social media 247 - a marketing model - 2014 version

social media 247 ingmar de lange / mountview @idelange

2014 version!

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

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.

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.

part 2.the model

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i collected cases of brands that use social 247.

i put their common characteristics on a grid.

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the x-axis ranged from social media to social business.

in between these two, i found four main domains.

the y-axis ranged from brand-centric to user-centric.

please note: the model is not a funnel.

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communication

the communication domain is about the media part of social.

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most brands start with broadcasting (brand-centric).

this is easy to start, but hard to make successful. a brand needs to be newsworthy.

oreo did something newsworthy every day, for a 100 days…

red bull acts like a news organization.

coca cola’s corporate website is presented as a magazine.

tip: do not post randomly.learn from reality tv and create an engaging story line.

however, social is more about responding (user-centric).

247 webcare is now the norm for big brands.

the challenge is to take this to the next level.klm shows the response time of its social service.

shell publicly discussed its corporate strategy.

mcdonald’s answers sensitive matters openly by video…

fbto asks you what to do with customer’s insurance claims.

it not just what you say, also how you say it…

experience

this domain is about sharing your experience.

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people can share their general enthusiasm for a brand…

brands create fanclubs to catalyze this enthusiasm.

brands try to act as friends, up close and personal…

coca cola’s facebook page was even initiated by fans…

burger king gave disloyal fans a big mac if they left.

people can share how they experience products or services.

customers can openly rate patagonia products.

c&a brings user experiences to life by sharing likes.

user experiences are vital for the airbnb model.

user experiences can be shared automatically as well.

you automatically inspire others when you use spotify…

netflix analyses user experiences to predict your ratings.

proposition

this domain is about improvinga brand’s proposition.

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fans can help a brand improve its proposition.

lays uses its community to find new flavors.

lego asks fans which products it should produce.

barclays asks fans to help develop new products.

fans help giffgaff with many aspects of its business.

brikki lets children create their own stories.

a brand’s proposition can be made social as well.

nike uses social to offer new services.

klm introduced social reservation to enhance its offering.

target improves shopping with a social shopping service.

ebay strengthens its proposition with group purchases.

sales

social can bea businessplatform as well.

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social media can be used for sales promotions.

urban outfitters shares special deals with fans.

hertz offers discounts to facebook fans.

dell offers discounts via twitter.

social can also initiate new distribution models.

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groupon was one of the first examples…

airbnb introduced a new model for the hotel industry.

zopa offers an alternative way of banking.

friendsurance introduces peer-to-peer insurance.

the organizational layer

the model makesit easier to decidewho does what.

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each cluster can be linked to a department.

the implementation layer

you can also create your own roadmap.

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evaluate each quadrant with a traffic light.

STEP 1 MAYBE

NO

this is an example for an imaginary brand.

by isolating the green quadrants, a roadmap appears.

you can create different roadmaps for different markets.

the social journey

this principle can also be used to createa customer journey.

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social is about a continuous relation, not isolated incidents.

the evaluation layer

each quadranthas its own kpi.

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these kpi should connect to general marketing targets.

part 3.the roundup

social is an infrastructure.the key is to add value. so make your brand useful!

ready to take social to the next level?

masterclasssocial media 247how to use social more effectively

more inspiration?

www.brandutility.net

thank you! ingmar de lange ingmar@mountview.nl@idelange