Learn how your business can be found online on a crowded web using social media marketing, including Facebook, Twitter, YouTube and LinkedIn and other social media networks.
Learn how your business can be found online on a crowded web using social media marketing, including Facebook, Twitter, YouTube and LinkedIn and other social media networks.
Number One site on the Web In some industries 90% of all buying decisions start with and online search Arguments in pubs and bars are quite often settled with a Google search – by consulting “Lord Google” for the answer to a fact under dispute In regards to total time spent online Facebook has surpassed Google in 2010
500 million users logged into Facebook in 1 day 800 million users 1 in 9 people on the planet are on Facebook 1 in 3 people using the internet are on facebook
5.2 billion phones globally Smart phones are outselling your “normal phone” Apple has sold over 25 million iPads
Noise, Clutter and Competition Over 90% of all click throughs to websites are from the first page of a Google search Does your company appear on page one for any of its key words and phrases that potential buyers will be using?
In 60 seconds Nearly 700,000 searches 600 Videos are uploaded to YouTube 80,000 Facebook Wall posts Every 2 days we create as much information as we did since the dawn of time till 2003
In the last quarter of 2010 More than 104 advertisers delivered more than 1 billion display ads 10 delivered 3-5 billion 12 delivered 5-10 billion 4 delivered more than 10 billion display ads
http:// www.youtube.com/watch?v =kAG39jKi0lI A funny sketch from Ronnie Corbert (of previous “The 2 Ronnies” Fame)
The Web gives us access to a global village 1. The web provides us with a global reach 2. We have tools that allow us to market globally Email Facebook 3. Sell while you sleep Blogs YouTube
The Web gives us access to a global village 1. The web provides us with a global reach 2. We have tools that allow us to market globally Email Facebook 3. Sell while you sleep Blogs YouTube
126 million – The number of blogs on the Internet (as tracked by BlogPulse). 84% – Percent of social network sites with more women than men. 27.3 million – Number of tweets on Twitter per day (November, 2009) 57% – Percentage of Twitter’s user base located in the United States. 4.25 million – People following @aplusk (Ashton Kutcher, Twitter’s most followed user). 600 million – People on Facebook. 50% – Percentage of Facebook users that log in every day. 500,000 – The number of active Facebook applications. 4 billion – Photos hosted by Flickr (October 2009). 2.5 billion – Photos uploaded each month to Facebook. 30 billion – At the current rate, the number of photos uploaded to Facebook per year. 1 billion – The total number of videos YouTube serves in one day. 12.2 billion – Videos viewed per month on YouTube in the US (November 2009). 924 million – Videos viewed per month on Hulu in the US (November 2009). 182 – The number of online videos the average Internet user watches in a month (USA). 82% – Percentage of Internet users that view videos online (USA).
David Meerman Scott brands them in his Book “The New Rules of Marketing and PR” …. Persona’s .. So in essence persona’s are ”the short biography of a typical customer”. Which can be profiled by asking some questions. Who are you selling to? What are their goals and aspirations? What are their problems? What media do they rely upon for answers to their problems? How can we reach them? What things are important to them? What words and phrases do they use? What are they really buying from you? What images and multi-media appeal to each persona? To find this out you need to do things like Check out blogs where they hang out Read the publications they read Look at the agendas of the conferences and seminars they attend So when you are writing , sourcing and creating content for your blog, website and social media channels you need to ”walk a mile in your customers shoes” and provide solutions in your content for their problems that they face every day in their business. You need to talk their language and you need to have their segmentation in fine enough detail that when they encounter your web content they will then say…”they understand what my problems are and they can help me solve them”. In most companies they will be engaging with several “persona’s” or verticals.
1. BOUGHT or PAID This is where you pay to participate. This could be display ads on Facebook or paid search on Google. This media can be treated as a catalyst that feeds owned and creates earned media 2.OWNED A channel a brand owns. This could be your website, blog, Facebook page or Twitter account This is where you are building a long term on-line asset and relationship with existing and potential customers that continues to build the more you invest. Investing in this is often overlooked because it doesn’t produce immediate benefits 3. EARNED Customers respond to your marketing and become the channel (crowd sourced marketing). This can be word of mouth (WOM), buzz and viral. This is where you listen and respond and stoke the fires. This is often the result of a well executed and well coordinated owned and paid media.
1. BOUGHT or PAID This is where you pay to participate. This could be display ads on Facebook or paid search on Google. This media can be treated as a catalyst that feeds owned and creates earned media 2.OWNED A channel a brand owns. This could be your website, blog, Facebook page or Twitter account This is where you are building a long term on-line asset and relationship with existing and potential customers that continues to build the more you invest. Investing in this is often overlooked because it doesn’t produce immediate benefits 3. EARNED Customers respond to your marketing and become the channel (crowd sourced marketing). This can be word of mouth (WOM), buzz and viral. This is where you listen and respond and stoke the fires. This is often the result of a well executed and well coordinated owned and paid media.
This is only limited by Budget and Resources Facebook ad can be placed in less than 10 minutes Targeted Measured
1 Trillion Banner ads on Facebook last year 2. The average click through rate from banner advertising on the Internet is 2.1%. 3. Banner ads (paid) only get 25% of all click throughs organic receive the other 75%
Before paying cash for banner ads, find out if you can trade or barter your services or products in exchange for the ads. If you also have a site worth advertising on, find out if you can trade banner ads for banner ads. Bottom line: First step is to find non cash spending ways to get your banner ad out. Negotiate, negotiate, negotiate your banner ad rates. Remember that only 7% of all sites (IMHO) are actually SOLD OUT, and the other remaining sites are NOT sold out, which means you can buy at a discount. To get your discount, ask the website owner this questions, "What level is your site sold out? or is it sold out? Has it ever been sold out?" These are questions that make many website owners squirming....and some will lower their price. Animated banners often outpull non animated banners 4 to 1. Your offer must be clear and compelling, and will be a crucial determining factor for your banner ad campaign success. Test your headlines. Experiment with the word "Free" in your banner. Use "Limited Time Offer" or something that suggests you must act now. Your banner ad should be graphically/visually compelling, carry on your current marketing colors and theme, be under 15k to 20k in size for fast loading, and have ALT-TEXT included for folks who have graphics shut off in their browser. Expect average response of 1% to 10-15% on a good campaign ONLY. Make sure the website you are advertising gives you a real time login if you don't have one yourself, to track the effectiveness of your banner ad campaign (via clickthrough rate & # of displays per day) before it's too late to make changes or correct a failing banner ad promo. Ways To Increase Click Through Rate by at least 15%: Have a 'Call To Action' in the banner, pose a question, have an outrageous offer or graphic, add a picture of a female, having an incomplete thought, banner on top and bottom of the web page, and/or make your banner ad bigger than life so that it barely fits in the allowed space. BONUS TIP You must TARGET your banner ad to be viewed on websites ONLY where you have determined that your target audience visits. General banner ads on general sites will usually have a very low success rate.
