Digital Marketing Bootcamp

Digital MarketingWhat, Why, How?
Kate Carruthers
May 2010
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May 2010 | © K. Carruthers

Kate Carruthers
Marketer
Technologist
Educator
Senior roles with:
GE
AMP Ltd
Westfield
NSW Treasury
Strategist with Hyro Ltd working with Enterprise and Government clients
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Rules of engagement
Interactive (don’t be shy)
Your chance to ask any questions
Practically focused
Don’t panic – the slides are online
It’s the interaction that makes it all come together 
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Slides available: www.slideshare.net/carruthk
Business: www.hyro.com
Personal: www.katecarruthers.com
Twitter: @kcarruthers
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The most important question…
So What?
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Source: http://weblogs.hitwise.com/alan-long/2009/11/bebo_out_from_downunder.html

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Source: http://weblogs.hitwise.com/alan-long/2009/12/social_networking_and_forums_t.html

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Source: http://pewinternet.org/Infographics/Growth-in-Adult-SNS-Use-20052009.aspx

Social media & Social Networking
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No point trying to do it all!
Pick the ones that make sense for you and your customers
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Keep control of your own customer lists and data
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A few popular ones
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Don’t forget traditional ones
These are the basics – don’t leave home without them
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Customer Engagement
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Customer Intimacy
Now we are marketing to an audience of one
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Customer Intimacy
Data collection and management are key to managing intimacy
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Businesses need to…
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Spheres of influence
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Monologue
Hard to talk or listen to customers
Expensive
Unreliable
Source: http://www.danielresearchgroup.com/MarketResearchServices/FocusGroups.aspx
Old marketing and advertising model
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Dialogue
2 way communication
Cheaper
Faster
Better???
Source: social Media Sydney Xmas 2008 – personal collection K. Carruthers
Social media marketing model
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Example
Gary Vaynerchuk grew his family business from $4 million to $50 million using social media
http://winelibrary.com/
http://socialnomics.net/2009/11/12/social-media-roi-examples-video/ Nov 2009
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Wine Library results
$15,000 in Direct Mail = 200 new customers
$7,500 Billboard = 300 new customers
$0 Twitter = 1,800 new customers.
http://socialnomics.net/2009/11/12/social-media-roi-examples-video/ Nov 2009
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essential tools
Resources
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Example: Network of content
RSS
Twitter
Blog/web
Email subs
YouTube
Foursquare
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LinkedIn

Website or blog
This is fundamental for every business
Must control it and its content
Need to ensure access to site (passwords etc)
Must be current and relevant
This is the modern version of a phonebook listing!
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Blogging with influence
Ari Herzog’s 5 steps:
Content
Passion
Care
Authority
Distinction
http://ariwriter.com/blogging-with-influence-in-5-steps/
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Social media presence
Elements that bring website or blog content alive
Tools that enable sharing of messages with communities of people who are interested
Enables dialogue
Move from monologue to conversational style of interaction
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Reputation tracking
There are some great paid services that can monitor your online reputation
Free tools
Google Alerts
TweetBeep
Social mention
Google search
RSS
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Rules of engagement
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Rules of engagement
Not-fixed
Experiment
Adjust
Recalibrate
Measure
Listen
Real-people
Share
Relax
Reciprocate
Don’t panic – be prepared to regroup and retry
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Rules of engagement
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Tools don’t matter
Customers don’t really:
Care about your brand
Find your product fascinating
Love you because of your CRM or social media strategy
It’s all about the customer!
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Desire
Relevance
Valency
Trust
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Tony Hsieh grew Zappos “gross merchandise sales from $1.6M in 2000 to over $1 billion in 2008 by focusing relentlessly on customer service”
Amazon Buys Zappos; The Price is $928m., not $847m.
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How can you find out what these are?
Listening: both off and online
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Action Planning
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Your mission
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How to build trust
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7 questions re technology
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Content strategy model
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Elevator pitch
6 Questions:
What is your product or service?Briefly describe what it is you sell. Do not go into excruciating detail.
Who is your market?Briefly discuss who you are selling the product or service to. What industry is it? How large of a market do they represent?
What is your revenue model?More simply, how do you expect to make money?
Source: http://www.businessknowhow.com/money/elevator.htm
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Elevator pitch
Who is behind the company?"Bet on the jockey, not the horse" is a familiar saying among Investors. Tell them a little about you and your team's background and achievements. If you have a strong advisory board, tell them who they are and what they have accomplished.
Who is your competition?Don't have any? Think again. Briefly discuss who they are and what they have accomplished. Successful competition is an advantage-they are proof your business model and/or concept work.
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Elevator pitch
What is your competitive advantage? Simply being in an industry with successful competitors is not enough. You need to effectively communicate how your company is different and why you have an advantage over the competition. A better distribution channel? Key partners? Proprietary technology?
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Digital marketing plan
Competitor Analysis
Goal
Objectives
Target Audience
Key Messages
Strategies
Tactics
Channels
Measurement
Budget
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Competitor analysis
Who are they?
What are they doing?
Why are they doing it?
What are their results?
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Goal
What do you want to achieve for your marketing initiative?
Summarise it in a single statement
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Objectives
S.M.A.R.T. objectives for the plan:
Specific
Measurable
Achievable
Realistic
Time-bounded
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Target audience
Who are they?
Where can you find them?
What do they like?
Who else is targeting them?
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Key messages
This is your narrative
A few simple ideas you want to get across
Think about it from an audience perspective
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Strategies
What methods will you use to get your message across?
Include the who, how and what of achieving your objectives.
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Tactics
Tactics are the specific action items to support your strategies and meet your objectives.
Each should include a deadline and cost estimate (S.M.A.R.T.)
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Channels
These are the ways to get your message out, e.g.
Website or blog
Social networks
Electronic direct mail
Direct mail
Events
Podcasting
Video (YouTube, Vimeo)
Traditional media
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Measurement
Identify the key metrics pre-launch
Metrics can rarely be retro-fitted
Plan how to capture the data
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Budget
Look at budget last
It is easier to make trade-off decisions later if you have done all the homework
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Slides available: www.slideshare.net/carruthk
Business: www.hyro.com
Personal: www.katecarruthers.com
Twitter: @kcarruthers
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http://www.slideshare.net	23
http://heidiallen.id.au	8
http://www.lmodules.com	7
http://www.itinformer.com.au	2

Digital Marketing Bootcamp

by Kate Carruthers on May 16, 2010

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Digital Marketing Bootcamp — Presentation Transcript