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digital marketing strategy - social media


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presentation from the breakfast meeting on 31st august

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digital marketing strategy - social media

  1. 2. What happened to TOP OF THE POPS? Date: August 2011
  2. 6. <ul><li>Established “brand.” </li></ul><ul><li>Regular timeslot. </li></ul><ul><li>Route to market for “musicians”. </li></ul><ul><li>“ Sit back” technology. </li></ul><ul><li>Passive mode. </li></ul><ul><li>Unable to change quick enough. </li></ul><ul><li>Cant respond to customer needs. </li></ul>Top of the Pops – delivery channel
  3. 7. <ul><li>Route to market. </li></ul><ul><li>Customisable. </li></ul><ul><li>“ lean forward” technology. </li></ul><ul><li>Social </li></ul><ul><li>Interaction. </li></ul><ul><li>Calls to action. </li></ul><ul><li>Convenience. </li></ul><ul><li>Community. </li></ul><ul><li>Choice. </li></ul>Todays delivery channel
  4. 9. Companies that don’t understand digital communities will die…. Source:hagel
  5. 11. Your customers have changed Source:the economist
  6. 12. 70 50 30 20 10 45-66 Baby Boomers ’ 46-’66 66-45 Baby Boomers ’ 46-’65 45-33 Gen X ’ 66-’76 33-16 Gen Y ’ 77-’94 15-0 Gen Z ’ 95-’2012 Age in 2010 Natives Immigrants “ millennials”
  7. 13. Digital Natives <ul><ul><li>Hyper connected. </li></ul></ul><ul><ul><li>Instant access. </li></ul></ul><ul><ul><li>Digital technology at core. </li></ul></ul><ul><ul><li>Multi tasking information junkies. </li></ul></ul><ul><ul><li>Do you recognise anyone? </li></ul></ul>
  8. 14. Digital Immigrants <ul><ul><li>Avoiders </li></ul></ul><ul><ul><li>Reluctant adopters. </li></ul></ul><ul><ul><li>Eager adopters. </li></ul></ul><ul><ul><li>Do you recognise anyone? </li></ul></ul>
  9. 16. The Old Way is Static – The New Way is Dynamic
  10. 17. Interactive
  11. 18. Social is relationship marketing
  12. 19. And relationships need to be worked at.
  13. 20. People are not demographics anymore To connect to them, you need to understand them and social is relationship building
  14. 23. Everyone has a circle of trust People whose opinion they listen to and respect…
  15. 24. Trust?
  16. 25. Consumers are not listening anymore….. Interruptive marketing has seen its day…
  17. 26. Relationship marketing and the rise of the “prosumer”
  18. 28. A shift in culture, communication and values
  19. 29. And companies are becoming transparent
  20. 30. Conversations will happen without you initiating them
  21. 31. Best to be part of these conversations.
  22. 33. Digital Experience
  23. 34. There are over 500 million facebook users worldwide. If Facebook was a country it would have the 3 rd largest population in the world.
  24. 36. Your Online Value Proposition <ul><li>Tempt customers by offering channel choice and something they cant get elsewhere. </li></ul><ul><li>Use the 6 C’s to define your OVP </li></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Customization </li></ul></ul><ul><ul><li>Community </li></ul></ul><ul><ul><li>Convenience </li></ul></ul><ul><ul><li>Choice </li></ul></ul><ul><ul><li>Cost reduction </li></ul></ul>
  25. 37. <ul><li>Facebook </li></ul><ul><ul><li>Brand/customer engagement /prosumer. </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>Communications/customer service/offers. </li></ul></ul><ul><li>Linkedin </li></ul><ul><ul><li>Networking/ WOM/ referrals </li></ul></ul><ul><li>Blogging </li></ul><ul><ul><li>Content/customer engagement/seo </li></ul></ul><ul><li>Youtube </li></ul><ul><ul><li>Viral/media rich content/ seo </li></ul></ul>So What Works?
  26. 39. New Business Models - 1 Manufacturers website customer Search for product Retail website Retail website Retail website Retail website Retail website postcode <ul><li>Increase in stock holding. </li></ul><ul><li>Transparency of order </li></ul><ul><li>Increase sales </li></ul>
  27. 40. Case Study 2
  28. 41. Case Study 3
  29. 43. Customer Centric Design <ul><li>Your website should be providing customer service. </li></ul><ul><li>90% service ; </li></ul><ul><ul><ul><li>Help them buy something they need. </li></ul></ul></ul><ul><ul><ul><li>Help them find information. </li></ul></ul></ul><ul><ul><ul><li>Help them save money and time. </li></ul></ul></ul><ul><ul><ul><li>Help them talk to the organisation. </li></ul></ul></ul><ul><ul><ul><li>Help them enjoy a positive experience!! </li></ul></ul></ul><ul><li>Take your customers on a journey. </li></ul>
  30. 44. The next 10 Years <ul><li>Augmented reality </li></ul><ul><li>Intelligent personal agents. </li></ul><ul><li>The semantic web </li></ul><ul><li>The rise in virtual environments </li></ul><ul><li>Internet everything </li></ul>
  31. 45. YOUR Company?
  32. 46. What Can You Do? <ul><li>Quick Wins </li></ul><ul><ul><li>Look at your online content through your customers eyes. </li></ul></ul><ul><ul><li>Try Google Alert for your company / sector / products. </li></ul></ul><ul><ul><li>Review your analytics for mobile browser use. </li></ul></ul><ul><ul><li>Improve your Linkedin profile. </li></ul></ul><ul><ul><li>Keyword research </li></ul></ul>
  33. 47. What Can You Do? <ul><li>Forward Strategy </li></ul><ul><ul><li>Build your customers journey. </li></ul></ul><ul><ul><li>Match experience to design. </li></ul></ul><ul><ul><li>Invest in digital presence. </li></ul></ul><ul><ul><li>Improve digital skills. </li></ul></ul><ul><ul><li>Measure and Tweak. </li></ul></ul>
  34. 48. What We Can Do with You. <ul><li>Campaign insight – review your SEO, PPC, Analytics and improve them. </li></ul><ul><li>Social insight – review your competitors social presence. </li></ul><ul><li>Skills insight – assess your digital skills and competencies in house. </li></ul><ul><li>Book a FREE digital marketing appraisal. </li></ul>
  35. 49. <ul><li>[email_address] </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>skype – john.chacks </li></ul><ul><li>phone – 01684 575255 / 07962188183 </li></ul>Contact: