Shira Abel from Hunter & Bard Lecture at The Junction

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  • SpecificMeasurableAggressiveRealisticTime specific
  • 1 - (samples all over the city on red & white hangars)2 – Crazy internet game that is really hard to stop playing3 – People dressed in Levi’s. Had to find them from clues via Twitter. Found’m? Ask if they are wearing Levi’s – if yes, they take off their pants in public and give them to you!!!4 – staircase in Swedish metro (66% more than normal chose the stairs)
  • Cannabolize
  • Shira Abel from Hunter & Bard Lecture at The Junction

    1. 1. Everything you wanted to know about marketing – and weren’t afraid to ask…<br />No really, these are your questions!<br />@shiraabel<br />
    2. 2. @shiraabel<br />Shira Abel <br />Chief Title-maker <br />Hunter & Bard<br />
    3. 3. Today’s Lecture <br />Is brought to you by the hashtag<br />#TheJunction<br />@shiraabel<br />
    4. 4. Questions<br />How do you measure social media marketing performance?<br />Guerrilla marketing - How When Where?<br />Where is social media heading (present - sharing, music, videos)?<br />What is the cheapest way to get market penetration and user acquisition?<br />What is the future of app stores and external devices + how to make the best out of it?<br />The way to bring users <br />How do you do Facebookmarketing without "spamming"<br />Viral marketing for close communities - how to get to people who know each other <br />B2B marketing online<br />@shiraabel<br />
    5. 5. How do you measure social media marketing performance?<br />@shiraabel<br />
    6. 6. Define Your Objective<br />@shiraabel<br />
    7. 7. What’s Your Strategy<br />@shiraabel<br />
    8. 8. PERFORMANCE MEASUREMENT<br />What is your objective (SMART: specific, measurable, aggressive, realistic & time specific)?<br />What are your strategic initiatives?<br />Build awareness<br />Expand distribution<br />Build penetration<br />Build buying rate<br />Increase loyalty<br />Funnel<br />Where do you want people to go?<br />What action do you want people to take? <br />Track the movement<br />Conversion rate / A/B Testing<br />Test & iterate<br />@shiraabel<br />
    9. 9. Sample Tactics<br />Facebook<br />YouTube<br />Twitter<br />Quora<br />LinkedIn<br />Blogging<br />Newsletter<br />Google+<br />Blog commenting<br />Seeding posts<br />Infographics<br />Forum<br />E-book<br />Webinars<br />Community<br />Guest blogging <br />Alter product with game elements (e.g. leader board, 80% signed up)<br />@shiraabel<br />
    10. 10. And then there’s the untrackable<br />@shiraabel<br />
    11. 11. Guerrilla marketing – <br /> How When Where?<br />@shiraabel<br />
    12. 12. Guerilla Marketing<br />How <br />Original<br />Needs to be connected to the product to be effective<br />When<br />Conferences <br />Launching a product <br />Where <br />Depends on what you’re doing<br />If there was a formula it wouldn’t be guerilla marketing<br />@shiraabel<br />
    13. 13.
    14. 14. Guerilla Marketing Examples<br />Tippex Bear http://www.youtube.com/watch?v=4ba1BqJ4S2M<br />Christina Aguilera perfume launch in Tel Aviv http://www.youtube.com/watch?v=J6b-dBj5SxU<br />http://pleasurehunt.mymagnum.com/ (watch this later)<br />Levi’s Australia Twitter Campaign http://www.youtube.com/watch?v=fK328bOLbN4&feature=player_embedded#!<br />The Fun Theory – VW Piano Staircase in Sweden Metro http://www.youtube.com/watch?v=SByymar3bds<br />@shiraabel<br />
    15. 15.
    16. 16. Where is social media heading (present - sharing, music, videos)?<br />@shiraabel<br />
    17. 17. Where is social heading<br />Better integration with TV<br />Integration with search (already happening)<br />Video VideoVideo<br />More niche<br />Integration with retail<br />Monetization<br />@shiraabel<br />
