Social Media Marketing

5 Reasons Why you and everyone else is getting it wrong!

Yes that

means

YOU!!!

What is this about

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 care

Well 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 smarterand

more profitably

OK

A bit of backgroundbefore we begin

OK

A bit of backgroundbefore we begin

I know presentations should avoid long text but…this 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 g

roup

s

Now here is the rub…

A Social Scientist dividedsociety

His name was Zygmunt Bauma

and

they were called the Repressed

and the Seduced

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

SEDUCEDThese 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

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

Usually due to lack of money…but not always.

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

Usually due to lack of money…but 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!

Rich

Consumer

Poor

How

“Things are bought to make a positive impression…and… demonstrate newly acquired wealth and rising status

…to visibly display status.”

The Theory of the Leisure Class Thorstein Veblen, 1899

Steven says…I 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 Sum

Intent to purchaseX

Capability to purchase

= Purchasing Power

Intent: …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 me

A 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 do

The challenge facing marketers in the 21st Century is

fivefold

Luckily, I have some solutions

Step 1: Identify Social Profile

The social triumvirate can be defined as

IDENTITY

LIFESTYLE CONSUMPTION

Lifestyle + Consumption = Identity

Example: 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 / Adobe

My social profile had not been understood and as such the marketing strategy was inefficient

and not appealing to my Identity

Challenge 2: Validate Social Profile

The 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 Consumers

“The 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 Consumers

“The 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 Trust

Is your business promoting value?It builds Loyalty.

Example: National Trust

Targeted 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 Loyalty

Challenge 4: Develop Loyalty

If you successfully divide human beings into groups and ask them to

make a choice

you gain brand loyalty for free

Why?

Challenge 4: Develop Loyalty

Because 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 Loyalty

Because 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 Marm

ite Effect

You Love it o

r Hate it

Challenge 5: Track Changes

Does your marketing process correctly identify when a consumer moves from the repressed category into the seduced?

Challenge 5: Track Changes

Or vice

versa

…Does your marketing process correctly identify when a consumer moves from the repressed category into the seduced?

Challenge 5: Track Changes

Challenge 5: Track Changes

Can your product or service actually facilitate a move

between social groups?

How?

Challenge 5: Track Changes

Let’s take a hypothetical example.

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

social groups?

Challenge 5: Track Changes

They typically cater to the middle class (seduced) but is there an opportunity to market to a new demographic –

the repressed?between social groups?

What if they took a different approach?

Challenge 5: Track Changes

Instead of promoting social exclusion they used inclusion as a marketing tool

Challenge 5: Track Changes

Adapt the marketing strategy to incorporate the repressed by showing them Fictional Suits might help them achieve that job they want by dressing smartly…

Challenge 5: Track Changes

Offer special discounts hand in hand with local

job centres that unemployed individuals

can purchase suits for 30% of the retail if the

job centre are willing to foot another 30%...

Challenge 5: Track Changes

In this way the Marketing Department at Fictional Suits is breaking down the barriers

between seduced and repressed and helping to bring about social mobility.

Challenge 5: Track Changes

More importantly they

gain Brand Loyalty

for life!

Summary

Consumer society exists on different levels Repressed and Seduced In the past customers affiliated with a brand

through purchasing Today a consumer can benefit from brand

association without purchasing To social market effectively…

Summary

Define the customer Social Profile Validate that Social Profile Value the customer in original ways Build Brand Loyalty Track and inspire social changes

Summary

Who am I

Hi. I am Steve.

CEO Mavin Management

I am the author of the 100 Day System

The premier guide for bringing the principles of project management to your lifestyle or workplace.

“ Often we expect too much of computers and not enough of ourselves. We

should be asking better questions...”

Nate Silver. Author, FiveThirtyEight

The 100 Day What?

In a review, James Kelly of GeekDad said

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The first time I read through the book..…I was blown away

“”

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The ultimate way to get organised. Far superior to any mobile app I have used.

The 100 Day System kicks you into high gear.

“”

said

It is the foundation for success

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@steven_feeney

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