Tech Marketing


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2009 Women Who Tech TeleSummit presentation on tech marketing.

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  • M+R Powerpoint Template
  • Social networks provide a way for your content to spread organically . Social networks seamlessly integrate multimedia content —news, video, photos, events, and more. Social networks allow organizations to be accessible to their constituents. Social networks build trust and relationships among people despite traditional barriers, like location. Social networks are free ! (But remember staff time …) Oxfam America has over 32,000 MySpace friends Oxfam America is using the MySpace IMPACT module to be listed in a special non-profits directory. MySpace allows Oxfam to make use of celebrity and musician partnerships Oxfam uses their profile to provide links to Oxfam’s blog posts, action alerts, and multimedia content
  • M+R Powerpoint Template Twitter is a microblogging service. Each tweet is limited to 140 characters. Provide interesting content that adds to the #discussion Use links appropriately Be generous in re-tweeting and hat-tipping When discussing any person, if they’re on twitter, use their @username in the tweet
  • M+R Powerpoint Template
  • M+R Powerpoint Template
  • M+R did testing: mentioning the economy = BAD. Don’t bring it up. More urgency, strong deadline, and scheduling messages closer together have helped offset loss for some What to do? Fire up the arsenal! Use all channels, be creative! Now is the time to test new ideas.
  • We used conditional language that we tested during the YTW campaign. (Baseline figures in parentheses represent only the prospect segment across the previous six messages.)
  • Focused on one major problem instead of the broad overview. Made the most of emails – Tweaked tactics – Promoted the goal everywhere Added two appeals without more messages by cutting newsletter and other program message Made the most of the last appeal – Slightly guilt inducing, thank yous to prior $100+ donors, note about the wrapper
  • Optimized landing pages – Online video produced in-house with basic editing software. Made it emotional for our rules for online video: make me laugh, make me cry, or go home Produced API-based donation form for a cleaner form Landing page optimization netted a 49% increase over 2007 in total giving in response to appeals despite a decrease in average gifts. Went all out with homepage promotions Passive giving topped $450,000 plus $1.4 million in passive to the main donation page during this time period. More donations made up for a decline in average gift.
  • M+R Powerpoint Template
  • Tech Marketing

    1. 1. Tech Marketing in a Recession Women Who Tech TeleSummit May 12, 2009 Need Help? Press *7 to un-mute phone lines or call ReadyTalk Support at 1-800-843-9166 Jennifer Kutz, Vantage Communications Hilary Zwerdling, M+R Strategic Services Fran Bosecker, Vantage Communications
    2. 2. May 12, 2009 Women Who Tech TeleSummit “ Tech Marketing Through Social Media” Jennifer Kutz, Vantage Communications
    3. 3. <ul><li>SOCIAL MEDIA </li></ul>Why now? What about the RISK? What is it?
    4. 4. <ul><li>A social networking and micro-blogging service </li></ul><ul><li>Add a VOICE to your business </li></ul><ul><li>Tracking and responding to conversations </li></ul><ul><li>Who to follow? </li></ul><ul><li>Twitter for PR </li></ul><ul><li>How to get followers? </li></ul><ul><li>Examples of businesses using Twitter : </li></ul>
    5. 5. <ul><li>The ultimate social network </li></ul><ul><li>Your profile – TOO personal? </li></ul><ul><li>Security concerns </li></ul><ul><li>Who to friend? </li></ul><ul><li>What do I DO? </li></ul>
    6. 6. <ul><li>Fan Page </li></ul><ul><li>Engage and suggest </li></ul><ul><li>Integrate, integrate, integrate! </li></ul>
