Digital Marketing Last chance to level the playing field

Transcription

1 Digital Marketing Last chance to level the playing field

2 Areas for discussion Stats on the market & digital adoption Framework for digital marketing for B2B companies What role does social media play for B2B companies? Can Social Media be used for lead generation? Does Facebook make sense for B2B companies? Mobile marketing Case studies & ROI when it comes to digital marketing The future of digital marketing

3 Digital Marketing is like teenage sex, everybody s excited about it but very few people are doing it well. Keith Weed Unilever Global, CMO

4 What is Digital Marketing? Digital Marketingis the practice of promoting products and services using digital distribution channels to reach consumers in a timely, relevant, personal and costeffective manner. -Wikipedia

5 Global Internet user

6 671 million mobile connections and growing

7 What Internet app do people use in India* (94 percent users) Downloading music (72 percent) Instant messaging (56 percent) Job search (56 per cent) Social networking (54 percent) (Social networking market grew by 43 percent last year) Information search (52 percent) Watching videos (50 per cent) (Could be included as a part of social media pushing social media to the #2 spot) Other popular activities include downloading wallpapers and screensavers and sending SMSes through the personal computer *

8 Market Size Search & Display advertising to dominate spending Mobile & Social media while small in size are growing at CAGR 27% & 34% 3-5% of marketing budget on Digital (1 % on mobile if you look at mobile separately) (15% of total budget of MNC s) Info is mostly anecdotal, based on small sample size, & lacking credible sources 52% of marketers expect a major change in media mix towards digital & 92% expecting change** *Source Forrester Blog and WAT Blog **IMA The CMO Perspective -Sample only 57 companies & skewed to MNCs

9 90 Trillion s sent in 2009

10 500 Million active Facebook Users 50% of whom login in a given day

11 133 Million The number of blogs on the Internet

12 26 Billion+ Tweets Sent on Twitter Since 2006

13 2Billion Videos Are Streamed Each Day On YouTube

14 LinkedIn 6 million the fastest growth location

15 What Is Social Media? It s word of mouth on steroids

16 What is Social Media? Social media is media designed to be disseminated through social interaction, created using highly accessibleand scalable publishing techniques. Social media uses Internet and webbased technologies to transform broadcast media monologues(one to many) into social media dialogues (many to many) - Wikipedia The true democratization of content

17 Components of Social Media Social Networking Linkedin / Facebook / Myspace / Orkut Bookmarking / Tagging Helps people read or access more popular material Helps web ranking Publishing Blogging / Wikis, / Micro Blogging (Twitter) / Squidoo / Wikipedia Sharing YouTube Flickr TechRepublic.net & Bnet.com Slideshare.net / scribd.com Podcast.net Twitter Digital grew Strategy 1300% Social Media Branding & & Facebookto Design Search Mobile Marketing 500 million

18 Social Media Marketing: Enables Others to Advocate For Your Business Through Compelling Content

19 Social Media Monitoring Collects Online Mentions for Measurement and Response

20 Free & Paid Social Media Monitoring Tools available

21 Company Blogs are Digital Publications that Allow Public Responses

22 Blogging and B2C and B2B Leads Source: State of Inbound Marketing Lead Generation Report -

23 Facebookis a social network that connects people personally and professionally through connections, messages, chat, sharing, photos, & videos.

24 FacebookFan Pages Let Businesses Interact with Stakeholders (Customers, Prospects, & Potential Employees)

25 Twitteris like a Text Message with a BCC: To The World

26 Organizations Use Twitterto Converse with Prospects, Provide Customer Service and Drive Website Traffic.

27 Social Media Can Rev up Leads Generation, Branding, & Engagement

28 Social Media is for Leads and Sales Source: State of Inbound Marketing Report

29 Social Media is for B2B and B2C Source: State of Inbound Marketing Report -

30 STRATEGY FRAMEWORK

31 Methodology followed Forrester Research s POST methodology People Who is the audience you are trying to engage for each of the 4 areas Objectives What are we trying to accomplish brand building, sales, employee retention, hiring Strategy This will flow from the above two Technology Select tools and platforms that best align with your social media strategy, objectives, & audience

32 Traditional Marketing

33 The World is changing Create attention Feedback loop built in Hello Long Tail Buy attention Communication was one to many Loose control of your marketing Pareto s Principle Controlled Message

