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You’re online Even if you don’t know it

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Post on 22-Nov-2014

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I was approached to speak to a group of product managers by a leading CPG manufacturer who's been avoiding re-examining its perception of online marketing. They seemed extremely focused on print, outdoor, and broadcast. This presentation spoke to some very important points about social media integration.

TRANSCRIPT

Page 1: You're Online

You’re onlineEven if you don’t know it

Page 2: You're Online

This story begins on graduation day

for the class of

1982

Page 3: You're Online

Mr. Yesterday & Mr. Tomorrow both

made the Deans List

Mr. Yesterday Mr. Tomorrow

Page 4: You're Online

They both become successful

business men, and found companies.

Mr. Yesterday Mr. Tomorrow

Page 5: You're Online

Mr. Yesterday owns Yesterday’s

Widgets

Yesterday’s Widgets

Page 6: You're Online

Mr. Tomorrow owns Tomorrow’s

Widgets

Tomorrow’s Widgets

Page 7: You're Online

GROW

Page 8: You're Online

They grow until they’re the biggest widget companies

in the world.

Page 9: You're Online

By 1990 Mr. Yesterday & Mr. Tomorrow have about the same revenue, with Mr. Yesterdays slightly higher

Revenue

Time

Page 10: You're Online

Both companies allocate 5% of their

profits to advertising & marketing.

Page 11: You're Online

For years, Mr. Yesterday & Mr.

Tomorrow divide their budgets

like this:

Print TV Outdoor Radio Direct

Mail

25% 30% 10% 20% 15%

Page 12: You're Online

Then one year Mr. Tomorrow

does something different

Print TV Outdoor Radio Direct

Mail

20% 25% 10% 15% 10%

Online

20%

Page 13: You're Online

By 2000 Mr. Yesterdays revenue lead INCREASED by 3

Page 14: You're Online

But Mr. Tomorrow keeps his strategy

the same.

Page 15: You're Online

By 2002 Mr. Yesterday’s revenue lead is noticeable

Revenue

Time

Page 16: You're Online

Mr. Tomorrow

Mr. Tomorrow thinks it’s time

for a change.

It’s time to change

Page 17: You're Online

Mr. Tomorrow investigates how

his online money is being spent

Maine-commerce

site

Banners

Email

Blog

Page 18: You're Online

And decides how he’ll change things...

Page 19: You're Online

Maine-commerce

site

Banners

Email

Blog

Twitter

Facebook

MySpace

Search

Commenting

Widgets

Store

Page 20: You're Online

Step 1 was to get involved in

conversations that were

already taking place.

Blog

Twitter

Facebook

MySpace

Commenting

Widgets

Page 21: You're Online

Then support & promote his

participation

Banners

Email

Blog

Twitter

Facebook

MySpace

Search

Commenting

Widgets

Page 22: You're Online

Maine-commerce

site

Banners

Email

Blog

Twitter

Facebook

MySpace

Search

Commenting

Widgets

Store

Finally provide information

about how to purchase.

Page 23: You're Online

Mr. Tomorrows new strategy

WORKED

Page 24: You're Online

By 2006, he’d narrowed the revenue GAP

Revenue

Time

Page 25: You're Online

But then Mr. Yesterday caught up.

Page 26: You're Online

Mr. Tomorrow needed to think of something

new...

Page 27: You're Online

In 2008, Mr. Tomorrow started

doing something different.

Main

e-commerce

site

Banners

Email

Blog

Twitter

Facebook

MySpace

Search

Commenting

Widgets

Store

Print

TV

Outdoor

Radio

Direct

Mail

Page 28: You're Online

He started using all his media channels to

support online conversations ...

Main

e-commerce

site

Banners

Email

Blog

Twitter

Facebook

MySpace

Search

Commenting

Widgets

Store

Print

TV

Outdoor

Radio

Direct

Mail

Page 29: You're Online

... and he began using mobile technologies as

a ‘conversation catalyst’

Main

e-commerce

site

Banners

Email

Blog

Twitter

Facebook

MySpace

Search

Commenting

Widgets

Store

Print

TV

Outdoor

Radio

Direct

Mail

Mobile

Page 30: You're Online

In the eyes of your customer, are you

planning for tomorrow, or are you a Mr. Yesterday?

Page 31: You're Online

Because

YOU’RE ONLINEeven if you don’t know it.