Rochester AMA Presentation


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Rochester AMA Presentation

  1. 1. SOCIAL MEDIA + WEB 2.0 FOR SALES & MARKETING Rochester, NY AMA – April 29,2009
  2. 2. Why are you in business? “Because the purpose of business is to create a customer, the business enterprise has two—and only two—basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the
  3. 3. After-Event Slides & Resources The slides and resource links are available  electronically after the event:
  4. 4. Derived from the AMA‘s TechnoMarketing Training Series. Coming up in : • Orlando, September 29 – 30, 2009 TechnoMarketing is much more than using a few of the newest technology tools to improve your marketing. Real marketers need tools with techniques, strategy with execution and tactics with measurements to ensure accountability. This intensive, interactive two-day seminar will give attendees ample opportunity to apply the specifics of the technologies and trends covered to the realities of their business. AMA TechnoMarketing Training Series
  6. 6. It is all about customer intimacy: People working together in a structured and customer centric way to create customer value, develop relationships
  7. 7. Result It is not just about the number of conversations. It is also about your capabilities to convert these conversations into relationships and create loyal customers.
  8. 8. A.G. Lafley CEO, Procter & Gamble ―We have a philosophy and a strategy. When times are tough, you build share.‖
  9. 9. Source: Justin Kirby & Paul Marsden (2006). Connected marketing. Oxford, UK: Butterworth-Heinemann. xix Crisis In Mass Marketing 18%: Proportion of TV advertising campaigns generating positive  ROI 54 cents: Average return in sales for every $1 spent on advertising  256%: The increase in TV advertising costs (CPM) in the past  decade 84%: Proportion of B2B marketing campaigns resulting in falling  sales 100%: The increase needed in advertising spend to add 1-2% in  sales 14%: Proportion of people who trust advertising information  90%: Proportion of people who can skip TV ads who do skip TV ads  80%: Market share of video recorders with ad skipping technology in  2008 95%: The failure rate for new product introductions  117: The number of prime time TV spots in 2002 needed to reach  80% of adult population – up from just 3 in 1965 3000: Number of advertising messages people are exposed to per  day 56%: Proportion of people who avoid buying products from  companies who they think advertise too much
  10. 10. That Said, We‘ve Come a Long Way… 91% say consumer content is the #1 aid to making  buying decisions (JC Williams Group) 87% trust a friend‘s recommendation over a review by  a critic (MarketingSherpa) Social network users are 3X more likely to trust peer  opinions over advertising in purchase decisions (Jupiter Research) 1 word-of-mouth conversation = the impact of 200 TV  ads (BuzzAgent) Social media site traffic doubled in the past year  (comScore) IT buyers trust social media more than any other  source (PJA IT Social Media Index)
  11. 11. Where Everything Is Headed Today Digital Non-Digital 1996 2009 2050? Source: Google
  12. 12. % of marketers planning to increase globalonline ad execs 55% of their global marketing marketing budget Over 70% of –plan to cutthe recession despite spending on online will executives todayNbelievetraditional = 333 26% Forrester (Spring '08) determine how to fundcampaigns media in order major increased online effortsand executed are planned (June 2008) Advertiser Perceptions (May '08) N = 1,811 72% 31% N = 400 MarketingSherpa (Sep '08) 63% N = 175 Epsilon* (Sept '08) 62% N = 600 MarketingProfs (Oct '08) *63% of (175) CMOs said they had increased their online budgets in the past year
  13. 13. Marketers Reprioritize Marketing Vehicles Reevaluate the  effectiveness of current vehicles Shift 10-15% into  new media Conduct a marketing  audit, don‘t just do guesswork
  14. 14. Source: Marketing Leadership Council -
