MarCom 2.0 for Competitive Advantage

2 Detlev Bio Schulich School of Business, Marketing professor Research, writing, teaching (Exec, MBA, BBA) Consulting –Vattenfall –BMW, UK –Board of Education, City of Providence, USA –Toronto FC –Various start-ups (with various success)

What we will do today Discuss how communication value (through customer value) is generated and delivered in a Web 2.0 world Effective web-based communication tools –Brand engagement w/o push Develop an online marketing communication plan –Things you can do tomorrow

At the end of this day, you should be able to…. Understand the fundamental change of MarCom in a web 2.0 world Describe the various online communication tools and their role in MarCom. Have a set of online communication recommendation for your organization.

Let start with some question… What do you consider the most significant challenges advertisers face today? What do you consider the root causes of these challenges?

And two more… What is digital/interactive/e-marketing to you? How can digital marketing help overcome advertising challenges of the 21 st century?

Let’s share… What do you consider the most significant challenges advertisers face today? What do you consider the root causes of these challenges? What is digital/interactive/e-marketing to you? How can digital marketing help overcome advertising challenges of the 21st century?

Customer Feedback “Today’s marketing world is broken…We are still too dependent on marketing tactics that are not in touch with today’s consumer” –Jim Stengel, Global Marketing Officer, Procter &Gamble “Used to be, TV was the answer. The only problem was it stopped working sometime around 1987.” –President GM North America “Broadcasting an ad on television or in a newspaper is admitting you have no idea who your customers are.” –Gary Loveman, CEO, Harrah’s

Now individualy What do you consider the most significant communication challenges YOU face today? What do you consider the root causes of YOUR challenges? What does digital/interactive/e-marketing mean to YOUR organization? How can digital marketing help overcome YOUR communication challenges of the 21st century?

Let’s hear it…

Let’s take a break!

Let’s look at the Tools

Search engine marketing Viral marketing Online Forums, Wikis Blogs (incl. Audio, Video) Online retailing/Website Strategies

Search Engine Marketing 3 types –organic search marketing (results based on algorithm) –pay-per-click search marketing (results based on auction system) –social search (based on collaboration of consumers)

Search #1 Rule: Speak your customers' language.

The Future of Search Search will continue to evolve and increase in relevance Snap.com (uses click stream info to augment results) Visual enhancement (Mooter, Kartoo) Blog Search (Technorati, Google, Yahoo) Image search (Flickr and others)

Search engine marketing Viral marketing Online Forums, Wikis, List Serves Blogs (incl. Audio, Video) Online retailing/Website Strategies

Viral Marketing (buzz, word-of-blog) Grobe and Voltz! –The Diet Coke and Mentos guys on Eepybird.com GoldenPalace and Shattner’s kidney stone! Snakes on a Plane!

Search engine marketing Viral marketing Online Forums, Wikis, List Serves Blogs (incl. Audio, Video) Online retailing/Website Strategies

Some Wikis/Forums Intuit: taxalmanac.com (top 20 wiki site in US) EBay: ebaywiki.com Tivo: tivocommunity.com (not built by Tivo!) Mike 2.0 wiki (BearingPoint)

Search engine marketing Viral marketing Online Forums, Wikis, List Serves Blogs (incl. Audio, Video) Online retailing/Website Strategies

Blogs = Word-of-Mouse Comes in –Text –Video –Audio

Part of Larger digital strategy Deliver “how-to’s” Extend distribution and consumption possibilities Complement websites, forum participation, white paper distribution, e-books, etc.

Search engine marketing Viral marketing Online Forums, Wikis, List Serves Blogs (incl. Audio, Video) Online retailing/Website Strategies

Simple: Opt-in and Recommendation Only is disruptive almost by definition. So, almost by definition, it’s spamming. BUT: can be very targeted, timely, and relevant.

Search engine marketing Viral marketing Online Forums, Wikis, List Serves Blogs (incl. Audio, Video) Online retailing/Website Strategies

Content is King Webmaster not King Graphic designers not King Advertising creatives not King

Example: NRDC (.org) Lots of news, resources, and information –In audio, video, text –Online publication –Links to laws and treaties Provides platform for others to contribute Spread the message: –Provides widgets for download and links for Bloggers –Provides ‘badges’ to be placed on blog. –Provide support for Squidoo lenses

In your Groups: For ONE member: –Identify the blogs, forums, wikis, and list serves for his/her industry? Ex.: the Solo Attorney listSolo Attorney –Describe the media –Analyze their content –Recommend steps how your organization should ‘relate’ to these specific media.

