The Changing Landscape of Marketing and Public Relations and The Social Customer

As the world gets smaller, marketing and public relations landscapes are getting more complicated to navigate. And as the digital age advances, consumers, customers and the media are getting harder to reach.

Listening to today’s New Social Customer #SMTLIVE twitterfeed, we are in the third phase of a social world.

3 phases: pre-Google (information scarce), Before Social (information available online), and Now (information abundance)

How do we navigate through this era when the buyer has as much information as the sales person? Here are some highlights from the New Social Customer twitterfeed.

  • Only 1/4 of site visitors want to be contacted by sales. (retail)
  • E-mail has been passed by social media on the amount of people who use it daily.
  • E-mail use is down 59% among people 12-17.
  • Build relationships with qualified prospects regardless of their timing to buy.
  • This “new revenue cycle” thing is critical. Take notes.
  • Awareness and Friend stages precede traditional relational development sales stages. Use brains, not budget.
  • Seed nurturing – building relationships with qualified prospects before you even have their contact info.
  • Difference in marketing today — using content, social media rather than traditional big, costly advertising, etc.
  • “seed nurturing” precedes lead nurturing. Build relationships before you have contact info.
  • Seed nurturing is 2-part: listening, then engaging. Can take place on your site and off your site.
  • Gonna just start with one platform? @lazerow says go with Facebook.
  • 50% of #facebook users login daily!
  • How companies are investing in social media: 1. Facebook 2. Twitter 3. YouTube 4. Blogs.
  • Who’s doing the Social Media work? Marketing, digital and PR seems to be the biggies.
  • Everyone, though, is really touching SoMe for a company.
  • Socialmedia is now seen as cutting across #customerservice.
  • Only 13% of companies use #socialmedia for recruiting, content generation, & community.
  • Do you have sharing functionality on your website? Do you know how much revenue is driven through the sharing?
  • The average FB share generates $2.10 in incremental sales. (retail)
  • The average conversation rate for a Facebook shore is 10.2%.
  • What days and times are people sharing? Who is sharing? 27-33 yr/old women share the most.
  • 12:13-1:45 is a “magic hour” for sharing on #socialmedia.
  • How do you take everything that you do, across all of your touchpoints, and add a social layer?
  • Fans, followers, & likes are not business #metrics.
  • Social commerce is all about empowering the customers – give them info, relevance, and the tools to share/advocate.
  • World has reorged around people.
  • How are @lazerow numbers fit to B2B? Even in B2B you’re selling to people.
  • 4 levels of #socialcustomer engagement: 1. none 2. individual 3. departmental 4. enterprise
  • Social CRM is the biz strategy – business rules, workflow, conversations, transparency.
  • Departmental engagement gets company involved with customers.
  • #SocialCRM: #Marketing-soc marketing insights, rapid soc mktg response, soc campaign tracking, soc event mgmt, soc pull thru mktg
  • SocialCRM #Sales: sales insights, rapid sales response, proactive lead gen, direct & distribute comm, demand gen, dynamic supply
  • SocialCRM #service – #social support insights, rapid social response, peer to peer unpaid armies
  • With the rise in use of mobile devices…time to develop engaging video content for ppl to view on these devices-#YouTube!
  • For small biz, use tools for customer engagement and monitoring. Build relationships. You time is your biggest expense.
  • Most tracking tools are free. Money for a small business in social media is in time. Do you hire out? When do you do it?
  • Seed Nurturing On Site (Anonymous) requires Visitor Analysis (Listening) and Dynamic Content/Personalization (Engaging)
  • Seed Nurturing Off Site (Online/Social Media) Social Profiles, Listening and Social Signals and FB Open Graph (Listening)
  • For those who attended the #SMTlive webinar with @lazerow @socialmedia2day, we have a ton more free resources here http://t.co/o6gFSZh4

Also, this infographic by HR Marketer shows just how much marketing and public relations are changing.

As consumers have more access to information, buying cycles are changing. Add to this changes in the media and how to reach them, which is a  fundamental shift in the way marketers and PR professionals reach the public.

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Posted on November 29, 2011, in marketing, public relations, social media, social networks and tagged , , , , , , , , , , , . Bookmark the permalink. Leave a comment.

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