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Marketing & (Social) Media - Noise or Value?
 

Marketing & (Social) Media - Noise or Value?

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Marketing & (Social) Media is often seen as something that everyone can do. As long as you communicate, send out messages, you will be heard and customers will follow. However, that is myth. Without a ...

Marketing & (Social) Media is often seen as something that everyone can do. As long as you communicate, send out messages, you will be heard and customers will follow. However, that is myth. Without a proper Marketing Plan, costs can explode, effective campaigns can be missed out on and customers can walk away or worse or don't understand you at all. Marketing is about knowing yourself and your market. It is about shaping your messages so it appeals to your (potential) target customers. It must be executed frequently and consistently. In this presentation we talk about how to create a Marketing Plan and share some tips & tricks on (Social) Media.

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    Marketing & (Social) Media - Noise or Value? Marketing & (Social) Media - Noise or Value? Presentation Transcript

    • Marke&ng  &  (Social)  Media    Noise  or  Value?    Author:  Eva  Hukshorn    
    •      1.  EFactor  is  a  Smart  Network  that  matches  entrepreneurs  with  the  very  people  who  can  help   them  grow  2.  Finding  Business  Partners:  from  partners  to  investors,  from  coaches  to  customers  3.  Largest  Entrepreneurial  Network  in  the  World  with  1mio  members  in  185  countries  4.  An  online  community  Offering  you  a  network,  knowledge,  events,  and  every    business   resources  you  need  to  succeed  @  discount!  5.  GO  Online,  fix  your  personal  profile  &  company  profile  and  get  MATCHED!   It’s  not  about  connecPons  -­‐  it’s  about  the  right  ones…   2  
    • Eva  Hukshorn:  An  introduc&on  •  Work  Experience   -  Current:    Partner  EFactor        Board  of  Advisory:  TreFoil  Energy  /  CleanDrinks  /          Global  Thinkers  /  ShowLinq            Coach  Startup:  Bootcamp  Amsterdam  /  New  Venture  McKinsey   -  2009  –  2010:  Dutch  Bou&que  –  Marktlink  Mergers  &  Acquisi&ons,  Amsterdam   -  2007  –  2009:    Royal  Bank  of  Scotland  –  Corporate  Finance,  Amsterdam   -  2004  –  2009:    ABN  AMRO  –  Corporate  Finance  New  York,  Amsterdam   -  2003  –  2004:    Accenture  –  Consul&ng  London,  Amsterdam  •  EducaPon   -  1997  –  2002:  MSc  Economics,  Finance  –  University  of  Groningen,  the  Netherlands   -  2003:      Interna&onal  &  Asian  Studies  –  Na&onal  Sun  Yat-­‐Sen  University,  Taiwan   -  2009  –  2011:    Cer&fied  Management  Accoun&ng  (CMA)  –  Ins&tute  of  Management  Accountants            (IMA),  United  States   -  2009  –  2011:    Colloquium  General  &  Modern  Art  –  Academy  for  History  of  Art,  the  Netherlands   -  2012:    Interna&onal  Financial  Report  Standards  (DipIFR)  –  Associa&on  of  Chartered  Cer&fied          Accountants  (ACCA),  United  Kingdom   3      
