ACT Chesapeake Chapter TDM Workshop 12/10: Sparking Engagement


Published on

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.

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

  • Be the first to like this

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

No notes for slide
  • Good afternoon. I hope everyone had enough to eat, but not too much. We’re making this interactive so
    no settling in and taking a little siesta.
    Sparking Customer Engagment. I want to address this first, when I started putting this thing together,
    I stumbled quite a bit.
    … Quick, little aside. How many of you have customers? See. You’re stumbling. Let’s rework this title.
  • How ‘bout “Sparking Ridership on dwindling budgets” That feels a little richer. That should pretty much hit
    home with everyone’s situation – and likely why you haven’t headed out to beat the traffic. Right?
    OK, so let’s talk about me. Two reasons to hear me out…
    I have a twitter account. Technically, I have two. And a facebook page, a foursquare account, a
    linkedin, slideshare. Because when you’re talking dwindling budgets and increasing riders, the “be all,
    end all” must to be social media. Right?
  • 2) Not exactly. The second reason, I’m on a team that does pretty much anything (communications related),
    with a specialty in moving people.
  • We like to say, “If it moves, we market it.”
    Many of you with a logo up here can attest, in TDM situations, we often target SOVs head-on. To do it
    effectively, we use a two-part strategy. Using integrated (multi-faceted) communications campaigns, often in
    unconventional means. (Because I know, you know, getting people out of their Mercedes and onto the bus
    or into a vanpool is not exactly a walk in the park.)
    Actually, let’s include that too. Re-wind.
    Extras about Pulsar:
    Fully integrated and full-service advertising, PR/PA, social networking agency
    18 year history developing brands
    Offices in Richmond, Washington, DC, New York, Los Angeles, and San Francisco
  • Hey. I think I can work with this.
    I haven’t yet introduced the rest of the crew who’ll help answer questions, as we get into the forum style, in
    a bit. Kelly Poe is a Senior Account Executive (also with a background in interactive and digital media)
    and Katherine Carlson, is our fearless leader in the DC office as Managing Director and a Lead on several
    Ok, back to the presentation. There’s only one, single thing you have to walk away with today…
  • It’s this question. I want you to keep that in the back of your mind as well, while I present case studies or
    we collectively bring up ideas and experiences.
  • Sooo, in the beginning.
    In “Old School” traditional marketing campaigns, we funneled our dollars to a single goal of behavior
    change and converting consumers into buyers of our message or product. In our case, ultimately getting
    them to ride the bus. Or telework. Vanpool. Carpool. Etc. 100% of the time.
    But today’s different.
    Quick Poll: Who has a cell phone? Get it out and wave it at me – if you don’t you can wave a lighter!
    By a show of phones – How many of you use Facebook or Twitter? And how many of you tried a new
    product, a new restaurant or a new book because of something one of those respective friends shared
    with you?
  • That’s just it. Through rapid sharing of information and experiences, we’ve left Word of Mouth in the dust.
    And it’s drastically affecting our marketing spend.
  • This data from Nielsen came out in the latter half of last year.
    Check it out. It’s big and bulky, but glance at the top bar in relation to all the others.
  • Surmise it to say…
    Consumers are listening to each other.
    Our riders are creating their own, authentic content and passing it on. It’s that same authentic content, we
    want to tap into.
    Quick Poll: How many of you have used Yelp!, Zagat or Google to check reviews of restaurants?
  • More and more, we’re getting involved in our favorite brands and sharing those experiences with others.
    If we spend some dollars on already converted users, they’re likely to share those positive experiences and
    convert others for our cause!
    <With the rise of internet, email and social networks integrated more and more into our daily lives,
    the funnel becomes expanded out based on consumer engagement with the product/message and
    the [social] sharing of that experience across their networks.
    New marketing plans when including a focus on user involvement, engagement, trial and experience,
    result social sharing from current brand ambassadors (current users/believers) with positive experiences,
    generating Word of Mouth interest and gathering new customers (and ultimately greater conversions).>
  • So it stands to reason, by engaging current riders they’ll in turn engage others, sharing their stories and
    experiences, building our brand awareness.
