Post on 09-May-2015
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CMOWerks®
Social Media and the Lost Art of Marketing Principles
September 1st, 2009
www.352media.comCMOWerks.com
CMOWerks®
Every one seems to be rushing to create ‘social media’ campaigns! But
what ever happened to the basic principles of marketing which used to
guide messaging and media decisions?
• Jeff Cohen is President of CMOWerks™, an Atlanta based strategic marketing consultancy that combines
classic Packaged Goods discipline and experience in consumer goods, durable products and consumer healthcare
with the latest thinking in the ever changing on-line marketing and social media arenas. Jeff will show you how to
use ‘tried and true’ marketing principles in the development of your on-line and social media marketing efforts.
• Peter VanRysdam is CMO of 352 Media , a full-service interactive marketing firm headquartered in Gainesville,
FL. Peter has been with 352 Media since it was founded in 1999, and helped the company quickly grow into a
significant player in the Web Design and Development market by landing several of the company’s larger
accounts including American Express, Porsche, and Microsoft. Peter manages all aspects of the company’s
marketing efforts including everything from SEO and Social to viral campaigns to 352’s own Web site.
www.352media.comCMOWerks.com
CMOWerks®
Basic Principles of Marketing Revisited
• 5 P’s of Marketing
• Purchase Funnel
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CMOWerks®
4 P’s of Traditional Marketing (The Marketing Mix)
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Product - The physical product
or service, including
packaging, warranty, etc
Price - Accounts for profit margins, competitor pricing
Promotion – Communication
and selling through
advertising, PR, etc.
Place(ment) – Distribution
channels, market coverage, logistics
People - Customer service,
appearance, attitude
CMOWerks®
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Stages of Consumer Involvement
Objectives Strategic Tactics Measures
Awareness “Breakthrough to Target Prospect
Create “ Brand Awareness”
Brand Recognition
Interest “Engage Prospect”
Provide Relevant Information Purchase
Intent
Consideration
“Drive Purchase
Consideration”
Offer “Purchase “Incentives
Purchase Considerati
on
Purchase “Deliver the Purchase”
4P’s: Product, Price,Promotion, Place
Purchase Transaction
Loyalty“Motivate
Repeat Purchase”
Provide Repeat Purchase Incentive
Repeat Purchase
Overview of Traditional Consumer Products Purchase Funnel
CMOWerks®
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Top Half of Purchase Funnel: Engage the Prospect
Stages of Consumer Involvement
Objectives Strategic Tactics Measures
Awareness “Breakthrough to Target Prospect
Create “ Brand Awareness”
Brand Recognitio
n
Interest “Engage Prospect”
Provide Relevant Information
Purchase Intent
• Goal of Top Half of the Purchase Funnel is to engage your primary Target.
• Target needs clear and precise definition: demographic, psychographic, geographic.
• Need to thoroughly understand what motivates the target to fully engage them.
CMOWerks®
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Bottom Half of Purchase Funnel: Create a Customer for LifeStages of
Consumer Involvement
Objectives Strategic Tactics Measures
Consideration
“Drive Purchase
Consideration”
Offer “Purchase “Incentives
Purchase Consideratio
n
Purchase “Deliver the Purchase”
4P’s: Product, Price,Promotion, Place
Purchase Transaction
Loyalty“Motivate
Repeat Purchase”
Provide Repeat Purchase Incentive
Repeat Purchase
• Information motives the prospect through a series of actions:
• First, Purchase Consideration: does the product or service meet my needs/value?
• Second, completing the purchase transaction.
• Third, creating a satisfied, loyal customer and influential to others in your market.
CMOWerks®
5 P’s Related to Social Marketing
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Product - Is it engaging and buzzworthy?
Price - Value of the product
community is now a factor
Promotion – Product itself
drives promotion from within the
community
Place(ment) – Where does the
product fit in your life?
People - The customer is the new medium.
Value of a new, happy customer is higher than ever!
