Building On-Line CommunitiesUsing      Off-Brand and Integrated Marketing   with Social Media<br />JaninneBrunyee Consulti...
About Me:<br /><ul><li>20+ years marketing experience
Broad range of industries and clients
Former Director of Marketing at Microsoft</li></li></ul><li>Also an Author:<br /><ul><li>“Product Launch the Microsoft Way”
“Learn the marketing & product  launch secrets, techniques and best practices of the Microsoft marketing machine”
From strategy to implementation</li></li></ul><li>Blue Rain Marketing is a consulting firm that specializes in:<br /><ul><...
Market research
Marketing plan development
Marketing program execution</li></ul>www.bluerainmarketing.com<br />
What We Built<br /><ul><li>Community site for OneNote, a MSFT product
Clearly off-brand (non-MS property)
Traffic generation: standard integrated interactive marketing + social media</li></li></ul><li>Why the heck did we build t...
Advertising revenue on site
Advertising revenue through ad networks
Services revenue- replicate concept with other products/clients
Cross-sell related products
Sell to MS
Sponsorships</li></ul>Most Importantly:<br />Learn/test/pilot new approaches<br />
What Is OneNote?<br /><ul><li>Electronic information organizer
“Best kept secret product at Microsoft”
Not marketed well
Beloved by users “I only bought Vista so I could continue using OneNote”</li></ul>Microsoft:<br /><ul><li>Aware
Curious
Watching
Some contest sponsorship money</li></li></ul><li>
PERSONA-DRIVEN COMMUNITY SITE<br />Character blog<br />Facebook page<br />Twitter<br />RSS<br />Initial seeding of site wi...
USER GENERATED CONTENT<br />Discussions<br />Video<br />Notebooks<br />Blogs<br />All these<br />community<br />features a...
     Introducing Our Host- Marcus<br /><ul><li>Fictional character/persona-/voice & host of the site
Young (28), hip, works at marketing company, web-savvy, creative, irreverent
Tweets, blogs, answers members questions
Speaks/blogs in casual, friendly, common language
Mix of funny blogs and product tips/tricks</li></li></ul><li>Technical architecture<br />Content    Management System<br /...
Cost-effective
Extensible with great OOB features</li></li></ul><li>Brand vs. Off-Brand ??<br />
On-Brand Benefits<br /><ul><li>Leverage existing corporate brand awareness
Defined creative standards & consistent
Leverage branded website cross-sell
Directly leverage other campaigns for awareness (e.g., SEM & SEO)</li></li></ul><li>Off-Brand Benefits<br /><ul><li>Uncons...
Flexibility
Sandbox for trial without negative brand risk
Nimble to change
More technology options
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I Heart One Note by Blue Rain Marketing

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Presentation by James Mastan of Blue Rain Marketing at the KickApps Social Media in the Enterprise Seminar in San Francisco on June 17th, 2009.

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  • Is this meant to be the framework for the rest of the deck? I thought it was, but there is a lot that is missing…..
