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.
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. 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. 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 +
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. More Simply Put:
“Social Media is
people having
conversations
online.”
11.
12. 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)
13. Who‟s Out There?
More than half of all online American teenagers use
social networking sites.
64% of online teenagers created content
*
16. “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
19. Word Of Mouth Is A Powerful Force
(evangelists)
Word of Mouth Among Airlines
Source: Harvard Business Review
20. No Love for Iams
What if half the store shelf
said, “Don’t Touch This?”
21. 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
24. Micro Blogging
Monitor conversations
Use for promotions
Live „twittering‟ from
events
Source for breaking
info
For the hyper-involved
25. 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!
26. Social Networks
To learn to express
opinions
To share experiences
To make friends
To participate
To find a job
To sell something
27. 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
28. LinkedIn
Create a group & discussion
Connect with professionals
Connect with customers
Ask questions
Approach prospects
29. 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
30. 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
32. Podcasts & Vodcasts
More human &
emotional than
blogging
Share thought
leadership
Low investment
Easy distribution
Differentiator
33. 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‟
35. 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
36. 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
37. 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?
38. 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?”
39. 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
40. 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
41. 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
42. 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.
43. 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
44. 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