The 40-Minute Social Media Strategy with Dana VanDen Heuvel of MarketingSavant
FounderBus Marketing presentation Cambridge 2nd Dec 2012
1. Marketing & PR workshop
Sunday 2nd December 2013
Cambridge
2. What we’ve learned from great brands
They think big
which reflected in their messaging
and product development
They act as thought leaders
who provide value beyond their commercial products
and choose to lead rather than follow
through constant innovation
3. How do you get there?
A great product!
Look at who’s
already there – what
do they do well?
Who can help you get
there?
What do they need
to do this?
4. Marketing starts at product conception
Know:
Your market
Your audience
Your competitors
What’s the desire for the product
Who your influencers are and what they think
Innovation doesn’t always mean being first
5. Marketing Plan
GOAL STRATEGY TACTICS
Specific Deliver benefits Execution of
Measurable Customer needs strategy
Actionable Create value Short term
Realistic High level ideas Adaptable
Time-bound Long term
“Goal” achieved by “strategy”.
Do this using “tactic/s”
7. The Connected Consumer
Reliant on the right information finding them, in
the right places – peer recommendations
Heavy users of smartphones/tablets
UK conversion rates
Real-time interaction
and sharing
8. Market along the customer journey
Awareness
Interest
Desire
Action
Satisfaction
9. What is a brand?
It’s not just a logo
It’s not just a slogan
It’s not just a product
10. In our connected world a brand is no longer
what the owner says it is, but what your
customers say it is
“A brand is the consumers feeling about
your product, your services, your
organisation“
The Brand Gap, Marty Neumeier
11. You need to create a story
Creating an engaging
narrative that establishes
your reputation
About your product
About you
12. Elevator pitch
Keep it interesting
Keep it current
What makes you different
Adaptable to your audience
Be prepared for anything
http://www.youtube.com/watch?v=atfNL0_KAcs
13. How can PR help?
Awareness | Reputation | Commercial
Content Channels
Owned Online
Earned Offline
Paid Eyeline
16. The Drum Campaign
Computing Brand Republic
TechCrunch Media Week AdMonsters
Wired .net
MediaTel A4U
The Next Web
Digital/ Ads/
M&M Global
Business Informer Tech Media
Marketing UTalkMarketing
Money Week
The Director Business/ Marketing Week
Marketing
Financial
FT Retail Technology
The Guardian Retail Week
National
Press
Your Verticals
Internet Retailing
The Times TNooz
Brand
The Telegraph Travolution Mobile Marketing
Industry
Broadcast Econsultancy
Orgs
Sky News
AOP ISBA
BBC C4 Propeller IAB IPA IMRG
Social
Network
Tech
Twitter
LinkedIn Facebook Brands
Media
Slideshare YouTube Dinners
17.
18. PR Tips
Soft launch
– Invite only for feedback
– Its harder to recover from a bad launch, don’t meet expectations
etc
Focus on target audience
– Don’t take every PR opportunity – it wastes your time
Don’t be obsessed with your competition
– Be aware but run your own show
Journalists need angles
– Be useful to them beyond just your product offering (research,
industry news, points of view)
19. When washed, the shirt revealed this
The initial unwashed image said
message:
"Hardcore Rebels - National and Free"
"If your T-shirt can do it, so can you.
We'll help to free you from right-wing
extremism."
22. “The best way to predict the future
is to create it”
Peter Drucker
Notes de l'éditeur
Examples – Google and Apple weren’t first to market but they understood what people wanted + made it easy to like and use the productApple wasn’t first with the graphical user interface; IBM wasn’t first with the PC; and the World Wide Web wasn’t the first internet protocol.In some cases, second-place winners succeed because they have the opportunity to learn from the shortcomings of their predecessors. In others, the companies that come first are too far ahead of the market. And nearly always, the mere passage of time – and the relentless march of Moore’s law – can make the difference.Moore’s law - the number of transistors onintegrated circuits doubles approximately every two years.
A strategy is an idea… A conceptualization of how the goal could be achievedA tactic is an action you take to execute the strategy
If you do cater to a large, diversified market, I highly encourage that you segment your market and target each segment separately, Jam example – 6 vs 24 choices. On ave customers tasted 2 jams60% - drawn to the large assortment (3% bought)40% - stopped by the small one (30% bought)
Find out who influences your customers – journalists, thought leaders, celebrities…..Find ways to interact with them before you talk about your product.Example – Kate Bevan’s advice – twitter talking about cats
Exit –group offering to help far-right extremists break away from the neo-Nazi scene.