Social Media Forum <br />“Launching New Offerings in a Social World”<br />
Introductions<br />Anne Merkert<br />Jeff Thompson<br />Reena Kapoor<br />
Agenda<br />Marketing<br />Target Market<br />Messaging & Demand Generation<br />Competition<br />Q&A<br />
Marketing: Same Old, Same Old…<br />Product<br />Price<br />Place<br />Promotion<br />Radically empowered consumers – way ...
So What’s different?<br />“Rather than Product, Place, Price, and Promotion, we ought to be thinking in terms of Experienc...
Advice to Marketers<br />Experience<br />Do your customer journey<br />Everywhere<br />Create an idea that doesn’t start w...
Still have to think about…<br />Target Market<br />Who, Where, How<br />Differentiation<br />Meaningful, Value, Competitiv...
Formulating a Social Strategy<br />Forrester’s POST Methodology from “Groundswell”<br />P is People<br />O is objectives<b...
Target markets<br />
Target Market Strategy: Overlaps!<br />
Target Market Criteria<br /><ul><li>Large, Growing numbers of users?
Willing, able to exchange Value? Monetize-able? </li></ul>Large & Growing<br /><ul><li> Real Need/Want? Anticipated? Artic...
 Desirable User (Social Media) Characteristics? </li></ul>Unmet Need<br /><ul><li>Easily, cost-effectively, Reachable?
Via other Users, Influencers, “Amateurs”?
“Share of Attention”</li></ul>Reachable<br /><ul><li>Differentiate? All “E’s”?
Who is Competition? Substitutions good enough?</li></ul>Differentiation<br /><ul><li>Resources, Assets to reach, convert, ...
Social Media impact, use & response?</li></ul>Company Strength<br />
Messaging & demand generation<br />
Messaging: still have to think about . . . <br />Target Audience<br />Frame of Reference<br />Point of Difference<br />
Value Proposition<br />Clearly relevant & appealing<br />Highly differentiated from competition<br />Credible<br />Elastic...
Impact of Social Media on Messaging<br />Messaging is more conversational, less formal<br />Keeping it simple is even more...
Social Media Messaging Example<br />
Demand Generation Design<br />Who is the target audience?<br />How do they want to be communicated with?<br />What offers ...
Target Market Persona<br />
Tactics<br />
Integrated Campaign<br />Awareness<br />Preference<br />Purchase<br />“Free” Content<br /><ul><li>PR
Thought leadership
Blogs
Social networking
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Social Media Work Shop Deck Nov 09 2009

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"Launching New Offerings in a Social World: What to consider when incorporating Social Media in your Go-To-Market Planning!"
--How to create a good go-to-market plan? What sound principles of marketing still apply?
--When is it appropriate to consider social tools?
--How should one incorporate social media vehicles in such plans?

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Social Media Work Shop Deck Nov 09 2009

