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ME!
SHINY !
   OBJECT !
SYNDROME!
In our DNA!
“Everything will be
great once we get
   Facebook”!




        ull of it...!
FACEBOOK FATIGUE!
19% left / use
it less
FACEBOOK FATIGUE!
19% left / use
it less


                 45% lost interest
FACEBOOK FATIGUE!
19% left / use
it less

                      16% parents are there
                 45% lost interest
FACEBOOK FATIGUE!
19% left / use
it less
                           14% too many adults
                      16% parents are there
                 45% lost interest
FACEBOOK FATIGUE!
19% left / use
it less
                                   13% privacy
                           14% too many adults
                      16% parents are there
                 45% lost interest
LIKE IS LAME!
70% of consumers
     donʼt think a like
equates to opting-in to
            marketing!
DEPTH!
THERE IS NO
AUDIENCE!
ITʼS NOT THIS!
OR THIS!
ITʼS THIS!
MODEL PLANES!
ROLLER DERBY!
STORY!

  What we
  believe and
  do!
STORY + NEEDS!

  What we             What
  believe and     audience
  do!           believe and
                         do!
= VOTES!

  What we                        What
  believe and   WIN WIN!     audience
  do!                      believe and
                                    do!
PAID MEDIA!



         Renting marketing assets!
         •  Brochures!
         •  Print ads!
         •  Banner ads!
         •  Google AdWords!
EARNED MEDIA!



        Building marketing assets!
        •  Email list!
        •  Great reviews!
        •  A great website that works!
        •  Social media presence that works!
        •  Search engine rank!
Active evaluation!
Consideration!




                     Loyalty loop!                        Sale!



Trigger!


                                    Post-purchase experience!
     80% of digital spend is here
     80% of influence is here
MEASUREMENT!




Measuring
MEASUREMENT!




Measuring   Listening
MEASUREMENT!




Measuring   Listening   Stalking
ACTION!
   Signup to Google Analytics and get         www.google.com/analytics!
   tracking code in your website!

   Visit your Google Analytics account!
   - ask “so what?”!

   Set up Google Alerts for your brand,
                                              www.alerts.google.com!
   your competitors, key areas of interest!

   Measure social impact of your              www.howsociable.com!
   website and your closest competitors!      www.socialmention.com!
   Discover media habits of customers,
   and where they hang out on the web!        www.google.com/adplanner!
Google Buzz



OLD!                                           YouTube
                                                                                Kaixin001 (China)
                                                                                Yammer
                                               Facebook (High School Networks) Plurk
                                               Xanga (SNS relaunch)
                                               Yahoo! 360
                                               Cyworld (China)
                                               Ning                                                                   Foursquare
                             Skyblog
                             Couchsurfing      Bebo                                                                   Gowalla
                             MySpace           AsianAvenue, BlackPlanet (relaunch)
                             Tribe.net         Gather.com                                                Tumblr
                             Fast.FM           Loopt                                                     Ravelry
                             Hi5               Renren (China)
                             LinkedIn                                                           Facebook (corporate networks)
                             Open BC/Xing                                                       Cyworld (US)
                             Netlog (Europe)                                                    MyChurch
                             MyHeritage                                                         QQ (everyone)
                                                                                                Windows Live Spaces
                   Cyworld                                             Flickr, Piczo, Mixi      Facebook (everyone)
                   Ryze                                                Facebook (Elite Unis)    Twitter
                   StumbleUpon                                         Dodgeball                Cafe Mom
                   Meetup.com                                          Orkut, Dogster           Nasza-Klasa (Poland)
                                                                       Multiply, aSmallWorld    Odnoklassniki (Russia)
   LiveJournal
                                                        Friendster     Catster                  Vkontakte (Russia)
   BlackPlanet
                                                        Fotolog        Hyves
                                                        Plaxo          Yelp
Care2                                                   MyLife         Vimeo
Xanga                                                                  Taringa (Argentina)
                                        MiGente                        Basecamp
                                        Mixi (Japan)
                                        (SixDegrees closes)


                  SixDegrees.com
                  AsianAvenue

        Classmates.com
        Craigslist
ENGAGEMENT!
VALUE !

