digital marketing strategy: ride the groundswell or crash and burn? - sonia coleman, coleman...
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Digital Marketing Strategy --
Ride the Groundswell or Crash
and Burn?
September 27, 2011
IDEA E-Biz Forum 2011
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Agenda
Overview of the Digital Marketing Environment
Evaluating Business Goals
A Recommended Framework:
● Build
● Engage
● Embrace
Integration
Measurement and Evaluation
Q&A
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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
Source: Groundswell: Winning in a World Transformed by Social Technologies by Charlene Li and Josh Bernoff Copyright 2008 Forrester Research, Inc.
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Current Digital Marketing Environment
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The Conversation Prism
Source: Brian Solis and Jesse Thomas
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“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
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Evaluating Business Goals
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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)
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Red Tape
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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
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Step 1: Build
What do you think your customers
are saying about you?
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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
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Case Study: Generac
Situation: Electricians badmouthing Generac products on ElectricianTalk.com forum.
Action: Employee communicates directly with critics.
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Positive and Respectful
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Most Popular Thread in the Section
15,000 views and 211 comments
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Not Listening… Ignoring Opportunity
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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.
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Are Your Products Be Published Correctly?
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Monitoring Tools
Google.com/alerts
search.twitter.com
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Monitoring Tools
Hootsuite – Monitor and Schedule
RSS Readers –
Search and
review in one
place
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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
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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
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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
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Social Media/Digital Guidelines
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Social Computing Guidelines
DO:
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.
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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
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Step 2: Engage
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Ways to Add Value
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How to Engage Your Customers
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Corporate
Blogging
Social and Business Networking
Multimedia
Forums/Discussion Boards
Building Relationships and Your Brand
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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
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Individuals Engaging
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Companies Engaging
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Your Reputation is on the Line
Source: 2010 Edelman Trust Barometer Copyright 2010
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Your Reputation is on the Line
Source: 2010 Edelman Trust Barometer Copyright 2010
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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.
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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.
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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.
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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
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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
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Crowdsourcing
GE Ecomagination Challenge
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Integration – Print and Web
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Integration – Web and Web
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New Models of Measurement
Action
Influence
Engagement
Exposure
Source: Measure What Matters by Katie Delahaye Paine
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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
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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
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Questions?
Amanda Johnson, Marketing Manager, IDEA
(703) 562-4612
@johnsonar2
Sonia Coleman, President, Coleman Unlimited
(636) 861-7282
@heysonia
2461 South Clark Street | Suite 450 | Arlington, VA 22202
P 703.562.4600 | F 703.562.4650 | [email protected]
www.idea-esolutions.com
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