Welcome each of you to Freeman+Leonard. I’m Kathy Leonard, the “Leonard” of Freeman+Leonard. Valerie Freeman is out of the country and not able to join us, but if you do not already know her, you can “meet” Valerie by the framed clippings about her and her accomplishments all along the hallway. Valerie Freeman’s background is in the staffing business where she has started three successful concepts: Imprimis, Art Squad – for creative talent, and Bravo Tech – for IT specialists.I come from an advertising agency background, working with national and international brands for TracyLocke, DDB, and The Integer Group.Playing off the history of each of us, we’ve formed Freeman+Leonard….
I’d like to introduce you to some of the people who work for Freeman+Leonard:TonyaTrest, Andrea IsomDavid VonZurmuehlen – who has been instrumental in putting today’s program togetherScott Cone – runs our Houston, Austin and San Antonio officesThree of our recruiters here:Heather KingRachel ParkerAngela Castello -- Austin
For those of you who are familiar with Art Squad, you’ll be pleased to see that Art Squad still exists as one of the areas of specialty for Freeman+Leonard. But we’ve significantly expanded the advertising and marketing support services we provide:
From strategic leadership to the ability to get the work done, and from junior levels to 30+ year veterans, the talent resources we offer clients today fulfill virtually any marketing communication need.
We believe Freeman+Leonard is a concept for corporations and agencies whose “time has come” : We often refer to is as not full-time, but “Just In Time” staffing, and it means that you can have the people – specific talent and skill-level, you need when you need them.
So, end of my pitch for Freeman+Leonard, and thank you for indulging me…
In an effort to really differentiate our Freeman+Leonard brand, and to bring more value to you, our clients, we’re featuring some of our Digital specialists with a first of many workshops/seminars to come. A few weeks ago we sent to many of you a Survey about your company’s digital Marketing efforts – we received a lot of excellent feedback. We also asked the question: Would you be interested in attending an exclusive event focused on Digital Marketing Media Trends/Best Practices? One respondent explained very clearly what we believe many are saying: “ Yes. I DO NOT want to hear about things so far out on the edge that it isn’t realistic. I want to hear about best practices/real case examples of digital media where it has worked well to drive leads, drive new levels of traffic, prompt a ‘conversion’ or something that has contributed to the business.” So many clients have information overload about digital media they seem to be scratching their heads asking, OK, now what…What do I do with all this trend information.We heard you. That’s why you were NOT invited to another digital boot camp on the latest trends in social media. Our desire is that you leave today with some practical, usable knowledge for how to make decisions about the role digital media should play in your overall marketing communication strategy. It’s with that premise that we welcome you to BOOST… We welcome you to BOOST --
We hope to Boost your awareness…
So we want to start today with a very basic premise. Your marketing communication goal, regardless of what company you work for, B2B or B2C, regardless of size or whether your revenue is from product or service, Your marcom goal is quite simply to get your brand message to your target. It’s as simple as that.
In order to get message to target – you have to know not just who the target who they are, but what they do, what media do they consume that can carry the brand message to the target.
10 years ago 95% of the global advertising spend was on print, radio and TV. But today people have grown more comfortable with and dependent on technology. They go online for email, instant messaging, product research, shopping, banking, travel reservations, news, music, video, blogs, search and social networks. Technology has empowered this target customer with a greater amount of knowledge about your company, your products or brand from a number of sources in a vastly shorter period of time. So advertising to today’s clients (or consumers) we need to look beyond the traditional media options to even more options for media consumptionThere is no longer such a thing as a “mass medium.”
So now we have even more ways to reach our target: email, web site, content generation, SEO, Social media and mobile. Roughly 33% of the $605 billion global ad spend will move from traditional media – to online media over the next three years.
Now your challenge is how much behavior shift on the part of my target has actually taken place. Then, how much of my marketing dollars need to shift to the digital side in order to get my brand message to my target. Meanwhile, your Senior management is saying “We don’t care about all this. We just want to sell more stuff!” But the one thing you will gain in the eyes of senior management with a smart digital plan is the kind of analytics, measurement 1:1 reach – real time feedback so you know much more quickly the effectiveness of your investment. (Ice Hockey versus Ballet)
In order to help answer this question, our emphasis today is on the digital side of the media equation – and we feel very strongly that smart strategy sits right in the middle – strategy intended to interpret your overall marketing goal and connect that to the target by understanding their digital behavior.Introduce speakers and agenda here here
Freeman+Leonard works with a number of digital strategists. Today Scott Cone is going to give an overview of digital strategy…….And, Scott Staab
Eventually connecting your brand message to your target will not be a traditional media versus digital media exercise. It will become once again, an integrated multi-media approach
Damage done to the brand in one day. And, it’s even digital companies are often taken off guard by what citizen or denizen marketers are now doing because of the power of the digital community. This same week….Amazon hacker example.
