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White Source AusIndustrySmall Business Online Program

Wendy Ackland

Advanced Workshop: Outline• Branding: Integrate your Marketing

10.00am to 11.00am

• Understanding Keywords and Analytics11.10am to 12.10pm

• Social Media: Strengthen Relationships12.40pm to 1.40pm

• Multichannel Marketing1.50pm to 2.50pm

• Questions2.50pm to 3.00pm

Advanced Workshop

Branding: Integrate your Marketing

The Basics Matter

• Know your customer

• Identify your goals

• Measure and refine

The Basics Matter

• Why does your business exist?

• What is the “big idea”?

Business Purpose

• What do you offer that is of value to others?

• How do you tell people about what you do?

Brand Values & the Selling Proposition • Who are you trying to

sell your products or services to?

• What do we know about them?

Customer Segments

• How will you know that you are being successful?

Goals and Metrics

Adapted from the Harvard Business Review Blog: Anthony Tjan, Strategy on One Page, Wednesday June 1, 2011.

Brand Values

“Brands are like people. The most influential people always stand for something”.

DDB Worldwide Communications Group

Brand ValuesWhat are they and how do you communicate them to the market?

• Commoditisation of products and services is not inevitable.

Brand Values

Brand Values

Importance of Branding• Brands function as

trust markers• Brands act as status

symbols• If people know and

trust your brand, they are more likely to buy from you Hamsini Shivkumar, Building brand power in emerging middle

classes, Market Leader, Quarter 2, 2011, p.12

Importance of Consistent Branding

• Customers don’t see your website as being separate to your offline business

“Don’t tell me how funny you are, tell me a joke that makes me laugh”

Gav Thompson, O2

What are your brand values?

“Marketing is everything, not just an add-on function”.Smith & Milligan, 2011

“A key feature of communication planning is how consumers can control their on- and offline media experiences. They expect brands to understand when, where and how they want to be engaged with and be ready to respond to these demands”

Ashley Highfield, Brands must connect on-and offline advertising, Market Leader, Quarter 2, 2011, p.13

Customer Profiling

Who are you talking to and what do they actually want from you?

“For a customer experience to be great, it has to be intentional, it has to be differentiated, it has to be consistent and it has to create value for your most profitable customers”.

Smith+Co Consultancy

Customer Profiling

Target markets and segmentation

Customer Profiling

• Four strategies for improving experience:1. Cut their options2. Create confidence through recommendations3. Categorise the options4. Condition them for complexity

Judie Lannon, Consumer Behaviour: How to make choice easier, Market Leader, Quarter 2, 2011, p.14

“People don’t want choice, they want a better choosing experience”.

Judie Lannon, Consumer Behaviour: How to make choice easier, Market Leader, Quarter 2, 2011, p.14

1. Cut their options

2. Create confidence

3. Categorise the options

4. Condition for complexity

Goal Setting

“If you give your customers the freedom to leave, what you actually give them is the confidence to stay”.

Ronan Dunne, CEO of O2

Have a purpose to your marketing. Make it bold, defined and measurable.

Goal Setting

• Clearly defined goals will guide you on:– Who you are talking to and why– What you are trying to tell them– What they would actually like to know– Why they should buy from you

Goal Setting

• Do you want to:– Increase revenue?– Decrease costs?– Improve customer

satisfaction?

You need to know the big picture before you start

Setting Goals – Customer Facing

• Build awareness• Improve attitude• Boost influence• Incite action• Generate value

Actioning Your GoalsGoal Sample Actions

Get attention Advertising, sales promotions, social media, sponsorships, publicity.

Educate customers Articles, case studies, eBooks, sales visits, phone calls, auto-responder emails.

Increase revenue Shopfront, shape the product and service choices, staff training.

Reduce expenses Review operating procedures, systemise processes.

Improve the customer experience

Increase your customer service touch-points. Provide opportunities for face to face, email, phone, web (eg social media) and email communication.

What are your marketing goals and how can you action them?

“While customers must be aware of a product to buy it, just increasing awareness without providing a compelling and actionable offer will not drive revenue”

Pat LaPointe, Marketing NPV

Measure and Test

• Record and refine your marketing based on results.

