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Digital and Emerging Marketing Tools
                      in a Downturn
The traditional marketing model is being challenged, and (CMOs)
          can foresee a day when it will no longer work.
 ...
Source: Justin Kirby & Paul Marsden (2006). Connected marketing. Oxford, UK: Butterworth-Heinemann. xix
    Crisis In Mass...
Information Proliferation
    Media Fragmentation - Then, and Now


            1960                        Now
         ...
Source: Marketing Leadership Council - www.mlc.executiveboard.com
Where Everything Is Headed


          Today

                                 Digital

       Non-Digital
1996           ...
360 Digital Marketing World
                                   Online                     eNewsletters Email            R...
Source: Brian Solis via Flickr
Social Media: Defined!

 SOCIAL MEDIA IS AN UMBRELLA TERM
 THAT DEFINES THE VARIOUS ACTIVITIES
 THAT INTEGRATE TECHNOLOGY,...
More Simply Put:


      “Social Media is
       people having
       conversations
          online.”
The conversations are powered by…
                     Blogs
                 

                     Widgets
            ...
Who‟s Out There?
    More than half of all online American teenagers use

    social networking sites.
    64% of online ...
Who Participates in Social Media?




                                    *
“Every brand needs to be relevant and part
of a community. They need to open a
dialogue with their consumers, but they als...
“How-To”
Social Media Conversations



“There’s a real cost to
ignoring the
conversation.”
Word Of Mouth Is A Powerful Force




                                  (evangelists)
Word of Mouth Among Airlines
Source:...
No Love for Iams




                   What if half the store shelf
                   said, “Don’t Touch This?”
Learn to Blog
    Foundation of

    content/consistency/
    connection
    Metaphor for Social

    Media & networking...
Small Business Bloggers
Blogging + Email
Micro Blogging

    Monitor conversations


    Use for promotions


    Live „twittering‟ from


    events
    Source...
Comcast Learns Social Media…
    Comcast tech filmed


    sleeping…waiting for his own
    customer service team.
    A ...
Social Networks

    To learn to express


    opinions
    To share experiences


    To make friends


    To partici...
Niche Networks

Beyond Students




                                Over 500,000 dogs
                                Most...
LinkedIn
    Create a group & discussion


    Connect with professionals


    Connect with customers


    Ask questi...
Idea-Centered Communities
               Small business focused credit card company is
               changing the busines...
Collaborative Idea Generation
    Leverage the wisdom of

    crowds/customers to
    improve the company
    Submit, vot...
Share Things
Like Photos…   …and Videos
Podcasts & Vodcasts
    More human &

    emotional than
    blogging
    Share thought

    leadership
    Low investme...
Widgets, Gadgets & iPhone Apps
           Small applications that meet specific
       

           needs
           Back...
Tell The World - PR 2.0
Intuit: Early Adopters of Social Media

 Social                  Internal                                   External
 Medi...
Top ten obstacles to new media
1) Inadequate resources (time and/or money)
2) Disconnected employees
3) Resistance to chan...
Ask Yourself…
    How does information flow in my industry?


    Where do people get their information?


    Does info...
You Define The Risks In Social Media
    How do you ensure the brand is not comprised through comments?


    How do you ...
Five Keys to Success
    Be Generous With Your Knowledge


     Share   beyond the marketing speak
    Be Consistent


...
New Media Homework!
    Find blogs in your area of interest using Technorati


    Seek out podcasts for marketers (or wh...
New Media Extra Credit
    Become a regular commenter on blogs that interest

    you
    Join Facebook & ask a question ...
Word of Mouth
    Word of mouth: The act of

    consumers providing information
    to other consumers.
    Word of mout...
WOM – Simple Steps to Start
                  Talkers: People who are more likely to relay your word of
          1.
     ...
Community – Simple Steps to Start
                  Host customer events. Follow the Saturn model for hosting an annual
  ...
Q&A


Need help after the presentation? Email dana@marketingsavant.com
Digital And Emerging Marketing Strategies
Digital And Emerging Marketing Strategies
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Digital And Emerging Marketing Strategies

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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.

