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ACT Chesapeake Chapter TDM Workshop 12/10: Sparking Engagement

Presentation given 12/1/10 to the attendees at ACT Chesapeake Chapter's TDM Workshop.

PPT Deck gives examples and incites audience participation on three levels: 1) Traditional Media with a Twist; 2) New Media Engagement; and 3) Shift to Mobile.

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ACT Chesapeake Chapter TDM Workshop 12/10: Sparking Engagement

  1. 1. Sparking Customer Engagement SPARKING CUSTOMER ENGAGEMENT
  2. 2. SPARKING RIDERSHIP SPARKING RIDERSHIP (ON DWINDLING BUDGETS)
  3. 3. Grant Mizell (@G24NT)Grant Mizell (@G24NT) Digital + Emerging Media | PulsarDigital + Emerging Media | Pulsar December 1, 2010December 1, 2010 Market Planning/Research Brand Development Public Relations Advertising Social Media Website/Interactive Media Planning Media Buying Multi-Cultural Marketing Corporate Identity About Pulsar
  4. 4. About Pulsar QuickTime™ and a decompressor are needed to see this picture. QuickTime™ and a decompressor are needed to see this picture.
  5. 5. NON-TRADITIONAL MARKETING TO SPARK RIDERSHIP J Grant Mizell – Digital + Emerging Media, SPARK Team Katherine Carlson - Managing Director of D.C. and Kelly Poe - Senior Account Executive
  6. 6. How can we ignite a spark? a spark?
  7. 7. Traditional Marketing Familiarity Trial Measure and Refine Awareness Behavior Change/ Conversion
  8. 8. WOR D of MOUTHL
  9. 9. WORLD of MOUTH
  10. 10. WORLD of MOUTH Consumer Trust Index • 90% of consumers trust recommendations from people they know • 20% over a brand’s website • 30% over traditional advertising
  11. 11. Evolved Funnel Familiarity Relevance Conversion Involvement Ongoing Engagement Measure&Refine
  12. 12. Sourcing Ridership From Within
  13. 13. Direct Messaging
  14. 14. Direct Messaging
  15. 15. Media Mix campaign billboardtweet broadcast message youtube competition web banner bus shelter message
  16. 16. Quick Poll: My company’s Marketing Strategies include…  Traditional Media (e.g. print, outdoor, tv, radio)  PR (e.g. events, press releases, outreach)  Online (e.g. enewsletters, email mktg, online ads)  Social Media (e.g. facebook, twitter, blogging)  Non-traditional (e.g. street teams, point-of-sale, guerilla)  Mobile (e.g. SMS/text marketing, mobile website, smartphone app, QRs)
  17. 17. Non-traditional Marketing I. A Twist on Traditional II. New Media Engagement III. Shift to Mobile
  18. 18. I. A Twist on Traditional 1. Target existing resources 2. 3.
  19. 19. I. A Twist on Traditional Examples
  20. 20. I. A Twist on Traditional 1. Target existing resources 2. Renew old mediums 3.
  21. 21. I. A Twist on Traditional Examples
  22. 22. Examples
  23. 23. I. A Twist on Traditional 1. Target existing resources 2. Renew old mediums 3. Crowdsourcing
  24. 24. Examples I. A Twist on Traditional
  25. 25. Examples
  26. 26. Quick Poll: How is my agency using Social Media?  Broadcaster (sending out our message)  Active Listener (listening to what’s being said)  Bystander (not participating)  Conversationalist (listening, interpreting and broadcasting)
  27. 27. II. New Media Engagement 1. Transparency 2. 3. 4.
  28. 28. Examples
  29. 29. Examples
  30. 30. II. New Media Engagement 1. Transparency 2. User Generated Content 3. 4.
  31. 31. Examples
  32. 32. Examples
  33. 33. II. New Media Engagement 1. Transparency 2. User Generated Content 3. Geo Social, Loyalty Rewards 4.
  34. 34. Examples
  35. 35. Examples
  36. 36. Examples
  37. 37. Examples
  38. 38. Examples
  39. 39. II. New Media Engagement 1. Transparency 2. User Generated Content 3. Geo Social, Loyalty Rewards 4. Online Advertising (CPC, etc)
  40. 40. Examples
  41. 41. Examples
  42. 42. Examples
  43. 43. Examples
