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Strategic Online
Advertising and
Marketing
                                                Andrea Vascellari
                                                CEO itive.net
                                                andrea@itive

                                                AndreaVascellari.com - @vascellari

                                                Special Thanks to:

                                                ULRICHPINCIOTTI Design Group
                                                updesigngroup.com
Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons.
        Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0


Toledo Nov. 16, 2011                                                 itive.net
                                                                                                               1
Agenda


• You
• Context
• Branding in Digital Age
• Social Media Implementation


                         itive.net
                                     2
You




      itive.net
                  3
You




      itive.net
                  4
You


 “Questions from the audience”

         ?
 o: o: o:
 o: o:
     o:




             ?
   o:
   o:




         ?
                          itive.net
                                      5
Marketing
                                           process used to determine
                                           what products or services
                                           may be of interest to
                                           customers, and the strategy
                                           to use in sales,
                                           communications
                                           and business development.


http://en.wikipedia.org/wiki/Marketing                              itive.net
                                                                                6
Advertising
    form of communication used to
    persuade an audience.

    Commercial advertisers often seek to
    generate increased consumption of
    their products or services through
    "Branding".

http://en.wikipedia.org/wiki/Advertising                                itive.net
                                                                                    7
Branding
                 develop or align the expectations
                 behind the brand experience, creating
                 the impression that a brand associated
                 with a product or service has certain
                 qualities or characteristics that make it
                 special or unique.




http://en.wikipedia.org/wiki/Brand                        itive.net
                                                                      8
Neil Hosler McElroy




                                                            : {O
                                                      :o :o

                                                       :o
                                                        :o

                                                           :o
                                                ???

                                                            :o
                                                            :o
photo credit: http://en.wikipedia.org/                       itive.net
                                                                         9
How to build brands?
ads!

Well...
Well...          itive.net
                         10
top-down
$$,$$$,$$$
engagement
effectiveness

             itive.net
                     11
Y?
 itive.net
         12
business            technology




           people
                        itive.net
                                 13
Evolution of Engagement


 Open
Markets
           Interruption
               Era
                          Attention
                             Era

                              itive.net
                                      14
Branding in Digital Age




        ?
                   itive.net
                           15
Branding in Digital Age

        Question from the audience:


“What are the top Ten Rules of
  Branding (Marketing)?”



                                      itive.net
                                              16
Branding in Digital Age
5 things to leave behind:

1. Fake adoption.
2. Thinking of digital as a second option.
3. Fear of failure.
4. Pushing (mono directional attitude).
5. Rigid management structure.


                                      itive.net
                                              17
Branding in Digital Age
5 things we can bring in:

1. Change.
2. Collaboration (DIY will lose).
3. Openness (not necessarily completely).
4. Pulling.
5. Intellectual property (Creative Commons).


                                    itive.net
                                               18
Branding in Digital Age

          Question from the audience:


 “...how to integrate digital (i.e.
social media) within advertising/
      marketing strategies...”


                                        itive.net
                                                19
Branding in Digital Age
         DUH!
         awareness
          interest
          desire
           action


                                                    itive.net
                Image credit: The Apprentice, The Office, LOST #LoveTheseSeries :D
                                                                                20
Branding in Digital Age

         awareness
          interest
          desire
           action
         advocacy

                     itive.net
                             21
Retention is the new
customer acquisition


                 itive.net
                         22
What’s happening...


  Target: Who are we communicating with.
  Suggested Tools & Tips: What & How.
  Metrics & Measurement Tools: Success.


image credit: Office Space - #WonderfulComedy :D                 itive.net
                                                                            23
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        24
Awareness


Target: Audience.

People that are potentially
qualified to buy or use your
products or services.




                              :) :)
                               :) :):)
                                :) :)

                                 :)
                                   :)
Generally defined by income,
education, age, etc.

                                 itive.net
                                         25
Awareness
Suggested Tools & Tips:

• Social Media Monitoring Tools
• Google Ad Planner
• Facebook Ads
• Twitter Search (advanced) + Google




                                       itive.net
                                               26
Awareness
Suggested Tools & Tips:
Social Media Monitoring Tools

             Question from the audience:


“What do you feel is the most
effective social media management
tool-like HootSuite or some other?"

                                           itive.net
                                                   27
Awareness
Suggested Tools & Tips:
Social Media Monitoring Tools.

