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  • 1. Start
  • 2. Welcome The Honorable Jennifer L. McClellan Virginia House of Delegates, 71st District
  • 3. Grant Intro Non-traditional Marketing to Spark Customer Engagement October 20, 2010 Grant Mizell (@G24NT) Digital + Emerging Media | Pulsar
  • 4. About Pulsar
  • 5. About Pulsar
  • 6. Traditional Marketing Awareness Familiarity e a sur Me and Trial e R e fin Behavior Change/ Conversion
  • 7. Evolved Funnel Familiarity Relevance R e fin e Conversion u re & Involvement M eas Ongoing Engagement
  • 8. Direct Messaging
  • 9. Direct Messaging
  • 10. Media Mix broadcast youtube message competition tweet campaign billboard bus shelter web message banner
  • 11. Your company’s media mix
  • 12. Non-traditional Marketing I. A Twist on Traditional New Media Engagement Shift to Mobile
  • 13. I. A Twist on Traditional 1. Target existing resources 2. 3.
  • 14. Examples I. A Twist on Traditional
  • 15. I. A Twist on Traditional 1. Target existing resources 2. Renew old mediums 3.
  • 16. Examples I. A Twist on Traditional
  • 17. Examples I. A Twist on Traditional
  • 18. I. A Twist on Traditional 1. Target existing resources 2. Renew old mediums 3. Crowdsourcing
  • 19. Examples I. A Twist on Traditional
  • 20. Your company’s social channels
  • 21. II. New Media Engagement 1. Transparency 2. 3. 4.
  • 22. II. New Media Engagement 1. Transparency 2. User Generated Content 3. 4.
  • 23. Examples II. New Media Engagement
  • 24. II. New Media Engagement 1. User Generated Content 2. Transparency 3. Geo Social 4.
  • 25. Examples
  • 26. Examples II. New Media Engagement
  • 27. Examples II. New Media Engagement
  • 28. Examples II. Shift to Mobile
  • 29. II. New Media Engagement 1. User Generated Content 2. Transparency 3. Geo Social 4. SEO & CPC Advertising
  • 30. Examples II. New Media Engagement
  • 31. Examples II. New Media Engagement
  • 32. Examples II. New Media Engagement
  • 33. III. Shift to Mobile 1. 2.
  • 34. Mobile Shift 26% Americans who receive news through their mobile phone – USA Today, March 2010 2009 Americans’ mobile data use of text, email and internet surpasses voice data – CITE (via NYT), May 2010 9 Months to reach 1 billion downloads through the App Store. – Apple, April 2009
  • 35. Mobile Shift – Morgan Stanley Research, Q1 2010 86 Million iPhone/iTouch users, versus 18 million Netscape users, at Q11.
  • 36. Mobile Shift African-Americans & English- speaking Latinos continue to be the most active mobile web users because their devices commonly function as the primary or sole connection to the web – Pew Research, July 2010
  • 37. Mobile Shift US Mobile browsing and Mobile App use doubles from Q1 2009 2010 2011 US Smartphones will outsell traditional mobile phones Smartphone sales will outpace personal computer sales 2012 – Morgan Stanley Research, Q1 2010
  • 38. III. Shift to Mobile 1. Text/SMS 2.
  • 39. Examples II. Shift to Mobile
  • 40. Examples II. Shift to Mobile
  • 41. Examples II. Shift to Mobile
  • 42. III. Shift to Mobile 1. Text/SMS 2. Smartphone Technology
  • 43. Examples II. Shift to Mobile
  • 44. Examples II. Shift to Mobile
  • 45. Examples II. Shift to Mobile
  • 46. WOR L D of MOUTH
  • 47. Extended. Extra slides and info to help answer all your questions. 1. Ford Fiesta lauch through social Case Study 2. Links for winning the Boss over to Social and Mobile
  • 48. Ford gave away one hundred, pre-released Fiestas for six months. Case Study: Ford
  • 49. And started a Movement…
  • 50. Integrating Social
  • 51. 37% Pre-Launch Awareness among Millenials 2010 - Ford moves 25% of Marketing Spend to Digital/Social Media “You can’t just say it. You have to get the people to say it to each other.” – James Farley, CMO Ford
  • 52. Two Steps to Turn the Boss onto Social & Mobile Marketing Explore Potential (Fire power) • Suvey internal expertise • Twitter: Mashable’s Guide, Apps, Lists • Foursquare: BART, VisitPA • Multi-updaters: Cotweet, Hootsuite, Ping Load-Up on Stats (Ammunition) • All Socialnomics vids & stats • What The Heck is Social Media? • Internet trends • Can Social Media sell cars?
