Learning to think like a digital marketer

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Best practices for chambers to identify the needs of their members.

Best practices for chambers to identify the needs of their members.

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  • IMPORTANT NOTE: Make sure everyone is ok with using their email
  • Side note: These are the best practices I’ve come up with over the last 5 years. If you’ve got a better idea or somethng you’d like to discuss please don’t hestitate to say so. Open collaboration wins every time.
  • Trying to solve long term problems now – Offering my expertise
  • There is no degree you can get in social media.
  • We are not here for you. We are here for your audiences. Turn them from audience into engaged consumers. Allows you to learn what works and what doesn’t. Buzz words like Social Media, Mobile Technology. All an attempt to find out what they want in order to mobilize them.
  • 1. Not such thing as data overload anymore. Just bad filtering.
  • 2. Make them into consumers.
  • Mobile devices -
  • Always recommend taking the time to try free tools. If they don’t like them or would better like to integrate them, a web developer may be necessary
  • Upload a file,Create a link,Check out the analytics
  • scotty@mifarmmarket.com – Downside is you can’t import large lists
  • Why spending time on SEO isn’t 100% necessary for small businesses anymore
  • Changed slightly


  • 1. Learning to think like a digital marketer
    For the tech savvy and the not so tech savvy
    Intro Survey
  • 2. Over the course of this seminar you’ll
    Gain better insight on how to identify the digital needs of your chamber and its members
    Take a tour of some of the most dynamic marketing tools on the web (which also happen to be free)
    Learn of some useful resources for keeping up with emerging trends in digital technology
    Have some fun!
  • 3. Who are you listening to?
  • 4. What is Symbiote?
    Sound marketing strategy combined with the latest digital technologies to provide four key areas of services.
    Online Strategy and Planning
    Most Recent Sites:
    Web Development
    Mobile Technology
    Digital Marketing and PR
  • 5. What is Mi Farm Market?
    • Michigan Themed Gift Baskets
    • 6. For 2010 we assembled a collection of 15 pre-designed Michigan Themed Gift Baskets that feature products from over 20 local Northern Michigan farm markets and orchards
    • 7. Customizable Gift Baskets
    • 8. Through our website’s “Design a Basket” feature, customers can mix and match over 100 products to design their own custom baskets of all shapes and sizes. All with local products
    • 9. Hand Made Orchard Gift Crates
    • 10. We hand make wood orchard crates out of our workshop located in Ellsworth, MI. Originally designed for our own line of gift baskets we have recently designed and built crates for Friske Orchards, Brownwood Farms, and Royal Farms and are looking to expand our crate operation
  • 11. Identifying the Needs of your chamber and it’s members
  • 12. The Role of a (good) Digital Marketer
    Help clients find long term solutions which help them achieve their business goals
    Stay one step ahead of the client
    De-mystify digital marketing best practices
    Make themselves available for consultation
    How can a web developer do this and expect to stay profitable?
  • 13. What Not to Do: Volume 1
    The Breakup
  • 14. What not to do: Volume 2
    Don’t give them everything they want
    Popular things I hear
    “I need to get on facebook”
    “I need a cheap web developer”
    “I need a website that pops”
    “I want to engage in dialogue with my consumers”
    “I don’t have a lot of money for a website”
    “Style is important to me… I think”
  • 15. 3 Rules to keeping up:
    Flexibility - Don’t need to have the right answers as long as you can ask the right questions
    Relevancy - Just because everyone else is doing it is not a good reason to do something
    Never pass up an opportunity to learn something new
  • 16. Getting to know your audience: Level 1
    The Northern Michigan advantage
    3 Questions to ask a chamber member:
    What’s your budget?
    What’s your time availability?
    What’s your level of understanding when it comes to technology?
  • 17. Getting to know your audience: Level 2
    Who is the target audience?
    targeting audience members and turning them into consumers
    What would you like to say to the target audience? (and how often?)
    Simple calls to action
    How can they say it as cost effectively as possible?
    – Best free digital channels through which to engage my consumers
  • 18. 1. Who is your audience?
    The more you can segment your audience, the better chance you have of reaching them
    Does not have to be complex
    Geographically (Local vs. Non-local)
    Level of technology use (email, mobile devices, social networks)
  • 19. 2. What would you like to say to your audience?
    Buy my product! - Increase Sales
    Hey we’re here! - Raise Awareness
    Stay in touch and you’ll be rewarded! - Gain repeat business
    These are the benefits of joining us! - Increase Membership
  • 20. Tour of the Tools
    Free First
  • 21. Website Builders
    Free site builder
    Built in SEO
    Business Apps
  • 22. Website Builders
    Free Flash websites
    Built in SEO
    Facebook page templates
  • 23. E-mail Marketing
    Free email marketing service
    Upload email lists
    Easily create email campaigns
    Tracking and optimization tools
  • 24. Customer Feedback
    Survey Monkey
    Free online survey application
    Gain valuable customer feedback
    Embed questionnaires in to your website
    Analytics tools
  • 25. SMS Marketing
    Google Voice
    Business/Voice Services
    Free call forwarding
    Free voicemail service
    Text message capabilities
  • 26. Facebook
    A few quick points
    If I build it will they come?
    Quality of engagement > Number of “Likes”
