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Balancing what to say, when and where, with measurement of what is effective, co-presenters Mary Bahr and Kate Koziol deliver this customized best practice presentation for the Chicago chapters of the Women President\'s Organization.
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Marketing: Message and Measurement: Ten Things You Need to Know to Triumph—Today & Tomorrow
Mary Bahr & Kate Koziol WPO Special Joint Joint Session
6/20/12
+Social Media Revolution
http://www.youtube.com/watch?v=0eUeL3n7fDs!
+
#1 How to choose the right channels
+#1 Choose the right channels
Depends on your offering
Who is your audience? Where do they live, work?
What is important to them?
Who do they trust?
What do the aspire to be?
Adapt and achieve
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#2 Embrace POEM: The holy trinity of media
+Understanding how your media mix works is critical #2 Embrace POEM
PR, editorial
+Understanding how your media mix works is critical #2 Learn POEM
+#3 The biggest mistakes you can make—and how to avoid them
+And how to avoid them #3 Biggest mistakes
Voice and marketing material doesn’t reflect your value proposition
Inconsistency of message; reinventing the wheel
Not understanding LTV of customer and what that means to your marketing spend and mix
Not fully embracing what works
Sticking your head in the sand
+#4 Mobile madness
+What’s real, what’s not, what do you need to do NOW #4 Mobile madness
+What’s real, what’s not, what do you need to do NOW
#4 Mobile madness
Is your website, email and online advertising optimized for mobile viewing?
Have you claimed your location on Google maps, Yelp, Foursquare. Is it correct?
Have you considered the importance of location services to your business?
Don’t get sucked into developing an app. Determine how to monetize it first.
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#5 Standing out in a sea of sameness
+Differentiation is critical. #5 Standing out
Determine your Unique Selling Proposition - USP
Make your messaging multi-task. Adapt and use in multiple channels.
Break through the clutter (e.g., unique, solution, best)
Video enhances everything: YouTube is #2 search engine
Use the right tools
+#6 LinkedIn is more than a networking tool, it’s a marketing imperative
+Add LinkedIn URL to your email signoff +Make sure your profile is 100% complete +Upgrade sales & recruiting staff to paid versions +Add an alternate email to your account +Look at LinkedIn integrated apps +Create a company page +Follow your targets AND competitors +Are you a B2B company with a differentiated target market or niche service? Consider a LinkedIn advertising campaign
+ LinkedIn adds 2 new members per second.
+ At end of Q2, LI had 161M members
+ 60% of LinkedIn members are outside the US
+#7 transparency and trends
+#7 Transparency & trends
Reflect the true values of your company
Have a crisis plan before you have a crisis
Trend 1: Video is only going to grow
Trend 2: Less is more = give me your best 8 seconds
Trend 3: Tell the story
+#8 Email still matters…
+Best performing types of EM #8 Email marketing
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Create a process to continually update your database and actually do it (get both business & personal addresses if you can)
Keep most important information “above the fold”, make sure email is optimized for mobile
Write a great subject line, keep it under 60 characters, avoid “spammy” words (e.g. “free!). TEST THEM!
Include a simple and direct call to action
Segment your database and develop messaging relevant to them
Best practices #8 Email marketing
+#9 Manage social media, don’t lose sleep over it
+#9 Manage social media
Listen first
Wildfires start with a single spark – track mentions, competitors, trends
Move negative experience resolution offline
Spotlight positive interactions discreetly
Ask fans and best customers to comment, however be careful about “rewarding” them for it
Negate critical commentary with positive commentary layered atop. Particularly if it creates a thread.
+#10 you can’t manage what you don’t measure
“Half the money I spend on advertising is wasted; the trouble is, I don't know which half.” John Wanamaker
+#10 Measurement
Budget isn’t measurement; one size doesn’t fit all
What’s your KPI? (Key Performance Indicator)
ROMI: Return on Marketing Investment
Look at long term investment vs short term need
Determine what’s most meaningful, not just what’s easiest
ROMI: Total Profit Due to Campaign Activity
Total Cost of Campaign
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Mary Bahr President & Creative Director MAB Advertising Inc. [email protected]
Kate Koziol President K Squared Communications [email protected]
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Appendix Defining POEM: Forrester Research http://tinyurl.com/25vv48f Mary Meeker, KPCB, Internet Trends 2012 http://tinyurl.com/cg54423 Free monitoring: google.com/alerts Research hot words for your industry: google.com/adwords Check out hot internet trends: google.com/trends Monitor your website traffic: google.com/analytics US Trademark search: http://tinyurl.com/7l39tw9 Marketing templates: http://www.demandmetric.com/
LinkedIn: Paid Subscription Levels: http://tinyurl.com/7wuddgv How to use LinkedIn: http://tinyurl.com/bcu9p5
How to use Twitter for business: http://tinyurl.com/8y62oqn
Must Read Marketing Books:
The Power of Habit, Why We Do What Do in Life and Business, Charles Duhigg Socialnomics: How Social Media Transforms the Way we Live and Do Business, Eric Qualman Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web, Brian Solis Made to Stick, Chip & Dan Heath Switch: How to Change Things When Change is Hard, Chip & Dan Heath Reality Check, Guy Kawasaki Presentation Zen, Garr Reynolds Don’t Make Me Think, Steve Krug