digital marketing bootcamp
DESCRIPTION
Sydney May 2010TRANSCRIPT
Digital MarketingWhat, Why, How?
Kate CarruthersMay 2010
1May 2010 | © K. Carruthers
Kate Carruthers
• Marketer• Technologist• Educator
Senior roles with:• GE• AMP Ltd• Westfield • NSW Treasury
Strategist with Hyro Ltd working with Enterprise and Government clients
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Rules of engagement
• Interactive (don’t be shy)• Your chance to ask any questions• Practically focused• Don’t panic – the slides are online • It’s the interaction that makes it all come
together
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Slides available: www.slideshare.net/carruthk
Business: www.hyro.com
Personal: www.katecarruthers.com
Twitter: @kcarruthers
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The most important question…
So What?5May 2010 | © K. Carruthers
• Print• Television• Monologue
Broadcast
• + Internet• Fixed• Monologue
Multicast • Mobile• Localised• Dialogue
Interactive
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8
Source: http://weblogs.hitwise.com/alan-long/2009/11/bebo_out_from_downunder.html
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9Source: http://weblogs.hitwise.com/alan-long/2009/12/social_networking_and_forums_t.html
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10Source: http://pewinternet.org/Infographics/Growth-in-Adult-SNS-Use-20052009.aspx
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Social media & Social Networking
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No point trying to do it all!Pick the ones that make sense for you and your
customers
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Keep control of your own customer lists and data
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A few popular ones
2007•My Space•Second Life
2009•Facebook•Twitter
2010•Foursquare•Gowalla
Interaction Relationship Location
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Don’t forget traditional ones
Email •Newsletters
Web•Website•Blog
Print•Magazines•Newsletters
These are the basics – don’t leave home without them
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CUSTOMER ENGAGEMENT
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Customer Intimacy
Now we are marketing to an audience of one
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Customer Intimacy
Data collection and management are key to managing intimacy
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Businesses need to…
Communicate
Collaborate
Control
Socialise
Streamline
Synchronise
Coordinate
Share
?
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Spheres of influence
Competitors
Potential Customers
Suppliers
Customers
Business
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Monologue
• Hard to talk or listen to customers
• Expensive• Unreliable
Old marketing and advertising model
Source: http://www.danielresearchgroup.com/MarketResearchServices/FocusGroups.aspx
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Dialogue
• 2 way communication• Cheaper• Faster• Better???
Social media marketing model
Source: social Media Sydney Xmas 2008 – personal collection K. Carruthers
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Example
• Gary Vaynerchuk grew his family business from $4 million to $50 million using social media
• http://winelibrary.com/
http://socialnomics.net/2009/11/12/social-media-roi-examples-video/ Nov 2009
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Wine Library results
• $15,000 in Direct Mail = 200 new customers
• $7,500 Billboard = 300 new customers
• $0 Twitter = 1,800 new customers.
http://socialnomics.net/2009/11/12/social-media-roi-examples-video/ Nov 2009
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ESSENTIAL TOOLSResources
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Example: Network of content
YouTube
Foursquare
Email subs
RSS
Blog/web
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Website or blog
• This is fundamental for every business– Must control it and its content– Need to ensure access to site (passwords etc)– Must be current and relevant
This is the modern version of a phonebook listing!
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Blogging with influence
Ari Herzog’s 5 steps:1. Content2. Passion3. Care4. Authority5. Distinction
http://ariwriter.com/blogging-with-influence-in-5-steps/ 29May 2010 | © K. Carruthers
Social media presence
• Elements that bring website or blog content alive
• Tools that enable sharing of messages with communities of people who are interested
• Enables dialogue
Move from monologue to conversational style of interaction
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Reputation tracking
There are some great paid services that can monitor your online reputation
Free tools• Google Alerts• TweetBeep• Social mention• Google search• RSS
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Rules of engagement
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Rules of engagement
• Not-fixed • Experiment• Adjust• Recalibrate• Measure
• Listen• Real-people• Share• Relax• Reciprocate
Don’t panic – be prepared to regroup and retry
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Rules of engagement
Customer
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Tools don’t matter
It’s all about the customer!
