demystifying the new markeing by ann n. videan, apr
DESCRIPTION
In today’s marketing environment, follow the status quo and, simply, you lose. Long gone are the days of mass marketing and advertising blitzes touting millions of “advertising impressions.” What you need is a new marketing strategy – one nurturing interactive relationships within targeted niches to build unique products/services and loyal supporters. This presentation introduces you to tools and techniques organizations like Harley Davidson, Apple Computer, and even homeschoolers, use to build their vibrant business tribes. It explores word-of-mouth and word-of-mouse strategies proven to create these marketing “movements.” This requires creativity, transparency to the marketplace, and a fully committed community. It provides concrete, usable tactics to create high success by doing what's unique and interactive.TRANSCRIPT
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