1. Schulich Executive Education Center July 22-24, MarCom Seminar Day 3: MarCom 2.0 for Competitive Advantage © Detlev Zwick, PhD July 24, 2009

2. 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)

3. 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

4. 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.

5. 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

6. 21 ST Century Marketing Challenges FRAGMENTATION!! –Attention –Demand –Social Communication

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

8. Common cures?

9. Problem is You still interrupt…

10. Let’s look at the Web 2.0 Tools

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

12. 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)

13. Search #1 Rule: Speak your customers' language.

14. 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)

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

16. 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!

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

18. 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)

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

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

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

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

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

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

25. 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

26. Web 2.0 amounts to: A new medium that is as influential as CNN and the New York Times

27. Mapping Digital Communication Consumer Marketer Consumer

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

29. 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 Email/Spam News Releases Blogs/Online forums Search Engine Optimization Viral/social marketing Marketer Consumer

30. 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 Email/Spam News Releases Blogs/Online forums Search Engine Optimization Viral/social marketing MarketerConsumer

31. Mapping Digital Communication Consumer Search Email 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 Email/Spam News Releases Blogs/Online forums Search Engine Optimization Viral/social marketing MarketerConsumer

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

33. What is different about Web 2.0 MarCom?

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

35. Why do consumers interrupt? THOUGHT LEADERSHIP!!

36. Link online strategy to marketing business strategy

37. 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?

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

39. 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

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

41. Final Thoughts