Inbound Marketing Strategy


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A presentation giving at Emerson College to two Communications classes in Boston Ma

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Inbound Marketing Strategy

  1. 1. Emerson College <br />Class lecture<br />Social Media Marketing<br />2nd Instinct<br />Strategic Marketing<br />your market deserves a 2nd look<br />Don Frattaroli<br />Practice Lead<br />Monday, November 09, 2009<br />
  2. 2. A 2ndGlance<br />2<br />2nd Instinct - your market deserves a 2ndlook<br />Market Impact Solutions<br />Marketing Project Team Leader <br />& Knowledge Resource<br />Market Strategy<br /> & Analysis<br />Online & Social <br />Media <br />Solution <br />Development<br />
  3. 3. A 2ndGlance<br />3<br />Today’s Discussion Focus<br />Digital Marketing <br />Online Marketing<br />Outdoor<br />Digital<br />Inbound/Pull<br />Outbound/Push<br />Email<br />Social Media <br />Mobile <br />Marketing<br />Search<br />Banner<br />Advertising<br />Digital<br />Kiosk<br />
  4. 4. 2nd Market Impact Solutions<br /> Social Media <br />Why do I care?<br />Facebook Country - 4th largest between the US & Indonesia (300M)<br />Communications Growth Comparison Years to reach 50M: <br />Radio (38 Years)<br />TV (13 Years)<br />Internet (4 Years) <br />iPod (3 Years)<br />Facebook (100M &lt; 9 months)<br />IPhone applications (1B - 9 months)<br />Social Media has overtaken porn as the #1 activity on the Web<br />China’s Qzone - larger than FB over 300M (Facebook’s banned)<br />Russia most engage social media audience 6.6 hours/day - #1<br />2009 - US DOE study online students out performed face-to-face instruction<br />80 % of companies using LinkedIn as a primary tool to find employees<br />2008 - 1 out of 8 US married couples met via social media<br />4<br />
  5. 5. 2nd Market Impact Solutions<br /> Social Media Perspective<br />Social Media = Human<br />Sharing ideas, cooperating and collaborating to create art<br />Thinking and commerce, vigorous debate and discourse<br />Finding people who might be good friends, allies and lovers <br />It’s what our species has built several civilizations on <br />Massive Growth not because of great new technology because it lets us be ourselves<br />5<br />
  6. 6. 2nd Market Impact Solutions<br /> Social Media Guidelines<br />Two way street – is an open two way dialog vs canned or controlled messaging (PR or commercials)<br />Orgs must take a leap of faith and let participants lead discussions vsmarketing spin<br />Cannot be bought or forced - topics must be relevant, current and engaging to target stake holders & industry participants<br />Honest, authentic and human - Orgs must show their personal side vs corporate rigidness & strict branding<br />Like traditional marketing 1st establish target market audience <br />6<br />
  7. 7. 2nd Market Impact Solutions<br /> Social Media Guidelines<br />Time and dedicated resources<br />Orgs must engage multiple people within & outside of marketing who have time, product/service knowledge & Tech capabilities to manage SM media efforts<br />Measurable and defined outcomes <br />Marketers must understand their desired impact for each social media out let they employ. <br />Awareness, increased revenue, expanded branding an improving organization image - increased web traffic maybe a measurement but isn&apos;t an end game<br />One component of a communications strategy <br />integrate all social media efforts into overall marketing mix<br />7<br />
  8. 8. 8<br />What hasn’t changed - Marketing Basics<br />
  9. 9. 2nd Market Impact Solutions<br /> Social Media Strategy<br />Social Media Campaign Objective (chose one) <br />Awareness, Sales , Loyalty, Drive Product/Service Trial/Launch/Comparison, Establish Need/Want, Positive Association, Form/Change Opinion, Influence the Influencers, Drive Action, Establish/Regain Trust<br />Target Audience Awareness <br />Profile target audience how well they your know org, brand, comm. topic, product/service<br />(1) Nothing (2) Aware(no action) (3) Aware(single action) (4) Enthusiast (5) Advocate<br />Map Target Audience to on-line demographic behavior & social media usage*<br />Inactive – no online activity<br />Spectators – Read Blogs, watch videos, read online forums<br />Joiners – maintain profiles on social network sites<br />Collectors – RSS Feeds, Tag Photos, Vote for sites<br />Critics – Post product ratings/reviews, blog comments, edit Wikis<br />Creators – Publish Blogs, Websites, Upload created videos & audio files<br />*Source Forester Technographics<br />9<br />
  10. 10. 10<br />Forester - Technographics online profile<br />Read & Watch<br />Maintain<br />Online profile<br />Source Forester Technographics<br />
