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Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
Traditional vs Interactive Marketing
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Traditional vs Interactive Marketing

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This is the second lecture for my Interactive Global & Regional Marketing course. This presentation covers the differences between traditional and interactive marketing.

This is the second lecture for my Interactive Global & Regional Marketing course. This presentation covers the differences between traditional and interactive marketing.

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  • 1. Traditional
vs.
Interactive
Marketing

  • 2. Administrative
Items

  • 3. Attendance
  We
currently
have
70
students
registered
in
the
course
  I
have
gotten
feedback
from
some
students
that
they
are
 unable
to
hear
the
lectures
because
of
class
size
  On
Monday,
I
met
with
Zaki
Rashidi
and
discussed
 breaking
the
class
into
equal
sessions
  He
will
be
joining
us
in
class
today
to
help
us
figure
out
 the
best
possible
day
for
the
second
session

  • 4. Those
Not
Registered
On
IGRM
Website
  Syed
Wajahat
Ali
   Muhammad
Waqas
Rehman
  Agha
Maaz
Majeed
Khan
   Ravissh
Hasan
  Amber
Anwar
   Utba
Asim
  Bushra
Khan
   Aisha
Talpur
  Irfan
Madhani
   Shelina
Shamsuddin
Alladin
  Komal
   Mirza
Muhammad
Hussain
  Narjis
Khanum
   Muhammad
Zeeshan
Sanghani
  Reena
Kewalramani
   Nida
Ghanchi
  Samir
Noorali
Dossani
   Rafia
Alvi
  Om
Parkash
   Mehreen
Fareed
  Mitra
Ghadini
   Ali
ur
Rehman
  Nasir
Iqbal
Memon
   Saba
Ahmed

  • 5. IGRM
Course
Website
http://www.emagine‐group.com/courses/igrm/

  • 6. Course
Project
Information
Not
Submitted
  Amber
Anwar
  Bushra
Khan
  Irfan
Madhani
  Komal
  Narjis
Khanum
  Reena
Kewalramani
  Samir
Noorali
Dossani
  Om
Parkash
  Atif
Salman
  Ali
ur
Rehman
  Shelina
Shamsuddin
Alladin

  • 7. Email
Addresses
Not
Submitted
  Agha
Maaz
Majeed
Khan
  Bushra
Khan
  Irfan
Madhani
  Samir
Noorali
Dossani
  Aisha
Talpur
  Nida
Ghanchi
  Rafia
Alvi
  Ali
ur
Rehman
  Shelina
Shamsuddin
Alladin

  • 8. If
Your
Name
Appeared
On
Any
Of
The
 Previous
Lists

 –
See
Me
During
The
Break

  • 9. Course
Project
Overview

  • 10. Project
Overview
  As
part
of
our
Interactive
Global
&
Regional
Marketing
 course,
students
will
be
asked
to
prepare
a
 comprehensive
interactive
marketing
campaign
for
a
 domestic
Pakistani
brand
of
their
choice.

  The
campaigns
will
bring
together
all
the
elements
that
 are
discussed
in
class
in
a
comprehensive
manner
to
 deliver
what
should
be
a
successful
campaign.

  Students
will
be
asked
to
combine
both
interactive
and
 traditional
marketing
formats
to
assure
that
their
brands
 are
best
represented
to
the
consumers
allowing
for
the
 greatest
returns
in
terms
of
brand
value
and
sales.

  • 11. Project
Methodology
  Students
will
be
asked
to
prepare
project
status
reports
 that
will
be
submitted
to
the
instructor
every
two
weeks.
  These
project
status
reports
will
be
used
to
determine
 whether
the
group
is
on
the
right
track
with
the
 campaign
planning,
strategy,
creative
and
monitoring
 tools.

  In
addition
to
the
project
status
reports,
students
will
be
 asked
to
take
appointments
with
the
instructor
to
discuss
 their
projects
so
that
guidance
can
be
provided
face
to
 face
in
addition
to
the
written
assessments
that
will
be
 given.

  • 12. Step
1
‐
Brand
Assessment
  The
Brand
Assessment
will
address
the
following
 areas:
   A
basic
overview
of
the
brand
from
a
business
and
 consumer
point
of
view.

   Students
will
need
to
define
the
brand
in
terms
of:
   Characteristics
   Value
   Benefit
to
consumer
   Positioning
in
the
market
   Competitor
comparison

  • 13. Step
1
–
Brand
Assessment
  Groups
will
also
need
to
assess
the
current
marketing
 position
of
the
brand
in
terms
of
traditional
and
 interactive
medias.

