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Non-traditional Media to Spark Customer Engagement, Market Research Methods: Oldies and New Goodies

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October 20, 2010 at the Virginia State Capitol ...

October 20, 2010 at the Virginia State Capitol

Non-traditional Media to Spark Customer Engagement, presented by Grant Mizell, Pulsar Advertising

Summary: Discovering not just the why or what these new mediums are, but how to integrate them into our current marketing strategies, with fewer marketing dollars. In three parts, 1) A Twist on Traditional Media; 2) New Media Engagement; and 3) The Shift to Mobile

Market Research Methods: Oldies and New Goodies, presented by Michelle Finzel, Maryland Marketing Source & Bay Area Research

Summary: Market research methods are constantly evolving with changing media. Learn what "New Goodies" are out and how they may benefit when quantifying your marketing results. Additionally, make sure you know which "Oldies" stand the test of time, proving over and over why they should be trusted.

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  • Fully integrated and full-service advertising, PR/PA, social networking agency 18 year history developing brands Offices in Richmond, Washington, DC, New York, Los Angeles, and San Francisco SWAM Certified (DBE as well) Magnify the Ripple Effect
  • In “Old School” traditional marketing campaigns, we’re used to funneling our dollars to a single goal of behavior change and converting consumers into buyers of our message or product.
  • With the rise of internet, email and social networks integrated more and more into our daily lives, the funnel becomes expanded out based on consumer engagement with the product/message and the [social] sharing of that experience across their networks. We utilize this knowledge investing in a more diverse marketing plan, with a focus on user involvement, engagement, trial and experience. Social sharing of current brand ambassadors (current users/believers) with positive experiences, generates Word of Mouth interest gathering new customers and ultimate conversion.
  • The importance of the integrated marketing campaign stems from all the ways we now receive messages. Think back to the late 80s, early 90s, when we marketers were awed by the targeting power of Direct Mail (targeting messaging down to the Zip Code). Then email in the mid to late 90s, allowed us to target even further, and more affordably.
  • Now social networks allow us to target even more, based on our embedded profiles, likes and interests.
  • Now we have to understand our target audience much more, to find the right media mix to reach them.
  • When polling today’s audience during RSVP, it’s clear that we’re all marketing. And most even understand the importance of online marketing and even social media. But there’s still a slow move into the mobile space. For those reasons we’ll go over more “How to” when speaking on those elements, and more of the “ What does it mean” and “Why should I care” when discussing mobile.
  • We’ll divide up the non-traditional tactics you can use in your integrated marketing campaigns, in three ways. First we’ll look at ways to twist traditional media. Then we’ll discuss ways to engage through new media and social. Finally we’ll discuss how the shift to mobile is taking place and what it means for our marketing plans.
  • First, look at the resources you already have. Look at current partnerships, your staff, etc, and think about expanding their role. Can you think of staff whose role you could expand? Our example. Using VDOTs internal video editors, we create Video News Releases we distribute on YouTube and can be used by the press, if so inclined.
  • Invest in a little training or take an internal audit of skills, and transform traditional Press Releases into more multimedia versions, with embedded links and buttons. During the Virginia Tax Amnesty campaign, we created multimedia Press Releases with links to additional content, our social networks and campaign commercials.
  • Next, think about revamping or reinventing mediums in unexpected ways.
  • Has anyone ever gotten stuck in congestion caused by Northern Virginia road construction? Pulsar was tasked with communicating the road projects, delays and detours to residents across the region. The message seemed to be too big for ad, so we created the Megaprojects newspaper insert, funded almost entirely with outside advertising. The result after printing, stuffing and distribution to 500k homes -- 5¢ per impression.
  • It’s hard not to notice HCA’s new campaign promoting the wait time at their area hospital ERs. They’ve repurposed billboards for a major 2-way benefit. Providing consumers the wait time before they walk in the door is a great public service, but also helps the hospitals even out traffic throughout the region. FYI, there’s also a text message component to this campaign, where you can text in to get wait times for the closest ERs using your Zip code.