Marketing used to be so simple.
We all know a perfect storm of digital innovations and highly fragmented information and entertainment choices has empowered consumers to where they are “Always on” and FULLY IN CONTROL severely diminishing the effectiveness of the old “command and control” approach to marketing and advertising.
And it’s not just technological change. There’s massive cultural/sociological change driving the drop off in effectiveness of traditional marketing and advertising. This survey was done in June of 08, way before the banking/Wall Street/Madoff/Stafford Group debacle. What do you think trust levels of big business are now?
And relying on the approaches of the past won’t change this
We trust one another and the digital has made it possible to harness this reality into the wisdom of crowds.
Smart marketing professionals are embracing this transition today rather than waiting for it to become commonplace.
Out of all this change emerged Web 2.0 and at it’s core it the concept of connected communities
Community ecosystems are cropping up around all kinds of interests and passion points
And each in turn is spinning off it’s own little universe
When you look at traditional communications channels along with all this digital disruption, the picture might as well look like this…there’s incredible complexity, it takes 50 times longer to manage and your biggest fear is not only that you or your existing agency partners might not have the ability to handle the scope of these challenging new roles but you may not!
A key competency in organizing your business around connected communities is discovering implied metadata, building a database to capture it then fostering an ecosystem to nourish it.
differentiate our Freeman+Leonard brandmore value to youfirst of many workshops/seminars featuring some of our Digital specialists SURVEY: your company’s digital Marketing efforts. QUESTION: Would you be interested in attending an exclusive event focused on Digital Marketing Media Trends/Best Practices?“ Yes. I DO NOT want to hear about things so far out on the edge that it isn’t realistic. I want to hear about best practices/real case examples of digital media where it has worked well to drive leads, drive new levels of traffic, prompt a ‘conversion’ or something that has contributed to the business.” That’s why you were NOT invited to another digital boot camp on the latest trends in social media. leave today with some practical, usable knowledge how to make decisions about the role digital media should play in your overall marketing communication strategy. It’s with that premise that we welcome you to BOOST…
The number of people who sought local information on a mobile device grew 51 percent from March 2008 to March 2009
U.S. Internet users viewed 16.8 billion online videos during the month of April, representing an increase of 16 percent versus MarchiPhone 3GS, lauched earlier this month, causes a 400% rise in YouTube uploads
TMZ broke the news of Michael Jackson’s death one hour before CNN.com
Twitter crashed due to increased chatter once the news on Michael Jackson was public
Valuable and interesting communication
Taken together, these groups make up the ecosystem that forms the groundswell. By examining how they are represented in any subgroup, strategists can determine which sorts of strategies make sense to reach their customers
Google Analytics certified for SEO and SEM strategiesRSS feedsPress RoomsSocial BookmarkingBlogsTwitterSocial Networks WikiVideoPodcastPhotosharingMobile applicationVirtual Worlds
HUDSON EXAMPLEQUINN & CO.Search Engine Optimization is the process of improving the volume and quality of traffic to a Web site from search engines via natural search results. Usually, the higher a site ranks in search results, the more searchers will visit that site. Optimizing a Web site primarily involves editing its content and backcoding to increase its relevance to specific keywords and what people search for.Press Release Optimization is related to this in that it makes your press releases more searchable and accessible for the media and your readers.
RSS (Really Simple Syndication) allows anyone with a Web site to easily "syndicate" their content. In traditional media, syndication is a way of making content (such as OpEd columns or cartoons) available to many media outlets to publish simultaneously, usually for a fee. In the world of Weblogs syndication means making part of a Web site available for consumption in a specialized reader or for other sites to use and publish, often for free.
