Digital marketing executive course at Kellogg School of Management.

1. Creating Your
Digital Marketing Strategy
Executive Development Program
November 13, 2011
Kellogg School of Management
Northwestern University
Dr. Ira Kaufman
©2011

2. Your Digital Mirror
Responses Social Media Survey
• 76% social media important
to their business success
• 28% use social media in their business
• 10% made it a top strategic priority

3. New Digital Divide
Mirrored
2011 Survey -902 US based executives
• 78% social strategy is critical to future
business success
BUT
• 27% digital strategy a top priority.
WHY the Gap?
What is preventing making it a priority?

4. Our 90 min Conversation
• Reflects your responses
– 72% don’t use social media; discover value
– 60% feel overwhelmed
– 30% want tools to monitor and evaluate
– 22% need to differentiate the uses of social tools
• Use at least once a week
~66% - Facebook, YouTube
42%- LinkedIn
~10% -Blog, Twitter

5. Becoming
Digitally Competitive
• PT 1 : Recognize Impact of Digital Revolution
• PT 2: Reach Your Target s
• PT 3: Get Strategic
• PT 4: Integrate Media Marketing
• PT 5: Monitor, Evaluate ROI
• PT 6: Apply to Ralph Lauren Case
Takeways – Best Practices

6. Impact of the Revolution
http://www.youtube.com/watch?v=3SuNx0UrnEo

7. What Are Your Impressions?
+ What did it make you feel?
+ Did you feel connected?
+ How do relate it to your
business?

8. Why the Digital Gap ?
1. Digital position of exec team
2. “Cultural” Gap- rules have changed
– Traditional companies -Information Age-
broadcasting VS
– Social business –Digital Age – conversation
3. B2B myth
4. Countries’ social media adoption

9. What is Your
Digital Position?
• Digital Native
– born digital, think social,
– need to implement strategic
• Digital Immigrant
– think strategic,
– need to implement digital
• Digital Alien
– think strategic,
– need to experience digital value

10. Cultural Gap-
Rules Have Changed
It was It’s now
Information Age -Broadcasting Digital Age - Conversing
Pushing message to client Pulling client to the message
One way message, controlled Interactive conversation, open dynamic
Business generated content User generated content
Interrupt client- direct immediate action Engage, build sustainable relationship
Attention economy Attraction economy
Hard to measure results Real time metrics
Coveting information- protective Sharing information – transparent
Charging for entry – block entry Giving free ebooks, product
Organized in silos – PR, Advertising, DM Integrate media seamless across silos
Company promotes values Practice what you preach

11. Keys to a
Digital Mindset
1. Listen to your clients and employees
2. Respond quickly and openly to their
feedback and concerns
3. Involve with Permission, Respect & Trust
4. Engage them in conversations; develop
sustainable relationships
• Translate values into superior customer
service; generate loyal Brand Advocates

12. Dispel the B2B Myth
Social media = relationships= B2B
• Engage execs with purchase authority
– 59% connect with peers to address challenges
• Access to knowledge
– 59% share research and expertise
• Expand leads, discover partnerships
– Monitor conversations
• Decrease sales cycle
– Inform targets via conversations, feedback, links

13. End Confusion…
All Social Media ≠
13

14. Why Facebook?
• Speak 2 customers where they are (850 M– globally)
• Mini website with navigation, video, photos, private or
public discussions
• Business Uses
– Gain likes thru contests
– Promote events
– US Navy, Ernst &Young -Recruit talent
– (Ford (5 pages) - Share brand Info, reviews, deals
– Facebook Questions -Market research tool
– Targeted advertising
– Detailed Page Insights activity, users, interactions

15. Target Facebook by Country
Comscore

16. Why Twitter & APs ?
• Of 6 billion people, 4 billion have a communication device
that is Twitter ready
• Quick efficient 140 character communication
• Business Uses:
– Powerful search engine locates business targets
– Starbucks -Launch coupon; reach millions in seconds
– Twendz -Track brand sentiment, trends
– P&G, Walmart- Market research; gain product feedback
– Comcast -Real time customer service
– Deloitte- Communicate among employees (Yammer)

17. Target Twitter by Market

18. Why YouTube?
• Is moving, alive vs static text
• Easy to capture and upload to web (Flip)
• Second largest search engine
• Business Uses:
– Increase search engine position
– Gain brand feedback via “world’s largest focus”
– Home Depot-Build community via branded channel
– Consultants -Expand thought leadership via podcasts
– Continental Airlines -Cut costs via training,
– Customer service - How to videos
– Detailed Analytics, Insights