    7. 7. Online Video <ul><li>But I’m not a producer! </li></ul><ul><li>What to film? </li></ul><ul><li>How do we get viewers? </li></ul><ul><li>Benefits : </li></ul><ul><ul><li>Build a loyal following </li></ul></ul><ul><ul><li>Make a bigger impact </li></ul></ul><ul><ul><li>More capability for creativity </li></ul></ul><ul><ul><li>Produce a visual to see how a product works </li></ul></ul><ul><ul><li>Engage on a new level </li></ul></ul>
    8. 8. Social News & Social Bookmarking Sites <ul><li>What the heck is a social bookmark? </li></ul><ul><li>Promote news and bolster PR efforts </li></ul><ul><li>Get noticed! </li></ul><ul><li>Create a unique channel and add value </li></ul>
    9. 9. Social Media Monitoring <ul><li>The tracking of user-generated content like blogs, micro-blogs, social networking sites, forums, videos, photos, and message boards </li></ul><ul><li>How to leverage? </li></ul><ul><ul><li>Respond to and join conversations </li></ul></ul><ul><ul><li>Assign specific metrics and ROI to social media efforts </li></ul></ul><ul><ul><li>Clarify who the top influencers are in industry (i.e., editors, bloggers) </li></ul></ul><ul><ul><li>Listen to and learn about customers </li></ul></ul><ul><ul><li>Watch and compare competitive brands </li></ul></ul>
    10. 10. Blogger Relations <ul><li>The key is relationship-building </li></ul><ul><li>How to leverage? </li></ul><ul><ul><li>Take part in conversations already happening </li></ul></ul><ul><ul><li>Regularly communicate with key bloggers </li></ul></ul><ul><ul><li>Reinforce PR efforts </li></ul></ul><ul><ul><li>Utilize BackType- who comments? </li></ul></ul><ul><ul><li>What to say? </li></ul></ul><ul><ul><li>Maximize buzz! </li></ul></ul>
    11. 11. Blog Creation <ul><ul><li>What makes a great post? </li></ul></ul><ul><ul><li>Be an expert </li></ul></ul><ul><ul><li>Incorporate SEO </li></ul></ul><ul><ul><li>Engage with readers </li></ul></ul><ul><ul><li>Who owns? </li></ul></ul><ul><ul><li>How to promote </li></ul></ul><ul><ul><li>Google analytics </li></ul></ul>
    12. 12. Now what? <ul><li>What are your assets? </li></ul><ul><li>Experiment and play </li></ul><ul><li>Get savvy with the tools </li></ul><ul><li>Seek out successful social media brands or campaigns </li></ul><ul><li>Have FUN! </li></ul>
    13. 13. For more info, contact: [email_address] Check out our blog at or follow me on Twitter @jenniferkutz
    14. 14. Tech Marketing in a Recession (what non-profits are doing) Presented by Hilary Zwerdling
    15. 15. Marketing on Social Networks
    16. 18. Twitter
    17. 19. Twitter
    18. 21. Search Engine Optimization
    19. 22. Search Engine Optimization
    20. 23. Apply for a Google Grant!! <ul><li> </li></ul>
    21. 24. Marketing to your subscribers
    22. 25. First things first: Track your performance!
    23. 26. Articulate your test <ul><li>What am I testing? </li></ul><ul><li>How am I measuring my results? </li></ul><ul><li>Is my sample size sufficient? </li></ul><ul><li>What will impact my test? </li></ul>
    24. 27. Getting Meaningful Results <ul><li>Google Optimizer – www. </li></ul><ul><li>Sample Size </li></ul><ul><ul><li>Advocacy – minimum 20,000 for response rate </li></ul></ul><ul><ul><li>Fundraising – minimum 40,000 for response rate </li></ul></ul><ul><li>Results significant? </li></ul><ul><ul><li>Online calculator: </li></ul></ul><ul><li>Testing strategy – go big on sample size </li></ul>
    25. 28. Now: Test it! <ul><li>How will I know if I’m successful? </li></ul><ul><ul><li>Your own data </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>(2009 to be released on THURSDAY!!!) </li></ul></ul>
    26. 29. Pop test!
    27. 30. <ul><li>This image makes me want to: </li></ul><ul><li>Go bury my 401(k) in the backyard </li></ul><ul><li>Go bury myself in Hulu </li></ul><ul><li>Make an online donation! </li></ul>Pop test!