• Hootsuite
• TweetDeck
• Seesmic
• CoTweet
• Trackur
• Radian6
* Custom Social Media Dashboard
                                  itive.net
                                          28
Awareness
Suggested Tools & Tips:
Social Media Monitoring Tools.


             Question from the audience:


  "How do you recognize a link/
posting that might contain a virus
          or spyware?”
                                           itive.net
                                                   29
Awareness

Suggested Tools & Tips:
Google Ad Planner, Facebook Ads,
Twitter Search (advanced) + Google


• Google: What.
• Facebook: Who.
• Twitter Search + Google: Who, What, Where.


                                     itive.net
                                               30
Awareness

Suggested Metrics:
At this stage you generally want to focus on
the number of potential customers.
This number represents your “starting point”.

Suggested Measurement Tools:
• Described tools (previous slides)
• Facebook Insights (for page owners)
• Researches/Surveys
• Reports/Stats
                                        itive.net
                                                31
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        32
Interest


Target: Prospects.

Potential/Likely customers.

They want to hear what you




                              :) :)
                               :) :):)
                                :) :)

                                 :)
have to say and learn more


                                   :)
about your products and
services.

                                 itive.net
                                         33
Interest
about you...




                               %
“I use...”
Facebook            21.4 %
Twitter             19%
Linkedin, YouTube   16.7%
Blogs               9.5%



“I would like to better understand...”
Blogs               13.5%
Linkedin, Facebook,
Slideshare, Forums 11.5%
Twitter, Delicious  9.6%
                                         itive.net
                                                 34
Interest

Suggested Tools & Tips:
for you...


• Blogs
• Linkedin
• “Mixed Combos”



                          itive.net
                                  35
Interest

Suggested Tools & Tips:
Blogs

1. Forget about blogs & websites as you know
them and think of them as “digital brains” that
people use, or connect to, in order to achieve
their objectives…


                                       itive.net
                                                  36
Interest

Suggested Tools & Tips:
Blogs

            Question from the audience:


   “...the importance of creating
    relevant content as part of a
           digital strategy.”

                                          itive.net
                                                  37
Interest

Suggested Tools & Tips:
Blogs

2. 5 sec. test
   FiveSecondTest.com

3. What & How...
   ...Who & Why.


                          itive.net
                                  38
Interest
Suggested Tools & Tips:
Linkedin

1. Groups: Provide information to prospects
directly or indirectly (redirecting to i.e. landing
pages).

2. Answers: People ask questions...you, as
industry insider, give advice.


                                           itive.net
                                                      39
Interest
Suggested Tools & Tips:
Linkedin

3. People: Search for target company. Check
“direct connection/s” or second/shared
connections. Get introduced.

4. Mobile: Exchange contact info with prospects
bumping your phones.


                                      itive.net
                                              40
Interest

           Question from the audience:


 “How do you integrate all of the
different aspects of social media to
   make it work seamlessly and
   easily without giving up your
               day?”
                                         itive.net
                                                 41
Interest


A good starting point is making it part of
what you already do.

Some examples...aka “Mixed Combos”




                                     itive.net
                                             42
Interest


• Instead of answering tons of emails, write a
blog post and redirect people there.

• You have a presentation about your products
and services at an event? Record the video,
publish it on Youtube and share the slides on
SlideShare.

                                       itive.net
                                                 43
Interest


• You read news? Save the most interesting
ones on Delicious (or other bookmarking
tools) or mark them as “favorite” in Google
Reader.
+ use the RSS feeds to cross post on Twitter,
Facebook Pages, or other channels that you
use for content curation.

                                      itive.net
                                                44
Interest


           Question from the audience:


 “What is the best way to attract
    consumers on the web?”



