Welcome & Housekeeping

• Welcome Everyone!• Introductions

Marketing Communications• Advertising (print/broadcast/online)• Corporate & Employee Communications• Media Planning & Placement• Direct & Database Marketing• Marketing & Sales Collateral• Trade Show & Event Promotions• Customer Relationship Management• Cooperative Marketing

Digital Services• Website Design & Development• Branded Microsites• Email Marketing • Online Advertising • Analytics & Optimization• Search Marketing – Organic, Local and Paid Search• Strategic Social Media Marketing • Online Reputation Management• Mobile Marketing

Marketing Research• Market Assessments & Segmentation• Customer Satisfaction & Transaction Analysis• Competitive Analysis & Market Intelligence• Customer Behavior Analysis & Segmentation• Focus Groups & In-depth Interviews• Pre- and Post-Advertising Research• Awareness & Usage Studies

Creative Development• Corporate & Campaign Taglines• Concept & Creative Development• Video & Digital Development• Copywriting & Design• Broadcast Supervision• Production Management• Photography Direction

Branding• Corporate & Brand Positioning• Brand Personality & Logo Development• Brand Architecture• Brand Experience Discovery• Brand Equity Research• Brand Competitive Positioning

Public Relations• Public Relations Consulting• Strategic Public Relations Campaigns• Media Familiarization Trips• Media Relations• Special Events Coordination & Promotion• Satellite Media Tours & Video News Releases• Community Relations• Crisis Communications• Executive Media & Spokesperson Training

Agency Services

10 digital resources you can’t live without:1. Search Engine Optimization2. Online Reviews3. Promotions, Sweeps, Contests4. Email Marketing5. Microsites6. Social Media7. Display Advertising8. Mobile Marketing 9. Measurement10. Reputation Management

Welcome & Agenda

“The next digital decade is here. By 2016, advertisers will spend as much on interactive marketing as they do on television advertising today. Investment in search marketing, display advertising, email marketing, mobile marketing, and social

media will near $77 billion and represent 26% of all advertising, as interactive channels gain legitimacy in the marketing mix”

SOURCE FORRESTER RESEARCH, US INTERACTIVE MARKETING FORECAST 2011 - 2016

Integration

Public Relations

BrandDevelopmen

t

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.

How Much is a #1 Google RankingWorth to Your Business?

Why?

SOURCE: COMSCORE, AUGUST 2010

10.8 Billion searches are conducted every month on Google.

Why?

78% of Internet users conduct product research online.

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

SMITH Natural Search - What You Want to Think About• On-site• Off-site• Local search (we’ll cover this in section 3)

How

On-site• Keywords

How

How

How

How

On-Site

• Quality of Domain Name (The keyword is in the domain name)• If I am searching Google for “beach vacation”,

www.beachvacation.com will have a higher likelihood of showing up on page 1.

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

• Number of Pages indexed (lots or few?)• Age of Domain Name (another measure of authority.)

How

On-Site

Updated, fresh content (regularly!)• Company blog! **GOOGLE RECOMMENDED**• More than half of Internet users read blogs at least monthly• Content for viral sharing

• Link BaitKeyword Research

• 3 to 4 words you want to rank for• Google Adwords is your best friend

How

Off-SiteLink Building

• Strategy • Links to the URL (home page - as compared to

the URL.)• Page Rank

• SEO Quake – free download for mozilla• Get your partners to link to you

Database and Email Marketing Still ROCK!

Why?

58% of consumers begin the day with email.

EXACT TARGET: SUBSCRIBERS, FANS AND FOLLOWERS

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

Familiarity• Obtaining promotions & deals Relevancy• Content is personalized & tailored to needs.• The advantage of being on the email list is clear.Exclusivity• Early notification• EducationComponents of a great ePromotion?• Subject line• Great creative!• Call to action• Limited time offer• Links to social media• Convenient conversion

How

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

1. Bluesky 2. Constant Contact3. Excel Spreadsheet

Case History

Case History

Online reviews will make or break your business.

Why?

Consumer reviews are significantly trusted – nearly

SOURCE: eMARKETER, FEBRUARY 2010

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

How

• Google Places, Yelp, CitySearch (local search).• Claim your listings!

• Getlisted.org – free resource• 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

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

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.

SituationSMITH has been the agency of record for Brunswick County Tourism Development Authority (TDA) for over 15 years. In response to an ever-changing and often challenging economic environment, we continue to seek out new and innovative ways to drive tourists to this unique destination with the best ROI. A recent powerful and effective addition to our marketing and promotion efforts is Social Media, including Facebook. Primary market research conducted proves that approximately 40% of those who request an NC Brunswick Islands visitor's guide actually visit.