  People!   Context!   Passions!
HOW?!
      listen!           attract!   activate!   learn!   harvest!

Listen carefully.
What are your
opportunities?!

•  SocialMention.com!
•  Google Alerts!
•  HowSociable.com!
Listen -
www.socialmention.com!
Listen -
www.search.twitter.com!
Where do people talk about
stuff? www.howsociable.com!
LISTEN!
HOW?!
      listen!                 attract!           activate!   learn!   harvest!

Listen carefully.       Attract your
What are your           audience – like
opportunities?!         busy restaurant!

•  SocialMention.com!   •  Strong common
•  Google Alerts!       interest!
•  HowSociable.com!     •  Whatʼs valuable?!
                        •  Incentives to join!
CASE STUDY!




              Attract – create value!
Attract – create value!
HOW?!
      listen!                 attract!               activate!            learn!   harvest!

Listen carefully.       Attract your             Get people
What are your           audience – like          engaged and
opportunities?!         busy restaurant!         active!

•  SocialMention.com!   •  Strong common         •  Give them stuff to
•  Google Alerts!       interest!                play with!
•  HowSociable.com!     •  Whatʼs valuable?!     •  Ask questions!
                        •  Incentives to join!   •  Have conversations!
Activate !
HOW?!
      listen!                 attract!               activate!                   learn!           harvest!

Listen carefully.       Attract your             Get people               Learn about
What are your           audience – like          engaged and              people – what
opportunities?!         busy restaurant!         active!                  do they like?!

•  SocialMention.com!   •  Strong common         •  Give them stuff to    •  What stuff to they
•  Google Alerts!       interest!                play with!               engage with most?!
•  HowSociable.com!     •  Whatʼs valuable?!     •  Ask questions!
                        •  Incentives to join!   •  Have conversations!
Learn – what do they like?!
HOW?!
       listen!                  attract!               activate!                   learn!                harvest!

Listen carefully.         Attract your             Get people               Learn about             Use what you
What are your             audience – like          engaged and              people – what           know to get
opportunities?!           busy restaurant!         active!                  do they like?!          value!

•  SocialMention.com!     •  Strong common         •  Give them stuff to    •  What stuff to they   •  Drive traffic to your
•  Google Alerts!         interest!                play with!               engage with most?!      site!
•  HowSociable.com!       •  Whatʼs valuable?!     •  Ask questions!        •  Do experiments –     •  Give tools for word
•  search.twitter.com !   •  Incentives to join!   •  Have conversations!   not research!           of mouth!



     3 to 1 rule: !
     •  3 conversational, interesting updates with no purpose other than creating
     engagement (questions, links (not to your site) !
     •  Then go for a converting message – still interesting, but its goal is to convert!
Harvest – call to action!
WHAT A BLOG IS!
•  A place for regular news, updates and value (at least weekly)
•  Simple, relaxed, quick, easy and informal
•  A platform to express thoughts, theories and opinions
•  A place to build credibility and build a loyal readership
•  Somewhere to invite discussion and feedback
•  A powerful marketing channel – traffic, relationships, SEO etc



WHAT A BLOG ISNʼT!
 •  A hard sell
WHAT SHOULD I BLOG!

              Build trust,
              loyalty,
              engagement and
              reputation
MICROBLOG!
WORK IT OUT!
  •  To receive discounts    •  Discounts
  •  I am a customer         •  Breaking news / info
  •  To show others that I   •  Exclusive content
  support this brand         •  Only 2% of respondents
                             show their support
EMAIL!
• 	
  It	
  works	
  
• 	
  Built	
  on	
  trust,	
  value	
  and	
  relevancy	
  –	
  poor	
  execu8on	
  can	
  hurt	
  
VALUE!

