Marketing has changed more in the last year than in the preceding 50, however people's mindsets haven't caught up. We've noticed a dangerous over-reliance on social media to the detriment of marketing fundamentals and overall strategy. Here's the basics to a well laid digital marketing plan.

1. Organizing Engagement
Speakers: Temitayo A. Osinubi
Michelle A. Bassett
Social Media
In Context

2. Who is DMA?
Why Listen?
Temitayo A. Osinubi Michelle A. Bassett
Bachelor’s Degree in Internet Marketing
From Full Sail University
Master’s Degree in Internet Marketing
From Full Sail University

3. What We’re Not
• Self taught
• Self proclaimed Gurus
• Really Strong in Chosen
Area/ Weak in Others

4. Well Rounded Skillset
vs

5. While you may share your laptop or
tablet, very few share their smartphone.
It’s uniquely ties to the individual.
A Functioning Site
Putting Social Media
In its Place!
Marketing has changed more in the last two years then in the preceding 50. However most people market as
though it’s still 2010. The moment Facebook went public the free ride was over. We’ve officially entered the age
of pay-to-play social media.
We focus on strategy over technology. Be
emphasizing mobile humans, how they
behave and what they need.
Getting Away From Facebook
Get digital data from non-digital activities.
Organization
It’s rare for smartphone owners to be
more that three feet from their device at
any given point.
Building the List

6. 2015: How Important is a Website?
• This is a real question…

7. Elements of a Function Website

8. Elements of a Function Website
1. Looks Professional
2. Has clean easy to understand & navigate
3. Has professional images
4. Conveys a clear message
5. Is Mobile Friendly/Responsive

9. What People Think when You Don’t Have A
Properly Working Site
1. You aren’t a real organization
A. You can’t be trusted with money
B. You aren’t going to be effective
2. You aren’t forward thinking

10. Reason 1: I don’t need a website.
I use social media.
– What if Facebook/Twitter bans
your account?
– What if you are no longer
allowed to have access to your
social media account?
If you can’t control it controls YOU! Stop depending on social media.

11. Reason 2: Websites are too expensive.
– “Expensive” implies lack in value. It’s more
expensive not to have a website than having one.
– Controlling Your Own Site is like Buying Black.

12. Reason 3: I can e-mail people and let
them know what they need to know.
1. Your e-mails are probably going to spam
2. If not going to Spam they are probably not
getting opened
3. Having People come to you on THEIR terms is
more productive in many ways

13. Reason 4: “I don’t know how to get
{maintain/build} one.”
– It’s 2015 there is no more I don’t know
– Check your organization first
– Using WordPress is like sending an e-mail once it’s built. Can
you send an e-mail?
– There are places that offer $500 WordPress Sites
• So it doesn’t have to be “expensive”.

14. Reason 5: “I read somewhere that people
don’t use websites no more.”
1. Unread that now!
2. People confuse desktop
use with mobile use.
3. People still use the
internet and they view
stand alone sites more
than ever.

15. Sooo… I should Stop Using Social
Media and E-mail
But…They should be Secondary, not primary.

16. Recap: Benefits of Having a
Functioning Website.
1. YOU own your contacts and list, not some site that’s not in
your control.
2. You can create and post what ever you want without fear of
censorship
3. You attract more people and donations/ grants
4. You give people the option of really getting to research your
organization from YOUR point of view.

17. Social Media: Missing The Point!
• The whole point of social
media is to get people back
to your site to take some
desired action.
• If you use it in any other
way, you’re doing it wrong!

18. Consider Switching Platforms

19. If You Only Learn 1 Thing
• The way the data is structured is exactly opposite!
• The LONGER a piece of content is in Google+ the MORE likely
it is to be found and you to get connected through it.
• The LONGER a piece of content is in Facebook the LESS likely
it is to be found.
It’s not all bad

20. Hangout On Air

21. Still Driving Getting Engagement
11 Months Later!

22. Re-energize Evergreen Content
• Posts can still drive traffic years
later
• Once they become stale, edit
them, re-share, and it’s like a
new post but with built in social
proof.
• Google+ really is a different
animal and requires different
tactics.

23. Infiltration Mitigation
• Only real names on Google+.
• The old way SEO worked was keyword
driven.
• Now the web is more content and
contact based.
• Helps search rankings.
• When you connect on Google+ you
become more relevant to those
people.
• My search result won’t be the same as
your search results for the exact same
term because who we’re connected to
is different.