  44. 44. III. Shift to Mobile 1. 2.
  45. 45. Americans who receive news through their mobile phone26% – USA Today, March 2010 Americans’ mobile data use of text, email and internet surpasses voice data2009 – CITE (via NYT), May 2010 Months to reach 1 billion downloads through the App Store. 9 – Apple, April 2009 Mobile Shift
  46. 46. Mobile Shift 86 Million iPhone/iTouch users, versus 18 million Netscape users, at Q11. – Morgan Stanley Research, Q1 2010
  47. 47. speaking Mobile Shift – Pew Research, July 2010 African-Americans continue to be the most active mobile web users because their devices commonly function as the primary or sole connection to the web Latinos & English-
  48. 48. Mobile Shift 2012Smartphone sales will outpace personal computer sales – Morgan Stanley Research, Q1 2010 2011US Smartphones will outsell traditional mobile phones 2010US Mobile browsing and Mobile App use doubles from Q1 2009
  49. 49. III. Shift to Mobile 1. Text/SMS 2.
  50. 50. Examples
  51. 51. Examples
  52. 52. Examples
  53. 53. III. Shift to Mobile 1. Text/SMS 2. Smartphone Technology
  54. 54. Examples
  55. 55. Examples
  56. 56. Examples
  57. 57. Examples
  58. 58. Examples
  59. 59. Rules of Engagement • Provide access anytime/anywhere • Make it easy • Provide tools to s • Focus on the greater good • Be community centric • Listen • Experiment • Have fun!
  60. 60. Challenge… Do one thing next week to challenge the status quo of your current marketing efforts. i.e. start a mass email of ideas around the office, place a box for marketing ideas in the break room, take an internal survey of social strengths/expertise, explore 1 new social site, etc. Share it. Email me at gmizell@pulsaradvertising.com; OR Tweet me @G24NT, ending with the hashtag #acttdm12110
  61. 61. Extended. Extra slides and info to help answer all your questions. 1. Ford Fiesta lauch through social Case Study 2. Arlington’s CFD Skeptics integrated campaign Case Study 3. Live Links for stats and tips for winning the Boss over to Social and Mobile
  62. 62. Ford gave away one hundred, pre-released Fiestas for six months. Case Study: Ford
  63. 63. And started a Movement…
  64. 64. Integrating Social
  65. 65. Pre-Launch Awareness among Millenials “You can’t just say it. You have to get the people to say it to each other.” – James Farley, CMO Ford 2010 - Ford moves 25% of Marketing Spend to Digital/Social Media 37%
  66. 66. Ways to Create Engagement using UGC & UGC Campaigns Case Study: CFD Skeptics 5
  67. 67. User-Generated Campaign
  68. 68. User-Generated Campaign
  69. 69. User-Generated Campaign
  70. 70. User-Generated Campaign
  71. 71. User-Generated Campaign
  72. 72. Testimonial Campaign
  73. 73. Turn the Boss onto Social & Mobile Marketing • Suvey internal expertise • Twitter: Mashable’s Guide, Apps, Lists • Foursquare: BART, VisitPA • Multi-updaters: Cotweet, Hootsuite, Ping • All Socialnomics vids & stats • What The Heck is Social Media? • Internet trends • Can Social Media sell cars? Explore Potential (Fire power) Load-Up on Stats (Ammunition)
  74. 74. Winning the Boss Over Other resources. The Secret Sauce of Social Marketing 5 Tips to Convince the Boss Adding Blogger Outreach to Your PR Plan 10 Ways to Initiate Social Conversation Social ROI Facebook Stats Social Media Business Tools
  75. 75. J. Grant Mizell Digital + Emerging Media Ph (410) 922-6600 Fx (804) 225-8347 gmizell@pulsaradvertising.com www.pulsaradvertising.com Twitter: @G24NT, @mizellg Contact Info

Presentation given 12/1/10 to the attendees at ACT Chesapeake Chapter's TDM Workshop. PPT Deck gives examples and incites audience participation on three levels: 1) Traditional Media with a Twist; 2) New Media Engagement; and 3) Shift to Mobile.

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