Interactive Marketing Communications Summer 2014 Week 1 TV


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Slides from Todd's week 1 session

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  • Well, this is what you signed up for. I hope. If not, SOMEBODY’s in the wrong room, and, to be honest, I hope it’s you.
  • Not sure what that makes you…
  • It starts with SMART Objectives

    In order to get results from your marketing and public relations programs, you have to have a clear vision of what you want to achieve. We call these SMART Objectives. They are:

    Specific: not vague
    Measurable: have numbers attached to them
    Attainable: Are not too easy, or too hard to achieve
    Results-Oriented: they are tied to business goals
    Time Bound: They have a time frame by which they can be accomplished

    Another way to think of this, is by asking yourself:

    How many/much of X results to I hope to achieve by X date? How many, by when?

    Let’s look at an example of a SMART Objective…
  • Interactive Marketing Communications Summer 2014 Week 1 TV

    1. 1. Boston University Summer Program Università Cattolica del Sacro Cuore @ BU, Summer 2014 Interactive Marketing Communications The marketing world is changing rapidly, and many businesses are rethinking how they organize and execute the marketing function. This course explores the evolution of interactive marketing communications – specifically about the increasingly integrated marketing and corporate communications roles. We’ll touch on advertising, PR, corporate communications, SEO, social media, interactive and digital content and many other topics. The course also includes a final project.
    2. 2. Who am I? Who are you?
    3. 3. Course Schedule
    5. 5. Todd’s 6 Eras of Communication 1. Illustration* 1. Spoken Word 2. Written Word 3. Printed Word 4. Mass Media 5. Social Media 850/ / 6478042809/ 520710/ 92167103/ Used under Creative Commons licensing. * Added by Kylie Keegan
    6. 6. History of Marketing A History of Advertising by Henry Sampson • Greece: Politics, with a little commerce: Town crier, known to announce sales • Rome: • Wine, with a little commerce • Already jaded: “Vino vendibili suspensa hedera non opus est” – “Good wine needs no bush” • Acta Diurna (Rome, c151BC) – Daily Roman Gazette (Stone / Metal) • Libelli: Bills announcing estate sales, baths, lost & found, etc. • London: The rise of the “billsticker” and the “bellman”
    7. 7. History of Marketing A History of Advertising by Henry Sampson • The First Newspapers: • Kaiyuan Za Bao (Beijing, 713-734) – Handwritten Tang Dynasty “Bulletin of the Court” • Notzie Scritte (Venice, 1556) – Cost one gazetta, leading to the name • Strasbourg Relation (Germany, 1605) – First modern newspaper • The First Advertisement: The honor probably goes to France’s Journal Général d’Affiches, or Petites Affiches, first published in 1612
    8. 8. History of Marketing
    9. 9. History of Marketing • 1744: Benjamin Franklin sells scientific and academic books by mail, offers first guarantee • 1872: Montgomery Ward launches first catalog • 1893: T.B. Russell writes article in Printer’s Ink magazine titled “With English Advertisers” with perhaps the first mention of “direct mail” • 1903: Preview of telemarketing when the Multi-Mailing Co. of New York used telephone directories as a source for (postal) mailing lists • 1905: Homer Buckley builds first direct mail advertising business
    10. 10. History of Marketing • Early 20th Century: L.L. Bean & Sears take off • 1906: Ivy Lee issues the first press release • WWI: Big transition from door-to- door to direct mail • 1916-1935: Eddie Bernays writes Propaganda, The Engineering of Consent and Crystallizing Public Opinion (later used by Goebbels in Nazi Germany)
    11. 11. History of Marketing
    12. 12. History of Marketing
    13. 13. History of Marketing
    14. 14. History of Marketing
    15. 15. History of Marketing
    16. 16. History of Marketing
    17. 17. History of Marketing
    18. 18. History of Marketing
    19. 19. History of Marketing
    20. 20. History of Marketing
    21. 21. History of Marketing
    22. 22. History of Marketing
    23. 23. THE MARKETING PROCESS Part 2
