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Nussbaum centerpres final_8.22.11
 

Nussbaum centerpres final_8.22.11

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Digital Marketing Strategy: the drivers behind it, creating a strategic plan, developing content sharing.

Digital Marketing Strategy: the drivers behind it, creating a strategic plan, developing content sharing.

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  • Digital Marketing Basics – From Confusion to Clarity. There is so much noise in the business world about social media, web sites, email, etc., it can be overwhelming. I’ll show you a logical, realistic approach to help you focus on what’s important to your business.
  • according to your customers’ standards, not yours, but delivering it is not. Plan for appropriate staffing, external resources and consulting experts
  • according to your customers’ standards, not yoursListen to your customersMake your content valuedContent should be free, but delivering it is not. Plan for appropriate staffing, external resources and consulting experts
  • Define what you want to measureGet expert adviceExperiment Making mistakes is an inherent part of the processReports for key audiencesDigital analytics are still evolvingClicksConversionsFan demographicsNumber of followersSentimentGeoEtc.– use a “Why and What if” philosophyWhat’s the best analytics for your particular needsWhat’s the best way to communicate to senior staff
  • Transparency reignsYour culture is your brand (Zappo’s)The entire organization is the marketing team
  • It’s about having the right tools and knowing how to use them.
  • As marketers, we can’t manage every action. Instead, we need to provide opportunity to stimulate interaction that creates more prospects and customers in the marketing funnel.
  • Be the easiest one to findDirect them to your websiteWho are you?What do you do?
  • Who are you?What do you do?Why should I care?
  • Be There When and Where I Want You
  • CONTENT is about them, not you!
  • As marketers, we can’t manage every action. Instead, we need to provide opportunity to stimulate interaction that creates more prospects and customers in the marketing funnel.
  • Integrate with your marketing planUse the marketing funnelUse a pull strategyPlan your content to match customer desiresPull strategyContentAnalyticsFlatten your organization

Nussbaum centerpres final_8.22.11 Nussbaum centerpres final_8.22.11 Presentation Transcript

