entrepreneurial growth through the rise of the internet
TRANSCRIPT
Entrepreneur
ial
Growth Thro
ugh
The Rise Of T
he
Internet
Maryna Burushkina
INTERNATIONAL…
… MARKETING…
Company formation Investment & resources
Acquisition Retention Financial
management …
DIGITAL TRENDS & ONLINE BUSINESS
DIGITAL TRENDS & ONLINE BUSINESS
Not just search
… GOING SOCIAL
DA
ILY
INTE
RN
ET
AC
TIV
ITIE
S
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Customer decision journey
What is the best interaction you have had with a brand online?
How customer engagement works…
audience brand
Content & Context Triggers CE
How customer engagement works…
audience brand
Content & Context Triggers CE
personalization, satisfaction, experience,
trust
touch points, timing,
message
How customer engagement works…
audience brand
Share of Wallet , Positive referral,
Churn, Feedback response
Content & Context Triggers
Gamification, creative visual content , ‘decision simplicity’
CE
personalization, satisfaction, experience,
trust
touch points, timing,
message
Multi-screening
Frequency of social media activities
70% of Facebook consumers follow links posted by family and friends.
Link to buying behavior
Timing
comics
memes photos
videos ingographics
Visual content
Best practice: Farmers Insurance on Facebook
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Best practices
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Best practice: PetCentric by Nestle Purina
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An online community for pet owners features online video in addition to game, images, articles, and other content. Includes uploads with ratings, comments and sharing. Offers cross-promotions of special offers, community building activities, and links back into other Nestle Purina sites to deepen engagement and stimulate sales.
Best practice: TurboTax
ttlc.intuit.com Empowers consumers and experts to participate in FAQ database – Live Community. Engaged over 12000 users in 2012. Company supports new customers with 30-sec. video to help them make the right choice
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Best practice: American Express
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sync.americanexpress.com Twitter partnership campaign enables customers to sync their cards with Twitter to redeem couponless offers. 470k followers with 5-2- tweets/day #MembershipRewards and #MembershipEffect
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Best practice: LibertyMutual
Home Gallery App allows to take a records of house belongings via mobile in case of fire. The brand keeps reminding consumers that when they buy new items, they should take a picture and upload them, make it a part of their everyday life, so they are constantly reminded of the brand and the protection they have.
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Best practice: AllState Teen Driver
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www.allstateteendriver.com Mini site for people who are learning how to drive, sponsorship of the driving schools, and tips for parents on how to make sure that their children are good drivers. Connecting the teens, starting young and making sure that the insurance companies are a part of their driving, helping them to find a used car to buy or the law about driving, logistics to get their driving license.
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Personalization Visualization
Transparency
Easy navigation
Education Time
Emotions Creative
Useful (FREE) tools
Hootsuite MailChimp Zoho Tagboard Google Analytics SocialBro TrendSpottr Podio SimilarWeb Canva Dropbox Reddit & Social Groups Marketing Grader