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Integrating Digital
Media Into Your Business
   + Measuring ROI
          Shelly Kramer
    CEO, V3 Integrated Marketing

              INTEGRATED
               MARKETING
         Vision + Voice + Value
INTEGRATED
                                              MARKETING
                       Vision + Voice + Value
What	
  I	
  do:	
  	
  Own	
  a	
  full	
  service	
  integrated	
  marke4ng	
  agency	
  located	
  in	
  Kansas	
  City	
  
and	
  doing	
  business	
  with	
  clients	
  na4onally.	
  I’m	
  half	
  marketer,	
  half	
  geek.	
  	
  

What	
  I	
  am	
  really	
  good	
  at:	
  	
  Helping	
  clients	
  develop	
  effec4ve	
  strategic	
  integrated	
  
marke4ng	
  plans,	
  understand	
  and	
  use	
  digital	
  media,	
  build	
  brand	
  awareness,	
  grow	
  
new	
  markets,	
  convert	
  leads	
  to	
  sales,	
  develop	
  communi4es	
  and	
  master	
  ROI	
  
across	
  all	
  mediums.	
  

                    Find	
  me	
  on	
  Twi5er:	
  	
  h5p://twi5er.com/shellykramer	
  
Who Are You?
                       Trade
                    Associations
                     20% (93)Brand
             Agency,           Education
                             Awareness
           PR, Marketing        18% (80)
             19% (86)

Finance                      Ag Business
2% (10)            Media      19% (87)

Government
                  20% (93)
  2% (9)
e ss e s
B u s in
      ur C us   tome rs)
   (Yo

       d
 N
  H
   e
    E
     e
      L P
Toda y?
M y J ob
           You
    S h ow
 To
           H ow
Business Owners




                                                     
                                                              


  Are Uneducated, Have
Questions, Need Information
    Source: J-Wire Mobile Audience Insight reports Q4, 2010
Business Owners




                                                   
                                                         


Don’t Have Time to Figure
  Out New Digital Tools
  Source: Fanminder – Mobile Marketing Survey (August, 2010)
Business Owners




                                                     
                                                           


Don’t Know How to Get Started

    Source: Fanminder – Mobile Marketing Survey (August, 2010)
Business Owners




                                                     
                                                           


Cited Their Current Marketing
    Programs are Working
    Source: Fanminder – Mobile Marketing Survey (August, 2010)
Are Not So Sure
Digital Services
Get in the game with your customers
SMB Opportunity
•  SMBs need to learn to use digital channels

•  They need to understand how to measure

•  There’s an opportunity to educate them

•  And an opportunity to serve them
So … How Do I Do This Crap?
Understand The Web of Today


       	
  Today’s	
  Website	
  
Traditional
Marketing

 Digital
Marketing
Traditional Marketing

              Print Ads
           Television Ads
            Cold Calling
           Trade Shows
            Email Blast
What Is Digital
 Marketing? Blogs
             Ebooks
           White Papers
             Videos
               SEO
           Social Media
            Webinars
           Feeds, RSS
Why This Matters…..
Inbound Marketing is More Effective
     Outbound
     Ave. Cost Per Lead
                                             Inbound is

      $332                                     60%
                                         lower per lead

                                             Inbound
                                            Ave. Cost Per Lead


                                                $134
       Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
1
Option

         Your Digital Brand
d
      n 	
  ra lf !
B se     	
Y ou r
          as the number one digital
 resources provider for your market
O Ne
 W dg!	
	
