Social Media Work Shop Deck Nov 09 2009
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"Launching New Offerings in a Social World: What to consider when incorporating Social Media in your Go-To-Market Planning!" --How to create a good go-to-market plan? What sound principles of marketing still apply? --When is it appropriate to consider social tools? --How should one incorporate social media vehicles in such plans?
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Social Media Work Shop Deck Nov 09 2009
- 1. Social Media Forum “Launching New Offerings in a Social World”
- 2. Introductions Anne Merkert Jeff Thompson Reena Kapoor
- 3. Agenda Marketing Target Market Messaging & Demand Generation Competition Q&A
- 4. Marketing: Same Old, Same Old… Product Price Place Promotion Radically empowered consumers – way ahead of marketers! Only 14% of CMOs globally have been in their jobs for over 3 years!
- 5. So What’s different? “Rather than Product, Place, Price, and Promotion, we ought to be thinking in terms of Experience, Everyplace, Exchange, and Evangelism” Brian Fetherstonhaugh, Chairman & CEO of OgilvyOne Worldwide at AdTech 2007
- 6. Advice to Marketers Experience Do your customer journey Everywhere Create an idea that doesn’t start with (just) traditional media Exchange Calculate the value of your customer Evangelism Bring passion to your brand – “The Big Ideal”
- 7. Still have to think about… Target Market Who, Where, How Differentiation Meaningful, Value, Competitive Market Development, Distribution, Channel Stage of Company Demand Generation Reach, Frequency, Monetization, ROI
- 8. Formulating a Social Strategy Forrester’s POST Methodology from “Groundswell” P is People O is objectives S is Strategy T is Technology And another “S” needs to be considered….
- 10. Target Market Strategy: Overlaps!
- 14. Via other Users, Influencers, “Amateurs”?
- 17. Social Media impact, use & response?Company Strength
- 18. Messaging & demand generation
- 19. Messaging: still have to think about . . . Target Audience Frame of Reference Point of Difference
- 20. Value Proposition Clearly relevant & appealing Highly differentiated from competition Credible Elastic enough to support product expansion Simple
- 21. Impact of Social Media on Messaging Messaging is more conversational, less formal Keeping it simple is even more important You can research & test with immediate feedback Marketing is not the only owner of messaging
- 22. Social Media Messaging Example
- 23. Demand Generation Design Who is the target audience? How do they want to be communicated with? What offers are they expecting? After they respond to the first activity and offer, what happens next? What happens if they don’t respond? How will our activities and offers help qualify prospects?
- 25. Tactics
- 28. Blogs
- 32. SEM
- 33. Banner adsOnline events, video contest WoM or “Buzz” Leverage CRM for nurturing Product Demo Sign up for free version Company Blog and Landing Pages Conversion to premium
- 34. Competition
- 35. Social Media and Competitive Strategy Key Steps in developing competitive strategy? Social Media impact? Social Media create differentiation?
- 36. Key Steps in Competitive Strategy Identify the Competition Competitive S W O T Value Proposition Comparison Expose, Define The “Space” You Will Own Competitive Positioning
- 37. Identify the Competition – Big and Small Your Solution: Online Multimedia Platform Online Video Providers and Hosting Services Presentation Solutions Web and Audio Conferencing Solutions
- 39. Why are you better?
- 40. Is you message “echoing” the conversations?
- 42. Strengths
- 43. Weaknesses
- 44. Opportunities
- 45. Threats
- 47. Easy targets (active social media environments)
- 49. Faster Feedback Many more places to search for opinions Facebook, Twitter, Forums, Blogs (comments) Google: “company name” + “sucks” On demand market research Post questions, immediate feedback Test ideas, positioning directly with buyers Direct view into buyer / competitor interactions Ability to directly inquire about likes and dislikes
- 50. Accelerated Marketing Ability to quickly change positioning Faster reaction to competitive moves Get a head start on new segments where “discussion” is light or nonexistent
- 51. User Experience as Differentiation Frequency of interaction with customers increases Customer experience is expanded! You can differentiate your company by ensuring positive interactions wherever possible Lead the discussions (don’t just participate) Force competitors to follow: “what are you doing about ABC…”
- 52. Q&A THANK YOU! reena@ConiferInc.com jeff@AventiGroup.com anne@AventiGroup.com Next Event: Leveraging “Crowdsourcing”: NexGen Innovation & Marketing! NorCal BMA Product Marketing & Management Roundtable November 19th Thursday, Palo Alto, 8:30-10am http://norcalbma.org
Notas del editor
- What is your Mission as a business, company, start-up?What do you want to offer / bring / sell?Who would buy?When /why would they buy - Use Cases?Why should they buy your offering?
- http://digitalwatch.ogilvy.com.cn/en/?p=136Delivering what one attendee described as “the defining act of AdTech Beijing” (no, this attendee wasn’t an Ogilvy employee), Brian Fetherstonhaugh, chairman and CEO of OgilvyOne Worldwide gave an informative and entertaining overview of the transformation of marketing in this age of radically empowered consumers–consumers who in many ways are way ahead of marketers. His talk was aptly titled “Survival of the Fittest.”Brian started his career in advertising with a P&G household cleanser called Mr. Clean whose logo, appropriately, was a bald, musclebound man. In olden times, he jokingly reminisced, marketing was a simple business: Our job as marketers was to beat consumers over the head with the same message–to “club them and drag them to the cash register,” as Brian put it.
- http://digitalwatch.ogilvy.com.cn/en/?p=136Delivering what one attendee described as “the defining act of AdTech Beijing” (no, this attendee wasn’t an Ogilvy employee), Brian Fetherstonhaugh, chairman and CEO of OgilvyOne Worldwide gave an informative and entertaining overview of the transformation of marketing in this age of radically empowered consumers–consumers who in many ways are way ahead of marketers. His talk was aptly titled “Survival of the Fittest.”Brian started his career in advertising with a P&G household cleanser called Mr. Clean whose logo, appropriately, was a bald, musclebound man. In olden times, he jokingly reminisced, marketing was a simple business: Our job as marketers was to beat consumers over the head with the same message–to “club them and drag them to the cash register,” as Brian put it.