14 Ways to Be a Better Digital Marketer in 2014

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How to get more from your social media, site content and staffing at a time of rapid digital evolution.

How to get more from your social media, site content and staffing at a time of rapid digital evolution.

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  • 1. 14 Ways to Be a Better Digital Marketer in 2014. David Griner Founder, Ishmael Digital Content Contributing Editor, Adweek
  • 2. About Me • Founder of Ishmael Digital Content • Former VP/Digital Content, Luckie & Co. • Contributing Editor, Adweek.com @Griner DavidGriner.net
  • 3. 1. Stop worrying that you're behind.
  • 4. Marketers using social: • Facebook: • Twitter: • LinkedIn: • YouTube: • Google+: • Pinterest: 89% 87% 75% 72% 50% 40% Only 34% have seen clear ROI from social. Source: ExactTarget, "2014 State of Marketing"
  • 5. Digital marketing is increasingly about prioritizing. It's better to be great at one thing than to be mediocre at lots of things.
  • 6. 2. Audit, then purge your sites and social channels.
  • 7. Unless your site and social are brand new, they're likely speckled with outdated info. Now is a great time to poke every nook and cranny of your sites to ensure they're up to date.
  • 8. A checklist to start from: • Visit your site as a new customer would • Contact info up to date and prominent? • Click every link • How does it look on mobile? Tablet? • Try sharing your content on Facebook, G+, Twitter, LinkedIn. How does it look? • Are all your active social accounts linked from the home page? Any inactive accounts?
  • 9. 3. Drag yourself (and your business) kicking and screaming onto Google+. (I know. I'm not happy about this either.)
  • 10. Search is changing. Quickly. Google has quietly been giving increased search prominence to its own business listing info (via G+) and reviews (via Google Places).
  • 11. Integrated Google data like business info and reviews are now almost 50% of search result real estate.
  • 12. All signs point to Google consolidating everything into G+. Whether it's YouTube or business listing info, Google is nudging users toward G+ as a primary hub for your personal and business accounts. You might as well roll with it.
  • 13. Here's Google's own summary of G+ for business:
  • 14. So is Google+ replacing Facebook? No. In terms of generating traffic and engagement from business accounts, G+ is actually a somewhat lousy and expensive social network by comparison. But Facebook and Google are clearly evolving separate, gigantic ecosystems.
  • 15. "You're not really selling it, Dave." Well, no, but keep these in mind: • Google+ "authorship" is fantastic for writers • G+ is rolling out new ad units all the time, including promoted content on other sites • The photo integration is pretty stellar • Google+ will definitely continue to grow, which can't necessarily be said for Facebook
  • 16. 3. Double down on email.
  • 17. Where are marketers increasing investment in 2014? • Email: • Social: • Search: • Display: 52% 46% 41% 36% Source: StrongView, 2014 Marketing Trends Survey
  • 18. What are marketers prioritizing in 2014? • Integrating email with social: • Expanding email loyalty programs: • Optimizing email for mobile: • Better segmentation/targeting: 59% 57% 55% 36% Source: StrongView, 2014 Marketing Trends Survey
  • 19. Unlike social media, email is 'owned content' Your list is yours to grow and maintain. And it offers a level of customization and segmentation social has never offered.
  • 20. 4. Stop running social promotions without advertising and email support.
  • 21. Fan Growth by the Numbers
  • 22. Fan Growth by the Numbers Giveaway w/ advertising & email blasts Contest w/ email blasts (no advertising) Giveaway w/ advertising & email blasts
  • 23. 5. For great online content, look offline.
  • 24. Discovering content is often easier than creating it. • Archived documents and video • Vintage photography and ads • Company history and publications • Modern behind-the-scenes perspectives
  • 25. 6. Treat intellectual property seriously.
  • 26. The Internet may not care about such things, but we have to. It's just not worth getting sued over a kitten photo.
  • 27. If you didn't make it, license it or get it released in writing, don't post it. • Memes • Songs • News photos • Fan photos • Animated GIFs
  • 28. To post this one animated GIF of Ryan Gosling, you'd need permission from: • The copyright holder of the original film • The creator of the GIF • Ryan Gosling
  • 29. Experienced licensing is one of the best reasons to work with an agency. This inhouse ad was initially pulled from YouTube due to song licensing issues.