Published in: Business

Digital And Emerging Marketing Strategies

  1. 1. Digital and Emerging Marketing Tools in a Downturn
  2. 2. The traditional marketing model is being challenged, and (CMOs) can foresee a day when it will no longer work. McKinsey Quarterly, 2005, Number 2
  3. 3. 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
  4. 4. 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 +
  5. 5. Source: Marketing Leadership Council - www.mlc.executiveboard.com
  6. 6. Where Everything Is Headed Today Digital Non-Digital 1996 2008 2050? Source: Google
  7. 7. 360 Digital Marketing World Online eNewsletters Email Real Simple eMail eCards Media Syndication (RSS) Content Partnerships News Community sites Syndication Special Manifestos Blog Search Engines Interest Conversations Blog Aggregators Blogs Chat Search Engine Rooms/Events Citizen Optimization Photo Blogs Action Keyword Listservs eAlerts Marketing Message Boards Search Meetups Text-messaging Press Rooms Online Web Sites Viral Games & IM w/RSS Content Contests Advertising Wikis Folksonomy Digital Radio Social VBlogs Bookmarking Podcasting Webcasting Digital Phones DVR Game Devices PDAs Microcasting (Tivo) Consoles Source: Ogilvy
  8. 8. Source: Brian Solis via Flickr
  9. 9. 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
  10. 10. More Simply Put: “Social Media is people having conversations online.”
  11. 11. 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)
  12. 12. Who‟s Out There? More than half of all online American teenagers use  social networking sites. 64% of online teenagers created content  *
  13. 13. Who Participates in Social Media? *
  14. 14. “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
  15. 15. “How-To”
  16. 16. Social Media Conversations “There’s a real cost to ignoring the conversation.”
  17. 17. Word Of Mouth Is A Powerful Force (evangelists) Word of Mouth Among Airlines Source: Harvard Business Review
  18. 18. No Love for Iams What if half the store shelf said, “Don’t Touch This?”
  19. 19. Learn to Blog Foundation of  content/consistency/ connection Metaphor for Social  Media & networking Transferable skills to  video & social nets… Transferrable benefits  to SEO, SEM & TLM
  20. 20. Small Business Bloggers
  21. 21. Blogging + Email
  22. 22. Micro Blogging Monitor conversations  Use for promotions  Live „twittering‟ from  events Source for breaking  info For the hyper-involved 
  23. 23. 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!
  24. 24. Social Networks To learn to express  opinions To share experiences  To make friends  To participate  To find a job  To sell something 
  25. 25. Niche Networks Beyond Students Over 500,000 dogs Most dogs added in a day: My Space Politics 5,920 (February 19, 2008) Moms Investments Real Estate
  26. 26. LinkedIn Create a group & discussion  Connect with professionals  Connect with customers  Ask questions  Approach prospects 
  27. 27. Idea-Centered Communities Small business focused credit card company is changing the business financing discussion through ideas Created ideablog.com to stir the  conversation about what it stands for Positioning itself as the most  helpful credit card company to small business Involved in other small business  related causes to help developing countries Online resources for small  business owners just getting started
  28. 28. Collaborative Idea Generation Leverage the wisdom of  crowds/customers to improve the company Submit, vote, watch, see  what gets put into action Integrate into other TLM  activities Dell  Oracle  Starbucks 
  29. 29. Share Things Like Photos… …and Videos
  30. 30. Podcasts & Vodcasts More human &  emotional than blogging Share thought  leadership Low investment  Easy distribution  Differentiator 
  31. 31. Widgets, Gadgets & iPhone Apps Small applications that meet specific  needs Backed by high value data source  Brings your assets to a customers  desktop / homepage / website Cannot standalone – needs marketing  „seeding support‟
  32. 32. Tell The World - PR 2.0
  33. 33. Intuit: Early Adopters of Social Media Social Internal External Media Blogs  X-Intuit: Innovation teams at Intuit use  The QuickBooks Team blog focuses on blogs to share new ideas & best practices QuickBooks and small business issues  Within team: The JumpUp team uses  TurboTax Support blogs focus on tax its blog to discuss strategy law and TurboTax Wikis Well over 100 teams at Intuit use wikis to TaxAlmanac.org is the 21st most popular manage projects, share insights and wiki in the world and focuses on tax collaborate across remote locations issues for accounting professionals Online Intuit employees regularly engage on  QuickBooks Online Community online forums, run both by Intuit and by Forums  Quicken Online Community third parties, with clear guidelines about  TurboTax Support Forums posting and transparency  Accountant Online Community  JumpUp Small Business Forums Other Research teams are using online  JumpUp launched summer 2006, ethnography journals & vlogs to make it including tagging, bookmarks, easier for SBOs to track daily activities personalized profiles and forums  Podcasts launched by QuickBooks & TurboTax
  34. 34. 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
  35. 35. Ask Yourself… How does information flow in my industry?  Where do people get their information?  Does information flow in a centralized way?  How do consumers interact in my industry?  Do they hangout in networks?  How big are these networks?  Is my industry conservative?  What influences my customers?  Who influences my customers?  Is my product risky? 
  36. 36. You Define The Risks In Social Media How do you ensure the brand is not comprised through comments?  How do you measure ROI? How do you know if you succeed?  How do you ensure the brand is not compromised through the company's  bloggers' posts? Will we need to promote the blog/social media programs and how will  they impact our current marketing strategy? What do we do if IT does not have time to be involved?  Is it worth the additional time?  Do you have the people resources needed?  Can you afford the additional operational (software, hosting) expenses?  What happens if your competitor is less risk adverse than you and steps  into the space first? How do you safeguard against getting “blown-up?” 
  37. 37. 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
  38. 38. 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
  39. 39. 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 
  40. 40. Word of Mouth Word of mouth: The act of  consumers providing information to other consumers. Word of mouth marketing:  Giving people a reason to talk about your products and services, and making it easier for that conversation to take place. It is the art and science of  building active, mutually beneficial consumer-to-consumer and consumer-to-marketer communications.
  41. 41. WOM – Simple Steps to Start Talkers: People who are more likely to relay your word of 1. mouth message Topics: Portable concepts for people to talk about, simple 2. ideas that are word-of-mouth friendly Tools: Techniques and technology that make it easier for 3. word of mouth conversations to take place Taking part: Participating in the word of mouth 4. conversation and engaging in a genuine two-way dialog Tracking: Measuring the online conversation 5. Source: Andy Sernovitz
  42. 42. Community – Simple Steps to Start Host customer events. Follow the Saturn model for hosting an annual 1. customer picnic, or local/regional customer appreciation events. Create owners groups. If you manufacture products, create and support 2. owners groups, like Harley-Davidson does with the Harley Owners Groups (HOGs). Create an online customer support group. Think of the groups created 3. by Dell Computer, Microsoft, eBay or Cisco. Create an email discussion group. Think AMA SIGs - They're easy and 4. free using Yahoo! or Google Groups and Topica.com. Ask several of your members to act as volunteer moderators. Feature the online community in other touchpoints. Your website, 5. newsletter and call center should reference the community. Support fan web sites. If you are lucky enough to have one… 6. Adapted from: Creating Customer Evangelists
  43. 43. Q&A Need help after the presentation? Email dana@marketingsavant.com

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