digital marketing - liberal party presentation
DESCRIPTION
Slide deck from a presentation for the Denison Electorate of the Liberal Party on May 2, 2011.TRANSCRIPT
ME!
SHINY !OBJECT !
SYNDROME!
In our DNA!
“Everything will be great once we get
Facebook”!
ull of it...!
FACEBOOK FATIGUE!19% left / use it less
FACEBOOK FATIGUE!
45% lost interest
19% left / use it less
FACEBOOK FATIGUE!
45% lost interest
16% parents are there
19% left / use it less
FACEBOOK FATIGUE!
45% lost interest
16% parents are there 14% too many adults
19% left / use it less
FACEBOOK FATIGUE!
45% lost interest
16% parents are there 14% too many adults
13% privacy
19% left / use it less
LIKE IS LAME!
70% of consumers don t̓ think a like
equates to opting-in to marketing!
DEPTH!
THERE IS NO AUDIENCE!
ITʼS NOT THIS!
OR THIS!
ITʼS THIS!
MODEL PLANES!
ROLLER DERBY!
STORY!
What we believe and do!
STORY + NEEDS!
What we believe and do!
What audience
believe and do!
= VOTES!
What we believe and do!
What audience
believe and do!
WIN WIN!
PAID MEDIA!
Renting marketing assets!• Brochures!• Print ads!• Banner ads!• Google AdWords!
EARNED MEDIA!
Building marketing assets!• Email list!• Great reviews!• A great website that works!• Social media presence that works!• Search engine rank!
Consideration!
Loyalty loop!
Post-purchase experience!
Trigger!
Sale!
Active evaluation!
80% of digital spend is here
80% of influence is here
MEASUREMENT!
Measuring
MEASUREMENT!
Measuring Listening
MEASUREMENT!
Measuring Listening Stalking
Signup to Google Analytics and get tracking code in your website!
Visit your Google Analytics account!- ask “so what?”!
Set up Google Alerts for your brand, your competitors, key areas of interest!
www.google.com/analytics!
www.alerts.google.com!
Measure social impact of your website and your closest competitors!
www.howsociable.com!www.socialmention.com!
ACTION!
Discover media habits of customers, and where they hang out on the web! www.google.com/adplanner!
Classmates.com Craigslist
SixDegrees.com AsianAvenue
Care2 Xanga
LiveJournal BlackPlanet
MiGente Mixi (Japan) (SixDegrees closes)
Cyworld Ryze StumbleUpon Meetup.com
Friendster Fotolog Plaxo MyLife
Skyblog Couchsurfing MySpace Tribe.net Fast.FM Hi5 LinkedIn Open BC/Xing Netlog (Europe) MyHeritage
Flickr, Piczo, Mixi Facebook (Elite Unis) Dodgeball Orkut, Dogster Multiply, aSmallWorld Catster Hyves Yelp Vimeo Taringa (Argentina) Basecamp
YouTube Facebook (High School Networks) Xanga (SNS relaunch) Yahoo! 360 Cyworld (China) Ning Bebo AsianAvenue, BlackPlanet (relaunch) Gather.com Loopt Renren (China)
Facebook (corporate networks) Cyworld (US) MyChurch QQ (everyone) Windows Live Spaces Facebook (everyone) Twitter Cafe Mom Nasza-Klasa (Poland) Odnoklassniki (Russia) Vkontakte (Russia)
Tumblr Ravelry
Kaixin001 (China) Yammer Plurk
Foursquare Gowalla
Google Buzz OLD!
ENGAGEMENT!
VALUE !
People! Passions!Context!
HOW?!listen! attract! activate! learn! harvest!
Listen carefully. What are your opportunities?!
• SocialMention.com!• Google Alerts!• HowSociable.com!
Listen - www.socialmention.com!
Listen - www.search.twitter.com!
Where do people talk about stuff? www.howsociable.com!
LISTEN!
HOW?!listen! attract! activate! learn! harvest!
Listen carefully. What are your opportunities?!
Attract your audience – like busy restaurant!
• SocialMention.com!• Google Alerts!• HowSociable.com!
• Strong common interest!• Whatʼs valuable?!• Incentives to join!
CASE STUDY!
Attract – create value!
Attract – create value!
HOW?!listen! attract! activate! learn! harvest!
Listen carefully. What are your opportunities?!
Attract your audience – like busy restaurant!
Get people engaged and active!
• SocialMention.com!• Google Alerts!• HowSociable.com!
• Strong common interest!• Whatʼs valuable?!• Incentives to join!
