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Developing An Online  Strategy Using E-mail, Mobile, and Social Media (2010)
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Developing An Online Strategy Using E-mail, Mobile, and Social Media (2010)

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A website alone is just no longer enough. Bryan Huber, Chief Interactive Officer of Paul Werth Associates, will delve into how to complement your website by developing an e-mail, mobile and social …

A website alone is just no longer enough. Bryan Huber, Chief Interactive Officer of Paul Werth Associates, will delve into how to complement your website by developing an e-mail, mobile and social media plan that will help drive results. He will touch on how to develop a strategy around these three channels, how to measure results and how to adjust your strategy accordingly. All these pointers will lead to better business-to-business and business-to-consumer communications and potential sales.

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  • 1. Developing An Online Strategy Using E-mail,Mobile, and Social Media Columbus AMA Interactive SIG Bryan Huber, Chief Interactive Officer
  • 2. About Bryan BRYAN HUBER Chief Interactive Officer Quick facts: ‣ Designed and built my first corporate website in 1996 ‣ Did not stand in line for the first iPhone ‣ Classically trained graphic designer who jumped into the internet, though I had issues with the font thing©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 3. Agenda Agenda 1. Three, It’s the Magic Number 2. Playing Well Together 3. Keep in Mind 4. Case Study 5. Strategic Ideas 6. Five To Do’s 7. Q&A©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 4. Audience Poll POLL ‣ B2B Companies? ‣ B2C Companies? ‣ Blend of the two? ‣ Email? ‣ Mobile? ‣ Social network?©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 5. The State of Marketing
  • 6. Marketing: Then 1990 • Direct Mail • Telephone • TV • Radio • Print • Display©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 7. Marketing: Now • Email • Mobile Email 2010 • Print • Display • Online Video • Affiliate Marketing • Behavioral • Retargeting • SMS+MMS • Website • Webinars • Paid Social • IM • Search (SEO) • Blogs • Location based • Direct Mail • Paid Search • RSS • Widgets • Telephone • Online Display • Podcasts • QR Codes • TV • Landing Pages • Wikis • Augmented • Radio • Microsites • Social Networks Reality — From Joel Book, Exact Target©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 8. Three,It’s the Magic Number
  • 9. The Power Of Three + +©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 10. Hub and Spoke Approach OFFLINE SOCIAL WWW BLOGS ANALYTICS SEARCH SEO, SEM, Social©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 11. Hub and Spoke Approach OFFLINE SOCIAL WWW BLOGS ANALYTICS SEARCH SEO, SEM, Social©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 12. Overviewof Online Channels
  • 13. The Power Of Three Email ‣ Email is still one of the primary activities users perform on a daily basis ‣ Users receive social networking updates via email ‣ Mobile devices driving more usage©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 14. 50%of ShareThis users ®share through email
  • 15. The Power Of Three Mobile ‣ Industry experts are predicting that mobile use will overtake the desktop use in five years ‣ Becoming and integral part of daily business and family life ‣ Phones are upgraded every 18 to 24 months©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 16. 100 Millionsmart phones estimated by the end of 2010
  • 17. The Power Of Three Social ‣ Facebook is the No. 1 visited website in the world with 500+ million users ‣ 35 hours of video uploaded to YouTube per minute ‣ Many are checking social networks before traditional media©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 18. 46% of adults age 50+use social networking (Pew Research)
  • 19. Playing WellTogether
  • 20. Playing Well Together Email Marketing ‣ High adoption rate ‣ Permission-based ‣ Highly measurable ‣ View on a mobile device ‣ Integrate social networking into your blasts©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 21. Playing Well Together Mobile ‣ 20%+ of users are accessing social networking sites through mobile devices ‣ At least 34% are checking email on a daily basis ‣ Users consider text messages high priority©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 22. Playing Well Together Social Networking ‣ Users are joining in record numbers, over a BILLION registered users of the big four ‣ 75% of social web users say email is the best way to communicate with them ‣ Mobile interaction is growing exponentially©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 23. Keep inMind