  • The importance of the integrated marketing campaign stems from all the ways we now receive
    Think back to the late 80s, early 90s, when we marketers were awed by the targeting power of Direct
    Mail (targeting messaging down to the Zip Code). Then email in the mid to late 90s, allowed us to target
    even further, and more affordably.
  • Now social networks allow us to target even more, based on our embedded profiles, likes and interests.
  • Now we have to understand our target audience much more, to find the right media mix to reach them.
  • We’re all marketing in one form or another. And most even understand the importance of online
    marketing and even social media. But there’s still a slow move into the mobile space.
    For those reasons we’ll go over more “How to” when speaking on those elements, and more of the
    “What does it mean” and “Why should I care” when discussing mobile.
  • We’ll divide up the non-traditional tactics you can use in your integrated marketing campaigns, in three
    ways. First we’ll look at ways to twist traditional media. Then we’ll discuss ways to engage through new
    media and social. Finally we’ll discuss how the shift to mobile is taking place and what it means for our
    marketing plans.
  • First, look at the resources you already have. Look at current partnerships, your staff, etc, and think about
    expanding their role. Can you think of staff whose role you could expand?
    Our example.
    Using VDOTs internal video editors, we create Video News Releases we distribute on YouTube and can be used
    by the press, if so inclined.
  • Invest in a little training or take an internal audit of skills, and transform traditional Press Releases into
    more multimedia versions, with embedded links and buttons.
    During the Virginia Tax Amnesty campaign, we created multimedia Press Releases with links to additional
    content, our social networks and campaign commercials.
  • Next, think about revamping or reinventing mediums in unexpected ways.
  • Has anyone ever gotten stuck in congestion caused by Northern Virginia road construction?
    Pulsar was tasked with communicating the road projects, delays and detours to residents across the region.
    The message seemed to be too big for ad, so we created the Megaprojects newspaper insert, funded almost
    entirely with outside advertising. The result after printing, stuffing and distribution to 500k homes -- 5¢ per
  • It’s hard not to notice HCA’s new campaign promoting the wait time at their area hospital ERs. They’ve
    repurposed billboards for a major 2-way benefit. Providing consumers the wait time before they walk in
    the door is a great public service, but also helps the hospitals even out traffic throughout the region.
    FYI, there’s also a text message component to this campaign, where you can text in to get wait times for
    the closest ERs using your Zip code.
  • A final tactic I want to touch on, is the power of crowdsourcing. A cost efficient way to learn more about
    your consumers’ needs. Think about it as outsourcing input directly from your customers, via open-ended
    questions on your social networks, surveys and polls, or even encouraging comments on blog posts, etc.
    An easy explanation of crowdsourcing would be American Idol. Think of how the judging has completely
    been outsourced to the audience, engaging viewers through participation.
  • Here’s a wonderful case study on crowdsourcing for urban planning. Some Virginia Tech graduate students
    partnered with local planners. The result, an interactive Google map studying residents transit habits.
    Locals can go on and draw out their frequent bike or walk paths. The information will be used when
    distributing funds for bike/walk path development.
    So how can user input make your business, product or message better? And what’s the best way to invite it?
  • was created to give riders the chance to design their next bus stop. Hugely successful
    with hundreds of designs submitted, they recently completed their 2nd stop!
    So how can user input make your business, product or message better? And what’s the best way to invite it?
  • My crowdsourcing of respondents to today’s workshop, determined how I could best gear the presentation
    and following discussion. The results show many of you are participating in social media and even a few of
    you really understand the value of the channels as two way conversation mediums.
    Social sharing, I’m sure most of you here are guilty of in some degree as individuals. But why and how
    do businesses start using it?
    VDOT’s use of youtube and more recently, flickr, came out of a need for data storage and a lack of
    funding. Now they send press directly to the Flickr to download photos, and use YouTube for B-roll.
    It sounds like most of you see the opportunity for free data hosting or using the channel to post or
    broadcast your message.
    Then others see the value of conversing with consumers over your brand or product. Let’s discuss
    why and how that works. The next focus of our discussion will center on that very topic. Engaging
    through new and social media.
