http://andreavascellari.com/ - Strategic Online Advertising and Marketing

1. Strategic Online
Advertising and
Marketing
Andrea Vascellari
CEO itive.net
andrea@itive
AndreaVascellari.com - @vascellari
Special Thanks to:
ULRICHPINCIOTTI Design Group
updesigngroup.com
Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons.
Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0
Toledo Nov. 16, 2011 itive.net
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2. Agenda
• You
• Context
• Branding in Digital Age
• Social Media Implementation
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3. You
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4. You
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5. You
“Questions from the audience”
?
o: o: o:
o: o:
o:
?
o:
o:
?
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6. Marketing
process used to determine
what products or services
may be of interest to
customers, and the strategy
to use in sales,
communications
and business development.
http://en.wikipedia.org/wiki/Marketing itive.net
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7. Advertising
form of communication used to
persuade an audience.
Commercial advertisers often seek to
generate increased consumption of
their products or services through
"Branding".
http://en.wikipedia.org/wiki/Advertising itive.net
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8. Branding
develop or align the expectations
behind the brand experience, creating
the impression that a brand associated
with a product or service has certain
qualities or characteristics that make it
special or unique.
http://en.wikipedia.org/wiki/Brand itive.net
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9. Neil Hosler McElroy
: {O
:o :o
:o
:o
:o
???
:o
:o
photo credit: http://en.wikipedia.org/ itive.net
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10. How to build brands?
ads!
Well...
Well... itive.net
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11. top-down
$$,$$$,$$$
engagement
effectiveness
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12. Y?
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13. business technology
people
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14. Evolution of Engagement
Open
Markets
Interruption
Era
Attention
Era
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15. Branding in Digital Age
?
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16. Branding in Digital Age
Question from the audience:
“What are the top Ten Rules of
Branding (Marketing)?”
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17. Branding in Digital Age
5 things to leave behind:
1. Fake adoption.
2. Thinking of digital as a second option.
3. Fear of failure.
4. Pushing (mono directional attitude).
5. Rigid management structure.
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18. Branding in Digital Age
5 things we can bring in:
1. Change.
2. Collaboration (DIY will lose).
3. Openness (not necessarily completely).
4. Pulling.
5. Intellectual property (Creative Commons).
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19. Branding in Digital Age
Question from the audience:
“...how to integrate digital (i.e.
social media) within advertising/
marketing strategies...”
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20. Branding in Digital Age
DUH!
awareness
interest
desire
action
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Image credit: The Apprentice, The Office, LOST #LoveTheseSeries :D
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21. Branding in Digital Age
awareness
interest
desire
action
advocacy
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22. Retention is the new
customer acquisition
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23. What’s happening...
Target: Who are we communicating with.
Suggested Tools & Tips: What & How.
Metrics & Measurement Tools: Success.
image credit: Office Space - #WonderfulComedy :D itive.net
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24. itive.net
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25. Awareness
Target: Audience.
People that are potentially
qualified to buy or use your
products or services.
:) :)
:) :):)
:) :)
:)
:)
Generally defined by income,
education, age, etc.
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26. Awareness
Suggested Tools & Tips:
• Social Media Monitoring Tools
• Google Ad Planner
• Facebook Ads
• Twitter Search (advanced) + Google
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27. Awareness
Suggested Tools & Tips:
Social Media Monitoring Tools
Question from the audience:
“What do you feel is the most
effective social media management
tool-like HootSuite or some other?"
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28. Awareness
Suggested Tools & Tips:
Social Media Monitoring Tools.
• Hootsuite
• TweetDeck
• Seesmic
• CoTweet
• Trackur
• Radian6
* Custom Social Media Dashboard
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29. Awareness
Suggested Tools & Tips:
Social Media Monitoring Tools.
Question from the audience:
"How do you recognize a link/
posting that might contain a virus
or spyware?”