  • Traditional marketing
  • I Heart One Note by Blue Rain Marketing

    1. 1. Building On-Line CommunitiesUsing Off-Brand and Integrated Marketing with Social Media<br />JaninneBrunyee Consulting, March 2009<br />James Mastan<br />Founding Principal<br />Blue Rain Marketing, LLC<br />www.IHeartOneNote.com<br />15127 NE 24th Street, Ste. 17, Redmond, WA, 98052 | Web: www.bluerainmarketing.com | Phone: 425-417-1766 | Email: info@bluerainmarketing.com<br />
    2. 2. About Me:<br /><ul><li>20+ years marketing experience
    3. 3. Broad range of industries and clients
    4. 4. Former Director of Marketing at Microsoft</li></li></ul><li>Also an Author:<br /><ul><li>“Product Launch the Microsoft Way”
    5. 5. “Learn the marketing & product launch secrets, techniques and best practices of the Microsoft marketing machine”
    6. 6. From strategy to implementation</li></li></ul><li>Blue Rain Marketing is a consulting firm that specializes in:<br /><ul><li>Marketing strategy
    7. 7. Market research
    8. 8. Marketing plan development
    9. 9. Marketing program execution</li></ul>www.bluerainmarketing.com<br />
    10. 10. What We Built<br /><ul><li>Community site for OneNote, a MSFT product
    11. 11. Clearly off-brand (non-MS property)
    12. 12. Traffic generation: standard integrated interactive marketing + social media</li></li></ul><li>Why the heck did we build this site?<br /><ul><li>Build the asset; then monetize
    13. 13. Advertising revenue on site
    14. 14. Advertising revenue through ad networks
    15. 15. Services revenue- replicate concept with other products/clients
    16. 16. Cross-sell related products
    17. 17. Sell to MS
    18. 18. Sponsorships</li></ul>Most Importantly:<br />Learn/test/pilot new approaches<br />
    19. 19. What Is OneNote?<br /><ul><li>Electronic information organizer
    20. 20. “Best kept secret product at Microsoft”
    21. 21. Not marketed well
    22. 22. Beloved by users “I only bought Vista so I could continue using OneNote”</li></ul>Microsoft:<br /><ul><li>Aware
    23. 23. Curious
    24. 24. Watching
    25. 25. Some contest sponsorship money</li></li></ul><li>
    26. 26. PERSONA-DRIVEN COMMUNITY SITE<br />Character blog<br />Facebook page<br />Twitter<br />RSS<br />Initial seeding of site with pre-generated content (notebooks, blog entries etc.)<br />
    27. 27. USER GENERATED CONTENT<br />Discussions<br />Video<br />Notebooks<br />Blogs<br />All these<br />community<br />features are<br />powered by<br />KickApps<br />
    28. 28. Introducing Our Host- Marcus<br /><ul><li>Fictional character/persona-/voice & host of the site
    29. 29. Young (28), hip, works at marketing company, web-savvy, creative, irreverent
    30. 30. Tweets, blogs, answers members questions
    31. 31. Speaks/blogs in casual, friendly, common language
    32. 32. Mix of funny blogs and product tips/tricks</li></li></ul><li>Technical architecture<br />Content Management System<br />Site Hosting and Notebook repository<br />Community Platform<br />Why KickApps?<br /><ul><li>Scalable, reliable, secure
    33. 33. Cost-effective
    34. 34. Extensible with great OOB features</li></li></ul><li>Brand vs. Off-Brand ??<br />
    35. 35.
    36. 36.
    37. 37.
    38. 38. On-Brand Benefits<br /><ul><li>Leverage existing corporate brand awareness
    39. 39. Defined creative standards & consistent
    40. 40. Leverage branded website cross-sell
    41. 41. Directly leverage other campaigns for awareness (e.g., SEM & SEO)</li></li></ul><li>Off-Brand Benefits<br /><ul><li>Unconstrained by corporate standards
    42. 42. Flexibility
    43. 43. Sandbox for trial without negative brand risk
    44. 44. Nimble to change
    45. 45. More technology options
    46. 46. Cost efficiency
    47. 47. Can be monetized</li></li></ul><li>Unbranded Content<br /><ul><li>Unbranded article: “19 Things You Probably Didn’t Know About Death”
    48. 48. “A head stays conscious for 15-20 seconds after decapitation”
    49. 49. Link-back to article on LifeInsure.com
    50. 50. Digg users went for it in big numbers (irreverent topic)