    • FUNDING  TUESDAY,  EVERY  TUESDAY  So  what  can  you  expect  from  us  each  Funding  Tuesday?  1.  Webinars  on  EFactor  on  Finance  &  Funding  related  topics  in  the  EVENT   Sec&on  2.  Blogs  &  interviews  with  informal  investors  and  funded  entrepreneurs   with  &ps  &  tricks  in  the  BLOGS  sec&on  under  NOW  3.  Finance  &  Funding  related  ar&cles  on  NOW  feed  4.  In  the  Finance  &  Funding  GROUP  on  our  website  you  will  find  Q&As  of  the  webinars  under   NETWORK  5.  In  the  KNOWLEDGE  base  you  will  find  more  and  more  presenta&ons  on  Finance  &  Funding   related  topics,  including  the  webinar  presenta&ons  6.  And  if  you  become  a  VIP  MEMBER  you  will  personally  be  supported  on  your  Finance  &  Funding   related  ques&ons   4  
    • Webinar  Program  Overview  2012  June  19:    Business  Plan  Wri&ng  -­‐  A  Roadmap  to  Success  July  3:      Pitching  &  Presenta&on  -­‐  3  Minutes,  1  Impression  July  17:    Strategy  -­‐  A  Vision  for  the  Future,  A  Strategy  for  Geing  There  July  31:    Budge&ng  &  Forecas&ng  -­‐  Predic&ng  the  Outcome  Aug  14:    Working  Capital  -­‐  An  Unknown  Key  to  Success  Aug.  28:    Capital  Management  -­‐  Playing  with  Risk  Sept  11.:    Funding  &  Investments  -­‐  Some  Sources  are  More  Equal  then  Others  Sept.  25:    Valua&on  -­‐  Art  or  Science  Oct  9:      Exit  Strategy  -­‐  Nice  to  Have  or  Need  to  Have?  Oct.  23:    Bootstrapping  -­‐  An  Alterna&ve  Answer  to  Funding  Nov  6:    Crowdfunding  -­‐  The  Power  of  Friends,  Family  and  Fools  Nov.  20:    Networking  -­‐  Nice  You  have  3000  Friends,  I  have  30  Relevant  Connec&ons  Dec.  4:    MarkePng  &  (Social)  Media  -­‐  Noise  or  Value?  Dec.  11:    No  Sales,  No  Glory  Dec.  18:    Most  Common  Mistakes  of  Entrepreneurs   5  
    • Marke&ng  is  about  making  yourself  visible   6  
    • Marke&ng  exposure  evolved  quickly  •  MarkePng  evolved:   -  1980s:    Fewer  ads  >>  more  people  >>  undivided  amen&on   -  2010s:    More  ads  >>  less  people  >>  less  amen&on   -  Product  prolifera&on  and  availability  =>  Choice   -  Media  prolifera&on  =>  Con&nuous  &  Fragmented   -  Access  prolifera&on  =>  Everywhere  
    • But  so  did  the  consumer  •  InterrupPon  markePng  is  no  longer  accepted  •  Audience  is  parPcipaPng  instead  of  receiving  •  SoluPon:  GET  THEM  INVOLVED  
    • Why  you  need  a  marke&ng  plan:  control!   ü  Define  your  idea  /  Bus.  Plan   ü  Recrui&ng   ü  Target  audience   ü  Investor  rela&ons  /  PR   ü  Target  market   ü  Crisis  management   ü  Budget  constraints   ü  Traffic   ü  Smart  marke&ng   ü  Employee  rela&ons   ü  Feedback   ü  company  culture   ü  Measurable   ü  Style  company   ü  Logo   ü  Philosophy   9  
    • Pre-­‐prepara&ons  for  you  marke&ng  plan   1   Know  thyself   6   Iden&fy  stage  in  life  cycle     2   Characteris&cs  product   7   Goal  communica&on   3   Specify  your  target  market   8   Research  buying  behavior   4   Specify  your  target  group   9   Select  marke&ng  channels   5   Collect  informa&on   10   Create  marke&ng  budget   A  markePng  plan  helps  you  to  send  out  consistent  messages   10  
