Transcript COMM 464_09

COMM 464
class 2: disruption & adding value with e-marketing
•
•
•
•
•
•
•
•
House-keeping
News
Digital marketing in context
Value systems and strategy
Intro to paid, owned, earned media
Designing the online plan
Project outline, clients, teams
Next steps
News
• My story 1
• Your news story?
• Blogs
• My news story 2
Social media “triage”
Positive
Take reasonable
action to fix issue
and let customer
know action taken
Negative
Yes
No
No
Response
Assess the
message
Do you want
to respond?
Yes
Yes
Does customer
need/deserve more
info?
Evaluate the
purpose
Unhappy
Customer?
Yes
Are the facts
correct?
Yes
Are the facts
correct?
No
Gently correct the
facts
No
Yes
Can you add
value?
No
Dedicated
Complainer?
No
Respond in
kind & share
Thank the
person
Comedian
Want-to-Be?
No
Yes
Is the
problem
being fixed?
Yes
Explain what is
being done to
correct the issue.
No
This framework was built using the USAF Blog
Triage. (Added this attribution post webinar)
From Slideshare public view, Altimeter Group.
Yes
Let post stand and
monitor.
Prep Questions
• How does Solis suggest that sociology,
anthropology and ethnography impact social media?
• What do you think of Solis’s “5Ws+H+E” framework?
• What are the disruption themes and why are they
noteworthy?
•
How do paid, owned and media combine to reenforce each other?
• How will you deal with the challenge of language
being hijacked and diluted? (Solis, ch3: “when words
lose their meaning.)
Reconfiguring industries
• “E-biz strikes again” Business Week
2004 http://tinyurl.com/ylpxy5
• What are the characteristics of products
or services that sell well online?
• What is difficult to see online?
• What are the non-selling web
opportunities online?
eBiz strikes again
May 2004 http://www.businessweek.com/magazine/content/04_19/b3882601.htm
• Web as disruptor of b-models
• phase 1: books, music, software, travel
• phase 2: the less likely -> jewelry
• And phase 3…..?
www.bluenile.com
Other big themes: decade 1
• Channel Conflict
•
Levi and Canadian Tire exs
• disintermediation
• re-intermediation
•
Airlines and travel
www.destroyyourbusiness.com
Jack Welch, GE
1999
What would you do if you could start again
and compete with your own organization?
Revolution not evolution
Burn your boats - commit
So what is the real impact of social media and
digital in marketing?
•
A set of tools to aid research, communication,
engagement, service, etc.
BUT…more than tactical or executional plays……
•
A catalyst for organizational change and strategy renewal
•
Fundamentally rooted in consumer behaviour and
decision-making, competitive offerings and choices.
•
A game we know well.
•
It’s already played out a few times in the short digital era.
•
Marketing fundamentals increasingly important as social
media makes customer centricity imperative
Social media as a catalyst for organizational
change – driving an authentic customer centric
approach through the organization.
Integrating online/offline
• managing multiple
channels: retailing &
e-tailing - lessons
from catalogs
•
Land’s End
•
Sears
•
Victoria’s Secret
Disruption
• Offline to online
• Sustainable advantage in online bmodels?
• Fundamental competitive strategy
questions
• Barriers to entry and imitation?
• Point of differentiation in value
proposition?
Two sided markets
• User and payer are different
• Examples
Multiple Revenue Streams
• Potential revenue streams
• Examples
Cases to consider
1. Daily deal aggregators, including Groupon
2. movies and Netflix
• What is the business model for each of these?
• Product and service?
• Customers?
• Competitors and substitutes?
• Value proposition?
• Other factors?
Applied client project
• REVIEW ONLINE MARKETING
PLAN FORMAT
Clients
• Selection criteria
• Fit for online marketing plan
assignment
• Getting approval from Paul
• Contact
• Setting expectations
• Roles of team members
• Website admin access for analytics, HS
and Tw, FB, etc
Blogs
•
Required: minimum of 10 entries: see course outline for requirements.
•
200 words as guideline. Not too long.
•
Pictures and hyperlinks encouraged
•
(automatic referencing and linking of ideas)
•
Look to add value with some interpretation
•
Link class concepts to readings and news stories
•
Don’t simply copy & paste!
•
Capture your learning and interests from course
•
Build your online professional marketing persona to aid in your job search and
interview process
Create and list blog
From Connect site to blog
↵
↵
↵
p/w is emarketing
Next steps
Class 3 prep: Identify potential client companies
•
Do research and consider contacts/access to data
•
Some possibilities posted to Connect by Paul later in the week
•
Review website usability criteria and class prep reading and
questions
•
HSU first module
•
Expect to meet your team in c3