Strategic Online Marketing - Toledo (Ohio)

Strategic OnlineAdvertising andMarketing Andrea Vascellari CEO itive.net andrea@itive AndreaVascellari.com - @vascellari Special Thanks to: ULRICHPINCIOTTI Design Group updesigngroup.comCopyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0Toledo Nov. 16, 2011 itive.net 1

Agenda• You• Context• Branding in Digital Age• Social Media Implementation itive.net 2

You itive.net 3

You itive.net 4

You “Questions from the audience” ? o: o: o: o: o: o: ? o: o: ? itive.net 5

Marketing process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development.http://en.wikipedia.org/wiki/Marketing itive.net 6

Advertising form of communication used to persuade an audience. Commercial advertisers often seek to generate increased consumption of their products or services through "Branding".http://en.wikipedia.org/wiki/Advertising itive.net 7

Branding develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique.http://en.wikipedia.org/wiki/Brand itive.net 8

Neil Hosler McElroy : {O :o :o :o :o :o ??? :o :ophoto credit: http://en.wikipedia.org/ itive.net 9

How to build brands?ads!Well...Well... itive.net 10

top-down$$,$$$,$$$engagementeffectiveness itive.net 11

Y? itive.net 12

business technology people itive.net 13

Evolution of Engagement OpenMarkets Interruption Era Attention Era itive.net 14

Branding in Digital Age ? itive.net 15

Branding in Digital Age Question from the audience:“What are the top Ten Rules of Branding (Marketing)?” itive.net 16

Branding in Digital Age5 things to leave behind:1. Fake adoption.2. Thinking of digital as a second option.3. Fear of failure.4. Pushing (mono directional attitude).5. Rigid management structure. itive.net 17

Branding in Digital Age5 things we can bring in:1. Change.2. Collaboration (DIY will lose).3. Openness (not necessarily completely).4. Pulling.5. Intellectual property (Creative Commons). itive.net 18

Branding in Digital Age Question from the audience: “...how to integrate digital (i.e.social media) within advertising/ marketing strategies...” itive.net 19

Branding in Digital Age DUH! awareness interest desire action itive.net Image credit: The Apprentice, The Ofﬁce, LOST #LoveTheseSeries :D 20

Branding in Digital Age awareness interest desire action advocacy itive.net 21

Retention is the newcustomer acquisition itive.net 22

What’s happening... Target: Who are we communicating with. Suggested Tools & Tips: What & How. Metrics & Measurement Tools: Success.image credit: Ofﬁce Space - #WonderfulComedy :D itive.net 23

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AwarenessTarget: Audience.People that are potentiallyqualiﬁed to buy or use yourproducts or services. :) :) :) :):) :) :) :) :)Generally deﬁned by income,education, age, etc. itive.net 25

AwarenessSuggested Tools & Tips:• Social Media Monitoring Tools• Google Ad Planner• Facebook Ads• Twitter Search (advanced) + Google itive.net 26

AwarenessSuggested Tools & Tips:Social Media Monitoring Tools Question from the audience:“What do you feel is the mosteffective social media managementtool-like HootSuite or some other?" itive.net 27

AwarenessSuggested Tools & Tips:Social Media Monitoring Tools.• Hootsuite• TweetDeck• Seesmic• CoTweet• Trackur• Radian6* Custom Social Media Dashboard itive.net 28

AwarenessSuggested Tools & Tips:Social Media Monitoring Tools. Question from the audience: "How do you recognize a link/posting that might contain a virus or spyware?” itive.net 29

AwarenessSuggested Tools & Tips:Google Ad Planner, Facebook Ads,Twitter Search (advanced) + Google• Google: What.• Facebook: Who.• Twitter Search + Google: Who, What, Where. itive.net 30

AwarenessSuggested Metrics:At this stage you generally want to focus onthe number of potential customers.This number represents your “starting point”.Suggested Measurement Tools:• Described tools (previous slides)• Facebook Insights (for page owners)• Researches/Surveys• Reports/Stats itive.net 31

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InterestTarget: Prospects.Potential/Likely customers.They want to hear what you :) :) :) :):) :) :) :)have to say and learn more :)about your products andservices. itive.net 33

Interestabout you... %“I use...”Facebook 21.4 %Twitter 19%Linkedin, YouTube 16.7%Blogs 9.5%“I would like to better understand...”Blogs 13.5%Linkedin, Facebook,Slideshare, Forums 11.5%Twitter, Delicious 9.6% itive.net 34

InterestSuggested Tools & Tips:for you...• Blogs• Linkedin• “Mixed Combos” itive.net 35

InterestSuggested Tools & Tips:Blogs1. Forget about blogs & websites as you knowthem and think of them as “digital brains” thatpeople use, or connect to, in order to achievetheir objectives… itive.net 36

