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Strategic Online Marketing - Toledo (Ohio)

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http://andreavascellari.com/ - Strategic Online Advertising and Marketing

http://andreavascellari.com/ - Strategic Online Advertising and Marketing

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  • 1. 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
  • 2. Agenda• You• Context• Branding in Digital Age• Social Media Implementation itive.net 2
  • 3. You itive.net 3
  • 4. You itive.net 4
  • 5. You “Questions from the audience” ? o: o: o: o: o: o: ? o: o: ? itive.net 5
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. Neil Hosler McElroy : {O :o :o :o :o :o ??? :o :ophoto credit: http://en.wikipedia.org/                   itive.net 9
  • 10. How to build brands?ads!Well...Well... itive.net 10
  • 11. top-down$$,$$$,$$$engagementeffectiveness itive.net 11
  • 12. Y? itive.net 12
  • 13. business technology people itive.net 13
  • 14. Evolution of Engagement OpenMarkets Interruption Era Attention Era itive.net 14
  • 15. Branding in Digital Age ? itive.net 15
  • 16. Branding in Digital Age Question from the audience:“What are the top Ten Rules of Branding (Marketing)?” itive.net 16
  • 17. 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
  • 18. 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
  • 19. Branding in Digital Age Question from the audience: “...how to integrate digital (i.e.social media) within advertising/ marketing strategies...” itive.net 19
  • 20. Branding in Digital Age DUH! awareness interest desire action itive.net Image credit: The Apprentice, The Office, LOST #LoveTheseSeries :D 20
  • 21. Branding in Digital Age awareness interest desire action advocacy itive.net 21
  • 22. Retention is the newcustomer acquisition itive.net 22
  • 23. 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
  • 24. itive.net 24
  • 25. AwarenessTarget: Audience.People that are potentiallyqualified to buy or use yourproducts or services. :) :) :) :):) :) :) :) :)Generally defined by income,education, age, etc. itive.net 25
  • 26. AwarenessSuggested Tools & Tips:• Social Media Monitoring Tools• Google Ad Planner• Facebook Ads• Twitter Search (advanced) + Google itive.net 26
  • 27. 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
  • 28. AwarenessSuggested Tools & Tips:Social Media Monitoring Tools.• Hootsuite• TweetDeck• Seesmic• CoTweet• Trackur• Radian6* Custom Social Media Dashboard itive.net 28
  • 29. 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
  • 30. 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
  • 31. 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
  • 32. itive.net 32
  • 33. InterestTarget: Prospects.Potential/Likely customers.They want to hear what you :) :) :) :):) :) :) :)have to say and learn more :)about your products andservices. itive.net 33
  • 34. 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
  • 35. InterestSuggested Tools & Tips:for you...• Blogs• Linkedin• “Mixed Combos” itive.net 35
  • 36. 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
  • 37. InterestSuggested Tools & Tips:Blogs Question from the audience: “...the importance of creating relevant content as part of a digital strategy.” itive.net 37
  • 38. InterestSuggested Tools & Tips:Blogs2. 5 sec. test FiveSecondTest.com3. What & How... ...Who & Why. itive.net 38
  • 39. 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
  • 40. 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
  • 41. 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
  • 42. InterestA good starting point is making it part ofwhat you already do.Some examples...aka “Mixed Combos” itive.net 42
  • 43. 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
  • 44. 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
  • 45. Interest Question from the audience: “What is the best way to attract consumers on the web?” itive.net 45
  • 46. Interest1. Help: Attract with useful content (rememberthe attention era?). itive.net 46
  • 47. Interestandreavascellari.com itive.net 47
  • 48. Interest2. Show how you work! Give them a taste... itive.net 48
  • 49. 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
  • 50. 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
  • 51. Interesticedsoul.de - zombies52 itive.net 51
  • 52. InterestSuggested Metrics:• Followers.• Fans & Likes.• Subscribers.• Views & comments.• Shares.• Favs.• Embeds.• Visitors (people who stopped by from organicsearch queries). itive.net 52
