new media marketing in today's connected world
TRANSCRIPT
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New Media Marketing
Internet Marketing
In Today’s Connected World
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The Ad & Mktg. Trends
Broadcast Simulcast Narrowcast/Tivo/On-Demand
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The Ad & Mktg. Trends
Push Promotion Pull Promotion
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TraditionalMedia
T.V.
RADIO
The Push
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NewMedia
Podcasts Videos Webinars Blogs
Presentations
Whitepapers
The Pull
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Podcasts
Videos
Webinars
Blogs
Whitepapers
Presentations
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New Media vs. Social Media
New Media Social Media
Digital communication, including audio, video, and text that includes social media but does not require interaction in its forms of communication.
Digital Media that requires the participation of individuals or groups via personal interaction.
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New Media vs. Social Media
New Media Social Media
Podcasts
Videos With Comments
Videos
Blogs With Comments
Blogs
Webinars
With Comments
Pictures
Pictures
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New Media Spending U
.S. M
ark
eting S
pend in
Bill
ions
Source: Forrester Research
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Where Are They Going? Estimated Monthly Traffic on Top Social Sites - August 2010
Source: Website's Alexa Global Traffic Rank, and U.S. Traffic Rank from both Compete and Quantcast (via ebizmba)
Estimated Monthly Traffic Hits in Millions
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Social Media Steps
Analyze Strategize Optimize
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Analyze
Ask “Why?” Define Your Audience Listen
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Define Your Audience
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Define Your Audience
Personas
• Provides a set of characteristics for each
segment of a given target market
• Increases your ability to relate via content and
communication relative to personalities
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Listen
• To monitor conversations
• To analyze positive or negative brand sentiment
• To review clients, competitors and partners via
blogs, wikis, micro-blogs, video & picture sites
• To take advantage of real-time alerts
Why listen?
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Listen
ALERTS, BLOG SEARCH, READER
Listening Tools
Free Paid
Search
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Strategize
Establish a Plan Choose your Team Produce, Publish, Promote, Monitor
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d
Choose Your Team
Source: Creative Commons licensing via Flickr
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Podcasts Videos Webinars Blogs
Presentations
Whitepapers
Analyze Strategize Optimize
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SEM Spending U
.S. M
ark
eting S
pend in
Bill
ions
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During the Strategize phase discover the optimal tools and don’t be afraid to rule
out those that aren’t applicable.
Achieve The Right Balance
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When the only tool you have is a hammer, every problem begins to resemble a nail.
-Maslow
Perspective on the Tool
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Acme Lending B2C residential lending
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Internet Mktg. – Case Study
Analyze Phase
Strategize Phase
Optimize Phase
Identified market trends specific to interest rates – targeted SEO
Trained staff on Facebook, LinkedIn and initiated a rate specific keyword PPC campaign
Adjusted landing pages, calls to action, and site content
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Within the first 40 days
there were 63 leads
generated with the following:
Name: Joanne Prospect
Phone: 414-443-5555
Amount Requested: $125,000
Loan Type: Refinance
Approximate Credit Rating: Good
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Geek = “an intelligent but socially inept person; A person more comfortable with computers than with other persons.” en.wikipedia.org
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Geek = “an intelligent but socially inept person; A person more comfortable with computers than with other persons.” en.wikipedia.org
Internet Mktg. – Case Study
Analyze Phase
Strategize Phase
Optimize Phase
Defined target market based on the client’s business model & devised calls to action based on target
Established segment specific micro-sites, blogging, and established SEO campaign
Monthly SEO based on ranking results and analytics
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95% of all specialty
insurance business
comes from these
sites alone
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Summary
Push to Pull – Old to New Media Analyze – Strategize - Optimize
Focus on the plan not the tool
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Tony Meister COO & President
www.netsolutionsgroup.net
888-711-0077
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SLIDE SOURCE URL
Slide 8 Podcast -- Flickr Creative Commons - http://www.flickr.com/photos/15319336@N07/2060971197/
Slide 9 Forrester Research data via Mashable -http://mashable.com/2009/07/08/social-media-marketing-growth/
Slide 10 Compete & Quantcast Data via eBizMBA - http://www.ebizmba.com/articles/social-networking-websites
Slide 10 Compete & Quantcast Data via eBizMBA - http://www.ebizmba.com/articles/social-networking-websites
Slide 18 Social Media Team – Flickr Creative Commons - http://www.flickr.com/photos/43993720@N02/4341585713/
Slide 22 Forrester Research data via Mashable -http://mashable.com/2009/07/08/social-media-marketing-growth/
Slide 25 Screw In Wood – Flickr Creative Commons - http://www.flickr.com/photos/ibitter/4062217696/
Content & Data Sources
Images & Graphics from iStockPhoto & MicroSoft unless otherwise noted.