PMCA Digital Marketing & Social Media Marketing Seminar
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PMCA Digital Marketing & Social Media Marketing Seminar

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SMITH Advertising was honored to present to the Professional Marketing Club Association on Digital & Social Media integrated marketing. Attached is the presentation that Vice President Marni Blythe ...

SMITH Advertising was honored to present to the Professional Marketing Club Association on Digital & Social Media integrated marketing. Attached is the presentation that Vice President Marni Blythe covered. Please contact Marni at mblythe@smtihadv.com for all questions and comments.

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  • Established in 1973Award winning Full‐service marketing agencyBrand developmentDigital marketingAccount planningMarketing researchCreativeMedia planning/buyingPublic relationsOffices in Raleigh, Fayetteville, North Carolina; Sarasota, Florida; and Hilton Head, South Carolina. Areas of concentration:travel and tourismhealthcareconsumer productsreal estateand financial services
SMITH is the agency of record for North Carolina Tourism Industry Association.

SMITH also currently serves as the official agency of record and corporate partner for the Southeast Tourism Society—a nonprofit organization comprised of 1,200 members in all 12 states in the Southeastern U.S. 

  • Consumers attention is fragmented and in many different places – we watch TV while surfing our smartphones – that’s why social media marketing is tangent to your current marketing strategy.Overlapping social media with mainstream marketing efforts can help to achieve more “bang for your buck.”
  • Field of Dreams Example.What is SEO? SEO is the active practice of optimizing a web site by improving internal and external aspects in order to increase the traffic the site receives from search engines. Why does my company/organization/website need SEO?If your site cannot be found by search engines or your content cannot be put into their databases, you miss out on the incredible opportunities available to websites provided via search
  • CRAWL FIRSTGoogle uses a huge set of computers to “crawl” billion of pages on the web As googlebot (the program that does the crawling) visits each of these websites it detects links on each page INDEXINGGooglebot compiles a massive index of all the KEYwords it sees and their location on each page. information included in key content tags and attributes, such as Title tags and ALT attributes. Googlebot cant process imagesRELEVANCY/SERVING RESULTSRelevancy is determined by over 200 factors,
  • PAGE RANK – SEO QUAKE free download one of which is the PageRank for a given page. PageRank is the measure of the importance of a page based on the incoming links from other pages. In simple terms, each link to a page on your site from another site adds to your site's PageRank. Not all links are equal: In order for your site to rank well in search results pages, it's important to make sure that Google can crawl and index your site correctly
  • LINKSUsing link analysis, the engines can discover how pages are related to other pages and in what ways.Link building is one of the most important factors in getting placement with search engines.It basically means that other websites in your industry, have “links” on their pages to different areas of your website, sometimes called “link love.”This doesn’t mean that you should have your grandmother link her website to your site 1. Get your partners to link to youSend out partnership badges - graphic icons that link back to your siteBLOG valuable, informative and entertaining resourceone of the few recommended by the engineers at Google.Contribute fresh material on a consistent basis, participate in conversations across the web, and earn listings and links from other blogs. Create content -viral sharing and natural linking“Link bait,” – content that is useful, or humorous to create a viral effect, users who see it want to share it and bloggers/tech-savvy webmasters who see it will oftendo so through links. Invaluable to building trust, authority, and ranking potential.KEYWORDSFundamental to the search process and information retrieval - they are the building blocks of language and of search. As the engines crawl and index the contents of pages around the web, they keep track of those pages in keyword-based databasesThe engines have millions and millions of smaller databases, each centered on a particular keyword term or phrase.
  • What happens when some “googles” to find out more information about your brand can be a huge win or a huge loss.
  • Promotions, Sweepstakes, Contests and Free Stuff fuel the customer/guest/member machine.
  • Your Database is the most important tool you have to leverage your raving fans and mobilize new customers/members/guests.
