How to Conduct a Service Gap Analysis for Your Business
Marketing
1.
2. BUSINESS IS ABOUT SOLVING
PROBLEMS FOR PEOPLE NOT
TELLING THEM THAT YOUR
PRODUCT IS THE BEST
WIDGET EVER INVENTED
3. • FOCUS ON WHAT REALLY MATTERS:
MAKING YOUR CUSTOMERS HAPPY WITH
YOUR PRODUCT AS QUICKLY AS YOU
CAN, AND HELPING THEM AS MUCH AS
YOU CAN AFTER THAT. IF YOU DO THOSE
BETTER THAN ANYONE ELSE OUT THERE
YOU‘LL WIN.
-Marc Hedlund
10. • If something is in abundance I‘m not going
to pay allot for it. Most people want to get
paid for well for average stuff.
»Seth Godin
11.
12. User Reviews and Recommendations of
Top Restaurants, Shopping, Nightlife,
Entertainment, Services and More at Yelp.
13. • "It used to be that there was that old saying,
that if a diner has a good experience he will tell
one person, but if he has a bad experience, he
tells 10ten. Now he tells 10 million.
• I‘m practical. I‘m not one of those people who
think everyone on Yelp is an idiot. It can be a
valuable way to find what‘s working or isn‘t.
What‘s dangerous are people who have a
camera and know how to type and those are
their qualifications for evaluating you."
14. „No Yelpers‟ Says One
Local Cafe
The “no yelping” aspect of this has my panties in a bunch.
How DARE you ban my opinion??
And for this, I shall not return.
EVER.
Not the best business plan in the world buddy.
Dyed hair, dirty, gothic type staff. Very rude. This business will
collapse into an utter pile of vile soon enough due to the Cafe
Nazi.
Was in SF on business, will never step foot in here again.
Oh and the place has more “rules” than an elementary school.
15. ―The best form of marketing for
any business is when an
actual human being validates
the experience of the product
or service.‖
16.
17. The only time companies other
than Groupon make money from
their arrangements is when
they‘re about to go out of
business.
• http://techcrunch.com/2011/06/13/why-
groupon-is-poised-for-collapse/
22. • You can‘t target everyone and expect to
be successful.
Not everyone cares
23. Don't Ignore the Easiest
Place to Find Customers
It can be easy for business owners to ignore
their existing customers. After all, you've
already won them, right?
24. • Which is why my advice for anyone
trying to succeed on the web is, make
the highest-end product you can, and
then target the tiny handful of people-
the microaudience- who are likely to
buy it. Forget the masses. Targeting the
latter is too much like trying to win the
lottery- though great when it happens
(however unlinkely), there are just too
many damn variables outside your control.
25.
26.
27. Tom Peters: The Biggest
Underserved Markets
• http://www.youtube.com/watch?v=UyVMS
5q7zkg&feature=related
28. Focus on the customer
Which are the right segments
YUPPIES Young Urban Professionals
YUFFIES Young Urban Failures
MOBY/DOBY Mom/Dad Older –Baby Younger
WOOFS Well Off Older Folks
SKIPPIES School Kid with Income+ Purchasing
Power
SANDWICHERS Adults caught between caring for their
children and their older parents
29. Who are your customers
• GEOGRAPHY Where do they live
• DEMOGRAPHIC Age, Income, Gender
• PSYCHOGRAPHICS Similar Beliefs attitudes life
style
• BEHAVIORAL Loyalty, buying habits
• PRODUCT RELATIONSHIP How the product is being
used
30. Marketing Persona Checklist
What are their demographics?
Where do they live?
What gender are they?
How much education do they have?
What is their income level?
How many people are in their household?
What are their needs?
31. What is their lifestyle?
Do they buy high priced products for
show?
Are they conservative in their spending
such as keeping cars until they no longer
function?
32. What are their interests?
What do they like to do in their free time?
Are they religious?
Do they have special hobbies like birds?
Do they like to travel? If so, how and where?
Do they participate in sports or follow it on
various media outlets?
33. Who influences their product
choices?
Are they the primary purchaser for a
household?
Are they the mother who does most of the
shopping?
Who do they consult about purchases?
influencers can included their spouse or
partner, children, parents, friends and other
people or groups?
34. What are their past
behaviors?
How do they spend money?
How does this relate to your company?
What have they bought and at what point in
the offering cycle (full price versus
significantly reduced price?)
35. Why do they interact with your
company and your competitors?
Do they like or dislike your products?
What are the specifics?
How do they feel about your competitors
products?
Are there stumbling blocks to buying and
using your products?
36. What do they want from your
company?
Are they just looking for basic products at
the lowest cost?
Do they want special help using them?
Do they want to be actively involved as a
fan?
37. Where do they look for
information about your product
category?
Do they go online for research?
Do they use search engines?
If so, how and what types of words do they
search on?
Do they participate in social media for
shopping?
38. What type of information do
they want?
Are they looking for product details,
customer reviews, purchase information,
product support or other options?
39. Where are they when they
look for information?
For example, are they snacking in between other
activities or are they researching for specifics.
What type of device(s) are they using?
Are they on a smartphone in your store or your
competitor‘s?
What are their time constraints for content
consumption and for purchasing?
40. What characterizes the customer or conversation that you‘re
after?
What are your thoughts about how Facebook will help you
reach a business goal?
What approach to the social web makes the most sense for
engaging identified customer personas and communities for
the desired business outcome?
41. • Decided what you‘re trying to do and what
success looks like
• Be explicit about the assumptions your
making and have a plan for testing them
• Decide in advance on milestones or
check points to determine whether to
continue
• If a decision is made to stop define the
barriers and failures clearly
42. Do you know what action you
want them to take?
