Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy using Earned, Social & Mobile Media

Cross Pollinated Marketing Webinar | Slide 1

Cross-Pollinated Marketing:The Blurring of B2B & B2C Strategy

Using Earned, Social & Mobile Media

Presented by: Damien Navarro08/23/2011

#EMGWebinar


Welcome!

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About EMG Webinars• Short Q&A session will occur at end of presentation• Webinar presentation will be recorded• Links to be sent to attendees

Presentation posted to EMG Knowledge Center


About EMG & Core Competencies• Full-service digital marketing and communications agency• Headquartered in Los Angeles, CA• Established in 1999• Clients Diversity Includes:

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Strategy MediaPlans brand stories and experiences that engage consumers in relevant,

meaningful ways

Plans propagation of brand stories and experiences

through owned, paid, earned and shared media

Translates brand stories and experiences to visual

identity and concepts

Discovers new methods of consumer engagement

utilizing technology

Creative Technology

About EMG & Core Competencies


Presenter Introduction

• Background in cross-channel marketing, online advertising, enterprise technology, social media

• Focused on helping clients to think strategically and to maximize internal and external resources

• SME in technology innovations, marketing, and behavioral marketing trends

• Experienced industry thought leader, public speaker• Works with clients in multiple verticals: Higher

Education, Financial Services and Entertainment

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Damien Navarro, Managing Partner & CEO, EMG


Key Take Aways

1. How to think unconventionally past your traditional marketing routine and audience

2. How to initiate and test cross-pollinated marketing opportunities

3. How to leverage your community and audience funnel to attract new customers

4. How to put a test plan together to experiment with diversifying the media mix without large risk


Why a Different Approach?

1. The audience eco-system is no longer black and white2. The digital touch point and access is everywhere3. The increasing cost of paid media4. The instant make or break of social media5. The increasing power, and make or break of crowdsourcing




(March 2010 Pew Research)


PERFORMANCE-DRIVEN MARKETING(Paid Media)

EXPERIENCE-DRIVEN MARKETING(Earned Media)

Channels that Brands pay to leverage

Traditional, Digital, Mobile Advertising

The community drives the channel

BRAND CHANNELS(Shared & Owned Media)

Channels powered by partnerships or brick and mortar / physical collateral and visibiltiy

Social Content Contributors integrated with Brand hosted

platforms

STRATEGY & INTELLIGENCE

Today’s Media Mix


The Business Case for Earned Media

• Increase revenue by providing ‘premium’ services or insight

• Build stronger partnerships – “selling sideways”

• Customer & Agent recruitment, acquisition and retention

• “Customer Service” – overcoming objections, community selling, FAQ’s

• Industry Visibility & Organic Search Result Rankings

• Reputation management and positioning in the marketplace

• Publicity (PR) and Brand Awareness (Digital Footprint)

Global survey of 1,700 corporate executives found that 69% claim advantages of earned media. McKinsey Report 2010

http://www.ideastorm.com/

http://www.ted.com/


The Business Case for Mixing Paid and Earned Media


The Cross-Pollinated Approach Simplified

– Natural Movement Marketing • least amount of movement (tactics) with the most collective impact

– Blends marketing strategies to reach and influence direct customers and in-direct influencers alike

– Overlaps the Consumer vs. Customer lifecycle– Leverages earned media and 24/7 access to engage new

audiences


How the Revenue Models are Shifting


Pharma – Yesterday

Pharma

PhysiciansPatients

$$


Pharma – Today (Mixing B2B & B2C)

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Pharma

Media

Patients

Physicians

$

$


TV – Yesterday – B2B

Studios Advertisers

$


TV – Today (B2B & B2C)Studios

Media

Audience

Cable

Advertisers

Network

$ $

$

$


Theatrical - Yesterday (B2B)

Studios Audience

$


Theatrical Today (B2B & B2C)

Studios

Audience

Theatres

DVD

On-Demand

Syndication

$

$


Who’s Taking Advantage of the Shift?


Johnson & Johnson Goes Beyond Direct to Consumer

They are leading the “health” of the industry

http://www.discovernursing.com/


Scottrade Uses Influencers to Engage Conversation

They are impacting the community, the marketplace


Kofax Used Branded Content to Build Equity

Influencers, influence buyers


Statefarm Makes Itself Accessible by Giving Back

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Fans become customers through self-change

http://www.50millionpounds.com/


Zinch Becomes the Broker of Resources and Students

Institutions are having to play by new rules

http://www.zinch.com/scholarships


Defining a New Cross-Pollinated Tactical Approach


Decision Makers

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Advocates Consumers

Media

UsersInfluencers

What is the Complexity of Your Audience

Community

http://www.earthboundmediagroup.com/index/our-work/client-list-and-portfolio/pulte-homes-and-del-webb.html

http://www.tc.columbia.edu/teachers-college/

http://www.earthboundmediagroup.com/index/our-work/client-list-and-portfolio/kofax-international.html

http://www.artinstitute-portland.com/

http://www.foreclosuredestination.com/


0.5 1 1.5 2 2.5 3 3.5 4 4.5 50

0.5

1

1.5

2

2.5

3

3.5

4

4.5

Y-ValuesColumn1

Decision Makers

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AdvocatesConsumers

Media

Users Influencers

How are they all connected?

