Presentation to DBS BA students on the use of digital and social media in the acquisition process of customers

1. Transformative effect of digital & social media on the customer acquisition process Keith Feighery

2. Overview Changing landscape for marketers Conversation-based marketing programmes Developing an aligned digital strategy Case Studies Questions

3. Most dramatic sign of this in the shift in marketing budgets from traditional offline budgets to digital

4. Marketing Trends for 2010 28% of marketers are shifting marketing budgets from traditional to digital channel Two-thirds of marketers are planning to increase investments in social media even though less than one-fifth can effectively measure ROI. 56% plan to increase budgets for mobile marketing 54% plan to increase budgets for email marketing. 51% plan to increase budgets for paid search. 42% of marketers plan to keep budgets the same as 2009 and 13% plan to decrease their overall marketing budget. 41% of marketers plan to decrease spending on print and radio marketing in 2010.

5. Marketing Budgets 2010

6. Aligned with this shift in budget, both the means and roles of marketers have changed

7. Where is everyone?

8. Traditional Vs Social

10. Owned Vs Paid Vs Earned Media

11. Change is predicated on the changing consumption and behaviours of the customer

12. Changing Customer Landscape The relationship between organisations and customers has traditionally been optimised around the organisation, not the customer Companies and organisations have fallen behind in connecting with customers – they now realisethat they must find a way to participate in these Conversations Customers choose to connect and collaborate with each other without the organisations, disrupting the flow of influence.

13. New digital platforms are mass enablers of peer to peer conversations, sharing and interactions

14. Social Media Landscape

15. Marketers must understand the dynamic of communities

16. Shift away from interrupt based marketing to a more conversational process

18. Two way communication

19. Openly negative transmissions

20. Using social channel as a marketing or PR conduit

21. Broadcast as opposed to engagement

22. Can be a difficult persona for brands to adopt

23. Reveal a human voice of a corporate identity

24. What it is that voice?

25. Starting – and then not following through

27. Crucial to hear what the public is saying about you

28. Both positive and negative

29. Crowdsourcing – understand behaviours, experiences, language patterns etc..

30. Conversations

31. Once you know what is being said about you, where it is being said – you can then interact directly with customers (without filters)

32. Community Advantage

33. Build long lasting relationships and trust with customers

34. Build real and valuable communities online and offline (Two way process)

35. Reduce customer acquisition costs (Media spend)

36. Increase customer retentions (Loyalty/Advocacy)

38. Challenge now is to build engaging digital and social strategies aligned with clear business objectives

39. Digital Strategy Process

40. Digital Strategy & Planning Source RedAnt.co.uk

41. Planning Define business objectives Increase awareness, increase reputation, create demand, educate audience, increase sales, augment lead generation programme etc.. Identify and communicate to key stakeholders (buy-in) Listening to what is being said about brand currently Define audience and break down into key segments Influencers, Advocates, Specific Personas Demographics, Psychographics, SocialGraphics etc. Audience locations and value of each audience segment Where do they reside digitally, what are their preferences, how do they consume media, what are preferred formats Aligning brand with digital strategy What is the tone, voice, perception currently presented

42. Goals and Audience Location Analysis Source RedAnt.co.uk

43. Creation Once strategy, audience, locations are known Start conceiving, designing and creating tactical solutions Identify themes, channels, tone, aims for each tactical channel and initiative PPC, Social Platforms, SEO, Email, Lead Gen etc… For B2B business map out buyer and sales cycles Align marketing and sales organisations Create internal procedures and best practices for social channels Initiate a content marketing production programme Map this out along with personas and buyer cycles Define KPIs for each programme – know upfront what success will look like (by corollary failure too)

44. Mapping audience, solutions and projected ROI Source RedAnt.co.uk

45. Case Studies

46. Heineken Activation

47. Kogi BBQ

48. Best Buy

49. Hairybaby

51. Pat The Baker

52. Zappos

53. Charmin “Go” Campaign

54. Digital crisis and reputation management

55. United Airlines

56. Domino’s

57. Successful Viral & UGC Campaigns

58. Upside Down Tango

59. Walkers “Do us a Flavour”

60. Unsuccessful Viral & UGC Campaigns

61. Danish Single Mother Hoax

62. Contact Details 086 6070274 www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery keith.feighery@digitalinsights.ie

63. Thank You