  • Transparency is the underrated, highly beneficial result of a two-way conversation with your customers via
    Social Media channels. Broadcasting your message is fine, and a well-equipped, efficient use of the free
    mediums, but the real value comes from listening and quickly being able to address issues as they arise. This
    is often what has agency heads and CEOs nervous, believing their audience could turn on the brand and they
    may lose control.
    The important thing to remember is this: in this day of rapid social sharing between consumers, the conversation
    will take place, but you can only help shape it if you’re participating to begin with. There are hundreds of case
    studies where letting issues stir and brew ends often ends up much worse than facing it head on. Think of Social
    Media as an avenue to listen and attack the issues faster.
    What are some examples? In the Digital World or the Real world? Tylenol, Ford/Firestone, Toyota
  • Most sites like Twitter, YouTube, Flickr, but especially Facebook have taken advantage of DIY bloggers,
    web managers & non-profits, creating free code to distribute and plugin for added fuctionality.
  • With limited knowledge of web & code, most can easily implement these social-share features.
  • Who hasn’t heard of YouTube? One of the biggest reasons it became so popular, so fast is because it gave
    users the power to produce their own content. Another factor is the authenticity of the content. The top ranking
    videos are rarely highly-produced or corporate-sponsored.
    How are some ways you could engage your audience or encourage User Generated Content? Think about
    creating competitions or at the end of your own shared video, adding a blip at the end challenging viewers to
    make their own response videos.
  • We recently saved some dollars by taking already existing content from our website and transferring it
    to a Facebook tab. For added engagement within the space, we included the Comment option.
  • UGC doesn’t always have to be digital. Here’s a great example of inviting users (or commissioning artists)
    to build something interesting around your brand -- in this case Chalk Art. These 3D drawings only appear
    3D from one angle, so their made for users sharing it via camera phones, etc.
    Think about other ways you can engage your audience and incite UGC… e.g., Twt/Fb/YT Competitions
  • Geo-Social or Location-Based Networks have the potential to connect with users on the move, and on the
    ground, in real-time.
  • SCVNGR, on the far left, engages users through a myriad of challenges to complete at any single
    location/checkin. An evident trend on the rise and not going away any time soon, Facebook jumped
    onboard recently, integrating “Places” (seen in the middle) into their mobile app. But the big boys on
    the block are no doubt, Foursquare and Gowalla.
  • NuRide is an excellent partnering opportunity to drive (strike that - motivate) users to keep ridesharing
    through rewards. There’s a cost associated with the service but it provides unprecedented analytics for
    Employer-TDM targeting and basically adds another member to your cause/team.
    Plus, it can benefit your LEED status with Green credits and the cost can be significantly reduced with
    greater numbers of partners within the area. HINT: Look at colleges and universities – UVA recently helped
    bring NuRide in Charlottesville.
  • In short, the goal is 1) to increase traffic; and 2) broaden awareness, much further than your own social reach.
    Sometimes our social audience isn’t spreading the message fast enough. To expand your reach beyond,
    look to social and search advertising. At cost-per-click, it’s extremely cost effective because it may be shown
    along a search sidebar a hundred times but you only pay when someone actually clicks it.
  • If you frequently have events, use the Fb tab and create a reason for users to stop by every now and then
    to see what’s new. This takes action, beyond receiving a message in their stream.
    Ride Solutions does a great job getting the news out of local events through their Facebook and Twitter
    audience. But if you’re not a fan or a follower, the message never gets to you.
    Using Facebook advertising or Promoted Tweets, they could exponentially increase the reach to drum up
    more attendees.
  • Starting from the lower-left corner, moving clockwise, you can see an example of a Facebook Ad, then the recently
    started Promoted Tweets, and finally some Google AdWords ads.
    Facebook advertising offers unprecedented Return on Investment, mainly because of its user profiling-ability.
    Google AdWords recently started offering Click-to-Call and Click-to-Map links when searching on a mobile
    phone. All options make great, cost-efficient tools for competition promotion, giveaways, event support,
    while increasing traffic and broadening reach.
  • Mini Cooper made a great call-to-action when creating a specific landing page to promote an event. Clicking
    on the link from the Facebook Ad redirected you to a particular tab of their Facebook Page.
