PSDA Presentation 02082008

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Information about PSDA Presentation 02082008
Business & Mgmt

Published on May 8, 2009

Author: JoelWarady

Source: slideshare.net

Description

This presentation was for the Print Services & Distribution Association to advise them of tools and techniques in incorporating Social Media into their current strategies. They have had much success with Social Media since the presentation.

Web 2.0 New Marketing Strategies for PSDA Joel Warady Principal Joel Warady Group February 8, 2008

It’s Tough Out There! New Marketing Demands More Than New Ideas It Demands a Reinvention of the Entire Organization

 

“ Why do we need Brand Marketing Innovation?” 1. Brands are worn out from overuse. 2. Brands are no longer mysterious. 3. Brands can’t understand the new consumer. 4. Brands struggle with good old-fashioned competition. 5. Brands have been captured by formula. 6. Brands have been smothered by creeping conservatism. Source: Lovemarks: The Future Beyond Brands , Kevin Roberts

Kevin Roberts: Lovemarks!

“ When I first suggested that Love was the way to transform business, grown CEOs blushed and slid down behind annual accounts. But I kept at them. I knew it was Love that was missing. I knew that Love was the only way to ante up the emotional temperature and create the new kinds of relationships brands needed. I knew that Love was the only way business could respond to the rapid shift in control to consumers.” —Kevin Roberts/ Lovemarks

Brand …………………………………………. Lovemark Recognized by consumers …………. Loved by People Generic…… …………………………………… Personal Presents a narrative …………….. Creates a Love story The promise of quality … ……… A touch of Sensuality Symbolic ………………………………………….. Iconic Defined ………………………………………….. Infused Statement ………………………………………….. Story Defined attributes ……..………... Wrapped in Mystery Values ………………………..……………………. Spirit Professional ……………..……... Passionately Creative Source: Kevin Roberts, Lovemarks

“ Human Beings are Powered by Emotion, Not by Reason” How does this change the way you market your brand?

“ When we were working through the essentials of a Lovemark, M y ster y was always at the top of the list.” — Lovemarks: The Future Beyond Brands , Kevin Roberts

“ Most businesses are obsessed with downplaying Mystery. They are determined to frame the world so it fits their own systems and processes. No wonder they find it tough to communicate with anyone, including their own people. They pump out specifications, details, diagrams. Define this benefit. Delineate that target. Write plans and strategies backed up with statistics. It’s not going to work. It’s not going to work in the airline business, the food business, the cleaning business, or any other business. How can it? Every major industry player now has exactly the same data, the same research suppliers, the same techniques, the same processes, and, in many cases, the same people.’ ” — Lovemarks: The Future Beyond Brands , Kevin Roberts

“ Lovemarks are owned by the people who love them.” — Lovemarks: The Future Beyond Brands, Kevin Roberts

“ Human beings are powered by emotion, not by reason.”—KR “The essential difference between emotion and reason is that emotion leads to action, while reason leads to conclusions.” —Donald Calne, neurologist Source: Lovemarks: The Future Beyond Brands , Kevin Roberts

 

 

 

 

Top 10 “Tattoo Brands”* Harley .… 18.9% Disney .... 14.8 Coke …. 7.7 Google .... 6.6 Pepsi .... 6.1 Rolex …. 5.6 Nike …. 4.6 Adidas …. 3.1 Absolut …. 2.6 Nintendo …. 1.5 * BRANDsense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound , Martin Lindstrom

The Power Is the Story Tom Peters10.15.04 for Better By Design

Story > Brand

Marke t Power = Story Power = Dream Power

Things To Do … 1. Ask everyone you work with for a story that reflects what makes your brand special to them. The more diverse the stories, the richer the brand. 2. How would you tell consumers how much you personally love your brand? If you think they wouldn’t care, re-think how you are talking with them. 3. Ask three friends—people not in the same business—for a story about your brand. If they haven’t got one, you’ve got work to do. 4. Make a list of stories about your competitors that you wish were about your brand. Get out there and capture them yourself. Source: Lovemarks: The Future Beyond Brands , Kevin Roberts

“ Apple opposes, IBM solves, Nike exhorts, Virgin enlightens, Sony dreams, Benetton protests. … Brands are not nouns but verbs .”

