thinking strategically about online marketing david scanlon | internet marketing unit
agenda <ul><li>website as a sales rep </li></ul><ul><li>strategic online marketing </li></ul><ul><li>online engagement </l...
website as a sales rep <ul><li>selling overseas is: </li></ul><ul><ul><li>–  expensive: office space, accommodation, trave...
website as a sales rep <ul><li>web as panacea! </li></ul><ul><ul><li>–  cures all known business development ailments!! </...
website as a sales rep <ul><li>sales reps have needs: </li></ul><ul><ul><li>–  up to date market info; </li></ul></ul><ul>...
reality? <ul><li>we leave the development/running of our  </li></ul><ul><li>ultimate sales & marketing machine to… </li></ul>
strategic online marketing <ul><li>online marketing: </li></ul><ul><li>  –  more cost effective; </li></ul><ul><li>  –  bu...
online marketing 101 <ul><li>what is the purpose of your site? </li></ul><ul><ul><li>–  generate qualified leads </li></ul...
entirl social media framework
on the internet… <ul><li>… no one believes what you scream </li></ul><ul><li>what you say on your corporate site is of lit...
build an online &quot;culture of authority&quot; <ul><li>talk to your customers (shock horror!) </li></ul><ul><ul><li>–  i...
rules of engagement <ul><li>listen </li></ul><ul><ul><li>–  rule of thumb: 4 times as much as you write </li></ul></ul><ul...
rules of engagement
case study: JUNOS (Juniper Networks) <ul><li>IP network hardware, software & services </li></ul><ul><li>goal: increase JUN...
case study: JUNOS (Juniper Networks) <ul><li>action </li></ul><ul><ul><li>–  b uilt community microsite/portal </li></ul><...
top online marketing mistakes <ul><li>–  no clear value proposition/mission statement </li></ul><ul><li>–  no clear unders...
how Enterprise Ireland can help <ul><li>internet marketing unit </li></ul><ul><ul><li>–  vibrant discussion forum </li></u...
thank you <ul><li>[email_address] </li></ul><ul><li>http://www.linkedin.com/in/davescanlon </li></ul><ul><li>http://twitte...
questions?
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First Flight Strategic Online Marketing

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  • Before begin, site survey: how many websites? How many websites as platform for business, versus marketing channel. This presentation focuses on website as marketing channel…
  • Online marketing in the context of overseas selling…
  • Lets step back, and up and review a framework for making effective decisions about your online marketing strategy For ‘topic’ read ‘message’
  • First Flight Strategic Online Marketing

    1. 1. thinking strategically about online marketing david scanlon | internet marketing unit
    2. 2. agenda <ul><li>website as a sales rep </li></ul><ul><li>strategic online marketing </li></ul><ul><li>online engagement </li></ul><ul><li>case study: Juniper Networks </li></ul>
    3. 3. website as a sales rep <ul><li>selling overseas is: </li></ul><ul><ul><li>– expensive: office space, accommodation, travel costs </li></ul></ul><ul><ul><li>– risky: highly-dependant on personality/capability of staff </li></ul></ul><ul><ul><li>– difficult to measure effectiveness </li></ul></ul><ul><ul><li>– physical distance can dilute control (gone native) </li></ul></ul>
    4. 4. website as a sales rep <ul><li>web as panacea! </li></ul><ul><ul><li>– cures all known business development ailments!! </li></ul></ul><ul><ul><li>– speaks every language in the world </li></ul></ul><ul><ul><li>– 24/7, 365 </li></ul></ul><ul><ul><li>– doesn’t need business class flights for a vital industry conference in Las Vegas </li></ul></ul><ul><ul><li>– web is ultimate sales-person </li></ul></ul>
    5. 5. website as a sales rep <ul><li>sales reps have needs: </li></ul><ul><ul><li>– up to date market info; </li></ul></ul><ul><ul><li>– up to date customer details; </li></ul></ul><ul><ul><li>– up to date competitor info; </li></ul></ul><ul><ul><li>– up to date product/service info. </li></ul></ul><ul><li>need to set targets </li></ul><ul><ul><li>– more importantly, need to review! </li></ul></ul>
    6. 6. reality? <ul><li>we leave the development/running of our </li></ul><ul><li>ultimate sales & marketing machine to… </li></ul>
    7. 7. strategic online marketing <ul><li>online marketing: </li></ul><ul><li> – more cost effective; </li></ul><ul><li> – builds awareness quickly; </li></ul><ul><li> – fosters relationships; </li></ul><ul><li> – measurable in a way 'traditional' media isn’t </li></ul><ul><li>overwhelmed with choice </li></ul><ul><li> – what do we say? </li></ul><ul><li> – who do we say it to? </li></ul><ul><li> – how do we know they’re listening? </li></ul>