    Custom tabs or landing pages within your Facebook Page only take simple html AND IT LEVELS THE
    Sadistically, I hope this disturbs you a bit. Every car company is doing this. The good news…
  • Custom tabs or landing pages within your Facebook Page only take simple html AND IT LEVELS THE
    PLAYING FIELD. Plus, this creates a more engaging intro to your brand for new users who stumble upon
    your Page or link.
    If you currently have an internal web manager, they should be able to take current material and figure this
    out in a matter of days, even hours, from zero.
  • Before we address some of the opportunities of Mobile, we should understand how the shift is taking place
    and why you should take notice.
    These stats show a trend of dramatic increase of use shifting toward our mobile phones. (Ironic to call them
    that anymore, because many of us use the device for so many reasons beyond simply talking.)
    Here’s proof of the rapid use of mobile web. When thinking back, it often seems AOL really took off in a
    matter of a few years. But in comparison to how fast Mobile Web has taken off since the inception of iPhone
    and iPod Touch (through wifi), it’s growing roughly 4 times faster.
    The Mobile Web is being endorsed in the greatest droves, by household incomes under $30k/annually, as
    the primary internet connection. There are parts of Africa (where mobile internet is much more reliable and
    accessible) that are having addiction problems to mobile devices. They use mobile devices for connection,
    shopping, gaming, etc.
    Back in the US, smartphones have seen a dramatic rise to power. Next year will see the devices outsell
    traditional “feature” phones and 2012 will find them outselling computers, both desktops and laptops
    So how do we use the mobile device within integrated marketing plans?
  • A Text/SMS campaign has broad reach, as even traditional mobile phones have the functionality and many
    are using the feature in increasing numbers. For a few hundred dollars a month you can secure a 5-digit
    shortcode and service that collects numbers and schedules out-bound messages.
  • It’s hard to forget the powerful text-to-donate campaign, the Red Cross put together for the Haiti relief efforts.
    And on the right, see the text component to HCA hospitals ER wait-time campaign.
    But how do you afford an SMS campaign on a dime? Shared shortcode for only a couple hundred dollars
    per month OR…
  • Look directly in the middle along the right-hand side. Someone read it for me.
    Another cost effective way to promote your message is encouraging the SMS subscription to your tweets…
  • or subscription to Facebook Page updates. LOOK at the lower left-hand corner. What do you see?
  • Smarthphones enable a wide range of engagement tools.
    Think about how you can integrate GPS, or a compass application, a phone’s camera, emailing or text capabilities,
    even barcode reading, to make a campaign or just one execution, that much more engaging.
  • VPSI proved a recent social marketing success using email marketing for a photo contest to win an iPad, cross-promoted through their blog, facebook and twitter.
    They even took entries through twitter using a hashtag, the shortcut for turning words or phases into search terms or bookmarks within twitter. I’d love for them to have also added a group pool on flickr and allowed users to populate their photos there.
  • 400 photo submissions and 28,000 votes.
    Dockers used the accelerometer in the iPhone to create one of the first interactive ads. Every shake of the phone,
    would have the subject do a little breakdancing. The engagement of the ad increased the response of the ad
    Additionally, ads can now load videos, even link to online content without leaving the phone application.
  • A smartphone’s camera is more and more commonly finding use as a tool. Newer Android phones are delivered with
    the software built in, other smartphones only require an application download. The phone’s camera now acts as a
    shortcut to bypass keying in a url (on the tiny keyboard using your thumbs) and get you straight to the content.
    A shortcut to coupons, a shortcut to video, a shortcut to product ratings, a shortcut to real-time bus/rail tracking, etc.
  • For example, downloading the app and snapping this tag links to my personal vCard (virtual business card).
  • Keep in mind these rules of engagement, when attracting new customers via social media or mobile.
    *USP: Unique Selling Point
  • I challenge you…
  • Like we said, know your competition. And Ford is certainly it. The strongest of the 3 Domestics after rejecting the bailout, Ford has also proven their risks aren’t so risky.
    To launch the Ford Fiesta they planned on snagging from their European market, Ford decided against traditional advertising (and all good sense) and gave 100 cars away to 100 socially-savvy, but otherwise typical, consumers for six months with the requirement of several missions. These missions, after completion, had to be submitted through social channels such as Twitter, YouTube, Facebook, and Flickr.
