Digital Marketing & Social Media
An introductory lecture by Josh Cavuoto
Today
• About Me
• About You
• Digital Marketing
• Social Media
About Me
www.FestivalMobile.com.au
About Me
About Me
About Me
About Me
NEIS@ j o s h c a v u o t o .com
About You
Before we jump in…
Digital Marketing
From Most Popular to Least Popular for 2012/2013
Pick & Choose
Do more of what works, and less of what d...
Digital Marketing
eMail Marketing
Digital Marketing
Search Engine Optimisation
(SEO)
Digital Marketing
Search Engine Marketing
(SEM)
Sometimes referred to as
PayPerClick
(PPC)
Digital Marketing
Video Advertising
(PPC & CPM)
Digital Marketing
Mobile Marketing
Affiliate Marketing
Webinars
Price Comparison Sites
Real Time Bidding (RTB)
"Half the money I spend on advertising is wasted; the trouble is I don't know which half.”!
John W...
Mobile Marketing
Mobile First Era
Mobile Marketing
Mobile First Era
When it comes to deciding whether to build a native app or a
mobile website, the most ap...
Outsourcing
1. Search Engine Marketing (SEM / PPC)
2. Web Design / Website Building
3. Online Display Advertising
4. Searc...
Metrics for Measuring
Increased Traffic to Website!
Vanity URLs
foxtel.com.au/tvoffer 

=
http://www.foxtel.com.au/shop/get...
Increased Traffic to Website!
Vanity Websites
www.AppsForFestivals.com
The Future…
Let’s get personal…
Let’s get personal…
Let’s get personal…
Social Media
Social media is media designed to be
disseminated through social interaction, created
using highly accessible...
“We don’t have a choice whether we do Social Media.
The question is HOW well WE do it”
Erik Qualman, Socialnomics
Social Media
Social Media
Social Media
Social Media
Social Media
Pages vs Groups
Groups are directly connected to the people who administer them,
meaning that activities that...
Social Media
If you have an account already
Social Media
If you don’t have an account or wish to start fresh
Social Media
Social Media
Social Media
Social Media
Social Media
Identify trends & act on them
Social Media
Social Media
Enable, Invite, Share, Manage
Social Media
Competitions
!
- Read the Facebook guidelines for what is acceptable/legal

- You can set up a third party ap...
Social Media
Facebook App Centre
!
Social Media
Facebook App Centre
!
Social Media
Facebook App Centre
Social Media
Facebook Branding + Aesthetics
!
Profile Picture: Page profile pictures are square and display
at 160x160 pixel...
Social Media
Facebook Branding + Aesthetics
!
Social Media
Facebook Branding + Aesthetics
!
Social Media
!
Mobile First Era
Social Media
!
Social Media
!
Social Media
!
Social Media
!
Select a Twitter ID that is close to your brand, that is
easily identified, less numbers & underscores as
th...
Social Media
!
Of course, there are exceptions to the rule…
Social Media
!
@penisland versus @pen_island
Social Media
!
In addition to your Twitter ID also optimise the Twitter Account
Name to best reflect your brand. E.g. Pete...
Social Media
!
Social Media
!
Social Media
!
Social Media
!
Social Media
!
Integrating Twitter with Facebook

Do it from Twitter Settings
Do it from Facebook Settings
Use a client ap...
Social Media
!
Social Media
!
Social Media
!
Social Media
!
Social Media
!
Social Media
!
Social Media
!
Social Media
!
Social Media
!
Social Media
!
Social Media
!
Social Media
!
3 steps to get started with an awesome Company
Page:

1. Add an image that welcomes visitors & showcases
yo...
Social Media
!
Social Media
!
Social Media
!
Social Media
!
Instagram for Biz
Social Media
!
Social Media
!
Defining PAID, OWNED & EARNED media
Paid = Advertising e.g. PPC
!
Owned = Channels your brand owns e.g. Face...
Social Media
!
Defining PAID, OWNED & EARNED media
PAID media grows owned media channels
!
OWNED media channels facilitate ...
Social Media
!
Content is Queen!
Content is the oil that keeps the social media motor running.
!
Social Media
!
Content is Queen!
Media = Content/activity
!
Videos :: YouTube, Vimeo
Infographics :: PikToChart
Reports/su...
Social Media
!
Content is Queen!
The key to creating awesome content is answering,
“Why are consumers following you?”
Social Media
!
The RRR Rule
Real
Relaxed
Relevant
Social Media
!
Real
Social Media
!
Relaxed
Social Media
!
Relevant
Social Media
!
Social Media
!
!
Facebook = 3 Hours
!
Twitter = 1 Hour
!
Blog = 12 Hours
Response Times
Social Media
!
Response Approach
Treat each question individually, don’t copy & paste
Social Media
!
Response Approach
Take potentially damaging conversations offline
Social Media
!
Which Social Platform is right for my business?
Let’s see what TheNextWeb had to say…
Social Media
!
Which Social Platform is right for my business?
Twitter	

