Marketing 3 0 Push And Pull Marketing Is No Longer Enough


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An introduction to Sideways Marketing

Presented at Technology for Marketing (TFM&A) 2010

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  • Advertising to consumers looks something like thisMarketers moving to increase frequency or interruption to deal with the lack of response.Leads to irritation.
  • Yes its message overload and its no surprise
  • Consumers are tuning out
  • Not only that they are less trusting of information sources in generalSo radio / newspapers / tv news / friends/ peersNo surprise but advertising is the least trusted of allIn the UK trust is the number one driver of corporate reputation (72%)Followed by transparency and honesty (64%)And high quality products and services (62%)
  • As the size of our networks have increased..Amount of quality information hitting us has decreased BUTRecommendations from the RIGHT peoples is still there
  • It is not just about how social media has changed our approach but now because of lack of trustabout co-ordinating across multiple channels both digitally and offline
  • Social Media does not work though unless you treat services as a strategic initiativeZappos.. First direct.. All do this..By delivering on the services side…Generate positive conversations online  Better word of mouth  Larger numbers of fans
  • Lets remember some basics........Any gap..So pretty good idea to over deliverUnder delivering can mean some serious scrambling from your social media/pr agency
  • So inthis changing landscape The idea of companies pushing out marketing messages to reach customers or even companies waiting for customers to find them is not enough on its own
  • What I want to introduce is the idea of sideways marketing.Sideways marketing is a way of enabling consumers to have conversations about your brand both amongst themselves and directly with the brand.Evolve the thinking around engagement marketing.. Which last year was all about listening and interacting with your audience
  • Ok so like all great marketing frameworks – we’ve distilled it down to 3 words beginning with PThe idea is that by looking at each of these we can put together a framework to allow you to have an approach to build strategies for sideways marketing
  • This is how we think of our target audiences..Customers etcFans are important because they may not be customers but may actively promote your brand to their friends.
  • Of course people don’t think of themselves in such waysThey have always followed their interests and have their own world viewIt is identifying those which match your own brands which is key. Online helpsTribe members do not restrict themselves to one group either – they move around and change accordinglyWhich leads nicely onto place
  • The first thing to note though..the website is not the centre of your universe.For the last 10 years we invested in our websites.. Ultimately website is still important but it is not likely to be the first stop online.. But if people are congregating elsewhere Be it fb/twitter specialised sites etcWe need to ..
  • This actually isnt anything new..Offline in the B2B world we happily exhibit at tradeshowsto meet people interested in oursectorsShops of a similar sector cluster together
  • So how do you find out where your prospects are?
  • No longer are we accessing the internet through a nice big desktop screenLaptops.. Netbooks are all growingAnd more are coming – ipad.. tablets.. And then there is mobile..
  • 29% of uk mobiles are smartphones – they are 47% of total page views, 51% of total timeUnique user growth : 19.3%Pageview growth : 50.1%
  • This is the final piece of place.Services like foursquare and gowalla are allowing users to broadcast their location to their friends. They are signing partnerships with companies to deliver messages based on what is nearby.Whilst apple has recently banned 3rd parties from delivering location based ads – it is widely believed they will roll out their own platform.It is not fully available today but as 2010 progresses this additional data will allow marketers to deliver more contextual adverts which are relevant to the user.
  • By providing content that is educational in nature rather than promotional can lead to longer term growth in fans and active usersCamping retailer – when they focused on education their conversion rates generated went from 4% to 10% as opposed to a buy buybuy / discount messageShaving manufacturerFood mixerUGC plays into this
  • Whilst creating content that is shareworthy is more art than science. Creating content that is engaging is about understanding your audience and meeting some but not all of the above words.It needs to be real – add value or be helpful. Don’t forget the phrase – keep it simple!
  • Here is an example of integrating email marketing with facebook –The agency involved developed 100 different creatives and measured the number of shares generated.This email was off the charts successful – why?Branded simple, female audience, personal, focused on a single network – clearly the right network for this message vs twitter or myspace for example
  • Ok so to build a sideways approach.. Identify the right people and places that they congregatelisten then work to enable (create communities, seed marketplace with content – they arent going to say things on their own!)then engage (respond in conversations – both good and bad) Don’t be afraid to measure and set goals – we’ll come to that a bit later
  • Example fromasos – showing a simple way of enabling users to start a conversation with each other
  • Some obvious metrics are follower and contributor counts..Follower counts are akin to the old race to build email lists.. It is about quality not quantity.Contributors are important – both positive and negative – these could be things like comments, shares, likes It’s more interesting to look at the ratio of these over time and watch how they are changingTime spent is an obvious indicator of engagementSentiment analysis is an increasingly popular area where you can actively identify the view online regarding your brand and manage your responses to it.FirstDirectFinally – it is a good idea to have some roi metrics around cost per member and cost per contributor. It is still early to be setting benchmarks for these but having an understanding of them for your brand will allow you to start comparing across channels.
  • Ok to finish up..I like the idea of thinking about user attention and spending time engaging where people are – it is not a new idea.David illustrates why social media needs to be playing a part of the mix today
  • Marketing 3 0 Push And Pull Marketing Is No Longer Enough

