Toledo Nov. 16, 2011 itive.net Strategic Online Advertising and Marketing Andrea Vascellari CEO itive.net andrea@itive AndreaVascellari.com - @vascellari Special Thanks to: ULRICHPINCIOTTI Design Group updesigngroup.com Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0 1
http://andreavascellari.com/ - Strategic Online Advertising and Marketing
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Toledo Nov. 16, 2011 itive.net
Strategic Online Advertising and Marketing
Andrea VascellariCEO itive.netandrea@itive
AndreaVascellari.com - @vascellari
Special Thanks to:
ULRICHPINCIOTTI Design Groupupdesigngroup.com
Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0
• Social Media Implementation•Branding in Digital Age•Context
2
itive.net
You
3
You
itive.net4
itive.net
“Questions from the audience”
You
:o :o :o :o :o
:o?
?
:o ? :o
5
http://en.wikipedia.org/wiki/Marketing itive.net
Marketingprocess used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development.
Advertisingform of communication used to persuade an audience.
Commercial advertisers often seek to generate increased consumption of their products or services through "Branding".
7
http://en.wikipedia.org/wiki/Brand itive.net
Brandingdevelop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique.
“I would like to better understand...”Blogs 13.5%Linkedin, Facebook, Slideshare, Forums 11.5%Twitter, Delicious 9.6%
34
itive.net
Interest
Suggested Tools & Tips:for you...
• Blogs• Linkedin• “Mixed Combos”
35
itive.net
Interest
Suggested Tools & Tips:Blogs
1. Forget about blogs & websites as you know them and think of them as “digital brains” that people use, or connect to, in order to achieve their objectives…
36
itive.net
Interest
Question from the audience:
“...the importance of creating relevant content as part of a
digital strategy.”
Suggested Tools & Tips:Blogs
37
itive.net
Interest
Suggested Tools & Tips:Blogs
2. 5 sec. test FiveSecondTest.com
3. What & How... ...Who & Why.
38
itive.net
InterestSuggested Tools & Tips:Linkedin
1. Groups: Provide information to prospects directly or indirectly (redirecting to i.e. landing pages).
2. Answers: People ask questions...you, as industry insider, give advice.
39
itive.net
InterestSuggested Tools & Tips:Linkedin
3. People: Search for target company. Check “direct connection/s” or second/shared connections. Get introduced.
4. Mobile: Exchange contact info with prospects bumping your phones.
40
itive.net
Interest
Question from the audience:
“How do you integrate all of the different aspects of social media to
make it work seamlessly and easily without giving up your
day?”
41
itive.net
Interest
A good starting point is making it part of what you already do.
Some examples...aka “Mixed Combos”
42
itive.net
Interest
• Instead of answering tons of emails, write a blog post and redirect people there.
• You have a presentation about your products and services at an event? Record the video, publish it on Youtube and share the slides on SlideShare.
43
itive.net
Interest
• You read news? Save the most interesting ones on Delicious (or other bookmarking tools) or mark them as “favorite” in Google Reader.+ use the RSS feeds to cross post on Twitter, Facebook Pages, or other channels that you use for content curation.
44
itive.net
Interest
Question from the audience:
“What is the best way to attract consumers on the web?”
45
itive.net
Interest
1. Help: Attract with useful content (remember the attention era?).
46
itive.net
Interestandreavascellari.com
47
itive.net
Interest
2. Show how you work! Give them a taste...
48
itive.net
Interesticedsoul.de - troopies365
"I just hate cleaning this *@!#...""yeah and I don’t understand why stormtroopers have to clean the sensorarrays of these huge droids...""this is sooo gross...""guys... relax... regulations... you know!"-day eighteen-
49
itive.net
Interesticedsoul.de - troopies365
*ridersonthestorm... ridersonthestorm...""whars that?""the doors!""not that, THAT!""doors.""I can see that.. what are you doing behind them?""its an assignment for TWIP.""whats TWIP?""this week in photography! great photoblog, podcast and flickr group...""you tools!"-day eightyone-
Number of leads that entered the “action funnel” and move from one stage to the other.
i.e. How many people entered the “Get Started” process, and how many completed it.
