People ask where marketing fits in with social media, and if it still has a place as consumers and “normal people” enjoy a bigger say in how successful a product is.

To help with this, here’s a short and simplified presentation that offers a new take on an old method (the Four P’s of Marketing) and an overview of what this means for you.

It’s not meant to be an exhaustive look; more an easily digestible social media and marketing biscuit. Hope you enjoy.

This post contains a Slideshare presentation. If you can’t see it displayed properly in your feed, you can view it directly here.

51 comments
Wes Towers
Wes Towers

Cool slideshow, Danny. I am an advocate of the USP as well. Although I agree with you, it is getting harder to pin down a USP at this time when the competition is really fierce for all industries and niches. We would need to research and work it out some more before we will be able to really find a "unique" selling point. :)

Wes Towers
Wes Towers

Cool slideshow, Danny. I am an advocate of the USP as well. Although I agree with you, it is getting harder to pin down a USP at this time when the competition is really fierce for all industries and niches. We would need to research and work it out some more before we will be able to really find a "unique" selling point. :)

Anne
Anne

Thanks Danny .. yes - dm of old infers 'one way' ..but since web 2.0 enabled interactivity - the dialogue reigns supreme. I used the other 'd' word (direct) ..more to add to the notion that social media cuts away the gatekeepers to communication .. organisations can talk directly with their customers. As a strong believer that the customer is at the heart of all marketing activity - it's fantastic these days that the technology enables access and the ability to understand our customers so much more!

N Night! :)

Anne
Anne

Thanks Danny .. yes - dm of old infers 'one way' ..but since web 2.0 enabled interactivity - the dialogue reigns supreme. I used the other 'd' word (direct) ..more to add to the notion that social media cuts away the gatekeepers to communication .. organisations can talk directly with their customers. As a strong believer that the customer is at the heart of all marketing activity - it's fantastic these days that the technology enables access and the ability to understand our customers so much more!

N Night! :)

Anne
Anne

Thanks Danny .. yes - dm of old infers 'one way' ..but since web 2.0 enabled interactivity - the dialogue reigns supreme. I used the other 'd' word (direct) ..more to add to the notion that social media cuts away the gatekeepers to communication .. organisations can talk directly with their customers. As a strong believer that the customer is at the heart of all marketing activity - it's fantastic these days that the technology enables access and the ability to understand our customers so much more! N Night! :)

Dino Dogan
Dino Dogan

haha...marketing 101...love it....I think this should be required reading for anyone entering social media

Dino Dogan
Dino Dogan

haha...marketing 101...love it....I think this should be required reading for anyone entering social media

Anne
Anne

Hi Danny! Thanks for this. Love the Hubspot cartoon too! :) The slide that resonated most for me were about the 'cut through' aspect of social media, avoiding the '16 phone calls, 7 emails and 1 crabby personal assistant ..'. Social media is the ultimate in direct marketing ..but a dialogue.

Hope your week is going well.

Best wishes

Anne

Anne
Anne

Hi Danny! Thanks for this. Love the Hubspot cartoon too! :) The slide that resonated most for me were about the 'cut through' aspect of social media, avoiding the '16 phone calls, 7 emails and 1 crabby personal assistant ..'. Social media is the ultimate in direct marketing ..but a dialogue.

Hope your week is going well.

Best wishes

Anne

Anne
Anne

Hi Danny! Thanks for this. Love the Hubspot cartoon too! :) The slide that resonated most for me were about the 'cut through' aspect of social media, avoiding the '16 phone calls, 7 emails and 1 crabby personal assistant ..'. Social media is the ultimate in direct marketing ..but a dialogue. Hope your week is going well. Best wishes Anne

Adrienne
Adrienne

Hi Danny,

Nice presentation and I enjoyed the slide show. I'm familiar with the four P's as well and like Tom mentioned, you left us wanting more. NICE!!! :-)

I think more companies are finally understanding how social media plays into their marketing efforts. Now if they just start implementing it correctly, their business can only improve from here.

Thanks for this slide show. Really great presentation.

