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Marketing: Message and Measurement: Ten Things You Need to Know to Triumph—Today & Tomorrow

Mary Bahr & Kate Koziol WPO Special Joint Joint Session

6/20/12

+Social Media Revolution

  http://www.youtube.com/watch?v=0eUeL3n7fDs!

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#1 How to choose the right channels

+#1 Choose the right channels

  Depends on your offering

  Who is your audience?   Where do they live, work?

  What is important to them?

  Who do they trust?

  What do the aspire to be?

  Adapt and achieve

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#2 Embrace POEM: The holy trinity of media

+Understanding how your media mix works is critical #2 Embrace POEM

PR, editorial

+Understanding how your media mix works is critical #2 Learn POEM

+#3 The biggest mistakes you can make—and how to avoid them

+And how to avoid them #3 Biggest mistakes

  Voice and marketing material doesn’t reflect your value proposition

  Inconsistency of message; reinventing the wheel

  Not understanding LTV of customer and what that means to your marketing spend and mix

  Not fully embracing what works

  Sticking your head in the sand

+#4 Mobile madness

+What’s real, what’s not, what do you need to do NOW #4 Mobile madness

+What’s real, what’s not, what do you need to do NOW

#4 Mobile madness

  Is your website, email and online advertising optimized for mobile viewing?

  Have you claimed your location on Google maps, Yelp, Foursquare. Is it correct?

  Have you considered the importance of location services to your business?

  Don’t get sucked into developing an app. Determine how to monetize it first.

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#5 Standing out in a sea of sameness

+Differentiation is critical. #5 Standing out

  Determine your Unique Selling Proposition - USP

  Make your messaging multi-task. Adapt and use in multiple channels.

  Break through the clutter (e.g., unique, solution, best)

  Video enhances everything: YouTube is #2 search engine

  Use the right tools

+#6 LinkedIn is more than a networking tool, it’s a marketing imperative

+Add LinkedIn URL to your email signoff +Make sure your profile is 100% complete +Upgrade sales & recruiting staff to paid versions +Add an alternate email to your account +Look at LinkedIn integrated apps +Create a company page +Follow your targets AND competitors +Are you a B2B company with a differentiated target market or niche service? Consider a LinkedIn advertising campaign

+ LinkedIn adds 2 new members per second.

+ At end of Q2, LI had 161M members

+ 60% of LinkedIn members are outside the US

+#7 transparency and trends

+#7 Transparency & trends

  Reflect the true values of your company

  Have a crisis plan before you have a crisis

  Trend 1: Video is only going to grow

  Trend 2: Less is more = give me your best 8 seconds

  Trend 3: Tell the story

+#8 Email still matters…

+Best performing types of EM #8 Email marketing

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  Create a process to continually update your database and actually do it (get both business & personal addresses if you can)

  Keep most important information “above the fold”, make sure email is optimized for mobile

  Write a great subject line, keep it under 60 characters, avoid “spammy” words (e.g. “free!). TEST THEM!

  Include a simple and direct call to action

  Segment your database and develop messaging relevant to them

Best practices #8 Email marketing

+#9 Manage social media, don’t lose sleep over it

+#9 Manage social media

  Listen first

  Wildfires start with a single spark – track mentions, competitors, trends

  Move negative experience resolution offline

  Spotlight positive interactions discreetly

  Ask fans and best customers to comment, however be careful about “rewarding” them for it

  Negate critical commentary with positive commentary layered atop. Particularly if it creates a thread.

+#10 you can’t manage what you don’t measure

“Half the money I spend on advertising is wasted; the trouble is, I don't know which half.” John Wanamaker

+#10 Measurement

  Budget isn’t measurement; one size doesn’t fit all

  What’s your KPI? (Key Performance Indicator)

  ROMI: Return on Marketing Investment

  Look at long term investment vs short term need

Determine what’s most meaningful, not just what’s easiest

ROMI: Total Profit Due to Campaign Activity

Total Cost of Campaign

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Mary Bahr President & Creative Director MAB Advertising Inc. mbahr@mabadinc.com

Kate Koziol President K Squared Communications kkoziol@ksqrd.com

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Appendix Defining POEM: Forrester Research http://tinyurl.com/25vv48f Mary Meeker, KPCB, Internet Trends 2012 http://tinyurl.com/cg54423 Free monitoring: google.com/alerts Research hot words for your industry: google.com/adwords Check out hot internet trends: google.com/trends Monitor your website traffic: google.com/analytics US Trademark search: http://tinyurl.com/7l39tw9 Marketing templates: http://www.demandmetric.com/

LinkedIn: Paid Subscription Levels: http://tinyurl.com/7wuddgv How to use LinkedIn: http://tinyurl.com/bcu9p5

How to use Twitter for business: http://tinyurl.com/8y62oqn

Must Read Marketing Books:

The Power of Habit, Why We Do What Do in Life and Business, Charles Duhigg Socialnomics: How Social Media Transforms the Way we Live and Do Business, Eric Qualman Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web, Brian Solis Made to Stick, Chip & Dan Heath Switch: How to Change Things When Change is Hard, Chip & Dan Heath Reality Check, Guy Kawasaki Presentation Zen, Garr Reynolds Don’t Make Me Think, Steve Krug