You're Online

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I was approached to speak to a group of product managers by a leading CPG manufacturer who's been avoiding re-examining its perception of online marketing. They seemed extremely focused on print, outdoor, and broadcast. This presentation spoke to some very important points about social media integration.

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You're Online

  1. 1. You’re online Even if you don’t know it
  2. 2. This story begins on graduation day for the class of 1982
  3. 3. Mr. Yesterday & Mr. Tomorrow both made the Deans List Mr. Yesterday Mr. Tomorrow
  4. 4. They both become successful business men, and found companies. Mr. Yesterday Mr. Tomorrow
  5. 5. Mr. Yesterday owns Yesterday’s Widgets Yesterday’s Widgets
  6. 6. Mr. Tomorrow owns Tomorrow’s Widgets Tomorrow’s Widgets
  7. 7. OW GR
  8. 8. They grow until they’re the biggest widget companies in the world.
  9. 9. By 1990 Mr. Yesterday & Mr. Tomorrow have about the same revenue, with Mr. Yesterdays slightly higher Revenue Time
  10. 10. Both companies allocate 5% of their profits to advertising & marketing.
  11. 11. For years, Mr. Yesterday & Mr. Tomorrow divide their budgets like this: Print TV Outdoor Radio Direct Mail 25% 30% 10% 20% 15%
  12. 12. Then one year Mr. Tomorrow does something different Print TV Outdoor Radio Direct Online Mail 20% 25% 10% 15% 10% 20%
  13. 13. By 2000 Mr. Yesterdays revenue lead INCREASED by 3
  14. 14. But Mr. Tomorrow keeps his strategy the same.
  15. 15. By 2002 Mr. Yesterday’s revenue lead is noticeable Revenue Time
  16. 16. Mr. Tomorrow thinks it’s time for a change. It’s time to change Mr. Tomorrow
  17. 17. Mr. Tomorrow investigates how his online money is being spent Banners Main Email e-commerce site Blog
  18. 18. And decides how he’ll change things...
  19. 19. Store MySpace Banners Widgets Facebook Email Commenting Twitter Blog Main Search e-commerce site
  20. 20. Step 1 was to get involved in conversations that were already taking place. MySpace Widgets Facebook Commenting Twitter Blog
  21. 21. Then support & promote his participation MySpace Banners Widgets Facebook Email Commenting Twitter Blog Search
  22. 22. Finally provide information about how to purchase. Store MySpace Banners Widgets Facebook Email Commenting Twitter Blog Main Search e-commerce site
  23. 23. Mr. Tomorrows new strategy WORKED
  24. 24. By 2006, he’d narrowed the revenue GAP Revenue Time
  25. 25. But then Mr. Yesterday caught up.
  26. 26. Mr. Tomorrow needed to think of something new...
  27. 27. In 2008, Mr. Tomorrow started doing something different. Print TV Store MySpace Banners Widgets Facebook Email Outdoor Commenting Twitter Direct Mail Blog Radio Main Search e-commerce site
  28. 28. He started using all his media channels to support online conversations ... Print TV Store MySpace Banners Widgets Facebook Email Outdoor Commenting Twitter Direct Mail Blog Radio Main Search e-commerce site
  29. 29. ... and he began using mobile technologies as a ‘conversation catalyst’ Print TV Store MySpace Banners Widgets Facebook Email Mobile Outdoor Commenting Twitter Direct Mail Blog Radio Main Search e-commerce site
  30. 30. In the eyes of your customer, are you planning for tomorrow, or are you a Mr. Yesterday?
  31. 31. Because YOU’RE ONLINE even if you don’t know it.

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