                                         itive.net
                                                 45
Interest

1. Help: Attract with useful content (remember
the attention era?).




                                      itive.net
                                                 46
Interest
andreavascellari.com




                       itive.net
                               47
Interest

2. Show how you work! Give them a taste...




                                     itive.net
                                             48
Interest
icedsoul.de - troopies365

                            "I just hate cleaning this
                            *@!#..."
                            "yeah and I don’t understand why
                            stormtroopers have to clean the
                            sensorarrays of these huge droids..."
                            "this is sooo gross..."
                            "guys... relax... regulations... you
                            know!"
                            -day eighteen-




                                                        itive.net
                                                                    49
Interest
icedsoul.de - troopies365




*ridersonthestorm... ridersonthestorm..."
"whars that?"
"the doors!"
"not that, THAT!"
"doors."
"I can see that.. what are you doing behind them?"
"its an assignment for TWIP."
"whats TWIP?"
"this week in photography! great photoblog, podcast and flickr group..."
"you tools!"
-day eightyone-                                                           itive.net
                                                                                  50
Interest
icedsoul.de - zombies52




                          itive.net
                                  51
Interest
Suggested Metrics:

• Followers.
• Fans & Likes.
• Subscribers.
• Views & comments.
• Shares.
• Favs.
• Embeds.
• Visitors (people who stopped by from organic
search queries).                      itive.net
                                              52
Interest
Suggested Measurement Tools:
• Google Analytics or similar.
• Twitter.
• Facebook / Linkedin (...)
• YouTube or similar.
• Flickr or similar.
• Slideshare or similar.
• Delicious or similar.
• Google+ (...)
• Feedburner (RSS + Email).
• Email Tools/Managers.          itive.net
                                         53
Interest


           Question from the audience:


 “Do you feel email solutions such
 as Constant Contact can compete
with marketing automation tools?"


                                         itive.net
                                                 54
itive.net
        55
Desire



Target: Leads.




                               :) :):)
When someone shows the




                                :) :)

                                  :)
interest in buying and using




                                   :)

                                    :)
your products or services.

                                       :)
                                    itive.net
                                            56
Desire

Suggested Tools & Tips:

• Purchase/Selection Tools.
• Calls to action.
• Marketing Automation Tools.
• Interactive Marketing Tools.



                                 itive.net
                                         57
Desire

Suggested Tools & Tips:
Purchase/Selection Tools


• These range from filling up a “shopping cart”
to “Get Started” analysis processes (i.e.
itive.net)



                                       itive.net
                                                 58
Desire

Suggested Tools & Tips:
Calls to Action

• Stand out.
• Impeccable grammar.
• Clear (what’s going to happen next).
• Concise.

                                         itive.net
                                                 59
Desire

Suggested Tools & Tips:
Marketing Automation Tools

             Question from the audience:

“What marketing automation tool do you feel
 offers the best mix of social media, online,
  event and email marketing, i.e., Marketo,
         Hubspot, Act-On, Etrigue?”

                                           itive.net
                                                   60
Desire

Suggested Tools & Tips:
Interactive Marketing Tools

              Question from the audience:

  “I'd like to hear of any campaigns with a
 positive ROI where the QR or Tags were the
                  difference.”


                                            itive.net
                                                    61
Desire
Suggested Tools & Tips:
Interactive Marketing Tools
                                           Judo Vittorio Veneto
310 clubs, 2100 registered athletes from
                                           International Trophy
18 countries, a 4500 seat sport arena,
2 days of competition
                                           Location: Italy

                                           The idea:
181,000 minutes broadcasted live world
                                           QR Codes for Sponsors
wide during the 2 days of the event.

The photos that we took and shared on      The results:
Flickr received +23,000 views during the   20% Adoption
2 days of the event.                       65% Positive ROI

                                                     itive.net
                                                                  62
Desire
Suggested Tools & Tips:
Interactive Marketing Tools
                              Logistia

                              Location: Finland

                              The idea:
                              QR codes as digital
                              assistants.


                              The results:
                              52% Adoption
                              98% Positive Usage

                                         itive.net
                                                    63
Desire

Suggested Tools & Tips:
Interactive Marketing Tools
                              Tesco

                              Location: Korea

                              The idea:
                              Let the store come to
                              the people using QR
                              codes (virtual store).




                                        itive.net
                                                       64
Desire

Suggested Tools & Tips:
Interactive Marketing Tools
                              Tesco

                              Location: Korea

                              The idea:
                              Let the store come to
                              the people using QR
                              codes (virtual store).




                                                       65
Desire

Suggested Tools & Tips:
Interactive Marketing Tools
                              Tesco

                              Location: Korea

                              The idea:
                              Let the store come to
                              the people using QR
                              codes (virtual store).




                                                       66
Desire

Suggested Tools & Tips:
Interactive Marketing Tools
                              Tesco

                              Location: Korea

                              The idea:
                              Let the store come to
                              the people using QR
                              codes (virtual store).




                                                       67
Desire

Suggested Tools & Tips:
Interactive Marketing Tools
                              The results:

                              New Registered
                              members rose by 76%.

                              Online sales increase
                              by 130%.

                              Has become #1 in
                              online market and #2
                              offline.


                                                      68
Desire

Suggested Tools & Tips:
Interactive Marketing Tools
                              Blippar.com

                              Augmented Reality




                                      itive.net
                                                  69
Desire

Suggested Tools & Tips:
Interactive Marketing Tools
                              Blippar.com

                              Augmented Reality




                                      itive.net
                                                  70
Desire

Suggested Tools & Tips:
Interactive Marketing Tools

                              Augmented Reality




                                        itive.net
                                                  71
Desire

Suggested Metrics:

Number of leads that entered the “action
funnel” and move from one stage to the other.

i.e. How many people entered the “Get
Started” process, and how many completed it.


                                      itive.net
                                                72
Desire

Suggested Measurement Tools:

• Google Analytics (Goals & Funnels)
• Described tools (previous slides i.e. Marketo,
Hubspot, etc.)




                                       itive.net
                                                   73
itive.net
        74
Action



Target: Customers.
                                    $




                                 :) :):)
When someone shows the $




                                  :) :)

                                    :)
interest in buying and using




                                     :)

                                      :)
your products or services.
                             $
                                         :)
                                        itive.net
                                                75
Action

Suggested Tools & Tips:

• Paypal
• Electronic Bank Transfer
• 1-click purchase
• ...
• Pay with a tweet - paywithatweet.com

                                     itive.net
                                             76
Action

Suggested Metrics:

• Sales
• or, depending on the nature of the project
Donations, Registrations etc.




                                       itive.net
                                               77
Action

Suggested Measurement Tools:

• Google Analytics.
• Payment management systems or similar.




                                   itive.net
                                           78
itive.net
        79
Advocacy


Target: Evangelists.




                               o: o:
                            o: o:
                        o: o: o: o:



                                        :D
                                   A+




                                o:
When someone
advocates your




                        o: o:
                           o:
products or services.




                          o:
                                   itive.net
                                             80
remember?
Retention is the new
customer acquisition
         remember?
                 itive.net
                         81
Advocacy

      Suggested Tools & Tips




        Retention Programs



                               itive.net
                                       82
Advocacy

Suggested Tools & Tips:

• Twitter Favorites
• Newsletters
• Special Treats



                          itive.net
                                  83
Advocacy

Suggested Tools & Tips:
Twitter Favorites




                          itive.net
                                  84
Advocacy

Suggested Tools & Tips:
Twitter Favorites




                          itive.net
                                  85
Advocacy

Suggested Tools & Tips:
Twitter Favorites




                          itive.net
                                  86
Advocacy

Suggested Tools & Tips:
Twitter Favorites




                          itive.net
                                  87
Advocacy

Suggested Tools & Tips:
Twitter Favorites




                          itive.net
                                  88
Advocacy

Suggested Tools & Tips:
Twitter Favorites




                          itive.net
                                  89
Advocacy

Suggested Tools & Tips:
Newsletters

Give space to the success/achievements of
your clients.

This helps your clients networking and
promoting their services.

                                         itive.net
                                                 90
Advocacy

Suggested Tools & Tips:
Special Treats

           FOR CLIENTS ONLY
“Make them feel     People hearing them
special, because    advocating your brand,
they truly are      will be interested in
                    working with you...
special”
                                 itive.net
                                         91
Advocacy

Suggested Metrics:

• Backlinks.
• Twitter @ and RTs.
• Facebook likes/recommendations, feedback
(on FB page entries).
• Conversation/Comments activity.

                                    itive.net
                                             92
Advocacy

               Question from the audience:

     “How much weight would you put on
       consumer feedback on Facebook?

i.e., ask a question or post a short survey ... the
feedback comes in, but due to FB's informality,
      how valuable is it in the larger scope? ”


                                             itive.net
                                                      93
Advocacy

Suggested Measurement Tools:

• Google Analytics or similar.
• Twitter.
• Facebook, Linkedin
• ...
• Monitoring Tools (free/paid).

                                  itive.net
                                          94
LOL
             itive.net
                         95
To recap

• Context
 Branding as core element of Marketing &
 Advertising
• Digital Age
 Branding in Attention Era
• Social Media
 Strategic implementation at different stages.


                                     itive.net
                                                 96
itive.net
We are dedicated to helping top
companies and organizations in
strategizing, designing and
communicating their products, services
and initiatives to their target audience
in new and creative ways.
                                           97
Services          Strategy                        Design              Media
             Brand Awareness &           Graphic & Web Design   Online Video Series
             Reputation                  Mobile                 Promotional Videos
             Service/Product             Apps (iPhone, iPad,
                                                                Interviews
 Ideal for   Launches                    Android ...&+)
                                                                Documentaries
             Events
                                                                Live Streaming
             Government
                                                                Event Coverage
             Regional Development
                                                                Product/Service
             Pharmaceutical      ...&+
                                                                Launch            ...&+




             Uniqueness:
             Umbrella Synergy
             Remote
             Need-Centric
                                                                     itive.net
                                                                                          98
How can we work together?
!! ●  We can help your company, brand or
   organization with our lines of services and
   consulting.
!! ●  We can also work together if you are in
   need of a partner or outsourcing.




                                                 99
Let’s Talk
                                                                            www.itive.net
Andrea Vascellari                                                          Twitter.com/itive

CEO itive.net
andrea@itive.net
Twitter.com/vascellari
Skype: andrea_vascellari

Blog: AndreaVascellari.com

Slideshare.com/AndreaVascellari
http://Facebook.AndreaVascellari.com
Linkedin.com/in/AndreaVascellari
 Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons.
         Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0


                                                                                                                100

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Strategic Online Marketing - Toledo (Ohio)

