MARKETING FOR THE NEW MILLENNIUM

Terry Meisenbach (Amy Hays, Anne Adrian, Karen Jeannette, Mike Lambur)

National eXtension CoP Workshop

Austin TX

June 8, 2010

Content,Communities, Connections

Then vs. Now• Broadcast

• Tools were fairly constant (Magazines, Newspapers, TV, Radio, etc.)

• Communities were geographically-based

• Niche & Engagement

• Tools will not stay constant

• Communities will change and shift

A Quiz

• Name your product• Name one person you know who

uses your product• Describe this person in one

sentence .• How did this person learn about your

product?

The Social Media Mystique

Social media has overtaken pornography as the #1

activity on the web

We don’t have a choice on whether we DO social media, the question is how

well we DO it.—Erik Qualman, Socialnomics

Environmental Scan

• More than 400 million active FB users• 50% active users log onto FB daily• People spend over 500 BILLION

minutes per month on FB• Average FB user has 130 friends• 70% of FB users are outside the U.S.

Social Media Marketing & The Differences

• You can buy attention (advertising)• You can beg for attention from the media (PR)• You can bug people one at a time to get

attention (sales)• Or you can earn attention by creating something

interesting and valuable and then publishing it online for free: a YouTube video, a blog, a research report, photos, a Twitter stream, an ebook, a Facebook page.

Free

A Quiz

• Describe in one sentence a person you don’t know who should use your product

• Where does the person you just described learn about your product?

• Discuss the differences

World Wide Rave

David Meerman Scott

Rules of the Rave• Nobody cares about your products (except you)

-create something interesting• No coercion required-something worth sharing• Lose control of your content-Totally free and

freely sharable• Put down roots-join communities• Create triggers that encourage people to share-

share successes• Point the world to your (virtual) doorstep-online

buzz

Generate a Rave• Have fun-people want to interact with people

they like• Join-have everyone in your CoP create personal

profiles• Participate-be an online thought leader-create

and host a group• Be available-encourage people to contact you;

create links so people can get your online content

• Experiment-great online playgrounds• Target-target a niche market

Social media must be an integrated part of the marketing mix—not a silo where only the millennial generation

are allowed to work.

The point of social media, just like television, just like radio, is not the

technology. Technology will change—quickly.

People participate in social media not to experience cool technology, but to build connections and relationships.—Elizabeth Gregory North, Texas AgriLife Extension

Are Baby Boomers The Unicorn In Social Media?

35-40 Million still reachable!!!

Integrate

• RSS feeds and widgets—putting info where you need it (and want it)

• Use multiple networks—Use blogs, Twitter, Facebook, Flicker, YouTube, and more together

Engagement

Does it all matter without the engagement?

Marketing is Someone Else’s Job

Marketing can be (should be) done by everyone—Anne Adrian, eXtension

A Quiz

• Describe the last thing you purchased costing more than $100.

• Where did you purchase it?• Where did you research it?• Who helped in your decision making

process?• Why?

Environmental Scan

• Women (53%) outnumber men (47%) on Twitter

• 5% of users account for 75% of Twitter activity

• 50 million tweets per day• 65% of all Twitter users are under 25

A Quiz

• Think back to the last book you purchased/checked out from library, movie you rented/saw…

• Why did you make that choice?• Who influences such decisions?• Why?

Road Rules

• Don’t Twitter a million messages because you can

• Give followers relevant information• Post to Facebook remembering that

many users log on in the morning and evening

• Give people a chance to like or comment—timing.

Environmental Scan• 55.9% of all website referrals go to a social

network, entertainment website, or blog• Over 50% of the world’s population is

under 30• 6 in 10 of Americans get some news online

in a typical day

Road Rules

• Find out how FB uses via & Twitter uses retweets and @ tags

• Give credit and share your good information finds

• Create a network by how you use the tools

Environmental Scan• 69% of online adults have used the internet to

watch or download video, with 18-29 year-olds leading the way.

• Educational videos, rising in viewership from 22% to 38% of adult internet users

• Uploaders are just as likely to share video on social networking sites like Facebook (52% do this) as they are on more specialized video-sharing sites like YouTube (49% do this).

Marketing in the New Millennium

in some basic ways is a lot like marketing in the

old millennium

The essence of strategy is choosing what not to do.

– Michael Porter, Institute for Strategy and Competitiveness

Environmental Scan

• About 57 percent of adult internet users in the United States said they have entered their name into a search engine to assess their digital reputation

• When compared with older users young adults are more likely to restrict what they share and with whom they share it.

The Fundamentals

• Target Audience• Communications Goal(s)• Key Message(s)• Channels & Tools

Target Audience

• Internal/External• Demographic• Local/Regional/National• Occupational• Primary/Secondary• Potential

Customers buy for their reasons, not yours.

– Orvel Ray Wilson, Guerilla Selling

When you say "New Millennium" it brings to mind understanding our younger audiences and how we must adjust the way we reach out to them. They want information in different ways. They are more cynical and aware when they are being pitched—Suzanne Steel, Ohio State

Communication Goals

• Reach people• Create awareness• Change practices• Improve knowledge• Get money• Motivate to…• Engage

Key Messages

• Who are you• What makes you relevant• What makes you different• Why should anyone pay attention• What do you do/what don’t you do• Specific things you want to

accomplish

Channels & Tools

• Social media–Facebook–Twitter–Blogs

• Search Engine Optimization• E-mail newsletters• Traditional channels

I think we in marketing understand many in our organizations should have access to our social media accounts, be active in social media but if there are no agreed-upon goals, no planning, no coordinator, then the effort can be spastic and yet consume a lot of floundering-around time. –Lynette Spicer, eXtension

Marketing Your CoP• Wrangle a communications/marketing

expert• Develop a realistic/practical but

comprehensive communications plan• Think outside the box• Look for opportunities• Set aside some dollars for marketing

Takeaways

• Social media MUST be in your marketing mix

• EVERYONE must do marketing• Know YOUR audience• Marketing for the NEW millennium is the

similar as marketing for the OLD millennium

• Get a professional involved!

References

• World Wide Rave: Creating Triggers that Get Millions of People to Spread Your Ideas and Share Your Stories, David Meerman Scott

• Socialnomics: how social media transforms the way we live and do business, Erik Qualman

References

• Social Media Marketing GPS: A Guide to Social Media 1 Tweet at a Time, Toby Bloomberg

• The Whuffie Factor: Using the Power of Social Networks to Build Your Business, Tara Hunt