PMCA Digital Marketing & Social Media Marketing Seminar

transcript

10 digital resources you can’t live without:

1. SEO2. Online Reviews3. Promotions, Sweeps, Contests4. Email Marketing5. Microsites6. Social Media7. Facebook Pay Per Click Ads8. Mobile Marketing 9. Measurement10. Reputation Management

Welcome & Agenda

Integration

Public Relations

BrandDevelopmen

Website

Market Research

Media Buying

MobileMarketing

SocialMedia

SEO/SEM

Advertising

Creative

Just because you build it, doesn’t mean they will come.

The science of SEO.

79% of adult Americans use the Internet.

SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010

SOURCE: COMSCORE, AUGUST 2010

10.8 Billion searches are conducted every month on Google.

Search engines have four functions - crawling, building an index, calculating relevancy & rankings and serving results.

The seven factors that go into "Ranking”/getting on page 1:

1. Quality of Domain Name (The keyword is in the domain name.)If I am searching Google for “beach resort”, www.beachresort.com will have a higher likelihood of showing up on page 1.

2. Relevance of the "Page Title" (The keyword is in the page title.)Think of this like a newspaper with headings and titles.

3. Links to the URL (home page - as compared to the URL.)5. Number of Pages indexed (lots or few?)6. Page Rank (This is a measure of "authority.”)7. Age of Domain Name (another measure of authority.)

1. All about links - Link Building & Link• Get your partners to link to you

2. Updated, fresh content (regularly!)• Company blog! **GOOGLE

RECOMMENDED**• Content for viral sharing

3. Keyword Research• 3 to 4 words you want to rank for• Google Adwords is your best

friend

Online reviews will make or break your business.

Consumer reviews are significantly trusted – nearly

SOURCE: eMARKETER, FEBRUARY 2010

more than descriptions that come from manufacturers and marketers. 12x

• Google Places, Yelp, CitySearch.• Claim your listings!

• Getlisted.org• Actively seek positive reviews. • Respond to posted comments.• Email or verbal kudos – request customer to add it to site.• Add icons to your website and ask for the review.

So, what’s in it for me? Promotions, sweeps, contests.

1,065 US & International consumers list “getting discounts or coupons” as their primary reason for interacting with brands online.

IBM Institute for Business Value: From social media to Social CRM. What customers want.

Here are some basics1. What will motivate your customer?2. If you don’t know, ask!3. Develop a strategy that you can use your integrated

tradigital marketing efforts with – use all possible resources!

Database and Email Marketing Still ROCK!

58% of consumers begin the day with email.

EXACT TARGET: SUBSCRIBERS, FANS AND FOLLOWERS

50% of consumers make purchases as a direct result of email—it drives more conversions than any other channel.

SOURCE: EXACT TARGET: FANS, FOLLOWERS, SUBSCRIBERS

1. Privacy and Trust• Will my email be shared?• Can I unsubscribe?

2. Relevancy• Content is personalized & tailored to needs.• The advantage of being on the email list is clear.

3. Exclusivity• Early notification• Education

What are some solutions for building a database and email marketing?

1. Bluesky 2. Constant Contact3. Excel Spreadsheet

Components of a great ePromotion?• Subject line• Great creative!• Call to action• Limited time offer• Links to social media• Convenient conversion

Case History

Your website is the campus library;microsites are the football stadium.

Focus on one aspect of the brand with a clear call to action and data capture!

Target Audience The more relevant the site, the more likely people are to be engaged by it.

Increased Awareness Easily refreshed with new content, microsites are SEO magnets. Good for traffic, good for marketing reach.

Social Media Build social tools into the site and you give the ability to create a destination for your biggest brand cheerleaders to help spread the word.

Components of a great micro-site?• 3 -5 pages• Landing page with data capture• SEO!

Getting social – every “like” represents a person.

SOURCE: COMSCORE, FEBRUARY 2011.

9 out of 10 Internet users visited a social networking site each month in 2010.

SOURCE: COMSCORE, FEBRUARY 2011.

1 out of every 8 minutes online is spent on Facebook.

SOURCE: EMARKETER AUGUST 2010.

More than half of Internet users read blogs at least monthly.

SOURCE: IBM FROM SOCIAL MEDIA TO SOCIAL CRM

2/3 of business executives say social media will fundamentally change the way they do business.

HowGoogle + is your kid sister that wants to get in on all the playing the grown ups are doing.

Facebook is a Pub – an informal place to talk casually with people

LinkedIn is a Trade Show – a slightly more formal place to meet other business professionals

Twitter is like a Cocktail Party –it’s an energetic place.

YouTube is Times Square on New Year’s Eve – a place where it’s hard to break through, but if you do, a lot of people will see you.

MySpace is like Woodstock – wild, crazy and perfect for the younger generation or cause-oriented marketing.

• 100 million registered users, spanning more than 200 countries and territories worldwide.

