Kellogg exec ...creating digital mkt strategy final 3 1-15
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The document outlines a digital marketing strategy development program by Dr. Ira Kaufman, emphasizing the importance of social media for business success. It highlights a significant digital divide among executives, addressing barriers to the prioritization of digital strategies and offering steps for becoming digitally competitive. Key topics include the integration of media marketing, the need for real-time metrics, and leveraging social platforms to enhance customer engagement and brand advocacy.
Kellogg exec ...creating digital mkt strategy final 3 1-15
- 1. Creating Your Digital Marketing Strategy Executive Development Program Dr. Ira Kaufman
- 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. 13 End Confusion… All Social Media ≠
- 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 http://www.personalizemedia.com/garys-social-media-count/ Clicking this link will show you how social media has been embraced. Notice the elapsed time.
- 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
- 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
- 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
- 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
- 37. http://www.youtube.com/user/Sienna#p /c/30DA2DAB5702C7D1/0/ql- N3F1FhW4 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 units.
- 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. 1. Reward conversation and engagement • Coupons, thank you, links 1. 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. • Google Alerts Email updates on latest relevant Google results – Monitor company chatter – Research market Tools: Listen to Company Chatter
- 46. • True reach- followers actively listen to your posts • Amplification- likely your messages will generate results • Network score- influence of your audience Tools: Klout Measure Online Influence
- 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. – http:// • Real time results … interactive dashboard Integrated Platform: listen, measure and engage with customers / http://www.radian6.com/resources/library/radian6-what-we-do/ www.radian6.com/see-demo/
- 49. Sustainability You will 1. Listen to user feedback 2. Innovate digital channels 3. Adjust strategy 4. Integrate Social Business Ecosystem >>>>>>>>>>>> After 12+ Months… Refine… Innovate …Fine tune
- 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?
- 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 1. Access and monetize influencers 2. Maintain sustainable relationships 3. Develop Integrated Digital Marketing Strategy 4. Monitor competition’s digital footprint 5. Monitor your company's “digital chatter” and presence 6. Develop social media employee policy 7. Design a proactive crisis strategy 8. Evaluate your Social ROI 9. 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. © 2011 LinkedIn: http://www.linkedin.com/in/irakaufman Facebook: http://facebook.com/irakaufman Twitter: http://twitter.com/ira9201 URL: www.enwinedigital.com
Editor's Notes
- #4: Reflected in our small survey -82% felts SM very or somewhat important but only 9% made it a strategic priority WHY? Divide defines a competitive opportunity
- #25: Now have a Basis for understanding impact of Digital on our business environment ; Many companies enter the social media landscape by execs saying -gett me a face book page. I need a twitter presence. Social media is not something you can purchase because the currency is conversations and relationships and they need to be evolved. How can we strategize and manage this new force? How do you position your company ?
- #26: Client progresses through six inter-related stages. Each stage builds on the previous stage to realize an integrated strategy
- #35: How the marketing tools mix Build on each other Synergize