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ENGAGING your customers
online ‘dialogue’ marketing
About Me



Creative Director at Empirical

Successfully started a sold interactive marketing company

Been in the online game for 12 years

Produced 100+ websites, and hundreds of marketing programs

Blog @ www.whiteboarddiaries.com

Online Communities I engage in:
Facebook, linkedIN, Twitter, MyBlogLog, Flickr, CreativeHotList, Technoratti,
SlideShare, del.icio.us, digg
My Blog   www.whiteboarddiaries.com
Online Marketing 101
What I’m not going to talk about today



Make sure you have a website

Make sure you have a GOOD website
 •   Up to date - should be able to be updated at an hours notice
 •   Make sure any user can CLEARLY and QUICKLY find the info they need
 •   Well designed and professional - impression counts


Have a customer database that you can act on
 •   At the very least, you should be able to send email newsletters to registered users


Your URL (web address) is on every single piece of communication
you produce
 •   ads, posters, tickets, emails, business cards, banners, videos, buttons, coasters, maps,
     programs, schedules
Agenda
What I Am Going To Share Today




Ideas about Engaging your customers


A sample integrated marketing program driven through online
activities


Give you the floor to ask questions - even if they’re about the stuff on
the previous slide
Four Fundamentals of in the age of engagement
Source: Stan Rapp




                1. the internet is the CENTER of the Universe
TV/Radio




                         Internet



Word of Mouth
                                    Offline
                                    ads
                                    billboards
                                    posters




                Events
Four Fundamentals of in the age of engagement
Source: Stan Rapp




       2. the EXPERIENCE is the brand differentiator
3. the DATABASE is the primary marketplace




Four Fundamentals of in the age of engagement
Source: Stan Rapp
4. the TECHNOLOGY is the explosive ingredient




Four Fundamentals of in the age of engagement
Source: Stan Rapp
are you communicating with your customers
              like the individuals they are?
you
In the new free market, individual
  customers expect to be listened to.

  They not only expect it, they demand it.




                           are you communicating with your customers
                                   like the individuals they are?
you
Each and every customer expects to be
  treated as they are the most important.




                          are you communicating with your customers
                                  like the individuals they are?
you
Each and every customer expects to be
  treated as they are the most important.




                  Expectation Shift

                          are you communicating with your customers
                                  like the individuals they are?
you
The new empowered customer believes that
they lead the relationship




       Customer
The new empowered customer believes that
they lead the relationship
                                                         You




                                     You better know who they are and
                                     what they want.


       Customer
The new empowered customer believes that
they lead the relationship
                                                         You




                  Another Thing
                                     You better know who they are and
                                     what they want.


       Customer
You’re not always invited to the conversation

Customers




                                           Customers
You’re not always invited to the conversation

        Customers




                                                              Customers




Customers               You must find a way to authentically       You
                                     join the conversation.
You’re not always invited to the conversation

        Customers




                                                      Customers

                        You




Customers
                          Better yet, you need to be at
                        the center of the conversation
76%
      A huge amount of consumers
      don’t believe that companies
      tell the truth in advertising and
      marketing -- Yankelowich
Their Friends




                                   Their Friends




There is still one trusted
medium left in the world




               Me and My
                Friends
People Trust People
When forming an opinion of a company/product or service
how credible would the information be from...

              Edelman Trust Barometer - 2006
                                               %

Academic                                       62

Doctor or similar                              62

Person like yourself or a peer                 61

Financial Analyst                              58

NGO Rep                                        58

Accountant                                     53

Lawyer                                         36

Regular employee                               33

CEO                                            29

Union                                          19

Entertainer                                    17

PR person                                      16   People like yourself
Blogger                                        15
Web 2.0
It’s a free channel if you can find an authentic way to harness it.
What Really Distinguishes Web 2.0
                                 Systems that harness network effects to get better as more people use them




                                  Web 1.0                                     Web 2.0
                                  DoubleClick                                 Google AdSense

                                  Ofoto                                       Flickr

                                  Akamai                                      BitTorrent

                                  mp3.com                                     Napster

                                  Britannica Online                           Wikipedia

                                                                              MySpace/Blogging/Facebook/
                                  personal websites
                                                                              LinkedIN

                                  evite                                       upcoming.org

                                  page views                                  cost per click

                                  screen scraping                             web services

                                  publishing content                          participation

                                  content management                          wikis
                                  systems

                                  directories (taxonomy)                      tagging (“folksonomy”)

                                  stickiness                                  syndication




Image courtesy of David Armano
The Lines Have Blurred
We’re all marketers




                         Image courtesy of David Armano
14,463,346 auctions              200,000,000 blogs
           www.ebay.com - Nov 21, 2006




        Almost 4,000,000 articles
                                         > 100,000,000 Videos
            (10 languages)
                                             (65,000/day)




                                                1,500,000 Residents
           33,347,000 profiles




Some mind boggling stats
Dialogue
Can users ENGAGE in your site?




