Dana VanDen Heuvel is a widely recognized expert who
speakes regularly on blogging, podcasting, RSS, Internet
communities, interactive marketing trends, and best
practices. This morning’s keynote will address the good,
bad and ugly of today’s electronic communications. Plan
to leave this session armed with the knowledge of how
to effectively use electronic communications to create
meaningful relationships in your community.
This is a presentation given in Atlanta to a group of Chief Marketing Officers and Vice Presidents of Marketing that provided an overview of today's public relations landscape and the role that digital communications plays in it today. As we've seen, the social and digital media landscape has changed the way that organizations communicate, engage and gather their information. Take a look and provide your thoughts or even share some of your best practices!
Conversion vs Conversation: Tracking Your Company's Impact on Social MediaBusinessOnline
Can we identify the impact that user-generated content has on our business? Are there ways to predict the success of these efforts? Yes. Understanding what you’re really getting out of your Social Media strategy means tying it back to your business objectives. This webinar discuss the guidelines for participation, unique metrics, and the tools and technology that can help you PROVE success with Social Media.
Key Points of Interest:
•Elements of Social Media: On-Page vs. Off-Page •Newly Defined Metrics
•Sophisticated Tools to Help You Track the PR Value of Your Social Media Efforts
•The Importance of Tying Metrics to Business Objectives
2011 Event Marketing Summit B2B Social Media WorkshopEric Schwartzman
Conducted by Eric Schwartzman (@ericschwartzman) B-to-B SOCIAL MEDIA BOOT CAMP - Hey b-to-b event marketers, we’re created a boot camp just for you (See? That’s love.) B-to-B brands are applying social media to connect with customers, channel partners and suppliers. Eric Schwartzman, bestselling author of “Social Marketing to the Business Customer,” shows you how they’re doing it and how you can, too. Learn how to use blogs, podcasts and social networks to build your b-to-b brand and business. B-to-b event marketing attendees will learn:
How to build a social media blueprint
How to leverage social media networks and blogs
How to monitor and measure social media
What new trends you need to be aware of right now
Pitfalls to avoid and tips for success
Connectr8 - Exploding The Barriers To Social Computing (UKLUG 2009)Stuart McIntyre
My presentation to the UK Lotus User Group (UKLUG) in Edinburgh, 8 October 2009.
Aimed at relative newcomers to Enterprise 2.0 and Social Software, I spoke about the reasons why social computing is important, some of the challenges to gaining investment in the tools and driving adoption, and how to break through these barriers.
I try to make my presentations very visual, so these slides may not make a huge amount of sense on their own, so if you need any additional information, please get in touch!
A presentation made by Janette Toral at the "Business Review: Highlights and Foresights" event last January 31, 2012 at AIM Acceed Conference Center. The event was organized by the Asian Centre for Enterprise Development (http://ascendph.com).
This is a presentation given in Atlanta to a group of Chief Marketing Officers and Vice Presidents of Marketing that provided an overview of today's public relations landscape and the role that digital communications plays in it today. As we've seen, the social and digital media landscape has changed the way that organizations communicate, engage and gather their information. Take a look and provide your thoughts or even share some of your best practices!
Conversion vs Conversation: Tracking Your Company's Impact on Social MediaBusinessOnline
Can we identify the impact that user-generated content has on our business? Are there ways to predict the success of these efforts? Yes. Understanding what you’re really getting out of your Social Media strategy means tying it back to your business objectives. This webinar discuss the guidelines for participation, unique metrics, and the tools and technology that can help you PROVE success with Social Media.
Key Points of Interest:
•Elements of Social Media: On-Page vs. Off-Page •Newly Defined Metrics
•Sophisticated Tools to Help You Track the PR Value of Your Social Media Efforts
•The Importance of Tying Metrics to Business Objectives
2011 Event Marketing Summit B2B Social Media WorkshopEric Schwartzman
Conducted by Eric Schwartzman (@ericschwartzman) B-to-B SOCIAL MEDIA BOOT CAMP - Hey b-to-b event marketers, we’re created a boot camp just for you (See? That’s love.) B-to-B brands are applying social media to connect with customers, channel partners and suppliers. Eric Schwartzman, bestselling author of “Social Marketing to the Business Customer,” shows you how they’re doing it and how you can, too. Learn how to use blogs, podcasts and social networks to build your b-to-b brand and business. B-to-b event marketing attendees will learn:
How to build a social media blueprint
How to leverage social media networks and blogs
How to monitor and measure social media
What new trends you need to be aware of right now
Pitfalls to avoid and tips for success
Connectr8 - Exploding The Barriers To Social Computing (UKLUG 2009)Stuart McIntyre
My presentation to the UK Lotus User Group (UKLUG) in Edinburgh, 8 October 2009.
