1.
Introduction to Interactive Marketing

2.
Welcome to The Road Badly Traveled

3.
What Is Interactive
Marketing?
Interactive Marketing is
one of the hardest
disciplines to be in because
it changes quickly and
without warning
Interactive Marketing is
always undefined until it
begins to influence the
market, then they we as
marketers must rally to
understand and implement
Interactive Marketing is the
Holy Grail of Business
Communications

4.
Why Interactive
Marketing?
Interactive Marketing is
about conversations,
discussions and interactions
It is a complete shift from
traditional “PUSH” marketing
where the brand controlled
all public communication and
messages
Interactive Marketing puts
the control of the brand
message into the consumer’s
dangerous hands and makes
the brand responsible for
acting ethically, prudently
and intelligently

5.
The World of
Interactive Marketing
Websites
Email
SMS/MMS
Blogs
Social Media
Wikis
Online Games
Virtual Worlds
Forums
… and so much more

6.
Top 10 Questions
How do I measure interactive media ROI?
What are the interactive media best practices?
How do I best manages my time with interactive media?
How do I reach my target markets with interactive media?
How do I generate traffic and leads using interactive media?
How do I implement interactive media tactics?
What are the latest interactive media trends?
How do I integrate my interactive media activities?
How do I evaluate the advantages and disadvantages of each
platform?

7.
Why Are Consumers Loyal To Brands?

8.
Why Are Consumers Loyal To Brands?
They Enjoy The Customer Experience
They Trust The Brand And What It Stands For
They Can ENGAGE With The Brand On All Levels and
Know They Will Have The Same Consistent Conversation
They Buy Into The Lifestyle and Associations The Brand
Offers

9.
The Modern Consumer

10.
How Do We Facilitate Them?

11.
Challenges for Interactive Marketing
Companies have to overcome their “fear”
How do you learn to let go and give control back to the
consumer
Reinvent Public Relations
Is the risk worth the reward?

12.
Challenges for Interactive Marketing
Companies have to overcome their “fear”
How do you learn to let go and give control back to the
consumer
Reinvent Public Relations
Is the risk worth the reward?
This is a different kind of marketing
Stop Thinking Channel
Objectives Need to Come First
It’s So Much More Than Marketing

13.
Challenges for Interactive Marketing
It Starts With The Community Inside
Bring The Community To The Business
Socializing Success is The Key To Success
Watch Out for Company ADD (Attention Deficit Disorder)
They can tell if your “family” is dysfunctional

14.
Challenges for Interactive Marketing
It Starts With The Community Inside
Bring The Community To The Business
Socializing Success is The Key To Success
Watch Out for Company ADD (Attention Deficit Disorder)
They can tell if your “family” is dysfunctional
Social Media Evangelists Are Over Zealous
Interactive Media is part of the World Wide Echo Chamber
Don’t Follow the “Shiny Object”
Bring Brands In Baby Steps
Do Everything Possible to Prevent Culture Shock

15.
Challenges for Interactive Marketing
Consumers Are Suffering From Fatigue
They Are Bombarded In All Directions with Marketing
Messages
It’s A Competition for Consumer Attention
Companies Can Afford to Be Picky
But Phony Never Flies

16.
Things You Know….
Consumers Are CO‐SHAPING Your Reputation Every Day
Exactly Where Conversations Are Happening, Who Has The
Influence and Why
What Types of Interactive Media is Preferred By Your Consumers
That Leaders Will Identify Issues Before They Become Problem
That 1% of the Consumers Time Is Spent Purchasing the Product
That The Media Has Already Changed
That Consumers Want To Do Three Things to Help Each Other
That Ethical Behavior Is Key To Maintaining Trust
How to Leverage The World’s Largest OS – The Web – Internally
That You Are Either An Active Part of the Changing World As An
Influencer

17.
What Caused The Shift?

18.
How Did Marketing Get Here?

19.
The Brave New World

20.
What We Have To Struggle With

21.
Executive Trust

22.
Executive Usage

23.
The Hesitant Executive

24.
What Makes Them That Way?

25.
Why Do Brands Fail In Social Media?
Individuals within the organization work independently
of others as what we call silos
Organizations fail to do any research or planning to
understand what social media is and how it operates
Too many organizations believe that social media is
about just listening to what others say, rather than being
part of the discussion
They fail to devise a message for the media making their
social media experience seem like an one‐off experiment
They don’t take the time to build the strategy to succeed
assuring that they will fail

26.
How Do You Do It Correctly?

27.
Getting The Process Right
Plan Your Strategy
Choose The Right Channels
Know Your Customer
Schedule A “Social Time”
Provide Value
Manage Expectations

28.
Devise The Strategy
Outline goals & steps to meet objectives
Integrate into existing marketing activities
Delegate, Decide, Choose, Review
Keep it simple
Define what gets shared, when & how
Do a social media audit to determine who in your company is
using social medias
Develop a process to get the information through to your
customers
Have a measurement strategy
Can’t improve if you can’t measure
Use it to introduce/reinforce messages while pushing
customers to another profile or website

29.
Devise The Strategy
Multimedia Usage
Photos – A picture is worth a thousand words
Video – Best for how to and complex explanations
Integrate your offline and online activities
Use social media to extend your offline marketing activities
Adapt your message
FAIL ‐> Same message, multiple platforms
SUCCESS ‐> Multiple messages, multiple platforms
Localized Social Networks
Contests & Discounts
Generate sharing & viral activity
Give something back to your community

30.
Know Your Customer
Understand who your customer is
Join customers where they are rather than hoping they
find you
Form relationships based on “social glue” that build
online relationships
Build “socialgraphics” to understand how your customers
are using social technologies
Don’t be afraid to “own up” to customers when your
brands make a mistake or responding to criticisms

31.
Schedule A “Social Time”
Know when your customers are online to better interact
with them
Monitor conversations, join discussions & send out new
messages
Respond directly to messages, questions & comments
Ask for opinions from your community to make them feel
more valuable
Create a voice & style sheet so that everyone that
interacts from your brand platform speaks the same
language
Be a reliable friend by being active & participate in all
conversations related to your brand or expertise

32.
Provide Value
There must be a value to the interactions for the community
If you just broadcast messages about your product and
strengths, you are still operating in a one‐way mode
Establish your voice by becoming an expert through advice &
information
Tap into emotional equity – people love brands, let them talk
about them
Offer special rewards & deals to your online community
Start a program for your most vocal advocates and best social
customers
Provide a reason for the community to stay and get involved
in the discussions

33.
Manage Expectations
Make sure that your organization understands there are no
overnight successes
To become a viral brand requires a great idea, make sure that you
have enough ideas to reject so that you get the great one
Attempts to find superficial social success leads brands to create a
presence that doesn’t fit brand personality or inappropriate
campaigns in the hope that they go viral
Don’t be greedy
Just because you have thousands of followers or friends, doesn’t
mean that they all have something valuable to say
Measure. Review. Revise.
Getting social media right requires regular review to gauge what
works and what doesn’t
Once you know what works, revise your social media strategy to
achieve results long‐term