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30. Awareness
Suggested Tools & Tips:
Google Ad Planner, Facebook Ads,
Twitter Search (advanced) + Google
• Google: What.
• Facebook: Who.
• Twitter Search + Google: Who, What, Where.
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31. Awareness
Suggested Metrics:
At this stage you generally want to focus on
the number of potential customers.
This number represents your “starting point”.
Suggested Measurement Tools:
• Described tools (previous slides)
• Facebook Insights (for page owners)
• Researches/Surveys
• Reports/Stats
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32. itive.net
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33. Interest
Target: Prospects.
Potential/Likely customers.
They want to hear what you
:) :)
:) :):)
:) :)
:)
have to say and learn more
:)
about your products and
services.
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34. Interest
about you...
%
“I use...”
Facebook 21.4 %
Twitter 19%
Linkedin, YouTube 16.7%
Blogs 9.5%
“I would like to better understand...”
Blogs 13.5%
Linkedin, Facebook,
Slideshare, Forums 11.5%
Twitter, Delicious 9.6%
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35. Interest
Suggested Tools & Tips:
for you...
• Blogs
• Linkedin
• “Mixed Combos”
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36. Interest
Suggested Tools & Tips:
Blogs
1. Forget about blogs & websites as you know
them and think of them as “digital brains” that
people use, or connect to, in order to achieve
their objectives…
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37. Interest
Suggested Tools & Tips:
Blogs
Question from the audience:
“...the importance of creating
relevant content as part of a
digital strategy.”
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38. Interest
Suggested Tools & Tips:
Blogs
2. 5 sec. test
FiveSecondTest.com
3. What & How...
...Who & Why.
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39. Interest
Suggested Tools & Tips:
Linkedin
1. Groups: Provide information to prospects
directly or indirectly (redirecting to i.e. landing
pages).
2. Answers: People ask questions...you, as
industry insider, give advice.
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40. Interest
Suggested Tools & Tips:
Linkedin
3. People: Search for target company. Check
“direct connection/s” or second/shared
connections. Get introduced.
4. Mobile: Exchange contact info with prospects
bumping your phones.
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41. Interest
Question from the audience:
“How do you integrate all of the
different aspects of social media to
make it work seamlessly and
easily without giving up your
day?”
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42. Interest
A good starting point is making it part of
what you already do.
Some examples...aka “Mixed Combos”
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43. Interest
• Instead of answering tons of emails, write a
blog post and redirect people there.
• You have a presentation about your products
and services at an event? Record the video,
publish it on Youtube and share the slides on
SlideShare.
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44. Interest
• You read news? Save the most interesting
ones on Delicious (or other bookmarking
tools) or mark them as “favorite” in Google
Reader.
+ use the RSS feeds to cross post on Twitter,
Facebook Pages, or other channels that you
use for content curation.
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45. Interest
Question from the audience:
“What is the best way to attract
consumers on the web?”
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46. Interest
1. Help: Attract with useful content (remember
the attention era?).
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47. Interest
andreavascellari.com
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48. Interest
2. Show how you work! Give them a taste...
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49. Interest
icedsoul.de - troopies365
"I just hate cleaning this
*@!#..."
"yeah and I don’t understand why
stormtroopers have to clean the
sensorarrays of these huge droids..."
"this is sooo gross..."
"guys... relax... regulations... you
know!"
-day eighteen-
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50. Interest
icedsoul.de - troopies365
*ridersonthestorm... ridersonthestorm..."
"whars that?"
"the doors!"
"not that, THAT!"
"doors."
"I can see that.. what are you doing behind them?"
"its an assignment for TWIP."
"whats TWIP?"
"this week in photography! great photoblog, podcast and flickr group..."
"you tools!"
-day eightyone- itive.net
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51. Interest
icedsoul.de - zombies52
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52. Interest
Suggested Metrics:
• Followers.
• Fans & Likes.
• Subscribers.
• Views & comments.
• Shares.
• Favs.
• Embeds.