  • 1. Strategic Online Advertising and Marketing Andrea Vascellari CEO itive.net andrea@itive AndreaVascellari.com - @vascellari Special Thanks to: ULRICHPINCIOTTI Design Group updesigngroup.com Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0 Toledo Nov. 16, 2011                              itive.net 1
  • 2. Agenda • You • Context • Branding in Digital Age • Social Media Implementation itive.net 2
  • 3. You itive.net 3
  • 4. You itive.net 4
  • 5. You “Questions from the audience” ? o: o: o: o: o: o: ? o: o: ? itive.net 5
  • 6. Marketing process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. http://en.wikipedia.org/wiki/Marketing                         itive.net 6
  • 7. Advertising form of communication used to persuade an audience. Commercial advertisers often seek to generate increased consumption of their products or services through "Branding". http://en.wikipedia.org/wiki/Advertising                              itive.net 7
  • 8. Branding develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. http://en.wikipedia.org/wiki/Brand                    itive.net 8
  • 9. Neil Hosler McElroy : {O :o :o :o :o :o ??? :o :o photo credit: http://en.wikipedia.org/                   itive.net 9
  • 10. How to build brands? ads! Well... Well... itive.net 10
  • 13. business technology people itive.net 13
  • 14. Evolution of Engagement Open Markets Interruption Era Attention Era itive.net 14
  • 15. Branding in Digital Age ? itive.net 15
  • 16. Branding in Digital Age Question from the audience: “What are the top Ten Rules of Branding (Marketing)?” itive.net 16
  • 17. Branding in Digital Age 5 things to leave behind: 1. Fake adoption. 2. Thinking of digital as a second option. 3. Fear of failure. 4. Pushing (mono directional attitude). 5. Rigid management structure. itive.net 17
  • 18. Branding in Digital Age 5 things we can bring in: 1. Change. 2. Collaboration (DIY will lose). 3. Openness (not necessarily completely). 4. Pulling. 5. Intellectual property (Creative Commons). itive.net 18
  • 19. Branding in Digital Age Question from the audience: “...how to integrate digital (i.e. social media) within advertising/ marketing strategies...” itive.net 19
  • 20. Branding in Digital Age DUH! awareness interest desire action itive.net Image credit: The Apprentice, The Office, LOST #LoveTheseSeries :D 20
  • 21. Branding in Digital Age awareness interest desire action advocacy itive.net 21
  • 22. Retention is the new customer acquisition itive.net 22
  • 23. What’s happening... Target: Who are we communicating with. Suggested Tools & Tips: What & How. Metrics & Measurement Tools: Success. image credit: Office Space - #WonderfulComedy :D             itive.net 23
  • 24. itive.net 24
  • 25. Awareness Target: Audience. People that are potentially qualified to buy or use your products or services. :) :) :) :):) :) :) :) :) Generally defined by income, education, age, etc. itive.net 25
  • 26. Awareness Suggested Tools & Tips: • Social Media Monitoring Tools • Google Ad Planner • Facebook Ads • Twitter Search (advanced) + Google itive.net 26
  • 27. Awareness Suggested Tools & Tips: Social Media Monitoring Tools Question from the audience: “What do you feel is the most effective social media management tool-like HootSuite or some other?" itive.net 27
  • 28. Awareness Suggested Tools & Tips: Social Media Monitoring Tools. • Hootsuite • TweetDeck • Seesmic • CoTweet • Trackur • Radian6 * Custom Social Media Dashboard itive.net 28
  • 29. Awareness Suggested Tools & Tips: Social Media Monitoring Tools. Question from the audience: "How do you recognize a link/ posting that might contain a virus or spyware?” itive.net 29
  • 30. Awareness Suggested Tools & Tips: Google Ad Planner, Facebook Ads, Twitter Search (advanced) + Google • Google: What. • Facebook: Who. • Twitter Search + Google: Who, What, Where. itive.net 30
  • 31. Awareness Suggested Metrics: At this stage you generally want to focus on the number of potential customers. This number represents your “starting point”. Suggested Measurement Tools: • Described tools (previous slides) • Facebook Insights (for page owners) • Researches/Surveys • Reports/Stats itive.net 31
  • 32. itive.net 32
  • 33. Interest Target: Prospects. Potential/Likely customers. They want to hear what you :) :) :) :):) :) :) :) have to say and learn more :) about your products and services. itive.net 33
  • 34. Interest about you... % “I use...” Facebook 21.4 % Twitter 19% Linkedin, YouTube 16.7% Blogs 9.5% “I would like to better understand...” Blogs 13.5% Linkedin, Facebook, Slideshare, Forums 11.5% Twitter, Delicious 9.6% itive.net 34
  • 35. Interest Suggested Tools & Tips: for you... • Blogs • Linkedin • “Mixed Combos” itive.net 35
  • 36. Interest Suggested Tools & Tips: Blogs 1. Forget about blogs & websites as you know them and think of them as “digital brains” that people use, or connect to, in order to achieve their objectives… itive.net 36
  • 37. Interest Suggested Tools & Tips: Blogs Question from the audience: “...the importance of creating relevant content as part of a digital strategy.” itive.net 37
