INTEGRATED MARKETING - Getting It Right

INTEGRATED MARKETING GETTING IT RIGHT Social Media Strategy & Delivery for Business

Continuous Business Evolution Extreme Market Forces Demand Constant Enterprise Evolution

Evolving Ecosystem - Enable Adaptability

Basic Human Behavior - Un-Changed

Pillars of Integrated Marketing

Conventional Integrated Marketing Customers

Trends & Time Lines Social Media will be one consistent, prominent force in the marketing arsenal. 2009 1994-95 1997-99 2000-01 2002-04 2005 2006 6 Billion OnlineBroadband Friendster LinkedIn MySpace FlickrDogster BlogsFacebook BeboNing Digg Twitter Online BankingMP3 E-CommerceBrand WebsitesAdwords ClassmatesBanner Ads

Trend #3 - Customer's Preference is Important

Trend #4 - Proactive Initiatives Decide Leaders

Trend #5 - Trust Drives the Decision

Trend #6 - The Media World has Changed

Trend #7 – Customers Want to Help Each Other

Trend #8 - Ethical Behavior is The Key (To Trust)

Trend #9 - Leverage The Web (Internally/Externally)

Trend #10 – You are Part of Changing World You are an active participant in how the world is changing, an influencer and have made the mindset shift. The Mindset Shift

What’s In The Name? NEW MEDIA SOCIAL SOFTWARE SOCIAL BUSINESS SOCIAL MEDIA ENTERPRISE 2.0 WEB 2.0

Power of Social Media Brand Equity Promoters Brand Differentiation Incremental Purchase Acquisitions Engagement Builds Loyalty Purchase Intent Brand Value Awareness Product Improvement Ideas Market Share Gains Purchase Frequency Consumer Intelligence Customer Relationships Brand Perceptions Conversations Opinion Leaders Attention Influencing Factor

Social Media - Deep Impact on Business

Social Media – A Revolution What started with Has turned into: A Evolution of How We Communicate

Social Media – The Ecosystem Management of different information via different online platform reaching out to different target audience through building different social networks and maintaining different multi-lateral communication. Social Media not only Change the Rules of Communication but also the Art of War

Social Media - Why Care About It? It’s about knowing Where the conversations are happening What your share of the conversations is What the conversations are that you could / should be in Who the key influencers are who can help build your brand It’s about expanding your news flow Simple syndication – distribute news via basic sharing tools (eg, Twitter and Facebook) It’s about understanding communities Which groups, forums and networks matter? Who drives share of conversation in these communities? What are the next steps in driving relationships? It’s about leveraging existing content and improving your natural search Generation Y and Z don’t communicate anymore through email but through their Social Networks, people with higher education levels are using more & more social media in their (online) communication

Social Media – Multi Role & Multi Task ProductInformation Customer Service RelationshipBuilding Loyalty Program Branding Influencing(Persuasion) Entertainment Sales Promotion

Social Media – Current Landscape

Social Media - Evolving Influencers

Facebook - If it was a Country It will be the 8th largest Country In the World

YouTube -The Second Largest Search Engine More than 13 Hrs of Video Uploaded Per Minute 450 Years to Watch All Videos (2009 – 2459)

Wikipedia - 13,000,000 Articles

Flickr - Have Photo of 400 Mil People 60% of people on earth has a photo in Flickr

Twitter - 1400% Growth (for Jan – Feb 09) 10.7% of all active Internet users are touched by Twitter. 80 % of Twitter Usage is on Mobile Devices

Not Just Communication – It is Conversation Power of Publishers and Broadcasters are moving towards Their Traditional Audience

Intellectual Property Management

Social Impact – Marketing Perspective

Social Media Strategy The GOAL should be to INFLUENCE the Conversation NOT Control it Social Media can assist in strengthening your marketing message & help you reach your target group

Start Now – Identify Where You Are, Listen!!!!

Approach and Deliverables Social Media Strategy Social Media Delivery Audience Insights Implementation Plan Execute Objectives & Goals Manage & Grow Develop a roadmap and business case for embedding Social Media Determine contributions of social media to organizational goals Determine characteristics and social media use of target audience Realize Social Media project(s) and execute the plan Manage the Social Media initiative and develop a growth strategy ,[object Object]

Research target audience use of social media

Assess current social media activities of organization

Assess overallbusiness goals to determine social media objectives (Opex, CI, PL)

Create awareness and understanding of Social Media and it’s opportunities and challenges

Assess strategic alignment with goals of Social Media (Listening, Talking, Energizing, Supporting, Embracing)

Determine existing (social) media activities

Develop possible scenario’s for social media use (build, join or ignore?)

Develop a business case of social media projects including risks, goals, and metrics

Monitor and measure social media activity

Analyze and learn from success of the initiative

Perform Community Management & Coaching of client with successful use of social media initiative

Close down project and launch next social media initiative

Determine functional requirements of social media project

Develop interaction and graphic design

Identify and gather relevant content

Implement organizational structure to manage social media project

Build awareness and train organization

Test and deliver project,[object Object]

Self-service onlineScope and Scale Cases ,[object Object],Organize People Process Technology ,[object Object]

Social bookmarkingGROWTH MODEL The Social Media strategy (growth model) encompasses ,[object Object]

Implementation Plans (people, process, technology), and is supported with our Wiki-tool,[object Object]

Different persona’s have different needs

Map Needs to Design/ Functionalities /…

Benefits Of Adopting Social Media Enhance Customer andPartner Relationships 1 INCREASE (STAKE HOLDERS’) VALUE Increase Employee Productivityand Operational Efficiencies 2 Foster Creativity, Innovation,and Collaboration 3

Evolved Integrated Marketing Customers

Road Ahead BRAND Integrated Marketing BlogsSocial NetworksMicro-SitesOnline AdsForums TVRadioPrintOutdoor Engagement Strategy Reach Strategy The New Marketing Model

Road Ahead Leverage the Benefits of “Word of Mouth” YOUR BRAND Your Customer as Your Advertisers Connect Through Multiple Mediums Deliver Message Straight into Your Customer’s Hands

Marketing Reinvented Marketing360

K360 - From Ideas to Market Innovation + Technology

K360 – Know Your Marketplace Better

Social Media Tools 500 Tools to leverage when employing Internet/Social Media marketing elements in an Integrated Marketing Communications plan. Just Use What You Need

Email Marketing/Trigger Marketing.

Content Marketing/Link Baiting.

Advergames/Contests/Samples/Coupons.

INTEGRATED MARKETING - Getting It Right

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