• Visitors (people who stopped by from organic
search queries). itive.net
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53. Interest
Suggested Measurement Tools:
• Google Analytics or similar.
• Twitter.
• Facebook / Linkedin (...)
• YouTube or similar.
• Flickr or similar.
• Slideshare or similar.
• Delicious or similar.
• Google+ (...)
• Feedburner (RSS + Email).
• Email Tools/Managers. itive.net
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54. Interest
Question from the audience:
“Do you feel email solutions such
as Constant Contact can compete
with marketing automation tools?"
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55. itive.net
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56. Desire
Target: Leads.
:) :):)
When someone shows the
:) :)
:)
interest in buying and using
:)
:)
your products or services.
:)
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57. Desire
Suggested Tools & Tips:
• Purchase/Selection Tools.
• Calls to action.
• Marketing Automation Tools.
• Interactive Marketing Tools.
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58. Desire
Suggested Tools & Tips:
Purchase/Selection Tools
• These range from filling up a “shopping cart”
to “Get Started” analysis processes (i.e.
itive.net)
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59. Desire
Suggested Tools & Tips:
Calls to Action
• Stand out.
• Impeccable grammar.
• Clear (what’s going to happen next).
• Concise.
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60. Desire
Suggested Tools & Tips:
Marketing Automation Tools
Question from the audience:
“What marketing automation tool do you feel
offers the best mix of social media, online,
event and email marketing, i.e., Marketo,
Hubspot, Act-On, Etrigue?”
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61. Desire
Suggested Tools & Tips:
Interactive Marketing Tools
Question from the audience:
“I'd like to hear of any campaigns with a
positive ROI where the QR or Tags were the
difference.”
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62. Desire
Suggested Tools & Tips:
Interactive Marketing Tools
Judo Vittorio Veneto
310 clubs, 2100 registered athletes from
International Trophy
18 countries, a 4500 seat sport arena,
2 days of competition
Location: Italy
The idea:
181,000 minutes broadcasted live world
QR Codes for Sponsors
wide during the 2 days of the event.
The photos that we took and shared on The results:
Flickr received +23,000 views during the 20% Adoption
2 days of the event. 65% Positive ROI
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63. Desire
Suggested Tools & Tips:
Interactive Marketing Tools
Logistia
Location: Finland
The idea:
QR codes as digital
assistants.
The results:
52% Adoption
98% Positive Usage
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64. Desire
Suggested Tools & Tips:
Interactive Marketing Tools
Tesco
Location: Korea
The idea:
Let the store come to
the people using QR
codes (virtual store).
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65. Desire
Suggested Tools & Tips:
Interactive Marketing Tools
Tesco
Location: Korea
The idea:
Let the store come to
the people using QR
codes (virtual store).
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66. Desire
Suggested Tools & Tips:
Interactive Marketing Tools
Tesco
Location: Korea
The idea:
Let the store come to
the people using QR
codes (virtual store).
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67. Desire
Suggested Tools & Tips:
Interactive Marketing Tools
Tesco
Location: Korea
The idea:
Let the store come to
the people using QR
codes (virtual store).
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68. Desire
Suggested Tools & Tips:
Interactive Marketing Tools
The results:
New Registered
members rose by 76%.
Online sales increase
by 130%.
Has become #1 in
online market and #2
offline.
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69. Desire
Suggested Tools & Tips:
Interactive Marketing Tools
Blippar.com
Augmented Reality
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70. Desire
Suggested Tools & Tips:
Interactive Marketing Tools
Blippar.com
Augmented Reality
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71. Desire
Suggested Tools & Tips:
Interactive Marketing Tools
Augmented Reality
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72. Desire
Suggested Metrics:
Number of leads that entered the “action
funnel” and move from one stage to the other.
i.e. How many people entered the “Get
Started” process, and how many completed it.
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73. Desire
Suggested Measurement Tools:
• Google Analytics (Goals & Funnels)
• Described tools (previous slides i.e. Marketo,
Hubspot, etc.)