Aimed at relative newcomers to Enterprise 2.0 and Social Software, I spoke about the reasons why social computing is important, some of the challenges to gaining investment in the tools and driving adoption, and how to break through these barriers.
I try to make my presentations very visual, so these slides may not make a huge amount of sense on their own, so if you need any additional information, please get in touch!
A presentation made by Janette Toral at the "Business Review: Highlights and Foresights" event last January 31, 2012 at AIM Acceed Conference Center. The event was organized by the Asian Centre for Enterprise Development (http://ascendph.com).
7 examples of stuff we need to stop saying about social media. Presented at the KC/IABC monthly professional development lunch meeting on Oct. 18, 2012.
How Businesses Use Web 2.0 and Social Media. Presentation by Charlie Kreitzberg and Anne Pauker Kreitzberg, Cognetics at CIO Summit, April 2009, Valley Forge, PA. www.cognetics.com
Michael Buschmann - Head of Search & Online Marketing, Products & Innovation ...KGS Global
IMPLEMENTING 360° ONLINE MARKETING presentation at Enterprise Marketing 2.0 conference by Michael Buschmann - Head of Search & Online Marketing, Products & Innovation - Deutsche Telekom
7 examples of stuff we need to stop saying about social media. Presented at the KC/IABC monthly professional development lunch meeting on Oct. 18, 2012.
How Businesses Use Web 2.0 and Social Media. Presentation by Charlie Kreitzberg and Anne Pauker Kreitzberg, Cognetics at CIO Summit, April 2009, Valley Forge, PA. www.cognetics.com
Michael Buschmann - Head of Search & Online Marketing, Products & Innovation ...KGS Global
IMPLEMENTING 360° ONLINE MARKETING presentation at Enterprise Marketing 2.0 conference by Michael Buschmann - Head of Search & Online Marketing, Products & Innovation - Deutsche Telekom
Digital-centered and social media marketing certainly has a mass appeal, but there’s much more to these new age tools than just their modern day buzz worthiness. There is real value in shifting a portion of your marketing budget and efforts to the digital realm. We’ll cut through the clutter and lay out clear strategies for making the most of todays most popular and effective digital marketing tools like blogs, social networks, online advertising, and search engine marketing to help you achieve a rapid return on investment.
Attendees will learn:
* Current and emerging technology in marketing and media vehicles
* How to use new media to your advantage
* The latest Web-based technologies that impact current marketing plans
Exacttarget's Joel Book, presented for dmaDetroit on November 19, 2010. The topic: Digital Direct Marketing; Advance Strategies for Selling and Serving Customers
Joel Book
Exact Target
Director of eMarketing & Education
“The Holy Grail of Customer Engagement.
How Successful Marketers Use Cross-Channel Digital Marketing to Drive Customer Engagement and Fuel Sales”
Social Media for Financial Services CompaniesJoel Book
Keynote presentation delivered at the 2011 LIMRA Social Media Conference for Financial Services by Joel Book, ExactTarget and Bianca Buckridee, SunTrust Bank
Introduction to Search Engine Optimization was presented to a business audience at the Oswego, NY SBDC on March 21, 2013. This introductory overview includes a view of your website as a sales funnel, the Search Engine Landscape, determining online potential, the basic principles of SEO and the convergence of Search Engine Optimization and Social Media Marketing.
The Social Media Boot Camp for business discussion focusses on the major social media platforms and how businesses can best leverage the platforms to engage their audience in a meaningful way and grow their brand through meaningful interaction. Now that the search engines are considering social signals there is even more reason to engage with social media than ever before.