Kn owle
 Provide News, Information, Services, Content, Training
2
Option


         Video Services
Search Engines




Video
is	
  the	
  second	
  largest	
  search	
  engine	
  
  next	
  to	
  Google	
  with	
  490	
  million	
  
         unique	
  users	
  per	
  month	
  
Help Customers Create and Post
Set up a YouTube Page for your
 Company and each business
Ask	
  the	
  Experts	
  
Your Company Name Here
                                    Channel	
  
Your Company
             Crawford's                           Ask	
  the	
  Experts	
  
                      Ag	
  Supply	
  Store	
                                 Channel	
  


CrawfordsTV.com	
  
Videos can also be created for a
        print and online
   “Ask the Expert” program.
Videos can be
archived online
and promoted in
 a print edition,
   association
  newsletter or
    corporate
website or blog.
3
Option



         Local SEO Services



Help clients increase
their online visibility
Learn this, Live it …




Is Your Client…
Reputation Management
Your Google Image is?	
  




Your Online Identity?


Claim It
Integrating Digital Marketing Into Your Business Strategy: 2011 Agriculture Media Summit
Local and Industry
   Directories?
 Use “Places Management” as part
  of your suite of offerings with the
    goal of getting people to their
business through multiple channels
that you create or manage for them.	
  
Resources	
  
Resources	
  
4
Option


         Mobile Services
Smartphone
  penetration
  continues
 to rise in all
categories
Business Owners




                                       
                                       


Are likely to try mobile

      Source: Borrell Associates	
  
of businesses have mobile
     enabled websites
Most websites look fine on a
   desktop computer…
…or on a laptop.
Most desktop websites were
not designed to be viewed
on the small screens of
mobile devices.

Fonts can be too small,
images are too small,
navigation can be clunky,
Flash won’t work, lengthy
page loads, and the list
goes on and on.
of businesses have never checked
the appearance or function of their
     website on a smartphone.
       Source: Fanminder – Mobile Marketing Survey (August, 2010)
Percentage of Smartphone owners
 accessing the Internet or email
Mostly go online
  using their phone
2011 - Pew Research Center Internet & American Life Project.
Many of the “Cell Mostly” individuals have
other sources of online access at home...
…but roughly one-third of these users lack a
 high-speed home broadband connection




Are these your readers + customers?
Integrating Digital Marketing Into Your Business Strategy: 2011 Agriculture Media Summit
Integrating Digital Marketing Into Your Business Strategy: 2011 Agriculture Media Summit
Offer mobile website
  design services
Hold seminars/webinars
       and teach
A mobile app isn't a strategy




"I need an app” is the 2011 version of
      "I need a Facebook Page.”
 Apps	
  are	
  cool	
  –	
  and	
  ubiquitous	
  
Smartphone usage with
farmers, growers and
producers are on the rise.

Tools in multiple categories
are available in mobile
versions and Apps.
Research/Field Data
Information Resources
Weather
News, Futures
Calculators
Integrating Digital Marketing Into Your Business Strategy: 2011 Agriculture Media Summit
5
Option


         Social Media
Social	
  Media	
  
Why	
  bother?	
  
       93%	
  of	
  people	
  expect	
  
      companies	
  to	
  have	
  a	
  social	
  
          media	
  presence	
  
Primary	
  Social	
  Media	
  ObjecOves	
  


      27%	
                                                                                             28%	
  
                                                                              Brand	
  	
  
                                           Other	
                            Awareness	
  


                                      Customer	
  
                                     AcquisiOon	
                         Customer	
  
                                                                           Growth	
  	
  	
  	
  	
  
    19%	
                                                                 &	
  Loyalty	
                25%	
  
Source:	
  2010	
  COLLOQUY	
  &	
  DMA	
  Social	
  Media	
  Study	
  
People
 has	
  over	
  640	
  million	
  
   registered	
  users	
  
People
 has	
  over	
  200	
  million	
  
         accounts	
  
 Over	
  75	
  million	
  tweets	
  per	
  day	
  
of	
  users	
  across	
  all	
  social	
  media	
  plaXorms	
  
             are	
  18	
  to	
  50	
  years	
  of	
  age	
  
35	
  years	
  or	
  older	
  




65%	
  are	
  35	
  to	
  54	
  
We’re	
  a	
  Wired	
  Bunch	
  –	
  And	
  We	
  
 ParOcipate	
  in	
  Social	
  Media	
  



        51	
        %	
  
                            Higher
                                    Email	
  
A blog is social
 media. Not just
 another place to
  push out your
marketing message
In Case You Forgot Why This Matters
6
Option