24. Who Owns What?
• You control NOTHING on Facebook.
• They’re renting YOUR audience to you!!!
• Free ride is OVER! Welcome to Pay-to-play
or
If you can’t control it controls YOU! Stop depending on social media.

25. Recap
• Facebook is still the best consumer targeting
money can buy!
• Still recommend PPC Display Ad Campaigns
– Just keep it in its place (don’t over-rely).

26. Email Autorepsonders
• Centralized Location
• Keep your Messages out of Spam
• Keep your message in front of your audience
on a timed message system
• Send current information immediately to your
e-mail list
Can be run by multiple people

27. Email Best Practices
• CAN-SPAM Act
– Fines up to $16,000 per email sent!
• 500 emails x $16,000 = $8,000,0000
• Scrub your list to remove lurkers
– Mitigate infiltration

28. The Power of Text Messaging
• Engagement is 2nd
to none!
– Seldom, if ever, ignored.
• Build email list
– Text opt-in
• Donations
– Text to Donate vs. Text to Pledge
• US Smartphone Penetration is 65%
– 99% of cellphones are text enabled.

29. On Par with SS#
• Single User Device Unique to the Individual.
• 98% of text messages get opened.
• 90% are opened within three minutes of
sending.
Limit six commercial messages per month

30. Text to Donate vs. Text to Pledge
Higher Cost/
Higher Conversion Rate
Lower Cost/
Lower Conversion Rate
The more steps you require the less likely they are to be completed.
Amount added to phone bill.
Paid directly from carrier.
Link to 3rd
party payment processor
(PayPal).

31. Organizing the Organization
Problem:
How to get people in different states
to work as one.
Solution:

32. 3 Reasons to Stop Using
Conference Calls
1. Time Zones: 12pm in New York is 9am in California
2. Late Comers are Distracting
3. It’s Not Interactive
So What’s the Alternative?

33. Place Holder for Michelle
• Live Communication
• Works on Cell Phones as well as Computers
• Interactive
• Can be recorded and viewed later
Don’t Use Out Dated Communication Methods

34. Use Cloud Technology
Work in Real Time on:
Word
Excel
Power Point
Forms
Organize Social Media

35. What Does This Accomplish?
Have a Centralized Area for Documents
1. Everyone has access to the same files.
2. Documents can be edited by groups in real time.
3. You never have to wait for someone else, or hunt around for information.
4. You never have to worry about losing data.
5. If someone leaves the organization their information stays put.
Communicate Like a Colony

36. Keep Everyone in the Loop
• Show off your work
• Leaders: Keep up to date with all projects at a
glance
• Teammates: See what your partner’s doing
• Meet deadlines as a team
Have Public Progress Reports

37. Make Sure Everyone Knows Their Roles and Their Supporting Members

38. Example
• Marketing Team
– Kim |Flyers|Phone #
– Brian|Social|Phone #
– Andrew |Website|Phone #
– Taylor |Emails|Phone #
Make Sure Everyone Knows Their Roles and Their Supporting Members
• Fundraiser Team
– Paul |Ideas|Phone #
– Zoe|Pitch Person|Phone #
– Ian |Baker|Phone #
– Mary |Baker|Phone #
This Document Should be Accessible Via Google Drive

39. Life is Hard Without a DVR
• Use Google Hangouts for
meetings
• They are more interactive
Most Importantly
• They are RECORDED
Record Meetings For Those Who Can’t be There

40. Recap: The Organized Organization
Strategy
1. Don’t Use Out Dated Communication Methods
2. Have a Centralized Area for Documents
3. Have Public Progress Reports
4. Make Sure Everyone Knows Their Roles and Their
Supporting Members
5. Record Meetings For Those Who Can’t be There

41. All this & More
From the genius minds of Michelle A.
Bassett and Temitayo A. Osinubi this
enlightening tale will broaden your
horizons and forever change the way you
view professional Internet Marketing.
Accepting Pre-Sales
Ebook $5.99/$9.99
Paperback $9.99/$12.99
http://bit.ly/DMABook1

42. GET IN TOUCH
Recieve A Free Call
There’s so much more to go over
We welcome the opportunity to discuss
improving your marketing message efficacy.
Please Digital Marketing Advisers directly at
1 (855) 932-9675
http://bit.ly/DMABook1

43. THANK YOU
1855-WEB-WORK