  This
will
require
reviewing
any
advertising
that
has
 been
done
and
any
interactive
campaigns
that
have
 been
implemented.

  If
the
brand
has
a
Facebook
page,
the
group
will
need
 to
provide
a
critical
analysis
of
page
and
determine
 whether
the
brand
is
achieving
any
value
from
the
 page.

  • 14. Step
1
–
Brand
Assessment
  Groups
will
need
to
define
the
scope
of
work
and
 provide
it
to
the
instructor
as
part
of
the
Brand
 Assessment
so
that
it
is
clear
what
responsibilities
each
 group
member
has
undertaken.

  • 15. Step
2
–
Marketing
Strategy

  This
strategy
will
need
to
identify
how
you
plan
to
market
 the
brand
to
the
public,
what
you
expect
to
achieve
from
 each
element
of
the
strategy
from
new
followers
on
 Facebook
to
increased
brand
awareness
and
value.

  All
elements
of
the
campaign
must
include
calls
to
action
 that
motivate
the
general
public
to
do
something.
Each
of
 the
calls
to
action
must
have
a
measurement
tools
included
 to
determine
what
the
actual
results
will
be
comparative
to
 the
projected
results.
  The
Marketing
Strategy
will
also
need
to
address
how
each
 media,
traditional
and
interactive,
will
be
integrated
to
 support
the
brand
and
the
message
that
the
group
is
 attempting
to
deliver
through
their
campaign.

  • 16. Step
2
–
Marketing
Strategy

  The
strategy
will
also
require:
   Crisis
Management
Plan
that
will
be
used
to
oversee
the
brand
 response
to
any
controversy
or
customer
service
issues
that
arise
 through
the
campaign.

   Campaign
Management
plan
that
is
monitoring
the
campaign
and
 the
consumer
response
to
determine
the
effectiveness.
   Monitoring
system
that
will
track
all
of
the
activities
and
assist
in
 determining
the
overall
effectiveness.

   This
monitoring
system
will
also
be
used
to
calculate
the
overall
 return
on
investment
(ROI)
to
the
brand
and
the
bottom
line.

  Since
interactive
marketing
is
a
long‐term
investment
into
 the
consumer
and
the
brand,
the
group
must
be
planning
 long‐term,
results
based,
not
quick
hit
advertising.

  • 17. Step
3
–
Project
Budget
  While
preparing
the
budget,
make
sure
that
your
 group
includes
the
costs
of
traditional
media
as
well
 as
interactive
medias.

  Most
failures
start
at
this
point
with
companies
 unwilling
to
set
a
budget
and
end
up
overspending
 on
a
campaign
that
doesn’t
work
or
under
spending
 on
a
campaign
that
is
delivering
results.


  • 18. Step
3
–
Project
Budget
  Budgets
should
include
the
following: 
   Creative
   Media
Buys
(online
advertising
costs
money
too)
   Giveaways
&
Gifts
   Promotional
Costs
(if
you
are
offering
discounts,
how
will
it
 affect
the
bottom
line?)
   Events
   Production
Costs
(things
need
to
be
printed
and
produced
 make
sure
to
include
the
cost)
   Human
Resources


  • 19. Step
4
–
Creative
&
Production
  This
means
that
everything
that
is
in
your
strategy
 should
be
developed.

   TVCs
and
videos
should
be
storyboarded.
I
will
give
extra
 credit
to
those
groups
who
get
a
video
camera
and
produce
 a
video
along
with
the
storyboard.
   Creative
items
must
be
prepared
so
that
we
can
see
how
 the
visual
side
of
the
campaign
will
be
represented.
   Event
plans
must
be
provided,
if
events
are
part
of
your
 marketing
plan.
The
event
plan
will
include
cities,
 locations
and
event
agendas.

   Don’t
forget
promotion
and
registration
of
guests
if
you
 are
offering
events
in
your
marketing
strategy.


  • 20. Project
Grading
  You
need
to
look
at
this
project
from
the
point
of
view
that
I,
 as
the
instructor,
am
the
client
and
your
group
will
need
to
 explain
and
convince
me
that
this
is
the
best
way
to
take
the
 brand
forward.

  That
means
that
all
the
items
that
you
submit
for
review
and
 final
grading
must
be
of
a
professional
standard.
If
you
treat
 this
like
a
classroom
project,
your
group
grade
will
reflect
 that.

