer uses purchases to fulfil

aspirations or display STATUS

This is known as conspicuous consumption

into two groupsNow here is the rub

A Social Scientist dividedsocietyHis name was Zygmunt Bauma

and

they were called the Repressed and the Seduced

SEDUCED

These individuals are members of societywho have the money to consume effectively. SEDUCED

These individuals are members of societywho have the money to consume effectively.They can buy your stuff!!

But more importantly, other people can see that they can buy your stuff and so they are accepted in society as valuable.

They are consumers.

Examples?

Lawyer | Doctor | Personal Trainer | Soldier | Dentist | Plumber | Bricklayer | Executive | Programmer | Developer | Director

Someone who has your PRODUCT or SERVICE REPRESSED

These individuals are members of society who are excluded from consumer society.

Usually due to lack of moneybut not always. REPRESSED

These individuals are members of society who are excluded from consumer society.

Usually due to lack of moneybut not always.They cannot buy your stuff!!

Most importantly, other people can see that they cannot buy your stuff and so they are marginalised in society.

They are not valued consumers and will probably face social exclusion.

Examples?

/Single Parents/Unsuccessful/Unemployed/Migrants/Disabled/Elderly/Young

/Monks?

In summary

Someone without your product or service

But the world wide web and social networking allows people to circumvent these traditional ideas.

And ruin your carefully planned marketing strategy!RichConsumerPoor

Howhttp://www.flickr.com/photos/eleaf/2536358399/sizes/l/

32

Things are bought to make a positive impressionand demonstrate newly acquired wealth and rising statusto visibly display status.

The Theory of the Leisure Class Thorstein Veblen, 1899

Steven saysI can virtually display my allegiance to a product or service without actually having to purchase it.

In consumer society people are preoccupied, not with class, but with personal taste and individuality.

This entire idea can be encapsulated with what I refer to as the Customer SumIntent to purchaseXCapability to purchase

= Purchasing PowerIntent: the planning and desire to perform an act.Capability: the power or ability to execute a course of action

But without having to buy anything!This new role means we are all continually performing, broadcasting and acting out our consumer identities.

What does this mean for mehttp://www.flickr.com/photos/eleaf/2536358399/sizes/l/

39A marketing budget wasted on targeting customers who have neither the intention nor the means of purchasing your products

Social Networks provide an unlimited platform for a consumer to display their Intent to Purchase.

Without ever having the capability.

So what do Ineed to dohttp://www.flickr.com/photos/eleaf/2536358399/sizes/l/

42The challenge facing marketers in the 21st Century is fivefold

Luckily, I have some solutions

Step 1: Identify Social ProfileThe social triumvirate can be defined as

IDENTITYLIFESTYLECONSUMPTIONLifestyle + Consumption = IdentityExample: Facebook / Adobe/Lifestyle As a keen photographer I have liked a multitude of pages on Facebook related to print media and design

Example: Facebook / Adobe/Lifestyle As a keen photographer I have liked a multitude of pages on Facebook related to print media and design

/Consumption However, the system had incorrectly identified me as a market recipient for advertisements for adobe products despite liking completely open source alternatives.

Example: Facebook / AdobeMy social profile had not been understood and as such the marketing strategy was inefficient and not appealing to my IdentityChallenge 2: Validate Social ProfileThe future marketer must develop a process to test the validity of a consumers social profile.

Does the consumer have the intent? Does the consumer have the capability?Will they have the capability in the future?

How does your company identify the difference between what we consume publicly (virtually) and what we consume privately (physically)How accurate is the consumers virtual image of what they consume?

Does the customer like things ironically?

Can this be harnessed as per the Old Spice effect?How accurate is the consumers virtual image of what they consume?

How does your company identify the difference between what we consume publicly (virtually) and what we consume privately (physically)Do I like Heinz Baked Beans but actually buy supermarket own brand?Bottom Line:

Can that unemployed single mother really afford the Louis Vuitton luggage she has become a fan of?

Is repeated marketing of an unattainable product going to force her to seek counterfeit goods?Example: Christian Louboutin/Lifestyle Many of the Facebook fans aspire to own these shoes purely based on media hype generated by female centric television.

It would be interesting to seeHow much of the Twitter trafficis merely wishing to own apair.

Example: Christian Louboutin/Consumption Unfortunately, the reality is that the majority of those that ally themselves with the CL label will never have the capability to purchase a pair despite having the intent.

Example: Christian Louboutin/Identity Any attempt at brand identification is therefore inefficient as supply is created fora social group which can only virtually demand.

The marketing department must validate those consumers that have the purchasing power and focus intently on them. This is valuation.

Challenge 3: Value ConsumersThe evolution of marketing is to make the consumer feel, not like a valued customer, but as a valued member of society for consuming

Challenge 3: Value ConsumersThe evolution of marketing is to make the consumer feel, not like a valued customer, but as a valued member of society for consuming

Steven FeeneyMarch 2011

Example: National TrustIs your business promoting value?It builds Loyalty.

Example: National TrustTargeted advertisements that encourage users to purchase a National Trust membership to protect the forests of the United Kingdom.

Make the consumer feel valued for purchasing the National Trust magazine. Not just by the Trust by also by society.

I contribute to something.

Challenge 4: Develop LoyaltyChallenge 4: Develop LoyaltyIf you successfully divide human beings into groups and ask them to

make a choice

you gain brand loyalty for freeWhy?Challenge 4: Develop LoyaltyBecause they will naturally become defensive about what they perceive to be a life choice rather than a consumer choice.

Marketers should exploit this online by forcing combative consumer choices onto social platforms where appropriate

Challenge 4: Develop LoyaltyBecause they will naturally become defensive about what they perceive to be a life choice rather than a consumer choice.

Marketers should exploit this online by forcing combative consumer choices onto social platforms where appropriate

The Marmite Effect

You Love it or Hate it

Challenge 5: Track ChangesDoes your marketing process correctly identify when a consumer moves from the repressed category into the seduced?Challenge 5: Track ChangesOr vice versaDoes your marketing process correctly identify when a consumer moves from the repressed category into the seduced?Challenge 5: Track ChangesChallenge 5: Track ChangesCan your product or service actually facilitate a move between social groups?

How?

Challenge 5: Track ChangesLets take a hypothetical example.

Fictional Suits are a medium sized business with several high street stores.

social groups?

Challenge 5: Track ChangesThey typically cater to the middle class (seduced) but is there an opportu