You're Online

31
You’re online Even if you don’t know it

description

I was approached to speak to a group of product managers by a leading CPG manufacturer who's been avoiding re-examining its perception of online marketing. They seemed extremely focused on print, outdoor, and broadcast. This presentation spoke to some very important points about social media integration.

Transcript of You're Online

Page 1: You're Online

You’re onlineEven if you don’t know it

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This story begins on graduation day

for the class of

1982

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Mr. Yesterday & Mr. Tomorrow both

made the Deans List

Mr. Yesterday Mr. Tomorrow

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They both become successful

business men, and found companies.

Mr. Yesterday Mr. Tomorrow

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Mr. Yesterday owns Yesterday’s

Widgets

Yesterday’s Widgets

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Mr. Tomorrow owns Tomorrow’s

Widgets

Tomorrow’s Widgets

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GROW

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They grow until they’re the biggest widget companies

in the world.

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By 1990 Mr. Yesterday & Mr. Tomorrow have about the same revenue, with Mr. Yesterdays slightly higher

Revenue

Time

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Both companies allocate 5% of their

profits to advertising & marketing.

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For years, Mr. Yesterday & Mr.

Tomorrow divide their budgets

like this:

Print TV Outdoor Radio Direct

Mail

25% 30% 10% 20% 15%

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Then one year Mr. Tomorrow

does something different

Print TV Outdoor Radio Direct

Mail

20% 25% 10% 15% 10%

Online

20%

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By 2000 Mr. Yesterdays revenue lead INCREASED by 3

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But Mr. Tomorrow keeps his strategy

the same.

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By 2002 Mr. Yesterday’s revenue lead is noticeable

Revenue

Time

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Mr. Tomorrow

Mr. Tomorrow thinks it’s time

for a change.

It’s time to change

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Mr. Tomorrow investigates how

his online money is being spent

Maine-commerce

site

Banners

Email

Blog

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And decides how he’ll change things...

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Maine-commerce

site

Banners

Email

Blog

Twitter

Facebook

MySpace

Search

Commenting

Widgets

Store

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Step 1 was to get involved in

conversations that were

already taking place.

Blog

Twitter

Facebook

MySpace

Commenting

Widgets

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Then support & promote his

participation

Banners

Email

Blog

Twitter

Facebook

MySpace

Search

Commenting

Widgets

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Maine-commerce

site

Banners

Email

Blog

Twitter

Facebook

MySpace

Search

Commenting

Widgets

Store

Finally provide information

about how to purchase.

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Mr. Tomorrows new strategy

WORKED

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By 2006, he’d narrowed the revenue GAP

Revenue

Time

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But then Mr. Yesterday caught up.

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Mr. Tomorrow needed to think of something

new...

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In 2008, Mr. Tomorrow started

doing something different.

Main

e-commerce

site

Banners

Email

Blog

Twitter

Facebook

MySpace

Search

Commenting

Widgets

Store

Print

TV

Outdoor

Radio

Direct

Mail

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He started using all his media channels to

support online conversations ...

Main

e-commerce

site

Banners

Email

Blog

Twitter

Facebook

MySpace

Search

Commenting

Widgets

Store

Print

TV

Outdoor

Radio

Direct

Mail

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... and he began using mobile technologies as

a ‘conversation catalyst’

Main

e-commerce

site

Banners

Email

Blog

Twitter

Facebook

MySpace

Search

Commenting

Widgets

Store

Print

TV

Outdoor

Radio

Direct

Mail

Mobile

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In the eyes of your customer, are you

planning for tomorrow, or are you a Mr. Yesterday?

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Because

YOU’RE ONLINEeven if you don’t know it.