Date post: | 20-Oct-2014 |
Category: |
Education |
View: | 742 times |
Download: | 1 times |
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
t
Website
Market Research
Media Buying
MobileMarketing
SocialMedia
SEO/SEM
Advertising
Creative
Why?
79% of adult Americans use the Internet.
SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
Search engines have four functions - crawling, building an index, calculating relevancy & rankings and serving results.
How
How
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. Links to the URL (home page - as compared to the URL.)3. Number of Pages indexed (lots or few?)4. Page Rank (This is a measure of "authority.”)5. Age of Domain Name (another measure of authority.)
How
1. Updated, fresh content (regularly!)• Company blog! **GOOGLE
RECOMMENDED**• “More than half of Internet users
read blogs at least monthly”• Content for viral sharing
2. Keyword Research• 3 to 4 words you want to rank for• Google Adwords is your best
friend
SOURCE: EMARKETER AUGUST 2010.
Why?
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.
How
Why?
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.
How
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!
Why?
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
How
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
How
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
Why?
Increased Awareness Easily refreshed with new content, microsites are SEO magnets. Good for traffic, good for marketing reach.
Why?
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.
Why?
SOURCE: COMSCORE, FEBRUARY 2011.
9 out of 10 Internet users visited a social networking site each month in 2010.
Why?
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
How
.
• 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.
How
• 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.
How
• 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.
How
.
• 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.
How
How
• 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.
How
• 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
37%
Respond to customer questions
33%
Promoting events30%
Use of Social Media
.
• 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.
How
Why?
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)
Why?
6.9T SMS messages were sent in 2010. SMS traffic expected to break 8 trillion in 2011.
SOURCE: PORTIO RESARCH (JANUARY 2011)
Why?
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
How
• 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
How
• 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.
How
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
again
.
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: [email protected]
Linked In: www.linkedin.com/in/marniblythe