The document provides an overview of digital marketing strategies including search engine optimization, relationship marketing, analytics, brands as publishers, driving engagement on platforms, and harnessing the power of influence. It discusses current tactics like SEO, calls to action, and relationship marketing as well as new approaches like brands becoming publishers by creating and sharing content and using geolocation and QR codes to bridge offline and online experiences. It also covers measuring engagement and influence through identifying communities of interest and activating advocates.

1. Digital Marketing Now, New, Next

2. Today you’ll learn: Now The Basics New Brands as Publishers Driving Engagement with Your Platforms Next Harnessing the Power of Influence Confidential 4/6/11

3. NOW:THE BASICS NOW The Basics Confidential 4/6/11

4. NOW:THE BASICS Confidential 4/6/11

5. NOW:THE BASICS Search Engine Optimization (SEO) Platform / CMS optimization Keyword selection Content creation 4. Link building: in-bound, on-site and out-bound Confidential 4/6/11

6. NOW:THE BASICS Use compelling calls-to-action: Demo our software Download the whitepaper Sign up for our alerts Request a quote Use conversion points as an entry to your sales funnel or to get contact info Acquisition Confidential 4/6/11

7. NOW:THE BASICS Relationship Marketing The new year's resolutions email resulted in 17 registrations in one day which equaled $20K in revenue The bag contest email resulted in 1982 votes in one day and a 17% CTR, an all-time high Confidential 4/6/11

8. NOW:THE BASICS Relationship Marketing Unique Open Rate: 11% - 16% Click-through rate: More than 1.6% of received emails Unsubscribe rate: Below .23% Email Forwards: 2% of the total uniquely opened emails forwarded year/year Social Sharing: A 3% increase in social sharing month/month. Confidential 4/6/11

9. NOW:THE BASICS Analytics The three questions you should ask about your site How are people finding you online? What is the nature of your traffic? How engaging is your site? Confidential 4/6/11

10. NEW:BRANDS AS PUBLISHERS NEW Brands as Publishers Confidential 4/6/11

11. NEW:BRANDS AS PUBLISHERS Confidential 4/6/11

12. NEW:BRANDS AS PUBLISHERS Social technology allows people to talk about brands with unprecedented speed and volume… Confidential 4/6/11

13. NEW:BRANDS AS PUBLISHERS … it also empowers brands to tap into the passions and needs of an audience “Fastest Time to Reach 1 Million Twitter Followers” 25 hours and 17 minutes Winning! Confidential 4/6/11

14. NEW:BRANDS AS PUBLISHERS Surprise! You’re a publisher! Confidential 4/6/11

15. NEW:BRANDS AS PUBLISHERS Confidential 4/6/11

16. NEW:BRANDS AS PUBLISHERS Confidential 4/6/11

17. NEW:BRANDS AS PUBLISHERS Approach Responsive Layout (Every Site): Site renders ‘as is’ Web Mobile (Optional $): m. ‘dot’ site, I/A and Mobile Content Native Branding ($): Info based, Syndicated Feeds, Media Services Native Custom ($$$): Unique functionality Confidential 4/6/11

18. NEW:BRANDS AS PUBLISHERS What are the publishing platforms? Editorial Calendar with Campaigns and Regular Touchpoints What’s your content? Who is managing these communities? Marketing, PR, Technology? What are the roles Confidential 4/6/11

19. NEW:DRIVING ENGAGEMENT WITH YOUR PLATFORMS NEW Driving Engagement with Your Platforms Confidential 4/6/11

20. NEW:DRIVING ENGAGEMENT WITH YOUR PLATFORMS The Internet is a decision engine When was the last time you clicked on your browserand didn’tknow what you were going to do next? Companies need to provide information users find valuable or they will ignore you. Confidential 4/6/11

21. NEW:DRIVING ENGAGEMENT WITH YOUR PLATFORMS How do you drive traffic and engagement? Confidential 4/6/11

22. NEW:DRIVING ENGAGEMENT WITH YOUR PLATFORMS Confidential 4/6/11

24. Offering exclusive experiences & specials

25. Serving IP-based, location-specific content & advertising

26. Geotaggedcontent mashupsConfidential 4/6/11

28. 7% of adults who go online with their mobile phone use a location-based service.

29. 8% of online adults ages 18-29 use location-based services, significantly more than online adults in any other age group.

30. 10% of online Hispanics use these services – significantly more than online whites (3%) or online blacks (5%).