  • 53. Winning the Boss Over Other resources. The Secret Sauce of Social Marketing 5 Tips to Convince the Boss Adding Blogger Outreach to Your PR Plan 10 Ways to Initiate Social Conversation Social ROI Facebook Stats Social Media Business Tools
  • 54. Rules of Engagement • Provide access • Focus on the anytime/anywhere greater good • Make it easy • Be community • Provide tools to centric spread the word • Listen • Be authentic • Experiment • Tout your USP • Have fun!
  • 55. Challenge… Do one thing next week to challenge the status quo of your current marketing efforts. i.e. start a mass email of ideas around the office, place a box for marketing ideas in the break room, take an internal survey of social strengths/expertise, explore 1 new social site, etc. Share it. Email me at gmizell@pulsaradvertising.com; OR Tweet me @G24NT, ending with the hashtag #capitol102010
  • 56. Michelle Intro Market Research Methods: Oldies & New Goodies October 20, 2010 Michelle Finzel VP, Full Service Research
  • 57. Agenda  Today we’ll discuss:  Company Info  Market Research Roots – “Oldies”  Market Research on the Rise – “New Goodies”  Applications
  • 58. Company Info  MMS Established in 1986 / Acquired BAR in 2002  Full-service market research company  Specializes in qualitative and quantitative market research
  • 59. Company Info  State-of-the-art CATI (computer assisted telephone interviewing) call center  Modern and comfortable focus group facility  Certifications include: MBE, WBE, SBE, SWaM, DBE, LBDE
  • 60. “Oldies” &“New Goodies”  Note: “Oldies” does not mean “old”!  Just because something came first, doesn’t mean it’s archaic.  AKA “Traditional Research Methods”  Then again, some methods have been put out to pasture.
  • 61. “Oldies”  Quantitative  Telephone surveys  Internet surveys  Mail Surveys  Intercept Interviewing
  • 62. “Oldies”  Qualitative  Focus groups  In depth interviews  Ethnographies
  • 63. “New Goodies”  Lines between Quantitative and Qualitative research have begun to blur as tools are created to help researchers reach out via internet, social media, and cell phones.  Research can be text based or audio/video, real-time or chronicled.
  • 64. “New Goodies”  Online bulletin boards Credit:
  • 65. “New Goodies”  Web-cam focus groups Credit:
  • 66. “New Goodies”  Text message research Credit:
  • 67. “New Goodies”  Market Research Online Communities…  …MROCs utilize a private social networking platform/website to conduct qualitative marketing research.  A group of community members (from 50-300) who meet specific recruiting criteria are invited to become members.  Once active, members hold discussions with each other, as well as engage in client-directed activities (polls, forums, etc.).  MROCs are typically 3 months, but can be longer. Credit:
  • 68. “New Goodies”  Social Media Market Research is…  …the application of scientific marketing research principles to the collection and analysis of social media data such that valid and reliable results are produced.  Qual, not Quant Credit:
  • 69. “New Goodies”  Social Media market research tools  Embedding surveys into social networking applications and communities. Find out who’s talking the most about you and understand/compare your brand’s share of voice Utilizes proprietary automated content analysis process to provide an in-depth evaluation of your brand on more than 600 different measures.
  • 70. Applications  “New Goodies”  Allow us to reach audiences while crossing zip codes, time zones, and continents.  Provide a range of market research services for a range of budgets  Anonymity = comfort and security = more forthcoming participants
  • 71. Applications  “Oldies”  Tried-and-true: not fads or a struggle to keep up with  KISS  “Barometer, not just Thermometer”
  • 72. Big Question  What’s the right market research method for you?
  • 73. Big Answer
  • 74. Contact Us J. Grant Mizell Michelle Finzel Digital + Emerging Media VP, Full Service Research Ph (410) 922-6600 (410) 922-6600 x109 Fx (804) 225-8347 (410) 922-6675 (fax) gmizell@pulsaradvertising.com mfinzel@mdmarketingsource.com www.pulsaradvertising.com www.mdmarketingsource.com Twitter: @G24NT, @mizellg Twitter: @MDMktingSource