five elements to developing a digital mindset

1. Think Digital …Digital Marketing Strategy Digital Marketing Alive CourseFall 2011 Lynchburg College School of Business and Economics Dr Ira Kaufman ©2011

2. Understanding the Digital Dynamic Global Marketplace Changes The Digital WHO Customer Mindset New Corporate Reality Customer Expectations Marketing in Transition

3. The Breakup http://www.youtube.com/watch?v=D3qltEtl7H8&feature=player_embedded http://www.youtube.com/watch?v=OTB0J8fDp8o&feature=related

5. Digital Mindset People use technologies to get things from each other, rather from corporations Relationships the currency of exchange Transparency –open source Collaboration rules Real time sharing Immediate access Power to publish Looking for value Content is king

6. Conversations generate exposure, sales Need to invest in customer relationship Train employees to hold customer as #1 Not in control of customer response/Brand Track social media habits of target markets Company values “Live” in its Brand PR, advertising, online, social are seamless Digital changes are overwhelming Digital impact hard to measure New Corporate Reality

7. Customer Expectations Accept new role of customer as publisher Listen to customer needs, responses Care about customer as a person Respond with empathy and respect Provide Value with each interaction Go the extra mile Accessible for feedback Transparent, open, honest Consistent in living company values

8. Old 4Ps Marketing 1.0 Value Creator Customer 4Ps

9. Marketing 2.0 User Value Builder - Company - Employer - Partner - Customer Job Seeker Product (WEB2.0 Brand) Place (online, offline) Price ($, time, ease) 5Ps Promotion (Integrated Marketing) Publisher Participation (Conversations) Thought Leaders

10. Marketing 3.0 Resources User Value Builder - Company - Employer - Partner - Customer Product (Digital Brand) Job Seeker Place (online, offline) Price ($, time, value) 6Ps Promotion (Integrated Marketing) Participation (sustainable relationships ) Publisher Principles (missions, values) Thought Leaders

11. Marketing Rules are Changing

12. Experience with Social Media Marketing

14. New Digital Divide

16. Increased my Website Traffic 63%

17. Build New Business Partnerships 56%

18. Generated Qualified Leads 48%*Source is Social Media Industry Report 2010 by Michael Stelzner

19. About the Presenter Ira Kaufman, President, Ira combines 30 years of rich experiences with businesses and non-profits to guide them to leverage the power of social media for marketing, recruitment and organizational development. Ira collaborates with a team of experts to design interactive environments to by integrating traditional advertising, online marketing, public relations and social media. His strong values and sensitivity to organization innovation and change are the foundation of his work. Ira has a PhD in Marketing and serves as a consultant, public speaker, and lecturer for companies and Senior Executive programs. Currently Visiting Professor, Lynchburg College School of Business and Economics. LinkedIn: http://www.linkedin.com/in/irakaufman Facebook: http://facebook.com/irakaufman Twitter: http://twitter.com/ira9201 www.entwineinc.com