2nd Instinct Network Connect 2010

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Digital Marketing Services Presentation to Network Connect Meeting

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2nd Instinct Network Connect 2010

  1. 1. Network Connect Digital Media & Marketing Services Consulting 2 nd Instinct Digital Marketing your market deserves a 2 nd look Don Frattaroli Practice Lead Tuesday, March 2, 2010
  2. 2. A 2 nd Glance Today’s Meeting Focus Online Marketing Outdoor Digital Email Social Media Search Mobile Marketing Banner Advertising Digital Kiosk Inbound/Pull Outbound/Push
  3. 3. A 2 nd Glance Integrated Social Media Campaign Consulting E - Campaigns Cross Linking LinkedIn SEO Yourwebsite.com Blogs Facebook Fan Pages
  4. 4. 2 nd Market Impact Solutions <ul><li>Facebook Country - 4th largest between the US & Indonesia (400M) </li></ul><ul><li>Communications Growth Comparison Years to reach 50M: </li></ul><ul><ul><li>Radio (38 Years) </li></ul></ul><ul><ul><li>TV (13 Years) </li></ul></ul><ul><ul><li>Internet (4 Years) </li></ul></ul><ul><ul><li>iPod (3 Years) </li></ul></ul><ul><ul><li>Facebook (100M < 9 months) (Current 400M) </li></ul></ul><ul><ul><li>iPhone applications (1B - 9 months) </li></ul></ul><ul><li>25% of search results for the World’s Top 20 largest brands are links to user-generated content </li></ul><ul><li>Social Media has overtaken porn as the #1 activity on the Web </li></ul><ul><li>2009 - US DOE study online students out performed face-to-face instruction </li></ul><ul><li>80 % of companies using LinkedIn as a primary tool to find employees </li></ul><ul><li>2008 - 1 out of 8 US married couples met via social media </li></ul>Social Media Why do I care?
  5. 5. 2 nd Market Impact Solutions <ul><li>Formalize Campaign Objective </li></ul><ul><ul><li>Awareness, Sales, Loyalty, Drive Trial/Launch/Comparison, Establish Need/Want, Positive Association, Form/Change Opinion, Influence the Influencers, Drive Action, Establish/Regain Trust </li></ul></ul><ul><li>Map Target Audience to on-line demographic behavior (slide 6) </li></ul><ul><ul><li>Inactive/Joiners/Spectators/Critics/Creators </li></ul></ul><ul><li>Learn where target audience online conversations are taking place </li></ul><ul><ul><li>Social Media Monitoring tools – Staff training on-line Boston Spirit Mentions </li></ul></ul><ul><li>Determine success identification factors– Defined in Boston Spirit’s campaign objectives </li></ul><ul><ul><li>Awareness – web traffic, web traffic referrals, followers, fans & friends </li></ul></ul><ul><ul><li>Sales – time spent on site, bounce rate, site repeat rates </li></ul></ul><ul><ul><li>Loyalty – repeat social mentions, network discussions, network referrals </li></ul></ul><ul><li>Brand differentiation – Develop phrase best represents Boston Spirit’s brand identify </li></ul><ul><ul><li>I.e. Volvo = Safety, Apple = Innovation, Nordstrom’s = Customer Service </li></ul></ul><ul><li>Pitch Formation – Tight Compact 120 Characters - </li></ul><ul><ul><li>Sound Bite of Campaign Audience message </li></ul></ul><ul><li>Social Media Tool Implementation and Management </li></ul><ul><ul><li>Aggregator Posting tools – Facebook, Linkedin, Twitter & Blogs (one post Spirit sites) </li></ul></ul><ul><li>Track Campaign Measurements & Adjust Strategy - </li></ul><ul><ul><li>Analyze Track & report success factors identified in Step 4 </li></ul></ul>2 nd Social Media Strategy & Execution
  6. 6. Target Online Profile Strategy US Men ages 45 - 54 <ul><ul><li>76% Spectators </li></ul></ul><ul><ul><li>50 % Joiners </li></ul></ul><ul><ul><li>38 % Critics </li></ul></ul>US Women ages 45 - 54 <ul><ul><li>70% Spectators </li></ul></ul><ul><ul><li>57 % Joiners </li></ul></ul><ul><ul><li>31 % Critics </li></ul></ul>Target #1 - Spectators <ul><ul><li>Reads Blogs, Watch Videos, Listens to Pod Casts, Reads On-line Forums, Reads Customer ratings/reviews </li></ul></ul>Target #2 - Joiners <ul><ul><li>Maintains profiles on a social network sites </li></ul></ul><ul><ul><li>& </li></ul></ul><ul><ul><li>Visits Social Network sites </li></ul></ul>Target # 3 - Critics <ul><ul><li>Post ratings/reviews of Products/Services, Comments Someone else's blog, Contributes to on-line forums, Contributes/edits Wiki articles </li></ul></ul>Joseph Executive <ul><ul><li>Male Profile </li></ul></ul>Sally Chic <ul><ul><li>Female Profile </li></ul></ul>
  7. 7. 2 nd Market Impact Solutions <ul><li>Groups suited for topical personal interaction while Fan Pages are designed for organizational communications, Fan loyalty and feedback </li></ul><ul><li>Fan Page Admins cannot edit fans however Group Admins can edit group members and create a member approval process </li></ul><ul><li>Fan Page URLs can be customize - www.facebook.com/2ndInstinctFAN </li></ul><ul><li>Search Marketing SEO - Fan pages can be indexed by search engines but only open Groups Pages can be </li></ul><ul><li>Fan Pages offer Admins per post analytics & demographics analysis # of Active Fans &; Fans Growth over time by Age </li></ul><ul><li>Group Admins can communicate via all member mail messaging and group member only feed posts while Fan Page Admins are armed with Fan personal feed page posts & Fan mail updates </li></ul><ul><li>Facebook Pay Per Click (PPC) Advertising– Low Cost = low click through but very high impression rates </li></ul><ul><ul><li>Segmented Audience Building - Location (Country/State/City) Age, Birthday, Company/Org Relationship, Gender, Sexual Preference </li></ul></ul>Facebook Marketing Fan Pages vs Groups
  8. 8. Fan Page Interaction Demographics
  9. 9. 2 nd Market Impact Solutions <ul><li>Diversify communications based on audiences interest, time & preferred learning style </li></ul>Social Network Development On-line Visuals Forums Events News Features Time, interest & preferred learning styles No Infomercials Contribution expectations Listen to your audience Align with objectives Fresh & Engaging Content Long Life Content Focus on Community value Acknowledge different learning styles Topical Depth & Breath
  10. 10. Don Frattaroli [email_address] O - 617-421-1952 C - 617-821-0179 2ndinstinct.com Twitter @DFRATT4 Your market deserves a 2 nd Look

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