Download - Introduction to Interactive Marketing
Introduction to Interactive Marketing
Welcome to The Road Badly Traveled
What Is Interactive Marketing?
Interactive Marketing is one of the hardest disciplines to be in because it changes quickly and without warning
Interactive Marketing is always undefined until it begins to influence the market, then they we as marketers must rally to understand and implement
Interactive Marketing is the Holy Grail of Business Communications
Why Interactive Marketing?
Interactive Marketing is about conversations, discussions and interactions
It is a complete shift from traditional “PUSH” marketing where the brand controlled all public communication and messages
Interactive Marketing puts the control of the brand message into the consumer’s dangerous hands and makes the brand responsible for acting ethically, prudently and intelligently
The World of Interactive Marketing
Websites
SMS/MMS
Blogs
Social Media
Wikis
Online Games
Virtual Worlds
Forums
… and so much more
Top 10 QuestionsHow do I measure interactive media ROI?What are the interactive media best practices?How do I best manages my time with interactive media?How do I reach my target markets with interactive media?How do I generate traffic and leads using interactive media?How do I implement interactive media tactics?What are the latest interactive media trends?How do I integrate my interactive media activities?How do I evaluate the advantages and disadvantages of each platform?
Why Are Consumers Loyal To Brands?
Why Are Consumers Loyal To Brands?They Enjoy The Customer ExperienceThey Trust The Brand And What It Stands ForThey Can ENGAGE With The Brand On All Levels and Know They Will Have The Same Consistent ConversationThey Buy Into The Lifestyle and Associations The Brand Offers
The Modern Consumer
How Do We Facilitate Them?
Challenges for Interactive MarketingCompanies have to overcome their “fear”
How do you learn to let go and give control back to the consumerReinvent Public RelationsIs the risk worth the reward?
Challenges for Interactive MarketingCompanies have to overcome their “fear”
How do you learn to let go and give control back to the consumerReinvent Public RelationsIs the risk worth the reward?
This is a different kind of marketingStop Thinking ChannelObjectives Need to Come FirstIt’s So Much More Than Marketing
Challenges for Interactive MarketingIt Starts With The Community Inside
Bring The Community To The BusinessSocializing Success is The Key To SuccessWatch Out for Company ADD (Attention Deficit Disorder)They can tell if your “family” is dysfunctional
Challenges for Interactive MarketingIt Starts With The Community Inside
Bring The Community To The BusinessSocializing Success is The Key To SuccessWatch Out for Company ADD (Attention Deficit Disorder)They can tell if your “family” is dysfunctional
Social Media Evangelists Are Over ZealousInteractive Media is part of the World Wide Echo ChamberDon’t Follow the “Shiny Object”Bring Brands In Baby StepsDo Everything Possible to Prevent Culture Shock
Challenges for Interactive MarketingConsumers Are Suffering From Fatigue
They Are Bombarded In All Directions with Marketing MessagesIt’s A Competition for Consumer AttentionCompanies Can Afford to Be PickyBut Phony Never Flies
Things You Know….Consumers Are CO‐SHAPING Your Reputation Every DayExactly Where Conversations Are Happening, Who Has The Influence and WhyWhat Types of Interactive Media is Preferred By Your ConsumersThat Leaders Will Identify Issues Before They Become ProblemThat 1% of the Consumers Time Is Spent Purchasing the ProductThat The Media Has Already ChangedThat Consumers Want To Do Three Things to Help Each OtherThat Ethical Behavior Is Key To Maintaining TrustHow to Leverage The World’s Largest OS –The Web – InternallyThat You Are Either An Active Part of the Changing World As An Influencer
What Caused The Shift?
How Did Marketing Get Here?
The Brave New World
What We Have To Struggle With
Executive Trust
Executive Usage
The Hesitant Executive
What Makes Them That Way?
Why Do Brands Fail In Social Media?Individuals within the organization work independently of others as what we call silosOrganizations fail to do any research or planning to understand what social media is and how it operatesToo many organizations believe that social media is about just listening to what others say, rather than being part of the discussionThey fail to devise a message for the media making their social media experience seem like an one‐off experimentThey don’t take the time to build the strategy to succeed assuring that they will fail
How Do You Do It Correctly?
Getting The Process RightPlan Your StrategyChoose The Right ChannelsKnow Your CustomerSchedule A “Social Time”Provide ValueManage Expectations
Devise The StrategyOutline goals & steps to meet objectivesIntegrate into existing marketing activities
Delegate, Decide, Choose, ReviewKeep it simpleDefine what gets shared, when & howDo a social media audit to determine who in your company is using social mediasDevelop a process to get the information through to your customersHave a measurement strategy
Can’t improve if you can’t measureUse it to introduce/reinforce messages while pushing customers to another profile or website
Devise The StrategyMultimedia Usage
Photos –A picture is worth a thousand wordsVideo – Best for how to and complex explanations
Integrate your offline and online activitiesUse social media to extend your offline marketing activities
Adapt your messageFAIL ‐> Same message, multiple platformsSUCCESS ‐> Multiple messages, multiple platforms
Localized Social NetworksContests & Discounts
Generate sharing & viral activityGive something back to your community
Know Your CustomerUnderstand who your customer isJoin customers where they are rather than hoping they find youForm relationships based on “social glue” that build online relationshipsBuild “socialgraphics” to understand how your customers are using social technologiesDon’t be afraid to “own up” to customers when your brands make a mistake or responding to criticisms
Schedule A “Social Time”Know when your customers are online to better interact with them
Monitor conversations, join discussions & send out new messagesRespond directly to messages, questions & commentsAsk for opinions from your community to make them feel more valuable
Create a voice & style sheet so that everyone that interacts from your brand platform speaks the same languageBe a reliable friend by being active & participate in all conversations related to your brand or expertise
Provide ValueThere must be a value to the interactions for the communityIf you just broadcast messages about your product and strengths, you are still operating in a one‐way modeEstablish your voice by becoming an expert through advice & informationTap into emotional equity – people love brands, let them talk about them
Offer special rewards & deals to your online communityStart a program for your most vocal advocates and best social customers
Provide a reason for the community to stay and get involved in the discussions
Manage ExpectationsMake sure that your organization understands there are no overnight successes
To become a viral brand requires a great idea, make sure that you have enough ideas to reject so that you get the great oneAttempts to find superficial social success leads brands to create a presence that doesn’t fit brand personality or inappropriate campaigns in the hope that they go viral
Don’t be greedyJust because you have thousands of followers or friends, doesn’t mean that they all have something valuable to say
Measure. Review. Revise.Getting social media right requires regular review to gauge what works and what doesn’tOnce you know what works, revise your social media strategy to achieve results long‐term