               Company to Consumer: Shut up & listen
               Consumer to Company: Is anyone there?
User Participation
 This is the true value of the web


Blog or Be Blogged

If people are already talking about you
online (and they are) you need a way to
participate/respond to that conversation.

      200 million + blogs
      120,000 new blogs created today

      1.5 million blog posts today
      1.4 new blogs every second

      Adult blog usage grew 163% in 2006

If you don’t add blogging to your
marketing mix - you’re not even in the
game.
The Blogospere is on Fire
What does this mean for you?



  Remember: People trust People

             blogs are about user participation

             Is there a way to motivate your audience to participate in
             your site - even if it is not a blog?

             (joining the conversation - read the new book by Joseph Jaffe)
Dialogue
Blogs Are The Next Generation Websites




  1 out of 5 adults will comment online

  80% of all consumers read online comments/recommendations

  75% do online research before making a purchase decision


  1 out of every 30 comments is an employee discussing the
  company they work for




                                                              Jupiter Research
Why This is Important
If Google says it is.....it must be




   82% of Google’s top result pages have
   blog/discussion posts


   63% of Yahoo’s top result pages have
   blog discussion posts
Do you have the stomach to play in this game?
You can’t control word of mouth (community), you can only guide it
Who is participating?
A Crazy Statistic



Users with high-speed internet spend 48%
of their spare time online


  Why would they spend it with you?

  Give them a reason (join their conversations)
Are You Worth Talking About - Online?




 “Be Remark-able”


                               Seth Godin
Creating Remarkable Marketing Programs




 Pick the Campaign, not the medium

              Where does your market congregate?

              What kind of message will resonate best?

              What are my touch-points?



 The medium is the facilitator not the differentiator.
 Remember: The Internet is the center of the universe
Technorati                                   Windows Live Spaces

                                                                                                 Yahoo!
      vimeo                    MSN                   You Tube
                                          Blogs                        Outlook               Wikipedia
                           MySpace                    Lavalife
     Flickr
                                                                  del.icio.us                  Joost
                    Zazzle.com        MySpace
   Meetup
                                                                          dailymotion               Sharkle
                                              digg
                Friendster                                                       clipshack

grouper.com                                                            LinkedIN
                                                                                                 ning.com
                dabble                   Personal Blogs
                               Orkut                                          Revver
                                                        twitter
    gofish                                                                     AOL               Shutterfly
                   hi5.com                           Stumbleupon.com


                           Facebook grew by 1300% this year
              can you make your content authentic and relevant in this (and many other) environments
a           strategy is necessary




    { as of April 24th, 2007 }
{ as of Feb 19, 2007 }
Do you have video on your site?
Use the power of SYNDICATION and EMBEDDING




                      This little piece of code is your best friend


    <object width=quot;425quot; height=quot;355quot;>
    <param name=quot;moviequot; value=quot;http://www.youtube.com/v/BLdU8z1zMgw&rel=1quot;></param>
    <param name=quot;wmodequot; value=quot;transparentquot;></param>
    <embed src=quot;http://www.youtube.com/v/BLdU8z1zMgw&rel=1quot; type=quot;application/x-
    shockwave-flashquot; wmode=quot;transparentquot; width=quot;425quot; height=quot;355quot;></embed>
    </object>




   It’s attached to every video on YouTube and its free
Engage Your Online Community
Engage Your Online Community
Engage Your Online Community
Engage Your Online Community
Engage Your Online Community
Engage Your Online Community
TIP
Be proactive in enabling sharing and syndication
TIP
Don’t be guilty of the ‘cart before the horse’ or ‘chicken and egg’ syndrome




      Before you even think about optimizing for
      search engines...

       ...optimize for user experience




        I can take a blind man to see a mime, but chances are he’s not going to care
Final Thoughts




 Remember its not about you - its about them

 Enable the voiceless to have a voice because they’ll
 take care of each other - and you.
Program Idea
Obvservation



a large audience that congregates around a specific event

little or no relationship exists post event

word of mouth activity is not facilitated

no database is generated

no online follow-up
You Are Canadian
how are you going to bridge the gap?
    ...and truly connect digital life and real life


              Online - Mobile - Offline - Event




                                                      You Are Canadian
Image courtesy of David Armano
Image courtesy of David Armano
What’s the one thing that Amusement Park, Fair and Expo
         attendees usually have after attending?
Memories
Right now - that responsibility is left completely up to the
consumer
What If...




  Every entry ticket
  has a unique ID or
  a barcode
Camera’s/photographers
photo opportunities placed
throughout the event
All digital photos were captured and associated with
that unique ID and uploaded to web-app at the end
of the day
Remember This?

