Five characters of Social MarketingTuesday, 2 September 2008

Dominique HindMark (M&C Saatchi)

Social MarketingDefinition

� It is a platform for connection between like minded people or those that have a personal connection.

� Communities or groups are initially formed on physical connections & social networks radiate outwardsbased on common interests between people (MGM).

� Social networking provides the platform for people to engage & find other like minded individuals.

Social MarketingA question

Where does social marketing fit in a

marketing context?

� Consumers expect to see commercial messaging on portals & sites.

� BUT on social network sites, without relevance & context, it has the ability to possibly devalue & detract from a brands relevance, stature & esteem.

Five characters of Social Marketing

The Confused The Hopeful

The Experimenter The Participant The Insightful

The ConfusedProfile

It’s an interesting place to be

BUT

I don’t really know why I am here.

The ConfusedExample

The HopefulProfile

I don’t know how

BUT

I hope this is effective.

The HopefulExample

The HopefulExample

The HopefulExample

The ExperimenterProfile

I need to know how this works

& have to be involved,

regardless of the impact.

The Experimenter Example

The Experimenter Example

The Experimenter Example

The Experimenter Example

The ParticipantProfile

This is a digital congregation point

for consumers of like mindedness (our target audience).

The Participant Example

The Participant Example

The Participant Example

The InsightfulProfile

It just makes sense,

Fish where the fish are.

The Insightful Example

The Insightful Example

The Insightful Example

Five key Social Marketing take outs

1. Absolute relevance� Just because you can, doesn’t mean you should

2. Community� Understand your audience & reason for being

3. Involvement� Offer something your audience wants

4. Creative� If it looks like an ad & smells like an ad, it won’t work in

social networking

5. Measurement� What does success look like? What is the economic value of

the campaign?

Thank you!Dominique Hind

Email: dominique.hind@marksydney.com

Blog: http://dominiquehind.wordpress.com

Links

� Victoria Secret (YouTube): http://elounge.victoriassecret.com/

� Qantas (YouTube): http://www.youtube.com/qantas

� Nike+: http://www.nikeplus.com

� Dell IdeaStorm: http://www.ideastorm.com

� All other social networking groups can be searched on entry (the URLs are extremely long & look really ugly on the page).