What is Marketing 2.0?
    A Powerful Mix of New and Traditional Marketing Tactics

                                      ...
Basic Definitions in Social Media

    Virtual World: Immersive social experience
    Facebook / Myspace: Social Networkin...
Marketing 2.0: Better Return, Relationships and Results

    Better ROI
                                      Expenses



...
New Research Methods
     Be Prepared to Monitor and Respond




    BANTER tool to help identify and listen
     to influ...
Key Actions

              Analyze the Market



     1. Identify key sites and blogs where
        conversations are happ...
Nail the Strategy and Tell the Story
     Branded & Lightly Branded




11                                                ...
Go To Market … Socially



      Value Proposition
      Relationships

      Influencer Value




               Develop ...
Go To Market … Socially
     The Wheel of Influencers Has Broadened


      Value Proposition                     EMPLOYEE...
Energize the Channels and the Community
     The New Technology Vessels
                      y




17                    ...
The Cast




19




     Teachable Moments – Logan’s “Scavenger Hunt”




20
Energize the Channels and the Community - Education




21                                         Source: New Language of...
Energize the Channels and the Community – Community

                                                       SOA Social


 ...
Energize the Channels and the Community – Dialogue Dell
                                                  http://www.dell....
Leads and Revenue                                                  Campaign
                                              ...
Key Actions
                  Leads and Revenue



     1. Select the right set of metrics – both
        qualitative and ...
Putting it All Together – Advanced Recipe
     Goals: Greater loyalty through community collaboration
            Improve ...
Resources


                 http://socialmediasandy.wordpress.com/




                 http://twitter.com/sandy_carter

...
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A Recipe To Add Social Media To Your Marketing Mix

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A Recipe To Add Social Media To Your Marketing Mix

