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The Honorable Jennifer L. McClellan
Virginia House of Delegates, 71st District
Welcome
Grant Intro
Non-traditional MarketingNon-traditional Marketingto Spark Customer Engagementto Spark Customer Engagement
Grant Mizell (@G24NT)Grant Mizell (@G24NT)Digital + Emerging Media | Digital + Emerging Media | PulsarPulsar
October 20, 2010October 20, 2010
About Pulsar
About Pulsar
Traditional Marketing
Familiarity
TrialMeasure
and
Refine
Awareness
Behavior Change/Conversion
Evolved Funnel Familiarity
Relevance
Conversion
Involvement
OngoingEngagement
Me
asu
re &
Re
fine
Direct Messaging
Direct Messaging
Media Mix
campaign billboardtweet
broadcastmessage
youtubecompetition
webbanner
bus sheltermessage
Your company’s media mix
Non-traditional Marketing
I. A Twist on Traditional
New Media Engagement
Shift to Mobile
I. A Twist on Traditional
1. Target existing resources
2.
3.
I. A Twist on Traditional
Examples
I. A Twist on Traditional
1. Target existing resources
2. Renew old mediums
3.
I. A Twist on Traditional
Examples
Examples
I. A Twist on Traditional
I. A Twist on Traditional
1. Target existing resources
2. Renew old mediums
3. Crowdsourcing
Examples
I. A Twist on Traditional
Your company’s social channels
II. New Media Engagement
1. Transparency
2.
3.
4.
II. New Media Engagement
1. Transparency
2. User Generated Content
3.
4.
II. New Media Engagement
Examples
II. New Media Engagement
1. User Generated Content
2. Transparency
3. Geo Social
4.
Examples
II. New Media Engagement
Examples
II. New Media Engagement
Examples
II. Shift to Mobile
Examples
II. New Media Engagement
1. User Generated Content
2. Transparency
3. Geo Social
4. SEO & CPC Advertising
II. New Media Engagement
Examples
II. New Media Engagement
Examples
II. New Media Engagement
Examples
III. Shift to Mobile
1.
2.
Americans who receive newsthrough their mobile phone26%
– USA Today, March 2010
Americans’ mobile data use of text,email and internet surpasses voice data2009
– CITE (via NYT), May 2010
Months to reach 1 billion downloadsthrough the App Store.9
– Apple, April 2009
Mobile Shift
Mobile Shift
86 Million iPhone/iTouch users, versus18 million Netscape users, at Q11.
– Morgan Stanley Research, Q1 2010
Mobile Shift
– Pew Research, July 2010
African-Americans
continue to be the most active mobile webusers because their devices commonly function as the
primary or sole connection to the web
Latinos&
English-speaking
Mobile Shift
2012Smartphone sales will outpacepersonal computer sales
– Morgan Stanley Research, Q1 2010
2011 US Smartphones will outselltraditional mobile phones
2010US Mobile browsing and MobileApp use doubles from Q1 2009
III. Shift to Mobile
1. Text/SMS
2.
II. Shift to Mobile
Examples
II. Shift to Mobile
Examples
II. Shift to Mobile
Examples
III. Shift to Mobile
1. Text/SMS
2. Smartphone Technology
II. Shift to Mobile
Examples
II. Shift to Mobile
Examples
II. Shift to Mobile
Examples
WOR D of MOUTHL
Extended.
Extra slides and info to helpanswer all your questions.
1. Ford Fiesta lauch throughsocial Case Study
2. Links for winning the Bossover to Social and Mobile
Ford gave away one hundred, pre-released Fiestas for six months.
Case Study: Ford
And started a Movement…
Integrating Social
Pre-Launch Awarenessamong Millenials
“You can’t just say it. You have to getthe people to say it to each other.”
– James Farley, CMO Ford
2010 - Ford moves 25% of MarketingSpend to Digital/Social Media
37%
Turn the Boss onto Social & Mobile Marketing
• Suvey internal expertise • Twitter: Mashable’s Guide, Apps, Lists• Foursquare: BART, VisitPA• Multi-updaters: Cotweet, Hootsuite, Ping
• All Socialnomics vids & stats • What The Heck is Social Media?• Internet trends• Can Social Media sell cars?
