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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
[email protected]: @boxcarmarketing
http://TheConversationPrism.com
Conversation, Collaboration, Community
Facebook Case Study: Scholastic
GoalsActions that will achieve
the goalWhy
Desired Audience Response
KPIs
• 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/
[email protected]: @boxcarmarketing
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
Twitter Case Study: NYT
GoalsActions that will achieve
the goalWhy
Desired Audience Response
KPIs
• 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
[email protected]: @boxcarmarketing
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
[email protected]: @boxcarmarketing
Justalilhype! is on online magazine on the street culture of Vancouver, Montreal and Toronto.
[email protected]: @boxcarmarketing
[email protected]: @boxcarmarketing
[email protected]: @boxcarmarketing
[email protected]: @boxcarmarketing
[email protected]: @boxcarmarketing
[email protected]: @boxcarmarketing
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?
[email protected]: @boxcarmarketing
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
[email protected]: @boxcarmarketing
Online marketing is how we relate to each other and how we relate to the
organizations that serve us.
• Conversation
• Collaboration
• Community
[email protected]: @boxcarmarketing
Clay Shirky ... that the web is a network of people who organize themselves
[email protected]: @boxcarmarketing
• 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
[email protected]: @boxcarmarketing
• 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
[email protected]: @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)