    1. 1. Marketing 3.0: Push and pull marketing is not enough!<br />Riaz Kanani<br />International Marketing Director<br />@riazkanani @silverpop<br />
    2. 2.
    3. 3. Message Overload<br />
    4. 4. Consumers are Tuning Out<br />
    5. 5. Trusted sources of information<br />Source: Edelman Trust Barometer 2010 UK <br />
    6. 6. Social Media Explosion<br />
    7. 7. Marketers must<br />think differently<br />
    8. 8. Customer service has moved from a cost centre<br /> to perhaps your most strategic initiative<br />
    9. 9. Marketing sets the expectation, marketing creates demand, marketing helps a consumer differentiate why one choice is better than another choice. <br /> Operations delivers.<br /> Any gap between the two drives a conversationon the social Web. <br />Dave Evans via Andrew Grill (@andrewgrill)<br />
    10. 10. Push & Pull Marketing<br />Are no longer enough.<br />
    11. 11. Sideways<br /> Marketing<br />
    12. 12. 3Ps of Sideways Marketing<br />
    13. 13. People<br />
    14. 14. Customers<br />Prospects<br />Consumers<br />Employees<br />Partners<br />Traditional Press<br />Fans<br />
    15. 15. In a Sideways world<br />customers and fans are the centre of your marketing department<br />
    16. 16. Social Tribes<br />Social tribes are:<br />Small<br />Passionate<br />Tribe members are:<br />Nomadic<br />May be part of several tribes<br />
    17. 17. Place<br />
    18. 18. The 3 Planes of “Place”<br />
    19. 19. Your website is not<br />the centre of your universe<br />Pre-Copernicus (1543)<br />
    20. 20. Go Where They Are<br />
    21. 21. Today - 400 million<br />12 months ago – 175 million<br />
    22. 22. Today - 24 million<br />24 months ago – 10 million<br />
    23. 23. Where Do Your Customers / Prospects Live?<br />Monitor: <br />Web analytics/traffic sources<br />Social networks<br />Specialised communities<br />Comments/Reviews<br />Competitor activity<br />Survey customers<br />
    24. 24. Devices<br />
    25. 25. Mobile Data<br /><ul><li>160% global growth in mobile data in past year
    26. 26. UK Mobile Internet in December 2009:
    27. 27. 16m people
    28. 28. 6.7bn pages
    29. 29. 4.8bn minutes (Facebook = 2bn minutes)</li></li></ul><li>Location<br />Work<br />Home<br />In Transit<br />Venue<br />
    30. 30. Publish<br />
    31. 31. not dead, but…<br />
    32. 32. Content that educates and<br />solves problems is <br />the new rule.<br />
    33. 33. B2B Content<br />
    34. 34. B2C Content<br />
    35. 35. Content that is Engaging is…<br />
    36. 36. “Dough” + Valentine = Shareworthy<br />
    37. 37. Building a Sideways approach<br />
    38. 38.
    39. 39. Measurement<br />
    40. 40. Measurement<br />Follower counts<br />Contributor counts<br />Shares/Likes<br />Follower : Contributor<br />Time Spent<br />Sentiment analysis<br />Cost per member<br />Cost per contributor<br />
    41. 41. "Consumers only spend about 5 percent of their time online searching and the other 95 percent of the time at the destination. Social media is quickly accounting for a large percentage of that 95 percent.”<br />David Berkowitz, director of emerging media and client strategy for the digital marketing firm 360i<br />
    42. 42. Thank you!<br />Riaz Kanani<br /><br />@riazkanani<br /><br />@silverpop<br />