                               •  Stop sending everyone everything!
                               •  Stuff people are interested in




         •  First-name basis                        •  Exclusivity
         •  Insight                                 •  Their eyes only
                                                    •  First to know
EMAIL GOLD!
CREATE SOME URGENCY = 29% higher email open rate!
•  i.e. 2 days till offer expires, registration ends today, todayʼs your last chance,
free webinar on Nov 11th !

MAKE IT EXCLUSIVE = 24% higher open rate!
•  The word ʻexclusiveʼ or ʻprivateʼ, ʻVIPʼ, ʻfor past customers onlyʼ, exclusive offer!

TIME IT RIGHT = 100% higher open rate!
•  7am (best) till 9am (at worst)!
•  After 12pm youʼll cut your open rate in half!!
•  2-touch works best – balance between mindshare and bugging people!

1 CALL TO ACTION = 40% higher response rate!
•  Every link in email goes to same place, rather than multiple calls to action!

CASH IN ON FACEBOOK JUNKIES = 32% higher open rate!
•  Just mention ʻFacebookʼ in subject line – thatʼs it!!
EMAIL GOLD!
FROM SOMEONE THEY TRUST = #1 factor in whether theyʼll open it!
•  Whether itʼs your business name or a staff memberʼs name, use a ʻfromʼ name
that people will trust!

RESPECT YOURSELF = other people respecting you !
•  No unsolicited mail!
•  Only what people signed up for – no surprises!

STAY ON SUBJECT = #2 factor in whether theyʼll open it!
•  20 – 50 characters!
•  Capture interest!
•  Avoid ʻspammyʼ language – ʻfreeʼ, ʻcheapʼ, ʻcrazy dealʼ!


     DELIVER TRUST & VALUE!!!
INSIGHTS!
•  Who opened?!
•  Who clicked?!
•  Who bounced?!
•  What times of day /
week work best?!
•  Where did they
click?!
•  What messages are
working?!
ACTION!   www.mailchimp.com	
  
PULL IT TOGETHER!
OLD SCHOOL!
                     PR!




       Print!                  DM!




                   Comms	
  
                    idea	
  

                               TV!
    Interactive!




                   Outdoor!
NEW SCHOOL!
                STORY
               ELEMENT!




    STORY                  STORY
   ELEMENT!               ELEMENT!




                            STORY
                           ELEMENT!
     STORY
    ELEMENT!




                STORY
               ELEMENT!
TRANSMEDIA!
2,000 VOTERS!
FOLLOW ME!
• 	
  Email:	
  sco?@necessarygroup.com	
  	
  
• 	
  Twi?er:	
  @sco?ywoodhouse	
  
• 	
  LinkedIn:	
  www.au.linkedin.com/in/swoodhouse	
  
• 	
  Hypescience:	
  www.hypescience.com.au	
  	
  

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Digital marketing - Liberal Party Presentation

