Strategic Online Marketing - Toledo (Ohio)

Toledo Nov. 16, 2011                             itive.net

Strategic Online Advertising and Marketing

Andrea VascellariCEO itive.netandrea@itive

AndreaVascellari.com - @vascellari

Special Thanks to:

ULRICHPINCIOTTI Design Groupupdesigngroup.com

Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0

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Agenda

• You

• Social Media Implementation•Branding in Digital Age•Context

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You

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You

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“Questions from the audience”

You

:o :o :o :o :o

:o?

?

:o ? :o

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http://en.wikipedia.org/wiki/Marketing                             itive.net

Marketingprocess used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development.

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http://en.wikipedia.org/wiki/Advertising                             itive.net

Advertisingform of communication used to persuade an audience.

Commercial advertisers often seek to generate increased consumption of their products or services through "Branding".

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http://en.wikipedia.org/wiki/Brand                             itive.net

Brandingdevelop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique.

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Neil Hosler McElroy

photo credit: http://en.wikipedia.org/                         itive.net

:o :o :o :o :o

:o :o : {O

???

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How to build brands?

Well...Well...

ads!

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top-down$$,$$$,$$$

engagementeffectiveness

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Y?12

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people

technologybusiness

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OpenMarkets

InterruptionEra

AttentionEra

Evolution of Engagement

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?Branding in Digital Age

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Question from the audience:

“What are the top Ten Rules of Branding (Marketing)?”

Branding in Digital Age

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1. Fake adoption.

Branding in Digital Age5 things to leave behind:

5. Rigid management structure.

2. Thinking of digital as a second option.3. Fear of failure. 4. Pushing (mono directional attitude).

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3. Openness (not necessarily completely).

Branding in Digital Age5 things we can bring in:

1. Change.2. Collaboration (DIY will lose).

4. Pulling.5. Intellectual property (Creative Commons).

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Question from the audience:

“...how to integrate digital (i.e. social media) within advertising/

marketing strategies...”

Branding in Digital Age

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awarenessinterest

desireaction

DUH!Branding in Digital Age

Image credit: The Apprentice, The Office, LOST #LoveTheseSeries :D

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Branding in Digital Age

awarenessinterest

desire

action

advocacy

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Retention is the new customer acquisition

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Target: Who are we communicating with. Suggested Tools & Tips: What & How.

What’s happening...

image credit: Office Space - #WonderfulComedy :D                      itive.net

Metrics & Measurement Tools: Success.

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Awareness

Target: Audience.

People that are potentially qualified to buy or use your products or services.

Generally defined by income, education, age, etc.

:) :) :) :) :) :) :) :) :)

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AwarenessSuggested Tools & Tips:

• Social Media Monitoring Tools• Google Ad Planner• Facebook Ads• Twitter Search (advanced) + Google

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AwarenessSuggested Tools & Tips:Social Media Monitoring Tools

Question from the audience:

“What do you feel is the most effective social media management tool-like HootSuite or some other?"

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AwarenessSuggested Tools & Tips:Social Media Monitoring Tools.

• Hootsuite• TweetDeck• Seesmic• CoTweet• Trackur• Radian6

* Custom Social Media Dashboard

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AwarenessSuggested Tools & Tips:Social Media Monitoring Tools.

Question from the audience:

"How do you recognize a link/posting that might contain a virus

or spyware?”

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Awareness

Suggested Tools & Tips:Google Ad Planner, Facebook Ads,Twitter Search (advanced) + Google

• Google: What.• Facebook: Who.• Twitter Search + Google: Who, What, Where.

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Awareness

Suggested Metrics:At this stage you generally want to focus on the number of potential customers.This number represents your “starting point”.

Suggested Measurement Tools:• Described tools (previous slides)• Facebook Insights (for page owners)• Researches/Surveys• Reports/Stats

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Interest

Target: Prospects.

Potential/Likely customers.

They want to hear what you have to say and learn more about your products and services.

:) :) :) :) :) :) :) :) :)

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Interestabout you...

%“I use...”Facebook 21.4 %Twitter 19%Linkedin, YouTube 16.7%Blogs 9.5%

“I would like to better understand...”Blogs 13.5%Linkedin, Facebook, Slideshare, Forums 11.5%Twitter, Delicious 9.6%

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Interest

Suggested Tools & Tips:for you...

• Blogs• Linkedin• “Mixed Combos”

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Interest

Suggested Tools & Tips:Blogs

1. Forget about blogs & websites as you know them and think of them as “digital brains” that people use, or connect to, in order to achieve their objectives…

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Interest

Question from the audience:

“...the importance of creating relevant content as part of a

digital strategy.”

