INTEGRATED MARKETING - Getting It Right

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Social Media Strategy & Delivery for Business
Conventional & Integrated Marketing
Trends & Time Lines
Social Media - Deep Impact on Business
Social Media – A Revolution
Social Media - Strategy
Social Media – Current Landscape
Social Media - Evolving Influencers
Social Media – Tools
Social Media – Delivery

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  • It’s very important to realize that embracing social media: focus on engaging with the customer, is not something that stand on its own. It also requires from the internal organization (employees) that they are embracing similar tools and openness like blogs, wikis, yammer, etc. and even further with the (partner/supplier) ecosystem to become true mashup corporations.
  • INTEGRATED MARKETING - Getting It Right

    1. 1. INTEGRATED MARKETING<br />GETTING IT RIGHT<br />Social Media Strategy & Delivery for Business<br />
    2. 2. Listen, Learn & Lead<br />
    3. 3. Continuous Business Evolution <br />Extreme Market Forces Demand Constant Enterprise Evolution<br />
    4. 4. Evolving Ecosystem - Enable Adaptability<br />
    5. 5. Basic Human Behavior - Un-Changed<br />
    6. 6. Pillars of Integrated Marketing<br />
    7. 7. 3600 Message Flow<br />
    8. 8. Conventional Integrated Marketing <br />Customers<br />
    9. 9. Trends & Time Lines<br />Social Media will be one consistent, prominent force in the marketing arsenal.<br />2009<br />1994-95<br />1997-99<br />2000-01<br />2002-04<br />2005<br />2006<br />6 Billion OnlineBroadband<br />Friendster<br />LinkedIn<br />MySpace<br />FlickrDogster<br />BlogsFacebook<br />BeboNing<br />Digg<br />Twitter<br />Online BankingMP3<br />E-CommerceBrand WebsitesAdwords<br />ClassmatesBanner Ads<br />
    10. 10. Trend #1 - Reputation Matters<br />
    11. 11. Trend #2 - Precision is Vital<br />
    12. 12. Trend #3 - Customer's Preference is Important<br />
    13. 13. Trend #4 - Proactive Initiatives Decide Leaders<br />
    14. 14. Trend #5 - Trust Drives the Decision<br />
    15. 15. Trend #6 - The Media World has Changed<br />
    16. 16. Trend #7 – Customers Want to Help Each Other<br />
    17. 17. Trend #8 - Ethical Behavior is The Key (To Trust)<br />
    18. 18. Trend #9 - Leverage The Web (Internally/Externally)<br />
    19. 19. Trend #10 – You are Part of Changing World<br />You are an active participant in how the world is changing, an influencer and have made the mindset shift. <br />The Mindset Shift<br />
    20. 20. What’s In The Name?<br />NEW MEDIA<br />SOCIAL SOFTWARE<br />SOCIAL BUSINESS<br />SOCIAL MEDIA<br />ENTERPRISE 2.0<br />WEB 2.0<br />
    21. 21. Power of Social Media<br />Brand Equity<br />Promoters<br />Brand Differentiation<br />Incremental Purchase<br />Acquisitions<br />Engagement<br />Builds Loyalty<br />Purchase Intent<br />Brand Value<br />Awareness<br />Product Improvement Ideas<br />Market Share Gains<br />Purchase Frequency <br />Consumer Intelligence<br />Customer Relationships<br />Brand Perceptions<br />Conversations<br />Opinion Leaders<br />Attention<br />Influencing Factor<br />
    22. 22. Social Media - Deep Impact on Business<br />
    23. 23. Social Media – A Revolution<br />What started with<br />Has turned into:<br />A Evolution of How We Communicate<br />
    24. 24. Social Media – The Ecosystem<br />Management of different information via different online platform reaching out to different target audience through building different social networks and maintaining different multi-lateral communication.<br />Social Media not only Change the Rules of Communication but also the Art of War<br />
    25. 25. Social Media - Why Care About It?<br />It’s about knowing<br />Where the conversations are happening<br />What your share of the conversations is<br />What the conversations are that you could / should be in<br />Who the key influencers are who can help build your brand<br />It’s about expanding your news flow<br />Simple syndication – distribute news via basic sharing tools (eg, Twitter and Facebook)<br />It’s about understanding communities<br />Which groups, forums and networks matter?<br />Who drives share of conversation in these communities?<br />What are the next steps in driving relationships?<br />It’s about leveraging existing content and improving your natural search<br />Generation Y and Z don’t communicate anymore through email but through their Social Networks, people with higher education levels are using more & more social media in their (online) communication<br />
