digital marketing - liberal party presentation

ME!

SHINY !OBJECT !

SYNDROME!

In our DNA!

“Everything will be great once we get

Facebook”!

ull of it...!

FACEBOOK FATIGUE!19% left / use it less

FACEBOOK FATIGUE!

45% lost interest

19% left / use it less

FACEBOOK FATIGUE!

45% lost interest

16% parents are there

19% left / use it less

FACEBOOK FATIGUE!

45% lost interest

16% parents are there 14% too many adults

19% left / use it less

FACEBOOK FATIGUE!

45% lost interest

16% parents are there 14% too many adults

13% privacy

19% left / use it less

LIKE IS LAME!

70% of consumers don t̓ think a like

equates to opting-in to marketing!

DEPTH!

THERE IS NO AUDIENCE!

ITʼS NOT THIS!

OR THIS!

ITʼS THIS!

MODEL PLANES!

ROLLER DERBY!

STORY!

What we believe and do!

STORY + NEEDS!

What we believe and do!

What audience

believe and do!

= VOTES!

What we believe and do!

What audience

believe and do!

WIN WIN!

PAID MEDIA!

Renting marketing assets!•  Brochures!•  Print ads!•  Banner ads!•  Google AdWords!

EARNED MEDIA!

Building marketing assets!•  Email list!•  Great reviews!•  A great website that works!•  Social media presence that works!•  Search engine rank!

Consideration!

Loyalty loop!

Post-purchase experience!

Trigger!

Sale!

Active evaluation!

80% of digital spend is here

80% of influence is here

MEASUREMENT!

Measuring

MEASUREMENT!

Measuring Listening

MEASUREMENT!

Measuring Listening Stalking

Signup to Google Analytics and get tracking code in your website!

Visit your Google Analytics account!- ask “so what?”!

Set up Google Alerts for your brand, your competitors, key areas of interest!

www.google.com/analytics!

www.alerts.google.com!

Measure social impact of your website and your closest competitors!

www.howsociable.com!www.socialmention.com!

ACTION!

Discover media habits of customers, and where they hang out on the web! www.google.com/adplanner!

Classmates.com Craigslist

SixDegrees.com AsianAvenue

Care2 Xanga

LiveJournal BlackPlanet

MiGente Mixi (Japan) (SixDegrees closes)

Cyworld Ryze StumbleUpon Meetup.com

Friendster Fotolog Plaxo MyLife

Skyblog Couchsurfing MySpace Tribe.net Fast.FM Hi5 LinkedIn Open BC/Xing Netlog (Europe) MyHeritage

Flickr, Piczo, Mixi Facebook (Elite Unis) Dodgeball Orkut, Dogster Multiply, aSmallWorld Catster Hyves Yelp Vimeo Taringa (Argentina) Basecamp

YouTube Facebook (High School Networks) Xanga (SNS relaunch) Yahoo! 360 Cyworld (China) Ning Bebo AsianAvenue, BlackPlanet (relaunch) Gather.com Loopt Renren (China)

Facebook (corporate networks) Cyworld (US) MyChurch QQ (everyone) Windows Live Spaces Facebook (everyone) Twitter Cafe Mom Nasza-Klasa (Poland) Odnoklassniki (Russia) Vkontakte (Russia)

Tumblr Ravelry

Kaixin001 (China) Yammer Plurk

Foursquare Gowalla

Google Buzz OLD!

ENGAGEMENT!

VALUE !

People! Passions!Context!

HOW?!listen! attract! activate! learn! harvest!

Listen carefully. What are your opportunities?!

•  SocialMention.com!•  Google Alerts!•  HowSociable.com!

Listen - www.socialmention.com!

Listen - www.search.twitter.com!

Where do people talk about stuff? www.howsociable.com!

LISTEN!

HOW?!listen! attract! activate! learn! harvest!

Listen carefully. What are your opportunities?!

Attract your audience – like busy restaurant!

•  SocialMention.com!•  Google Alerts!•  HowSociable.com!

•  Strong common interest!•  Whatʼs valuable?!•  Incentives to join!

CASE STUDY!

Attract – create value!

Attract – create value!

HOW?!listen! attract! activate! learn! harvest!

Listen carefully. What are your opportunities?!

Attract your audience – like busy restaurant!

Get people engaged and active!

•  SocialMention.com!•  Google Alerts!•  HowSociable.com!

•  Strong common interest!•  Whatʼs valuable?!•  Incentives to join!

•  Give them stuff to play with!•  Ask questions!•  Have conversations!

Activate !

HOW?!listen! attract! activate! learn! harvest!

