Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media

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Most organizations typically lump themselves into one of two different business models – business-to-business or business-to-consumer – and thus follow a pretty traditional marketing plan that falls in line with their target audience. However, industries such as entertainment, education, healthcare, and even consumer products, are demonstrating how an unconventional approach of cross-pollinating brand promises and hyper-targeted messaging across both earned and paid media can reach a more diversified segment of consumers and businesses alike, regardless of who the “buyer” is. This demonstrates a pivotal shift in how they attract customers, culminating in huge results.

We will explore how to challenge the traditional rules of thought in how you view your audience, how to identify cross-pollinating opportunities as well as how and when you can take advantage of your audiences’ online networks, communities, influencers and buying behaviors.

From this webinar you will learn:

1. How to think unconventionally past your traditional marketing routine and audience
2. How to initiate and test cross-pollinated marketing opportunities
3. How to leverage your community and audience funnel to attract new customers
4. How to put a test plan together to experiment with diversifying the media mix without large risk

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Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media

  1. 1. Cross-Pollinated Marketing:<br />The Blurring of B2B & B2C Strategy<br />Using Earned, Social & Mobile Media<br />#EMGWebinar<br />Presented by: Damien Navarro<br />08/23/2011<br />
  2. 2. Welcome!<br />2<br />About EMG Webinars<br /><ul><li> Short Q&A session will occur at end of presentation
  3. 3. Webinar presentation will be recorded
  4. 4. Links to be sent to attendees</li></ul>Presentation posted to EMG Knowledge Center<br />
  5. 5. About EMG & Core Competencies<br />3<br /><ul><li>Full-service digital marketing and communications agency
  6. 6. Headquartered in Los Angeles, CA
  7. 7. Established in 1999
  8. 8. Clients Diversity Includes: </li></li></ul><li>About EMG & Core Competencies<br />Strategy<br />Media<br />Plans brand stories and experiences that engage consumers in relevant, meaningful ways<br />Plans propagation of brand stories and experiences through owned, paid, earned and shared media <br />Creative<br />Technology<br />Translates brand stories and experiences to visual identity and concepts<br />Discovers new methods of consumer engagement utilizing technology<br />
  9. 9. Presenter Introduction <br />5<br />Background in cross-channel marketing, online advertising, enterprise technology, social media<br />Focused on helping clients to think strategically and to maximize internal and external resources<br />SME in technology innovations, marketing, and behavioral marketing trends<br />Experienced industry thought leader, public speaker<br />Works with clients in multiple verticals: Higher Education, Financial Services and Entertainment<br />Damien Navarro, Managing Partner & CEO, EMG<br />
  10. 10. Key Take Aways<br />How to think unconventionally past your traditional marketing routine and audience <br />How to initiate and test cross-pollinated marketing opportunities <br />How to leverage your community and audience funnel to attract new customers <br />How to put a test plan together to experiment with diversifying the media mix without large risk<br />
  11. 11. Why a Different Approach?<br />The audience eco-system is no longer black and white<br />The digital touch point and access is everywhere<br />The increasing cost of paid media<br />The instant make or break of social media<br />The increasing power, and make or break of crowdsourcing<br />
  12. 12.
  13. 13.
  14. 14. (March 2010 Pew Research)<br />
  15. 15. Today’s Media Mix<br />PERFORMANCE-DRIVEN MARKETING<br />(Paid Media)<br />EXPERIENCE-DRIVEN MARKETING<br />(Earned Media)<br />Channels that Brands pay to leverage<br />Traditional, Digital, Mobile Advertising<br />The community drives the channel <br />Social Content Contributors integrated with Brand hosted platforms<br />STRATEGY & <br />INTELLIGENCE<br />BRAND CHANNELS<br />(Shared & Owned Media)<br />Channels powered by partnerships or brick and mortar / physical collateral and visibiltiy<br />
  16. 16. The Business Case for Earned Media<br /><ul><li>Increase revenue by providing ‘premium’ services or insight
  17. 17. Build stronger partnerships – “selling sideways”
  18. 18. Customer & Agent recruitment, acquisition and retention
  19. 19. “Customer Service” – overcoming objections, community selling, FAQ’s
  20. 20. Industry Visibility & Organic Search Result Rankings
  21. 21. Reputation management and positioning in the marketplace
  22. 22. Publicity (PR) and Brand Awareness (Digital Footprint)</li></ul>Global survey of 1,700 corporate executives found that 69% claim advantages of earned media. McKinsey Report 2010<br />
  23. 23. The Business Case for Mixing Paid and Earned Media<br />
  24. 24. The Cross-Pollinated Approach Simplified<br />Natural Movement Marketing <br />least amount of movement (tactics) with the most collective impact<br />Blends marketing strategies to reach and influence direct customers and in-direct influencers alike<br />Overlaps the Consumer vs. Customer lifecycle<br />Leverages earned media and 24/7 access to engage new audiences<br />
  25. 25. How the Revenue Models are Shifting<br />
  26. 26. Pharma – Yesterday<br />$<br />$<br />
  27. 27. Pharma – Today (Mixing B2B & B2C)<br />17<br />$<br />$<br />