From "Sorta" to Portable: Five Actionable Steps to Embrace On-The-Go Custome...Online Marketing Summit
From "Sorta" to Portable: Five Actionable Steps to Embrace On-The-Go Customers Through Email, Mobile and Social
To create and maintain a conversation with today's mobile, hyper-social and connected customers, marketers develop a strategy to make their marketing portable. Many organizations haven't started this transition, while others have just started the process of evolving programs from "sorta" to portable. This session will provide five actionable steps for creating email, mobile and social programs that resonate with on-the-go audiences and feature case studies for clients at every stage of this transition to portability.
* Jeff Cunning, Product Marketing Manager, ExactTarget
The search engine landscape has changed with the convergence of Search and Social. This two hour session looks at what is important today to the search engines and how businesses can best position their content and their social media strategy in an effort to provide value to their audience and increase branding, engagement and targeted traffic from their target audience. Build it and they will come does not apply to Digital Marketing. Beginning with the end in mind this session further discusses how to develop a strategy to drive leads to and through your website in the B2B world.
Similar to The Good, the Bad and the Ugly of Social Media and e-Communications (20)
Thought Leadership: Positioning Yourself as an Expert in the MarketplaceDana Vanden Heuvel
Presentation to the Sheboygan Chamber of Commerce on 12/17 at their program: FOCAL POINT: Thought Leadership: Positioning Yourself as an Expert in the Marketplace.
Thought Leadership Marketing: From Hidden Talent to Visible Expert - Presente...Dana Vanden Heuvel
Thought Leadership Marketing: From Hidden Talent to Visible Expert - Presented at the Iowa AMA
Business-to-business (B2B) marketers are being asked to position their firms as thought leaders in the industries they serve, but many marketers are still murky on just what thought leadership is and even more unsure of how to activate their experts for thought leadership. Marketers need more than just a body of content and social media to become thought leaders on the issues that are most relevant to their customers.
This event is designed for marketers who seek to use thought leadership as a means to market their brand and want to know the best way to establish thought leadership within their industry. Attendees will walk away with an understanding of what thought leadership is, and what it is not, how to build the discipline of thought leadership in an organization and how to take the first steps away from ‘hidden talent’ toward the ideal of ‘visible expert’.
Attendees will leave armed with a series of tools to help them determine and test their platform, establish the right thought leadership channels and build the case for thought leadership marketing in their organization.
When you need to get your marketing team focused and ready to move forward with new marketing technology like social media or thought leadership or you’re looking for a facilitator to help you get the most from a marketing breakout session, The MarketingSavant Group is ready with workshop sessions that range from a half day to two days. These customized workshops, seminars and boot camps address your specific priorities, marketing environments, and challenges. Our events are educational and action-oriented.
SOCIAL MEDIA ATTITUDE ADJUSTMENT: We'll take you through the world of social media through the artist's lens so that with the practical skills under your belt, you can confidently listen, participate and engage in positive conversations on the social web.
Seasonal Marketing: Prepping for the Next Wave so You’re Always One Step AheadDana Vanden Heuvel
Start planning for your next seasonal marketing campaign now so that you’re well prepared when back to school bells ring and the colors start to turn. This webinar will walk you through a checklist of things you can do now to prepare for next season’s promotion. Here’s a quick look at some of the topics we’ll cover in the webinar:
* Pick seasonal themes to base your marketing message around
* Select seasonal products/services to promote
* Set up your promotional calendar
* Reference Chase’s calendar of events for additional promotional opportunities
* Create a strategy to implement seasonal marketing year round
* Effectively integrate social media into all of your seasonal marketing efforts
Speakership: Grow Your Career or Business Through Speaking and Thought Leader...Dana Vanden Heuvel
One of the most incredible things that any professional can do to boost their career, credibility and professional potential is to take to the stage as a public speaker. While not everyone desires a career as a professional speaker, nearly every professional can gain from acquiring the skills necessary to command a room from the podium.
Make no mistake; this is not a presentation on how to be a great speaker, or even a competent speaker. Rather, Speakership is a presentation on how to be seen as the expert, how to earn your place at the front of the room and how to develop your career, business or cause with purpose through the power of speaking.