  15. 15. 360 Digital Marketing World Online eNewsletters Email Real Simple eMail eCards Media Syndication (RSS) Content Partnerships News Community sites Syndication Special Manifestos Blog Search Engines Interest Conversations Blog Aggregators Blogs Chat Search Engine Rooms/Events Citizen Optimization Photo Blogs Action Keyword Listservs eAlerts Marketing Message Boards Search Meetups Text-messaging Press Rooms Online Web Sites Viral Games & IM w/RSS Content Contests Advertising Wikis Folksonomy Digital Radio Social VBlogs Bookmarking Podcasting Webcasting Digital Phones DVR Game Devices PDAs Microcasting (Tivo) Consoles Source: Ogilvy
  16. 16. The Digital Sales Funnel Source: InTouch
  17. 17. The Conversational Sales Funnel marketer generated consumer generated be aware talk form opinion consider buy use ?? ? ? ? directories search crm advertising, PR, publishing wom/ social networks educational marketing event and sponsorship marketing games mobile marketing Source: Digital Voodoo
  18. 18. Sales & Marketing 2.0 Strategies Make it ALL Accountable 1) Build Your Addressable Customer Base 2) Digital Intimacy (stay close to your customer) 3) Start and Keep doing Search 4) (SEM+SEO+SMO) Engender Trust 5) Don‘t ignore the power of Social Media 6)
  19. 19. 1. Digital Accountability “Marketing executives are seeking accountability and measurable results. Data- driven marketing is an increasingly important component of corporate marketing campaigns.” —Mike Iaccarino, chief executive, Epsilon, in a press release Even online marketers show room for improvement in accountability. In a Marchex- commissioned survey conducted by Sterling Market Intelligence in October 2008, only 25% of national advertisers said they were measuring ROI for their online marketing campaigns.
  20. 20. Success Metrics Reach   How many hear your message? Acquisition   Who’s attention did you get? Conversion   What information did you gather?  Who can you contact as a “lead”? Retention   Who follows you after the acquisition?
  21. 21. Build Your Value Funnel Define your critical  actions Map against your sales  process/sales funnel Track to conversion  Wash, rinse, repeat 
  22. 22. The Real Social Media KPI… In social media, a company is successful when it is influential and when it listens and discusses key issues with its target groups through social media. The relationship that leads to a successful strategy is built upon trust. Hence we have to find a way in which we can determine success events leading to trust, which is the basis for influence in social media and in any kind of business for that sake. —Jesper Åström How do we? Simplify and build basic but long-range metrics? Measure our influence in social media over time? Establish the ‗trust barometer‘ for our own brand? Show how by keeping small promises through marketing – build your long term brand?
  23. 23. 2. Build Your Addressable Customer Base Everything = Data, ―CRM mentality‖  Capture mechanisms at every turn (capture  attention & capture data) Get comfortable with the data – it‘s all about  the data! Setup data-driven trigger points to nurture your  prospects along For Example: In 2001, ADC communications, a competitor to Lucent, Cisco and Nortel saw it’s sales degrading to the point of a 27% dip. The immediately retrenched, changed course, implemented a recession marketing & sales strategy and gained market share on each of their major competitors that they retain to this day.
  24. 24. Jeep‘s ―Jeep 2.0‖ Strategy Portals (using contextual/Google and behavioral/AOL 1. targeting) An IM avatar development program 2. Online video - A new campaign site which was redesigned to 3. host rich-media offerings like video vignettes Virtual quot;test drives― 4. Ads on free music download sites with viral marketing (pass 5. this song on to your friends capability) Microsites 6. Traditional TV with product placement 7. Events and bowl games - An online fantasy football 8. sponsorship w/print component Print ads 9.
