This document discusses how marketing has evolved from focusing on demographics to focusing on behavior and building customer relationships through social media. It notes that social media allows customers to have a conversation with brands rather than brands dictating messages. However, it cautions that social media requires significant resources to maintain profiles and engage in conversations. The document advocates using personas to understand customer motivations and tailor content to meet their needs. It argues that personalization through understanding context is more effective than one-size-fits-all messaging and keeps customers engaged.

1. From marketing to social media
(and back again)
Eric Reiss
Digital Trendspot
October 13, 2010
London, England
#SitecoreDT 10

2. mar·ket·ing
verb
1 : a process by which companies determine
what products or services may be of interest to customers
2 : how companies create value for customers,
and build strong customer relationships
in order to capture value from customers in return

3. so·cial me·di·a
noun
1 : information designed to be disseminated through
social interaction using highly accessible
and scalable publishing techniques.
(official definition)
2 : everything that didn’t fit
into some other bucket, such as
“traditional, “mass”, or “broadcast” media
(my definition)

4. mar·ket·ing
1 : a company yells at a group you’re in
so·cial me·di·a
2 : a friend whispers in your ear

5. Buzzwords in your ear
One-to-one marketing
“Hey, I’m talking to you, dude!”
Dialog marketing
“Hey dude, answer me when I’m talking to you.”
Permission marketing
“Hey dude, you invited me to this party.”
Personalization marketing
“Hi Ms. Eric Reiss, you invited me to this party.”
Social media marketing
@elreiss check out this party: http://is.gd/aRCCO

6. Social media exists!
Social media marketing doesn’t!
(and I will stake my reputation on this)

7. Marketing vs. social media
Then Now
Demographics Behavior
We controlled the message Our customers create
the buzz
We asked our customers Our customers are having
what they thought a conversation with our brand
We dictated We serve
Source: Eric Reiss

8. Myth:
social media is free!

9. Let’s do the social-media math
Profile maintenance per day 1 hour*
Number of working days 200 per year**
Price of a billable hour £ 150***
___________
Cost of social media per annum £ 30,000
* See October, 2010 issue of the BBC’s Focus magazine
** At 18.5 days a month, an industry standard, this should actually be 222 days
*** Typical hourly rate for a London media consultant or advertising creative

10. Conclusion:
social media is a
damned expensive channel!

11. To succeed in today’s market,
you have to understand both
demographics and behaviour

12. It’s about building relationships
Source: John Cribb & Sons Ltd. / Kidde

13. An introduction to demographics

14. Demographics
Define groups
Segment according to needs

15. Demographic groups
Cartoon copyrights could not be traced. Used for educational purposes only.

16. Segmenting by need

17. What we should be doing

18. Our self-created problem –
we cannot be all things to all visitors

20. An introduction to personalization

21. Personalization
Anticipating needs
Eliminating the irrelevant
NOT the same as customization
Customization is what YOU do to a site
Personalization is what the SITE does for you

22. Cus
tom
izati
on

23. Cus
tom
izati
on

24. Cus
tom
izati
on

25. Cus
tom
izati
on

26. Pers
o naliz
a tion

27. Pers
o naliz
a tion

28. No clicks – everything is in play

29. 1st click – is there a preference?

30. 2nd click – this could be a pattern

31. Third click – yes, there’s a pattern

32. Fourth click – time to zero in

33. Fourth click – time for context

34. An introduction to personas

35. Personas...
…represent the needs of larger groups
…identify the user motivations, expectations, and goals
responsible for driving online behaviour
…bring users to life by giving them names, personalities
and a photo.
…are based on interview with real users. They have both
personal and professional needs.
…help:
focus the task
identify use cases
empirically test proof-of-concept
…keep everyone “on the same page”

36. Mary Henriksen
38, married, mother of two
Native Australian, now lives in Denmark
Health-conscious
Running
Tennis
Yoga
Family history of heart disease
Actively supports Heart Association and Red Cross
Very worried about husband, who has a stressful job
Learns of [product] on-line on CNN.com
Needs arguments to convince husband to get tested
Photo source: flickr.com – used under Creative Commons stipulations

37. From stereotype to archetype

38. From stereotype to archetype
Copyrights: Warner Bros., Disney, Turner Entertainment, Margaret Rey.
Restricted use for educational purposes only.

39. Persona > Use case > Needs > Content

40. Persona Bugs Bunny
Use case Bugs wants carrots.
Elmer Fudd stops him.
Needs Way to get around
Elmer Fudd
Content Funny disguise
Tunnelling tools
Cloak of invisibility

41. Source: boxesandarrows.com

42. And when our site launches, we chuck out our
personas with the rest of the design sketches

43. WRONG !!!
The end

44. And when our site launches, we use our CMS to
refine our personas and fine-tune our messages

45. And what comes next…
Big Mac
Large shake
???
Fries
Photo copyright: McDonalds Corporation, Inc.
Restricted use for educational purposes only.

46. Real-time personalization starts a dialog with
someone who is both passive and anonymous

47. So in summary…
Personal dialogue
Contextual relevance
Added value
Provides better service
Keeps customers happy
Helps you make money

48. Our new contex-is-the-kingdom mantra:
“Do you want fries with that?”

49. Eric Reiss can (usually) be found at:
The FatDUX Group ApS
Strandøre 15
2100 Copenhagen
Denmark
Office: (+45) 39 29 67 77
Mobil: (+45) 20 12 88 44
Twitter: @elreiss
info@fatdux.com
www.fatdux.com