Kellogg exec ...creating digital mkt strategy final 11 14-11


Published on

Digital marketing executive course at Kellogg School of Management.

Published in: Business, Technology
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Kellogg exec ...creating digital mkt strategy final 11 14-11

  1. 1. Creating YourDigital Marketing Strategy Executive Development Program November 13, 2011 Kellogg School of Management Northwestern University Dr. Ira Kaufman ©2011
  2. 2. Your Digital MirrorResponses Social Media Survey• 76% social media important to their business success• 28% use social media in their business• 10% made it a top strategic priority
  3. 3. New Digital Divide Mirrored 2011 Survey -902 US based executives• 78% social strategy is critical to future business successBUT• 27% digital strategy a top priority. WHY the Gap? What is preventing making it a priority?
  4. 4. Our 90 min Conversation• Reflects your responses – 72% don’t use social media; discover value – 60% feel overwhelmed – 30% want tools to monitor and evaluate – 22% need to differentiate the uses of social tools• Use at least once a week ~66% - Facebook, YouTube 42%- LinkedIn ~10% -Blog, Twitter
  5. 5. BecomingDigitally Competitive • PT 1 : Recognize Impact of Digital Revolution • PT 2: Reach Your Target s • PT 3: Get Strategic • PT 4: Integrate Media Marketing • PT 5: Monitor, Evaluate ROI • PT 6: Apply to Ralph Lauren Case Takeways – Best Practices
  6. 6. Impact of the Revolution
  7. 7. What Are Your Impressions? + What did it make you feel? + Did you feel connected? + How do relate it to yourbusiness?
  8. 8. Why the Digital Gap ?1. Digital position of exec team2. “Cultural” Gap- rules have changed – Traditional companies -Information Age- broadcasting VS – Social business –Digital Age – conversation3. B2B myth4. Countries’ social media adoption
  9. 9. What is Your Digital Position?• Digital Native – born digital, think social, – need to implement strategic• Digital Immigrant – think strategic, – need to implement digital• Digital Alien – think strategic, – need to experience digital value
  10. 10. Cultural Gap- Rules Have ChangedIt was It’s nowInformation Age -Broadcasting Digital Age - ConversingPushing message to client Pulling client to the messageOne way message, controlled Interactive conversation, open dynamicBusiness generated content User generated contentInterrupt client- direct immediate action Engage, build sustainable relationshipAttention economy Attraction economyHard to measure results Real time metricsCoveting information- protective Sharing information – transparentCharging for entry – block entry Giving free ebooks, productOrganized in silos – PR, Advertising, DM Integrate media seamless across silosCompany promotes values Practice what you preach
  11. 11. Keys to a Digital Mindset1. Listen to your clients and employees2. Respond quickly and openly to their feedback and concerns3. Involve with Permission, Respect & Trust4. Engage them in conversations; develop sustainable relationships• Translate values into superior customer service; generate loyal Brand Advocates
  12. 12. Dispel the B2B Myth Social media = relationships= B2B• Engage execs with purchase authority – 59% connect with peers to address challenges• Access to knowledge – 59% share research and expertise• Expand leads, discover partnerships – Monitor conversations• Decrease sales cycle – Inform targets via conversations, feedback, links
  13. 13. End Confusion…All Social Media ≠ 13
  14. 14. Why Facebook?• Speak 2 customers where they are (850 M– globally)• Mini website with navigation, video, photos, private or public discussions• Business Uses – Gain likes thru contests – Promote events – US Navy, Ernst &Young -Recruit talent – (Ford (5 pages) - Share brand Info, reviews, deals – Facebook Questions -Market research tool – Targeted advertising – Detailed Page Insights activity, users, interactions
  15. 15. Target Facebook by CountryComscore
  16. 16. Why Twitter & APs ?• Of 6 billion people, 4 billion have a communication device that is Twitter ready• Quick efficient 140 character communication• Business Uses: – Powerful search engine locates business targets – Starbucks -Launch coupon; reach millions in seconds – Twendz -Track brand sentiment, trends – P&G, Walmart- Market research; gain product feedback – Comcast -Real time customer service – Deloitte- Communicate among employees (Yammer)
  17. 17. Target Twitter by Market