Suggested Tools & Tips:Blogs

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Interest

Suggested Tools & Tips:Blogs

2. 5 sec. test FiveSecondTest.com

3. What & How... ...Who & Why.

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InterestSuggested Tools & Tips:Linkedin

1. Groups: Provide information to prospects directly or indirectly (redirecting to i.e. landing pages).

2. Answers: People ask questions...you, as industry insider, give advice.

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InterestSuggested Tools & Tips:Linkedin

3. People: Search for target company. Check “direct connection/s” or second/shared connections. Get introduced.

4. Mobile: Exchange contact info with prospects bumping your phones.

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Interest

Question from the audience:

“How do you integrate all of the different aspects of social media to

make it work seamlessly and easily without giving up your

day?”

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Interest

A good starting point is making it part of what you already do.

Some examples...aka “Mixed Combos”

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Interest

• Instead of answering tons of emails, write a blog post and redirect people there.

• You have a presentation about your products and services at an event? Record the video, publish it on Youtube and share the slides on SlideShare.

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Interest

• You read news? Save the most interesting ones on Delicious (or other bookmarking tools) or mark them as “favorite” in Google Reader.+ use the RSS feeds to cross post on Twitter, Facebook Pages, or other channels that you use for content curation.

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Interest

Question from the audience:

“What is the best way to attract consumers on the web?”

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Interest

1. Help: Attract with useful content (remember the attention era?).

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Interestandreavascellari.com

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Interest

2. Show how you work! Give them a taste...

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Interesticedsoul.de - troopies365

"I just hate cleaning this *@!#...""yeah and I don’t understand why stormtroopers have to clean the sensorarrays of these huge droids...""this is sooo gross...""guys... relax... regulations... you know!"-day eighteen-

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Interesticedsoul.de - troopies365

*ridersonthestorm... ridersonthestorm...""whars that?""the doors!""not that, THAT!""doors.""I can see that.. what are you doing behind them?""its an assignment for TWIP.""whats TWIP?""this week in photography! great photoblog, podcast and flickr group...""you tools!"-day eightyone-

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Interesticedsoul.de - zombies52

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InterestSuggested Metrics:

• Followers.• Fans & Likes.• Subscribers.• Views & comments.• Shares.• Favs.• Embeds.• Visitors (people who stopped by from organic search queries).

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InterestSuggested Measurement Tools:• Google Analytics or similar.• Twitter.• Facebook / Linkedin (...)• YouTube or similar.• Flickr or similar.• Slideshare or similar.• Delicious or similar.• Google+ (...)• Feedburner (RSS + Email).• Email Tools/Managers.

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Interest

Question from the audience:

“Do you feel email solutions such as Constant Contact can compete

with marketing automation tools?"

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Desire

Target: Leads.

When someone shows the interest in buying and using your products or services.

:) :)

:)

:) :) :) :) :) :)

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Desire

Suggested Tools & Tips:

• Purchase/Selection Tools.• Calls to action.• Marketing Automation Tools.• Interactive Marketing Tools.

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Desire

Suggested Tools & Tips:Purchase/Selection Tools

• These range from filling up a “shopping cart” to “Get Started” analysis processes (i.e. itive.net)

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Desire

Suggested Tools & Tips:Calls to Action

• Clear (what’s going to happen next).

• Stand out.• Impeccable grammar.

• Concise.

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Desire

Suggested Tools & Tips:Marketing Automation Tools

Question from the audience:

“What marketing automation tool do you feel offers the best mix of social media, online, event and email marketing, i.e., Marketo,

Hubspot, Act-On, Etrigue?”

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Desire

Suggested Tools & Tips:Interactive Marketing Tools

Question from the audience:

“I'd like to hear of any campaigns with a positive ROI where the QR or Tags were the

difference.”

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DesireSuggested Tools & Tips:Interactive Marketing Tools

Judo Vittorio VenetoInternational Trophy

Location: Italy

The idea:QR Codes for Sponsors

310 clubs, 2100 registered athletes from 18 countries, a 4500 seat sport arena, 2 days of competition

The results:20% Adoption65% Positive ROI

181,000 minutes broadcasted live world wide during the 2 days of the event.

The photos that we took and shared on Flickr received +23,000 views during the 2 days of the event.

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DesireSuggested Tools & Tips:Interactive Marketing Tools

Logistia

Location: Finland

The idea:QR codes as digital assistants.

The results:52% Adoption98% Positive Usage

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Desire

Suggested Tools & Tips:Interactive Marketing Tools

Tesco

Location: Korea

The idea:Let the store come to the people using QR codes (virtual store).

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Desire

Suggested Tools & Tips:Interactive Marketing Tools

Tesco

Location: Korea

The idea:Let the store come to the people using QR codes (virtual store).

