Transcript OnlineMarketing

SOCIAL MEDIA MARKETING,
CUSTOMER RELATIONSHIPS, &
TELEMARKETING
Tracy Tuten, Ph.D.
For Your Consideration
 In what ways can companies prepare to use
social media for customer servicing?
 Will social media change, enhance, or replace
telemarketing?
Social Media
 Social media are the means of
communication based on interdependent
relationships and cooperation among friends
and associates
 Enhanced by the anytime, anywhere benefits of
the Web and mobile technologies
 Built around online communities
Shift from Traditional
Marketing to Digital Marketing
Source: David Armano, Logic + Emotion, Online: darmano.typepad.com
Socialnomics Stats
Needed: Social Business
Watch: http://www.slideshare.net/EdelmanDigital/socialbiz-v2final-13778281
Some Common Reasons for Using
Social Media
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It’s trendy
It‘s free
It’s fast
It’s Facebook
WRONG!!
Social media participation
is about interacting, participating,
engaging, conversing
in ways that meet your objectives.
Social Media Mess
The Social Context
The Zones of Social Media
Which Channels?
Reaching the Customer
Types of Media
Zone
Paid Media
Earned Media
Owned Media
Social community
Ads
Conversations,
Shared content,
Influence
impressions,
Likes, fans
Controlled profiles
Social publishing
Endorsements,
Branded channels
Embeds,
comments,
shares, links,
search rankings
Corporate blogs,
branded media
sharing sites
Social
entertainment
Social game ads
In-game
interactions
Advergames,
branded ARGs
Social commerce
Sales promotions
Reviews/ratings
Referrals
Group buys
Social shopping
Social storefronts
Social Media Marketing Planning
 What does the consumer use in social
channels and want from you?
 What experience do you want the consumer
to have?
 What zones and vehicles will be involved?
Some Simple Examples
 Sprint uses Facebook to share product
information
 Verizon organizes events on Facebook, and
promotes ads and shares product demos on
YouTube
 T-Mobile uses YouTube to share how-to
guides and uses Twitter for contests
 Comcast uses Twitter for customer care
We Want Fans
 Emotional engagement
 Self-identification
 Cultural competence
 Auxiliary consumption
 Production
 To get fans, we must listen and
respond….
Getting the Social Motive of
Consumers
 Affinity impulse
 Immediacy impulse
 Curiosity impulse
 Altruistic impulse
 Contact comfort
 Validation impulse
Why Customers Interact with
Companies in Social Spaces
Influencers
Sample User Experience Map
Dr. Tracy Tuten
[email protected]
www.tracytuten.com
www.twitter.com/brandacity
www.linkedin.com/in/tracytuten
skype: tracy.tuten
facebook: tracy.tuten