Tim Bush Marketing Manager UK EducationMicrosoft

Social Media: Unlocking the Future of Marketing

@tbush

OverviewTraditional Marketing

New Marketing

Social Media Strategy

Conclusion

Questions

Traditional Marketing

• Reach and frequency• One to many

communication• Focussed on interruption• Becoming unstuck!

Marketing is in Trouble…

Marketing is in trouble

• Messages reaching excessive levels! • Ad’s blocked• Monologue rather than dialogue is no longer

working• Ignore companies

Marketing is in trouble

• Product choices informed by friends, peers and trusted online sources

• Social media key driver!• Traditional marketing can

no longer dictate the path people take, nor lead the conversation

New Marketing

• Radical shift in mindset• Built around the concept of engagement

rather than interruption (add value)• Social media sits at the heart of ‘New

Marketing’ • Trust, authenticity and integrity is key!

Core Strategy: Share or Solve… Don’t Sell!

Strategy

• Help core stakeholders become more effective

• Focus on engagement rather than interruption

• Identify, listen and engage with key stakeholders online

InBound Marketing

Pull not Push

Social Media+ = InBound Marketing Model

Digital Activity

Content Permission Social Media SEO Measurement

Content

• Create value add content• Tailored to specific stages

of the sales cycle• Blog/Website is the hub

Permission

• Value add content is shared/promoted via advertising, DM/eshots and PPC

• Objective = obtain permission to receive more content

• Permission via RSS, Twitter, Facebook etc = develop reach

• With permission – each subsequent tweet or blog post provides frequency

• More effective and efficient than traditional techniques

• Its anticipated and wanted!

Social Media• Acts as a vehicle to share

content • Achieve reach and frequency

objectives• Most importantly – offers

ability to listen, engage, support and help community (New Marketing)

• Focus on helping community become more effective

• Social Technographics

Tools

Search Engine Optimisation

• Large number of product searches begin online – Bing, Google, YouTube, real time search (Twitter, Facebook)

• 1st Page SERP results for important keywords or phrases

• Create dynamic content tailored and optimised for these phrases

• On page and off page optimisation

Measurement

• Traffic• Influence (Klout)• Sentiment • Leads/goal conversion• Engagement – comments,

RT’s • Ongoing optimisation

Marketing Take Aways

• Create useful/value-add content• Focus on engagement rather than

interruption• Listen, support and speak• Its not just marketing• Its not about the tools!• Its ongoing