Digital Resolutions for Media and Marketing Strategies

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In this big-picture presentation, we cover everything you need to stay current in a fast-moving digital environment:

- How is the mass migration to mobile affecting your business, and how it will affect it in the near future?
- What should you be blogging about?
What social media networks are best for you?
- Does anyone ever recover from social media disasters?

We also cover basics like website design and development and how to add value by making your website mobile-friendly.

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Digital Resolutions for Media and Marketing Strategies

  1. 1. Keeping  Your  Digital  Resolu2ons Allyson  Mays Luis  Sandoval February  9,  2012 1Friday, February 10, 2012
  2. 2. Topics • Digital  Strategy  101 • Web  Insights • Social  Media  Insights • Mobile  Insights • Digital  Marke>ng 2Friday, February 10, 2012
  3. 3. Digital  Strategy  101 3Friday, February 10, 2012
  4. 4. What  Is  Digital  Strategy? A  Process: • Listen • Iden>fy  Unmet  Needs  and  Objec>ves • Develop  Roadmap  With  Checkpoints • Priori>ze   • Analyze,  Make  Changes,  Try  Again 4Friday, February 10, 2012
  5. 5. 360°  Digital  Strategy Main  Components: • Website • Mobile  Presence • Social  Media • Digital  Adver>sing  &  PR 5Friday, February 10, 2012
  6. 6. Web  Insights 6Friday, February 10, 2012
  7. 7. Trends User  Expecta2ons  for  2012: • More  content  than  ever • BeNer  performance  than  ever • Responsive  design • Social  network  integra>on  -­‐  Create   valuable  content  and  make  it  easy  to   share • Tablet  compa>bility  -­‐  No  hover,  popups,     or  Flash;  extra  space  between  links;  test • 64%  of  world’s  top  consumers  of   bandwidth  are  using  laptops 7Friday, February 10, 2012
  8. 8. Responsive  Design 8Friday, February 10, 2012
  9. 9. Infographics 9Friday, February 10, 2012
  10. 10. Infographics 10Friday, February 10, 2012
  11. 11. Social  Media  Insights 11Friday, February 10, 2012
  12. 12. The  Case  For  Social  Media Making  Money: • Genera>ng  sales • Increasing  brand  awareness • Genera>ng  new  product  ideas • Increasing  customer  loyalty Saving  Money: • Reducing  customer  service  >me • Increasing  awareness  of  product  issues  or  improvements • Iden2fying  customer  issues  with  product/services 12Friday, February 10, 2012
  13. 13. How  To  Iden2fy  Social  Networks  For Your  Business 1 Look  at  where  the  target  market  is  by  searching   Google,  Facebook,  TwiNer  Search,  YouTube. 2 Look  at  a  compe2tor’s  websites  and  social   networks  to  see  what’s  working  and  what’s  not. YouTube:  I’m  going  to  post  weekly  videos Facebook:  I’ll  post  my  videos,  ask  and  answer  ques>ons,  and  share  useful  informa>on Flickr:  I’m  going  to  post  pictures Blog:  I’m  going  to  post  thoughts  on  my  industry TwiXer:  I’m  going  to  seek  out  prospects,  read  industry  news,  follow  industry  leaders 13Friday, February 10, 2012
  14. 14. Disasters  can  strike... 14Friday, February 10, 2012
  15. 15. Walmart  Case  Study What  happened? •  Poorly  planned  social  media  strategy •  Misled  their  community  with  first  social  launch •  Further  research  uncovered  at  least  three  fake  blogs How  did  they  recover? •  Turned  things  around  by  focusing  on  mom  bloggers •  Zeroed  in  on  target  market,  rather  than  trying  to  be  all  things   to  everyone 15Friday, February 10, 2012
  16. 16. Motrin  Case  Study What  happened? •  Did  not  understand  their  audience •  No  one  was  watching  social  channels  on  the  weekend •  Motrin  was  overwhelmed  by  response •  They  pulled  their  campaign  -­‐  money  lost How  did  they  recover? •  Apologies  were  issued  for  weeks  a]er  incident •  Focus  groups  were  established  for  future  campaigns 16Friday, February 10, 2012
  17. 17. Domino’s  Case  Study What  happened? •  Employee  video  posted,  no  one  at  the  helm •  Over  a  week  before  Domino’s  made  a  direct  response •  Response  was  scripted  and  PR  spin,  not  authen>c,  not  accepted How  did  they  recover? •  New  approach  by  re-­‐inven>ng  product •  Ge^ng  real  feedback  from  real  customers  and  videos  from   kitchen  helped  win  public  over 17Friday, February 10, 2012
  18. 18. Why  Business  Blogging? 55 Companies  that  blog  have % more  website  visitors “ ” Don’t  focus  on  having  a  great  blog.  Focus  on  producing  a  blog   that’s  great  for  your  readers.  -­‐  Brian  Clark,  Copy  Blogger Source:  Hubspot 18Friday, February 10, 2012
