virtual marketing ecosystems - at great lakes institute of management, chennai
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Virtual Marketing Ecosystems
www.soravjain.com
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• What is Digital Ecosystem?• What is Virtual Marketing
Ecosystem? • How does it work? • Individual Ecosystems - Research Ecosystem - Social Media Ecosystem - Search Engine Ecosystem - Evolution of Echo Marketing
OverviewStudents Copy
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Digital Ecosystem
• Rapidly expanding online environment made up of search engines, social media, peer advocacy and customer reviews.
• A living, breathing entity in and of itself.
• Grows more sophisticated and detailed every day.
• It is an environment in which businesses will thrive, stagnate or meet their ultimate demise.
Digital Ecosystem
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• Processes that link the business
components of real world to the components of online world.
• Each marketing component of ecosystem is surrounded by elements of its own meeting different purposes.
• Helps in Identifying industry specific internet trends, Best practices, Target audience, Consumer behavior ,Web opportunities, Meet innovation (if any)
• Helps in making a road map to reach consumers, interact and engage and fulfill their search needs keeping the geography into consideration.
• Assists in integrated approach
Virtual Marketing Ecosystem
Virtual Marketing Ecosystem
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Virtual MarketingEcosystem
Research
Content Development
eDesign
Search EngineOptimization
Social MediaMarketing
Ecommerce Integration
Email Marketing
Analytics
Ad Serving
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Situation Analysis Where are you now?
•Goal Performance (5s) •Research 2.0 – (Customer Insight and Brand Perception)•E marketplace SWOT •Internal Capabilities and Resources
ObjectivesWhere do you want to be?
5s Objectives:•Sell: Customer acquisition and retention targets (for each market) •Serve: Customer satisfaction, targets markets •Sizzle: site stickiness, # of visitors, subscriptions, visit duration•Speak: trialogue, viral, # of engaged customers •Save: Quantified efficiency gains
How do you get there?
Strategy
•Segmentation, targeting and positioning •Online Value Proposition •Sequence (credibility before visibility) •Integration of OVP •Database •Tools – INTEGRATION (Online TV, Email, Social Media, Search Engines, etc)
TacticsHow Exactly do you get there? •Components of Virtual marketing ecosystem•Integration possibility•Contact strategy •E-campaign Schedule
Action Detail of tactics who does what
and when?
•Responsibilities and structures •Internal Resources and skills •External agencies •Reporting
Control How do you monitor
performance
•5Ss + Web analytics + KPIs•Usability testing/mystery shopper •Customer satisfaction surveys •Site visitor profiling •Frequency of reporting •Process of reporting and actions •Campaign audit
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Situation Analysis Where are you now?
•Goal Performance (5s) •Research 2.0 – (Customer Insight and Brand Perception)•E marketplace SWOT •Internal Capabilities and Resources
ObjectivesWhere do you want to be?5s Objectives:•Sell: Customer acquisition and retention targets (for each market) •Serve: Customer satisfaction, targets markets •Sizzle: site stickiness, # of visitors, subscriptions, visit duration•Speak: trialogue, viral, # of engaged customers •Save: Quantified efficiency gains
How do you get there?
Strategy
•Segmentation, targeting and positioning •Online Value Proposition •Sequence (credibility before visibility) •Integration of OVP •Database •Tools (IPTV, Email, Social Media, Search Engines, l; integration etc)
TacticsHow Exactly do you get there? •Components of Virtual marketing ecosystem•Integration possibility•Contact strategy •E-campaign Schedule
Action Detail of tactics who does what
and when?
•Responsibilities and structures •Internal Resources and skills •External agencies •Reporting
Control How do you monitor
performance
•5Ss + Web analytics + KPIs•Usability testing/mystery shopper •Customer satisfaction surveys •Site visitor profiling •Frequency of reporting •Process of reporting and actions •Campaign audit
Ecosystem?
Research
Analytics
Marketing Tools
Integration
Other elements
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Research Ecosystem
•Brand conversation•Consumer insights & behavior•Twitter Search•Customer Lists •Micro Communities•Buzz Stream•Facebook pages • Socialmention•Keotag•broadtracker•samepoint
Search trendsKeyword analysisMultilingual PPC Region specific PPCBanner Ad NetworkSocial Media tools
Emarket place trends Website trends Marketing trends User trends Affiliated marketing trends Syndicated studies
•Customer satisfaction survey •Opinions & polls •Free survey tools •Paid survey tools•Secondary & primary data on web •Focus group via chat rooms and communities
vs
vs
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Research 2.0 and ORMex: Great Lakes Institute of Management
Positive
Negative
Cool
MBA Culture
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Great Lakes ORM example
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Transformation in Marketing Social Media Marketing
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• Social Media Revolution Video• Strategy – POSTING • Social Media Marketing
Ecosystem• Social Media Tools • Social Media Marketing Facts • Indian User Facts • Social Media & Traditional Media
– Difference • Paranormal Activity Success Case
Study • Social Business Strategy • ROI of Social Media
Social Media Discussion InsightStudents Copy
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Social Media Revolution Video
Social Media Revolution
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P O S T I N G / MONTH ®Students Copy
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Invitation Strategy
Gwave vs. Gmail
•Situation Analysis •Time •Ease of Use•Collaboration with whom?
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Social Media Marketing EcosystemStudents Copy
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Social Media Marketing Facts
Source: (marketingwhitepapers)
Survey Details:
• Conducted among 880 marketers
• 70% respondents small business owners, 26% employees at small businesses
• 56% female
• 78.1 % between age group 30 – 39
Use of social media marketing Benefits of Social Media Marketing
Commonly used Social Media Marketing tools
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Paranormal Activity Success Case Study
How did a $15,000 horror movie made more than 7 . 5 million with help of Social Media
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The Word of Mouth Marketing Process
The fans have really made this their film and they are doing the bulk of the work to market the film
Megan Colligan, co-president of marketing for Paramount
The film is selling itself
Josh Greenstein, co-president of marketing for Paramount
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WOM Tools
Emailing Friends
tweeting
Using widget on blogs & websites
Facebook share
Pasting the links
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Tweeting
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Tweeting about Paranormal Activity
Demand
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Tweeting about Paranormal Activity
Experience
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Tweeting Paranormal Activity Reviews &
Posting links to reviews by experts,
videos, websites and blogs
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Leading to a Paranormal Activity
Conversation
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Ample Paranormal Activity tweets & conversation makes it in the list of
TRENDING TOPICS
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Raising Curiosity among Tweeters who haven’t heard about
Paranormal Activity!
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Resulting in conversation, questions & need to know about
Paranormal Activity!
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Facebook Share and Fan Pages
More than 25 Paranormal Activity fan pages with maximum holding 2,00,000 fans
Beyond 20 Paranormal Activity groups targeting individual countries
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PositiveConversation
NegativeConversation
Conversations
Conversations & Conversations
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Social Business Strategy
Work places to connect employees
and partners
Business / Customer Community to interact and share
Ideation Platform to gain customer insights and get benefitted out of their ideas
Using existing network to engage consumers
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Social Media ROI
Social Media ROI Video
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Search Engine Optimization Ecosystem
Search Engine Optimization
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Integration
Integration of Ecosystem Important to Succeed
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Questions?
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Join as Interns - Converse with Sorav
Social Media:
http://www..twitter..com/soravjain http://www.soravjain.com http://www.facebook.com/soravjain http://www.linkedin.com/in/soravjain
Gmail/ Gtalk:
Skype:
Sourav.seo
Phone:
+919791134451
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