What will that action do for your
business?
44. How do you measure ROI?
• Fan base growth: Hitting 1,000 fans or followers over a
set period of time
• Customer acquisition: Getting 50 redemptions per
campaign on social media offers
• Support of direct marketing: Adding 200 names to your
e-mail database per month
• Engagement: Achieving 20-percent participation by your
fan base (e.g. Facebook "likes" and comments)
45. Catch Factors
• Urgency (Why do they need it?)
• Impact (What will result?)
• Effort (How hard will it be?)
• Reputation (Can I trust you?) and
• Intent (Why should I buy from you?)
49. • Who would we like to have as customers
• Who is most likely to influence the purchase of your product
• What prevents the consumer from buying
• What are the customer expectations from your product
• How do they buy products
• What emotional, psychological, or status benefit do(could) people derive from using the product
• How can you create a social or group experience with your product
• What Problem or pain will your product solve
• Who are you creating value for
• How do you help customers evaluate your organization
• What is your market potential or projected growth rate
• What do your customers currently pay
• How do they pay
• What key buyer values drive customer purchasing process
• How well are the competitors positioned related to the key buyer values and loyalty values
• What products do you have that are successful? Do we know why?
• What products do you have that are not successful? Do we know why?
• What do you like about your competition
• What are they doing right
• What are they doing that is not working
• How do you differentiate yourself from the competition
• How might you increase consumption of your product
• Who uses your product bc of some benefit you did not foresee
• Who are you selling to?
• What are their goals and aspirations?
• What are their problems?
• What media do they rely upon for answers to their problems?
• How can we reach them?
• What things are important to them?
• What words and phrases do they use?
• What are they really buying from you?
• What images and multi-media appeal to each persona?
50. What markets are you in
• What markets would you like to penetrate
• http://www.youtube.com/watch?v=AORoM
xgp428
51. Existing Product Existing Product
Existing Market New Market
New Product New Product
Existing Markets New Market
52.
53. Map out the customer
experience, what are the
biggest points of
inconvenience, frustration,
and poor results.
65. Word of mouth is generated by
surprise and delight or anger.
• This is a function of the difference
between what you promise and what you
deliver
66. • You don't win because you did a good job,
you win because you so dramatically
exceeded expectations.
67.
68. Zappos‘ Tony Hsieh Delivers Happiness
Through Service and Innovation
• http://www.briansolis.com/2011/04/zappos
-tony-hsieh-happiness/
69. The customer is always wrong,
says Web retailer
• http://www.nytimes.com/2010/11/28/busin
ess/28borker.html?_r=2&pagewanted=all
70.
71. • 75% of all searches involve organic
SEO, Paid SEO (PPC, Pay Per Click)
makes up the other 25% . So Organic
SEO is 300% more effective.. makes
you think, doesn’t it?
82. • It is no longer a one-way broadcast
medium, everyone now has access to an
online printing press that can potentially
reach tens of millions of people.
83. "Branding Only Works on Cattle,"
• http://www.marketingpower.com/ResourceLibrary/Pages/
Marketing%20Matters/MarketingMattersNewsletter10130
8/Brands_are_Dead_Transitioning_From_Brands_to_Be
haviors.aspx
89. Engagement is a sense of personal
relevance.
• It‘s not about how many @ replies on
Twitter you get, how many Likes you get
on Facebook. It‘s about how personally
relevant is what you are doing to the
community you‘re doing it for.
90. • Social Objects can take the form of a myriad of other conversation catalysts including…
• Earned media is the result of our owned, paid, and participatory media programs and is reflected in the
blog posts, tweets, status updates, comments, and ultimately actions of our consumers, peers, and
influencers. Earned media is ideally linked to owned media campaigns as well as proactive initiatives that
attempt to incite viral and word of mouth activity.
• Owned Media – media that is essentially, controlled by the brand. Owned objects are social objects
produced by the company and introduced to each network in a variety of formats, text, video, audio,
experiences, etc.
• Paid Media represents the visibility we purchase, such as display ads, paid search, and sponsorships.
When paired with owned and earned media programs, paid media serves as a hub for complementing,
reinforcing, and polishing brand voice, directives, mission, and stature. While many argue over the future
and fate of advertising, what‘s clear is that online paid presences can benefit initiatives where action and
experiences are defined and promoted through the click path.
• Participatory Media – Representing an extension of earned and owned media, participatory media
takes the shape of a hosted hub where brand representatives and our communities can interact and
collaborate. Go-to examples usually include Dell‘s IdeaStorm and Starbuck‘s ―My Idea‖ network which
resemble branded wikis designed to elicit responses, dictate direction, establish community-focused
governances, etc. Participatory media equalizes the balance of power, providing a dedicated platform the
gives voice to the consumer and a channel for their ideas to trigger transformation or change.
• Sponsored Media - This new category fuses owned, paid, and earned media. Sponsored media is one
that is championed by companies such as Izea, MyLikes, Ad.ly, Twittad, among others and is creating a
new medium for packaging messages through trusted voices within highly visible and social channels.
Sponsored media can take the form of paid tweets, blog posts, appearances, and featured objects on
targeted profiles. And, whether you agree or disagree with the idea, the reality is that they work and they
seem to benefit all parties involved, from brand to paid affiliates to their communities
• Businesses are presented with a unique moment in time through interactive technologies to directly
capture the attention of their audiences and ultimately stakeholders, through the creation, propagation,
and connection of these social objects. However, access to new, expansive, and dynamic platforms does
not guarantee our ability to earn and captivate audiences. Our ability to connect and reconnect is driven
by our understanding of the unique needs and requirements of those consumers defining our markets
and our mastery of the tools and services that form parallel contextual networks.