  • Digital marketing basics
    From Confusion to Clarity
    PATTON BRAND STRATEGY, LLC
  • http://www.youtube.com/watch?v=ypmfs3z8esI
    2
    SocialnomicsYoutube Video
    http://www.youtube.com/watch?v=ypmfs3z8esI
  • Welcome!
    Today:
    How to use digital marketing to grow your business
    Understanding the drivers of digital marketing
    Creating and implementing strategic digital plans
    Developing a content strategy that drives engagement
    3
  • Patton Brand Strategy
    Brand strategy > more customers > better ROI and profitability
    Be smarter
    Investing in websites, social media, advertising and promotions without a strategic plan is a fast trip to wasted spending and underperforming ROI.
    4
  • We’re in the Midst of a Digital Revolution
    5
  • Confused? You’re Not Alone.
    6
  • “Experts” Add to the Confusion
    7
  • Digital Marketing is a Bigger Tool Kit to Create and Keep Customers
    The revolution has changed how people socialize, work and shop
    The toolkit helps us adopt to those changes and provides new opportunities to grow
    But how does it apply to your business?
    8
  • Start at the Beginning: Your Business
    9
  • Business Foundation
    Customer understanding
    Research, analysis, segmentation, insights
    A business plan
    Brand architecture
    3 W’s: Who, What, Why
    Marketing plan
    10
  • Four Drivers of Digital Marketing
    11
  • 1. Customers Choose When, Where, and How to Listen to You.
    12
  • 2. Content Rules
    13
  • 3. Analytics are Critical
    14
  • 4. It’s a Flat World, Adapt Accordingly
    “…in each new information revolution, decision rights have been pushed lower in the organization.”
    A Long-Wave Theory on Today’s Digital Revolution
    Historian Elin Whitney-Smith (Booz & Co. http://www.strategy-business.com/article/00074?pg=all)
    15
  • The Marketing Funnel
    Acquiring Customers: Yesterday and Today
    16
  • The Traditional Marketing Funnel was a Push Strategy
    “Hey, look what we have for you! You’re gonna love us!”
    Loyalty
    Interest
    Action
    Awareness
    17
  • The New Marketing Funnel is a Pull Strategy
    “Be there when, where and how I’m ready. Until then, don’t bother me”
    18
  • The New Pull Marketing Funnel
    “Be there when, where and how I’m ready. Otherwise, don’t bother me”
    Awareness
    Interest
    Engagement
    Follow Up
    Service
    Action
    19
  • Push Marketing Tool Kit
    Advertising
    Print, TV, Radio
    Direct Mail
    Events, Promotions
    PR
    Loyalty Programs
    20
  • Pull Marketing Tool Kit
    Social Media
    Email
    Mobile
    Internet: SEO, SEM
    Website
    Events, Promotions
    Direct Mail
    PR
    Loyalty Programs
    Advertising
    21
  • Pull Marketing Tool Kit
    Social Media
    Email
    Mobile
    Internet: SEO, SEM
    Loyalty Programs
    Website
    Events, Promotions
    Direct Mail
    PR
    Advertising
    22
  • Working the new marketing Pull Funnel to drive business
    23
  • Listen
    “How do I cut a Mango like they do on Food Network?”
    24
  • Build Awareness
    Action
    Awareness
    Interest
    Engagement
    Follow Up
    Service
    25
  • Reward Engagement
    Action
    Awareness
    Interest
    Engagement
    Follow Up
    Service
    “I wonder what else I can do with a mango?”
    26
  • Action
    Awareness
    Interest
    Engagement
    Follow Up
    Service
    27
  • Engagement
    Action
    Awareness
    Interest
    Engagement
    Follow Up
    Service
    28
  • Engagement, Action
    Action
    Awareness
    Interest
    Engagement
    Follow Up
    Service
    29
  • Service – Make It Easy
    Action
    Awareness
    Interest
    Engagement
    Follow Up
    Service
    30
  • Follow Up
    Action
    Awareness
    Interest
    Engagement
    Follow Up
    Service
    31
  • Relevant, Valued, Consistent, Appropriate
    32
  • Listen
    “We’re going to expand business and build three new retail stores in the NYC area over the next two years. I need to find the right construction company.”
    33
  • Awareness
    Action
    Awareness
    Interest
    Engagement
    Follow Up
    Service
    34
  • Interest
    Action
    Awareness
    Interest
    Engagement
    Follow Up
    Service
    35
  • Engagement
    Action
    Awareness
    Interest
    Engagement
    Follow Up
    Service
    36
  • Engagement
    Action
    Awareness
    Interest
    Engagement
    Follow Up
    Service
    37
  • Action
    Action
    Awareness
    Interest
    Engagement
    Follow Up
    Service
    38
  • Listen
    “I’ve been contacted about a new position at IMC Construction. Wonder what they are like?”
    39
  • Interest
    Action
    Awareness
    Interest
    Engagement
    Follow Up
    Service
    40
  • Engagement and Action
    Action
    Awareness
    Interest
    Engagement
    Follow Up
    Service
    41
  • Listen
    “We’re thinking about upgrading our dental equipment as we remodel our offices. I wonder what’s out there?”
    42
  • Awareness
    Action
    Awareness
    Interest
    Engagement
    Follow Up
    Service
    43
  • Interest
    Action
    Awareness
    Interest
    Engagement
    Follow Up
    Service
    44
  • Engagement
    Action
    Awareness
    Interest
    Engagement
    Follow Up
    Service
    45
  • Action & Service
    Action
    Awareness
    Interest
    Engagement
    Follow Up
    Service
    46
  • Relevant? Valued? Consistent? Easy?
    47
  • 3 Logos. 3 Description Tag Lines. 4 Type Fonts.4 Brand Positions.
    Who are you, really? What do you do? Why should I care?
    48
  • Consistent. Relevant. Valued.
    49
  • Follow Up, Engagement & Action
    Action
    Awareness
    Interest
    Engagement
    Follow Up
    Service
    50
  • Service & Follow Up
    Action
    Awareness
    Interest
    Engagement
    Follow Up
    Service
    From: Clay Vickers [mailto:clay@argylesocial.com] Sent: Tuesday, August 16, 2011 9:27 AMTo:mamie@pattonbrandstrategy.comSubject: Quick question for you...
     
    Howdy Mamie,
    I saw that you downloaded an Argyle white paper and registered for our webinar the other week. I hope you were able to join us! I do have a question for you. Which of the following best describes you?
    A. I'm just poking around. Don't call me.B. I'm interested and if you give me a call at the right time I'll talk for a few minutes.C. I'm in the market for new software. Let's chat ASAP.D. These categories are too confining. I'll give you my own answer.
    Pick one and I'll act accordingly!
     