  18. 18. Why YouTube?• Is moving, alive vs static text• Easy to capture and upload to web (Flip)• Second largest search engine• Business Uses: – Increase search engine position – Gain brand feedback via “world’s largest focus” – Home Depot-Build community via branded channel – Consultants -Expand thought leadership via podcasts – Continental Airlines -Cut costs via training, – Customer service - How to videos – Detailed Analytics, Insights
  19. 19. Why LinkedIn?Everyone has same intention to connect• Business Uses: – Access professional targets/networks – Generate leads – Create partnerships – Find great talent – Through LI Groups, share skill set – Build thought leadership
  20. 20. Why Google +?• Fastest growing website/social network• Become an early adopter• Integrates with Google Aps (search, docs, gmail, ecommerce, GPS, Android Mobile)• Business Uses – Segment messages to targeted circles (friends, team, experts,, employees, potentials, projects) – Increases search position – Collaborate easily via Hangouts – Built in Google Analytics and Ad words
  21. 21. Why Blog?• Business Uses – Updates content quickly – Increases search position – GM Fast Lane -Publishes its unique story/voice – Personal branding-Positions you as an expert – Builds a network- Via RSS (Really Simple Syndication) posts are shared with subscribers – Increases collaboration/exchange-private blogs
  22. 22. Why Crowdsourcing?• Open call for solutions to: perform tasks, solve complex problems, contribute fresh ideas• Use Facebook, Twitter, website to collect data• Business Uses – Product innovation • P&G increased outside innovations from 15% to 60% • Cisco’s Billion $ Idea- 2900 participants from156 countries submitting 824 ideas – Online collaboration (IBM Jam) – Design (brand, product) • Garmin uses customers to improve GPS maps
  23. 23. Social Media Live Update Clicking this link will show you how social media has been embraced. Notice the elapsed time.
  24. 24. Make Sense of the Social Noise Get Strategic
  25. 25. Magnify Opportunities…Leverage Loyal Clients
  26. 26. Assessment• What – Establish baseline -Determine company positioning• How – Assess if marketing tools are reaching goals – Gather information • Monitor search engine rankings • Compare competitions’ use of marketing tools • Listen--focus groups, social conversations • Track Digital Footprint (social mentions)
  27. 27. Branding –Listening Focus Group, Posts• Why do you feed birds? – Feel “Happy and generous“ – They are colorful – Give them food – Learn to identify them – Get kids outside – Connect with nature – “My Birds”-a personal feeling of ownership – Healing, relaxing retreat from urban life
  28. 28. BenchmarkDigital Footprint
  29. 29. Branding Strategy• Incorporate Assessment into Brand• Clarify and gain agreement on Image – Determine Voice, Personality, Sweet Spot – Build Social Brand thru Digital Design (crowdsourcing, online collaboration)• Target niche, social communities
  30. 30. Brand Reflects Users
  31. 31. Revolving “Value” Themes
  32. 32. Leverage Social Communities• Flickr bird groups – 40,000+• Birding community (Cornell 47,000 FB)• Homeschoolers (Homeschooler 47,200 FB)• Parenting websites (FamilyFun 110,000 FB)• Nature groups (National Wildlife 73,800 FB)• Boy Scouts (165,000 FB)
  33. 33. Online Environment Website, Blog, Landing Page (Facebook, YouTube), Shopping Cart Design each element to: • Create engagement, value • Collect data; feedback (=;-) • Call to action • subscribe, download, buy
  34. 34. Integrated Media Marketing traditional online advertising marketingsocial public relations social media
  35. 35. Paid, Owned Earned Media Paid Owned Earned• works when pay $ * low cost to create * spread by unpaid• don’t own * continues to work influencers• little retained branding * shares brand content * ↑ 61% mkt $ 2011
  36. 36. Paid, Owned, Earned Media• Paid: YouTube Toyota Sienna 2010 Commercial 213 views• Owned:• Earned: Swagger Wagon 9,797,284 views• Edmunds (125) customer review (4.5/5*)
  37. 37. After video went viral, U.S. sales of the Toyota Sienna in May 2010 were up 49.7% May 2011 total Toyota sales were down 33.4% over May 2010 But Sienna sales recorded sales of 8,618 units.DA2DAB5702C7D1/0/ql-N3F1FhW4
  38. 38. Digital Media Optimization• Develop each platform to increase search engine rankings, site traffic, and user action – use same keywords across all platforms – optimize digital assets- videos, images, audio to gain higher page rank and indexing – build interactivity, conversations, drive traffic to online hub• Target Social Communities• Encourage Social Sharing – leverage current users by allowing them to sign-in with social network identities and share content• Develop Content Management Plan
