Digital marketing - Liberal Party Presentation

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Slide deck from a presentation for the Denison Electorate of the Liberal Party on May 2, 2011.

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Digital marketing - Liberal Party Presentation

  1. 1. ME!
  2. 2. SHINY ! OBJECT !SYNDROME!
  3. 3. In our DNA!
  4. 4. “Everything will begreat once we get Facebook”! ull of it...!
  5. 5. FACEBOOK FATIGUE!19% left / useit less
  6. 6. FACEBOOK FATIGUE!19% left / useit less 45% lost interest
  7. 7. FACEBOOK FATIGUE!19% left / useit less 16% parents are there 45% lost interest
  8. 8. FACEBOOK FATIGUE!19% left / useit less 14% too many adults 16% parents are there 45% lost interest
  9. 9. FACEBOOK FATIGUE!19% left / useit less 13% privacy 14% too many adults 16% parents are there 45% lost interest
  10. 10. LIKE IS LAME!
  11. 11. 70% of consumers donʼt think a likeequates to opting-in to marketing!
  12. 12. DEPTH!
  13. 13. THERE IS NOAUDIENCE!
  14. 14. ITʼS NOT THIS!
  15. 15. OR THIS!
  16. 16. ITʼS THIS!
  17. 17. MODEL PLANES!
  18. 18. ROLLER DERBY!
  19. 19. STORY! What we believe and do!
  20. 20. STORY + NEEDS! What we What believe and audience do! believe and do!
  21. 21. = VOTES! What we What believe and WIN WIN! audience do! believe and do!
  22. 22. PAID MEDIA! Renting marketing assets! •  Brochures! •  Print ads! •  Banner ads! •  Google AdWords!
  23. 23. EARNED MEDIA! Building marketing assets! •  Email list! •  Great reviews! •  A great website that works! •  Social media presence that works! •  Search engine rank!
  24. 24. Active evaluation!Consideration! Loyalty loop! Sale!Trigger! Post-purchase experience! 80% of digital spend is here 80% of influence is here
  25. 25. MEASUREMENT!Measuring
  26. 26. MEASUREMENT!Measuring Listening
  27. 27. MEASUREMENT!Measuring Listening Stalking
  28. 28. ACTION! Signup to Google Analytics and get www.google.com/analytics! tracking code in your website! Visit your Google Analytics account! - ask “so what?”! Set up Google Alerts for your brand, www.alerts.google.com! your competitors, key areas of interest! Measure social impact of your www.howsociable.com! website and your closest competitors! www.socialmention.com! Discover media habits of customers, and where they hang out on the web! www.google.com/adplanner!
  29. 29. Google BuzzOLD! YouTube Kaixin001 (China) Yammer Facebook (High School Networks) Plurk Xanga (SNS relaunch) Yahoo! 360 Cyworld (China) Ning Foursquare Skyblog Couchsurfing Bebo Gowalla MySpace AsianAvenue, BlackPlanet (relaunch) Tribe.net Gather.com Tumblr Fast.FM Loopt Ravelry Hi5 Renren (China) LinkedIn Facebook (corporate networks) Open BC/Xing Cyworld (US) Netlog (Europe) MyChurch MyHeritage QQ (everyone) Windows Live Spaces Cyworld Flickr, Piczo, Mixi Facebook (everyone) Ryze Facebook (Elite Unis) Twitter StumbleUpon Dodgeball Cafe Mom Meetup.com Orkut, Dogster Nasza-Klasa (Poland) Multiply, aSmallWorld Odnoklassniki (Russia) LiveJournal Friendster Catster Vkontakte (Russia) BlackPlanet Fotolog Hyves Plaxo YelpCare2 MyLife VimeoXanga Taringa (Argentina) MiGente Basecamp Mixi (Japan) (SixDegrees closes) SixDegrees.com AsianAvenue Classmates.com Craigslist
  30. 30. ENGAGEMENT!
  31. 31. VALUE ! People! Context! Passions!
  32. 32. HOW?! listen! attract! activate! learn! harvest!Listen carefully.What are youropportunities?!•  SocialMention.com!•  Google Alerts!•  HowSociable.com!
  33. 33. Listen -www.socialmention.com!
  34. 34. Listen -www.search.twitter.com!
  35. 35. Where do people talk aboutstuff? www.howsociable.com!
  36. 36. LISTEN!
  37. 37. HOW?! listen! attract! activate! learn! harvest!Listen carefully. Attract yourWhat are your audience – likeopportunities?! busy restaurant!•  SocialMention.com! •  Strong common•  Google Alerts! interest!•  HowSociable.com! •  Whatʼs valuable?! •  Incentives to join!
  38. 38. CASE STUDY! Attract – create value!
  39. 39. Attract – create value!
  40. 40. HOW?! listen! attract! activate! learn! harvest!Listen carefully. Attract your Get peopleWhat are your audience – like engaged andopportunities?! busy restaurant! active!•  SocialMention.com! •  Strong common •  Give them stuff to•  Google Alerts! interest! play with!•  HowSociable.com! •  Whatʼs valuable?! •  Ask questions! •  Incentives to join! •  Have conversations!
