2011 03-10-emarketing
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Plan eMarketing and Communications eMarketing Strategies Alex Makin Syneka Pty Ltd
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Syneka Marketing was invited as a a guest lecturer for Swinburne TAFE to provide an overview on eMarketing and communications, including a class that was held this morning and an additional session held tomorrow afternoon. eMarketing explores Internet based and multimedia forms of communication, which is part of a broader marketing plan that includes an organisation’s approach to marketing its products and/or services. eMarketing is a tool used extensively through Syneka and has also been utilised through my role as a Councillor for the City of Maroondah. This includes a comprehensive blog, as well as actively engaging email based subscribers with new content and integration with social media, including Facebook, Twitter and LinkedIn. Like all forms of marketing, it is imperative that eMarketing is consistent with a brand’s image otherwise this can lead to an adverse reaction and diminish the perceptions of a brand. It is therefore important to ensure consistency between all forms of marketing, including the use of multimedia and social networking. The use of online forms of communication continues to increase, with baby boomers being one of the fastest growing demographics for new Facebook accounts. The ongoing and diverse usage of social media means that a business or organisation needs to seriously consider the use of eMarketing as part of its marketing strategy.
Transcript of 2011 03-10-emarketing
Plan eMarketing and Communications
eMarketing Strategies
Alex MakinSyneka Pty Ltd
www.syneka.com.au
About Alex Makin
Councillor in the City of Maroondah• Elected in 2005
• Re-elected in 2008
• Mayor during 2010 Community Involvement Business Owner: Syneka Pty Ltd Manager of Marketing, Eastern Volunteers
www.syneka.com.au
About Syneka
Syneka • Strengthen the capacity of organisations
• Organisational and business planning• Marketing strategies• IT assessments• Website design and development• Professional speaking services
• Established in 2009
• Website: www.syneka.com.au
• Twitter: www.twitter.com/syneka
• Facebook: www.facebook.com/syneka.com.au
www.syneka.com.au
Use of eMarketing
Website and blog• Regularly updated on Council activities
• Active subscribers on website Facebook account
• Receives feeds from website Twitter account
• Receives posts from website Used to engage with my community
• Provides additional communication mediums
• Actively used by the community
www.syneka.com.au
About Eastern Volunteers
Not for profit organisation• Formed in 1976
• 14 Staff
• Over 100 volunteers
• Office locations• Ringwood• Box Hill
• Two divisions• Volunteer services• Community transport services
www.syneka.com.au
Eastern Volunteers
Strong emphasis on future capacity• Corporate Governance
• Community development Emphasis on partnerships
• Business partnerships
• Community partnerships Building fund
• Strengthen future capacity
• Deliver into the future Website: www.easternvolunteers.org.au
www.syneka.com.au
Eastern Volunteers Events
Annual Fun Run• Approximately 600 participants at Lillydale Lake
Multicultural Festival• Attracts 5000 attendees at Ringwood Lake
Business Breakfasts• Ringwood, Box Hill and Lilydale
Volunteer Functions• Acknowledge volunteers and organisations
Training Workshops• Develop skills for organisations and volunteers
www.syneka.com.au
Changing Demographics
Generational challenges• Attracting younger people to volunteer
• Retaining older volunteers Attracting volunteers
• 'Competition' in attracting volunteers
• Scarce resources in reaching volunteers The need to 'break through'
• Technology can be used to deliver this
www.syneka.com.au
Why people volunteer
Why people volunteer• 57% 'helping others or the community'
• 36% 'do something worthwhile'
• 22% 'social contact'
• 16% 'use skills/experience'
• 11% 'learn new skills' Recruitment
• 35% were asked to volunteer
• 29% knew someone involved
• 5% through media
`
www.syneka.com.au
Consistent approach
IT should not be seen in isolation• Have clear organisational goals
• Complements other activities Leverage IT solutions to deliver results
• Websites
• Databases
• Social media• Facebook/Twitter• Blogging
www.syneka.com.au
eMarketing in context
Business Plan• Organisation wide
Marketing Plan• Product/services
• Pricing
• Distribution
• Promotion eMarketing
• Tools to achieve these objectives
www.syneka.com.au
eMarketing in context
Eastern Volunteers• Business Plan
• Leading community organisation
• Purchase building
Marketing Plan• Secure independent funding to assist Eastern
Volunteers in the purchase of its building• Create an emotional connection• Generate support for purchase• Easily facilitate donations
www.syneka.com.au
The eMarketing Plan
Aim• What is the purpose of the plan?
Objectives• Steps that we need to meet to achieve the aim
• How do these objectives achieve the aim? Situational Analysis
• Organisation
• Competitors
• Context
www.syneka.com.au
The eMarketing Plan
Strategies• Actions that achieve objectives
• How do these fit together Implementation Plan
• Timeframe for specific actions
• Who is responsible
• Costs and resources required Evaluation
• Measuring success of the plan
• Were objectives achieved with the aim met?
www.syneka.com.au
eMarketing Plan vs Marketing Plan
Marketing Plan• Considers every product and service
• Considers all promotional tools• Paid advertising• Public relations• Direct marketing
eMarketing Plan• Considers online tools
• Social media• Websites• Video and multimedia
www.syneka.com.au
An Example
Lets look at an example of an eMarketing Plan
www.syneka.com.au
Objectives
Objectives• Create a connection with Eastern Volunteers
• Make it easy to donate online
• Keep donors connected with progress
www.syneka.com.au
Situational Analysis
Strengths• Established
organisation
• Covers over 350,000 residents
Weaknesses• Low involvement
with IT
• Low awareness
Opportunities• Raise profile
• Demonstrate community service
Threats• Competition for
donations
• External events
www.syneka.com.au
Eastern Volunteers and eMarketing
Strategies• Website redesign
• Donation functionality
• Videos and multimedia
• Social media integration Implementation
• 1. Website redesign – 1 month
• 2. Social media – 1 week
• 3. Videos and multimedia – 3 months
www.syneka.com.au
Strategies
Website• Redesign to make it easy to update
• Regularly add content for building fund
• Donation functionality Social Media
• Create a Facebook account
• Create a Twitter account
• Update content regularly
www.syneka.com.au
Social Media
Social media is an extension of your brand• Consider impacts on brand
• Does it match your organisation? Needs to be used effectively
• Monitor mentions of Eastern Volunteers
• Monitor mentions of community involvement
• Participate in discussions
• Use regularly to keep followers engaged
www.syneka.com.au
Video and Multimedia
Using Multimedia• Information about Eastern Volunteers
• Demonstrate the positive impact of services
• Testimonials from clients and volunteers
• Explain the purpose of the building fund
• Engage donors
• Integrate with website and social media
• Sharing of video content
www.syneka.com.au
Sharing web content
Three most popular tools:• Facebook
• Twitter Effect of 'word of
mouth'
www.syneka.com.au
Measuring performance
How do we measure whether the strategy is a success?• Website visitations
• Money donated online
• Subscribing to Eastern Volunteers newsletters Social Media
• Facebook Followers
• Twitter retweets
• Views of video
• Clickthroughs to online donations
www.syneka.com.au
Conclusion
eMarketing is part of an overall strategy• Know what you want to achieve
• Determine the steps required to achieve
• Understand limitations• Budget and resources
• Ensure goals are aligned
• Measure success Manage social media
• Regularly post new content
• Check responses and mentions
www.syneka.com.au
Contact Details
Alex Makin• Email: [email protected]
• Twitter: www.twitter.com/syneka
• Twitter: www.twitter.com/alexmakin
• Website: www.syneka.com.au
• Website: www.easternvolunteers.org.au
