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

1

itive.net

Agenda

• You

• Social Media Implementation•Branding in Digital Age•Context

2

itive.net

You

3

You

itive.net4

itive.net

“Questions from the audience”

You

:o :o :o :o :o

:o?

?

:o ? :o

5

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.

6

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".

7

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.

8

Neil Hosler McElroy

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

:o :o :o :o :o

:o :o : {O

???

9

itive.net

How to build brands?

Well...Well...

ads!

10

itive.net

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

engagementeffectiveness

11

itive.net

Y?12

itive.net

people

technologybusiness

13

itive.net

OpenMarkets

InterruptionEra

AttentionEra

Evolution of Engagement

14

itive.net

?Branding in Digital Age

15

itive.net

Question from the audience:

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

Branding in Digital Age

16

itive.net

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).

17

itive.net

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).

18

itive.net

Question from the audience:

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

marketing strategies...”

Branding in Digital Age

19

itive.net

awarenessinterest

desireaction

DUH!Branding in Digital Age

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

20

itive.net

Branding in Digital Age

awarenessinterest

desire

action

advocacy

21

itive.net

Retention is the new customer acquisition

22

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.

23

itive.net24

itive.net

Awareness

Target: Audience.

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

Generally defined by income, education, age, etc.

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

25

itive.net

AwarenessSuggested Tools & Tips:

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

26

itive.net

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?"

27

itive.net

AwarenessSuggested Tools & Tips:Social Media Monitoring Tools.

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

* Custom Social Media Dashboard

28

itive.net

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?”

29

itive.net

Awareness

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

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

30

itive.net

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

31

itive.net32

itive.net

Interest

Target: Prospects.

Potential/Likely customers.

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

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

33

itive.net

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%

34

itive.net

Interest

Suggested Tools & Tips:for you...

• Blogs• Linkedin• “Mixed Combos”

35

itive.net

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…

36

itive.net

Interest

Question from the audience:

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

digital strategy.”

Suggested Tools & Tips:Blogs

37

itive.net

Interest

Suggested Tools & Tips:Blogs

2. 5 sec. test FiveSecondTest.com

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

38

itive.net

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.

39

itive.net

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.

40

itive.net

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?”

41

itive.net

Interest

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

Some examples...aka “Mixed Combos”

42

itive.net

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.

43

itive.net

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.

44

itive.net

Interest

Question from the audience:

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

45

itive.net

Interest

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

46

itive.net

Interestandreavascellari.com

47

itive.net

Interest

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

48

itive.net

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-

49

itive.net

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-

50

itive.net

Interesticedsoul.de - zombies52

51

itive.net

InterestSuggested Metrics:

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

52

itive.net

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.

53

itive.net

Interest

Question from the audience:

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

with marketing automation tools?"

54

itive.net55

itive.net

Desire

Target: Leads.

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

:) :)

:)

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

56

itive.net

Desire

Suggested Tools & Tips:

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

57

itive.net

Desire

Suggested Tools & Tips:Purchase/Selection Tools

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

58

itive.net

Desire

Suggested Tools & Tips:Calls to Action

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

• Stand out.• Impeccable grammar.

• Concise.

59

itive.net

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?”

60

itive.net

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.”

61

itive.net

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.

62

itive.net

DesireSuggested Tools & Tips:Interactive Marketing Tools

Logistia

Location: Finland

The idea:QR codes as digital assistants.

The results:52% Adoption98% Positive Usage

63

itive.net

Desire

Suggested Tools & Tips:Interactive Marketing Tools

Tesco

Location: Korea

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

64

Desire

Suggested Tools & Tips:Interactive Marketing Tools

Tesco

Location: Korea

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

65

Desire

Suggested Tools & Tips:Interactive Marketing Tools

Tesco

Location: Korea

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

66

Desire

Suggested Tools & Tips:Interactive Marketing Tools

Tesco

Location: Korea

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

67

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.

68

itive.net

Desire

Suggested Tools & Tips:Interactive Marketing Tools

Blippar.com

Augmented Reality

69

itive.net

Desire

Suggested Tools & Tips:Interactive Marketing Tools

Blippar.com

Augmented Reality

70

itive.net

Desire

Suggested Tools & Tips:Interactive Marketing Tools

Augmented Reality

71

itive.net

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.

72

itive.net

Desire

Suggested Measurement Tools:

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

73

itive.net74

itive.net

Action

Target: Customers.

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

:) :)

:)

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

$$

$

75

itive.net

Action

Suggested Tools & Tips:

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

76

itive.net

Action

Suggested Metrics:

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

77

itive.net

Action

Suggested Measurement Tools:

• Google Analytics.• Payment management systems or similar.

78

itive.net79

itive.net

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

80

itive.net

Retention is the new customer acquisition

remember?

remember?

81

itive.net

Advocacy

Suggested Tools & Tips

Retention Programs

82

itive.net

Advocacy

Suggested Tools & Tips:

• Twitter Favorites • Newsletters• Special Treats

83

itive.net

Advocacy

Suggested Tools & Tips:Twitter Favorites

84

itive.net

Advocacy

Suggested Tools & Tips:Twitter Favorites

85

itive.net

Advocacy

Suggested Tools & Tips:Twitter Favorites

86

itive.net

Advocacy

Suggested Tools & Tips:Twitter Favorites

87

itive.net

Advocacy

Suggested Tools & Tips:Twitter Favorites

88

itive.net

Advocacy

Suggested Tools & Tips:Twitter Favorites

89

itive.net

Advocacy

Suggested Tools & Tips:Newsletters

Give space to the success/achievements of your clients.

This helps your clients networking and promoting their services.

90

itive.net

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...

91

itive.net

Advocacy

Suggested Metrics:

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

92

itive.net

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? ”

93

itive.net

Advocacy

Suggested Measurement Tools:

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

94

LOL        itive.net

95

itive.net

To recap

•ContextBranding as core element of Marketing & Advertising

•Digital AgeBranding in Attention Era

• Social MediaStrategic implementation at different stages.

96

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.

97

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 ...&+

itive.net

Uniqueness:Umbrella SynergyRemoteNeed-Centric

98

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.

99

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

100