  • 38. Interest Suggested Tools & Tips: Blogs 2. 5 sec. test FiveSecondTest.com 3. What & How... ...Who & Why. itive.net 38
  • 39. Interest Suggested Tools & Tips: Linkedin 1. Groups: Provide information to prospects directly or indirectly (redirecting to i.e. landing pages). 2. Answers: People ask questions...you, as industry insider, give advice. itive.net 39
  • 40. Interest Suggested Tools & Tips: Linkedin 3. People: Search for target company. Check “direct connection/s” or second/shared connections. Get introduced. 4. Mobile: Exchange contact info with prospects bumping your phones. itive.net 40
  • 41. Interest Question from the audience: “How do you integrate all of the different aspects of social media to make it work seamlessly and easily without giving up your day?” itive.net 41
  • 42. Interest A good starting point is making it part of what you already do. Some examples...aka “Mixed Combos” itive.net 42
  • 43. Interest • Instead of answering tons of emails, write a blog post and redirect people there. • You have a presentation about your products and services at an event? Record the video, publish it on Youtube and share the slides on SlideShare. itive.net 43
  • 44. Interest • You read news? Save the most interesting ones on Delicious (or other bookmarking tools) or mark them as “favorite” in Google Reader. + use the RSS feeds to cross post on Twitter, Facebook Pages, or other channels that you use for content curation. itive.net 44
  • 45. Interest Question from the audience: “What is the best way to attract consumers on the web?” itive.net 45
  • 46. Interest 1. Help: Attract with useful content (remember the attention era?). itive.net 46
  • 48. Interest 2. Show how you work! Give them a taste... itive.net 48
  • 49. Interest icedsoul.de - troopies365 "I just hate cleaning this *@!#..." "yeah and I don’t understand why stormtroopers have to clean the sensorarrays of these huge droids..." "this is sooo gross..." "guys... relax... regulations... you know!" -day eighteen- itive.net 49
  • 50. Interest icedsoul.de - troopies365 *ridersonthestorm... ridersonthestorm..." "whars that?" "the doors!" "not that, THAT!" "doors." "I can see that.. what are you doing behind them?" "its an assignment for TWIP." "whats TWIP?" "this week in photography! great photoblog, podcast and flickr group..." "you tools!" -day eightyone- itive.net 50
  • 52. Interest Suggested Metrics: • Followers. • Fans & Likes. • Subscribers. • Views & comments. • Shares. • Favs. • Embeds. • Visitors (people who stopped by from organic search queries). itive.net 52
  • 53. Interest Suggested Measurement Tools: • Google Analytics or similar. • Twitter. • Facebook / Linkedin (...) • YouTube or similar. • Flickr or similar. • Slideshare or similar. • Delicious or similar. • Google+ (...) • Feedburner (RSS + Email). • Email Tools/Managers. itive.net 53
  • 54. Interest Question from the audience: “Do you feel email solutions such as Constant Contact can compete with marketing automation tools?" itive.net 54
  • 55. itive.net 55
  • 56. Desire Target: Leads. :) :):) When someone shows the :) :) :) interest in buying and using :) :) your products or services. :) itive.net 56
  • 57. Desire Suggested Tools & Tips: • Purchase/Selection Tools. • Calls to action. • Marketing Automation Tools. • Interactive Marketing Tools. itive.net 57
  • 58. Desire Suggested Tools & Tips: Purchase/Selection Tools • These range from filling up a “shopping cart” to “Get Started” analysis processes (i.e. itive.net) itive.net 58
  • 59. Desire Suggested Tools & Tips: Calls to Action • Stand out. • Impeccable grammar. • Clear (what’s going to happen next). • Concise. itive.net 59
  • 60. Desire Suggested Tools & Tips: Marketing Automation Tools Question from the audience: “What marketing automation tool do you feel offers the best mix of social media, online, event and email marketing, i.e., Marketo, Hubspot, Act-On, Etrigue?” itive.net 60
  • 61. Desire Suggested Tools & Tips: Interactive Marketing Tools Question from the audience: “I'd like to hear of any campaigns with a positive ROI where the QR or Tags were the difference.” itive.net 61
  • 62. Desire Suggested Tools & Tips: Interactive Marketing Tools Judo Vittorio Veneto 310 clubs, 2100 registered athletes from International Trophy 18 countries, a 4500 seat sport arena, 2 days of competition Location: Italy The idea: 181,000 minutes broadcasted live world QR Codes for Sponsors wide during the 2 days of the event. The photos that we took and shared on The results: Flickr received +23,000 views during the 20% Adoption 2 days of the event. 65% Positive ROI itive.net 62
  • 63. Desire Suggested Tools & Tips: Interactive Marketing Tools Logistia Location: Finland The idea: QR codes as digital assistants. The results: 52% Adoption 98% Positive Usage itive.net 63
  • 64. Desire Suggested Tools & Tips: Interactive Marketing Tools Tesco Location: Korea The idea: Let the store come to the people using QR codes (virtual store). itive.net 64
  • 65. Desire Suggested Tools & Tips: Interactive Marketing Tools Tesco Location: Korea The idea: Let the store come to the people using QR codes (virtual store). 65