  A
professional
standard
means
that
images
will
be
properly
 placed
on
campaign
graphics,
spelling
will
be
checked,
 budgets
and
strategies
will
be
achievable.
The
more
effort
 your
group
puts
into
getting
the
presentation
correct,
the
 better
your
overall
group
grade.

  • 21. Project
Grading
  Additionally,
your
group
projects
will
be
added
to
the
 course
website
to
allow
your
fellow
class
members
to
 review
and
provide
feedback
on
where
your
focus
is
and
 how
you
can
further
improve
the
campaign.

  The
comments
and
feedback
will
be
provided
online
and
 students
will
be
graded
on
their
participation
in
the
 discussions.

  Again,
this
is
a
marketing
course
and
like
any
agency,
 campaigns
will
be
discussed
and
critiqued
but
people
 outside
the
group.

  • 22. Questions,
Queries
&
Concerns
  If
you
have
any
questions
or
problems,
please
feel
free
to
 get
in
touch
with
me
directly
through
the
following
 methods:
   Email:
khalid@emagine‐group.com
   Phone:
0333
229
1234
 (If
you
don’t
get
me
on
the
phone,
please
send
me
an
SMS
and
I’ll
call
 you
back)


  • 23. How
Did
Marketing
Get
Here?

  • 24. A
Quick
Marketing
Quiz

  • 25. “The
message
of
the
brand
is
sustained
throughout
the
year
through
cyclical
campaigns”

  • 26. “Visual
style,
tone
of
communication
and
advertising
content
are
the
message.
The
vehicles
are
the
paid
channels
that
help
us
take
the
message
to
the
consumer.”




  • 27. “Digital
may
not
be
the
center
of
my
campaign,
but
it’s
an
increasingly
important
point
of
contact.”


  • 28. “Production
can
not
consume
so
much
of
my
budget
to
the
point
of
affecting
my
media
budget
allocation.”



  • 29. Obviously,
I
get
my
strategies
through
the
marketing
funnel.
Everyone
does
that.
It
still
works
fine.


  • 30. Traditional
Marketing

  • 31. Traditional/Offline
Marketing
  Focus
was
to
push
a
message
to
consumers
  There
was
no
interaction
with
the
consumer
or
 community
other
than
sales
figures
  The
message
was
developed
and
controlled
by
the
 company
  All
that
mattered
was
what
image
the
company
wanted
 you
to
believe
about
their
brands
and
products

  • 32. Traditional
Marketing
is
….
  Newspaper
Advertisements
  Television
Commercials

&
Infomercials
  Billboards
  Radio
Advertising
  Brochures
&
Flyers
  Promotional
Events

  • 33. October
2009
“Adaptive
Brand
Marketing”


  • 34. What
Creates
Consumer
Conversations?
76%
 of
consumers
don’t
believe
 that
companies
tell
the
truth
in
 advertisements

  • 35. Customers
Don’t
Trust
Traditional
Advertising

  • 36. What
Changed?
What
Is
Still
Changing
  Increased
quantity
and
 sources
of
information
  Growing
computing
 power
and
technology
 available
  Increased
technological
 ease‐of‐use
  Distaste
with
aggressive,
 disruptive
marketing
  Faster
paced
lifestyles,
 shorter
attention
spans

  • 37. Interactive
Marketing

  • 38. What
is
Interactive
Marketing?
  The
refined
form
of
pull
marketing
that
brings
 consumers
to
brand
through
conversations,
interactions
 and
electronic
word
of
mouth
  It
gives
the
consumer
the
ability
to
craft
and
control
the
 message
  Much
more
creative
than
traditional
marketing
  It
builds
real
relationships
with
consumers
that
provide
 the
brand
with
insights
and
understanding
of
how
a
 product
is
used
  We
rely
more
on
TECHNOGRAPHICS
than
demographics

  • 39. Technographic
Segmentation
  Traditionally
market
researchers
focused
on
various
 demographic,
psychographic,
and
lifestyle
schemes
to
 categorize
and
describe
similar
clusters
of
consumers
as
 target
markets
  As
information
and
communication
technologies
emerged
as
 a
central
focus
and
defining
force
in
a
wide
range
of
 occupations
and
lifestyles,
market
researchers
realized
the
 need
for
a
segmentation
scheme
based
on
the
role
that
 technology
plays
in
consumers
lives
  Technographic
segmentation
was
developed
to
measure
and
 categorize
consumers
based
on
their
ownership,
use
patterns,
 and
attitudes
toward
information,
communication
and
 entertainment
technologies.

