2010 Interactive Marketing Roadmap - Spur Interactive

1. Interactive Marketing Roadmap for 2010" Strategy and Best Practices Steve Latham, CEO Spur Interactive Interactive Marketing Strategy and Best Practices © Spur Interactive 2010 1

2. Why Brands Invest Online Web accounts for > 33% of media time (1) Online is medium of choice for all ages (2)   85% of adults age 30-50   51% of adults 65-75   25+ million seniors are online Web impacts all businesses (3)   25% of offline decisions influenced " by online research   70% of Searchers take action offline Offers Compelling Advantages   Able to Target, Engage and Interact   Measurable, Affordable, Accountable (1) (2) Pew Research Foundation 2009 (3) Shop.org Interactive Marketing Strategy and Best Practices © Spur Interactive 2010 2

3. Media Landscape is Changing… In one word… fragmentation •  1966: 5 mediums dominated •  2006: 30+ mediums TV no longer offers same reach •  1977: 70% reach  3 commercials •  2007: 70% reach  184 commercials •  >50% of primetime TV is time-shifted Print news circulation is declining Radio losing share to Satellite + iPods Direct Mail is losing effectiveness Interactive Marketing Strategy and Best Practices © Spur Interactive 2010 3

4. Implications for Marketers Customers are now in control •  “Push” tactics don’t work •  Customer choose when & how they engage Customers have high expectations •  They expect to ﬁnd “it” quickly and easily •  Regardless of location Customers have many more choices •  It’s not always clear who is the best choice Competition is increasing •  Providers now compete globally The marketplace is changing. To succeed you must adapt. Interactive Marketing Strategy and Best Practices © Spur Interactive 2010 4

5. Online Success Requires an Integrated Approach Search Social Video Display E-Mail Paid + Blogs, Networks, Display and Rich Media, House & 3rd Natural Content Sites Pre-roll Banners Party email Awareness Interest   (Consideration / Preference) Decision Customers Interactive Marketing Strategy and Best Practices © Spur Interactive 2010 5

6. Online Roadmap for Marketers   Understand your audiences   Optimize Your Web Site   Create demand for your brand   Engage and Interact   Measure results Interactive Marketing Strategy and Best Practices © Spur Interactive 2010 6

7. 1. Understand Your Audience Who are they? Where do they live? What are their needs? What drives their decisions? What do they know about you? What do they need to know about you? Your message and language must meet the needs of your audience Interactive Marketing Strategy and Best Practices © Spur Interactive 2010 7

8. 2. Optimize Your Site Branding and Messaging •  Strong brand image and message •  Make it easy for them to determine: •  What You Do •  How You Differentiate •  Why they should contact you Usability •  Easy and intuitive to navigate •  Minimal steps to ﬁnd what they need Effectiveness •  Speak to visitors in a way they understand •  Make it educational and engaging •  Use Calls to Action to drive conversions Search visibility •  Optimize for natural search rankings Interactive Marketing Strategy and Best Practices © Spur Interactive 2010 8

9. 3. Create Brand Awareness and Consideration To win over customers, they must know: •  Who you are •  How you are uniquely positioned •  Why they should choose you Success requires passage through the conversion funnel Awareness Consideration Preference Interactive Marketing Strategy and Best Practices © Spur Interactive 2010 9

10. Brand Awareness and Consideration (cont.) Demand is created by utilizing… Owned Earned Media Paid Media Media Rules of thumb: •  Display and 3rd party email are best for creating awareness •  Search works best for capitalizing on awareness •  Social media does both, but reach may be a challenge Interactive Marketing Strategy and Best Practices © Spur Interactive 2010 10

11. 4. Engage and Interact There are now many ways to interact •  Your Web site •  Blog •  Online Groups •  Social media sites (Facebook) •  Micro-blogs (Twitter) •  Social bookmarking sites Interaction and engagement drive action (decisions) Interactive Marketing Strategy and Best Practices © Spur Interactive 2010 11

12. 5. Measure Results Success requires: •  Deﬁned and measurable objectives •  Metrics that tie to those objectives •  Tools for monitoring metrics •  Ability to translate metrics to business results •  Methodology to calculate ROI Interactive Marketing Strategy and Best Practices © Spur Interactive 2010 12

13. Sample Reports Interactive Marketing Strategy and Best Practices © Spur Interactive 2010 13

14. A Few Words on Social Media… It’s here to stay." You need to ﬁgure it out! Interactive Marketing Strategy and Best Practices © Spur Interactive 2010 14

15. 5 Reasons to Embrace Social Media 1. You are already involved in Social Media   Your employees are doing it   Discussions about your brand are taking place   If you participate you can shape outcomes 2. Comparative advantages   Word of mouth is #1 inﬂuencer of purchases   Does not require a media budget   Viral effect can carry a message a long way 3. Revenue growth   Among top 100 Brands, those using social media saw 18% lift in revenue (Altimeter / Wet Paint 2009)   91% of Inc. 500 use social media (Umass Dartmouth 2009) Interactive Marketing Strategy and Best Practices © Spur Interactive 2010 15

16. 5 Reasons to Embrace Social Media 4. A Killer App for Marketing:   Brand awareness and consideration   Customer service   Community relations   Recruiting   Crisis / corporate communications 5. Search Engine Rankings!   Can produce great results!   See example on next slide Interactive Marketing Strategy and Best Practices © Spur Interactive 2010 16

