Limited Budgets Presentation (Oct 20, 2010) for Download

Start

The Honorable Jennifer L. McClellan

Virginia House of Delegates, 71st District

Welcome

Grant Intro

Non-traditional MarketingNon-traditional Marketingto Spark Customer Engagementto Spark Customer Engagement

Grant Mizell (@G24NT)Grant Mizell (@G24NT)Digital + Emerging Media | Digital + Emerging Media | PulsarPulsar

October 20, 2010October 20, 2010

About Pulsar

About Pulsar

Traditional Marketing

Familiarity

TrialMeasure

and

Refine

Awareness

Behavior Change/Conversion

Evolved Funnel Familiarity

Relevance

Conversion

Involvement

OngoingEngagement

Me

asu

re &

Re

fine

Direct Messaging

Direct Messaging

Media Mix

campaign billboardtweet

broadcastmessage

youtubecompetition

webbanner

bus sheltermessage

Your company’s media mix

Non-traditional Marketing

I. A Twist on Traditional

New Media Engagement

Shift to Mobile


1. Target existing resources

2.

3.


Examples



2. Renew old mediums

3.


Examples

Examples




2. Renew old mediums

3. Crowdsourcing

Examples


Your company’s social channels

II. New Media Engagement

1. Transparency

2.

3.

4.


1. Transparency

2. User Generated Content

3.

4.


Examples



2. Transparency

3. Geo Social

4.

Examples


Examples


Examples

II. Shift to Mobile

Examples



2. Transparency

3. Geo Social

4. SEO & CPC Advertising


Examples


Examples


Examples

III. Shift to Mobile

1.

2.

Americans who receive newsthrough their mobile phone26%

– USA Today, March 2010

Americans’ mobile data use of text,email and internet surpasses voice data2009

– CITE (via NYT), May 2010

Months to reach 1 billion downloadsthrough the App Store.9

– Apple, April 2009

Mobile Shift

Mobile Shift

86 Million iPhone/iTouch users, versus18 million Netscape users, at Q11.

– Morgan Stanley Research, Q1 2010

Mobile Shift

– Pew Research, July 2010

African-Americans

continue to be the most active mobile webusers because their devices commonly function as the

primary or sole connection to the web

Latinos&

English-speaking

Mobile Shift

2012Smartphone sales will outpacepersonal computer sales

– Morgan Stanley Research, Q1 2010

2011 US Smartphones will outselltraditional mobile phones

2010US Mobile browsing and MobileApp use doubles from Q1 2009


1. Text/SMS

2.

II. Shift to Mobile

Examples

II. Shift to Mobile

Examples

II. Shift to Mobile

Examples


1. Text/SMS

2. Smartphone Technology

II. Shift to Mobile

Examples

II. Shift to Mobile

Examples

II. Shift to Mobile

Examples

WOR D of MOUTHL

Extended.

Extra slides and info to helpanswer all your questions.

1. Ford Fiesta lauch throughsocial Case Study

2. Links for winning the Bossover to Social and Mobile

Ford gave away one hundred, pre-released Fiestas for six months.

Case Study: Ford

And started a Movement…

Integrating Social

Pre-Launch Awarenessamong Millenials

“You can’t just say it. You have to getthe people to say it to each other.”

– James Farley, CMO Ford

2010 - Ford moves 25% of MarketingSpend to Digital/Social Media

37%

Turn the Boss onto Social & Mobile Marketing

• Suvey internal expertise • Twitter: Mashable’s Guide, Apps, Lists• Foursquare: BART, VisitPA• Multi-updaters: Cotweet, Hootsuite, Ping

• All Socialnomics vids & stats • What The Heck is Social Media?• Internet trends• Can Social Media sell cars?

•

Explore Potential (Fire power)

Load-Up on Stats (Ammunition)

Two Steps to

Winning the Boss Over Other resources.

The Secret Sauce of Social Marketing

5 Tips to Convince the Boss

Adding Blogger Outreach to Your PR Plan

10 Ways to Initiate Social Conversation

Social ROI

Facebook Stats

Social Media Business Tools

Rules of Engagement• Provide access

anytime/anywhere

• Make it easy

• Provide tools tospread the word

• Be authentic

• Tout your USP

• Focus on thegreater good

• Be communitycentric

• Listen

• Experiment

• Have fun!

Challenge…Do one thing next week to challenge the status quo of your

current marketing efforts.

i.e. start a mass email of ideas around the office, place a box formarketing ideas in the break room, take an internal survey ofsocial strengths/expertise, explore 1 new social site, etc.

Share it.

Email me at [email protected]; OR

Tweet me @G24NT, ending with the hashtag #capitol102010

Michelle Intro

Market Research Methods:Oldies & New Goodies

Michelle FinzelVP, Full Service Research

October 20, 2010

Today we’ll discuss:

Company Info

Market Research Roots – “Oldies”

Market Research on the Rise – “New Goodies”

Applications

Agenda

MMS Established in 1986 / Acquired BAR in 2002

Full-service market research company

Specializes in qualitative and quantitative market research

Company Info

State-of-the-art CATI (computer assisted telephone interviewing) call center

Modern and comfortable focus group facility

Certifications include: MBE, WBE, SBE, SWaM, DBE, LBDE

Company Info

Note: “Oldies” does not mean “old”! Just because something came first, doesn’t mean it’s archaic. AKA “Traditional Research Methods”

Then again, some methods have been put out to pasture.

“Oldies” &“New Goodies”

Quantitative Telephone surveys Internet surveys Mail Surveys Intercept Interviewing

“Oldies”

Qualitative Focus groups In depth interviews Ethnographies

“Oldies”

Lines between Quantitative and Qualitative researchhave begun to blur as tools are created to helpresearchers reach out via internet, social media, and cellphones.

Research can be textbased or audio/video,real-time or chronicled.

“New Goodies”

Online bulletin boards

Credit:

“New Goodies”

Web-cam focus groups

Credit:

“New Goodies”

Text message research

Credit:

“New Goodies”

Market Research Online Communities… …MROCs utilize a private social networking platform/website

to conduct qualitative marketing research.

A group of community members (from 50-300) who meetspecific recruiting criteria are invited to become members.

Once active, members hold discussions with each other, aswell as engage in client-directed activities (polls, forums, etc.).

MROCs are typically 3 months, but can be longer.

Credit:

“New Goodies”

Social Media Market Research is… …the application of scientific marketing research principles to

the collection and analysis of social media data such that validand reliable results are produced.

Qual, not Quant

Credit:

“New Goodies”

Social Media market research tools

Embedding surveys into social networking applicationsand communities.

Find out who’s talking the most about you andunderstand/compare your brand’s share of voice

Utilizes proprietary automated content analysis processto provide an in-depth evaluation of your brand on morethan 600 different measures.

“New Goodies”

“New Goodies” Allow us to reach audiences while crossing zip codes, time zones,

and continents.

Provide a range of market research services for a range ofbudgets

Anonymity = comfort and security = more forthcoming participants

Applications

“Oldies” Tried-and-true: not fads or a struggle to keep up with KISS “Barometer, not just Thermometer”

Applications

What’s the right market research method for you?

Big Question

Big Answer

Michelle FinzelVP, Full Service Research

(410) 922-6600 x109(410) 922-6675 (fax)

[email protected]

Twitter: @MDMktingSource

J. Grant MizellDigital + Emerging Media

Ph (410) 922-6600Fx (804) 225-8347

[email protected]: @G24NT, @mizellg

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