  • Their social channels are now overflowing with authentic content, highlighting the car in everyday settings. And has been shared, viewed and reshared, some hundreds of times over.
  • Adapting to the appeal, Ford cleverly incorporates it into their homepage for the Fiesta, literally allowing you to “experience” the Fiesta on your own or through other’s documented experiences.
  • Post the 6 month social awareness campaign, Ford found 37% pre-launch awareness among Millenials, almost identical to the Ford Focus several years ago with Millions in traditional advertising spend.
    James Farley puts it best, “You can’t just say it. You have to get the people to say it to each other.”
    Resulting from the Fiesta campaign, Ford has now moved 25% of their annual marketing spend to Digital/Social Media. What they’re paying hundreds of thousands to companies to run their social/digital, we can train from within and accomplish similar goals on a smaller scale.
  • Also called UCG (user generated Content) – includes anything that can be generated online by users such as blogs, discussion boards, wikis, social networking sites, advertising, reviews, videos, photos. Youtube and Facebook were both built on UCG.
    Our case study to demonstrate UGC is…
    The Car-Free Diet Skeptics Challenge was a user-generated campaign launched by Arlington County Commuter Services in 2010 with the goal of encouraging trial of the Car-Free Diet. The campaign was targeted at SOVers – car lovers from Arlington County – and asked them to go car free for 30 days and to share that experience online via a variety of social media tools (blog, FB, twitter, Foursquare, photos and videos).
  • So lets take a look at HOW we sourced our Skeptics and how this campaign created engagement. Our skeptics came to us via a combination of traditional and non-traditional media and many heard about the challenge via word of mouth. The skeptics were asked to apply online and to submit a youtube video describing how they would go about going car-free for 30 days.
  • Based on a combination of online voting (we received over 1200 votes in one month) and judging criteria – the two skeptics finalists were chosen.
  • Ross and Todd were both provided with a starter kit of elements to complete their challenge including a bike and a smartrip card loaded with fare value and trip planning advice. We created a single interface for them on that enabled them to provide their updates in whatever format they wanted to – FB, Twitter, Foursquare, blog, youtube videos, photo updates.
  • The results! They both successfully completed the 30 day challenge and based on judging criteria, Todd was the grand prize winner and Ross was the first prize winner.
    Todd – Grand Prize Winner
    lost 10 pounds
    saved $242
    reduced his CO2 emissions by approximately 437 lbs
    cut his bike commute time by 8 minutes
    continues to live a car-lite lifestyle
    Ross – First Prize Winner
    saved $51
    burned 6,400 calories by bike commuting and took him
    just 5 minutes longer to commute home by bike than by car
    Traveled over 400 miles
    Saved 20 minutes RT travel time by taking Metro
    reduced his CO2 emissions by approximately 408 lbs
    sold his car
    continues to car-light
  • And what are the engagement metrics? How do we measure engagement with this campaign? Here is an example of the metrics we were able to gather for Todd. Through a variety of sources, we know how many updates he did and in what medium and we can see how engaged his followers were – the number of FB likes, twitter followers, views of his videos, blog comments, and overall dashboard views.
    We also have other metrics on our overall FB fan page, twitter feed, youtube views, website hits/visits, etc. as additional metrics for the campaign.
    Post campaign, we saw a 30% rise in our Fb fan base, double our twitter followers (now reaching close to 2k), our Skeptics branded YouTube channel and videos received over 2500 views, and the website received over 26,000 visits with an average of 2 page views.
    7,500 on AdWords and Fb Advertising.
  • Since the campaign, Ross and Todd went from Skeptics to believers. They are now being used in a testimonial campaign for ACCS promoting the Car-Free Diet and helping give tips to newbies about how easy it is to go on the Diet. You can find their tips on and on our FB page.
  • And starting January 3rd, Skeptics Season II will be launching and we will be looking for TWO NEW Skeptics to take the challenge. This time around, we are testing out bar code tags to make it even easier to learn more about the challenge.
  • 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
  • ACT Chesapeake Chapter TDM Workshop 12/10: Sparking Engagement

    1. 1. Sparking Customer Engagement SPARKING CUSTOMER ENGAGEMENT
    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; 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 Twitter: @G24NT, @mizellg Contact Info