91. The Experience Economy:
Work Is Theater & Every Business a
Stage
http://www.youtube.com/watch?v=2RD0OZCyJCk&feature=related
http://www.amazon.com/Experience-Economy-Theater-Every-
Business/dp/0875848192/ref=sr_1_3?ie=UTF8&s=books&qid=1271705894
&sr=8-3
93. The Customer experience
• The sum of all experiences a customer
has with a supplier of goods or services,
over the duration of their relationship with
that supplier.
96. Hassenzahl‟s Model Of User
Experience
• Usability
• Identification
• Stimulation
• Evocation
97.
98.
99.
100.
101.
102.
103. • Using social media without a strategy is like writing your
message on a paper airplane and aiming it out a
window. Before you start engaging with customers you
need to be prepared with what your goals are. Determine
who your audience is, plus where and how to reach
them. Most importantly you need a plan for how you will
monitor the converation, respond to feedback and funnel
it back into the company so you can be continuously
improving.
Jennifer Cisney – 1000 Words
Chief Blogger and Social Media Manager
Kodak
112. • Most companies will put up a giant megaphone to the
internet and ―listen‖ to the conversations, spending time
finding out where people are talking about the things
they care about first – for 6 months and longer. This
allows you to determine where people are talking about
the things you care about (your brand assets and
relevant topics), what they are saying, who‘s saying it,
and how they feel about it. With that type of insight, you
can more effectively determine a social networking
strategy, engaging targeted networks and people with a
specific message or goal.
Laura Lippay - Lip Service
Founder, Online Visibility
Ex-Yahoo Marketing Director & Ringling performer
113. • Would you pick up a phone and randomly dial
10-digits? Unless you‘re prank calling, probably
not. (Darn you, caller ID). The phone is a tool for
communication, just like social media is a tool.
Before making a phone call, sending a tweet or
launching a blog, strategy is essential. It will
guide the decisions you make, the platforms you
use and how you interact.
Sarah Evans
Founder, Sevans Strategy
114. • Strategy before tactics means, essentially, think before
you talk. In other words, in any social-media effort for
marketing or other business purposes, it‘s important to
do a gut check. What is your corporate culture? Who are
you? This leads to other key questions: What do you
want to say? What do you seek to accomplish using
social media? what are the ground rules, the map to
follow? This doesn‘t have to be a 500-page manual or
anything, but do look before you leap.
Julio Ojeda-Zapata – Your Tech Weblog
Technology writer and columnist at St. Paul Pioneer
Press
Author, Twitter Means Business
115. • You must know the ―why‖ part first, before you
build anything, and use a listening strategy to
determine early on what tactics will actually be
successful with the people you want to reach.
The strategy first approach saves time and
doesn‘t waste valuable resources.
Deirdre Breakenridge – Juicy Bits Blog
President, Executive Director of
Communications
Mango! Creative Juice
Co-Author, Putting the Public Back in Public
Relations & PR 2.0
116. ―As a venture capitalist, I have to
listen to hundreds of entrepreneurs
pitch their companies. Most of
these pitches are crap!!!
•
»Guy
Kawasaki
117. The Art of Pitching Ideas
1. Problem
2. Your solution
3. Business model
4. Underlying magic/technology
5. Marketing and sales
6. Competition
7. Team
8. Projections and milestones
9. Status and timeline
10. Summary and call to action
118.
119.
120. Get in their HEADS
TALK TO THE MARKET
• http://www.ustream.tv/recorded/4118856
• 2535
• 2806-28.29
124. • How important is it to be on the first page or
ideally ranking number one on the first page?
• How important is ranking to get people to click
through to your site when there are thousands
of other companies competing to be on page
one?
125. • 93% of buying decisions start with an
online Google search.
126. • The first ranking position in the search results
receives 42.25% of all click-through traffic
• The second position receives 11.94%
• Third position on the first page obtains 8.47%
• The fourth placed position on page one receives
6.05%
• The others on the first page are under 5% of click
through traffic
• The first ten results (page one ) received 89.71% of
all click-through traffic,
• The next 10 results (normally listed on the second
page of results) received 4.37%
• Third page receives a total of 2.42 %
• The fifth page receives a total of only 1.07%
• All other pages of results received less than 1% of
total search traffic clicks.
130. Off-page elements eat the
biggest slice of SEO pie
• Take a look at the pie chart below, generously provided by Rand Fishkin of
SEOmoz:
• A quick review of the chart reveals that when it comes to SEO, what people
do in response to your site on other sites is way more than half the battle:
• 23.87% – The general trust and authority that your domain has due to
quality incoming links is the largest indicator of SEO success. Google treats
links that flow into your site steadily over time as an indication that other
people trust your site, find value in it, and reference your content as an
authoritative citation. Therefore, Google trusts your site too.
• 22.33% – The number of links to a specific page on your site matters a lot
too. That‘s why the engagement and quality of the content of the page is
directly related to the probability of attracting natural incoming links.
• 20.26% – The anchor text of links from other sites (anchor text is the
words used in the clickable portion of a link) matters because this is
Google‘s way of finding out what your page is about according to other
people, not just the keywords you choose to use.
131.
132. 10 Things I Wish All Bloggers I
Read Would Do
• http://www.dailyblogtips.com/10-things-as-
a-reader-i-wanna-see-in-your-blog-
content/
133.
134.
135.
136.
137.
138.
139. • 93% of buying decisions start with an
online Google search.