         Lead Generation
Finding
New Customers
is the greatest challenge
        for SMBs

       New Study by Bredin Business Information
Tactics to find new
         customers
                      2010	
      2011	
  


  Website	
       51% 85%

  Search	
        38% 74%

  Video	
         20% 54%

Source: New Study by Bredin Business Information
Tactics to find new
         customers
                      2010	
      2011	
  
  Coupon	
  
  Offers	
  
  (Groupon)	
  
                      -          53%

  Mobile	
            -          49%
  Twi5er	
        27% 50%

  Facebook	
   43%               65%
Source: New Study by Bredin Business Information
Leads by Indexed Web Pages




Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV	
  
Why Does This Matter???

It’s Money, Plain and Simple

More Indexed Pages = $

Companies with more indexed pages on Google,
Yahoo and Bing generate more sales leads.	
  

Every 50 to 100 incremental indexed pages can
mean double-digit lead growth.	
  

Growth in new leads accelerates significantly once
websites achieve 300+ pages indexed by Google.
Social Media is for Leads and Sales
   Percentage of companies that have acquired a customer from:


                       Company
                       Blog                            46%
                     LinkedIn                          41%
                     Facebook                          44%
                     Twitter                           41%
          Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Now, Understand Influence
Stats	
  =	
  Influence	
  +	
  Crediblity	
  
How	
  Do	
  I	
  Measure	
  +	
  Show	
  Value	
  -­‐	
  h`p://getclicky.com	
  
Understand What This
  Really Means…
Influence	
  +	
  Crediblity	
  
How	
  Measure	
  +	
  Show	
  Value	
  -­‐	
  h`p://peerindex.net	
  
Influence	
  +	
  Crediblity	
  
How	
  Measure	
  +	
  Show	
  Value	
  -­‐	
  h`p://twitalyzer.com	
  
Influence	
  +	
  Crediblity	
  
How	
  Do	
  I	
  Learn	
  +	
  Measure	
  -­‐	
  h`p://klout.com	
  
Influence	
  +	
  Crediblity	
  
How	
  Do	
  I	
  Measure	
  +	
  Show	
  Value	
  -­‐	
  h`p://tweetreach.com	
  
Influence	
  +	
  Crediblity	
  
How	
  Do	
  I	
  Measure	
  +	
  Show	
  Value	
  -­‐	
  h`p://hootsuite.com	
  
Brand	
  +	
  ReputaOon	
  Tracking	
  
 Who’s	
  Saying	
  What?	
  –	
  h`p://socialmen4on.com	
  
Brand	
  +	
  ReputaOon	
  Tracking	
  
   Who’s	
  Saying	
  What?	
  –	
  h`p://moni`er.com	
  
Let’s Talk Numbers…




  5!
Analytics:
From Nemesis to Roadmap
What’s the big deal about numbers?



      •  What and How
      •  Predict Growth,Trends
      •  The Competition
      •  What’s Working
      •  What’s Not
First Step – Know Thy Website



 •  Analyze Site Traffic
 •  Do Your Keyword Research
 •  Stalk the Competition
 •  SEO Content For Your Site
How Do I do That?
Integrating Digital Marketing Into Your Business Strategy: 2011 Agriculture Media Summit
What’s the big deal about analytics?


    •  Want
    •  Care About
    •  Find You
    •  Do There
    •  Oops, What Did I Do?
Don’t Just Install Analytics,
 Read the #$@% Things!
Be a Skeptic: Don’t Rely On Just One Set
Tynt.com -- Know Where Your Stuff Goes!
Information … my crack cocaine
PostRank Analytics Rock
Your Stats Are Your Roadmap
Your Stats Are Your Roadmap
Now,
where’s the #$@*%

   ROI?	
  