Sign in to your AdWords account at https:// adwords.google.com
Over 90% of all clicks through to a website come from being on page one of a search result page Over 40% of all clicks go to a website that ranks number one on Google 25% of all clicks are to paid Google banner ads
Over 90% of all clicks through to a website come from being on page one of a search result page Over 40% of all clicks go to a website that ranks number one on Google 25% of all clicks are to paid Google banner ads
Sign in to your AdWords account at https:// adwords.google.com
OWNED A channel a brand owns. This could be your website, blog, Facebook page or Twitter account This is where you are building a long term on-line asset and relationship with existing and potential customers that continues to build the more you invest. Investing in this is often overlooked because it doesn’t produce immediate benefits
Investing in these online digital assets is vital in a digital world In some industries 90% of all online purchases start with an online search are they going to find you and discover an online property that represents your brand that impresses or turns them away The “Reception Desk Analogy” 100 visitors to your office vs 1000 to your online reception or store Online store should have the same investment as your bricks and mortar store
3 Elements to Trust 1. Unknown of the Internet 2. The social web where friends refer a company, website or a product 3. Repetition Edelman Trust Barometer
3 Elements to Trust 1. Unknown of the Internet 2. Friends online van build online trust through the social web where friends refer a company, website or a product 3. Repetition is important Edelman Trust Barometer
Developing a Digital Marketing Strategy is Vital Design your Website and Blog for Easy sharing Produce, Publish and Promote Great content
Optimizing Website and Blog Onsite – Good coding, Meta description, keywords, images with descriptions plus a blog with constant content publishing and promotion Offsite- Inbound links and active social media participation. Google as part of its ranking of websites and blogs ranks sites according to the importance of the sites that link to them Social media sites that link to the blog and website
Optimising every element Images Video Websites Blogs Local Real-Time
Optimizing Website and Blog Onsite – Good coding, Meta description, keywords, images with descriptions plus a blog with constant content publishing and promotion Offsite- Inbound links and active social media participation. Google as part of its ranking of websites and blogs ranks sites according to the importance of the sites that link to them Social media sites that link to the blog and website
Discovered by SEO, Found Via a social share online or you email it Provide Media in a variety of formats Make it shareable We are now on a social web with 2 way communication
Publish once a day Link to other online properties Engage with your customers (ask questions) Create a Welcome landing page fro your Facebook “Page”
http:// www.youtube.com/watch?v =ypmfs3z8esI&feature= player_embedded Publish once a day Link to other online properties Engage with your customers (ask questions) Create a Welcome landing page fro your Facebook “Page”
Publish once a day Link to other online properties Engage with your customers (ask questions) Create a Welcome landing page fro your Facebook “Page”
Brand your Twitter account Link to your website Use keywords in your description on Twitter Build followers
Brand your Twitter account Link to your website Use keywords in your description on Twitter Build followers
Brand your Twitter account Link to your website Use keywords in your description on Twitter Build followers
Brand your Twitter account Link to your website Use keywords in your description on Twitter Build followers
Brand your Twitter account Link to your website Use keywords in your description on Twitter Build followers
Southwest Airlines Social Media Marketing case study including blog http://www.jeffbullas.com/2011/05/26/is-this-the-worlds-best-company-blog/
Create a public profile with professional up to date information Link your website, blog and Slideshare account on your profile Participate in associated industry groups (Marketers your target audience join their groups and participate) Publish topical information and content
http://fedex.linkedincreatives.com/video/01/ Create a public profile with professional up to date information Link your website, blog and Slideshare account on your profile Participate in associated industry groups (Marketers your target audience join their groups and participate) Publish topical information and content
Create a public profile with professional up to date information Link your website, blog and Slideshare account on your profile Participate in associated industry groups (Marketers your target audience join their groups and participate) Publish topical information and content
Create a public profile with professional up to date information Link your website, blog and Slideshare account on your profile Participate in associated industry groups (Marketers your target audience join their groups and participate) Publish topical information and content Best Practice for Advertising on LinkedIn http://partner.linkedin.com/ads/bestpractices/index.html?utm_source = li&utm_medium = el&utm_campaign = bpad#target
Brand your YouTube account with links to website and blog with category and keyword tags Produce “How to Videos” Promote on Twitter and Facebook
Brand your YouTube account with links to website and blog with category and keyword tags Produce “How to Videos” Promote on Twitter and Facebook
Brand your YouTube account with links to website and blog with category and keyword tags Produce “How to Videos” Promote on Twitter and Facebook
Brand your YouTube account with links to website and blog with category and keyword tags Produce “How to Videos” Promote on Twitter and Facebook
If you are in the knowledge industry then Slideshare can be a great way to share your thought leadership and expertise in a graphical format Create an account with links to your blog or website Include a description Tag it with keywords Promote presentations on Facebook, Twitter and Slideshare Embed in a blog post with an introduction of 150 to 200 words
If you are in the knowledge industry then Slideshare can be a great way to share your thought leadership and expertise in a graphical format Create an account with links to your blog or website Include a description Tag it with keywords Promote presentations on Facebook, Twitter and Slideshare Embed in a blog post with an introduction of 150 to 200 words
If you are in the knowledge industry then Slideshare can be a great way to share your thought leadership and expertise in a graphical format Create an account with links to your blog or website Include a description Tag it with keywords Promote presentations on Facebook, Twitter and Slideshare Embed in a blog post with an introduction of 150 to 200 words
