Upload
belinda-mccarthy
View
216
Download
0
Tags:
Embed Size (px)
Citation preview
Marketing 2.0 for Competitive Advantage
SEEC WorkshopAdvertising, Media, On-Line Communications
June 15, 2011
Detlev Zwick, Ph.D.
2
Detlev Bio
• Schulich School of Business, Associate Professor Marketing• Research, writing, teaching (Exec, MBA, BBA)• Consulting
– Vattenfall– BMW, UK– Board of Education, City of Providence, USA – Toronto FC– Various start-ups (with various success)
What we will do today
• Discuss how communication value (through customer value) is generated and delivered in a Web 2.0 world
• Effective web-based communication tools– Brand engagement w/o push
• Develop an online marketing communication plan– Things you can do tomorrow
At the end of this day, you should be able to….
• Understand the fundamental change of MarCom in a web 2.0 world
• Describe the various online communication tools and their strategic role in MarCom.
• Ability to develop a set of online communication recommendation for your organization.
LEARNING VEHICLE
• Please note that this is a WORKSHOP.
• Each step will entail small group discussions and presentations to the entire class
LEARNING JOURNEY: Day 2
• 9 to 10.15: Intro, Exercise 1: Telling a Story• 10.15 to 10.30: Coffee• 10.30 to 12: Overview of Web 2.0 MarCom,
Exercise 2: Who should talk to who, and how?• 12 to 1: Lunch• 1 to 2.15: Exercise 3: Tools• 2.15 to 2.30: Coffee• 2.30 to 4.30: Exercise 4: Though Leadership
Now you…
• What do you consider your organization’s most significant communication challenge today?
• What do you consider your organization’s most significant communication challenge in the future?
• What does web 2.0 communication mean to your organization?
For me…
• What do you consider your organization’s most significant communication challenge today?– Articulate clear value proposition for myriad MBA programs
• What do you consider your organization’s most significant communication challenge in the future?– Global brand strength
• What does web 2.0 communication mean to your organization?– Make the students do the work
What are the words you would use to describe…
• Thordon Bearings Inc.
• Ontario Power Authority
• Brady
• Bank of Montreal
• Sheridan College
You are not alone…
• Morgan Spurlock (8:45min)
A Crisis?• “Today’s marketing world is broken…We are
still too dependent on marketing tactics that are not in touch with today’s consumer”
– Jim Stengel, Global Marketing Officer, Procter &Gamble
• “Used to be, TV was the answer. The only problem was it stopped working sometime around 1987.”
– President GM North America
• “Broadcasting an ad on television or in a newspaper is admitting you have no idea who your customers are.”
– Gary Loveman, CEO, Harrah’s
• Today the customer is in charge and whoever is best at putting the customer in charge makes all the money. Stephen F. Quinn, Senior vice president for marketing, Wal-
Mart.
• Consumers wrest control away from brand management control freaks...get over it. Turning your brand over to the consumer is taking control - and in fact, if you do, they'll return it to you in better shape. Russ Klein, President for global marketing, innovation and
strategy, Burger King
Let’s Revisit:
• What is traditional MarCom all about?
• What is different about Web 2.0 MarCom?
Exercise 1
• What to do when it flows?
Let’s hear it…
Let’s take a break!
21ST Century Communication Challenges
• Twitter, ‘nough said…
• FRAGMENTATION!!– Attention
– Demand
• Fragmentation makes – reaching – keeping the attention of your customer
ever harder.
Web 2.0 Communication shows two things:
• Consumers love to interrupt!
• Consumers love to talk!
=> Give me some examples…
Changes your Relationship
• From ‘selling to customers’ to hosting hosting guestsguests
• From ‘controller’ of communication (teller of stories) to enablerenabler of communication (resource for stories told by others).
2 Strategic Implications
• Encourage and Valorize Social Social CommunicationCommunication (sub-category of social production)
• Brand and Market Leadership through Thought Leadership Thought Leadership
Digital Communication Map
Consumer
Marketer
Marketer Consumer
Digital Communication Map
Consumer
Marketer •Retail sites•Banner Ads/Links•Email/Spam•News Releases•Blogs/Online forums•Search Engine Optimization•Viral/social marketing/Twitter
Marketer Consumer
Digital Communication Map
Consumer •Social search•Third party and retailer evaluation sites (e.g. epinions.com)•Blogs/Twitter•Wikis•Social networking sites
Marketer •Retail sites•Banner Ads/Links•Email/Spam•News Releases•Blogs/Online forums•Search Engine Optimization•Viral/social marketing
Marketer Consumer
Digital Communication Map
Consumer •Social search•Third party and retailer evaluation sites (e.g. epinions.com)•Blogs•Wikis•Social networking sites
Marketer •Link building•News releases•Blogs/Online forums
•Retail sites•Banner Ads/Links•Email/Spam•News Releases•Blogs/Online forums•Search Engine Optimization•Viral/social marketing
Marketer Consumer
Digital Communication Map
Consumer •Search •Email•Twitter•Company-owned product evaluation sites (beta)•Blogs/ Online forums/Twitter•Feedback sites
•Social search•Third party and retailer evaluation sites (e.g. epinions.com)•Blogs•Wikis•Twitter•Social networking sites
Marketer •Link building•News releases•Blogs/Online forums•Twitter
•Retail sites•Twitter•Banner Ads/Links•Email/Spam•News Releases•Blogs/Online forums•Search Engine Optimization•Viral/social marketing
Marketer Consumer
In your Groups:
• Work together to fill the quadrants for the company assigned.– Describe digital
communication strategy?
– Analyze S&Ws– What should it do?
Consumer
Marketer
Marketer Consumer
Nike, SunLife Insurance, Starbucks, Shell
Lunch someone?
Let’s look at Some Tools
We focus on:
• Viral marketing • (Brand) Communities• Social Networks• Blogs (incl. Audio, Video)
Is there a Simple Formula to Success?
• No…
Turn a good story…
• …into a groundswell of communication and attention.– Will it blend? (youtube)– Nokia N95 (blog seedings)– Mike Pedersen (www.golf-trainer.com,
www.performbettergolf.com/blog)– Le Cache Premium Wine Cabinets (wine-
storage.blogspot.com)
But also…
• BearingPoint– Mike 2.0 wiki
Coffee Break?….yeah!
Exercise #4
Let’s Summarize
• Advertising faces new challenges– Attention, niche demand, value of social communication
• A new medium changes relationships– From customer to guest– From teller of stories to resource for stories
• Brand Value Creation in the Age of Social Communication – Brand means authentic thought leadership (not one-way interruptions)– Brand value depends on the amount (and maybe quality) of social
communication