Adrienne

Adrienne
Adrienne

Hi Danny,

Nice presentation and I enjoyed the slide show. I'm familiar with the four P's as well and like Tom mentioned, you left us wanting more. NICE!!! :-)

I think more companies are finally understanding how social media plays into their marketing efforts. Now if they just start implementing it correctly, their business can only improve from here.

Thanks for this slide show. Really great presentation.

Adrienne

Adrienne
Adrienne

Hi Danny, Nice presentation and I enjoyed the slide show. I'm familiar with the four P's as well and like Tom mentioned, you left us wanting more. NICE!!! :-) I think more companies are finally understanding how social media plays into their marketing efforts. Now if they just start implementing it correctly, their business can only improve from here. Thanks for this slide show. Really great presentation. Adrienne

Elise
Elise

Hi Danny, great presentation and I have to say that as a marketing student, I'm all too familiar with the traditional 4 P's of marketing and really liked your take on reinventing it into this PITS version for social media.

USP is so important, and so many fail to overlook this required attribute. I really think social media is becoming almost completely necessary for almost all businesses these days. As we move forward, there's basically no way to escape it!

Great info and presentation, thanks!

Elise
Elise

Hi Danny, great presentation and I have to say that as a marketing student, I'm all too familiar with the traditional 4 P's of marketing and really liked your take on reinventing it into this PITS version for social media. USP is so important, and so many fail to overlook this required attribute. I really think social media is becoming almost completely necessary for almost all businesses these days. As we move forward, there's basically no way to escape it! Great info and presentation, thanks!

Mark Harai
Mark Harai

Social media levels the playing field for small businesses -- for a drop in the bucket ($$) and an adequate amount of brain power (grade school) you can whip a big company.

Quite frankly, many big businesses are just socially retarded.

Advantage: SMB's

Nice work on the slide show Danny ;)

Mark Harai
Mark Harai

Social media levels the playing field for small businesses -- for a drop in the bucket ($$) and an adequate amount of brain power (grade school) you can whip a big company. Quite frankly, many big businesses are just socially retarded. Advantage: SMB's Nice work on the slide show Danny ;)

Davina K. Brewer
Davina K. Brewer

Nice slideshow, loved the Hubspot cartoon. And the "despite what Cosmo says.." heh! Favorite part is "you still need to put in the hard WORK to create the sale.." thanks for that pointed reminder that the tools are just tools, businesses still have to put forth that time and effort into messages, relationships and "friendly stalking." FWIW.

Davina K. Brewer
Davina K. Brewer

Nice slideshow, loved the Hubspot cartoon. And the "despite what Cosmo says.." heh! Favorite part is "you still need to put in the hard WORK to create the sale.." thanks for that pointed reminder that the tools are just tools, businesses still have to put forth that time and effort into messages, relationships and "friendly stalking." FWIW.

Howie at Sky Pulse Media
Howie at Sky Pulse Media

I only had one marketing class in college. I seriously am clueless if I was taught the 4 P's! But had a great professor he led marketing at a big Packaged Goods company before retiring to be a professor.

That last person in the blogger cartoon is Ingrid.

I actually have challenged the ability of social media to scale for big companies. I think it has diminished Productivity ROI at least at this point. 400 Brand Ambassadors for a small biz is huge. For Pepsi its not a big deal. I think the advantage for a small business is the in person connection. Your Tweets or Facebook posts take on a higher meaning than say Doritos announcing a new flavor. I met you. Big Brands can't really do this very well.

Howie at Sky Pulse Media
Howie at Sky Pulse Media

I only had one marketing class in college. I seriously am clueless if I was taught the 4 P's! But had a great professor he led marketing at a big Packaged Goods company before retiring to be a professor.

That last person in the blogger cartoon is Ingrid.

I actually have challenged the ability of social media to scale for big companies. I think it has diminished Productivity ROI at least at this point. 400 Brand Ambassadors for a small biz is huge. For Pepsi its not a big deal. I think the advantage for a small business is the in person connection. Your Tweets or Facebook posts take on a higher meaning than say Doritos announcing a new flavor. I met you. Big Brands can't really do this very well.