  19. 19. Why  Business  Blogging? 88 B2C  companies  that  blog  generate % more  leads  per  month “ ” I  believe  the  term  blog  means  more  than  an  online  journal.  I   believe  a  blog  is  a  conversa<on.  People  go  to  blogs  to  read  AND   write,  not  just  consume.  -­‐    Michael  Arrington,  Techcrunch Source:  Hubspot 19Friday, February 10, 2012
  20. 20. Why  Business  Blogging? 67 B2B  companies  that  blog  generate % more  leads  per  month One  company  I  work  with  showed  me  how  the  traffic  on  his  company’s  “ ” site  doubled  since  they  started  blogging.  In  fact,  the  blog  (inexpensive)   has  more  visitors  and  views  than  the  corporate  website  (expensive).  Well,   there’s  some  measurable  ROI  in  that  case.  -­‐  Mike  Sansone,   ConverSta>ons Source:  Hubspot 20Friday, February 10, 2012
  21. 21. Why  Business  Blogging? Paid  Traffic •  Print  Ads •  Tradeshows •  Direct  Mail •  PPC  Ads Organic  Traffic  Process Consumer  problem/ Search  for  answer Blog  post  discovery ques2on Visitor  shares  with   Introduc2on  to  product/ Opt-­‐in  Extras network service 21Friday, February 10, 2012
  22. 22. Your  Business  Blog  Must  Include: •  Business  call  to  ac2on  on  every  post •  Subscrip>on  call  to  ac>on •  Post  previews   •  Clear  connec2on  to  core  business  site •  Limited  social  sharing  buNons •  Visuals •  Contact  info  for  the  author •  Search  func>onality •  Organized  categories 22Friday, February 10, 2012
  23. 23. What  Should  You  Blog  About? EVERYTHING is  a  blogging  opportunity! •  Conven>ons •  Contests •  Awards •  Employees •  Industry  News •  Client  News •  Community  Involvement •  Customer  Ques>ons ...just  to  name  a  few. 23Friday, February 10, 2012
  24. 24. Why  Are  Others  Doing  It? 52 62 70 % to  aXract  new  clients % for  professional  recogni2on % share  their  exper2se Benefits: •  BeNer  public  speaker •  Go  deeper •  BeNer  networker •  Builds  organic  SEO •  More  business 24 Source:   Technora>Friday, February 10, 2012
  25. 25. Mobile  Insights 25Friday, February 10, 2012
  26. 26. Trends • Explosion  of  context-­‐aware  services  -­‐   an>cipate  users’  needs • Integrated  social  sharing,  involving  less   effort • Growth  in  >me  spent  on  mobile  devices   powered  by  apps  &  media  consump>on • Mobile  search  -­‐  71%  of  smartphone  users   who  see  press,  TV  or  online  ads,  do  a   related  mobile  search 26Friday, February 10, 2012
  27. 27. Trends • 1%  of  consumers  account  for  half  of  all  wireless  traffic.  1/3   on  smartphones. • Most  Popular  App  Categories: • Games  -­‐  64% • Weather  -­‐  60% • Social  Networking  -­‐  56% • Maps/Naviga>on/Search  -­‐  51% • People  are  using  mul>ple  devices  throughout  the  day  -­‐  o]en   simultaneously 27Friday, February 10, 2012
  28. 28. 28Friday, February 10, 2012
  29. 29. Why  Does  Your  Business   Need  To  Be  Mobile? • Convenience  &  Access • Brand  Loyalty • The  “WOW”  Factor 29Friday, February 10, 2012
  30. 30. Mobile  Considera2ons • Mobile  Website  v.  Na>ve  App • Plaoorms • Ini>al  Investment  v.  Maintenance • U>lity,  Content,  or  Entertainment Jello  Example 30Friday, February 10, 2012
  31. 31. Digital  Marke2ng 31Friday, February 10, 2012
  32. 32. Digital  Marke2ng  On  Social  Networks Where  Are  Leads  Coming  From? Source: 2011 Webmarketing123 State of Digital Marketing Survey 32Friday, February 10, 2012
  33. 33. Digital  Marke2ng  On  Social  Networks Most  Ac2ve  Networks   Source: 2011 Webmarketing123 State of Digital Marketing Survey 33Friday, February 10, 2012
  34. 34. Digital  Marke2ng  On  Social  Networks Ideas  For  Social  Marke2ng •  Adver>se  on  relevant  blogs •  Facebook  Ads •  Facebook  Apps •  Blogger  networks •  Contests •  Pos>ng/Sharing  Strategies •  Webinars/Tele-­‐conferences •  Ebooks Track...Track....Track... 34Friday, February 10, 2012
  35. 35. Digital  Marke2ng  On  Social  Networks Success  with  Raise  Your  Hand  Texas • Membership  grew  88%  in  one  year,  to  37,400  members • 118,015  legislator  emails  through  website • Email  blasts:  19.5%  open  rate  (nat’l  11.4%),  4.5%  CTR  (nat’l  2.1%) • Facebook  “likes”  rose  from  112  to  10,500  in  14  months,  an  increase  of  over   26x • Average  of  150,000  Facebook  post  views/month • RYHT  website  traffic  rose  from  an  average  of  200  visits  a  month  to  3,660   visits  a  month  -­‐  an  18x  increase  in  year-­‐to-­‐year  web  traffic. 35Friday, February 10, 2012
  36. 36. contact  us  for  any  of  your  digital  needs: www.swebdevelopment.com allyson@swebdevelopment.com luis@swebdevelopment.com 210.617.7260 36Friday, February 10, 2012

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