From Marketing Funnel to Customer Journey<br />Presented for Gravity Summit by Justin Goldsborough (@jgoldsborough)<br />J...
Who am I?<br />Friend<br />Husband<br />Bon Jovi<br />Northwestern<br />Kansas City Royals<br />Social media<br />Voluntee...
Today’s Agenda <br />Social media then<br />Social media now<br />Social media next<br />Measurement<br />Q&A  <br />
Social media THEN<br />
5<br />
6<br />
<ul><li>Web sites
Podcasts andVideos
Mobile/WAP</li></ul>Brand Assets<br /><ul><li>Telemarketing
Field Sales
Presentations / Demonstrations
Print Ads
Search / Banners / Imbedded Content</li></ul>Personal Selling<br />Advertising<br />Integrated Communications<br /><ul><li...
Media Relations
Online Outreach
Word of Mouth
Product Integration
Social Networks
Video/Photo Sharing Sites
Tagging</li></ul>Sales Promotion<br /><ul><li>Contests / Sweeps
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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.

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  • Comcast Tech video:
  • 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
  • Gravity summit presentation February 2011

    1. 1. From Marketing Funnel to Customer Journey<br />Presented for Gravity Summit by Justin Goldsborough (@jgoldsborough)<br />Justin Goldsborough<br /><br />Twitter: @jgoldsborough<br />Blog:<br />LinkedIn:<br />816.512.2236<br />
    2. 2. Who am I?<br />Friend<br />Husband<br />Bon Jovi<br />Northwestern<br />Kansas City Royals<br />Social media<br />Volunteer<br />GenY<br />Irish setters<br />@jgoldsborough<br />(#pr20chat)<br />IABC<br />
    3. 3. Today’s Agenda <br />Social media then<br />Social media now<br />Social media next<br />Measurement<br />Q&A <br />
    4. 4. Social media THEN<br />
    5. 5. 5<br />
    6. 6. 6<br />
    7. 7.
    8. 8. <ul><li>Web sites
    9. 9. Blogs
    10. 10. Podcasts andVideos
    11. 11. Mobile/WAP</li></ul>Brand Assets<br /><ul><li>Telemarketing
    12. 12. Field Sales
    13. 13. Presentations / Demonstrations
    14. 14. Sponsorships
    15. 15. Television
    16. 16. Radio
    17. 17. Outdoor
    18. 18. Print Ads
    19. 19. Search / Banners / Imbedded Content</li></ul>Personal Selling<br />Advertising<br />Integrated Communications<br /><ul><li>Events / Webinars
    20. 20. Media Relations
    21. 21. Online Outreach
    22. 22. Word of Mouth
    23. 23. Product Integration
    24. 24. Social Networks
    25. 25. Video/Photo Sharing Sites
    26. 26. Wikis/Wikipedia
    27. 27. Tagging</li></ul>Sales Promotion<br /><ul><li>Contests / Sweeps
    28. 28. Coupons
    29. 29. Incentives
    30. 30. Point of Purchase</li></ul>Public Relations<br />Direct Marketing<br /><ul><li>Direct Response
    31. 31. Physical Mail
    32. 32. Email
    33. 33. Mobile / TXT</li></ul>Earned Media<br />Paid Media<br />
    34. 34. 9<br />
    35. 35. Social media NOW<br />
    36. 36.
    37. 37.
    38. 38.
    39. 39. Your brand here <br />Reaching the right eyeballs, not all eyeballs<br />New Math: <br />5,000 people who sought out your message <br />are more valuable than <br />5 million who didn’t. <br />
    40. 40. Social media NEXT<br />
    41. 41.
    42. 42.
    43. 43.
    45. 45. Social media measurement<br />
    46. 46.
    47. 47. Impact: Goals, Strategies, Objectives, Tactics<br />Goals<br />Business Goal<br />Strategy 1<br />Strategy 3<br />Strategy 2<br />Strategies<br />Objective 1<br />Objective 2<br />Objective 3<br />Objectives<br />Social media by itself is a TACTIC!<br />
    48. 48. Social media measurement model<br />Types of results that can come from social media engagement <br />Strategy is geared toward specific business objectives and identified program goals<br />23<br />
    49. 49.
    50. 50. 5 things you can do today<br />
    51. 51. Implications<br />Five things to do today<br />Revisit your business objectives and ask how social media can help you reach them. <br />Make a new connection via social media and talk to him/her about something other than business.<br />Search you brand on Twitter and Facebook.<br />Check out Shel’s, Chris’, Mitch’s or Shonali’s blog if you haven’t already. <br />Start looking at your job through a customer journey mindset.<br />
    52. 52. Q&A<br />
    53. 53. Thank you!<br />Justin Goldsborough<br /><br />Twitter: @jgoldsborough<br />Blog:<br />LinkedIn:<br />816.512.2236<br />Social Media Strategy<br />
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