If you are in the knowledge industry then Slideshare can be a great way to share your thought leadership and expertise in a graphical format Create an account with links to your blog or website Include a description Tag it with keywords Promote presentations on Facebook, Twitter and Slideshare Embed in a blog post with an introduction of 150 to 200 words
If you are in the knowledge industry then Slideshare can be a great way to share your thought leadership and expertise in a graphical format Create an account with links to your blog or website Include a description Tag it with keywords Promote presentations on Facebook, Twitter and Slideshare Embed in a blog post with an introduction of 150 to 200 words
If you are in the knowledge industry then Slideshare can be a great way to share your thought leadership and expertise in a graphical format Create an account with links to your blog or website Include a description Tag it with keywords Promote presentations on Facebook, Twitter and Slideshare Embed in a blog post with an introduction of 150 to 200 words
If you are in the knowledge industry then Slideshare can be a great way to share your thought leadership and expertise in a graphical format Create an account with links to your blog or website Include a description Tag it with keywords Promote presentations on Facebook, Twitter and Slideshare Embed in a blog post with an introduction of 150 to 200 words
If you are in the knowledge industry then Slideshare can be a great way to share your thought leadership and expertise in a graphical format Create an account with links to your blog or website Include a description Tag it with keywords Promote presentations on Facebook, Twitter and Slideshare Embed in a blog post with an introduction of 150 to 200 words
If you are in the knowledge industry then Slideshare can be a great way to share your thought leadership and expertise in a graphical format Create an account with links to your blog or website Include a description Tag it with keywords Promote presentations on Facebook, Twitter and Slideshare Embed in a blog post with an introduction of 150 to 200 words
1. Publish Centrally 2. Distribute it everywhere (remember the Edelman trust repetition factor) 3. People prefer different media and platform preferences
Provide content in a wide range of media at your blog Gen Y Likes video Baby boomers like emails and text Some people like Twitter and others prefer Facebook
Owned and Rented online assets Shareable Optimised
Owned and Rented online assets Shareable Optimised
If you are in the knowledge industry then Slideshare can be a great way to share your thought leadership and expertise in a graphical format Create an account with links to your blog or website Include a description Tag it with keywords Promote presentations on Facebook, Twitter and Slideshare Embed in a blog post with an introduction of 150 to 200 words
If you are in the knowledge industry then Slideshare can be a great way to share your thought leadership and expertise in a graphical format Create an account with links to your blog or website Include a description Tag it with keywords Promote presentations on Facebook, Twitter and Slideshare Embed in a blog post with an introduction of 150 to 200 words
Work Hard Listen Be patient and persist Use Tools to find online communities in your niche Advanced Twitter search http://search.twitter.com/advanced , Twellow.com and Google blog search http://blogsearch.google.com/ Blogger outreach Uniqueness “smells like gasoline Connect through social media Online video blogging is growing Passion shines through
Crowd Sourced sharing at global industrial scale Earning Media is about engaging with consumers on their terms and gaining trust based on genuine understanding. Consumers don’t trust advertising, but they do trust peer recommendation . As long as brands don’t abuse this situation, then this leads to better quality, more authentic and more relevant marketing. Earning Digital Media Earning digital media doesn't mean it's free. It's not. It's just that instead of paying directly for a placement or making arrangements with a partner—you are paying for the time and resources of people who will investigate what's being said about your brand and engage on your behalf. These can be employees, contractors, agencies etc. but it requires manpower and effort. However, the reason the "media" (apologize for lack of a better term) is earned is because you can never actually buy it. The people talking about your products and services are never compensated by an agency or network—however they can be set into action by triggers you've put in place. This could mean establishing a relationship, sharing news, seeding content, talking to, and in general interacting with the people who actually care about your product or even better the topics associated around them. Earned media is tricky, and no one has figured this out exactly yet, however it's real and the search engines pick up on it. The trick is figuring out how to meaningfully participate in the spaces where your brands, products and services are relevant.
Crowd Sourced sharing at global industrial scale Earning Media is about engaging with consumers on their terms and gaining trust based on genuine understanding. Consumers don’t trust advertising, but they do trust peer recommendation . As long as brands don’t abuse this situation, then this leads to better quality, more authentic and more relevant marketing. Earning Digital Media Earning digital media doesn't mean it's free. It's not. It's just that instead of paying directly for a placement or making arrangements with a partner—you are paying for the time and resources of people who will investigate what's being said about your brand and engage on your behalf. These can be employees, contractors, agencies etc. but it requires manpower and effort. However, the reason the "media" (apologize for lack of a better term) is earned is because you can never actually buy it. The people talking about your products and services are never compensated by an agency or network—however they can be set into action by triggers you've put in place. This could mean establishing a relationship, sharing news, seeding content, talking to, and in general interacting with the people who actually care about your product or even better the topics associated around them. Earned media is tricky, and no one has figured this out exactly yet, however it's real and the search engines pick up on it. The trick is figuring out how to meaningfully participate in the spaces where your brands, products and services are relevant.
Benefits of Earned World of Mouth has high trust levels Long lasting it remains on blogs, websites and social channels World Wide reach reaches 2 Billion potential not just 25 million in Australia
Challenges of Earned You are dependent on Retweets, Facebook shares and Facebook likes You have no control over sentiment except for your initial content that you publish
Strategy important Requires multiple participation across as many appropriate Social media Channels as possible Content in different media Mass media integration synergised with social media Keep feeding the channels
Look at Sam Makhoul as sample website here Search Engines Social Web Mobile Internet eCommerce What does this mean for your business/ for your website?
