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National Sales Marketing Congress
 

National Sales Marketing Congress

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    National Sales Marketing Congress National Sales Marketing Congress Presentation Transcript

    • New rules of Consumer Engagement National Sales & Marketing Congress 3rd - 4th November 2009Gregory.birge@f5dc.com +65 9111 6849 WWW.F5DC.COM
    • SAFETY ANNOUNCEMENT© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • After two days of conference Story telling is no longer linear Is your market really listening ? Optimizing marketing lead generation Differentiate or die Integrated Digital Marketing Latest Digital Revolution Integrated marketing campaigns© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • ONLINE HAS BEEN EMBRACED© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Companies are moving towards online 20-30 % Orange Marketing Digital Mix by 2012* 50% Asia’s company will spend more on Digital** $122bn Yahoo! Predicts Asia’s online spend by 2010*** 45% Microsoft Thailand Marketing online Mix budget*****http://www.marketingmagazine.co.uk/news/863221/Digital---Direct-Orange-boss-urges-total-budget-switch-online**http://www.marketing-interactive.com/news/11769*** http://asiadigitalmarketingyearbook.com/2009-connections-triumph-over-interruption © F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM*** https://www.microsoft.com/uk/smallbusiness/sbnews/18834951/Economic-crunch-accelerating-switch-to-online-marketing.mspx
    • SN adoption on its way 96% 88% 91% 83% 32% ✗ www.awarenessnetwork.com survey Among 370 companies in USA in 2009© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Local usage of Social Media  Beautifully imperfect’ campaign to   Singapore treasure hunt to support   Promotional element from Sony encourage Singaporean to get new StarHub high Speed Picture married broadband© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Mixed of campaigns Dunkin Donut’s Facebook Target’s Facebook Wal Mart’s Facebook Molson Canadian Facebook Photo Contest Give Kudos Respect the Community Censored Negative Remarks Promoted Irresponsible Behavior Burger King’s Facebook Sony Ericsson’s Xperia X1 General Motor’s SUV ‘Create Your Own Advert’ Kiva.org’s Twitter Dare to Try Adapt Your Message to Chosen Media Hijacked by Critics Chose Wrong Audience Comparethemeerkat.com’s Oreo’s YouTube Contest Brinpopcorn.com’s Social Media Spammer Resident Evil’s Viral Marketing Have Personality Engage Dishonest Pushing Mobile Threat Backfires© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • FAILURE IS NOT A MARKETINGCAMPAIGN ISSUE BUT A TOUGH REALITY CHECK© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • © F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Marketers used to be in charge BRANDS CONSUMERS© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Consumers are now in charge BRANDS CONSUMERS© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • The Web we used to know is DEAD DYNAMIC WEBSTREAM CONVERSATION CONSUMER© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Now Media. Now Web. Real-Time Stream. Real-Time Web. (INSTANT) Instant Info. Instant Gratification. Mobile connectivity. Real-Time Flowing Dynamic Stream of Information.© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Instant evolution impacts the Web 8% 25% Total pageviews (Oct.2009)© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • One example   Why playing games on Facebook ? 25M   ‘Attractive designs ?’   Real game mechanics 28M   Installation hassle free 63M   Play with your friend   Auto Mode on   Easy, switch on 25 things© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Do we really understand it ?   PS : I like this guy…:=)   PS 2 : Yes I admit, I do not understand the poke, superpoke, repoke…   PS 3 : ok I let you watch it now….© F5DC 2009, all rights limited, reproduction forbidden without approval
    • "If you always do what you always did, you always get what you always got.” - Anonymous© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • The Traditional approach© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • TRUST ME PUSH ONE WAY ADVERTIZE AUTHORITY INTRUSIVE MASS© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • TARGETED DIALOGUE RICH INTEGRATION GIVE CONTROL INSTANT WWW.F5DC.COM© F5DC 2009, all rights limited, reproduction forbidden without approval
    • SO WHAT ?© F5DC 2009, all rights limited, reproduction forbidden without approval
    • Good ideas, unfortunatelyCampaign   Facebook   UGC   DIGG   Post Party pitures   Create new SUV Ad   Bring new site to top PageWhat happened   Indirectly Promoted   Environmentalists video   Diggers riot irresponsible drinking on global warming caused by carWhat is wrong   Youth image negative   Advertising over focus   Totally unethical   Contest pushed   Social spamming extremeAlternatives   Different usage   Use niche topic and   Get genuine feedback features or usage© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Great Ideas Comparethemeerkats.comCampaign   Website using social   Twitter   Facebook media   Encourage movie feedback   Fake character to promoteResults   Encouraged interaction   +70% of positive ffeedback   607,149 fans on facebook between users   #1 box office 1st week end   31,283 followers on Twitter   Did not ban negative   Average of 3000+ likes on messages every status updatesWhy it is good ?  Take the risk   Take the risk   Genuine   Respect for the   No censorship   Interactive community earns   Do not lie   Do not push his product© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Walmart vs Target   568, 305 members,   41,008users.   579 photos,   239 discussion groups.   Message adapted to Facebook audience   Negative posts removed   Test target audience   One way communication   Adapt marketing message   New ‘style’ focus while brand means discount   Lower communication tone   No link to ecommerce site   Discussion forum WWW.F5DC.COM© F5DC 2009, all rights limited, reproduction forbidden without approval