    • Know  thyself:  SWOT  analysis   INTERNAL:  Strength  &  Weaknesses   EXTERNAL:  OpportuniPes  &  Threats   •  Resources:  financial,  intellectual   •  Poli&cal   •  Customer  service   •  Legal   •  Efficiency   •  Economic  condi&on  market   •  Compe&&ve  advantages   •  Expecta&ons  of  stake  &  shareholders   •  Infrastructure   •  Technology   •  Quality  &  price   •  Public  expecta&ons   •  Delivery  &me   •  Compe&&ve  environment   •  Costs   •  Barriers  to  entry   •  Capacity   •  Commodity  prices   •  Personnel  /  management   •  Amount  of  customers   •  Organiza&onal  structure   •  Structure  of  suppliers   11  
    • Iden&fy  the  characteris&cs  of  your  products  /  services   SALES FEATURES CHANNELS VISION PRICE POSITION ALLIANCES SUPPORT BRANDING COMPETITION Create  a  SWOT  of  your  product   12  
    • Specify  your  target  market  EXAMPLE:  •  Fashion  •  Fashion  in  North  America  •  Fashion  in  the  US  •  Fashion  in  New  York  •  Fashion  in  New  York,  Manhaman  •  Pret-­‐a-­‐porter  fashion  in  New  York,  Manhaman   Target  small,  and  then  roll-­‐out  to  near  markets   13  
    • Specify  your  target  customer  Demographics  •  Age   •  Religion  •  Gender   •  Loca&on  •  Profession   •  Educa&on  •  Rela&onship  status   •  Genera&on  X,  Y,  Z    •  Children   •  Income  •  Race   •  Hobbies  •  Poli&cal  preference   •  Life  style     14  
    • Collect  lots  of  Informa&on  &  analyze     WHAT  TO  COLLECT   HOW  TO  COLLECT  •  Market:   •  Surveys:   -  Economic   -  Online  surveys   -  Regional   -  Personal  surveys  •  Customer  characteris&cs   •  Group  sessions  •  Compe&&on:   •  Industry  reports   -  Companies   •  Compe&tors   -  Products   •  Other…  be  crea&ve!   Lots  of  quanPfiable  data  needed   15  
    • In  which  stage  of  the  product  life  cycle  are  you  in?   BRAND  AWARENESS   SALES  ENCOURAGEMENT   LOYALTY   PRODUCT  SALES   INTRODUCTION   GROWTH   MATURITY   DECLINE   Different  stages,  different  messages   16  
    • Determine  the  goal  of  your  message  and  communica&on   BRAND  AWARENESS   SALES  ENCOURAGEMENT   LOYALTY   TEASING  &  POSITIONING   ACTIVATING  &  CONVINCING   SATISFACTION  &  RELATION  •  Recogni&on   •  Understanding  problem   •  Con&nuous  dialogue  •  Messages  frequent  &   •  Awareness  of  ‘how’  problem   •  Deliver  promises   consistent   is  solved   •  Solve  problem  •  Posi&ve  feelings   •  Products  &  services  are   •  Create  long-­‐term  rela&on  •  Awareness  of  USP   easily  accessible   •  Rela&on  con&nues  even  •  “Experience”   •  Administra&on  process  are   axer  product  or  services  is   clear  &  prac&cal   delivered   55%   35%   10%   17  Note:  www.BiTSEN.nl,  Frans  de  groot  /  Toon  ten  Cate  
    • Research  your  customers’  buying  behavior  NEED RECOGNITION &PROBLEM AWARENESS INFORMATION SEARCH EVALUATE ALTERNATIVES PURCHES POST-PURCHASE EVALUATION 18  
    • Research  your  customers’  buying  behavior  NEED RECOGNITION & •  SPmulus  creaPon  PROBLEM AWARENESS 19  
    • Research  your  customers’  buying  behavior  NEED RECOGNITION & •  Personal  Sources  PROBLEM AWARENESS •  Commercial  Sources   •  Public  Sources   INFORMATION SEARCH •  ExperienPal  Sources   20  
    • Research  your  customers’  buying  behavior  NEED RECOGNITION & •  Personal  Sources  PROBLEM AWARENESS •  Commercial  Sources   •  Public  Sources   INFORMATION SEARCH •  ExperienPal  Sources   EVALUATE ALTERNATIVES 21  
