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MARKETING in today’s Social Media World Tiffany Lanigan IMCOM Europe Marketing Director Tiffany.nicole.lanigan@us.army

MARKETING in today’s Social Media World Tiffany Lanigan IMCOM Europe Marketing Director Tiffany.nicole.lanigan@us.army.mil. KNOW YOUR AUDIENCE. Now = highly transitional period Mobile experiences adopted everywhere Not all forms of technology are for everyone

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MARKETING in today’s Social Media World Tiffany Lanigan IMCOM Europe Marketing Director Tiffany.nicole.lanigan@us.army

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  1. MARKETING in today’s Social Media World Tiffany Lanigan IMCOM Europe Marketing Director Tiffany.nicole.lanigan@us.army.mil
  2. KNOW YOUR AUDIENCE Now = highly transitional period Mobile experiences adopted everywhere Not all forms of technology are for everyone Traditional: (examples) (formerly) Non-traditional/”alternative” now mainstream: (examples) Which demographics lean toward each of these? Who is your audience?
  3. Millennials The Future Message BOOMERs The Old Message X’ers The Present Message Army Recruiting, Motivating & Retaining We hope to have a win-win relationship. Pursue organizational goals in ways that will help individuals pursue personal goals. Pursue as much knowledge and acquire as many skills as you possibly can, and we’ll make resources available to you. Values and character count. Balance family and work. Contribute to team goals. Make a difference. Sense of community is important. Walk the talk. Welcome to the Family. Pay your dues, work hard, and climb the ladder. Brass ring is there for the taking. We will take care of you and your family. LIFER - Commit to us, and we will commit to you. Army of One Be All You Can Be ? ? ?
  4. Newsletters Mainstay in communication Vary output methods: Icontact.com (free) Mailchimp.com (free) Constantcontact.com (free) Google: “award winning newsletter”
  5. Newsletters
  6. Social Media Top 15 Most Popular Social Networking Sites November 2012 derived from eBizMBA Rank, a constantly-updated average of each website's Alexa Global Traffic Rank, and U.S. Traffic Rank from both Compete and Quantcast
  7. Social Media
  8. Social Media
  9. Social Media
  10. Social Media
  11. Facebook Stats “ ‘Facebook Moms’ Will Become the Soccer Moms of 2012” --huffingtonpost.com Seniors/Baby Boomers = fastest growing pop http://allfacebook.com/facebook-seniors_b61114 Dwell time Relationships and stories Imagery No hype or jargon
  12. Pinterest How-to’s Most female-dominated site?Pinterest (79% females) is in a league of its own, followed by Goodreads (70% females) and Blogger (66% females). --royal.pingdom.com http://bloggingwithamy.com/pinterest-tips/ http://thedailydigi.com/pinterest-101-a-tutorial/
  13. 55% of Twitter users are 35+ or older. 63% ofPinterestusers are 35+. 65% ofFacebookusers are 35+. 79% of LinkedIn users are 35+.
  14. Going Mobile We are living a highly transitional period Mobile experiences are being adopted everywhere More people can access through mobile than PC’s (digital divide)
  15. What does this mean? Understanding paradigm shifts help us create better marketing that is really needed. Keep up to date with technology/commercial world
  16. Examples of the future Mobile will replace carrying payment cards, just taking you phone is enough Keys to open and start everything via bluetooth or other wireless technologies
  17. Examples of the future “The Future of Mobile is Right Time Experiences”(RTE’s) --Forbes Magazine “Transforming business processes is about delivering valuable insights from data in real time.” -Forbes Mobile processes combine with data collection tools and real time analytics to store, analyze and convert company and external data into context related content to the customer, market or situation. Decreased layers of abstraction (from command lines to touch)
  18. Embracing the Constraints Smaller screen can be a good thing Laser-like focus on what user really came to do Contextual factor: retaining the attention of the user in busy situations Applying these techniques to desktop could improve usability
  19. Embracing the Constraints Mobile experiences should not be stripped-down versions of desktop websites.
  20. Aligning With Mobile Behaviors Understand how people use mobiles devices and why Emphasize content over navigation Provide users with the most relevant options (Navigating/exploring) Source: Luke Wroblewski, Mobile First
  21. Interaction Types Lookup/Find (urgent or local information):I need an answer to something now, this is frequently related to my current location in the world. Explore/Play (being bored): I have nothing to do and want a few idle time distractions. Check-In/Status (repetitive/micro-tasking): Something important to me keeps changing or updating and I want to stay on top of it. Edit/Create (urgent change/micro tasking): I need to get something done that can’t wait.
  22. The Way Forward Follow a Design Process Model Four Phases: Discover Define Develop Deliver
  23. Conclusion We must take advantage of the enormous growth in mobile Internet Find new ways for our customers to use our websites/social media. Embrace mobile constraints to gain focus and prioritize the services our customers really need. Use mobile innovations to complete the customer experience.
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