Transcript Social Media Marketing - Welcome To Flexo & Partners, Inc.
Digital Marketing: An Introduction
MKTG 437 Scott W. Flexo, Ph.D.
Old Marketing Rules: Web 1.0
Centralized Push MKTG
One-Way Communication Interruption Model Appeals to masses Exclusively for selling products Based on limited campaigns Creative was most important
http://www.youtube.com/watch?v=krLZP43nxN0
New Rules!: Web 2.0
Decentralized Pull MKTG
Micro-targeting underserved audiences Marketing is more than ads You are what you publish Authenticity, not ad spin Participation, not propaganda Two way communication Deliver content at moment needed
http://www.bigskinny.net/
NEW RULES!
More on the Long Tail of Marketing Long Tail of Marketing – Shifting away from small number of brands and products at the largest part of the demand curve, to the "long-tail", a huge number of customizable products and brands appealing to small niches in the tail of the demand curve. The Long Tail Demand Curve
More on the Long Tail of Marketing
Digital Marketing Effect
Long Tail of Marketing – Costs of distribution are lower (no retail sites) Price is transparent (can easily see best values) Product (can be easily customized online) Promotion – it's all about the New Rules!
Can now profitably serve the needs of small subgroups The Long Tail Demand Curve
Digital Media and Marketing
Promotion: At the basic level, digital media consumers want to:
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exchange information collaborate with others have conversations It is up to the marketer to DECIDE if ENGAGING in those conversations will be PROFITABLE and to find the most effective method of ENTERING the conversation.
Digital Media and Integrated Marketing Communications
Allows marketers to Have conversations with consumers Forge deeper relationships Build brand loyalty Allows consumers to Connect with each other Share opinions Collaborate on new ideas according to interests
Creating and Leveraging a Digital Marketing Campaign How do you create a Digital Marketing campaign?
#1: Initiating a Digital Marketing Campaign Digital Media Marketing is about setting up a system of online media that allows for integrated two-way communications – between marketer and customers.
Digital Marketing Objectives: It's All About Listening!
Listen and Learn Monitor what is being said. Develop a listening strategy.
Build relationships and awareness Promote products and services Open dialogues with stakeholders. Answer questions candidly. Get customers talking about products and services.
Manage your reputation Improve customer service Respond to comments and criticisms. Participate in forums and discussions.
Seek out displeased customers and engage them directly to solve issues.
#2: Digital Marketing Campaign Uses Three Different Types of Media Owned Media: Organization Controls Content: A Web Site, Facebook
McDonalds
Earned Media: Activities That Generate Media Coverage: YouTube Video
Chicken Nuggets McDonalds Twitter
All three need to be utilized to maximize digital marketing campaign results.
Paid Media: Content Paid For and Placed Online: Web Ad
Banners
#3: The Digital Marketing Campaign Attempts to Integrate all Forms of Online Activity LO 5 Blogs Microblogs Social Networks Media Sharing Sites Social News Sites Location-Based Social Networking Sites Review Sites Virtual Worlds and Online Gaming
What is a Blog?
Blog Corporate Blogs
A publicly accessible Web page that functions as an interactive journal, whereby readers can post comments on the author’s entries.
Blogs that are sponsored by a company or one of its brands and maintained by one or more of the company’s employees.
Noncorporate Blogs
Independent blogs that are not associated with the marketing efforts of any particular company or brand.
Blogs
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LO 5 What is a Microblog?
Microblogs are blogs with strict post limits.
Useful for disseminating news, promoting longer blog posts, sharing links, announcing events, and promoting sales.
Twitter is a Mircoblog:
The ways a business can use Twitter to engage customers are almost LIMITLESS.
Microblogs
What is a Social Network?
Marketing Goals for Social Networking Sites
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Increasing awareness Targeting audiences Promoting products Forging relationships
Highlighting expertise and leadership Attracting event participants Performing research Generating new business
Social Networks
What is a Media Sharing Site?
Media Sharing Sites
are…
Web sites that allow users to upload and distribute multimedia content like videos and photos .
YouTube
Media Sharing Sites
LO 5 What is a Location-Based Social Networking Sites Location-Based Social Networking Sites
Web sites that combine the fun of social networking with the utility of location based GPS technology
Location-Based Social Networking Sites
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What is a Social News Site?
Huffington Post Social News Sites
Web sites that allow users to decide which content is promoted on a given Web site by voting that content up or down.
Social News Sites
What is a Review Site?
Review Sites
are…
YELP!
Web sites that allow consumers to post, read, rate, and comment on opinions regarding all kinds of products and services.
According to Nielsen Media Research, more than 70 PERCENT of consumers said they trusted online consumer opinions.
Review Sites
What is a Virtual Worlds and Online Gaming Site?
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Virtual worlds and online gaming include massive multiplayer online games (World of Warcraft) and online communities (Second Life).
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Almost 800 million people participated in some sort of virtual world experience.
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Annual revenue near $1 billion.
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Nearly 25 percent of people play games within social networking sites.
Virtual Worlds and Online Gaming
#3: The Social Media Campaign Attempts to Integrate all Forms of Online Activity LO 5 Blogs Microblogs Social Networks Media Sharing Sites Social News Sites Location-Based Social Networking Sites Review Sites Virtual Worlds and Online Gaming
The Changing World of Digital Marketing The rate of change in digital marketing is astonishing—usage statistics often change daily.
Biggest Change Today: MOBILE MEDIA!
Common Mobile Marketing Tools SMS MMS Mobile Web sites Mobile ads Bluetooth Smartphone apps
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Applications and Widgets LO 6
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Apps Harness mobile technology Platform-specific or convert existing content to mobile format Can generate buzz and customer engagem ent
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Widgets aka “gadgets” or “badges” Run within existing online platforms Cheaper to develop Extend reach beyond existing platforms
Questions?
Next: Digital Marketing and the Marketing Mix
Learning Activity
Make a list of all the technology you use from the moment you wake up till you go to bed.
Use hourly format – i.e.. You wake at 7am – technology. 7am-8am – technology, etc.
Make a list of your feelings if you were somehow prevented from using technology for 24 hours.
Explain why you feel this way. Is this something you would be willing to do?