Terry Meisenbach (Amy Hays, Anne Adrian, Karen Jeannette, Mike Lambur)<br />National eXtension CoP Workshop<br />Austin TX...
Content,Communities, Connections<br />
Then vs. Now<br />Broadcast<br />Tools were fairly constant (Magazines, Newspapers, TV, Radio, etc.)	<br />Communities wer...
A Quiz<br />Name your product<br />Name one person you know who uses your product<br />Describe this person in one sentenc...
The Social Media Mystique<br />
Social media has overtaken pornography as the #1 activity on the web<br />
We don’t have a choice on whether we DO social media, the question is how well we DO it.—Erik Qualman, Socialnomics<br />
Environmental Scan<br />More than 400 million active FB users<br />50% active users log onto FB daily<br />People spend ov...
Social Media Marketing & The Differences<br />You can buy attention (advertising)<br />You can beg for attention from the ...
Free<br />
A Quiz<br />Describe in one sentence a person you don’t know who should use your product<br />Where does the person you ju...
World Wide Rave<br />David Meerman Scott<br />
Rules of the Rave<br />Nobody cares about your products (except you) -create something interesting<br />No coercion requir...
Generate a Rave<br />Have fun-people want to interact with people they like<br />Join-have everyone in your CoP create per...
Social media must be an integrated part of the marketing mix—not a silo where only the millennial generation are allowed t...
The point of social media, just like television, just like radio, is not the technology. Technology will change—quickly. <...
People participate in social media not to experience cool technology, but to build connections and relationships.—Elizabet...
Are Baby Boomers The Unicorn In Social Media? <br />35-40 Million still reachable!!!<br />
Integrate<br />RSS feeds and widgets—putting info where you need it (and want it)<br />Use multiple networks—Use blogs, Tw...
Engagement<br />Does it all matter without the engagement?<br />
Marketing is Someone Else’s Job<br />
Marketing can be (should be) done by everyone—Anne Adrian, eXtension<br />
A Quiz<br />Describe the last thing you purchased costing more than $100.<br />Where did you purchase it?<br />Where did y...
Environmental Scan <br />Women (53%) outnumber men (47%) on Twitter<br />5% of users account for 75% of Twitter activity<b...
A Quiz<br />Think back to the last book you purchased/checked out from library, movie you rented/saw…<br />Why did you mak...
Road Rules<br />Don’t Twitter a million messages because you can<br />Give followers relevant information<br />Post to Fac...
 Environmental Scan<br />55.9% of all website referrals go to a social network, entertainment website, or blog<br />Over 5...
Road Rules<br />Find out how FB uses via & Twitter uses retweets and @ tags<br />Give credit and share your good informati...
Environmental Scan<br />69% of online adults have used the internet to watch or download video, with 18-29 year-olds leadi...
Marketing in the New Millennium<br />
 in some basic ways is a lot like marketing in the old millennium<br />
The essence of strategy is choosing what not to do. – Michael Porter, Institute for Strategy and  Competitiveness <br />
Environmental Scan<br />About 57 percent of adult internet users in the United States said they have entered their name in...
The Fundamentals<br />Target Audience<br />Communications Goal(s)<br />Key Message(s)<br />Channels & Tools<br />
Target Audience<br />Internal/External<br />Demographic<br />Local/Regional/National<br />Occupational<br />Primary/Second...
Customers buy for their reasons, not yours. – Orvel Ray Wilson, Guerilla Selling<br />
When you say "New Millennium" it brings to mind understanding our younger audiences and how we must adjust the way we reac...
Communication Goals<br />Reach people<br />Create awareness<br />Change practices<br />Improve knowledge<br />Get money<br...
Key Messages<br />Who are you<br />What makes you relevant<br />What makes you different<br />Why should anyone pay attent...
Channels & Tools<br />Social media<br />Facebook<br />Twitter<br />Blogs<br />Search Engine Optimization<br />E-mail newsl...
I think we in marketing understand many in our organizations should have access to our social media accounts, be active in...
Marketing Your CoP<br />Wrangle a communications/marketing expert<br />Develop a realistic/practical but comprehensive com...
