social media: marketing is in dialogue
Yannis P. Triantafyllou, Marketing Director, TO ATOMO
Let’s ask ourselves…
is marketing becoming more, or less, important
has digital completely changed what marketing is
or has marketing remained the same?
Look around you to reply…
Value of marketing is in the ascendancy.
Digital marketing does not exist in isolation,
it is part of the bigger whole that is marketing.
And social (media) is a new aspect to that whole.
Today, more than ever before, businesses not only can listen
to customers, but can invite them to help shape the company.
Marketing is (again?) in dialogue.
Social is Strategy
Great businesses look beyond the horizon.
Great marketers have the vision to define the horizon.
Organisations need to properly consider digital
and change culture and processes to become more social.
It is a mindset rather than just an executional approach.
If you are not ‘social’ then you are not of tomorrow’s world.
Social is Commercial
Modern marketing has to be commercial.
This means knowing P&L backwards, knowing where money
is being made and why, knowing to measure and optimise key
commercial metrics, taking responsibility for revenue targets.
Transaction is the ultimate click in customer journey.
‘Social’ means an optimised customer journey, end-to-end,
to make it more human and customer-centric.
Social is Experience
Improving customer experience must be the focus of modern
marketing, this is key to customer satisfaction and loyalty.
Experiences are events, products, services, hardware,
software, customer service. Indeed, every interaction with
a customer is a social experience that we must make as
relevant, pleasurable, easy and useful as possible for them.
Social is Mobile
Mobile revolution is only just beginning, yet we must see
beyond just ‘mobile’, think about the whole customer
experience and the multiple screens that mediate it.
Marketing must be connected, joined up and integrated.
This goes across digital and classic skills and must exist
in all customer facing functions.
It is about working across entire business and collaborating.
A Social Brand is a Strong Brand
Digital has forced transparency upon brands and businesses.
Brands no longer control the message, consumers do.
Businesses must communicate authentically, this requires
a clear sense of self to which they can be true.
In the digital age what modern marketers need most is a
strong brand, a social brand.
Social is Data
Data turned into insight and action give source to customer,
competitive and marketing advantage.
It’s upon data that successful research, segmentation,
marketing automation, targeting and personalisation are built.
Data allows us to predict future behaviors,
fundamental to create strong customer lifetime value models
and optimise marketing effectiveness.
Social is Personal
Personalisation offers the greatest opportunity to transform
what customers get to outstanding brand experiences.
Social channels in particular allow us to use everything we
know about a customer to optimise interactions: location,
device, screen size, usage characteristics, the weather…
We respect the privacy of our customers, we recognise we
must deliver value to them in exchange for personal data.
Social is Technology
Technology is an enabler rather than a solution in itself.
Modern marketers must be comfortable and adept at
procuring and using technology to their best advantage.
Modern marketers will have increasing ownership of
technology at the same time as technologists become more
Social is Creative
We need creativity just as much as we need technology. We
need storytelling just as much as we need data. And emotions
have power, whether we like it or not.
If our marketing is to be modern we need the passion,
creativity and craftsmanship of the right brain just as
much as the analysis and logic of the left brain.
Social is Content
Content marketing and the focus on owned and earned media
are a fundamental shift in marketing. Because of social.
Content is more than just words, pictures or video.
Content reinforces a brand’s credibility and authenticity
in what it stands for, believes in and cares about. For modern
marketers, content is a vital expression of the brand.
Social is Culture
Social media is about changing our business culture, the ways
we work and engage with colleagues and customers.
It is about creating businesses that have social in their DNA.
It is about realising that everything, including our marketing,
now happens in an environment where customers can, and
will, talk about what we do and can share it with the world.
Modern marketers know that ‘social’ is not a choice.
Social is our Character
What does it mean to be a modern, social marketer?
How do we behave and what defines us as professionals?
Accountable for the value our marketing delivers. Ethical.
Customer focused. Agile enough to embrace change.
Collaborative. Innovative & Brave. Passionate.
This is our ‘we’, our ‘you’, our ‘me’. Our ‘Social’.
Our Social skill-set
Engage in Conversations
Have a Social etiquette
Able to facilitate and mediate
Willing to Collaborate
A few words about me…
² A marketing director, w. 20+years in marketing &
B2B sales (industrial and services).
² Worked on management roles with noteworthy
technology groups in Greece and Europe
² Introduced to marketing through mathematics (my
studies) and written communication, I specialize
today in writing, editing and engineering marketing
content & engaging people to communities
² An experienced public speaker, active as instructor,
presenter and moderator on conferences,
exhibitions, corporate events and training sessions
² Practicing digital marketing since 2000 and
involved with social media, blogging and online
communities since 2006
² At 2008 launched my marketing office, ΤΟ
ΑΤΟΜΟ (www.toatomo.info), offering to greek and
international firms specialized marketing services,
² organizing & managing Business Communities,
² developing Digital Marketing Projects
² engineering Marketing Content
We Do Marketing, We Build Communities!