New media and Marketing - Clay Schossow (4.20.10)

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New media and Marketing - Clay Schossow (4.20.10)

  1. 1. CLAY SCHOSSOW FOUNDER & PARTNER, NEW MEDIA CAMPAIGNS New Media and Marketing
  2. 2. Me <ul><li>UNC J-School 2008 </li></ul><ul><li>New Media Campaigns </li></ul><ul><ul><li>8 Employees </li></ul></ul><ul><ul><li>400+ Clients </li></ul></ul><ul><ul><li>Partner w/ ad agencies </li></ul></ul><ul><ul><li>Cisco, Saranac, UNC System, Gannett, RMHNC, Politics </li></ul></ul>
  3. 3. General Theories <ul><li>Longtail Theory </li></ul><ul><li>Medium of Media </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Inbound Marketing </li></ul>
  4. 4. Driving Traffic <ul><li>Social Media </li></ul><ul><li>Organic Rankings and Blogging </li></ul><ul><li>Building an Audience </li></ul><ul><li>Paid Ads </li></ul>
  5. 5. Social Media for Traffic <ul><li>Authentic </li></ul><ul><li>Engagement </li></ul><ul><li>Takes a long time </li></ul><ul><li>Zappos, Squarespace, </li></ul>
  6. 6. Different Social Media <ul><li>Facebook </li></ul><ul><ul><li>400M Users </li></ul></ul><ul><ul><li>Top 5 Search Engine </li></ul></ul><ul><ul><li>Brands are embracing </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>105M Users </li></ul></ul><ul><ul><li>60M Tweets per day </li></ul></ul><ul><ul><li>Third-Party Apps </li></ul></ul><ul><li>YouTube, Flickr, LinkedIn (MySpace, not so much) </li></ul><ul><li>All are becoming more & more corporate </li></ul>
  7. 7. Organic Rankings and Blogging <ul><li>Links are the currency of the web </li></ul><ul><li>Longtail of results </li></ul><ul><li>Talk about industry-wide vs. brand-specific </li></ul><ul><li>Create different types of content </li></ul><ul><li>NMC, HubSpot </li></ul>
  8. 8. Building an Audience <ul><li>Strategies work in tandem to build sustained audience </li></ul><ul><li>RSS, Email Campaigns (original social network), Authority/Influencer </li></ul><ul><li>Achieved through sustained campaigns vs. quick hits </li></ul><ul><li>Mint.com, 37Signals </li></ul>
  9. 9. Paid Ads <ul><li>PPC vs. CPM </li></ul><ul><li>Google Ads </li></ul><ul><li>Facebook Ads </li></ul><ul><li>Sponsored Content </li></ul>
  10. 10. Contributing Factors to Successful Ads <ul><li>Relevance </li></ul><ul><li>Location-Based </li></ul><ul><li>Social Advocacy (2x) </li></ul><ul><li>Calls to Action </li></ul><ul><li>Landing Pages </li></ul>
  11. 11. On the Horizon <ul><li>Mobile </li></ul><ul><li>Location </li></ul><ul><li>Social Graph </li></ul><ul><li>Content Curation </li></ul><ul><li>Circling Back to Importance of Content </li></ul>
  12. 12. What You Should Be Doing <ul><li>Creating Content (blog, tweet, etc.) </li></ul><ul><li>Experimenting ($20 FB campaign) </li></ul><ul><li>Reading (Google Reader) </li></ul><ul><li>Networking </li></ul>
  13. 13. Thanks! <ul><li>Clay Schossow </li></ul><ul><ul><li>http://newmediacampaigns.com </li></ul></ul><ul><ul><li>http://clayschossow.com </li></ul></ul><ul><ul><li>Twitter: @newmediaclay </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul>
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