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DITCHING COMMUNICATIONS FOR ENGAGEMENT: A STRATEGIC APPROACH Eric Weaver | Tribal DDB Social Media Breakfast 12/1/09.

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Presentation on theme: "DITCHING COMMUNICATIONS FOR ENGAGEMENT: A STRATEGIC APPROACH Eric Weaver | Tribal DDB Social Media Breakfast 12/1/09."— Presentation transcript:

1 DITCHING COMMUNICATIONS FOR ENGAGEMENT: A STRATEGIC APPROACH Eric Weaver | Tribal DDB Social Media Breakfast 12/1/09

2 Topics WHY engagement? The traditional marketing model Why the wheels have fallen off New approaches to revenue WHAT is an engagement strategy? What does it consist of? HOW marketing can rethink its approach for engagement Some thought starters

3 Our (Formerly) Glamorous Life 3

4 The ground rules Built in a known environment of limited product choice Limited media channels Longer brand interactions Higher barriers to entry 4

5 Meanwhile, back at the recession… 5

6 revenue revenue revenue 6

7 Are you asking for a budget increase? 7

8 Cultural shifts and Marketing 8 Source: Agent Wildfire

9 Trust ESPECIALLY WHEN THERES RISK People turn to peers when time is short, risk is greater TRUST IS WIDELY SPREAD 56% age 35-64, 63% share trust/distrust on the web WE TRUST PEERS THE MOST (57%); 13% trust advertisers/marketers (least trusted group) PEOPLE BUY TRUST Trust drives preference: 91% buy from trusted companies; 77% refuse to buy from distrusted EDELMAN TRUST BAROMETER drives transactions

10 Hmmm: if peers are the most trusted and we are the least, what if we put our brands into the hands of the market? 66% of touchpoints are now consumer-generated Banner ads have an average.19% clickthrough, while Facebook fan page announcements have a 6.5% clickthrough WHY? The mental gauntlet is down APPROACH: Craft brand content nuggets and trust builders Testimonials Interviews Leadership/product management commentary CRUCIAL: Set your brand and value messaging guardrails 10

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12 12 BOOMERS = propriety. Trained in formalities, dont offend, guarded means safe, not so great with random. Suit & tie = trust. GEN Y = affinity. Formalities ignored, sharing means finding, tech is easy, random is life. Consider your lens. Suit & tie = distrust.

13 Lets talk strategy 13

14 First of all, whats a strategy? Simply put, a strategic vision an end point and a plan to get there Its not about the channels Honestly assess your starting point Audit your customers and prospects Review competitive SWOT Determine approach and action steps Short-term, mid-term, long-term Heres where your tools come in Staffing and support Determine success metrics, KPIs 14

15 15 Envision an end goal

16 16

17 17 Honestly assess your starting point How can customers engage with you today? Who are your brand zealots? Ambassadors? Naysayers? What topics are tied to your brand? Your firm? How is the competition engaging with your customer/prospect base? Threats? Opportunities?

18 Wheres your offering today? Social marketing Never started, yes but not yet, stuck/unsure, baby steps, active Feedback channels Retail, mail, web, , phone, blog, external monitoring, branded social channels, customer advisory panels Value proposition Information, promos, media, tools Relevance Impulse, low need, high need, essential 18

19 AFFINITY/SHARING: Forwarding/Bookmarking/WallPosting Content that triggers feelings of identity, tribe, bragging rights Content that provides reference information FEEDBACK: Commenting/Reviewing Editorial content Ask for feedback ADVOCACY: Faving. Fanning. Blogging. Cause and value messaging/content FANDOM: Mashups/Media/FanSites. Provide malleable content Empower ambassadors 19 Action steps

20 Forresters Technographic segmentation model 20

21 Two different approaches MANAGE INDIVIDUAL RELATIONSHIPS BY CHANNEL CRAFT MESSAGE, CONTENT BY VENUE Call center Twitter Facebook Direct Events Flickr YouTube FOSTER CUSTOMER DRIVES TO ENGAGE LET CUSTOMERS DETERMINE MOST EFFECTIVE CHANNEL Start with affinity, trust, transparency Create feedback channels Assign listeners, conversationalists, and content creators 21

22 AWARENESS NEED DETERMINATION EVALUATION/ COMPARISON PURCHASE LOYALTY DOT-COM SITE Integrated Traditional/Social Marketing Mix AMAZON S T O R Y T E L L I N G FACEBOOK FAN PAGE SEO COMPANY BLOG (IP) BRANDED SITE EXTERNAL MKTG-MANAGED PRESENCE EXTERNAL THIRD-PARTY SITE TRADITIONAL MEDIA/PR HELPFUL RESOURCES COMMENT S RETAIL ONLINE SAMPLING TOPICAL COMMUNITIES: IP, HELPFUL TIPS TOPICAL COMMUNITIES: IP, HELPFUL TIPS PRINT OUTDOOR PRODUCT LAUNCH MICROSITE ONLINE EVENTS E-COMMERCE PARTNER EXTERNAL BLOGS: IP, FASHION TIPS YOUTUBE CHANNEL: STORYTELLING, IP PR PRODUCT SEEDING PGMS CONSUMER STYLE SHARING CONSUMER STYLE SHARING

23 Consider including a trust strategy If trust is the primary lever of revenue Where are you trusted? Create amplifier opportunities for brand zealots Video testimonials Where are you distrusted? Provide open, transparent proof points that can be found Testimonials and interviews Inside looks Open dialogue with the market Lead with trust weak spots Takes the wind out of naysayers 23

24 24 Trust generated, 2300 new accounts, $4 million.

25 PROOF OF INTENTION: leveraging social causes to focus conversation (and brand) on giving back. 25

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33 So, remember 33

34 Follow the social marketing mantras Peer marketing extends your sales force along trust channels that you cannot buy Social marketing is a commitment, not a campaign Plan staffing appropriately Outsource temporarily if need be Be transparent about everything except that which cannot be Polar opposite to Boomer privacy issues May take sell-in with management, legal Be fearless This is the most exciting area of marketing! Youre at the cusp of a transformation! Engage openly, but with response guardrails and internal governance Cool people dont suffer fools – neither should your organization Let the market decide how youre doing (theyd do it anyway) 34

35 As you write your strategy Any tactic should clearly ladder up to the overarching strategy Consider how you will phase your engagement approach What kind of kickoff? What can staffing accomplish? Which tactics to try first? What learnings can inform future engagement efforts? As you examine your audiences, consider creating personas that will help create organizational empathy and understanding Clearly state your mandatory requirements for success X conversationalists, Y monitors, Z content creators Agency or in-house? Automated or qualitative? Clearly state your success metrics Increase in time-on-site? Sentiment? Twitter fans? Retweets? 35

36 DAVIES And dont let that commitmentor that strategy fizzle Get buy-in Management must understand the cultural shifts and buy into plan Stay focused! Dont let day-to-day duties stall your efforts Hold people accountable Whos responsible for each action step? Follow up, adjust and readjust Plans change, adjust accordingly Set a timetable for reexamination Tie what youre doing to organizational goals Management cant argue with approaches that support mission, goals 36

37 THANK YOU slideshare.net/weave


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