Howie at Sky Pulse Media
Howie at Sky Pulse Media

I only had one marketing class in college. I seriously am clueless if I was taught the 4 P's! But had a great professor he led marketing at a big Packaged Goods company before retiring to be a professor. That last person in the blogger cartoon is Ingrid. I actually have challenged the ability of social media to scale for big companies. I think it has diminished Productivity ROI at least at this point. 400 Brand Ambassadors for a small biz is huge. For Pepsi its not a big deal. I think the advantage for a small business is the in person connection. Your Tweets or Facebook posts take on a higher meaning than say Doritos announcing a new flavor. I met you. Big Brands can't really do this very well.

Jamie Fairbairn
Jamie Fairbairn

Hi Danny, this is the first time I've visited your site - it was recommended to me by a colleague.

I really liked the slideshow - particularly the PITS section. I couldn't agree more about finding a USP - I work with a lot of small business owners and this is something they tend to struggle with.

You also make a good point about social media disasters and how these can put people off. There are always going to be people who use social media in the wrong way (I'm thinking about the recent Kenneth Cole Egypt tweet) but for all these high profile disasters, there are countless people using Twitter and Facebook to generate more sales for their business.

Thanks for sharing the presentation - I'll be sure to bookmark it.

Jamie Fairbairn
Jamie Fairbairn

Hi Danny, this is the first time I've visited your site - it was recommended to me by a colleague.

I really liked the slideshow - particularly the PITS section. I couldn't agree more about finding a USP - I work with a lot of small business owners and this is something they tend to struggle with.

You also make a good point about social media disasters and how these can put people off. There are always going to be people who use social media in the wrong way (I'm thinking about the recent Kenneth Cole Egypt tweet) but for all these high profile disasters, there are countless people using Twitter and Facebook to generate more sales for their business.

Thanks for sharing the presentation - I'll be sure to bookmark it.

Jamie Fairbairn
Jamie Fairbairn

Hi Danny, this is the first time I've visited your site - it was recommended to me by a colleague. I really liked the slideshow - particularly the PITS section. I couldn't agree more about finding a USP - I work with a lot of small business owners and this is something they tend to struggle with. You also make a good point about social media disasters and how these can put people off. There are always going to be people who use social media in the wrong way (I'm thinking about the recent Kenneth Cole Egypt tweet) but for all these high profile disasters, there are countless people using Twitter and Facebook to generate more sales for their business. Thanks for sharing the presentation - I'll be sure to bookmark it.

Tom Matte
Tom Matte

Danny,
Nice slide show. Each slide easily flows into the next. This would be a great presentation at an industry trade show. If I was in the marketing department of a B2C or even a B2B company and saw this I would immediately want to find out more about the presenter. I like the fact that you do not put "everything" into the slideshow. It left me wanting more! Well done. I hope this gets you some good responses.

Tom Matte
Tom Matte

Danny, Nice slide show. Each slide easily flows into the next. This would be a great presentation at an industry trade show. If I was in the marketing department of a B2C or even a B2B company and saw this I would immediately want to find out more about the presenter. I like the fact that you do not put "everything" into the slideshow. It left me wanting more! Well done. I hope this gets you some good responses.

Danny
Danny

I hear you on that, mate. :)

Of course, the beauty is if you do find that really unique and innovative USP... well, the sky is pretty much the limit. Here's to skies. :)

Danny
Danny

I hear you on that, mate. :) Of course, the beauty is if you do find that really unique and innovative USP... well, the sky is pretty much the limit. Here's to skies. :)

Danny
Danny

Cheers Dino. :)

I think your headline making ability should be required reading for any bloggers looking to grab attention from the off - great stuff. :)

Danny
Danny

Cheers Dino. :) I think your headline making ability should be required reading for any bloggers looking to grab attention from the off - great stuff. :)

Danny
Danny

Funny you mention the DM comparison, Anne - so many still using that approach with social media, and then wondering why they're not seeing any results. Um... ;-)

Right back at you on the well wishes, miss!

