Transcript Search Engines

Marketing 2.0 for Competitive
Advantage
Detlev Bio
• Schulich School of Business, Associate Professor Marketing
• Research, writing, teaching (Exec, MBA, BBA)
• Consulting
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Vattenfall
BMW, UK
Board of Education, City of Providence, USA
Toronto FC
Various start-ups (with various success)
What we will do today
• Discuss how communication value (through
customer value) is generated and delivered in a
Web 2.0 world
• Effective web-based communication tools
– Brand engagement w/o push
• Develop an online marketing communication
plan
– Things you can do tomorrow
At the end of this day, you should
be able to….
• Understand the fundamental change of
MarCom in a web 2.0 world
• Describe the various online communication
tools and their role in MarCom.
• Have a set of online communication
recommendation for your organization.
LEARNING VEHICLE
• Please note that this is a WORKSHOP.
• Each step will entail small group
discussions and presentations to the entire
class
LEARNING JOURNEY: Day 2
• 9 to 10.15: Intro, Exercise 1
• 10.15 to 10.30: Coffee
• 10.30 to 12: Overview of Web 2.0 MarCom,
Exercise 2
• 12 to 1: Lunch
• 1 to 2.15: Exercise 3
• 2.15 to 2.30: Coffee
• 2.30 to 4.30: Though Leadership, Exercise 4
Now you…
• What do you consider your organization’s most
significant communication challenge today?
• What do you consider your organization’s most
significant communication challenge in the future?
• What does web 2.0 communication mean to you?
• If you could choose to be the PR manager for one
celebrity living or dead, who would it be? Why?
A Crisis?
• “Today’s marketing world is broken…We are
still too dependent on marketing tactics that
are not in touch with today’s consumer”
– Jim Stengel, Global Marketing Officer, Procter &Gamble
• “Used to be, TV was the answer. The only
problem was it stopped working sometime
around 1987.”
– President GM North America
• “Broadcasting an ad on television or in a
newspaper is admitting you have no idea who
your customers are.”
– Gary Loveman, CEO, Harrah’s
• Today the customer is in charge and whoever is
best at putting the customer in charge makes all
the money. Stephen F. Quinn, Senior vice president for marketing, WalMart.
• Consumers wrest control away from brand
management control freaks...get over it. Turning
your brand over to the consumer is taking control
- and in fact, if you do, they'll return it to you in
better shape. Russ Klein, President for global marketing, innovation and
strategy, Burger King
Exercise 1
• What to do when it stinks?
Let’s hear it…
Let’s take a break!
Let’s Revisit:
• What is traditional MarCom all about?
• What is different about Web 2.0 MarCom?
Of Influentials and Search
Engines
•Bloggers
•Podcasters
•Videobloggers
•Sneezers
•Digg
•Technorati
•del.icio.us
•Flickr
•Google
21ST Century Communication
Challenges
• Twitter, ‘nough said…
• FRAGMENTATION!!
– Attention
– Demand
• Fragmentation makes
– reaching
– keeping the attention of your customer
ever harder.
Interruption
• Does Customer Interruption still work?
Web 2.0 Communication shows
two things:
• Consumers love to interrupt!
• Consumers love to talk!
Changes your Relationship
• From ‘selling to customers’ to ‘hosting
guests’
• From ‘controller’ of communication (teller of
stories) to ‘enabler’ of communication
(resource for stories told by others).
3 Strategic Implications
• Valorize Social Communication
• Brand and Market Leadership through
Thought Leadership
• Relevance through Customer Personas
Digital Communication Map
Consumer
Marketer
Marketer
Consumer
Digital Communication Map
Consumer
•Retail sites
•Banner Ads/Links
•Email/Spam
•News Releases
•Blogs/Online forums
•Search Engine Optimization
•Viral/social marketing
Marketer
Marketer
Consumer
Digital Communication Map
Consumer
•Social search
•Third party and retailer evaluation sites
(e.g. epinions.com)
•Blogs
•Wikis
•Social networking sites
Marketer
•Retail sites
•Banner Ads/Links
•Email/Spam
•News Releases
•Blogs/Online forums
•Search Engine Optimization
•Viral/social marketing
Consumer
Marketer
Digital Communication Map
•Social search
•Third party and retailer evaluation sites
(e.g. epinions.com)
•Blogs
•Wikis
•Social networking sites
Consumer
Marketer
•Link building
•News releases
•Blogs/Online forums
Marketer
•Retail sites
•Banner Ads/Links
•Email/Spam
•News Releases
•Blogs/Online forums
•Search Engine Optimization
•Viral/social marketing
Consumer
Digital Communication Map
Consumer
•Search
•Email
•Company-owned product
evaluation sites (beta)
•Blogs/ Online forums
•Feedback sites
•Social search
•Third party and retailer evaluation sites
(e.g. epinions.com)
•Blogs
•Wikis
•Social networking sites
Marketer
•Link building
•News releases
•Blogs/Online forums
•Retail sites
•Banner Ads/Links
•Email/Spam
•News Releases
•Blogs/Online forums
•Search Engine Optimization
•Viral/social marketing
Consumer
Marketer
In your Groups:
• Work together to fill
the quadrants for the
company assigned.
