2. Marketing is how we relate to each other and how we
relate to the organizations that serve us.
• Conversation
• Collaboration
• Community
monique@boxcarmarketing.com
twitter: @boxcarmarketing
3. It’s not the tools,
it’s how we use them
monique@boxcarmarketing.com
twitter: @boxcarmarketing
4. The Culture of the Web
monique@boxcarmarketing.com
twitter: @boxcarmarketing
5. If we believe Clay Shirky ...
that the web is a network of people who organize themselves
6. The Cluetrain Manifesto
• Markets are conversations.
• Markets are networks of people.
• Markets make buying decisions by
talking amongst each other.
• Companies are networks of people.
• Companies should use a human voice
instead of corporate-speak.
Monique Trottier
@BoxcarMarketing
7. Open Brand
• On-demand: Brands need to be
accessible, immediate, & findable.
• Personal: Brands need to build
relationships with consumers.
• Engaging: Brands need to be interactive
and provide meaningful experiences that
foster relationships.
• Networked: Brands need to leverage the
potential of word-of-mouth marketing –
market to ‘true fans’ who will spread the
word for them. Monique Trottier
@BoxcarMarketing
8. Positioning Statement Exercise
1. For (who is the customer?)
2. Who need (what is their pain?)
3. Product X is (what is your product?)
4. That provides (how does it solve the pain?)
5. Unlike competitors (what competes with your product?)
6. Our product (what makes your product superior?)
7. The company also provides (what added punch is provided
to seal the deal?) Monique Trottier
@BoxcarMarketing
9. 7-Sentence Marketing Plan
Goals > Actions > Response > KPIs
Sentence 1: What is the purpose of your marketing? (1, 2, 5, 7)
Sentence 2: How will you accomplish your purpose?
Sentence 3: Who is your target market?
Sentence 4: What is your niche in the marketplace? (4, 6)
Sentence 5: What tools and tactics will you use to carry out your marketing?
Sentence 6: What is your business identity?
Sentence 7: How will you measure success and allocate time and budget?
Monique Trottier
@BoxcarMarketing
10. Remember all the math
• Profit and Loss Statement
• Click through rate (CTR)
• Conversion rate, abandonment rate
• ROI
• Cost per lead (action), cost per conversion (sale)
Monique Trottier
@BoxcarMarketing
11. What haven’t I told you yet?
1. Start early
2. Market longer
3. Engage authors
4. Connect directly with readers
5. Collaborate with partners to kickstart new channels
13. 1. Start earlier. Do it longer.
Stretch your marketing program:
• Start planning in acquisitions
• Digitize as much as you can
• Release early, release often
• Author, author, author
• Partner, partner, partner
• Leverage everything
• Focus resources
15. 4. Connect directly with readers
• Make available everywhere
• Cultivate your communities of interest
• Give something of value
• The real risk is being ignored
16. 5. Collaborate to open up new channels
• Open new channels to the market
• Create new platforms for books
• Find non-industry partners
17. Collaborate to kickstart new channels
• Try different models.
• Search for Freakers on kickstarter.com
• Watch TOC interview with Harvard Common Press Associate Publisher.
http://www.youtube.com/watch?v=Rk-9cWGgyUI&feature=youtu.be
• Watch for people who get technology (first adopters, advocates) and have
experience (work experience, experience rallying different stakeholders across
an org, experience leading teams, experience in social media)
• Watch for people who are multi-disciplinary and can wear many hats
• Watch for people will to take risks and understand rewards (KPIs, goals)
Monique Trottier
@BoxcarMarketing
22. Facebook Case Study: Scholastic
Goals > Actions > Response > KPI
Goals (#1) > Actions (#2, 5, 6) > Response (#3, 4) > KPI (#7)
Actions that Desired
Goals will achieve Why Audience KPIs
the goal Response
• Connect with existing • Introduce new • Teachers and parents • Email subscribers also • Initial # fans notified
community of teachers community to existing are brand become FB fans about FB
and parents community ambassadors; • Share FB page with • # FB fans during initial
• Support a long-term, • Give loyal email recommendation friends campaign period
loyal base of brand subscribers the sneak between friends is • Actively engage on the • # page impressions
ambassadors peak at FB stronger than from page; supporting each • # shares to other
• Share resources with • Giveaway incentive to Scholastic directly other friends
core fans generate excitement • Reward the existing • Redeem promotions • # referrals to online
• Increase sales • Share exclusive content base with previews and • Sales store
promotions • # sales
• Great content • Average order value
encourages repeat • Lifetime value of
visits customer
• Supporting fan base
leads to them
supporting Scholastic
through sales
Read a full case study:
http://smartblogs.com/socialmedia/2010/12/23/andys-answers-how-scholastic-is-using-facebook-to-create-loyal-brand-ambassadors/
23. Social Media Best Practices
• Post helpful, valuable information
• Give your fans a reason to become fans
• Create conversation: Use updates to ask questions and
elicit responses
• Have an editorial strategy
• Be fan-centric not brand-centric
• Integrate Online Offers with Offline Experiences
Monique Trottier
@BoxcarMarketing
24. Integrate Offline & Online
Justalilhype! is on online magazine on the street
culture of Vancouver, Montreal and Toronto.
Monique Trottier
@BoxcarMarketing
25. Start with a solid base.
Monique Trottier
@BoxcarMarketing
26. Create an ecosystem.
Use tools to bring your audience back to your base
monique@boxcarmarketing.com
twitter: @boxcarmarketing
40. Ecommerce Store
BigCartel.com
monique@boxcarmarketing.com
twitter: @boxcarmarketing
41. Goals
What can we do to acquire
Acquisition Visitors to the site?
Do Visitors take action, like
Activation follow us, friend us,
subscribe?
Retention Can we retain visitors
attention?
Do they like us enough to
Referral recommend us?
Revenue Do they buy something?
Monique Trottier
@BoxcarMarketing
42. Goals > KPI > Tools
(Sentence #1) (Sentence #7) (Sentence #5)
Website Visitors, time on site,
Acquisition referral traffic from YouTube,
Flickr and other social media
Number of pageviews,
Activation repeat visits, subscription
(email, blog), Fan/Follower
Retention Email Opens, Click-throughs,
Repeat visits, Unsubscribes
Press Mention, Likes &
Referral Shares, Retweets,
Refers 1+visitors to the site;
Refers 1+ visitors who
activate
Revenue Event tickets, eCommerce
purchases
monique@boxcarmarketing.com
twitter: @boxcarmarketing
43. What’s Next?
HOW TO PREPARE FOR THE TEST (Oct 5)
• P&L scenario: tell me X (i.e., calculate net profit or ROI)
• Write subject line for email newsletter, tweet, FB status
• Write press release or blogger outreach letter
• Based on a given scenario, write a 7 Sentence Plan
EMAIL REVISED 7 SENTENCE PLAN (Oct 7, 5 pm)
monique@boxcarmarketin.com
OPTIONAL READINGS
Top 10 Facebook Pages and Why They’re Successful
http://www.socialmediaexaminer.com/top-10-facebook-pages/
An Insider’s Guide to Social Media Etiquette
http://www.chrisbrogan.com/socialmediaetiquette/
Presentation on Metrics with Audio: http://blip.tv/file/5079381
Olivier Blanchard’s Basics of Social Media ROI
http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-
social-media-roi