Language of Listening Marketing Plan - The How


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Language of Listening Marketing Plan - The How

  1. 1. Language of Listening Marketing plan – The How
  2. 2. Phased approach <ul><li>Phase 1 </li></ul><ul><li>New prospects </li></ul><ul><li>Branding </li></ul><ul><li>Community building </li></ul><ul><li>Products </li></ul><ul><li>Phase 2 </li></ul><ul><li>Feedback </li></ul><ul><li>Phase 3 </li></ul><ul><li>Boost relationships </li></ul>
  3. 3. Social networking Channels Social media is not about sounding cooler than you normally do. It’s about making your brand more personal than on other channels.
  4. 4. Facts <ul><li>300M users </li></ul><ul><li>8M fan relationships daily </li></ul><ul><li>on average 120 friends </li></ul><ul><li>Women 55+, Adults 35+ </li></ul><ul><li>People choose to interact and engage with brands & providers </li></ul>
  5. 5. Engagement Challenges <ul><li>How do we maintain brand authenticity in communicating with our audience? </li></ul><ul><li>How do we create and distribute compelling content in order to make our online presence more engaging? </li></ul><ul><li>How do we automate content creation and distribution in order to save time, money and other resources? </li></ul>
  6. 6. Influence pattern 1. Social proof 2. Authority 3. Commitment & Consistency 4. Reciprocity 5. Likeability Dr Robert Cialdini is best known for his popular book: Influence : The Psychology of Persuasion
  7. 7. Social proof trigger <ul><li>People will do things that they see other people are doing. </li></ul><ul><li>- # of subscribers </li></ul><ul><li>- nightclub ex. </li></ul><ul><li>- bystander ex. </li></ul>
  8. 8. Authority trigger <ul><li>People will tend to obey authority figures. </li></ul><ul><li>- 10k views for each video </li></ul><ul><li>- 2k email/day </li></ul><ul><li>- $40M sales/year </li></ul><ul><li>- Videos=Bond </li></ul>
  9. 9. Commitment & Consistency trigger <ul><li>If people commit, orally or in writing, to an idea or goal, they are more likely to honor that commitment. </li></ul><ul><li>- small commitment now, bigger commitment tomorrow </li></ul>
  10. 10. Reciprocity trigger <ul><li>People tend to return a favor. </li></ul><ul><li>B4 they buy something from us give something for free </li></ul><ul><li>Sales 96% up </li></ul><ul><li>$4M in 4 years </li></ul>
  11. 11. Likeability trigger <ul><li>People are easily persuaded by other people that they like. </li></ul><ul><li>Share personal details </li></ul><ul><li>Build a personal bond </li></ul>
  12. 12. Scarcity trigger <ul><li>Perceived scarcity will generate demand </li></ul><ul><li>1 st time 1k units </li></ul><ul><li>2st time 2k units </li></ul><ul><li>People will assume/expect that we will always be sold out. </li></ul>
  13. 13. Social networking Channels
  14. 14. Phase 1 <ul><li>Domain </li></ul><ul><li>Redesign website </li></ul><ul><li>No sales pitch on the website </li></ul><ul><li>Give something for free (video) and ask to subscribe </li></ul><ul><li># of subscribers is visible </li></ul><ul><li>When they subscribe they receive a news letter with the first lesson for free (break down the handbook in 3 free lessons) </li></ul><ul><li>Invite them to the blog to leave a comment </li></ul><ul><li>When they leave a comment on the blog they receive the next lesson for free and ask them to refer to 3 friends </li></ul><ul><li>Website and blog are integrated and part of the same domain </li></ul>
  15. 15. Phase 1 <ul><li>Blog posts will always have some meaningful text and link to a Youtube video </li></ul><ul><li>Facebook links to our fan page are on the blog </li></ul><ul><li>Facebook will be used to bond, relationships </li></ul><ul><li>On the Facebook page we have YT videos as well </li></ul><ul><li>Twitter drives people to the blog </li></ul><ul><li>Monthly newsletter to recap and keep people engaged </li></ul><ul><li>Funnel product line: entry level, up to high price </li></ul>
  16. 16. Phase 2 <ul><li>Involving customers in the product creation/adjustment </li></ul><ul><li>Listening to conversations about our products to get valuable feedback. </li></ul>
  17. 17. Phase 3 <ul><li>Boost relationships </li></ul><ul><li>Expand physical presence world wide </li></ul><ul><li>Affiliates </li></ul><ul><li>Strategic partnerships </li></ul>