  • A final tactic I want to touch on, is the power of crowdsourcing. A cost efficient way to learn more about your consumers’ needs. Think about it as outsourcing input directly from your customers, via open-ended questions on your social networks, surveys and polls, or even encouraging comments on blog posts, etc. An easy explanation of crowdsourcing would be American Idol. Think of how the judging has completely been outsourced to the audience, engaging viewers through participation.
  • Here’s a wonderful case study on crowdsourcing for urban planning. Some Virginia Tech graduate students partnered with local planners. The result, an interactive Google map studying residents transit habits. Locals can go on and draw out their frequent bike or walk paths. The information will be used when distributing funds for bike/walk path development. So how can user input make your business, product or message better? And what’s the best way to invite it?
  • My crowdsourcing of respondents to today’s workshop, determined how I could best gear the presentation and following discussion. The results show many of you are participating in social media and even a few of you really understand the value of the channels as two way conversation mediums. Social sharing, I’m sure most of you here are guilty of in some degree as individuals. But why and how do businesses start using it? VDOT’s use of youtube and more recently, flickr, came out of a need for data storage and a lack of funding. Now they send press directly to the channels download photos, and use YouTube for video press releases. It sounds like most of you get this opportunity for free data hosting or using the channel to post or broadcast your message. Then others see the value of conversing with consumers over your brand or product. Let’s discuss why and how that works. The next focus of our discussion will center on that very topic. Engaging through new and social media.
  • Transparency is the underrated, highly beneficial result of a two-way conversation with your customers via Social Media channels. Broadcasting your message is fine, and a well-equipped, efficient use of the free mediums, but the real value comes from listening and quickly being able to address issues as they arise. This is often what has agency heads and CEOs nervous, believing their audience could turn on the brand and they may lose control. The important thing to remember is this: in this day of rapid social sharing between consumers, the conversation will take place, but you can only help shape it if you’re participating to begin with. There are hundreds of case studies where letting issues stir and brew ends often ends up much worse than facing it head on. Think of Social Media as an avenue to listen and attack the issues faster. What are some examples? In the Digital World or the Real world? Tylenol, Ford/Firestone, Toyota
  • Who hasn’t heard of YouTube? One of the biggest reasons it became so popular, so fast is because it gave users the power to produce their own content. Another factor is the authenticity of the content. The top ranking videos are rarely highly-produced or corporate-sponsored. How are some ways you could engage your audience or encourage User Generated Content? Think about creating competitions or at the end of your own shared video, adding a blip at the end challenging viewers to make their own response videos.
  • UGC doesn’t always have to be digital. Here’s a great example of inviting users (or commissioning artists) to build something interesting around your brand -- in this case Chalk Art. These 3D drawings only appear 3D from one angle, so their made for users sharing it via camera phones, etc. Think about other ways you can engage your audience and incite UGC… e.g., Twt/Fb/YT Competitions
  • Geo-Social or Location-Based Networks have the potential to connect with users on the move, and on the ground, in real-time.
  • SCVNGR, on the far left, engages users through a myriad of challenges to complete at any single location/checkin. An evident trend on the rise and not going away any time soon, Facebook jumped onboard recently, integrating “Places” (seen in the middle) into their mobile app. But the big boys on the block are no doubt, Foursquare and Gowalla.
  • In short, the goal is 1) to increase traffic; and 2) broaden awareness, much further than your own social reach. Sometimes our social audience isn’t spreading the message fast enough. To expand your reach beyond, look to social and search advertising. At cost-per-click, it’s extremely cost effective because it may be shown along a search sidebar a hundred times but you only pay when someone actually clicks it.
  • The RTD does a great job getting the news out of local events or their Public Square forums through their Facebook and Twitter audience. But if you’re not a fan or a follower, the message is lost. Using Facebook advertising or Promoted Tweets, they could exponentially increase the reach to drum up more attendees.
