Entrepreneur

ial  

Growth  Thro

ugh  

The  Rise  Of  T

he  

Internet  

Maryna Burushkina

INTERNATIONAL…

… MARKETING…

Company formation Investment & resources

Acquisition Retention Financial

management …

DIGITAL TRENDS & ONLINE BUSINESS

DIGITAL TRENDS & ONLINE BUSINESS

Not just search

… GOING SOCIAL

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INTE

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Customer decision journey

What is the best interaction you have had with a brand online?

How customer engagement works…

audience brand

Content & Context Triggers CE

How customer engagement works…

audience brand

Content & Context Triggers CE

personalization, satisfaction, experience,

trust

touch points, timing,

message

How customer engagement works…

audience brand

Share of Wallet , Positive referral,

Churn, Feedback response

Content & Context Triggers

Gamification, creative visual content , ‘decision simplicity’

CE

personalization, satisfaction, experience,

trust

touch points, timing,

message

Multi-screening

Frequency of social media activities

70% of Facebook consumers follow links posted by family and friends.  

Link to buying behavior

Timing

comics

memes photos

videos ingographics

Visual content

Best practice: Farmers Insurance on Facebook

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Best practices

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Best practice: PetCentric by Nestle Purina

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An online community for pet owners features online video in addition to game, images, articles, and other content. Includes uploads with ratings, comments and sharing. Offers cross-promotions of special offers, community building activities, and links back into other Nestle Purina sites to deepen engagement and stimulate sales.

Best practice: TurboTax

ttlc.intuit.com Empowers consumers and experts to participate in FAQ database – Live Community. Engaged over 12000 users in 2012. Company supports new customers with 30-sec. video to help them make the right choice

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Best practice: American Express

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sync.americanexpress.com Twitter partnership campaign enables customers to sync their cards with Twitter to redeem couponless offers. 470k followers with 5-2- tweets/day #MembershipRewards and #MembershipEffect

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Best practice: LibertyMutual

Home Gallery App allows to take a records of house belongings via mobile in case of fire. The brand keeps reminding consumers that when they buy new items, they should take a picture and upload them, make it a part of their everyday life, so they are constantly reminded of the brand and the protection they have.

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Best practice: AllState Teen Driver

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www.allstateteendriver.com Mini site for people who are learning how to drive, sponsorship of the driving schools, and tips for parents on how to make sure that their children are good drivers. Connecting the teens, starting young and making sure that the insurance companies are a part of their driving, helping them to find a used car to buy or the law about driving, logistics to get their driving license.

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Personalization Visualization

Transparency

Easy navigation

Education Time

Emotions Creative

Useful (FREE) tools

Hootsuite MailChimp Zoho Tagboard Google Analytics SocialBro TrendSpottr Podio SimilarWeb Canva Dropbox Reddit & Social Groups Marketing Grader