Introduction to Interactive Marketing
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Welcome to The Road Badly Traveled
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What Is Interactive Marketing? Interactive Marketing is one of the hardest disciplines to be in because it changes quickly and without warning Interactive Marketing is always undefined until it begins to influence the market, then they we as marketers must rally to understand and implement Interactive Marketing is the Holy Grail of Business Communications
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Why Interactive Marketing? Interactive Marketing is about conversations, discussions and interactions. It is a complete shift from traditional “PUSH” marketing where the brand controlled all public communication and messages. Interactive Marketing puts the control of the brand message into the consumer’s dangerous hands and makes the brand responsible for acting ethically, prudently and intelligently.
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The World of Interactive Marketing Websites Email SMS/MMS Blogs Social Media Wikis Online Games Virtual Worlds Forums … and so much more
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Experience Focused, Socially Active, Digitally Enabled
http://emagine‐group.com
Experience Focused, Socially Active, Digitally Enabled
http://emagine‐group.com
Experience Focused, Socially Active, Digitally Enabled
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Experience Focused, Socially Active, Digitally Enabled
As of 2011, there are 500,000,000 active Facebook users. Approximately 1 in every 13 people on earth. Half of them are logged in on any given day.
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57% of people talk to people more online than they do in real life.
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http://emagine‐group.com
Experience Focused, Socially Active, Digitally Enabled
http://emagine‐group.com
Experience Focused, Socially Active, Digitally Enabled
Top 10 Questions ¾ ¾ ¾ ¾ ¾ ¾ ¾ ¾ ¾
How do I measure interactive media ROI? What are the interactive media best practices? How do I best manages my time with interactive media? How do I reach my target markets with interactive media? How do I generate traffic and leads using interactive media? How do I implement interactive media tactics? What are the latest interactive media trends? How do I integrate my interactive media activities? How do I evaluate the advantages and disadvantages of each platform?
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Why Are Consumers Loyal To Brands?
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Why Are Consumers Loyal To Brands? ¾ ¾ ¾
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They Enjoy The Customer Experience They Trust The Brand And What It Stands For They Can ENGAGE With The Brand On All Levels and Know They Will Have The Same Consistent Conversation They Buy Into The Lifestyle and Associations The Brand Offers
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The Modern Consumer
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How Do We Facilitate Them?
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Challenges for Interactive Marketing ¾
Companies have to overcome their “fear” – How do you learn to let go and give control back to the consumer – Reinvent Public Relations – Is the risk worth the reward?
http://emagine‐group.com
Experience Focused, Socially Active, Digitally Enabled
Challenges for Interactive Marketing ¾
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Companies have to overcome their “fear” – How do you learn to let go and give control back to the consumer – Reinvent Public Relations – Is the risk worth the reward? This is a different kind of marketing – Stop Thinking Channel – Objectives Need to Come First – It’s So Much More Than Marketing
http://emagine‐group.com
Experience Focused, Socially Active, Digitally Enabled
Challenges for Interactive Marketing ¾
It Starts With The Community Inside – Bring The Community To The Business – Socializing Success is The Key To Success – Watch Out for Company ADD (Attention Deficit Disorder) – They can tell if your “family” is dysfunctional
http://emagine‐group.com
Experience Focused, Socially Active, Digitally Enabled
Challenges for Interactive Marketing ¾
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It Starts With The Community Inside – Bring The Community To The Business – Socializing Success is The Key To Success – Watch Out for Company ADD (Attention Deficit Disorder) – They can tell if your “family” is dysfunctional Social Media Evangelists Are Over Zealous – Interactive Media is part of the World Wide Echo Chamber – Don’t Follow the “Shiny Object” – Bring Brands In Baby Steps – Do Everything Possible to Prevent Culture Shock
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Experience Focused, Socially Active, Digitally Enabled
Challenges for Interactive Marketing ¾
Consumers Are Suffering From Fatigue – They Are Bombarded In All Directions with Marketing Messages – It’s A Competition for Consumer Attention – Companies Can Afford to Be Picky – But Phony Never Flies
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Things You Know…. ¾ ¾
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Consumers Are CO‐SHAPING Your Reputation Every Day Exactly Where Conversations Are Happening, Who Has The Influence and Why What Types of Interactive Media is Preferred By Your Consumers That Leaders Will Identify Issues Before They Become Problem That 1% of the Consumers Time Is Spent Purchasing the Product That The Media Has Already Changed That Consumers Want To Do Three Things to Help Each Other That Ethical Behavior Is Key To Maintaining Trust How to Leverage The World’s Largest OS – The Web – Internally That You Are Either An Active Part of the Changing World As An Influencer
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What Caused The Shift?
