Digital Marketing: Now, New, Next

1,502 views
1,423 views

Published on

1 Comment
1 Like
Statistics
Notes
  • Very informative presentation, thank you for sharing. If you won't mind I would like to suggest that you increase your font size and add more engaging pictures.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
1,502
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
24
Comments
1
Likes
1
Embeds 0
No embeds

No notes for slide

Digital Marketing: Now, New, Next

  1. 1. Digital Marketing <br />Now, New, Next<br />
  2. 2. Today you’ll learn:<br />Now<br />The Basics<br />New<br />Brands as Publishers<br />Driving Engagement with Your Platforms<br />Next<br />Harnessing the Power of Influence<br />Confidential 4/6/11 <br />
  3. 3. NOW:THE BASICS<br />NOW<br />The Basics<br />Confidential 4/6/11 <br />
  4. 4. NOW:THE BASICS<br />Confidential 4/6/11 <br />
  5. 5. NOW:THE BASICS<br />Search Engine Optimization (SEO)<br />Platform / CMS optimization <br />Keyword selection <br />Content creation<br />4.   Link building: in-bound, on-site and out-bound<br />Confidential 4/6/11 <br />
  6. 6. NOW:THE BASICS<br />Use compelling calls-to-action:<br />Demo our software<br />Download the whitepaper<br />Sign up for our alerts<br />Request a quote<br />Use conversion points as an entry to your sales funnel or to get contact info<br />Acquisition<br />Confidential 4/6/11 <br />
  7. 7. NOW:THE BASICS<br />Relationship Marketing<br />The new year's resolutions email  resulted in 17 registrations in one day which equaled $20K in revenue<br />The bag contest email resulted in 1982 votes in one day and a 17% CTR, an all-time high<br />Confidential 4/6/11 <br />
  8. 8. NOW:THE BASICS<br />Relationship Marketing<br />Unique Open Rate: 11% - 16% <br />Click-through rate: More than 1.6% of received emails<br />Unsubscribe rate: Below .23%<br />Email Forwards: 2% of the total uniquely opened emails forwarded year/year<br />Social Sharing: A 3% increase in social sharing month/month.<br />Confidential 4/6/11 <br />
  9. 9. NOW:THE BASICS<br />Analytics<br />The three questions you should ask about your site<br />How are people finding you online?<br />What is the nature of your traffic?<br />How engaging is your site?<br />Confidential 4/6/11 <br />
  10. 10. NEW:BRANDS AS PUBLISHERS<br />NEW<br />Brands as Publishers<br />Confidential 4/6/11 <br />
  11. 11. NEW:BRANDS AS PUBLISHERS<br />Confidential 4/6/11 <br />
  12. 12. NEW:BRANDS AS PUBLISHERS<br />Social technology allows people to talk about brands with unprecedented speed and volume…<br />Confidential 4/6/11 <br />
  13. 13. NEW:BRANDS AS PUBLISHERS<br />… it also empowers brands to tap into the passions and needs of an audience<br />“Fastest Time to Reach 1 Million Twitter Followers”<br />25 hours and 17 minutes<br />Winning!<br />Confidential 4/6/11 <br />
  14. 14. NEW:BRANDS AS PUBLISHERS<br />Surprise! You’re a publisher!<br />Confidential 4/6/11 <br />
  15. 15. NEW:BRANDS AS PUBLISHERS<br />Confidential 4/6/11 <br />
  16. 16. NEW:BRANDS AS PUBLISHERS<br />Confidential 4/6/11 <br />
  17. 17. NEW:BRANDS AS PUBLISHERS<br />Approach<br />Responsive Layout (Every Site): Site renders ‘as is’<br />Web Mobile (Optional $): m. ‘dot’ site, I/A and Mobile Content<br />Native Branding ($): Info based, Syndicated Feeds, Media Services<br />Native Custom ($$$): Unique functionality<br />Confidential 4/6/11 <br />
  18. 18. NEW:BRANDS AS PUBLISHERS<br />What are the publishing platforms?<br />Editorial Calendar with Campaigns and Regular Touchpoints<br />What’s your content?<br />Who is managing these communities?<br />Marketing, PR, Technology? What are the roles <br />Confidential 4/6/11 <br />