This one-hour webinar dives deep into the art of speakership. We’ll talk about how to leverage public speaking to position yourself as an expert or trusted resource in front of a room of ideal prospects.
Customer Twervice: Protect Your Reputation with Social Media Customer ServiceDana Vanden Heuvel
Have you ever had a social media customer service experience? According to one recent poll on customer service online, 83% of business respondents said they answer customer complaints via social channels in less than six hours. What’s your response time? If you’re reading this and think “hey, I don’t really monitor social media that closely, let alone respond” you’re not alone. In fact, only about 40% of retailers actually monitor what their customers say online.
It’s no longer enough to sit on the sidelines. When your target customer spends five hours a day on Facebook; sends 120 text messages and half a dozen tweets a day from a smartphone and posts photos, videos, and blogs around the clock; “checks in” regularly using Foursquare at favorite retail locations to become “mayor”; relies on a plethora of mobile apps like Google Maps to get from one place to another, you can bet that they expect you to be there in social media when they want service!
This one-hour webinar covers the fundamentals of social media customer service, the best practices to employ and shares cases and examples the good, the bad and the ugly of social media customer service.
What Every School District Needs to Know About Social MediaDana Vanden Heuvel
Twitter, Facebook, RSS feeds…so many social media tools
out there to provide information in ways that your audience
finds fast and convenient. School districts are faced with
the challenge of deciding which tools to use for what
purpose. This session will provide a summary of the most
popular tools school districts are using, share case studies
from districts around the country that have had success
with social media, and give you the top 10 best practices
for employing social media in your school district.
Ready to commit to social media in your trade show strategy, but not sure how to get your target audience to say “yes”? It’s time to stop flirting with social, and get engaged!
This webinar will walk you through the social media for trade shows planning process, discuss the specific tools that you will use and how you can use them to maximize your results and provide some concrete case studies of organizations that have experienced success with social media marketing for their shows and events.
Social Media Strategy: The 12-Point Program for the Social EnterpriseDana Vanden Heuvel
The webinar is a play on the “12-Step Programs” out there, but seriously, we’ve found about a dozen elements that need to be considered in order to be effective in social media as an organization. In this webinar you’ll learn what you need to do to succeed with social media and when you need to do it. You’ll also leave with a comprehensive understanding of the subject and how you improve your social media efforts tomorrow.
Social Media Marketing for the National Bicycle Tour Directors Association (N...Dana Vanden Heuvel
Social Media Marketing for the National Bicycle Tour Directors Association (NBTDA).
Presented by Dana VanDen Heuvel, President of the MarketingSavant Group, a social media consulting and training company in Green Bay, WI.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
Buy Verified PayPal Account
Looking to buy verified PayPal accounts? Discover 7 expert tips for safely purchasing a verified PayPal account in 2024. Ensure security and reliability for your transactions.
PayPal Services Features-
🟢 Email Access
🟢 Bank Added
🟢 Card Verified
🟢 Full SSN Provided
🟢 Phone Number Access
🟢 Driving License Copy
🟢 Fasted Delivery
Client Satisfaction is Our First priority. Our services is very appropriate to buy. We assume that the first-rate way to purchase our offerings is to order on the website. If you have any worry in our cooperation usually You can order us on Skype or Telegram.
24/7 Hours Reply/Please Contact
usawebmarketEmail: support@usawebmarket.com
Skype: usawebmarket
Telegram: @usawebmarket
WhatsApp: +1(218) 203-5951
USA WEB MARKET is the Best Verified PayPal, Payoneer, Cash App, Skrill, Neteller, Stripe Account and SEO, SMM Service provider.100%Satisfection granted.100% replacement Granted.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
The Good, the Bad and the Ugly of Social Media and e-Communications
1. The Good, the Bad and the Ugly of
Electronic Communications
Download Slides at: www.danavan.net/wspra
2. Dana VanDen Heuvel
Dana is the founder of The
MarketingSavant Group and a
widely recognized specialist in
emerging marketing technologies such
as blogging, social media, RSS,
Internet communities and interactive
marketing trends and best practices
and speaks regularly on these topics
at industry events. Dana is the creator
of the American Marketing
Association ―TechnoMarketing‖
training series and the author of the
AMA‘s Marketech ‘08 Guide To
Marketing Technology and the recent
e-book, Social Networking: MySpace,
YourSpace and TheirSpace.
