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E-marketing Class 5: Innovation José J. Cabrera y Charro Msc Office 2.94 (sporadically) jose.cabrera@hu.nl 06 5395 2422 http://nl.linkedin.com/in/josejaviercabreraycharro http://www.compassonlinemarketing.nl/blog
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Market leader, making money? Now what? Stay nr1… …innovate!
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Online marketing: TCEI-model TRAFFIC CONVERSION EXCELLENCE INNOVATION
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What are 2010’s main innovation trends according to marketeers?
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E-Marketing en Sociale Media
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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.”
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Social media through-out the years… Start social media2011: Web 2.0
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Reality check: Your social media use… Which platforms? What? Why?
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Social media in plain english… http://www.youtube.com/watch?v=MpIOClX1jPE
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What social media tools exist?
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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.
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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
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http://www.compassonlinemarketing.nl/blog/innovation/all e-sociale-media-overzichtelijk-in-een-schema-van- functies-doelen-etc/
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How to choose the right social media platforms?
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http://www.compassonlinemarketing. nl/blog/innovation/welke-sociale- media-voor-welke-marketingdoelen/
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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
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You choose a platform, now what?
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Li/Bernoff - Groundswell
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Fases of the Groundswell Listening↓ Talking↓ Energizing↓ Supporting↓ Embracing
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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
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Talking… …about what? n Promotions n Webcare n Blog n Virals n Starting community Social Media
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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
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Focussing overly on tactics will result in loss of focus
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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
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And reality check again: Would you be interested or annoyed by the social media strategy you just developed?
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E-Marketing en Sociale Media Where is the growth in social media?
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Contact me José J. Cabrera y Charro jose.cabrera@hu.nl Office 2.94 (sporadically) 06 5395 2422 http://nl.linkedin.com/in/josejaviercabreraycharro http://www.compassonlinemarketing.nl/blog
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