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Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media
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Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media

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Most organizations typically lump themselves into one of two different business models – business-to-business or business-to-consumer – and thus follow a pretty traditional marketing plan that falls …

Most organizations typically lump themselves into one of two different business models – business-to-business or business-to-consumer – and thus follow a pretty traditional marketing plan that falls in line with their target audience. However, industries such as entertainment, education, healthcare, and even consumer products, are demonstrating how an unconventional approach of cross-pollinating brand promises and hyper-targeted messaging across both earned and paid media can reach a more diversified segment of consumers and businesses alike, regardless of who the “buyer” is. This demonstrates a pivotal shift in how they attract customers, culminating in huge results.

We will explore how to challenge the traditional rules of thought in how you view your audience, how to identify cross-pollinating opportunities as well as how and when you can take advantage of your audiences’ online networks, communities, influencers and buying behaviors.

From this webinar you will learn:

1. How to think unconventionally past your traditional marketing routine and audience
2. How to initiate and test cross-pollinated marketing opportunities
3. How to leverage your community and audience funnel to attract new customers
4. How to put a test plan together to experiment with diversifying the media mix without large risk

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  • Brenda:
  • amework
  • Margie Images
  • Margie Images
  • Margie Images
  • Margie Images
  • Margie Images
  • Margie Images
  • AB: Added ‘Online’ to the last bullet
  • AB: Added ‘Online’ to the last bullet
  • AB: Added ‘Online’ to the last bullet
  • AB: Added ‘Online’ to the last bullet
  • Transcript