3. After-Event Slides & Resources
The slides and resource links are available
electronically after the event:
www.danavan.net/wspra
4. The traditional marketing model is being challenged, and (CMOs)
can foresee a day when it will no longer work.
McKinsey Quarterly, 2005, Number 2
5. Source: Justin Kirby & Paul Marsden (2006). Connected marketing. Oxford, UK: Butterworth-Heinemann. xix
Crisis In Mass Marketing
18%: Proportion of TV advertising campaigns generating positive ROI
54 cents: Average return in sales for every $1 spent on advertising
256%: The increase in TV advertising costs (CPM) in the past decade
84%: Proportion of B2B marketing campaigns resulting in falling sales
100%: The increase needed in advertising spend to add 1-2% in sales
14%: Proportion of people who trust advertising information
90%: Proportion of people who can skip TV ads who do skip TV ads
80%: Market share of video recorders with ad skipping technology in 2008
95%: The failure rate for new product introductions
117: The number of prime time TV spots in 2002 needed to reach 80% of
adult population – up from just 3 in 1965
3000: Number of advertising messages people are exposed to per day
56%: Proportion of people who avoid buying products from companies who
they think advertise too much
65%: Proportion of people who believe that they are constantly
bombarded with too much advertising
69%: Proportion of people interested in technology or devices that enable
them to skip or block advertising
6. Information Proliferation
Media Fragmentation - Then, and Now
1960 Now
6 TV channels/home 130
8,400 Magazines 17,300
4,400 Radio stations 13,500
None Internet stations 35,000 +
None Pages on Google 12 B +
None Blogs 200 M +
11. Social Media: Defined!
SOCIAL MEDIA IS AN UMBRELLA TERM
THAT DEFINES THE VARIOUS ACTIVITIES
THAT INTEGRATE TECHNOLOGY,
SOCIAL INTERACTION, AND THE
CONSTRUCTION OF WORDS,
PICTURES,VIDEOS AND AUDIO.
http://www.wikipedia.org
12. More Simply Put:
―Social Media is
people having
conversations
online.‖
13.
14. The conversations are powered by…
Blogs
Widgets
Micro Blogs
Online Chat
RSS
Social Networks
Social Bookmarks
Message Boards
Podcasts
Video Sharing Sites
Photo Sharing Sites
Virtual Worlds
Wikis
(…just to name a few)
15. Who‘s Out There?
More than half of all online American teenagers use
social networking sites.
64% of online teenagers created content
*
19. 10 Questions For You
1) Do you read blogs? Which ones?
2) Do you have a personal blog? What's it about?
3) Do you participate in at least one social network? Which one?
4) Have you ever uploaded a video online? What did you use to do
it?
5) What's your favorite search engine. Why?
6) Have you ever used an online classified service like craigslist?
7) Besides making phone calls—how else do you use your mobile
phone?
8) Have you ever registered a domain name?
9) Do you use social bookmarks or tagging?
10) Do you use a feed reader of some sort? Which one? Why?
21. Jones Soda – Youth Blogs
Company: Jones Soda Blogging Model:
Industry: Consumer Packaged Goods •Loose connection of independent youth &
Blog URL: http://www.jonessoda.com/blogs/ athlete bloggers
Launch Date: Multiple (individual bloggers) •Event driven marketing/blogging
•Community building as a corporate strategy
David vs. Goliath:
•Grassroots marketing efforts
•Well targeted to Gen-Y consumer base
•Blogs align with underground image and the
brand stewards, (non-traditional athletes) notably
skateboarders,
Brand Community
[Blogs]:
•Built on context and
relevance of content
•Consciousness of
kind
•Create a community
around yourself
22. Facebook Success: Apple Students
Embracing existing community
Free product sample
eCommerce
Cross Promotion
Results
420,000 users
12,000 topics
23. Indium Social Media Strategy
25% reduction in marketing spend
Major account wins
Entire organization involved
in the ‗community‘
24. Stonyfield Farm Blog Objectives:
•Capitalize on their quot;personalityquot; in the world--they
care about the environment
Company: Stonyfield Farm •Maintain touch with loyal, long-standing customer
Industry: Organic dairy base
Blog URL: http://www.stonyfieldfarms.com/weblog/ •CEO, Gary Hirshberg, wants to quot;be realquot; and saw
Blogs: 4 the blogs as a way to do that--inspired in part by
the success of blogs within the Howard Dean
presidential bid of early 2004.
