guest lecture interactive marketing' erasmus university
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Interactive MarketingErasmus University Rotterdam
26 februari 2010
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WARMING UP.WARMING UP.
Source: Courtesy of aptrail2005, http://www.flickr.com/photos/brianfotos/ on Flickr
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LEVEL 1 - BEGINNERS1. Which side of the Google page can you influence with SEA?1. Which side of the Google page can you influence with SEA?
a = left.a = left. b = right.b = right.
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LEVEL 1 - BEGINNERS2. How long did it take Facebook to reach 250mm users?2. How long did it take Facebook to reach 250mm users?
a = 2,5 years.a = 2,5 years. b = 9 months.b = 9 months.
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LEVEL 1 - BEGINNERS3. What’s the name of Nokia’s new operating system?3. What’s the name of Nokia’s new operating system?
a = android.a = android. b = maemo.b = maemo.
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ProfileAbout Energize
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About Energize | the team
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About Energize | our base
Founded in 2005 inUtrecht, the Netherlands
Since 2009 office in Shanghai, China
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About Energize | who are we?
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Energize is a interactivemarketing agency
We help ambitious brands grow by giving them meaning in people´s lives.
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About Energize | clients
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We work for renowned brands
and rank 4th best web agency in the Netherlands
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Dilemma
What was advertising?
Communication form
take action persuade
Interruption mass
consumption brand
repetition promotion
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Old effectiveness models
Reach x Frequency
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Golden Day’s are over
De nachtmerrie van Mad Men’s Don Draper.
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Digital is everywhere
Honesty Social Media
Information overload
Accountable Mobile
A new playing field
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marketing promise media
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About Energize | vision
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We believe in a world without advertising
We think that brands should behave socially and always strive for relevance and authenticity
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Best Practice
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Best practice
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Wanted: Strategy Director
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Where?
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twillicitatie
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pr
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results
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19.000 tweetviews
1.300 visitors in 2 days
12 postings Dutch marketing blogs
20 candidates
…
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Mission accomplished!
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Social Media MarketingA Four Step Process
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Question
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Do you have a social relation with a brand?
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Question
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Which brand always consider your emotions?
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Question
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Which brand make you cry?
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Hypotheses
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It’s all about people and their experiences.
Brands should facilitate conversations, act social, be relevant and earn trust.
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Social Media | Four steps
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Listening What is being said?
Understand Monitor
Presence What can you offer? Relevance Setting up
Participate What can you contribute? Authentic Imbedding
Involve What have you earned?
Commitment Partnership
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More CasesSocial Media Campaigning
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Work |
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Work |
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How to create maximum awareness around animation movie Bolt with a limited budget?
Target groupFamilies with children
GoalAwareness
Time span2 weeks
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Work |
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Work |
Results
109.800 unique visitors.
Over 200.000 game plays
210.000 tell-a-friend mails.
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Work |
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Develop an interactive campaign evolving around Mickey’s Magical Year and balloons
Target groupFamilies with Children between 0 and 15 years old
GoalGenerate subscribers for the email database of Disneyland Resort Paris
Time span1 month
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Work |
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Work |
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Results
98.500 unique visitors.
29.950 started games.
30.000 tell-a-friend mails.
40% opt-ins, 5.500 qualitative leads