  11. 11. 2nd Market Impact Solutions<br /> Social Media Strategy<br />Determine success identification factors– Defined in your strategy objective<br /> Awareness – web traffic, web traffic referrals, followers, fans & friends<br /> Sales – time spent on site, bounce rate, site repeat rates<br /> Loyalty – repeat social mentions, network discussions, network referrals<br />Brand differentiation – Develop words or phrase the best represents your brand identify<br />I.e. Volvo = Safety, Apple = Innovation, Nordstrom’s = Customer Service<br />Humanization Engagement Strategy<br />The cornerstone of social media campaigns is to drive personal relationships, between you and your audience as well as between community members themselves i.e. twitter<br />11<br />
  12. 12. 2nd Market Impact Solutions<br /> Social Media Execution<br />Learn where conversations are taking place and beta tools<br />Social Media Monitoring tools – Google Alerts, Tweetbeeps<br />Pitch Formation – Tight Compact 120 Characters<br />Tweetable summary of your Audience message<br />Social Media Tool Implementation and Management<br />Blog, Twitter, Facebook, Linkedin, Social Book Marketing<br />Personal integration is a critical component on this step<br />Track Campaign Measurements & Adjust Strategy<br />Web traffic, web traffic referrals, search volume trends, follower, fans & friends, social mentions, sales, time spent on site, bounce rate, repeat visits, loyalty, recommendations and reviews<br />12<br />
  13. 13. A 2ndGlance<br />13<br />Basic Forms of Social Media<br />Innovation is Inevitable<br />Micro Blogging<br />Content <br />Communities<br />WIKIS<br />Social Networks<br />Blogs<br />Forums<br />Podcasts<br />
  14. 14. 2nd Market Impact Solutions<br />14<br /> Social Media Types<br />A community of personal web pages<br />Connect with friends to share content & communication<br />Facebook (300 M) MySpace(76 M) Linkedin (36 M ) Bebo(40 M)<br />Web log online journals, personal & conversational<br />Identified group or author around a defined topic<br />Includes viewer commentary & RSS feed distribution<br />Blog posts/ day (1M)<br />Topical online discussion groups<br />Oldest SM, moderator will not lead discussion<br />Board tracker 40K forums including (61M conversations)<br />Social Networks<br />Blogs<br />Forums<br />
  15. 15. 2nd Market Impact Solutions<br />15<br /> Social Media Types<br />Networking, Mini Blogs & instant messaging<br />Mobile, online(RSS) distribution popular CNN,BBC<br />Twitter (1M) - 90 % Twitter Com offsite - applications <br />Registration sites focused on one type of content (Public or Private)<br />2005 Yahoo – Flickr $30M , 2006 - Google/YouTube $1.65B <br />YouTube 100M videos/day, Social Bookmarking - Dig<br />Community collaborative online projects<br />Wikipedia(Started 2001) 10 M articles - 280 language<br />Wikia, WikiHow & Wikinews<br />Subscription base online audio or video files<br />Time shifting - Shift in media consumption patterns <br />Leveled playing field for individuals & traditional media <br />PC,MP3 Player i.e. ITunes<br />Micro Blog<br />Content <br />Community<br />Wiki<br />Podcasts<br />
  16. 16. 2nd Market Impact Solutions<br />16<br /> Social Network Development<br />Diversify communications based on audiences interest, time & preferred learning style<br />Video<br />Tutorials<br />Workshops<br />Articles<br />
  17. 17. 2nd Market Impact Solutions<br />17<br />2nd Instinct <br />Tool Recommendations<br />2nd Instinct <br />Tool <br />Digital Marketing Tool<br />Suggestions<br />
  18. 18. 2nd Market Impact Solutions<br /> Search Marketing Integration<br />Search Engine Optimization (SEO)<br />Using web analytics identify key words and phrase based on<br />Web Traffic<br />Relevancy to your message<br />Net Competition<br />Cross Link Strategy<br />Crawlable Updated Content<br />Optimize all searchable web content<br />Web site, Blogs, Tweets, Facebook & Linkedin<br />Pay Per Click (PPC) - Not as effective as SEO<br /> Web Analytics Reporting<br />Monitoring Web traffic, web traffic referrals, search volume trends, follower, fans & friends, social mentions, sales, time spent on site, bounce rate, repeat visits, loyalty, recommendations and reviews etc<br />18<br />
  19. 19. 2nd Market Impact Solutions<br />19<br /> Social & Search <br />Marketing Integration<br />
  20. 20. 2nd Market Impact Solutions<br />20<br />Don Frattaroli - Bio<br />
  21. 21. 21<br />Your market deserves a 2nd Look<br />Don Frattaroli<br /><br />O - 617-421-1952<br />C - 617-821-0179<br /><br />Twitter @DFRATT4<br />
  22. 22. 22<br />Social Net <br />Demographics<br />
  23. 23. 23<br />Facebook <br />Demographics<br />