IT and Marketing Bill Balderaz Founder and Chief Optimism Officer Webbed Marketing
Online Marketing <ul><li>Digital marketing will account for 24% of overall marketing spend this year </li></ul><ul><li>28%...
Traditional and Broadcast Advertising <ul><li>This year, just 17% say they are increasing their print media budgets, compa...
Agenda <ul><li>What is integrated marketing? </li></ul><ul><li>Approaches to measuring online marketing </li></ul><ul><li>...
Webbed Marketing <ul><li>Using the Internet to grow organizations </li></ul><ul><li>Provide goal-oriented online marketing...
Integrated Marketing
What is Integrated Marketing <ul><li>Start with the Goal </li></ul><ul><li>Define your Customer </li></ul><ul><li>Develop ...
Brand Focused vs Social Media Focused Brand Focused VS Social Media Focused Brands telling their story Joining a conversat...
Brand Focused vs. Social Media Focused <ul><li>“ Yes, it generated 2 MM impressions, 400 leads and 50 sales, but it has th...
The Preacher vs. The Cab Driver
Assumption #1: Yes, This Matters in B2B Source: Forrester Research
Assumption #2: Yes, This Matters in the Consumer Space Source: BrandWeek
Measuring Online Marketing Campaigns
Clear Goals <ul><li>Can’t measure “more buzz” </li></ul><ul><li>Define measurable metrics – 16 media placements, 40 releva...
The Webbed Marketing Scorecard
The Webbed Marketing Scorecard <ul><li>Tracks “micro goals” that funnel into strategic goals </li></ul><ul><li>In bound li...
Spiderfly <ul><li>Marketing Communications & Customer Service:  How do I identify individual influencers and also aggregat...
Just Give Me  A Number
Just Give Me  A Number  (OK, now I need more details)
Case Studies Measuring ROI
Case Study #1 - Moochie & Co. <ul><li>A specialty Web and mall pet gift and accessories retailer  </li></ul><ul><li>Highly...
Case Study #1 - Moochie & Co. <ul><li>Press releases timed with high search volume, high media attention topics </li></ul>...
Case Study #1 - Moochie & Co.
Case Study #1 - Moochie & Co.
Case Study #2 - Shizuka New York <ul><li>Located in Midtown Manhattan </li></ul><ul><li>Cosmetology & skin care with “East...
Case Study #2 - Shizuka New York <ul><li>Following Word of Mouth program: </li></ul><ul><ul><li>Mention on Jay Leno </li><...
Case Study #2 - With a Compelling Hook <ul><li>Highlighting  “Bird Poop Facials” </li></ul>
Case Study #2 - Setting Goals <ul><li>Branding and awareness </li></ul><ul><li>Increased site traffic </li></ul><ul><li>Ne...
Case Study #2 - SEO Press Release
Case Study #2 - Blogger Outreach
Case Study #2 -  Video <ul><li>The YouTube Geisha Facial video – 20,000+ views </li></ul>
Case Study #3 –  Romantic Makeover
Case Study #3 –  Romantic Makeover
Case Study #3 – Press Release <ul><li>#1 on Google News for “Hocking Hills” </li></ul><ul><li>#1 on Google News for “outdo...
Case Study #3 – Online Promotion <ul><li>Contest on Facebook page to promote contest and host entries and votes </li></ul>...
Case Study #4 – National Council (non-profit) <ul><li>A national organization representing mental and behavioral health </...
Case Study #4 – Media Relations/Awareness <ul><li>Let traditional media drive online efforts </li></ul>
Case Study #4 – Media Relations/Awareness <ul><li>The campaign generated a large volume of traffic looking for sources </l...
Case Study #4 –Traffic from Traditional Media Relations, Social Media & Search
Case Study #4 – Online Programs Drive Traditional Media Coverage <ul><li>When The National Council built a presence on Sec...
Case Study #4 – Widespread Media Coverage
Summary  <ul><li>Focus on the goal first </li></ul><ul><li>Define the end consumer, think beyond the buyer </li></ul><ul><...
Be The Cab Driver!
Take Aways <ul><li>Listening is more important than talking </li></ul><ul><li>Don’t think about numbers for the sake of nu...
Bill Balderaz Webbed Marketing www.webbedmarketing.com @bbalderaz
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Bowling Green Internet Marketing Class Lecture

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Bill Balderaz, President of Webbed Marketing, talks to a BGSU Marketing class about Internet Marketing.

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Bowling Green Internet Marketing Class Lecture

  1. 1. IT and Marketing Bill Balderaz Founder and Chief Optimism Officer Webbed Marketing
  2. 2. Online Marketing <ul><li>Digital marketing will account for 24% of overall marketing spend this year </li></ul><ul><li>28% of firms are shifting at least some of their overall marketing budgets from traditional to digital channels </li></ul><ul><li>42% say they are planning to keep this budget the same as it was in 2009. Only 13% say they are planning to decrease overall marketing budget </li></ul><ul><li>64% plan to increase budgets for search engine optimization </li></ul><ul><li>51% plan to increase budgets for paid search marketing </li></ul><ul><li>70% are planning to increase their budgets for off-site social media such as Facebook and Twitter </li></ul>
  3. 3. Traditional and Broadcast Advertising <ul><li>This year, just 17% say they are increasing their print media budgets, compared to 41% who are decreasing spending </li></ul><ul><li>In the first half of 2009, the average marketing budget was cut 15% (IDC) aditional media (Marketing Profs) </li></ul>
  4. 4. Agenda <ul><li>What is integrated marketing? </li></ul><ul><li>Approaches to measuring online marketing </li></ul><ul><li>Online marketing case studies </li></ul><ul><li>Summary </li></ul>
  5. 5. Webbed Marketing <ul><li>Using the Internet to grow organizations </li></ul><ul><li>Provide goal-oriented online marketing, advertising and public relations </li></ul><ul><li>65+ clients across the US and Europe </li></ul><ul><li>Based in Columbus,OH </li></ul>
  6. 6. Integrated Marketing
  7. 7. What is Integrated Marketing <ul><li>Start with the Goal </li></ul><ul><li>Define your Customer </li></ul><ul><li>Develop your Message </li></ul><ul><li>Let Customer and Message drive your Channel and Creative </li></ul>
  8. 8. Brand Focused vs Social Media Focused Brand Focused VS Social Media Focused Brands telling their story Joining a conversation Carefully defined and controlled Consumers defining your brand Being perfect Being genuine
  9. 9. Brand Focused vs. Social Media Focused <ul><li>“ Yes, it generated 2 MM impressions, 400 leads and 50 sales, but it has the wrong color blue in the logo.” </li></ul>
  10. 10. The Preacher vs. The Cab Driver
  11. 11. Assumption #1: Yes, This Matters in B2B Source: Forrester Research
  12. 12. Assumption #2: Yes, This Matters in the Consumer Space Source: BrandWeek
  13. 13. Measuring Online Marketing Campaigns
  14. 14. Clear Goals <ul><li>Can’t measure “more buzz” </li></ul><ul><li>Define measurable metrics – 16 media placements, 40 relevant links, increase sales 12% </li></ul><ul><li>Take baseline metrics before campaign starts </li></ul><ul><ul><li>SEO metrics, social media metrics </li></ul></ul><ul><li>Break metrics down into quantifiable goals </li></ul><ul><ul><li>Mentions in blogs, social networks, links to the site… </li></ul></ul><ul><li>You can quantify metrics </li></ul>
  15. 15. The Webbed Marketing Scorecard
  16. 16. The Webbed Marketing Scorecard <ul><li>Tracks “micro goals” that funnel into strategic goals </li></ul><ul><li>In bound links, blog mentions, presence on social networks, traffic numbers, Web mentions and other measurable metrics funnel into strategic goals </li></ul><ul><li>Provide real evidence of measurable improvement </li></ul><ul><li>Provide direction on where to focus efforts </li></ul>
  17. 17. Spiderfly <ul><li>Marketing Communications & Customer Service: How do I identify individual influencers and also aggregate volume, demographics, tonality and velocity of social media? </li></ul><ul><li>Internet Marketing Team: How do I diagnose key social media and search metrics for my Web site and my competitors’ sites? </li></ul><ul><li>Public Relations: What is my real-time blogger buzz, and how does that benchmark against my historical performance and competitors? </li></ul><ul><li>CEO: Just give me one number! </li></ul>
  18. 18. Just Give Me A Number
  19. 19. Just Give Me A Number (OK, now I need more details)
  20. 20. Case Studies Measuring ROI
  21. 21. Case Study #1 - Moochie & Co. <ul><li>A specialty Web and mall pet gift and accessories retailer </li></ul><ul><li>Highly-targeted market, highly-competitive industry, limited advertising budget </li></ul><ul><li>Consumers and influencers are heavy Web users </li></ul>
  22. 22. Case Study #1 - Moochie & Co. <ul><li>Press releases timed with high search volume, high media attention topics </li></ul><ul><ul><li>“ I Love My Mommy” t-shirt near Mother’s Day </li></ul></ul><ul><ul><li>“ Take Your Dog to Work” campaign </li></ul></ul><ul><ul><li>“ I Have Two Daddies” campaign </li></ul></ul><ul><ul><li>“ MySpace for Cats & Dogs” </li></ul></ul><ul><li>Highly-targeted market, highly=competitive industry, limited advertising budget </li></ul>
  23. 23. Case Study #1 - Moochie & Co.
