Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Developing An Effective Strategy for Interactive Marketing


Published on

A template for developing a social media strategy for your business. From AIR Marketing.

Published in: Business, News & Politics
  • Be the first to comment

Developing An Effective Strategy for Interactive Marketing

  1. 1. Developing an Effective Strategy for Online Interactive Marketing Shailesh Ghimire Director of Interactive Marketing AIR Marketing
  2. 2. Success Hinges On <ul><li>Social Media Mantra: </li></ul><ul><ul><li>Honesty, Authenticity, Transparency and Passion </li></ul></ul><ul><ul><li>Being more human and less corporate </li></ul></ul>
  3. 3. Remember What &quot;Social&quot; Means <ul><li>Positioning for avenues of connection: </li></ul><ul><ul><li>Post teaser links, articles, videos to drive traffic to your web-hub (blog or website) </li></ul></ul><ul><ul><li>Need to network and develop meaningful connections </li></ul></ul><ul><li>Don't be like an Amway salesman at a neighborhood party </li></ul>
  4. 4. Pre-requisites to success <ul><li>Exceptional product/service </li></ul><ul><li>Transparency </li></ul><ul><ul><li>Willing to be open </li></ul></ul><ul><li>Accessiblity </li></ul><ul><ul><li>Respond to every social interaction in a timely fashion </li></ul></ul>
  5. 5. The Three Keys to Success <ul><li>Passion </li></ul><ul><ul><li>About your company and industry </li></ul></ul><ul><li>Passion </li></ul><ul><ul><li>From your customers </li></ul></ul><ul><li>Passion </li></ul><ul><ul><li>About the new medium </li></ul></ul>
  6. 6. Where are we today? <ul><li>Play >> </li></ul>
  7. 7. It's reached a tipping point <ul><li>60% of Americans interact with companies on a social media website </li></ul><ul><li>One in four interact more than once per week </li></ul><ul><li>93% of Americans believe a company should have a presence in social media </li></ul><ul><li>85 % believe a company should also interact with its consumers via social media. </li></ul><ul><li>Boston consultant firm Cone, Boston Globe, September 25, 2008 </li></ul>
  8. 8. What they want from you… <ul><li>43% said companies should use social networks to solve their problems </li></ul><ul><li>41% said companies should solicit feedback on their products and services </li></ul><ul><li>37% said companies should develop new ways for consumers to interact with their brand </li></ul>
  9. 9. Our Goal Today <ul><li>Developing a strategy: </li></ul><ul><ul><li>Where are your customers </li></ul></ul><ul><ul><li>Classify your customers </li></ul></ul><ul><ul><li>Define objectives/goals </li></ul></ul><ul><ul><li>Develop the right strategy </li></ul></ul><ul><ul><li>Count the cost </li></ul></ul><ul><li>Case studies </li></ul><ul><ul><li>31 Days of the Dragon </li></ul></ul><ul><ul><li>Wiggly worm </li></ul></ul><ul><ul><li>FedEx </li></ul></ul>
  10. 10. The Audience <ul><li>Discover: </li></ul><ul><ul><li>Where are they on social networks </li></ul></ul><ul><ul><li>What are they doing </li></ul></ul><ul><ul><ul><li>Observing, spreading, commenting, creating, enhancing </li></ul></ul></ul><ul><ul><li>Information seekers vs. Engagement seekers </li></ul></ul><ul><li>Using: </li></ul><ul><ul><li>Online surveys </li></ul></ul><ul><ul><li>Social Footprint (using eMail database) </li></ul></ul>
  11. 11. Classify Customers <ul><li>Read blogs, comments, reviews </li></ul><ul><li>Watch videos, download etc. </li></ul><ul><li>Somewhat inactive </li></ul><ul><li>Share via bookmarks, links </li></ul><ul><li>Join Social Networks </li></ul><ul><li>Tag content </li></ul><ul><li>Leave comments, reviews </li></ul><ul><li>Rate services/products </li></ul><ul><li>Participate in forums </li></ul><ul><li>Write blogs, create videos </li></ul><ul><li>Write Wiki pages </li></ul><ul><li>Moderate forums </li></ul><ul><li>Manage groups </li></ul>
  12. 12. Goals / Objectives <ul><li>Thought leader (be an expert) </li></ul><ul><li>Develop awareness </li></ul><ul><li>Generate leads </li></ul><ul><li>Put human face on company </li></ul><ul><li>Market research </li></ul><ul><li>Influence the Influencers </li></ul><ul><li>Support customers </li></ul><ul><li>Enchanced SEO </li></ul><ul><li>Drive revenue </li></ul>
  13. 13. Audiece + Goals  Strategy <ul><li>Example 1 </li></ul><ul><ul><li>Audience = Primarily commenting </li></ul></ul><ul><ul><li>Goal = Generate Leads </li></ul></ul><ul><ul><li>Strategy = Engage via blogs, feedback options on produc pages and create avenues for data capture </li></ul></ul><ul><li>Example 2 </li></ul><ul><ul><li>Audience = Primarily observing </li></ul></ul><ul><ul><li>Goal = Thought leader </li></ul></ul><ul><ul><li>Strategy = Develop content rich blog, supply ample photos and videos, weekly podcasts </li></ul></ul>