140. • There‘s an ―old‖ saying in the SEO
industry that ―content is king.‖ This is not
necessarily true. In my experience, good
content is king. Study after study has
shown that when people use search
engines, they are primarily seeking one
thing: information. They are not seeking to
be impressed by fancy flash sites. They
are not looking for a virtual piece of art.
141. Four Ways to Use Content to
Massively Amp Your Social
Media ROI
• 1) Write really good stuff
• 2) Find really good stuff
You know that friend of yours that knows the
best places to eat, shop and hangout –
what‘s new and what‘s now? They‘re your
go to person when you need to know.
142. • 3) Filter really good stuff
• Using combinations of tools like
Feedburner, delicious, Twitter search,
backtype, Yahoo Pipes, Google Reader
and Google Alerts even non techie types
can create automated individualized RSS
feeds to serve to specific clients and
industries.
143. • 4) Make exclusive offers
• Hey, people get engaged by a deal. A
special offer is content in my mind.
152. INBOUND MARKETING
focuses on getting found by customers
• Content (Blogs, videos, white papers,
eBooks, etc.)
• SEO (Search Engine Optimization and
keyword analysis)
• Social media (Twitter, Youtube, Facebook,
etc.)
• Premission based Email Marketing
• Pay Per Click Marketing
156. Keywords
• For a simple exercise on this front, sit back and look at
your page, and ask yourself honestly,
• ―What keyword is this page good for?
• How good is it compared to other pages on that
keyword?‖
• Your keyword strategy will reveal itself from there. If
there‘s more than one keyword phrase revealed, you
may be looking at two different pages that were mashed
into one.
Read more: http://blog.hubspot.com/blog/tabid/6307/bid/6673/3-Search-Engine-
Optimization-Mistakes-That-You-Are-Making.aspx#ixzz10q2pEQFR
161. Email Marketing
• Hire an ESP (email service provider). "If you're
still sending emails from Outlook, give up,".
• Build a custom template. "Your business is unique,
so why squeeze yourself inside someone else's creative
box?―
• Send messages on a regular basis. People don't
want too much email; nor do they want too little.
• Study your reports. "Open rates, click-through
statistics, what's working and what isn't?" There's no time
like the present.
177. A new study shows that those who are fans or followers of a
brand on Facebook or Twitter, respectively, are significantly
more likely to buy products and services or recommend the
brand to a friend.
178.
179.
180.
181.
182. If your audience is not taking action in social media what is it
all for?
183.
184. • Influence is a temporary and
continuously fluctuating state of being
for any individual.
185. • the Internet isn't connecting us as much as
we think it is. It's largely home to weak,
artificial connections, what I call thin
relationships.
• Nominally, you have a lot more
relationships — but in reality, few, if any,
are actually valuable.
186. Plain and simple
• Engagement is all about maximizing
the value of your audience – increasing
the frequency they return to the site, the
tendency to tell their friends and the
probability of them making a purchase.
192. Top Tips for Maximizing the Entry Rate
of your Social Media Campaigns
• Tip #1: Don‟t make your users scroll!
put the most critical elements (e.g. the
‗Enter Now‘ button, the prize details, eye
catching images, your brand name) above
the fold.
193. Tip #2: Don‟t make your users
think!
• Within a glance users should be able to
understand what your campaign is all
about and why they should enter.
194.
195. Tip #3: Emphasize the Prize
• The best promotions have the prize details
and pictures front and center, making it
crystal clear to the user what is at stake in
the promotion.
196. Tip #4: Make the „call to
action‟ completely obvious
• One of the worst mistakes companies
make is to make it confusing or hard for
consumers to find the main call to action
(e.g. the ‗enter now‘ button)
197. Tip #5: A Picture‟s Worth A
Thousand Words
.
• Use bright, attention-grabbing images in
your promotion
198.
199. Use the 10 second test on
your landing page
• if you only had 10 seconds to look at this
promotion page, would its message be
clear?
• Would you know what the campaign is
about and what you could win?
• Is the call to action clear?
• Are the images clear and attractive; does
the design reel you in?
200. How to Engage and what to use
• http://www.slideshare.net/101ayman/a-
cmos-guide-to-the-social-media-landscape
201. Supply useful information.
This is especially important for complex
products that customer might not understand.
How to videos,
bulletin boards,
eBooks and/or webinars to explain how to use
them.
202. Stanford Guidelines for Web
Credibility
• http://credibility.stanford.edu/guidelines/ind
ex.html
203. Answer questions
• Consumers won‘t buy until you overcome
their objections and respond to their
queries and issues.
204. Celebrate loyal fans.
• At a minimum, thank customers and
members of your community. Give fans a
place to strut their stuff. It can be a
member‘s gallery or a board to discuss the
topic of the week.
205. • Expand your brand. Peter Shankman
recommends creating experiences around
your brand while
206. Get Graded
• Invite customers to contribute to the
conversation. Ask purchasers to review
and rate your products. Understand that
consumers don‘t trust advertising, they
trust other consumers.
207.
208. • No less than 5% of your payroll should go toward data
analysis.
• Who is your customer?
• What is she buying?
• How often?
• After what event(s)?
• Which version of the product sells better?
• At which price point?
• Which version of the packaging is more appealing?
• Which salesperson is more effective with which
customer cohort?
• What zip code is responding most to your ad?
• How quickly/reliably/effectively does your product
accomplish its stated goal, or your vision for it?
• How satisfied are your customers?
• Your analysts should be setting up systems to collect
these data streams and then chugging through the
numbers to help you drive the company.
209. Five Social Media Trends for
2011
• Consumer Content Curation
• Consumers are realizing that following eleventy-hundred
brands on Twitter and Facebook is getting them some good
coupons and deals, but it‟s also turning their walls into malls,
which is getting overwhelming.