http:// www.youtube.com/watch?v =I7TK_8RiVj8&feature= player_embedded Results Will It Blend Brand Awareness 12 million views of will it blend over 4 months Sales Results Increased sales by 500% Will It Blend 12 million views of will it blend over 4 months
http://www.youtube.com/watch?v=owGykVbfgUE&feature=player_embedded Created a Multiple Channel Marketing Strategy 1. Mass Media Event - Super Bowl and Television 2. Digital and Social Media SEM and SMM Published on YouTube, Twitter and Facebook
http://bcove.me/xg59sl52
1. Keep Your Videos Short and Snappy Originally one of the rules of thumb for on-line videos was that they shouldn’t be any longer than two minutes but the Old Spice YouTube videos were mostly less than a minute and as short as 17 seconds. They have taken “snappy” to a new level. 2. Turn Your Advertising into “Content” that is Easy to Share A traditional offline video is hard to share, so making your ad into a YouTube video enables it to be shared and the distribution crowd sourced. 3. Make you Marketing Content Searchable I don’t know about you but sometimes you see a funny ad on TV and you have to wait for it to be replayed to view it again. Publishing on-line as well as off-line makes it searchable and able to be viewed on demand. 4. Be Everywhere Marketing on as many appropriate multi-channel and multi-media marketing channels using social media ensures that broadest possible distribution is achieved by tapping into viewers media and platform preferences. The agency participated and promoted across many social media channels and networks including Facebook, Twitter and YouTube. The campaign wasn’t just published on social media channels but also the promoted using social media marketing to spread the brand message. 5. Respond in Real Time In 24 hours the old spice guy responded to Tweets (including a marriage proposal) with 116 YouTube videos (The crew was given 7 minutes to record each video including the writing and the shooting with only one or two takes). This princilple of real time response can include responding to comments on Facebook and tweets on Twitter to keep the conversation rolling. 6. Use Other People’s and other Media’s Networks (for free) The Wieden + Kennedy campaign decided to respond to Tweets with YouTube video responses and when the “Old Spice” guy responded to “The Ellen Show” tweet with a YouTube video then of course this was broadcast to millions on her shows network. Individuals with large on-line influence such as Guy Kawasaki and Perez Hilton had video responses which tapped into their large personal brand audiences globally. Tap into large networks by giving them the attention they want and crave and they will spread it for free to their distribution networks whether that be Facebook, television or Twitter. 7. Use Social Media to Activate Mass Media This then leads us to another lesson. If your social media marketing is good enough, mass media will pick it up, especially if it has humour and entertainment value and will advertise it for free to millions of their viewers and readers. 8. Keep the Content Pumping Savvy bloggers know this marketing secret and that is to keep the content pumping. The “Old Spice” campaign which was video centric managed to produce 100′s of videos led by a team of 4 writers, a camera crew and a half naked actor. The approach was certainly quantity over quality which social media advocates will recognise. Don’t wait for your post to be perfect before hitting the publish button because it never will be. 9. Drive Engagement through Personalization One of the writers behind the Old Spice campaign Jason Bagley said. “ No one expects to ask a question and then be responded to. I think that’s where we broke through .” The marketing team responded personally to tweets with custom YouTube videos, this both surprised and amazed the global audience. 10. If it Works Keep Repeating a Proven Formula The old saying “when your on to a good thing stick to it” applies very much to this marketing success which initially started with the Super Bowl YouTube video which received 100,000 views every few hours has been repeated twice with a new angle every time. The second time was a 2 day marathon of high quality personalized video responses to questions asked by fans on Twitter and YouTube. The latests reiteration was last month with a rival introduced called Fabio (an ageing male super model) and cleverly called the “New Old Spice Guy 11. Add a Negative Twist The creators of the campaign decided to add a negative twist to rejuvenate the campaign by introducing a rival “Fabio” the “New Old Spice Guy” and had the viewers vote on who they preferred . This produced a lot of “Buzz” online and negative comment (viewers “loved” Isaiah Mustafa the original old spice guy) that continued to drive the viral conversation with the original “Old Spice Guy of course winning the competition. I have found negative headlines to produce much better responses than the positive angle eg “ 30 Things You Should Not Share on Social Media ” What impressed you about this campaign?
1. Keep Your Videos Short and Snappy Originally one of the rules of thumb for on-line videos was that they shouldn’t be any longer than two minutes but the Old Spice YouTube videos were mostly less than a minute and as short as 17 seconds. They have taken “snappy” to a new level. 2. Turn Your Advertising into “Content” that is Easy to Share A traditional offline video is hard to share, so making your ad into a YouTube video enables it to be shared and the distribution crowd sourced. 3. Make you Marketing Content Searchable I don’t know about you but sometimes you see a funny ad on TV and you have to wait for it to be replayed to view it again. Publishing on-line as well as off-line makes it searchable and able to be viewed on demand. 4. Be Everywhere Marketing on as many appropriate multi-channel and multi-media marketing channels using social media ensures that broadest possible distribution is achieved by tapping into viewers media and platform preferences. The agency participated and promoted across many social media channels and networks including Facebook, Twitter and YouTube. The campaign wasn’t just published on social media channels but also the promoted using social media marketing to spread the brand message. 5. Respond in Real Time In 24 hours the old spice guy responded to Tweets (including a marriage proposal) with 116 YouTube videos (The crew was given 7 minutes to record each video including the writing and the shooting with only one or two takes). This princilple of real time response can include responding to comments on Facebook and tweets on Twitter to keep the conversation rolling. 6. Use Other People’s and other Media’s Networks (for free) The Wieden + Kennedy campaign decided to respond to Tweets with YouTube video responses and when the “Old Spice” guy responded to “The Ellen Show” tweet with a YouTube video then of course this was broadcast to millions on her shows network. Individuals with large on-line influence such as Guy Kawasaki and Perez Hilton had video responses which tapped into their large personal brand audiences globally. Tap into large networks by giving them the attention they want and crave and they will spread it for free to their distribution networks whether that be Facebook, television or Twitter. 7. Use Social Media to Activate Mass Media This then leads us to another lesson. If your social media marketing is good enough, mass media will pick it up, especially if it has humour and entertainment value and will advertise it for free to millions of their viewers and readers. 8. Keep the Content Pumping Savvy bloggers know this marketing secret and that is to keep the content pumping. The “Old Spice” campaign which was video centric managed to produce 100′s of videos led by a team of 4 writers, a camera crew and a half naked actor. The approach was certainly quantity over quality which social media advocates will recognise. Don’t wait for your post to be perfect before hitting the publish button because it never will be. 9. Drive Engagement through Personalization One of the writers behind the Old Spice campaign Jason Bagley said. “ No one expects to ask a question and then be responded to. I think that’s where we broke through .” The marketing team responded personally to tweets with custom YouTube videos, this both surprised and amazed the global audience. 10. If it Works Keep Repeating a Proven Formula The old saying “when your on to a good thing stick to it” applies very much to this marketing success which initially started with the Super Bowl YouTube video which received 100,000 views every few hours has been repeated twice with a new angle every time. The second time was a 2 day marathon of high quality personalized video responses to questions asked by fans on Twitter and YouTube. The latests reiteration was last month with a rival introduced called Fabio (an ageing male super model) and cleverly called the “New Old Spice Guy 11. Add a Negative Twist The creators of the campaign decided to add a negative twist to rejuvenate the campaign by introducing a rival “Fabio” the “New Old Spice Guy” and had the viewers vote on who they preferred . This produced a lot of “Buzz” online and negative comment (viewers “loved” Isaiah Mustafa the original old spice guy) that continued to drive the viral conversation with the original “Old Spice Guy of course winning the competition. I have found negative headlines to produce much better responses than the positive angle eg “ 30 Things You Should Not Share on Social Media ” What impressed you about this campaign?
