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Digital Marketing

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by

colin mellett

on 14 June 2015

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Transcript of Digital Marketing

What is Social Media?
Social Media is "methods for advertising products, services, or brands using the internet, by attracting the interest of groups of people who discuss them, make suggestions and recommendations about them"





http://dictionary.cambridge.org/dictionary/business-english/social-media-marketing

Social Media & Engaging Enthusiastic Supporters
Conclusion
Colin - History of Digital Marketing - Cookie Monster!

Darren - Using social media to engage with customers - Linkedin

Bernie - Customers defending the brand - McDonalds

Hugh - Companies not being aware of Digital Marketing issues - Fairways Hotel

In essence, digital marketing is really about two things - access to your products and communication.
The team...Darren, Bernie, Hugh & Colin

What we'll be discussing today...
Peppers & Rogers Managing Customer Relationships
Journal 1.... Social Media: The New Hybrid Element of the Promotion Mix
Journal 2.... Branding in The Digital Age

...and what is digital marketing?
Digital Marketing is the promoting of brands using the Internet, mobile and other interactive channels.

McKinsey & Company 2013

Enlisting customers to help other customers
Advantages
People trust other people more than companies
Method of marketing
Cost

Why do customers help other customers?
"they contribute for the satisfaction of accomplishment, for the fulfillment of creating something, and for the personal pride of authorship that goes with this fulfillment"
Questions
Digital Marketing

Early days...Web 1.0

Mid 1990's...Google was Born....

New digital marketing possibilities
Digital Marketing
Cookies!

Real Change...Web 1.0 to Web 2.0

Mobile Marketing
In your company, what % of the marketing budget was spent on Digital Marketing this year?

If you are a SME and have received a bad comment on a Social Media site, what way would you handle it?

How has the evolution of digital technology changed your company?


What makes Social Media different from other ways to engage with supporters
Enlisting customers to help other customers
How can a company harness this urge to contribute to its benefit

2 ways:
Blogs or social media
Providing a networking platform
Enlisting customers to help other customers
Using blogs or social media

Enlisting customers to help other customers
Why should companies engage through Social Media

1. You can target specific types of people
Digital Marketing

3 Common Questions that Digital Marketers are asked with regard to Social Media for businesses:

1. In your company, what % of the marketing budget was spent on Digital Marketing this year?
2. If you are a SME and have received a bad comment on a Social Media site, what way would you handle it?
3. How has the evolution of digital technology changed your company?


Social Media & Engaging Enthusiastic Supporters

What is Social Media -Consumes our Lives?
What are company's doing
What makes Social Media different from other ways to engage with supporters
Why should companies engage through Social Media
How does Social Media impact business
Brand Monitoring
Who is talking?
What are they saying?
Where are they talking?

Customer Monitoring
What are the pain points?
What is the emotion?
What experiences re touchpoints are being shared?
Speed of response
50% satisfied with a response to complaint
22% return to social media to log positive comment
Providing networking platforms
Listening to & Empowering Customers to Defend the Brand

Listening to & Empowering Customers to Defend the Brand
Digital Marketing
Digital Marketing

Engaging Tips for Social Media
Monitor what’s being shared about your company
Find where your audience hangs out
Produce content your audience will love (videos, pictures etc)
Respond Quickly
Follow up on Questions, Complaints etc
Be Consistent
Be Outrageous
Be Humorous

Examples of Engaging with supporters


ITV Live Portal
Users can engage in live chat facility
Gained over 2 Million followers by adding celebrity chat facility through the 2010 World Cup Finals

2. Conversations about your Business are happening without you
3. Your brand is being Circumvented~ 33% of EU online consumers evaluate & compare things they want based on what their peers say on Social Media sites
4. It's the worlds largest Focus Group
5. Cheapest way to reach your audience
How does Social Media Impact on Business

Brand Building
SEO (Search Engine Optimization)
Communicate directly to customers
Influence customers
Enhance others to engage
Sales should improve

Hoganstand.com
Invest a lot of time in building social media communities
Enjoy engaging daily with their loyal customer and fan base on Facebook, Twitter and their blogs.
They don't need to spend hours on the creation of forums, as visitors to the site do this for them.
Hoganstand.com create images & reports and sell advertising to companies

Lets see how Hoganstand.com's forums work

So what Platforms are the ones to be on & why?
Listening to & Empowering Customers to Defend the Brand

Listening to & Empowering Customers to Defend the Brand

Fundamentals of great brands "they build trust by delivering on promise" (barwise & Meehan 2010)
14% trust advertisers
50% trust total strangers
78% trust peers
Listening to & Empowering Customers to Defend the Brand

Key Steps to empowering your customers

Clear Social Media Strategy
Crisis Action Plan
Tone of Response
Follow Through
INTRODUCTION
SOCIAL MEDIA &
ENGAGING SUPPORTERS
LISTENING TO & EMPOWERING CUSTOMERS
TO DEFEND THE BRAND
ENLISTING CUSTOMERS TO HELP OTHER CUSTOMERS
SUMMARY
Full transcript