Gjør feil fort: Webmarkedsføring som fungerer 0
Hvordan lykkes med eksperimentell markedsføring? Passer sosiale medier for B2B-markedet? Og hvordan få til markedsføring på nett i store organisasjoner?
Dette var blant spørsmålene Mike Moran svarte på i et live intervju på Twitter 18. mai. Mike har skrevet to kritikerroste bøker om webmarkedsføring, er en etterspurt rådgiver og kommer på Webdagene i september.
Her er hele twittervjuet:
Webdagene: For the people that may not know you, can you tell us a little bit about yourself?
MikeMoran: 140 char bio: mikemoran.com, but that’s cheating. I am an author, speaker and consultant on digital marketing. I am Chief Strategist at Converseon, a leading digital marketing agency that just opened a Nordic office in Copenhagen. And I am a 30-year veteran of IBM, retiring as a Distinguished Engineer, so lots of experience with big companies.
Webdagene: How long have you been working with Internet marketing?
MikeMoran: Started in Internet marketing in 1998 when I joined IBM.com for eight years, and have been helping clients since then.
Webdagene: In your 30 years working in IBM, what is your single most important insight?
MikeMoran: Biggest insight in 30 years at IBM? No successful company ever got that way by doing things the way they do them now. Every big company starts out doing smart things which make them successful. But along the way, they lose their way. It’s natural that as companies get larger, it’s harder to stay connected to customers. Procedures replace thinking.
Webdagene: That might relate to what you say in your book, to “Do it Wrong Quickly”. Why do you give that advise?
MikeMoran: I tell people to Do It Wrong Quickly not because anyone needs to be advised to get things wrong. (I am good at that.) But most people are afraid to do anything that might be wrong. Digital marketing demands that we try things that fail.
Webdagene: What’s the difference between “failing fast” and simply failing?
MikeMoran: Wrote a blog post just yesterday on the difference between failing fast and just plain failing: http://bit.ly/irThNU
Webdagene: Good timing. :) Then how do you tell whether a marketing experiment is successful or not?
MikeMoran: Failing fast is about experimenting to see what works and fixing what doesn’t. But it’s never an excuse for mistakes. Some people criticize fail fast (or Do It Wrong Quickly) because it excuses mistakes, but that isn’t the point. An experiment to see what works is not a mistake. It is a strategy to learn what customers want as fast as possible. All marketers must try to tie their activities to the outcome they want to get. Usually that is a sale, online or off. If you can count sales based on marketing activities, then you know whether what you are doing is working better. Then you do more of what works and you change what doesn’t work until you start to see it work. Or you drop it.
Webdagene: Can companies following your advice risk damaging their brands in the process?
MikeMoran: You damage your brand if you are making mistakes with high risk areas. Those are not the right places to experiment. Use “fail fast” when it does little damage, it’s cheap, it can easily be undone, and you can tell right away how it is working.
Webdagene: Would you say that online marketing is more like direct marketing than brand marketing?
MikeMoran: Digital marketing can be brand or direct marketing, but it’s harder to know whether brand marketing is working. I think that experimental (fail fast, do it wrong quickly) marketing lends itself to a direct marketing approach more.
Kristianslund: Hi Mike. Hints/examples on marketing governmental services recognized by users as ‘negative’?
MikeMoran: First is to find out why they are negative and be honest about the shortfalls and explain how you’ll correct them. It can help if the reason people don’t like the service is because it is being done on the cheap to save taxes. Lay out why things are as they are and ask for feedback as to what people want–better service and higher taxes? Lastly, just listening to what citizens have to say about government services will take the negative edge off.
Kristianslund: Thanks, Mike! See you at Webdagene :)
MikeMoran: Please come up and introduce yourself when I am in Oslo in September.
LineHK: What are your thoughts on the use of social media in B2B markets?
MikeMoran: Social media is sometimes more effective for B2B than for B2C, because there are fewer alternatives. B2C has mainstream media. Most B2B marketers had no real tools before digital marketing. (“Let’s print a new brochure for the trade show.”) B2B marketers focus on using social to be helpful to their customers. (B2C social often focuses more on entertainment.)
LineHK: Thats true. I keep thinking social media being for the consumer and private space. But businesspeople are people too.
MikeMoran: Because their livelihoods are on the line, some B2B marketers see more emotion from their clients than B2C customers.
Webdagene: What’s the main difference between working with Internet marketing in large vs small organisations?
MikeMoran: Small companies often need resources and expertise while large companies often need help organizing employees. Large companies are often more fearful of making a mistake, while smaller firms often dive in and try something.
Webdagene: How can large organisations get a streamlined and coordinated approach to internet marketing?
MikeMoran: Large companies must use scale in their favor by training, mentoring, and unleashing employees to use social media. That can be hard, especially in regulated industries, such as pharma or financial services, but it’s possible. Part of the secret is to manage it the way you manage any large scale project, with metrics that show results. I do lots of my work with large companies that want to succeed at social but they don’t know how to scale it.
Webdagene: Our time is up, but one final question: Can you share a few reasons why people should attend your workshop at Webdagene?
MikeMoran: If you liked what you heard here, you’ll get a lot more when I am in person. I’ll show the methods you need to know. Here we talked about why these things are important. In September, I will show how you do it. You’ll walk away with the tools and techniques you need to make it happen at your company.
Webdagene: Thank you for your time and great answers, Mike! Looking forward to hearing you at Webdagene in September. :)
MikeMoran: Thank you for the opportunity. Lots of great questions. Looking forward to the conference in Oslo in September.