  • 1.
  • 2. ME!
  • 3.
  • 4.
  • 5. SHINY ! OBJECT ! SYNDROME!
  • 7. “Everything will be great once we get Facebook”! ull of it...!
  • 9. FACEBOOK FATIGUE! 19% left / use it less 45% lost interest
  • 10. FACEBOOK FATIGUE! 19% left / use it less 16% parents are there 45% lost interest
  • 11. FACEBOOK FATIGUE! 19% left / use it less 14% too many adults 16% parents are there 45% lost interest
  • 12. FACEBOOK FATIGUE! 19% left / use it less 13% privacy 14% too many adults 16% parents are there 45% lost interest
  • 14. 70% of consumers donʼt think a like equates to opting-in to marketing!
  • 22.
  • 23. STORY! What we believe and do!
  • 24. STORY + NEEDS! What we What believe and audience do! believe and do!
  • 25. = VOTES! What we What believe and WIN WIN! audience do! believe and do!
  • 26. PAID MEDIA! Renting marketing assets! •  Brochures! •  Print ads! •  Banner ads! •  Google AdWords!
  • 27. EARNED MEDIA! Building marketing assets! •  Email list! •  Great reviews! •  A great website that works! •  Social media presence that works! •  Search engine rank!
  • 28. Active evaluation! Consideration! Loyalty loop! Sale! Trigger! Post-purchase experience! 80% of digital spend is here 80% of influence is here
  • 29.
  • 32. MEASUREMENT! Measuring Listening Stalking
  • 33. ACTION! Signup to Google Analytics and get www.google.com/analytics! tracking code in your website! Visit your Google Analytics account! - ask “so what?”! Set up Google Alerts for your brand, www.alerts.google.com! your competitors, key areas of interest! Measure social impact of your www.howsociable.com! website and your closest competitors! www.socialmention.com! Discover media habits of customers, and where they hang out on the web! www.google.com/adplanner!
  • 34.
  • 35. Google Buzz OLD! YouTube Kaixin001 (China) Yammer Facebook (High School Networks) Plurk Xanga (SNS relaunch) Yahoo! 360 Cyworld (China) Ning Foursquare Skyblog Couchsurfing Bebo Gowalla MySpace AsianAvenue, BlackPlanet (relaunch) Tribe.net Gather.com Tumblr Fast.FM Loopt Ravelry Hi5 Renren (China) LinkedIn Facebook (corporate networks) Open BC/Xing Cyworld (US) Netlog (Europe) MyChurch MyHeritage QQ (everyone) Windows Live Spaces Cyworld Flickr, Piczo, Mixi Facebook (everyone) Ryze Facebook (Elite Unis) Twitter StumbleUpon Dodgeball Cafe Mom Meetup.com Orkut, Dogster Nasza-Klasa (Poland) Multiply, aSmallWorld Odnoklassniki (Russia) LiveJournal Friendster Catster Vkontakte (Russia) BlackPlanet Fotolog Hyves Plaxo Yelp Care2 MyLife Vimeo Xanga Taringa (Argentina) MiGente Basecamp Mixi (Japan) (SixDegrees closes) SixDegrees.com AsianAvenue Classmates.com Craigslist
  • 37. VALUE ! People! Context! Passions!
  • 38. HOW?! listen! attract! activate! learn! harvest! Listen carefully. What are your opportunities?! •  SocialMention.com! •  Google Alerts! •  HowSociable.com!
  • 41. Where do people talk about stuff? www.howsociable.com!
  • 43. HOW?! listen! attract! activate! learn! harvest! Listen carefully. Attract your What are your audience – like opportunities?! busy restaurant! •  SocialMention.com! •  Strong common •  Google Alerts! interest! •  HowSociable.com! •  Whatʼs valuable?! •  Incentives to join!
  • 44. CASE STUDY! Attract – create value!
  • 46. HOW?! listen! attract! activate! learn! harvest! Listen carefully. Attract your Get people What are your audience – like engaged and opportunities?! busy restaurant! active! •  SocialMention.com! •  Strong common •  Give them stuff to •  Google Alerts! interest! play with! •  HowSociable.com! •  Whatʼs valuable?! •  Ask questions! •  Incentives to join! •  Have conversations!
  • 48. HOW?! listen! attract! activate! learn! harvest! Listen carefully. Attract your Get people Learn about What are your audience – like engaged and people – what opportunities?! busy restaurant! active! do they like?! •  SocialMention.com! •  Strong common •  Give them stuff to •  What stuff to they •  Google Alerts! interest! play with! engage with most?! •  HowSociable.com! •  Whatʼs valuable?! •  Ask questions! •  Incentives to join! •  Have conversations!
