digital marketing strategy - social media

What happened to TOP OF THE POPS?

Date: May 2011

• Established “brand.”• Regular timeslot.• Route to market for “musicians”.• “Sit back” technology.• Passive mode.• Unable to change quick enough.• Cant respond to customer needs.

Top of the Pops – delivery channel

• Route to market.• Customisable.• “lean forward” technology.• Social • Interaction.• Calls to action.• Convenience.• Community.• Choice.

Todays delivery channel

0

5

10

15

20

25

30

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Bro

adba

nd p

enet

ratio

n (m

)

0

5

10

15

20

Onl

ine

Spen

ding

(£bn

)

Total Broadband (m) Online Spending (£bn)

Companies that don’t understand digital

communities will die….

Source:hagel

Your customers have changed

Source:the economist

70

50

30

20

10

45-66

Baby Boomers’46-’66

66-45

Baby Boomers’46-’65

45-33

Gen X’66-’76

33-16

Gen Y’77-’94

15-0

Gen Z’95-’2012

Age in 2010

Natives

Immigrants

“millennials”

Digital Natives

– Hyper connected.– Instant access.– Digital technology at core.– Multi tasking information junkies.

– Do you recognise anyone?

Digital Immigrants

– Avoiders– Reluctant adopters.– Eager adopters.

– Do you recognise anyone?

27% of the UK workforce was born after 1980

Source:the economist

The Old Way is Static – The New Way is Dynamic

Interactive

Social is relationship marketing

And relationships need to be worked at.

People are not demographics anymore

To connect to them, you need to understand them and social is

relationship building

Everyone has a circle of trust

People whose opinion they listen to and respect…

Trust?

Consumers are not listening anymore…..

Interruptive marketing has seen its day…

Relationship marketing and the rise of the “prosumer”

A shift in culture, communication and values

And companies are becoming

transparent

Conversations will happen without you initiating them

Best to be part of these conversations.

Digital Experience

There are over 500 million facebook users worldwide.

If Facebook was a country it would have the 3rd largest population in the world.

Your Online Value Proposition• Tempt customers by offering channel choice and

something they cant get elsewhere.• Use the 6 C’s to define your OVP

– Content– Customization– Community– Convenience– Choice– Cost reduction

New Business Models

• Case Study 1 – B2B– Major provider of camera accessories.– No direct selling.– Selling through retailers.– Change their online proposition to encourage

retailers to hold more stock.– Now sell direct – order is placed with retailers,

by postcode, if they cant fulfil order processed by Manufacturer.

Case Study 2

• IT Hardware and Software Company Based in West Midlands – B2G– 18 months ago, embarked on social.– Telesales operative.– Twitter.

• Sales.• Customer Service.• Recruitment.• Reputation Management.

Case Study 3

• Dog Food Supplier in May 23rd 2009 – New website launched West Midlands – B2C– Worked with them to re-design site around customers needs -

old site was developed around companies needs.

– Key dates– May 23rd 2009 – New website launched– June 2009 – PPC advertising campaign launched– August 2009 – Free samples on Money Saving Expert forum.– September 2009 –Puppy Club launched– October 1st 2009 –Breeder Club launched online– January 2010 – Blog and forums launched

OVP

Customer Centric Design

• Your website should be providing customer service.

• 90% service ;• Help them buy something they need.• Help them find information.• Help them save money and time.• Help them talk to the organisation.• Help them enjoy a positive experience!!

• Story board and take your customers on a journey.

The next 10 Years

• Mashups

• Widgets

• Augmented reality

• Intelligent personal agents.

• The semantic web

• The rise in virtual environments

YOUR Company?

What We Do

Digital insight, digital strategy, digital training.

“Many companies don't have digital

marketing strategy but implement tactics

that are disjointed. We join up the dots for

you which mean that you attract more

customers more often.”

expensive

inexpensive

high qualityLow quality

cowboy premium

bargaineconomy

X

• john@sharpmonkeys.co.uk• www.twitter.com/sharpmonkeys• skype – john.chacks• phone - 07962188183

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