mpub: online marketing tools

• 1. Online MarketingAn Introduction to the ToolsAgenda:Return Twitter/Email Assignment. As and B+s.Email: 20% at beginning. Use author nameTwitter: too long!Review SyllabusOnline ExamplesWork on Marketing Plans

2. Tool + Tool + Tool monique@boxcarmarketing.com twitter: @boxcarmarketing 3. Marketing Mix SearchBlogging EmailFacebook TwitterFlickr monique@boxcarmarketing.com twitter: @boxcarmarketing 4. Conversation, Collaboration, Community http://TheConversationPrism.com monique@boxcarmarketing.com twitter: @boxcarmarketing 5. PhotosFlickr, SmugMug, Picassa, Pinterest, Instagram monique@boxcarmarketing.com twitter: @boxcarmarketing 6. Photos Flickrmonique@boxcarmarketing.comtwitter: @boxcarmarketing 7. Flickr Contactsmonique@boxcarmarketing.comtwitter: @boxcarmarketing 8. DeSmogBlog Greenest Photo Ever ContestBlog Flickr Online PR monique@boxcarmarketing.com twitter: @boxcarmarketing 9. VideosYouTube, Blip.tv, Vimeomonique@boxcarmarketing.comtwitter: @boxcarmarketing 10. VideosYouTube, Blip.tv, Vimeomonique@boxcarmarketing.comtwitter: @boxcarmarketing 11. VideosYouTube, Blip.tv, Vimeomonique@boxcarmarketing.comtwitter: @boxcarmarketing 12. Business NetworkingLinkedInmonique@boxcarmarketing.comtwitter: @boxcarmarketing 13. Facebook monique@boxcarmarketing.com twitter: @boxcarmarketing 14. Facebook Case Study: Scholastic Goals > Actions > Response > KPI Actions that Desired Goals will achieveWhy AudienceKPIs the goalResponse Connect with existing Introduce new Teachers and parents Email subscribers also Initial # fans notiedcommunity of teachers community to existing are brandbecome FB fans about FBand parents community ambassadors; Share FB page with # FB fans during initial Support a long-term, Give loyal emailrecommendation friendscampaign periodloyal base of brand subscribers the sneak between friends is Actively engage on the # page impressionsambassadors peak at FBstronger than from page; supporting each # shares to other Share resources with Giveaway incentive to Scholastic directlyotherfriendscore fans generate excitement Reward the existing Redeem promotions # referrals to online Increase sales Share exclusive content base with previews and Salesstorepromotions # sales Great content Average order valueencourages repeat Lifetime value ofvisitscustomer Supporting fan baseleads to themsupporting Scholasticthrough saleshttp://smartblogs.com/socialmedia/2010/12/23/andys-answers-how-scholastic-is-using-facebook-to-create-loyal-brand-ambassadors/ 15. Facebook Best Practices Post helpful, valuable information Give your fans a reason to become fans Create conversation: Use updates to ask questionsand elicit responses Have an editorial strategy Be fan-centric not brand-centric Integrate Online Oers with Oine Experiencesmonique@boxcarmarketing.comtwitter: @boxcarmarketing 16. MicroblogsTwitter monique@boxcarmarketing.com twitter: @boxcarmarketing 17. MicroblogsTwitter monique@boxcarmarketing.com twitter: @boxcarmarketing 18. MicroblogsTwitter monique@boxcarmarketing.com twitter: @boxcarmarketing 19. Twitter Case Study monique@boxcarmarketing.com twitter: @boxcarmarketing 20. Twitter Case Study: NYTGoals > Actions > Response > KPI Actions that DesiredGoalswill achieveWhy AudienceKPIs the goalResponse Increase followers Replace auto-tweet Experiment with Twitter Increased CTR Click Through Rate Increase follower with 2 editors best practices Increased RTs or(CTR)engagement with NYT Use #hashtags and Establish 1 weekmentions RTs and @@mentions to baseline metrics Increased attention # Comments,customize tweets responses, replies, Engage in conversation mentions about