Social Media and DigitalMarketing
•   13 years in digital                •   11 years as a marketer                •   donschindler.com                •   d...
What you needed for marketing •   Objectives and Goals •   Competition Research •   Target Audience Profile •   Key Insigh...
Tactics – in order • Small Business    1.   Website (mobile first)    2.   Brochures/Flyers/B-Cards    3.   Email Marketin...
SOCIAL MEDIA Click to edit MasterSUCKS! title style  Click to edit Master text styles
Ipsum lorem dolor sit amet   Kids adopted it                                       first.
real time communications    Face-to-Face, instant    message, and cell    phone are real time    communications but    the...
Your audience has an audience  How many people knowthat he really dislikes being           here?
What doesyour digitalpresence looklike?
Drive to your Main Presence                            Email   Search                 Linkedin                    Pinteres...
Your website • Should have:   – CMS   – Good design   – CALL TO ACTION   – Analytics   – Search Engine     Friendly   – Mo...
blogging • Search Engines love   blogs • Easy to do • Comments/Feedback • Inbound Links • Personality • Edelman Talk • Top...
Email Newsletters
The secret to promotion in socialmediaTalk about others – highlight them,encourage them, be there for them.
University Social Media Strategy • Goal   – Promote and protect • Governance   – Guideline   – Decision Tree   – Monitorin...
Decision Tree
All are created equal                        Traffic                                  SEO                                 ...
Over 900 million
Facebook brings • More conversations • More personality • More chances to get into their “life” stream   than other pieces...
Click to edit Mastertitle styleClick to edit Master text styles
Click to edit Mastertitle styleClick to edit Master text styles
Click to edit Mastertitle styleClick to edit Master text styles
Click to edit Mastertitle styleClick to edit Master text styles
Facebook secrets • Bias against newcomers but also bias for   established brands • “Most Recent” is not really your friend...
Twitter
PROS• It’s growing – especially with youth• Power of instant conversations• Spreading the word quickly• Companies are not ...
CONS•   Lots and lots of noises•   Bots•   Interface is not friendly•   No SEO•   Can suck the life right out of you
Click to edit Mastertitle styleClick to edit Master text styles
Click to edit Mastertitle styleClick to edit Master text styles
Linkedin
LINKEDIN MAPS CONNECTIONS
Linkedin Power • More connections, more touches • Connected to Twitter and Facebook • Open up your profile • A group can o...
Linkedinsecret –open upyourprofile
Groups
Click to edit Mastertitle styleClick to edit Master text styles
Review sites • Yelp • Directory   services • Angie’s List • Citysearch
How much time does it take?
How do you measure the return?
Google Alerts
Monitoring Tools • Social   Mention • SM2
Communication Goals • Promote and Protect Your Reputation. • Connect with audiences in real time and   form trusted relati...
Listen / Monitor • Use the free tools available (takes more   time and people). • Buy good monitoring tools – Sysomos or  ...
Set Policy • Establish a policy / guidelines for   employees. • Educate your employees about social   media and how to con...
Enact Education • Take classes or get someone to teach you   how to use your digital presence. • Teach your staff these th...
Marketing Objectives or Goals • What is success for you? • Can it be measured in dollars? • How will you track it? • http:...
Adjustment • I used to say that once you stepped   in, there was no way back out. • But that’s not true. • Building back y...
Project Management
•   13 years in digital                •   11 years as a marketer                •   donschindler.com                •   d...
Social Media and Digital Marketing for Small Business
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Social Media and Digital Marketing for Small Business

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Social Media and Digital Marketing for Small Business

  1. 1. Social Media and DigitalMarketing
  2. 2. • 13 years in digital • 11 years as a marketer • donschindler.com • don.schindler@nd.edu • @donschindlerDon Schindler
  3. 3. What you needed for marketing • Objectives and Goals • Competition Research • Target Audience Profile • Key Insight • Brand Statement and Story • If you don’t have a • Strategy marketing strategy, send me an email and I’ll send • Tactics you a sample one. • Measurement • don.schindler@gmail.co m • Adjustment
  4. 4. Tactics – in order • Small Business 1. Website (mobile first) 2. Brochures/Flyers/B-Cards 3. Email Marketing 4. Local Media/PR 5. Local Search 6. Social Media
  5. 5. SOCIAL MEDIA Click to edit MasterSUCKS! title style Click to edit Master text styles
  6. 6. Ipsum lorem dolor sit amet Kids adopted it first.
  7. 7. real time communications Face-to-Face, instant message, and cell phone are real time communications but they are also fleeting. Social Media is real time communications that can be permanent and spread virally. That’s the scary part.