    26. 26. Social Media – Multi Role & Multi Task<br />ProductInformation<br />Customer Service<br />RelationshipBuilding<br />Loyalty Program<br />Branding<br />Influencing(Persuasion)<br />Entertainment<br />Sales Promotion<br />
    27. 27. Social Media – Current Landscape<br />
    28. 28. Social Media - Evolving Influencers<br />
    29. 29. Facebook - If it was a Country<br />It will be the 8th largest Country<br />In the World<br />
    30. 30. YouTube -The Second Largest Search Engine<br />More than 13 Hrs of Video Uploaded Per Minute<br />450 Years to Watch All Videos<br />(2009 – 2459) <br />
    31. 31. Wikipedia - 13,000,000 Articles<br />
    32. 32. Flickr - Have Photo of 400 Mil People<br />60% of people on earth<br />has a photo in Flickr<br />
    33. 33. Twitter - 1400% Growth (for Jan – Feb 09)<br />10.7% of all active Internet users are touched by Twitter.<br />80 % of Twitter Usage is on Mobile Devices<br />
    34. 34. Not Just Communication – It is Conversation<br />Power of Publishers and Broadcasters are moving towards <br />Their Traditional Audience<br />
    35. 35. Intellectual Property Management<br />
    36. 36. Distribution Strategy<br />
    37. 37. Merchandising<br />
    38. 38. Customer Feedback<br />
    39. 39. Business Networking<br />
    40. 40. Business Meetings<br />
    41. 41. Knowledge Management<br />
    42. 42. Goodwill & Referral Programs<br />
    43. 43. Loyalty Benefits<br />
    44. 44. Tele-Marketing<br />
    45. 45. Email Marketing<br />
    46. 46. Mass Promotion<br />
    47. 47. Online Business<br />
    48. 48. Integrated Marketing<br />
    49. 49. Web Strategy<br />
    50. 50. Business Intelligence<br />
    51. 51. Business Alliance<br />
    52. 52. Corporate Learning<br />
    53. 53. Responsiveness<br />
    54. 54. Media Relations<br />
    55. 55. Corporate Image<br />
    56. 56. Social Impact – Marketing Perspective<br />
    57. 57. Social Media Strategy<br />The GOAL should be to INFLUENCE the Conversation NOT Control it<br />Social Media can assist in strengthening your marketing message & help you reach your target group<br />
    58. 58. Start Now – Identify Where You Are, Listen!!!!<br />
    59. 59. Social Business Design<br />
    60. 60. Create Your Own Hub and Spoke<br />
    61. 61. Approach and Deliverables<br />Social Media Strategy<br />Social Media Delivery<br />Audience Insights<br />Implementation Plan<br />Execute<br />Objectives & Goals<br />Manage & Grow<br />Develop a roadmap and business case for embedding Social Media<br />Determine contributions of social media to organizational goals<br />Determine characteristics and social media use of target audience<br />Realize Social Media project(s) and execute the plan<br />Manage the Social Media initiative and develop a growth strategy<br /><ul><li>Develop segmentation / characteristics of target audience (Persona development)
    62. 62. Research target audience use of social media
    63. 63. Assess current social media activities of organization
    64. 64. Assess overallbusiness goals to determine social media objectives (Opex, CI, PL)
    65. 65. Create awareness and understanding of Social Media and it’s opportunities and challenges
    66. 66. Assess strategic alignment with goals of Social Media (Listening, Talking, Energizing, Supporting, Embracing)
    67. 67. Determine existing (social) media activities
    68. 68. Develop possible scenario’s for social media use (build, join or ignore?)
    69. 69. Develop a business case of social media projects including risks, goals, and metrics
    70. 70. Value Effort Prioritization
    71. 71. Develop a roadmap
    72. 72. Monitor and measure social media activity
    73. 73. Analyze and learn from success of the initiative
    74. 74. Perform Community Management & Coaching of client with successful use of social media initiative
    75. 75. Close down project and launch next social media initiative
    76. 76. Determine functional requirements of social media project
    77. 77. Develop interaction and graphic design
    78. 78. Vendor tool selection
    79. 79. Build or configure tool
    80. 80. Identify and gather relevant content
    81. 81. Implement organizational structure to manage social media project
    82. 82. Build awareness and train organization
    83. 83. Test and deliver project</li></li></ul><li>Social Media Strategy Framework - STRATEGY 1<br />Translate Business Goals Into A Social Media Strategy<br />Objectives & Goals<br />Implementation Plan<br />Operational Excellence – Supporting<br />Objective<br />Support <br /><ul><li>People/employees to help each other on their working processes
    84. 84. Self-service online</li></ul>Scope and Scale<br />Cases<br /><ul><li>Support forums</li></ul>Organize<br />People<br />Process<br />Technology<br /><ul><li>Support forum