    Cheers,
     Clay Vickers
    @clay_vickers(919) 408-7990 x7
    Click here to see what our customers think of us: http://ar.gy/customers
    51
  • Service & Follow Up +
    Action
    Awareness
    Interest
    Engagement
    Follow Up
    Service
    Mamie,Thanks for the speedy reply! Of course you can direct them to the whitepaper. We'd love for you to share some Argyle with that group. In fact, I've gone ahead and created two custom URLs that you can give to people at the conference to use to download the whitepapers. Might make it easier for them to remember where to go to get the whitepapers:
     
    http://ar.gy/greensboro1
    http://ar.gy/greensboro2
    http://ar.gy/greensboro3
     
    So, do you think you will be able to use those? Is there any other way I can be helpful by sharing more information about Argyle Social?Cheers,
     Clay Vickers
    52
  • Interest
    Word of Mouth
    “It’s a great tool. I use it all the time when I moderate focus groups.”
    53
  • Engagement & Action
    Action
    Awareness
    Interest
    Engagement
    Follow Up
    Service
    54
  • Engagement
    Action
    Awareness
    Interest
    Engagement
    Follow Up
    Service
    55
  • Engagement
    Action
    Awareness
    Interest
    Engagement
    Follow Up
    Service
    56
  • Service & Follow Up Failure Lost the Sale
    Action
    Awareness
    Interest
    Engagement
    Follow Up
    Service
    57
  • 'Hey @mortons can you meet me at newark with a porterhouse when I land in two hours, k, thx.:)'
    http://www.huffingtonpost.com/2011/08/18/peter-shankman-mortons-steak-tweet_n_930744.html
    58
  • Digital Strategy & Planning
    59
  • Digital Planning
    • Integrate with existing business & marketing plans
    • Utilize a pull strategy
    • Build on the 4 drivers of digital marketing
    • Use the new marketing funnel
    • Plan content by listening to customers:
    • Solutions
    • Information
    • Value
    • Access
    • Include planning for tests and experiments
    • Flatten your organization
    • Assemble your team
    • Use outside experts when internal knowledge is missing
    • Determine the best analytics to measure progress and learning against goals and objectives
    • Establish reporting and dashboards that are right for your needs
    60
  • Content Strategy
    Customer Analysis
    Content Strategy
    Listen
    Business Planning
    Respond
    Marketing Plan
    Brand
    3 W’s
    61
  • The Tool Kit
    These are just a few of the tools available. Use it to start your own tool kit.
    62
  • Summary
    Use digital marketing to create and strengthen the forces of attraction between your customers and your business.
    Understand your customer
    Business plan > marketing plan > digital plan
    Adopt the pull marketing funnel
    Employ the 4 drivers for success
    Content rules! Relevant, valued, free
    Use your digital toolkit to ignite momentum in each phase of the marketing funnel
    63
  • Things to Watch Out For
    Putting the cart before the horse – begin with your brand and your marketing plan
    Make sure your content is valuable from a customer perspective, not yours
    Don’t buy into your own myth (internal speak rather than customer speak)
    Failing to have a consistent messaging strategy and content plan
    Under estimating the time commitment
    Failing to measure
    Failing to fail – test, try, experiment
    Not hiring external expertise to provide missing knowledge
    64
  • Tips from Those Who Have Been There
    It’s not free
    Be prepared to commit time
    Use a content calendar to keep consistency and energy
    There are no silver bullets; be patient, keep reasonable expectations
    Stay focused on your plan – don’t fall for the newest shiny ball
    Small steps
    Be playful, experiment
    Mistakes are part of a good marketing process
    65
  • Conclusion
    • How to use digital marketing to grow your business
    • Understanding the drivers of digital marketing
    • Creating and implementing strategic digital plans
    • Developing a content strategy that drives engagement
    66
  • Thank You!
    mamie@pattonbrandstrategy.com
    www.pattonbrandstrategy.com
    336.880.8611
    http://pattonbrandstrategy.wordpress.com/
    http://www.linkedin.com/in/mamiepatton
    http://twitter.com/mamiep
    67
  • Resources
    http://www.theconversationprism.com/
    68
  • http://www.hubspot.com/essential-guide-to-internet-marketing/
    HubSpot
    69
  • Resources
    70
    MarketingProfs: Marketing Resources for Marketing Professionals
    marketingprofs.com
  • Resources
    71
  • Resources
    72
  • Resources
    73
  • 74