  • Starting from the lower-left corner, moving clockwise, you can see an example of a Facebook Ad, then the recently started Promoted Tweets, and finally some Google AdWords ads. Facebook advertising offers unprecedented Return on Investment, mainly because of its user profiling-ability. Google AdWords recently started offering Click-to-Call and Click-to-Map links when searching on a mobile phone. All options make great, cost-efficient tools for competition promotion, giveaways, event support, while increasing traffic and broadening reach.
  • Mini Cooper made a great call-to-action when creating a specific landing page to promote an event. Clicking on the link from the Facebook Ad redirected you to a particular tab of their Facebook Page. Custom tabs or landing pages within your Facebook Page only take simple html.
  • Before we address some of the opportunities of Mobile, we should understand how the shift is taking place and why you should take notice.
  • http://www.usatoday.com/tech/wireless/2010-03-01-news-cellphone_N.htm http://www.nytimes.com/2010/05/14/technology/personaltech/14talk.html These stats show a trend of dramatic increase of use shifting toward our mobile phones. (Ironic to call them that anymore, because many of us use the device for so many reasons beyond simply talking.)
  • http://www.slideshare.net/CMSummit/ms-internet-trends060710final Here’s proof of the rapid use of mobile web. When thinking back, it often seems AOL really took off in a matter of a few years. But in comparison to how fast Mobile Web has taken off since the inception of iPhone and iPod Touch (through wifi), it’s growing roughly 4 times faster.
  • http://bits.blogs.nytimes.com/2010/07/07/increased-mobile-web-use-and-the-digital-divide/?emc=eta1 The Mobile Web is being endorsed in the greatest droves, by household incomes under $30k/annually, as the primary internet connection. There are parts of Africa (where mobile internet is much more reliable and accessible) that are having addiction problems to mobile devices. They use mobile devices for connection, shopping, gaming, etc.
  • http://www.slideshare.net/CMSummit/ms-internet-trends060710final Back in the US, smartphones have seen a dramatic rise to power. Next year will see the devices outsell traditional “feature” phones and 2012 will find them outselling computers, both desktops and laptops combined. So how do we use the mobile device within integrated marketing plans?
  • A Text/SMS campaign has broad reach, as even traditional mobile phones have the functionality and many are using the feature in increasing numbers. For a few hundred dollars a month you can secure a 5-digit shortcode and service that collects numbers and schedules out-bound messages.
  • It’s hard to forget the powerful text-to-donate campaign, the Red Cross put together for the Haiti relief efforts. And on the right, see the text component to HCA hospitals ER wait-time campaign. I also subscribe to Tarrant’s (Café/Restaurant on the corner of Jefferson & Broad) SMS. Once every couple of weeks, they send me info on their Happy Hour specials, lunch specials, even discounts.
  • Look directly in the middle along the right-hand side. Someone read it for me. Another cost effective way to promote your message is encouraging the SMS subscription to your tweets…
  • or subscription to Facebook Page updates. LOOK at the lower left-hand corner. What do you see?
  • Smarthphones enable a wide range of engagement tools. Think about how you can integrate GPS, or a compass application, a phone’s camera, emailing or text capabilities, even barcode reading, to make a campaign or just one execution, that much more engaging.
  • http://www.mobilemarketer.com/cms/news/associations/3665.html Dockers used the accelerometer in the iPhone to create one of the first interactive ads. Every shake of the phone, would have the subject do a little breakdancing. The engagement of the ad increased the response of the ad exponentially. Additionally, ads can now load videos, even link to online content without leaving the phone application.
  • A smartphone’s camera is more and more commonly finding use as a tool. Newer Android phones are delivered with the software built in, other smartphones only require an application download. The phone’s camera now acts as a shortcut to bypass keying in a url (on the tiny keyboard using your thumbs) and get you straight to the content. A shortcut to coupons, a shortcut to video, a shortcut to product ratings, a shortcut to real-time bus/rail tracking, etc.
  • For example, downloading the app and snapping this tag links to my personal vCard (virtual business card).
  • The era of WOM is over. It’s these tactics and strategies that can help you adjust for the rapid-fire, social sharing World of Mouth of today.