Settle Down
The Key is BENEFITS

             ort vs. Long
           Sh

            Financ ial vs.
               n-Fina ncial
            No
Create a SCORECARD
Before ROI, You Get This
•  Increase in site traffic
•  Increase in time spent on site
•  Views of a specific landing page, blog post
   or offer
•  Increased follower/like/friend base
•  Increase in Share of Voice
•  Increase in Positive Sentiment (this means
   they like you) (more)
And the Payoff …
•    Increased revenue
•    More leads
•    Shorter sales cycles
•    Lower customer acquisition costs
•    Lower customer service costs
•    Lower customer retention costs

     (Are You Happy Yet?)
Scorecard
Financial    Have Revenue/Profits increased? 	
  


Financial    Have Costs decreased? 	
  


             Have consumer attitudes about
 Brand       the brand improved? 	
  

   Risk
Management   Better prepared to find/respond? 	
  


             Has the company enhanced
 Digital     it’s assets? 	
  
“It is not the strongest of the
species that survives, nor the
most intelligent that survives.
It is the one that is the most
adaptable to change.”
                - Charles Darwin
Change is hard. But it’s worth it.
Stalk Me … I don’t bite




   816.200.2520	
                   Shelly@V3im.com	
             www.v3im.com	
  




                                                                         LinkedIn	
  
twi`er.com/shellykramer	
     facebook.com/shellykramer	
  
                                                              Shelly	
  DeMo`e	
  Kramer	
  
INTEGRATED
      MARKETING
Vision + Voice + Value
       v3im.com

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Integrating Digital Marketing Into Your Business Strategy: 2011 Agriculture Media Summit

