Schulich Executive Education Center
July 22-24, MarCom Seminar
Day 3:
MarCom 2.0 for Competitive
Advantage
© Detlev Zwick, PhD
July 24, 2009
Detlev Bio
• Schulich School of Business, Marketing professor
• Research, writing, teaching (Exec, MBA, BBA)
• Consulting
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Vattenfall
BMW, UK
Board of Education, City of Providence, USA
Toronto FC
Various start-ups (with various success)
What we will do today
• Discuss how communication value (through
customer value) is generated and delivered in a
Web 2.0 world
• Effective web-based communication tools
– Brand engagement w/o push
• Develop an online marketing communication
plan
– Things you can do tomorrow
At the end of this day, you should
be able to….
• Understand the fundamental change of
MarCom in a web 2.0 world
• Describe the various online communication
tools and their role in MarCom.
• Have a set of online communication
recommendation for your organization.
Customer Feedback
• “Today’s marketing world is broken…We are
still too dependent on marketing tactics that
are not in touch with today’s consumer”
– Jim Stengel, Global Marketing Officer, Procter &Gamble
• “Used to be, TV was the answer. The only
problem was it stopped working sometime
around 1987.”
– President GM North America
• “Broadcasting an ad on television or in a
newspaper is admitting you have no idea who
your customers are.”
– Gary Loveman, CEO, Harrah’s
21ST Century Marketing
Challenges
• FRAGMENTATION!!
– Attention
– Demand
– Social Communication
So, together
• Fragmentation, Long Tail, Social
Communication makes reaching and
keeping the attention of your customer ever
harder.
Common cures?
Problem is
• You still interrupt…
Let’s look at the Web 2.0 Tools
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Search engine marketing
Viral marketing
Online Forums, Wikis
Blogs (incl. Audio, Video)
Email
Online retailing/Website Strategies
Search Engine Marketing
• 3 types
– organic search marketing (results based on
algorithm)
– pay-per-click search marketing (results based
on auction system)
– social search (based on collaboration of
consumers)
Search
• #1 Rule:
• Speak your customers' language.
The Future of Search
• Search will continue to evolve and increase in
relevance
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Snap.com (uses click stream info to augment results)
Visual enhancement (Mooter, Kartoo)
Blog Search (Technorati, Google, Yahoo)
Image search (Flickr and others)
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Search engine marketing
Viral marketing
Online Forums, Wikis, List Serves
Blogs (incl. Audio, Video)
Email
Online retailing/Website Strategies
Viral Marketing (buzz, word-of-blog)
• Grobe and Voltz!
– The Diet Coke and Mentos guys on
Eepybird.com
• GoldenPalace and Shattner’s kidney stone!
• Snakes on a Plane!
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Search engine marketing
Viral marketing
Online Forums, Wikis, List Serves
Blogs (incl. Audio, Video)
Email
Online retailing/Website Strategies
Some Wikis/Forums
• Intuit: taxalmanac.com (top 20 wiki site in
US)
• EBay: ebaywiki.com
• Tivo: tivocommunity.com (not built by Tivo!)
• Mike 2.0 wiki (BearingPoint)
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Search engine marketing
Viral marketing
Online Forums, Wikis, List Serves
Blogs (incl. Audio, Video)
Email
Online retailing/Website Strategies
Blogs = Word-of-Mouse
• Comes in
– Text
– Video
– Audio
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Search engine marketing
Viral marketing
Online Forums, Wikis , List Serves
Blogs (incl. Audio, Video)
Email
Online retailing/Website Strategies
Simple: Opt-in and
Recommendation Only
• Email is disruptive almost by definition.
• So, almost by definition, it’s spamming.
• BUT: can be very targeted, timely, and
relevant.
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Search engine marketing
Viral marketing
Online Forums, Wikis , List Serves
Blogs (incl. Audio, Video)
Email
Online retailing/Website Strategies
Content is King
• Webmaster not King
• Graphic designers not King
• Advertising creatives not King
Example: NRDC (.org)
• Lots of news, resources, and information
– In audio, video, text
– Online publication
– Links to laws and treaties
• Provides platform for others to contribute
• Spread the message:
– Provides widgets for download and links for Bloggers
– Provides ‘badges’ to be placed on blog.
– Provide support for Squidoo lenses
Web 2.0 amounts to:
• A new medium that is as influential as CNN
and the New York Times
Mapping Digital Communication
Consumer
Marketer
Marketer
Consumer
Mapping Digital Communication
Consumer
•Retail sites
•Banner Ads/Links
•Email/Spam
•News Releases
•Blogs/Online forums
•Search Engine Optimization
•Viral/social marketing
Marketer
Marketer
Consumer
Mapping Digital Communication
Consumer
•Social search
•Third party and retailer evaluation sites
(e.g. epinions.com)
•Blogs
•Wikis
•Social networking sites
Marketer
•Retail sites
•Banner Ads/Links
•Email/Spam
•News Releases
•Blogs/Online forums
•Search Engine Optimization
•Viral/social marketing
Consumer
Marketer
Mapping Digital Communication
•Social search
•Third party and retailer evaluation sites
(e.g. epinions.com)
•Blogs
•Wikis
•Social networking sites
Consumer
Marketer
•Link building
•News releases
•Blogs/Online forums
Marketer
•Retail sites
•Banner Ads/Links
•Email/Spam
•News Releases
•Blogs/Online forums
•Search Engine Optimization
•Viral/social marketing
Consumer
Mapping Digital Communication
Consumer
Marketer
•Search
•Email
•Company-owned product
evaluation sites (beta)
•Blogs/ Online forums
•Knowledge management
•Feedback sites
•Link building
•News releases
•Blogs/Online forums
Marketer
•Social search
•Third party and retailer evaluation sites
(e.g. epinions.com)
•Blogs
•Wikis
•Social networking sites
•Retail sites
•Banner Ads/Links
•Email/Spam
•News Releases
•Blogs/Online forums
•Search Engine Optimization
•Viral/social marketing
Consumer
Let’s Recall: what is MarCom all
about?
• Reaching customers
What is different about Web 2.0
MarCom?
Web 2.0 Communication: Shift
the Frame
• From consumer to the moment (the
many moments) of truth that occur when
the customer interrupts you!
Why do consumers interrupt?
THOUGHT LEADERSHIP!!
Link online strategy to marketing
business strategy
Pressing Questions
• How do my consumers you the web 2.0 touch
point?
• How do I meet my customers' needs at this touch
point?
• What questions do my customers have that I
need to answer meaningfully?
• How do I answer?
• What do I do next?
Action Plan: Harness the Power
of the New Rules
1) Become buyer-centric
2) Become a thought leader
1) Become customer-centric
– Describe your buyer personas
– Identify the solutions they look for
– Develop ways to be interrupted
– Recommend ways to become more customercentric
2) Build Online Thought Leadership
– Describe your expertise
– Analyze you and competitors web content
– Benchmark
– Recommend steps to become a thought leader
Final Thoughts