everything in the context of c21 marketing" lsbu lecture
TRANSCRIPT
Sue Fidler
E-Consultant
facebook.com/suefidler@suefidler
www.suefidler.comwww.charityemail.co.ukwww.charitybuzz.net
Please - interrupt - interact
Sue Fidler
“E-verything or Nothing”
in the context of
21st Century Marketing
Why is “e” so different?
All of these “technologies” are one to many
And then...
It is still one to many - lots of “ones” to “lots of Manys”
Web 1.0 was…
• just• faster• cheaper• more widely available• more accessible• global
But then the world changed again...
Web 2.0 is a many to many revolution…
MARKETINGTOOLS
What makes a good website?
What makes a good website?
• informative• funny• useful• easy to use• good navigation• has what you want
Most visited sites in the world?
They are all useful, clean, easy to navigate and it is obvious what they are for and how
to use them
People no longer have time to browse..
They don’t visit websites,they use them
Single most important point
CLARITY OF PURPOSE
From the invention of direct marketing back in the 1970s when the first CRM systems were developed the dream has been for fast, cheap, personalised marketing with
instant reporting
Email / SMS
• fast – almost instantaneous delivery• easy – adding copy to a template• personalised – with name, details, even drop in pictures and paragraphs like traditional DM• cheap - <0.1p per email sent• instant reporting
• who received• who opened• who clicked on what and when• who forward it• linked to web tracking
Email / SMS
• marketing• selling• communicating• fundraising• campaigning
Other “e” tools
• Chat room – real time chat between group• Instant Messenger – IM – real time chat one-2-one• Blogs – discursive, personalised diary• Forums – bulletin board or list serve • Twitter• Facebook• RSS• Podcats/Vodcasts• Delicious• .........
What do we mean by social media ?
www.convio.com
• Online Communities: Ning™, BuddyPress™, Jive, Chatter Online communities are social networks focused on a specific audience or topic. Often referred to as “white label” social networks, communities help bring people together to create groups, start discussions, upload media, and include feeds of relevant information. Information in online communities usually focuses on specific topics, interests or segments of people.
• Social Networks: Facebook™, MySpace™, LinkedIn™Social networks are websites that focus on building and reflecting social relationships among people. Typically these online services allow users to setup profiles and communicate with each other by sharing information about the user and anything they choose to share with “connections” such as information, pictures, videos, webpages, etc. Boosting interactions amongst users is the capability to comment on and re-distribute information to connections in either a one-to-one personal communication or sharing information with a group of users or connections.
• Blogs: Wordpress, Typepad, Blogger, Convio Content Management SystemBlogs are websites that allow users to easily publish information and share content, often in the format similar to a personal journal. Blogs can be used to share factual news, advice, best practices, personal opinions and personal interests. Blogs often describe real experiences and insights and provide a forum for feedback that empowers readers to share information and engage with the site beyond simply reading content.
• Microblogs: Twitter™, Tumblr, Plurk™Microblogs are a shorter form of blogs that allow users to post short messages—typically 140 characters or less. Microblogs are used to share news, articles and links to web pages that may be of interest to the individual’s network. They are also popular for holding interest-driven, collaborative conversations in real-time. Unlike social networks, following users does not have to be reciprocal so users can “follow” as many people as they like. Also, because most users create public accounts, these conversations can be seen by anyone, providing an opportunity to monitor communications taking place publicly.
www.convio.com
• Video Sharing Sites: YouTube™, Vimeo™, Blip.tv™Video sharing websites allow online users to post and distribute video content for others to watch and share. Videos can be embedded easily on other websites and shared with 9 GOING SOCIAL: Tapping into Social Media for Nonprofit Success contacts by passing along the web address or URL to a video. Some websites, such as YouTube, offer special features at no cost to nonprofit organizations.
• Photosharing: Flickr™, Picasa, PhotoBucket™Photosharing websites create a virtual place where a person or organization can publicly share pictures. Pictures can be posted that others can be directed toward or that can be found through the site’s online search. Keyword tagging capabilities in each picture helps to ensure searchers can find relevant content.
• Social Bookmarking: Digg™, Delicious™, StumbleUpon™ Social bookmarking websites make it easy for your organization and its supporters to collect web pages on topics of interest and share them with your respective network of friends. Bookmarking content makes it easier to keep up to date with the latest information by “crowdsourcing,” tapping the collective intelligence of your social network to find the latest and most relevant information. Social bookmarking sites help create an easily discovered and easily shared repository of content.
• GeolocationLocation Based Services: Foursquare, Gowalla, WhrrlGeolocation applications on Internet-enabled personal devices allow users to share their whereabouts with friends. These applications utilize GPS technology to help users find friends and discover new places. Sharing of tips and pictures of venues is allowed and incentives such as status badges are offered to encourage continued participation.
