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Virtual Marketing Ecosystems - at Great Lakes Institute of Management, Chennai
The document discusses virtual marketing ecosystems and their components. It describes a digital ecosystem as an online environment made up of various online elements like search engines, social media, reviews, etc. A virtual marketing ecosystem refers to processes that link real-world business components to their online counterparts through individual ecosystems like research, social media, search engine optimization, etc. It provides an overview of how to analyze the current situation, set objectives, develop strategies and tactics, and monitor performance of the various elements within a virtual marketing ecosystem.
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Virtual Marketing Ecosystems - at Great Lakes Institute of Management, Chennai
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- 2. • What isDigital Ecosystem? • What is Virtual Marketing Ecosystem? • How does it work? • Individual Ecosystems - Research Ecosystem - Social Media Ecosystem - Search Engine Ecosystem - Evolution of Echo Marketing Overview Students Copy
- 3. Digital Ecosystem • Rapidlyexpanding online environment made up of search engines, social media, peer advocacy and customer reviews. • A living, breathing entity in and of itself. • Grows more sophisticated and detailed every day. • It is an environment in which businesses will thrive, stagnate or meet their ultimate demise. Digital Ecosystem Students Copy
- 4. • Processes thatlink the business components of real world to the components of online world. • Each marketing component of ecosystem is surrounded by elements of its own meeting different purposes. • Helps in Identifying industry specific internet trends, Best practices, Target audience, Consumer behavior ,Web opportunities, Meet innovation (if any) • Helps in making a road map to reach consumers, interact and engage and fulfill their search needs keeping the geography into consideration. • Assists in integrated approach Virtual Marketing Ecosystem Virtual Marketing Ecosystem Students Copy
- 5. Virtual Marketing Ecosystem Research Content Development eDesign Search Engine Optimization SocialMedia Marketing Ecommerce Integration Email Marketing Analytics Ad Serving Students Copy
- 6. Situation Analysis Where areyou now? •Goal Performance (5s) •Research 2.0 – (Customer Insight and Brand Perception) •E marketplace SWOT •Internal Capabilities and Resources Objectives Where do you want to be? 5s Objectives: •Sell: Customer acquisition and retention targets (for each market) •Serve: Customer satisfaction, targets markets •Sizzle: site stickiness, # of visitors, subscriptions, visit duration •Speak: trialogue, viral, # of engaged customers •Save: Quantified efficiency gains How do you get there? Strategy •Segmentation, targeting and positioning •Online Value Proposition •Sequence (credibility before visibility) •Integration of OVP •Database •Tools – INTEGRATION (Online TV, Email, Social Media, Search Engines, etc) Tactics How Exactly do you get there? •Components of Virtual marketing ecosystem •Integration possibility •Contact strategy •E-campaign Schedule Action Detail of tactics who does what and when? •Responsibilities and structures •Internal Resources and skills •External agencies •Reporting Control How do you monitor performance •5Ss + Web analytics + KPIs •Usability testing/mystery shopper •Customer satisfaction surveys •Site visitor profiling •Frequency of reporting •Process of reporting and actions •Campaign audit
- 7. Situation Analysis Where areyou now? •Goal Performance (5s) •Research 2.0 – (Customer Insight and Brand Perception) •E marketplace SWOT •Internal Capabilities and Resources Objectives Where do you want to be? 5s Objectives: •Sell: Customer acquisition and retention targets (for each market) •Serve: Customer satisfaction, targets markets •Sizzle: site stickiness, # of visitors, subscriptions, visit duration •Speak: trialogue, viral, # of engaged customers •Save: Quantified efficiency gains How do you get there? Strategy •Segmentation, targeting and positioning •Online Value Proposition •Sequence (credibility before visibility) •Integration of OVP •Database •Tools (IPTV, Email, Social Media, Search Engines, l; integration etc) Tactics How Exactly do you get there? •Components of Virtual marketing ecosystem •Integration possibility •Contact strategy •E-campaign Schedule Action Detail of tactics who does what and when? •Responsibilities and structures •Internal Resources and skills •External agencies •Reporting Control How do you monitor performance •5Ss + Web analytics + KPIs •Usability testing/mystery shopper •Customer satisfaction surveys •Site visitor profiling •Frequency of reporting •Process of reporting and actions •Campaign audit Ecosystem? Research Analytics Marketing Tools Integration Other elements
