Short presentation on the keys to effective planning for internet marketing in an age of engagement and community-focused campaigns.

1. TONIGHT’S FIRST QUESTION
WHY DO PEOPLE HATE
INTERNET MARKETING?
...
PREPARE TO DISCUSS

2. WHY WE HATE MARKETING
+ INTERRUPTIVE
+ INTRUSIVE
+ IRRELEVANT
+ UNATTRACTIVE
+ SALESY

3. WHY WE HATE MARKETING
INSENSITIVE

4. TRADITIONAL MKTG MODEL
+ IDENTIFY
+ ENGAGE
+ CONVERT

5. INTERNET MKTG DEFINED
Using the online channel to
identify, understand,
collaboratively create & meet
A SEGMENT OF INDIVIDUAL + SOCIAL
NEEDS, WANTS, WISHES AND DESIRES.

6. WHY WE LOVE MARKETING
+ INTERRUPTIVE + EMPOWERING
+ INTRUSIVE + CONVENIENT
+ IRRELEVANT + SENSITIVE
+ UNATTRACTIVE + BEAUTIFUL
+ SALESY + PASSIONATE

7. GRASSHOPPER

8. OUR TASK AS MARKETERS
IDENTIFY, UNDERSTAND +
COLLABORATIVELY CREATE
A SEGMENT OF INDIVIDUAL + SOCIAL
NEEDS, WANTS, WISHES AND DESIRES.

9. STEP ONE
IDENTIFY + UNDERSTAND: WHOSE
NEEDS, WANTS, WISHES AND DESIRES
FIT WITH OUR BRAND?

10. STEP ONE
IDENTIFICATION METHODS
+ STUDY EXISTING RESEARCH
+ ORGANIZE RESEARCH GROUPS
+ IDENTIFY ARCHETYPES
+ LISTEN 2 ONLINE COMMUNITIES

11. STEP ONE: ARCHETYPES

12. STEP ONE : “LISTENING”

13. STEP ONE

14. STEP TWO
CREATE: HOW DO WE
COLLABORATIVELY CREATE
A SEGMENT OF INDIVIDUALS + SOCIETY
THAT COMBINES THESE
NEEDS, WANTS, WISHES AND DESIRES
WITH OUR BRAND?

15. STEP TWO
COLLABORATIVELY =
+ OPT-IN
+ INTERACTIVE
+ 2-WAY COMMUNICATION
+ FEEDBACK RESPONSE

16. STEP TWO
SEGMENT CREATION METHODS
+ INVITATIONS
+ SIGN-UP FORMS
+ COMMUNITIES

17. STEP TWO
5,000
CHOCOLATE
COVERED
GRASSHOPPERS
5,000
INFLUENTIAL
BLOGGERS

18. STEP THREE
MEET: HOW CAN WE ADDRESS THE
NEEDS, WANTS, WISHES AND DESIRES
OF
A SEGMENT OF INDIVIDUALS + SOCIETY
IN OUR MARKETING?

19. STEP THREE
METHODS OF MEETING NEEDS
+ PRICE BREAKS
+ ENTERTAINMENT
+ INSPIRATION
+ CONVENIENCE
+ INFORMATION / CONTENT

20. STEP THREE
TOOLS FOR MARKETING
+ SOCIAL MEDIA
+ WORD OF MOUTH
+ WEBSITE
+ E-MAIL
+ VIDEO

21. STEP THREE
GRASSHOPPER
http://www.youtube.com/watch?v=T6MhAwQ64c0&feature=player_embedded#t=134

22. RESULTS
183,000: YouTube video views
51,700: Landing page views
2,959: Referrals from Twitter
1,664: Referrals from Facebook
170: Blog posts
$68,103: Total campaign cost

23. STEP THREE
OASIS
http://work.canneslions.com/titanium/index.cfm?
award=101&sort=0&order=1&winners_only=1&keywords=BBH&submit.x
=0&submit.y=0&submit=Go

24. IN-CLASS ASSIGNMENT
WE WILL BE SPLITTING
INTO 2 GROUPS.
EACH GROUP WILL HAVE ONE
HOUR TO CREATE A BASIC
ONLINE MARKETING PLAN
FOR A PRODUCT.

25. IN-CLASS ASSIGNMENT
GROUP 1: #2 + 5
“NINJA”

26. IN-CLASS ASSIGNMENT
GROUP 2: #1 + 3 + 4
“SOUND JACKET”

27. DELIVERABLES
IDENTIFY + UNDERSTAND WHOSE
NEEDS, WANTS, WISHES AND DESIRES
FIT WITH THE BRAND.
DETAIL A PLAN TO COLLABORATIVELY CREATE
A SEGMENT OF INDIVIDUALS + SOCIETY
DETAIL A PLAN TO USE FORMS OF ONLINE
MARKETING TO MEET THE NEEDS OF THE
SEGMENT YOU HAVE CHOSEN

28. THE BLOG
TAMPASOCIALMEDIA.COM