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Demystifying the New Markeing by Ann N. Videan, APR


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In today’s marketing environment, follow the status quo and, simply, you lose. Long gone are the days of mass marketing and advertising blitzes touting millions of “advertising impressions.”

What you need is a new marketing strategy – one nurturing interactive relationships within targeted niches to build unique products/services and loyal supporters.

This presentation introduces you to tools and techniques organizations like Harley Davidson, Apple Computer, and even homeschoolers, use to build their vibrant business tribes.

It explores word-of-mouth and word-of-mouse strategies proven to create these marketing “movements.” This requires creativity, transparency to the marketplace, and a fully committed community.

It provides concrete, usable tactics to create high success by doing what's unique and interactive.

Published in: Business, News & Politics
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Demystifying the New Markeing by Ann N. Videan, APR

  1. 1. Demystifying the New Marketing<br />The High Cost of Doing Nothing<br />AZ IMC <br />April 20, 2011<br />Photo by Mo Riza<br />Ann N. Videan, APR<br />Business-Tribe Architect<br />Videan Unlimited, LLC<br /><br />
  2. 2. Situation 1: New Comm Paradigm<br />
  3. 3. Objective: Listen and Engage<br />“Marketing’s traditional role has been to deliver messages. In the future, it will be to listen and engage.”<br />– “7 Habits of Highly Effective B2B Social Marketers” excerpt from Social Marketing to the Business Customerby Paul Gillin and Erica Schwartzman<br />Photo by Rupert Ganzer<br />
  4. 4. The growth of social media<br />Conversations<br />Video entries<br />Rankings and ratings<br />Strategies<br />
  5. 5. Anywhere, anytime<br />Focus on mobile everything <br />Strategies<br />
  6. 6. Serve community <br />Strategies<br />
  7. 7. Online contests<br />A Cause to Design <br />Strategies<br />Image: Phiseksit /<br />
  8. 8. Easy online metrics <br />Strategies<br />
  9. 9. What can be repurposed online (high tech)?<br />Strategies<br />
  10. 10. What should be managed in-person (high touch)?<br />Strategies<br />Savio Engineering © 2011 Savio Engineering, Inc. <br />
  11. 11. Wow!<br />moments<br />Strategies<br />
  12. 12. Every half hour: <br />Facebook = 15 million messages<br />YouTube = 1,000 hours of new video<br />Twitter = ½ million Tweets<br />– Author David Rogers The Network is Your Customerat Columbia Business School<br />(PRSA webinar “The Network is Your Customer: Five Strategies for Brands in a Digital Age”)<br />Situation 2: Comm Clutter<br />Image: Salvatore Vuono /<br />
  13. 13. What customer wants/relates to<br />Objective: Build Relationships<br />Photo by ralphbijker<br />
  14. 14. 1. Awareness<br />2. Consideration<br />3. Preference<br />4. Purchase<br />5. Loyalty<br />6. Advocate<br />– David Rogers, Columbia Business School <br />Objective: Build Relationships<br />Image: tungphoto /<br />
  15. 15. Objective: Build Relationships<br />Nielsen study<br />
  16. 16. Listen consistently<br />Word of mouse<br />Twitter<br />Google Alerts<br />Word of mouth<br />Accessible emails<br />Ask for reviews/ratings<br />Empower employees<br />Strategies<br />
  17. 17. Get customers involved<br />Strategies<br />Fake Pandas Have More Fun by Roberto Gálvez<br />
  18. 18. No buzz<br />Tied to current marketing<br />Don’t know where to start<br />Situation 3: Imagination Failure <br />Image: renjithkrishnan /<br />
  19. 19. Know your passion<br />Be creative/unique<br />Objective: Be Outrageous!<br />Photo by Steve Slaby<br />
  20. 20. Content marketing<br />Strategies<br />™2011 Weber Grills <br />
  21. 21. Surprise!<br />Strategies<br />Image: ArvindBalaraman /<br />
  22. 22. Inspire<br />Strategies<br />
  23. 23. Entertain<br />Strategies<br />Craig "Wheezy Waiter" Benzine<br />
  24. 24. Innovate<br />Brainstorm<br />Strategies<br />
  25. 25. Do!<br />Strategies<br />Luke: "All right, I’ll give it a try”<br />Yoda: "No. Try not. Do… or do not. There is no try."<br />
  26. 26. “Give real people interesting things to talk about, and make it easier for that conversation to take place.” <br />— Andy Sernovitz, The Word-of-Mouth Marketing Guy <br />Strategies<br />
  27. 27. What can you do to become outrageous? <br />Action Steps Exercise<br />
  28. 28. First step toward outrageous…<br />Groups of 3<br />1stperson has 5 minutes to share:<br />About business<br />About customer interaction<br />About personal interests<br />Others have 5 minutes to give ideas<br />No editing…all ideas good, especially if outrageous<br />1st person records<br />Share with large group?<br />Action Steps Exercise<br />
  29. 29. Ann N. Videan, APR<br />Videan Unlimited, LLC<br /><br />Blog:<br />Demystifying the New Marketing<br />