thevs. dialogue experiment on Twitter and other websites 21. Twitter Best Practices Post helpful, valuable information Be OPEN Talk about others more than you talk about yourself Listen Use hashtags Integrate Online Oers with Oine Experiencesmonique@boxcarmarketing.comtwitter: @boxcarmarketing 22. Online Public RelationsPRWeb, PRLeapmonique@boxcarmarketing.comtwitter: @boxcarmarketing 23. Online Public RelationsPRWeb, PRLeapmonique@boxcarmarketing.comtwitter: @boxcarmarketing 24. Justalilhype! is on online magazine on thestreet culture of Vancouver, Montreal andToronto. monique@boxcarmarketing.com twitter: @boxcarmarketing 25. monique@boxcarmarketing.comtwitter: @boxcarmarketing 26. monique@boxcarmarketing.comtwitter: @boxcarmarketing 27. monique@boxcarmarketing.comtwitter: @boxcarmarketing 28. monique@boxcarmarketing.comtwitter: @boxcarmarketing 29. monique@boxcarmarketing.comtwitter: @boxcarmarketing 30. monique@boxcarmarketing.comtwitter: @boxcarmarketing 31. monique@boxcarmarketing.comtwitter: @boxcarmarketing 32. monique@boxcarmarketing.comtwitter: @boxcarmarketing 33. monique@boxcarmarketing.comtwitter: @boxcarmarketing 34. Online / Oine Tactics monique@boxcarmarketing.com twitter: @boxcarmarketing 35. Ecommerce StoreBigCartel.commonique@boxcarmarketing.comtwitter: @boxcarmarketing 36. Customer Lifecycle > Strategy & Tactics What can we do to acquireAcquisitionVisitors to the site?Do Visitors take action, likeActivationfollow us, friend us,subscribe?RetentionCan we retain visitors attention? Do they like us enough to Referralrecommend us? Revenue Do they buy something?monique@boxcarmarketing.comtwitter: @boxcarmarketing 37. Goals > KPI> ToolsWebsite Visitors, time on site,Acquisition referral trac from YouTube,Flickr and other social mediaNumber of pageviews,Activationrepeat visits, subscription(email, blog), Fan/FollowerRetention Email Opens, Click-throughs,Repeat visits, UnsubscribesPress Mention, Likes & Referral Shares, Retweets,Refers 1+visitors to the site;Refers 1+ visitors whoactivate RevenueEvent tickets, eCommercepurchases monique@boxcarmarketing.com twitter: @boxcarmarketing 38. Other Marketing Tactics Facebook ads, Eventbrite, QR Codesmonique@boxcarmarketing.comtwitter: @boxcarmarketing 39. Tool + Tool + Tool monique@boxcarmarketing.com twitter: @boxcarmarketing 40. Its not the tools,its how we use themmonique@boxcarmarketing.comtwitter: @boxcarmarketing 41. Online marketing is how we relate to each other and how we relate to the organizations that serve us. Conversation Collaboration Communitymonique@boxcarmarketing.comtwitter: @boxcarmarketing 42. The Culture of the Web monique@boxcarmarketing.com twitter: @boxcarmarketing 43. Clay Shirky ...that the web is a network of people who organize themselvesmonique@boxcarmarketing.comtwitter: @boxcarmarketing 44. The Cluetrain Manifesto Markets are conversations. Markets are networks of people. Markets make buying decisions by talkingamongst each other. Companies are networks of people. Companies should use a human voice instead ofcorporate-speak.monique@boxcarmarketing.comtwitter: @boxcarmarketing 45. Open Brand Theres been a relationship shift in the way consumers relateto products: before, during and after a purchase consumersare engaging with each other through blogs, peer-reviewsand other interactive ways. Consumers are taking control over the messages thatbrands once controlled. For brands to survive this relationship shift they mustengage with consumers within consumers communities.monique@boxcarmarketing.comtwitter: @boxcarmarketing 46. Next Steps monique@boxcarmarketing.comYou should follow me on twitter @boxcarmarketing