  • 24. Keep in Mind Rules of Engagement ‣ Opt-in channels ‣ With great power comes great responsibility ‣ Governing rules: CAN-SPAM ‣ I want to hear from you, but not all the time ‣ If I do something for you, I want something in return©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 25. CaseStudy
  • 26. ©2010 Paul Werth Associates | Ohio Bankers League
  • 27. Case Study: Arena Grand Movie Theatre©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 28. Case Study: Arena Grand Movie Theatre Email©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 29. Case Study: Arena Grand Movie Theatre Email Facebook Page Twitter Eblast©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 30. Case Study: Arena Grand Movie Theatre Email 1.Weekly Eblast ‣ Collecting email addresses and mobile numbers both online and offline 2.Relevance and a coupon ‣ Timely information coupled with a monthly offer©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 31. Case Study: Arena Grand Movie Theatre Email 3.From and subject line ‣ Keys to high open rates 4.Third party service ‣ Whitelisted servers, list management and analytics©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 32. Case Study: Arena Grand Movie Theatre Email 5.Social integration ‣ Provide an opportunity to connect in other channels 6.Trivia question ‣ Provides an additional point of engagement©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 33. Case Study: Arena Grand Movie Theatre Mobile Homescreen Optimized Full©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 34. Case Study: Arena Grand Movie Theatre Mobile Eblast©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 35. Case Study: Arena Grand Movie Theatre Mobile Facebook Places Feed©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 36. Case Study: Arena Grand Movie Theatre Mobile 1.Mobile website ‣ Create a mobile of your website for main devices 2.Eblast ‣ Optimize eblasts or enewsletters for mobile devices©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 37. Case Study: Arena Grand Movie Theatre Mobile 3.Social networking ‣ Big four are integrated into main platforms 4.Text messages ‣ Collect mobile numbers to market through texts©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 38. Case Study: Arena Grand Movie Theatre Social©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 39. Case Study: Arena Grand Movie Theatre Social Website Facebook Page Twitter©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 40. Case Study: Arena Grand Movie Theatre Social©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 41. Case Study: Arena Grand Movie Theatre Social©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 42. Case Study: Arena Grand Movie Theatre Social©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 43. Case Study: Arena Grand Movie Theatre Social 1.Integrate Into website ‣ Create opportunities while users on your website 2.Content placement ‣ Put your content where your users are©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 44. Case Study: Arena Grand Movie Theatre Social 3.Drive email registrations ‣ Tweet, Update and include ways for users to signup 4.Claim your page ‣ Claim your Facebook and Google Places page©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 45. Case Study: Arena Grand Movie Theatre Social 5.Integrate ‣ Merge your Facebook place and page 6.Sharing ‣ Let users spread the word©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 46. Case Study: Arena Grand Movie Theatre©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 47. Case Study: Arena Grand Movie Theatre Strategic Approach 1.Create separate site ‣ Rank highly in Google for keywords other than “movie theater” 2.Eblast signup ‣ Encourage users to signup©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 48. Case Study: Arena Grand Movie Theatre Strategic Approach 3.Event videos ‣ Put videos of events on YouTube and embed in website 4.LinkedIn ‣ Connect with meeting and event planners, create a group to share ideas©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 49. FiveThings You Can Do
  • 50. Five things You Can Do 1.Conduct a Digital Audit ‣ Start with your website and analytics and then review all additional channels 2.Test Everything ‣ Confirm that your website and eblasts are displaying properly on mobile devices©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 51. Five things You Can Do 3.Claim Your Place ‣ Own your Facebook and Google place page 4.Integrate Text Messages ‣ Use SMS to make it easy for users to sign up for your eblasts at events, in-store or online©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 52. Five things You Can Do 5.Design To Engage ‣ Your website should provide multiple opportunities to signup to receive emails ‣ Integrate and connect through social networking ‣ Mobile device optimization©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
  • 53. ?Questions
  • 54. Connect With Me in/bryanhuber @bryanhuber in/paulwerthassociates @paulwerth paulwerth.com©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media