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Desire

Suggested Tools & Tips:Interactive Marketing Tools

Tesco

Location: Korea

The idea:Let the store come to the people using QR codes (virtual store).

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Desire

Suggested Tools & Tips:Interactive Marketing Tools

Tesco

Location: Korea

The idea:Let the store come to the people using QR codes (virtual store).

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Desire

Suggested Tools & Tips:Interactive Marketing Tools

The results:

New Registered members rose by 76%.

Online sales increase by 130%.

Has become #1 in online market and #2 offline.

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Desire

Suggested Tools & Tips:Interactive Marketing Tools

Blippar.com

Augmented Reality

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Desire

Suggested Tools & Tips:Interactive Marketing Tools

Blippar.com

Augmented Reality

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Desire

Suggested Tools & Tips:Interactive Marketing Tools

Augmented Reality

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Desire

Suggested Metrics:

Number of leads that entered the “action funnel” and move from one stage to the other.

i.e. How many people entered the “Get Started” process, and how many completed it.

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Desire

Suggested Measurement Tools:

• Google Analytics (Goals & Funnels)• Described tools (previous slides i.e. Marketo, Hubspot, etc.)

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Action

Target: Customers.

When someone shows the interest in buying and using your products or services.

:) :)

:)

:) :) :) :) :) :)

$$

$

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Action

Suggested Tools & Tips:

• Paypal• Electronic Bank Transfer• 1-click purchase• ...• Pay with a tweet - paywithatweet.com

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Action

Suggested Metrics:

• Sales• or, depending on the nature of the project Donations, Registrations etc.

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Action

Suggested Measurement Tools:

• Google Analytics.• Payment management systems or similar.

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Advocacy

Target: Evangelists.

When someone advocates your products or services.

:D

:o A+ :o :o :o :o

:o :o :o :o :o :o :o :o

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Retention is the new customer acquisition

remember?

remember?

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Advocacy

Suggested Tools & Tips

Retention Programs

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Advocacy

Suggested Tools & Tips:

• Twitter Favorites • Newsletters• Special Treats

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Advocacy

Suggested Tools & Tips:Twitter Favorites

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Advocacy

Suggested Tools & Tips:Twitter Favorites

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Advocacy

Suggested Tools & Tips:Twitter Favorites

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Advocacy

Suggested Tools & Tips:Twitter Favorites

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Advocacy

Suggested Tools & Tips:Twitter Favorites

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Advocacy

Suggested Tools & Tips:Twitter Favorites

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Advocacy

Suggested Tools & Tips:Newsletters

Give space to the success/achievements of your clients.

This helps your clients networking and promoting their services.

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Advocacy

Suggested Tools & Tips:Special Treats

FOR CLIENTS ONLY

“Make them feel special, because they truly are special”

People hearing them advocating your brand, will be interested in working with you...

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Advocacy

Suggested Metrics:

• Backlinks.• Twitter @ and RTs.• Facebook likes/recommendations, feedback (on FB page entries).• Conversation/Comments activity.

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Advocacy

Question from the audience:

“How much weight would you put on consumer feedback on Facebook?

i.e., ask a question or post a short survey ... the feedback comes in, but due to FB's informality,

how valuable is it in the larger scope? ”

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Advocacy

Suggested Measurement Tools:

• Google Analytics or similar.• Twitter.• Facebook, Linkedin• ...• Monitoring Tools (free/paid).

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To recap

•ContextBranding as core element of Marketing & Advertising

•Digital AgeBranding in Attention Era

• Social MediaStrategic implementation at different stages.

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itive.netWe are dedicated to helping top companies and organizations in strategizing, designing and communicating their products, services and initiatives to their target audience in new and creative ways.

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Services Strategy Design Media

Ideal for

Brand Awareness & Reputation

Service/Product Launches

Events

Government

Regional Development

Pharmaceutical ...&+

Graphic & Web Design MobileApps (iPhone, iPad, Android ...&+)

Online Video Series

Promotional Videos

Interviews

Documentaries

Live Streaming

Event Coverage

Product/Service Launch ...&+

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Uniqueness:Umbrella SynergyRemoteNeed-Centric

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How can we work together?!! ●  We can help your company, brand or

organization with our lines of services and consulting.

!! ●  We can also work together if you are in need of a partner or outsourcing.

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Let’s TalkAndrea VascellariCEO itive.netandrea@itive.netTwitter.com/vascellariSkype: andrea_vascellari

Blog: AndreaVascellari.com

Slideshare.com/AndreaVascellarihttp://Facebook.AndreaVascellari.comLinkedin.com/in/AndreaVascellari

www.itive.net Twitter.com/itive

Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0

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