    24. 24. Your Class Project • Form a group of 5 or 6 people 1. Name a team leader 2. Assign 1 or 2 items from the list on the next page to each member • Pick a company to “help.” The company must: 1. Be primarily English-language 2. Have a public website 3. Have an email marketing database visible on site 4. Have a social media presence (at least two social networks) 5. Have a blog or some form of content marketing program
    25. 25. Your Class Project • Prepare and present an interactive marketing strategy and plan addressing: 1. One primary S.M.A.R.T.* goal for the business’s social media efforts. 2. Customer Profile 3. Web site (SEO performance suggestions) 4. Email marketing suggestions 5. Content marketing recommendations (channel and content suggestions) 6. Social media performance & recommendations (channel and content suggestions) 7. 2-3 KPIs (conversion indicators) along the way
    26. 26. Where Measurement Starts pecific easurable ttainable esults-Oriented ime Bound Slide courtesy of Kami Huyse of Zoetica (@kamichat)
    27. 27. The Basic Questions How do we start?
    28. 28. The Basic Questions Where are we going?
    29. 29. The Basic Questions How do we know when we get there?
    30. 30. More Fundamental Questions IS THIS TRIP REALLY NECESSARY? or, WHY SHOULD I CARE ABOUT NEW MEDIA AT ALL? or, HOW DO I SELL SOCIAL MEDIA TO MY BOSS? We’ll revisit these questions later…
    31. 31. Diffusion of Innovations Theory (or, the New Media Adoption Process)
    32. 32. Five Stages of Tech Adoption
    33. 33. The Marketer’s Arrow Awareness Knowledge Interest Intent Action Repeat
    34. 34. The Sales Funnel
    35. 35. The Integrated Approach
    36. 36. The “New Marketing” Funnel
    37. 37. The McKinsey Matrix Social media enables targeted marketing responses at individual touch points along the consumer decision journey.
    38. 38. What is a Conversion? • A conversion is a measurable event that indicates movement through the sales and marketing process (funnel) • Possible examples of conversions: – Follow / friend / fan a social profile – Like / +1 / favorite a post – Share / re-tweet content – Sign up for mailing list – Open email – Click-through to website – Ask for more information on offering – Purchase – Repurchase – Advocacy / evangelism
    40. 40. Two Perspectives, Same Dream • The brand: Wants a unified view of the customer (“social customer relationship management”) • The customer: Wants a unified experience of the brand (“social business”) m/photos/huzicha/ 3292538266/
    41. 41. Evolution of Content Marketing Content Creation Monitoring & Reporting Platform Integration Workflow Management Unified View of Customer 1 2 3 4 5 (Social CRM & Marketing Automation) (Where most people are today)
    42. 42. Creating a Customer Profile • Give them a name, e.g., “Sally Spender” • If necessary, include – The User – The Decision Maker – The Influencer – The Buyer • There may be more than one • Include both – Demographics – Psychographics – Socialgraphics
    43. 43. “Get to Know Me” • Two ways to learn about your customers: – Observe • Easier and easier to do • Testable (e.g., via A/B Testing) – Ask • Harder • Intrusive (when to do it?) • More subject to bias • Potentially more rewarding
    44. 44. “What’s in YOUR Email Database?” • Name (first and last – use separate fields) • Email (says a lot about the contact) – Location (based on email domain) – Company affiliation (if work address) – Social network affiliation (via, e.g., MailChimp SocialPro) • Company Name • Title
    45. 45. Opt-In vs. Opt-Out • Opt-In = “Permission Marketing” • Opt-Out = Minimum Requirement of CAN-SPAM – Other Rules 1. Don’t use false or misleading header information. 2. Don’t use deceptive subject lines. 3. Identify the message as an ad. 4. Tell recipients where you’re located. 5. Tell recipients how to opt out of receiving future email from you. 6. Honor opt-out requests promptly. 7. Monitor what others are doing on your behalf.
    46. 46. Opt-In vs. Opt-Out
    47. 47. Opt-In vs. Opt-Out • People who have actively opted in to receive email open and click-through at much higher rates than people that have been added to a list without their knowledge • Lately, opt-in is getting more people to open the email, but it's not getting a significantly higher percentage of that group to then click on it
    48. 48. A/B Testing Basics
    49. 49. What Can You Test?