MPub: Online Marketing Tools

Online Marketing
An Introduction to the Tools

Agenda:
Return Twitter/Email Assignment. As and B+s.
Email: 20% at beginning. Use author name
Twitter: too long!
Review Syllabus
Online Examples
Work on Marketing Plans

Tool + Tool + Tool monique@boxcarmarketing.com
twitter: @boxcarmarketing

Marketing Mix

Search Blogging Email

Facebook Twitter Flickr

monique@boxcarmarketing.com

Conversation, Collaboration,
Community

http://TheConversationPrism.com monique@boxcarmarketing.com

Photos
Flickr, SmugMug, Picassa, Pinterest, Instagram


Photos
Flickr


Flickr Contacts


DeSmogBlog Greenest
Photo Ever Contest

Blog Flickr Online PR


Videos
YouTube, Blip.tv, Vimeo


Business Networking
LinkedIn


Facebook


Facebook Case Study: Scholastic
Goals > Actions > Response > KPI

Actions that Desired
Goals will achieve Why Audience KPIs
the goal Response
• Connect with existing • Introduce new • Teachers and parents • Email subscribers also • Initial # fans notiﬁed
community of teachers community to existing are brand become FB fans about FB
and parents community ambassadors; • Share FB page with • # FB fans during initial
• Support a long-term, • Give loyal email recommendation friends campaign period
loyal base of brand subscribers the sneak between friends is • Actively engage on the • # page impressions
ambassadors peak at FB stronger than from page; supporting each • # shares to other
• Share resources with • Giveaway incentive to Scholastic directly other friends
core fans generate excitement • Reward the existing • Redeem promotions • # referrals to online
• Increase sales • Share exclusive content base with previews and • Sales store
promotions • # sales
• Great content • Average order value
encourages repeat • Lifetime value of
visits customer
• Supporting fan base
leads to them
supporting Scholastic
through sales

http://smartblogs.com/socialmedia/2010/12/23/andys-answers-how-scholastic-is-using-facebook-to-create-loyal-brand-ambassadors/

Facebook Best Practices
• Post helpful, valuable information

• Give your fans a reason to become fans

• Create conversation: Use updates to ask questions
and elicit responses

• Have an editorial strategy

• Be fan-centric not brand-centric

• Integrate Online Oﬀers with Oﬄine Experiences


Microblogs
Twitter


Twitter Case Study


Twitter Case Study: NYT
Goals > Actions > Response > KPI

Actions that Desired
Goals will achieve Why Audience KPIs
the goal Response
• Increase followers • Replace auto-tweet • Experiment with Twitter • Increased CTR • Click Through Rate
• Increase follower with 2 editors best practices • Increased RTs or (CTR)
engagement with NYT • Use #hashtags and • Establish 1 week mentions • RTs and @
@mentions to baseline metrics • Increased attention • # Comments,
customize tweets responses, replies,
• Engage in conversation mentions about the
vs. dialogue experiment on Twitter
and other websites

Twitter Best Practices
• Post helpful, valuable information

• Be OPEN

• Talk about others more than you talk about yourself

• Listen

• Use hashtags

• Integrate Online Oﬀers with Oﬄine Experiences


Online Public Relations
PRWeb, PRLeap


Justalilhype! is on online magazine on the
street culture of Vancouver, Montreal and
Toronto.


Online / Oﬄine Tactics


Ecommerce Store
BigCartel.com


Customer Lifecycle > Strategy & Tactics

What can we do to acquire
Acquisition Visitors to the site?

Do Visitors take action, like
Activation follow us, friend us,
subscribe?

Retention Can we retain visitors
attention?

Do they like us enough to
Referral recommend us?

Revenue Do they buy something?


Goals > KPI > Tools

Website Visitors, time on site,
Acquisition referral traﬃc from YouTube,
Flickr and other social media

Number of pageviews,
Activation repeat visits, subscription
(email, blog), Fan/Follower

Retention Email Opens, Click-throughs,
Repeat visits, Unsubscribes

Press Mention, Likes &
Referral Shares, Retweets,
Refers 1+visitors to the site;
Refers 1+ visitors who
activate

Revenue Event tickets, eCommerce
purchases

Other Marketing Tactics
Facebook ads, Eventbrite, QR Codes


It’s not the tools,
it’s how we use them


Online marketing is how we relate to each
other and how we relate to the
organizations that serve us.

• Conversation

• Collaboration

• Community

The Culture of the Web


Clay Shirky ...
that the web is a network of people who organize themselves


The Cluetrain Manifesto
• Markets are conversations.

• Markets are networks of people.

• Markets make buying decisions by talking
amongst each other.

• Companies are networks of people.

• Companies should use a human voice instead of
corporate-speak.


Open Brand
• There’s been a relationship shift in the way consumers relate
to products: before, during and after a purchase consumers
are engaging with each other through blogs, peer-reviews
and other interactive ways.

• Consumers are taking control over the messages that
brands once controlled.

• For brands to survive this relationship shift they must
engage with consumers within consumers’ communities.


Next Steps

You should follow me on twitter @boxcarmarketing

MPub: Online Marketing Tools

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