Incorporating Online Strategies Into Your Marketing Mix


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A seminar presented to members of the Jackson County Chamber in Pascagoula, Miss., August 25, 2010.

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Incorporating Online Strategies Into Your Marketing Mix

  1. 1. Kristie Aylett, APR The KARD Group PR/Marketing 228-229-9472 [email_address] @kristk Text “KARDPR” to 50500 for a text with contact info August 25, 2010 Presented to Jackson County Chamber of Commerce Copyright 2010, The KARD Group
  2. 2. It’s a different world <ul><li>1999 </li></ul><ul><li>Mass media rules </li></ul><ul><li>Faxes, pagers, memos </li></ul><ul><li>“ You’ve got mail” </li></ul><ul><li>Y2K on horizon </li></ul><ul><li>Average 8 hours online/month </li></ul><ul><li>2010 </li></ul><ul><li>Traditional media in transition </li></ul><ul><li>iPhone, Blackberry, smart phones </li></ul><ul><li>Search engines </li></ul><ul><li>Social networking </li></ul><ul><li>Average 75 hours online/month </li></ul>
  3. 3. Have things really changed? <ul><li>Many traditional communications tactics remain effective. </li></ul><ul><ul><li>Advertisements </li></ul></ul><ul><ul><li>News releases </li></ul></ul><ul><ul><li>Newsletters </li></ul></ul><ul><ul><li>Brochures </li></ul></ul><ul><ul><li>Special events </li></ul></ul><ul><ul><li>Publications </li></ul></ul><ul><ul><li>Signs </li></ul></ul><ul><ul><li>Fliers </li></ul></ul>
  4. 4. How do customers find you? <ul><li>Google is now your home page </li></ul><ul><li>What happens when you search… </li></ul><ul><ul><li>For your business? </li></ul></ul><ul><ul><li>For your competitors? </li></ul></ul><ul><ul><li>For your industry, services, location? </li></ul></ul><ul><li>Keywords, Search Engine Optimization (SEO) </li></ul><ul><ul><li>Potential customers are looking for someone “like you” and may not search for you by name. </li></ul></ul><ul><li>Sponsored vs. organic results </li></ul><ul><li>Take advantage of free services </li></ul>
  5. 5. Search before purchase <ul><li>80 percent of searchers research online before purchasing within 10-20 mile radius </li></ul><ul><ul><li>89 percent of consumers “shop” for information online </li></ul></ul><ul><ul><li>93 percent of retail sales occur offline </li></ul></ul><ul><li>Almost every search now includes local results </li></ul><ul><ul><li>Only 14 percent of businesses have claimed their Google Map listings </li></ul></ul>
  6. 6. Local business results
  7. 7. Google profile pages
  8. 8. What do customers think? <ul><li>Most trusted source is no longer a person of authority -- it’s a peer, or “someone like me.” </li></ul><ul><li>Customers complain online while they’re holding for your customer service representative. </li></ul><ul><li>Customers review their experience with your company through official and unofficial channels. </li></ul><ul><ul><li>Negative reviews should be handled with care </li></ul></ul><ul><ul><ul><li>Focus on addressing underlying issues </li></ul></ul></ul><ul><ul><ul><li>Thank them for feedback and say how you’re improving </li></ul></ul></ul><ul><ul><ul><li>Don’t become defensive </li></ul></ul></ul>
  9. 10. Information, reviews
  10. 11. Mobile becomes mainstream <ul><li>285 million mobile devices in the U.S. </li></ul><ul><ul><li>91 percent of Americans have a mobile device </li></ul></ul><ul><ul><li>70 million devices are smart phones (23 percent) </li></ul></ul><ul><li>Internet experience is changing </li></ul><ul><ul><li>Only 56 percent of homes in MS have internet access </li></ul></ul><ul><ul><li>Within five years, more people will access internet via mobile devices than via computers. </li></ul></ul><ul><li>Mobile-friendly websites </li></ul><ul><ul><li>Special landing pages with mobile-specific content </li></ul></ul><ul><ul><ul><li>Basic business information (phone, hours, address, map) </li></ul></ul></ul><ul><ul><ul><li>Easy-to-read text vs. graphic design, Flash animation </li></ul></ul></ul>