Brand Awareness Videos viewed 40 million times Total brand views 110 million Sales results After 3 months Sales jumped 55 percent In one month they increased sales by 107 percent
The Web gives us access to a global village 1. The web provides us with a global reach 2. We have tools that allow us to market globally Email Facebook 3. Sell while you sleep Blogs YouTube
Turbocharging your Business with Social Media MarketingPresentation Transcript
Turbo Charging your Business with Social Media Speaker: Jeff Bullas Date: October 13, 2011
JeffBullas.com Build your knowledge and skills
Agenda
Turbo Charging your Business with Social Media
The Digital Landscape
The Problem
The Social Media Landscape
Getting Started and the Fundamentals
The 3 Key Steps to Effective Social Media Marketing
Paid – The catalyst
Owned – Patience required
Earned -
Some More Case Studies
The Takeaways
JeffBullas.com Build your knowledge and skills The Digital Landscape The 3 Phases of the Web Phase 1: Portals Phase 2: Search Engines Phase 3: Social Networks
JeffBullas.com Build your knowledge and skills The Digital Landscape The Numbers: What has happened since 1990? First Website in 1990 130 Web Sites in 1993 16 Million Users in 1995 738 Million Internet users in Asia in December 2009 252 Million Internet users in North America in 2009 90 Trillion – The number of emails sent on the Internet in 2009 2.0 Billion Users in 2011 234 Million Websites in 2010 247 Billion – Average number of email messages per day 30 Billion – Photos uploaded to Facebook per year 2010
JeffBullas.com Build your knowledge and skills The Digital Landscape: Google
JeffBullas.com Build your knowledge and skills The Digital Landscape: Facebook
JeffBullas.com Build your knowledge and skills The Digital Landscape: Mobile
JeffBullas.com Build your knowledge and skills
The “Numbers” Problem
Over 234 million websites
More than 155 million blogs
Nearly 800 Million Facebook Users
2 Billion Internet Users
1 Trillion Facebook page views - June,2011
JeffBullas.com Build your knowledge and skills
The “Noise” Problem in 60 Seconds
700,000 searches
600 Videos are uploaded to YouTube
80,000 Facebook Wall posts
Professional Education & Training Build your knowledge and skills with the Australian Institute of Export The “Clutter” Problem
JeffBullas.com Build your knowledge and skills The “Technology” Problem
JeffBullas.com Build your knowledge and skills Problem: We still think Analog!
JeffBullas.com Build your knowledge and skills Live Local, Think Digital, Go Global “ Digital Marketing is the promoting of brands using all forms of digital advertising channels to reach consumers”
JeffBullas.com Build your knowledge and skills
Getting Started: The Fundamentals
5 Keys for a Digital Presence
1: Establish Online Assets
Website & Blog
Social Media Channels
2: Develop a Digital & Social Media Marketing Strategy
3: Optimise for Search
4. Develop & Publish Content
5. Integrate
JeffBullas.com Build your knowledge and skills
Getting Started: The Fundamentals
3 Core Types of Websites
Content Website
E-Commerce Website
Mix of Content and Commerce
JeffBullas.com Build your knowledge and skills
Getting Started: The Fundamentals
7 Essentials for a Content Website
Good Design
Designed for Sharing
Allows Interaction
Call to Action Landing page
Drive email subscribing – Free eBook
Blog
Multimedia
JeffBullas.com Build your knowledge and skills Getting Started: The Fundamentals Example of a Content Website
JeffBullas.com Build your knowledge and skills
Getting Started: The Fundamentals
7 Essentials for a ECommerce Website
Good Design
Designed for Sharing
Easy for Buying
Multimedia
Trust and Credibility
Searchable
Intuitive Navigation
JeffBullas.com Build your knowledge and skills Getting Started: The Fundamentals Example of an ECommerce Website
JeffBullas.com Build your knowledge and skills
Getting Started: The Fundamentals
3 Building Blocks to Drive Traffic
To your Website
Social
Search
Content
JeffBullas.com Build your knowledge and skills Getting Started: The Fundamentals Social Media Channels
JeffBullas.com Build your knowledge and skills Social Media Revolution
JeffBullas.com Build your knowledge and skills Getting Started: The Fundamentals Social Media Channels
JeffBullas.com Build your knowledge and skills Getting Started: The Fundamentals Social Media Channels
JeffBullas.com Build your knowledge and skills Getting Started: The Fundamentals Social Media Channels
JeffBullas.com Build your knowledge and skills Getting Started: The Fundamentals Social Media Channels
JeffBullas.com Build your knowledge and skills Getting Started: The Fundamentals Social Media Channels What’s this ?
JeffBullas.com Build your knowledge and skills Getting Started: The Fundamentals Search
JeffBullas.com Build your knowledge and skills Getting Started: The Fundamentals Content
JeffBullas.com Build your knowledge and skills Getting Started: The Fundamentals Digital Marketing Strategy
JeffBullas.com Build your knowledge and skills
Getting Started: The Fundamentals
Solution Starts with a Marketing Strategy 5 Steps
Target Audience
Marketing Goals
Design, Develop & Implement Tactics to Achieve Goals
Monitor and Measure
Adjust, Rinse and Repeat
JeffBullas.com Build your knowledge and skills Social Media Marketing
JeffBullas.com Build your knowledge and skills
Social Media Marketing
3 Types
1.BOUGHT or PAID
This is where you pay to participate, such as a Facebook banner ad. The initial catalyst for your social media marketing campaign.
2.OWNED
A channel a brand owns. This could be your website, blog, Facebook page or Twitter account.
