mpub last class: pulling it together
DESCRIPTION
Review of the theory and practical aspects we discussed in class related to integrating offline and online marketing.TRANSCRIPT
Marketing for PublishersPutting it all together
by Monique Trottier
[email protected]: @boxcarmarketing
Marketing is how we relate to each other and how we relate to the organizations that serve us.
• Conversation
• Collaboration
• Community
[email protected]: @boxcarmarketing
It’s not the tools, it’s how we use them
[email protected]: @boxcarmarketing
The Culture of the Web
If we believe Clay Shirky ... that the web is a network of people who organize themselves
Monique Trottier@BoxcarMarketing
• Markets are conversations.
• Markets are networks of people.
• Markets make buying decisions by talking amongst each other.
• Companies are networks of people.
• Companies should use a human voice instead of corporate-speak.
The Cluetrain Manifesto
Monique Trottier@BoxcarMarketing
Open Brand
• On-demand: Brands need to be accessible, immediate, & findable.
• Personal: Brands need to build relationships with consumers.
• Engaging: Brands need to be interactive and provide meaningful experiences that foster relationships.
• Networked: Brands need to leverage the potential of word-of-mouth marketing – market to ‘true fans’ who will spread the word for them.
Monique Trottier@BoxcarMarketing
Positioning Statement Exercise
1. For (who is the customer?)
2. Who need (what is their pain?)
3. Product X is (what is your product?)
4. That provides (how does it solve the pain?)
5. Unlike competitors (what competes with your product?)
6. Our product (what makes your product superior?)
7. The company also provides (what added punch is provided to seal the deal?)
Monique Trottier@BoxcarMarketing
7-Sentence Marketing Plan
Sentence 1: What is the purpose of your marketing? (1, 2, 5, 7)
Sentence 2: How will you accomplish your purpose?
Sentence 3: Who is your target market?
Sentence 4: What is your niche in the marketplace? (4, 6)
Sentence 5: What tools and tactics will you use to carry out your marketing?
Sentence 6: What is your business identity?
Sentence 7: How will you measure success and allocate time and budget?
Goals > Actions > Response > KPIs
Monique Trottier@BoxcarMarketing
Remember all the math
• Profit and Loss Statement
• Click through rate (CTR)
• Conversion rate, abandonment rate
• ROI
• Cost per lead (action), cost per conversion (sale)
What haven’t I told you yet?
1. Start early
2. Market longer
3. Engage authors
4. Connect directly with readers
5. Collaborate with partners to kickstart new channels
1. Start earlier. 2. Do it longer.
1. Start earlier. Do it longer.
Stretch your marketing program:
• Start planning in acquisitions
• Digitize as much as you can
• Release early, release often
• Author, author, author
• Partner, partner, partner
• Leverage everything
• Focus resources
3. Engage Authors
4. Connect directly with readers
• Make available everywhere
• Cultivate your communities of interest
• Give something of value
• The real risk is being ignored
5. Collaborate to open up new channels
• Open new channels to the market
• Create new platforms for books
• Find non-industry partners
Monique Trottier@BoxcarMarketing
Collaborate to kickstart new channels
• Try different models.
