Pub355 Fall 2012: Online Marketing Tools & Tactics

Online MarketingAn Introduction to the Tools

Agenda:Return Twitter/Email Assignment.

A = good email subject and tweets. Email has 20% at beginning, clear discount is on backlist only, short and still manage to mention new titleB+ likely included the above but was too long or had minor issuesB = Ok but needed clarity and likely had issues with both email and tweetsC+ is passable, likely missing URLs, hashtags or other factors

Online Examples & Case StudiesWork on Marketing Plans

monique@boxcarmarketing.comtwitter: @boxcarmarketing

Tool + Tool + Tool

Marketing Mix

Search Blogging Email

Facebook Twitter Flickr

http://TheConversationPrism.com

Conversation, Collaboration, Community

PhotosFlickr, SmugMug, Picassa, Pinterest, Instagram

PhotosFlickr

Flickr Contacts

DeSmogBlog Greenest Photo Ever Contest

Blog Flickr Online PR

VideosYouTube, Blip.tv, Vimeo

Business NetworkingLinkedIn

Facebook

Facebook Case Study: Scholastic

GoalsActions that will achieve

the goalWhy

Desired Audience Response

• Connect with existing community of teachers and parents

• Support a long-term, loyal base of brand ambassadors

• Share resources with core fans

• Increase sales

• Introduce new community to existing community

• Give loyal email subscribers the sneak peak at FB

• Giveaway incentive to generate excitement

• Share exclusive content

• Teachers and parents are brand ambassadors; recommendation between friends is stronger than from Scholastic directly

• Reward the existing base with previews and promotions

• Great content encourages repeat visits

• Supporting fan base leads to them supporting Scholastic through sales

• Email subscribers also become FB fans

• Share FB page with friends

• Actively engage on the page; supporting each other

• Redeem promotions• Sales

• Initial # fans notified about FB

• # FB fans during initial campaign period

• # page impressions• # shares to other

friends• # referrals to online

store• # sales• Average order value• Lifetime value of

customer

Goals > Actions > Response > KPI

http://smartblogs.com/socialmedia/2010/12/23/andys-answers-how-scholastic-is-using-facebook-to-create-loyal-brand-ambassadors/

Facebook Best Practices• Post helpful, valuable information

• Give your fans a reason to become fans

• Create conversation: Use updates to ask questions and elicit responses

• Have an editorial strategy

• Be fan-centric not brand-centric

• Integrate Online Offers with Offline Experiences

MicroblogsTwitter

Twitter Case Study

Twitter Case Study: NYT

GoalsActions that will achieve

the goalWhy

Desired Audience Response

• Increase followers• Increase follower

engagement with NYT

• Replace auto-tweet with 2 editors

• Use #hashtags and @mentions to customize tweets

• Engage in conversation vs. dialogue

• Experiment with Twitter best practices

• Establish 1 week baseline metrics

• Increased CTR• Increased RTs or

mentions• Increased attention

• Click Through Rate (CTR)

• RTs and @• # Comments,

responses, replies, mentions about the experiment on Twitter and other websites

Goals > Actions > Response > KPI

Twitter Best Practices

• Post helpful, valuable information

• Be OPEN

• Talk about others more than you talk about yourself

• Listen

• Use hashtags

• Integrate Online Offers with Offline Experiences

Online Public RelationsPRWeb, PRLeap

Justalilhype! is on online magazine on the street culture of Vancouver, Montreal and Toronto.

Online / Offline Tactics

Ecommerce StoreBigCartel.com

Customer Lifecycle > Strategy & Tactics

AcquisitionWhat can we do to acquire Visitors to the site?

ActivationDo Visitors take action, like follow us, friend us, subscribe?

Retention Can we retain visitors attention?

Referral Do they like us enough to recommend us?

Revenue Do they buy something?

AcquisitionWebsite Visitors, time on site, referral traffic from YouTube, Flickr and other social media

Activation Number of pageviews, repeat visits, subscription (email, blog), Fan/Follower

Retention Email Opens, Click-throughs, Repeat visits, Unsubscribes

ReferralPress Mention, Likes & Shares, Retweets, Refers 1+visitors to the site; Refers 1+ visitors who activate

Goals > KPI > Tools

Revenue Event tickets, eCommerce purchases

Other Marketing TacticsFacebook ads, Eventbrite, QR Codes

Tool + Tool + Tool

It’s not the tools, it’s how we use them

Online marketing is how we relate to each other and how we relate to the

organizations that serve us.

• Conversation

• Collaboration

• Community

The Culture of the Web

Clay Shirky ... that the web is a network of people who organize themselves

• Markets are conversations.

• Markets are networks of people.

• Markets make buying decisions by talking amongst each other.

• Companies are networks of people.

• Companies should use a human voice instead of corporate-speak.

The Cluetrain Manifesto

• There’s been a relationship shift in the way consumers relate to products: before, during and after a purchase consumers are engaging with each other through blogs, peer-reviews and other interactive ways.

• Consumers are taking control over the messages that brands once controlled.

• For brands to survive this relationship shift they must engage with consumers within consumers’ communities.

Open Brand

monique@boxcarmarketing.comYou should follow me on twitter @boxcarmarketing

NEXT WEEK

Oct 19 is mini TOC http://oreilly.com/minitoc-vancouver.html

In lieu of our in-person class, you will have a reading to do independently and an assignment. (Let’s Review the Document)

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