  19. 19. NEW:DRIVING ENGAGEMENT WITH YOUR PLATFORMS<br />NEW<br />Driving Engagement with Your Platforms<br />Confidential 4/6/11 <br />
  20. 20. NEW:DRIVING ENGAGEMENT WITH YOUR PLATFORMS<br />The Internet is a decision engine<br />When was the last time you clicked on your browserand didn’tknow what you were going to do next?<br />Companies need to provide information users find valuable or they will ignore you.<br />Confidential 4/6/11 <br />
  21. 21. NEW:DRIVING ENGAGEMENT WITH YOUR PLATFORMS<br />How do you drive traffic and engagement?<br />Confidential 4/6/11 <br />
  22. 22. NEW:DRIVING ENGAGEMENT WITH YOUR PLATFORMS<br />Confidential 4/6/11 <br />
  23. 23. NEW:DRIVING ENGAGEMENT WITH YOUR PLATFORMS<br />Geolocation<br />Bridge offline and online with quick mobile consumption<br /><ul><li>Bridges offline and online
  24. 24. Offering exclusive experiences & specials
  25. 25. Serving IP-based, location-specific content & advertising
  26. 26. Geotaggedcontent mashups</li></ul>Confidential 4/6/11 <br />
  27. 27. NEW:DRIVING ENGAGEMENT WITH YOUR PLATFORMS<br />Is it audience appropriate?<br /><ul><li>Only 4% of Americans use location-based services
  28. 28. 7% of adults who go online with their mobile phone use a location-based service.
  29. 29. 8% of online adults ages 18-29 use location-based services, significantly more than online adults in any other age group.
  30. 30. 10% of online Hispanics use these services – significantly more than online whites (3%) or online blacks (5%).
  31. 31. 6% of online men use a location-based service such as Foursquare or Gowalla, compared with 3% of online women.</li></ul>Pew Research Center’s Internet & American Life project, November 2010<br />Confidential 4/6/11 <br />
  32. 32. NEW:DRIVING ENGAGEMENT WITH YOUR PLATFORMS<br />QR codes<br />Bridge offline and online with quick mobile consumption<br /><ul><li>Provide more information
  33. 33. Drive to online content: website, social network, video, etc.
  34. 34. Enable direct calls, emails
  35. 35. Download an MP3
  36. 36. Access to coupons or free giveaways </li></ul>Confidential 4/6/11 <br />
  37. 37. NEW:DRIVING ENGAGEMENT WITH YOUR PLATFORMS<br />Is it audience appropriate?<br /><ul><li>52% have seen or heard of bar codes
  38. 38. 28% scanned a QR code
  39. 39. 62% scan a barcode to go to a website
  40. 40. 24% scan for contact info
  41. 41. 30% scan for information
  42. 42. 30% scan for a coupon
  43. 43. 6% say their scan led to the purchase of a product or service</li></ul>Austin Williams Research<br />QR code study - October and November of 2010- Adults ages 25-54 years old<br />http://www.austin-williams.com/blog/post.cfm/qr-code-infographic)<br />Confidential 4/6/11 <br />
  44. 44. NEW:DRIVING ENGAGEMENT WITH YOUR PLATFORMS<br />A Single Campaign<br />Engagementbuilds<br />Engagementdissolves<br />Advocates<br />Only investing in one big campaign.<br />Loyalty and retention suffer with this approach <br />Time<br />Confidential 4/6/11 <br />
  45. 45. NEW:DRIVING ENGAGEMENT WITH YOUR PLATFORMS<br />The Rhythm of Business<br />Loyalty and retention positively impacted on a daily, weekly, monthly basis<br />Advocates<br />Time<br />Confidential 4/6/11 <br />
  46. 46. NEXT:HARNESSING THE POWER OF INFLUENCE<br />NEXT<br />Harnessing the Power of influence<br />Confidential 4/6/11 <br />
  47. 47. NEXT:HARNESSING THE POWER OF INFLUENCE<br />Razorfish<br />Liminal Study, 2011<br />Confidential 4/6/11 <br />