CMOWerks®
The “New” 5 P’s of Social Marketing
Source: http://www.fastcompany.com/
blog/lon-safko/ten-commandments-social-
media/five-p-s-social-media-where-do-you-start
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Profiles – Individual or
groups
Propagate – Bios, avatars,
linking platforms
Produce – Fresh, engaging content
Participate – Stop talking, start
listening
Progress – Measure results
(comments, views, followers, friends, retweets, etc.) and adapt
CMOWerks®
“Participate” done wrong:
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Bad ratio, low overall considering the market.
Really? 30 Tweets since May 2007?
Last post: June 17th (of this year at least)
Engaging an influencer = good. David
Archuleta = bad.
Textbook examples of one-
sided conversations.
CMOWerks®
“Participate” done wrong:
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Another missed customer service opportunity.
And another…
…and another.
CMOWerks®
“Participate” done right:
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Pushing the other
channels.
That’s more like
it!
Fresh content.
Actually responding to
comments about the company!
Admitting you’re a person, not a
company!
CMOWerks®
“Participate” done right:
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Comment from someone with 13k followers at 7:52pm.
Reply from SW at 8:57pm.
CMOWerks®
“Participate” done right:
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Comment from someone with 50k followers at
11:55am.
CMOWerks®
“Participate” done right:
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Omni Hotels respond in under a half an hour
His follow-up soon after.
CMOWerks®
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Top of Funnel using Online Marketing and Social MediaStages of Consumer Involvement
Strategic Elements Tactics & Execution Measures
AwarenessMake your site easy
to find and fun to explore; use Social Media to drive site
traffic
• Compelling, easy to navigate site• Prospect information capture• Prospect search optimization• Easy way to come back to site
• Site Visits/CTR• Social Media tracking• Prospect information capture
Interest Build Prospect’s
Knowledge of Your Product, Service
and Company
• Reference points via Social Media• Testimonials via Social Media• Value Proposition clear• Allow prospect to see selves using product or service
• Heavy users to site• Social Media heavy users• 3P related downloads• Direct contacts
• Awareness Building through Easy Site Navigation, Search Optimization.
• Enable Target Prospect to come back to your site easily.
• Promote your value proposition in appropriate social media.
• Use Social Media to build credibility and provide reference points for your offer.
• Enable your prospect to ‘see themselves’ with your product or service.
• Clearly communicate your value proposition: what do you get for the money?
CMOWerks®
Avoiding Marketing Myopia (shortsightedness):
• “The vision of most businesses is too constricted by the narrow understanding of what business they are in.”
– Theodore Levitt, Harvard Business Review
1960
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CMOWerks®
Marketing Myopia Examples:
• Railroads fall from dominance by not positioning themselves as transportation companies
• Oil companies rebranding as energy companies
• Today’s Music industry, Newspapers?
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CMOWerks®
Social Media Myopia:
• “Social Media Myopia” applies to promotion and placement
• What new channels are available to distribute my brand (not just my product)?
• Don’t treat the new channels like the old – tailor your message
• Don’t simply copy social media success stories – help the medium evolve
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CMOWerks®
Social Media Myopia & Evolving Communication Mediums:
Source: http://www.baekdal.com/articles/management/market-of-information/
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CMOWerks®
Dell Avoids Myopia:
• Dell starts as “PC’s Limited,” a computer OEM w/ print ads
• Evolved to “Dell Inc,” a techcompany offering TV’s, etc
• Expands to retail sector • Offers time sensitive specials,
ideal for twitter users • Recently eclipsed $3m in
sales directly attributed to Twitter promotions
• Over 600,000 followers, ranking in the top 100 overall
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CMOWerks®
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Stages of Consumer Involvement Strategic Elements Tactics & Execution Measures
Consideration Engage in active dialogue with
Qualified Prospect
• Build 1:1 relationship with direct dialogue• Personalize value proposition• Engage HH influencers• Personalize offers
• Depth of contact • Quick Survey of Purchase intent• Response to offers
Purchase Create a ‘flawless’ purchase
experience
• Easy check out process• Info Security Guarantee• Easy return policy• High value delivery for $
• Shopping cart abandon rate• Payment abandon rate• Purchase Transaction
Loyalty Gain Loyal Customers for life
• Customer SatisfactionSurvey 24 hrs post purchase• Next Purchase Incentive with 30-60 day tail• Friend Referrals bonus
• Customer Satisfaction measures on product, purchase experience, delivery, likelihood to repurchase
• Build Consideration by offering ‘live’ engagement 1 to1.