72
itive.net
Desire
Suggested Measurement Tools:
• Google Analytics (Goals & Funnels)• Described tools (previous slides i.e. Marketo, Hubspot, etc.)
73
itive.net74
itive.net
Action
Target: Customers.
When someone shows the interest in buying and using your products or services.
:) :)
:)
:) :) :) :) :) :)
$$
$
75
itive.net
Action
Suggested Tools & Tips:
• Paypal• Electronic Bank Transfer• 1-click purchase• ...• Pay with a tweet - paywithatweet.com
76
itive.net
Action
Suggested Metrics:
• Sales• or, depending on the nature of the project Donations, Registrations etc.
77
itive.net
Action
Suggested Measurement Tools:
• Google Analytics.• Payment management systems or similar.
78
itive.net79
itive.net
Advocacy
Target: Evangelists.
When someone advocates your products or services.
:D
:o A+ :o :o :o :o
:o :o :o :o :o :o :o :o
80
itive.net
Retention is the new customer acquisition
remember?
remember?
81
itive.net
Advocacy
Suggested Tools & Tips
Retention Programs
82
itive.net
Advocacy
Suggested Tools & Tips:
• Twitter Favorites • Newsletters• Special Treats
83
itive.net
Advocacy
Suggested Tools & Tips:Twitter Favorites
84
itive.net
Advocacy
Suggested Tools & Tips:Twitter Favorites
85
itive.net
Advocacy
Suggested Tools & Tips:Twitter Favorites
86
itive.net
Advocacy
Suggested Tools & Tips:Twitter Favorites
87
itive.net
Advocacy
Suggested Tools & Tips:Twitter Favorites
88
itive.net
Advocacy
Suggested Tools & Tips:Twitter Favorites
89
itive.net
Advocacy
Suggested Tools & Tips:Newsletters
Give space to the success/achievements of your clients.
This helps your clients networking and promoting their services.
90
itive.net
Advocacy
Suggested Tools & Tips:Special Treats
FOR CLIENTS ONLY
“Make them feel special, because they truly are special”
People hearing them advocating your brand, will be interested in working with you...
91
itive.net
Advocacy
Suggested Metrics:
• Backlinks.• Twitter @ and RTs.• Facebook likes/recommendations, feedback (on FB page entries).• Conversation/Comments activity.
92
itive.net
Advocacy
Question from the audience:
“How much weight would you put on consumer feedback on Facebook?
i.e., ask a question or post a short survey ... the feedback comes in, but due to FB's informality,
how valuable is it in the larger scope? ”
93
itive.net
Advocacy
Suggested Measurement Tools:
• Google Analytics or similar.• Twitter.• Facebook, Linkedin• ...• Monitoring Tools (free/paid).
94
LOL itive.net
95
itive.net
To recap
•ContextBranding as core element of Marketing & Advertising
•Digital AgeBranding in Attention Era
• Social MediaStrategic implementation at different stages.
96
itive.netWe are dedicated to helping top companies and organizations in strategizing, designing and communicating their products, services and initiatives to their target audience in new and creative ways.
97
Services Strategy Design Media
Ideal for
Brand Awareness & Reputation
Service/Product Launches
Events
Government
Regional Development
Pharmaceutical ...&+
Graphic & Web Design MobileApps (iPhone, iPad, Android ...&+)
Online Video Series
Promotional Videos
Interviews
Documentaries
Live Streaming
Event Coverage
Product/Service Launch ...&+
itive.net
Uniqueness:Umbrella SynergyRemoteNeed-Centric
98
How can we work together?!! ● We can help your company, brand or
organization with our lines of services and consulting.
!! ● We can also work together if you are in need of a partner or outsourcing.
Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0