Audience
• Facebook has 500 million users and 50% of these people log on daily. (http://www.facebook.com)
• Twitter users send out 65 million tweets per day. (http://www.twitter.com)
• YouTube exceeds 2 billion views a day with the average user spending 15 minutes on the site. (http://www.website-monitoring.com)
• More than 126 million blogs are on the Internet. (http://www.blogpulse.com)
So just how popular are they?
www.convio.com
In every generation more than 80% of people thinkfriends asking them to support a charity is anacceptable means of solicitation.
BUT....
http://www.andersonanalytics.com/Sue Fidler
www.convio.com
Facebook:
38%
Branding
Match your branding to your audience...
Advertising
To whom?
Pointing at what?
Where?
To Whom?
Do you know your audience well enough to know which sites they are on?
Pointing at What?
Do you point them to:
• your homepage• a landing page• facebook like page• shop
and you need a different landing page for each medium .. poster, web banner, email readers all get different content
Where?
It is very very difficult to find sites who have tightly targeted audiences.
a surprising example:
Sue Fidler
Stardoll generated more signups than Facebook, Twitter and YouTube combined
Duane Raymond - Fairsay
Duane Raymond - Fairsay
Alexa's website audience profile for 1GOAL shows that it was disproportionally (vs. the Internet norm) young and female.
Integrated Marketing
An Example Plan
dM Ask ReminderTeaser
dM or emailAsk
EMAIL Teaser
EMAIL Reminder
dM AskEMAIL Teaser
Online users open email before post
dM Ask
Teaser
EMAIL Reminder
Magazine
Above the line TV
Shopon
website
Email newsletter
Facebook,Twitter,
YouTube
Shopon
website
Shop
DATABASE
Moving forwards
• websites, email and UGC are critical to the stickiness of a brand and the response of return visitors and time on site
• it is no longer enough to offer a site and or products, people expect services, information and fun stuff
• customers expect extremely fast customer service via the web and email – fail to deliver and they will quickly go elsewhere
Web
• email (and increasingly SMS) are highly effective marketing tools and are the dominant e-comms tool for the majority of users
• companies are starting to make use of IM type tools for customer service and these offer great opportunities for margin advertising and cross selling
• HOWEVER – you don't like email – a huge issue for marketeers.
• now more frequently checked than email by under 25s
• corporates have yet to really establish their place on social networking sites
• there are huge marketing opportunities, but extreme care is needed in the message and tone – too corporate will turn users off to the brand
• in the US the dominant corporate social network groups are more personally written “appreciation societies” than corporate selling points
Social networking
• seeding is critical and more effective than online ad spend – unless you have a huge budget
• search engine marketing is now a dominant necessity for any campaign
• only vast, intensive, blanket banner adds have significant impact
• banner placement on social networking looks set to increase.. But is strongly opposed by users who may walk if it gets to heavy
• “local” and niche placement is becoming increasingly important
advertising
So...
• Social Networks/Twitter are becoming• dominant channel for viral campaigns• primary arena for highly targeted advertising
• specialist social networking sites will grow and need to be watched and targeted if they fit the brand
• BUT social networks, blogs etc are also increasingly vocal for consumer power and negative criticism…
The down sides…
Problems for marketeers…
• the audience is getting bigger but far more choosy about what it wants to see
• diversification of audiences into increasingly niche markets
• diversification of websites and social networks – too many places to market to
Problems for marketeers…
• the emergence of super advocates.. Webbies with loud voices who can make or break a campaign
• the ability of everyone to criticise and brand, campaign or product
• no censorship of people’s opinions
• almost impossible to protect a brand identity
Key issues:
• We must target our marketing better than ever before
• We must learn more about our key audiences
• We must join up the dots, both by integrating or campaigns and by responding to clients actions and requirements
Key issues:
• We must manage our data (and data protection) in order to optimise our customer interactions
• We must track user activity both too our sites and on our sites in order to maximise the effectiveness of our marketing spend
• We need to use scorecards or dashboard tools to monitor and manage our social network presence and carefully respond to those learnings
Key Questions for future marketeers:
• How to stand out in an increasingly noisy marketplace
• How to target your audience from all the rest to optimise reach, spend and ROI
• What content or UGC will bring them back and make them interact
• Which of the e-tools are appropriate for the brand and message
• How to manage SEO, seeding and marketing in such a huge marketplace
Sue Fidler
E-Consultant
facebook.com/suefidler@suefidler
www.suefidler.comwww.charityemail.co.uk
www.charitybuzz.net