  1. 1. What is Marketing 2.0? A Powerful Mix of New and Traditional Marketing Tactics Social networks (e.g. Facebook, virtual worlds), gaming, Social Media widgets, wikis, Blogs, Twitter, RSS, podcasting, videocasting + Traditional Marketing Marketing 2.0 Scenario 1 Scenario 2 Event Webcast Search Banner Blog Video Twitter Print Expense Buzz Conversion Loyalty Advocates 2 Source: New Language of Marketing 2.0, 2009
  2. 2. Basic Definitions in Social Media Virtual World: Immersive social experience Facebook / Myspace: Social Networking LinkedIn: Career-focused networking Viral: Leveraging pre-existing social networks in self-replicating process Serious Game: New way of education and enablement ent n Widget: Mini-web app Wiki: Users freely create and edit web site content Blog: Web-based discussion tool Twitter: Micro-blogging web and mobile-based RSS: Web-feed format used to publish frequently updated content Podcast: Series of digital media files for playback on portable devices Videocast: Online delivery of video clips Survey Monkey: Online Survey & Polling platform SEO: Search engine optimization – maximizing exposure on search engines Google Alerts: Keyword scan alerts of new info & search ranking changes 3 Source: New Language of Marketing 2.0, 2009 Why Now? In a tough economic climate The market has evolved aster Web 2.0 moves your clients to act faster Web 1.0 Access information, purchase online ness Awareness Web 2.0 Share, Collaborate, Experience, Interest Participate and Co-Create Desire Message Message Mes Action! ction! Marketing Marketing Goals Goals Adaptive A daptiive Adaptive Adapti t tive Robust Audience Audience Parameters Profile Audience Audience 4 Source: New Language of Marketing 2.0, 2009
  3. 3. Marketing 2.0: Better Return, Relationships and Results Better ROI Expenses Better Collaboration Better Results 64% Market share Source: WinterGreen Research, Inc. Source: New Language of Marketing 2.0, 2009 Source: IBM 5 Source: DemandGen Report Marketing 2.0 - Cookbook Combination of Traditional and Web 2.0 Marketing Analyze the Market Nail the Relevant gy Strategy & Story Go to Market…Socially Energize the Channel & Community Leads and Revenue Scream! 6 Source: New Language of Marketing 2.0, 2009
  4. 4. New Research Methods Be Prepared to Monitor and Respond BANTER tool to help identify and listen to influencers and creators through blogs and communities 7 Source: New Language of Marketing 2.0, 2009 Analyze the Market & Create the Strategy: Segmentation Digital Citizens & General Population Vital Stats 20% of employees at oyees large U.S. companies now contributing to Web 2.0 U.S. Consumer Online Attitudes Survey, IDC 2008. N=3000 US Census Bureau, 2000 Census Demographic Profile 8 Source: New Language of Marketing 2.0, 2009
  5. 5. Key Actions Analyze the Market 1. Identify key sites and blogs where conversations are happening 2. Develop a repeatable, systematic and focused process 3. Explore segmenting by Digital Citizen model 4. Develop your Social Sweet Spot model 9 Source: New Language of Marketing 2.0, 2009 Nail the Strategy and Tell the Story IBM Virtual Data Center D Data Center in Sec enter SecondLife t Corporate Social Responsibility Branded & Lightly Branded Role Based Live your strategy 10 Source: New Language of Marketing 2.0, 2009
  6. 6. Nail the Strategy and Tell the Story Branded & Lightly Branded 11 Source: New Language of Marketing 2.0, 2009 Key Actions Nail the Relevant Strategy & Story 1. Use social media to demonstrate your strategy – i.e. Green, etc 2. Explore how you will operate differently as the orchestrator of the brand & not the owner 3. Look for opportunities to provide a human face to your brand 4. Develop your strategy with authenticity in mind 12 Source: New Language of Marketing 2.0, 2009
  7. 7. Go To Market … Socially Value Proposition Relationships Influencer Value Develop your value proposition with your customers 13 Source: New Language of Marketing 2.0, 2009 Go To Market … Socially Building relationships drives business value Customization Value Proposition Relationships Co-Creation Influencer Value Collaboration Over 10,000 conversations to date 14 Source: New Language of Marketing 2.0, 2009
  8. 8. Go To Market … Socially The Wheel of Influencers Has Broadened Value Proposition EMPLOYEES CUSTOMERS Relationships LOCAL INVESTORS COMMUNITY Influencer Value COMPANY ACADEMIC PARTNERS COMMUNITY GOVERNMENT MEDIA 15 Source: New Language of Marketing 2.0, 2009 Key Actions Go to Market…Socially 1. Develop your wheel of influence - What does your wheel look like? 2. Use social media to define and New Existing develop value proposition collaboratively 3. Embrace co-creation with your go- to-market plan 4. Execute so that every influencer feels touched individually 16 Source: New Language of Marketing 2.0, 2009
  9. 9. Energize the Channels and the Community The New Technology Vessels y 17 Source: New Language of Marketing 2.0, 2009 Energize the Channels and the Community - Education Serious Gaming Widgets Social Networks Blogs Twitter Vital Stats Average age: 33 ge 47% in 18-49 bracket 24% over 50 18 Source: New Language of Marketing 2.0, 2009