– Describe digital
communication
strategy?
– Analyze S&Ws
– What should it do?
Nike, SunLife Insurance, Starbucks, Shell
Consumer
Marketer
Marketer
Consumer
Let’s share…
Lunch someone?
Recall: 3 Strategic Implications
• Valorize Social Communication
• Brand and Market Leadership through
Thought Leadership
• Relevance through Customer Personas
Let’s look at Some Tools
We focus on:
• Viral marketing
• Online Forums, Wikis
• Blogs (incl. Audio, Video)
Exercise 3
Coffee Break?….yeah!
Is there a Simple Formula to
Success?
• No…
Turn a good story…
• …into a groundswell of communication and
attention.
– Will it blend? (youtube)
– Nokia N95 (blog seedings)
– Mike Pedersen (www.golf-trainer.com,
www.performbettergolf.com/blog)
– Le Cache Premium Wine Cabinets (winestorage.blogspot.com)
But also…
• BearingPoint
– Mike 2.0 wiki
But why? So what?
THOUGHT LEADERSHIP!!
Final Exercise
Go to your organization’s website.
1)
Formulate your thought leadership strategy.
•
What would thought leadership in your context look like?
2)
Recommend ways to support or implement your thought
leadership strategy using Web 2.0 tools.
3)
How would you generate (brand) value from the
communicative energy of your customers?
Let’s hear it!
Let’s Summarize
• Advertising faces new challenges
– Attention, niche demand, value of social communication
• A new medium changes relationships
– From customer to guest
– From teller of stories to resource for stories
• Brand Value:
– Brand means authentic thought leadership (not one-way interruptions)
– Brand value depends on the amount (and maybe quality) of social
communication
You did It!
We focus on:
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Search engine marketing
Viral marketing
Online Forums, Wikis, List Serves
Blogs (incl. Audio, Video)
Email
Online retailing/Website Strategies
Search Engine Advertising
• 3 types
– organic search marketing (results based on
algorithm)
– pay-per-click search marketing (results based
on auction system)
– social search (based on collaboration of
consumers)
Organic Search
• #1 Rule:
• Speak your customers' language.
– Harder than it seems:
• irrelevant what you think your customers use to find
you.
• or even what phrases you want them to find you
with.
Pay per click
• The fastest growing form of Internet
Advertising (vs. traditional CPM)
• Advertisers pay NOTHING for audience
exposure
• Advertisers pay only when someone clicks on
one of their ads (usually $.05 to $2.00)
• Advertisers bid for keywords that describe
their product or service. The number of
keywords is unlimited (inventory)
• ROI easily calculated – If you can measure it
you can manage it
• Largely Google, Yahoo, Microsoft
Social Search
• User generated search results
– Aim to produce more targeted results
– Aim to produce more relevant results
– Aim to produce more credible results
The Long Tail of Advertising
• The economics of Internet retailing increase
the amount of inventory that retailers can
viably offer – Walmart offers 6 times as many
sku’s at walmart.com than in the largest store
• PPC enables a similar opportunity with ad
“inventory”
• While the bottom 30,000 search terms may
not generate the most revenue they are
nevertheless very significant
• A richly segmented “marketplace for
attention” is created
The Future of Search
• Search will continue to evolve and increase
in relevance
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Snap.com (use click stream info to augment results)
Visual enhancement (Mooter, Kartoo)
Blog Search (Technorati, Google, Yahoo)
Image search (Flickr and others)
The Future of Search (2)
• Search will colonize new areas
• Geographic search (San Francisco and Google
Local)
• Context sensitive
• Image
• Mobility
• Multi Channel
• Blogs
• Multimedia