Language of Listening Marketing Plan - The How
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Language of Listening Marketing Plan - The How

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    Language of Listening Marketing Plan - The How Language of Listening Marketing Plan - The How Presentation Transcript

    • Language of Listening Marketing plan – The How
    • Phased approach
      • Phase 1
      • New prospects
      • Branding
      • Community building
      • Products
      • Phase 2
      • Feedback
      • Phase 3
      • Boost relationships
    • Social networking Channels Social media is not about sounding cooler than you normally do. It’s about making your brand more personal than on other channels.
    • Facts
      • 300M users
      • 8M fan relationships daily
      • on average 120 friends
      • Women 55+, Adults 35+
      • People choose to interact and engage with brands & providers
    • Engagement Challenges
      • How do we maintain brand authenticity in communicating with our audience?
      • How do we create and distribute compelling content in order to make our online presence more engaging?
      • How do we automate content creation and distribution in order to save time, money and other resources?
    • Influence pattern 1. Social proof 2. Authority 3. Commitment & Consistency 4. Reciprocity 5. Likeability Dr Robert Cialdini is best known for his popular book: Influence : The Psychology of Persuasion
    • Social proof trigger
      • People will do things that they see other people are doing.
      • - # of subscribers
      • - nightclub ex.
      • - bystander ex.
    • Authority trigger
      • People will tend to obey authority figures.
      • - 10k views for each video
      • - 2k email/day
      • - $40M sales/year
      • - Videos=Bond
    • Commitment & Consistency trigger
      • If people commit, orally or in writing, to an idea or goal, they are more likely to honor that commitment.
      • - small commitment now, bigger commitment tomorrow
    • Reciprocity trigger
      • People tend to return a favor.
      • B4 they buy something from us give something for free
      • Sales 96% up
      • $4M in 4 years
    • Likeability trigger
      • People are easily persuaded by other people that they like.
      • Share personal details
      • Build a personal bond
    • Scarcity trigger
      • Perceived scarcity will generate demand
      • 1 st time 1k units
      • 2st time 2k units
      • People will assume/expect that we will always be sold out.
    • Social networking Channels
    • Phase 1
      • Domain
      • Redesign website
      • No sales pitch on the website
      • Give something for free (video) and ask to subscribe
      • # of subscribers is visible
      • When they subscribe they receive a news letter with the first lesson for free (break down the handbook in 3 free lessons)
      • Invite them to the blog to leave a comment
      • When they leave a comment on the blog they receive the next lesson for free and ask them to refer to 3 friends
      • Website and blog are integrated and part of the same domain
    • Phase 1
      • Blog posts will always have some meaningful text and link to a Youtube video
      • Facebook links to our fan page are on the blog
      • Facebook will be used to bond, relationships
      • On the Facebook page we have YT videos as well
      • Twitter drives people to the blog
      • Monthly newsletter to recap and keep people engaged
      • Funnel product line: entry level, up to high price
    • Phase 2
      • Involving customers in the product creation/adjustment
      • Listening to conversations about our products to get valuable feedback.
    • Phase 3
      • Boost relationships
      • Expand physical presence world wide
      • Affiliates
      • Strategic partnerships