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Social Media Training at The College of St. Scholastica

Social Media Training at The College of St. Scholastica

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Css Digital Marketing Training Css Digital Marketing Training Presentation Transcript

  • Digital Marketing Training Social Media, SEM April 19, 2010
  • Agenda • What is Social Media • Social Media Usage • Social Media Trends • Social Media and Broad Marketing Plans – Cases • Develop a Social Media Strategy – Steps, Tutorials • SEM – PPC – SEO – Display • Develop Communications Plan
  • Social Media Defined Officially, social media is “an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio.” source: wikepedia.org
  • The Real Deal
  • Social Media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done there is surpise it’s not better. Avinash Kaushik, Analytics, Google
  • Example: Facebook Jina Schaefer: Bon Jovi tonight. New puppy tomorrow. It is a good week!
  • Example: Facebook Jon Drevlow: Twins game baby! Dawn: We’re here too! Right above you it appears… Jon Drevlow: There you go again; always trying to be on top!
  • Example: Twitter
  • Example: Digg
  • Example: Technorati
  • Is Social Media Here to Stay?
  • 3 out of 4 Americans use social technology Forrester, The Growth of Social Media Adoption, 2008
  • 2/3 of the Global Internet Population Visit Social Networks Nielson, Global Faces and Networked Places, 2009
  • Visiting Social Sites is now the 4th most popular online activity – ahead of personal email Nielson, Global Faces and Networked Places, 2009
  • Time spent on social networks is growing at 3x the overall internet rate, accounting for 10% of overall internet time Nielson, Global Faces and Networked Places, 2009
  • A Focus on Social Media A study on social media found the following: • 184,000,000 Americans use social media • 93% of those Americans believe that companies should have a presence on those social mediums • 85% believe that companies should not only be present, but should regularly interact with their customers on social media source: The Cone Institute, 2008
  • Social Media Stats • This new and evolving media has reached critical mass with nearly 65% of the U.S. population using social networks • Social media offers unprecedented immediate, frequent and ongoing communications opportunities with current customers and target prospects • Reach and frequency coupled with low media costs will make this the channel a high performer when measured by return on investment
  • Social Media Stats • Results are highly measurable • Consumers invest time in setting up their social networks, subsequently their social media profiles will remain static while phone numbers, emails and even mailing addresses will change over time • The online relationship offers limitless opportunities to interact and the opportunity to shift marketing spend away from more expensive channels (broadcast, print, direct mail, FSI’s)
  • Social Media Now Rivals Email
  • Is Social Media a Fad? http://www.youtube.com/watch?v=sIFYPQjYhv8
  • Social Media Trends 2010
  • 2010 Social Media Trends • Social media begins to look less social • Corporations look to scale – http://techcrunch.com/2009/07 /21/best-buy-goes-all-twitter- crazy-with-twelpforce/ • Social business becomes serious play
  • Social Media Trends 2010 • Your company will have a social media policy (and it might actually be enforced) • Mobile becomes a social media lifeline • Sharing no longer means e-mail
  • Social Media Can Support a Broader Communications Strategy
  • Modern Marketing OLD = BRAND BROADCAST MESSAGING BRAND CONSUMER
  • Mass Media is Old News
  • Modern Marketing OLD = BRAND BROADCAST MESSAGING BRAND CONSUMER NEW = BRAND ENGAGEMENT BRAND CONSUMER PEERS
  • Modern Marketing OLD = BRAND BROADCAST MESSAGING BRAND CONSUMER NEW = BRAND ENGAGEMENT BRAND CONSUMER PEERS Social Media Lives Here
  • A Modern Brand Marketing Model Integrated: Traditional TV Print Radio Social Media Guerilla Integrated WOM Mobile Web Search Engine Optimization Advertising Digital Digital Media PR Events
  • YOUR BRAND
  • YOUR BRAND
  • Objective: Change Behavior Creating an emotional connection to a brand can change consumer behavior. Social Media is a great connection point.
  • Social Media in Action
  • Johnson & Johnson uses this blog to show another side of the company, with frequent video posts and interviews.
  • Jeep connects with customers via a community page with links to photos on Flickr, the company’s MySpace and Facebook pages and a list of enthusiast groups.
  • Starbucks started MyStarbucksIdea so that customers can submit ideas for the company which are then voted on by other users, the best of which will be implemented by the company.
  • Zappos uses Twitter for employees to communicate with Zappos customers about their shared love of footwear.
  • Whole Foods has 150 separate Twitter accounts all focused on customer service. Cheese, wine, gluten free, recipes, etc!
  • Ford Social Media Strategy Humanize the company by connecting Ford employees with our stakeholders, allowing them to connect with each other when appropriate, and providing value in the process. Learn more: http://www.scottmonty.com/2009/07/year-at- ford-part-1.html#ixzz0l2mTsHWp
  • @FordCustService
  • @FordMustang
  • @FordDriveGreen
  • Build a Social Media Strategy
  • Content Strategy You can speak to the 200 million on-line Americans using social networks today, what will you say?