Recent Per Month Visits
Results: •Strong Women Daily News: 15,603
•Direct comments from readers, engaging in •The Daily Scoop: 4,049
conversation •Creating Healthy Kids: 9,659
•Generate ‘good will’ •The Bovine Bugle: 28,237
•Growth in email newsletter subscribers Source: http://www.businessblogconsulting.com/2004/12/business_blog_c.html
25. Power of Twitter
Beth Kanter 2008: Can conference room of connected
people get 250 people to donate $10 by the end of the
conference?
$2,657 from 112 donors in 90 minutes
27. Voltz & Grobe (Diet Coke + Mentos)
20M video downloads
$10M in free publicity for Mentos
½ its annual marketing budget
1.5B ad impressions for Coca-Cola
28. Southwest is Winning with Widgets
2 Million Downloads
Generated $150M
45% of customers book
again
July ‘07, blog attracted
100k visits, 40M
uniques
Past 12 months, blog
has received 6,200
comments (20 per day)
30. A Few Stats http://dcgoodwillfashions.blogspot.com/
Over 11,500 unique visitors to the virtual fashion show 9/12 launch
Over 42,000 page views
16% of fashion show visitors have been converted into online
Goodwill shoppers
Fashion Show Visitors from 31 countries and 48 states plus DC
48% of fashion show visitors are from the DC, MD, VA region (the
area we serve)
Blog is averaging between 600 & 700 visitors a week
5.6% of blog visitors are being converted into online Goodwill
shoppers
Blog visitors from 77 countries and all 50 states
Brick & mortar stores during the two weeks following
the launch of the fashion show:
Customer count + 6.6%
Rack sales (clothing) + 16.5%
Total sales + 8.275%
32. Cadbury Wispa Comeback
80‘s candy bar brought
back to life
Facebook group, online
petitions, social media
buzz
Cadbury was listening!
“The Birmingham-based chocolate firm said
the comeback was a response to online
petitions and campaigns on social
networking sites such as Facebook and
Bebo..”
http://news.sky.com/skynews/Home/Sky-News-
Archive/Article/20082851280368
33. Jeep‘s ―Jeep 2.0‖ Strategy
1. Portals (using contextual/Google and behavioral/AOL targeting)
2. An IM avatar development program
3. Online video - A new campaign site which was redesigned to host
rich-media offerings like video vignettes
4. Virtual quot;test drives―
5. Ads on free music download sites with viral marketing (pass this
song on to your friends capability)
6. Microsites
7. Traditional TV with product placement
8. Events and bowl games - An online fantasy football sponsorship
w/print component
9. Print ads
34. Jeep –
The way beyond trail
A choose your own adventure
interactive film
User integrates him/herself directly
into the video and story reflects
their personal registration selections
Program provides clues in exchange
for ―tell a friend‖
Product directly integrated and
demonstrated through plot line of
film
37. InDecision 2008
Both campaigns provided amazing lessons
This is what social media is all about. This campaign is the product
of superior multi-channel audio, video and text content distribution
using new and traditional media platforms.
Getting the message out.
Keeping the message fresh.
Sticking to the story.
Tracking and staying in touch with the interested visitor.
Developing a worthwhile engaging relationship with those who
can support you and your concerns.
47. Comcast Learns Social Media…
Comcast tech filmed
sleeping…waiting for his own
customer service team.
A viral video & blog sensation (of
course!)
Popular blogger ‗Tweets‘ his
Comcast woes
Comcast calls him 20 min later
and resolves his issues!
50. ―Rahodeb‖
Unethical, covert blogging by Whole
Foods CEO John Mackey
According to FTC documents, Mackey
had been posting comments for the
past eight years until last August.