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74. itive.net
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75. Action
Target: Customers.
$
:) :):)
When someone shows the $
:) :)
:)
interest in buying and using
:)
:)
your products or services.
$
:)
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76. Action
Suggested Tools & Tips:
• Paypal
• Electronic Bank Transfer
• 1-click purchase
• ...
• Pay with a tweet - paywithatweet.com
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77. Action
Suggested Metrics:
• Sales
• or, depending on the nature of the project
Donations, Registrations etc.
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78. Action
Suggested Measurement Tools:
• Google Analytics.
• Payment management systems or similar.
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79. itive.net
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80. Advocacy
Target: Evangelists.
o: o:
o: o:
o: o: o: o:
:D
A+
o:
When someone
advocates your
o: o:
o:
products or services.
o:
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81. remember?
Retention is the new
customer acquisition
remember?
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82. Advocacy
Suggested Tools & Tips
Retention Programs
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83. Advocacy
Suggested Tools & Tips:
• Twitter Favorites
• Newsletters
• Special Treats
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84. Advocacy
Suggested Tools & Tips:
Twitter Favorites
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85. Advocacy
Suggested Tools & Tips:
Twitter Favorites
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86. Advocacy
Suggested Tools & Tips:
Twitter Favorites
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87. Advocacy
Suggested Tools & Tips:
Twitter Favorites
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88. Advocacy
Suggested Tools & Tips:
Twitter Favorites
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89. Advocacy
Suggested Tools & Tips:
Twitter Favorites
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90. Advocacy
Suggested Tools & Tips:
Newsletters
Give space to the success/achievements of
your clients.
This helps your clients networking and
promoting their services.
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91. Advocacy
Suggested Tools & Tips:
Special Treats
FOR CLIENTS ONLY
“Make them feel People hearing them
special, because advocating your brand,
they truly are will be interested in
working with you...
special”
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92. Advocacy
Suggested Metrics:
• Backlinks.
• Twitter @ and RTs.
• Facebook likes/recommendations, feedback
(on FB page entries).
• Conversation/Comments activity.
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93. Advocacy
Question from the audience:
“How much weight would you put on
consumer feedback on Facebook?
i.e., ask a question or post a short survey ... the
feedback comes in, but due to FB's informality,
how valuable is it in the larger scope? ”
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94. Advocacy
Suggested Measurement Tools:
• Google Analytics or similar.
• Twitter.
• Facebook, Linkedin
• ...
• Monitoring Tools (free/paid).
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95. LOL
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96. To recap
• Context
Branding as core element of Marketing &
Advertising
• Digital Age
Branding in Attention Era
• Social Media
Strategic implementation at different stages.
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97. itive.net
We are dedicated to helping top
companies and organizations in
strategizing, designing and
communicating their products, services
and initiatives to their target audience
in new and creative ways.
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98. Services Strategy Design Media
Brand Awareness & Graphic & Web Design Online Video Series
Reputation Mobile Promotional Videos
Service/Product Apps (iPhone, iPad,
Interviews
Ideal for Launches Android ...&+)
Documentaries
Events
Live Streaming
Government
Event Coverage
Regional Development
Product/Service
Pharmaceutical ...&+
Launch ...&+
Uniqueness:
Umbrella Synergy
Remote
Need-Centric
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99. How can we work together?
!! ● We can help your company, brand or
organization with our lines of services and
consulting.
!! ● We can also work together if you are in
need of a partner or outsourcing.
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100. Let’s Talk
www.itive.net
Andrea Vascellari Twitter.com/itive
CEO itive.net
andrea@itive.net
Twitter.com/vascellari
Skype: andrea_vascellari
Blog: AndreaVascellari.com
Slideshare.com/AndreaVascellari
http://Facebook.AndreaVascellari.com
Linkedin.com/in/AndreaVascellari
Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons.
Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0
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