  • 53. 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
  • 54. Interest Question from the audience: “Do you feel email solutions such as Constant Contact can competewith marketing automation tools?" itive.net 54
  • 55. itive.net 55
  • 56. DesireTarget: Leads. :) :):)When someone shows the :) :) :)interest in buying and using :) :)your products or services. :) itive.net 56
  • 57. DesireSuggested Tools & Tips:• Purchase/Selection Tools.• Calls to action.• Marketing Automation Tools.• Interactive Marketing Tools. itive.net 57
  • 58. 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
  • 59. DesireSuggested Tools & Tips:Calls to Action• Stand out.• Impeccable grammar.• Clear (what’s going to happen next).• Concise. itive.net 59
  • 60. 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
  • 61. 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
  • 62. 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
  • 63. 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
  • 64. 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
  • 65. DesireSuggested Tools & Tips:Interactive Marketing Tools Tesco Location: Korea The idea: Let the store come to the people using QR codes (virtual store). 65
  • 66. DesireSuggested Tools & Tips:Interactive Marketing Tools Tesco Location: Korea The idea: Let the store come to the people using QR codes (virtual store). 66
  • 67. DesireSuggested Tools & Tips:Interactive Marketing Tools Tesco Location: Korea The idea: Let the store come to the people using QR codes (virtual store). 67
  • 68. 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
  • 69. DesireSuggested Tools & Tips:Interactive Marketing Tools Blippar.com Augmented Reality itive.net 69
  • 70. DesireSuggested Tools & Tips:Interactive Marketing Tools Blippar.com Augmented Reality itive.net 70
  • 71. DesireSuggested Tools & Tips:Interactive Marketing Tools Augmented Reality itive.net 71
  • 72. 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
  • 73. DesireSuggested Measurement Tools:• Google Analytics (Goals & Funnels)• Described tools (previous slides i.e. Marketo,Hubspot, etc.) itive.net 73
  • 74. itive.net 74
  • 75. ActionTarget: Customers. $ :) :):)When someone shows the $ :) :) :)interest in buying and using :) :)your products or services. $ :) itive.net 75
  • 76. ActionSuggested Tools & Tips:• Paypal• Electronic Bank Transfer• 1-click purchase• ...• Pay with a tweet - paywithatweet.com itive.net 76
  • 77. ActionSuggested Metrics:• Sales• or, depending on the nature of the projectDonations, Registrations etc. itive.net 77
  • 78. ActionSuggested Measurement Tools:• Google Analytics.• Payment management systems or similar. itive.net 78
  • 79. itive.net 79
  • 80. 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
  • 81. remember?Retention is the newcustomer acquisition remember? itive.net 81
  • 82. Advocacy Suggested Tools & Tips Retention Programs itive.net 82
  • 83. AdvocacySuggested Tools & Tips:• Twitter Favorites• Newsletters• Special Treats itive.net 83
  • 84. AdvocacySuggested Tools & Tips:Twitter Favorites itive.net 84
  • 85. AdvocacySuggested Tools & Tips:Twitter Favorites itive.net 85
  • 86. AdvocacySuggested Tools & Tips:Twitter Favorites itive.net 86
  • 87. AdvocacySuggested Tools & Tips:Twitter Favorites itive.net 87
  • 88. AdvocacySuggested Tools & Tips:Twitter Favorites itive.net 88
  • 89. AdvocacySuggested Tools & Tips:Twitter Favorites itive.net 89
  • 90. AdvocacySuggested Tools & Tips:NewslettersGive space to the success/achievements ofyour clients.This helps your clients networking andpromoting their services. itive.net 90
  • 91. 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
  • 92. AdvocacySuggested Metrics:• Backlinks.• Twitter @ and RTs.• Facebook likes/recommendations, feedback(on FB page entries).• Conversation/Comments activity. itive.net 92
  • 93. 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
  • 94. AdvocacySuggested Measurement Tools:• Google Analytics or similar.• Twitter.• Facebook, Linkedin• ...• Monitoring Tools (free/paid). itive.net 94
  • 95. LOL        itive.net 95
  • 96. 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
  • 97. 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
  • 98. 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
  • 99. 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
  • 100. 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