    51. 51. Bloggers and social bookmarkers picked it up generating links
    52. 52. LifeInsure became #4 listing on Google search for ‘life insurance’ and gained many customers</li></li></ul><li>Unbranded Facebook<br /><ul><li>Community information site for mothers with ADHD children
    53. 53. Launched by McNeil Pediatrics, division of Ortho-McNeil-Janssen pharmaceuticals
    54. 54. Become a ‘fan’ of the site and receive updates with news & information
    55. 55. What company’s ADHD drugs do you think the updates promote?</li></li></ul><li>Unbranded Community<br /><ul><li>Crohn’s & Me- unbranded* website for those suffering from Crohns disease
    56. 56. Launched by UCB, a global biopharma firm
    57. 57. Registration required to access site
    58. 58. Community trusted the member-to-member advice and info sharing more than pharma websites
    59. 59. UCB gained better understanding of Crohns sufferers through site content helping fine-tune marketing positioning and communications strategy
    60. 60. Built high-quality database of target customers for marketing</li></ul>*does have inconspicuous small “sponsored by UCB, Inc” on site<br />
    61. 61. Social Media Complements Traditional Marketing<br />User Generated/WOM<br />Marketer Generated<br />Social media connects post-purchase experiences back to the purchasing process<br />Awareness<br />Consideration<br />Purchase<br />Use<br />Form opinion<br />Talk<br /><ul><li>Corporate websites are becoming increasingly less relevant
    62. 62. The social media conversation is happening with or without your engagement
    63. 63. Get engaged and position your firm, or have it positioned by your competitors on the social web</li></li></ul><li>Awareness & Traffic Generation<br />Traditional/Interactive <br />Marketing<br />Social Media<br /> Marketing<br />+<br /><ul><li>Twitter
    64. 64. Digg, Reddit, Stumbleupon etc.
    65. 65. Viral Video
    66. 66. Facebook, MySpace and LinkedIn
    67. 67. Influential blogger outreach
    68. 68. Links
    69. 69. Paid Search (SEM)
    70. 70. SEO
    71. 71. Display Ads
    72. 72. Email
    73. 73. PR</li></ul>Tricks up our Sleeves<br /><ul><li>Sweepstakes
    74. 74. Points & Levels
    75. 75. Refer a Friend
    76. 76. Avatar
    77. 77. Blog content</li></ul>+<br />Pull<br />WoM<br />Innovative<br />
    78. 78. Traditional Marketing Tactics<br />
    79. 79. Search Engine Marketing<br /><ul><li>300 initial keywords and title combos/terms
    80. 80. Community, content, features, competitive etc.
    81. 81. On-going optimization
    82. 82. Best traffic generator</li></ul>SEM<br />
    83. 83. Ad Networks<br /><ul><li>AdBrite, Value Click, CBS, Google
    84. 84. On-going optimization </li></li></ul><li>Static Generic<br />Animated Flash/<br />Static Flash<br />Animated Avatar<br /><ul><li>Supply & demand situation favors ad buyers
    85. 85. ~ $.19-.83 cents CPC display ads; $0.98 cents CPC SEM
    86. 86. Tested a variety of ads
    87. 87. Static ads outperform Flash ads
    88. 88. Avatar ads CTR 5x other display ads; >2X industry average</li></li></ul><li>Social Media Marketing Tactics<br />
    89. 89.
    90. 90.
    91. 91. video<br />“Viral Video”<br /><ul><li>3100 views on YouTube; posted to ~25 video sites
    92. 92. Viral is tough- or you just get lucky sometimes
    93. 93. Build a network
    94. 94. Keep it short (30 secs- 1 minute)
    95. 95. Gross, disgusting, stupid, getting hurt are great for viral</li></li></ul><li>
    96. 96. Other tricks up our sleeves<br />
    97. 97. Points & Levels<br /><ul><li>Cool new feature of KickApps platform
    98. 98. Kick-starts community engagement
    99. 99. Points awarded for specific activities
    100. 100. Levels defined e.g., OneNote GrandMaster Ninja
    101. 101. Incentive: $20 gift cards to first 10 GrandMasters
    102. 102. Increased site engagement by 400%</li></li></ul><li>Sweepstakes<br /><ul><li>“Become a member now and be entered to win $X Amazon gift certificate”
    103. 103. $500 vs $200 prizes
    104. 104. Which do you think won?