•
Explore Potential (Fire power)
Load-Up on Stats (Ammunition)
Two Steps to
Winning the Boss Over Other resources.
The Secret Sauce of Social Marketing
5 Tips to Convince the Boss
Adding Blogger Outreach to Your PR Plan
10 Ways to Initiate Social Conversation
Social ROI
Facebook Stats
Social Media Business Tools
Rules of Engagement• Provide access
anytime/anywhere
• Make it easy
• Provide tools tospread the word
• Be authentic
• Tout your USP
• Focus on thegreater good
• Be communitycentric
• Listen
• Experiment
• Have fun!
Challenge…Do one thing next week to challenge the status quo of your
current marketing efforts.
i.e. start a mass email of ideas around the office, place a box formarketing ideas in the break room, take an internal survey ofsocial strengths/expertise, explore 1 new social site, etc.
Share it.
Email me at [email protected]; OR
Tweet me @G24NT, ending with the hashtag #capitol102010
Michelle Intro
Market Research Methods:Oldies & New Goodies
Michelle FinzelVP, Full Service Research
October 20, 2010
Today we’ll discuss:
Company Info
Market Research Roots – “Oldies”
Market Research on the Rise – “New Goodies”
Applications
Agenda
MMS Established in 1986 / Acquired BAR in 2002
Full-service market research company
Specializes in qualitative and quantitative market research
Company Info
State-of-the-art CATI (computer assisted telephone interviewing) call center
Modern and comfortable focus group facility
Certifications include: MBE, WBE, SBE, SWaM, DBE, LBDE
Company Info
Note: “Oldies” does not mean “old”! Just because something came first, doesn’t mean it’s archaic. AKA “Traditional Research Methods”
Then again, some methods have been put out to pasture.
“Oldies” &“New Goodies”
Quantitative Telephone surveys Internet surveys Mail Surveys Intercept Interviewing
“Oldies”
Qualitative Focus groups In depth interviews Ethnographies
“Oldies”
Lines between Quantitative and Qualitative researchhave begun to blur as tools are created to helpresearchers reach out via internet, social media, and cellphones.
Research can be textbased or audio/video,real-time or chronicled.
“New Goodies”
Online bulletin boards
Credit:
“New Goodies”
Web-cam focus groups
Credit:
“New Goodies”
Text message research
Credit:
“New Goodies”
Market Research Online Communities… …MROCs utilize a private social networking platform/website
to conduct qualitative marketing research.
A group of community members (from 50-300) who meetspecific recruiting criteria are invited to become members.
Once active, members hold discussions with each other, aswell as engage in client-directed activities (polls, forums, etc.).
MROCs are typically 3 months, but can be longer.
Credit:
“New Goodies”
Social Media Market Research is… …the application of scientific marketing research principles to
the collection and analysis of social media data such that validand reliable results are produced.
Qual, not Quant
Credit:
“New Goodies”
Social Media market research tools
Embedding surveys into social networking applicationsand communities.
Find out who’s talking the most about you andunderstand/compare your brand’s share of voice
Utilizes proprietary automated content analysis processto provide an in-depth evaluation of your brand on morethan 600 different measures.
“New Goodies”
“New Goodies” Allow us to reach audiences while crossing zip codes, time zones,
and continents.
Provide a range of market research services for a range ofbudgets
Anonymity = comfort and security = more forthcoming participants
Applications
“Oldies” Tried-and-true: not fads or a struggle to keep up with KISS “Barometer, not just Thermometer”
Applications
What’s the right market research method for you?
Big Question
Big Answer
Michelle FinzelVP, Full Service Research
(410) 922-6600 x109(410) 922-6675 (fax)
Twitter: @MDMktingSource
J. Grant MizellDigital + Emerging Media
Ph (410) 922-6600Fx (804) 225-8347
[email protected]: @G24NT, @mizellg
Contact Us