Accused of hyping his
own company's stock
and running down rivals.
http://online.wsj.com/article/SB118454129429667079.html?mod=opinion_main_review_and_outlooks
54. ―Web 2.0‖ Is The Mother of all Bright +
Shiny Objects
55. Symptoms Of B.S.O.S. (Bright + Shiny
Object Syndrome)
A soft spot for buzzwords
A disposition to regurgitate the latest buzzwords you just
overheard
An insatiable desire to sell ―the latest thing‖ to clients
A tendency to believe the hype, without investigating for
yourself
A tendency to dismiss without investigating for yourself
Excess use of the word ―viral‖ viral…viral…viral.. viral…
Lack of interest in research or first hand experience
Total disregard for customer, brand or business needs
58. 9 Big Themes
1. We‘re in the BETA economy
No other medium allows you to launch, test, re-
launch, test, measure, tweak, re-tweak, evolve, re-
launch, quite like the Web
Folks like Guy Kawasaki and Seth Godin preach
about this all the time. Guy launched his Truemors
service on a shoestring budget and uses Twitter to
promote it.
When budgets get cut – marketers look to digital
for new ways of testing out ideas vs. big bang and
big budget initiatives (think Bud.TV)
59. 9 Big Themes
2. Marketers use existing platforms
Why build from scratch
when you can use NING as
a social network, Wordpress
as a CMS, Basecamp as a
Collaboration tool and
Concept Share as a way to
co-create.
Now is a great time to dig
into the already existing
platforms (in addition to
existing social networks).
60. 9 Big Themes
3. Marketers are just switching tubes
Consider skipping mass TV all
together.
It worked for BMW films and
with YouTube firmly in place — it
can even work with less
production values and high
priced talent.
Consider ways to make the
participant the star!
61. 9 Big Themes
4. It‘s all about the tubes…
BRANDS CONSUMERS
In 1965, 80% of 18-49 year-olds in Big Six study (US): People with PVR‘s
the US could be reached with three watch 12% more TV, yet 90% of them
60-second TV spots. In 2002, it adskip (Germany : 88.2%)
required 117 prime-time
commercials to do the same.‖ (Jim
Stengel, Global Marketing Officer, 54% of US consumers avoids products
P&G) & services which ―overwhelm‖ with
advertising (Yankelovich Partners)
A US hour of prime time TV carried
21 minutes of advertising, Late Night 85% of Chinese stop watching TV
network shows like Leno or during commercial breaks. More than
Letterman carry 31:27 (TNS Media half change the channel, while the rest
Intelligence, Q1 2006) do housework, eat, chat or use the
bathroom. (McKinsey & Co.)
62. 9 Big Themes
5. Marketing: To touch point infinity, and
beyond!
Don‘t put all your digital eggs in one
basket like a site or banner
campaign—look at smart ways to
distribute the experience across as
many touch points as possible.
Be smart about it. Think about how your
user thinks and acts digitally and meet
them in them medium.
Of course this doesn‘t have to be
digital, but you might get more bang
for your buck.
63. 9 Big Themes
6. Marketers trade focus groups for
Digital Ethnography
Research dollars converted to social media
currency (Victoria‘s Secret)
Look to the internet & social media for
insights.
Social Networks and search engines can be
rich ethnography tools. I‘m not advocating to
abandon field research—but before you
slash that discovery phase, think about how
digital can be used to find things about the
behavior of your target.
64. 9 Big Themes
7. Marketers think outside the banner
Think about traditional media buys such as
banners differently.
They should no longer be the first line of
offense in a digital initiative.
Quality may replace quantity—Apple’s
recent entry into the online banner space
taught us that banners can still work—but the
ROI improves with creativity.
Social ads, blog outreach and other
‗participation‘ based media spends could
prove more effective.
65. 9 Big Themes Yankelowich
76%
of consumers don’t believe that
companies tell the truth in
advertisements
66. 9 Big Themes Yankelowich
8. Marketers embrace ‗delight by function‘
The digital media/ tools/
network/ widget becomes the
product…and the marketing
When tempted to cut budgets in
digital product functionality—think
again.
