This document discusses new media marketing strategies in today's connected world. It covers traditional media like TV, radio, and print that use push promotions versus new media like podcasts, videos, webinars and blogs that use pull promotions. It defines new media as digital communication that does not require interaction, while social media requires participation. The document recommends analyzing audience and listening to conversations, then strategizing a plan by choosing tools and producing content. It emphasizes achieving the right balance of tools and not relying on any single tool. The document provides an example case study of a company that analyzed market trends, trained staff, and adjusted its approach based on results to generate qualified leads through new media marketing.

1. New Media
Marketing
Internet Marketing
In Today’s
Connected World

2. The Ad & Mktg. Trends
Broadcast
Simulcast
Narrowcast/Tivo/On-Demand

3. The Ad & Mktg. Trends
Push Promotion
Pull Promotion

4. TraditionalMedia
The Push
T.V. RADIO
PRINT

5. NewMedia
The Pull
Podcasts
Videos
Presentations
Webinars
Blogs
Whitepapers

6. Podcasts
Videos
Webinars
Blogs
Whitepapers
Presentations

7. New Media vs. Social Media
New Media Social Media
Digital communication,
Digital Media that requires
including audio, video, and
the participation of
text that includes social
individuals or groups via
media but does not require
personal interaction.
interaction in its forms of
communication.

8. New Media vs. Social Media
New Media Social Media
Blogs Blogs
With Comments
Podcasts
Pictures
With Comments
Pictures
Videos
Videos
Webinars
With Comments

9. New Media Spending
U.S. Marketing Spend in Billions
Source: Forrester Research

10. Where Are They Going?
Estimated Monthly Traffic on Top Social Sites - August 2010
Estimated Monthly Traffic Hits in Millions
Source: Website's Alexa Global Traffic Rank, and U.S. Traffic Rank from both Compete and Quantcast (via ebizmba)

11. Social Media Steps
Analyze
Strategize
Optimize

12. Analyze
Ask “Why?”
Define Your Audience
Listen

13. Define Your Audience

14. Define Your Audience
Personas
• Provides a set of characteristics for each
segment of a given target market
• Increases your ability to relate via content and
communication relative to personalities

15. Listen
Why listen?
• To monitor conversations
• To analyze positive or negative brand sentiment
• To review clients, competitors and partners via
blogs, wikis, micro-blogs, video & picture sites
• To take advantage of real-time alerts

16. Listen
Listening Tools
Free Paid
ALERTS, BLOG SEARCH, READER
Search

17. Strategize
Establish a Plan
Choose your Team
Produce, Publish,
Promote, Monitor

18. Choose Your Team
d
Source: Creative Commons licensing via Flickr

19. Analyze Strategize Optimize
Podcasts
Videos
Presentations
Webinars
Blogs
Whitepapers

20. U.S. Marketing Spend in Billions
SEM Spending

21. Achieve The Right Balance
During the Strategize phase discover the
optimal tools and don’t be afraid to rule
out those that aren’t applicable.

22. Perspective on the Tool
When the only tool you have is a hammer,
every problem begins to resemble a nail.
-Maslow

23. Acme Lending
B2C residential lending

24. Internet Mktg. – Case Study
Identified market trends specific
Analyze Phase to interest rates – targeted SEO
Trained staff on Facebook, LinkedIn
Strategize Phase and initiated a rate specific keyword
PPC campaign
Adjusted landing pages, calls to
Optimize Phase action, and site content

25. Within the first 40 days
there were 63 leads
generated with the following:
Name: Joanne Prospect
Phone: 414-443-5555
Amount Requested: $125,000
Loan Type: Refinance
Approximate Credit Rating: Good

26. Geek =
“an intelligent but
socially inept person; A
person more
comfortable with
computers than with
other persons.”
en.wikipedia.org

27. Internet Mktg. – Case Study
Geek =
“an intelligent but
socially inept person; A
Defined target market based on the
Analyze Phase client’s business model & devised
person more
calls to action based on target
comfortable with
Strategize Phase Established segment specific
computers than with
micro-sites, blogging, and
other persons.”
established SEO campaign
Monthly SEO based on ranking
Optimize Phase en.wikipedia.org
results and analytics

29. 95%
of all specialty
insurance business
comes from these
sites alone

30. Summary
Push to Pull – Old to New Media
Analyze – Strategize - Optimize
Focus on the plan not the tool

31. Tony Meister
COO & President
888-711-0077
www.netsolutionsgroup.net

32. Content & Data Sources
Images & Graphics from iStockPhoto & MicroSoft unless otherwise noted.
SLIDE SOURCE URL
Slide 8 Podcast -- Flickr Creative Commons -
http://www.flickr.com/photos/15319336@N07/2060971197/
Slide 9 Forrester Research data via Mashable -
http://mashable.com/2009/07/08/social-media-marketing-growth/
Slide 10 Compete & Quantcast Data via eBizMBA -
http://www.ebizmba.com/articles/social-networking-websites
Slide 10 Compete & Quantcast Data via eBizMBA -
http://www.ebizmba.com/articles/social-networking-websites
Slide 18 Social Media Team – Flickr Creative Commons -
http://www.flickr.com/photos/43993720@N02/4341585713/
Slide 22 Forrester Research data via Mashable -
http://mashable.com/2009/07/08/social-media-marketing-growth/
Slide 25 Screw In Wood – Flickr Creative Commons -
http://www.flickr.com/photos/ibitter/4062217696/