Takeaways<br />Social media MUST be in your marketing mix<br />EVERYONE must do marketing<br />Know YOUR audience<br />Mar...
References<br />World Wide Rave: Creating Triggers that Get Millions of People to Spread Your Ideas and Share Your Stories...
References<br />Social Media Marketing GPS: A Guide to Social Media 1 Tweet at a Time, Toby Bloomberg<br />The Whuffie Fac...
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Marketing for the new millennium

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Marketing for the new millennium

  1. 1. Terry Meisenbach (Amy Hays, Anne Adrian, Karen Jeannette, Mike Lambur)<br />National eXtension CoP Workshop<br />Austin TX<br />June 8, 2010<br />Marketing for the New Millennium <br />
  2. 2. Content,Communities, Connections<br />
  3. 3. Then vs. Now<br />Broadcast<br />Tools were fairly constant (Magazines, Newspapers, TV, Radio, etc.) <br />Communities were geographically-based <br />Niche & Engagement<br />Tools will not stay constant<br />Communities will change and shift<br />
  4. 4. A Quiz<br />Name your product<br />Name one person you know who uses your product<br />Describe this person in one sentence .<br />How did this person learn about your product?<br />
  5. 5. The Social Media Mystique<br />
  6. 6. Social media has overtaken pornography as the #1 activity on the web<br />
  7. 7. We don’t have a choice on whether we DO social media, the question is how well we DO it.—Erik Qualman, Socialnomics<br />
  8. 8. Environmental Scan<br />More than 400 million active FB users<br />50% active users log onto FB daily<br />People spend over 500 BILLION minutes per month on FB<br />Average FB user has 130 friends<br />70% of FB users are outside the U.S.<br />
  9. 9. Social Media Marketing & The Differences<br />You can buy attention (advertising)<br />You can beg for attention from the media (PR)<br />You can bug people one at a time to get attention (sales)<br />Or you can earn attention by creating something interesting and valuable and then publishing it online for free: a YouTube video, a blog, a research report, photos, a Twitter stream, an ebook, a Facebook page.<br />
  10. 10. Free<br />
  11. 11. A Quiz<br />Describe in one sentence a person you don’t know who should use your product<br />Where does the person you just described learn about your product?<br />Discuss the differences<br />
  12. 12. World Wide Rave<br />David Meerman Scott<br />
  13. 13. Rules of the Rave<br />Nobody cares about your products (except you) -create something interesting<br />No coercion required-something worth sharing<br />Lose control of your content-Totally free and freely sharable<br />Put down roots-join communities<br />Create triggers that encourage people to share-share successes<br />Point the world to your (virtual) doorstep-online buzz<br />
  14. 14. Generate a Rave<br />Have fun-people want to interact with people they like<br />Join-have everyone in your CoP create personal profiles<br />Participate-be an online thought leader-create and host a group<br />Be available-encourage people to contact you; create links so people can get your online content<br />Experiment-great online playgrounds<br />Target-target a niche market<br />
  15. 15. Social media must be an integrated part of the marketing mix—not a silo where only the millennial generation are allowed to work.<br />
  16. 16. The point of social media, just like television, just like radio, is not the technology. Technology will change—quickly. <br />
  17. 17. People participate in social media not to experience cool technology, but to build connections and relationships.—Elizabeth Gregory North, Texas AgriLife Extension<br />
  18. 18. Are Baby Boomers The Unicorn In Social Media? <br />35-40 Million still reachable!!!<br />
  19. 19. Integrate<br />RSS feeds and widgets—putting info where you need it (and want it)<br />Use multiple networks—Use blogs, Twitter, Facebook, Flicker, YouTube, and more together<br />
  20. 20. Engagement<br />Does it all matter without the engagement?<br />
  21. 21.
