Ubiquity Marketing
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 1
Developing a ubiquitous online presence
A Sea Change in Local Business Marketing
Patrick KitanoManaging PrincipalDomus Consulting Group
© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 2
AGENDA
1. How Social Media devalues “push marketing”
2. Transparency of Social Media3. Being ubiquitous across the
social media4. Positioning yourself as the
media hub of your community
© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 3
How Social Media changes Marketing
1950’s Advertising One way. Focus on brand marketing. Today, commercials considered akin to propaganda.
Targeted marketing One way. Direct mail, drip email marketing campaigns still considered advertising.
Search engine marketing Current focus of most online marketing tactics.
Expertise marketing Blogs provide professional credibility
Community engagement Provide services to your community
Being ubiquitous across the social media
Locals find your community service across a variety of platforms. You’re everywhere!
The future of marketing
© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 4
Community Engagement Basics
Build a brand that serves your community, not a brand built around publicizing yourself
© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 5
The community will gravitate towards services that help them, not billboards, ads or spam
Everybody wants real time community news
© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 6
Building online local media resources today is like publishing a local newspaper 50 years ago
© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 7
You’re recognized as providing a community service
© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 8
How does your community find you when you’re not “pushing” your marketing message?
© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 9
Before social media, the main way to tell the community what you did was by advertising
© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 10
Now, the social media makes everybody transparent.
People know you by your online profile(s)
© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 11
Advertising, and push marketing is increasingly being perceived as self promoting and obnoxious
© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 12
Solution:
Brand yourself to the community.. not as you but through your community service!
Website
© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 13
Be ubiquitous across the social media
Your community will find you on a variety of platforms… and you’re instantly the social hub of your city
Website
© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 14
Being ubiquitous works just like advertising did twenty years ago
It’s all about branding
You stay TOP OF MIND because… you’re everywhere
© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 15
You become positioned as your local community media resource… with the recognition and influence associated with being the media
© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 16
Sonoma Breaking News.com is an example of this new branding paradigm
© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 33
Developing a local media resource is like publishing a local newspaper.
The window is open now.Patrick KitanoManaging Principalpat@domusconsultinggroup.com(415) 573-2481
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