Solution SMITH has been instrumental in assisting in the architecture behind Brunswick County’s database marketing programs, and it is one of the few destinations in the country that really works its database as it should be. SMITH’s Social Media team created a micro ad campaign centered around a 30-day giveaway promotion, “More Beach for Your Blanket.” The campaign targeted North Carolina and the Northeast and invited Facebook members to visit the NC Brunswick Islands’ Facebook page and “Like” it. Upon liking the page and filling out a request for a 2011 visitor’s guide, the member was entered into a drawing that awarded an NC Brunswick Islands beach blanket tote each day, April 4 through May 4, with the winner announced daily in a Facebook update. Outcome• The fan count for the Brunswick Island Facebook page increased from 574 as of March 30, 2011,

to 4,647, an increase of 4,073 fans. • Of that 4,073, approximately 1,500 responded to an ePromotion sent to the NC Brunswick

Islands database. • The remaining 2,500+ are new fans acquired as a result of the micro-ad campaign. • At the conclusion of the promotion on May 4, the micro ads changed to a generic destination

campaign. Fan count has continued to increase and now stands at 5,252 page likes as of May 16, 2011, an increase of over 650 fans in two weeks from micro ads alone.

• NC Brunswick Islands database has increased by over 3,100 new contacts.• 1,261 people requested the visitor's guide as a result of the campaign.

Case History – NC Brunswick Islands

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How

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How

How

Here are some basics1. What will motivate your customer?2. If you don’t know, ask!3. Use an overarching promotion to drive registration, then

create an offer to be used NOW.

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

How

How

Components of a great Microsite• 4-5 pages • Landing page with data capture • Build the site for a target audience• Focus on one aspect of the brand

Getting social – every “like” represents a person.

Why?

SOURCE: COMSCORE, FEBRUARY 2011.

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

Why?

SOURCE: COMSCORE, FEBRUARY 2011.

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

HowGoogle + is your kid sister that wants to get in on all the playing the grown ups are doing. The next “Facebook” – Google+ has circles, hangouts, sparks, huddles and other cool stuff. About 20M users.

Facebook is a Pub – an informal place to talk casually with people and get to know people on a more personal basis. Over 750M users.

LinkedIn is a Trade Show – a slightly more formal place to meet other business professionals and connect with them primarily for business purposes. 100M users!

Twitter is like a Cocktail Party –it’s an energetic place where there are many conversations going on at once. 175M registered users.

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. About 500M users.

MySpace is like Woodstock – wild, crazy and perfect for the younger generation or cause-oriented marketing . Don’t’ know users these days… poor myspace

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• Use traditional media and look at every piece of print media you use in your business – integration is the name of the game!

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

How

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

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

• Text “FBOOK” with the words “fan smithadv.”

How

• Customize your pages• Iframes make anything possible

– Google for “custom Facebook pages” tool check out Involver and Pagemodo.

How

How

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

number one for conversion still!• 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.• Operational structure to support:

• All channels must be engaged for this to be successful!• Consolidated guidelines and policies.• Sharing of customer insights to enhance innovation.

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

37%

33%

30%

Use of Social Media

Communicate with CustomersRespond to customer questionsPromoting events

Display Advertising.

Why?

$27.6 billion expected investment in display

advertising by 2016 - contextual listings, static image ads and rich media ads, and pre-roll, mid-roll, or post-roll online video.

SOURCE: FORRESTER RESEARCH

Retargeting• Search Retargeting

• Serving creative to non-converting visitors from SEM campaigns.

Behavioral Targeting: • Sequential messaging:

• Serving creative based on what is known about a consumer's stage in the conversion cycle or based on the consumer's engagement with the brand.

• Look-alike modeling: • Isolate and categorize attributes unique to specific user groups to

better understand the profile of visitors while developing offers that appeal to specific audiences.

Direct Response Audience Targeting

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• Facebook 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

.

How

Mobile marketing is the wave of the future.

Why?

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

SOURCE: MOBILE MARKETING ASSOCIATION & LUTH RESEARCH, MAY 2010

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)

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

You can measure it!

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

Your reputation matters!

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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…

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• Thank you for the gift of your presence and time today!• Everyone will get a recording of the Webinar and it will be available on

facebook.com/smithadv. • If you like this Webinar –and you want to tell others about it – there’s a

Repeat Performance on 10/25 @ 1pm. • Email Anne Marie (abass@smithadv.com) and she will get out those

additional invites.• Need advice? Email me (mblythe@smithadv.com) – with any questions

specific to your digital marketing needs.

Marni BlytheVP of Digital Sales & Marketing

Mobile: 646-413-4872Linked In: www.linkedin.com/in/marniblythe