  14. 14. Case Study 1 31 Days of the Dragon
  15. 15. 31 Days of the Dragon <ul><li>Flagship HDX Dragon notebook wasn't selling as expected </li></ul><ul><li>Sales were flat over the first 9 months </li></ul><ul><li>HP turned to bloggers </li></ul><ul><li>Selected 31 bloggers </li></ul><ul><li>Provided them with one laptop each </li></ul><ul><li>Week long contest started every day </li></ul>
  16. 16. Strategy Breakdown <ul><li>Audience = Commenters </li></ul><ul><ul><li>Technology enthusiasts </li></ul></ul><ul><li>Goal = Increase awareness and sales, influence the influencers </li></ul><ul><li>Strategy = Engage target via blogs and gain trust of bloggers (influencers) </li></ul>
  17. 17. The Dragon Delivers <ul><li>Sales of the HDX Dragon increased by 84% </li></ul><ul><li>Overall 10% increase in PC sales </li></ul><ul><li>14% increase in traffic to </li></ul><ul><li>Tracked over 380,000 backlinks </li></ul><ul><li>48 million collective views from 31 blogs and surrounding buzz </li></ul><ul><li>Source: </li></ul>
  18. 18. Case Study 2 Wiggly Wigglers
  19. 19. Wiggly Wigglers <ul><li>Sells compost worm kits in the UK, started in 1995 </li></ul><ul><li>Based in a town with less than 70 people </li></ul><ul><li>Target audience: farmers </li></ul><ul><li>Less than 25,000 farmers in the UK </li></ul><ul><li>Deployed podcasts, blog posts and social networking </li></ul><ul><ul><li>Sources: </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
  20. 20. Strategy Breakdown <ul><li>Audience = Observers </li></ul><ul><ul><li>Gardening enthusiasts and farmers </li></ul></ul><ul><li>Goal = Increase awareness and generate sales </li></ul><ul><li>Strategy = Engage via podcasts and interactions in social networks </li></ul>
  21. 21. Worm Success <ul><li>Now a multi-million dollar company </li></ul><ul><li>Growing robustly at 10% per year </li></ul><ul><li>Growth attributed to a combination of Podcasts, Blog posts and social networking </li></ul><ul><li>Now even has a developed a thriving catalog business </li></ul>
  22. 22. Key: Passion and Expertise <ul><li>Blogger said: </li></ul><ul><ul><li>She has a strong voice. It’s genuine and personable. </li></ul></ul><ul><ul><li>She is passionate about what she writes. </li></ul></ul><ul><ul><li>She informs and educates her customers. </li></ul></ul><ul><ul><li>She offers applicable tips. </li></ul></ul><ul><ul><li>She keeps in touch. </li></ul></ul><ul><ul><li>She encourages product trials with discounts and give-aways. </li></ul></ul><ul><ul><li>She welcomes new friends. </li></ul></ul><ul><li>Source: </li></ul>
  23. 23. Case Study 3 Enhancing Facebook
  24. 24. FedEx Ehances Facebook <ul><li>Facebook eMail does not allow you to send attchments </li></ul><ul><li>FedEx created an application that would enable this </li></ul><ul><li>FedEx is known for: </li></ul><ul><ul><li>Reliable, fast, overnight deliveries </li></ul></ul><ul><li>Source: </li></ul>
  25. 26. Strategy Breakdown <ul><li>Audience = Spreading and Commenting </li></ul><ul><ul><li>Young social networkers </li></ul></ul><ul><li>Goal = Increase brand awareness, solve problem </li></ul><ul><li>Strategy = Engaged via social network application </li></ul>
  26. 27. Brand Awarness Success <ul><li>100,000 installs in less than 48 hours </li></ul><ul><li>Over 50% of those users returning more than 10 times since their initial install </li></ul><ul><li>3,092 monthly active users </li></ul><ul><li>The audience is global </li></ul><ul><li>Slight weighting towards female users (53%). </li></ul><ul><li>74% of the audience is in the coveted 19-34 age demographic. </li></ul>
  27. 29. Fedex Takeaway <ul><li>Thought beyond company presence </li></ul><ul><li>Leveraged their offline persona to solve an online problem </li></ul><ul><li>Created virtual usage </li></ul><ul><li>Which has a high probablity of creating real usage </li></ul>
  28. 30. Your Strategy <ul><li>Audience = ________________ </li></ul><ul><li>Goals = ___________________ </li></ul><ul><li>Strategy = ________________ </li></ul><ul><li>Passion index = ____________ </li></ul>
  29. 31. Execution
  30. 32. Time and Resources
  31. 33. Success Hinges On <ul><li>Social Media Mantra: </li></ul><ul><ul><li>Honesty, Authenticity, Transparency and a Passion about the topic </li></ul></ul><ul><ul><li>Being more human and less corporate </li></ul></ul><ul><li>Can't fake it! </li></ul><ul><li>Need to find the right strategy for target audience to meet the objectives set forth </li></ul>
  32. 34. Next.. <ul><li>Understanding engagement </li></ul><ul><li>Refining strategy </li></ul><ul><li>Developing a ROI model </li></ul>
  33. 35. Questions? Shailesh Ghimire (480) 748-2694 [email_address]