  • 40. Conversations
Start
With
People
 THERE
IS
STILL
 ONE
TRUSTED
 MEDIUM
 LEFT
IN
THE
 WORLD
 MY
FRIENDS
–
THEIR
FRIENDS
–
AND
ALL
THOSE
WE
COLLECTIVELY
RESPECT

  • 41. The
New
Way

  • 42. The
Truth
About
Interactive
Marketing
  It’s
not
about
you,
it’s
about
 your
audience
  Strategy
must
be
based
on
 customer
behavior
  The
focal
point
needs
to
be
 consumer
insight
–
How
can
 you
add
value
or
create
a
 more
engaged
audience?
  This
is
about
building
a
 REAL
relationship
with
your
 customers;
customers
want
 credibility

  • 43. The
4
P’s
Have
Evolved!
 Permission
enables
 Proximity
is
more
 Perception
–
 Participation
–
 marketers
to
begin
 about
enabling
big
 Understand
the
 Embrace
the
idea
 the
dialog
with
 ideas
that
have
 vantage
point
of
the
 that
your
customers
 consumers
as
a
 scalability
at
the
 customer
and
 and
prospective
 true,
voluntary
 local
level.
 understand
our
 customers
are
 relationship
 perception
may
not
 engaged
in
 be
100%
accurate
 conversation
that
 affects
you.


  • 44. Consumers
Control
The
Message
 Blog
 PodCast
 Conversation
 Video
 Collaboration

  • 45. I have a problem I need to solve I want to be better looking I can save the environment I want to be more I need to impress my boss efficient I want to smile I need to I want to know more laugh I want to be entertained I want to be more popular I wish I could do more to help people I want to make my friends laugh
  • 46. The
New
Rules
of
Engagement
 One‐way
communication
 Brand
is
dialogue
 Brand
recall
is
holy
grail
 Customers
determine
brand
value
 Group
customers
by
demographics
 Group
customers
by
behavior
 Content
controlled
by
marketers
 Enterprise
+
user‐generated
content
 Virality
driven
by
flash
 Virality
based
on
content
 Michelin
Guide:
expert
reviews
 Amazon:
user
reviews
 Publishers
control
channels
 Publishers
build
relationships
 Top‐down
strategy
 Bottom‐up
strategy
 Information
hierarchy
 Information
on
demand
 Emphasis
on
cost
–
CPM
 Invest
for
growth
–
Measurable
ROI

  • 47. Leveraging
Interactive
Media
In
Marketing
 Brand
Building
 Lead
Generation
 Research
and
Development 
 Product
or
Service
Launch
 Customer
Retention
 Partner
and
Channel
Communications
 Thought
Leadership
 Internal
Communications
 Media
Relations
 Crisis
Management 

  • 48. What
Do
I
Mean
When
I
Say
Interactive
 Marketing?

  • 49. Online
Communication
Channels
 83
  • 50. Search
Engine
Marketing
 Paid Search Contextual Advertising Search Engine Optimization Display Advertising
 
 Some
facts:
   SEM
is
the
fastest
growing
form
of
online
marketing
   89%
of
US
Internet
Users
   63%
of
consumers
first
look
to
the
internet
   82%
say
search
is
the
most
commonly
used
tool
   41%
use
geographic
modifiers
   82%
of
local
searchers
follow‐up
with
in‐store
visits,
phone
calls
or
 purchase

  • 51. Search
Engine
Optimization
  Google
Algorithm
  Google
Instant
  Google
Places
  Increased
focus
on
SEO
can
begin
to

 decrease
or
eliminate
the
need
for
PPC

  • 52. Search
–
Leveling
the
playing
field
 SEO +29% Higher Return PPC
  • 53. Display/Banner
Advertising
  CPM
  Rich
Media
  Mobile
  Behavioral
Targeting

  • 54. Social
Networks

  • 55. User
Generated
Content
  Blogs
  Social
Network
Sites
  Wikis
  Videos
&
Photos
  Review
Sites
  Audio
Sites
  Discussion
Boards
&
Forums

  • 56. Email
Marketing
 
 
  Fast
&
Easy
  Interactive
  Personalization
  Tracking
  Eliminated
printing
costs

  • 57. Mobile
 Mobile Websites SMS/Texting Smart Phones Tablets/iPad/Kindles Location Based Marketing“[Google] can make more in mobile than desktop eventually. The reason is because mobile is more targeted.” ~Eric Schmidt
  • 58. Centralize
Analytics
–
Multichannel
Optimization

  • 59. The
Changing
Role
of
the
Marketer

  • 60. Changing
Role
of
Marketers
 It’s
not
about
talking
at
 customers
and
prospects