  25. 25. Jeep – The way beyond trail A choose your own adventure  interactive film User integrates him/herself  directly into the video and story reflects their personal registration selections Program provides clues in  exchange for ―tell a friend‖ Product directly integrated and  demonstrated through plot line of film
  26. 26. 3. Digital Intimacy Build your tribe  E-Mail: Still a Great Medium for Staying in  Touch Meet them in their medium  Build brands & communities  of fans, don’t just advertise This is the paradox of ambient awareness. Each little update — each individual bit of social information — is insignificant on its own, even supremely mundane. But taken together, over time, the little snippets coalesce into a surprisingly sophisticated portrait of your friends’ and family members’ lives, like thousands of dots making a pointillist painting. - Clive Thompson, NYT Magazine
  27. 27. Map Out Your Cyber- Social Citizenship
  28. 28. Build Community in Niche Networks Beyond Students Over 350,000 pets Approx. 700 new each da My Space Politics Moms Investments Real Estate
  29. 29. 4. Start and Keep doing Search (SEM+SEO+SMO) Search provides a strong, highly  measurable ROI for marketing dollars spent. Search garners click-through rates that  exceed all other forms of online advertising. Search offers marketers the potential  for immediate sales online, as well as for online and offline sales at a later time. Search can even enhance brands.  Over 80% of consumers and  businesspeople engage in on a regular basis
  30. 30. Search is Integrated…so Integrate It! (almost) Everything  digital/web based can contribute to search Integrate search  components into ALL of your marketing (PURLS, ―Google This‖
  31. 31. EVERYTHING AFFECTS SEARCH… Caminito Argentinean  Steakhouse is a single- location restaurant in Northampton, Mass Using a website, local  ads, blogging, video, Twitter, MySpace and other digital tools to drive business
  32. 32. Caminito‘s World…
  33. 33. No Love for Iams What if half the store shelf said, “Don’t Touch This?”
  34. 34. 5. Engender Trust Trust is the currency of brands, and  it has never been harder to create or hold on to. Reviews, recommendations, friends,  experts, thought leadership…all trusted! Do everything you can to make your product and  customer service as good as they can possibly be. Emphasize listening over loud-speaking.  Consider building a community where consumers can  weigh in. Take the bold move of embracing customer ratings and  reviews.
  35. 35. Trusted Sources
  36. 36. Join the Conversation Be transparent. Be open and  honest in all communication. Be ethical. Live by the  WOMMA Practical Ethics Toolkit Be relevant. Share information  and perspectives that are valuable to the online community Personalize and be  personable. Address negative discussion  Even if you‘re not ready to join the conversation, it head-on. pays to have a sound strategy for dealing with any  Court evangelists & social media conversation taking place about your advocates. brand.
  37. 37. Comcast is Building Trust… Comcast tech filmed  sleeping…waiting for his own customer service team. A viral video & blog sensation (of  course!) Popular blogger ‗Tweets‘ his  Comcast woes Comcast calls him 20 min  later and resolves his issues!
  38. 38. Word Of Mouth Is A Powerful Force (evangelists) Word of Mouth Among Airlines Source: Harvard Business Review
  39. 39. Become a Trusted Advisor Be Generous With Your Knowledge   Share beyond the marketing speak Be Consistent   Calendar your activities – daily, weekly, monthly routine Always Deliver Value   Listen, think, revise, teach, repeat Take A Stand   Take your strong positions to market Focus On The Long-term Benefits   Track your results in months & years
  40. 40. 6. Embrace Social Media ―Social Media is people having conversations online.‖
  41. 41. The conversations are powered by… Blogs  Widgets  Micro Blogs  Online Chat  RSS  Social Networks  Social Bookmarks  Message Boards  Podcasts  Video Sharing Sites  Photo Sharing Sites  Virtual Worlds  Wikis  (…just to name a few)
  42. 42. Social Media “The most effective social media is all about building relationships, engagi ng with others, and developing trust while building a solid word-of-mouth marketing program.”
  43. 43. Beware of the Bright Shiny Objects Addiction To Bright + Shiny Objects
  44. 44. Symptoms Of B.S.O.S. (Bright + Shiny Object Syndrome) A soft spot for buzzwords  A disposition to regurgitate the latest buzzwords you  just overheard An insatiable desire to sell ―the latest thing‖ to  clients A tendency to believe the hype, without  investigating for yourself A tendency to dismiss without investigating for  yourself Excess use of the word ―viral‖ viral…viral…viral..  viral…
  45. 45. The Social Homebuilder
  46. 46. Martell‘s Holistic Strategy Holistic strategy, not just  social media Advertising, customer  relations, vendor relations, public relations, website execution, social media Strategic process of  defining their audience, establishing their objectives, developing strategies to accomplish those objectives with the
  47. 47. Indium Social Media Strategy 25% reduction in marketing spend  Major account wins  Entire organization involved  in the ‗community‘
  48. 48. Integrated Social Media Strategy Goodwill Repositioning Blog YouTube MySpace ebay Store
  49. 49. A Few Good Stats Over 11,500 unique visitors to the virtual fashion show 9/12  launch Over 42,000 page views  16% of fashion show visitors have been converted into  online Goodwill shoppers Fashion Show Visitors from 31 countries and 48 states plus  DC 48% of fashion show visitors are from the DC, MD, VA  region (the area we serve) Blog is averaging between 600 & 700 visitors a week  5.6% of blog visitors are being converted into online  Goodwill shoppers Blog visitors from 77 countries and all 50 states  Brick & mortar stores during the two weeks following the launch of the fashion show:  Customer count + 6.6%
  50. 50. You Could...Go…All…the…Way
  51. 51. So, Now What?