  • Familiarity: 76% of consumers will initially seek deals and promotions on a brand’s website, and from there, 62% will sign up to receive emailPrivacyIf consumers don’t trust you, they won’t subscribe to your communications. Build a trusting relationship centered on respect for privacy, great opportunity to increase loyalty—and ROI.consumers will do additional research on unknown brands before offering their email addresses. They’ll google company names, and review complaint history and comments on Facebook and Twitter. proactively manage email addresses, as well as your social media presence, since these comments can have a direct impact on subscriber registration.RelevancyDoes theinformation provided relate to the interests of the customer?They expect email content to be specific to their interests and needsExclusivity expect to be the “first to know” about upcoming promotions and sales.informed about topics that interest them
  • 76% of consumers will initially seek deals and promotions on a brand’s website, and from there, 62% will sign up to receive email, while 54% will use a search engine1a. the majority of customers still prefer to deal with customer service issues in private—over the phone, through a company’s website, or through email.2. Of those 44 daily emails, about 25% are permission- based commercial messages, with the remaining 75% comprised of personal messages, transactional messages, and spam that’s quickly deleted.3. If consumers don’t trust you, they won’t subscribe to your communications. But by building a trusting relationship centered on respect for privacy, marketers have a great opportunity to increase loyalty—and ROI.If you’re a well-known brand, you must continue to honor this consumer trust to ensure your subscription list—and reputation—remain intact.In contrast, consumers will do additional research on unknown brands before offering their email addresses. They’ll google company names, and review complaint history and comments on Facebook and Twitter. If you’re a small brand, it’s even more important you proactively manage email addresses, as well as your social media presence, since these comments can have a direct impact on subscriber registration.4. the biggest difference between valuable and non-valuable email programs is whether or not the information provided relates to the interests of the customer.5. consumers expect to be the “first to know” about upcoming promotions and sales.Consumers rely on brands to keep them informed about topics that interest themConsumers expect brands to tailor content to their individual preferences. They view the messages they receive through social media as being appropriate for general audiences, but they expect email content to be specific to their interests and needs
  • Background:The Mills House Hotel has been a Client since 1980. Intercontinental Hotels handles most of the corporate marketingChallenge: Summer is a historically slow season,Limited budget Within 48 hours of the e-promotion being sent out over $19,000 in rooms were bookedGuest had to pay for their room at the time of reservation
  • Background:The Mills House Hotel has been a Client since 1980. Intercontinental Hotels handles most of the corporate marketingChallenge: Summer is a historically slow season,Limited budget Within 48 hours of the e-promotion being sent out over $19,000 in rooms were bookedGuest had to pay for their room at the time of reservation
  • A microsite also known as a landing page, or mini-site refers to an individual web page or pages which function as a supplement to a primary website. GREAT FLEXIBILITY! 4-5 pages
  • 76% of consumers will initially seek deals and promotions on a brand’s website, and from there, 62% will sign up to receive email, while 54% will use a search engine1a. the majority of customers still prefer to deal with customer service issues in private—over the phone, through a company’s website, or through email.2. Of those 44 daily emails, about 25% are permission- based commercial messages, with the remaining 75% comprised of personal messages, transactional messages, and spam that’s quickly deleted.3. If consumers don’t trust you, they won’t subscribe to your communications. But by building a trusting relationship centered on respect for privacy, marketers have a great opportunity to increase loyalty—and ROI.If you’re a well-known brand, you must continue to honor this consumer trust to ensure your subscription list—and reputation—remain intact.In contrast, consumers will do additional research on unknown brands before offering their email addresses. They’ll google company names, and review complaint history and comments on Facebook and Twitter. If you’re a small brand, it’s even more important you proactively manage email addresses, as well as your social media presence, since these comments can have a direct impact on subscriber registration.4. the biggest difference between valuable and non-valuable email programs is whether or not the information provided relates to the interests of the customer.5. consumers expect to be the “first to know” about upcoming promotions and sales.Consumers rely on brands to keep them informed about topics that interest themConsumers expect brands to tailor content to their individual preferences. They view the messages they receive through social media as being appropriate for general audiences, but they expect email content to be specific to their interests and needs
  • Social media – any on-line site where you can engage in a a two-way dialogue with your customer. Think of it as a “companion” not just a “channel”.