Who should use it: Everyone – from individuals to...
Social Media
!
Which Social Platform is right for my business?
Instagram	

Who should use it: Lifestyle, food, fashion, pe...
Social Media
!
Which Social Platform is right for my business?
LinkedIn	

Who should use it: Businesses (especially B2B se...
Social Media
!
Which Social Platform is right for my business?
Facebook	

Who should use it: Everyone and their grandmas (...
Social Media
!
Which Social Platform is right for my business?
YouTube	

Who should use it: Brands with video content and ...
Social Media
!
Which Social Platform is right for my business?
Pinterest	

Who should use it: Fashion, food, design, trave...
Social Media
!
Which Social Platform is right for my business?
Yelp and/or Foursquare	

Who should use it: B2C companies, ...
!
eToolbox
Download the “FREE” version from
my LinkedIN profile
OR
via the iBook store
OR
Google “eToolbox Josh”
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Neis april2014

  1. 1. Digital Marketing & Social Media An introductory lecture by Josh Cavuoto
  2. 2. Today • About Me • About You • Digital Marketing • Social Media
  3. 3. About Me www.FestivalMobile.com.au
  4. 4. About Me
  5. 5. About Me
  6. 6. About Me
  7. 7. About Me NEIS@ j o s h c a v u o t o .com
  8. 8. About You
  9. 9. Before we jump in…
  10. 10. Digital Marketing From Most Popular to Least Popular for 2012/2013 Pick & Choose Do more of what works, and less of what doesn’t
  11. 11. Digital Marketing eMail Marketing
  12. 12. Digital Marketing Search Engine Optimisation (SEO)
  13. 13. Digital Marketing Search Engine Marketing (SEM) Sometimes referred to as PayPerClick (PPC)
  14. 14. Digital Marketing Video Advertising (PPC & CPM)
  15. 15. Digital Marketing Mobile Marketing
  16. 16. Affiliate Marketing
  17. 17. Webinars
  18. 18. Price Comparison Sites
  19. 19. Real Time Bidding (RTB) "Half the money I spend on advertising is wasted; the trouble is I don't know which half.”! John Wanamaker, first man to run a half page ad + full page ad in a newspaper
  20. 20. Mobile Marketing Mobile First Era
  21. 21. Mobile Marketing Mobile First Era When it comes to deciding whether to build a native app or a mobile website, the most appropriate choice really depends on your end goals. If you are developing an interactive game an app is probably going to be your best option. But if your goal is to offer mobile-friendly content to the widest possible audience then a mobile website is probably the way to go. In some cases you may decide you need both a mobile website and a mobile app, but it’s pretty safe to say that it rarely makes sense to build an app without already having a mobile website in place. Generally speaking, a mobile website should be considered your first step in developing a mobile web presence, whereas an app is useful for developing an application for a very specific purpose that cannot be effectively accomplished via a web browser.
  22. 22. Outsourcing 1. Search Engine Marketing (SEM / PPC) 2. Web Design / Website Building 3. Online Display Advertising 4. Search Engine Optimisation (SEO) 5. eMail Marketing 6. Mobile Marketing 7. Affiliate Marketing 8. Website Maintenance 9. Social Media Management
  23. 23. Metrics for Measuring Increased Traffic to Website! Vanity URLs foxtel.com.au/tvoffer 
 = http://www.foxtel.com.au/shop/get-foxtel/default.html What is Measured is Managed
  24. 24. Increased Traffic to Website! Vanity Websites www.AppsForFestivals.com
  25. 25. The Future…
  26. 26. Let’s get personal…
  27. 27. Let’s get personal…
  28. 28. Let’s get personal…
  29. 29. Social Media Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques.
  30. 30. “We don’t have a choice whether we do Social Media. The question is HOW well WE do it” Erik Qualman, Socialnomics
  31. 31. Social Media
  32. 32. Social Media
  33. 33. Social Media
  34. 34. Social Media
  35. 35. Social Media Pages vs Groups Groups are directly connected to the people who administer them, meaning that activities that go on there could reflect on you personally. Pages, on the other hand, don’t list the names of administrators, and are thought of as a person, almost like a corporate entity is considered a ‘person’ under the law.
 • Pages are SEO Friendly & indexed by Search • Pages can host apps ! For your business, use a Facebook Page NOT a Group NOT a Personal Account 
 (Such as the one you probably have for your personal account)
  36. 36. Social Media If you have an account already
  37. 37. Social Media If you don’t have an account or wish to start fresh
  38. 38. Social Media
  39. 39. Social Media
  40. 40. Social Media
  41. 41. Social Media
  42. 42. Social Media Identify trends & act on them
  43. 43. Social Media
  44. 44. Social Media Enable, Invite, Share, Manage
  45. 45. Social Media Competitions ! - Read the Facebook guidelines for what is acceptable/legal
 - You can set up a third party app/platform for competitions. 