  24. 24. Case Study #1 - Moochie & Co.
  25. 25. Case Study #2 - Shizuka New York <ul><li>Located in Midtown Manhattan </li></ul><ul><li>Cosmetology & skin care with “Eastern Holistic Knowledge” </li></ul><ul><li>Featured in international media including Marie Claire, Shape, Vogue and Harpers Bazaar </li></ul>
  26. 26. Case Study #2 - Shizuka New York <ul><li>Following Word of Mouth program: </li></ul><ul><ul><li>Mention on Jay Leno </li></ul></ul><ul><ul><li>Mention on CNN </li></ul></ul><ul><ul><li>Home page of CNN.com </li></ul></ul><ul><ul><li>E! “The Soup” </li></ul></ul><ul><ul><li>The Hollywood Reporter </li></ul></ul>
  27. 27. Case Study #2 - With a Compelling Hook <ul><li>Highlighting “Bird Poop Facials” </li></ul>
  28. 28. Case Study #2 - Setting Goals <ul><li>Branding and awareness </li></ul><ul><li>Increased site traffic </li></ul><ul><li>New clients </li></ul>
  29. 29. Case Study #2 - SEO Press Release
  30. 30. Case Study #2 - Blogger Outreach
  31. 31. Case Study #2 - Video <ul><li>The YouTube Geisha Facial video – 20,000+ views </li></ul>
  32. 32. Case Study #3 – Romantic Makeover
  33. 33. Case Study #3 – Romantic Makeover
  34. 34. Case Study #3 – Press Release <ul><li>#1 on Google News for “Hocking Hills” </li></ul><ul><li>#1 on Google News for “outdoors getaway” </li></ul><ul><li>#1 on Google News for “vacation contest” </li></ul><ul><li>#1 on Google News for “worst gift ever” </li></ul><ul><li>#2 on Google News for “makeover” </li></ul><ul><li>#5 on Google News for “outdoor vacation” </li></ul>
  35. 35. Case Study #3 – Online Promotion <ul><li>Contest on Facebook page to promote contest and host entries and votes </li></ul><ul><ul><li>887 fans </li></ul></ul><ul><ul><li>151 Total wall posts </li></ul></ul><ul><ul><li>139 Contest submissions </li></ul></ul><ul><ul><li>559 Total likes/votes </li></ul></ul><ul><ul><li>4,242 Total pageviews </li></ul></ul>
  36. 36. Case Study #4 – National Council (non-profit) <ul><li>A national organization representing mental and behavioral health </li></ul><ul><li>Goals around media coverage, awareness and membership recruitment and retention </li></ul><ul><li>Partnering with internal team and other partners </li></ul>
  37. 37. Case Study #4 – Media Relations/Awareness <ul><li>Let traditional media drive online efforts </li></ul>
  38. 38. Case Study #4 – Media Relations/Awareness <ul><li>The campaign generated a large volume of traffic looking for sources </li></ul><ul><li>A media alert was drafted and posted on The National Council Web site, and sent to traditional media </li></ul>
  39. 39. Case Study #4 –Traffic from Traditional Media Relations, Social Media & Search
  40. 40. Case Study #4 – Online Programs Drive Traditional Media Coverage <ul><li>When The National Council built a presence on SecondLife, we pitched it to bloggers </li></ul><ul><li>Posted to online newswires </li></ul><ul><li>Communicated via social networks </li></ul><ul><li>All while the public relations group pitched to traditional media </li></ul>
  41. 41. Case Study #4 – Widespread Media Coverage
  42. 42. Summary <ul><li>Focus on the goal first </li></ul><ul><li>Define the end consumer, think beyond the buyer </li></ul><ul><li>Determine a compelling message </li></ul><ul><li>Don’t pre-determine channel and creative </li></ul><ul><li>Measure, measure, measure </li></ul>
  43. 43. Be The Cab Driver!
  44. 44. Take Aways <ul><li>Listening is more important than talking </li></ul><ul><li>Don’t think about numbers for the sake of numbers, correlate numbers to business objectives </li></ul><ul><li>Influence the influencers </li></ul><ul><li>Join the conversation; remember it’s a dialogue, not a monologue! </li></ul>
  45. 45. Bill Balderaz Webbed Marketing www.webbedmarketing.com @bbalderaz
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