Search Marketing and Advertising 5.1 billion searches via the internet in 2007 21% of current Internet users consider online advertising to be the most relevant By 2011, 10% of all US ad dollars will be spent online Google captured 60% of global search advertising in 3rd quarter of 2007

5.1 billion searches via the internet in 2007

21% of current Internet users consider online advertising to be the most relevant

By 2011, 10% of all US ad dollars will be spent online

Google captured 60% of global search advertising in 3rd quarter of 2007

Search Marketing and Advertising Most Efficient for Customer Acquisition $8.50 per new customer $20.00 new customer / phone book $50.00 new customer / online ads $60.00 new customer / emails $70.00 new customer / direct mail 700,000 current online advertisers in US 2 - 4 million by 2011

Most Efficient for Customer Acquisition

$8.50 per new customer

$20.00 new customer / phone book

$50.00 new customer / online ads

$60.00 new customer / emails

$70.00 new customer / direct mail

700,000 current online advertisers in US

2 - 4 million by 2011

What is PPC Advertising? Search Engine Optimized Advertising Advertising to people who are already interested in your product or service Advertising to people who are motivated to take action Advertisers pay only when users click through to your site Advertisers set their own cost per click

Search Engine Optimized Advertising

Advertising to people who are already interested in your product or service

Advertising to people who are motivated to take action

Advertisers pay only when users click through to your site

Advertisers set their own cost per click

Characteristics of a PPC Google Ad Google is a clean, white page, easy to read 8 spaces for advertisements on right hand side of page Listings on left hand side of page are free Google does not sell advertising to be included in search results Top two spots are paid advertising for large volume advertisers

Google is a clean, white page, easy to read

8 spaces for advertisements on right hand side of page

Listings on left hand side of page are free

Google does not sell advertising to be included in search results

Top two spots are paid advertising for large volume advertisers

 

 

Writing Power Google Ads Writing Google ads: Not as easy as you think Headline – 25 characters max No exclamation point Copy – Only 2 lines 35 characters per line Can’t use all caps Only 1 exclamation point in copy Limited use of the word free URL is maximum of 35 characters

Writing Google ads: Not as easy as you think

Headline – 25 characters max

No exclamation point

Copy – Only 2 lines

35 characters per line

Can’t use all caps

Only 1 exclamation point in copy

Limited use of the word free

URL is maximum of 35 characters

 

 

 

Understanding the Power of Keywords Google AdWords utilize Keywords to generate ad relevance Understand your customer Get inside their head when choosing keywords Use multiple keywords Stay away from general words Use keyword phrases

Google AdWords utilize Keywords to generate ad relevance

Understand your customer

Get inside their head when choosing keywords

Use multiple keywords

Stay away from general words

Use keyword phrases

 

 

 

Social Networking Sites MySpace 179 million registered users 48 million unique users every month 41% of visitors = 35-54 age group Facebook 13 million users per month High School, College, and Alumni, The World

MySpace

179 million registered users

48 million unique users every month

41% of visitors = 35-54 age group

Facebook

13 million users per month

High School, College, and Alumni, The World

Social Networking Sites Unique Visitors in September, 2007 Facebook 13.3 million Linked-In 9.3 million Xania 7.0 million Heavy 6.9 million Photobucket 4.7 million Bebo 2.4 million Digg 1.3 million

Unique Visitors in September, 2007

Facebook 13.3 million

Linked-In 9.3 million

Xania 7.0 million

Heavy 6.9 million

Photobucket 4.7 million

Bebo 2.4 million

Digg 1.3 million

 

 

 

 

 

 

 

