Download - Marketing in the age of being social
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Marketing in the Age of
Being Social
And What It Means For You.
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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
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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
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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
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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
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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
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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.
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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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