Customers don’t really: Care about your brand Find your product fascinating Love you because of your CRM or social media strategy
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Relationship
Engagement
Return
Conversion
Consideration
Desire Relevance
Valency Trust
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Amazon Buys Zappos; The Price is $928m., not $847m.
Tony Hsieh grew Zappos “gross merchandise sales from $1.6M in 2000 to over $1 billion in 2008 by focusing relentlessly on customer service”
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Needs
WantsConstraints
How can you find out what these are?
Listening: both off and online38May 2010 | © K. Carruthers
ACTION PLANNING
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Your mission
• Facts, features and benefits• Emotion, passion, brandCommunicate
• Customers• Potential Customers • Fans/influencersEngage• Products• ServicesSell• Sentiment• Reach• ResponseMonitor
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How to build trust
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7 questions re technology
1. What is it and what does it do?2. How does it work?3. How does it make or save money for me?4. How long is that payback period?5. What are the indirect costs?6. How updateable is it?7. Who else uses it & how do they use it?
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Content strategy model
Create
Share
EngageMonitor
Monetise
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Elevator pitch6 Questions:1. What is your product or service?
Briefly describe what it is you sell. Do not go into excruciating detail.
2. Who is your market?Briefly discuss who you are selling the product or service to. What industry is it? How large of a market do they represent?
3. What is your revenue model?More simply, how do you expect to make money?
Source: http://www.businessknowhow.com/money/elevator.htm
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Elevator pitch4. Who is behind the company?
"Bet on the jockey, not the horse" is a familiar saying among Investors. Tell them a little about you and your team's background and achievements. If you have a strong advisory board, tell them who they are and what they have accomplished.
5. Who is your competition?Don't have any? Think again. Briefly discuss who they are and what they have accomplished. Successful competition is an advantage-they are proof your business model and/or concept work.
Source: http://www.businessknowhow.com/money/elevator.htm
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Elevator pitch6. What is your competitive advantage?
Simply being in an industry with successful competitors is not enough. You need to effectively communicate how your company is different and why you have an advantage over the competition. A better distribution channel? Key partners? Proprietary technology?
Source: http://www.businessknowhow.com/money/elevator.htm
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Digital marketing plan
1. Competitor Analysis
2. Goal3. Objectives4. Target Audience5. Key Messages
6. Strategies7. Tactics8. Channels9. Measurement10.Budget
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Competitor analysis
• Who are they?• What are they doing?• Why are they doing it?• What are their results?
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Goal
• What do you want to achieve for your marketing initiative?
• Summarise it in a single statement
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Objectives
• S.M.A.R.T. objectives for the plan:– Specific– Measurable– Achievable– Realistic– Time-bounded
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Target audience
• Who are they?• Where can you find them?• What do they like?• Who else is targeting them?
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Key messages
• This is your narrative• A few simple ideas you want to get across• Think about it from an audience perspective
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Strategies
• What methods will you use to get your message across?
• Include the who, how and what of achieving your objectives.
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Tactics
• Tactics are the specific action items to support your strategies and meet your objectives.
• Each should include a deadline and cost estimate (S.M.A.R.T.)
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Channels
These are the ways to get your message out, e.g.– Website or blog– Social networks– Electronic direct mail– Direct mail– Events– Podcasting– Video (YouTube, Vimeo)– Traditional media
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Measurement
• Identify the key metrics pre-launch• Metrics can rarely be retro-fitted• Plan how to capture the data
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Budget
• Look at budget last• It is easier to make trade-off decisions later if
you have done all the homework
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Slides available: www.slideshare.net/carruthk
Business: www.hyro.com
Personal: www.katecarruthers.com
Twitter: @kcarruthers
58May 2010 | © K. Carruthers