  52. 52. Learn to Listen Where are your customers online/offline? Blogs, Social media tools (e.g. LinkedIn Answers),  Discussion Forums, Twitter, etc…/Events Monitor these conversations: Find your brand using Google Alerts,,  and Use a central tool to track the different conversations happening around  your company. Most online conversations are RSS enabled, barring a few Yahoo! groups that don’t support RSS. Use a RSS reader (e.g. to gather all these conversations into a central repository and create a folder that you check on a daily basis. For Example: Best-in-class organizations pursue social media listening as a daily discipline and have a response strategy to engage in the conversation if necessary.
  53. 53. Get an Online Personality Personality Toolkit  LinkedIn Profile  Facebook page  Personal or corporate blog  page for bookmarks  YouTube page (  Share photos online (Flickr, Photobucket)  Thou shalt have a complete profile 40x more likely to succeed when complete  Choose your own social media adventure! 
  54. 54. Be the Media Feature a link to the  blog on your company home page. Employ a team of  bloggers. Provide guidelines to  bloggers. Share company news and thought leadership.  Post a combination of written word, photos and video.  Link generously to other digital influencers.  Allow moderated comments to foster a two-way  conversation.
  55. 55. Tap Into Your Community Community members  can be worth 30% more Tap the power of your  customer base Increase long-term  lifetime value Involve them in  something meaningful Know what customers  really want to buy
  56. 56. Crowdsource Your Next Big Idea Define an idea  management process. Design and develop  the online community. Promote the  community with your customers. Invite them to  contribute. Post questions to spur  their thinking.
  57. 57. A Crowdsourced Business Seventh Generation, a leading green consumer products company, used a crowdsourcing approach to design an eco-friendly diaper bag as part of its Wee Generation campaign. Mommies, children and leading environmental experts collaborated to design a state-of-the- art, limited edition bag, which Seventh
  58. 58. Harness the Power of Social Networks Connect with your  customers in their network. Facebook, LinkedIn,  MySpace, etc… Build applications for  them in their networks. Assign someone in your  organization as the ‗community manager‘. If you build it, they won‘t  come – put together a sound seeding strategy
  59. 59. Share Your Assets! Create a brand channel on  YouTube, a SlideSpace on SlideShare and so on… Upload your company‘s videos to  your YouTube channel Adds to your search results  Promote your company‘s  YouTube channel or specific videos on your Web site, emails, newsletters. Engage your audience by  encouraging them to add comments, rate videos, share video. Update your content frequently to  keep it fresh. This is critical to
  60. 60. “Every brand needs to be relevant and part of a community. They need to open a dialogue with their consumers, but they also need to be prepared for what could be negative feedback and I don’t think all marketers are ready- Bob Ivins, that.” for EVP, comScore
  61. 61. How to control millions of inaccurate and divergent conversations ? YOU DON’T Consumers are beginning in a very real sense to own our brands and participate in their creation … We need to begin to learn to let go. A.G. Lafley, CEO and Chairman of P&G, October 2006 (cc) Lynette Webb, 2006
  62. 62. Social Media + Web 2.0 for Sales & Marketing Q&A Download slides at: Need help after the presentation? Email
  63. 63. Social Media + Web 2.0 for Sales & Marketing Thank You! Download slides at: Need help after the presentation? Email