  • Take a few minutes and go look at some major Fortune 500 brands and what they are using Facebook for… some of my favorites? Audi, TripAdvisor, Coca – Cola.Look at every engagement as an opportunity to build trust. The act of LIKING of a brand on Facebook doesn’t serve as an open invitation for marketing messages. Instead, it should be viewed as a simultaneous display of endorsement and personal expression.To capitalize on Facebook’s viral potential,make sure you’re giving your FANS something worth talking about! The more they talk about your brand, the more your messages will reach new—and potentially profitable—audiences.
  • focus on using social media to enhance customer engagementTraditional CRM strategy focus on customermanagement solutions for channels such as corporate Web sites, call centers, and brick and mortar locations. the relationship has shifted to the customer, who has the power to influence others in his or her social network.Remember our talk about promotions and sweeps? the search for tangible value – coupons, discounts, etc. – is what triggers most consumers to seek out a company via social media.
  • These numbers are powerful indicators of the vigor with which businesses are embracing social media as a primary customer communication channel.
  • We are going to talk about Facebook ads today, but if you are b to b – or looking to connect with say, meeting planners – linkedin ads are awesome.
  • BackgroundThe VCB wanted to increase awareness in the Knoxville, TN market that there is a direct flight from Knoxville to Punta Gorda on Allegiant Air. SMITH developed a Facebook Vacation Giveway Promotion including a trip for two with free airline tickets on Allegiant Air, a 4-night stay at The Wyvern and a sightseeing cruise for 2 with King Fisher Fleet. The giveaway was promoted via targeted Facebook advertising, internet advertising on Knoxnews.com and email communications. 586 New Fans6,014,672 impressions and 1,788 click throughs from the Facebook micro ads
  • BackgroundThe VCB wanted to increase awareness in the Knoxville, TN market that there is a direct flight from Knoxville to Punta Gorda on Allegiant Air. SMITH developed a Facebook Vacation Giveway Promotion including a trip for two with free airline tickets on Allegiant Air, a 4-night stay at The Wyvern and a sightseeing cruise for 2 with King Fisher Fleet. The giveaway was promoted via targeted Facebook advertising, internet advertising on Knoxnews.com and email communications. 586 New Fans6,014,672 impressions and 1,788 click throughs from the Facebook micro ads
  • BackgroundThe VCB wanted to increase awareness in the Knoxville, TN market that there is a direct flight from Knoxville to Punta Gorda on Allegiant Air. SMITH developed a Facebook Vacation Giveway Promotion including a trip for two with free airline tickets on Allegiant Air, a 4-night stay at The Wyvern and a sightseeing cruise for 2 with King Fisher Fleet. The giveaway was promoted via targeted Facebook advertising, internet advertising on Knoxnews.com and email communications. 586 New Fans6,014,672 impressions and 1,788 click throughs from the Facebook micro ads
  • SMITH has been the agency of record for Brunswick County Tourism Development Authority (TDA) for over 15 years. SMITH’s Social Media team created a micro ad campaign centered around a 30‐day giveaway promotion, “More Beach for Your Blanket.” The campaign targeted North Carolina and the Northeast and invited Facebook members to visit the NC Brunswick Islands’ Facebook page and “Like” it. Upon liking the page and filling out a request for a 2011 visitor’s guide, the member was entered into a drawing that awarded an NC Brunswick Islands beach blanket tote each day, April 4 through May 4, with the winner announced daily in a Facebook update.Outcome• The fan count for the Brunswick Island Facebook page increased from 574 as of March 30, 2011, to 4,647, an increase of 4,073 fans.• Of that 4,073, approximately 1,500 responded to an ePromotion sent to the NC Brunswick Islands database.• The remaining 2,500+ were new fans acquired as a result of the micro‐ad campaign. • At the end of the promotion on May 4, the micro ads changed to a branded destination campaign ending June 1. Fan count increased to 5481 page likes as of June 1, 2011, an increase of over 3937 fans in eight (8) weeks from micro ads alone. The BCTDA database overall increased by over 3,100 new contacts. 1,261 people requested the visitor's guide as a result of the giveaway campaign, suggesting, according to primary market research, at least 500 new visits to the NC Brunswick Islands.