  8. 8. Your audience has an audience How many people knowthat he really dislikes being here?
  9. 9. What doesyour digitalpresence looklike?
  10. 10. Drive to your Main Presence Email Search Linkedin Pinterest Twitter Youtube Photo Facebook Website Sites
  11. 11. Your website • Should have: – CMS – Good design – CALL TO ACTION – Analytics – Search Engine Friendly – Mobile First
  12. 12. blogging • Search Engines love blogs • Easy to do • Comments/Feedback • Inbound Links • Personality • Edelman Talk • Topics for blogs – Emails – FAQs – What your competition is doing – Keyword search
  13. 13. Email Newsletters
  14. 14. The secret to promotion in socialmediaTalk about others – highlight them,encourage them, be there for them.
  15. 15. University Social Media Strategy • Goal – Promote and protect • Governance – Guideline – Decision Tree – Monitoring • Education – Classes – Brown Bags – Linkedin Group • Measurement – KPIs
  16. 16. Decision Tree
  17. 17. All are created equal Traffic SEO Social Media
  18. 18. Over 900 million
  19. 19. Facebook brings • More conversations • More personality • More chances to get into their “life” stream than other pieces (16% actually make it) • More chances to promote via promoted posts and pages • Deeper connections than anything else online
  20. 20. Click to edit Mastertitle styleClick to edit Master text styles
  21. 21. Click to edit Mastertitle styleClick to edit Master text styles
  22. 22. Click to edit Mastertitle styleClick to edit Master text styles
  23. 23. Click to edit Mastertitle styleClick to edit Master text styles
  24. 24. Facebook secrets • Bias against newcomers but also bias for established brands • “Most Recent” is not really your friends • Links are favored over updates. • Photo and Videos trump links. • Stalking won’t get you noticed. • Get people to comment. • Popular kids won’t see you. • http://www.thedailybeast.com/articles/2010/1 0/18/the-facebook-news-feed-how-it-works- the-10-biggest-secrets.html
  25. 25. Twitter
  26. 26. PROS• It’s growing – especially with youth• Power of instant conversations• Spreading the word quickly• Companies are not the answer – your personality is.• Company Twitter as an aggregator• You can collect users with bots
  27. 27. CONS• Lots and lots of noises• Bots• Interface is not friendly• No SEO• Can suck the life right out of you
  28. 28. Click to edit Mastertitle styleClick to edit Master text styles
  29. 29. Click to edit Mastertitle styleClick to edit Master text styles
  30. 30. Linkedin
  31. 31. LINKEDIN MAPS CONNECTIONS
  32. 32. Linkedin Power • More connections, more touches • Connected to Twitter and Facebook • Open up your profile • A group can offer sharing • Being a community manager takes time, patience and planning • Encourage others to talk • Automatically emails others with updates they control
  33. 33. Linkedinsecret –open upyourprofile
  34. 34. Groups
  35. 35. Click to edit Mastertitle styleClick to edit Master text styles
  36. 36. Review sites • Yelp • Directory services • Angie’s List • Citysearch
  37. 37. How much time does it take?
  38. 38. How do you measure the return?
  39. 39. Google Alerts
  40. 40. Monitoring Tools • Social Mention • SM2
  41. 41. Communication Goals • Promote and Protect Your Reputation. • Connect with audiences in real time and form trusted relationships.
  42. 42. Listen / Monitor • Use the free tools available (takes more time and people). • Buy good monitoring tools – Sysomos or Radian6. • Play attention to what is being said and by whom. • Set benchmarks.
  43. 43. Set Policy • Establish a policy / guidelines for employees. • Educate your employees about social media and how to conduct themselves online. • Give them a place to go if things go wrong.
  44. 44. Enact Education • Take classes or get someone to teach you how to use your digital presence. • Teach your staff these things as well. • Encourage staff to learn about social media and how it works. • Encourage staff to use social media to promote themselves and the company.
  45. 45. Marketing Objectives or Goals • What is success for you? • Can it be measured in dollars? • How will you track it? • http://www.slideshare.net/pgillin/social- marketing-roi-yes-you-can • http://www.slideshare.net/thebrandbuilder/ olivier-blanchard-basics-of-social-media- roi
  46. 46. Adjustment • I used to say that once you stepped in, there was no way back out. • But that’s not true. • Building back your trust takes a lot of work.
  47. 47. Project Management
  48. 48. • 13 years in digital • 11 years as a marketer • donschindler.com • don.schindler@nd.edu • @donschindlerDon Schindler
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