Listen carefully. What are your opportunities?!

Attract your audience – like busy restaurant!

Get people engaged and active!

Learn about people – what do they like?!

•  SocialMention.com!•  Google Alerts!•  HowSociable.com!

•  Strong common interest!•  Whatʼs valuable?!•  Incentives to join!

•  Give them stuff to play with!•  Ask questions!•  Have conversations!

•  What stuff to they engage with most?!

Learn – what do they like?!

HOW?!listen! attract! activate! learn! harvest!

Listen carefully. What are your opportunities?!

Attract your audience – like busy restaurant!

Get people engaged and active!

Learn about people – what do they like?!

Use what you know to get value!

•  SocialMention.com!•  Google Alerts!•  HowSociable.com!•  search.twitter.com !

•  Strong common interest!•  Whatʼs valuable?!•  Incentives to join!

•  Give them stuff to play with!•  Ask questions!•  Have conversations!

•  What stuff to they engage with most?!•  Do experiments – not research!

•  Drive traffic to your site!•  Give tools for word of mouth!

3 to 1 rule: !•  3 conversational, interesting updates with no purpose other than creating engagement (questions, links (not to your site) !•  Then go for a converting message – still interesting, but its goal is to convert!

Harvest – call to action!

•  A place for regular news, updates and value (at least weekly) •  Simple, relaxed, quick, easy and informal •  A platform to express thoughts, theories and opinions •  A place to build credibility and build a loyal readership •  Somewhere to invite discussion and feedback •  A powerful marketing channel – traffic, relationships, SEO etc

•  A hard sell

WHAT A BLOG IS!

WHAT A BLOG ISNʼT!

Build trust, loyalty, engagement and reputation

WHAT SHOULD I BLOG!

MICROBLOG!

WORK IT OUT!•  To receive discounts •  I am a customer •  To show others that I support this brand

•  Discounts •  Breaking news / info •  Exclusive content •  Only 2% of respondents show their support

•   It  works  •   Built  on  trust,  value  and  relevancy  –  poor  execu8on  can  hurt  

EMAIL!

•  Stop sending everyone everything! •  Stuff people are interested in

•  Exclusivity •  Their eyes only •  First to know

•  First-name basis •  Insight

VALUE!

CREATE SOME URGENCY = 29% higher email open rate!•  i.e. 2 days till offer expires, registration ends today, todayʼs your last chance, free webinar on Nov 11th !

MAKE IT EXCLUSIVE = 24% higher open rate!•  The word ʻexclusiveʼ or ʻprivateʼ, ʻVIPʼ, ʻfor past customers onlyʼ, exclusive offer!

TIME IT RIGHT = 100% higher open rate!•  7am (best) till 9am (at worst)!•  After 12pm youʼll cut your open rate in half!!•  2-touch works best – balance between mindshare and bugging people!

1 CALL TO ACTION = 40% higher response rate!•  Every link in email goes to same place, rather than multiple calls to action!

CASH IN ON FACEBOOK JUNKIES = 32% higher open rate!•  Just mention ʻFacebookʼ in subject line – thatʼs it!!

EMAIL GOLD!

FROM SOMEONE THEY TRUST = #1 factor in whether theyʼll open it!•  Whether itʼs your business name or a staff memberʼs name, use a ʻfromʼ name that people will trust!

RESPECT YOURSELF = other people respecting you !•  No unsolicited mail!•  Only what people signed up for – no surprises!

STAY ON SUBJECT = #2 factor in whether theyʼll open it!•  20 – 50 characters!•  Capture interest!•  Avoid ʻspammyʼ language – ʻfreeʼ, ʻcheapʼ, ʻcrazy dealʼ!

EMAIL GOLD!

DELIVER TRUST & VALUE!!!

INSIGHTS!•  Who opened?!•  Who clicked?!•  Who bounced?!•  What times of day / week work best?!•  Where did they click?!•  What messages are working?!

www.mailchimp.com  ACTION!

PULL IT TOGETHER!

OLD SCHOOL!

Comms  idea  

Print!

PR!

DM!

TV!

Outdoor!

Interactive!

NEW SCHOOL!STORY

ELEMENT!

STORY ELEMENT!

STORY ELEMENT!

STORY ELEMENT!

STORY ELEMENT!

STORY ELEMENT!

TRANSMEDIA!

2,000 VOTERS!

•   Email:  sco?@necessarygroup.com    •   Twi?er:  @sco?ywoodhouse  •   LinkedIn:  www.au.linkedin.com/in/swoodhouse  •   Hypescience:  www.hypescience.com.au    

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