17. Case Study: Social Media Drives Search Using social media, I have 3 of top 4 listings for “social media business case” Interactive Marketing Strategy and Best Practices © Spur Interactive 2010 17

18. Social Media Pitfalls   Rush to action without a plan   Lack of objectives and measurement   Content guidelines   Failing to engage   Limited Reach Interactive Marketing Strategy and Best Practices © Spur Interactive 2010 18

19. Social Media Pitfall #1: Rush to Action Rushing to action without a plan (shiny new object) •  Hasty decisions and knee-jerk reactions •  One-off approach •  Focus on the wrong objectives or platforms •  Failing to understand requirements and resources GMOOT! (get me one of those) Interactive Marketing Strategy and Best Practices © Spur Interactive 2010 19

20. Social Media Pitfall #2: (Lack of) Measurement Engagement metrics Web 2.0 Metrics   Site visits   Posts   Unique visitors   Tweets and ReTweets   Visit frequency   Facebook Fans   Page views per visit   Followers   Time on site   Ratio: Friends vs. Follows   Registrations   Mentions   Conversions   Content views   Content uploads   Shared pages   Sentiment ratio   Page 1 search rankings Interactive Marketing Strategy and Best Practices © Spur Interactive 2010 20

21. Social Media Pitfall #3: Content While content is critical, it is often an afterthought •  Once the genie is out of the bottle, it’s too late Requires content planning •  Format: copy, video, photos, audio •  Type: original vs. repurposed •  Source: where will it come from? May require internal approval •  Brand guidelines •  Legal issues Above all… Content must be engaging! Interactive Marketing Strategy and Best Practices © Spur Interactive 2010 21

22. Social Media Pitfall #4: Failure to Engage •  Social Media is about listening and " interacting vs. shouting •  “Spray and Pray” doesn’t work •  Think: Telephone vs. Megaphone •  Engagement hurdles: •  Lack of interesting and relevant content •  Self-focused content •  Too much self-promotion Interactive Marketing Strategy and Best Practices © Spur Interactive 2010 22

23. Social Media Pitfall #5: Limited Reach •  Social Media works best if you have an audience •  Process of building a network is often overlooked •  Without reach, there is no ROI Interactive Marketing Strategy and Best Practices © Spur Interactive 2010 23

24. Avoiding Social Media Pitfalls   Goals: Who and What? •  Define audiences and identify influencers •  Define objectives •  Set reasonable expectations   Media: which social media platforms?   Engagement: how to listen and interact? •  Content: types of media, voice, frequency •  Duties: producing, posting, sharing, responding •  Policy: addressing negative comments Interactive Marketing Strategy and Best Practices © Spur Interactive 2010 24

25. Avoiding Social Media Pitfalls (cont.)   Reach: how will you promote your program? •  Online, email, ofﬂine, PR, word of mouth •  How will you build your network?   Resources: what is needed; what will it cost? •  People, process, assets, tools, etc.   Metrics: how will you measure success? •  What metrics will you use? •  What tools will you use? •  How will you translate into ROI? Interactive Marketing Strategy and Best Practices © Spur Interactive 2010 25

26. In Closing… Your customers are online; you must be there to greet them. Interactive marketing success requires a strategic, integrated approach. Let’s stay in touch! •  http://twitter.com/stevelatham •  http://Facebook.com/slatham •  http://www.linkedin.com/in/stevelatham For more info: Visit http://SpurInteractive.com or http://blog.spurinteractive.com/ Interactive Marketing Strategy and Best Practices © Spur Interactive 2010 26

27. About Spur Interactive Strategic Interactive Agency Full Service Approach •  Brand building •  Strategies •  Lead generation •  Creative •  Customer cultivation •  Media •  ROI measurement •  Analytical Insights Uniquely Positioned: Advisor and Implementer Planning  Execution  Measurement  Optimization Thought leaders in digital media: •  Strategic planning and execution •  Integrating Social Media, Search, Advertising and Email •  Pioneers in analytics and measurement Track record of successful programs •  7+ years of ROI-based successes for leading brands Interactive Marketing Strategy and Best Practices © Spur Interactive 2010 27

28. About the Presenter Steve Latham is the founder and CEO of Spur Interactive, a strategic interactive marketing agency. In this role, Steve has planned and managed successful campaigns for brands such as Continental Airlines, FedEx Kinko's, ConocoPhillips and others. In the realm of social media, Steve has extensive experience in developing and executing social media strategies that produce measurable business value. Steve is an accomplished industry lecturer and thought leader. Steve speaks frequently at industry events including Search Engine Strategies, Online Marketing Summit and Interactive Strategies. Steve’s articles have been published by MediaPost, Online Media Daily, iMedia Connection, Marketing News and Bizjournals.com. Steve has been quoted in B2B Magazine, PR Week, Fortune and CNN.com. Steve received an MBA from Harvard Business School and a BBA from the University of Oklahoma. You can read Steve’s articles at blog.spurinteractive.com and at OnlineMarketingConnect.com. http://facebook.com/slatham http://twitter.com/stevelatham " www.linkedin.com/in/stevelatham Interactive Marketing Strategy and Best Practices © Spur Interactive 2010 28

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