  11. 12. Social networking sites <ul><li>MySpace – 57 million U.S. users, average 4 hrs/month </li></ul><ul><li>Facebook – </li></ul><ul><ul><li>More than 500 million active users </li></ul></ul><ul><ul><ul><li>More than 175 million log in daily </li></ul></ul></ul><ul><ul><li>Tremendous growth among older users </li></ul></ul><ul><ul><li>Business pages </li></ul></ul><ul><ul><li>Advertising </li></ul></ul><ul><li>LinkedIn – business networking, 60 million strong </li></ul><ul><li>Niche communities </li></ul>
  12. 13. Social media comparison
  13. 14. Local media comparison
  14. 15. Additional insights
  15. 16. Facebook users by state State July 2008 July 2009 July 2010 % growth Louisiana 264,600 664,180 1,470,200 455.6 % Mississippi 175,360 374,680 824,540 370.2 % Alabama 290,060 694,020 1,452,300 400.7 %
  16. 17. Business pages
  17. 18. Facebook insights
  18. 19. Develop your profile, network
  19. 20. Join groups, get involved
  20. 21. Ask questions, find answers
  21. 22. Twitter <ul><li>A free micro-messaging service that limits messages to 140 characters. </li></ul><ul><li>Tweets can be sent and received via the Web, mobile phone, text message, etc. </li></ul><ul><li>Established March 2006 </li></ul><ul><li>Early adopters include tech, IT, bloggers </li></ul><ul><li>Breaking news, citizen journalism </li></ul><ul><ul><li>Earthquakes </li></ul></ul><ul><ul><li>Miracle on the Hudson </li></ul></ul>
  22. 23. Some statistics <ul><li>Twitter usage is spiking </li></ul><ul><li>1374 % jump in unique visitors in one year </li></ul><ul><ul><li>February 2008 = 475,000 </li></ul></ul><ul><ul><li>February 2009 = 7 million </li></ul></ul><ul><li>April 2009 – Twitter enters mainstream </li></ul><ul><ul><li>@aplusk vs. @CNNBRK in race for 1 million followers </li></ul></ul><ul><ul><li>Oprah signs up </li></ul></ul><ul><ul><li>New users spike but most remain inactive </li></ul></ul><ul><li>April 2010 = 105 million registered users </li></ul>
  23. 27. Blogging <ul><li>Maintains control </li></ul><ul><li>Provides an online outlet for your perspective </li></ul><ul><ul><li>More personal, conversational </li></ul></ul><ul><li>Becomes the hub of your online outreach </li></ul><ul><ul><li>Share links via social networking sites </li></ul></ul><ul><li>Comments </li></ul><ul><ul><li>Allow feedback from readers, customers </li></ul></ul><ul><ul><li>Continue dialogue </li></ul></ul><ul><ul><li>Establish clear policy for permissible comments </li></ul></ul><ul><li>Can be quickly updated in event of crisis </li></ul>
  24. 28. Website includes SM links
  25. 29. Blog offers perspective
  26. 30. What’s next? <ul><li>Location-based applications </li></ul><ul><ul><li>Individuals check in to a location using their phone </li></ul></ul><ul><ul><ul><li>Game: earn badges, compete with friends </li></ul></ul></ul><ul><ul><ul><li>Check into a venue the most, you become the “mayor” </li></ul></ul></ul><ul><ul><ul><li>Businesses offer discounts, incentives </li></ul></ul></ul><ul><ul><li>Foursquare established in 2009 </li></ul></ul><ul><ul><ul><li>2.5 million users </li></ul></ul></ul><ul><ul><ul><li>6.1 million venues </li></ul></ul></ul>
  27. 31. Foursquare
  28. 32. Statistics, Insights
  29. 33. Now it’s up to you <ul><li>Ignore the conversation </li></ul><ul><li>Monitor it </li></ul><ul><li>Participate and engage </li></ul><ul><li>Empower your employees, customers, volunteers, etc. to become true ambassadors. </li></ul><ul><li>You cannot control the conversation or stop it. </li></ul>
  30. 34. Kristie Aylett, APR The KARD Group PR/Marketing 228-229-9472 [email_address] @kristk Text “KARDPR” to 50500 for a text with contact info August 25, 2010 Presented to Jackson County Chamber of Commerce Copyright 2010, The KARD Group