  • 27. Facebook Engagement
    3 Essential Apps for Chambers
    Social RSS: Automatically pull in updates from your site’s blog (Careful not to duplicate content)
    YouTube for Pages: Connect your YouTube channel to your Facebook page
    Scribd: Upload and share documents with your Facebook followers
  • 28. Other options for small businesses
    Google Places / Bing Local / Yahoo! CitySearch
    Group Discounting
    Check-in apps
    Professional Lead generators (service magic, angie’s list, etc.)
    PPC Advertising – Google Adwords
    Sales websites – ebay, amazon, specialty sites
    *A quick note on SEO
  • 29. Keeping Up with the trends
  • 30. Useful sites for chambers
    Ad Age - Tech Updates and trends
    Media Post - Consumer behavior trends
    Online Communities - If you can’t find the answer you’re looking for, just ask
  • 31. Useful sites for chambers and chamber members
    Provide resources and content
    AMEX Open Forum - An online community consisting of small businesses and business professionals
    Entrepreneur Magazine - Articles and Forums relating to specific small business issues
    LinkedIn Communities – Discussions regarding best practices in small business marketing, management, and communications
  • 32. Case Studies
  • 33. Dublin Square Irish Pub
    East Lansing, MI
  • 34. Dublin Square Irish Pub
    Jim is the manager of a fairly successful Irish pub, located in East Lansing, MI. In the past he’s paid large monthly fees to a web developer to make updates on his web site. Lately he’s spent more time trying to contact his web developer than he would making changes to his own site. He’s decided that he wants his website to have a fresh look but he’s hesitant to hire a developer due to his past experience. He has a pretty good idea of the kind of website he wants: He wants to be able to keep people updated with his food and drink specials, display photos of events, and keep updated menus. He also wants to keep a regular email newsletter. Since 90% of his customers are college students, he wants to use any and every means necessary to communicate to them. He’s pretty sure he needs to be on facebook but isn’t quite sure where to get started.
    Does Jim Need a web developer?
  • 35. Dublin Square Irish Pub
    What is Jim’s level of availability / knowledge
    Who is Jim’s audience?
    What does Jim want to say and how often?
  • 36. Solutions
    Does he need a web developer? – No
    Free website builder –webs.com
    Branded Facebook Page – Wix.com
    E-mail marketing – MailChimp.com
    Facebook updates and photos
    SMS marketing – through Google Voice
  • 37. Interior Solutions of Winter Park
    Orlando, FL
  • 38. Interior Solutions of Winter Park
    Jim is the owner of a new interior design shop in a major city. His grand opening is scheduled for a few weeks from now and he wants to raise awareness amongst area home owners and building contractors. Although he is fairly tech savvy, he hasn’t had time to do much research regarding his website as he’s been concerned with several other aspects of his startup business. He has not yet hired a web designer but he has an idea of what kind of site he wants. Although he doesn’t expect a very complex site, he would still like something flashy that catches the eye of prospective customers. He wants his website to feature images from his interior design showroom and a tips section where he can add DIY info for prospective clients. It would be nice if he had a way to keep his clients and prospective clients updated on the work he’s done. Finally, because the client courtship process is so long in the interior design business, he would like to be able to gain direct customer feedback whenever possible. Jim has money allocated for a developer in hisstart-up budget, but can’t afford to waste time with someone who can’t deliver.
    Does Jim Need a web developer?
  • 39. Interior Solutions of Winter Park
    What is Jim’s level of availability / knowledge
    Who is Jim’s audience?
    What does Jim want to say and how often?
  • 40. Interior Solutions of Winter Park
    Does he need a web developer? – Yes / No
    Free website builder –webs.com OR
    Hire a developer to create a basic website
    E-mail marketing – MailChimp.com
    Customer Feedback / Exit surveys through Survey Monkey
    Bonus: Google Voice to increase customer service
    No Facebook Page - Yet
  • 41. Active Industrial Solutions
    Charlevoix, MI
  • 42. Active Industrial Solutions
    This is Dean. Dean has been the owner of a Charlevoix based industrial cleaning supply company for the last 5 years. Historically he’s only sold to businesses in the immediate area, but is looking to expand his sales efforts. Not only does he want to establish an online store where he can ship his products all over the country, but he also wants a system that will make it easier for him to manage orders from his current client list, linking his inventory management system with an online gateway. Dean prides himself in being up every morning at 5am and delivering his products by hand. He has to admit though, he’s not the most tech savvy person in the world (He’s planning to switch to a smart phone before the year is out). When it comes to spare time, Dean has absolutely zero.
    Does Dean need a web developer?
  • 43. Active Industrial Supply
    What is Dean’s level of availability / knowledge
    Who is Dean’s audience?
    What does Deanwant to say and how often?
  • 44. Active Industrial Solutions
    Does he need a web developer? Heck yes
    This is a case where Dean would be better off hiring a digital strategist to handle his web development and digital marketing.
    What questions might Dean ask his web developer before hiring?
  • 45. In Conclusion…
    Identifying your audience is half the battle in digital marketing
    Always find out what you can get for free before investing in digital marketing resources
    Never underestimate the power of a good Google search
  • 46. Thank You