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Nussbaum centerpres final_8.22.11
 

Nussbaum centerpres final_8.22.11

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Digital strategy, content strategy, integrated with brand marketing

Digital strategy, content strategy, integrated with brand marketing

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

    • DIGITAL MARKETING BASICSFrom Confusion to Clarity PATTON BRAND STRATEGY, LLCPATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 2 http://www.youtube.com/watch?v=ypmfs3z8esIPATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 3Welcome!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 PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 4Patton 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. PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 5We’re in the Midst of a Digital Revolution PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 6Confused? You’re Not Alone. PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 7“Experts” Add to the Confusion PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 8Digital Marketing is a Bigger Tool Kit to Createand 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 growBut how does it apply to your business? PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 9Start at the Beginning: Your Business PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 10Business Foundation• Customer understanding • Research, analysis, segmentation, insights• A business plan• Brand architecture • 3 W’s: Who, What, Why• Marketing plan PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 11FOUR DRIVERS OFDIGITAL MARKETINGPATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 121. Customers Choose When, Where, and Howto Listen to You. PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 132. Content Rules PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 143. Analytics are Critical PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 154. It’s a Flat World, Adapt Accordingly• “…ineach 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) PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 16THE MARKETING FUNNELAcquiring Customers: Yesterday and TodayPATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 17The Traditional Marketing Funnel was a PushStrategy“Hey, look what we have for you! You’re gonna loveus!” Awareness Interest Action Loyalty PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 18The New Marketing Funnel is a Pull Strategy“Be there when, where and how I’m ready. Untilthen, don’t bother me” PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 19The New Pull Marketing Funnel“Be there when, where and how I’m ready. Otherwise, don’t bother me”Awareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 20Push Marketing Tool Kit Advertising Print, TV, Radio PR Direct Mail Loyalty Programs Events, Promotions PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 21 Pull Marketing Tool Kit Social Media Email Mobile Internet: SEO, SEMLoyalty Programs Website Direct Mail Events, Promotions Advertising PR PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 22 Pull Marketing Tool Kit Social Media Email Mobile Internet: SEO, SEMLoyalty Programs Website Advertising Events, Promotions PR Direct Mail PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 23WORKING THE NEW MARKETINGPULL FUNNEL TO DRIVE BUSINESSPATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 24Listen “How do I cut a Mango like they do on Food Network?” PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 25Build AwarenessAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 26Reward Engagement “I wonder what else I can do with a mango?”Awareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 27Awareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 28EngagementAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 29Engagement, ActionAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 30Service – Make It EasyAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 31Follow UpAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 32Relevant, Valued, Consistent, Appropriate PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 33Listen “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.” PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 34AwarenessAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 35InterestAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 36EngagementAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 37EngagementAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 38ActionAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 39Listen “I’ve been contacted about a new position at IMC Construction. Wonder what they are like?” PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 40InterestAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 41Engagement and ActionAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 42Listen “We’re thinking about upgrading our dental equipment as we remodel our offices. I wonder what’s out there?” PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 43AwarenessAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 44InterestAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 45EngagementAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 46Action & ServiceAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 47Relevant? Valued? Consistent? Easy? PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 483 Logos. 3 Description Tag Lines. 4 Type Fonts.4 Brand Positions.Who are you, really? What do you do? Why should I care? PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 49Consistent. Relevant. Valued. PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 50Follow Up, Engagement & ActionAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 51Service & Follow Up From: Clay Vickers [mailto:clay@argylesocial.com] Sent: Tuesday, August 16, 2011 9:27 AM To: mamie@pattonbrandstrategy.com Subject: 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. Im just poking around. Dont call me. B. Im interested and if you give me a call at the right time Ill talk for a few minutes. C. Im in the market for new software. Lets chat ASAP. D. These categories are too confining. Ill give you my own answer. Pick one and Ill act accordingly! Cheers, Clay Vickers @clay_vickers (919) 408-7990 x7 Click here to see what our customers think of us: http://ar.gy/customersAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 52Service & Follow Up + Mamie, Thanks for the speedy reply! Of course you can direct them to the whitepaper. Wed love for you to share some Argyle with that group. In