7. Why social is important
What YOU think
Attitudes Predicts a
ctual
behaviour
Behavioural
Behaviour
intention
Subjective norms
What
YOUR FRIENDS think
Theory of Reasoned Action
22. Paid, Owned & Earned
+
What friends say
Customer ratings
Blogs / reviews
Earned
User Generated Content &
Conversation
Own YouTube Facebook
Own Video reviews
channel
community Twitter
Influence on
consumers Owned
own blog
Own website
e-mailing
Facebook Press releases
Adverts SEO
Paid SEA
Banners
Google Ads
What brands say
- Gebaseerd op model van Starbucks @jeroenpaco
+ What brands say What people say -
Control over content
29. Goal
What is your organisation thriving for?
What part of this goal is a marketing responsibility?
What part is online?
Define your goal SMART.
Business goal Marketing goal Online goal
30. Target Group
Write down all the target groups you can think of.
A good target group is a specific group related to your goal.
Vote for the most important target group.
31. Persona
Name and age
Home situation
Occupation & employer
Hobbies
Motivations & Fears
On what online media?
32. Today: two concepts
Two concepts for eChem products:
- Conductivity measurement
- pH measurement
http://iom.invensys.com/campaigns/Pages/Invensys-eChem-home.aspx
39. Link Product with Persona
Skiing & Running
Unbreakable Small
Loves
camping &
Uses
outdoor
RunKeeper app
Product Persona
features traits
Sleek design
Lightweight
Owns a dog
Powered by Gadget freak
solar cells
40. Turn, Twist & Enlarge
What do you have to do to get a decline in sales?
Funny or unexpected twist!
Exaggerate or enlarge one feature.
41. Think of your mother...
And everything she contributed to who you are now.
44. Jeroen Heydendael Patrick Klerks
jeroen.heydendael@tamtam.nl patrick.klerks@tamtam.nl
+31 6 24 87 84 86 +31 6 15 88 02 38
twitter.com/jeroenpaco twitter.com/jesuispie
u s!!
a ct
o nt
C
Notes de l'éditeur
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Email, direct mail, ads in papers, banners, \n
Your friends opinion matters more!\nThis is the time for conversation marketing.\nSocial\n