Marketing at Dow Jones Enterprise Media Group Alan Scott, SVP & Chief Marketing Officer Dow Jones Enterprise Media Group
<ul><li>Global revenues of $2.1 billion </li></ul><ul><li>Over 200 locations </li></ul><ul><li>Over 2,000 business and fin...
CV <ul><li>Dow Jones  EMG CMO </li></ul><ul><li>Factiva CMO </li></ul><ul><li>Giga/Forrester VP Marketing </li></ul><ul><l...
Marketing <ul><li>Sell something to someone </li></ul><ul><ul><li>Connect with Audience </li></ul></ul><ul><ul><ul><li>Seg...
New Marketing Stuff <ul><li>E Books </li></ul><ul><li>Blogs </li></ul><ul><ul><li>Blog policy </li></ul></ul><ul><li>Twitt...
And: <ul><li>Print Advertising </li></ul><ul><ul><li>WSJ, Barrons </li></ul></ul><ul><li>Snail Mail </li></ul><ul><li>PR <...
E Books
E Books
Ads
Rules <ul><li>Markets are Global Conversations </li></ul><ul><li>Competitive Differentiation and Competitive advantage </l...
My Rules for Marketing and PR <ul><li>Participate, as a Company </li></ul><ul><li>Enable expert employees and extend your ...
Create dashboards to track and measure campaigns, issues & concepts vs. competition using dynamic charts
Heat Map gives a quick snapshot view of ‘hot’ subjects & issues <ul><li>View a summary of key reputation drivers </li></ul...
Questions?   Alan Scott, SVP & Chief Marketing Officer Dow Jones Enterprise Media Group
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New Marketing Summit: Bringing Web 2.0 to Dow Jones

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Dow Jones is a brand with a hundred year heritage in providing great information to business leaders. They are as classic as a 1973 Mercedes. People know the brand, know what it does, and know what to expect. How do you merge that kind of heritage with the new tools of marketing? How do you deliver more genuine conversations, more two-way interaction, and the other hallmarks of the Web 2.0 generation when working with a classic corporation like Dow Jones? Join Alan Scott, Chief Marketing Officer of Dow Jones for an engaging conversation on what worked, what didn't, and what you can do to bring some of the same magic to your company.

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  • New Marketing Summit: Bringing Web 2.0 to Dow Jones

    1. 1. Marketing at Dow Jones Enterprise Media Group Alan Scott, SVP & Chief Marketing Officer Dow Jones Enterprise Media Group
    2. 2. <ul><li>Global revenues of $2.1 billion </li></ul><ul><li>Over 200 locations </li></ul><ul><li>Over 2,000 business and financial journalists </li></ul>
    3. 3. CV <ul><li>Dow Jones EMG CMO </li></ul><ul><li>Factiva CMO </li></ul><ul><li>Giga/Forrester VP Marketing </li></ul><ul><li>Prescients Consultant </li></ul><ul><li>Gartner GVP Marketing, Intl Mktg, Sales Mgt, Electronic delivery, Sales </li></ul><ul><li>3M Account Executive </li></ul><ul><li>--------------------------------------------------------------- </li></ul><ul><li>Board of Advisors: CMO Council </li></ul><ul><li>Board of Directors: BMA, SIIA </li></ul><ul><li>No MBA or “Marketing Training” </li></ul><ul><li>No Blog, No Twitter (but I will….) </li></ul>
    4. 4. Marketing <ul><li>Sell something to someone </li></ul><ul><ul><li>Connect with Audience </li></ul></ul><ul><ul><ul><li>Segmentation & Personas </li></ul></ul></ul><ul><ul><ul><li>Thought Leadership & Value </li></ul></ul></ul><ul><ul><ul><ul><li>Outside In </li></ul></ul></ul></ul><ul><li>Differentiate </li></ul><ul><ul><li>More than features and functions </li></ul></ul><ul><li>Innovate </li></ul><ul><ul><li>More than products </li></ul></ul><ul><li>Measure Everything </li></ul><ul><li>Align with Sales </li></ul>
    5. 5. New Marketing Stuff <ul><li>E Books </li></ul><ul><li>Blogs </li></ul><ul><ul><li>Blog policy </li></ul></ul><ul><li>Twitter </li></ul><ul><li>Viral </li></ul><ul><li>MySpace </li></ul><ul><li>Webinars </li></ul><ul><li>Podcast </li></ul><ul><li>Video </li></ul><ul><li>Talk Back </li></ul><ul><li>SEO/SEM </li></ul><ul><li>Web Communities </li></ul>
    6. 6. And: <ul><li>Print Advertising </li></ul><ul><ul><li>WSJ, Barrons </li></ul></ul><ul><li>Snail Mail </li></ul><ul><li>PR </li></ul><ul><li>Events </li></ul><ul><ul><li>Ours </li></ul></ul><ul><ul><li>Others </li></ul></ul><ul><li>Sponsorships </li></ul>
    7. 7. E Books
    8. 8. E Books
    9. 9. Ads
    10. 10. Rules <ul><li>Markets are Global Conversations </li></ul><ul><li>Competitive Differentiation and Competitive advantage </li></ul><ul><ul><li>From: product differentiation </li></ul></ul><ul><ul><li>To: market(ing) differentiation by participation in the conversation </li></ul></ul><ul><ul><ul><li>Hyper-Segmented </li></ul></ul></ul><ul><ul><ul><li>Authentic </li></ul></ul></ul><ul><ul><ul><li>Objective </li></ul></ul></ul><ul><ul><ul><li>Honest </li></ul></ul></ul>
    11. 11. My Rules for Marketing and PR <ul><li>Participate, as a Company </li></ul><ul><li>Enable expert employees and extend your Marketing reach, with </li></ul><ul><ul><li>Codes of conduct </li></ul></ul><ul><ul><li>Blogging policies </li></ul></ul><ul><li>Empowering those workers with insight: </li></ul><ul><ul><li>The global conversation </li></ul></ul><ul><ul><li>Discover the new opportunities and threats </li></ul></ul><ul><ul><li>Work in “real-time” </li></ul></ul><ul><ul><li>Be nimble </li></ul></ul><ul><ul><li>Participate by adding value, instead of just observing </li></ul></ul><ul><ul><li>Be Authentic </li></ul></ul><ul><li>Define the corporate go-to network </li></ul>
    12. 12. Create dashboards to track and measure campaigns, issues & concepts vs. competition using dynamic charts
    13. 13. Heat Map gives a quick snapshot view of ‘hot’ subjects & issues <ul><li>View a summary of key reputation drivers </li></ul><ul><li>Create a custom chart to analyse </li></ul><ul><li>or </li></ul><ul><li>Access headlines & articles for more detail </li></ul>
    14. 14. Questions? Alan Scott, SVP & Chief Marketing Officer Dow Jones Enterprise Media Group
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