Let’s share…

Result A new medium is here that is as influential as CNN and the New York Times

Mapping Digital Communication Consumer Marketer Consumer

Mapping Digital Communication Consumer Marketer Retail sites Banner Ads/Links /Spam News Releases Blogs/Online forums Search Engine Optimization Viral/social marketing MarketerConsumer

Mapping Digital Communication Consumer Social search Third party and retailer evaluation sites (e.g. epinions.com) Blogs Wikis Social networking sites Marketer Retail sites Banner Ads/Links /Spam News Releases Blogs/Online forums Search Engine Optimization Viral/social marketing Marketer Consumer

Mapping Digital Communication Consumer Social search Third party and retailer evaluation sites (e.g. epinions.com) Blogs Wikis Social networking sites Marketer Link building News releases Blogs/Online forums Retail sites Banner Ads/Links /Spam News Releases Blogs/Online forums Search Engine Optimization Viral/social marketing MarketerConsumer

Mapping Digital Communication Consumer Search Company-owned product evaluation sites (beta) Blogs/ Online forums Knowledge management Feedback sites Social search Third party and retailer evaluation sites (e.g. epinions.com) Blogs Wikis Social networking sites Marketer Link building News releases Blogs/Online forums Retail sites Banner Ads/Links /Spam News Releases Blogs/Online forums Search Engine Optimization Viral/social marketing MarketerConsumer

In your Groups: Work together to fill the quadrants for ONE of your companies. –What are your Strength and Weaknesses? –What are your Threats and Opportunities? –What should you do? Consumer Marketer Consumer

Let’s share…

Lunch someone?

Let’s Recall: what is MarCom all about? Reaching customers

What is different about Web 2.0 MarCom? You have new tools to reach them THEY have new tools to reach YOU! THEY have new tools to reach EACH OTHERS!

Of Influentials and Search Engines Bloggers Forums Wikis Podcasters Videobloggers Sneezers Digg Technorati del.icio.us Google

21 ST Century Marketing Challenges FRAGMENTATION!! –Attention –Demand –Social Communication

So, together Fragmentation, Long Tail, Social Communication makes reaching and keeping the attention of your customer ever harder.

Common cures?

Problem is You still interrupt…

Web 2.0 Communication: Shift the Frame From consumer to the moment (the many moments) of truth that occur when the customer interrupts you!

In your groups: For ONE member: –Look at your company as a whole and describe all the ways how you interrupt consumers. –Identify all the options for how consumers can interrupt you. –Recommend steps how your organization could find new ways to have consumers interrupt you.

Let’s Share

Recap Web 2.0 MarCom is all about new communication flows. New role of WOM Fragmentation New frame: Seize the moment!

Is there a Simple Formula to Success? No…

Turn a good story… …into a groundswell of communication and attention. –Will it blend? (youtube) –Nokia N95 (blog seedings) –Mike Pedersen ( –Le Cache Premium Wine Cabinets (wine- storage.blogspot.com)

But also… BearingPoint –Mike 2.0 wiki

But why? So what? THOUGHT LEADERSHIP!!

In your groups: Select one member and –Describe the area of company’s expertise –Analyze how this expertise is communicated –Analyze how competitors do it –Suggest ways of using the web 2.0 to become the thought leader in your field of expertise

Let’s share…

Coffee Break?….yeah!

Link online strategy to marketing business strategy

Pressing Questions How do my consumers you the web 2.0 touch point? How do I meet my customers' needs at this touch point? What questions do my customers have that I need to answer meaningfully? How do I answer? What do I do next?

Action Plan: Harness the Power of the New Rules 1)Become buyer-centric 2)Become a thought leader

1) Become customer-centric –Describe your buyer personas –Identify the solutions they look for –Develop ways to be interrupted –Recommend ways to become more customer- centric

2) Build Online Thought Leadership –Describe your expertise –Analyze you and competitors web content –Benchmark –Recommend steps to become a thought leader

Let’s hear it!

You did It!