• Search for Freakers on kickstarter.com
• Watch TOC interview with Harvard Common Press Associate Publisher. http://www.youtube.com/watch?v=Rk-9cWGgyUI&feature=youtu.be
• Watch for people who get technology (first adopters, advocates) and have experience (work experience, experience rallying different stakeholders across an org, experience leading teams, experience in social media)
• Watch for people who are multi-disciplinary and can wear many hats
• Watch for people will to take risks and understand rewards (KPIs, goals)
Monique Trottier@BoxcarMarketing
Understand the Tools and How to Select Them
[email protected]: @boxcarmarketing
Online Public RelationsPRWeb, PRLeap
[email protected]: @boxcarmarketing
Content SharingSocialCollider.com
Monique Trottier@BoxcarMarketing
Facebook & Twitter
Facebook Case Study: Scholastic
GoalsActions that will achieve
the goalWhy
Desired Audience Response
KPIs
• Connect with existing community of teachers and parents
• Support a long-term, loyal base of brand ambassadors
• Share resources with core fans
• Increase sales
• Introduce new community to existing community
• Give loyal email subscribers the sneak peak at FB
• Giveaway incentive to generate excitement
• Share exclusive content
• Teachers and parents are brand ambassadors; recommendation between friends is stronger than from Scholastic directly
• Reward the existing base with previews and promotions
• Great content encourages repeat visits
• Supporting fan base leads to them supporting Scholastic through sales
• Email subscribers also become FB fans
• Share FB page with friends
• Actively engage on the page; supporting each other
• Redeem promotions• Sales
• Initial # fans notified about FB
• # FB fans during initial campaign period
• # page impressions• # shares to other
friends• # referrals to online
store• # sales• Average order value• Lifetime value of
customer
Goals > Actions > Response > KPIGoals (#1) > Actions (#2, 5, 6) > Response (#3, 4) > KPI (#7)
Read a full case study:http://smartblogs.com/socialmedia/2010/12/23/andys-answers-how-scholastic-is-using-facebook-to-create-loyal-brand-ambassadors/
Monique Trottier@BoxcarMarketing
Social Media Best Practices• Post helpful, valuable information
• Give your fans a reason to become fans
• Create conversation: Use updates to ask questions and elicit responses
• Have an editorial strategy
• Be fan-centric not brand-centric
• Integrate Online Offers with Offline Experiences
Monique Trottier@BoxcarMarketing
Justalilhype! is on online magazine on the street culture of Vancouver, Montreal and Toronto.
Integrate Offline & Online
Monique Trottier@BoxcarMarketing
Start with a solid base.
[email protected]: @boxcarmarketing
Create an ecosystem. Use tools to bring your audience back to your base
Monique Trottier@BoxcarMarketing
Flickr.com
[email protected]: @boxcarmarketing
[email protected]: @boxcarmarketing
[email protected]: @boxcarmarketing
Monique Trottier@BoxcarMarketing
Video
Monique Trottier@BoxcarMarketing
Embed Code
[email protected]: @boxcarmarketing
[email protected]: @boxcarmarketing
[email protected]: @boxcarmarketing
Other Marketing TacticsFacebook ads, Eventbrite, QR Codes
Monique Trottier@BoxcarMarketing
Online / Offline Tactics
[email protected]: @boxcarmarketing
Ecommerce StoreBigCartel.com
Monique Trottier@BoxcarMarketing
Goals
AcquisitionWhat can we do to acquire Visitors to the site?
ActivationDo Visitors take action, like follow us, friend us, subscribe?
Retention Can we retain visitors attention?
Referral Do they like us enough to recommend us?
Revenue Do they buy something?
[email protected]: @boxcarmarketing
AcquisitionWebsite Visitors, time on site, referral traffic from YouTube, Flickr and other social media
Activation Number of pageviews, repeat visits, subscription (email, blog), Fan/Follower
Retention Email Opens, Click-throughs, Repeat visits, Unsubscribes
ReferralPress Mention, Likes & Shares, Retweets, Refers 1+visitors to the site; Refers 1+ visitors who activate
Goals > KPI > Tools(Sentence #1) (Sentence #7) (Sentence #5)
Revenue Event tickets, eCommerce purchases
HOW TO PREPARE FOR THE TEST (Oct 5)
• P&L scenario: tell me X (i.e., calculate net profit or ROI) • Write subject line for email newsletter, tweet, FB status • Write press release or blogger outreach letter • Based on a given scenario, write a 7 Sentence Plan
EMAIL REVISED 7 SENTENCE PLAN (Oct 7, 5 pm) [email protected]
OPTIONAL READINGSTop 10 Facebook Pages and Why They’re Successfulhttp://www.socialmediaexaminer.com/top-10-facebook-pages/
An Insider’s Guide to Social Media Etiquettehttp://www.chrisbrogan.com/socialmediaetiquette/
Presentation on Metrics with Audio: http://blip.tv/file/5079381
Olivier Blanchard’s Basics of Social Media ROIhttp://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi
What’s Next?