  • SMITH has been the agency of record for Brunswick County Tourism Development Authority (TDA) for over 15 years. SMITH’s Social Media team created a micro ad campaign centered around a 30‐day giveaway promotion, “More Beach for Your Blanket.” The campaign targeted North Carolina and the Northeast and invited Facebook members to visit the NC Brunswick Islands’ Facebook page and “Like” it. Upon liking the page and filling out a request for a 2011 visitor’s guide, the member was entered into a drawing that awarded an NC Brunswick Islands beach blanket tote each day, April 4 through May 4, with the winner announced daily in a Facebook update.Outcome• The fan count for the Brunswick Island Facebook page increased from 574 as of March 30, 2011, to 4,647, an increase of 4,073 fans.• Of that 4,073, approximately 1,500 responded to an ePromotion sent to the NC Brunswick Islands database.• The remaining 2,500+ were new fans acquired as a result of the micro‐ad campaign. • At the conclusion of the promotion on May 4, the micro ads changed to a generic destinationcampaign. NC Brunswick Islands database has increased by over 3,100 new contacts. • 1,261 people requested the visitor's guide as a result of the campaign
  • ␣␣ Through the Facebook Ads interface, create Facebook Ads that incent users to become Facebook FansDeliver special offers, content and promotionsthat require a conversion on your brand website or microsite! (optimize the landing page)Require the fan to login to access the special promotion using their social identityReceive and store their social profile data based on that login Mine that profile data in order to expand your FB Ads targeting and segmentation and determine your most valuable customer types. (as your social data set grows, you can find new customer niches to target.
  • Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.
  • Keyperfomance indicator, Which stage of metrics are you operating at? At stage 3 we can answer the question – is it working
  • 1.

PMCA Digital Marketing & Social Media Marketing Seminar PMCA Digital Marketing & Social Media Marketing Seminar Presentation Transcript

  • Welcome & Agenda
    10 digital resources you can’t live without:
    SEO
    Online Reviews
    Promotions, Sweeps, Contests
    Email Marketing
    Microsites
    Social Media
    Facebook Pay Per Click Ads
    Mobile Marketing
    Measurement
    Reputation Management
  • Integration
    Creative
    Brand
    Development
    Advertising
    Website
    Public Relations
    Market Research
    Media Buying
    SEO/SEM
    Mobile
    Marketing
    Social
    Media
  • Just because you build it, doesn’t mean they will come.
    The science of SEO.
  • Why?
    79% of adult Americans use the Internet.
    SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
  • Why?
    10.8 Billion searches are conducted every month on Google.
    SOURCE: COMSCORE, AUGUST 2010
  • How
    Search engines have four functions - crawling, building an index, calculating relevancy & rankings and serving results.
  • How
    The seven factors that go into "Ranking”/getting on page 1:
    Quality of Domain Name (The keyword is in the domain name.)
    If I am searching Google for “beach resort”, www.beachresort.com will have a higher likelihood of showing up on page 1.
    Relevance of the "Page Title" (The keyword is in the page title.)
    Think of this like a newspaper with headings and titles.
    3. Links to the URL (home page - as compared to the URL.)
    5. Number of Pages indexed (lots or few?)
    6. Page Rank (This is a measure of "authority.”)
    7. Age of Domain Name (another measure of authority.)
  • How
    All about links - Link Building & Link
    • Get your partners to link to you
    Updated, fresh content (regularly!)
    • Company blog! **GOOGLE RECOMMENDED**
    • Content for viral sharing
    Keyword Research
    • 3 to 4 words you want to rank for
    • Google Adwords is your best friend
  • How
  • How
  • How
  • Online reviews will make
    or break your business.
  • Why?
    Consumer reviews are significantly trusted – nearly
    12x
    more than descriptions that come from manufacturers and marketers.
    SOURCE: eMARKETER, FEBRUARY 2010
  • How
  • How
    • Google Places, Yelp, CitySearch.
    • Claim your listings!
    • Getlisted.org
    • Actively seek positive reviews.