    Enable quick and easy sharing and Syndication
Photos will be shared with friends and family who will be
looking at them in YOUR branded, engaging environment
A Sponsor/Partner Opportunity?
Engage Your Online Community
Engage Your Online Community
A                                      collaboration




                              Alain Thys       Kim Sheehan             Thomas Purves
                              Marketing3       University of Oregon




                                                                 Ben Kelly
                                                                 Creative Director
                                                                                           Jeff Brennan
Laurel Papworth                                                                            Apollo Ideas
Social Network Strategist
                                                                 ben.kelly@empirical.com




                                               David Armano
                                               Logic + Emotion

                            Christina Wodtke                     Andy Howard
                            Public Square                        Online Community Dude

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Engage Your Online Community

  • 1. ENGAGING your customers online ‘dialogue’ marketing
  • 2. About Me Creative Director at Empirical Successfully started a sold interactive marketing company Been in the online game for 12 years Produced 100+ websites, and hundreds of marketing programs Blog @ www.whiteboarddiaries.com Online Communities I engage in: Facebook, linkedIN, Twitter, MyBlogLog, Flickr, CreativeHotList, Technoratti, SlideShare, del.icio.us, digg
  • 3. My Blog www.whiteboarddiaries.com
  • 4. Online Marketing 101 What I’m not going to talk about today Make sure you have a website Make sure you have a GOOD website • Up to date - should be able to be updated at an hours notice • Make sure any user can CLEARLY and QUICKLY find the info they need • Well designed and professional - impression counts Have a customer database that you can act on • At the very least, you should be able to send email newsletters to registered users Your URL (web address) is on every single piece of communication you produce • ads, posters, tickets, emails, business cards, banners, videos, buttons, coasters, maps, programs, schedules
  • 5. Agenda What I Am Going To Share Today Ideas about Engaging your customers A sample integrated marketing program driven through online activities Give you the floor to ask questions - even if they’re about the stuff on the previous slide
  • 6. Four Fundamentals of in the age of engagement Source: Stan Rapp 1. the internet is the CENTER of the Universe
  • 7. TV/Radio Internet Word of Mouth Offline ads billboards posters Events
  • 8. Four Fundamentals of in the age of engagement Source: Stan Rapp 2. the EXPERIENCE is the brand differentiator
  • 9. 3. the DATABASE is the primary marketplace Four Fundamentals of in the age of engagement Source: Stan Rapp
  • 10. 4. the TECHNOLOGY is the explosive ingredient Four Fundamentals of in the age of engagement Source: Stan Rapp
  • 11. are you communicating with your customers like the individuals they are? you
  • 12. In the new free market, individual customers expect to be listened to. They not only expect it, they demand it. are you communicating with your customers like the individuals they are? you
  • 13. Each and every customer expects to be treated as they are the most important. are you communicating with your customers like the individuals they are? you
  • 14. Each and every customer expects to be treated as they are the most important. Expectation Shift are you communicating with your customers like the individuals they are? you
  • 15. The new empowered customer believes that they lead the relationship Customer
  • 16. The new empowered customer believes that they lead the relationship You You better know who they are and what they want. Customer
  • 17. The new empowered customer believes that they lead the relationship You Another Thing You better know who they are and what they want. Customer
  • 18. You’re not always invited to the conversation Customers Customers
  • 19. You’re not always invited to the conversation Customers Customers Customers You must find a way to authentically You join the conversation.
  • 20. You’re not always invited to the conversation Customers Customers You Customers Better yet, you need to be at the center of the conversation
  • 21. 76% A huge amount of consumers don’t believe that companies tell the truth in advertising and marketing -- Yankelowich
  • 22. Their Friends Their Friends There is still one trusted medium left in the world Me and My Friends
  • 23. People Trust People When forming an opinion of a company/product or service how credible would the information be from... Edelman Trust Barometer - 2006 % Academic 62 Doctor or similar 62 Person like yourself or a peer 61 Financial Analyst 58 NGO Rep 58 Accountant 53 Lawyer 36 Regular employee 33 CEO 29 Union 19 Entertainer 17 PR person 16 People like yourself Blogger 15
  • 24. Web 2.0 It’s a free channel if you can find an authentic way to harness it.
