Think digital dms 8 29-12
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This document summarizes a presentation on digital marketing and social media marketing. It discusses how the rules of marketing have changed in the digital age, with a focus on engaging customers through conversations rather than one-way messages. It also outlines new customer expectations around transparency, accessibility, and living company values online. The presentation emphasizes developing a digital mindset of listening to customers, responding quickly, and focusing on building relationships through social media.
Think digital dms 8 29-12
- 1. Think Digital … Digital Marketing Imperative Social Media Marketing Course Fall 2012 Lynchburg College School of Business and Economics Dr Ira Kaufman ©2012
- 2. The Breakup • • http://www.youtube.com/watch?v=D3qltEtl 7H8&feature=player_embedded
- 3. 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 .. .Interruption Attraction economy … Permission 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
- 4. Understanding the Digital Dynamic • The Digital WHO • Global Marketplace Changes • New Corporate Reality • Customer Expectations • Digital Mindset
- 5. Global Marketplace Changes • Globalization… one marketplace • Interdependence • Control of media; consumer is publisher • Immediate access to news and information • Very fast broadband speed • Mobile access to satellite GPS • Open source technology
- 6. New Digital Divide 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?
- 7. New Corporate Reality • Conversations generate exposure, sales • Need to invest in customer relationship • Train employees to treat customer as #1 • Not in control of customer response/Brand • Track social media habits of target markets • Company values “Live” in its Brand • PR, advertising, online, social are seamless • Digital changes are overwhelming • Digital impact hard to measure
- 8. Customer Expectations • Accept new role of customer as publisher • Listen to customer needs, responses • Care about customer as a person • Respond with empathy and respect • Provide Value with each interaction • Go the extra mile • Accessible for feedback • Transparent, open, honest • Consistent in living company values
- 9. Digital Mindset • People use technologies to get things from each other, rather from corporations • Relationships the currency of exchange • Transparency –open source • Collaboration rules • Real time sharing • Immediate access • Power to publish • Looking for value • Content is king
- 10. 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
- 11. Walmart’s Social Media Snafus • Challenging image • Transparency • http://walmartwatch.com/wp-content/blogs.dir/2/files/pdf/flog_controversy.pdf • Forcing consumers to handout on my turf • Strategy – Eleven Moms blog about their needs • iPhone AP
- 12. What is Social Media Marketing? • Create Buzz- passes a message on through user to user contact • Create UGC ( user generated content)- enables fans of a brand or company to influence a message or other users via digital venues • Create Online Conversations- encourages user participation and dialogue
- 13. Little Experience with Social Media Marketing
- 14. What Are The Results? • Generated Exposure 85% • Increased my Website Traffic 63% • Build New Business Partnerships 56% • Generated Qualified Leads 48% *Source is Social Media Industry Report 2010 by Michael Stelzner
- 15. Social Media Provides Value • Kellogg COO - we are tripling social media spending over the past three years and experiencing "great returns on this investment.” • Tony Hsieh, CEO Zappos “We are about 3 Cs: Clothing, Customer Service and Culture… Gross sales grew from $1.6M (2000) to $1+ billion (2008) by focusing relentlessly on customer service and culture – a potent digital marketing tool.” • McDonald’s “Our head of Social Media is the customer” • Lenovo “We achieved cost savings by a 20% reduction in call center activity as customers go to community website for answers “
- 17. About the Presenter 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 he is 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 www.entwinedigital.com