Virtual Marketing Ecosystems - at Great Lakes Institute of Management, Chennai

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Virtual Marketing Ecosystems

www.soravjain.com

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• What is Digital Ecosystem?• What is Virtual Marketing

Ecosystem? • How does it work? • Individual Ecosystems - Research Ecosystem - Social Media Ecosystem - Search Engine Ecosystem - Evolution of Echo Marketing

OverviewStudents Copy

Digital Ecosystem

• Rapidly expanding online environment made up of search engines, social media, peer advocacy and customer reviews.

• A living, breathing entity in and of itself.

• Grows more sophisticated and detailed every day.

• It is an environment in which businesses will thrive, stagnate or meet their ultimate demise.

Digital Ecosystem

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• Processes that link the business

components of real world to the components of online world.

• Each marketing component of ecosystem is surrounded by elements of its own meeting different purposes.

• Helps in Identifying industry specific internet trends, Best practices, Target audience, Consumer behavior ,Web opportunities, Meet innovation (if any)

• Helps in making a road map to reach consumers, interact and engage and fulfill their search needs keeping the geography into consideration.

• Assists in integrated approach

Virtual Marketing Ecosystem

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Virtual MarketingEcosystem

Research

Content Development

eDesign

Search EngineOptimization

Social MediaMarketing

Ecommerce Integration

Email Marketing

Analytics

Ad Serving

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Situation Analysis Where are you now?

•Goal Performance (5s) •Research 2.0 – (Customer Insight and Brand Perception)•E marketplace SWOT •Internal Capabilities and Resources

ObjectivesWhere do you want to be?

5s Objectives:•Sell: Customer acquisition and retention targets (for each market) •Serve: Customer satisfaction, targets markets •Sizzle: site stickiness, # of visitors, subscriptions, visit duration•Speak: trialogue, viral, # of engaged customers •Save: Quantified efficiency gains

How do you get there?

Strategy

•Segmentation, targeting and positioning •Online Value Proposition •Sequence (credibility before visibility) •Integration of OVP •Database •Tools – INTEGRATION (Online TV, Email, Social Media, Search Engines, etc)

TacticsHow Exactly do you get there? •Components of Virtual marketing ecosystem•Integration possibility•Contact strategy •E-campaign Schedule

Action Detail of tactics who does what

and when?

•Responsibilities and structures •Internal Resources and skills •External agencies •Reporting

Control How do you monitor

performance

•5Ss + Web analytics + KPIs•Usability testing/mystery shopper •Customer satisfaction surveys •Site visitor profiling •Frequency of reporting •Process of reporting and actions •Campaign audit

Situation Analysis Where are you now?

•Goal Performance (5s) •Research 2.0 – (Customer Insight and Brand Perception)•E marketplace SWOT •Internal Capabilities and Resources

ObjectivesWhere do you want to be?5s Objectives:•Sell: Customer acquisition and retention targets (for each market) •Serve: Customer satisfaction, targets markets •Sizzle: site stickiness, # of visitors, subscriptions, visit duration•Speak: trialogue, viral, # of engaged customers •Save: Quantified efficiency gains

How do you get there?

Strategy

•Segmentation, targeting and positioning •Online Value Proposition •Sequence (credibility before visibility) •Integration of OVP •Database •Tools (IPTV, Email, Social Media, Search Engines, l; integration etc)

TacticsHow Exactly do you get there? •Components of Virtual marketing ecosystem•Integration possibility•Contact strategy •E-campaign Schedule

Action Detail of tactics who does what

and when?

•Responsibilities and structures •Internal Resources and skills •External agencies •Reporting

Control How do you monitor

performance

•5Ss + Web analytics + KPIs•Usability testing/mystery shopper •Customer satisfaction surveys •Site visitor profiling •Frequency of reporting •Process of reporting and actions •Campaign audit

Ecosystem?

Research

Analytics

Marketing Tools

Integration

Other elements

Research Ecosystem

•Brand conversation•Consumer insights & behavior•Twitter Search•Customer Lists •Micro Communities•Buzz Stream•Facebook pages • Socialmention•Keotag•broadtracker•samepoint

Search trendsKeyword analysisMultilingual PPC Region specific PPCBanner Ad NetworkSocial Media tools

Emarket place trends Website trends Marketing trends User trends Affiliated marketing trends Syndicated studies

•Customer satisfaction survey •Opinions & polls •Free survey tools •Paid survey tools•Secondary & primary data on web •Focus group via chat rooms and communities

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Research 2.0 and ORMex: Great Lakes Institute of Management

Positive

Negative

MBA Culture

Great Lakes ORM example

Transformation in Marketing Social Media Marketing

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• Social Media Revolution Video• Strategy – POSTING • Social Media Marketing

Ecosystem• Social Media Tools • Social Media Marketing Facts • Indian User Facts • Social Media & Traditional Media

– Difference • Paranormal Activity Success Case

Study • Social Business Strategy • ROI of Social Media

Social Media Discussion InsightStudents Copy

Social Media Revolution Video

Social Media Revolution

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P O S T I N G / MONTH ®Students Copy

Invitation Strategy

Gwave vs. Gmail

•Situation Analysis •Time •Ease of Use•Collaboration with whom?

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Social Media Marketing EcosystemStudents Copy

Social Media Marketing Facts

Source: (marketingwhitepapers)

Survey Details:

• Conducted among 880 marketers

• 70% respondents small business owners, 26% employees at small businesses

• 56% female

• 78.1 % between age group 30 – 39

Use of social media marketing Benefits of Social Media Marketing

Commonly used Social Media Marketing tools

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Paranormal Activity Success Case Study

How did a $15,000 horror movie made more than 7 . 5 million with help of Social Media

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The Word of Mouth Marketing Process

The fans have really made this their film and they are doing the bulk of the work to market the film

Megan Colligan, co-president of marketing for Paramount

The film is selling itself

Josh Greenstein, co-president of marketing for Paramount

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WOM Tools

Emailing Friends

tweeting

Using widget on blogs & websites

Facebook share

Pasting the links

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Tweeting

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Tweeting about Paranormal Activity

Demand

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Tweeting about Paranormal Activity

Experience

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Tweeting Paranormal Activity Reviews &

Posting links to reviews by experts,

videos, websites and blogs

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Leading to a Paranormal Activity

Conversation

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Ample Paranormal Activity tweets & conversation makes it in the list of