  • 25. What Really Distinguishes Web 2.0 Systems that harness network effects to get better as more people use them Web 1.0 Web 2.0 DoubleClick Google AdSense Ofoto Flickr Akamai BitTorrent mp3.com Napster Britannica Online Wikipedia MySpace/Blogging/Facebook/ personal websites LinkedIN evite upcoming.org page views cost per click screen scraping web services publishing content participation content management wikis systems directories (taxonomy) tagging (“folksonomy”) stickiness syndication Image courtesy of David Armano
  • 26. The Lines Have Blurred We’re all marketers Image courtesy of David Armano
  • 27. 14,463,346 auctions 200,000,000 blogs www.ebay.com - Nov 21, 2006 Almost 4,000,000 articles > 100,000,000 Videos (10 languages) (65,000/day) 1,500,000 Residents 33,347,000 profiles Some mind boggling stats
  • 28. Dialogue Can users ENGAGE in your site? Company to Consumer: Shut up & listen Consumer to Company: Is anyone there?
  • 29. User Participation This is the true value of the web Blog or Be Blogged If people are already talking about you online (and they are) you need a way to participate/respond to that conversation. 200 million + blogs 120,000 new blogs created today 1.5 million blog posts today 1.4 new blogs every second Adult blog usage grew 163% in 2006 If you don’t add blogging to your marketing mix - you’re not even in the game.
  • 30. The Blogospere is on Fire What does this mean for you? Remember: People trust People blogs are about user participation Is there a way to motivate your audience to participate in your site - even if it is not a blog? (joining the conversation - read the new book by Joseph Jaffe)
  • 31. Dialogue Blogs Are The Next Generation Websites 1 out of 5 adults will comment online 80% of all consumers read online comments/recommendations 75% do online research before making a purchase decision 1 out of every 30 comments is an employee discussing the company they work for Jupiter Research
  • 32. Why This is Important If Google says it is.....it must be 82% of Google’s top result pages have blog/discussion posts 63% of Yahoo’s top result pages have blog discussion posts
  • 33. Do you have the stomach to play in this game? You can’t control word of mouth (community), you can only guide it
  • 35. A Crazy Statistic Users with high-speed internet spend 48% of their spare time online Why would they spend it with you? Give them a reason (join their conversations)
  • 36. Are You Worth Talking About - Online? “Be Remark-able” Seth Godin
  • 37. Creating Remarkable Marketing Programs Pick the Campaign, not the medium Where does your market congregate? What kind of message will resonate best? What are my touch-points? The medium is the facilitator not the differentiator. Remember: The Internet is the center of the universe
  • 38. Technorati Windows Live Spaces Yahoo! vimeo MSN You Tube Blogs Outlook Wikipedia MySpace Lavalife Flickr del.icio.us Joost Zazzle.com MySpace Meetup dailymotion Sharkle digg Friendster clipshack grouper.com LinkedIN ning.com dabble Personal Blogs Orkut Revver twitter gofish AOL Shutterfly hi5.com Stumbleupon.com Facebook grew by 1300% this year can you make your content authentic and relevant in this (and many other) environments
  • 39. a strategy is necessary { as of April 24th, 2007 }
  • 40. { as of Feb 19, 2007 }
  • 41. Do you have video on your site? Use the power of SYNDICATION and EMBEDDING This little piece of code is your best friend <object width=quot;425quot; height=quot;355quot;> <param name=quot;moviequot; value=quot;http://www.youtube.com/v/BLdU8z1zMgw&rel=1quot;></param> <param name=quot;wmodequot; value=quot;transparentquot;></param> <embed src=quot;http://www.youtube.com/v/BLdU8z1zMgw&rel=1quot; type=quot;application/x- shockwave-flashquot; wmode=quot;transparentquot; width=quot;425quot; height=quot;355quot;></embed> </object> It’s attached to every video on YouTube and its free
  • 48. TIP Be proactive in enabling sharing and syndication
  • 49. TIP Don’t be guilty of the ‘cart before the horse’ or ‘chicken and egg’ syndrome Before you even think about optimizing for search engines... ...optimize for user experience I can take a blind man to see a mime, but chances are he’s not going to care
  • 50. Final Thoughts Remember its not about you - its about them Enable the voiceless to have a voice because they’ll take care of each other - and you.
  • 52. Obvservation a large audience that congregates around a specific event little or no relationship exists post event word of mouth activity is not facilitated no database is generated no online follow-up
  • 54. how are you going to bridge the gap? ...and truly connect digital life and real life Online - Mobile - Offline - Event You Are Canadian
  • 55. Image courtesy of David Armano
  • 56. Image courtesy of David Armano
  • 57. What’s the one thing that Amusement Park, Fair and Expo attendees usually have after attending?
  • 59. Right now - that responsibility is left completely up to the consumer
  • 60. What If... Every entry ticket has a unique ID or a barcode
  • 62. All digital photos were captured and associated with that unique ID and uploaded to web-app at the end of the day
  • 63. Remember This? Enable quick and easy sharing and Syndication
  • 64. Photos will be shared with friends and family who will be looking at them in YOUR branded, engaging environment
  • 68. A collaboration Alain Thys Kim Sheehan Thomas Purves Marketing3 University of Oregon Ben Kelly Creative Director Jeff Brennan Laurel Papworth Apollo Ideas Social Network Strategist ben.kelly@empirical.com David Armano Logic + Emotion Christina Wodtke Andy Howard Public Square Online Community Dude