    • 1. Cross-Pollinated Marketing:
      The Blurring of B2B & B2C Strategy
      Using Earned, Social & Mobile Media
      #EMGWebinar
      Presented by: Damien Navarro
      08/23/2011
    • 2. Welcome!
      2
      About EMG Webinars
      • Short Q&A session will occur at end of presentation
      • 3. Webinar presentation will be recorded
      • 4. Links to be sent to attendees
      Presentation posted to EMG Knowledge Center
    • 5. About EMG & Core Competencies
      3
      • Full-service digital marketing and communications agency
      • 6. Headquartered in Los Angeles, CA
      • 7. Established in 1999
      • 8. Clients Diversity Includes:
    • About EMG & Core Competencies
      Strategy
      Media
      Plans brand stories and experiences that engage consumers in relevant, meaningful ways
      Plans propagation of brand stories and experiences through owned, paid, earned and shared media
      Creative
      Technology
      Translates brand stories and experiences to visual identity and concepts
      Discovers new methods of consumer engagement utilizing technology
    • 9. Presenter Introduction
      5
      Background in cross-channel marketing, online advertising, enterprise technology, social media
      Focused on helping clients to think strategically and to maximize internal and external resources
      SME in technology innovations, marketing, and behavioral marketing trends
      Experienced industry thought leader, public speaker
      Works with clients in multiple verticals: Higher Education, Financial Services and Entertainment
      Damien Navarro, Managing Partner & CEO, EMG
    • 10. Key Take Aways
      How to think unconventionally past your traditional marketing routine and audience
      How to initiate and test cross-pollinated marketing opportunities
      How to leverage your community and audience funnel to attract new customers
      How to put a test plan together to experiment with diversifying the media mix without large risk
    • 11. Why a Different Approach?
      The audience eco-system is no longer black and white
      The digital touch point and access is everywhere
      The increasing cost of paid media
      The instant make or break of social media
      The increasing power, and make or break of crowdsourcing
    • 12.
    • 13.
    • 14. (March 2010 Pew Research)
    • 15. Today’s Media Mix
      PERFORMANCE-DRIVEN MARKETING
      (Paid Media)
      EXPERIENCE-DRIVEN MARKETING
      (Earned Media)
      Channels that Brands pay to leverage
      Traditional, Digital, Mobile Advertising
      The community drives the channel
      Social Content Contributors integrated with Brand hosted platforms
      STRATEGY &
      INTELLIGENCE
      BRAND CHANNELS
      (Shared & Owned Media)
      Channels powered by partnerships or brick and mortar / physical collateral and visibiltiy
    • 16. The Business Case for Earned Media
      • Increase revenue by providing ‘premium’ services or insight
      • 17. Build stronger partnerships – “selling sideways”
      • 18. Customer & Agent recruitment, acquisition and retention
      • 19. “Customer Service” – overcoming objections, community selling, FAQ’s
      • 20. Industry Visibility & Organic Search Result Rankings
      • 21. Reputation management and positioning in the marketplace
      • 22. Publicity (PR) and Brand Awareness (Digital Footprint)
      Global survey of 1,700 corporate executives found that 69% claim advantages of earned media. McKinsey Report 2010
    • 23. The Business Case for Mixing Paid and Earned Media
    • 24. The Cross-Pollinated Approach Simplified
      Natural Movement Marketing
      least amount of movement (tactics) with the most collective impact
      Blends marketing strategies to reach and influence direct customers and in-direct influencers alike
      Overlaps the Consumer vs. Customer lifecycle
      Leverages earned media and 24/7 access to engage new audiences
    • 25. How the Revenue Models are Shifting
    • 26. Pharma – Yesterday
      $
      $
    • 27. Pharma – Today (Mixing B2B & B2C)
      17
      $
      $
    • 28. TV – Yesterday – B2B
      $
    • 29. TV – Today (B2B & B2C)
      $
      $
      $
      $
    • 30. Theatrical - Yesterday (B2B)
      $
    • 31. Theatrical Today (B2B & B2C)
      $
      $
    • 32. Who’s Taking Advantage of the Shift?
    • 33. Johnson & Johnson Goes Beyond Direct to Consumer
      They are leading the “health” of the industry
    • 34. Scottrade Uses Influencers to Engage Conversation
      They are impacting the community, the marketplace
    • 35. KofaxUsed Branded Content to Build Equity
      Influencers, influence buyers
    • 36. StatefarmMakes Itself Accessible by Giving Back
      26
      Fans become customers through self-change
    • 37. ZinchBecomes the Broker of Resources and Students
      Institutions are having to play by new rules
    • 38. Defining a New Cross-Pollinated Tactical Approach
    • 39. Decision Makers
      29
      What is the Complexity of Your Audience
      Influencers
      Users
      Advocates
      Consumers
      Media
      Community
    • 40. Decision Makers
      30
      How are they all connected?
      Influencers
      Users
      Advocates
      Consumers
      Media
      Community
    • 41. Evaluate Your Customer Lifecycle Framework
      Phase 1
      Initiator or Follower
      Phase 2
      Introduction to Idea & Awakening of Needs
      Phase 3
      Research and Self Identification
      Phase 4
      Self Assessed + Brand Search
      Phase 5
      Deeper Research, Experience, Community
      Phase 6
      Q & A, On-Site,
      Examination of Sentiment & Reputation
      Phase 7Final Decision,
      Seeking Influencer Opinion Cost, Payment
      Phase 8
      Fan & Loyalty
      or Disengaged
      Adopt/
      Yield
      Member /
      Retention
      Donate/ Conversion
      Opportunity
      Target
      Search
      Lead
      Qualif. Lead
      Educated and Influenced
      Vulnerable and Emotional
    • 42. Determine How Customers Influence Your Lifecycle
      Phase 1
      Initiator or Follower
      Phase 2
      Introduction to Idea & Awakening of Needs
      Phase 3
      Research and Self Identification
      Phase 4
      Self Assessed + Brand Search
      Phase 5
      Deeper Research, Experience, Community
      Phase 6
      Q & A, On-Site,
      Examination of Sentiment & Reputation
      Phase 7Final Decision,
      Seeking Influencer Opinion Cost, Payment
      Phase 8
      Fan & Loyalty
      or Disengaged
      Adopt/
      Yield
      Member /
      Retention
      Donate/ Conversion
      Opportunity
      Target
      Search
      Lead
      Qualif. Lead
      Educated and Influenced
      Vulnerable and Emotional
      The flow of influence from “fans” and “friends” can be just as impactful.
    • 43. Diagnosing Your Funnel– Where is There Crossover?
    • 44. Assess and Craft YourEarnedMediaStrategy
    • 45. 35
      Strategic Approach: Earned Media Imperatives
      Imperative #1: Leverage “Super Influencers”
      • If awareness for the brand is low, leverage “Super Influencers” (key
      bloggers, media and online personalities) who have an established an engaged online community
      Rationale
      • Leveraging these large, established communities will provide a greater opportunity for the awareness to spread online
    • 36
      Strategic Approach: Earned Media Imperatives
      Imperative #2: Build a dynamic digital platform and content playbook
      • Once key influencers have been identified, leverage a dynamic digital platform and media plan that facilitates authentic engagement between the influencer and their audience
      Rationale
      • Introducing an innovative content syndication and relevant (trend-watch content) will allow the intended conversation to scale quickly and deliver an experience that no other brand is delivering
    • 37
      Strategic Approach: Earned Media Imperatives
      Imperative #3: Benchmark and measure impact
    • 46. 38
      Strategic Approach: Sample Earned Media Eco-System
    • 47. Sample Content Delivery Model
      Community & Influencers
      Social networks
      Influencers
      Mobile App OR Site (WAP)
      Branded Content
      & Media
      Owned Web Property
      Third Party & Partners
    • 48. My Top Ten
      Identify your audience and business needs first (*it’s not you)
      Gain momentum through small, measurable, experiments
      Be honest when evaluating what you’re capable of sustaining
      Look across alternative industries
      Observe what the audience is watching, sharing and creating
      Leverage your resources – talent?
      Task and reward the community to promote
      Protect your users – protect your brand
      Continually monitor, measure and manage your community
      Silence the “Devil’s Advocate”
    • 49. Questions?
      We’d love to hear from you. Let us know if you have any questions!
    • 50. Q & A
      42
      Thank You!
      Contact us today to learn how EMG can apply its expertise in developing and implementing your institution’s persona to help you get started!Toll Free: (866) 62-EARTH
      www.visitemg.com
      FULL WEBINAR AVAILABLE TOMORROW AT:
      Youtube.com/earthboundmediagroup
      Earthboundmediagroup.com/emg/home/
      knowledge-center/webinars.html
      STAY CONNECTED WITH EMG:
      Twitter.com/EMGtheAgency
      Facebook.com/earthboundmediagroup
    • 51. Thank You For Your Time!
      Damien Navarro
      Managing Partner
      dnavarro@visitemg.com
      949.857.4000 x 101

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