Post on 11-Nov-2014
description
Welcome! The New Rules of Marketing
Paid, Owned and Earned
COX KNOWS BUSINESS EDUCATION SERIES
Insight and Expertise for your Business
Featuring Zack Swire & Chelsea Segal
Hey :)
I’m Zack
SWIRE
This is me.
I’mChelsea
The Purpose of today:Amplifying your marketing message with the right media mix
Maximizing the success of media dollars
Cutting through the clutter to drive your business
how we connect
http://mashable.com/2011/01/12/obsessed-with-facebook-infographic/
67%
38 YearsRadio
13 YearsTV
4 YearsInternet
3 YearsiPod
2 YearsFacebook
Google+ took 1 month to reach 20mm users
50,000,000 UsersThe World is changing and we are approaching a global community
but...
SUBSTANCE
SUBSTANCE
PURPOSE
SUBSTANCE
PURPOSE
A lost treasure
online & mobile media
changing how we connect
#firstworldproblems
the new rules of marketing
paid, earned and owned
PaidMedia
A brand pays to place ad
or content in a channel
•Advertising•Events•Direct Marketing
Earned Media
Publicly gained when an influencer promotes a
brand
•Press Pick Up•Blog Mention •Social Sharing•Word of Mouth
“We may not collect #tigersblood, but we know our donors & volunteers have fierce passion for doing good! #RedCrossMonth,”
the Red Cross
OwnedMedia
A brand owns a channel
•Company Blogs•Company website•Company social accounts
PaidMedia
Earned Media
OwnedMedia
A brand pays to place ad
or content in a channel
Publicly gained when an influencer promotes a
brand
A brand owns a channel
•Advertising•Events•Direct Marketing
•Press Pick Up•Blog Mention •Social Sharing•Word of Mouth
•Company Blogs•Company website•Company social accounts
Social + Mobile
The results of this 3 week campaign:
• Reached nearly 19,196 unique visitors with a 45.87% daily return
• Generated 7,188 accounts
• Saw 4,354 shares via Twitter and 7,600 shares on Facebook
• Added 2,493 Twitter followers
•30,057 new Facebook likes
no one strategy fits all
This is where we start
Real-time hub to grow your business.
Powered by COX Business
CONTENT STRATEGY
Cox BLUE will feature both trending ar ticles and our own content similar to Mashable, educational content similar to Mixergy, an open forum for discussion similar to AMEX Open, and inspirational video content similar to TED.
Brought all together, it will create a content hub that our small business customers will f ind valuable, and will reinforce Cox as an authoritative voice in the digital space.
BRANDING
Keep it simple
Own the space
Own the color
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FEATURED CONTRIBUTORS
Cox BLUE will source a team of inf luential writers to enhance the site’s authoritative voice and leverage their pre-existing followers.
We’ve already secured Ann Handley, co-founder of ClickZ and MarketingProfs, for an initial kickof f post, and we’re in the process of discussions with various other inf luential contributors.
Each will bring varying perspectives to the present Issue.
82
SOGO
the social good community
ORDINARY ACTIONS
EXTRAORDINARY CHANGE
ORDINARY ACTIONS extraordinary change
*http://nonprofit.about.com/od/fundraising/a/whydonorsdontgive.htm
FUTILITY
A cause feels TOO BIG to make a real difference. When researchers told study participants that several thousand people in a Rwandan refugee
camp were at risk and asked them to send aid that would save 1,500 lives, their willingness to give was related to the proportion of people they could save. The smaller the proportion, the less
willing people were to help.
PAROCHIALISM
HURRICANE KATRINA SOUTHEAST ASIA TSUNAMI
6.5 Billion Dollars Raised
1,600 KATRINA DEATHS
220,000 TSUNAMI DEATHS
1.54 Billion Dollars Raised
We have evolved to care for those closest and we are not nearly as moved by a tragedy far away than by one that involves people we feel close to.
For a typical event fundraiser, how much money actually goes towards your charity?
53% of all Americans believe corporate cause marketing should be regulated
61% of consumers think companies are not giving them enough details about their (social
good) efforts including the amounts donated and the length of the promotions.
If a company does not offer consumers enough information about how their purchase will affect the cause, 34 percent will either choose another
brand or walk away entirely
Cone Cause Evolution Study, 2010
MISTRUSTTRANSPARENCY
WHAT TODAYS CONSUMER WANTS??
:) *
IMAGINE ONE PURCHASE
TURNING INTO MANY
by locations
annually
© 2012 eGood Inc. -‐ CONFIDENTIAL
© 2012 eGood Inc. -‐ CONFIDENTIAL
© 2012 eGood Inc. -‐ CONFIDENTIAL
iPad in Store AppiPhone App Website
Platform
© 2012 eGood Inc. -‐ CONFIDENTIAL
content
1. Sell the Experience
2. Get your Community Involved
3. Prepare for the Long Haul
4. Learn to see content moments everywhere
5. Take Risks
6. Create the unexpected
These are Ann Handley’s
6 steps to winning... (sorry about the bad crop)
Find your voice
do you have a plan?
IF you’RE j u s t m a k i n g noise...
. . . Y O U MAY LOOK L I K E A N IDIOT???
SO, A r e y o u willing to listen?
A N D T R U L Y C R E A T E IMPACT?
IMPACT = C x (R+E+A+T+E)
CONTRAST: Does your idea stand out?
REACH: How many people do you connect to?
EXPOSURE: How often does your audience hear from you?
ARTICULATION: Is your idea clear enough?
TRUST: Do people believe you?
ECHO: Does your idea connect to your audience?
Content Marketing plan
if you remember just one thing...
No one wants to hear it!!
Thank You
www.CoxBlue.com
COX KNOWS BUSINESS EDUCATION SERIES
Insight and Expertise for your Business
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