E-marketingClass 5: Innovation

José J. Cabrera y Charro MscOffice 2.94 (sporadically)jose.cabrera@hu.nl06 5395 2422

http://nl.linkedin.com/in/josejaviercabreraycharrohttp://www.compassonlinemarketing.nl/blog

Market leader, making money?

Now what?

Stay nr1…

…innovate!

Online marketing: TCEI-model

TRAFFICTRAFFIC CONVERSIONCONVERSION EXCELLENCEEXCELLENCE INNOVATIONINNOVATION

What are 2010’s

main innovation trends according to marketeers?

E-Marketing en Sociale Media

Social Media

Social media? "a group of Internet-based applications that

build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.”

Social media through-out the years…

Start social media 2011: Web 2.0

Reality check:

Your social media use…

Which platforms?

What? Why?

Social media in plain english…

http://www.youtube.com/watch?v=MpIOClX1jPE

What social media tools exist?

B2C Social media

Mouth-to-mouth Storytelling Customer

service/webcare Personal branding Groupon/couponing/

daily deals Promotions Facebook Location based

User generated content Communities Reviews and

comparison Voting & rating Virals Etc. Etc.

(micro-)Blogging, authority Sharing knowledge:, wiki’s, discussion

platforms Checking out competitors Recruiting talent Cocreation, Open Sciences Value-webs, network-companies (Dis)intermediarization Web of things Etc. Etc.

B2B Social media

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How to choose the right social media

platforms?

http://w

ww

.compassonlinem

arketing.nl/blog/innovation/w

elke-sociale-media-

voor-welke-m

arketingdoelen/

Choosing a platform

Choose platforms you know well Already used by (potential) customers and

competitors succesfully

Choose 1-2 of the main platforms Choose 1-2 industry specific platforms

You choose a platform, now what?

Li/Bernoff - Groundswell

Fases of the Groundswell

Listening

What do people say about their needs? What do they say about you and your

competitors Who are main influencers? Generate ideas for products and marketing How?

Google Communicties/blogs/discussion platforms Twitter Hootsuite Etc. Social Media

Talking……about what?

Promotions Webcare Blog Virals Starting community

Social Media

Talking: home or away?

Away: Participating on existing platforms Exiting user communities/blogs/Facebook

pages/et Advantage: many users Disadvantage: not your users, limited

possibilities Home: Create own platforms

Building your own users Advantage: do what you want Disadvantage: difficult, costly, takes time

Social Media

Focussing overly on

tactics will result

in loss of focus

Social media strategy for your projects

What is your objective? What platforms will you use? What will you do on them?

What will it cost? What results do you expect?

Social Media

And reality check

again:

Would you be interested or annoyed by the

social media strategy

you just developed?

E-Marketing en Sociale Media

Where is the growth in social media?

Contact me

José J. Cabrera y Charro

jose.cabrera@hu.nl

Office 2.94 (sporadically)

06 5395 2422

http://nl.linkedin.com/in/josejaviercabreraycharro

http://www.compassonlinemarketing.nl/blog