• Begin to personalize the value proposition based on information about the prospect.
• Make the Purchase Process Flawless! And Returns Hassle Free.
• Guard Identity and Information – Guaranteed.
• Satisfaction Survey 24 hours; Loyalty Offer 30- 60 days.
Bottom of Funnel using Online Marketing and Social Media
CMOWerks®
Relationship Marketing:
• Relationship marketing emphasizes customer retention and satisfaction, rather than a dominant focus on point-of-sale transactions.
Source: http://en.wikipedia.org/wiki/Relationship_marketing
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CMOWerks®
Relationship Marketing:
• Social Media platforms have expanded relationship marketing’s reach vs. cost
• Proven methods (face to face) shouldn’t be abandoned (until they’re no longer proven)
• Mistakes are more damning than ever
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CMOWerks®
Relationship Marketing Done Wrong:
• Mistakes are tolerable, silence is not
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CMOWerks®
Relationship Marketing Done Wrong:
• Mistakes are tolerable, silence is not
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CMOWerks®
Relationship Marketing Mistakes:
• Habitat’s Response:• Removed offending posts• Reposted specials and offers• Waited over 48 hours to respond to the backlash
• Suggested Remedies:• Apologize publically immediately• Apologize to individuals• Offer discount
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CMOWerks®
Relationship Marketing Done Right:
• Adobe’s “Real or Fake” Photoshop Campaign- (Increased Facebook fans by 6,000)
• Users guessed whether photos were edited or not (5 photos posted per week)
• Edited photos then included how-to tutorials
• Engaging and educating rather than stale “push” marketing campaign
• 6% of players clicked through to “buy now,” while another 6% clicked “share”
www.352media.comCMOWerks.com
CMOWerks®
www.352media.comCMOWerks.com
Stages of Consumer Involvement
Strategic Elements Tactics & Execution Measures
AwarenessMake your site easy to find and
fun to explore; use Social Media to drive site traffic
• Compelling, easy to navigate site• Prospect information capture• Prospect search optimization• Easy way to come back to site
• Site Visits/CTR• Social Media tracking• Prospect information capture
Interest Build Prospect’s Knowledge of
Your Product, Service and Company
• Reference points via Social Media• Testimonials via Social Media• Value Proposition clear• Allow prospect to see selves using product or service
• Heavy users to site• Social Media heavy users• 3P related downloads• Direct contacts
ConsiderationEngage in active dialogue with Qualified Prospect
• Build 1:1 relationship with direct dialogue• Personalize value proposition• Engage HH influencers• Personalize offers
• Depth of contact • Quick Survey of Purchase intent• Response to offers
PurchaseCreate a ‘flawless’
purchase experience• Easy check out process• Info Security Guarantee• Easy return policy• High value delivery for $
• Shopping cart abandon rate• Payment abandon rate• Purchase Transaction
Loyalty Gain Loyal Customers for life
• Customer SatisfactionSurvey 24 hrs post purchase• Next Purchase Incentive with 30-60 day tail• Friend Referrals bonus
• Customer Satisfaction measures on product, purchase experience, delivery, likelihood to repurchase
Purchase Funnel Principles with Online and Social Media
CMOWerks®
In SummaryTried and True Principles for Social
MediaTarget Awareness = Participate
Engage/Consider = Avoiding MyopiaCustomer Loyalty = Relationship
www.352media.comCMOWerks.com
CMOWerks®
Thank you for your time!
Questions? Use the questions tab or post to twitter with the tag #352Webinar
www.352media.comCMOWerks.com