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Schulich Executive Education CenterJuly 22-24, MarCom Seminar
Day 3:MarCom 2.0 for Competitive
Advantage
© Detlev Zwick, PhD July 24, 2009
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2
Detlev Bio
• Schulich School of Business, Marketing professor• Research, writing, teaching (Exec, MBA, BBA)• Consulting
– Vattenfall– BMW, UK– Board of Education, City of Providence, USA – Toronto FC– Various start-ups (with various success)
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What we will do today
• Discuss how communication value (through customer value) is generated and delivered in a Web 2.0 world
• Effective web-based communication tools– Brand engagement w/o push
• Develop an online marketing communication plan– Things you can do tomorrow
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At the end of this day, you should be able to….
• Understand the fundamental change of MarCom in a web 2.0 world
• Describe the various online communication tools and their role in MarCom.
• Have a set of online communication recommendation for your organization.
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Customer Feedback• “Today’s marketing world is broken…We are
still too dependent on marketing tactics that are not in touch with today’s consumer”
– Jim Stengel, Global Marketing Officer, Procter &Gamble
• “Used to be, TV was the answer. The only problem was it stopped working sometime around 1987.”
– President GM North America
• “Broadcasting an ad on television or in a newspaper is admitting you have no idea who your customers are.”
– Gary Loveman, CEO, Harrah’s
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21ST Century Marketing Challenges
• FRAGMENTATION!!– Attention
– Demand
– Social Communication
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So, together
• Fragmentation, Long Tail, Social Communication makes reaching and keeping the attention of your customer ever harder.
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Common cures?
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Problem is
• You still interrupt…
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Let’s look at the Web 2.0 Tools
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• Search engine marketing• Viral marketing • Online Forums, Wikis• Blogs (incl. Audio, Video)• Email• Online retailing/Website Strategies
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Search Engine Marketing
• 3 types– organic search marketing (results based on
algorithm)– pay-per-click search marketing (results based
on auction system)– social search (based on collaboration of
consumers)
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Search
• #1 Rule:
• Speak your customers' language.
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The Future of Search
• Search will continue to evolve and increase in relevance
• Snap.com (uses click stream info to augment results)• Visual enhancement (Mooter, Kartoo)• Blog Search (Technorati, Google, Yahoo)• Image search (Flickr and others)
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• Search engine marketing
• Viral marketing
• Online Forums, Wikis, List Serves
• Blogs (incl. Audio, Video)
• Online retailing/Website Strategies
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Viral Marketing (buzz, word-of-blog)
• Grobe and Voltz!– The Diet Coke and Mentos guys on
Eepybird.com
• GoldenPalace and Shattner’s kidney stone!
• Snakes on a Plane!
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• Search engine marketing
• Viral marketing
• Online Forums, Wikis, List Serves
• Blogs (incl. Audio, Video)
• Online retailing/Website Strategies
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Some Wikis/Forums
• Intuit: taxalmanac.com (top 20 wiki site in US)
• EBay: ebaywiki.com
• Tivo: tivocommunity.com (not built by Tivo!)
• Mike 2.0 wiki (BearingPoint)
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• Search engine marketing
• Viral marketing
• Online Forums, Wikis, List Serves
• Blogs (incl. Audio, Video)
• Online retailing/Website Strategies
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Blogs = Word-of-Mouse
• Comes in – Text– Video– Audio
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• Search engine marketing
• Viral marketing
• Online Forums, Wikis , List Serves
• Blogs (incl. Audio, Video)
• Online retailing/Website Strategies
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Simple: Opt-in and Recommendation Only
• Email is disruptive almost by definition.
• So, almost by definition, it’s spamming.
• BUT: can be very targeted, timely, and relevant.
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• Search engine marketing
• Viral marketing
• Online Forums, Wikis , List Serves
• Blogs (incl. Audio, Video)
• Online retailing/Website Strategies
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Content is King
• Webmaster not King
• Graphic designers not King
• Advertising creatives not King
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Example: NRDC (.org)
• Lots of news, resources, and information– In audio, video, text– Online publication– Links to laws and treaties
• Provides platform for others to contribute• Spread the message:
– Provides widgets for download and links for Bloggers– Provides ‘badges’ to be placed on blog.– Provide support for Squidoo lenses
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Web 2.0 amounts to:
• A new medium that is as influential as CNN and the New York Times
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Mapping Digital Communication
Consumer
Marketer
Marketer Consumer
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Mapping Digital Communication
Consumer
Marketer •Retail sites•Banner Ads/Links•Email/Spam•News Releases•Blogs/Online forums•Search Engine Optimization•Viral/social marketing
Marketer Consumer
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Mapping Digital Communication
Consumer •Social search•Third party and retailer evaluation sites (e.g. epinions.com)•Blogs•Wikis•Social networking sites
Marketer •Retail sites•Banner Ads/Links•Email/Spam•News Releases•Blogs/Online forums•Search Engine Optimization•Viral/social marketing
Marketer Consumer
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Mapping Digital Communication
Consumer •Social search•Third party and retailer evaluation sites (e.g. epinions.com)•Blogs•Wikis•Social networking sites
Marketer •Link building•News releases•Blogs/Online forums
•Retail sites•Banner Ads/Links•Email/Spam•News Releases•Blogs/Online forums•Search Engine Optimization•Viral/social marketing
Marketer Consumer
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Mapping Digital Communication
Consumer •Search •Email•Company-owned product evaluation sites (beta)•Blogs/ Online forums•Knowledge management•Feedback sites
•Social search•Third party and retailer evaluation sites (e.g. epinions.com)•Blogs•Wikis•Social networking sites
Marketer •Link building•News releases•Blogs/Online forums
•Retail sites•Banner Ads/Links•Email/Spam•News Releases•Blogs/Online forums•Search Engine Optimization•Viral/social marketing
Marketer Consumer
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Let’s Recall: what is MarCom all about?
• Reaching customers
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What is different about Web 2.0 MarCom?
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Web 2.0 Communication: Shift the Frame
• From consumer to the moment (the many moments) of truth that occur when the customer interrupts you!
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Why do consumers interrupt?
THOUGHT LEADERSHIP!!
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Link online strategy to marketing business strategy
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Pressing Questions
• How do my consumers you the web 2.0 touch point?
• How do I meet my customers' needs at this touch point?
• What questions do my customers have that I need to answer meaningfully?
• How do I answer? • What do I do next?
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Action Plan: Harness the Power of the New Rules
1) Become buyer-centric
2) Become a thought leader
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1) Become customer-centric– Describe your buyer personas– Identify the solutions they look for– Develop ways to be interrupted– Recommend ways to become more customer-
centric
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2) Build Online Thought Leadership– Describe your expertise– Analyze you and competitors web content– Benchmark– Recommend steps to become a thought leader
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Final Thoughts