Community

http://www.earthboundmediagroup.com/index/our-work/client-list-and-portfolio/pulte-homes-and-del-webb.html

http://www.tc.columbia.edu/teachers-college/

http://www.earthboundmediagroup.com/index/our-work/client-list-and-portfolio/kofax-international.html

http://www.artinstitute-portland.com/

http://www.foreclosuredestination.com/


Educated and Influenced

Phase 1Initiator or Follower

Phase 2Introduction to Idea & Awakening of Needs

Phase 3Research and Self Identification

Phase 4Self Assessed + Brand Search

Phase 5Deeper Research, Experience, Community

Phase 6Q & A, On-Site,Examination of Sentiment & Reputation

Phase 7Final Decision,Seeking Influencer Opinion Cost, Payment

Phase 8Fan & Loyaltyor Disengaged

Opportunity Target Search Lead Qualif. Lead

Vulnerable and Emotional

Member /Retention

Donate/ Conversion

Adopt/Yield

Evaluate Your Customer Lifecycle Framework


Educated and Influenced

Phase 1Initiator or Follower

Phase 2Introduction to Idea & Awakening of Needs

Phase 3Research and Self Identification

Phase 4Self Assessed + Brand Search

Phase 5Deeper Research, Experience, Community

Phase 6Q & A, On-Site,Examination of Sentiment & Reputation

Phase 7Final Decision,Seeking Influencer Opinion Cost, Payment

Phase 8Fan & Loyaltyor Disengaged

Opportunity Target Search Lead Qualif. Lead

Vulnerable and Emotional

Member /Retention

Donate/ Conversion

The flow of influence from “fans” and “friends” can be just as impactful.

Adopt/Yield

Determine How Customers Influence Your Lifecycle


Diagnosing Your Funnel – Where is There Crossover?


Assess and Craft Your Earned Media Strategy


Strategic Approach: Earned Media Imperatives

Imperative #1: Leverage “Super Influencers”

• If awareness for the brand is low, leverage “Super Influencers”

(key

bloggers, media and online personalities) who have an

established an engaged online community

Rationale

• Leveraging these large, established communities will provide a

greater opportunity for the awareness to spread online

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Strategic Approach: Earned Media ImperativesImperative #2: Build a dynamic digital platform and content playbook

• Once key influencers have been identified, leverage a dynamic

digital platform and media plan that facilitates authentic

engagement between the influencer and their audience

Rationale

• Introducing an innovative content syndication and relevant (trend-

watch content) will allow the intended conversation to scale quickly

and deliver an experience that no other brand is delivering

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Strategic Approach: Earned Media ImperativesImperative #3: Benchmark and measure impact

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Strategic Approach: Sample Earned Media Eco-System38


Sample Content Delivery Model

Owned Web Property

Social networks

Mobile App OR Site (WAP)Branded Content& Media

Third Party & Partners

Community & Influencers

Influencers


My Top Ten

1. Identify your audience and business needs first (*it’s not you)

2. Gain momentum through small, measurable, experiments3. Be honest when evaluating what you’re capable of

sustaining4. Look across alternative industries5. Observe what the audience is watching, sharing and

creating6. Leverage your resources – talent?7. Task and reward the community to promote8. Protect your users – protect your brand9. Continually monitor, measure and manage your community10. Silence the “Devil’s Advocate”


Questions?

• We’d love to hear from you. Let us know if you have any questions!


Q & A

Thank You!

Contact us today to learn how EMG can apply its expertise in developing and implementing your institution’s persona to help you get started!

Toll Free: (866) 62-EARTHwww.visitemg.com

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FULL WEBINAR AVAILABLE TOMORROW AT:

Youtube.com/earthboundmediagroup

Earthboundmediagroup.com/emg/home/knowledge-center/webinars.html

STAY CONNECTED WITH EMG:

Twitter.com/EMGtheAgency

Facebook.com/earthboundmediagroup

http://www.visitemg.com/


Thank You For Your Time!

Damien NavarroManaging [email protected] x 101

mailto:[email protected]

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