new media marketing in today's connected world

New Media Marketing

Internet Marketing

In Today’s Connected World

The Ad & Mktg. Trends

Broadcast Simulcast Narrowcast/Tivo/On-Demand

The Ad & Mktg. Trends

Push Promotion Pull Promotion

TraditionalMedia

T.V.

PRINT

RADIO

The Push

NewMedia

Podcasts Videos Webinars Blogs

Presentations

Whitepapers

The Pull

Podcasts

Videos

Webinars

Blogs

Whitepapers

Presentations

New Media vs. Social Media

New Media Social Media

Digital communication, including audio, video, and text that includes social media but does not require interaction in its forms of communication.

Digital Media that requires the participation of individuals or groups via personal interaction.

New Media vs. Social Media

New Media Social Media

Podcasts

Videos With Comments

Videos

Blogs With Comments

Blogs

Webinars

With Comments

Pictures

Pictures

New Media Spending U

.S. M

ark

eting S

pend in

Bill

ions

Source: Forrester Research

Where Are They Going? Estimated Monthly Traffic on Top Social Sites - August 2010

Source: Website's Alexa Global Traffic Rank, and U.S. Traffic Rank from both Compete and Quantcast (via ebizmba)

Estimated Monthly Traffic Hits in Millions

Social Media Steps

Analyze Strategize Optimize

Analyze

Ask “Why?” Define Your Audience Listen

Define Your Audience

Define Your Audience

Personas

• Provides a set of characteristics for each

segment of a given target market

• Increases your ability to relate via content and

communication relative to personalities

Listen

• To monitor conversations

• To analyze positive or negative brand sentiment

• To review clients, competitors and partners via

blogs, wikis, micro-blogs, video & picture sites

• To take advantage of real-time alerts

Why listen?

Listen

ALERTS, BLOG SEARCH, READER

Listening Tools

Free Paid

Search

Strategize

Establish a Plan Choose your Team Produce, Publish, Promote, Monitor

d

Choose Your Team

Source: Creative Commons licensing via Flickr

Podcasts Videos Webinars Blogs

Presentations

Whitepapers

Analyze Strategize Optimize

SEM Spending U

.S. M

ark

eting S

pend in

Bill

ions

During the Strategize phase discover the optimal tools and don’t be afraid to rule

out those that aren’t applicable.

Achieve The Right Balance

When the only tool you have is a hammer, every problem begins to resemble a nail.

-Maslow

Perspective on the Tool

Acme Lending B2C residential lending

Internet Mktg. – Case Study

Analyze Phase

Strategize Phase

Optimize Phase

Identified market trends specific to interest rates – targeted SEO

Trained staff on Facebook, LinkedIn and initiated a rate specific keyword PPC campaign

Adjusted landing pages, calls to action, and site content

Within the first 40 days

there were 63 leads

generated with the following:

Name: Joanne Prospect

Phone: 414-443-5555

Amount Requested: $125,000

Loan Type: Refinance

Approximate Credit Rating: Good

Geek = “an intelligent but socially inept person; A person more comfortable with computers than with other persons.” en.wikipedia.org

Geek = “an intelligent but socially inept person; A person more comfortable with computers than with other persons.” en.wikipedia.org

Internet Mktg. – Case Study

Analyze Phase

Strategize Phase

Optimize Phase

Defined target market based on the client’s business model & devised calls to action based on target

Established segment specific micro-sites, blogging, and established SEO campaign

Monthly SEO based on ranking results and analytics

95% of all specialty

insurance business

comes from these

sites alone

Summary

Push to Pull – Old to New Media Analyze – Strategize - Optimize

Focus on the plan not the tool

Tony Meister COO & President

www.netsolutionsgroup.net

888-711-0077

SLIDE SOURCE URL

Slide 8 Podcast -- Flickr Creative Commons - http://www.flickr.com/photos/15319336@N07/2060971197/

Slide 9 Forrester Research data via Mashable -http://mashable.com/2009/07/08/social-media-marketing-growth/

Slide 10 Compete & Quantcast Data via eBizMBA - http://www.ebizmba.com/articles/social-networking-websites

Slide 10 Compete & Quantcast Data via eBizMBA - http://www.ebizmba.com/articles/social-networking-websites

Slide 18 Social Media Team – Flickr Creative Commons - http://www.flickr.com/photos/43993720@N02/4341585713/

Slide 22 Forrester Research data via Mashable -http://mashable.com/2009/07/08/social-media-marketing-growth/

Slide 25 Screw In Wood – Flickr Creative Commons - http://www.flickr.com/photos/ibitter/4062217696/

Content & Data Sources

Images & Graphics from iStockPhoto & MicroSoft unless otherwise noted.