  • Like we said, know your competition. And Ford is certainly it. The strongest of the 3 Domestics after rejecting the bailout, Ford has also proven their risks aren’t so risky. To launch the Ford Fiesta they planned on snagging from their European market, Ford decided against traditional advertising (and all good sense) and gave 100 cars away to 100 socially-savvy, but otherwise typical, consumers for six months with the requirement of several missions. These missions, after completion, had to be submitted through social channels such as Twitter, YouTube, Facebook, and Flickr.
  • Their social channels are now overflowing with authentic content, highlighting the car in everyday settings. And has been shared, viewed and reshared, some hundreds of times over.
  • Adapting to the appeal, Ford cleverly incorporates it into their homepage for the Fiesta, literally allowing you to “experience” the Fiesta on your own or through other’s documented experiences.
  • Post the 6 month social awareness campaign, Ford found 37% pre-launch awareness among Millenials, almost identical to the Ford Focus several years ago with Millions in traditional advertising spend. James Farley puts it best, “You can’t just say it. You have to get the people to say it to each other.” Resulting from the Fiesta campaign, Ford has now moved 25% of their annual marketing spend to Digital/Social Media. What they’re paying hundreds of thousands to companies to run their social/digital, we can train from within and accomplish similar goals on a smaller scale.
  • http://mashable.com/guidebook/twitter/ http://oneforty.com/ http://mashable.com/twitterlists/ http://www.zdnet.com/blog/weblife/how-mass-transit-integrates-with-foursquare/1642 http://www.bart.gov/news/articles/2010/news20100505.aspx http://www.adweek.com/aw/content_display/creative/new-campaigns/e3i962c9998ff4ef12fcaf6d1f0f54f2e83 http://cotweet.com/ http://hootsuite.com/ http://ping.fm/ http://www.youtube.com/user/Socialnomics09 http://socialnomics.net/2010/05/05/social-media-revolution-2-refresh/ http://www.slideshare.net/mzkagan/what-the-fk-social-media http://www.slideshare.net/CMSummit/ms-internet-trends060710final http://mashable.com/2009/10/02/fiesta-movement-numbers/
  • The Secret Sauce of Social Marketing http://experiencematters.criticalmass.com/2010/05/19/the-secret-sauce-of-social-media-marketing-3-common-client-questions-answered/?utm_source=feedburner&utm_medium=twitter&utm_campaign=Feed%3A+experiencematters+%28Experience+Matters%29 5 Tips to Convince the Boss http://www.newageofmarketingandpr.com/2010/03/5-tips-to-convince-your-boss-to-engage.html Adding Blogger Outreach to Your PR Plan http://mashable.com/2010/04/23/blogger-outreach-pr/ 10 Ways to Initiate Social Conversation http://expeditusmedia.com/10-ways-to-initiate-a-conversation-on-the-social-web Social ROI http://www.bitrebels.com/social/measure-social-media-roi/ Facebook Stats http://www.facebook.com/press/info.php?statistics Social Media Business Tools http://mashable.com/2009/10/26/socia-media-entrepreneurs/
  • Keep in mind these rules of engagement, when attracting new customers via social media or mobile. *USP: Unique Selling Point
  • I challenge you…
  • Quantitative Services Telephone interviewing On-site interviewing Web-based interviewing Mail surveys Programming Data entry Qualitative Services Focus group facility Screener development Local and National focus group recruitment services In-depth interviewing Product testing Qualitative Research Consultants / Moderation services Full Services Questionnaire development Statistical analysis Data coding & tabulation Detailed, written reports Oral presentations Project management services
  • Online bulletin boards Considered qualitative in nature Asynchronous web-based discussion Groups of 10-30 Participants recruited for each board Typically 3-5 days of discussion (but can vary greatly) Primarily text-based responses Can also include closed-ended survey and polling questions Participants typically log in 2-3 times per day Moderator logs in and probes/responds/adapts Clients can observe in real time
  • Webcam Focus Groups Real-time, web based, qualitative tool Moderator/Clients/Participants can be at their home or office, using a computer anywhere in the world Everyone is interacting in real-time with the video feeds and content 1-8 participants 60-90 minutes or more Cover about the same amount of content as a traditional focus group Interactive platforms allow moderator and participants to upload photos and videos, and use tools to mark up collateral
  • Text message research Participants receive questions and assignments from their Moderator via text message They respond back just by sending a reply message Questions can be assignment-based, open-ended, or survey Questions are programmed ahead of time Participants typically answer within 15 minutes of receipt

Non-traditional Media to Spark Customer Engagement, Market Research Methods: Oldies and New Goodies Presentation Transcript