  • 1. Integrating Digital Media Into Your Business + Measuring ROI Shelly Kramer CEO, V3 Integrated Marketing INTEGRATED MARKETING Vision + Voice + Value
  • 2. INTEGRATED MARKETING Vision + Voice + Value What  I  do:    Own  a  full  service  integrated  marke4ng  agency  located  in  Kansas  City   and  doing  business  with  clients  na4onally.  I’m  half  marketer,  half  geek.     What  I  am  really  good  at:    Helping  clients  develop  effec4ve  strategic  integrated   marke4ng  plans,  understand  and  use  digital  media,  build  brand  awareness,  grow   new  markets,  convert  leads  to  sales,  develop  communi4es  and  master  ROI   across  all  mediums.   Find  me  on  Twi5er:    h5p://twi5er.com/shellykramer  
  • 3. Who Are You? Trade Associations 20% (93)Brand Agency, Education Awareness PR, Marketing 18% (80) 19% (86) Finance Ag Business 2% (10) Media 19% (87) Government 20% (93) 2% (9)
  • 4. e ss e s B u s in ur C us tome rs) (Yo d N H e E e L P
  • 5. Toda y? M y J ob You S h ow To H ow
  • 6. Business Owners Are Uneducated, Have Questions, Need Information Source: J-Wire Mobile Audience Insight reports Q4, 2010
  • 7. Business Owners Don’t Have Time to Figure Out New Digital Tools Source: Fanminder – Mobile Marketing Survey (August, 2010)
  • 8. Business Owners Don’t Know How to Get Started Source: Fanminder – Mobile Marketing Survey (August, 2010)
  • 9. Business Owners Cited Their Current Marketing Programs are Working Source: Fanminder – Mobile Marketing Survey (August, 2010)
  • 10. Are Not So Sure
  • 11. Digital Services Get in the game with your customers
  • 12. SMB Opportunity •  SMBs need to learn to use digital channels •  They need to understand how to measure •  There’s an opportunity to educate them •  And an opportunity to serve them
  • 13. So … How Do I Do This Crap?
  • 14. Understand The Web of Today  Today’s  Website  
  • 16. Traditional Marketing Print Ads Television Ads Cold Calling Trade Shows Email Blast
  • 17. What Is Digital Marketing? Blogs Ebooks White Papers Videos SEO Social Media Webinars Feeds, RSS
  • 19. Inbound Marketing is More Effective Outbound Ave. Cost Per Lead Inbound is $332 60% lower per lead Inbound Ave. Cost Per Lead $134 Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  • 20. 1 Option Your Digital Brand
  • 21. d n ra lf ! B se Y ou r as the number one digital resources provider for your market
  • 22. O Ne W dg! Kn owle Provide News, Information, Services, Content, Training
  • 23. 2 Option Video Services
  • 25. is  the  second  largest  search  engine   next  to  Google  with  490  million   unique  users  per  month  
  • 27. Set up a YouTube Page for your Company and each business
  • 28. Ask  the  Experts   Your Company Name Here Channel  
  • 29. Your Company Crawford's Ask  the  Experts   Ag  Supply  Store   Channel   CrawfordsTV.com  
  • 30. Videos can also be created for a print and online “Ask the Expert” program.
  • 31. Videos can be archived online and promoted in a print edition, association newsletter or corporate website or blog.
  • 32. 3 Option Local SEO Services Help clients increase their online visibility
  • 33. Learn this, Live it … Is Your Client…
  • 35. Your Google Image is?   Your Online Identity? Claim It
  • 37. Local and Industry Directories? Use “Places Management” as part of your suite of offerings with the goal of getting people to their business through multiple channels that you create or manage for them.  
  • 40. 4 Option Mobile Services
  • 41. Smartphone penetration continues to rise in all categories
  • 42. Business Owners Are likely to try mobile Source: Borrell Associates  
  • 43. of businesses have mobile enabled websites
  • 44. Most websites look fine on a desktop computer…
  • 45. …or on a laptop.
  • 46. Most desktop websites were not designed to be viewed on the small screens of mobile devices. Fonts can be too small, images are too small, navigation can be clunky, Flash won’t work, lengthy page loads, and the list goes on and on.
  • 47. of businesses have never checked the appearance or function of their website on a smartphone. Source: Fanminder – Mobile Marketing Survey (August, 2010)
  • 48. Percentage of Smartphone owners accessing the Internet or email
  • 49. Mostly go online using their phone 2011 - Pew Research Center Internet & American Life Project.
  • 50. Many of the “Cell Mostly” individuals have other sources of online access at home...
  • 51. …but roughly one-third of these users lack a high-speed home broadband connection Are these your readers + customers?
  • 54. Offer mobile website design services
  • 56. A mobile app isn't a strategy "I need an app” is the 2011 version of "I need a Facebook Page.”
  • 57.  Apps  are  cool  –  and  ubiquitous  