  39. 39. Content Management1. Design plan to strategically upload content2. Produce consistent updates including keywords • Brands post at least once every day will reach 22% of their fans in a week.3. Reward conversation and engagement • Coupons, thank you, links4. Create rich content that promotes easy sharing • Mashup/ mix digital media- graphics, audio, video, animation- to create engaging content
  40. 40. Mashup
  41. 41. Keys for Success• Don’t push tools; design a plan• Breakdown silos (advertising, PR, online, social, mobile)• Interact with customers via superior service• Respond in real time• Be patient -Digital Lifecycle
  42. 42. Digital Lifecycle Stages• Setup (0-3 Mo)• Traction (4-9 mo)• Positioning (10- 15mo)• Expansion (16-27 mo)• Viral growth (future )
  43. 43. EvaluationWhat is best use of your resources?How are the tools performing?• Monitor company/competitor chatter, Track referral traffic• Benchmark performance to company goals and customer satisfaction
  44. 44. Monitoring Toolstake the information, interactions generated… collect, process, and analyze the content
  45. 45. Tools:Listen to Company Chatter• Google Alerts Email updates on latest relevant Google results – Monitor company chatter – Research market
  46. 46. Tools: KloutMeasure Online Influence• True reach- followers actively listen to your posts• Amplification- likely your messages will generate results• Network score- influence of your audience
  47. 47. Tools: Track Referrals Shortened Links• • Shortened URL • QR Code Referrers detail • List of IP addresses Location Detail • List of countries
  48. 48. Integrated Platform: listen, measure and engage with customers – http://• Real time results … interactive dashboard /
  49. 49. SustainabilityAfter 12+ Months… Refine… Innovate …Fine tune You will 1. Listen to user feedback 2. Innovate digital channels 3. Adjust strategy 4. Integrate Social Business Ecosystem >>>>>>>>>>>>
  50. 50. Social ImpactsBusiness Ecosystem
  51. 51. Ralph Lauren Case Analysis1. What was the strength of Ralph Lauren’s marketing strategy?2. View Ralph Lauren 4D Experience3. What are the basic elements of David’s digital marketing strategy?4. Benchmark with SERVAS Analysis5. How would you advise David to augment his digital strategy?
  52. 52. The Official Ralph Lauren 4D Experience - London•
  53. 53. SERVAS Digital Analysis Benchmark Campaign• Sustainable Goal - What is the targeted goal?• Engage - How effective is the message in attracting your target market?• Relationship – Did the message stimulate the target to feel trust or common interests?• Value –Does the messages communicate added benefit for the individual or organization?• Action- Does the message move you to act?• Synergy- Is the tool integrated and leveraging other marketing efforts?
  54. 54. Monitoring Company Chatter
  55. 55. What changes do you need to make to become Digitally Competitive?
  56. 56. Your Takeaways Digital impacts social business Digital mindset creates competitive edge Digital marketing strategy critical 4 success Integrate digital with traditional marketing Balance paid, owned and earned media Evaluate return on investment (ROI)
  57. 57. ROI of Social Media
  58. 58. 1. Commit resources2. Listen, Plan, Test3. Adopt Digital Mindset4. Maintain consistent Brand5. Access and monetize influencers6. Maintain sustainable relationships7. Develop Integrated Digital Marketing Strategy8. Monitor competition’s digital footprint9. Monitor your companys “digital chatter” and presence10. Develop social media employee policy11. Design a proactive crisis strategy12. Evaluate your Social ROI13. Keep Current…Drive Innovation
  59. 59. About the PresenterDr. Ira Kaufman, President, Ira combines 30 years of richexperiences with businesses and non-profits to guide them toleverage the power of social media for marketing, recruitment andorganizational development. Ira collaborates with a team of expertsto design interactive environments to by integrating traditionaladvertising, online marketing, public relations and social media. Hisstrong values and sensitivity to organization innovation and changeare the foundation of his work. Ira has a PhD in Marketing and servesas a consultant, public speaker, and lecturer for companies andSenior Executive programs. Currently Assistant Professor, LynchburgCollege School of Business and Economics. LinkedIn: Facebook: Twitter: URL: © 2011