Image Source: MarketingNPV Journal, Vol. 7, Issue 1, How Do You Know to Spend LESS or MORE? – Measure Your Leverage, p. 7.

Types of Behavioural Engagement• Calling customer service • Making a referral

• Buying a product • Blogging about a product or brand

• Visiting a store • Reordering a product from you

• Downloading a document • Completing a survey

• Viewing a webcast • Rating a product online

• Requesting more information • Opening a promotional email

• Viewing or clicking on an ad • Visiting a website

Key Takeaways

• Develop a vision for your marketing – what are you aiming to achieve?

• Integrate for impact – your online brand must work seamlessly with everything else that you do.

• Measure, test, analyse, refine.

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Session 2

Website StrategiesPresenter: Robert Rutten

This session

Goals – have a purpose in life Analytics – measure up and compare sizes Keywords – what to say & where to say it Coding – the geek stuff to watch Legal Eagles – don't run afoul of the law

A Purpose in Life...

EVERY website should have a goal Make goals that are specific, realistic,

measurable and prioritised Visitor goals vs publisher goals. Be aware of conflicting customer / visitor goals

How do you measure up?

There are many tools for statistics A common, free and powerful tool is Google

Analytics. (did I mention it's free ?) Use it to assess & refine goals Find the ideas that are working Spot issues and problems – early warning

Keywords

What is a keyword ? Where do I get them & where do I put them ? Who defines successful keywords ? What is keyword density ? Can I get clever with this ?

Coding and Geek Stuff

Just as “oils aint oils” - websites are more than the just look like on the surface

Code is about putting “your best foot forward” Don't forget your goals Web standards are good, but you will often

need to compromise Key “tags” - Title, Headings, Anchors, Alt

Legal Stuff

Copyright in Australia (images & text) Google and plagiarism Defamation in Australia (Ranting/Blogs) The Spam act

Key Concepts

Have a purpose(s) for your site Measure goals & refine strategies Content, content, content, content Be customer focussed Don't forget to geek-well “The law is an ass” – don't be one too

Session 3

Social Media: Strengthen relations Presenter: Nicky Jurd

It’s not social media. It’s social networking.

Lots of Options

How old is your

customer?

Age Comparisons

0-17 y

18-24 y

25-34 y

35-44 y

45-54 y

55-64 y

65+ y

0 20,000,000 40,000,000 60,000,000 80,000,000 100,000,000 120,000,000 140,000,000 160,000,000

Age Discrimination

38%

62%

Under 35s

Over 35s

Under 35s Online Profile• Social media is their

life organiser• Access their profile at

least daily• Connect often with

their phone• A non-user is rare

35–45s Online Profile• Friends & family are

on social media• Access their profile

every few days• Share family pics• Play games• In early majority stage

45–55s Online Profile• Post family photos• Access profiles weekly• Keep a watchful eye

on their children• Find high school

friends• Are early adopters

Over 55s Online Profile• Keep up with

grandchildren• Access their profile

infrequently• Find lost friends• Fastest growing age

group: innovators

Occupation • Position• Industry

Gender • Girls• Boys

Family Situation • Children• Pets

Hobbies • Shoe Fetishist• Crafty

Location • City• Country

Other Market Segments

So… tell us about your customer.

Listen

Strategy Planning Process

Listen• Get to know your customer.

• Hang out where they do.

• Use online tools;

Blog Mentions, Alltop,

Firehose, Twitter Search,

Radian6.

To Whom Should

You Listen?

Key Industry Influencers

Your Local Peers

Industry News

Sources

Blog Comments

Existing Customers

Prepare• Who’s going to be the primary

social media contact?

• Set rules for engagement.

• Define your strategy.

• Secure your usernames.

Engage• Create a social media editorial

calendar.

• Be fresh & credible.

• Gain popularity on Facebook,

Twitter, Video.

Your business website is where good content goes to die.

Build• Your followers, likers &

subscribers are social power.

• Try asking IRL; customers,

trade shows, networking

events, breakfasts etc.

Measure• Check for increase in metrics;

followers, likers etc.