  28. 28. TV – Yesterday – B2B<br />$<br />
  29. 29. TV – Today (B2B & B2C)<br />$<br />$<br />$<br />$<br />
  30. 30. Theatrical - Yesterday (B2B)<br />$<br />
  31. 31. Theatrical Today (B2B & B2C)<br />$<br />$<br />
  32. 32. Who’s Taking Advantage of the Shift?<br />
  33. 33. Johnson & Johnson Goes Beyond Direct to Consumer<br />They are leading the “health” of the industry<br />
  34. 34. Scottrade Uses Influencers to Engage Conversation<br />They are impacting the community, the marketplace<br />
  35. 35. KofaxUsed Branded Content to Build Equity<br />Influencers, influence buyers<br />
  36. 36. StatefarmMakes Itself Accessible by Giving Back<br />26<br />Fans become customers through self-change<br />
  37. 37. ZinchBecomes the Broker of Resources and Students<br />Institutions are having to play by new rules<br />
  38. 38. Defining a New Cross-Pollinated Tactical Approach<br />
  39. 39. Decision Makers<br />29<br />What is the Complexity of Your Audience<br />Influencers <br />Users<br />Advocates<br /> Consumers <br />Media <br />Community<br />
  40. 40. Decision Makers<br />30<br />How are they all connected? <br />Influencers<br />Users <br />Advocates<br />Consumers <br />Media <br />Community<br />
  41. 41. Evaluate Your Customer Lifecycle Framework<br />Phase 1<br />Initiator or Follower<br />Phase 2<br />Introduction to Idea & Awakening of Needs<br />Phase 3<br />Research and Self Identification<br />Phase 4<br />Self Assessed + Brand Search<br />Phase 5<br />Deeper Research, Experience, Community <br />Phase 6<br />Q & A, On-Site,<br />Examination of Sentiment & Reputation<br />Phase 7Final Decision,<br />Seeking Influencer Opinion Cost, Payment<br />Phase 8<br />Fan & Loyalty<br />or Disengaged<br />Adopt/<br />Yield<br />Member /<br />Retention<br />Donate/ Conversion<br />Opportunity<br />Target<br />Search<br />Lead<br />Qualif. Lead<br />Educated and Influenced<br />Vulnerable and Emotional<br />
  42. 42. Determine How Customers Influence Your Lifecycle<br />Phase 1<br />Initiator or Follower<br />Phase 2<br />Introduction to Idea & Awakening of Needs<br />Phase 3<br />Research and Self Identification<br />Phase 4<br />Self Assessed + Brand Search<br />Phase 5<br />Deeper Research, Experience, Community <br />Phase 6<br />Q & A, On-Site,<br />Examination of Sentiment & Reputation<br />Phase 7Final Decision,<br />Seeking Influencer Opinion Cost, Payment<br />Phase 8<br />Fan & Loyalty<br />or Disengaged<br />Adopt/<br />Yield<br />Member /<br />Retention<br />Donate/ Conversion<br />Opportunity<br />Target<br />Search<br />Lead<br />Qualif. Lead<br />Educated and Influenced<br />Vulnerable and Emotional<br />The flow of influence from “fans” and “friends” can be just as impactful.<br />
  43. 43. Diagnosing Your Funnel– Where is There Crossover?<br />
  44. 44. Assess and Craft YourEarnedMediaStrategy<br />
  45. 45. 35<br />Strategic Approach: Earned Media Imperatives<br />Imperative #1: Leverage “Super Influencers”<br /><ul><li>If awareness for the brand is low, leverage “Super Influencers” (key </li></ul> bloggers, media and online personalities) who have an established an engaged online community<br />Rationale<br /><ul><li>Leveraging these large, established communities will provide a greater opportunity for the awareness to spread online</li></li></ul><li>36<br />Strategic Approach: Earned Media Imperatives<br />Imperative #2: Build a dynamic digital platform and content playbook<br /><ul><li>Once key influencers have been identified, leverage a dynamic digital platform and media plan that facilitates authentic engagement between the influencer and their audience</li></ul>Rationale<br /><ul><li> Introducing an innovative content syndication and relevant (trend-watch content) will allow the intended conversation to scale quickly and deliver an experience that no other brand is delivering </li></li></ul><li>37<br />Strategic Approach: Earned Media Imperatives<br />Imperative #3: Benchmark and measure impact<br />
  46. 46. 38<br />Strategic Approach: Sample Earned Media Eco-System<br />
  47. 47. Sample Content Delivery Model<br />Community & Influencers<br />Social networks<br />Influencers<br />Mobile App OR Site (WAP)<br />Branded Content<br />& Media<br />Owned Web Property<br />Third Party & Partners<br />
  48. 48. My Top Ten<br />Identify your audience and business needs first (*it’s not you)<br />Gain momentum through small, measurable, experiments<br />Be honest when evaluating what you’re capable of sustaining<br />Look across alternative industries<br />Observe what the audience is watching, sharing and creating<br />Leverage your resources – talent?<br />Task and reward the community to promote<br />Protect your users – protect your brand<br />Continually monitor, measure and manage your community<br />Silence the “Devil’s Advocate”<br />
  49. 49. Questions?<br />We’d love to hear from you. Let us know if you have any questions!<br />
  50. 50. Q & A<br />42<br />Thank You!<br />Contact us today to learn how EMG can apply its expertise in developing and implementing your institution’s persona to help you get started!Toll Free: (866) 62-EARTH<br />www.visitemg.com<br />FULL WEBINAR AVAILABLE TOMORROW AT:<br />Youtube.com/earthboundmediagroup<br />Earthboundmediagroup.com/emg/home/<br />knowledge-center/webinars.html<br />STAY CONNECTED WITH EMG:<br />Twitter.com/EMGtheAgency<br />Facebook.com/earthboundmediagroup<br />
  51. 51. Thank You For Your Time!<br /> Damien Navarro <br /> Managing Partner <br />dnavarro@visitemg.com<br /> 949.857.4000 x 101 <br />

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