  • 58. Smartphone usage with farmers, growers and producers are on the rise. Tools in multiple categories are available in mobile versions and Apps.
  • 65. 5 Option Social Media
  • 66. Social  Media   Why  bother?   93%  of  people  expect   companies  to  have  a  social   media  presence  
  • 67. Primary  Social  Media  ObjecOves   27%   28%   Brand     Other   Awareness   Customer   AcquisiOon   Customer   Growth           19%   &  Loyalty   25%   Source:  2010  COLLOQUY  &  DMA  Social  Media  Study  
  • 68. People has  over  640  million   registered  users  
  • 69. People has  over  200  million   accounts   Over  75  million  tweets  per  day  
  • 70. of  users  across  all  social  media  plaXorms   are  18  to  50  years  of  age  
  • 71. 35  years  or  older   65%  are  35  to  54  
  • 72. We’re  a  Wired  Bunch  –  And  We   ParOcipate  in  Social  Media   51   %   Higher Email  
  • 73. A blog is social media. Not just another place to push out your marketing message
  • 74. In Case You Forgot Why This Matters
  • 75. 6 Option Lead Generation
  • 76. Finding New Customers is the greatest challenge for SMBs New Study by Bredin Business Information
  • 77. Tactics to find new customers 2010   2011   Website   51% 85% Search   38% 74% Video   20% 54% Source: New Study by Bredin Business Information
  • 78. Tactics to find new customers 2010   2011   Coupon   Offers   (Groupon)   - 53% Mobile   - 49% Twi5er   27% 50% Facebook   43% 65% Source: New Study by Bredin Business Information
  • 79. Leads by Indexed Web Pages Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
  • 80. Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV  
  • 81. Why Does This Matter??? It’s Money, Plain and Simple More Indexed Pages = $ Companies with more indexed pages on Google, Yahoo and Bing generate more sales leads.   Every 50 to 100 incremental indexed pages can mean double-digit lead growth.   Growth in new leads accelerates significantly once websites achieve 300+ pages indexed by Google.
  • 82. Social Media is for Leads and Sales Percentage of companies that have acquired a customer from: Company Blog 46% LinkedIn 41% Facebook 44% Twitter 41% Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  • 84. Stats  =  Influence  +  Crediblity   How  Do  I  Measure  +  Show  Value  -­‐  h`p://getclicky.com  
  • 85. Understand What This Really Means…
  • 86. Influence  +  Crediblity   How  Measure  +  Show  Value  -­‐  h`p://peerindex.net  
  • 87. Influence  +  Crediblity   How  Measure  +  Show  Value  -­‐  h`p://twitalyzer.com  
  • 88. Influence  +  Crediblity   How  Do  I  Learn  +  Measure  -­‐  h`p://klout.com  
  • 89. Influence  +  Crediblity   How  Do  I  Measure  +  Show  Value  -­‐  h`p://tweetreach.com  
  • 90. Influence  +  Crediblity   How  Do  I  Measure  +  Show  Value  -­‐  h`p://hootsuite.com  
  • 91. Brand  +  ReputaOon  Tracking   Who’s  Saying  What?  –  h`p://socialmen4on.com  
  • 92. Brand  +  ReputaOon  Tracking   Who’s  Saying  What?  –  h`p://moni`er.com  
  • 95. What’s the big deal about numbers? •  What and How •  Predict Growth,Trends •  The Competition •  What’s Working •  What’s Not
  • 96. First Step – Know Thy Website •  Analyze Site Traffic •  Do Your Keyword Research •  Stalk the Competition •  SEO Content For Your Site
  • 97. How Do I do That?
  • 99. What’s the big deal about analytics? •  Want •  Care About •  Find You •  Do There •  Oops, What Did I Do?
  • 100. Don’t Just Install Analytics, Read the #$@% Things!
  • 101. Be a Skeptic: Don’t Rely On Just One Set
  • 102. Tynt.com -- Know Where Your Stuff Goes!
  • 103. Information … my crack cocaine
  • 105. Your Stats Are Your Roadmap
  • 106. Your Stats Are Your Roadmap
  • 109. The Key is BENEFITS ort vs. Long Sh Financ ial vs. n-Fina ncial No
  • 111. Before ROI, You Get This •  Increase in site traffic •  Increase in time spent on site •  Views of a specific landing page, blog post or offer •  Increased follower/like/friend base •  Increase in Share of Voice •  Increase in Positive Sentiment (this means they like you) (more)
  • 112. And the Payoff … •  Increased revenue •  More leads •  Shorter sales cycles •  Lower customer acquisition costs •  Lower customer service costs •  Lower customer retention costs (Are You Happy Yet?)
  • 113. Scorecard Financial Have Revenue/Profits increased?   Financial Have Costs decreased?   Have consumer attitudes about Brand the brand improved?   Risk Management Better prepared to find/respond?   Has the company enhanced Digital it’s assets?  
  • 114. “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.” - Charles Darwin
  • 115. Change is hard. But it’s worth it.
  • 116. Stalk Me … I don’t bite 816.200.2520   Shelly@V3im.com   www.v3im.com   LinkedIn   twi`er.com/shellykramer   facebook.com/shellykramer   Shelly  DeMo`e  Kramer  
  • 117. INTEGRATED MARKETING Vision + Voice + Value v3im.com