Marketing 2 0


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basics of online/social marketing

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  • Marketing 2 0

    1. 1. Marketing 2.0: Finding & Connecting with Audiences Virginia Hines Online/Social Marketing Consultant November 5, 2008
    2. 2. Today’s Agenda <ul><li>Web 2.0 marketing is different & game-changing </li></ul><ul><li>Reaching your audience </li></ul><ul><li>Data: Capture & analyze </li></ul><ul><li>Using ROI to set priorities & allocate resources </li></ul><ul><li>More tactics </li></ul><ul><ul><li>Blogging </li></ul></ul><ul><ul><li>Social networks </li></ul></ul><ul><ul><li>SEO/SEM </li></ul></ul><ul><ul><li>Name capture </li></ul></ul><ul><ul><li>Online PR </li></ul></ul><ul><ul><li>Multimedia </li></ul></ul><ul><li>Q&A </li></ul>
    3. 3. Marketing 2.0: A New Game <ul><li>Tremendous benefits </li></ul><ul><ul><li>Reach an audience of millions </li></ul></ul><ul><ul><ul><li>Plus their friends </li></ul></ul></ul><ul><ul><li>Online medium offers rich, interactive multimedia experience </li></ul></ul><ul><ul><li>Everything is measurable: observe behavior, learn, optimize </li></ul></ul>
    4. 4. Marketing 2.0: A New Game <ul><li>But it’s not business as usual </li></ul><ul><ul><li>Online reaches a different demographic with different behavior, expectations </li></ul></ul><ul><ul><li>Conversation, not a monologue </li></ul></ul><ul><ul><li>Online marketers need different skills </li></ul></ul><ul><ul><ul><li>Data analysis (Excel) </li></ul></ul></ul><ul><ul><ul><li>Html </li></ul></ul></ul><ul><ul><ul><li>Eager to keep learning </li></ul></ul></ul><ul><ul><ul><li>Can-do attitude: make it happen </li></ul></ul></ul>
    5. 5. Web Changes Everything <ul><li>Welcome to a new way to communicate </li></ul><ul><li>Online is </li></ul><ul><ul><li>Dynamic …not static </li></ul></ul><ul><ul><li>Global …AND local </li></ul></ul><ul><ul><li>Multimedia …not just text </li></ul></ul><ul><ul><li>Interactive …real-time audience participation </li></ul></ul><ul><ul><li>Democratic …not hierarchical </li></ul></ul><ul><ul><li>Inclusive …not exclusive </li></ul></ul><ul><ul><li>Networked …not independent </li></ul></ul>
    6. 6. Reaching Your Audience
    7. 7. 2008 Statistics Snapshot 73% 77% 2008 US population: 304 million 44%
    8. 8. Reaching Your Audience <ul><li>Key sources of traffic </li></ul><ul><ul><li>Direct: they type in your URL </li></ul></ul><ul><ul><li>Links from other sites </li></ul></ul><ul><ul><li>Search engines </li></ul></ul><ul><li>Ideally these sources should be fairly balanced, with each contributing 25-50% of traffic </li></ul><ul><li>Another strategy: social marketing </li></ul>
    9. 9. Search Engines <ul><li>Search Engine Optimization (SEO): search-friendly structure can drive lots of “free” traffic to your site </li></ul><ul><li>Content: page title, metatext, alt-text, tags, keywords, site map </li></ul><ul><li>Site design: navigation structure; content organization; judicious use of Flash, frames </li></ul><ul><li>Use Search Engine Marketing (SEM—“paid search”) selectively for positive ROI </li></ul><ul><li>Get professional help with SEO/SEM </li></ul>
    10. 10. Search Engines You see: The search engine sees:
    11. 11. Social Marketing <ul><li>Exciting new field, still in its infancy </li></ul><ul><li>Use Web 2.0 and social networking tools as channels for building engagement, finding new prospects </li></ul><ul><li>Conversation, not a monologue </li></ul><ul><ul><li>Audience participates in the discussion, creates content, voices opinions, shares expertise </li></ul></ul><ul><ul><li>No “hard sell” </li></ul></ul><ul><li>Network effect: you’re exposed not only to direct prospects, but also their friends </li></ul>
    12. 12. Data
    13. 13. Data <ul><li>Revolutionary difference between print and online </li></ul><ul><li>Your site is a living focus group of audience interests and behavior </li></ul><ul><ul><li>Content preferences </li></ul></ul><ul><ul><li>Search terms </li></ul></ul><ul><ul><li>Clicks </li></ul></ul><ul><li>Capture it where possible </li></ul><ul><ul><li>Use tracking codes for more insights </li></ul></ul><ul><li>Base decisions on data rather than intuition & guesses </li></ul>
    14. 14. Data: Capture <ul><li>Web analytics are essential </li></ul><ul><ul><li>Google Analytics : a popular free solution </li></ul></ul>
    15. 15. Data: Analyze <ul><li>Track statistics, ideally daily </li></ul><ul><li>Develop “key performance indicators” (KPIs) and chart progress </li></ul><ul><ul><li>For example, pageviews, clicks, email open rates, time on site, names captured </li></ul></ul><ul><li>Learn about your audience from their behavior & affinities </li></ul><ul><li>Proficiency in Excel is a must! </li></ul>
    16. 16. Return on Investment <ul><li>Lots of data in the online environment makes it easier to track ROI </li></ul><ul><li>Use ROI to set priorities, allocate resources, optimize your online presence </li></ul><ul><ul><li>Was it worth $500 to hire a freelancer to write that marketing piece? </li></ul></ul>
    17. 17. Tactics