  48. 48. NEXT:HARNESSING THE POWER OF INFLUENCE<br />93% of the Inc. 500 companies surveyed reported that bulletin and message boards were the most successful locations for engaging customers.<br />Confidential 4/6/11 <br />
  49. 49. NEXT:HARNESSING THE POWER OF INFLUENCE<br />Confidential 4/6/11 <br />
  50. 50. NEXT:HARNESSING THE POWER OF INFLUENCE<br />Content<br />COI<br />Owned Properties<br />Attract and Engage<br />Social CRM: Acquire and Advocate<br />ID, activate, and engage with the key battlegrounds that we do not own and control<br />Build brand love and content amplification in the places customers expect you to be<br />Integrate<br />Confidential 4/6/11 <br />
  51. 51. NEW:DRIVING ENGAGEMENT WITH YOUR PLATFORMS<br />Social bridging<br />The scalability of social marketing relies on sharing<br />To be shared, content must have:<br /><ul><li>Transactional Value
  52. 52. Entertainment Value
  53. 53. Informational Value</li></ul>Confidential 4/6/11 <br />
  54. 54. NEXT:HARNESSING THE POWER OF INFLUENCE<br />Confidential 4/6/11 <br />
  55. 55. NEXT:HARNESSING THE POWER OF INFLUENCE<br />Confidential 4/6/11 <br />
  56. 56. NEXT:HARNESSING THE POWER OF INFLUENCE<br />Programmatically Activating People, Places and Content<br />Plan deployed across channels (transactional and conversational)<br /> Insights and Recommendations for activation and engagement<br />Test, learn, listen and optimize<br />What are the access points, content, platform assets and conversations where we can engage?<br />Identify the Communities of Interest<br />Confidential 4/6/11 <br />
  57. 57. NEXT:HARNESSING THE POWER OF INFLUENCE<br />Distribution (20%) <br />MembersSubscribers<br />Followers<br />Identify COIs<br />Popularity (15%) <br />Compete Unique Visitors <br />Inbound Links <br />Alexa Rank<br />Research Methodology<br /><ul><li>Determine candidate pool
  58. 58. Prioritize based on traffic and relevance
  59. 59. Score</li></ul>Influence/Effectiveness of each (15%) <br />Klout Influence Score <br />Website Grader <br />Page Rank <br />Engagement/Discussion (15%) <br />Comments (last 20 posts) <br />Google Buzz Count <br />TweetMeme<br />On Target (20%) <br />Audience Score (1-10) <br />Content Relevance (% last 30 posts) <br />Provides Value (15%) <br />Twitalyzer (score = percentile)<br />Content Score <br />Confidential 4/6/11 <br />
  60. 60. NEXT:HARNESSING THE POWER OF INFLUENCE<br />Confidential 4/6/11 <br />
  61. 61. NEXT:HARNESSING THE POWER OF INFLUENCE<br />Confidential 4/6/11 <br />
  62. 62. NEXT:HARNESSING THE POWER OF INFLUENCE<br />Scoring on Awareness, Engagement, Acquisition<br />Confidential 4/6/11 <br />
  63. 63. NEXT:HARNESSING THE POWER OF INFLUENCE<br />SOCIAL SCORECARD<br />Confidential 4/6/11 <br />
  64. 64. Questions?<br />Contact Me:<br />Leigh George, PhD, Senior Digital Marketing Strategist<br />lgeorge@r2integrated.com<br />410.327.0007 x 1211<br />http://www.linkedin.com/in/leighgeorge<br />@leighgeorge<br />Confidential 4/6/11 <br />
  65. 65. Image credits<br />Don Draper: www.thetruthaboutcars.com<br />Google search: www.thoughtmechanics.com<br />Analytics: www.screencastworld.com<br />Megaphone: seedmagazine.com<br />Social media woman: butterflypublisher.com/<br />Guinness Book of World Records logo : britwriters.co.uk<br />Charlie Sheen: mashable.com<br />Koi pond: fluorineneon.blogspot.com<br />Group: news.sciencemag.org<br />Krispy Kreme: tarichmond.com<br />Foursquare check-in: mobilemarketingwatch.com<br />QR code: flickr.com/photos/inju/2294162149/<br />Whitepaper: daneblogger.com<br />Coupon: livingsocial.com<br />Cat: incanhascheezburger.com<br />Foodtruck: stuffnearames.pbworks.com<br />Confidential 4/6/11 <br />

×