    • Good innovation integration   Innovative   Fun   Answers consumer needs© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • INNOVATIONS ARE NOT LIKE TOYS© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Each requires a unique license© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • SAME GOES FOR MARKETING TOOLSWE NEED TO GET OUR NEW LICENCE© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • We need a proper approach 1 2 3STRATEGY TARGET MEASURE© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Engagement planning process Strategy Concept Tactics Creative Measure Next Evaluate consumer and brand needs Map all tactics and creative with objective How to maintain the relation ? Define contact points Answer the questions : Why and How ?  Understand the company strategy Content   Answer when consumer engages  Define the engagement concept   Content is the most critical part   Do not spam  Create a contact strategy / audience   Update and maintenance of the content   Re contact for Xpromo if agreed  Integrate the elements in global plan   Style and technical details in line with planning   Learning of engagement  Define an timed implementation plan Promotion  Allocate resource to manage dialog   Promotion of the respective tactic  Ensure communication goes two ways   How consumer will know about it ?   Why will they be interested ?   Will they forward it to friend ?   Will they engage the brand ? © F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • 2010 engagement paradigm 2010 PARADIGM consumer is the center of strategy consumer strategy is the center of the tactics strategy tactics innovation tactics is the center of the innovation© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Study Case HOW TO LINK AN OFFLINE ROADSHOW TO ONLINE ?© F5DC 2009, all rights limited, reproduction forbidden without approval
    • Use properly every assets Corporate Site Online Road Show Offline   Good as Main access point   Good for official information   Need to reflect campaign Consumer Campaign Site Online Social Media Online   Main information on campaign   Engagement platform   Main HUB to link to all   Recruitment platform   Interactive and dynamic   BUT indirect© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Concretely, each tactics are linked Phase 1 Phase 2 Phase 3 Engagement Retention Conversion Music engagement Philips.com campaign site Offline Philips catalog product Online Communities Personal account© F5DC 2009, all rights limited, reproduction forbidden without approval
    • Engage and do not lie© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Facebook engagement around MUSIC Recruitment Engagement Convert   Objective : Get members   Objective : Engage members to   Objective : Increase Philips presence   Initiate the ramp up Cause tactic connect   Stimulate audience by asking feedback   Regular engagement   Give extra   Generate discussions5000   Music discussion reason for   Post more updates   No product push people to join4000300020001000 0 May Jun Jul Aug Sep Oct Nov© F5DC 2009, all rights limited, reproduction forbidden without approval
    • Make sure you measure the right thing CPP CPC 4% click rate Page rank delivery guarantee DOES NOT EXIST DOES NOT EXIST Unless you spam June 19th© F5DC 2009, all rights limited, reproduction forbidden without approval
    • Measurement Ideally , we need to measure at least Learning   Traffic increase   Good test   # fans recruited, interactivity   Voted best Philips marketing campaign in 2009   Organic search ranking   Integration   Sales conversion   Lots of time / efforts needed to recruit audience   Brand Impact   Maintenance of Facebook pages   Net Promoter Score   Alignment of tactics needed from start   Roadshow impact   Facebook works better with non relevant topics   Twitter only works if you have regular updates Results   Traffic increase + 28%   # fans recruited > 5000   Organic search increased 5-6 pages   # More than 200 comments collected© F5DC 2009, all rights limited, reproduction forbidden without approval
    • Learn how to use them© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Innovation is a ..tool !  Only to bring added value  Try and learn  Measure  Why does it matter  Not enough to differentiate © F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • CONSUMER ENGAGEMENT  Volatile  Impatient  They have control  They want more  They decide © F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Conclusion Marketers survival guide in the terrible Web 2.0 world   Be Real, do not lie Do not try to change your brand or fake it   Content is key Update regularly, maintain engagement   Manage Benefits Consumer are looking for recognition   Stop Push, Pull Create a first content and talk to them   Adapt methodology DO not use Facebook as subsititute   Have a Plan Only to engage a real dialog   Accept and answer critics They will give to you in any case© F5DC 2009, all rights limited, reproduction forbidden without approval
    • THANKSDo you have any question ?Gregory.birge@f5dc.com +65 9111 6849 WWW.F5DC.COM