    28. 31. How I learned to stop worrying and beat the recession. (For now.) <ul><li>November, 2008: </li></ul><ul><li>AIG bailout </li></ul><ul><li>Circuit City goes under </li></ul><ul><li>Unemployment: 14-year high </li></ul><ul><li>Oxfam: early-bird appeal tanked by 50% </li></ul><ul><li>We had just 45 days to turn it all around </li></ul><ul><li>In the end, we increased giving by $200,000 and 3500 donations. </li></ul><ul><li>How’d we do it? </li></ul>
    29. 32. Oxfam’s EOY fundraising <ul><li>Focused on one crisis </li></ul><ul><li>Made the most of our emails </li></ul><ul><ul><li>Big, public goal </li></ul></ul><ul><ul><li>Added 2 appeals to the series </li></ul></ul><ul><li>Optimized landing pages </li></ul><ul><ul><li>Put up a powerful video </li></ul></ul><ul><ul><li>Built a better donation form </li></ul></ul><ul><li>Targeted language by donor segment </li></ul><ul><li>Pimped the homepage </li></ul><ul><li>Facebook and MySpace </li></ul>
    30. 33. Case Study: Oxfam
    31. 34. Case Study: Oxfam
    32. 35. What this all means <ul><li>Roll up your sleeves & start thinking creatively NOW </li></ul><ul><li>Make an online video </li></ul><ul><li>Timing: urgency, deadline, moments, lightbox </li></ul><ul><li>Consider (carefully) adding appeals </li></ul>
    33. 36. Questions? Hilary Zwerdling M+R Strategic Services [email_address]
    34. 37. May 12, 2009 Women Who Tech TeleSummit “ Traditional PR – On a Budget” Fran Bosecker, Vantage Communications
    35. 38. Marketing During Tougher Times <ul><li>Visibility and continued brand awareness a MUST </li></ul><ul><li>Customers will go elsewhere </li></ul><ul><li>Silence is not an option </li></ul><ul><li>Tough times could mean others are silent </li></ul><ul><li>Stick with your differentiators/value add </li></ul><ul><li>Strategic Positioning </li></ul>p.1
    36. 39. PR/Marketing Basics <ul><li>Company Website: </li></ul><ul><li>Updates </li></ul><ul><li>News Section </li></ul><ul><li>New content/materials such as a case study/application </li></ul><ul><li> </li></ul><ul><li>Generating News: Press Release Announcements </li></ul><ul><li>New Products/Applications </li></ul><ul><li>New Customers </li></ul><ul><li>New Programs </li></ul><ul><li>Once a month </li></ul><ul><li>Press Release Sources (Free) </li></ul><ul><li>PitchEngine ( </li></ul><ul><li>PRCompass ( ) </li></ul><ul><li>Pr-inside ( ) </li></ul><ul><li>OpenPR ( ) </li></ul>p.2
    37. 40. PR/Marketing Basics Cont. <ul><li>Events: </li></ul><ul><li>Attend local events that don’t require travel </li></ul><ul><li>Many tradeshows provide free passes </li></ul><ul><li>No cost networking opportunity </li></ul><ul><li>Apply to speak at local events, many are still free </li></ul><ul><li>Free passes usually get you into the post-show parties as well </li></ul><ul><li>Thought Leadership: </li></ul><ul><li>Write a contributed article for publication </li></ul><ul><li>Comment on a tech article written by an editor </li></ul><ul><li>Follow the trends, tech news topics </li></ul><ul><li>Position your top-level talent </li></ul><ul><li>Develop tech papers, application notes </li></ul><ul><li>Repurpose content for maximum exposure </li></ul>p.3
    38. 41. Case in Point – eTelemetry Built PR campaign around CBS broadcasting march madness on the Internet, and how companies can use product to stop employees from watching it at work. Led to continued strong business and major national television coverage and led to eight customer leads. 2008 American Business Award Winner and 2008 Sabre Award Finalist for Best PR Campaign p.4
    39. 42. Case In Point – Blue Sky Network When satellite communications provider, Blue Sky Network, wanted to maximize coverage for their sponsorship of Steve Fossett’s record-breaking global flight, they called Vantage Communications FEATURED COVERAGE WITHIN 48 HOURS IN THE FOLLOWING OUTLETS: Drove BSN web hits from 3,500 to up to 205,000 per day – a 5850% increase Vantage Communications won the Gold Bulldog Reporter Award for Best Campaign Under $10,000 for this project. The Judging Criteria included creativity, originality, strategic brilliance, and results. p.5
    40. 43. Recent Awards for Clients p.6
    41. 44. Stick with the Dos and Not the Don’ts <ul><li>Don’t stop communications </li></ul><ul><li>Don’t drop awareness </li></ul><ul><li>Don’t let a competitor get the attention </li></ul><ul><li>Don’t spend a lot of money </li></ul><ul><li>Don’t forget your top/key contacts </li></ul><ul><li>Remember it will get better and when it does… </li></ul>p.7
    42. 45. May 12, 2009 Women Who Tech TeleSummit