  1. 1. Social Media Forum <br />“Launching New Offerings in a Social World”<br />
  2. 2. Introductions<br />Anne Merkert<br />Jeff Thompson<br />Reena Kapoor<br />
  3. 3. Agenda<br />Marketing<br />Target Market<br />Messaging & Demand Generation<br />Competition<br />Q&A<br />
  4. 4. Marketing: Same Old, Same Old…<br />Product<br />Price<br />Place<br />Promotion<br />Radically empowered consumers – way ahead of marketers!<br />Only 14% of CMOs globally have been in their jobs for over 3 years!<br />
  5. 5. So What’s different?<br />“Rather than Product, Place, Price, and Promotion, we ought to be thinking in terms of Experience, Everyplace, Exchange, and Evangelism”<br />Brian Fetherstonhaugh, Chairman & CEO of OgilvyOne Worldwide at AdTech 2007<br />
  6. 6. Advice to Marketers<br />Experience<br />Do your customer journey<br />Everywhere<br />Create an idea that doesn’t start with (just) traditional media<br />Exchange<br />Calculate the value of your customer<br />Evangelism<br />Bring passion to your brand – “The Big Ideal”<br />
  7. 7. Still have to think about…<br />Target Market<br />Who, Where, How<br />Differentiation<br />Meaningful, Value, Competitive<br />Market Development, Distribution, Channel <br />Stage of Company<br />Demand Generation<br />Reach, Frequency, Monetization, ROI<br />
  8. 8. Formulating a Social Strategy<br />Forrester’s POST Methodology from “Groundswell”<br />P is People<br />O is objectives<br />S is Strategy<br />T is Technology<br />And another “S” needs to be considered….<br />
  9. 9. Target markets<br />
  10. 10. Target Market Strategy: Overlaps!<br />
  11. 11. Target Market Criteria<br /><ul><li>Large, Growing numbers of users?
  12. 12. Willing, able to exchange Value? Monetize-able? </li></ul>Large & Growing<br /><ul><li> Real Need/Want? Anticipated? Articulated?
  13. 13. Desirable User (Social Media) Characteristics? </li></ul>Unmet Need<br /><ul><li>Easily, cost-effectively, Reachable?
  14. 14. Via other Users, Influencers, “Amateurs”?
  15. 15. “Share of Attention”</li></ul>Reachable<br /><ul><li>Differentiate? All “E’s”?
  16. 16. Who is Competition? Substitutions good enough?</li></ul>Differentiation<br /><ul><li>Resources, Assets to reach, convert, support?
  17. 17. Social Media impact, use & response?</li></ul>Company Strength<br />
  18. 18. Messaging & demand generation<br />
  19. 19. Messaging: still have to think about . . . <br />Target Audience<br />Frame of Reference<br />Point of Difference<br />
  20. 20. Value Proposition<br />Clearly relevant & appealing<br />Highly differentiated from competition<br />Credible<br />Elastic enough to support product expansion<br />Simple<br />
  21. 21. Impact of Social Media on Messaging<br />Messaging is more conversational, less formal<br />Keeping it simple is even more important<br />You can research & test with immediate feedback<br />Marketing is not the only owner of messaging<br />
  22. 22. Social Media Messaging Example<br />
  23. 23. Demand Generation Design<br />Who is the target audience?<br />How do they want to be communicated with?<br />What offers are they expecting?<br />After they respond to the first activity and offer, what happens next?<br />What happens if they don’t respond?<br />How will our activities and offers help qualify prospects?<br />
  24. 24. Target Market Persona<br />
  25. 25. Tactics<br />
  26. 26. Integrated Campaign<br />Awareness<br />Preference<br />Purchase<br />“Free” Content<br /><ul><li>PR
  27. 27. Thought leadership
  28. 28. Blogs
  29. 29. Social networking
  30. 30. Syndicate content
  31. 31. Enable UGC </li></ul>Awareness, Leads, Brand <br /><ul><li>SEO
  32. 32. SEM
  33. 33. Banner ads</li></ul>Online events, video contest<br />WoM or “Buzz”<br />Leverage CRM for nurturing<br />Product Demo<br />Sign up for free version<br />Company <br />Blog and Landing Pages<br />Conversion to premium<br />
  34. 34. Competition<br />
  35. 35. Social Media and Competitive Strategy<br />Key Steps in developing competitive strategy?<br />Social Media impact?<br />Social Media create differentiation?<br />
  36. 36. Key Steps in Competitive Strategy<br />Identify the Competition<br />Competitive S W O T<br />Value Proposition Comparison<br />Expose, Define The “Space” You Will Own<br />Competitive Positioning<br />
  37. 37. Identify the Competition – Big and Small<br />Your Solution:<br />Online Multimedia Platform<br />Online Video Providers<br />and Hosting Services<br />Presentation<br />Solutions<br />Web and Audio Conferencing Solutions<br />
  38. 38. Map Your Competitive Approach<br />CompleteCompetitive SWOT<br />Decide what to “own”<br />Position for Differentiation<br /><ul><li>Why did you pick this sub-segment to own?
  39. 39. Why are you better?
  40. 40. Is you message “echoing” the conversations?
  41. 41. Categories and Companies
  42. 42. Strengths
  43. 43. Weaknesses
  44. 44. Opportunities
  45. 45. Threats
  46. 46. Competitor weaknesses
  47. 47. Easy targets (active social media environments)
  48. 48. Search for “confusion”</li></li></ul><li>Social Media Impact on Competitive Strategy<br />Faster Feedback<br />Accelerated Marketing<br />User Experience as Differentiation<br />
  49. 49. Faster Feedback<br />Many more places to search for opinions<br />Facebook, Twitter, Forums, Blogs (comments)<br />Google: “company name” + “sucks”<br />On demand market research <br />Post questions, immediate feedback<br />Test ideas, positioning directly with buyers<br />Direct view into buyer / competitor interactions<br />Ability to directly inquire about likes and dislikes<br />
  50. 50. Accelerated Marketing <br />Ability to quickly change positioning<br />Faster reaction to competitive moves<br />Get a head start on new segments where “discussion” is light or nonexistent<br />
  51. 51. User Experience as Differentiation<br />Frequency of interaction with customers increases<br />Customer experience is expanded!<br />You can differentiate your company by ensuring positive interactions wherever possible<br />Lead the discussions (don’t just participate)<br />Force competitors to follow: “what are you doing about ABC…”<br />
  52. 52. Q&A<br />THANK YOU!<br />reena@ConiferInc.com<br />jeff@AventiGroup.com<br />anne@AventiGroup.com<br />Next Event: Leveraging “Crowdsourcing”: NexGen Innovation & Marketing!<br />NorCal BMA Product Marketing & Management Roundtable<br />November 19th Thursday, Palo Alto, 8:30-10am<br />http://norcalbma.org<br />

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