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NON-TRADITIONAL MARKETINGTO SPARK RIDERSHIP
J Grant Mizell – Digital + Emerging Media, SPARK Team Katherine Carlson - Managing Director of D.C. and Kelly Poe - Senior Account Executive
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Grant Mizell (@G24NT)Grant Mizell (@G24NT)Digital + Emerging Media | Digital + Emerging Media | PulsarPulsar December 1, 2010December 1, 2010
Market Planning/ResearchBrand Development
Public RelationsAdvertising
Social MediaWebsite/Interactive
Media PlanningMedia Buying
Multi-Cultural MarketingCorporate Identity
About Pulsar
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About Pulsar
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How can weignite a spark?
a spark?
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Traditional Marketing
Familiarity
TrialMeasure
and
Refine
Awareness
Behavior Change/Conversion
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WOR D of MOUTHL
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WORLD of MOUTH
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WORLD of MOUTH
Consumer Trust Index
• 90% of consumers trust recommendations from people they know
• 20% over a brand’s website• 30% over traditional advertising
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Evolved Funnel
Familiarity
Relevance
Conversion
Involvement
OngoingEngagement
Me
asu
re &
Re
fine
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Sourcing Ridership From Within
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Direct Messaging
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Direct Messaging
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Media Mix
campaign billboardtweet
broadcastmessage
youtubecompetition
webbanner
bus sheltermessage
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Quick Poll: My company’sMarketing Strategies include…
Traditional Media (e.g. print, outdoor, tv, radio)
PR (e.g. events, press releases, outreach)
Online (e.g. enewsletters, email mktg, online ads)
Social Media (e.g. facebook, twitter, blogging)
Non-traditional (e.g. street teams, point-of-sale, guerilla)
Mobile (e.g. SMS/text marketing, mobile website,smartphone app, QRs)
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Non-traditional Marketing
I. A Twist on Traditional
II. New Media Engagement
III. Shift to Mobile
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I. A Twist on Traditional
1. Target existing resources
2.
3.
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I. A Twist on Traditional
Examples
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I. A Twist on Traditional
1. Target existing resources
2. Renew old mediums
3.
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I. A Twist on Traditional
Examples
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Examples
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I. A Twist on Traditional
1. Target existing resources
2. Renew old mediums
3. Crowdsourcing
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Examples
I. A Twist on Traditional
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Examples
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Quick Poll: How is myagency using Social Media?
Broadcaster (sending out our message)
Active Listener (listening to what’s being said)
Bystander (not participating)
Conversationalist (listening, interpreting and broadcasting)
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II. New Media Engagement
1. Transparency
2.
3.
4.
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Examples
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Examples
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II. New Media Engagement
1. Transparency
2. User Generated Content
3.
4.
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Examples
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Examples
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II. New Media Engagement
1. Transparency
2. User Generated Content
3. Geo Social, Loyalty Rewards
4.
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Examples
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Examples
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Examples
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Examples
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Examples
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II. New Media Engagement
1. Transparency
2. User Generated Content
3. Geo Social, Loyalty Rewards
4. Online Advertising (CPC, etc)
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Examples
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Examples
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Examples
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Examples
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III. Shift to Mobile
1.
2.
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Americans who receive newsthrough their mobile phone26%
– USA Today, March 2010
Americans’ mobile data use of text,email and internet surpasses voice data2009
– CITE (via NYT), May 2010
Months to reach 1 billion downloadsthrough the App Store.9
– Apple, April 2009
Mobile Shift
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Mobile Shift
86 Million iPhone/iTouch users, versus18 million Netscape users, at Q11.
– Morgan Stanley Research, Q1 2010
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speaking
Mobile Shift
– Pew Research, July 2010
African-Americans
continue to be the most active mobile webusers because their devices commonly function as the
primary or sole connection to the web
Latinos&
English-
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Mobile Shift
2012Smartphone sales will outpacepersonal computer sales
– Morgan Stanley Research, Q1 2010
2011 US Smartphones will outselltraditional mobile phones
2010US Mobile browsing and MobileApp use doubles from Q1 2009
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III. Shift to Mobile
1. Text/SMS
2.
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Examples
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Examples
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Examples
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III. Shift to Mobile
1. Text/SMS
2. Smartphone Technology
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Examples
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Examples
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Examples
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Examples
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Examples
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Rules of Engagement• Provide access
anytime/anywhere
• Make it easy
• Provide tools tospread the word
• Be authentic
• Tout your USP
• Focus on thegreater good
• Be communitycentric
• Listen
• Experiment
• Have fun!
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Challenge…Do one thing next week to challenge the status quo of your
current marketing efforts.
i.e. start a mass email of ideas around the office, place a box formarketing ideas in the break room, take an internal survey ofsocial strengths/expertise, explore 1 new social site, etc.
Share it.Email me at [email protected]; ORTweet me @G24NT, ending with the hashtag #acttdm12110
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Extended.
Extra slides and info to help answer allyour questions.
1. Ford Fiesta lauch through social CaseStudy
2. Arlington’s CFD Skeptics integratedcampaign Case Study
3. Live Links for stats and tips for winningthe Boss over to Social and Mobile
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Ford gave away one hundred, pre-released Fiestas for six months.
Case Study: Ford
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And started a Movement…
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Integrating Social
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Pre-Launch Awarenessamong Millenials
“You can’t just say it. You have to getthe people to say it to each other.”
– James Farley, CMO Ford
2010 - Ford moves 25% of MarketingSpend to Digital/Social Media
37%
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Ways to Create Engagementusing UGC & UGC Campaigns
Case Study: CFD Skeptics
5
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User-Generated Campaign
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User-Generated Campaign
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User-Generated Campaign
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User-Generated Campaign
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User-Generated Campaign
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Testimonial Campaign
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Turn the Boss onto Social & Mobile Marketing
• Suvey internal expertise • Twitter: Mashable’s Guide, Apps, Lists• Foursquare: BART, VisitPA• Multi-updaters: Cotweet, Hootsuite, Ping
• All Socialnomics vids & stats • What The Heck is Social Media?• Internet trends• Can Social Media sell cars?
Explore Potential (Fire power)
Load-Up on Stats (Ammunition)
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Winning the Boss Over Other resources.
The Secret Sauce of Social Marketing
5 Tips to Convince the Boss
Adding Blogger Outreach to Your PR Plan
10 Ways to Initiate Social Conversation
Social ROI
Facebook Stats
Social Media Business Tools
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J. Grant MizellDigital + Emerging Media
Ph (410) 922-6600Fx (804) 225-8347
[email protected]: @G24NT, @mizellg
Contact Info