1. Social Media as a Professional Tool in Business
SCM501
Social Media as a Professional Tool in Business
SCM Week 9 SM as a professional tool

2. Where does it fit in the Service Marketing Mix?
Recap on the 7 P’s in the marketing mix
Product
Price
Promotion
Place/Distribution
Processes
People
Physical Evidence
And now the 8th P which seems to have several connotations
SCM Week 9 SM as a professional tool

3. What are the Academics calling the 8th P?
Personalisation – part of brand
Performance and Quality – of service
Participation – two way communication and learning
Related to CRM
Customer Relationship Marketing – Relate, Retain, Recovery
Three key jobs in marketing – Repeat, Replete and Referral
SCM Week 9 SM as a professional tool

4. Branding The ultimate expression of the augmented product concept.
Consider what is uniquely identified in the mind of the consumer.
Branding is used to help consumers choose what product and is used to establish competitive marketing positioning.
SCM Week 9 SM as a professional tool

5. Four Levels of Branding
1. Attributes: a brand brings certain attributes to mind e.g. Mercedes
 2. Benefits: Customers do not buy attributes, they buy benefits. Therefore attributes must be translated into functional and emotional benefits. 
3. Values: A brand says something about the buyers values
4. Personality: A brand also projects personality   
The challenge of branding is to develop a deep set of meanings for the brand.
SCM Week 9 SM as a professional tool

6. What is Social Media’s role in a business?
To increase Brand Awareness
To increase web traffic and links
To improve customer relationships
For education purposes – both from the company and the consumer
“Naked Marketing” SiteSell (2011)
Naked Marketing – where you are not selling but you need to show what you do well and reveal yourself to customers so they understand who you are and where you are wanting to walk beside the customers journey – sharing the experience
SCM Week 9 SM as a professional tool
SCM Week 9 SM as a professional tool

7. Blog Entry and Friday’s lesson
Based on class discussion what is your interpretation of the 8th P?
How would you describe the relevance of the 8th P to a business owner or team?
NOTE: You may need to do some research for Fridays lesson where we will be building our own definition of the 8th P.
SCM Week 9 SM as a professional tool

8. Bibliography
Bacon, J. (2017). The big debate: Are the ‘4Ps of marketing’ still relevant? Retrieved 12/04/17 from still-relevant/
Duczeminski, M (2017). Marketing mix is key to a successful marketing plan. Retrieved 28/09/17 from
SiteSell.com, (2011). Are you missing the 8th “P” of marketing? Retrieved 22/07/14 from
Knowhow Non-Profit, (2017) The product marketing mix. Retrieved 12/05/17 from
SCM Week 9 SM as a professional tool