bu interactive marketing 2015 summer class slides - part 1

Boston University Summer ProgramUniversità Cattolica del Sacro Cuore @ BU, Summer 2015

Interactive MarketingCommunications

The marketing world is changing rapidly, and many businesses are rethinking how they organize and execute the marketing function. This course explores the evolution of interactive marketing communications – specifically about the increasingly integrated marketing and corporate communications roles. We’ll touch on advertising, PR, corporate communications, SEO, social media, interactive and digital content and many other topics. The course also includes a final project.

Who am I? Who are you?

Course Schedule

THE HISTORY OF MARKETING

Day 1

Todd’s 6 Eras of Communication

1. Illustration*

2. Spoken Word

3. Written Word

4. Printed Word

5. Mass Media

6. Social Media

http://www.flickr.com/photos/37644376@N00/34021850/

http://www.flickr.com/photos/darwinbell/155183682/

http://www.flickr.com/photos/burwash_calligrapher/6478042809/

http://www.flickr.com/photos/queen_of_subtle/4462520710/ http://www.flickr.com/photos/videocrab/116136642/

http://www.flickr.com/photos/aslanmedia_official/6292167103/

Used under Creative Commons licensing.

* Added by Kylie Keegan






http://www.flickr.com/photos/queen_of_subtle/4462520710/

http://www.flickr.com/photos/queen_of_subtle/4462520710/

http://www.flickr.com/photos/videocrab/116136642/



History of Marketing

A History of Advertising by Henry Sampson

• Greece: Politics, with a little commerce: Town crier, known to announce sales

• Rome:• Wine, with a little commerce• Already jaded: “Vino vendibili

suspensa hedera non opus est” – “Good wine needs no bush”

• Acta Diurna (Rome, c151BC) – Daily Roman Gazette (Stone / Metal)

• Libelli: Bills announcing estate sales, baths, lost & found, etc.

• London: The rise of the “billsticker” and the “bellman”


http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspxA History of Advertising by Henry Sampson

• The First Newspapers:• Kaiyuan Za Bao (Beijing, 713-734) – Handwritten Tang Dynasty “Bulletin of the Court”• Notizie Scritte (Venice, 1556) – Cost one gazetta, leading to the name• Strasbourg Relation (Germany, 1605) – First modern newspaper

• The First Advertisement: The honor probably goes to France’s Journal Général d’Affiches, or Petites Affiches, first published in 1612


http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx


http://en.wikipedia.org/wiki/Mail_order http://www.chiefmarketer.com/direct-marketing/introduction-myths-of-direct-marketing-history-01102008

http://wayback.archive.org/web/20081211102142/http://directmag.com/history/birth-telemarketing/

• 1744: Benjamin Franklin sells scientific and academic books by mail, offers first guarantee

• 1872: Montgomery Ward launches first catalog

• 1893: T.B. Russell writes article in Printer’s Ink magazine titled “With English Advertisers” with perhaps the first mention of “direct mail”

• 1903: Preview of telemarketing when the Multi-Mailing Co. of New York used telephone directories as a source for (postal) mailing lists

• 1905: Homer Buckley builds first direct mail advertising business


http://wayback.archive.org/web/20090108145433/http://directmag.com/history/1121-direct-mail-ww1/ http://www.prwatch.org/prwissues/1996Q4/ewen.html

http://www.economist.com/node/17722733

• Early 20th Century: L.L. Bean & Sears take off

• 1906: Ivy Lee issues the first press release

• WWI: Big transition from door-to-door to direct mail

• 1916-1935: Eddie Bernays writes Propaganda, The Engineering of Consent and Crystallizing Public Opinion (later used by Goebbels in Nazi Germany)

Ivy Lee’s “Blindingly Obvious” Idea

• Public opinion can be a very dangerous thing, but Lee realized early on that it can be manipulated as well

• Started as a reporter, then a publicist before opening his own shop and taking on a long-boiling anthracite coal strike

• Lee hit upon an idea: Send news desks a (daily) stream of statements and facts about the strike

• While well received at first, some members of the press complained that they were just well-disguised (and free) ads

• As a result, he issued his “Declaration of Principles”

http://pr.wikia.com/wiki/Ivy_Lee

Ivy Lee’s “Declaration of Principles”

• This is not a secret press bureau. All our work is done in the open. We aim to supply news.

