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