3. EARNED
Customers respond to your marketing and become the channel (crowd sourced marketing).Where paid and owned come together and buzz and viral drive traffic
JeffBullas.com Build your knowledge and skills Paid Social Media
JeffBullas.com Build your knowledge and skills
Benefits of Paid
Immediacy
Scale
Control
JeffBullas.com Build your knowledge and skills
Challenges of Paid
Clutter
Declining Response
Poor Credibilty
JeffBullas.com Build your knowledge and skills
Optimising Paid
Placement
Timing
Headlines
Design
JeffBullas.com Build your knowledge and
Top 5 Rules to Paid Social Media Ads
Animated out pull non animated 4 to 1
Offer must be clear and compelling
Ad should be graphically enticing
Have a call to action
Place your banner ad where your target audience hangs out
JeffBullas.com Build your knowledge and skills
Measuring Paid
Facebook Ads reports
Facebook Insights
JeffBullas.com Build your knowledge and skills Case Studies: Paid The Luggage Professionals
JeffBullas.com Build your knowledge and skills Case Studies: Paid Toys Paradise
JeffBullas.com Build your knowledge and skills Takeaway: Paid It is the catalyst to fast track your social media marketing for being found online
JeffBullas.com Build your knowledge and skills Owned Media Website Blog Social
JeffBullas.com Build your knowledge and skills
Benefits of Owned
Control
Cost Efficiency
Longevity
Builds online assets
Versatility
JeffBullas.com Build your knowledge and skills
Challenges of Owned
No Guarantees
Company Communication not Trusted
Takes Time to Scale – patience required
JeffBullas.com Build your knowledge and skills Challenges of Owned “ On the Internet, nobody knows you are a dog ”
JeffBullas.com Build your knowledge and skills Challenges of Owned
JeffBullas.com Build your knowledge and skills
Tips for optimising Owned
Develop a strategy
Well designed website
Blog built for sharing
Social properties linked
Content
SEO
JeffBullas.com Build your knowledge and skills
Optimising Owned
Three Keys to Optimizing your Owned Web Properties
Optimize for Search
Optimize Social
Optimize Content
JeffBullas.com Build your knowledge and skills Optimising Owned: Search Search Engine Optimisation (SEO)
JeffBullas.com Build your knowledge and skills Optimising Owned: Optimizing Search Optimizing the Website and Blog
JeffBullas.com Build your knowledge and skills Optimising Owned Optimizing Social Media
JeffBullas.com Build your knowledge and skills Why Social Media Marketing Turbo Charges your Business
JeffBullas.com Build your knowledge and skills Socialnomics ! - Video
JeffBullas.com Build your knowledge and skills Social Media Amplifies your Content.
JeffBullas.com Build your knowledge and skills Social Networks Provide “World of Mouth”
JeffBullas.com Build your knowledge and skills Social Media provides low friction, minimal cost, high leverage “World of Mouth” & spreads your content and message fast and wide.
JeffBullas.com Build your knowledge and skills Think of Social Networking as “ Networking on Steroids”
JeffBullas.com Build your knowledge and skills Your Website and Blog as Your Home Base
JeffBullas.com Build your knowledge and skills New Tools & New Ways of Working Social Media gives us a new set of tools to participate in these conversations
JeffBullas.com Build your knowledge and skills Treat Social Media Networks as an Extension of your Website
JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook
JeffBullas.com Build your knowledge and skills
Social Media Marketing with Facebook
Why Use Facebook?
Business Page – for spreading your content
Multi-Media rich
Easy To Use
It is where I in 3 internet users hang out
Target ads with user demographics
JeffBullas.com Build your knowledge and skills
Social Media Marketing with Facebook
Some Fundamentals
3 Types of Profiles
Facebook Personal Profiles
Facebook Groups
Facebook Pages
To create a page you need personal account
Brand it
Self Serve Ads on Facebook
Measure & Monitor – “Insights” Analytics
Facebook pages are “Public”
Ranks high in search on a “Social Web”
Publish your content where your audience hangs out
JeffBullas.com Build your knowledge and skills
Social Media Marketing with Facebook
Setting up and Optimizing Facebook
Use a group or page profile for your business
Choose a vanity URL eg “MarlboroughWinery ”
When you post content, include video or imagery where appropriate as Facebook users are very visual.
Publish fresh content at least once a day
Analyze and optimize using the Facebook Insights Tool
3 Tips:
Start building a Facebook Fan following and grow your online store and community tribe on Facebook.
Make it easy for people to ‘like’ your page on your blog, email and other online properties. So you “Crowd Source” sharing
Engage communicate and get feedback in real time
JeffBullas.com Build your knowledge and skills
Social Media Marketing with Facebook: B2C
8 Ways to Market on Facebook for B2C Companies
Create a community portal
Capture emails
Grow Facebook ‘Likes’
Drive traffic to your bricks and mortar store
Drive traffic to your online store
Highlight products with an online catalogue
Sell products from your F-commerce store
Capture feedback and comments from customers
JeffBullas.com Build your knowledge and skills
Social Media Marketing with Facebook: B2C
Facebook Marketing Goals from Your Strategy Plan
Increase Facebook “Likes” to increase distribution of content and Brand
Capture email subscriptions for your company database and e-newsletter
Market your products with photos and other multimedia
Sell your products and services with a shop on Facebook
Position company or person as a thought leaders and experts
Conduct product market research
Improve customer service
JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook B2C Case Studies: Red Nose Day Goal: Capturing more Facebook “Likes” and “Email” Subscribers
JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook:B2C Case Studies: Vintage Marketplace: Facebook Catalogue Goal: Market your products with photos and other multimedia
JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook: B2C Case Studies: Livescribe - Facebook Store Goal: Sell product
JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook: B2C Case Studies: Publishing Content Linking to the Blog or Website Goal of this Tactic: Position company or personal brand as a thought leader
JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook:B2C Case Studies: Supre - Fashion Retailer Goal of this Tactic: Conduct market research and feedback
JeffBullas.com Build your knowledge and skills
Social Media Marketing with Facebook : B2B
11 Facebook Tips for B2B Companies:
Video Channel with “How To” Tutorials
News Updates in Your Industry
Provide an Incentive for Growing your Facebook “Likes”
Capturing Email Subscriptions for Lead Generation
Targeting Decision Makers
Market Research and Surveys
Promote your Thought Leaders
Sell Your Products and Services
Leverage the Trust Factor through Shareable Content
Make your Company Human
Provide Customer Service on Facebook
JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook : B2B Case Studies: Clear Risk Goal: Capture email subscribers and Facebook “Likes”
JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook : B2B Case Studies: General Electric Goal: Promote their “Thought Leaders”
JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook : B2B Case Studies: Get Satisfaction - Internet Software Company Goal: Provide customer service
JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook : B2B Case Studies: Cisco Goal: Create trust Through Shareable Content
JeffBullas.com Build your knowledge and skills Social Media Marketing with Facebook : B2B Case Studies: Cisco Goal: Educate with Online Video within Facebook
JeffBullas.com Build your knowledge and skills Social Media Marketing with Twitter
JeffBullas.com Build your knowledge and skills
Social Media Marketing with Twitter
Why Use Twitter
A global network of 200 million plus users
You can target industries and niches
It’s Global
It is real time
It is efficient
You can automate it
It is a great tool to market your blog content
JeffBullas.com Build your knowledge and skills
Social Media Marketing with Twitter
Setting Up and Optimizing Twitter
Include a photo
Add your Facebook or Website’s URL when setting up your account
Write “Great Headlines”
Place a “ ReTweet ” button on your blog articles to make it easy to “share”.
