Digital MarketingThe Future (or the present?)

Nick Baggott FCIM FIDMnick@navigateconsulting.co.uk

Twitter @njbaggott

nickbaggott.typepad.com

Introduction:

• Nick Baggott FCIM, FIDM, Course Director CIM• Navigate Consulting (Digital & CRM)• Microsoft, Google, HP, RBS, Lloyds, Legal & General,

American Idol, Jani King, Juniper Networks, Reuters• Chemistry Communications Group, Group CSD

Agenda

• Trends• Engagement Model• Acquisition Channels• Engagement Channels

How the world is changing...

“The same rules still apply:We are just working on a

broader canvas with a richer set of colours”

Mohan SawhneyKellogg School of Management

Mohan SawhneyKellogg School of Management

OLD RULES – NEW TOOLS

Web 2.0

Interrupt to Engage

Push to Pull

Viewer to Participant

Solitude to Sharing

Authority to Recommendation

Brand control to Brand co-creation

Quarterly to Dynamic

Semantic / Personalised Web

Implications for brands• Changing the rules

• Authority to recommendation• More openness & honesty• Engage in the conversation / Sharing• Accessibility of information / when I want it

• New communication channels• Blogs, bloggers, communities, search, social networks

• A more personal view of the organisation• Not marketing / corporate speak

• “Increases the velocity of execution”

Trends & Stats

Mobile is coming fast.................

eConsultancy Social Media Global Stats

Statistic March 2011

March 2010

Sept 2010

Facebook active users 640m* 350m 250m

Facebook daily users % 50% 50%

Facebook mobile users 200m 65m

Facebook content (links, stories, posts...) 7bn 3.5bn

Twitter registered users 175m 75m 10m

Tweets per day 95m 27m

LinkedIn 100m 50m 49m

Flickr (number of images hosted) 5bn 4bn

Wikipedia articles 17m 14m

10

*1 in 12 people in the world!

http://econsultancy.com/uk/blog/7334-social-media-statistics-one-year-later

However – what about the early adopters?

Planning a Digital Campaign

13

ATL PR Search Online Ads etc.

Facebook Twitter YouTube Email etc.

Awareness and Acquisition Reach, Targeting, CTR

Engagement and Advocacy Repeat visits, dwell time, referrals

4th Annual Online Customer Engagement Survey 2010 (cScape) http://issuu.com/richardsedley/docs/customer-engagement-report2010

4th Annual Online Customer Engagement Survey 2010 (cScape) http://issuu.com/richardsedley/docs/customer-engagement-report2010

Navigate Behavioural CRM Framework

ACQUIREPARTICIPATE

SHARE ENGAGE

Copyright: Navigate Consulting Ltd 2011

Digital media choices...

STAGE CHANNELS

Share Viral, Retweets, social media sharing

EngageWebinars, events, crowd sourcing, podcasts, Twitter, YouTube channel, wikis, forums

Participate Blog, web site design, web surveys, quick video testimonials, landing pages

Acquire Search, thought leadership, digital PR, online advertising, influencing blogs

Acquisition Channels

Search & Display

Contextual Advertising

Behavioural Targeting

Linked In Ad Planning

Recognise the Leads......

23

Engage - Social Media in B2B

YouTwitFace……

Facebook – Reach, Targeting & Engagement

26

Facebook’s value proposition

27

Create Involvement

Connect with people that identify with your brand

Trusted Referrals

Give a person reasons to share your brand

Go Viral

Watch your message spread person to person

Become A Fan Video Comment Event RSVP

Gifting Polling Newsfeed Story

Engage with the ads

Getting Seen on Facebook

29

RecencyEdge Weight

Affinity

30

Moonfruit Twitter #

Keep it simple......

• Viral promotion• Mention #Moonfruit in

status update• Win Apple products• 500,000 tweets

http://www.imediaconnection.com/printpage/printpage.aspx?id=25697

Trust / Reputation Management• Vodafone posts this Tweet

• “VodafoneUK is fed up of dirty homo's and is going after beaver.“

• Customers assumed it was a hacker• In fact, it was from a disgruntled Vodafone

customer services rep in Stoke, who was authorised to tweet

• Who claimed to have thought he was logged into his personal Twitter account

• What would you do?

• 8824 people follow them.

Digital PR / Reputation management

• "We weren't hacked. A severe breach of rules by staff in our building, dealing with that internally. We're very sorry."

• Also announced employee suspended "until further notice."

• Vodafone's eminently sensible response seems to be working.

• A poster called Denny, sent this tweet Friday: "Just spotted all the excitement about your account today...hope it doesn't cause any serious changes, you do a great job."

http://news.cnet.com/8301-17852_3-10448621-71.html

Nestle & Greenpeace & Palm Oil

• http://www.youtube.com/watch?v=QV1t-MvnCrA

• What do you do?• What do you not do?

Share...

Any Questions?