- 8. Research Ecosystem •Brand conversation •Consumerinsights & behavior •Twitter Search •Customer Lists •Micro Communities •Buzz Stream •Facebook pages • Socialmention •Keotag •broadtracker •samepoint Search trends Keyword analysis Multilingual PPC Region specific PPC Banner Ad Network Social Media tools Emarket place trends Website trends Marketing trends User trends Affiliated marketing trends Syndicated studies •Customer satisfaction survey •Opinions & polls •Free survey tools •Paid survey tools •Secondary & primary data on web •Focus group via chat rooms and communities vs vs Students Copy
- 9. Research 2.0 andORM ex: Great Lakes Institute of Management Positive Negative Cool MBA Culture
- 10. Great Lakes ORMexample
- 11. Transformation in Marketing SocialMedia Marketing Students Copy
- 12. • Social MediaRevolution Video • Strategy – POSTING • Social Media Marketing Ecosystem • Social Media Tools • Social Media Marketing Facts • Indian User Facts • Social Media & Traditional Media – Difference • Paranormal Activity Success Case Study • Social Business Strategy • ROI of Social Media Social Media Discussion Insight Students Copy
- 13. Social Media RevolutionVideo Social Media Revolution Students Copy
- 14. P O ST I N G / MONTH ® Students Copy
- 15. Invitation Strategy Gwave vs.Gmail •Situation Analysis •Time •Ease of Use •Collaboration with whom? Students Copy
- 16. Social Media MarketingEcosystem Students Copy
- 17. Social Media MarketingFacts Source: (marketingwhitepapers) Survey Details: • Conducted among 880 marketers • 70% respondents small business owners, 26% employees at small businesses • 56% female • 78.1 % between age group 30 – 39 Use of social media marketing Benefits of Social Media Marketing Commonly used Social Media Marketing tools Students Copy
- 18. Paranormal Activity SuccessCase Study How did a $15,000 horror movie made more than 7 . 5 million with help of Social Media Students Copy
- 19. The Word ofMouth Marketing Process The fans have really made this their film and they are doing the bulk of the work to market the film Megan Colligan, co-president of marketing for Paramount The film is selling itself Josh Greenstein, co-president of marketing for Paramount Students Copy
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- 21. WOM Tools Emailing Friends tweeting Using widgeton blogs & websites Facebook share Pasting the links Students Copy
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- 25. Tweeting Paranormal Activity Reviews& Posting links to reviews by experts, videos, websites and blogs Students Copy
- 26. Leading to aParanormal Activity Conversation Students Copy
- 27. Ample Paranormal Activitytweets & conversation makes it in the list of TRENDING TOPICS Students Copy
- 28. Raising Curiosity amongTweeters who haven’t heard about Paranormal Activity! Students Copy
- 29. Resulting in conversation,questions & need to know about Paranormal Activity! Students Copy
- 30. Facebook Share andFan Pages More than 25 Paranormal Activity fan pages with maximum holding 2,00,000 fans Beyond 20 Paranormal Activity groups targeting individual countries
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- 32. Social Business Strategy Workplaces to connect employees and partners Business / Customer Community to interact and share Ideation Platform to gain customer insights and get benefitted out of their ideas Using existing network to engage consumers Students Copy
- 33. Social Media ROI SocialMedia ROI Video Students Copy
- 34. Search Engine OptimizationEcosystem Search Engine Optimization Students Copy
- 35. Integration Integration of EcosystemImportant to Succeed
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- 37. Join as Interns- Converse with Sorav Social Media: http://www..twitter..com/soravjain http://www.soravjain.com http://www.facebook.com/soravjain http://www.linkedin.com/in/soravjain Gmail/ Gtalk: souravpresent@gmail.com Skype: Sourav.seo Phone: +919791134451 Students Copy
Editor's Notes
- #33 * Connect with creadivity and scopial + Cut down on repetitive support costs Gather ideas and feedback from customers Build loyalty and trust through the power of community