Adding or improving existing
functionality may lead to product
preference which increases
revenue, sales and even saves
money. (think widgets)
67. 9 Big Themes Yankelowich
9. Marketers listen to New Media
Digital gives you many ways to listen to customers
– from direct engagement like Dell‘s IdeaStorm
or My Starbucks Idea to simple surveys or even
A:B testing.
All are excellent examples of using digital to
turn up the volume on customer desires.
Those brands that do the best job listening will
weather any downturn.
68. How to control
millions of inaccurate
and divergent
conversations ?
YOU DON’T
Consumers are beginning in a very real sense to own our brands and participate
in their creation … We need to begin to learn to let go.
A.G. Lafley, CEO and Chairman of P&G, October 2006
(cc) Lynette Webb, 2006
69. “Every brand needs to be relevant and part
of a community. They need to open a
dialogue with their consumers, but they also
need to be prepared for what could be
negative feedback and I don’t think all
marketers are ready for that.”
- Bob Ivins, EVP, comScore
71. LISTEN
Where are your customers online/offline?
Blogs, Social media tools (e.g. LinkedIn Answers), Discussion Forums,
Twitter, etc…/Events
Monitor these conversations:
Find your brand using Google Alerts, Keotag.com, Boardreader.com and
Technorati.com
Use a central tool to track the different conversations happening around
your company. Most online conversations are RSS enabled, barring a few
Yahoo! groups that don’t support RSS. Use a RSS reader (e.g.
Bloglines.com) to gather all these conversations into a central repository
and create a folder that you check on a daily basis.
72. AWARENESS
Calculate Brand perception within these conversations
News & Blogs (Google search, Google Blog search, technorati search)
Keyword mentions & incoming links
Corporate Blog (Unique users, hits, trackbacks, comments)
Brand Scoring system (how much buzz are you getting vs. competition)
Assign a marketer to staying aware and alert to what’s going on in social
networks and social media
Around your organization
Around your competitors
Around your industry
73. MEASURE
The value of social media presence can be calculated by simple methods:
Reach
How many people are influenced by our social networking efforts?
Acquisition
How much of their attention have we acquired through connections,
website visits, and time spent engaging with us?
Conversion
How many have we ‘converted’ toward the ultimate goal (subscription,
sales, leads, registrations, evangelists, etc.)?
Retention
Are we reducing customer churn, lowering our overall cost to serve,
increasing the purchase value/volume/frequency, and growing the lifetime
value of our customer base?
74. MEASURE
Another take on the process of measuring social media value
Source: Forrester Research
75. PARTICIPATE
Create a strategy around how you wish to participate!
You have the following options:
Be where the users are
Facilitate easier means of communication with them
Create brand evangelists
Be a source of information on the organization
Respond swiftly and honestly
Start publishing content
Stir internal company conversations
Improve product and user experience
76.
77. Top ten obstacles to new media
1) Inadequate resources (time and/or money)
2) Disconnected employees
3) Resistance to change
4) Desire to control communication/fear of unknown
5) Not convinced of benefits
6) Perceived lack of IT capabilities
7) Resistant culture
8) Senior management won‘t allow it
9) Legal/governance/regulation issues
10) Would require too much training
78. Five Keys to Success
Be Generous With Your Knowledge
Share beyond the marketing speak
Be Consistent
Calendar your activities – daily, weekly, monthly
routine
Always Deliver Value
Listen, think, revise, teach, repeat
Take A Stand
Take your strong positions to market
Focus On The Long-term Benefits
Track your results in months & years
79. New Media Homework!
Find blogs in your area of interest using Technorati
Seek out podcasts for marketers (or whatever you
fancy) in iTunes or Podcast Alley
Sign up for a free RSS reader (Bloglines, Google
Reader) and consume feeds
Join LinkedIn
Anyone not visited YouTube yet? Look for your
favorite things there too
80. New Media Extra Credit
Become a regular commenter on blogs that interest
you
Join Facebook & ask a question on LinkedIn
Start a blog of your own on a topic of your choice
Create a podcast
Switch over some of your newsletter subscriptions to
RSS feeds
Get a Flickr account to share photos
81. The Good, the Bad and the Ugly of Electronic Communications
Q&A
Download slides at: http://www.danavan.net/wspra
Need help after the presentation? Email dana@marketingsavant.com