Include “Follow me on Twitter” buttons on your emails and blog
Leave at least 20 characters spare (make your tweet no longer than 120 charcters), so that it allows room for people to “Retweet” your “Tweet” with comments like “Great post”
Almost always include a link back to your blog, or Facebook page in your tweet (don’t waste a Tweet), this is a significant traffic driver for bloggers.
JeffBullas.com Build your knowledge and skills
Social Media Marketing with Twitter
Twitter Marketing Tips:
Develop a targeted Twitter following
Listen, engage and communicate and build loyal followers in your community
Create a live feed on the corporate brand name to see what the world is saying about you
Tweet your online specials that link to a landing page,
Tweet your content
Network and Create contacts on twitter by retweeting their content
JeffBullas.com Build your knowledge and skills
Social Media Marketing with Twitter
Some Twitter Tools
Tweepi.com – for following targeted Twitter users
Twellow.com – for following the largest Twitter users in a category
Hootsuite – for managing and monitoring Twitter
TweetDeck – another tool for managing and monitoring Twitter
SocialOomph – for automating Twitter
Bit.ly – for shortening links and monitoring Twitter buzz
JeffBullas.com Build your knowledge and skills Social Media Marketing with Twitter Case Studies: JeffBullas.com Goal: Drive targeted traffic to the blog and networking
JeffBullas.com Build your knowledge and skills Social Media Marketing with Twitter Case Studies: Dell.com Goal: Sell Product that can be tracked with coupons
JeffBullas.com Build your knowledge and skills Social Media Marketing with Twitter Case Studies: Southwest Airlines Goal: Provide a real time customer service channel
JeffBullas.com Build your knowledge and skills Social Media Marketing with LinkedIn
JeffBullas.com Build your knowledge and skills
Social Media Marketing with LinkedIn
Why Use Linked In?
Over 100 Million professionals are members worldwide
Great for networking professionally
Finding Opportunities
Positioning as an Expert by participating in over 800,000 groups
Integrate your other sites including company, blog and Facebook
Great demographics senior executives with an average income of over $100,000
JeffBullas.com Build your knowledge and skills
Social Media Marketing with LinkedIn
Setting up and Optimizing LinkedIn
Create a public profile (don’t lock it away)
Use the questions and answers feature to start conversations, create community and position yourself as a Thought Leader or expert by answering questions,
In your homepage activate your Twitter link
Activate your blog feed to your homepage on LinkedIn
Integrate “Slideshare” into LinkedIn
Make sure your websites and blogs (you can enter 3) includes My Company , My Blog (jeffbullas.com) and My Facebook “Page” URLs
JeffBullas.com Build your knowledge and skills
Social Media Marketing with LinkedIn
LinkedIn Marketing Tips:
Update your posts on LinkedIn after publishing.
Participate in one of the 800,000 groups that is suitable for your target audience
Create your own group that doesn’t sell but provides a forum for your industry niche
Advertise on LinkedIn from as little as $10 per day. You can target by
Geography
Industry
Job Function
Job title
LinkedIn Groups
JeffBullas.com Build your knowledge and skills Social Media Marketing with YouTube
JeffBullas.com Build your knowledge and skills
Social Media Marketing with YouTube
Why Use YouTube?
Second Largest Search engine in the world
Easier to rank higher in organic search than Google
Important if you are connecting to “Gen Y”
“ How To” category is the fastest growing segment
Free
Easy to use
JeffBullas.com Build your knowledge and skills
Social Media Marketing with YouTube
Setting up and Optimizing YouTube
Create your own branded YouTube Channel
Link to your Blog, Facebook fanpage or your website to make it easy for people to link back to your site
Put the category such as [Social Media Marketing] in Brackets before each Title of your video
Put “Tags” in your video tags section, make them relevant to your video title
Again promote your YouTube video on Twitter and place them on your blog in a Video or YouTube Channel section
JeffBullas.com Build your knowledge and skills
Social Media Marketing with YouTube
YouTube Marketing Tips:
Interview senior people in your industry – promote them, the law of reciprocity
Create information videos that inform clients while you sleep - saves time
Create Educational videos demonstrating expertise and thought leadership
Include videos in your online store to showcase and demo products (can increase conversion rates by 10-30% (Case Study: Online shoe store Zappos)
JeffBullas.com Build your knowledge and skills Social Media Marketing with YouTube Case Studies: Gary VaynerChuk-Wine Library TV Goal: Sell more wine by reviewing and educating
JeffBullas.com Build your knowledge and skills Social Media Marketing with YouTube Case Studies: Zappos.com online shoes and clothes Goal: Increase customer conversion rates on online store
JeffBullas.com Build your knowledge and skills
Social Media Marketing with YouTube
Tips to Improve Your Chances of Going Viral with your Brand
Market It
Keep it short and sweet
Have a shocking or interesting title
Have an interesting thumbnail
Five Examples: YouTube
JeffBullas.com Build your knowledge and skills
5 Examples of Viral Business YouTube Videos
1 . Blendtec
2. Sick Puppies
3. MSI Laptops
4. Ok Go Band
5. Google
JeffBullas.com Build your knowledge and skills Social Media Marketing with Slideshare
JeffBullas.com Build your knowledge and skills
Social Media Marketing with Slideshare
Why Use Slideshare
It is YouTube for Slideshows
58 million unique vistors per month
16 million registered users
It is now attracting not just corporate sharing of slideshows but used for entertainment
Good for B2B
Good for optimising content for search
JeffBullas.com Build your knowledge and skills
Social Media Marketing with Slideshare
Slideshare Marketing Tips
Turn your posts into PowerPoint presentations and post them to Slideshare
Write a good headline both on the presentation itself and the Title area
Include keyword tags that would be used to find the presentation
Promote your presentations on Twitter
Allow viewers to download your presentation to assist in making it easy for people to share
Post them to your Facebook page
In choose a license make it CC (Creative Commons) License so people can use your content and then attribute and link to your blog
JeffBullas.com Build your knowledge and skills Social Media Marketing with Blogs
JeffBullas.com Build your knowledge and skills
Social Media Marketing with Blogs
Why Blog?
