online marketing: phase ii - strategy

Online MarketingSession II: Strategy

Our Flight Plan

Our Flight Plan1:00 - 1:15 Review

Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Market Research Tools

Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Market Research Tools1:45 - 2:00 Exercise: Basic Market Research

Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Market Research Tools1:45 - 2:00 Exercise: Basic Market Research2:00 - 2:30 Social Technographics + POST

Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Market Research Tools1:45 - 2:00 Exercise: Basic Market Research2:00 - 2:30 Social Technographics + POST2:30 - 2:40 BREAK

Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Market Research Tools1:45 - 2:00 Exercise: Basic Market Research2:00 - 2:30 Social Technographics + POST2:30 - 2:40 BREAK2:40 - 3:15 Exercise: Defining Objectives

Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Market Research Tools1:45 - 2:00 Exercise: Basic Market Research2:00 - 2:30 Social Technographics + POST2:30 - 2:40 BREAK2:40 - 3:15 Exercise: Defining Objectives3:15 - 3:45 Small Groups - Strategy for someone else

Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Market Research Tools1:45 - 2:00 Exercise: Basic Market Research2:00 - 2:30 Social Technographics + POST2:30 - 2:40 BREAK2:40 - 3:15 Exercise: Defining Objectives3:15 - 3:45 Small Groups - Strategy for someone else3:45 - 4:00 Review

Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Market Research Tools1:45 - 2:00 Exercise: Basic Market Research2:00 - 2:30 Social Technographics + POST2:30 - 2:40 BREAK2:40 - 3:15 Exercise: Defining Objectives3:15 - 3:45 Small Groups - Strategy for someone else3:45 - 4:00 Review

Homework - Define Strategy

Goals

Goals

• Defining Your Target Market

Goals

• Defining Your Target Market

• What’s Relevant

Goals

• Defining Your Target Market

• What’s Relevant

• What Works (Frequency, Tools, Medium)

Goals

• Defining Your Target Market

• What’s Relevant

• What Works (Frequency, Tools, Medium)

• Generating Awareness

Goals

• Defining Your Target Market

• What’s Relevant

• What Works (Frequency, Tools, Medium)

• Generating Awareness

• Driving Traffic - Monday’s Class: Execution

Goals

• Defining Your Target Market

• What’s Relevant

• What Works (Frequency, Tools, Medium)

• Generating Awareness

• Driving Traffic - Monday’s Class: Execution

• Search (Keywords, Rankings)

Goals

• Defining Your Target Market

• What’s Relevant

• What Works (Frequency, Tools, Medium)

• Generating Awareness

• Driving Traffic - Monday’s Class: Execution

• Search (Keywords, Rankings)

• Paid Search

Goals

• Defining Your Target Market

• What’s Relevant

• What Works (Frequency, Tools, Medium)

• Generating Awareness

• Driving Traffic - Monday’s Class: Execution

• Search (Keywords, Rankings)

• Paid Search

• Using Social Media

Goals

• Defining Your Target Market

• What’s Relevant

• What Works (Frequency, Tools, Medium)

• Generating Awareness

• Driving Traffic - Monday’s Class: Execution

• Search (Keywords, Rankings)

• Paid Search

• Using Social Media

• International and Local Markets

Goals

• Defining Your Target Market

• What’s Relevant

• What Works (Frequency, Tools, Medium)

• Generating Awareness

• Driving Traffic - Monday’s Class: Execution

• Search (Keywords, Rankings)

• Paid Search

• Using Social Media

• International and Local Markets

Goals

• Defining Your Target Market

• What’s Relevant

• What Works (Frequency, Tools, Medium)

• Generating Awareness

• Driving Traffic - Monday’s Class: Execution

• Search (Keywords, Rankings)

• Paid Search

• Using Social Media

• International and Local Markets

The Road AheadIn 4 Classes

The Road AheadIn 4 Classes

Research

The Road AheadIn 4 Classes

Research Strategy

The Road AheadIn 4 Classes

Research Strategy Execution

The Road AheadIn 4 Classes

Research Strategy Execution Measure

Successful Marketing

Successful Marketing

Research

Successful Marketing

Research

Strategy

Successful Marketing

Research

Strategy

Execution

Successful Marketing

Research

Strategy

Execution

Measure

Successful Marketing

Research

Strategy

Execution

Measure

Version 2.0 Adapt

Successful Marketing

Research

Strategy

Execution

Measure

Version 2.0 Adapt

Traditional Marketing3 Channels

Traditional Marketing3 Channels

Traditional Marketing3 Channels

Traditional Marketing3 Channels

The Message

TodayInfinite Channels

TodayInfinite Channels

My Message

TodayInfinite Channels

My MessageMy Medium

TodayInfinite Channels

My MessageMy MediumMy Time

TodayInfinite Channels

My MessageMy MediumMy Time

...and now My Community

PersonaThinking Like Your Target Market

Research

Our Mantra:

