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Mike Lewis
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Can You Handle It?
Mike LewisVP of Marketing & Sales
Awareness, Inc.@bostonmike / @awarenessinc
Top 5 Social Marketing Challenges Businesses Face
Wednesday, June 15, 2011
Marketing Challenge
• Communications Evolved
• 5 Most Common Social Media Challenges facing Enterprises
• Examples of Social Media Success
Wednesday, June 15, 2011
A Little About Me
• Boston native, New Dad, Entrepreneur and marketing guy
• Ran marketing & sales at several start-ups and have used more than social media alone
• Active blogger, tweeter, and social media enthusiast
• VP of Marketing & Sales at Awareness Inc.
Wednesday, June 15, 2011
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Wednesday, June 15, 2011
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A personal story...
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ooops...wrong day
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The Next day...
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How’d they know that?
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It was this guy!!!
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My Experience =“Customer WOW
Moment”
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What I thought...
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What I thought...
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What I thought...
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What I thought...
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What I thought...
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What I thought...
Just spoke with mike. Wants to head home to see his son. Booked him on earlier flight.
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What I thought...
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What I thought...
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What I thought...
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What I thought...
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What I thought...
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What I thought...
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What I thought...
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What I thought...
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What actually happened...
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Not as exciting, but a great story none the less
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So, what’s it all about?
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So, what’s it all about?
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So, what’s it all about?
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The way we communicate has evolved
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Social Media represents the largest shiftin communications in human history
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Why are marketers soooo excited about Social Media?
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Let’s take a step back...
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How we have beentrained to market?
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(1) Develop a campaign
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(1) Develop a campaign
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(2) Identify Sources
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(3) Develop Compelling Content & Offers
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(4) Broadcast
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(5) Wait...
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Social Media is new and unique for marketers
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• Data that is driven by
• Dialog and
• Contextual Content within a
• Community
For businesses, marketing through Social Media is about
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For Example, let’s say we are selling...
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Under the traditional model we would...
• Broadcast messages through multiple channels
• Collect Data and Demographically target
• Open stores in areas of audience concentration
• Drive people to online or offline purchases
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• Listen for individuals who show a likelihood of buying
• Target:! Hyper-target individuals with
contextual offers and content! Identify Contextual
Influencers ! Market to a widget
enthusiast group on Facebook
! Contextual groups (or create one)
Through Social We Could:
Wednesday, June 15, 2011
• Listen for individuals who show a likelihood of buying
• Target:! Hyper-target individuals with
contextual offers and content! Identify Contextual
Influencers ! Market to a widget
enthusiast group on Facebook
! Contextual groups (or create one)
Through Social We Could:@bill Need new
shoes for the office party. What to buy?
HUGE ski trip with the guys next month! Can’t
wait!
month 2 in marathon training. Feeling better
everyday
UGH! I hate back to school shopping for the
kids!
Wednesday, June 15, 2011
• Listen for individuals who show a likelihood of buying
• Target:! Hyper-target individuals with
contextual offers and content! Identify Contextual
Influencers ! Market to a widget
enthusiast group on Facebook
! Contextual groups (or create one)
Through Social We Could:@bill Need new
shoes for the office party. What to buy?
HUGE ski trip with the guys next month! Can’t
wait!
month 2 in marathon training. Feeling better
everyday
UGH! I hate back to school shopping for the
kids!
Need shoes? We have the largest selection & 20% discount so you look great at the party http://bit.ly/45hdf
Wednesday, June 15, 2011
• Listen for individuals who show a likelihood of buying
• Target:! Hyper-target individuals with
contextual offers and content! Identify Contextual
Influencers ! Market to a widget
enthusiast group on Facebook
! Contextual groups (or create one)
Through Social We Could:@bill Need new
shoes for the office party. What to buy?
HUGE ski trip with the guys next month! Can’t
wait!
month 2 in marathon training. Feeling better
everyday
UGH! I hate back to school shopping for the
kids!
Need shoes? We have the largest selection & 20% discount so you look great at the party http://bit.ly/45hdf
Dude! If you need a new pair of kicks check these out http://bit.ly/jhgk - We will power you on the big day!
Wednesday, June 15, 2011
• Listen for individuals who show a likelihood of buying
• Target:! Hyper-target individuals with
contextual offers and content! Identify Contextual
Influencers ! Market to a widget
enthusiast group on Facebook
! Contextual groups (or create one)
Through Social We Could:@bill Need new
shoes for the office party. What to buy?
HUGE ski trip with the guys next month! Can’t
wait!
month 2 in marathon training. Feeling better
everyday
UGH! I hate back to school shopping for the
kids!
Need shoes? We have the largest selection & 20% discount so you look great at the party http://bit.ly/45hdf
Dude! If you need a new pair of kicks check these out http://bit.ly/jhgk - We will power you on the big day!
Looking for new ski boots? 10% of for you today http://bit.ly/jhgk
Wednesday, June 15, 2011
• Listen for individuals who show a likelihood of buying
• Target:! Hyper-target individuals with
contextual offers and content! Identify Contextual
Influencers ! Market to a widget
enthusiast group on Facebook
! Contextual groups (or create one)
Through Social We Could:@bill Need new
shoes for the office party. What to buy?
HUGE ski trip with the guys next month! Can’t
wait!
month 2 in marathon training. Feeling better
everyday
UGH! I hate back to school shopping for the
kids!
Need shoes? We have the largest selection & 20% discount so you look great at the party http://bit.ly/45hdf
Dude! If you need a new pair of kicks check these out http://bit.ly/jhgk - We will power you on the big day!
Looking for new ski boots? 10% of for you today http://bit.ly/jhgk
We hate it too... shop online and avoid the hassle... free returns! http://bit.ly/jhgk
Wednesday, June 15, 2011
Fundamental Difference in communication
VS
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What’s at the core?
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Intelligence
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• © 2009 Awareness CONFIDENTIAL
5TOP
Challenges
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Inability to Scale#1
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4 channels300K+ fans
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4 channels300K+ fans
Activegroups
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4 channels300K+ fans
Activegroups
1 Channel
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4 channels300K+ fans
Activegroups
1 Channel 3 Accts
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4 channels300K+ fans
Activegroups
1 Channel 3 Accts 1 page15K fans
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4 channels300K+ fans
Activegroups
1 Channel 3 Accts 1 page15K fansX
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Security & Control#2
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Customer Service
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Customer Service
Marketing
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Customer ServicePR
Marketing
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Customer ServicePR
Marketing
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Customer ServicePR
Marketing
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Customer ServicePR
Marketing
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Lack of Resources& Buy-in
#3
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Reporting is Ad-Hoc#4
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Centralization#5
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PR
SALES
SERVICE
CRISIS
PRODUCT
RECRUIT
Slide created by @equalman
Wednesday, June 15, 2011
all challenges are opportunities in disguise
Wednesday, June 15, 2011
Mike LewisVP of Marketing & Sales
Awareness Inc@bostonmike / @awarenessinchttp://blog.socialepisodes.com
Wednesday, June 15, 2011
