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Marketing in the Digital Age - SCMAF Institute, September 2013


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A re-cap of the session presented at the SCMAF Institute on September 26, 2013 in the City of Yorba Linda.

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Marketing in the Digital Age - SCMAF Institute, September 2013

  1. 1. MARKETING IN THE DIGITAL AGE Hat Trick Inspirations: Heather Davis Timothy Pagano
  3. 3. OBJECTIVES: Explore Marketing strategies that you may be missing out on.  Go from FRIED out to FIRED up about your marketing efforts Discover what works and how some people have done it  Examples and Case Studies Create your own strategy for implementation  Resources to Get Started.
  4. 4. TIMES: THEY HAVE ‘A CHANGED Get your conventional marketing working with your digital marketing
  5. 5. This is what your Marketing Plan Should Look Like.
  6. 6. GO FROM FRIED OUT TO FIRED UP ABOUT YOUR MARKETING EFFORTS Flat Repetitive Interruptive Erratic Dull Frequent Interactive Relevant Entertaining Directed
  7. 7. Frequent  You have to interact frequently  Hourly- Daily – Weekly - Monthly  Time of Day  It’s ok to repeat Information – just do it in a different way!  Fun Fact: the life of a Tweet is 5 minutes, so tweet tweet away! Interactive  Your marketing should be interactive  ask questions  take polls  request photos/use photos  create competitions  include pictures  include links
  8. 8. Relevant  Information needs to be relevant to your audience  Age Appropriate  Topics That They are Into  Language: slang & language  Delivery Method  USE YOUR CUSTOMERS! People like to see themselves and their kids – they are going to share that content. So use it! Entertaining  You have about 5 seconds to make an impression  Keep it funny and fresh (but appropriate)  Get to the point  Intrigue them with a headline  Share current events  Why be boring? Do you read or react to boring advertising? Fun Fact: Posts with Images are 5 times more likely to be viewed and 2x more likely to be shared.
  9. 9. Directed Your marketing should have a voice and be directed to the right audience.  Intention  Purpose  Direction  Goals  One Size Does Not Fit All If you don’t know who you want to reach – how do you expect them to find you?
  10. 10. MARKETING THAT STICKS NEED TO BE ACTIVE (SPRINKLED WITH A LITTLE STATIC). Static Classic Marketing  Newsletters  Flyers & Posters  Press releases  Website*  Email*  Social Media* Active Digital Marketing  Social Media*  Content  Mobile  Search (Paid & Organic)  SEO  Video
  11. 11. SOCIAL If you aren’t doing anything social, you’re already failing.
  12. 12. SO… WHERE PEOPLE ARE AT? 1.2 Billion Users on Facebook 490 Million YouTube users per month 87 Million Users on Flickr 343 Million Users on Google+ 150 Million Users on Instagram 40 Million Users of MyFitness Pal 70 Million Users on Pinterest 20 Million Users on Prezi 500 Million Users on Twitter social-media/3/
  13. 13. NOT ON SOCIAL? STILL!?... IN 2013? Biggest Reasons Agencies Aren't on Social Sites:  Worry it will decrease productivity  Worry about PR blunders  Afraid of losing control  Have bandwith issues  Scared of it because they don’t know what it is? (It changes so fast)  Aren’t good at it.  Still think it’s a “Fad” (yea, so was Skateboarding, right?)
  14. 14. IN REALITY… Unrestricted use of SMS at work increased productivity by 9% (AT&T) Allowing employees to access SMS increases employees sense of trust and increases morale Oh, and Employees are already accessing SMS on mobile devices.. So Why not get them working while they’re at work?
  15. 15. LEAD BY EXAMPLE Get your Higher Ups on Board to lead by example… no matter how old they are. George Takei – 76 years old… has 4.5 Million Followers on Facebook & a show on YouTube, sponsored by AARP
  16. 16. GET ONLINE AND CONNECT. START SHARING… BUT REMEMBER THE DO’S AND DON’TS: DO: Give Advise Warn Amuse Inspire Amaze DON’T: Talk too much about yourself Be too edgy or offensive Be obscene or rude Ask for likes Bore them to death “People buy from people they know, like and trust.” – Bob Burg
  17. 17. SOCIAL: WHAT WE Pinterest Share your photos: arts & craft projects, program successes, coaching techniques, etc.  80% of Pinterest Users are women  90% of Pins are Re-pinned =  Large opportunity to create original content and become the lead in your field!  Images work! And it links to your website or other SMS.  VERY SHAREABLE! = Conversation
  18. 18. Find what you want & Post Original Content!
  19. 19. CONTENT MARKETING What the heck is this and why do I keep hearing about it?
  20. 20. CONTENT IS KING.. BUT WHAT IS IT? Visual content  Infographics eBooks  Short, downloable books White Papers  Short, downloable fact sheets & articles Vidoes  YouTube, Vimeo, Vine Interactive Media  Apps, games, contests, etc. “The key to epic content marketing: consistently create and share information that packed with UTILITY, seeded with INSPIRATION, and honestly EMPATHETIC to attract customers to you”. - Ann Handley
  21. 21. CONTENT = INFORMATION Create Engaging Content. Your Content should mean something:  30%: Share Personal Information and Expertise  30% Share Company Information and expertise  30% Share information that is interesting and useful. Its’ OK to share from outside sources: repost good stuff!  10% Self Promotion or Selling Stuff People enjoy connecting with people = let them get to know the people behind the agency.
  22. 22. WHY INFOGRAPHICS ROCK AND WHY YOU SHOULD START MAKING THEM NOW.  Demonstrate expertise on your topic  Stand out amongst less visually interesting formats  Take advantage of the fact that 90% of information enters you brain visually  Help visualize statistics for easy understanding  Often go viral – or at the very least – are readily shared  Get increased mileage when you provide the code to embed them  Encourage links back to your site to generate higher traffic  Help heighten brand awareness - Taken From Zabsico
  25. 25. FREE (YES FREE) INFOGRAPHIC RESOURCES* Embed Code generators: Article: create-embed-codes-generator- infographic-content-ht Generator: generator And create them in Powerpoint! Great resources and templates on the web. Check out for marketing resources.
  26. 26. MOBILE 2.4 Billion cell users have smart phones with web... 4.5 billion don’t…yet.
  28. 28. RESOURCES WE - online presentation tool (you build dynamic presentations & share) -online presentation tool (you upload and share). It’s a great FREE resource to find presentations too. - online storage, accessible from any device - duh. Start a Channel & post videos Vine (app) -Instagram for 5 second videos. -open source & FREE blog & website building tool Google AdWords
  29. 29. CONNECT WITH US @heatherandtim /hattrickinspriations Heather Davis South Bay Search Marketing Marketing Manager 310-715-8257 Timothy Pagano City of Brea Program Specialist II 714-990-7179