19. Why LinkedIn?
Everyone has same intention to connect
• Business Uses:
– Access professional targets/networks
– Generate leads
– Create partnerships
– Find great talent
– Through LI Groups, share skill set
– Build thought leadership

20. Why Google +?
• Fastest growing website/social network
• Become an early adopter
• Integrates with Google Aps (search, docs, gmail,
ecommerce, GPS, Android Mobile)
• Business Uses
– Segment messages to targeted circles (friends, team,
experts,, employees, potentials, projects)
– Increases search position
– Collaborate easily via Hangouts
– Built in Google Analytics and Ad words

21. Why Blog?
• Business Uses
– Updates content quickly
– Increases search position
– GM Fast Lane -Publishes its unique story/voice
– Personal branding-Positions you as an expert
– Builds a network- Via RSS (Really Simple
Syndication) posts are shared with subscribers
– Increases collaboration/exchange-private blogs

22. Why Crowdsourcing?
• Open call for solutions to: perform tasks, solve
complex problems, contribute fresh ideas
• Use Facebook, Twitter, website to collect data
• Business Uses
– Product innovation
• P&G increased outside innovations from 15% to 60%
• Cisco’s Billion $ Idea- 2900 participants from156 countries
submitting 824 ideas
– Online collaboration (IBM Jam)
– Design (brand, product)
• Garmin uses customers to improve GPS maps

23. Social Media Live Update
Clicking this link will show you how
social media has been embraced.
Notice the elapsed time.
http://www.personalizemedia.com/garys-social-media-count/

24. Make Sense of the Social Noise
Get Strategic

25. Magnify Opportunities…
Leverage Loyal Clients

26. Assessment
• What
– Establish baseline -Determine company positioning
• How
– Assess if marketing tools are reaching goals
– Gather information
• Monitor search engine rankings
• Compare competitions’ use of marketing tools
• Listen--focus groups, social conversations
• Track Digital Footprint (social mentions)

27. Branding –
Listening Focus Group, Posts
• Why do you feed birds?
– Feel “Happy and generous“
– They are colorful
– Give them food
– Learn to identify them
– Get kids outside
– Connect with nature
– “My Birds”-a personal feeling of ownership
– Healing, relaxing retreat from urban life

28. Benchmark
Digital Footprint

29. Branding Strategy
• Incorporate Assessment into Brand
• Clarify and gain agreement on Image
– Determine Voice, Personality, Sweet Spot
– Build Social Brand thru Digital Design
(crowdsourcing, online collaboration)
• Target niche, social communities

30. Brand Reflects Users

31. Revolving “Value” Themes

32. Leverage Social Communities
• Flickr bird groups – 40,000+
• Birding community (Cornell 47,000 FB)
• Homeschoolers (Homeschooler 47,200 FB)
• Parenting websites (FamilyFun 110,000 FB)
• Nature groups (National Wildlife 73,800 FB)
• Boy Scouts (165,000 FB)

33. Online Environment
Website, Blog, Landing Page
(Facebook, YouTube), Shopping Cart
Design each element to:
• Create engagement, value
• Collect data; feedback (=;-)
• Call to action
• subscribe, download, buy
http://btzweb.com/dev/wbfi

34. Integrated Media
Marketing
traditional online
advertising marketing
social public
relations social
media

35. Paid, Owned Earned Media
Paid Owned Earned
• works when pay $ * low cost to create * spread by unpaid
• don’t own * continues to work influencers
• little retained branding * shares brand content
* ↑ 61% mkt $ 2011

36. Paid, Owned, Earned Media
• Paid: YouTube Toyota Sienna 2010
Commercial 213 views
• Owned: http://www.youtube.com/sienna
http://www.toyota.com/sienna/
• Earned: Swagger Wagon 9,797,284 views
• Edmunds (125) customer review (4.5/5*)

37. After video
went viral, U.S.
sales of the
Toyota Sienna
in May 2010
were up 49.7%
May 2011 total
Toyota sales
were down
33.4% over
May 2010
But Sienna
sales recorded
sales of 8,618
http://www.youtube.com/user/Sienna#p/c/30 units.
DA2DAB5702C7D1/0/ql-N3F1FhW4

38. Digital Media
Optimization
• Develop each platform to increase search engine
rankings, site traffic, and user action
– use same keywords across all platforms
– optimize digital assets- videos, images, audio to gain
higher page rank and indexing
– build interactivity, conversations, drive traffic to online hub
• Target Social Communities
• Encourage Social Sharing
– leverage current users by allowing them to sign-in with
social network identities and share content
• Develop Content Management Plan

