4Ps of Social Marketing July 2012

• 1. 4Ps of Social MarketingCopyright 2012 by Jonathan MilneThe opinions expressed are not necessarily those of my past or current employer(s).

2. The 4Ps of Social Marketing TraditionalSocial Marketing MarketingProductPurposePricePlatformPlaceParticipationPromotionPerformanceYes, there are other Ps in themarketing mix that could be includedYes, there are other Ps that could besuch as People, Process, Physical included such as People, PoliciesEnvironmentCopyright 20102 Copyright 2012 by Jonathan Milne 3. 1) Purpose: What are my objectives?As simple as this sounds, many organizations jumpinto social marketing without defining their purpose.Your purpose determines the community(ies) you wantto be engaged with. Specific goals and objectives of the social marketingrelated to the overall company strategy Level of executive sponsorship and engagement insocial marketing efforts Personas for each targeted community anddemographic Who should be involved or responsible forimplementing the social strategy Revenue is very difficult to attribute to social media.There isnt yet a sophisticated enough understanding and application of measurement processes to do that.- Alex Pearmain, Head of Social Media, O2 UK Copyright 20103Copyright 2012 by Jonathan Milne 4. 1) Purpose: What are my objectives?Social marketing should be about finding and creatingfans, joining or starting conversations, as well as learningand sharing information. Make sure you are creating contentthat stimulates real conversations that want to get consumersmotivated to be engaged with you. The end result of yoursocial media strategy should be about creatingawareness, building brand trust and helping potentialcustomers make a decision.However, since social strategies are usually driven bymarketing departments, common objectives include: Increase web traffic Reduce customer acquisition costs Increase lead generation Improve public relations Increase sales revenue Improve customer support quality Improve search engine rankings Reduce customer support costs Improve brand or product awareness Help with employee recruitmentCopyright 20104 Copyright 2012 by Jonathan Milne 5. 2) Platform: Which ones to support?# of Users Target Audience AmazingHow to leverage in millions(Male/Female)Platform Facts 1 of every 5 page views on the web is Show off your company cultureFacebook84560% / 40% on Facebook Create fans via Likes Highlight events Over 829,000 videos are uploaded Have fans post videos with orYouTube80051% / 49% every dayabout your product Make fun of yourself 175 million Tweets a day / Top 5 Find fans most popular accounts are musicians Create buzzTwitter 46543% / 57% Take advantage of its instantnature The Google +1 button is used more Show off your company cultureGoogle+17063% / 37% than five billion times per day Create circles and help connectpeople There are more than 1 million Job PostingsLinkedIn13555% / 45% LinkedIn groups Creating Groups aroundTopics/Events Users spend an average of just fewer Create infographics to be pinnedPinterest 1032% / 68% than 16 minutes on the site Create visual art Share photos With a new user signing up every Share photosInstagramsecond, Instagram is on track to 30reach 100 million users, only two years after its launchOthers: http://60secondmarketer.com/blog/2010/04/09/top-52-social-media-platforms/ Copyright 2010 5 Copyright 2012 by Jonathan Milne 6. 2) Social Platforms InfographicCopyright 2010 6 Source: http://www.go-gulf.com/blog/social-networking-user 7. 3) Participation: Who should be involved?A frequent question about social media includes who should beinvolved in your companys social strategy. The answer is simple everyone!These multiple voices from your organization will help you reacha multitude of users which was probably not possible earlier: Marketing Usually trying to do it all by themselves Product Management Gaining market insights and product feedback Partner Management Building trusted relationships and finding new opportunities Professional Services Sharing product and market knowledge Sales Connecting with prospects and customers HR Staff Recruiting top talent Public Relations Creating your corporate voice and connecting Analysts / Journalists . Copyright 20107Copyright 2012 by Jonathan Milne 8. 3) Participation: Who should be involved?Diverse employee inputs in your social strategy can help everyaspect of your company from recruiting, social responsibility,lead generation, thought leadership, awareness, public relationsand more.Now that we know everyone should be involved, manyorganizations are implementing policies about how theseemployees can/should use social networks. Hopefully thesepolicies are not too restrictive, since the most common hesitationaround social policies is ensuring employees are not sharingconfidential information.By the way, organizations should also implement social policystatements with third party suppliers and external contractorswho can accidently share confidential information, as well.Copyright 2010 8Copyright 2012 by Jonathan Milne 9. 