• Therefore, what‟s happening in Facebook is that consumers are
turning off brands posting to their walls, using Friends lists to
pay close attention only to their “real” friends, and commenting
on or sharing only when something is really juicy. In Twitter, a
company called Cadmus aims to change the way we view our
streams by determining what content is most relevant to you
based on your Twitter usage patterns.
210. • Niche Location
• 2010 may have been the year of location, but 2011 will be the year of Niche Location.
While true that only 4% of the Internet population is using location based services
(LBS), there‘s no question that Foursquare and Gowalla were media darlings this
year.
• Services like shopkick appeal to in-store shoppers who love bargains – and who only
want their location to be known to the store they want to shop at. New platforms like
Foodspotting appeal to the foodie niche;
211. Aps
• Five important mobile app findings for news orgs
• A new report out today gives news organizations reasons to start thinking mobile apps (if they haven‘t already). The Pew Internet and American Life
Project partnered with Nielsen to survey cellphone users on their app habits, finding that about 43 percent of cellphone users have an app on their
device, though only about 29 percent actually use them. With smartphone market share expected to accelerate its rapid growth, app usage is also sure
to increase. Here are five data points from the Pew-Nielsen report that stood out to me as noteworthy for news organizations:
• Young people like apps
• Struggling to get those young consumers? They‘re the single most app-friendly bunch. About 47 percent of 18- to 29-year-olds said they‟ve
downloaded an app, compared to 39 percent of 30- to 49-year-olds and just 14 percent of 50-plus. That‘s important, particularly when paired with a
previous Pew finding that showed that young people have taken to giving mobile donations. That‘s a good mix for nonprofit news organizations. (Though
even with Apple‘s newly explained rules, in-app donations aren‘t allowed on the iPhone.)
• People who use apps consume news online
• Apps could be a good way to hang onto your audience, letting them follow you onto another platform. The report surveyed app users about their online
activities, revealing that they are more likely to be online news consumers than are non-app users: 90 percent of app users consume news online,
compared to 75 percent of non-app users. Also, they are more likely to visit a video sharing site, 80 percent versus 66 percent.
• News apps do relatively well
• As part of the study, Pew used Nielsen numbers that asked active app users (those who had downloaded at least one app in the previous 30 days) what
apps they‘ve used in the past month. Sure, news apps aren‘t at the same level as puzzles and strategy games (36 percent), Facebook (42 percent), or
Google Maps (35 percent), but look down the list and the news apps start to appear. Nine percent of users said they‟d used a CNN app in the past
month, 8 percent USA Today, 7 percent New York Times, and 7 percent Fox. Other local apps for food and entertainment pull in similar
percentages, perhaps a good indicator for local news organizations. The king of the news/weather category, unsurprisingly: The Weather Channel‘s app,
used by a whopping 32 percent.
• People digest apps in small doses
• The study found that most users who use their apps daily do so for less than 30 minutes. Asked for context, 71 percent said they use their apps when
they‘re alone, 53 percent while waiting for someone or something, and 36 percent while commuting. (Hopefully they‘re not driving.) It seems like people
want a few moments here and there with their apps, a use case where a good headline or a snappy lede is particularly important.
• People will pay
• Free apps are still most popular; of Nielsen‘s recent downloaders, only 37 percent had downloaded even a single paid app in the previous 30 days. But
among paid apps, the majority were $2 or more, belying the common idea that 99 cents is the price point with the best chance for success. The dollar
amounts are small — only 23 percent of paid apps cost more than $5. But they‘re still greater than zero — the amount many have proven willing to pay
for content on the web.
• [Editor's note: Originally, we accidentally published this post too early and jumped the gun on an embargo. Our sincere apologies to the Pew Research
Center's Internet & American Life Project, who have since lifted the embargo.]
• Laura McGann | today | 11 a.m.
• Tags: Apple, apps, CNN, Facebook, Fox, Google, iPhone, mobile, New York Times, Nielsen, paid apps, paid content, Pew Internet and American LIfe
Project, smart phones, Sudoku, USA Today, young people
• http://www.niemanlab.org/2010/09/five-important-mobile-app-findings-for-news-orgs/
212. Square Now Processing Millions Of
Dollars In Mobile Transactions
Every Week
• http://techcrunch.com/2010/11/09/square-
now-processing-millions-of-dollars-in-
mobile-transactions-every-
week/?utm_source=feedburner&utm_medi
um=feed&utm_campaign=Feed%3A+Tech
crunch+%28TechCrunch%29
213. Proximity-Based Marketing: Mobile
Devices Untether Advertising from Media”
“examines state of affairs for this emerging
form of marketing in a 15-page industry
paper that includes eight charts and
graphs and an appendix gauging proximity
marketing activities in 210 U.S. markets. It
gauges mobile proximity-based advertising
at $200 million this year, swelling to $760
million in 2011 and springing to $6 billion
by 2015.
214. Social Gaming
I love this topic. Not just because I‘ve recently
become a FarmVille addict, but because it‘s
such a natural. After all, we‘ve been buying the
large McDonald‘s Coke for decades just to get
the Monopoly piece.
216. • Group Buying and Facebook Commerce.
• http://www.groupon.com/learn
• http://www.youtube.com/watch?v=tYt6riOx
1xQ&feature=player_embedded
•
217.
218.
219. • First, we should define what a
―conversion‖ is, in the context of your
goals for Facebook participation.
220. • Is it attracting ―Fans‖, signing customers
up for a free sample, getting visitors to
redeem a Facebook coupon, or making
direct product or service inquiries?