    105. 105. 2X lift in traffic and sign-ups during sweepstakes</li></li></ul><li>Leveraging the Community by Incenting Referrals<br /><ul><li>Leverage the membership base asset
    106. 106. Create advocates- “Tell A Friend Contest”
    107. 107. Incent WoM referrals on the social web
    108. 108. Trackable
    109. 109. Cheap: $200 incentive
    110. 110. Sony example: launching new video game; releasing teaser video content in chunks; site members required to drive at least 5 incremental views of current video to unlock the next sequence- 4000 members drove>100k site visitors – darn good ROI</li></ul>Tell-a-friend contest<br />
    111. 111. Blog Content<br /> My mind works in mysterious ways…I don’t understand why I think of this stuff but here it goes.  I was wondering what would happen if OneNote was in the video game Halo and met the Master Chief. I was thinking the interaction might go something like this:OneNote (talking loudly): Chief! We’re being overrun by Covenant armor- we’re not going to make it!Master Chief (calmly): We’ll make it<br />OneNote (panicked): How can you be so sure? There’s two of us in here now…<br />Master Chief (confidently): Well…at least I know I’ll make it with my mjolner armor…I’m sure of that. You might be Grunt bait thoughOneNote (scared silly): Crap…I’m accessing my ‘Halo Map’ notebook I downloaded from xbox.com…searching…looks like there is a cave----right there…it’s not a natural formation…so it must lead somewhere…Master Chief (with disdain): duhOneNote (with significant pain): I’m taking plasma rifle hits!! Fortunately they are a lot like video clips so I can absorb them into a new section I created in my ‘Oh Crap I’m Going to Die’ notebookMaster Chief (trying to distance himself): I’m not sure I can save youOneNote (assuredly): Don’t worry, I can save my self-  I constantly save myself automatically if you didn’t know<br /><ul><li>To keep the members engaged, a mix of humorous content as well as product content helps
    112. 112. We blog daily</li></ul>Funny blog content<br />
    113. 113. Bringing Marcus to Life<br />
    114. 114. Measuring success<br />
    115. 115. Tracking and reporting<br />Google Analytics<br />Tracking Social<br />Network Mentions, Sentiment, <br />& Sources<br />KickApps Reporting Dashboard<br />
    116. 116. Socialmention.com<br />
    117. 117. Measuring Word-of-Mouth<br />Your Message/Content<br />Companies can monitor the “pass-along” of content from one person to another via links on web pages, bookmarks, email messages, instant messenger and mobile devices.<br />
    118. 118. Why You Should Care<br />WoM<br />Referrals<br />Display Ad <br />Site<br />Spend<br />Visits<br />CPC<br />Total Visits<br />Real CPC<br />Website A<br />500<br />.20 cents<br />100<br />600<br />.16 cents<br />$100<br />But Wait- There’s More!<br />Website B<br />$100<br />100<br />$1<br />1000<br />1100<br />.09 cents<br /><ul><li>And you know where they came from
    119. 119. Fine-tune your strategy
    120. 120. Increase MROI and make more money</li></li></ul><li>First 90 days: 50k Cumulative Visits<br /> (38,000 Unique Visitors)<br />As of this morning:<br />5600 registered users<br />59,000 visits<br />45,000 unique visitors<br />First 90 days: 4700 registered members <br />(12.3% conversion rate registered/uniques<br />The KickApps Platform is Integral to the Community’s Current and Future Success<br />First 90 days: 119k Cumulative Page Views<br />
    121. 121. Thank You<br />15127 NE 24th Street, Ste. 17, Redmond, WA, 98052 | Web: www.bluerainmarketing.com | Phone: 425-417-1766 | Email: info@bluerainmarketing.com<br />

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