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Inbound Marketing Strategy
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A presentation giving at Emerson College to two Communications classes in Boston Ma

A presentation giving at Emerson College to two Communications classes in Boston Ma

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Inbound Marketing Strategy Presentation Transcript

  • 1. Emerson College
    Class lecture
    Social Media Marketing
    2nd Instinct
    Strategic Marketing
    your market deserves a 2nd look
    Don Frattaroli
    Practice Lead
    Monday, November 09, 2009
  • 2. A 2ndGlance
    2
    2nd Instinct - your market deserves a 2ndlook
    Market Impact Solutions
    Marketing Project Team Leader
    & Knowledge Resource
    Market Strategy
    & Analysis
    Online & Social
    Media
    Solution
    Development
  • 3. A 2ndGlance
    3
    Today’s Discussion Focus
    Digital Marketing
    Online Marketing
    Outdoor
    Digital
    Inbound/Pull
    Outbound/Push
    Email
    Social Media
    Mobile
    Marketing
    Search
    Banner
    Advertising
    Digital
    Kiosk
  • 4. 2nd Market Impact Solutions
    Social Media
    Why do I care?
    Facebook Country - 4th largest between the US & Indonesia (300M)
    Communications Growth Comparison Years to reach 50M:
    Radio (38 Years)
    TV (13 Years)
    Internet (4 Years)
    iPod (3 Years)
    Facebook (100M < 9 months)
    IPhone applications (1B - 9 months)
    Social Media has overtaken porn as the #1 activity on the Web
    China’s Qzone - larger than FB over 300M (Facebook’s banned)
    Russia most engage social media audience 6.6 hours/day - Vkontakte.ru #1
    2009 - US DOE study online students out performed face-to-face instruction
    80 % of companies using LinkedIn as a primary tool to find employees
    2008 - 1 out of 8 US married couples met via social media
    4
  • 5. 2nd Market Impact Solutions
    Social Media Perspective
    Social Media = Human
    Sharing ideas, cooperating and collaborating to create art
    Thinking and commerce, vigorous debate and discourse
    Finding people who might be good friends, allies and lovers
    It’s what our species has built several civilizations on
    Massive Growth not because of great new technology because it lets us be ourselves
    5
  • 6. 2nd Market Impact Solutions
    Social Media Guidelines
    Two way street – is an open two way dialog vs canned or controlled messaging (PR or commercials)
    Orgs must take a leap of faith and let participants lead discussions vsmarketing spin
    Cannot be bought or forced - topics must be relevant, current and engaging to target stake holders & industry participants
    Honest, authentic and human - Orgs must show their personal side vs corporate rigidness & strict branding
    Like traditional marketing 1st establish target market audience
    6
  • 7. 2nd Market Impact Solutions
    Social Media Guidelines
    Time and dedicated resources
    Orgs must engage multiple people within & outside of marketing who have time, product/service knowledge & Tech capabilities to manage SM media efforts
    Measurable and defined outcomes
    Marketers must understand their desired impact for each social media out let they employ.
    Awareness, increased revenue, expanded branding an improving organization image - increased web traffic maybe a measurement but isn't an end game
    One component of a communications strategy
    integrate all social media efforts into overall marketing mix
    7
  • 8. 8
    What hasn’t changed - Marketing Basics
  • 9. 2nd Market Impact Solutions
    Social Media Strategy
    Social Media Campaign Objective (chose one)
    Awareness, Sales , Loyalty, Drive Product/Service Trial/Launch/Comparison, Establish Need/Want, Positive Association, Form/Change Opinion, Influence the Influencers, Drive Action, Establish/Regain Trust
    Target Audience Awareness
    Profile target audience how well they your know org, brand, comm. topic, product/service
    (1) Nothing (2) Aware(no action) (3) Aware(single action) (4) Enthusiast (5) Advocate
    Map Target Audience to on-line demographic behavior & social media usage*
    Inactive – no online activity
    Spectators – Read Blogs, watch videos, read online forums
    Joiners – maintain profiles on social network sites
    Collectors – RSS Feeds, Tag Photos, Vote for sites
    Critics – Post product ratings/reviews, blog comments, edit Wikis
    Creators – Publish Blogs, Websites, Upload created videos & audio files
    *Source Forester Technographics
    9
  • 10. 10
