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Dow Jones is a brand with a hundred year heritage in providing great information to business leaders. They are as classic as a 1973 Mercedes. People know the brand, know what it does, and know what to expect. How do you merge that kind of heritage with the new tools of marketing? How do you deliver more genuine conversations, more two-way interaction, and the other hallmarks of the Web 2.0 generation when working with a classic corporation like Dow Jones? Join Alan Scott, Chief Marketing Officer of Dow Jones for an engaging conversation on what worked, what didn't, and what you can do to bring some of the same magic to your company.
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© Copyright 2007 Dow Jones and Company, Inc.
Marketing at Dow Jones Enterprise Media Group
Alan Scott, SVP & Chief Marketing OfficerDow Jones Enterprise Media Group
Proprietary and Confidential |© Copyright 2007 Dow Jones and Company, Inc. 2
Global revenues of $2.1 billion Over 200 locations Over 2,000 business and financial journalists
Proprietary and Confidential |© Copyright 2007 Dow Jones and Company, Inc. 3
CV
Dow Jones EMG CMO Factiva CMO Giga/Forrester VP Marketing Prescients Consultant Gartner GVP Marketing, Intl
Mktg, Sales Mgt, Electronic
delivery, Sales 3M Account Executive--------------------------------------------------------------- Board of Advisors: CMO Council Board of Directors: BMA, SIIA No MBA or “Marketing Training” No Blog, No Twitter (but I will….)
Proprietary and Confidential |© Copyright 2007 Dow Jones and Company, Inc. 4
Marketing
Sell something to someone Connect with Audience
Segmentation & Personas Thought Leadership & Value
Outside In Differentiate
More than features and functions Innovate
More than products Measure Everything Align with Sales
Proprietary and Confidential |© Copyright 2007 Dow Jones and Company, Inc. 5
New Marketing Stuff
E Books Blogs
Blog policy Twitter Viral MySpace Webinars Podcast Video Talk Back SEO/SEM Web Communities
Proprietary and Confidential |© Copyright 2007 Dow Jones and Company, Inc. 6
And:
Print Advertising WSJ, Barrons
Snail Mail PR Events
Ours Others
Sponsorships
Proprietary and Confidential |© Copyright 2007 Dow Jones and Company, Inc. 7
E Books
Proprietary and Confidential |© Copyright 2007 Dow Jones and Company, Inc. 8
E Books
Proprietary and Confidential |© Copyright 2007 Dow Jones and Company, Inc. 9
Ads
Proprietary and Confidential |© Copyright 2007 Dow Jones and Company, Inc. 10
Rules
Markets are Global Conversations Competitive Differentiation and Competitive
advantage From: product differentiation To: market(ing) differentiation by participation in the
conversation Hyper-Segmented Authentic Objective Honest
Proprietary and Confidential |© Copyright 2007 Dow Jones and Company, Inc. 11
My Rules for Marketing and PR
Participate, as a Company Enable expert employees and extend your Marketing reach,
with Codes of conduct Blogging policies
Empowering those workers with insight: The global conversation Discover the new opportunities and threats Work in “real-time” Be nimble Participate by adding value, instead of just observing Be Authentic
Define the corporate go-to network
Proprietary and Confidential |© Copyright 2007 Dow Jones and Company, Inc. 12
Create dashboards to track and measure campaigns, issues & concepts vs. competition using dynamic charts
Proprietary and Confidential |© Copyright 2007 Dow Jones and Company, Inc. 13
Heat Map gives a quick snapshot view of ‘hot’ subjects & issues
View a summary of key reputation drivers
Create a custom chart to analyse
or Access headlines &
articles for more detail
© Copyright 2007 Dow Jones and Company, Inc.
Questions?
Alan Scott, SVP & Chief Marketing OfficerDow Jones Enterprise Media Group