• This is not an advertising agency; if you think any of our matter ought properly to go to your business office, do not use it.

• Our matter is accurate. Further details on any subject treated will be supplied promptly, and any editor will be assisted most cheerfully in verifying directly any statement of fact.

• Upon inquiry, full information will be given to any editor concerning those on whose behalf an article is sent out.

• In brief, our plan is, frankly and openly, on behalf of business concerns and public institutions, to supply to the press and public of the United States prompt and accurate information concerning subjects which it is of value and interest to the public to know about.

• Corporations and public institutions give out much information in which the news point is lost to view. Nevertheless, it is quite as important to the public to have this news as it is to the establishments themselves to give it currency.

• I send out only matter every detail of which I am willing to assist any editor in verifying for himself.

• I am always at your service for the purpose of enabling you to obtain more complete information concerning any of the subjects brought forward in my copy.

Bullets are mine. Compare these with the Cluetrain Manifesto, written 93 years later. How modern is this thinking?

The First Press Release: 1906

• Just a month after issuing his declaration, there was a terrible rail accident that killed 53 people

• Lee was retained to get the word out on behalf of his client, the Pennsylvania Railroad Company

• He issued a “press release”• His words made it into The New

York Times verbatim!• His next big client was John D.

Rockefeller!http://www.economist.com/node/17722733

From Principled to “Poison Ivy”

• Lee’s support of Rockefeller led him to be criticized by many on the left, including “Mother” Jones, the liberal magazine’s namesake

• By 1915, despite attempts to remain behind the curtains, Lee was outed as a highly-paid consultant ($1,000/mo in 1914!)

• By 1919, Upton Sinclair, author of The Jungle, had him in his sights and had labeled him “Poison Ivy.”

In 1914, Lee made $1,000 less a year than my very first job offer in 1992!

http://www.motherjones.com/about/what-mother-jones/our-history http://lamar.colostate.edu/~pr/ivylee.pdf

Enter Eddie Bernays• Nephew of Sigmund Freud,

who shaped his world view: Humans are easily swayed

by irrational thought and “herd mentality,” making mani-pulation a necessary tool

• Served on WWI Committee on Public Information

• Saw value of controlling info

In 1914, Lee made $1,000 less a year than my very first job offer in 1992!

• Wrote Propaganda, The Engineering of Consent and Crystallizing Public Opinion (later used by Goebbels in Nazi Germany)

http://www.prwatch.org/prwissues/1996Q4/ewen.html http://www.economist.com/node/17722733

PR’s Flawed Roots• Dig deep into the technology, culture and

mindset of this dangerous combination:– Freudian psychology– The influence of mass media and the one-to-many

broadcast model that prevailed for most of the 20th Century.

• PR is deeply flawed because of this…

• But we’ll wait to the “Organization Framework” to talk about it…

http://www.flickr.com/photos/makasu/397792717/

http://www.mediabistro.com/alltwitter/social-media-1969-2012_b45869

Social Media – A History (cont’d)

FUNDAMENTALS OF DIGITAL MARKETING

Day 1

Digital Marketing: ThenHistory of Digital Marketing• 1744: Ben Franklin launches first mail-

order guarantee• 1903: First combination of telephone

directories and direct mail • 1971: First email• 1978: First email spam (from DEC)• 1986: ACT! Contact management and

database marketing software launched• 1994: First banner ad (in HotWired,

precursor to WIRED), first search engine• 1997: First social network:

SixDegrees.com

Digital Marketing Over the Decades 1970s: Telesales

1980s: Contact Management

1990s: Sales Force Automation

2000s: Customer Relationship Management

2010s: Marketing Automation

Digital Marketing: Then vs Now THEN:

• Analog-centric• Digital marketing

was a subset of marketing

• Print, outdoor & broadcast accounted for vast majority of budget, strategic emphasis

• Online was an add-on

NOW: Digital-first Digital marketing IS

marketing Digital spend

catching up with analog

What is Digital Marketing Today?