    Forester - Technographics online profile
    Read & Watch
    Maintain
    Online profile
    Source Forester Technographics
  • 11. 2nd Market Impact Solutions
    Social Media Strategy
    Determine success identification factors– Defined in your strategy objective
    Awareness – web traffic, web traffic referrals, followers, fans & friends
    Sales – time spent on site, bounce rate, site repeat rates
    Loyalty – repeat social mentions, network discussions, network referrals
    Brand differentiation – Develop words or phrase the best represents your brand identify
    I.e. Volvo = Safety, Apple = Innovation, Nordstrom’s = Customer Service
    Humanization Engagement Strategy
    The cornerstone of social media campaigns is to drive personal relationships, between you and your audience as well as between community members themselves i.e. twitter
    11
  • 12. 2nd Market Impact Solutions
    Social Media Execution
    Learn where conversations are taking place and beta tools
    Social Media Monitoring tools – Google Alerts, Tweetbeeps
    Pitch Formation – Tight Compact 120 Characters
    Tweetable summary of your Audience message
    Social Media Tool Implementation and Management
    Blog, Twitter, Facebook, Linkedin, Social Book Marketing
    Personal integration is a critical component on this step
    Track Campaign Measurements & Adjust Strategy
    Web traffic, web traffic referrals, search volume trends, follower, fans & friends, social mentions, sales, time spent on site, bounce rate, repeat visits, loyalty, recommendations and reviews
    12
  • 13. A 2ndGlance
    13
    Basic Forms of Social Media
    Innovation is Inevitable
    Micro Blogging
    Content
    Communities
    WIKIS
    Social Networks
    Blogs
    Forums
    Podcasts
  • 14. 2nd Market Impact Solutions
    14
    Social Media Types
    A community of personal web pages
    Connect with friends to share content & communication
    Facebook (300 M) MySpace(76 M) Linkedin (36 M ) Bebo(40 M)
    Web log online journals, personal & conversational
    Identified group or author around a defined topic
    Includes viewer commentary & RSS feed distribution
    Blog posts/ day (1M)
    Topical online discussion groups
    Oldest SM, moderator will not lead discussion
    Board tracker 40K forums including (61M conversations)
    Social Networks
    Blogs
    Forums
  • 15. 2nd Market Impact Solutions
    15
    Social Media Types
    Networking, Mini Blogs & instant messaging
    Mobile, online(RSS) distribution popular CNN,BBC
    Twitter (1M) - 90 % Twitter Com offsite - applications
    Registration sites focused on one type of content (Public or Private)
    2005 Yahoo – Flickr $30M , 2006 - Google/YouTube $1.65B
    YouTube 100M videos/day, Social Bookmarking - Dig
    Community collaborative online projects
    Wikipedia(Started 2001) 10 M articles - 280 language
    Wikia, WikiHow & Wikinews
    Subscription base online audio or video files
    Time shifting - Shift in media consumption patterns
    Leveled playing field for individuals & traditional media
    PC,MP3 Player i.e. ITunes
    Micro Blog
    Content
    Community
    Wiki
    Podcasts
  • 16. 2nd Market Impact Solutions
    16
    Social Network Development
    Diversify communications based on audiences interest, time & preferred learning style
    Video
    Tutorials
    Workshops
    Articles
  • 17. 2nd Market Impact Solutions
    17
    2nd Instinct
    Tool Recommendations
    2nd Instinct
    Tool
    Digital Marketing Tool
    Suggestions
  • 18. 2nd Market Impact Solutions
    Search Marketing Integration
    Search Engine Optimization (SEO)
    Using web analytics identify key words and phrase based on
    Web Traffic
    Relevancy to your message
    Net Competition
    Cross Link Strategy
    Crawlable Updated Content
    Optimize all searchable web content
    Web site, Blogs, Tweets, Facebook & Linkedin
    Pay Per Click (PPC) - Not as effective as SEO
    Web Analytics Reporting
    Monitoring Web traffic, web traffic referrals, search volume trends, follower, fans & friends, social mentions, sales, time spent on site, bounce rate, repeat visits, loyalty, recommendations and reviews etc
    18
  • 19. 2nd Market Impact Solutions
    19
    Social & Search
    Marketing Integration
  • 20. 2nd Market Impact Solutions
    20
    Don Frattaroli - Bio
  • 21. 21
    Your market deserves a 2nd Look
    Don Frattaroli
    don@2ndinstinct.com
    O - 617-421-1952
    C - 617-821-0179
    2ndinstinct.com
    Twitter @DFRATT4
  • 22. 22
    Social Net
    Demographics
  • 23. 23
    Facebook
    Demographics