  • 49. Learn – what do they like?!
  • 50. HOW?! listen! attract! activate! learn! harvest! Listen carefully. Attract your Get people Learn about Use what you What are your audience – like engaged and people – what know to get opportunities?! busy restaurant! active! do they like?! value! •  SocialMention.com! •  Strong common •  Give them stuff to •  What stuff to they •  Drive traffic to your •  Google Alerts! interest! play with! engage with most?! site! •  HowSociable.com! •  Whatʼs valuable?! •  Ask questions! •  Do experiments – •  Give tools for word •  search.twitter.com ! •  Incentives to join! •  Have conversations! not research! of mouth! 3 to 1 rule: ! •  3 conversational, interesting updates with no purpose other than creating engagement (questions, links (not to your site) ! •  Then go for a converting message – still interesting, but its goal is to convert!
  • 51. Harvest – call to action!
  • 52.
  • 53. WHAT A BLOG IS! •  A place for regular news, updates and value (at least weekly) •  Simple, relaxed, quick, easy and informal •  A platform to express thoughts, theories and opinions •  A place to build credibility and build a loyal readership •  Somewhere to invite discussion and feedback •  A powerful marketing channel – traffic, relationships, SEO etc WHAT A BLOG ISNʼT! •  A hard sell
  • 54. WHAT SHOULD I BLOG! Build trust, loyalty, engagement and reputation
  • 56. WORK IT OUT! •  To receive discounts •  Discounts •  I am a customer •  Breaking news / info •  To show others that I •  Exclusive content support this brand •  Only 2% of respondents show their support
  • 57.
  • 58.
  • 59. EMAIL! •   It  works   •   Built  on  trust,  value  and  relevancy  –  poor  execu8on  can  hurt  
  • 60.
  • 61. VALUE! •  Stop sending everyone everything! •  Stuff people are interested in •  First-name basis •  Exclusivity •  Insight •  Their eyes only •  First to know
  • 62. EMAIL GOLD! CREATE SOME URGENCY = 29% higher email open rate! •  i.e. 2 days till offer expires, registration ends today, todayʼs your last chance, free webinar on Nov 11th ! MAKE IT EXCLUSIVE = 24% higher open rate! •  The word ʻexclusiveʼ or ʻprivateʼ, ʻVIPʼ, ʻfor past customers onlyʼ, exclusive offer! TIME IT RIGHT = 100% higher open rate! •  7am (best) till 9am (at worst)! •  After 12pm youʼll cut your open rate in half!! •  2-touch works best – balance between mindshare and bugging people! 1 CALL TO ACTION = 40% higher response rate! •  Every link in email goes to same place, rather than multiple calls to action! CASH IN ON FACEBOOK JUNKIES = 32% higher open rate! •  Just mention ʻFacebookʼ in subject line – thatʼs it!!
  • 63. EMAIL GOLD! FROM SOMEONE THEY TRUST = #1 factor in whether theyʼll open it! •  Whether itʼs your business name or a staff memberʼs name, use a ʻfromʼ name that people will trust! RESPECT YOURSELF = other people respecting you ! •  No unsolicited mail! •  Only what people signed up for – no surprises! STAY ON SUBJECT = #2 factor in whether theyʼll open it! •  20 – 50 characters! •  Capture interest! •  Avoid ʻspammyʼ language – ʻfreeʼ, ʻcheapʼ, ʻcrazy dealʼ! DELIVER TRUST & VALUE!!!
  • 64. INSIGHTS! •  Who opened?! •  Who clicked?! •  Who bounced?! •  What times of day / week work best?! •  Where did they click?! •  What messages are working?!
  • 65. ACTION! www.mailchimp.com  
  • 67. OLD SCHOOL! PR! Print! DM! Comms   idea   TV! Interactive! Outdoor!
  • 68. NEW SCHOOL! STORY ELEMENT! STORY STORY ELEMENT! ELEMENT! STORY ELEMENT! STORY ELEMENT! STORY ELEMENT!
  • 71. FOLLOW ME! •   Email:  sco?@necessarygroup.com     •   Twi?er:  @sco?ywoodhouse   •   LinkedIn:  www.au.linkedin.com/in/swoodhouse   •   Hypescience:  www.hypescience.com.au