  • 1. Setup Your Brand Profiles Across Desired Social Networks 2. Create An Editorial Calendar for Content Updates 3. Leverage Third-Party Tools to Grow Membership & Promote Your Presence
  • 54
  • 55
  • How Many Twitter Users Are There? 56
  • 57
  • 58
  • 59
  • 60
  • Set Up Your Own Profile
  • Tutorial
  • 1. Setup Your Brand Profiles Across Desired Social Networks 2. Create An Editorial Calendar for Content Updates 3. Leverage Third-Party Tools to Grow Membership & Promote Your Presence
  • Create a written program Editorial Calendar that documents all planned program communications. It should include: – Baseline editorial content related to over-arching program concept (meant to be fun and engaging) – Messaging and links around events, sales and other planned promotional activity – Messaging and links to support continuity programs such as loyalty initiatives, credit card programs, newsletters, etc. – Sourced value-added third party content such as web links to category information, relevant or engaging video content, custom created content 64
  • 1. Setup Your Brand Profiles Across Desired Social Networks 2. Create An Editorial Calendar for Content Updates 3. Leverage Third-Party Tools to Grow Membership & Promote Your Presence
  • Synchronize the Deployment of your Editorial Calendar across multiple social networks and manage the process daily using automation tools – www.TweetDeck.com – Deploy messaging across multiple social networks simultaneously – Post web links and pictures – Search for relevant content and followers
  • Schedule messaging to be released automatically www.Sendible.com
  • Target followers based on: – www.Tweet-Automator.com – Content they post – Their geography
  • Create a Dashboard for easy reporting review Member Growth by Month Current Month Sales Reputation Management Click-Thru’s Program ROI – 28X Program duration 3 months Total Investment: $25,000 Total Sales: $693,005
  • Display Advertising
  • Search Engine Marketing
  • Two Types Of Search Results (Sponsored/Natural) Sponsored Results Natural Results
  • There at the Right Moment Your ad reaches users at the moment they demonstrate interest
  • News Results
  • Niche Search Blogs Images Videos Updates Books Discussions Recency Relevance Social Media Posts
  • How Ads are Ranked Rank = Bid+ Quality Score Bid= the highest amount an advertiser is willing to pay-per-click Quality-score = Historical data + Landing page quality + Ad text click- through-rate 1. 2. 3. 4. 5.
  • Why Pay per Click? Key Advantages of PPC Advertising – Budget Control • By campaign, geographic region, and time of day – Quick-to-market approach • Low production time involved to launch a campaign – Capture Seekers & Buyers • Searchers can vary from information seekers to ready-to-buy consumers – Direct searches to most relevant page • Information searches (e.g. what is SSD) drive visitors to information pages, while ready-to- buy keywords (e.g. SSD 16gb prices) drive to “Buy Now” pages. – More for less • Search marketing allows for more site visitors at progressively lower costs (e.g. Month 1: X visits at $.60/click, Month 2: 2X visits at $.50/click, etc…). – Testing • Gain insight into consumer behaviors to different messaging, products, and landing pages 77
  • Advantages Of Search: Landing Page control Step 1: Landing Page From Search Ad (e.g. keyword: “16gb internal ssd” CPC: $.65) Step 2: Where To Buy Page Step 3: Partner Site (Product) Step 4: Shopping Cart & Purchase 78
  • Two Types Of Search Results (Sponsored/Natural) Sponsored Results Natural Results
  • Search Engine Optimization Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site or a web page (such as a blog) from search engines via "natural" or un-paid ("organic" or "algorithmic") search results as opposed to other forms of search engine marketing (SEM) which may deal with paid inclusion.
  • Who controls the Search Engine Results?
  • Who controls the Search Engine Results? Google’s proprietary algorithm
  • Google’s Proprietary Algorithm 1) You input a search request. 2) Google’s logic asks the question: “What web site/pages are the most relevant based on their content and keyword relevancy?” 3) Then, they service the results to your browser.
  • SEO: Key Processes On Page Off Page Cross Linking Inbound site Links Keyword driven Blogger/Forum copy mentions Keyword driven meta-tags and Site Traffic Levels HTML source code Keyword driven Title Tags
  • A Strategic Campaign Example
  • Dairy Queen International http://www.youtube.com/watch?v Integrated Campaign Case Study
  • Our Assignment Objectives • Traffic and Sales Strategy • Develop an integrated and newsworthy global product awareness campaign that will celebrate the Blizzard’s 25th Birthday
  • A Creative Idea “SUDDEN CELEBRATIONS” The Blizzard is turning 25 and celebrations are suddenly breaking out across the nation. Attracting Blizzard fans across the globe, these celebrations are infectious and spreading everywhere...all ignited by a one of a kind Blizzard vehicle tour that travels all summer long, spreading Blizzard love, fun and treats. Unexpected and engaging things can happen anytime, anywhere – spread the word!
  • Blizzard® Mobile Tour Blizzard® Email Sampling Brand Experience DQ Digital Blizzard® Tour Properties and Event Microsite Blogs Social Media
  • Tactics TV Spot: http://www.youtube.com/watch?v=YSN4E2cEzAg
  • A Group Exercise