  • 30. 7. Recognize that "social media" has now broken into three jobs.
  • 31. 1. Content Creation • Writing • Photography • Design • Videography • Captions, summaries, metadata
  • 32. 1. Content Creation 2. Content Management • CMS oversight • Traffic and trends • Rights management • Content strategy and planning • Freelancer coordination
  • 33. 1. Content Creation 2. Content Management 3. Community Management • Daily content posting • Customer response and trafficking • Page moderation and oversight • Metrics: audience growth and engagement • Staying current on best practices • Sharing results/insights with content creators
  • 34. How Content Strategy Flows Content Strategy Topic Expert Identification and Coordination Traffic and Trend Analysis Content Development Community Management Editing, Proofing and Fact-Checking Content Management SEO and Social Optimization
  • 35. 8. Get serious about creating (and maintaining) monthly content calendars.
  • 36. Writing social content in advance ensures accuracy, quality and buy-in. It also makes social a more buttoned-up endeavor and opens the process to other departments.
  • 37. 9. Stop drinking from the social media fire hose.
  • 38. Feel like Twitter and Facebook are mostly just noise? • Use Twitter lists to sort and follow accounts specific to your professional interests, client categories, etc.
  • 39. Feel like Twitter and Facebook are mostly just noise? • Use Twitter lists to sort and follow accounts specific to your professional interests, client categories, etc. • Facebook lists are an under-used way to keep tabs on competitors and news sources for your industry
  • 40. Feel like Twitter and Facebook are mostly just noise? • Use Twitter lists to sort and follow accounts specific to your professional interests, client categories, etc. • Facebook lists are an under-used way to keep tabs on competitors and news sources for your industry • Customizing subreddits can actually make browsing Reddit more productive and less NSFW
  • 41. 10. Stop complaining about tactics that used to work but don't anymore.
  • 42. Digital marketing rewards evolution and experimentation When you start seeing diminishing returns, it's not always because Facebook is a jerk. Sometimes it's a sign that you're on autopilot.
  • 43. 11. Get to know your metadata.
  • 44. Metadata determines how your content is searched and shared. If you don't code, tags can look convoluted, but understanding them can be vital to increasing your traffic and SEO.
  • 45. Meta tags help tell social networks how to share your site's content.
  • 46. Metadata is evolving rapidly Tags used to be simple: headline, summary, etc. Now they enable high-res image sharing, link site content to social media accounts and much more.
  • 47. Site content shared on Facebook used to look like this:
  • 48. So publishers started doing this:
  • 49. Facebook compromised with this:
  • 50. Which is great, unless your metadata is outdated:
  • 51. Facebook Open Graph (OG) tags worth knowing: • Image (go horizontal, as large as possible) • Article: Publisher (links your site content to your Facebook page) • Article: Author (links content to a user profile)
  • 52. Other metadata to fall in love with: • Twitter Summary Cards w/ Large Image - Makes your content look great on Twitter • Schema.org - Universal set of tags preferred by Google+
  • 53. 12. Experiment with new ad units.
  • 54. Facebook, Google and Twitter always give preference to their newest shiny objects. Ad units are often at their cheapest and most effective when they're brand spanking new. Invest early.
  • 55. 13. Tell your leadership to start getting their hands dirty.
  • 56. Despite the mainstreaming of social, executives still aren't the faces of their businesses. Mid-level employees and anonymous business accounts just aren't enough.
  • 57. Source: Weber Shandwick, "The Social CEO: Executives Tell All" (2013)
  • 58. 14. Have fun with it.
  • 59. Yes, we're professionals. But no one benefits when we're boring. If digital feels like drudgery, you're doing yourself, your company and your customers a disservice.
  • 60. Some parting thoughts: • Stay active and engaged personally, not just professionally • When something's working well, tell your leadership and make sure they understand it enough to brag • Don't just measure. Create incentives. Make success fun. • Don't be afraid to experiment and fail. It sure beats doing the same old thing...and still failing.
  • 61. Thanks for your time. David Griner @Griner DavidGriner.net Slideshare.net/Griner