 We can fan-gate a competition page to force page-Likes which is perfectly legal
 - Users can perform a Facebook action to enter a competition such as Like, Comment or Share. 
 Top 5 Legal Tips & Tricks for Facebook Competitions! http://goo.gl/nuowbC
  46. 46. Social Media Facebook App Centre !
  47. 47. Social Media Facebook App Centre !
  48. 48. Social Media Facebook App Centre
  49. 49. Social Media Facebook Branding + Aesthetics ! Profile Picture: Page profile pictures are square and display at 160x160 pixels on your Page. The photo you upload must be at least 180x180 pixels. ! Cover Photo: Cover photos are 851 pixels wide and 315 pixels tall. If you upload an image that's smaller than these dimensions, it will be stretched to this larger size.
  50. 50. Social Media Facebook Branding + Aesthetics !
  51. 51. Social Media Facebook Branding + Aesthetics !
  52. 52. Social Media ! Mobile First Era
  53. 53. Social Media !
  54. 54. Social Media !
  55. 55. Social Media !
  56. 56. Social Media ! Select a Twitter ID that is close to your brand, that is easily identified, less numbers & underscores as they take longer on smartphones (Mobile First Era). ! Try not use an ID which is too long, there are only 140 precious characters available in each Twitter post. ! The longer your ID, the more space it takes up limiting your interactions.
  57. 57. Social Media ! Of course, there are exceptions to the rule…
  58. 58. Social Media ! @penisland versus @pen_island
  59. 59. Social Media ! In addition to your Twitter ID also optimise the Twitter Account Name to best reflect your brand. E.g. Pete Cashmore & Mashable ! Make the most of your Bio to include keyword rich information, relevant to your company. ! Make the most of your Background and Header.
  60. 60. Social Media !
  61. 61. Social Media !
  62. 62. Social Media !
  63. 63. Social Media !
  64. 64. Social Media ! Integrating Twitter with Facebook
 Do it from Twitter Settings Do it from Facebook Settings Use a client app e.g. HootSuite, BufferApp etc. NEIS & BufferApp work great together!
  65. 65. Social Media !
  66. 66. Social Media !
  67. 67. Social Media !
  68. 68. Social Media !
  69. 69. Social Media !
  70. 70. Social Media !
  71. 71. Social Media !
  72. 72. Social Media !
  73. 73. Social Media !
  74. 74. Social Media !
  75. 75. Social Media !
  76. 76. Social Media ! 3 steps to get started with an awesome Company Page:
 1. Add an image that welcomes visitors & showcases your brand ! 2. Post status updates to start a conversation with your target audience ! 3. Add your products or services so your target audience can learn about what you have to offer, and be sure to ask for recommendations to testify how great your products & services are!
  77. 77. Social Media !
  78. 78. Social Media !
  79. 79. Social Media !
  80. 80. Social Media ! Instagram for Biz
  81. 81. Social Media !
  82. 82. Social Media ! Defining PAID, OWNED & EARNED media Paid = Advertising e.g. PPC ! Owned = Channels your brand owns e.g. Facebook Page ! Earned = User Generated Content on behalf of your brand e.g. online Word of Mouth
  83. 83. Social Media ! Defining PAID, OWNED & EARNED media PAID media grows owned media channels ! OWNED media channels facilitate interaction through content, resulting in earned media ! EARNED media carries a more credible brand message far further than either PAID or OWNED could ever achieve
  84. 84. Social Media ! Content is Queen! Content is the oil that keeps the social media motor running. !
  85. 85. Social Media ! Content is Queen! Media = Content/activity ! Videos :: YouTube, Vimeo Infographics :: PikToChart Reports/surveys :: Wufoo Webinars :: GoToMeeting Stunts :: YouTube Applications :: Mobile Tweet-ups :: Twitter
  86. 86. Social Media ! Content is Queen! The key to creating awesome content is answering, “Why are consumers following you?”
  87. 87. Social Media ! The RRR Rule Real Relaxed Relevant
  88. 88. Social Media ! Real
  89. 89. Social Media ! Relaxed
  90. 90. Social Media ! Relevant
  91. 91. Social Media !
  92. 92. Social Media ! ! Facebook = 3 Hours ! Twitter = 1 Hour ! Blog = 12 Hours Response Times
  93. 93. Social Media ! Response Approach Treat each question individually, don’t copy & paste
  94. 94. Social Media ! Response Approach Take potentially damaging conversations offline
  95. 95. Social Media ! Which Social Platform is right for my business? Let’s see what TheNextWeb had to say…
  96. 96. Social Media ! Which Social Platform is right for my business? Twitter Who should use it: Everyone – from individuals to the largest multinational corporations What to share: Start, join, and lead conversations; interact directly with brands and customers Post frequency: Multiple times per day It’s a guarantee by this point that a conversation relevant to your industry or business is occurring on Twitter. The only question: are you part of it?