• Give them stuff to play with!• Ask questions!• Have conversations!
Activate !
HOW?!listen! attract! activate! learn! harvest!
Listen carefully. What are your opportunities?!
Attract your audience – like busy restaurant!
Get people engaged and active!
Learn about people – what do they like?!
• SocialMention.com!• Google Alerts!• HowSociable.com!
• Strong common interest!• Whatʼs valuable?!• Incentives to join!
• Give them stuff to play with!• Ask questions!• Have conversations!
• What stuff to they engage with most?!
Learn – what do they like?!
HOW?!listen! attract! activate! learn! harvest!
Listen carefully. What are your opportunities?!
Attract your audience – like busy restaurant!
Get people engaged and active!
Learn about people – what do they like?!
Use what you know to get value!
• SocialMention.com!• Google Alerts!• HowSociable.com!• search.twitter.com !
• Strong common interest!• Whatʼs valuable?!• Incentives to join!
• Give them stuff to play with!• Ask questions!• Have conversations!
• What stuff to they engage with most?!• Do experiments – not research!
• Drive traffic to your site!• Give tools for word of mouth!
3 to 1 rule: !• 3 conversational, interesting updates with no purpose other than creating engagement (questions, links (not to your site) !• Then go for a converting message – still interesting, but its goal is to convert!
Harvest – call to action!
• A place for regular news, updates and value (at least weekly) • Simple, relaxed, quick, easy and informal • A platform to express thoughts, theories and opinions • A place to build credibility and build a loyal readership • Somewhere to invite discussion and feedback • A powerful marketing channel – traffic, relationships, SEO etc
• A hard sell
WHAT A BLOG IS!
WHAT A BLOG ISNʼT!
Build trust, loyalty, engagement and reputation
WHAT SHOULD I BLOG!
MICROBLOG!
WORK IT OUT!• To receive discounts • I am a customer • To show others that I support this brand
• Discounts • Breaking news / info • Exclusive content • Only 2% of respondents show their support
• It works • Built on trust, value and relevancy – poor execu8on can hurt
EMAIL!
• Stop sending everyone everything! • Stuff people are interested in
• Exclusivity • Their eyes only • First to know
• First-name basis • Insight
VALUE!
CREATE SOME URGENCY = 29% higher email open rate!• i.e. 2 days till offer expires, registration ends today, todayʼs your last chance, free webinar on Nov 11th !
MAKE IT EXCLUSIVE = 24% higher open rate!• The word ʻexclusiveʼ or ʻprivateʼ, ʻVIPʼ, ʻfor past customers onlyʼ, exclusive offer!
TIME IT RIGHT = 100% higher open rate!• 7am (best) till 9am (at worst)!• After 12pm youʼll cut your open rate in half!!• 2-touch works best – balance between mindshare and bugging people!
1 CALL TO ACTION = 40% higher response rate!• Every link in email goes to same place, rather than multiple calls to action!
CASH IN ON FACEBOOK JUNKIES = 32% higher open rate!• Just mention ʻFacebookʼ in subject line – thatʼs it!!
EMAIL GOLD!
FROM SOMEONE THEY TRUST = #1 factor in whether theyʼll open it!• Whether itʼs your business name or a staff memberʼs name, use a ʻfromʼ name that people will trust!
RESPECT YOURSELF = other people respecting you !• No unsolicited mail!• Only what people signed up for – no surprises!
STAY ON SUBJECT = #2 factor in whether theyʼll open it!• 20 – 50 characters!• Capture interest!• Avoid ʻspammyʼ language – ʻfreeʼ, ʻcheapʼ, ʻcrazy dealʼ!
EMAIL GOLD!
DELIVER TRUST & VALUE!!!
INSIGHTS!• Who opened?!• Who clicked?!• Who bounced?!• What times of day / week work best?!• Where did they click?!• What messages are working?!
www.mailchimp.com ACTION!
PULL IT TOGETHER!
OLD SCHOOL!
Comms idea
Print!
PR!
DM!
TV!
Outdoor!
Interactive!
NEW SCHOOL!STORY
ELEMENT!
STORY ELEMENT!
STORY ELEMENT!
STORY ELEMENT!
STORY ELEMENT!
STORY ELEMENT!
TRANSMEDIA!
2,000 VOTERS!
• Email: [email protected] • Twi?er: @sco?ywoodhouse • LinkedIn: www.au.linkedin.com/in/swoodhouse • Hypescience: www.hypescience.com.au
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