COMM 464class 2: disruption & adding value with e-marketing

• House-keeping• News• Digital marketing in context• Value systems and strategy• Intro to paid, owned, earned media• Designing the online plan• Project outline, clients, teams• Next steps

News

• My story 1

• Your news story?

• Blogs

• My news story 2

Social media “triage”

Can you add value?

Can you add value?

Evaluate the

purpose

Evaluate the

purpose

Respond in kind & share

Respond in kind & share

Thank the person

Thank the person

Unhappy Customer?Unhappy

Customer?

DedicatedComplainer

?

DedicatedComplainer

?

Comedian Want-to-

Be?

Comedian Want-to-

Be?

NegativePositive

Yes No

Do you want to

respond?

Do you want to

respond?

No Response

No Response

No

Yes

Take reasonable action to fix issue and let customer

know action taken

Take reasonable action to fix issue and let customer

know action taken

Are the facts

correct?

Are the facts

correct?

Gently correct the facts

Gently correct the facts

No

No

No

Yes

Are the facts

correct?

Are the facts

correct?

Does customer need/deserve

more info?

Does customer need/deserve

more info?

Yes

Explain what is being done to

correct the issue.

Explain what is being done to

correct the issue.

Yes

Is the problem

being fixed?

Is the problem

being fixed?

Yes

Let post stand and monitor.

Let post stand and monitor.

No

Yes

NoYes

Yes

Assess the message

Assess the message

This framework was built using the USAF Blog Triage. (Added this attribution post webinar)From Slideshare public view, Altimeter Group.

Prep Questions

• How does Solis suggest that sociology, anthropology and ethnography impact social media?

• What do you think of Solis’s “5Ws+H+E” framework?

• What are the disruption themes and why are they noteworthy?

• How do paid, owned and media combine to re-enforce each other?

• How will you deal with the challenge of language being hijacked and diluted? (Solis, ch3: “when words lose their meaning.)

Reconfiguring industries• “E-biz strikes again” Business

Week 2004 http://tinyurl.com/ylpxy5

• What are the characteristics of products or services that sell well online?

• What is difficult to see online?

• What are the non-selling web opportunities online?

eBiz strikes againMay 2004

http://www.businessweek.com/magazine/content/04_19/b3882601.htm

• Web as disruptor of b-models

• phase 1: books, music, software, travel

• phase 2: the less likely -> jewelry

• And phase 3…..?

www.bluenile.com

Other big themes: decade 1

• Channel Conflict• Levi and Canadian Tire exs

• disintermediation

• re-intermediation• Airlines and travel

What would you do if you could start again and compete with your own

organization?

www.destroyyourbusiness.com

Jack Welch, GE1999

Jack Welch, GE1999

Burn your boats - commit

Revolution not evolution

So what is the real impact of social media and digital in marketing?

• A set of tools to aid research, communication, engagement, service, etc.

BUT…more than tactical or executional plays……

• A catalyst for organizational change and strategy renewal

• Fundamentally rooted in consumer behaviour and decision-making, competitive offerings and choices.

• A game we know well.

• It’s already played out a few times in the short digital era.

• Marketing fundamentals increasingly important as social media makes customer centricity imperative

Social media as a catalyst for organizational change – driving an authentic customer

centric approach through the organization.

Integrating online/offline• managing multiple

channels: retailing & e-tailing - lessons from catalogs

• Land’s End

• Sears

• Victoria’s Secret

Disruption• Offline to online

• Sustainable advantage in online b-models?

• Fundamental competitive strategy questions

• Barriers to entry and imitation?

• Point of differentiation in value proposition?

Two sided markets

• User and payer are different

• Examples

Multiple Revenue Streams

• Potential revenue streams

• Examples

Cases to consider

1. Daily deal aggregators, including Groupon

2. movies and Netflix

• What is the business model for each of these?

• Product and service?

• Customers?

• Competitors and substitutes?

• Value proposition?

• Other factors?

Applied client project

• REVIEW ONLINE MARKETING PLAN FORMAT

Clients• Selection criteria

• Fit for online marketing plan assignment

• Getting approval from Paul

• Contact

• Setting expectations

• Roles of team members

• Website admin access for analytics, HS and Tw, FB, etc

Blogs• Required: minimum of 10 entries: see course outline for

requirements.

• 200 words as guideline. Not too long.

• Pictures and hyperlinks encouraged

• (automatic referencing and linking of ideas)

• Look to add value with some interpretation

• Link class concepts to readings and news stories

• Don’t simply copy & paste!

• Capture your learning and interests from course

• Build your online professional marketing persona to aid in your job search and interview process

Create and list blog

p/w is emarketing

From Connect site to blog

↵

↵↵

Next steps

Class 3 prep: Identify potential client companies

• Do research and consider contacts/access to data

• Some possibilities posted to Connect by Paul later in the week

• Review website usability criteria and class prep reading and questions

• HSU first module

• Expect to meet your team in c3