  97. 97. Social Media ! Which Social Platform is right for my business? Instagram Who should use it: Lifestyle, food, fashion, personalities and luxury brands What to share: Share visual content, including short videos (less than 15 seconds) Post frequency: Once a day Instagram invites brands with visual content into their customers’ zone-out time. Additionally, Followgram is a great tool for tracking your stats on the most liked and commented posts, along with top tags and locations.
  98. 98. Social Media ! Which Social Platform is right for my business? LinkedIn Who should use it: Businesses (especially B2B service providers), Recruiters and Job-Seekers What to share: Profession-based content, job-postings, company descriptions, employer/employee research Post frequency: Two to four times a week LinkedIn is the online analog to old fashioned networking. Top tip: LinkedIn shares more about your own electronic creeping than any other network. Paid users can see who’s viewing their profiles. If you’re researching a competitor or doing some preliminary job-seeking you’d rather your boss didn’t know about, try a Google search specifically for the LinkedIn page you want to see.
  99. 99. Social Media ! Which Social Platform is right for my business? Facebook Who should use it: Everyone and their grandmas (literally) What to share: All types of online content, events, ads Post frequency: Once or twice a day Consider advertising or paying to promote your page on Facebook, but don’t make your brand’s Facebook page itself look like an advertisement. Inspire conversations and shares – and be sure to ask questions. Useful tools: URL shortener Bitly does more than just shrink down links. Each time you convert a link, Bitly offers stats on clicks generated from that specific link, making it helpful to see how much traffic is brought directly from sharing to Facebook.
  100. 100. Social Media ! Which Social Platform is right for my business? YouTube Who should use it: Brands with video content and ads, anyone giving explanations or sharing expertise What to share: Short (less than 1.5 minutes) video content Post frequency: Once or twice a week Google treats its own well, and YouTube is the prime example of this fact. YouTube videos feature prominently in Google search results. Keep this in mind when naming and describing videos, and direct people looking for insight or explanations within your industry topics to your brand’s page. Useful tools: A subscription widget or link to your website can help convert single views into long-term influence.
  101. 101. Social Media ! Which Social Platform is right for my business? Pinterest Who should use it: Fashion, food, design, travel and anything DIY; audience skews female by 4:1 What to share: Creative, visual content Post frequency: Multiple times per day Users pin and re-pin posts to Pinterest Boards, which naturally push the content on Pinterest into categories. This makes easily-categorized content most apt for sharing, and wisely-chosen keywords essential to successful post captions. Pinterest differs from other popular search engines in heavily favoring recent content. Pinning and re-pinning frequently is necessary to appear within current results for a given search term, regardless of how popular your content is. Top tip: That stunning visual content on Pinterest? Undoubtedly the hard work of a designer, photographer or videographer. Technically, you’re only supposed to pin content you own or that’s within the public domain. Be sure to attribute your pins appropriately.
  102. 102. Social Media ! Which Social Platform is right for my business? Yelp and/or Foursquare Who should use it: B2C companies, brick-and-mortar outlets (especially stores, restaurants, and travel/ tourism related), reviewers and bloggers What to share: Location-based business search and reviews Post frequency: Before your physical business opens and whenever information changes. Otherwise, at least weekly. Share details about your business on an official company profile page. Monitor customer feedback related to your business, and respond to concerns raised in reviews. Consider it free promotion and advertisement (although paid promotions are also available). Keep your information updated, and pay attention to keywords and SEO in crafting descriptions – Yelp listings in particular feature prominently in Google searches for local businesses. On the consumer side of these B2C networks, reviewers and bloggers can use Yelp and Foursquare to grow their following. You can’t post a link in a review (Yelp with flag those and potentially suspend your profile), but you can develop a reputation for reliable reviews. Top tip: Both Yelp and Foursquare users tend to glance, so it’s important to get as many high numbered ratings as possible to gain a positive first impression. Add a link to your blog or personal website under the profile section to capture additional readership.
  103. 103. ! eToolbox Download the “FREE” version from my LinkedIN profile OR via the iBook store OR Google “eToolbox Josh”

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