InterestSuggested Tools & Tips:Blogs Question from the audience: “...the importance of creating relevant content as part of a digital strategy.” itive.net 37

InterestSuggested Tools & Tips:Blogs2. 5 sec. test FiveSecondTest.com3. What & How... ...Who & Why. itive.net 38

InterestSuggested Tools & Tips:Linkedin1. Groups: Provide information to prospectsdirectly or indirectly (redirecting to i.e. landingpages).2. Answers: People ask questions...you, asindustry insider, give advice. itive.net 39

InterestSuggested Tools & Tips:Linkedin3. People: Search for target company. Check“direct connection/s” or second/sharedconnections. Get introduced.4. Mobile: Exchange contact info with prospectsbumping your phones. itive.net 40

Interest Question from the audience: “How do you integrate all of thedifferent aspects of social media to make it work seamlessly and easily without giving up your day?” itive.net 41

InterestA good starting point is making it part ofwhat you already do.Some examples...aka “Mixed Combos” itive.net 42

Interest• Instead of answering tons of emails, write ablog post and redirect people there.• You have a presentation about your productsand services at an event? Record the video,publish it on Youtube and share the slides onSlideShare. itive.net 43

Interest• You read news? Save the most interestingones on Delicious (or other bookmarkingtools) or mark them as “favorite” in GoogleReader.+ use the RSS feeds to cross post on Twitter,Facebook Pages, or other channels that youuse for content curation. itive.net 44

Interest Question from the audience: “What is the best way to attract consumers on the web?” itive.net 45

Interest1. Help: Attract with useful content (rememberthe attention era?). itive.net 46

Interestandreavascellari.com itive.net 47

Interest2. Show how you work! Give them a taste... itive.net 48

Interesticedsoul.de - troopies365 "I just hate cleaning this *@!#..." "yeah and I don’t understand why stormtroopers have to clean the sensorarrays of these huge droids..." "this is sooo gross..." "guys... relax... regulations... you know!" -day eighteen- itive.net 49

Interesticedsoul.de - troopies365*ridersonthestorm... ridersonthestorm...""whars that?""the doors!""not that, THAT!""doors.""I can see that.. what are you doing behind them?""its an assignment for TWIP.""whats TWIP?""this week in photography! great photoblog, podcast and ﬂickr group...""you tools!"-day eightyone- itive.net 50

Interesticedsoul.de - zombies52 itive.net 51

InterestSuggested Metrics:• Followers.• Fans & Likes.• Subscribers.• Views & comments.• Shares.• Favs.• Embeds.• Visitors (people who stopped by from organicsearch queries). itive.net 52

InterestSuggested Measurement Tools:• Google Analytics or similar.• Twitter.• Facebook / Linkedin (...)• YouTube or similar.• Flickr or similar.• Slideshare or similar.• Delicious or similar.• Google+ (...)• Feedburner (RSS + Email).• Email Tools/Managers. itive.net 53

Interest Question from the audience: “Do you feel email solutions such as Constant Contact can competewith marketing automation tools?" itive.net 54

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DesireTarget: Leads. :) :):)When someone shows the :) :) :)interest in buying and using :) :)your products or services. :) itive.net 56

DesireSuggested Tools & Tips:• Purchase/Selection Tools.• Calls to action.• Marketing Automation Tools.• Interactive Marketing Tools. itive.net 57

DesireSuggested Tools & Tips:Purchase/Selection Tools• These range from ﬁlling up a “shopping cart”to “Get Started” analysis processes (i.e.itive.net) itive.net 58

DesireSuggested Tools & Tips:Calls to Action• Stand out.• Impeccable grammar.• Clear (what’s going to happen next).• Concise. itive.net 59

DesireSuggested Tools & Tips:Marketing Automation Tools Question from the audience:“What marketing automation tool do you feel offers the best mix of social media, online, event and email marketing, i.e., Marketo, Hubspot, Act-On, Etrigue?” itive.net 60

DesireSuggested Tools & Tips:Interactive Marketing Tools Question from the audience: “Id like to hear of any campaigns with a positive ROI where the QR or Tags were the difference.” itive.net 61

DesireSuggested Tools & Tips:Interactive Marketing Tools Judo Vittorio Veneto310 clubs, 2100 registered athletes from International Trophy18 countries, a 4500 seat sport arena,2 days of competition Location: Italy The idea:181,000 minutes broadcasted live world QR Codes for Sponsorswide during the 2 days of the event.The photos that we took and shared on The results:Flickr received +23,000 views during the 20% Adoption2 days of the event. 65% Positive ROI itive.net 62

DesireSuggested Tools & Tips:Interactive Marketing Tools Logistia Location: Finland The idea: QR codes as digital assistants. The results: 52% Adoption 98% Positive Usage itive.net 63

