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Gravity summit presentation February 2011

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A look at how we approach IMC with clients at Fleishman-Hillard and the role social media plays. For Gravity Summit February 2011.

A look at how we approach IMC with clients at Fleishman-Hillard and the role social media plays. For Gravity Summit February 2011.

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  • Comcast Tech video: http://www.youtube.com/watch?v=CvVp7b5gzqU
  • Realized how communications was changingCulture change – change how we do our jobsNo evangelizing -- educate
  • People define it different ways but one reason IMC is important…
  • Customer is your media (via @Shonali)Customer service is best PR
  • Nike Just Do It mentalityThrowing business cards and proposalsAct online like you would offline
  • Great message for Nike. Completely wrong message for your social media strategy.Tell story on myself -- Bunge
  • Reach, Relevancy and ToneHallmark examples – Magic Middle
  • Justin ‘Old’ marketing math: Blast your message to 5M loose targets with the hope of actually reaching the 5,000 who are actually interested.Social media marketing based on ‘new math’
  • MitchJoelLot of marketers need to change the way they workNew marketing – content and conversationNot so much marketing as we think about it“But now that publishing in text, images, audio and video is so much more pervasive with such a lower barrier to entry, the time is ripe to re-evaluate how much Marketing your company should be doing versus how much publishing your company should be doing.”
  • Content is the new marketingThought leadershipCustomer service
  • Content marketing The results speak for themselves134 million-plus views on YouTube (1 million-plus for many videos including 10 million-plus for the recent iPad clip) Numerous awards 700 percent increase in sales since the campaign started in 2006
  • Customers have access to more knowledge than ever before. They don’t trust ads/key messages/business leaders. Trust peers. Self test!Bond If consumers’ bond with a brand is strong enough, they repurchase it without cycling through the earlier decision journey stages.
  • NicoleSet expectations on the front end. Educate. Communicate. Repeat. Same as it ever was: How do your social media tactics ladder up to overall communications and business goals and objectives? Once strategies have been identified, can you use social media to implement them in an impactful way?
  • In many categories the single most powerful impetus to buy is someone else’s advocacy. Yet many marketers focus on media spend (principally advertising)rather than on driving advocacy. The coolest banner ads, best search buys, and hottest viral videos may win consideration for a brand, but if the product gets weak reviews— or, worse, isn’t even discussed online—it’s unlikely to survive the winnowing process.
  • Do you value relationships?Do relationships in this business make you money?Betsey Solberg FH B2B storyOffline WOM referrals for years
  • Nicole
  • Transcript

    • 1. From Marketing Funnel to Customer Journey
      Presented for Gravity Summit by Justin Goldsborough (@jgoldsborough)
      Justin Goldsborough
      justin.goldsborough@fleishman.com
      Twitter: @jgoldsborough
      Blog: www.justincaseyouwerewondering.com
      LinkedIn: http://www.linkedin.com/in/justingoldsborough
      816.512.2236
    • 2. Who am I?
      Friend
      Husband
      Bon Jovi
      Northwestern
      Kansas City Royals
      Social media
      Volunteer
      GenY
      Irish setters
      @jgoldsborough
      (#pr20chat)
      IABC
    • 3. Today’s Agenda
      Social media then
      Social media now
      Social media next
      Measurement
      Q&A
    • 4. Social media THEN
    • 5. 5
    • 6. 6
    • 7.
    • 8. Brand Assets
      Personal Selling
      Advertising
      Integrated Communications
      Sales Promotion
      Public Relations
      Direct Marketing
      Earned Media
      Paid Media
    • 34. 9
    • 35. Social media NOW
    • 36.
    • 37.
    • 38.
    • 39. Your brand here
      Reaching the right eyeballs, not all eyeballs
      New Math:
      5,000 people who sought out your message
      are more valuable than
      5 million who didn’t.
    • 40. Social media NEXT
    • 41.
    • 42.
    • 43.
    • 44. The New Customer Journey
      POST-PURCHASEPRE-DELIVERY
      PRE-CONSIDERATION
      AWARENESS
      CONSIDERATION
      PURCHASE
      HONEYMOON
      AMBASSADOR
    • 45. Social media measurement
    • 46.
    • 47. Impact: Goals, Strategies, Objectives, Tactics
      Goals
      Business Goal
      Strategy 1
      Strategy 3
      Strategy 2
      Strategies
      Objective 1
      Objective 2
      Objective 3
      Objectives
      Social media by itself is a TACTIC!
    • 48. Social media measurement model
      Types of results that can come from social media engagement
      Strategy is geared toward specific business objectives and identified program goals
      23
    • 49.
    • 50. 5 things you can do today
    • 51. Implications
      Five things to do today
      Revisit your business objectives and ask how social media can help you reach them.
      Make a new connection via social media and talk to him/her about something other than business.
      Search you brand on Twitter and Facebook.
      Check out Shel’s, Chris’, Mitch’s or Shonali’s blog if you haven’t already.
      Start looking at your job through a customer journey mindset.
    • 52. Q&A
    • 53. Thank you!
      Justin Goldsborough
      justin.goldsborough@fleishman.com
      Twitter: @jgoldsborough
      Blog: www.justincaseyouwerewondering.com
      LinkedIn: http://www.linkedin.com/in/justingoldsborough
      816.512.2236
      Social Media Strategy

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