    18. 18.
    19. 19. @shiraabel<br />
    20. 20. What is the cheapest way to get market penetration and user acquisition?<br />@shiraabel<br />
    21. 21.
    22. 22. When You Don’t Have Money<br />@shiraabel<br />Who are the industry leaders / influencers?<br />Media?<br />Who are your target customers?<br />GET TO KNOW THEM AND DON’T ASK FOR ANYTHING!!!!!<br />
    23. 23. The Trinity of Internet Marketing<br />@shiraabel<br />Earned Media<br />Good Product<br />Pull Marketing<br />SEO / SEM<br />
    24. 24. What is the future of app stores and external devices + how to make the best out of it?<br />@shiraabel<br />
    25. 25.
    26. 26. From the App End - Cannibalize<br />@shiraabel<br />
    27. 27. The way to bring users <br />@shiraabel<br />
    28. 28. Getting Started<br />Build buzz before launch<br />Start social<br />Closed beta – invite only<br />Launch<br />Build in social / sharing elements<br />SEO / Media Buy / Earned media<br />Keep the social going <br />LISTEN & ITERATE<br />@shiraabel<br />
    29. 29. How do you do Facebook marketing without "spamming"<br />@shiraabel<br />
    30. 30. NO SPAM<br />@shiraabel<br />
    31. 31.
    32. 32.
    33. 33. Facebook<br />Ask for permission<br />Give interesting content that isn’t about you<br />Ask questions<br />Put the right mix on the page<br />Controversy<br />Create an app<br />Give something exclusive on the FB page<br />@shiraabel<br />
    34. 34. Viral marketing for close communities - how to get to people who know each other <br />@shiraabel<br />
    35. 35. Build Community into Product<br />Ratings &Reviews<br />Game mechanics<br />Forum<br />Get satisfaction<br />Give givegive<br />Build a t-shirt/gift economy <br />And when you get comments – USE THEM<br />@shiraabel<br />
    36. 36. B2B marketing online<br />@shiraabel<br />
    37. 37. B2B<br />@shiraabel<br />It’s not about having numbers, it’s about having The Right Numbers<br />Create a LinkedIn group for your industry or join & be active in groups already open (without spamming your product) <br />Give the customer information that they can use<br />Create a community<br />Utilize Q&A sites (like Quora) <br />DO NOT MAKE EVERY BLOG POST ABOUT YOUR PRODUCT<br />
    38. 38. Hat tip:<br />
    39. 39. Take Aways<br />@shiraabel<br />Marketing starts the second you have an idea for a product / service / business<br />Social is more than just engagement – it’s listening and reacting to criticisms<br />When you listen and respond, the result is a better product and a happier customer<br />Opt-in is more powerful than push<br />THANK YOU<br />
    40. 40. Thank Yous & References & Reads<br />Shai Tsur<br />Kfir Pravda<br />Hillel Fuld<br />Ahuvah Berger<br />Daniel Waisberg<br />http://flowingdata.com/2011/09/18/yoda-pie-chart/<br />http://blog.bitly.com/post/9887686919/you-just-shared-a-link-how-long-will-people-pay<br />http://www.briansolis.com/2011/09/whats-the-r-o-i-a-framework-for-social-analytics/<br />http://www.slideshare.net/setlinger/altimeter-social-analytics081011final<br />Breakthrough Marketing Plans<br />http://www.seomoz.org/blog/tracking-the-roi-of-social-media<br />http://blog.inner-active.com/2011/04/a-complete-list-of-app-stores-across-all-mobile-platforms/<br />http://ideas.deloitte.ca/blog/2011/09/social-media-going-beyond-roi/<br />http://www.jeffbullas.com/2011/09/20/the-10-key-mistakes-many-bloggers-and-writers-make/<br />http://www.jeffbullas.com/2011/03/01/the-10-best-facebook-campaigns/<br />http://www.facebook-studio.com/<br />@shiraabel<br />

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