Social Networking Ad Spending $2.15 billion by 2010 MySpace will dominate in 2008 $525 million in 2007 $180 million in 2006 Jeep launches MySpace Jeep page “Fish where the fish are”

$2.15 billion by 2010

MySpace will dominate in 2008

$525 million in 2007

$180 million in 2006

Jeep launches MySpace Jeep page

“Fish where the fish are”

What’s Changed??? “ The world has shifted from e-business to me business”

“ The world has shifted from e-business to me business”

The Next Big Thing? Social Networks on a Smaller Scale (Built around a common interest) Yelp (Real Reviews, Real People)

Social Networks on a Smaller Scale

(Built around a common interest)

Yelp (Real Reviews, Real People)

 

The Next Big Thing? Social Networks on a Smaller Scale (Built around a common interest) Yelp (Real Reviews, Real People) Dogster (Dog Lovers) 600,000 registered users 80% female Well-educated $70,000+ income “ Marketing Amplified by Passion”

Social Networks on a Smaller Scale

(Built around a common interest)

Yelp (Real Reviews, Real People)

Dogster (Dog Lovers)

600,000 registered users

80% female

Well-educated

$70,000+ income

“ Marketing Amplified by Passion”

 

Social Networking Targets Boomers Eons.com 50 years old + Are “older” people online? 50% of Americans +60 are online 25% of Americans +70 are online 20% of people over 55 expressed interest in a social networking site Compared to 75% of 18 - 27 year old (Jupiter Research)

Eons.com

50 years old +

Are “older” people online?

50% of Americans +60 are online

25% of Americans +70 are online

20% of people over 55 expressed interest in a social networking site

Compared to 75% of 18 - 27 year old

(Jupiter Research)

 

Why do People Join Networking Sites? 78% to meet people 47% to be entertained 38% to learn something 23% to influence others Consumer brand owners use the following: Branded microsites Customer reviews Peer to Peer trading Community created products

78% to meet people

47% to be entertained

38% to learn something

23% to influence others

Consumer brand owners use the following:

Branded microsites

Customer reviews

Peer to Peer trading

Community created products

 

 

 

Viral Brand Awareness You Don’t Own Your Brand They own your brand Who are they??? Customers Users Lovers Haters Competitors The People of Earth

You Don’t Own Your Brand

They own your brand

Who are they???

Customers

Users

Lovers

Haters

Competitors

The People of Earth

 

 

 

Viral Brand Awareness Word of Mouth Agents Email Instant Messaging Blogging Phone Phone Cameras BzzzAgent 220,000 agents Agents receive points Points are exchanged for gifts

Word of Mouth Agents

Email

Instant Messaging

Blogging

Phone

Phone Cameras

BzzzAgent

220,000 agents

Agents receive points

Points are exchanged for gifts

Viral Brand Awareness WOM Agents have their most successful interaction when in store or in meetings In Store Work Social Gatherings Restaurants / Bars School Travel (Keller Fay Group - Boston Sept. 2006) When approaching strangers, agents should identify their affiliation

WOM Agents have their most successful interaction when in store or in meetings

In Store

Work

Social Gatherings

Restaurants / Bars

School

Travel (Keller Fay Group - Boston Sept. 2006)

When approaching strangers, agents should identify their affiliation

The Year(s) of Me-Media You-Tube 125 million daily downloads….DAILY!!! Launched January 2005 Video of Choice for My-Spacers Nike Video 2 1/2 minute video of Brazilian soccer star Ronaldinho Viewed 20 million times on You-tube Placement Cost - $0

You-Tube

125 million daily downloads….DAILY!!!

Launched January 2005

Video of Choice for My-Spacers

Nike Video

2 1/2 minute video of Brazilian soccer star Ronaldinho

Viewed 20 million times on You-tube

Placement Cost - $0

 

 

 

 

 

 

 

Consumer Generated Media CGM Diet Coke / Mentos 600,000 views on You-Tube Sales of Mentos up 14.5% in first 9 months of 2006 Coke’s reaction

CGM

Diet Coke / Mentos

600,000 views on You-Tube

Sales of Mentos up 14.5% in first 9 months of 2006

Coke’s reaction

Consumer Generated Media Who’s Involved? Frito-Lay MasterCard Nissan American Express Get People Engaged Create videos Upload for approval Post online to enable viral marketing

Who’s Involved?

