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 21st 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)• Email• 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)

• Email

• 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)

• Email

• 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)

• Email

• 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)

• Email

• Online retailing/Website Strategies

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.

• Search engine marketing

• Viral marketing

• Online Forums, Wikis , List Serves

• Blogs (incl. Audio, Video)

• Email

• 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 list

– 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

Marketer Consumer

Mapping Digital Communication

Consumer

Marketer •Retail sites•Banner Ads/Links•Email/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 •Retail sites•Banner Ads/Links•Email/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•Email/Spam•News Releases•Blogs/Online forums•Search Engine Optimization•Viral/social marketing

Marketer Consumer

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

Marketer Consumer

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

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

21ST 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 (www.golf-trainer.com,

www.performbettergolf.com/blog)– 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!