DesireSuggested Tools & Tips:Interactive Marketing Tools Tesco Location: Korea The idea: Let the store come to the people using QR codes (virtual store). itive.net 64

DesireSuggested Tools & Tips:Interactive Marketing Tools Tesco Location: Korea The idea: Let the store come to the people using QR codes (virtual store). 65

DesireSuggested Tools & Tips:Interactive Marketing Tools The results: New Registered members rose by 76%. Online sales increase by 130%. Has become #1 in online market and #2 ofﬂine. 68

DesireSuggested Tools & Tips:Interactive Marketing Tools Blippar.com Augmented Reality itive.net 69

DesireSuggested Tools & Tips:Interactive Marketing Tools Blippar.com Augmented Reality itive.net 70

DesireSuggested Tools & Tips:Interactive Marketing Tools Augmented Reality itive.net 71

DesireSuggested Metrics:Number of leads that entered the “actionfunnel” and move from one stage to the other.i.e. How many people entered the “GetStarted” process, and how many completed it. itive.net 72

DesireSuggested Measurement Tools:• Google Analytics (Goals & Funnels)• Described tools (previous slides i.e. Marketo,Hubspot, etc.) itive.net 73

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ActionTarget: Customers. $ :) :):)When someone shows the $ :) :) :)interest in buying and using :) :)your products or services. $ :) itive.net 75

ActionSuggested Tools & Tips:• Paypal• Electronic Bank Transfer• 1-click purchase• ...• Pay with a tweet - paywithatweet.com itive.net 76

ActionSuggested Metrics:• Sales• or, depending on the nature of the projectDonations, Registrations etc. itive.net 77

ActionSuggested Measurement Tools:• Google Analytics.• Payment management systems or similar. itive.net 78

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AdvocacyTarget: Evangelists. o: o: o: o: o: o: o: o: :D A+ o:When someoneadvocates your o: o: o:products or services. o: itive.net 80

remember?Retention is the newcustomer acquisition remember? itive.net 81

Advocacy Suggested Tools & Tips Retention Programs itive.net 82

AdvocacySuggested Tools & Tips:• Twitter Favorites• Newsletters• Special Treats itive.net 83

AdvocacySuggested Tools & Tips:Twitter Favorites itive.net 84

AdvocacySuggested Tools & Tips:NewslettersGive space to the success/achievements ofyour clients.This helps your clients networking andpromoting their services. itive.net 90

AdvocacySuggested Tools & Tips:Special Treats FOR CLIENTS ONLY“Make them feel People hearing themspecial, because advocating your brand,they truly are will be interested in working with you...special” itive.net 91

AdvocacySuggested Metrics:• Backlinks.• Twitter @ and RTs.• Facebook likes/recommendations, feedback(on FB page entries).• Conversation/Comments activity. itive.net 92

Advocacy Question from the audience: “How much weight would you put on consumer feedback on Facebook?i.e., ask a question or post a short survey ... thefeedback comes in, but due to FBs informality, how valuable is it in the larger scope? ” itive.net 93

AdvocacySuggested Measurement Tools:• Google Analytics or similar.• Twitter.• Facebook, Linkedin• ...• Monitoring Tools (free/paid). itive.net 94

LOL itive.net 95

To recap• Context Branding as core element of Marketing & Advertising• Digital Age Branding in Attention Era• Social Media Strategic implementation at different stages. itive.net 96

itive.netWe are dedicated to helping topcompanies and organizations instrategizing, designing andcommunicating their products, servicesand initiatives to their target audiencein new and creative ways. 97

Services Strategy Design Media Brand Awareness & Graphic & Web Design Online Video Series Reputation Mobile Promotional Videos Service/Product Apps (iPhone, iPad, Interviews Ideal for Launches Android ...&+) Documentaries Events Live Streaming Government Event Coverage Regional Development Product/Service Pharmaceutical ...&+ Launch ...&+ Uniqueness: Umbrella Synergy Remote Need-Centric itive.net 98

How can we work together?!! ● We can help your company, brand or organization with our lines of services and consulting.!! ● We can also work together if you are in need of a partner or outsourcing. 99

Let’s Talk www.itive.netAndrea Vascellari Twitter.com/itiveCEO itive.netandrea@itive.netTwitter.com/vascellariSkype: andrea_vascellariBlog: AndreaVascellari.comSlideshare.com/AndreaVascellarihttp://Facebook.AndreaVascellari.comLinkedin.com/in/AndreaVascellari Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0 100

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Strategic Online Marketing - Toledo (Ohio)

by Andrea Vascellari on Nov 17, 2011

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Strategic Online Marketing - Toledo (Ohio) — Presentation Transcript