  • 61. Changing
Role
of
Marketers
 It’s
about
creating
&
 engaging
with
communities

  • 62. The
Social
Technographics
Ladder
 Publish
a
blog
 Publish
your
own
Web
pages
 18%
 Creators
 Upload
video
you
created

 Upload
audio/music
you
created
 Write
articles
or
stories
and
post
them
 Post
ratings/reviews
of
products/services
 25%
 Critics
 Comment
on
someone
else’s
blog
 Contribute
to
online
forums
 Contribute
to/edit
articles
in
a
wiki
 12%
 Collectors
 Use
RSS

feeds
 Add
“tags”
to
Web
pages
or
photos
 “Vote”
for
Web
sites
online
 25%
 Joiners
 Maintain
profile
on
a
social
networking
site
 Visit
social
networking
sites
 Read
blogs
 Watch
video
from
other
users
 48%
 Spectators
 Listen
to
podcasts
 Read
online
forums
 Read
customer
ratings/reviews
 44%
 Inactives
 None
of
the
above
 Groups
include
people
participating
in
at
least

 one
of
the
activities
monthly.

  • 63. Understand
All
The
Objectives
 ADVOCACY
 AWARENESS
 By
always
adding
value,
 Find
your
target
audience
 your
customers
will
 become
advocates
of
your
 Make
them
aware
of
your

 brand
 products
and
services
 They
will
pass
the
word

 and
start
the
cycle
over
 with
others
RETENTION
By
always
adding
 ENGAGEMENT
value
and
more

relevance
to
each
 Now
they
know…but
do

individual,

 they
care?
customers
will
come
to
you,
not
your
 Entice
the
target’s
desire

competitors
 to
learn
more
 SEGMENTATION
 With
new
data,
bucket

 ACQUISITION
 customers
into
different
groups
 You’ve
engaged
your
target,

 Provide
more
targeted,
relevant

 they’re
willing
to
exchange

 communications
 data,
make
a
purchase,
etc.

  • 64. Listening
Learning
from
what
your
customers
are
saying

  • 65. Talking
Two‐way

conversation,
not
just
shouting

  • 66. Energizing
Helping
your

best
customers
to
recruit
others

  • 67. Supporting
Enabling
your
customers
to
support
each
other

  • 68. Embracing
Involving
customers
in
your
product

development

  • 69. Tools
used
to
accomplish
objectives
 Corporate Typical Appropriate function groundswell objective social applications Listening — gaining insights • Private communities Research from listening to customers • Brand monitoring • Blogs Talking — using conversations • Communities Marketing with customers to promote • Social networking sites products or services • Video or user-generated sites Energizing — identifying • Brand ambassador programs Sales enthusiastic customers and using • Communities them to persuade others • Embeddable “widgets” Supporting — making it • Support forums Support possible for customers to help • Wikis each other Embracing — turning customers • Innovation communities Development into a resource for innovation • “Suggestion boxes”
  • 70. How
Do
You
Do
It
Correctly?

  • 71. Manage
Expectations
  Make
sure
that
your
organization
understands
there
are
no
 overnight
successes
   To
become
a
viral
brand
requires
a
great
idea,
make
sure
that
you
 have
enough
ideas
to
reject
so
that
you
get
the
great
one
   Attempts
to
find
superficial
social
success
leads
brands
to
create
a
 presence
that
doesn’t
fit
brand
personality
or
inappropriate
 campaigns
in
the
hope
that
they
go
viral
  Don’t
be
greedy
   Just
because
you
have
thousands
of
followers
or
friends,
doesn’t
 mean
that
they
all
have
something
valuable
to
say
  Measure.
Review.
Revise.
   Getting
social
media
right
requires
regular
review
to
gauge
what
 works
and
what
doesn’t
   Once
you
know
what
works,
revise
your
social
media
strategy
to
 achieve
results
long‐term

  • 72. Why
Do
Brands
Fail
In
Social
Media?
  Individuals
within
the
organization
work
independently
 of
others
as
what
we
call
silos
  Organizations
fail
to
do
any
research
or
planning
to
 understand
what
social
media
is
and
how
it
operates
  Too
many
organizations
believe
that
social
media
is
 about
just
listening
to
what
others
say,
rather
than
being
 part
of
the
discussion
  They
fail
to
devise
a
message
for
the
media
making
their
 social
media
experience
seem
like
an
one‐off
experiment
  They
don’t
take
the
time
to
build
the
strategy
to
succeed
 assuring
that
they
will
fail


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