fact, Ive 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 VickersAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 53InterestWord of Mouth“It’s a great tool. I use it all the timewhen I moderate focus groups.” PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 54Engagement & ActionAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 55EngagementAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 56EngagementAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 57Service & Follow Up Failure Lost the SaleAwareness Interest Engagement Action Service Follow Up PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 58Hey @mortons can you meet me at newarkwith 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 PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 59DIGITAL STRATEGY & PLANNINGPATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 60Digital Planning Measure & Objectives Strategy Plan Execute Manage• Integrate • Utilize a pull • Plan content • Flatten your • Determine with existing strategy by listening organization the best business & • Build on the to • Assemble analytics to marketing 4 drivers of customers: your team measure plans digital •Solutions • Use outside progress marketing •Information experts and learning •Value • Use the new when against •Access marketing internal goals and • Include funnel knowledge objectives planning for is missing • Establish tests and reporting experiments and dashboards that are right for your needs PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 61Content Strategy Customer Analysis Content Strategy Business Planning Listen Marketing Respond Plan Brand 3 W’s PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 62 The Tool Kit These are just a few of the tools available. Use it to start your own tool kit.Website SEO & SEM Social Media Content Email Mobile Management Analytics &“Tool Central” Drive awareness Awareness, Sharing Interest, Interest, Content Reportinginterest, & interest interest, Drive awareness, engagement, engagement, management,engagement, engagement, interest, action, service, action, service, processaction, service, action, service, engagement follow up follow up managementfollow up follow upwww.me.com Google Twitter StumbleUpon Constant Existing Apps Argyle Google Contact Analytics Bing Facebook Digg MailChimp Your Company HootSuite Klout Apps Yahoo LinkedIn Reddit Promotions SocialFlow (for HubSpot Twitter) Google+ Slideshare Groupon HubSpot Argyle Foursquare YouTube Foursquare Webtrends IBM Core Metrics Groupon Del.icio.us QRC’s Clicky YouTube ShareThis TweetDeck Skype WordPress Gaming PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011 Communities
    • 63SummaryUse digital marketing to create and strengthen the forces ofattraction between your customers and your business.1. Understand your customer2. Business plan > marketing plan > digital plan3. Adopt the pull marketing funnel4. Employ the 4 drivers for success5. Content rules! Relevant, valued, free6. Use your digital toolkit to ignite momentum in each phase of the marketing funnel PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 64Things 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 PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 65Tips 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 PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 66Conclusion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 PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 67Thank You! mamie@pattonbrandstrategy.com www.pattonbrandstrategy.com 336.880.8611 http://pattonbrandstrategy.wordpress.com/ http://www.linkedin.com/in/mamiepatton http://twitter.com/mamiep PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 68Resources http://www.theconversationprism.com/ PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 69HubSpot http://www.hubspot.com/essential-guide-to-internet-marketing/ PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 70Resources MarketingProfs: Marketing Resources for Marketing Professionals marketingprofs.com PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 71ResourcesSocial Media Argyle Social How to do Social Media http://ar.gy/greensboro1 How to Conduct a Social Media Review http://ar.gy/greensboro2 Attirbution & Social Media Marketing http://ar.gy/greensboro3 ROI Attirbution & Social Media Marketing ROISocial Media Examiner All things about Social Media http://www.socialmediaexaminer.com/Launch: How to Quickly Propel Your A social media content strategy and http://www.amazon.com/Launch-Quickly-Propel- Business-Business Beyond the Competition planning book by Michael Stelzner, editor Competition/dp/111802723X/ref=sr_1_1?s=books&ie of Social Media Examiner =UTF8&qid=1313976259&sr=1-1Content Planning Content planning calendar template http://www.theloudfew.com/blog/an-editorial- calendar-template-for-you-and-your-sanity/Hubspot Online Marketing Management Tools for http://www.hubspot.com/ Small/Medium Companies. Extensive digital marketing resources.CMO Guide to Social Media From CMO.COM, the CMO’s visual chart http://www.cmo.com/social-media/cmos-guide-social- media-landscape guide to the digital landscape PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 72ResourcesSocial MediaSocial Media Infographics Brain Solis & Jess3 provide powerful http://www.theconversationprism.com/ visual graphics of the social landscapeBrian Solis’ Blog Great updates on the social landscape, http://www.briansolis.com/ innovative thinkingWho’s Blogging What Email newsletter for web marketing http://www.whosbloggingwhat.com professionals PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 73ResourcesStrategy and ManagementB2B Online Strategic marketing for B2B http://www.btobonline.com/Exact Target Campaign management and more http://www.exacttarget.com/solutions/small- business.aspx/?intID=Home_Seg_SmallBizEloqua Marketing automation & revenue http://www.eloqua.com/ performance management. Extensive information resources.McKinsey Consulting Flattening the organization in an era of https://www.mckinseyquarterly.com/Marketing/Strat egy/Were_all_marketers_now_2834 engagement. “We’re all marketers now Engaging customers today requires commitment from the entire company—and a redefined marketing organization.” JULY 2011 • Tom French, Laura LaBerge, and Paul MagillMarketing Profs Extensive marketing resources including http://www.marketingprofs.com/ digitalCMO.COM CMO’s guide to the digital landscape http://www.cmo.com/social-media/cmos-guide-social- media-landscape PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011
    • 74PATTON BRAND STRATEGY, LLC ©Patton Brand Strategy, LLC 2011