    • Research  your  customers’  buying  behavior  NEED RECOGNITION & •  High  Involvement  PROBLEM AWARENESS •  Low  Involvement   INFORMATION SEARCH EVALUATE ALTERNATIVES PURCHES 22  
    • Research  your  customers’  buying  behavior  NEED RECOGNITION & •  SaPsfacPon  PROBLEM AWARENESS •  ConfirmaPon   INFORMATION SEARCH EVALUATE ALTERNATIVES PURCHES POST-PURCHASE EVALUATION 23  
    • Choose  your  marke&ng  channels   BRAND/IMAGE  –  TEASING   BRAND/IMAGE  –  POSITIONING   SALES/TRAFFIC  -­‐  ACTIVATING   Radio  Public  transport   Television  Magazines   Conferences  Congresses   Free  Publicity  Press  release   Advertorials  Press  interviews   Seminars  Direct  mail   Guerilla  Bill  Boards   Brochures  Website   E-­‐mail  Telemarke&ng   Spectacular  SMS   News  Rooms  Podcasts   Leaflets  Ac&on  website   Tell  a  friend  Cars   Flicker  Video  /  YouTube   Free  cards  Point  of  traffic     Partners  TV  shows   Newspapers  SEO  /  SEA         Social  communi&es*       SALES/TRAFFIC  -­‐  CONVINCING   LOYALTY  -­‐  SATISFYING   LOYALTY  -­‐  RELATIONSHIP   Sales  promo&on  Premium  Services   Membership  Cashback  card   Blogs  Widget   Personal  sales  Sales  presenta&ons   Events  Newslemers   Tes&monials  Book  wri&ng   Sales  training  Sales  coaching   News  updates  Forum   Member-­‐brings-­‐in-­‐member   Product  folders  Sampling   Educa&on  Apps     In-­‐house  /  online  magazine   Trials  Case  studies   Online  games  Panels   Individual  entertainment  &  business   Tes&monials  Post-­‐ordering   Mentoring  Q&A     rela&onship  building  events   Catalogue  Display   Video  calling  Workspace   24  Note:  www.BiTSEN.nl,  Frans  de  groot  /  Toon  ten  Cate  
    • What  makes  marke&ng  social?   Social  Media:  describes  the  online  technologies  and  pracPces  that  people  use  to   share  opinions,  insights,  experiences,  and  perspecPves  with  each  other  BROADCASTING                INTERACTION   25  
    • Is  social  community  =  social  media?  •  A  community:  shared  interests  •  Social  community  is  just  one  of  the  tools  for   making  broadcas&ng  social  •  Again:  It  is  all  about  creaPng  interacPon:   -  Blogs,  wikis,  event  planning  &  promo&on,   wikepdia,  mul&media  sharing,  forum,   panels…   26  
    • How  to  implement  social  media    •  Build  target  community  •  Create  individual  connec&ons  •  Create  engagement  >>  Like  •  Use  feedback  >>  Listen  •  Solve  their  problems  •  Show  credenPals  /  quality  through  discussions  •  ParPcipate  in  industry  groups  as  well  as  your  client  •  Pose  ques&ons  to  create  involvement  •  Create  thought-­‐leadership  •  Real  power  in  viral  marke&ng  >>  SEO  &  traffic   27  
    • But  even  more  important:   Everyone  related  to  your  business  is  a  soldier  of  your  brand,   make  sure  they  fight  the  right  banle   28  
    • Time  consuming,  so  what  does  it  bring?    •  Increase  your  visibility  •  Improve  your  connectability  •  Improve  your  Google  PageRank  •  Enhance  your  search  engine  results  •  Company  reference  checks  •  Increase  relevancy  poten&al  hiring  •  Measure  health  of  a  company  •  Measure  health  of  an  industry  •  Track  startups  •  Ask  for  advice  and  solve  problems   29  