    8. 8. online marketing 101 <ul><li>what is the purpose of your site? </li></ul><ul><ul><li>– generate qualified leads </li></ul></ul><ul><ul><li>– sell your products or services online </li></ul></ul><ul><ul><li>– gather market research </li></ul></ul><ul><li>set SMART objectives </li></ul><ul><ul><li>– increase qualified leads by 10% by Q2… </li></ul></ul><ul><ul><li>– reduce customer service costs by 25% by Q4… </li></ul></ul><ul><ul><li>– increase online revenue share by 2% by tomorrow… </li></ul></ul>
    9. 9. entirl social media framework
    10. 10. on the internet… <ul><li>… no one believes what you scream </li></ul><ul><li>what you say on your corporate site is of little relevance </li></ul><ul><ul><li>– and is almost exactly what your competitor is saying… </li></ul></ul><ul><ul><ul><li>– &quot;world-class &quot; </li></ul></ul></ul><ul><ul><ul><li>– “ truly unique and unparalled” </li></ul></ul></ul><ul><ul><ul><li>– “ innovative” </li></ul></ul></ul><ul><ul><ul><li>– complete, seamless, holistic and end-to-end… </li></ul></ul></ul><ul><ul><li>– l ies, damned lies, and key-words! </li></ul></ul><ul><li>make it easier for others to talk about you OFF your site </li></ul><ul><li>- managing your total web presence </li></ul>
    11. 11. build an online &quot;culture of authority&quot; <ul><li>talk to your customers (shock horror!) </li></ul><ul><ul><li>– if they are talking about you </li></ul></ul><ul><ul><li>– if they want you to </li></ul></ul><ul><li>talk about your industry </li></ul><ul><ul><li>– watch what your competitors talk about </li></ul></ul><ul><li>use “word-of-mouth” platforms </li></ul><ul><ul><li>– consumers trust referrals more than advertising </li></ul></ul>
    12. 12. rules of engagement <ul><li>listen </li></ul><ul><ul><li>– rule of thumb: 4 times as much as you write </li></ul></ul><ul><li>learn </li></ul><ul><ul><li>– good context: allows you to make mistakes! </li></ul></ul><ul><li>care </li></ul><ul><ul><li>– be honest, and earnest: passion is addictive </li></ul></ul><ul><li>serve </li></ul><ul><ul><li>– this is your core, you are in business to serve customers </li></ul></ul><ul><li>via @pistachio </li></ul>
    13. 13. rules of engagement
    14. 14. case study: JUNOS (Juniper Networks) <ul><li>IP network hardware, software & services </li></ul><ul><li>goal: increase JUNOS certified technicians </li></ul><ul><li>leveraged loyal user base </li></ul><ul><li>mailshot to 4,500 architects/engineers seeking ideas </li></ul><ul><ul><li>– 40% response (+ 450 extra via social graph – 25% bump!) </li></ul></ul>
    15. 15. case study: JUNOS (Juniper Networks) <ul><li>action </li></ul><ul><ul><li>– b uilt community microsite/portal </li></ul></ul><ul><ul><li>– v ideo, wikis, blogs, live chat events with Juniper staff </li></ul></ul><ul><ul><li>– m ajority of community are Cisco users! </li></ul></ul><ul><li>results </li></ul><ul><ul><li>– contact base tripled to 15,000 </li></ul></ul><ul><ul><li>– d oubled number of certified technicians </li></ul></ul><ul><ul><li>– established thought-leadership </li></ul></ul><ul><li>advice </li></ul><ul><ul><li>– give prospects and customers what they want, not what you want them to have. </li></ul></ul><ul><ul><li>– p rovide a platform that allows dialogue to happen. </li></ul></ul><ul><ul><li>– e ncourage your messages to go viral by making them easy to share. </li></ul></ul><ul><ul><li>– r esist selling hard to your brand advocates or you'll quickly alienate them. </li></ul></ul>
    16. 16. top online marketing mistakes <ul><li>– no clear value proposition/mission statement </li></ul><ul><li>– no clear understanding of customers/market </li></ul><ul><li>– no goal-setting </li></ul><ul><li>– presuming audience will think the way you do </li></ul><ul><li>– underestimation of costs </li></ul><ul><li>– belief that website delivery is the finish line </li></ul><ul><li>– hiring a designer to do a strategists job </li></ul>
    17. 17. how Enterprise Ireland can help <ul><li>internet marketing unit </li></ul><ul><ul><li>– vibrant discussion forum </li></ul></ul><ul><ul><li>– fortnightly newsletter </li></ul></ul><ul><ul><li>– review & signposting </li></ul></ul><ul><ul><li>– funding </li></ul></ul>
    18. 18. thank you <ul><li>[email_address] </li></ul><ul><li>http://www.linkedin.com/in/davescanlon </li></ul><ul><li>http://twitter.com/ei_dscanlon </li></ul><ul><li>shameless plugs </li></ul><ul><ul><li>– new corporate site ( http://www. enterprise-ireland.com ) </li></ul></ul><ul><ul><li>– software blog ( http://bestconnected. enterprise-ireland.com ) </li></ul></ul>
    19. 19. questions?
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