  41. 41. Activate !
  42. 42. HOW?! listen! attract! activate! learn! harvest!Listen carefully. Attract your Get people Learn aboutWhat are your audience – like engaged and people – whatopportunities?! busy restaurant! active! do they like?!•  SocialMention.com! •  Strong common •  Give them stuff to •  What stuff to they•  Google Alerts! interest! play with! engage with most?!•  HowSociable.com! •  Whatʼs valuable?! •  Ask questions! •  Incentives to join! •  Have conversations!
  43. 43. Learn – what do they like?!
  44. 44. HOW?! listen! attract! activate! learn! harvest!Listen carefully. Attract your Get people Learn about Use what youWhat are your audience – like engaged and people – what know to getopportunities?! busy restaurant! active! do they like?! value!•  SocialMention.com! •  Strong common •  Give them stuff to •  What stuff to they •  Drive traffic to your•  Google Alerts! interest! play with! engage with most?! site!•  HowSociable.com! •  Whatʼs valuable?! •  Ask questions! •  Do experiments – •  Give tools for word•  search.twitter.com ! •  Incentives to join! •  Have conversations! not research! of mouth! 3 to 1 rule: ! •  3 conversational, interesting updates with no purpose other than creating engagement (questions, links (not to your site) ! •  Then go for a converting message – still interesting, but its goal is to convert!
  45. 45. Harvest – call to action!
  46. 46. WHAT A BLOG IS!•  A place for regular news, updates and value (at least weekly)•  Simple, relaxed, quick, easy and informal•  A platform to express thoughts, theories and opinions•  A place to build credibility and build a loyal readership•  Somewhere to invite discussion and feedback•  A powerful marketing channel – traffic, relationships, SEO etcWHAT A BLOG ISNʼT! •  A hard sell
  47. 47. WHAT SHOULD I BLOG! Build trust, loyalty, engagement and reputation
  48. 48. MICROBLOG!
  49. 49. WORK IT OUT! •  To receive discounts •  Discounts •  I am a customer •  Breaking news / info •  To show others that I •  Exclusive content support this brand •  Only 2% of respondents show their support
  50. 50. EMAIL!•   It  works  •   Built  on  trust,  value  and  relevancy  –  poor  execu8on  can  hurt  
  51. 51. VALUE! •  Stop sending everyone everything! •  Stuff people are interested in •  First-name basis •  Exclusivity •  Insight •  Their eyes only •  First to know
  52. 52. EMAIL GOLD!CREATE SOME URGENCY = 29% higher email open rate!•  i.e. 2 days till offer expires, registration ends today, todayʼs your last chance,free webinar on Nov 11th !MAKE IT EXCLUSIVE = 24% higher open rate!•  The word ʻexclusiveʼ or ʻprivateʼ, ʻVIPʼ, ʻfor past customers onlyʼ, exclusive offer!TIME IT RIGHT = 100% higher open rate!•  7am (best) till 9am (at worst)!•  After 12pm youʼll cut your open rate in half!!•  2-touch works best – balance between mindshare and bugging people!1 CALL TO ACTION = 40% higher response rate!•  Every link in email goes to same place, rather than multiple calls to action!CASH IN ON FACEBOOK JUNKIES = 32% higher open rate!•  Just mention ʻFacebookʼ in subject line – thatʼs it!!
  53. 53. EMAIL GOLD!FROM SOMEONE THEY TRUST = #1 factor in whether theyʼll open it!•  Whether itʼs your business name or a staff memberʼs name, use a ʻfromʼ namethat people will trust!RESPECT YOURSELF = other people respecting you !•  No unsolicited mail!•  Only what people signed up for – no surprises!STAY ON SUBJECT = #2 factor in whether theyʼll open it!•  20 – 50 characters!•  Capture interest!•  Avoid ʻspammyʼ language – ʻfreeʼ, ʻcheapʼ, ʻcrazy dealʼ! DELIVER TRUST & VALUE!!!
  54. 54. INSIGHTS!•  Who opened?!•  Who clicked?!•  Who bounced?!•  What times of day /week work best?!•  Where did theyclick?!•  What messages areworking?!
  55. 55. ACTION! www.mailchimp.com  
  56. 56. PULL IT TOGETHER!
  57. 57. OLD SCHOOL! PR! Print! DM! Comms   idea   TV! Interactive! Outdoor!
  58. 58. NEW SCHOOL! STORY ELEMENT! STORY STORY ELEMENT! ELEMENT! STORY ELEMENT! STORY ELEMENT! STORY ELEMENT!
  59. 59. TRANSMEDIA!
  60. 60. 2,000 VOTERS!
  61. 61. FOLLOW ME!•   Email:  sco?@necessarygroup.com    •   Twi?er:  @sco?ywoodhouse  •   LinkedIn:  www.au.linkedin.com/in/swoodhouse  •   Hypescience:  www.hypescience.com.au    

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