• Ask lots of questions.

• Ultimately connected to your

objectives.

Key Takeaways

• A precise match target market determines frequency, content & likely interaction.

• Integrate for impact – social media content should support other online activity.

• Measure, test, analyse, refine.

Dance like the photo’s not tagged,love like you’ve never been unfriended,tweet like nobody’s following.

@kevin

Session 4

Multichannel MarketingPresenters: Emmy Kerrigan and Josh McConnell

Have you ever researched a product online and then purchased it in an offline store?

Advanced Workshop

Multichannel Marketing

Poll Question

How do you currently promote your business?

Multichannel Marketing

It’s not Social Media,it’s Social Networking

Offline networking examples

Networking

Present Pre-empt Prefer

Present

Present

• Determine the channel that suits your target

• Give them something to remember

YOUR BRAND

REPETITION

BREEDSFAMILIARITY

Pre-empt

Goal• Engage• Inform• Sell• Re-engage

Action• Connect• Download• Enquire• Purchase

Triggers

Triggersare customer-specific

informational events that can be utilised to initiate a promotion or advertisement.

Action

Triggersare customer-specific

informational events that can be utilised to initiate a promotion or advertisement.

Action• Connect• Download• Enquire• Purchase

YOU Prefer

Prefer

• Focus on your message• Customise it• Refer to it,

Be referred

Multichannel Marketing

Sample Application:Mobile Marketing

Mobile Marketing

• Definitions:

“Using interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all stakeholders". Wikipedia

“Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.” Mobile Marketing Association

• Mobile marketing is no longer a fringe opportunity but an important component of your marketing mix

• Internet has become a utility service

• It is changing the way peoples live and function especially in the travel area.

• 1 million tablets will be sold this year - researcher Telsyte.

Mobile Marketing

• Tablet• Smartphone• Location based• QR Code• MMS• SMS• Bluetooth

Privacy

• Irrespective of how well an advertising message is designed and how many additional possibilities they provide, if consumers do not have confidence that their privacy will be protected, this will hinder the widespread deployment of mobile marketing.

Multichannel Marketing

Sample Application:QR Codes

QR Codes – 2D Coding

• QR codes are fast and reliable• They must be user friendly• Must be mobile friendly• Strategy• Goals• User Incentive• Simple Creativity• Size and Location of Code

QR Codes – 2D Coding

• Testing• Analytics

QR Code Graphic Examples• Normal QR Code

• Designer QR Codes

Ideas for QR codes• Labeling • t-shirt, hat, coffee mug• Storefront window displays • SMS/MSM• Business cards• Brochures • Posters • Stickers • Advertising – magazine or newspaper• Billboards

QR CODE EXAMPLEVideo testimonials

Brochure Example

• Magazine Ad

Business Card

Business Card

Link Your QR HereEnhance the user experience:• Websites• Youtube video• Google Maps Locator• Paypal Buy Now link• Direct SMS / MMS message• Make a phone call to your sales line• Facebook Like button/page• Twitter page

Turn it inside out

Embracing Mobile Marketing is just a first step.

Equally important as a marketer is ensuring you are accurately and effectively measuring the success of implementing the QR codes in the first place or any other form of mobile marketing.

Once campaigns have been decided on you must have the tracking set up to track the effectiveness of the campaign

The Key Points• WHAT: Tracking and traceability capabilities

• WHO: Capture consumer interest data

• WHERE: Campaign Specific Landing pages

• HOW: Old way - Call Tracking – phone lines

What You Get

• How many people scan your QR barcode. • Where people scan your barcode. • When people scan your barcode. • Time spent on your website• Total number of web pages visited• Types of devices and decoders used to scan your

barcode. (i.e. droid, blackberry, iphone, nokia, etc.)

CASE STUDY - TRACKING

Measure, Test, Analyse, Refine

Customer

Web visitors

Email opens

Social Media

Mobile Media

Key Takeaways

• Present: Find the connection point• Pre-empt: Know their needs before they do• Prefer to be referred

Multichannel Marketing

Emmy Kerrigan Josh McConnell

White Source AusIndustry SBO Program