Breaking Destructive Habits in Online Marketing was a great session with Michelle LeBlanc https://twitter.com/michellebluesky at the HiMA annaul event Interactive Strategis Conference.
The session discussed the pressure to adopt shiny new online methods can force interactive marketers to forego strategic thinking in favor of a potential quick fix.
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Breaking destructive marketing habits ppt
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Breaking Destructive
Marketing Habits
HiMA IS Conference
October 16, 2014
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Short Quiz on Strategic Planning
• Do you start from last year’s budget
and plan? Or from a blank slate?
• Do you evaluate tried and true
regularly to see if they belong in the
mix?
• Do you add new media/formats
without asking yourself – what will
this do for my brand?
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AVOID SHINY OBJECT
SYNDROME
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Shiny Objects
• Competitor driven rather than
Customer driven
• CEO reads/watches it
• No Data Support – Research!
• Time = Money
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Avoiding the Shiny Object Trap
• Document who your target
audience is
• Challenge your assumptions
• Test to confirm
• Know the audience for a media to
defend against shiny object
“bearers”
– http://www.pewresearch.org/
– http://www.pewinternet.org/
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STOP OVER-SHARING
ON SOCIAL
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Over-Sharing? Me?
• Excessive posting
– No more than once a day
– At least two times a week
• Lengthy content kills
– Wall posts fewer than 80 characters gained
66% higher engagement than lengthier
posts
• Average engagement rate declined after
the third tweet of the day
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Over-Sharing
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Over-Sharing Troubleshooting
• Impulse driven vs. Strategy driven
– Does it fit your core message strategy
and brand?
– Is it written to engage with your core
consumer?
– Is it Your or the Company’s message?
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JUMPING ON
BANDWAGONS
11. Bad Bandwagon
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12. Good Bandwagon
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13. Really Bad Bandwagon-ing
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14. Hashtag Abuse
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That’s 23
Hashtags!
15. Bandwagon Summary
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• Be on brand – always
• Don’t just jump in “because”
• Avoid Hashtag Abuse
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RELYING TOO MUCH ON
AUTOMATION
17. Automation is your friend but …
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• Talking is still effective
– CRM schedules should include calls
• Content not recreated for media
• Canned responses that sound …
canned
– Don’t skip personalization options
– Don’t “set it and forget it”
18. Automation Overload
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19. Really Bad Automation
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20. Good Content, Wrong Media
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21. Interesting Facts
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John Deere began publishing
its magazine for farmers, The
Furrow, in 1895 (and it's still
produced today).
http://www.deere.com/en_US/industry/agriculture/
our_offerings/furrow/furrow.page
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POINTLESS CONTENT
MARKETING
23. All of MY content is thrilling.
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• Never Forget your Audience
• Content should be desirable, not
forced
• Mix it up – Video, Multimedia,
Games, Surveys
– ThinkWithGoogle.com
24. B2B Social
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25. Interactive Content
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http://f.email.americanexpress.com/s/13/268935263/
FallGreatEscape.html
26. Educational Content
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http://www.worldunderwater.org/
27. Q&A
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If you want a copy of this
presentation, please email me
or hand me your card.
Michelle@BlueSkyMkt.com
713.818.0070