Educational presentation for college course. Research references provided for further growth. Slideshare demonstration.

1. Social Marketing
Integrating Strategies

2. Customer Driven Media
Social Media has increased
consumer-to-consumer
communications in numerous
ways. Marketers must use
non-traditional promotion
strategies to engage YouTube
conversations. Companies
no longer have control over
content, timing, or frequency. Facebook
Consumers post reviews,
share ideas independently,
and get information on
demand, resulting in a
groundswell effect. Twitter

3. The Groundswell Effect
Traditional word-of-mouth convergence with social
media.
Social Marketing:
Instantaneous
Real-time communication
Multi-media
Numerous delivery platforms
Global reach capabilities
“The emergence of a highly educated, historically affluent, and an
increasingly skeptical and demanding consumer population
facilitates its acceptance in the marketplace.”
Click here for more on the Groundswell Effect from Josh Bernoff

4. Traditional Marketing vs.
Non-traditional Marketing
Marketing strategies are the tools that marketers use to identify
and analyze customers’ needs, and then show how their
company’s goods and services can meet those needs.
Interactive marketing refers to buyer–seller communications in
which the customer controls the amount and type of information
received from a marketer, providing immediate access to “key
product information when the consumer wants it”.
Interactive marketing creates opportunities for customers to go
to companies for information (one-to-one marketing).
The end result is to always deliver value to the customer.

5. Integrated Marketing
Communications (IMC)
Managers must shape consumer discussions in a way that is
consistent with their organization’s mission and performance
goals, by providing customers with the necessary platforms.
IMC = “promotional mix” that creates a unified customer focused
message.
Advertising, personal selling, public relations, publicity, direct
marketing, sales, and social media.

6. Examples
Proctor and Gamble
Proctor Gamble- Global and Corporate Structure
Proctor Gamble - Twitter Page
Swiffer Product Endorsements
Swiffer YouTube Channel -
Product Demos by Customers

7. Examples
Google’s +1 gets
conversations going.
Individuals can give
sites their approval
and share with friends.
Customers utilize
YouTube un-boxing
videos to satisfy
curiosity about
products they are
interested in purchasing.

8. Consumer Focused
Relationships
Companies who use marketing strategies to build
customer loyalty, will have repeat business.
Social media/social marketing reinforces customer
relationships through conversations.
Through interactive marketing, companies can use a
variety of media to start and keep these conversations
about their products and services going.These
conversations should ultimately lead to more
consumers purchasing good or services from a company.

9. References
How to Be a Social Media Change Agent
http://www.youtube.com/watch?v=iB9Npo3qtH0
Kurtz, D. L. (2010). Marketing: The Art and Science of Satisfying Customers. Kurtz & Boone
Principles of contemporary marketing (14. ed., pp. 2-19). New York: Cengage Learning.
Retrieved from http://www.cengagebrain.co.uk/content
kurtz2808x_032482808x_02.01_chapter01.pdf
W. Glynn Mangold, David J. Faulds, Social media: The new hybrid element of the promotion
mix. Business Horizons.Volume 52, Issue 4, July–August 2009, Pages 357-365, ISSN
0007-6813, 10.1016/j.bushor.2009.03.002. http://0-
www.sciencedirect.com.library.regent.edu/science/article/pii/S0007681309000329