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COMM 464class 2: disruption & adding value with e-marketing
• House-keeping• News• Digital marketing in context• Value systems and strategy• Intro to paid, owned, earned media• Designing the online plan• Project outline, clients, teams• Next steps
News
• My story 1
• Your news story?
• Blogs
• My news story 2
Social media “triage”
Can you add value?
Can you add value?
Evaluate the
purpose
Evaluate the
purpose
Respond in kind & share
Respond in kind & share
Thank the person
Thank the person
Unhappy Customer?Unhappy
Customer?
DedicatedComplainer
?
DedicatedComplainer
?
Comedian Want-to-
Be?
Comedian Want-to-
Be?
NegativePositive
Yes No
Do you want to
respond?
Do you want to
respond?
No Response
No Response
No
Yes
Take reasonable action to fix issue and let customer
know action taken
Take reasonable action to fix issue and let customer
know action taken
Are the facts
correct?
Are the facts
correct?
Gently correct the facts
Gently correct the facts
No
No
No
Yes
Are the facts
correct?
Are the facts
correct?
Does customer need/deserve
more info?
Does customer need/deserve
more info?
Yes
Explain what is being done to
correct the issue.
Explain what is being done to
correct the issue.
Yes
Is the problem
being fixed?
Is the problem
being fixed?
Yes
Let post stand and monitor.
Let post stand and monitor.
No
Yes
NoYes
Yes
Assess the message
Assess the message
This framework was built using the USAF Blog Triage. (Added this attribution post webinar)From Slideshare public view, Altimeter Group.
Prep Questions
• How does Solis suggest that sociology, anthropology and ethnography impact social media?
• What do you think of Solis’s “5Ws+H+E” framework?
• What are the disruption themes and why are they noteworthy?
• How do paid, owned and media combine to re-enforce each other?
• How will you deal with the challenge of language being hijacked and diluted? (Solis, ch3: “when words lose their meaning.)
Reconfiguring industries• “E-biz strikes again” Business
Week 2004 http://tinyurl.com/ylpxy5
• What are the characteristics of products or services that sell well online?
• What is difficult to see online?
• What are the non-selling web opportunities online?
eBiz strikes againMay 2004
http://www.businessweek.com/magazine/content/04_19/b3882601.htm
• Web as disruptor of b-models
• phase 1: books, music, software, travel
• phase 2: the less likely -> jewelry
• And phase 3…..?
www.bluenile.com
Other big themes: decade 1
• Channel Conflict• Levi and Canadian Tire exs
• disintermediation
• re-intermediation• Airlines and travel
What would you do if you could start again and compete with your own
organization?
www.destroyyourbusiness.com
Jack Welch, GE1999
Jack Welch, GE1999
Burn your boats - commit
Revolution not evolution
So what is the real impact of social media and digital in marketing?
• A set of tools to aid research, communication, engagement, service, etc.
BUT…more than tactical or executional plays……
• A catalyst for organizational change and strategy renewal
• Fundamentally rooted in consumer behaviour and decision-making, competitive offerings and choices.
• A game we know well.
• It’s already played out a few times in the short digital era.
• Marketing fundamentals increasingly important as social media makes customer centricity imperative
Social media as a catalyst for organizational change – driving an authentic customer
centric approach through the organization.
Integrating online/offline• managing multiple
channels: retailing & e-tailing - lessons from catalogs
• Land’s End
• Sears
• Victoria’s Secret
Disruption• Offline to online
• Sustainable advantage in online b-models?
• Fundamental competitive strategy questions
• Barriers to entry and imitation?
• Point of differentiation in value proposition?
Two sided markets
• User and payer are different
• Examples
Multiple Revenue Streams
• Potential revenue streams
• Examples
Cases to consider
1. Daily deal aggregators, including Groupon
2. movies and Netflix
• What is the business model for each of these?
• Product and service?
• Customers?
• Competitors and substitutes?
• Value proposition?
• Other factors?
Applied client project
• REVIEW ONLINE MARKETING PLAN FORMAT
Clients• Selection criteria
• Fit for online marketing plan assignment
• Getting approval from Paul
• Contact
• Setting expectations
• Roles of team members
• Website admin access for analytics, HS and Tw, FB, etc
Blogs• Required: minimum of 10 entries: see course outline for
requirements.
• 200 words as guideline. Not too long.
• Pictures and hyperlinks encouraged
• (automatic referencing and linking of ideas)
• Look to add value with some interpretation
• Link class concepts to readings and news stories
• Don’t simply copy & paste!
• Capture your learning and interests from course
• Build your online professional marketing persona to aid in your job search and interview process
Create and list blog
p/w is emarketing
From Connect site to blog
↵
↵↵
Next steps
Class 3 prep: Identify potential client companies
• Do research and consider contacts/access to data
• Some possibilities posted to Connect by Paul later in the week
• Review website usability criteria and class prep reading and questions
• HSU first module
• Expect to meet your team in c3