Digital Marketing for the Motor Trade


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A one hour presentation I did for marketers in the motor trade on digital marketing

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  • September 5, 2011 HP Confidential
  • Discuss language and translation issues – words mean diff things in diff cultures....
  • Digital Marketing for the Motor Trade

    1. 1. Digital Marketing The Future (or the present?) Nick Baggott FCIM FIDM [email_address] Twitter @njbaggott
    2. 2. Introduction: <ul><li>Nick Baggott FCIM, FIDM, Course Director CIM </li></ul><ul><ul><li>Navigate Consulting (Digital & CRM) </li></ul></ul><ul><ul><li>Microsoft, Google, HP, RBS, Lloyds, Legal & General, American Idol, Jani King, Juniper Networks, Reuters </li></ul></ul><ul><ul><li>Chemistry Communications Group, Group CSD </li></ul></ul>
    3. 3. Agenda <ul><li>Trends </li></ul><ul><li>Engagement Model </li></ul><ul><li>Acquisition Channels </li></ul><ul><li>Engagement Channels </li></ul>
    4. 4. How the world is changing... “ The same rules still apply: We are just working on a broader canvas with a richer set of colours” Mohan Sawhney Kellogg School of Management OLD RULES – NEW TOOLS
    5. 5. Web 2.0 <ul><li>Interrupt to Engage </li></ul><ul><li>Push to Pull </li></ul><ul><li>Viewer to Participant </li></ul><ul><li>Solitude to Sharing </li></ul><ul><li>Authority to Recommendation </li></ul><ul><li>Brand control to Brand co-creation </li></ul><ul><li>Quarterly to Dynamic </li></ul>
    6. 6. Semantic / Personalised Web
    7. 7. Implications for brands <ul><li>Changing the rules </li></ul><ul><ul><li>Authority to recommendation </li></ul></ul><ul><ul><li>More openness & honesty </li></ul></ul><ul><ul><li>Engage in the conversation / Sharing </li></ul></ul><ul><ul><li>Accessibility of information / when I want it </li></ul></ul><ul><li>New communication channels </li></ul><ul><ul><li>Blogs, bloggers, communities, search, social networks </li></ul></ul><ul><li>A more personal view of the organisation </li></ul><ul><ul><li>Not marketing / corporate speak </li></ul></ul><ul><li>“ Increases the velocity of execution” </li></ul>
    8. 8. Trends & Stats
    9. 9. Mobile is coming fast.................
    10. 10. eConsultancy Social Media Global Stats *1 in 12 people in the world! Statistic March 2011 March 2010 Sept 2010 Facebook active users 640m* 350m 250m Facebook daily users % 50% 50% Facebook mobile users 200m 65m Facebook content (links, stories, posts...) 7bn 3.5bn Twitter registered users 175m 75m 10m Tweets per day 95m 27m LinkedIn 100m 50m 49m Flickr (number of images hosted) 5bn 4bn Wikipedia articles 17m 14m
    11. 11. However – what about the early adopters?
    12. 12. Planning a Digital Campaign
    13. 13. ATL PR Search Online Ads etc. Facebook Twitter YouTube Email etc. Awareness and Acquisition Reach, Targeting, CTR Engagement and Advocacy Repeat visits, dwell time, referrals
    14. 14. 4 th Annual Online Customer Engagement Survey 2010 (cScape)
    15. 15. 4 th Annual Online Customer Engagement Survey 2010 (cScape)
    16. 16. Navigate Behavioural CRM Framework ACQUIRE PARTICIPATE SHARE ENGAGE Copyright: Navigate Consulting Ltd 2011
    17. 17. Digital media choices... STAGE CHANNELS Share Viral, Retweets, social media sharing Engage Webinars, events, crowd sourcing, podcasts, Twitter, YouTube channel, wikis, forums Participate Blog, web site design, web surveys, quick video testimonials, landing pages Acquire Search, thought leadership, digital PR, online advertising, influencing blogs
    18. 18. Acquisition Channels Search & Display
    19. 20. Contextual Advertising
    20. 21. Behavioural Targeting
    21. 22. Linked In Ad Planning
    22. 23. Recognise the Leads......
    23. 24. Engage - Social Media in B2B
    24. 25. YouTwitFace……
    25. 26. Facebook – Reach, Targeting & Engagement <ul><li></li></ul>
    26. 27. Facebook’s value proposition Create Involvement Connect with people that identify with your brand Trusted Referrals Give a person reasons to share your brand Go Viral Watch your message spread person to person
    27. 28. Engage with the ads <ul><ul><li>Become A Fan </li></ul></ul><ul><ul><li>Video Comment </li></ul></ul><ul><ul><li>Event RSVP </li></ul></ul><ul><ul><li>Gifting </li></ul></ul><ul><ul><li>Polling </li></ul></ul><ul><ul><li>Newsfeed Story </li></ul></ul>
    28. 29. Getting Seen on Facebook Recency Edge Weight Affinity
    29. 30.
    30. 31. Moonfruit Twitter # <ul><li>Keep it simple...... </li></ul><ul><li>Viral promotion </li></ul><ul><li>Mention #Moonfruit in status update </li></ul><ul><li>Win Apple products </li></ul><ul><li>500,000 tweets </li></ul>
    31. 32. Trust / Reputation Management <ul><li>Vodafone posts this Tweet </li></ul><ul><ul><li>“ VodafoneUK is fed up of dirty homo's and is going after beaver.“ </li></ul></ul><ul><li>Customers assumed it was a hacker </li></ul><ul><li>In fact, it was from a disgruntled Vodafone customer services rep in Stoke, who was authorised to tweet </li></ul><ul><ul><li>Who claimed to have thought he was logged into his personal Twitter account </li></ul></ul><ul><li>What would you do? </li></ul><ul><ul><li>8824 people follow them. </li></ul></ul>
    32. 33. Digital PR / Reputation management <ul><li>&quot;We weren't hacked. A severe breach of rules by staff in our building, dealing with that internally. We're very sorry.&quot; </li></ul><ul><li>Also announced employee suspended &quot;until further notice.&quot; </li></ul><ul><li>Vodafone's eminently sensible response seems to be working. </li></ul><ul><li>A poster called Denny , sent this tweet Friday: &quot;Just spotted all the excitement about your account today...hope it doesn't cause any serious changes, you do a great job.&quot; </li></ul><ul><li> </li></ul>
    33. 34. Nestle & Greenpeace & Palm Oil <ul><li> </li></ul><ul><li>What do you do? </li></ul><ul><li>What do you not do? </li></ul>
    34. 36. Share...
    35. 37. Any Questions?