digital marketing strategy: ride the groundswell or crash and burn? - sonia coleman, coleman...

Digital Marketing Strategy --

Ride the Groundswell or Crash

and Burn?

September 27, 2011

IDEA E-Biz Forum 2011

Agenda

Overview of the Digital Marketing Environment

Evaluating Business Goals

A Recommended Framework:

● Build

● Engage

● Embrace

Integration

Measurement and Evaluation

What is the Groundswell?

You already have this business function

Now you can pursue this “groundswell” objective

How things are different in the “groundswell”

Research Listening Ongoing monitoring of your customers’ conversations with each other, instead of occasional surveys and focus groups

Marketing Talking Participating in and stimulating two-way conversations your customers have with each other, not just outbound communications to your customers

Sales Energizing Making it possible for your enthusiastic customers to help sell each other

Support Supporting Enabling your customers to support each other

Development Embracing Helping your customers work with each other to come up with ideas to improve your products and services

Tweet us: @heysonia | @johnsonar2

Current Digital Marketing Environment

The Conversation Prism

Source: Brian Solis and Jesse Thomas

“Some see digital strategies as an oxymoron because of how fast

technologies become obsolete. By the time you plan and implement, something new is already out there.” —Jason Archbold, BSE

Evaluating Business Goals

Business Strategic Plan

Sales and Marketing Plan

Digital Plan: Social Media, Website,

Email Marketing, Mobile, Etc.

Alignment to Business Goals and Objectives

S (specific) M (measurable) A (attainable) R (realistic) T (time-specific)

Red Tape

Framework Overview

BUILD: monitor/listen, user experience, content, SEO/SEM, social guidelines

ENGAGE: audience profiling, two-way conversations, energize advocates

EMBRACE: support, crowdsourcing, product development

I N E G R A T I O N

Step 1: Build

What do you think your customers

are saying about you?

Monitoring and Listening

Discover what customers think about your products and services

Find out about problems before they spiral out of control

Address customers and potential customers personally—offering

solutions

Gain insight on features or services customers want

Access ―secret‖ knowledge about competitors

Case Study: Generac

Situation: Electricians badmouthing Generac products on ElectricianTalk.com forum.

Action: Employee communicates directly with critics.

Positive and Respectful

Most Popular Thread in the Section

15,000 views and 211 comments

Not Listening… Ignoring Opportunity

Are Your Products Be Published Correctly?

―We had an ‗a-ha‘ moment when we saw examples of our product

data on third-party websites that were completely inaccurate and

misrepresented.

It was a wakeup call that it‘s really up to us—the supplier—to be

responsible for providing accurate product data to customers and

monitoring our brands.‖

— Dawn Wright-Perry, Retail Services Manager,

Milbank Manufacturing Co.

Are Your Products Be Published Correctly?

Monitoring Tools

Google.com/alerts

search.twitter.com

Monitoring Tools

Hootsuite – Monitor and Schedule

RSS Readers –

Search and

review in one

Online Presence - Website

Review statistics—Google Analytics

How are visitors using your website?

What do you want visitors to do?

What you want

What users want

Online Presence - Website

Review statistics—Google Analytics

How are visitors using your website?

What do you want visitors to do?

What you want

What users want

Search Engine Optimization

Top SEO Tips:

Frequently updated

Page titles — key words

Many incoming links

Pages load quickly

Keywords on page text

Easy to read URLs

Use video – YouTube is #2

Social Media/Digital Guidelines

Social Computing Guidelines

Follow laws and company regulations.

Communicate responsibly.

Respect others.

Clarify issues and add value.

Recognize association with the company.

DON’T:

Share confidential company or client information.

Use ethnic slurs, personal insults, obscenity, etc.

Speak for the company or use logos or

trademarks without approval.

Be defensive or offensive.

Reserve Your Spot

Set up social media profiles

Protect your name from imitators

Improve search engine results

Set up custom URLs

Link to your website

Step 2: Engage

Ways to Add Value

How to Engage Your Customers

Corporate

Blogging

Social and Business Networking

Multimedia

Forums/Discussion Boards

Building Relationships and Your Brand

Corporate

Blogging

Social and Business Networking

Multimedia

Forums/Discussion Boards

Turn negative feedback into

positive brand experience (e.g.

Generac)

Develop FAQs

Product development

improvements

Set expectations upfront (purpose, frequency, voice)

Be authentic – add human element

Develop a consistent voice/ownership

Link to other blogs/websites – blogroll

Pose questions for comments & respond!

Variety of posts:, start your own business topic, respond to others, personal

Reinforce relationships

between in-person

meetings

Follow industry news

and thought leaders in

field – better yet,

become one!

Gain fresh perspective

Make it relevant --

segment what you share

using group features

Repurpose content

Offer for different learning styles

Use keyword tags to power search engines

Make it entertaining or informative – viral potential

Crowdsource content

Integrate with website

Individuals Engaging

Companies Engaging

Your Reputation is on the Line

Step 3: Embrace

Tap into the Community

People are far more willing to trust each other than a company.

And… people will spend time helping each other.

Financial Sense

An average call to a company‘s call center

costs $7.

Technical support calls cost around 2X.

Imagine if you could get others to answer

questions for you.

Why People Help Others

Tapping in to psychic income:

Gratitude

Recognition

Influence

Belonging

Help people share what they know.

Communities are powerful resources that

companies can support and benefit from.

Fostering a Knowledge Center

Develop through your own resources or through an existing

resource, like a social media site or a forum

Answers online can be read by many, as opposed to one-on-one

phone calls

Search engines pick up online answers and help build your

credibility

Can be accessed during off-hours

Help customers get answers faster

Expand areas where you are already sharing expertise

Advisory Role – Sales

Distributors

How can you provide more

value in advisory role?

Manufacturers How can you get more product

and program information to

end-users?

Source: TED Magazine

Crowdsourcing

GE Ecomagination Challenge

Integration – Print and Web

Integration – Web and Web

New Models of Measurement

Action

Influence

Engagement

Exposure

Source: Measure What Matters by Katie Delahaye Paine

Digital Footprint

Digital Footprint Index – H x W x D:

Height: how much is the brand talked about and where is conversation

occurring?

Width: how is the brand shared and interacted with online, and how

active are the communities within which conversations take place?

Depth: is the brand understood and talked about in the way it wants?

Source: Zócalo Group, a division of Ketchum and Omnicom Group

Digital Marketing in Your Business

Look beyond promoting and selling:

Ways to help your company operate better?

Technologies that could save time on the phone?

Grow your company‘s relationship with customers?

Ways you can use digital marketing:

Recruit talent

Gather free ideas for innovation

Create a direct line to customers

Develop company-wide interaction

Build credibility and demonstrate expertise

Gain market research/consumer data

Questions?

Amanda Johnson, Marketing Manager, IDEA

ajohnson@idea-esolutions.com

(703) 562-4612

@johnsonar2

Sonia Coleman, President, Coleman Unlimited

scoleman@colemanunlimited.com

(636) 861-7282

@heysonia

2461 South Clark Street | Suite 450 | Arlington, VA 22202

P 703.562.4600 | F 703.562.4650 | info@idea-esolutions.com

www.idea-esolutions.com

digital marketing strategy: ride the groundswell or crash and burn? - sonia coleman, coleman...

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