Effec%ve  Marke%ng  Campaigns:  Social  Media  Marke%ng  vs.  Tradi%onal  Marke%ng  Virality  

7    

“Cool” ain’t enough!

#7

It is not about lead generation!

#6

Social Media is poor at generating leads

The ROI Journey

•  Analog marketing – Advertising: Tracking was an issue – Direct mail: Cost of production

•  Digital marketing – Email marketing: Relevance is an issue – Keyword advertising: Conversion is still an issue

•  Social marketing – Pull, not push – Conversion still remains an issue

Think Social Media functionality, not reach!

#5

The wrong metaphor

Alternative Mapping

First and Foremost: Don’t think destination!

D.I.Y.

The new axis: CMO + CIO!

#4

Collaboration is the key to success

•  By 2017, Gartner says that CMO’s will spend more on IT than CIO’s

•  Important Trends –  1to1 marketing analytics –  Marketing automation –  Multi channel integration –  Integration with Partner platforms

•  Integration beyond acquisition –  Servicing –  CRM

Effective tools are available on the cloud!

#3

Open Graph

Plugins

•  Facebook provides rich media distribution

•  Emergence of Facebook as a platform

Vibrant communities on insurance

•  Twitter has a share of voice problem

•  Think consumption, not distribution

Easy newsletter management

•  Channel integration provides a single view of customer

•  Tools on the cloud provide prebuilt integrations

Affordable test and learn

•  The key is to keep experimenting

Mobile First!

#2

Window to the world

•  Mobiles are the primary internet access devices

•  Always on, connected, with the user

•  Context for relevance

•  Emergence of the cloud

Rethink digital strategy

•  Simple, intuitive user interfaces •  Context aware applications

•  Social integration •  Discovery, not search

•  Apps, not portals

•  E Commerce, not advertising •  Think Cloud

APIs are the new advertisements

#1

API explosion

Vision of 2020

•  50 billion internet users •  50 billion connected devices •  1 million open APIs •  Millions of apps •  Internet becomes the operating system

Early adopters are trickling in…

#  L    

Statistics

•  APIs on insurance – 2 •  Insurance Mashups -7 •  Early apps are being rolled out

Early apps being rolled out

Emergence of aggregators

Excellent platforms to integrate

And they are open to integration

Many more integration opportunities exist