221. The World‟s 20 Most Popular
Facebook Pages
• http://www.jeffbullas.com/2010/11/04/the-
worlds-10-most-popular-company-
facebook-pages/
223. 3 Tips for Maximizing
Engagement With Facebook
“Likes” and Shares
• http://mashable.com/2010/11/08/facebook-
like-
share/?utm_source=feedburner&utm_med
ium=feed&utm_campaign=Feed%3A+Mas
hable+%28Mashable%29
224. The “Like” button has many benefits
• Its published to the person‘s Facebook feed, driving
referral traffic to the website.
• ―Liking‖ adds data to the user‘s profile on
Facebook.
• ―Liking‖ is an easy way for users to make a
connection with the things they have an affinity for
• Publishers that can subsequently share news to the
feeds of Facebook users who have ―Liked‖ that item
on their site.
225. • The average ‗liker‘ has 2.4x the amount of
friends than that of a typical Facebook
user.
• They are also more interested in exploring
content they discover on Facebook — they
click on 5.3x more links to external sites
than the typical Facebook user.‖
226. Example of an Effective
Application of Both “Like”
and “Share:”
―Like‖ the helmet:
227. Share a question about the helmet:
You can also drive more referral traffic by enabling your site visitors to share
to multiple social networks simultaneously, as Giantnerd does in the example
above.
234. • Your own business domain name (Cost $20)
• Videos from YouTube (Free)
• Email subscription to the blog (Free)
• Images (Free)
• Content loaded as easily as using Microsoft Word
• Links to other content and websites
• Menu across the top
• Polls and surveys for your customers
• Traffic statistics for the Blog/Website
• Moderation of comments
• Plus many other free features provide by plugins at no cost
• Note: Cost is less than $40 and a bit of time and help from your
teenage son, daughter or friend if necessary.
235. • 450 Billion spent on marketing and only 50
mill on Customer Service. @MarshaCollier
236.
237.
238.
239.
240.
241.
242. Mobile Marketing: 56 MUST
Have Facts [Data Included]
• http://heidicohen.com/mobile-marketing-
must-have-facts/
243. 8 Ways Social Media
Marketing Yields ROI
• http://heidicohen.com/how-to-measure-
return-on-social-media-marketing/
244. • Over the three months leading up to the tournament, we (in order of
occurrence):
• Researched and followed Clevelanders who listed golf in their profiles
(Twitter Grader) — Least Successful
• Researched and followed Ohioans who listed golf in their profiles (Twitter
Grader)
• Researched and followed Ohio and Cleveland sport fans (Twitter Grader)
• Researched and followed golf Twitterers with the best Twitter Grades
(Twitter Grader)
• Started following all professional golf tournaments
• Monitored and followed all Twitterers discussing ―golf,‖ ―PGA,‖ ―Senior
PGA,‖ and various player names. (search.twitter.com) — Most Successful
• Reviewed the followers of other professional golf tournaments and started
following them
• We were able to attract 908 followers in a three month window.
246. • 73 percent of Fortune 100 companies registered a total of 540 Twitter accounts.
• About three-quarters (76 percent) of those accounts did not post tweets very often.
• More than half (52 percent) were not actively engaged (This was measured by engagement metrics such as
numbers of links, hashtags, references and retweets.)
• 50 percent of the Fortune 100 accounts had fewer than 500 followers, a small number in relation to the size
and reach of a major corporation.
• 15 percent were inactive; of those,11 percent were merely placeholder accounts — unused accounts to
protect corporate names against so-called brand-jacking on Twitter — and 4 percent were abandoned after
being used for a specific event.
• 26 percent of their Twitter accounts were primarily used as a one-way flow of information (either by RSSnews
feeds or manual tweets) that offered no engagement with followers.
• Tweets did not provide opinions or encourage discussions.This contradicts the value of Twitter as a two-way
dialogue to build relationships with customers and advocates.
• A sizeable 24 percent of the Twitter accounts were primarily used for brand awareness.
• Many appeared to be on Twitter simply to have an online presence.
• They did not use the platform to reach out to the community and demonstrate that their brand is a trusted
source of valuable information, a business that not only talks but also listens to customers.
• Surprisingly, only 16 percent of the Fortune 100 accounts were used mainly as sales vehicles for company
products and services.Other companies did not appear to understand that sales growth can be achieved by
posting special Twitter offers, coupons, limited bargains and sales prices, or by searching for customers who
mention a company product and reaching out to them to build a relationship.
• Customer service was the focus of only 9 percent of the accounts; it is highly likely that these companies are
worried about corporate reputation — posts that might be damaging to a brand.In addition, success requires a
commitment to respond ―quickly to customer queries, suggestions or complaints. Note: According to Twitter’s
own best practices, “your reply should come within a day, if not within hours”.
• ―Thought leadership appeared to be the least prominent Twitter strategy by Fortune 100 companies, with only
8 percent focused on it. Corporate reputation and authority can be extended onto Twitter, but are most
effective only after thought leadership is demonstrated in newspapers, trade publications or recognized by
analysts and bloggers. This I think demonstrates the blog and website as your ―home base‖ and Twitter as
your one of your ―Outposts‖
• Finally, another 14 percent of accounts were used for other reasons such as recruitment or employee-specific
information, or their accounts were locked and not visible.These companies were unable to build relationships
with interested communities.
