demystifying the new markeing by ann n. videan, apr

Demystifying the New Marketing

The High Cost of Doing NothingAZ IMC

April 20, 2011

Ann N. Videan, APRBusiness-Tribe Architect

Videan Unlimited, LLC

videanunlimited.com

Photo by Mo Riza

Situation 1: New Comm Paradigm

Objective: Listen and Engage

“Marketing’s traditional role has been to deliver messages. In the future, it will be to listen and engage.”

– “7 Habits of Highly Effective B2B Social Marketers” excerpt from Social Marketing to the Business Customer by Paul Gillin and Erica Schwartzman

Photo by Rupert Ganzer

The growth of social media◦ Conversations◦ Video entries◦ Rankings and ratings

Strategies

Anywhere, anytime◦ Focus on mobile everything

Strategies

Serve community

Strategies

Online contests◦ A Cause to Design

Strategies

Image: Phiseksit / FreeDigitalPhotos.net

Easy online metrics

Strategies

What can be repurposed online (high tech)?

Strategies

What should be managed in-person (high touch)?

Strategies

Savio Engineering © 2011 Savio Engineering, Inc.

Wow!moments

Strategies

Every half hour: ◦ Facebook = 15 million messages◦ YouTube = 1,000 hours of new video◦ Twitter = ½ million Tweets

– Author David Rogers The Network is Your Customer at Columbia Business School

(PRSA webinar “The Network is Your Customer: Five Strategies for Brands in a Digital Age”)

Situation 2: Comm Clutter

Image: Salvatore Vuono / FreeDigitalPhotos.net

What customer wants/relates to

Objective: Build Relationships

Photo by ralphbijker

1. Awareness 2. Consideration 3. Preference 4. Purchase 5. Loyalty 6. Advocate

– David Rogers, Columbia Business School

Objective: Build Relationships

Image: tungphoto / FreeDigitalPhotos.net

Objective: Build Relationships

In-per-son

Online0%

20%

40%

60%

80%

100%

Purchasing Influence

Purchasing In-fluence

Nielsen study

Listen consistently◦ Word of mouse

Twitter Google Alerts

◦ Word of mouth Accessible emails Ask for reviews/ratings Empower employees

Strategies

Get customers involved

Strategies

Fake Pandas Have More Fun by Roberto Gálvez

No buzz Tied to current marketing Don’t know where to start

Situation 3: Imagination Failure

Image: renjith krishnan / FreeDigitalPhotos.net

Know your passion Be creative/unique

Objective: Be Outrageous!

Photo by Steve Slaby

Content marketing

Strategies

™2011 Weber Grills

Surprise!

Strategies

Image: Arvind Balaraman / FreeDigitalPhotos.net

Inspire

Strategies

Entertain

Strategies

Craig "Wheezy Waiter" Benzine

Innovate Brainstorm

Strategies

Do!

Strategies

Luke: "All right, I’ll give it a try”Yoda: "No. Try not. Do… or do not. There is no try."

“Give real people interesting things to talk about, and make it easier for that conversation to take place.”

— Andy Sernovitz, The Word-of-Mouth Marketing Guy

Strategies

◦ What can you do to become outrageous?

Action Steps Exercise

First step toward outrageous…◦ Groups of 3◦ 1st person has 5 minutes to share:

About business About customer interaction About personal interests

◦ Others have 5 minutes to give ideas No editing…all ideas good, especially if outrageous 1st person records

◦ Share with large group?

Action Steps Exercise

Ann N. Videan, APRVidean Unlimited, LLC

videanunlimited.comBlog: videanunlimited.com/biztribe

Demystifying the New Marketing