    • Respond to posted comments.
    • Email or verbal kudos – request customer to add it to site.
    • Add icons to your website and ask for the review.
  • So, what’s in it for me? Promotions, sweeps, contests.
  • Why?
    1,065 US & International consumers list “getting discounts or coupons” as their primary reason for interacting with brands online.
    IBM Institute for Business Value: From social media to Social CRM. What customers want.
  • How
    Here are some basics
    What will motivate your customer?
    If you don’t know, ask!
    Develop a strategy that you can use your integrated tradigital marketing efforts with – use all possible resources!
  • Database and Email
    Marketing Still ROCK!
  • Why?
    58% of consumers begin the day with email.
    EXACT TARGET: SUBSCRIBERS, FANS AND FOLLOWERS
  • Why?
    50% of consumers make purchases as a direct result of email—it drives more conversions than any other channel.
    SOURCE: EXACT TARGET: FANS, FOLLOWERS, SUBSCRIBERS
  • How
    Privacy and Trust
    • Will my email be shared?
    • Can I unsubscribe?
    Relevancy
    • Content is personalized & tailored to needs.
    • The advantage of being on the email list is clear.
    Exclusivity
    • Early notification
    • Education
  • How
    What are some solutions for building a database and email marketing?
    Bluesky
    Constant Contact
    Excel Spreadsheet
    Components of a great ePromotion?
    • Subject line
    • Great creative!
    • Call to action
    • Limited time offer
    • Links to social media
    • Convenient conversion
  • Case History
  • Case History
  • Your website is the campus library;
    microsites are the football stadium.
  • Why?
    Focus on one aspect of the brand with a clear call to action and data capture!
  • Why?
    Target Audience The more relevant the site, the more likely people are to be engaged by it.
  • Why?
    Increased Awareness Easily refreshed with new content, microsites are SEO magnets. Good for traffic, good for marketing reach.
  • Why?
    Social Media Build social tools into the site and you give the ability to create a destination for your biggest brand cheerleaders to help spread the word.
  • How
    Components of a great micro-site?
    • 3 -5 pages
    • Landing page with data capture
    • SEO!
  • Getting social – every
    “like” represents a person.
  • Why?
    9 out of 10 Internet users visited a social networking site each month in 2010.
    SOURCE: COMSCORE, FEBRUARY 2011.
  • Why?
    1 out of every 8 minutes online is spent on Facebook.
    SOURCE: COMSCORE, FEBRUARY 2011.
  • Why?
    More than half of Internet users read blogs at least monthly.
    SOURCE: EMARKETER AUGUST 2010.
  • Why?
    2/3 of business executives say social media will fundamentally change the way they do business.
    SOURCE: IBM FROM SOCIAL MEDIA TO SOCIAL CRM
  • How
  • How
    100 million registered users, spanning more than 200 countries and territories worldwide.
    • When was the last time you google’d your name?
    • 6 degrees of “Kevin Bacon”
    • You can’t tell everyone everything about you the first time you meet
    .
  • How
    • Complete your profile!
    • Invite and link in with people that you would like to get to know better– personalize the invitation! 
    • Seek out recommendations – give first
    • Actively update your status from a business perspective. What are you currently working on? 
    • Comment on updates posted by others.
    • Be responsive.
    .
  • How
    Here are some fun facts!
    Lady Gaga, Justin Beiber and Britney Spears have more Twitter followers than the entire populations of Sweden, Israel, Greece, Chile, North Korea and Australia.
    Groupon is projected to reach $1 billion in sales faster than any company in history.
    Tsunami in Japan: Many victims were able to update their loved ones who couldn’t contact them.
    Protests in Tunisia and Egypt:  Social media played a major role in the organization of the protests and fueled the revolutions.  It also kept people around the world informed of events when the government shut down the internet and phone lines.
  • How
    For most companies that are B2C, having a presence on Facebook is huge opportunity.
    Iframes make anything possible
    Google for “custom Facebook pages” tool check out Involver and Pagemodo.
    Remember its about adding value and serving your customers.
  • How
  • How
  • How
    • Let your current customers know you are on the various social media sites via point of sale/purchase.
