12. Outbound Vs Inbound Marketing Strategies
Outbound marketing strategy:
• More traditional approach – can also be referred to as ‘push messaging’.
• Business decides on a particular message and pushes it out into the
marketplace.
• Finds customers by building brand awareness through advertising and
promotion.
Inbound marketing strategy:
• New and emerging approach – can also be referred to as ‘pull messaging’.
• Business aims to be ‘get found’ by customers
• Approach tends to be more social and it is more interactive and involving
that the more traditional outbound marketing.
13. Differentiated Digital Media Model
• Owned Media – such as website
• Paid Media – such as display ads
• Earned Media – such as viral campaign
23. Potential Benefits of social engagement
• Listening
– Crucial to hear what the public is saying about you, competitors, related
business areas etc.. (research)
– Crowdsourcing – understand behaviours, experiences, language patterns
etc..
• Engagement
– Engage directly with prospects and customers (without filters)
• Relationships
– Build long lasting relationships and trust with customers
– Build real and valuable communities online and offline (Two way process)
– Reduce customer acquisition costs (Media spend)
– Increase customer retentions (Loyalty/Advocacy)
– Mass feedback loop for your business
24. Potential risks
• Loss of control of the conversation
– Two way communication
– Openly negative transmissions
– Digital Crises
• Using social channel as a marketing or PR conduit
• Broadcast as opposed to engagement
• Little value
• Can be a difficult persona for brands to adopt
– Reveal a human voice of a corporate identity
• What it is that voice?
75. Johnson & Johnson
• Organised Baby Camp – 56 influential mothers and bloggers
– Gain word of mouth infuence
– Not overtly J&J centric
– Discussing issues that matter to families
• Run babycenter.com
– Online community for Mums
– Not 100% J&J branded – competitors advertise
– Advice for Mothers
– Reflects waning influence of print and TV
• J&J health Channel
– Videos of people with real life health issues and lets them tell their stories
• Facebook – Acuminder
– Useful Application to allow you to manage vision care routine
• Facebook – ADHD
– A resource page for parents with Attention Deficit Hyperactivity Disorder (9000
fans)
77. Walmart
• 11 Moms Blogs
– Eleven Mom Bloggers who offer advice to families
– Different types of Mom (Geek, Classy, Frugal,Domestic Diva etc.)
– Not an overt advert for Walmart brand
– Kudos from Analyst community (Jeremiah Owyang)
• Also has difficult online relations
– Walmart Watch
– Working Families for Walmart
– Both very critical of Walmart policies
– Facebook page hacked – bad publicity around adoption of web 2.0
– Myspace campaign panned – ends after 10 weeks
– Walmarting across America – very mixed reviews
84. Skittles
• In 2009 turned Hompage into social webstream
– Twitter updates, Facebook page,YouTube
• Brand was hijacked initially
– Lots of puerile commentary on twitter stream (expletives etc)
• A lot of social media and marketing publicity
– More negative than positive
– However, are those who think very brave and only time will tell whether a success or
unmitigated failure
• Feeling that Skittles wanted to benefit from Social Media
– Without truly engaging
• Interesting case as to how brands should engage through web and social
media
• Highlights issue of brochure ware sites for brands
– General feeling there needs to be another form of engagement with customers other
than bland websites
• Today, one of the the top 10 brands on Facebook
87. American Red Cross
• Bad Public reputations
– After Hurricane Katrina
• Started listening to what public was saying online about them
– Blogsearch, twitter, alerts
• Started engaging with public
– Initially started commenting to blog posts and other discussion threads and over time
embraced Twitter and Facebook etc…
• Now use Local Twitter Accounts
– Connect directly – notify people of warnings/shelters/services etc..
– Public update them of safety issues
• Use Flickr and YouTube
– So community can share worldwide photos and videos of all experiences and activities
• Facebook Pages
– Update users with information