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30 minute presentation by Will Rowan at the Internet Retail show, Birmingham NEC, 24th March 2011.5 ways that retail businesses can use social media as part of their marketing mix.
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Customer Two Ltd.
5 practical steps that make marketing sociable
Customer Two Ltd.
Marketing is changing - rapidly from organisation-centric
to customer-driven marketing process
Product
PricePlace
Promotion
Customer Two Ltd.
Photography : [Jump: © José van Riele, 2002]
Place
Reputation
Value exchange
customer as expert
Marketing is changing - rapidly from organisation-centric
to customer-driven marketing process
Customer Two Ltd.
Photography : [Jump: © José van Riele, 2002]
Engagement: customer with
customer
Marketing is changing - rapidly from organisation-centric
to customer-driven marketing process
See
Share
Learn
Do
Customer Two Ltd.
See
Share
Learn
Do
Photography : [Jump: © José van Riele, 2002]
Company curates the conversation
Distribution
ReputationProduct
Value Exchange
Customer’s conversation
Marketing is changing - rapidly from organisation-centric
to customer-driven marketing process
Customer Two Ltd.
1 What’s the plan?
2 Why would they get involved?
3 What can you give them?
4 Where are your customers {digitally} ?
5 Where are your customers {physically} ?
+1 The big opportunity?
5 practical steps that make marketing sociable
Customer Two Ltd.
Social strategy for business: beAvailable freE Interesting Open Useful
Step 1AEIOU
Customer Two Ltd.
Create social objects, for sharing
Simple ideas, that click
Offers, thoughts, pictures...
Easy for customers to share
Gifts worth sharing with friends
Good business!
Step 2Share
Customer Two Ltd.
Rapidly recycle every idea to create ‘fresh’ content
all help boost network reputation... ...which boosts search visibility
Step 3Recycle
Customer Two Ltd.
from
xkcd
.com
Customer Two Ltd.
150
Catalyse, Chat, Curate other's conversations
Social tools & skills change as the audience grows
Customer Two Ltd.
Place marketing effort where customers’ attention is
email works best with existing customers - too expensive to find new customers + spam risk to *all* your email
SMS offers to redeem today & this weekend works best with existing customers - too expensive to find new customers
social share our message to win: like on Facebook; retweet with # on Twitter
Step 4networked
Customer Two Ltd.
Local means ‘digital to the door’
How easy is it to find your business, on the ground? Are directions accurate & helpful?
Check how web pages show a location that I can use: - do links take me to Navigation? - does the page work on my phone? Android, iPhone, Blackberry, Windows (Nokia)
Are map positions accurate? Google maps & Bing
Complete your business’ pages on Google Maps, Facebook, LinkedIn
Step 5Local
Customer Two Ltd.
1 What’s the plan? Available freE Interesting Open Useful
2 Why would they get involved? Simple gifts to share with their networks
3 What can you give them? One thought, in seven ways
4 Where are your customers? Facebook, Twitter ... mainly email & sms
5 Local
+1 The big opportunity? be smartphone friendly
5 practical steps that make marketing sociable
Customer Two Ltd.
Social Media are evolving fastest on mobile.
Watch your phone for the Next Big Thing
& don’t develop a mobile app!HTML5 is faster, cheaper, and universal
Customer Two Ltd.
Will RowanTheCustomer
e [email protected] & twitter @thecustomer
Digital Marketing Manualthe manager’s guide to ecommerce
published on Kindle next week,print on 12th April
