Marketing for NOW! Warren Coates National Account Manager, Yell

1. Marketing for NOW! Warren CoatesNational Account Manager, Yell

2. Agenda • The In-Between Time • The Exciting Time • The Un-Ready Time • The New Customer Journey • The Opportunity • The Warning • The Future

3. The In-Between Time Brochures Press/ Trade Advertising Printed Directories TV Adverts Flyers Door Drops Billboards Press Relations Outbound Marketing Website Ecommerce Site Blog/Twitter Facebook Page YouTube Review Sites Link Building Public Relations Inbound Marketing Any marketing that pushes products or services at customers Any marketing activity that relies on earning people’s interest, rather than buying it. ENGAGING EDUCATING DIALOGUE ONE-WAY COMMUNICATION

4. An Exciting Time One in every nine people on Earth is on Facebook Each Facebook user spends on average 15 hours and 33 minutes a month on the site YouTube has 490 million unique users who visit every month (February 2011) Users on YouTube spend a total of 2.9 billion hours per month (326,294 years) People upload 3,000 images to every minute Flickr hosts over 5 billion images 190 million average Tweets per day occur on Twitter (May 2011) Twitter is handling 1.6 billion queries per day Twitter is adding nearly 500,00 users a day Google+ has more than 25 million users Google+ was the fastest social network to reach 10 million users at 16 days (Twitter took 780 days and Facebook 852 days)

5. The Un-Ready Time Source: Mintel 2011

6. A new Customer Journey Source: Econsultancy May 2011 Survey of 2,000 consumers in the UK and 2,000 consumers in the US

7. A new Customer Journey

8. A new Customer Journey

9. The Opportunity – Doing it well • Global reach • Very high levels of engagement • Very memorable More than 7 million visitors to the site who generated nearly 500,000 votes. 34,000 video entries from applicants in 200 countries.

10. The Opportunity – Doing it well • Global reach • Very high levels of engagement • Very memorable More than 7 million visitors to the site who generated nearly 500,000 votes. 34,000 video entries from applicants in 200 countries.

11. The Opportunity http://www.youtube.com/watch?feature=player_embedded&v=RS3iB47nQ6E

12. Warning – Getting it Wrong on Social Media

13. Lessons learnt • Be very careful about what you say • If you get it wrong, respond quickly, openly and apologetically

14. The Future

15. The Future

16. The Answer We are living in a very exciting time. Technology is enabling us to reach audiences never dreamed of before. However, many consumers are cautious / struggling to keep up. I call this The In-Between Time The answer? Continue with what works whilst exploring the new Success lies in investing in earning customers – educating, adding value and communicating with customers The prize is massive

17. Questions? Appendix

18. Background Top 20 websites Source: Mintel

19. Background – Consumers demand for multi-channel retailing Source: Econsultancy May 2011 Survey of 2,000 consumers in the UK and 2,000 consumers in the US

20. The 7 ‘Cs’ of Social Media Marketing 7 Cs of Social Media Marketing C #1 – Context First you need to understand the context that you will be dealing with. This could be in the form of any social media platform. But before you start engaging with them, you need to understand who they are and more importantly what is the motivation that is binding them together, socially. Example could be pure passion for technology or Bollywood or even communication that has led one individual to pursue on the path of blogging. C #2 – Communicate Intention to communicate – if you do not have a intention, then you might as well. Just do a cut, copy, paste job and spam the comments section of the bloggers. That is it, then your brand is at the wrath and mercy of the bloggers. Do not try to push your marketing messages across in the social media, it might just do more harm than good. C #3 – Conversation You need to have a conversation , with your fellow human beings even online. My belief is that there was a time on the internet when people use to be faceless and anonymous and they use to take full advantage of it. But now these are the same people who have realised that they are not being able to handle multiple personalities. They are the same human beings. Just try to talk to them, even just greet them, they will be friends. C #4 – Content What does not work on the Internet is a copy. We need to be the original content providers for what we are trying to engage the Internet users into. If we copy and they find out, then our reputation online is scarred! The other element to the content is that we need to have contextually relevant content or else again, we will be seen as spammers!! The rule is customise your messages according to the motivation of the individuals that make the communities or groups on the various social media platform. C #5 – Create One of the complains that have been with clients is that communications consultants are not proactive enough. Here on these multiple channels of social media, they have the endless possibilities to create original content that is being provided to them by their clients and not only prove that they are proactive, but the original content can be used (hint) in combination of text, audio, video, graphical images, animation, pictures to benefit the clients. Don’t want to actually, boost ourselves, but we do not have any form of 30-second barrier, we need not have a limitations in our word length (copy). We have the power to inform, influence and impress with the power of words. C #6 – Collaborate All our management gurus have spoken about team building exercises. Here we have a platform not only build, but also to maintain the relationships that have been fostered over each and every social media platform. Technology gives us the opportunity to collaborate and enhance our relationships virtually. Relationships could be built on social platform based common interests and business platforms based on professional experience or expertise that one has. C #7 – Contacts Contacts – This may be one of the result that you will achieve in the process of your social media marketing effort. You would enjoy being a part of the wise world where knowledge sharing and problem solving are the things to do (TTDs) on a daily basis. This is the element that builds up the social support that you receive even from the online world, which helps individuals at the need of the hour in taking action at both personal front as well as professional!!