Developing an Effective Strategy for Online Interactive Marketing  Shailesh Ghimire Director of Interactive Marketing AIR ...
Success Hinges On <ul><li>Social Media Mantra:  </li></ul><ul><ul><li>Honesty, Authenticity, Transparency and Passion </li...
Remember What &quot;Social&quot; Means <ul><li>Positioning for avenues of connection: </li></ul><ul><ul><li>Post teaser li...
Pre-requisites to success <ul><li>Exceptional product/service </li></ul><ul><li>Transparency </li></ul><ul><ul><li>Willing...
The Three Keys to Success <ul><li>Passion </li></ul><ul><ul><li>About your company and industry </li></ul></ul><ul><li>Pas...
Where are we today? <ul><li>Play >> </li></ul>
It's reached a tipping point <ul><li>60% of Americans interact with companies on a social media website </li></ul><ul><li>...
What they want from you… <ul><li>43% said companies should use social networks to solve their problems </li></ul><ul><li>4...
Our Goal Today <ul><li>Developing a strategy: </li></ul><ul><ul><li>Where are your customers </li></ul></ul><ul><ul><li>Cl...
The Audience <ul><li>Discover:  </li></ul><ul><ul><li>Where are they on social networks </li></ul></ul><ul><ul><li>What ar...
Classify Customers <ul><li>Read blogs, comments, reviews </li></ul><ul><li>Watch videos, download etc.  </li></ul><ul><li>...
Goals / Objectives <ul><li>Thought leader (be an expert) </li></ul><ul><li>Develop awareness </li></ul><ul><li>Generate le...
Audiece + Goals    Strategy <ul><li>Example 1  </li></ul><ul><ul><li>Audience = Primarily commenting </li></ul></ul><ul><...
Case Study 1 31 Days of the Dragon
31 Days of the Dragon <ul><li>Flagship HDX Dragon notebook wasn't selling  as expected </li></ul><ul><li>Sales were flat o...
Strategy Breakdown <ul><li>Audience =  Commenters </li></ul><ul><ul><li>Technology enthusiasts </li></ul></ul><ul><li>Goal...
The Dragon Delivers <ul><li>Sales of the HDX Dragon increased by 84% </li></ul><ul><li>Overall 10% increase in PC sales </...
Case Study 2 Wiggly Wigglers
Wiggly Wigglers <ul><li>Sells compost worm kits in the UK, started in 1995 </li></ul><ul><li>Based in a town with less tha...
Strategy Breakdown <ul><li>Audience =  Observers </li></ul><ul><ul><li>Gardening enthusiasts and farmers </li></ul></ul><u...
Worm Success <ul><li>Now a multi-million dollar company </li></ul><ul><li>Growing robustly at 10% per year </li></ul><ul><...
Key: Passion and Expertise <ul><li>Blogger said: </li></ul><ul><ul><li>She has a strong voice. It’s genuine and personable...
Case Study 3 Enhancing Facebook
FedEx Ehances Facebook <ul><li>Facebook eMail does not allow you to send attchments </li></ul><ul><li>FedEx created an app...
 
Strategy Breakdown <ul><li>Audience =  Spreading and Commenting </li></ul><ul><ul><li>Young social networkers </li></ul></...
Brand Awarness Success <ul><li>100,000 installs in less than 48 hours  </li></ul><ul><li>Over 50% of those users returning...
 
Fedex Takeaway <ul><li>Thought beyond company presence </li></ul><ul><li>Leveraged their offline persona to solve an onlin...
Your Strategy <ul><li>Audience = ________________ </li></ul><ul><li>Goals = ___________________ </li></ul><ul><li>Strategy...
Execution
Time and Resources
Success Hinges On <ul><li>Social Media Mantra:  </li></ul><ul><ul><li>Honesty, Authenticity, Transparency and a Passion ab...
Next.. <ul><li>Understanding engagement </li></ul><ul><li>Refining strategy </li></ul><ul><li>Developing a ROI model </li>...
Questions? Shailesh Ghimire (480) 748-2694 [email_address] Airmarketing.com/blog
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Developing An Effective Strategy for Interactive Marketing

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

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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 airmarketing.com/blog
  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 hpshopping.com </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: http://moblogsmoproblems.blogspot.com/2008/09/blogger-campaign-case-study-hps-31-days.html </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>http://money.cnn.com/2008/03/17/smbusiness/Facebook_marketing.fsb/index.htm </li></ul></ul><ul><ul><li>http://flooringtheconsumer.blogspot.com/2008/04/blogher-business-2008-hats-off-to.html </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: http://www.nextfiftyyears.com/2008/04/wiggly_wigglers_gardening_thro.html </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: http://blog.buddymedia.com/blog/?p=58 </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] Airmarketing.com/blog

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