4) Performance: What are my metrics?Start by focusing internally! Discover how many employeesare already using Facebook, LinkedIn, Twitter Then askyourself, how involved are they, who can we learn from, howcan we help them, how can we as a company work onlinetogether to leverage whats already being created and muchmore.As for external metrics, most organizations jump straight intovolume measuring including # of followers, # of tweets, # offavourites, # of likes, # of visits, # of friends, # ofInstead your performance metrics should be categorized intofour categories: 1) Reach 2) Engagement 3) Advocacy 4) Return on InvestmentCopyright 20109 Copyright 2012 by Jonathan Milne 10. 4) Performance: What are my metrics?As for systems, there are a number of great ones out theredepending on your needs, budget and how advanced you arewith your social strategy.Many of the traditional CRM and marketing automation toolsnow offer some level of reporting for social media, includingSalesForce, MS CRM, Eloqua and SalesFusion.However, there are a growing number of specialized tools formeasurement including reputation management (GoogleAlerts/Twitter Search), web analytics (Google Analytics/StatCounter)and Real-Time Engagement (Hootsuite/Sprout Social/Tweetdeck).Here is a great list of social marketing tools::http://www.toprankblog.com/2010/09/22-social-media-marketing-management-tools/Copyright 201010 Copyright 2012 by Jonathan Milne 11. Social media in a nutshell This is where Watch me eat Here are myIm eating a nut!I like nuts.I found the nuts. these nuts.nut-eating skills.(See my Tweet)(See my Photo)(See my Location) (See my Video)(See my Profile)Twitter FacebookFour You LinkedIn SquareTube1:00.00PM 1:00.01PM 1:00.02PM 1:00.03PM1:00.04PMCopyright 201011 Copyright 2012 by Jonathan Milne 12. Copyright 2010 12Source: http://www.mediabistro.com/alltwitter/social- 13. And finally Do watch, read and learn .. before you jump in Dont be tempted to get into a debate Do proof before posting!! (You cant always delete them!) Do be passionate and opinionated just make sure you areaccurate Do keep an eye on future trends including:http://newsroom.cisco.com/feature-content?type=webcontent&articleId=484141 Social commerce Social search Social deals Social viewingAlso check outhttp://www.mediabistro.com/alltwitter/five-social-media-strategies_b24704Copyright 2010 13Copyright 2012 by Jonathan Milne 14. Would love to hear your feedback Jonathan Milne [email protected]://plus.google.com/103855881503887222435http://nl.linkedin.com/in/milnejonathan@jonathanmilne 14Copyright 2012 by Jonathan Milne 15. References and Recommended ReadingsManagers Need to Up Their Game with Social MediaSocial Media Playbook: Everything Your Company Needs to Know toby Anthony J. Bradley and Mark P. McDonald | 11:47 AM March 26, 2012Succeed on the Social Webhttp://blogs.hbr.org/cs/2012/03/managers_need_to_up_their_game.html By: Eloquahttp://media.eloqua.com/documents/Eloqua_Social_Media_Playbook_PublThe Social Marketing Mix: The Four Ps of Social Mediaic.pdfby Reeds Smithhttp://reedtsmith.com/2010/06/24/the-social-marketing-mix-the-four-ps-of- Top 52 Social Media Platforms Every Marketer Should Knowsocial-media/ By: Jamie Turnerhttp://60secondmarketer.com/blog/2010/04/09/top-52-social-media-Q&A: Alex Pearmain, head of social media, O2 UK platforms/Wed, 15 Feb 2012http://www.marketingweek.co.uk/opinion/looking-at-social-media- The History Of Social Media (1978-2012) [INFOGRAPHIC]differently/4000102.article By Shea Bennett on February 17, 2012 6:00 AMhttp://www.mediabistro.com/alltwitter/social-media-history_b1877622 Social Media Marketing Management ToolsBy Lee OddenUSER ACTIVITY COMPARISON OF POPULAR SOCIAL NETWORKINGhttp://www.toprankblog.com/2010/09/22-social-media-marketing- SITES [INFOGRAPHIC]management-tools/ Posted on 2012-05-02http://www.go-gulf.com/blog/social-networking-user2010 Social Media Marketing: Benchmark ReportBy: Marketing SherpaThe Future of the Social Web: Social Graphs Vs. Interest Graphshttp://www.marketingsherpa.com/SocialMediaExcerpt.pdf DAVID ROGERS SEPTEMBER 30TH, 2011http://www.readwriteweb.com/archives/the_future_of_the_social_web_soc48 Significant Social Media Facts, Figures and Statistics Plus 7 Infographics ial_graphs_vs_interest_graphs.phpWritten by Jeff Bullashttp://www.jeffbullas.com/2012/04/23/48-significant-social-media-facts-figures- The Future of the Social Web: Social Graphs Vs. Interest Graphsand-statistics-plus-7-infographics/ By David Rogers, September 26 , 2011http://newsroom.cisco.com/feature-Five Strategies To Dominate Twitter, Facebook And YouTube content?type=webcontent&articleId=484141[INFOGRAPHIC]By Lauren Dugan on June 27, 2012 12:00 PM How to Measure Social Media Marketing; 3 Stepshttp://www.mediabistro.com/alltwitter/five-social-media-strategies_b24704 BY PAUL CHANEY JULY 12, 2011http://www.practicalecommerce.com/articles/2902-How-to-Measure-Social-Media-Marketing-3-Steps 15Copyright 2012 by Jonathan Milne