Pub355 Fall 2012: Online Marketing Tools & Tactics
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Pub355 Fall 2012: Online Marketing Tools & Tactics

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Pub355 Fall 2012: Online Marketing Tools & Tactics Pub355 Fall 2012: Online Marketing Tools & Tactics Presentation Transcript

  • Online MarketingAn Introduction to the ToolsAgenda:Return Twitter/Email Assignment. A = good email subject and tweets. Email has 20% at beginning, clear discount is on backlist only, short and still manage to mention new title B+ likely included the above but was too long or had minor issues B = Ok but needed clarity and likely had issues with both email and tweets C+ is passable, likely missing URLs, hashtags or other factorsOnline Examples & Case StudiesWork on Marketing Plans
  • Tool + Tool + Tool monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Marketing Mix Search Blogging EmailFacebook Twitter Flickr monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Conversation, Collaboration, Community http://TheConversationPrism.com monique@boxcarmarketing.com twitter: @boxcarmarketing
  • PhotosFlickr, SmugMug, Picassa, Pinterest, Instagram monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Photos Flickr monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Flickr Contacts monique@boxcarmarketing.com twitter: @boxcarmarketing
  • DeSmogBlog Greenest Photo Ever Contest Blog Flickr Online PR monique@boxcarmarketing.com twitter: @boxcarmarketing
  • VideosYouTube, Blip.tv, Vimeo monique@boxcarmarketing.com twitter: @boxcarmarketing
  • VideosYouTube, Blip.tv, Vimeo monique@boxcarmarketing.com twitter: @boxcarmarketing
  • VideosYouTube, Blip.tv, Vimeo monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Business Networking LinkedIn monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Facebook monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Facebook Case Study: Scholastic Goals > Actions > Response > KPI Actions that Desired Goals will achieve Why Audience KPIs the goal Response• Connect with existing • Introduce new • Teachers and parents • Email subscribers also • Initial # fans notified community of teachers community to existing are brand become FB fans about FB and parents community ambassadors; • Share FB page with • # FB fans during initial• Support a long-term, • Give loyal email recommendation friends campaign period loyal base of brand subscribers the sneak between friends is • Actively engage on the • # page impressions ambassadors peak at FB stronger than from page; supporting each • # shares to other• Share resources with • Giveaway incentive to Scholastic directly other friends core fans generate excitement • Reward the existing • Redeem promotions • # referrals to online• Increase sales • Share exclusive content base with previews and • Sales store promotions • # sales • Great content • Average order value encourages repeat • Lifetime value of visits customer • Supporting fan base leads to them supporting Scholastic through saleshttp://smartblogs.com/socialmedia/2010/12/23/andys-answers-how-scholastic-is-using-facebook-to-create-loyal-brand-ambassadors/
  • Facebook Best Practices• Post helpful, valuable information• Give your fans a reason to become fans• Create conversation: Use updates to ask questions and elicit responses• Have an editorial strategy• Be fan-centric not brand-centric• Integrate Online Offers with Offline Experiences monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Microblogs Twitter monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Microblogs Twitter monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Microblogs Twitter monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Twitter Case Study monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Twitter Case Study: NYT Goals > Actions > Response > KPI Actions that Desired Goals will achieve Why Audience KPIs the goal Response• Increase followers • Replace auto-tweet • Experiment with Twitter • Increased CTR • Click Through Rate• Increase follower with 2 editors best practices • Increased RTs or (CTR) engagement with NYT • Use #hashtags and • Establish 1 week mentions • RTs and @ @mentions to baseline metrics • Increased attention • # Comments, customize tweets responses, replies, • Engage in conversation mentions about the vs. dialogue experiment on Twitter and other websites
  • Twitter Best Practices• Post helpful, valuable information• Be OPEN• Talk about others more than you talk about yourself• Listen• Use hashtags• Integrate Online Offers with Offline Experiences monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Online Public Relations PRWeb, PRLeap monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Online Public Relations PRWeb, PRLeap monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Justalilhype! is on online magazine on thestreet culture of Vancouver, Montreal andToronto. monique@boxcarmarketing.com twitter: @boxcarmarketing
  • monique@boxcarmarketing.com twitter: @boxcarmarketing
  • monique@boxcarmarketing.com twitter: @boxcarmarketing
  • monique@boxcarmarketing.com twitter: @boxcarmarketing
  • monique@boxcarmarketing.com twitter: @boxcarmarketing
  • monique@boxcarmarketing.com twitter: @boxcarmarketing
  • monique@boxcarmarketing.com twitter: @boxcarmarketing
  • monique@boxcarmarketing.com twitter: @boxcarmarketing
  • monique@boxcarmarketing.com twitter: @boxcarmarketing
  • monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Online / Offline Tactics monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Ecommerce Store BigCartel.com monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Customer Lifecycle > Strategy & Tactics What can we do to acquire Acquisition Visitors to the site? Do Visitors take action, like Activation follow us, friend us, subscribe? Retention Can we retain visitors attention? Do they like us enough to Referral recommend us? Revenue Do they buy something? monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Goals > KPI > Tools Website Visitors, time on site,Acquisition referral traffic from YouTube, Flickr and other social media Number of pageviews,Activation repeat visits, subscription (email, blog), Fan/FollowerRetention Email Opens, Click-throughs, Repeat visits, Unsubscribes Press Mention, Likes & Referral Shares, Retweets, Refers 1+visitors to the site; Refers 1+ visitors who activate Revenue Event tickets, eCommerce purchases monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Other Marketing Tactics Facebook ads, Eventbrite, QR Codes monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Tool + Tool + Tool monique@boxcarmarketing.com twitter: @boxcarmarketing
  • It’s not the tools,it’s how we use them monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Online marketing is how we relate to each other and how we relate to the organizations that serve us. • Conversation • Collaboration • Community monique@boxcarmarketing.com twitter: @boxcarmarketing
  • The Culture of the Web monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Clay Shirky ...that the web is a network of people who organize themselves monique@boxcarmarketing.com twitter: @boxcarmarketing
  • The Cluetrain Manifesto• Markets are conversations.• Markets are networks of people.• Markets make buying decisions by talking amongst each other.• Companies are networks of people.• Companies should use a human voice instead of corporate-speak. monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Open Brand • There’s been a relationship shift in the way consumers relate to products: before, during and after a purchase consumers are engaging with each other through blogs, peer-reviews and other interactive ways. • Consumers are taking control over the messages that brands once controlled. • For brands to survive this relationship shift they must engage with consumers within consumers’ communities.  monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Break monique@boxcarmarketing.com You should follow me on twitter @boxcarmarketing
  • NEXT WEEKOct 19 is mini TOChttp://oreilly.com/minitoc-vancouver.htmlIn lieu of our in-person class, you will have areading to do independently and anassignment. (Let’s Review the Document) monique@boxcarmarketing.com twitter: @boxcarmarketing