Danny
Danny

Funny you mention the DM comparison, Anne - so many still using that approach with social media, and then wondering why they're not seeing any results. Um... ;-) Right back at you on the well wishes, miss!

Danny
Danny

Thanks, Adrienne, glad you enjoyed. Making a big switch in focus to presentations and videos here on the blog, so hopefully you'll drop by for future ones too. :)

Danny
Danny

Thanks, Adrienne, glad you enjoyed. Making a big switch in focus to presentations and videos here on the blog, so hopefully you'll drop by for future ones too. :)

Danny
Danny

Hey there Elise,

Great to have you here, and I agree completely. Even if you're just using social media as a listening and research tool, it offers a huge amount of information that you'd struggle to get anywhere else.

You don't need to be "active" in social media to make it work for you. ;-)

Danny
Danny

Hey there Elise, Great to have you here, and I agree completely. Even if you're just using social media as a listening and research tool, it offers a huge amount of information that you'd struggle to get anywhere else. You don't need to be "active" in social media to make it work for you. ;-)

Danny
Danny

Agreed, mate - and the fluidity that comes with being a SMB as opposed to the red tape of a larger company is a huge advantage. Now it just needs to be used...

Danny
Danny

Agreed, mate - and the fluidity that comes with being a SMB as opposed to the red tape of a larger company is a huge advantage. Now it just needs to be used...

Danny
Danny

I think that's what a lot of people forget, Davina - they see social media as a new and simple way to "do" marketing, when it can add much more to your workload due to the time investment. There are a lot of wake-up calls still needing to happen... ;-)

Danny
Danny

I think that's what a lot of people forget, Davina - they see social media as a new and simple way to "do" marketing, when it can add much more to your workload due to the time investment. There are a lot of wake-up calls still needing to happen... ;-)

Danny
Danny

"That last person in the blogger cartoon is Ingrid." - HA! :)

That's an interesting point about scale, Howie. I guess it depends on what the productivity and metric is measuring.

If having 400 brand ambassadors is the same as having 400 customer service folks on Twitter, and halving the amount of non-essential calls into a call centre, then that would improve productivity and costs there.

Transfer that to new initiatives, and the scale can then be more visible.

Mind you, you still need companies willing to do that to start with... ;-)

Danny
Danny

"That last person in the blogger cartoon is Ingrid." - HA! :) That's an interesting point about scale, Howie. I guess it depends on what the productivity and metric is measuring. If having 400 brand ambassadors is the same as having 400 customer service folks on Twitter, and halving the amount of non-essential calls into a call centre, then that would improve productivity and costs there. Transfer that to new initiatives, and the scale can then be more visible. Mind you, you still need companies willing to do that to start with... ;-)

Danny
Danny

Hi Jamie,

It's definitely one of the biggest hurdles for SMB's, it would seem - what is it that sets you apart?

It's no longer good enough to say "great service" or "great support" - everyone's doing that. So, finding your USP is even more important.

Cheers, and glad you enjoyed.

Danny
Danny

Hi Jamie, It's definitely one of the biggest hurdles for SMB's, it would seem - what is it that sets you apart? It's no longer good enough to say "great service" or "great support" - everyone's doing that. So, finding your USP is even more important. Cheers, and glad you enjoyed.

Danny
Danny

Hey there Tom,

Cheers fella, glad you enjoyed. Funnily enough, some of the information is taken from a mix of slides we use at workshops, so nice catch! :)

Cheers again, mate!

Danny
Danny

Hey there Tom, Cheers fella, glad you enjoyed. Funnily enough, some of the information is taken from a mix of slides we use at workshops, so nice catch! :) Cheers again, mate!

Dino Dogan
Dino Dogan

haha...thnx Danny...just wait for tomorrow's post...lets just say its got everything lol

Dino Dogan
Dino Dogan

haha...thnx Danny...just wait for tomorrow's post...lets just say its got everything lol