  22. 22. Marketing is Someone Else’s Job<br />
  23. 23. Marketing can be (should be) done by everyone—Anne Adrian, eXtension<br />
  24. 24. A Quiz<br />Describe the last thing you purchased costing more than $100.<br />Where did you purchase it?<br />Where did you research it?<br />Who helped in your decision making process?<br />Why?<br />
  25. 25. Environmental Scan <br />Women (53%) outnumber men (47%) on Twitter<br />5% of users account for 75% of Twitter activity<br />50 million tweets per day<br />65% of all Twitter users are under 25<br />
  26. 26. A Quiz<br />Think back to the last book you purchased/checked out from library, movie you rented/saw…<br />Why did you make that choice?<br />Who influences such decisions?<br />Why?<br />
  27. 27. Road Rules<br />Don’t Twitter a million messages because you can<br />Give followers relevant information<br />Post to Facebook remembering that many users log on in the morning and evening<br />Give people a chance to like or comment—timing.<br />
  28. 28. Environmental Scan<br />55.9% of all website referrals go to a social network, entertainment website, or blog<br />Over 50% of the world’s population is under 30<br />6 in 10 of Americans get some news online in a typical day<br />
  29. 29. Road Rules<br />Find out how FB uses via & Twitter uses retweets and @ tags<br />Give credit and share your good information finds<br />Create a network by how you use the tools<br />
  30. 30. Environmental Scan<br />69% of online adults have used the internet to watch or download video, with 18-29 year-olds leading the way.<br />Educational videos, rising in viewership from 22% to 38% of adult internet users<br />Uploaders are just as likely to share video on social networking sites like Facebook (52% do this) as they are on more specialized video-sharing sites like YouTube (49% do this).<br />
  31. 31. Marketing in the New Millennium<br />
  32. 32. in some basic ways is a lot like marketing in the old millennium<br />
  33. 33. The essence of strategy is choosing what not to do. – Michael Porter, Institute for Strategy and Competitiveness <br />
  34. 34. Environmental Scan<br />About 57 percent of adult internet users in the United States said they have entered their name into a search engine to assess their digital reputation<br />When compared with older users young adults are more likely to restrict what they share and with whom they share it.<br />
  35. 35. The Fundamentals<br />Target Audience<br />Communications Goal(s)<br />Key Message(s)<br />Channels & Tools<br />
  36. 36. Target Audience<br />Internal/External<br />Demographic<br />Local/Regional/National<br />Occupational<br />Primary/Secondary<br />Potential<br />
  37. 37. Customers buy for their reasons, not yours. – Orvel Ray Wilson, Guerilla Selling<br />
  38. 38. When you say "New Millennium" it brings to mind understanding our younger audiences and how we must adjust the way we reach out to them. They want information in different ways. They are more cynical and aware when they are being pitched—Suzanne Steel, Ohio State<br />
  39. 39. Communication Goals<br />Reach people<br />Create awareness<br />Change practices<br />Improve knowledge<br />Get money<br />Motivate to…<br />Engage <br />
  40. 40. Key Messages<br />Who are you<br />What makes you relevant<br />What makes you different<br />Why should anyone pay attention<br />What do you do/what don’t you do<br />Specific things you want to accomplish<br />
  41. 41. Channels & Tools<br />Social media<br />Facebook<br />Twitter<br />Blogs<br />Search Engine Optimization<br />E-mail newsletters<br />Traditional channels<br />
  42. 42. I think we in marketing understand many in our organizations should have access to our social media accounts, be active in social media but if there are no agreed-upon goals, no planning, no coordinator, then the effort can be spastic and yet consume a lot of floundering-around time. –Lynette Spicer, eXtension<br />
  43. 43. Marketing Your CoP<br />Wrangle a communications/marketing expert<br />Develop a realistic/practical but comprehensive communications plan<br />Think outside the box<br />Look for opportunities<br />Set aside some dollars for marketing<br />
  44. 44. Takeaways<br />Social media MUST be in your marketing mix<br />EVERYONE must do marketing<br />Know YOUR audience<br />Marketing for the NEW millennium is the similar as marketing for the OLD millennium<br />Get a professional involved!<br />
  45. 45. References<br />World Wide Rave: Creating Triggers that Get Millions of People to Spread Your Ideas and Share Your Stories, David Meerman Scott<br />Socialnomics: how social media transforms the way we live and do business, Erik Qualman<br />
  46. 46. References<br />Social Media Marketing GPS: A Guide to Social Media 1 Tweet at a Time, Toby Bloomberg<br />The Whuffie Factor: Using the Power of Social Networks to Build Your Business, Tara Hunt<br />

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