247. • Establish your goals
• Get input from your stakeholders
• Where are your buyers
• Map influencers
• Map responsibilities
• Establish your content strategies
• Set up your channels
• Set up your metrixs
• Set up your engagement strategy
• Develop a social media policy
• Publish your content
• Monitor and measure
• Harness the power of your network
• A Quick Start Guide to Social Media for Business
248. What I told that they needed to do, before being able to collect the social media currency they coveted:
• Build a website that is conversion friendly and sticky (e.g. is intuitive and makes it easy for users
to interact with it and share with friends)
• Begin engaging within relevant Facebook groups & posting on relevant Facebook pages (not with
promotional messaging, but instead with content that adds value to the community)
• Begin following relevant Twitter users and retweet the content of said Twitter users
• Begin commenting on influential blogs and forums (not with promotional messaging, but with
content that adds value to the community)
• Begin linking to said blogs and forums from within their own site‘s content
• Begin attending industry events and mingling with influential peers (don‘t just promote yourself or
your brand. Add value to the conversation)
• Begin to gradually connecting with these influencers via email and other online communication
channels (not to promote yourself, but to genuinely connect and add value to their efforts)
• If they have a substantial email database, start thinking about innovative ways to encourage email
subscribers to engage with your social profiles and social content (some of your subscribers might
be influencers)
• Think about the proportion of your perspective consumers that prefer to consume contact via
mobile devices (including tablets) and then figure out what you‘re going to do to accommodate
them (some of your niche‘s influencers might prefer mobile formats)
249. • How effective are your organization in
learning from failure on a scale of 1-10
252. Should you outsource your
social media efforts
• http://www.openforum.com/idea-hub/topics/marketing/article/should-you-outsource-
your-social-media-efforts-leyl-master-black
253. 101 Online Video Stats to
Make Your Eyes Glaze Over
• http://www.business2community.com/onlin
e-marketing/101-online-video-stats-to-
make-your-eyes-glaze-over-023074
254. Social Network by the numbers
• http://5.mshcdn.com/wp-
content/uploads/2011/04/social-
networks.jpg
256. How often should you post on
your Facebook pages?
Well obviously there is no exact ideal number, but there is a range. Typically
if you post fewer then 2 posts a week, you will not engage your audience
enough for them to maintain a social connection with you, and you will lose
engagement. If you post more then 2 per day (as a brand) you will typically
lose engagement.
That means the ideal number is between 5 - 10 posts per week as a brand,
and as a media company, this is typically 4 - 10x higher, as news are
information people engage with all day long.
257. iSpy Conspiracy: Your iPhone
Is Secretly Tracking
Everywhere You‟ve Been
http://gizmodo.com/#!5793925/your-
iphone-is-secretly-tracking-everywhere-
youve-been
258. Can Geolocation Apps Win
Over Smartphone Users?
http://www.marketingprofs.com/charts/2011/4940/can-
geolocation-apps-win-over-smartphone-users
259. Measuring Your Social Media
Success with Google
Analytics
http://www.dreamgrow.com/measuring-
your-social-media-success-with-google-
analytics/#ixzz1LPAozkWs
260. How to Develop a Twitter
Hashtag Following
http://heidicohen.com/twitter-hashtag-
following/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed
%3A+HeidiCohen+%28Heidi+Cohen%27s+Actionable+Marketing+Advice%2
9#utm_source=feed&utm_medium=feed&utm_campaign=feed
261. By The Numbers: How
Facebook Says Likes & Social
Plugins Help Websites
http://searchengineland.com/by-the-
numbers-how-facebook-says-likes-social-
plugins-help-websites-76061
262. 5 Big Trends in Mobile
Commerce
Mobile purchases are on the rise: 47% of smartphone owners and 56% of tablet owners plan to purchase
more products on their respective devices in the future. Roughly half of smartphone and tablet users believe
there are benefits to shopping on a mobile device, a number that would likely be higher if users found mobile
apps and websites easier to use (see last bullet).
Device dictates behavior: One-third of smartphone owners use their devices to make mobile purchases,
while less than 10% of feature phone owners make purchases with theirs.
Virtual wallets are catching on: A full 20% of smartphone owners have used their devices as a virtual wallet
(we suspect many of these have done so with the Starbucks app) and 28% expect to do so more in the
future. A quarter of tablet owners — consistently the most willing to experiment with new technologies —
have used their tablets as a virtual wallet in stores; 39% plan to do so more in the future.
Mobile coupons and barcodes are catching on more quickly: Although virtual wallets usage is increasing,
more smartphone and tablet owners expect to increase their use of mobile devices to look up more
information about a product (between 55% and 57%) or use a coupon (between 53% and 54%). Nearly half
of smartphone and tablet owners also said they planned to scan barcodes more often to get additional
information about a product, suggesting that barcode scanning might indeed be poised to hit the mainstream
in the next few years.
Data security and user experience are the two biggest barriers: Worries about the security of their
personal and financial details might be preventing many from embracing m-commerce fully. More than 60%
of both of smartphone and tablet owners said they believe it is not safe to share those details on their mobile
devices, underlining a need for education about security issues. Furthermore, 54% of smartphone users and
61% of tablet users said they find mobile applications and websites ineffective and difficult to use, further
discouraging purchasing on those devices.
263.
264.
265.
266.
267.
268.
269.
270. Moments of Truth Marketing
―When the customer comes into contact with any
aspect of the company/person, however remote,
and thereby has an opportunity to form an
impression.‖
Jan Carlzon
271. Zero Moment of Truth (ZMOT)
The moment you check online for reviews or additional information before
you make a decision about a product or service.
The ZMOT occurs when a person checks a movie‘s reviews before buying
tickets, or compares hotel reviews before finally making a decision about that
romantic getaway.
272. 1. Identify and prioritize each customer episode or contact. This means
thinking about every time the company comes in contact with an internal
or external customer either in person, by phone or email, or through
Company process or system (It can be remote interaction, phone
interaction or face to face interaction) Firms should then determine which
of these customer contacts would have the most impact on customer
satisfaction.