Boost 2009 Freeman Leonard
Providing corporations and agencies with marketing and advertising people<br /><ul><li>Strategy and planning through execution
Department and project teams or individual placements
A Workshop on<br />Digital Marketing Strategy<br />
AWARENESS of how digital media fits into your overall marketing plan<br />KNOWLEDGE of how to decide what digital media is right for your brand<br />UNDERSTANDING of how marketers have created digital strategies that work<br />EFFECTIVENESS by learning how to prove the value of your digital investment<br />
Marketing Darwinism<br />Marketer Expectations<br /><ul><li> 88% of marketers expect to spend more on digital and two-way media
82% believe insights into consumer’s digital behavior and related targeting tools will only become more important
89% developing ideas that cross media platforms, including digital
42% have set up in-house agencies</li></ul>Marketer Challenges<br /><ul><li> Only 25% of marketers regard themselves as digitally savvy
50% claim they lack the support at senior levels to substantially increase the marketing dollars allocated to digital media
Not getting digital leadership and innovation from current agencies and agency collaboration process</li></li></ul><li>Marketing Darwinism<br />Agency Challenges<br /><ul><li> 73% say they are challenged in attracting enough digital talent
47% view digital as too resource intensive relative to revenue</li></ul>Media Challenges<br /><ul><li> 67% need to update their supply chain capabilities
50% view labor spent on integrated campaigns as not commensurate with revenue</li></li></ul><li>The Good Old Days<br />Insert martini’s and golf<br />
The New Role of Marketing<br />“The marketing function, equipped (in the past) to broadcast brand messages to consumers, has now become a center for dialogue, geared to gleaning what consumers want and when and where they want it. Advertising has evolved from an interruption…grabbing attention for a product or brand…into an experience, an application, a service that the consumer actually wants. This new marketing model doesn’t shout; it listens and learns. And, relevance, interactivity and accountability are its essential ingredients.<br />-Christopher Vollmer<br />strategy+business, Spring 2009<br />
The New Marketer<br />Marketing Technopologist<br />Look beyond “shiney objects” of tech and grasp implications of cultural shifts for communication and connection as it relates to their brands. <br />
Incredible Complexity<br />Time to Manage<br />Experience and Skills<br />Losing control/more accountable<br />
Brands and Communities<br />Groundbreaking collaborative product+service offering with Apple <br />Running shoe integrated with iPod<br />Tracks your workout progress, feeding data to your iPod from your shoes while you run/listen to music<br />Syncs with Nike+ site to track your progress, social community to network with other runners <br />Provides NIke with an unmatched tool for gathering behavioral data/insights <br />1.2 million member strong community<br />Extending in HumanRace cause event, one day race attracting 800,000 runners across the globe, raising money for three causes the community cares about. <br />“Nike+ taught us about context. It let’s the product live beyond it’s physical use.”<br />Trevor Edwards<br /> Vice President, Global Brand and Category Mgmt<br />
Winning Defined <br />Conversation<br />Harnessing collective intelligence<br />Collaboration<br />Real Time Interaction<br />
Not Just Communication…<br />but how products/services<br /><ul><li> Are created
Google Is Your New Home Page<br />Derick Schaefer<br />Managing Director<br />Orangecast Social Media Marketing<br />
Your Reputation and Brand Online<br />92% of daily Internet users are using Search Engines.<br />25-50M daily proper noun searches<br />Search Engines strive to provide relevant and fresh content.<br />Consumers form opinions from what they read, hear, and see online.<br />Bloggers, Twitter users, and Rip-Off Reporters are influencing consumers.<br /> Opportunity and a Liability!<br />
The Sales Funnel<br />Source“Why Search Doesn’t Really Matter” by Eric Picard<br />Categorized Keyword List<br />
Empirical Evidence<br />Every digital asset collects data<br />Data can tell us<br />Consumer interest and behavior<br />Consumer needs<br />Geographical trends<br />Allows for controlled failure<br />
Women’s Health Care – A Success and a Controlled Failure<br />Case Study<br />
SEO Basics<br />Three Pieces of content on every webpage<br />Title (80 characters)<br />Description (255 characters)<br />The Content<br />Links tell Google what is important<br />“click here” vs. “corporate litigation”<br />Social Media = Buzz<br />
Digital Law and Rules<br />Communications Decency Act<br />Federal Law with immunity and safe havens<br />Works against you, your brand, and your company!<br />Digital Millennium Copyright Act<br />Protection for digital media<br />Works for you<br />CANSPAM Act<br />Specific laws related to email marketing<br />Powers that Be<br />Google Webmaster Guidelines<br />Blogger Etiquette<br />Court of Public Opinion<br />
