Shira Abel from Hunter & Bard Lecture at The Junction

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Transcript of Shira Abel from Hunter & Bard Lecture at The Junction

  • 1.Everything you wanted to know about marketing and werent afraid to ask
    No really, these are your questions!
    @shiraabel

2. @shiraabel
Shira Abel
Chief Title-maker
Hunter & Bard
3. Todays Lecture
Is brought to you by the hashtag
#TheJunction
@shiraabel
4. Questions
How do you measure social media marketing performance?
Guerrilla marketing - How When Where?
Where is social media heading (present - sharing, music, videos)?
What is the cheapest way to get market penetration and user acquisition?
What is the future of app stores and external devices + how to make the best out of it?
The way to bring users
How do you do Facebookmarketing without "spamming"
Viral marketing for close communities - how to get to people who know each other
B2B marketing online
@shiraabel
5. How do you measure social media marketing performance?
@shiraabel
6. Define Your Objective
@shiraabel
7. Whats Your Strategy
@shiraabel
8. PERFORMANCE MEASUREMENT
What is your objective (SMART: specific, measurable, aggressive, realistic & time specific)?
What are your strategic initiatives?
Build awareness
Expand distribution
Build penetration
Build buying rate
Increase loyalty
Funnel
Where do you want people to go?
What action do you want people to take?
Track the movement
Conversion rate / A/B Testing
Test & iterate
@shiraabel
9. Sample Tactics
Facebook
YouTube
Twitter
Quora
LinkedIn
Blogging
Newsletter
Google+
Blog commenting
Seeding posts
Infographics
Forum
E-book
Webinars
Community
Guest blogging
Alter product with game elements (e.g. leader board, 80% signed up)
@shiraabel
10. And then theres the untrackable
@shiraabel
11. Guerrilla marketing
How When Where?
@shiraabel
12. Guerilla Marketing
How
Original
Needs to be connected to the product to be effective
When
Conferences
Launching a product
Where
Depends on what youre doing
If there was a formula it wouldnt be guerilla marketing
@shiraabel
13. 14. Guerilla Marketing Examples
Tippex Bear http://www.youtube.com/watch?v=4ba1BqJ4S2M
Christina Aguilera perfume launch in Tel Aviv http://www.youtube.com/watch?v=J6b-dBj5SxU
http://pleasurehunt.mymagnum.com/ (watch this later)
Levis Australia Twitter Campaignhttp://www.youtube.com/watch?v=fK328bOLbN4&feature=player_embedded#!
The Fun Theory VW Piano Staircase in Sweden Metro http://www.youtube.com/watch?v=SByymar3bds
@shiraabel
15. 16. Where is social media heading (present - sharing, music, videos)?
@shiraabel
17. Where is social heading
Better integration with TV
Integration with search (already happening)
Video VideoVideo
More niche
Integration with retail
Monetization
@shiraabel
18. 19. @shiraabel
20. What is the cheapest way to get market penetration and user acquisition?
@shiraabel
21. 22. When You Dont Have Money
@shiraabel
Who are the industry leaders / influencers?
Media?
Who are your target customers?
GET TO KNOW THEM AND DONT ASK FOR ANYTHING!!!!!
23. The Trinity of Internet Marketing
@shiraabel
Earned Media
Good Product
Pull Marketing
SEO / SEM
24. What is the future of app stores and external devices + how to make the best out of it?
@shiraabel
25. 26. From the App End - Cannibalize
@shiraabel
27. The way to bring users
@shiraabel
28. Getting Started
Build buzz before launch
Start social
Closed beta invite only
Launch
Build in social / sharing elements
SEO / Media Buy / Earned media
Keep the social going
LISTEN & ITERATE
@shiraabel
29. How do you do Facebook marketing without "spamming"
@shiraabel
30. NO SPAM
@shiraabel
31. 32. 33. Facebook
Ask for permission
Give interesting content that isnt about you
Ask questions
Put the right mix on the page
Controversy
Create an app
Give something exclusive on the FB page
@shiraabel
34. Viral marketing for close communities - how to get to people who know each other
@shiraabel
35. Build Community into Product
Ratings &Reviews
Game mechanics
Forum
Get satisfaction
Give givegive
Build a t-shirt/gift economy
And when you get comments USE THEM
@shiraabel
36. B2B marketing online
@shiraabel
37. B2B
@shiraabel
Its not about having numbers, its about having The Right Numbers
Create a LinkedIn group for your industry or join & be active in groups already open (without spamming your product)
Give the customer information that they can use
Create a community
Utilize Q&A sites (like Quora)
DO NOT MAKE EVERY BLOG POST ABOUT YOUR PRODUCT
38. Hat tip:
39. Take Aways
@shiraabel
Marketing starts the second you have an idea for a product / service / business
Social is more than just engagement its listening and reacting to criticisms
When you listen and respond, the result is a better product and a happier customer
Opt-in is more powerful than push
THANK YOU
40. Thank Yous & References & Reads
Shai Tsur
Kfir Pravda
Hillel Fuld
Ahuvah Berger
Daniel Waisberg
http://flowingdata.com/2011/09/18/yoda-pie-chart/
http://blog.bitly.com/post/9887686919/you-just-shared-a-link-how-long-will-people-pay
http://www.briansolis.com/2011/09/whats-the-r-o-i-a-framework-for-social-analytics/
http://www.slideshare.net/setlinger/altimeter-social-analytics081011final
Breakthrough Marketing Plans
http://www.seomoz.org/blog/tracking-the-roi-of-social-media
http://blog.inner-active.com/2011/04/a-complete-list-of-app-stores-across-all-mobile-platforms/
http://ideas.deloitte.ca/blog/2011/09/social-media-going-beyond-roi/
http://www.jeffbullas.com/2011/09/20/the-10-key-mistakes-many-bloggers-and-writers-make/
http://www.jeffbullas.com/2011/03/01/the-10-best-facebook-campaigns/
http://www.facebook-studio.com/
@shiraabel