  10. 10. The Cast 19 Teachable Moments – Logan’s “Scavenger Hunt” 20
  11. 11. Energize the Channels and the Community - Education 21 Source: New Language of Marketing 2.0, 2009 Energize the Channels and the Community - Sharing Smart SOA Widget Serious Gaming Widgets Social Networks Blogs Twitter 22 Source: New Language of Marketing 2.0, 2009
  12. 12. Energize the Channels and the Community – Community SOA Social Vital Stats s 50% of online Americans use social networking services (SNS) U.S. SNS users grew 10% last year U.S. advertising spend on SNS will double over the next four years from $1.3 billion in 2008 to $2.6 billion in 2012 S Sources: U.S. Internet Advertising 2008–2012 Forecast and Analysis: Defying Economic Crisis (IDC #212149, May 2008), U.S. Online Consumer Behaviors Survey (August 2007), U.S. Consumer Online Attitudes Survey, (June 2008) 23 Source: New Language of Marketing 2.0, 2009 Energize the Channels and the Community - Dialogue Serious Gaming Widgets Social Networks Blogs Twitter 24 S Source: New Language of Marketing 2.0, 2009
  13. 13. Energize the Channels and the Community – Dialogue Dell http://www.dell.com/twitter ƒ Used for promotions, customer Links to Other Social Media service and community building activities Facebook RSS ƒ A ‘master’ account @Direct2Dell Video drives traffic by ‘following’ Idea Factory Flickr segment accounts 28 Twitter Streams Boards Blogs 8 Non-English ƒ At least 26 business areas have Geo-Specific official representatives on Twitter Tool Chest ƒ Who you follow Tweetscan.com / search.twitter.com – search Tweets for company/keywords influences your http://dossy.org/twitter/karma/ - See who follows you and follow them http://is.gd/ & http://bit.ly/ - shorten URLs to a bare minimum followers Tweetlater.com/ - Schedule tweets & much more TweetDeck.com/ - Breaks Twitter feeds into bite-sized pieces 25 Source: New Language of Marketing 2.0, 2009 Key Actions E Energize the Channel & Community 1. Determine what your goals are first– i.e. education, sharing, etc. 2. Learn, learn, learn – drive education to your organization 3. Experiment with what works! 4. Start by adding to what you already do – like adding social functionality to your website or optimize for search engines 5. Constantly listen! 26 Source: New Language of Marketing 2.0, 2009
  14. 14. Leads and Revenue Campaign Effectiveness Response Show Me the Money! Section Management Section Campaign Analysis Reports Leads & VLR Dashboards The New Metrics Install Base Reports Pipeline Contribution Section 27 Source: New Language of Marketing 2.0, 2009 Leads and Revenue The New Metrics Frequency of relevant conversations Conversations mention the brand on popular communities Conversions to Relationships relationships to purchases Source: Forrester Research 28
  15. 15. Key Actions Leads and Revenue 1. Select the right set of metrics – both qualitative and quantitative 2. Build a marketing dashboard, not a single ROI calculation 3. Design your dashboard to be relevant to your business 4. Track what’s valuable, not just what’s measurable 29 Source: New Language of Marketing 2.0, 2009 Putting it All Together – Basic Recipe Goals Greater volume of leads through more web traffic Improve conversion through positive experience Traditional Tactics Add on Marketing 2.0 Tactics Co-sponsor events Online polling to build agendas, Facebook and LinkedIn profiles and groups help share information, offers and encourage conversations around targeted topics Static web banners Blog feed banner Newsletters Interactive signature, drive to widget download Sponsorships Microsite Video/Blog comments, user ratings of offers Email blast to rented lists Register for mobile alerts Sponsored webcasts Live chat, user-generated forum 30
  16. 16. Putting it All Together – Advanced Recipe Goals: Greater loyalty through community collaboration Improve conversion through positive experience Traditional Tactics Add on Marketing 2.0 Tactics SMEs speak or work peds at SMEs to post relevant comments, links, events podcasts, links on existing community sites User/Customer Group meetings Establish an online community Set up a board of advisors (or Target specific focused blogs and sales focus group to get communities to help influence sentiment and feedback on your strategy or get feedback on positioning and products test your messaging Push branded messages Create two-way channel for your brand - Facilitate creation of community generated content - videos, podcasts and allow users to remix & comment socially 31 Top 5 Do’s to Marketing 2.0 1. Keep your eyes on Profit Generation 2. Remember Marketing is about intimate relationships 3. Leverage the power of Web 2.0 4. Understand the value of the Influencer 5. Tune your Marketing Mix 32 Source: New Language of Marketing 2.0, 2009
  17. 17. Resources http://socialmediasandy.wordpress.com/ http://twitter.com/sandy_carter http://www.soasocial.com/ 33 Q&A 34

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