E-marketing Class 5: Innovation José J. Cabrera y Charro Msc Office 2.94 (sporadically)
Market leader, making money? Now what? Stay nr1… …innovate!
Online marketing: TCEI-model TRAFFIC CONVERSION EXCELLENCE INNOVATION
What are 2010’s main innovation trends according to marketeers?
E-Marketing en Sociale Media
Social Media n Social media? n "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.”
Social media through-out the years… Start social media2011: Web 2.0
Reality check: Your social media use… Which platforms? What? Why?
Social media in plain english…
What social media tools exist?
B2C Social media n Mouth-to-mouth n Storytelling n Customer service/webcare n Personal branding n Groupon/couponing/dail y deals n Promotions n Facebook n Location based n User generated content n Communities n Reviews and comparison n Voting & rating n Virals n Etc. Etc.
n (micro-)Blogging, authority n Sharing knowledge:, wiki’s, discussion platforms n Checking out competitors n Recruiting talent n Cocreation, Open Sciences n Value-webs, network-companies n (Dis)intermediarization n Web of things n Etc. Etc. B2B Social media
e-sociale-media-overzichtelijk-in-een-schema-van- functies-doelen-etc/
How to choose the right social media platforms?
nl/blog/innovation/welke-sociale- media-voor-welke-marketingdoelen/
Choosing a platform n Choose platforms you know well n Already used by (potential) customers and competitors succesfully n Choose 1-2 of the main platforms n Choose 1-2 industry specific platforms
You choose a platform, now what?
Li/Bernoff - Groundswell
Fases of the Groundswell Listening↓ Talking↓ Energizing↓ Supporting↓ Embracing
Listening n What do people say about their needs? n What do they say about you and your competitors n Who are main influencers? n Generate ideas for products and marketing n How? n Google n Communicties/blogs/discussion platforms n Twitter n Hootsuite n Etc. Social Media
Talking… …about what? n Promotions n Webcare n Blog n Virals n Starting community Social Media
Talking: home or away? n Away: Participating on existing platforms n Exiting user communities/blogs/Facebook pages/et n Advantage: many users n Disadvantage: not your users, limited possibilities n Home: Create own platforms n Building your own users n Advantage: do what you want n Disadvantage: difficult, costly, takes time Social Media
Focussing overly on tactics will result in loss of focus
Social media strategy for your projects n What is your objective? n What platforms will you use? n What will you do on them? n What will it cost? n What results do you expect? Social Media
And reality check again: Would you be interested or annoyed by the social media strategy you just developed?
E-Marketing en Sociale Media Where is the growth in social media?
Contact me José J. Cabrera y Charro Office 2.94 (sporadically)