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From Marketing Funnel to Customer Journey<br />Presented for Gravity Summit by Justin Goldsborough (@jgoldsborough)<br />J...
Who am I?<br />Friend<br />Husband<br />Bon Jovi<br />Northwestern<br />Kansas City Royals<br />Social media<br />Voluntee...
Today’s Agenda <br />Social media then<br />Social media now<br />Social media next<br />Measurement<br />Q&A  <br />
Social media THEN<br />
5<br />
6<br />
<ul><li>Web sites
Blogs
Podcasts andVideos
Mobile/WAP</li></ul>Brand Assets<br /><ul><li>Telemarketing
Field Sales
Presentations / Demonstrations
Sponsorships
Television
Radio
Outdoor
Print Ads
Search / Banners / Imbedded Content</li></ul>Personal Selling<br />Advertising<br />Integrated Communications<br /><ul><li...
Media Relations
Online Outreach
Word of Mouth
Product Integration
Social Networks
Video/Photo Sharing Sites
Wikis/Wikipedia
Tagging</li></ul>Sales Promotion<br /><ul><li>Contests / Sweeps
Coupons
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Gravity summit presentation February 2011

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A look at how we approach IMC with clients at Fleishman-Hillard and the role social media plays. For Gravity Summit February 2011.

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Gravity summit presentation February 2011

  1. 1. From Marketing Funnel to Customer Journey<br />Presented for Gravity Summit by Justin Goldsborough (@jgoldsborough)<br />Justin Goldsborough<br />justin.goldsborough@fleishman.com<br />Twitter: @jgoldsborough<br />Blog: www.justincaseyouwerewondering.com<br />LinkedIn: http://www.linkedin.com/in/justingoldsborough<br />816.512.2236<br />
  2. 2. Who am I?<br />Friend<br />Husband<br />Bon Jovi<br />Northwestern<br />Kansas City Royals<br />Social media<br />Volunteer<br />GenY<br />Irish setters<br />@jgoldsborough<br />(#pr20chat)<br />IABC<br />
  3. 3. Today’s Agenda <br />Social media then<br />Social media now<br />Social media next<br />Measurement<br />Q&A <br />
  4. 4. Social media THEN<br />
  5. 5. 5<br />
  6. 6. 6<br />
  7. 7.
  8. 8. <ul><li>Web sites
  9. 9. Blogs
  10. 10. Podcasts andVideos
  11. 11. Mobile/WAP</li></ul>Brand Assets<br /><ul><li>Telemarketing
  12. 12. Field Sales
  13. 13. Presentations / Demonstrations
  14. 14. Sponsorships
  15. 15. Television
  16. 16. Radio
  17. 17. Outdoor
  18. 18. Print Ads
  19. 19. Search / Banners / Imbedded Content</li></ul>Personal Selling<br />Advertising<br />Integrated Communications<br /><ul><li>Events / Webinars
  20. 20. Media Relations
  21. 21. Online Outreach
  22. 22. Word of Mouth
  23. 23. Product Integration
  24. 24. Social Networks
  25. 25. Video/Photo Sharing Sites
  26. 26. Wikis/Wikipedia
  27. 27. Tagging</li></ul>Sales Promotion<br /><ul><li>Contests / Sweeps
  28. 28. Coupons
  29. 29. Incentives
  30. 30. Point of Purchase</li></ul>Public Relations<br />Direct Marketing<br /><ul><li>Direct Response
  31. 31. Physical Mail
  32. 32. Email
  33. 33. Mobile / TXT</li></ul>Earned Media<br />Paid Media<br />
  34. 34. 9<br />
  35. 35. Social media NOW<br />
  36. 36.
  37. 37.
  38. 38.
  39. 39. Your brand here <br />Reaching the right eyeballs, not all eyeballs<br />New Math: <br />5,000 people who sought out your message <br />are more valuable than <br />5 million who didn’t. <br />
  40. 40. Social media NEXT<br />
  41. 41.
  42. 42.
  43. 43.
  44. 44. The New Customer Journey <br />POST-PURCHASEPRE-DELIVERY<br />PRE-CONSIDERATION<br />AWARENESS<br />CONSIDERATION<br />PURCHASE<br />HONEYMOON<br />AMBASSADOR<br />
  45. 45. Social media measurement<br />
  46. 46.
  47. 47. Impact: Goals, Strategies, Objectives, Tactics<br />Goals<br />Business Goal<br />Strategy 1<br />Strategy 3<br />Strategy 2<br />Strategies<br />Objective 1<br />Objective 2<br />Objective 3<br />Objectives<br />Social media by itself is a TACTIC!<br />
  48. 48. Social media measurement model<br />Types of results that can come from social media engagement <br />Strategy is geared toward specific business objectives and identified program goals<br />23<br />
  49. 49.
  50. 50. 5 things you can do today<br />
  51. 51. Implications<br />Five things to do today<br />Revisit your business objectives and ask how social media can help you reach them. <br />Make a new connection via social media and talk to him/her about something other than business.<br />Search you brand on Twitter and Facebook.<br />Check out Shel’s, Chris’, Mitch’s or Shonali’s blog if you haven’t already. <br />Start looking at your job through a customer journey mindset.<br />
  52. 52. Q&A<br />
  53. 53. Thank you!<br />Justin Goldsborough<br />justin.goldsborough@fleishman.com<br />Twitter: @jgoldsborough<br />Blog: www.justincaseyouwerewondering.com<br />LinkedIn: http://www.linkedin.com/in/justingoldsborough<br />816.512.2236<br />Social Media Strategy<br />

A look at how we approach IMC with clients at Fleishman-Hillard and the role social media plays. For Gravity Summit February 2011.

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