To establish a home base that you own
Great for personal branding Eg.”jeffbullas.com”
Position you as a thought leader in your niche
Establishes Authority
Google likes fresh unique content
Easy to use
Builds an online asset
JeffBullas.com Build your knowledge and skills Social Media Marketing with Blogs Remember: Blog as a home base
JeffBullas.com Build your knowledge and skills
Social Media Marketing with Blogs
Setting up and Optimizing Your Blog
Buy your own domain name not a sub-domain or name under Typepad or Wordpress .. buying a homebase is a lot better than renting one.
Blog as part of your primary website domain
Purchase a theme such as WordPress theme that can be optimised for Search
Post content regularly (at least once a week) .. Search engines love new unique content
Promote your Blog on Twitter regularly (Google now has real time search feed into Twitter API)
Include share buttons to other social media channels on each blog post so visitors can add your blog and posts
Start building your email subscriber database
JeffBullas.com Build your knowledge and skills
Social Media Marketing with Blogs
Blogging Marketing Tips
Solve problems with your posts. What do your customers worry about?
Provide “How To” articles
Write great headlines
Write easy to read articles
Use multimedia embed videos, images and screen shots
Send out posts instead of static email newsletters that drive traffic to your site and drive comments
Post after publishing to other social media channels, Facebook page, Google+, LinkedIn, Twitter (manually)
Create evergreen content
Be focused (stay on topic)
Embed Slideshare as part of an article if appropriate
Repurpose offline and publish it online
JeffBullas.com Build your knowledge and skills Social Media Marketing with Blogs 2 Key Blogging Marketing Tips To Remember
JeffBullas.com Build your knowledge and skills 1. Publish to Multiple Social Media Channels
JeffBullas.com Build your knowledge and skills 2. Publish Variety of Media Types
Driving excellence in International Trade for 50 years Social Media Marketing with Blogs – Personal Brand Case Studies: JeffBullas.com Goal: Create a personal brand online and create global opportunities Driving excellence in International Trade for 50 years Build your knowledge and skills Build your knowledge and skills
Driving excellence in International Trade for 50 years Social Media Marketing with Blogs – B2B Case Studies: Hubspot – software as a service for small to medium business Goal: Create great content that drives link building and positions the brand Driving excellence in International Trade for 50 years Build your knowledge and skills Build your knowledge and skills
JeffBullas.com Build your knowledge and skills Social Media Marketing with Blogs – B2C Case Studies: Southwest Airlines
JeffBullas.com Build your knowledge and skills Social Media Marketing with Blogs – B2C Case Studies: Zappos (13 blogs)
JeffBullas.com Build your knowledge and skills
Measuring Owned
Google Analytics
Wordpress Stats
YouTube views
Twitter Tools - Hootsuite
Facebook Insights
JeffBullas.com Build your knowledge and skills Measuring Owned Google Analytics
JeffBullas.com Build your knowledge and skills Measuring Owned Facebook Insights
JeffBullas.com Build your knowledge and skills
Case Study: Owned
Aussie Bum
Shoes of Prey
Wine Library TV
JeffBullas.com Build your knowledge and skills Case Study: Owned
JeffBullas.com Build your knowledge and skills
Case Study: Owned
CASE STUDIES: AussieBum
Keys To Online Success
Have a website
They are on multiple social media channels (Facebook, Twitter, YouTube)
You can buy online globally
Use multiple media including online videos
JeffBullas.com Build your knowledge and skills
Case Study: Owned
CASE STUDIES: AussieBum
Keys To Online Success
Have a website
They are on multiple social media channels (Facebook, Twitter, YouTube)
You can buy online globally
Use multiple media including online videos
JeffBullas.com Build your knowledge and skills Case Study: Owned
JeffBullas.com Build your knowledge and skills
Case Study: Owned
CASE STUDIES: Shoes Of Prey
Keys To Online Success
You can find them online
Google Adwords - targeted
YouTube – put videos online to go viral
They use social media inc Facebook & Twitter
You can buy online
JeffBullas.com Build your knowledge and skills
Case Study: Wine Library TV
Key Reasons for Success
Passion
Promotion on Social Media
Uniqueness
Persist and be patient
JeffBullas.com Build your knowledge and skills
Earned Media
Where paid and owned all comes together
Traditional Marketing
Digital Marketing
Content
Social
SEO
JeffBullas.com Build your knowledge and skills
Earned Media
Where it all comes together
Viral
Buzz
Word of Mouth
Trust
PR
JeffBullas.com Build your knowledge and skills
Benefits of Earned
Most credible
Key role in most sales
Transparent and has longevity
Global reach
JeffBullas.com Build your knowledge and skills
Challenges of Earned
No Control
Can be negative
Harder to measure
Scaling
JeffBullas.com Build your knowledge and skills
Optimizing Earned
Its not free
Humour & Entertainment
Use Mass Media as Catalyst
Build online assets
JeffBullas.com Build your knowledge and skills
Measuring Earned
Google Analytics
Paid Tools for measuring “Buzz” - Radian 6
JeffBullas.com Build your knowledge and skills
Case Studies: Earned
Will it Blend ?
JeffBullas.com Build your knowledge and skills
Case Studies: Earned
Old Spice Campaign
Multiple Channel Strategy
Traditional and Digital
JeffBullas.com Build your knowledge and skills Case Studies: Earned Old Spice :
JeffBullas.com Build your knowledge and skills
Case Studies: Earned
11 Social Media Marketing Lessons from the Old Spice Campaign
Professional Education & Training Build your knowledge and skills with the Australian Institute of Export
Case Studies: Earned
11 Lessons
1. Keep Your Videos Short and Snappy
2. Turn Your Advertising into “Content” that is Easy to Share
3. Make you Marketing Content Searchable
4. Be Everywhere
5. Respond in Real Time
6. Use Other People’s and other Media’s Networks (for free)
7. Use Social Media to Activate Mass Media
8. Keep the Content Pumping
9. Drive Engagement through Personalization
10. If it Works Keep Repeating a Proven Formula
11. Add a Negative Twist
JeffBullas.com Build your knowledge and skills
Case Studies: Earned
Old Spice Campaign Results
Brand Awareness
Videos viewed 40 million times
Total brand views 110 million
Sales Results
After 3 months Sales jumped 55 percent
In one month they increased sales by 107 percent
JeffBullas.com Build your knowledge and skills
Takeaways
Make Paid Media Your Catalyst
Create a Hub and Spoke Model of Owned Media
Earned Media will take time – be patient
JeffBullas.com Build your knowledge and skills Live Local,Think Digital, Go Global
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