In this keynote, Zena focuses on 3 Key 2013 Trends:
1) Real Time Marketing
2) Creating Youtility Through Care, Context & Creativity
3) Empowering Employees & Fans
1. Trends for Marketing in the Digital Age
Zena Weist
VP Strategy, Expion
@zenaweist
2. Trusted by over 200 Household Brands
Expion FAVE50 Social Retail Index - Download
3. Digital Marketing Trends
Real Time Marketing
Creating Youtility Through Care, Context &
Creativity
Empowering Employees & Fans
4. Digital Marketing Trends
Real Time Marketing
Using data analytics with a process flow
to shift marketing messaging
in real time or near real time.
5.
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8. REAL TIME - Oreo’s Super Bowl Catalyst
http://expi.co/0uAY
9.
10. Real Time Marketing – The How
Process - not a project
Ongoing newsroom - not campaign
Brand relevant - not buzz wedge
14. Real Time Marketing - Measurement
Measure holistically
It’s not EITHER/OR – it’s AND
It has to be trackable - chops
Cross media commitment - not silo
15. Digital Marketing Trends
Real Time Marketing
Creating Youtility Through Care, Context &
Creativity
Empowering Employees & Fans
16. Digital Marketing Trends
Creating Youtility Through Care, Context &
Creativity
“If you sell something, you make a customer
today, but if you genuinely help someone, you
create a customer for life.” - @jaybaer for life.
17. Businesses know social listening is
important
4/5*
Companies “listen” to social media
*Approximately 80% of marketers actively involved in their company’s
social media strategy report “listening” as an existing goal
Source: Forrester 2012
22. Creating Youtility Through Care, Context &
Creativity
Customer service first
Product innovation through listening
Creative service by tapping into passion
23. Digital Marketing Trends
Real Time Marketing
Creating Youtility Through Care, Context &
Creativity
Empowering Employees & Fans
24. Digital Marketing Trends
Empowering Employees & Fans
Enabling your best fans to tell your brand story. e.
25. H&R Block operates over
10,000 retail offices in the the
United States and 1,700 retail
offices abroad and employs
90,000 Tax Professionals
worldwide.
30. Digital Marketing Trends
Real Time Marketing
Creating Youtility Through Care, Context &
Creativity
Empowering Employees & Fans
31. Resources
Expion FAVE50 Social Retail Index - Download
Edison Research – The Infinite Dial 2013, Navigating
Digital Platforms
Forrester Research – Social Intelligence
Edison Research – Mom & Media 2013
Pew Research – Online Adults on Social Networking
Altimeter Research – Brand Advocacy
Social Pros – H&R Block
Social Pros – Hilton Worldwide
Real Time Marketing – SXSW Panel
Content Marketing – 32 Research Reports
Social Media Today - 101 Social Media and Digital
Marketing Stats
Real Time is overhyped (and what’s it mean? it’s using data analytics with a process flow to shift marketing messaging in real time or near real time)Call it Agile, Right Time, Marketing in the Moment, Engagement Marketing – really it’s just simply Marketing
The tweet was retweeted more than 15Ktimes
mPulse Lab – over 72 different dashboards monitoring various online conversations that were going on for Oreo and other Mondelez International brands
The Oreo Black Out tweet and all the processes developed for the Super Bowl came from the Daily Twist campaign celebrating Oreo’s 100 yr anniversary
http://expi.co/0uAY - Internet Week PanelThe Power of Microcontent and Marketing in the Moment – a three minute clip explaining how Daily Twist was the process catalyst for Oreo’s Dunk In the Dark
Daily Twist came from the print campaign…cross channel extensions. What works best with each medium.Background:A print campaign earlier in the year used the iconic cookie to bring memorable moments of the past century to life, from the invention of the yoyo to the movie Jaws. "The Daily Twist campaign expanded on what we had, and brought it to life in real time," said Chen.
1)Measure holistically. In order to make your media spend work smarter, you need to measure the overall media ecosystem. You can’t look at one single post – or for that matter a single channel – you need to measure how the channels are working together. As Bonin says, “Imagine if you could make 90% of your media spend work twice as hard. Holy wow! That is a huge unlock opportunity.”2) It’s not either/or, it’s and. To optimize, it’s about how the media work together. The example Bonin gives is when Mondelez International analyze their marketing mix models, they see when they run digital and TV in conjunction the TV spot gets twice the effectiveness versus running the spot solo. Twice the effectiveness. Ponder that and.3)ROI – actual product sold – has to be tracked. One of Bonin’s roles as VP of Global Media and Consumer Engagement is to look at the overall ROI of the overall marketing mix. Social efforts can be tracked through clickstream integration and can help you track other traditional channels with online call-to-actions (CTAs). You don’t have to rely on impressions (or other soft metrics) when you can track to sell. You want numbers to prove it? Bonin delivers with this example: mobile programs and Oreo’s integrated organizational changes combined to deliver 10% of overall sales of Oreo in the US.
Borrowing the word Youtility from New York Time’s best seller of Youtility , Jay Baer to discuss Care (foundation customer service response and resolution), Context (listening and identifying the unmet need) & Content (useful stuff your brand produces or curates and shares)As Jay says – If you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life.
Product Innovations - Gatorade’s command center identified a $6B market (pre and post workout) https://vimeo.com/71450156
Regulatory
Real Time is overhyped (and what’s it mean? it’s using data analytics with a process flow to shift marketing messaging in real time or near real time)Call it Agile, Right Time, Marketing in the Moment, Engagement Marketing – really it’s just simply Marketing Borrowing the word Youtility from New York Time’s best seller of Youtility , Jay Baer to discuss Care (foundation customer service response and resolution), Context (listening and identifying the unmet need) & Content (useful stuff your brand produces or curates and shares)As Jay says – If you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life.Enabling your best fans to tell your brand story