• When was the last time you google’d your name?• 6 degrees of “Kevin Bacon” • You can’t tell everyone everything about you the first time

you meet

• Complete your profile! • Invite and link in with people that you would like to get to

know better – personalize the invitation! • Seek out recommendations – give first• Actively update your status from a business perspective.

What are you currently working on? • Comment on updates posted by others. • Be responsive.

Here are some fun facts!• Lady Gaga, Justin Beiber and Britney Spears

have more Twitter followers than the entire populations of Sweden, Israel, Greece, Chile, North Korea and Australia.

• Groupon is projected to reach $1 billion in sales faster than any company in history.

• Tsunami in Japan: Many victims were able to update their loved ones who couldn’t contact them.

• Protests in Tunisia and Egypt: Social media played a major role in the organization of the protests and fueled the revolutions. It also kept people around the world informed of events when the government shut down the internet and phone lines.

• For most companies that are B2C, having a presence on Facebook is huge opportunity.

• Iframes make anything possible – Google for “custom Facebook pages” tool check out

Involver and Pagemodo.• Remember its about adding value and serving your

customers.

• Let your current customers know you are on the various social media sites via point of sale/purchase.

• Incentive customers to “fan” your page through smart phone on the spot for a reward!

• Text “FBOOK” with the words “fan smithadv.” • Include a link to your fan page in your email signature block.

• Use traditional media and look at every piece of print media you use in your business.

• All social media icons should be clearly displayed on your business cards, letterhead, brochures, print newsletters, magazine ads, products, etc.

• What do they care about? • Provide value with a comprehensive strategy• Not just about “posting” – moving the needle

• What compels them to seek you out in the first place? • If you don’t know… ask! (surveymonkey.com)

• Change the idea of simple social media to social CRM.• Overarching integrated strategic approach for engagement.• Operational structure to support:• All channels must be engaged for this to be successful!• Integrated effort and buy-in across your organization.• Consolidated guidelines and policies.• Sharing of customer insights to enhance innovation.

• Businesses are less inclined to use social media to capture customer insights, monitor the brand, conduct research, or solicit ideas for new products or services, despite these being some of the most fruitful opportunities for this.

SOURCE: IBM FROM SOCIAL MEDIA TO SOCIAL CRM

Communicate with Customers

Respond to customer questions

Promoting events30%

Use of Social Media

Pay-per-click ads.

750M potential customers on Facebook. Choose your audience by location, age and interest.

Case History

• Micro-ads can be targeted demographically, psychographically, geographically.

• “What’s in it for me” and photo most important• Better traffic when ad leads to Facebook page • Customize Facebook pages and drive traffic to your Website for

conversion.

Mobile marketing is the wave of the future.

4/10 mobile customers in the U.S. use a smartphone.

SOURCE: MOBILE MARKETING ASSOCIATION & LUTH RESEARCH, MAY 2010

530M users browsed the mobile Web on their handset in 2009. This is expected to rise to over 1B by 2015.

SOURCE: STRATEGY ANALYTICS (MARCH 2010)

6.9T SMS messages were sent in 2010. SMS traffic expected to break 8 trillion in 2011.

SOURCE: PORTIO RESARCH (JANUARY 2011)

42% of people who react to seeing a mobile ad click on it. 35% visit the site. 49% make a purchase. 27% call the business.

SOURCE: GOOGLE/KELSEY 2010

• Mobile enabled web-site.• Mobile ads. • Majority of purchases: games, books, apps, book hotel

rooms, trade stocks, and transfer money.• Apps • Text to campaigns can be powerful! • “Almost one-third of U.S. adults prefer to be reached by

text message rather than a voice call on their mobile phone.”

SOURCE: PEW RESEARCH CENTER’S INTERNET AND AMERICAN LIFE PROJECT

You can measure it!

• Activity metrics• Number of page views, Facebook fans, members of

online community.• Engagement metrics• Measures customer/guest involvement, attention and

commitment. • Avg. time in online community, percent of FB fans who

“like” or comment on wall posts.• Business metrics• KPIs, or ROI, direct sales through a digital channel, lead

generation.

1. Define the “R” – what are your expected results?2. Define the “I” – what is your investment3. Define what you want to become (metrics)4. Determine what you are benchmarking against5. Pick a tool and undertake the research (e.g. Facebook

insights, Google analytics, etc.)6. Analyze the results, glean insights, take action, measure

Your reputation matters!

1. Do not put anything online that you wouldn’t want displayed on a billboard on the Interstate!

2. Sign up for Google “Alerts” –www.google.com/alerts

3. Consider signing up for reputation monitoring software

Finally…

Thank you for the gift of your presence and time today!

Marni BlytheDirector of Social Media Marketing

Mobile: 646-413-4872Email: mblythe@smithadv.com

Linked In: www.linkedin.com/in/marniblythe