34 Match tactic mix to customer social profile Groups include people participating in at least one of the activities monthly. India is the world s largest body of Inactives Opportunity or threat??? Publish a blog. Publish your own Web pages. Upload video you created. Upload audio/music you created. Write articles or stories, and post them Post ratings/reviews of products/services. Comment on someone else s blog. Contribute to online forums. Contribute to/edit articles in a wiki. Use RSS feeds. Add tags to Web pages or photos. Vote for Web sites online. Maintain profile on social networking site. Visit social networking sites. Read blogs. Watch video from other users. Listen to podcasts. Read online forums. Read customer ratings/reviews. None of the above The Social Technographics Ladder Courtesy Creators Critics Collectors Joiners Spectators Inactives

35 Assessing the impact of Social Media in B2B Tech Marketing Source

36 Usage of specific social media tools by B2B

37 Digital Marketing is always available it s available when ever they wantit, needit..

38 Pay Per Click Look beyond Google, Yahoo, & Bing (Twitter, SlideShare, Facebook, LinkedIn, etc.) Testing Pushing the envelope

39 How to advertise on Facebook 1. Choose your target 2. Test, Test, and test some more 3. Do your own tracking 4. Make your Ads pop

40 MOBILE MARKETING

41 Why Mobile? Explosive growth in mobile in India and globally Content in bite sized chunk Improved used experience Speed Mobility & independence Ubiquitous access

42 Types of mobile activities Mobile / WAP Websites Mobile Portal management (SMS & IVR) Bulk messaging Ad strategy Mobile App & game development (In-game marketing) M Commerce Location based services

43 CASE STUDIES

44 IBM & its use of Social Media Have had a social software for more than 15 years Social Computing Guidelines Masses of Communication not mass communication IBM Customer Experience Suite Changes the way organizations collaborate "The idea of getting the right person over the right time at the right opportunity and yield the right result was really important Jeff Schick, VP Social Software

45 Lessons from Starbucks for B2B Howard Schultz stated that Starbucks owes it all to Facebook, Twitter, and social honesty. No deals or sales but relationships (long term lead nurturing) Power of masses agency for strategy employees run the presence by sharing their experiences PR tools to deal with complaints & squash rumors Clients and fans as a source of ideas MyStarbucks Idea.com - 80,000 plus ideas Link with CSR initiative who wants to know about another coffee people connect with other people. (generally more members of the community & employees involved)

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47 Answering the social phone ExactTarget*Conference client tweeting about the conference Company monitors its feeds & decides to surprise him. On arrival he received: Registered badge Surprise gift Hotel reservations Proposed itinerary for the event Delighted customer happened to be a prominent blogger who spread the word *US based marketing software vendor

48 Salesforce& Social Media Objective : Bring down costs by way of reducing number of rolled back changes Strategy: Build a platform where user can submit and vote on specific product ideas Result: Number of rolled back changes drastically dropped and number of features introduced went up by 50% on an year-on-year basis

49 What s the future of Digital Marketing?

50 We re not in the business of keeping media companies alive. We re in the business of connecting with consumers. Trevor Edwards, VP Global Brand & Category Management, Nike

51 Trends in 2010 & beyond 1. Social media begins to look less social hyperactive / filtering / fatigue 2. Corporations look to scale 3. Social business becomes seriousplay 4. A social media policy(and it might actually be enforced) 5. Mobile becomes a social media lifeline 6. Sharing no longer means 7. True Integration across channels & Metrics

52 The future of digital marketing Website Morphing Project Natal s technology applied to marketing applications

53 Recommendations Focus on programs, not tactics. Shift budget to digital, but measure the impact. Understand audience and business outcomes to make online tools work. Develop a listening practice. Monitor the impact of social on awareness and pipeline. Social media in B2B: create social programs with current customers in mind. ROI & ROE

54 Thank You Contact Details Siddharth Hegde Founder & Director LinkedIn: Mobile: About Ethinos Digital Marketing Ethinos Digital Marketing is a boutique firm with unique hands on approach to helping clients with all aspects of Digital Marketing Strategy, Social Media Marketing, Search Engine Marketing (SEO & PPC), Branding& Design, Mobile Marketing and Marketing. Web: All company names, brand names, trademarks and logos are the property of their respective owners. Unauthorised duplication is prohibited.