PersonaThinking Like Your Target Market

Research

Our Mantra:

We

PersonaThinking Like Your Target Market

Research

Our Mantra:

We Are

PersonaThinking Like Your Target Market

Research

Our Mantra:

We Are Not

PersonaThinking Like Your Target Market

Research

Our Mantra:

We Are Not The

PersonaThinking Like Your Target Market

Research

Our Mantra:

We Are Not The Target

PersonaThinking Like Your Target Market

Research

Our Mantra:

We Are Not The Target Market

PersonaExample

Research

Name: Bill JohnsonAge: 52Home: Pasadena, CAMarried with 3 kidsOldest of 4 siblings

Occupation: CEO of mid-size company.Company: Apartment Renovations Inc.Clients: Landlords, Real estate investorsCulture: Laid back, friendly, professional, quality

Lifestyle: Bill drives a BMW and lives in an upper middle class neighborhood in Pasadena. His wife is an attorney and they enjoy a high dual income. He dresses well, yet avoids suits and ties.He recreates by playing golf on the weekends and occasionally surfing. He struggles to balance his hectic work schedule (60+ hours/week) with family commitments and time with friends. Bill is a Boomer faced with providing for his kid’s college education, yet also supporting his aging parents.

Pain Points: Bill is busy and doesn’t have a lot of time to figure out new technologies. He is looking for ways to get better returns on his marketing dollars, as B2B print ads are not returning quality leads. He would like to grow his company but needs additional customers that can appreciate the high-quality service his company provides. He competes on service and quality of work. Many of clients are high-end investors who want to attract quality tenants along the Pacific Coast Highway.

ResearchMarket Research‘Listening’

Research

Primary Research: Surveys, Focus Groups

Market Research‘Listening’

Research

Primary Research: Surveys, Focus Groups

Secondary Research: Industry Reports, Keyword Analysis, Database

Market Research‘Listening’

PrinciplesReview

Research

PrinciplesReview

1. Research is your foundation for all marketing efforts

Research

PrinciplesReview

1. Research is your foundation for all marketing efforts2. ‘We Are Not the Target Market’

Research

PrinciplesReview

1. Research is your foundation for all marketing efforts2. ‘We Are Not the Target Market’3. Construct a Persona

Research

PrinciplesReview

1. Research is your foundation for all marketing efforts2. ‘We Are Not the Target Market’3. Construct a Persona4. Use the free tools available

Research

PrinciplesReview

1. Research is your foundation for all marketing efforts2. ‘We Are Not the Target Market’3. Construct a Persona4. Use the free tools available5. Note what to measure

Research

ResearchMarket ResearchTools to Use

Research

Secondary Research

Trade organizations - data on big trends

Market ResearchTools to Use

Research

Secondary Research

Trade organizations - data on big trendsKeyword - Google Trends, Keyword Tool

Market ResearchTools to Use

Research

Secondary Research

Trade organizations - data on big trendsKeyword - Google Trends, Keyword ToolDatabase - EBSCO Host, LexusNexus, Hoovers

Market ResearchTools to Use

Research

Secondary Research

Trade organizations - data on big trendsKeyword - Google Trends, Keyword ToolDatabase - EBSCO Host, LexusNexus, HooversPress - Magazines, Websites

Market ResearchTools to Use

Research

Secondary Research

Trade organizations - data on big trendsKeyword - Google Trends, Keyword ToolDatabase - EBSCO Host, LexusNexus, HooversPress - Magazines, WebsitesFeds Database: SBA, Census

Market ResearchTools to Use

Research

Secondary Research

Trade organizations - data on big trendsKeyword - Google Trends, Keyword ToolDatabase - EBSCO Host, LexusNexus, HooversPress - Magazines, WebsitesFeds Database: SBA, Census Forrester: (coming shortly...today)

Market ResearchTools to Use

Strategy

Strategy

Strategy

Source: http://forrester.typepad.com/groundswell/

•Creators•Conversationalists•Critics•Collectors•Joiners•Spectators•Inactives

exercise

Strategy

What Type is Your Persona?

forrester.com/empowered/tool_consumer.html

Strategy

‘POST’

Strategy

People

‘POST’

Strategy

PeopleObjectives

‘POST’

Strategy

PeopleObjectivesStrategy

‘POST’

Strategy

PeopleObjectivesStrategyTechnology

‘POST’

Strategy

‘POST’

Strategy

People (Persona)

‘POST’

Strategy

People (Persona)Objectives (Goals)

‘POST’

Strategy

People (Persona)Objectives (Goals)Strategy (User Experience)