Frito-Lay

MasterCard

Nissan

American Express

Get People Engaged

Create videos

Upload for approval

Post online to enable viral marketing

Blogs and Your Brand 81% of online searchers read blogs 53% read them weekly 70% of the 53% pass the information on to others Should you write your own Blog Okay if you are transparent Absolutely no if through subterfuge Wal-Marting Across America

81% of online searchers read blogs

53% read them weekly

70% of the 53% pass the information on to others

Should you write your own Blog

Okay if you are transparent

Absolutely no if through subterfuge

Wal-Marting Across America

 

 

Mobile Marketing US lags the rest of the world US response to text ads - 7% Europe response to text ads - 29% Targeted mobile ads 50% higher response rate 78% of those polled said they would be willing to receive a targeted mobile ad

US lags the rest of the world

US response to text ads - 7%

Europe response to text ads - 29%

Targeted mobile ads

50% higher response rate

78% of those polled said they would be willing to receive a targeted mobile ad

In-Game Advertising Create ads that are dynamically added to Web 2.0 games Ads are added dynamically via the web Ad spend of $560 million by 2009 Second Life (Linden Labs) Created an online society 1,300,000 people participating Avatars Stores in virtual world Ad agencies in virtual world

Create ads that are dynamically added to Web 2.0 games

Ads are added dynamically via the web

Ad spend of $560 million by 2009

Second Life (Linden Labs)

Created an online society

1,300,000 people participating

Avatars

Stores in virtual world

Ad agencies in virtual world

 

Brand Journalism Create a transparent company Your customers and your critics are going to talk about you whether you want them to or not. You can’t control the message! But you can enable the dialogue… Ford Motor Company www.fordboldmoves.com 856,000 unique visitors in 1 month Average visitor stay is 8 minutes HUGE Opportunity for Branding!!!

Create a transparent company

Your customers and your critics are going to talk about you whether you want them to or not.

You can’t control the message!

But you can enable the dialogue…

Ford Motor Company

www.fordboldmoves.com

856,000 unique visitors in 1 month

Average visitor stay is 8 minutes

HUGE Opportunity for Branding!!!

 

Marketing Without Marketing: A Brand Hijack Manifesto Let go of the fallacy that your brand belongs to you. It belongs to the market. Co-create your brand by collaborating with your customers. Scrap the focus groups, fire the cool chasers, and hire your audience. Facilitate your most influential and passionate customers in translating your brand’s message to a broader audience. Be patient. Your brand initiative could take years – or weeks – to take off. Be flexible. Carefully plan every step, but be totally open to having the story rewritten along the way. Lose control. Free yourself to seize sudden opportunities that only last for moments. Resist the paranoid urge for consistency. Embrace the value of being surprising and imperfect. Respect your community. Draw the line between promotion and the adbusting trinity of manipulation, intrusion, and co-option. Let the market hijack your brand.

Marketing Without Marketing: A Brand Hijack Manifesto

Let go of the fallacy that your brand belongs to you. It belongs to the market.

Co-create your brand by collaborating with your customers.

Scrap the focus groups, fire the cool chasers, and hire your audience.

Facilitate your most influential and passionate customers in translating your brand’s message to a broader audience.

Be patient. Your brand initiative could take years – or weeks – to take off.

Be flexible. Carefully plan every step, but be totally open to having the story rewritten along the way.

Lose control. Free yourself to seize sudden opportunities that only last for moments.

Resist the paranoid urge for consistency. Embrace the value of being surprising and imperfect.

Respect your community. Draw the line between promotion and the adbusting trinity of manipulation, intrusion, and co-option.

Let the market hijack your brand.

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