    • What  is  what  is  what  for?   30  
    • Tip  1:  Post  yourself  on  a  frequent  basis   31  
    • Tip  2:  Decide  on  comment  policy  and  complaints   32  
    • Tip  3:  Relate  to  other  (social)  media   33  
    • Tip  4:  Tell  them  who  you  are  and  what  your  are  doing   34  
    • Tip  5:  Free  publicity  •  Social  media  is  not  the  only  media  that  is   for  free!  •  No  just  about  you  •  Don’t  sell  •  Reac&on  on  current  events  •  Be  pro-­‐ac&ve     35  
    • Tip  6:  Manage  your  &me   You  are  not  a  media  company,  focus  on  your  operaPons!     Max  1  hour  a  day   36  
    • Last  but  NOT  least:  Set  a  market  budget!  •  %  of  run  rate,  depends  on:   -  Industry,  size,  growth  stage   -  Startup  10%  /  Maturity  2-­‐3%  •  Budget  allocaPon   -  Developing  brand   -  Cost  promo&on  •  Track  return  on  investment  •  Revise  your  budget  frequently     37  
    • NEXT  TIME:  SALES  SALES  SALES!   38  
    • Webinar  Program  Overview  2012  June  19:    Business  Plan  Wri&ng  -­‐  A  Roadmap  to  Success  July  3:      Pitching  &  Presenta&on  -­‐  3  Minutes,  1  Impression  July  17:    Strategy  -­‐  A  Vision  for  the  Future,  A  Strategy  for  Geing  There  July  31:    Budge&ng  &  Forecas&ng  -­‐  Predic&ng  the  Outcome  Aug  14:    Working  Capital  -­‐  An  Unknown  Key  to  Success  Aug.  28:    Capital  Management  -­‐  Playing  with  Risk  Sept  11.:    Funding  &  Investments  -­‐  Some  Sources  are  More  Equal  then  Others  Sept.  25:    Valua&on  -­‐  Art  or  Science  Oct  9:      Exit  Strategy  -­‐  Nice  to  Have  or  Need  to  Have?  Oct.  23:    Bootstrapping  -­‐  An  Alterna&ve  Answer  to  Funding  Nov  6:    Crowdfunding  -­‐  The  Power  of  Friends,  Family  and  Fools  Nov.  20:    Networking  -­‐  Nice  You  have  3000  Friends,  I  have  30  Relevant  Connec&ons  Dec.  4:    Marke&ng  &  (Social)  Media  -­‐  Noise  or  Value?  Dec.  11:    No  Sales,  No  Glory  Dec.  18:    Most  Common  Mistakes  of  Entrepreneurs   39  
    • BECOME  A  VIP  MEMBER  WITHIN  1  WEEK  AND  GET  YOUR  PLAN  CHECKED!  SPECIAL  OFFER,  ONLY  USD  12!  1.  FREE  checking  of  final  drao    business  plan  2.  FREE  discussion  on  next  steps  and  how  &  where  to  find  funding  in  your   region  3.  FREE  to  ask  addiPonal  quesPon  related  to  funding  &  investment  related   topics  4.  FREE  documentaPon  of  all  webinars  so  far,  presentaPons  +  notes!  5.  FREE  downloads  on  relevant  entrepreneurial  topics    6.  EXTRA  discounts  on  all  our  products  on  our  website  7.  Send  me  an  email  on:  www.efactor.com/hukshorn  8.  Follow  me  on:  www.efactor.com/hukshorn         HTTP://WWW.EFACTOR.COM/VIP     40      
    • Thank  you!    This  document  was  prepared  and  wrinen  by  Eva  Hukshorn.  Several  people  and  organizaPons   have  inspired  her  to  write  this  presentaPon,  amongst  which  are,  but  not  limited  to  the   Founders  of  EFactor,  ABN  AMRO/RBS,  University  of  Groningen,  InsPtute  for  Management   Accountants,  Aurium  Prince