2. Develop alternative customer responses. Think of some alternative ways
that could improve firm response in each of these customer contact
opportunities.
3. Decide which responses will delight the customer. Choose the response
that will most likely pleasantly surprise the customer and thereby not just
meet, but exceeds their expectations. ―Delight‖ Moments of Truth provide
unexpected, thoughtful, delightful experiences for the customer. Knowing
customers likes and dislikes makes this easier.
273. 4. Create a service standard to ensure basic customer satisfaction. When
a response delights the customer, think about writing it down and using it
for all of the customers. That‘s when it becomes a standard. Be careful,
after a customer has become accustomed to this ―delightful‖ Moment of
Truth, they may begin to expect the experience and this becomes a ―basic‖
Moment of Truth. Exceeding expectations requires a continual desire to
improve. Firms will need to remain creative to continue to delight the
customer.
5. Measure customer satisfaction on each Moment of Truth. Find a way to
continually check to see if it‘s time to improve or change the standard
response. Strive to provide breakthrough quality service on specific
Moments of Truth by using the personal thoughts and creativity of
everyone in the organization
274. Here are some FMOT vs. ZMOT examples that illustrate how ZMOT has turned
conventional brand wisdom on its head:
FMOT: A consumer would get to the shelf, pick up a bag of chocolate chip morsels
and follow the recipe on the back of the bag, possibly keeping the physical bag to
keep a record of the recipe.
ZMOT: Consumers are going to the internet and researching the cookie recipe in
advance of buying a bag of morsels from a store shelf.
FMOT: Consumers arrived at a fast food restaurant and scoured the menu on the
spot to decide what to order.
ZMOT: Consumers go online to research their food options, perhaps looking for
health and value, in advance of getting in line to place an order.
275. FMOT: Consumers found out about a local brand's promotional event (like free
ice cream day) via stumbling upon it, or by seeing a flier posted in the
neighborhood.
ZMOT: Consumers become aware of these events in advance either through e-
mail newsletters, becoming fans on networking sites, or following brands on
sites like Twitter. Not only that, but they can tell hundreds of their friends and
family all about it in real time with one quick social networking status post.
FMOT: Consumers waited for their monthly beauty magazine issue to arrive, to
learn about the next season's hot looks.
ZMOT: Consumers are going online to find inspiration for their own looks, and
to get tips and tricks from experts -- or to take their cues from a favorite
celebrity.
276. Stimulus
•Noticed advertising while browsing online
•Saw/tried product at the house of a friend/family member
•This is a brand I grew up with
•Looked at/read magazine advertisements
•Saw an ad on an outdoor billboard
•Read magazine articles/reviews/information
•Saw an ad in a newspaper/newspaper insert
•Read newspaper articles/reviews/information
•Looked up brands/retailers in the Yellow Pages
•Attended a show or event where product were featured
•Received mail at home from a brand/manufacturer (e.g., catalogue, brochure)
•Received mail at home from a store/retailer (e.g., catalogue, brochure)
•Read information in an email received from a brand/manufacturer
•Read information in an email received from a retailer/store
•Tried a sample/experienced the product at a special event
•Heard it discussed on the radio
•Saw advertisements on television
•Watched a TV show that featured the product
277. FMOT First Moment of Truth
•Tried a sample/experienced the product in a store
•Talked with a salesperson or associate in the store
•Talked with a customer service representative on the phone
•Looked at the product package in the store
•Read brochure/pamphlet about the product in the store
•Used product coupon I got at the store
•Used computer in the store to look up information on product
•Used a loyalty card/frequent buyer card
•Redeemed a gift card/rewards card
SMOT Second Moment of Truth
•Mentioned it to friends/family
•Mentioned it to a co-worker
•Took a survey
•Wrote a customer review on a website
•Wrote about it on a Facebook page
•Posted Tweets about it
•Wrote about it in a blog
278. ZMOT Zero Moment of Truth
•Talked with friends/family about the product
•Searched online, used a search engine
•Comparison shopped products online
•Sought information from a product brand/manufacturer website
•Read product reviews or endorsements online
•Sought information from a retailer/store website
•Read comments following an article/opinion piece online
•Became a friend/follower/‖liked‖ a brand
•Watched videos about product online
•Read/visited a blog that discussed product
•Searched the web for information with my mobile phone before shopping
279. •Talked to a customer service representative online
•Searched the web for information with my mobile phone in the store
•Saw product mentioned on a social networking website like Facebook
•Received a referral notice from a friend online
•Commented on a product mentioned on a social networking website like Facebook
•Received a coupon or pricing information from someone on a social networking site
•Commented on a blog that discussed product
•Searched for a coupon with my mobile phone before shopping
•Saw an ad/coupon sent to my mobile phone
•Looked for coupons on a retailer/store website
•Received a text from a brand/manufacturer on my mobile phone
•Searched for a coupon with my mobile phone in the store
•Looked for coupons on a product brand/manufacturer website
•Participated in a chat or discussion online about product67
•Used my mobile phone to scan 2D bar code
280. Studying Your Competitors
Paid search
• There is plenty of information you can glean from search results pages through simple observation and by asking
yourself a few smart questions along these lines:
• Ads
• How many ads are they running?
• How quickly do they react to ad copy changes you make?
• How often do they put new ads into rotation?
• Landing Pages
• How many different landing pages do they use?
• What sort of offers/calls to action do they use that you don‘t?
• How often do they update landing pages?
• How good is their SEO, and page construction on their website/ landing pages?
• Tracking
• Are they tracking clicks? Ads? Keywords?
• What sort of analytics do they use?
