1. The document discusses how social media is revolutionizing marketing by shifting power from advertisers to consumers. Consumers now have more choices and access information from people they know and trust rather than from advertisers alone. 2. It recommends developing a social media strategy that involves researching networks, listening to consumers, determining where to participate, engaging consumers through sharing and conversations, and measuring engagement. 3. An example 16-week marketing plan incorporates more online and social media elements like Facebook marketing, sharing photos and programs, and online referral campaigns.

1. Using Social Media in Your Marketing Plan Is this just evolution or is it complete revolution?

2. The average person is exposed to over 3000 advertising messages per day – how do they remember any?

3. “ To find something comparable, you have to go back 500 years to the printing press, the birth of mass media … Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control” Rupert Murdoch, Wired July 2006.

4. The death of traditional marketing? Newspaper advertising revenue plunged 27 per cent in the United States last year to its lowest level since 1986 TV networks have taken a 12% hit in advertising revenue compared to 2009. Advertising revenue from direct mail is expected to plunge 39% Australian commercial radio industry finished 2010 with annual growth in advertising revenue of 2.25%, first growth in several years

6. More importantly this is what the consumer NOW thinks . . . Consumer recommendations are the most credible form of advertising among 78% of the study’s respondents. Source ACNielsen

7. Check this out . . .

10. Which means . . .

11. Nike CEO Mark Parker explained the theme “The Consumer Decides”: “ The Consumer Decides is one of Nike's 11 maxims that really define who we are and how we compete as a company. Today, consumers have never held as much power as they do today. They have more choices and more access to those choices. They connect and collaborate with each other over the world. … Clearly, the power has shifted to consumers. The ability we have to connect with consumers is the single most important competitive advantage in business today.”

13. “ I’d rather have 100 engaged followers than 1,000 or 10,000 who ignore me.” Aliza Sherman Measuring Your Audience Stranger Doesn’t know your brand at all Aware Knows of the brand, not a follower and not engaging Passive Follower, does not engage Active Follow, low-level engagement Inquisitor Follower, high-level engagement, conversational Evangelist Follower, high-level engagement, conversational, syndicator

14. Building a social media network doesn’t give you permission to . . .

15. So remember . . . ‘ Social media is not a campaign. It is a commitment. Jeffrey Hayzlett, Kodak

16. Not all bad news

17. In fact, many say . . . Psychographic variables are any attributes relating to personality, values, attitudes, interests, or lifestyles. They are also called IAO variables (for Interests, Activities, and Opinions).

19. What about your marketing plan?

24. Justin Tamsett B.Ed (Phys & Health Education) Feel free to contact JT: [email_address] or 0438 015 677 Follow JT on Twitter: @JTActiveMgmt To read JT’s blog: www.justintamsett.com Become an Active Management Fan on Facebook: www.facebook.com/activemanagement And for more information on Active Management helping your business go to: www.activemgmt.com.au "What you leave behind is not what is engraved in stone monuments, but what is woven into the lives of others." Pericles