‘POST’

Strategy

People (Persona)Objectives (Goals)Strategy (User Experience)Technology

‘POST’

Strategy

People (Persona)Objectives (Goals)Strategy (User Experience)Technology

‘POST’

StrategyExampleClear, Measurable

Occupation: CEO of mid-size company.Company: Apartment Renovations Inc.Clients: Landlords, Real estate investorsCulture: Laid back, friendly, professional, quality

StrategyExampleClear, Measurable

Occupation: CEO of mid-size company.Company: Apartment Renovations Inc.Clients: Landlords, Real estate investorsCulture: Laid back, friendly, professional, quality

“Reach people in real estate industry in California”

StrategyExampleClear, Measurable

Occupation: CEO of mid-size company.Company: Apartment Renovations Inc.Clients: Landlords, Real estate investorsCulture: Laid back, friendly, professional, quality

“Reach people in real estate industry in California”

“Reach decision makers in real estate in greater LA”

StrategyExampleClear, Measurable

Occupation: CEO of mid-size company.Company: Apartment Renovations Inc.Clients: Landlords, Real estate investorsCulture: Laid back, friendly, professional, quality

“Reach people in real estate industry in California”

“Reach decision makers in real estate in greater LA”

“Provide free educational content to CEO’s and Marketing Officers on ways to increase their profitability using the web in high-end rental real estate in greater LA”

StrategyExampleClear, Measurable

Occupation: CEO of mid-size company.Company: Apartment Renovations Inc.Clients: Landlords, Real estate investorsCulture: Laid back, friendly, professional, quality

“Reach people in real estate industry in California”

“Reach decision makers in real estate in greater LA”

“Provide free educational content to CEO’s and Marketing Officers on ways to increase their profitability using the web in high-end rental real estate in greater LA”

POOR

StrategyExampleClear, Measurable

Occupation: CEO of mid-size company.Company: Apartment Renovations Inc.Clients: Landlords, Real estate investorsCulture: Laid back, friendly, professional, quality

“Reach people in real estate industry in California”

“Reach decision makers in real estate in greater LA”

“Provide free educational content to CEO’s and Marketing Officers on ways to increase their profitability using the web in high-end rental real estate in greater LA”

POOR

BETTER

StrategyExampleClear, Measurable

Occupation: CEO of mid-size company.Company: Apartment Renovations Inc.Clients: Landlords, Real estate investorsCulture: Laid back, friendly, professional, quality

“Reach people in real estate industry in California”

“Reach decision makers in real estate in greater LA”

“Provide free educational content to CEO’s and Marketing Officers on ways to increase their profitability using the web in high-end rental real estate in greater LA”

POOR

BETTER

BEST

StrategyExampleClear, Measurable

StrategyExampleClear, Measurable

OBJECTIVES:“Provide free educational content to CEO’s and Marketing Officers on ways to increase their profitability using the web in high-end rental real estate in greater LA”

MEASURABLE:• Increase web traffic from this geography by 30%• Develop a blog around ways to increase profitability• Grow opt-ins for monthly newsletter to 200• Create videos on “Pain Points” and post to YouTube

StrategyExample Experience

StrategyExample Experience

STRATEGY

StrategyExample Experience

STRATEGYSelling: Web design services

StrategyExample Experience

STRATEGYSelling: Web design services

User Experience

StrategyExample Experience

STRATEGYSelling: Web design services

User Experience‘Our site provides tips and multi-media content that shows how decision makers in high-end rentals can be more profitable using the web to keep occupancy high and attract long-term tenants’

exercise

Strategy

What’s Your Objective and Strategy?

Strategy

‘POST’

Strategy

People (Persona)

‘POST’

Strategy

People (Persona)Objectives (Goals)

‘POST’

Strategy

People (Persona)Objectives (Goals)Strategy (Experience)

‘POST’

Strategy

People (Persona)Objectives (Goals)Strategy (Experience)Technology - Monday

‘POST’

Strategy

People (Persona)Objectives (Goals)Strategy (Experience)Technology - Monday

‘POST’

Strategy

People (Persona)Objectives (Goals)Strategy (Experience)Technology - Monday

‘POST’

Strategy

People (Persona)Objectives (Goals)Strategy (Experience)Technology - Monday

‘POST’

exercise

Strategy

Now, work on your partner’s persona

PrinciplesReview

Strategy

PrinciplesReview

1. Research, Research, Research

Strategy

PrinciplesReview

1. Research, Research, Research2. Identify what ‘Social Technographic’ your persona is

Strategy

PrinciplesReview

1. Research, Research, Research2. Identify what ‘Social Technographic’ your persona is3. Define Objectives, Strategy, and User Experience

Strategy