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Breaking destructive marketing habits ppt

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Breaking Destructive Habits in Online Marketing was a great session with Michelle LeBlanc https://twitter.com/michellebluesky at the HiMA annaul event Interactive Strategis Conference.

The session discussed the pressure to adopt shiny new online methods can force interactive marketers to forego strategic thinking in favor of a potential quick fix.

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Breaking destructive marketing habits ppt

  1. 1. • Click to edit Master text styles – Second level • Third level – Fourth level » Fi8h level 1 Breaking Destructive Marketing Habits HiMA IS Conference October 16, 2014
  2. 2. • Click to edit Master text styles – Second level • Third level – Fourth level » Fi8h level 2 2 Short Quiz on Strategic Planning • Do you start from last year’s budget and plan? Or from a blank slate? • Do you evaluate tried and true regularly to see if they belong in the mix? • Do you add new media/formats without asking yourself – what will this do for my brand?
  3. 3. • Click to edit Master text styles – Second level • Third level – Fourth level » Fi8h level 3 AVOID SHINY OBJECT SYNDROME
  4. 4. • Click to edit Master text styles – Second level • Third level – Fourth level » Fi8h level 4 4 Shiny Objects • Competitor driven rather than Customer driven • CEO reads/watches it • No Data Support – Research! • Time = Money
  5. 5. • Click to edit Master text styles – Second level • Third level – Fourth level » Fi8h level 5 5 Avoiding the Shiny Object Trap • Document who your target audience is • Challenge your assumptions • Test to confirm • Know the audience for a media to defend against shiny object “bearers” – http://www.pewresearch.org/ – http://www.pewinternet.org/
  6. 6. • Click to edit Master text styles – Second level • Third level – Fourth level » Fi8h level 6 STOP OVER-SHARING ON SOCIAL
  7. 7. • Click to edit Master text styles – Second level • Third level – Fourth level » Fi8h level 7 7 Over-Sharing? Me? • Excessive posting – No more than once a day – At least two times a week • Lengthy content kills – Wall posts fewer than 80 characters gained 66% higher engagement than lengthier posts • Average engagement rate declined after the third tweet of the day
  8. 8. • Click to edit Master text styles – Second level • Third level – Fourth level » Fi8h level 8 8 Over-Sharing
  9. 9. • Click to edit Master text styles – Second level • Third level – Fourth level » Fi8h level 9 9 Over-Sharing Troubleshooting • Impulse driven vs. Strategy driven – Does it fit your core message strategy and brand? – Is it written to engage with your core consumer? – Is it Your or the Company’s message?
  10. 10. • Click to edit Master text styles – Second level • Third level – Fourth level » Fi8h level 10 JUMPING ON BANDWAGONS
  11. 11. Bad Bandwagon • Click to edit Master text styles – Second level • Third level – Fourth level » Fi8h level 11 11
  12. 12. Good Bandwagon • Click to edit Master text styles – Second level • Third level – Fourth level » Fi8h level 12 12
  13. 13. Really Bad Bandwagon-ing • Click to edit Master text styles – Second level • Third level – Fourth level » Fi8h level 13 13
  14. 14. Hashtag Abuse • Click to edit Master text styles – Second level • Third level – Fourth level » Fi8h level 14 14 That’s 23 Hashtags!
  15. 15. Bandwagon Summary • Click to edit Master text styles – Second level • Third level – Fourth level » Fi8h level 15 15 • Be on brand – always • Don’t just jump in “because” • Avoid Hashtag Abuse
  16. 16. • Click to edit Master text styles – Second level • Third level – Fourth level » Fi8h level 16 RELYING TOO MUCH ON AUTOMATION
  17. 17. Automation is your friend but … • Click to edit Master text styles – Second level • Third level – Fourth level » Fi8h level 17 17 • Talking is still effective – CRM schedules should include calls • Content not recreated for media • Canned responses that sound … canned – Don’t skip personalization options – Don’t “set it and forget it”
  18. 18. Automation Overload • Click to edit Master text styles – Second level • Third level – Fourth level » Fi8h level 18 18
  19. 19. Really Bad Automation • Click to edit Master text styles – Second level • Third level – Fourth level » Fi8h level 19 19
  20. 20. Good Content, Wrong Media • Click to edit Master text styles – Second level • Third level – Fourth level » Fi8h level 20 20
  21. 21. Interesting Facts • Click to edit Master text styles – Second level • Third level – Fourth level » Fi8h level 21 21 John Deere began publishing its magazine for farmers, The Furrow, in 1895 (and it's still produced today). http://www.deere.com/en_US/industry/agriculture/ our_offerings/furrow/furrow.page
  22. 22. • Click to edit Master text styles – Second level • Third level – Fourth level » Fi8h level 22 POINTLESS CONTENT MARKETING
  23. 23. All of MY content is thrilling. • Click to edit Master text styles – Second level • Third level – Fourth level » Fi8h level 23 23 • Never Forget your Audience • Content should be desirable, not forced • Mix it up – Video, Multimedia, Games, Surveys – ThinkWithGoogle.com
  24. 24. B2B Social • Click to edit Master text styles – Second level • Third level – Fourth level » Fi8h level 24 24
  25. 25. Interactive Content • Click to edit Master text styles – Second level • Third level – Fourth level » Fi8h level 25 25 http://f.email.americanexpress.com/s/13/268935263/ FallGreatEscape.html
  26. 26. Educational Content • Click to edit Master text styles – Second level • Third level – Fourth level » Fi8h level 26 26 http://www.worldunderwater.org/
  27. 27. Q&A • Click to edit Master text styles – Second level • Third level – Fourth level » Fi8h level 27 27 If you want a copy of this presentation, please email me or hand me your card. Michelle@BlueSkyMkt.com 713.818.0070

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