31. 6% of online men use a location-based service such as Foursquare or Gowalla, compared with 3% of online women.Pew Research Center’s Internet & American Life project, November 2010 Confidential 4/6/11

33. Drive to online content: website, social network, video, etc.

34. Enable direct calls, emails

35. Download an MP3

36. Access to coupons or free giveaways Confidential 4/6/11

38. 28% scanned a QR code

39. 62% scan a barcode to go to a website

40. 24% scan for contact info

41. 30% scan for information

42. 30% scan for a coupon

43. 6% say their scan led to the purchase of a product or serviceAustin Williams Research QR code study - October and November of 2010- Adults ages 25-54 years old http://www.austin-williams.com/blog/post.cfm/qr-code-infographic) Confidential 4/6/11

44. NEW:DRIVING ENGAGEMENT WITH YOUR PLATFORMS A Single Campaign Engagementbuilds Engagementdissolves Advocates Only investing in one big campaign. Loyalty and retention suffer with this approach Time Confidential 4/6/11

45. NEW:DRIVING ENGAGEMENT WITH YOUR PLATFORMS The Rhythm of Business Loyalty and retention positively impacted on a daily, weekly, monthly basis Advocates Time Confidential 4/6/11

46. NEXT:HARNESSING THE POWER OF INFLUENCE NEXT Harnessing the Power of influence Confidential 4/6/11

47. NEXT:HARNESSING THE POWER OF INFLUENCE Razorfish Liminal Study, 2011 Confidential 4/6/11

48. NEXT:HARNESSING THE POWER OF INFLUENCE 93% of the Inc. 500 companies surveyed reported that bulletin and message boards were the most successful locations for engaging customers. Confidential 4/6/11

49. NEXT:HARNESSING THE POWER OF INFLUENCE Confidential 4/6/11

50. NEXT:HARNESSING THE POWER OF INFLUENCE Content COI Owned Properties Attract and Engage Social CRM: Acquire and Advocate ID, activate, and engage with the key battlegrounds that we do not own and control Build brand love and content amplification in the places customers expect you to be Integrate Confidential 4/6/11

52. Entertainment Value

53. Informational ValueConfidential 4/6/11

54. NEXT:HARNESSING THE POWER OF INFLUENCE Confidential 4/6/11

55. NEXT:HARNESSING THE POWER OF INFLUENCE Confidential 4/6/11

56. NEXT:HARNESSING THE POWER OF INFLUENCE Programmatically Activating People, Places and Content Plan deployed across channels (transactional and conversational) Insights and Recommendations for activation and engagement Test, learn, listen and optimize What are the access points, content, platform assets and conversations where we can engage? Identify the Communities of Interest Confidential 4/6/11

58. Prioritize based on traffic and relevance

59. ScoreInfluence/Effectiveness of each (15%) Klout Influence Score Website Grader Page Rank Engagement/Discussion (15%) Comments (last 20 posts) Google Buzz Count TweetMeme On Target (20%) Audience Score (1-10) Content Relevance (% last 30 posts) Provides Value (15%) Twitalyzer (score = percentile) Content Score Confidential 4/6/11

60. NEXT:HARNESSING THE POWER OF INFLUENCE Confidential 4/6/11

61. NEXT:HARNESSING THE POWER OF INFLUENCE Confidential 4/6/11

62. NEXT:HARNESSING THE POWER OF INFLUENCE Scoring on Awareness, Engagement, Acquisition Confidential 4/6/11

63. NEXT:HARNESSING THE POWER OF INFLUENCE SOCIAL SCORECARD Confidential 4/6/11

64. Questions? Contact Me: Leigh George, PhD, Senior Digital Marketing Strategist lgeorge@r2integrated.com 410.327.0007 x 1211 http://www.linkedin.com/in/leighgeorge @leighgeorge Confidential 4/6/11

65. Image credits Don Draper: www.thetruthaboutcars.com Google search: www.thoughtmechanics.com Analytics: www.screencastworld.com Megaphone: seedmagazine.com Social media woman: butterflypublisher.com/ Guinness Book of World Records logo : britwriters.co.uk Charlie Sheen: mashable.com Koi pond: fluorineneon.blogspot.com Group: news.sciencemag.org Krispy Kreme: tarichmond.com Foursquare check-in: mobilemarketingwatch.com QR code: flickr.com/photos/inju/2294162149/ Whitepaper: daneblogger.com Coupon: livingsocial.com Cat: incanhascheezburger.com Foodtruck: stuffnearames.pbworks.com Confidential 4/6/11