• “In simplistic terms, digital marketing is the promotion of products or brands via one or more forms of electronic media. Digital marketing differs from traditional marketing in that it involves the use of channels and methods that enable an organization to analyze marketing campaigns and understand what is working and what isn’t – typically in real time.” – SAS Institute

• “In its short history, digital has evolved rapidly as a push-pull marketing channel, with marketers and consumers alike embracing a wide range of touch points such as social media to engage with one another. Within the past few years, digital has shed its reputation as the nascent weak sister to offline marketing.” – GigaOM

http://www.sas.com/en_us/insights/marketing/digital-marketing.html

http://www.skyword.com/contentstandard/news/revealed-your-digital-marketing-strategys-most-important-tactics/

Channel Madness

http://www.stjoseph.com/what-is-omnichannel/

Push v Pull

Which Programs Are Getting the Biggest Budgets (2014 Data)

Where Digital Marketing is Heading

MEASUREMENT BASICSDAY 1 - Part 2

The Essential and Better Tools for Measuring Effectiveness

ESSENTIAL• Web Analytics (e.g.,

Google Analytics)

(Behavior -> Site Content -> All Pages)

BETTER Campaign Codes + Link Shortener (e.g.,

bitly.com) + Web Analytics (e.g.,

Google Analytics)

The Best Tools for Measuring Effectiveness: A Digital Marketing Hub

http://www.thehubcomms.com/who-is-winning-the-marketing-cloud-wars/article/336854/



So, You Want to Calculate ROI?

• ROI is just 1 metric• It may not even be

the most important metric!

What Does ROI Measure?

The Tangibles of ROI

(Gain from Investment – Cost of Investment)

Cost of Investment

ROI (%) =

Gain: Total revenue generated that can be attributed to the program / campaign

(If the program or campaign is not aimed at revenue generation, you can substitute “cost savings”)

Cost: Total cost of program / campaign, including:

Staff time, calculated by FTE %age of salary or hourly rates

Hard costs

Valuation is Just One of Five Key Metric Categories

1. Inputs2. Outputs3.

Outtakes4.

Outcomes

5. Valuation

http://bit.ly/1qMJEep *

Hat tip (or h/t as we say in social media) to “Measurement Queen” Katie Paine

http://bit.ly/1qMJEep

What Drives You? *AWARENESS• Ideal for

– Feeding the top of the sales and marketing funnel

– Influencing the influencers of big ticket or long lead item purchases

– Driving sales of impulse, small ticket or in-store retail items

• Top campaign/program priorities– Exposure– Eyeballs– Quick purchases

• Pair with– Strong analytics

LEAD GENERATION Ideal for

Going deeper into the sales and marketing funnel

Reaching the buyer of big ticket or long lead items directly

Online sales Top campaign/program

priorities Actions Wallets

Pair with A solid email marketing

program Marketing automation

* And your boss

THE MARKETING PROCESSDAY 1 – Part 3

Your Class Project• Form a group of 5 or 6 people

1. Name a team leader2. Assign 1 or 2 items from the list on the next page

to each member• Pick a company to “help.” The company must:

1. Be primarily English-language2. Have a public website3. Have an email marketing database visible on site4. Have a social media presence (at least two social

networks)5. Have a blog or some form of content marketing

program

Your Class Project• Prepare and present an interactive marketing

strategy and plan addressing:1. One primary S.M.A.R.T.* goal for the business’s social

media efforts. 2. Customer Profile3. Web site (SEO performance suggestions)4. Email marketing suggestions5. Content marketing recommendations (channel and

content suggestions)6. Social media performance & recommendations

(channel and content suggestions)7. 2-3 KPIs (conversion indicators) along the way

Where Measurement Starts

SMART Goals–Specific –Measurable–Attainable–Results-Oriented–Time Bound

Slide courtesy of Kami Huyse of Zoetica (@kamichat) http://bit.ly/SMARTObjectives

What is a Conversion?

