Digital & Social Media Marketing

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This was part of a course I am teaching with Robert O'regan at Hofstra University that is aimed at helping small and medium sized businesses integrate digital marketing strategies into their marketing …

This was part of a course I am teaching with Robert O'regan at Hofstra University that is aimed at helping small and medium sized businesses integrate digital marketing strategies into their marketing strategies.

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  • 1. Getting Engaged: Harrison Leifer DiMarco Digital & Social Media Marketing Branding Harrison Leifer DiMarco 100 Merrick Road, Suite 516E Rockville Centre, NY 11570 (516) 536-2020 | www.hldnow.comThursday, October 13, 2011 1
  • 2. now. Introductions.... Frank Dinolfo Director of Digital Marketing Robert O’Regan Media DirectorThursday, October 13, 2011 2
  • 3. now. Schedule Week 1 Intro to Digital Marketing Week 2 Social Media, including Facebook, LinkedIn, Twitter, and YouTube. Week 3 Mobile Marketing, including text, SMS, banners, and QR codes. Week 4 Mobile Apps, Video, Location-Based Marketing, including Foursquare, Scavenger and others. Week 5 Group Buying/Deal-of-Day, including Living Social, Groupon, Newsday and Facebook Deals. Week 6 Website functionality, blogs, and content management. Week 7 Search Marketing - Pay Per Click / Search Engine OptimizationThursday, October 13, 2011 3
  • 4. now. What Is This Session About? What is Current Engagement Trends Tactics Key PointsThursday, October 13, 2011 4
  • 5. now. What Is This Session About? What is Current Engagement Trends Tactics Key Points Questions are welcome throughout, but we have time at the end as wellThursday, October 13, 2011 4
  • 6. now. Engagement • Engagement is getting your audience to interact with your branding and marketing messages. • One of the most direct ways to engage customers is through their mobile devices.Thursday, October 13, 2011 5
  • 7. now. Traditional Advertising ChannelsThursday, October 13, 2011 6
  • 8. now. Traditional Advertising ChannelsThursday, October 13, 2011 6
  • 9. now. Traditional Advertising ChannelsThursday, October 13, 2011 6
  • 10. now. Traditional Advertising ChannelsThursday, October 13, 2011 6
  • 11. now. Information OverloadThursday, October 13, 2011 7
  • 12. now. Information Overload • 1Billion Web sites • Over 100k iPhone/Android apps • 11k Radio Stations • 6,000 Magazines • 300+ TV StationsThursday, October 13, 2011 7
  • 13. now. Shift in Advertising SpendingThursday, October 13, 2011 8
  • 14. now. Shift in Advertising Spending • Print is down 15% to 20% • TV and Radio is down 10% • Online and Mobile is up roughly 15%Thursday, October 13, 2011 8
  • 15. now. Shift in Advertising SpendingThursday, October 13, 2011 8
  • 16. now. What is a “Smart” Phone?Thursday, October 13, 2011 9
  • 17. now. What is a “Smart” Phone?Thursday, October 13, 2011 9
  • 18. now. Current TrendsThursday, October 13, 2011 10
  • 19. now. Current TrendsThursday, October 13, 2011 10
  • 20. now. What is Mobile Advertising? • Placing a message promotion or sponsorship in different properties that make the mobile web.Thursday, October 13, 2011 11
  • 21. now. Social Media • http://youtu.be/QzZyUaQvpdcThursday, October 13, 2011 12
  • 22. now.Thursday, October 13, 2011 13
  • 23. now.Thursday, October 13, 2011 14
  • 24. now.Thursday, October 13, 2011 14
  • 25. now.Thursday, October 13, 2011 15
  • 26. now. QR Code • Been around since1994 • Highly prevalent in Asia • Just starting to take off in the U.S. • Provides immediate access to relevant content • Opt-in tool to engage customersThursday, October 13, 2011 16
  • 27. now. Text Messaging • 53% of mobile users communicate via SMS everyday • Since 2008 mobile users have communicated more through text than phone calls • They have nearly a 100% open rate.Thursday, October 13, 2011 17
  • 28. now. Text Message ExecutionsThursday, October 13, 2011 18
  • 29. now. What are the Top 3 Search Engines?Thursday, October 13, 2011 19
  • 30. now. What are the Top 3 Search Engines? 1.Thursday, October 13, 2011 19
  • 31. now. What are the Top 3 Search Engines? 1. 3.Thursday, October 13, 2011 19
  • 32. now. What are the Top 3 Search Engines? 1. 2. 3.Thursday, October 13, 2011 19
  • 33. now. Why YouTube? • YouTube is the #1 video service Web site. • The #4 overall site after google, facebook and Yahoo! • Content is now your most powerful marketing tool.Thursday, October 13, 2011 20
  • 34. now. Custom Youtube Pages • http://www.youtube.com/user/BPplc • http://www.youtube.com/user/Ameriprise • http://www.youtube.com/user/statefarmThursday, October 13, 2011 21
  • 35. now. GeoSocial AppsThursday, October 13, 2011 22
  • 36. now. GeoSocial - SpecialsThursday, October 13, 2011 23
  • 37. now. GeoSocial - SpecialsThursday, October 13, 2011 23
  • 38. now. GeoSocial - SpecialsThursday, October 13, 2011 23
  • 39. now. Geo-Location - BadgesThursday, October 13, 2011 24
  • 40. now. Geo-Location - BadgesThursday, October 13, 2011 24
  • 41. now. Geo-Fencing • Building a virtual “fence” around a property. • Users receive mobile communication if inside a “fenced” area. • This helps drive foot traffic.Thursday, October 13, 2011 25
  • 42. now. Mobile Apps • On Average each “smart” phone has 27 apps installed. • It’s not kids - Target audience is 35-45 years of age. • Apps Per Platform: • iOS - 350,000+ • Android - 100,000+ • Blackberry - 100,000+Thursday, October 13, 2011 26
  • 43. now. Mobile Apps • Most popular categories are: • social networking • music and entertainment • mail/messaging • Education/employment • Weather • Sports • Maps • news/current events, and travelThursday, October 13, 2011 27
  • 44. now. Key Points • One way marketing is no longer effective by itself. • Engagement tactics do not replace traditional marketing. • They enhance them it. • These tactics work within your current marketing budget. • If you aren’t thinking about these tactics, your competitors are.Thursday, October 13, 2011 28
  • 45. now. Get in Touch Frank Dinolfo Dir. of Digital Marketing Robert O’Regan Twitter: @dinofrank Media Director Email: frank@hldnow.com Twitter: @rob_oregan Email: roregan@hldnow.comThursday, October 13, 2011 29