  • 66. Desire Suggested Tools & Tips: Interactive Marketing Tools Tesco Location: Korea The idea: Let the store come to the people using QR codes (virtual store). 66
  • 67. Desire Suggested Tools & Tips: Interactive Marketing Tools Tesco Location: Korea The idea: Let the store come to the people using QR codes (virtual store). 67
  • 68. Desire Suggested Tools & Tips: Interactive Marketing Tools The results: New Registered members rose by 76%. Online sales increase by 130%. Has become #1 in online market and #2 offline. 68
  • 69. Desire Suggested Tools & Tips: Interactive Marketing Tools Blippar.com Augmented Reality itive.net 69
  • 70. Desire Suggested Tools & Tips: Interactive Marketing Tools Blippar.com Augmented Reality itive.net 70
  • 71. Desire Suggested Tools & Tips: Interactive Marketing Tools Augmented Reality itive.net 71
  • 72. Desire Suggested Metrics: Number of leads that entered the “action funnel” and move from one stage to the other. i.e. How many people entered the “Get Started” process, and how many completed it. itive.net 72
  • 73. Desire Suggested Measurement Tools: • Google Analytics (Goals & Funnels) • Described tools (previous slides i.e. Marketo, Hubspot, etc.) itive.net 73
  • 74. itive.net 74
  • 75. Action Target: Customers. $ :) :):) When someone shows the $ :) :) :) interest in buying and using :) :) your products or services. $ :) itive.net 75
  • 76. Action Suggested Tools & Tips: • Paypal • Electronic Bank Transfer • 1-click purchase • ... • Pay with a tweet - paywithatweet.com itive.net 76
  • 77. Action Suggested Metrics: • Sales • or, depending on the nature of the project Donations, Registrations etc. itive.net 77
  • 78. Action Suggested Measurement Tools: • Google Analytics. • Payment management systems or similar. itive.net 78
  • 79. itive.net 79
  • 80. Advocacy Target: Evangelists. o: o: o: o: o: o: o: o: :D A+ o: When someone advocates your o: o: o: products or services. o: itive.net 80
  • 81. remember? Retention is the new customer acquisition remember? itive.net 81
  • 82. Advocacy Suggested Tools & Tips Retention Programs itive.net 82
  • 83. Advocacy Suggested Tools & Tips: • Twitter Favorites • Newsletters • Special Treats itive.net 83
  • 84. Advocacy Suggested Tools & Tips: Twitter Favorites itive.net 84
  • 85. Advocacy Suggested Tools & Tips: Twitter Favorites itive.net 85
  • 86. Advocacy Suggested Tools & Tips: Twitter Favorites itive.net 86
  • 87. Advocacy Suggested Tools & Tips: Twitter Favorites itive.net 87
  • 88. Advocacy Suggested Tools & Tips: Twitter Favorites itive.net 88
  • 89. Advocacy Suggested Tools & Tips: Twitter Favorites itive.net 89
  • 90. Advocacy Suggested Tools & Tips: Newsletters Give space to the success/achievements of your clients. This helps your clients networking and promoting their services. itive.net 90
  • 91. Advocacy Suggested Tools & Tips: Special Treats FOR CLIENTS ONLY “Make them feel People hearing them special, because advocating your brand, they truly are will be interested in working with you... special” itive.net 91
  • 92. Advocacy Suggested Metrics: • Backlinks. • Twitter @ and RTs. • Facebook likes/recommendations, feedback (on FB page entries). • Conversation/Comments activity. itive.net 92
  • 93. Advocacy Question from the audience: “How much weight would you put on consumer feedback on Facebook? i.e., ask a question or post a short survey ... the feedback comes in, but due to FB's informality, how valuable is it in the larger scope? ” itive.net 93
  • 94. Advocacy Suggested Measurement Tools: • Google Analytics or similar. • Twitter. • Facebook, Linkedin • ... • Monitoring Tools (free/paid). itive.net 94
  • 95. LOL        itive.net 95
  • 96. To recap • Context Branding as core element of Marketing & Advertising • Digital Age Branding in Attention Era • Social Media Strategic implementation at different stages. itive.net 96
  • 97. itive.net We are dedicated to helping top companies and organizations in strategizing, designing and communicating their products, services and initiatives to their target audience in new and creative ways. 97
  • 98. Services Strategy Design Media Brand Awareness & Graphic & Web Design Online Video Series Reputation Mobile Promotional Videos Service/Product Apps (iPhone, iPad, Interviews Ideal for Launches Android ...&+) Documentaries Events Live Streaming Government Event Coverage Regional Development Product/Service Pharmaceutical ...&+ Launch ...&+ Uniqueness: Umbrella Synergy Remote Need-Centric itive.net 98
  • 99. How can we work together? !! ●  We can help your company, brand or organization with our lines of services and consulting. !! ●  We can also work together if you are in need of a partner or outsourcing. 99
  • 100. Let’s Talk www.itive.net Andrea Vascellari Twitter.com/itive CEO itive.net andrea@itive.net Twitter.com/vascellari Skype: andrea_vascellari Blog: AndreaVascellari.com Slideshare.com/AndreaVascellari http://Facebook.AndreaVascellari.com Linkedin.com/in/AndreaVascellari Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0 100