39. Content Management
1. Design plan to strategically upload content
2. Produce consistent updates including keywords
• Brands post at least once every day will reach 22% of their
fans in a week.
3. Reward conversation and engagement
• Coupons, thank you, links
4. Create rich content that promotes easy sharing
• Mashup/ mix digital media- graphics, audio, video, animation-
to create engaging content

40. Mashup

41. Keys for Success
• Don’t push tools; design a plan
• Breakdown silos (advertising, PR, online,
social, mobile)
• Interact with customers via superior service
• Respond in real time
• Be patient -Digital Lifecycle

42. Digital Lifecycle Stages
• Setup (0-3 Mo)
• Traction (4-9 mo)
• Positioning (10- 15mo)
• Expansion (16-27 mo)
• Viral growth (future )

43. Evaluation
What is best use of your resources?
How are the tools performing?
• Monitor company/competitor chatter,
Track referral traffic
• Benchmark performance
to company goals and
customer satisfaction

44. Monitoring Tools
take the information, interactions generated…
collect, process, and analyze the content

45. Tools:
Listen to Company Chatter
• Google Alerts
Email updates on latest relevant Google results
– Monitor company chatter
– Research market

46. Tools: Klout
Measure Online Influence
• True reach- followers actively listen to your posts
• Amplification- likely your messages will generate results
• Network score- influence of your audience

47. Tools: Track Referrals
Shortened Links
• www.budurl.com http://bitly.com/
• Shortened URL
• QR Code
Referrers detail
• List of IP addresses
Location Detail
• List of countries

48. Integrated Platform:
listen, measure and engage with customers
– http://
• Real time results … interactive dashboard
/
http://www.radian6.com/resources/library/radian6-what-we-do/
www.radian6.com/see-demo/

49. Sustainability
After 12+ Months… Refine… Innovate …Fine tune
You will
1. Listen to user feedback
2. Innovate digital channels
3. Adjust strategy
4. Integrate Social Business
Ecosystem
>>>>>>>>>>>>

50. Social Impacts
Business Ecosystem

51. Ralph Lauren
Case Analysis
1. What was the strength of Ralph Lauren’s
marketing strategy?
2. View Ralph Lauren 4D Experience
3. What are the basic elements of David’s
digital marketing strategy?
4. Benchmark with SERVAS Analysis
5. How would you advise David to augment
his digital strategy?

52. The Official Ralph Lauren 4D
Experience - London
• http://vimeo.com/16723278

53. SERVAS Digital Analysis
Benchmark Campaign
• Sustainable Goal - What is
the targeted goal?
• Engage - How effective is the
message in attracting your
target market?
• Relationship – Did the
message stimulate the target to
feel trust or common interests?
• Value –Does the messages
communicate added benefit for
the individual or organization?
• Action- Does the message
move you to act?
• Synergy- Is the tool integrated
and leveraging other marketing
efforts?

54. Monitoring Company Chatter

55. What changes do you need to
make to become Digitally
Competitive?

56. Your Takeaways
 Digital impacts social business
 Digital mindset creates competitive edge
 Digital marketing strategy critical 4 success
 Integrate digital with traditional marketing
 Balance paid, owned and earned media
 Evaluate return on investment (ROI)

57. ROI of Social Media
http://www.youtube.com/watch?v=x-uUIxYIYwU

58. 1. Commit resources
2. Listen, Plan, Test
3. Adopt Digital Mindset
4. Maintain consistent Brand
5. Access and monetize influencers
6. Maintain sustainable relationships
7. Develop Integrated Digital Marketing Strategy
8. Monitor competition’s digital footprint
9. Monitor your company's “digital chatter” and presence
10. Develop social media employee policy
11. Design a proactive crisis strategy
12. Evaluate your Social ROI
13. Keep Current…Drive Innovation

59. About the Presenter
Dr. Ira Kaufman, President, Ira combines 30 years of rich
experiences with businesses and non-profits to guide them to
leverage the power of social media for marketing, recruitment and
organizational development. Ira collaborates with a team of experts
to design interactive environments to by integrating traditional
advertising, online marketing, public relations and social media. His
strong values and sensitivity to organization innovation and change
are the foundation of his work. Ira has a PhD in Marketing and serves
as a consultant, public speaker, and lecturer for companies and
Senior Executive programs. Currently Assistant Professor, Lynchburg
College School of Business and Economics.
LinkedIn: http://www.linkedin.com/in/irakaufman
Facebook: http://facebook.com/irakaufman
Twitter: http://twitter.com/ira9201
URL: www.enwinedigital.com
© 2011