Digital Marketing Strategy: Ride the Groundswell or Crash and Burn? - Sonia Coleman, Coleman Unlimited; Amanda Johnson, IDEA
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Digital Marketing Strategy: Ride the Groundswell or Crash and Burn? - Sonia Coleman, Coleman Unlimited; Amanda Johnson, IDEA

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Digital Marketing Strategy: Ride the Groundswell or Crash and Burn? - Sonia Coleman, Coleman Unlimited; Amanda Johnson, IDEA Digital Marketing Strategy: Ride the Groundswell or Crash and Burn? - Sonia Coleman, Coleman Unlimited; Amanda Johnson, IDEA Presentation Transcript

  • Digital Marketing Strategy --Ride the Groundswell or Crashand Burn?IDEA E-Biz Forum 2011September 27, 2011 © Copyright 2011. All rights reserved.
  • Agenda Overview of the Digital Marketing Environment Evaluating Business Goals A Recommended Framework: ● Build ● Engage ● Embrace Integration Measurement and Evaluation Q&ATweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • What is the Groundswell? You already have this Now you can pursue this How things are different in business function “groundswell” objective the “groundswell” Research Listening Ongoing monitoring of your customers’ conversations with each other, instead of occasional surveys and focus groups Marketing Talking Participating in and stimulating two- way conversations your customers have with each other, not just outbound communications to your customers Sales Energizing Making it possible for your enthusiastic customers to help sell each other Support Supporting Enabling your customers to support each other Development Embracing Helping your customers work with each other to come up with ideas to improve your products and services Source: Groundswell: Winning in a World Transformed by Social Technologies by Charlene Li and Josh Bernoff Copyright 2008 Forrester Research, Inc.Tweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved. View slide
  • Current Digital Marketing EnvironmentTweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved. View slide
  • The Conversation Prism Source: Brian Solis and Jesse Thomas Tweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • “Some see digital strategies as an oxymoron because of how fast technologies become obsolete. By the time you plan and implement, something new is already out there.” —Jason Archbold, BSETweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Evaluating Business GoalsTweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Alignment to Business Goals and Objectives S (specific) M (measurable) A (attainable) R (realistic) T (time-specific) Business Strategic Plan Sales and Marketing Plan Digital Plan: Social Media, Website, Email Marketing, Mobile, Etc.Tweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Red TapeTweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Framework Overview I EMBRACE: support, crowdsourcing, N product development E G ENGAGE: audience profiling, two-way conversations, R energize advocates A T BUILD: monitor/listen, user I experience, content, SEO/SEM, social guidelines O NTweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Step 1: Build What do you think your customers are saying about you?Tweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Monitoring and Listening Discover what customers think about your products and services Find out about problems before they spiral out of control Address customers and potential customers personally—offering solutions Gain insight on features or services customers want Access ―secret‖ knowledge about competitorsTweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Case Study: Generac Situation: Electricians badmouthing Generac products on ElectricianTalk.com forum. Action: Employee communicates directly with critics.Tweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Positive and RespectfulTweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Most Popular Thread in the Section 15,000 views and 211 commentsTweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Not Listening… Ignoring OpportunityTweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Are Your Products Be Published Correctly? ―We had an ‗a-ha‘ moment when we saw examples of our product data on third-party websites that were completely inaccurate and misrepresented. It was a wakeup call that it‘s really up to us—the supplier—to be responsible for providing accurate product data to customers and monitoring our brands.‖ — Dawn Wright-Perry, Retail Services Manager, Milbank Manufacturing Co.Tweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Are Your Products Be Published Correctly?Tweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Monitoring Tools Google.com/alerts search.twitter.comTweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Monitoring Tools Hootsuite – Monitor and Schedule RSS Readers – Search and review in one placeTweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Online Presence - Website Review statistics—Google Analytics How are visitors using your website? What do you want visitors to do? What What you users want wantTweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Online Presence - Website Review statistics—Google Analytics How are visitors using your website? What do you want visitors to do? What What you users want wantTweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Search Engine Optimization Top SEO Tips: Frequently updated Page titles — key words Many incoming links Pages load quickly Keywords on page text Easy to read URLs Use video – YouTube is #2Tweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Social Media/Digital GuidelinesTweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Social Computing Guidelines DO: Follow laws and company regulations. Communicate responsibly. Respect others. Clarify issues and add value. Recognize association with the company. DON’T: Share confidential company or client information. Use ethnic slurs, personal insults, obscenity, etc. Speak for the company or use logos or trademarks without approval. Be defensive or offensive.Tweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Reserve Your Spot Set up social media profiles Protect your name from imitators Improve search engine results Set up custom URLs Link to your websiteTweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Step 2: EngageTweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Ways to Add ValueTweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • How to Engage Your CustomersTweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Building Relationships and Your Brand Forums/Discussion Corporate Boards Blogging Social and Business Multimedia NetworkingTweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Building Relationships and Your Brand Set expectations upfront Turn negative feedback into (purpose, frequency, positive brand experience (e.g. voice) Generac) Be authentic – add human element Develop FAQs Develop a consistent Product development voice/ownership improvements Link to other blogs/websites – blogroll Forums/Discussion Corporate Pose questions for comments & respond! Boards Blogging Variety of posts:, start your own business topic, respond to others, personal Repurpose content Reinforce relationships Offer for different between in-person learning styles Social and Business meetings Use keyword tags to Multimedia Follow industry news power search Networking and thought leaders in engines field – better yet, Make it entertaining become one! or informative – viral potential Gain fresh perspective Crowdsource Make it relevant -- content segment what you share Integrate with using group features websiteTweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Individuals EngagingTweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Companies EngagingTweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Your Reputation is on the Line Source: 2010 Edelman Trust Barometer Copyright 2010Tweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Your Reputation is on the Line Source: 2010 Edelman Trust Barometer Copyright 2010Tweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Step 3: Embrace Tap into the Community People are far more willing to trust each other than a company. And… people will spend time helping each other.Tweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Financial Sense An average call to a company‘s call center costs $7. Technical support calls cost around 2X. Imagine if you could get others to answer questions for you.Tweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Why People Help Others Tapping in to psychic income: Gratitude Recognition Influence Belonging Help people share what they know. Communities are powerful resources that companies can support and benefit from.Tweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Fostering a Knowledge Center Develop through your own resources or through an existing resource, like a social media site or a forum Answers online can be read by many, as opposed to one-on-one phone calls Search engines pick up online answers and help build your credibility Can be accessed during off-hours Help customers get answers faster Expand areas where you are already sharing expertiseTweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Advisory Role – Sales Distributors Manufacturers How can you provide more How can you get more product value in advisory role? and program information to end-users? Source: TED MagazineTweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Crowdsourcing GE Ecomagination ChallengeTweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Integration – Print and WebTweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Integration – Web and WebTweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • New Models of Measurement Action Influence Engagement Exposure Source: Measure What Matters by Katie Delahaye PaineTweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Digital Footprint Digital Footprint Index – H x W x D: Height: how much is the brand talked about and where is conversation occurring? Width: how is the brand shared and interacted with online, and how active are the communities within which conversations take place? Depth: is the brand understood and talked about in the way it wants? Source: Zócalo Group, a division of Ketchum and Omnicom GroupTweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Digital Marketing in Your Business Look beyond promoting and selling: Ways to help your company operate better? Technologies that could save time on the phone? Grow your company‘s relationship with customers? Ways you can use digital marketing: Recruit talent Gather free ideas for innovation Create a direct line to customers Develop company-wide interaction Build credibility and demonstrate expertise Gain market research/consumer dataTweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • Questions? Amanda Johnson, Marketing Manager, IDEA ajohnson@idea-esolutions.com (703) 562-4612 @johnsonar2 Sonia Coleman, President, Coleman Unlimited scoleman@colemanunlimited.com (636) 861-7282 @heysoniaTweet us: @heysonia | @johnsonar2 © Copyright 2011. All rights reserved.
  • 2461 South Clark Street | Suite 450 | Arlington, VA 22202P 703.562.4600 | F 703.562.4650 | info@idea-esolutions.com www.idea-esolutions.com © Copyright 2011. All rights reserved.