marketing in the age of being social
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www.group3marketing.com @group3marketing #g3missemw /group3marketing
Marketing in the Age of
Being Social
And What It Means For You.
Centering Breath
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The Agenda• What Do We Mean By “The Age of Being Social”• Priorities – What’s Important• Let’s Define Marketing• The Conversation• Social Media Vs. Social Commerce• Story Building• ZMOT• Marketing In The Age of NOW• Grow You Business From The Inside Out
Author And Marketing Guru Seth Godin Said It Best…
IF YOU GO OUT OF BUSINESS TOMORROW
NO ONE WILL CARE, SO DO SOMETHING
REMARKABLE, OR QUIT.
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BUZZ WORDS
Loyalty
• Overworked/ Overused
Relationships
• Not Really
Engagement
• Social
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Priorities
What’s Important
To Grow Your Business
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“Being Social”? What Does “Being Social” Mean?
Connected Informed
Why Do We Call It Social Media And Not Business Media? Because We Haven’t Figured It Out
But We’re Getting Close
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Social Media Revolution
2012
Let’s Watch A VideoContinue to next slide to view video
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Multi-Channel Marketing – Then & Now
•Print•Radio•TV•Internet
Mass (Mad Men)
•Snail Mail•E-mail•Text
Direct
•Viral•Engaging (Two Way)•Anarchy•Faceless
Social
Doing Business in the Age of NOW
In The Age Of N
OW It’s A
ll About S
peed
In The Age Of NOW It’s All About ME
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One Word
Describe Your Guests
•Frugal•Busy•Stressed
Being Social In The Age Of NOW
• It’s Complex• How Do We Get In
The Game– Whose Game Is It– How Do We Stay In
• It’s Complicated– What’s Your Message– Does One Size Fit All– What About Timing
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Let’s Define Marketing
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Takeaway #1
It’s What We Do to
Influence the Next Sale.
(Everything Else Is
Background Stuff.)
Marketing…
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The SOCIAL Conversation(s)
Between “Friends”
BFF Has a Whole New
Meaning
Wide FocusWide RangingNOTHING Is
Off Limits
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Conversations & Connecting
Mass Media• Reach• Frequency• Static• One Way • Linear
Direct• Short Lived• Tight Focus• Event Driven• Call-to-action
Viral• Dynamic• Two Way• Flexible• Amplification
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In The Age Of NOW – Being Social
It’s About Connections And
Engagement
We’re Busy Checking In• I’m Here, I’m Cool• Virtual Rewards• Everybody Knows
Word Of Mouth On Steroids • Driven By Technology• Fueled By SEARCH –
Google It• Accelerated By Knowledge• Actionable And
Responsive
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In The Age of NOW
We Can’t Keep Up
There’s A New App
Every Day
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MIDAS
Let’s Watch A VideoContinue to next slide to view video
Social Media:Between Thee And Me and
All Our Friends
Social Commerce• Maybe It’s Not
About Selling• New Paradigm• New Space
Right Fit• Fuel
Engagement• Create A
Conversation• Gain A Little
Insight
Social Media Vs. Social Commerce
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Takeaway #2
NOW Is A Scary Place
“Likes” and “Friends” Are Not Sales
You Have To Be Where Your Guests
Are
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Story Building
Takeaway #3
Do It In Cyberspac
e In 140 Characters Or LessDo It In Real TimeBe Transparent Or You
Will Be ExposedExpect Feedback
Respond
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• Old Media– The STIMULUS– The Genesis Of Brand Building
• MOT - A P&G Concept– Fmot– Smot
• ZMOT – A Google Concept– Zero Moment Of Truth– Critical New Concept– First Step Of Engagement
• New Media – The Buying Decision Journey Has Changed– What Once Was A Message Is Now A Conversation– Word Of Mouth Is Stronger Than Ever And It’s Digital
ZMOT – Takeaway #4
Remember the G3M Definition of
Marketing.
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ZMOT
Let’s Watch A VideoContinue to next slide to view video
The Explosion of Social Media
Began As A Way To Stay Connected With Old
Classmates And Family
Penetrated Into The Fabric Of Society
Social Media Became The Catch-all For
Electronic Connections
We Can Speak Our
Minds Freely
We Can Ask The World
Anything
It’s Our Best Friend
And Greatest Enemy
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70%
Takeaway #5The Scariest Number You Want To Forget
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Get SeriousHow Do Social Media Efforts Impact Your Business Drivers…
• Guest Retention• Underperforming Guests• Capturing New Guests
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Pop Quiz 1 And Takeaway #6
What Do You Call A Guest When She (Or He) Walks Out Of Your Salon?
A FREE AGEN
T
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Pop Quiz 2 And Takeaway #6½
When Do You Begin MARKETING To Free Agents?
RIGHT NOW
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There’s More…
…To Being Social Than Being SocialSocial
Is A Strategy – Not Tactic
Facebook – Twitter – Yelp – And All
The Others
Are TOOLS To Help
You Stay Engaged
You Also Need To Stay Connected
With Your Guests (Free Agent
s)
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Something New In The Age Of NOW
Trigger Based Marketing• Something Happens EVERY DAY
• A New Guest Tries Your Salon• A Guest Does Not Come Back• A Guest Earns A Reward
• These Are Call-to-Action Triggers
Underperforming Guests Growth Opportunities Every Day
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Ei3™ – A Powerful Tool In The Age Of NOW
Focus is electronic Turnkey Customizable Easily changed Affordable
Why E-mail? Epsilon Reports:
“Open Rates for Triggered e-mails soar”
Analysis of 7.1 billion e-mails found open rates for trigger based e-mails were 75% higher than “business as usual” (BAU) e-mails in Q1, 2012.
How Will You Grow Your Business In The Age of NOW?
Takeaway #7 It’s Not Easy Understanding The Challenges
New Guests – Low Retention Current Guests – FREE AGENTS EVERYONE Is Talking
Set Priorities New Guests GROW Current Guests
Influence The Next Sale Be Relevant, Immediate, and SOCIAL
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Before We Close
This Afternoon – 2:00PM – 3:30PM– New Workshop Room 12– Grow Your Business From The Inside Out
• Tomorrow 12:00 – 1:30PM– Grow You Business From The Inside Out– Room 12
Information Sheet– Ei3™ Marketing Program
More Information – TEXT G3MISSE to 96362– Future Webinars– Weekly E-Marketing Newsletters
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