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
