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
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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
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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/
More on the Long Tail of Marketing
NEW RULES!
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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
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Long Tail of Marketing –
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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:
• 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
Allows consumers to
Have conversations
with consumers
Connect with each
other
Forge deeper
relationships
Share opinions
Build brand loyalty
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
Open dialogues with stakeholders. Answer
relationships questions candidly.
and awareness
Promote
products and Get customers talking about products
and services.
services
Manage your Respond to comments and criticisms.
reputation Participate in forums and discussions.
Improve
customer
service
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
LO5
Blogs
Social News Sites
Microblogs
Location-Based Social
Networking Sites
Social Networks
Review Sites
Media Sharing Sites
Virtual Worlds and Online
Gaming
What is a Blog?
Blog
A publicly accessible Web page that functions
as an interactive journal, whereby readers can
post comments on the author’s entries.
Corporate
Blogs
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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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.
LO5
Microblogs
What is a Social Network?
Marketing Goals for Social Networking Sites
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Increasing awareness
Targeting audiences
FACEBOOK
Promoting products
Forging relationships
Highlighting expertise and leadership
Attracting event participants
Performing research
Social Networks
Generating new business
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
What is a Location-Based Social
Networking Sites
© Handout/MCT/Newscom
Location-Based
Social
Networking
Sites
LO5
Web sites that combine the
fun of social networking
with the utility of locationbased GPS technology
Location-Based Social
Networking Sites
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What is a Social News Site?
Social News Sites
Huffington Post
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?
• Virtual worlds and online gaming include
massive multiplayer online games (World of
Warcraft) and online communities (Second Life).
• Almost 800 million people participated in some
sort of virtual world experience.
• Annual revenue near $1 billion.
• 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
LO5
Blogs
Social News Sites
Microblogs
Location-Based Social
Networking Sites
Social Networks
Review Sites
Media Sharing 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
Widgets
Apps
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Harness mobile
technology
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aka “gadgets” or
“badges”
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Platform-specific or
convert existing
content to mobile
format
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Run within existing
online platforms
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Cheaper to develop
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Extend reach
beyond existing
platforms
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LO6
Can generate buzz and
customer engagement
Questions?
Next:
Digital Marketing
and the
Marketing Mix
Learning Activity
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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?