    • Incentive customers to “fan” your page through smart phone on the spot for a reward!
    • Text “FBOOK” with the words “fan smithadv.”
    • Include a link to your fan page in your email signature block.
  • How
    • Use traditional media and look at every piece of print media you use in your business.
    • All social media icons should be clearly displayed on your business cards, letterhead, brochures, print newsletters, magazine ads, products, etc.
    .
  • How
    • What do they care about?
    • Provide value with a comprehensive strategy
    • Not just about “posting” – moving the needle
    • What compels them to seek you out in the first place?
    • If you don’t know… ask! (surveymonkey.com)
    • Change the idea of simple social media to social CRM.
    • Overarching integrated strategic approach for engagement.
    • Operational structure to support:
    • All channels must be engaged for this to be successful!
    • Integrated effort and buy-in across your organization.
    • Consolidated guidelines and policies.
    • Sharing of customer insights to enhance innovation.
  • How
    • Businesses are less inclined to use social media to capture customer insights, monitor the brand, conduct research, or solicit ideas for new products or services, despite these being some of the most fruitful opportunities for this.
    SOURCE: IBM FROM SOCIAL MEDIA TO SOCIAL CRM
  • Pay-per-click ads.
  • Why?
    750Mpotential customers on Facebook. Choose your audience by location, age and interest.
  • How
    .
  • How
    .
  • How
    .
  • Case History
  • How
  • How
    Micro-ads can be targeted demographically, psychographically, geographically.
    “What’s in it for me” and photo most important
    Better traffic when ad leads to Facebook page
    Customize Facebook pages and drive traffic to your Website for conversion.
    .
  • How
    .
  • Mobile marketing is the
    wave of the future.
  • Why?
    4/10 mobile customers in the U.S. use a smartphone.
    SOURCE: MOBILE MARKETING ASSOCIATION & LUTH RESEARCH, MAY 2010
  • Why?
    530M users browsed the mobile Web on their handset in 2009. This is expected to rise to over 1B by 2015.
    SOURCE: STRATEGY ANALYTICS (MARCH 2010)
  • Why?
    6.9T SMS messages were sent in 2010. SMS traffic expected to break 8 trillion in 2011.
    SOURCE: PORTIO RESARCH (JANUARY 2011)
  • Why?
    42% of people who react to seeing a mobile ad click on it. 35% visit the site. 49% make a purchase. 27% call the business.
    SOURCE: GOOGLE/KELSEY 2010
  • How
    • Mobile enabled web-site.
    • Mobile ads.
    • Majority of purchases: games, books, apps, book hotel rooms, trade stocks, and transfer money.
    • Apps
    • Text to campaigns can be powerful!
    • “Almost one-third of U.S. adults prefer to be reached by text message rather than a voice call on their mobile phone.”
    SOURCE: PEW RESEARCH CENTER’S INTERNET AND AMERICAN LIFE PROJECT
  • You can measure it!
  • How
    • Activity metrics
    • Number of page views, Facebook fans, members of online community.
    • Engagement metrics
    • Measures customer/guest involvement, attention and commitment.
    • Avg. time in online community, percent of FB fans who “like” or comment on wall posts.
    • Business metrics
    • KPIs, or ROI, direct sales through a digital channel, lead generation.
  • How
    Define the “R” – what are your expected results?
    Define the “I” – what is your investment
    Define what you want to become (metrics)
    Determine what you are benchmarking against
    Pick a tool and undertake the research (e.g. Facebook insights, Google analytics, etc.)
    Analyze the results, glean insights, take action, measure again
  • Your reputation matters!
  • Do not put anything online that you wouldn’t want displayed on a billboard on the Interstate!
    Sign up for Google “Alerts” –www.google.com/alerts
    Consider signing up for reputation monitoring software
    .
  • Finally…
    Thank you for the gift of your presence
    and time today!
    Marni Blythe
    Director of Social Media Marketing
    Mobile: 646-413-4872
    Email: mblythe@smithadv.com
    Linked In: www.linkedin.com/in/marniblythe
    .