    85. 85. Q&A as cost reduction
    86. 86. Wiki manual of a product
    87. 87. Social bookmarking</li></ul>GROWTH MODEL<br />The Social Media strategy (growth model) encompasses <br /><ul><li>Best Practices
    88. 88. Implementation Plans (people, process, technology), and is supported with our Wiki-tool</li></li></ul><li>Social Media Strategy Framework - STRATEGY 2<br />Audience Insights<br />Develop audience Insights with Persona’s<br />Persona’s Usability:<br /><ul><li>Visualise Target Audience
    89. 89. In Briefings & Preparations
    90. 90. Understand Audience Needs
    91. 91. Different persona’s have different needs
    92. 92. Map Needs to Design/ Functionalities /…
    93. 93. Relative scoring
    94. 94. Prioritize</li></li></ul><li>Social Media Strategy Framework - STRATEGY 3<br />Implementation Plan<br />Value Effort Prioritization to establish Roadmap<br />Prioritize<br />& Plan<br />Businesss case<br />Businesss case<br />FUNCTION ASSESSMENT<br />Businesss case<br />Value<br />Effort<br />Audience Value<br />Business Value<br />Organiza-tional Effort <br />( FTE / €)<br />Technical Effort<br />(Fte / €)<br />
    95. 95. Benefits Of Adopting Social Media<br />Enhance Customer andPartner Relationships<br />1<br />INCREASE (STAKE HOLDERS’) VALUE<br />Increase Employee Productivityand Operational Efficiencies<br />2<br />Foster Creativity, Innovation,and Collaboration<br />3<br />
    96. 96. Evolved Integrated Marketing <br />Customers<br />
    97. 97. Road Ahead<br />BRAND<br />Integrated Marketing<br />BlogsSocial NetworksMicro-SitesOnline AdsForums<br />TVRadioPrintOutdoor<br />Engagement Strategy<br />Reach Strategy<br />The New Marketing Model<br />
    98. 98. Road Ahead<br />The End Game<br />
    99. 99. Road Ahead<br />Leverage the Benefits of “Word of Mouth”<br />YOUR BRAND<br />Your Customer as Your Advertisers<br />Connect Through Multiple Mediums<br />Deliver Message Straight into Your Customer’s Hands<br />
    100. 100. Why K360<br />
    101. 101. Marketing Reinvented<br />Marketing360<br />
    102. 102. Integrated Marketing<br />
    103. 103. Delivering Inclusive Solution<br />
    104. 104. A Relationship which Delivers <br />
    105. 105. Who We Are<br />
    106. 106. K360 - From Ideas to Market<br />Innovation<br />+ <br />Technology<br />
    107. 107. K360 – Know Your Marketplace Better<br />
    108. 108. Extend Your Reach<br />
    109. 109. Social Media Tools<br />500 Tools to leverage when employing Internet/Social Media marketing elements in an Integrated Marketing Communications plan.<br />Just Use What You Need<br />
    110. 110. Microblogging<br />Twoorl<br />
    111. 111. Blogging<br />
    112. 112. Email Marketing/Trigger Marketing.<br />
    113. 113. Email Services.<br />
    114. 114. Trust Marketing.<br />
    115. 115. Groups/Discussions<br />
    116. 116. Cloud Computing<br />
    117. 117. Online/Self Publishing.<br />
    118. 118. Content Marketing/Link Baiting.<br />
    119. 119. Advergames/Contests/Samples/Coupons.<br />
    120. 120. Online Catalogs<br />
    121. 121. Mobile<br />
    122. 122. Wiki<br />
    123. 123. Instant Messaging/Chat/Video Chat<br />
    124. 124. Webinars/Webcasts<br />theWebinarBlog<br />
    125. 125. Social Networks<br />
    126. 126. Virtual World<br />
    127. 127. Widgets/Gadgets/Buttons/Favicons<br />Buttons<br />
    128. 128. Photo/Video/PowerPoint/Slideshow<br />
    129. 129. Interactive Data Visualization<br />www.StrategicIMC.com | jonathan.petersen@comcast.net<br />
    130. 130. Tagging/Sharing/Bookmarking<br />
    131. 131. Directory Listings<br />The WWW Virtual Library<br />
    132. 132. Mapplets/Geotagging/Mashups.<br />App Engine<br />
    133. 133. Web Collections<br />
    134. 134. User Generated Media/Reviews/Lists<br />
    135. 135. White Papers<br />
    136. 136. Polling/Crowdsourcing<br />
    137. 137. Word of Mouth<br />
    138. 138. Event Listings/Event Marketing<br />
    139. 139. Syndication<br />Podcast Machine<br />
    140. 140. Internet Market Research<br />
    141. 141. Search Marketing/Web Advertising<br />Christian Advertising Network<br />
    142. 142. Internet Radio Advertising<br />
    143. 143. Search Optimization<br />Search Engine Relationship Chart<br />
    144. 144. Marketing Localization<br />
    145. 145. Behavioral Targeting<br />
    146. 146. Analytics/Metrics<br />
    147. 147. Newswires/Press Distribution<br />
    148. 148. Electronic Press Kit/Online Newsroom.<br />
    149. 149. Customer Relationship Management<br />

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