    18. 18. Tactics: Blogging <ul><li>You are, therefore you blog: every enterprise should have a blog </li></ul><ul><ul><li>Easy, cost-effective way to keep in touch </li></ul></ul><ul><ul><li>Gives a personal face/voice to your brand </li></ul></ul><ul><ul><li>React quickly to breaking news, share information of interest, provide frequent updates, link to documents with more detail </li></ul></ul><ul><ul><li>Instant audience input/feedback via comments </li></ul></ul><ul><ul><ul><li>Use comments for contests, testimonials, etc. </li></ul></ul></ul><ul><ul><li>In addition to text, share photos, video, audio </li></ul></ul><ul><ul><li>Option to subscribe via RSS </li></ul></ul>
    19. 19. Tactics: Blogging <ul><li>Host your blog on your own site or use a free service </li></ul><ul><li>Some of the most popular: </li></ul><ul><ul><li>TypePad </li></ul></ul><ul><ul><li>WordPress </li></ul></ul><ul><ul><li>Blogger </li></ul></ul><ul><ul><ul><li>Owned by Google </li></ul></ul></ul><ul><ul><ul><li>My choice because it may perform better in search results </li></ul></ul></ul>
    20. 20. Tactics: Social Networks <ul><li>The opportunity: harness the power of “friends of friends” </li></ul><ul><ul><li>Tap into the web’s enormous reach </li></ul></ul><ul><ul><li>Generate deep engagement with your cause </li></ul></ul><ul><li>The tradeoff: you don’t fully control the message; your message must resonate </li></ul><ul><li>Take your message to websites people use to communicate with their networks of associates </li></ul><ul><ul><li>Facebook, MySpace, LinkedIn </li></ul></ul><ul><ul><li>But also YouTube, Twitter, specialized discussion forums…or create your own community (Ning) </li></ul></ul>
    21. 21. Tactics: Social Networks <ul><li>Create affinity groups and Facebook “causes” </li></ul><ul><li>Provide badges & widgets so members can show their support </li></ul><ul><li>Invite people to participate, share, get involved, tell their friends </li></ul><ul><li>Facilitate sharing with “email this” links, RSS </li></ul>
    22. 22. Tactics: Name Capture <ul><li>Integrate name capture opportunities into your online marketing activities </li></ul><ul><ul><li>Collect email and mobile/SMS as well as conventional contact info </li></ul></ul><ul><ul><li>Think ahead: include privacy policy checkbox </li></ul></ul><ul><li>Give something in return </li></ul><ul><ul><li>Join a networking group or community </li></ul></ul><ul><ul><li>Subscribe to an email newsletter </li></ul></ul><ul><ul><li>Receive text message alerts or updates </li></ul></ul><ul><ul><li>Participate in a live chat event </li></ul></ul>
    23. 23. Tactics: Online PR <ul><li>Keep a steady stream of press releases on PR Newswire, PRWeb </li></ul><ul><ul><li>PR isn’t just for “big news” </li></ul></ul><ul><li>Links improve search engine performance, in addition to propagating your brand </li></ul><ul><li>Also post this content on your blog, website, and social networks </li></ul><ul><li>Important to “push” content of interest to your audience </li></ul>
    24. 24. Tactics: Multimedia <ul><li>Diverse storytelling—not just text </li></ul><ul><ul><li>Video (also share on YouTube) </li></ul></ul><ul><ul><ul><li>Create a YouTube channel if you have several videos </li></ul></ul></ul><ul><ul><li>Audio (also podcast on iTunes) </li></ul></ul><ul><ul><li>Photos/slideshows </li></ul></ul><ul><li>RSS feeds </li></ul><ul><li>“ Personal broadcasting”: Twitter, SMS </li></ul><ul><ul><li>Important announcements, timely updates </li></ul></ul><ul><li>Live chat events </li></ul><ul><li>User-generated content: give the audience a voice </li></ul>
    25. 25. PS—The Obama Campaign <ul><li>Web 2.0 a vehicle to spread enthusiasm people felt for Obama & his change agenda </li></ul><ul><ul><li>Historic number of small donors, many paying on a subscription plan </li></ul></ul><ul><ul><li>People were asked not just to donate but to help raise money from associates </li></ul></ul><ul><li>Lower the barrier to entry but ask people to be more engaged </li></ul>
    26. 26. PS—The Obama Campaign <ul><li>Provided tools to help people tell friends </li></ul><ul><ul><li>Badges, widgets, ringtones, affinity groups </li></ul></ul><ul><li>Also used social tools to keep in touch, ask for donations & volunteers </li></ul><ul><ul><li>SMS, Email, Twitter </li></ul></ul><ul><li>Strategy very much aligned with a core demographic of Obama supporters </li></ul><ul><ul><li>Young, affluent, tech-savvy </li></ul></ul>
    27. 27. PS—The Obama Campaign <ul><li>Long-term, Obama’s success with social marketing challenges conventional wisdom about a “big donor” fundraising strategy </li></ul><ul><ul><li>With the right cause you can raise huge amounts of money in a democratized, decentralized social marketing campaign </li></ul></ul><ul><ul><li>Breaking ground in 2012: the Facebook Cure Cancer Group Pediatric Oncology Center </li></ul></ul>
    28. 28. A Few Resources <ul><li>BaconSalt online marketing case study </li></ul><ul><li>Donor Digital </li></ul><ul><li>eNonprofits Benchmarks Study </li></ul><ul><li>Google Analytics </li></ul><ul><li>My blog: Reinventing Media </li></ul><ul><li>Nonprofit Marketing </li></ul><ul><li>Obama online marketing case study </li></ul><ul><li>Social Edge: Drive Traffic to Your Site </li></ul><ul><li>Zazengo </li></ul><ul><li>This presentation on </li></ul>