new marketing summit: bringing web 2.0 to dow jones
Post on 07-Dec-2014
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© Copyright 2007 Dow Jones and Company, Inc.
Marketing at Dow Jones Enterprise Media Group
Alan Scott, SVP & Chief Marketing OfficerDow Jones Enterprise Media Group
Proprietary and Confidential |© Copyright 2007 Dow Jones and Company, Inc. 2
Global revenues of $2.1 billion Over 200 locations Over 2,000 business and financial journalists
Proprietary and Confidential |© Copyright 2007 Dow Jones and Company, Inc. 3
CV
Dow Jones EMG CMO Factiva CMO Giga/Forrester VP Marketing Prescients Consultant Gartner GVP Marketing, Intl
Mktg, Sales Mgt, Electronic
delivery, Sales 3M Account Executive--------------------------------------------------------------- Board of Advisors: CMO Council Board of Directors: BMA, SIIA No MBA or “Marketing Training” No Blog, No Twitter (but I will….)
Proprietary and Confidential |© Copyright 2007 Dow Jones and Company, Inc. 4
Marketing
Sell something to someone Connect with Audience
Segmentation & Personas Thought Leadership & Value
Outside In Differentiate
More than features and functions Innovate
More than products Measure Everything Align with Sales
Proprietary and Confidential |© Copyright 2007 Dow Jones and Company, Inc. 5
New Marketing Stuff
E Books Blogs
Blog policy Twitter Viral MySpace Webinars Podcast Video Talk Back SEO/SEM Web Communities
Proprietary and Confidential |© Copyright 2007 Dow Jones and Company, Inc. 6
And:
Print Advertising WSJ, Barrons
Snail Mail PR Events
Ours Others
Sponsorships
Proprietary and Confidential |© Copyright 2007 Dow Jones and Company, Inc. 10
Rules
Markets are Global Conversations Competitive Differentiation and Competitive
advantage From: product differentiation To: market(ing) differentiation by participation in the
conversation Hyper-Segmented Authentic Objective Honest
Proprietary and Confidential |© Copyright 2007 Dow Jones and Company, Inc. 11
My Rules for Marketing and PR
Participate, as a Company Enable expert employees and extend your Marketing reach,
with Codes of conduct Blogging policies
Empowering those workers with insight: The global conversation Discover the new opportunities and threats Work in “real-time” Be nimble Participate by adding value, instead of just observing Be Authentic
Define the corporate go-to network
Proprietary and Confidential |© Copyright 2007 Dow Jones and Company, Inc. 12
Create dashboards to track and measure campaigns, issues & concepts vs. competition using dynamic charts
Proprietary and Confidential |© Copyright 2007 Dow Jones and Company, Inc. 13
Heat Map gives a quick snapshot view of ‘hot’ subjects & issues
View a summary of key reputation drivers
Create a custom chart to analyse
or Access headlines &
articles for more detail
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