• A conversion is a measurable event that indicates movement through the sales and marketing process (funnel)

• Possible examples of conversions:– Follow / friend / fan a social profile– Like / +1 / favorite a post– Share / re-tweet content– Sign up for mailing list– Open email– Click-through to website– Ask for more information on offering– Purchase– Repurchase– Advocacy / evangelism

http://en.wikipedia.org/wiki/Conversion_rate

Creating a Customer Profile

• Give them a name, e.g., “Sally Spender” • If necessary, include

– The User– The Decision Maker– The Influencer– The Buyer

• There may be more than one• Include both

– Demographics– Psychographics– Socialgraphics

http://www.entrepreneurship.org/en/resource-center/customer-profile.aspxhttp://www.businessesgrow.com/2013/01/26/forget-demographics-its-all-about-the-socialgraphics/

“Get to Know Me”• Two ways to learn about your customers:

– Observe• Easier and easier to do• Testable (e.g., via A/B

Testing)– Ask

• Harder• Intrusive (when to do it?)• More subject to bias• Potentially more rewarding

The Basic QuestionsHow do we start?

http://www.flickr.com/photos/npobre/2601582256/

The Basic QuestionsWhere are we going?

http://www.flickr.com/photos/tunruh/233316674/

The Basic QuestionsHow do we know when we get there?

http://www.flickr.com/photos/chokola/1229450683/

More Fundamental QuestionsIS THIS TRIP REALLY NECESSARY?

or,WHY SHOULD I CARE ABOUT NEW MEDIA AT

ALL?

or,HOW DO I SELL SOCIAL MEDIA TO MY BOSS?

We’ll revisit these questions later…

Diffusion of Innovations Theory

(or, the New Media Adoption Process)

Five Stages of Tech Adoption

The Marketer’s Arrow

Awareness Knowledge Interest Intent Action Repeat

The Sales Funnel

The Integrated Approach

http://www.slideshare.net/HubSpot/optimize-your-sales-marketing-funnel

The “New Marketing” Funnel

The McKinsey MatrixSocial media enables targeted marketing responses

at individual touch points along the consumer decision journey.

http://www.mckinseyquarterly.com/Demystifying_social_media_2958

PROFILING, CRM AND DIRECT / DATABASE / EMAIL MARKETING

Part 3

Two Perspectives, Same Dream

• The brand: Wants a unified view of the customer (“social customer relationship management”)

• The customer: Wants a unified experience of the brand (“social business”)

http://www.flickr.com/photos/huzicha/3292538266/

Evolution of Content Marketing

Content Creation

Monitoring & Reporting

Platform Integration

Workflow Management

Unified View of Customer

1

2

3

4

5(The Digital Marketing

Hub)

(Social CRM & Marketing Automation

“What’s in YOUR Email Database?”

• Name (first and last – use separate fields)

• Email (says a lot about the contact)– Location (based on

email domain)– Company affiliation (if

work address)– Social network

affiliation (via, e.g., MailChimp SocialPro)

• Company Name• Title

Opt-In vs. Opt-Out• Opt-In = “Permission Marketing”• Opt-Out = Minimum Requirement of CAN-SPAM

– Other Rules1. Don’t use false or misleading header information.2. Don’t use deceptive subject lines. 3. Identify the message as an ad.4. Tell recipients where you’re located.5. Tell recipients how to opt out of receiving future email

from you.6. Honor opt-out requests promptly. 7. Monitor what others are doing on your behalf.

http://www.business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business

Opt-In vs. Opt-Out

http://mashable.com/2011/11/28/mailing-list-performance/

Opt-In vs. Opt-Out• People who have actively opted in to receive

email open and click-through at much higher rates than people that have been added to a list without their knowledge

• Lately, opt-in is getting more people to open the email, but it's not getting a significantly higher percentage of that group to then click on it

http://mashable.com/2011/11/28/mailing-list-performance/

A/B Testing Basics

What Can You Test?

bu interactive marketing 2015 summer class slides - part 1

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