Welcome! The New Rules of Marketing

Paid, Owned and Earned

COX KNOWS BUSINESS EDUCATION SERIES

Insight and Expertise for your Business

Featuring Zack Swire & Chelsea Segal

Hey :)

I’m Zack

SWIRE

This is me.

I’mChelsea

The Purpose of today:Amplifying your marketing message with the right media mix

Maximizing the success of media dollars

Cutting through the clutter to drive your business

how we connect

http://mashable.com/2011/01/12/obsessed-with-facebook-infographic/

67%

38 YearsRadio

13 YearsTV

4 YearsInternet

3 YearsiPod

2 YearsFacebook

Google+ took 1 month to reach 20mm users

50,000,000 UsersThe World is changing and we are approaching a global community

but...

SUBSTANCE

SUBSTANCE

PURPOSE

SUBSTANCE

PURPOSE

A lost treasure

online & mobile media

changing how we connect

#firstworldproblems

the new rules of marketing

paid, earned and owned

PaidMedia

A brand pays to place ad

or content in a channel

•Advertising•Events•Direct Marketing

Earned Media

Publicly gained when an influencer promotes a

brand

•Press Pick Up•Blog Mention •Social Sharing•Word of Mouth

“We may not collect #tigersblood, but we know our donors & volunteers have fierce passion for doing good! #RedCrossMonth,”

the Red Cross

OwnedMedia

A brand owns a channel

•Company Blogs•Company website•Company social accounts

PaidMedia

Earned Media

OwnedMedia

A brand pays to place ad

or content in a channel

Publicly gained when an influencer promotes a

brand

A brand owns a channel

•Advertising•Events•Direct Marketing

•Press Pick Up•Blog Mention •Social Sharing•Word of Mouth

•Company Blogs•Company website•Company social accounts

Social + Mobile

The results of this 3 week campaign:

• Reached nearly 19,196 unique visitors with a 45.87% daily return

• Generated 7,188 accounts

• Saw 4,354 shares via Twitter and 7,600 shares on Facebook

• Added 2,493 Twitter followers

•30,057 new Facebook likes

no one strategy fits all

This is where we start

Real-time hub to grow your business.

Powered by COX Business

CONTENT STRATEGY

Cox BLUE will feature both trending ar ticles and our own content similar to Mashable, educational content similar to Mixergy, an open forum for discussion similar to AMEX Open, and inspirational video content similar to TED.

Brought all together, it will create a content hub that our small business customers will f ind valuable, and will reinforce Cox as an authoritative voice in the digital space.

BRANDING

Keep it simple

Own the space

Own the color

Powered by COX Business

FEATURED CONTRIBUTORS

Cox BLUE will source a team of inf luential writers to enhance the site’s authoritative voice and leverage their pre-existing followers.

We’ve already secured Ann Handley, co-founder of ClickZ and MarketingProfs, for an initial kickof f post, and we’re in the process of discussions with various other inf luential contributors.

Each will bring varying perspectives to the present Issue.

82

SOGO

the social good community

The Empathic Civilization

ORDINARY ACTIONS

EXTRAORDINARY CHANGE

ORDINARY ACTIONS extraordinary change

*http://nonprofit.about.com/od/fundraising/a/whydonorsdontgive.htm

FUTILITY

A cause feels TOO BIG to make a real difference. When researchers told study participants that several thousand people in a Rwandan refugee

camp were at risk and asked them to send aid that would save 1,500 lives, their willingness to give was related to the proportion of people they could save. The smaller the proportion, the less

willing people were to help.

PAROCHIALISM

HURRICANE KATRINA SOUTHEAST ASIA TSUNAMI

6.5 Billion Dollars Raised

1,600 KATRINA DEATHS

220,000 TSUNAMI DEATHS

1.54 Billion Dollars Raised

We have evolved to care for those closest and we are not nearly as moved by a tragedy far away than by one that involves people we feel close to.

For a typical event fundraiser, how much money actually goes towards your charity?

53% of all Americans believe corporate cause marketing should be regulated

61% of consumers think companies are not giving them enough details about their (social

good) efforts including the amounts donated and the length of the promotions.

If a company does not offer consumers enough information about how their purchase will affect the cause, 34 percent will either choose another

brand or walk away entirely

Cone Cause Evolution Study, 2010

MISTRUSTTRANSPARENCY

WHAT TODAYS CONSUMER WANTS??

:) *

IMAGINE ONE PURCHASE

TURNING INTO MANY

by locations

annually

©  2012  eGood  Inc.  -­‐  CONFIDENTIAL

©  2012  eGood  Inc.  -­‐  CONFIDENTIAL

©  2012  eGood  Inc.  -­‐  CONFIDENTIAL

iPad in Store AppiPhone App Website

Platform

©  2012  eGood  Inc.  -­‐  CONFIDENTIAL

content

1. Sell the Experience

2. Get your Community Involved

3. Prepare for the Long Haul

4. Learn to see content moments everywhere

5. Take Risks

6. Create the unexpected

These are Ann Handley’s

6 steps to winning... (sorry about the bad crop)

Find your voice

do you have a plan?

IF you’RE j u s t m a k i n g noise...

. . . Y O U MAY LOOK L I K E A N IDIOT???

SO, A r e y o u willing to listen?

A N D T R U L Y C R E A T E IMPACT?

IMPACT = C x (R+E+A+T+E)

CONTRAST: Does your idea stand out?

REACH: How many people do you connect to?

EXPOSURE: How often does your audience hear from you?

ARTICULATION: Is your idea clear enough?

TRUST: Do people believe you?

ECHO: Does your idea connect to your audience?

Content Marketing plan

if you remember just one thing...

No one wants to hear it!!

Thank You

www.CoxBlue.com

COX KNOWS BUSINESS EDUCATION SERIES

Insight and Expertise for your Business

Cox Blue, our social hub for small business – information and tools from social media, marketing and

business leaders around the world

Join Us Next Month!

Strategies for Business SuccessFeaturing Jane Applegate, author of

“201 Great Ideas for Your Small Business”

COX KNOWS BUSINESS EDUCATION SERIES

Tuesday, April 16th

Register Early!

Raffle Prizes!

COX KNOWS BUSINESS EDUCATION SERIES