Five Recommendations<br />Setup Google Alerts on<br />Brands<br />Executives<br />Company Name<br />Get Analytics on your site<br />This IS NOT a function of IT<br />Title and Description tags<br />Define desired digital ROI Plan<br />Create A Working Playbook<br />
Hi, I’m Allie Herzog<br />Started, built and developed digital media division at PR firm<br />Help get companies strategically on board with digital media strategies<br />Realize communication and public relations challenges <br />Develop appropriate communication tools for your audiences<br />
Web 1.0 vs. Web 2.0<br />Reading vs. Writing<br />Companies vs. Communities<br />Advertising vs. Word of Mouth<br />Information vs. Opinion<br />Home pages vs. Blogs<br />Lectures vs. Conversations<br />Encyclopedia vs. Wikipedia<br />
Web 1.0 was…Indirect Communications<br />Media’s Message<br /> Your Message<br />
Web 2.0 is…Direct Communications<br /> Message<br />Feedback<br />
Something to say </li></li></ul><li>If you are authentic, transparent & engaging, Twitter can work wonders!<br />
Social Networks<br />Most importantly, monitor, listen and contribute as appropriate.<br />Informative, constructive and high-quality content and images always trumps promotional content.<br />
Mobile Applications<br />Accessing the mobile Web is a daily activity for 22.4 million mobile users in the U.S. <br />Between January 2008 and January 2009, the number of daily mobile Web users doubled.<br />
Wiki<br />A dynamic intranet and user-generated Web site that can be edited, linked to and tagged by all members.<br />Over 1 Million Niche Networks<br />6 Million unique visitors per month<br />
Video<br />52% of Web content is video so if you're not creating videos you're missing out.<br />YouTube is the #2 search engine. <br />
Photo Sharing<br />Publish and share digital images, offer status updates, publicize an event, etc. <br />This third-party viral press room of images can be a great tool for journalists!<br />Must be tagged with strategic keywords.<br />
Virtual Worlds<br />Communicating in real-time, offering immediate responses and opening yourself up to feedback can increase customer retention, satisfaction and trust in your company.<br />
Litmus Test<br />Appropriate for the audience<br />Appropriate for the strategy<br />Appropriate for the message<br />Appropriate for the goal of the campaign<br />Conducive to team structure<br />Cost effective<br />
Developing ROI<br />Determine what you are measuring and your top 1-3 goals<br />Qualitative: corporate reputation, number of online conversations, customer<br />relationships<br />Quantitative: traffic, sales or SEO ranking<br />Determine benchmark <br />Are we currently part of the conversations? <br />Where do we stand?<br />How are we currently talked about versus our competitors?<br />Use tools mentioned<br />Measure success<br />Did we build better relationships with key audiences?<br />Did we participate in conversations where we hadn’t previously had a voice? <br />Were we able to move from a running monologue to a meaningful dialogue?<br />Did we drive more traffic? Bookings? Sales?<br />
Influencing Path to Purchase<br />29% of US consumers have used a mobile phone while shopping in a store<br />72% called someone about a product they might purchase<br />40% have sent a picture of a product they might purchase<br />24% have used a mobile commerce site or application to compare prices<br />
Smartphones: Five Years into the Digital Future<br />90% US penetration<br />WiMax and 4G networks are widely deployed allowing for mass HD/data intentive streaming, downloading<br />Mobile replace wallets (purchases)<br />Hub of the digital ecosystem, community at it’s nucleus<br />Communication<br />News and information<br />Entertainment and gaming…High Def<br />Social<br />Commerce<br />Marketing<br />Platform intelligence grows exponentially as people use, contribute and collaborate on a mass scale<br />Real world behavioral insights <br />Has impacted every area of life<br />
Digital Darwinism<br />Ability to organize, understand and respond to communities a core marketing competency<br />Real time behavioral data basis for consumer insights/product development<br />Location-based services triggering spacetime-based communication<br />Real-time response, inventory and analytics<br />Internal and agency capabilities, structures, comp<br />
Mobile Marketing<br />Platforms<br />Apps<br />SMS/MMS<br />WAP Sites<br />
iPhone: Smartphone Leader<br />40+ million iPhone/iPod Touch units sold in US in two-years <br />$99 price accelerates penetration <br />69% of all mobile web traffic (May 09)<br />Apps: <br />1 billion downloads<br />55,000 third-party<br />Robust functionality integration<br />Gaming<br />Location/Motion<br />Video streaming/Photo<br />Ad serving (1.75B in May 09) <br />
iPhone Apps<br />5% have more than 100,000 active users*<br />Social Gets Used: <br />25% say FB is 1 of 3 apps they use most often <br />Games Are Tops: <br />TapTap Revenge used by 1 in 3<br />*Based on 2,300 apps in AdMob ad server network<br />