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How Did Marketing Get Here?
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Experience Focused, Socially Active, Digitally Enabled
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Experience Focused, Socially Active, Digitally Enabled
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Experience Focused, Socially Active, Digitally Enabled
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Experience Focused, Socially Active, Digitally Enabled
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Experience Focused, Socially Active, Digitally Enabled
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Experience Focused, Socially Active, Digitally Enabled
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Experience Focused, Socially Active, Digitally Enabled
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Experience Focused, Socially Active, Digitally Enabled
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Experience Focused, Socially Active, Digitally Enabled
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Experience Focused, Socially Active, Digitally Enabled
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The Brave New World
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Experience Focused, Socially Active, Digitally Enabled
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Experience Focused, Socially Active, Digitally Enabled
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What We Have To Struggle With
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Experience Focused, Socially Active, Digitally Enabled
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Experience Focused, Socially Active, Digitally Enabled
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Experience Focused, Socially Active, Digitally Enabled
Why Do Brands Fail In Social Media? ¾
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Individuals within the organization work independently of others as what we call silos Organizations fail to do any research or planning to understand what social media is and how it operates Too many organizations believe that social media is about just listening to what others say, rather than being part of the discussion They fail to devise a message for the media making their social media experience seem like an one‐off experiment They don’t take the time to build the strategy to succeed assuring that they will fail
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How Do You Do It Correctly?
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Getting The Process Right ¾ ¾ ¾ ¾ ¾ ¾
Plan Your Strategy Choose The Right Channels Know Your Customer Schedule A “Social Time” Provide Value Manage Expectations
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Devise The Strategy ¾ ¾
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Outline goals & steps to meet objectives Integrate into existing marketing activities – Delegate, Decide, Choose, Review Keep it simple Define what gets shared, when & how Do a social media audit to determine who in your company is using social medias Develop a process to get the information through to your customers Have a measurement strategy – Can’t improve if you can’t measure Use it to introduce/reinforce messages while pushing customers to another profile or website
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Devise The Strategy ¾
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Multimedia Usage – Photos – A picture is worth a thousand words – Video – Best for how to and complex explanations Integrate your offline and online activities – Use social media to extend your offline marketing activities Adapt your message – FAIL ‐> Same message, multiple platforms – SUCCESS ‐> Multiple messages, multiple platforms Localized Social Networks Contests & Discounts – Generate sharing & viral activity – Give something back to your community
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Know Your Customer ¾ ¾
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Understand who your customer is Join customers where they are rather than hoping they find you Form relationships based on “social glue” that build online relationships Build “socialgraphics” to understand how your customers are using social technologies Don’t be afraid to “own up” to customers when your brands make a mistake or responding to criticisms
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Schedule A “Social Time” ¾
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Know when your customers are online to better interact with them – Monitor conversations, join discussions & send out new messages – Respond directly to messages, questions & comments – Ask for opinions from your community to make them feel more valuable Create a voice & style sheet so that everyone that interacts from your brand platform speaks the same language Be a reliable friend by being active & participate in all conversations related to your brand or expertise
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Experience Focused, Socially Active, Digitally Enabled
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Provide Value ¾ ¾
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There must be a value to the interactions for the community If you just broadcast messages about your product and strengths, you are still operating in a one‐way mode Establish your voice by becoming an expert through advice & information Tap into emotional equity – people love brands, let them talk about them – Offer special rewards & deals to your online community – Start a program for your most vocal advocates and best social customers Provide a reason for the community to stay and get involved in the discussions
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Experience Focused, Socially Active, Digitally Enabled
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Manage Expectations ¾
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Make sure that your organization understands there are no overnight successes – To become a viral brand requires a great idea, make sure that you have enough ideas to reject so that you get the great one – Attempts to find superficial social success leads brands to create a presence that doesn’t fit brand personality or inappropriate campaigns in the hope that they go viral Don’t be greedy – Just because you have thousands of followers or friends, doesn’t mean that they all have something valuable to say Measure. Review. Revise. – Getting social media right requires regular review to gauge what works and what doesn’t – Once you know what works, revise your social media strategy to achieve results long‐term
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Experience Focused, Socially Active, Digitally Enabled
http://emagine‐group.com
Experience Focused, Socially Active, Digitally Enabled