SOCIAL MARKETING
IN THE DIGITAL AGE

Hat Trick Inspirations:
Heather Davis
Timothy Pagano
“IN THE ATTENTION ECONOMY,
YOUR COMPETITION IS EVERYBODY.”
OBJECTIVES:
Explore Marketing strategies that you may be missing out on.
 Go from FRIED out to FIRED up about your market...
TIMES: THEY HAVE ‘A CHANGED

Get your conventional
marketing working with
your digital marketing
This is what your Marketing Plan Should Look Like.
GO FROM FRIED OUT TO FIRED UP ABOUT
YOUR MARKETING EFFORTS
Flat
Repetitive
Interruptive
Erratic
Dull

Frequent
Inte...
Frequent

Interactive

 You have to interact
frequently
 Hourly- Daily – Weekly
- Monthly
 Time of Day
 It’s ok to rep...
Relevant

Entertaining

 Information needs to be
relevant to your audience

 You have about 5 seconds
to make an impress...
Directed
Your marketing should
have a voice and be
directed to the right
audience.
 Intention
 Purpose
 Direction
 Go...
MARKETING THAT STICKS NEED TO BE ACTIVE
(SPRINKLED WITH A LITTLE STATIC).
Active

Static

Digital Marketing

Classic Marke...
SOCIAL

If you aren’t doing
anything social, you’re
already #failing at
reaching your audience
SO… WHERE PEOPLE ARE AT?
1.2 Billion Users on Facebook
490 Million YouTube users per month

87 Million Users on Flickr
343...
NOT ON SOCIAL? STILL!?... IN 2013?
Biggest Reasons Agencies Aren't
on Social Sites:







Worry it will decrease pr...
IN REALITY…
Unrestricted use of SMS at work
increased productivity by 9%
(AT&T)
Allowing employees to access
SMS increases...
LEAD BY EXAMPLE
Get your Higher Ups on Board to
lead by example… no matter how
old they are.
George Takei – 76 years old… ...
GET ONLINE AND CONNECT.
Start Sharing… But remember the Do’s and Don’ts:

DO:

DON’T:

Give

Talk too much about yourself
...
SOCIAL: WHAT WE
Pinterest
Share your photos: arts & craft
projects, program successes,
coaching techniques, etc.
 80% of ...
Find what you want &
Post Original Content!
PINTEREST.COM/HEATHERANDTIM3
CONTENT MARKETING

What the heck is this and
why do I keep hearing
about it?
CONTENT IS KING.. BUT WHAT IS IT?
“The key to epic content marketing: consistently create and share information that
packe...
CONTENT = INFORMATION
Create Engaging Content.
Your Content should mean
something:
 30%: Share Personal Information and
E...
WHY INFOGRAPHICS ROCK AND WHY
YOU SHOULD START MAKING THEM NOW.
 Demonstrate expertise on your topic

 Stand out amongst...
INFOGRAPHICS
HOW PARKS & REC CAN USE THEM
FREE (YES FREE)
INFOGRAPHIC RESOURCES
Infogr.am
Easel.ly
Piktochart.com
Visal.ly*
Embed Code generators:
Article: http://b...
MOBILE

2.4 Billion cell users have
smart phones with web...
4.5 billion don’t…yet.
Mobile Users are
increasing by
leaps and bounds
every year.

Accessibility
Ease of Use
Upgrades are
easy
EVENTS.. GET THE WORD OUT MORE
EXAMPLE: EVENTBRITE.COM
www.eventbrite.com
Free & Super Easy To Use!!

List free events
Lis...
EXAMPLE: YELP EVENTS
FREE to add events to
Yelp.
Yelp powers Apple Maps
– so people can find you
and your events when
sear...
INTERACTIVE PHONES: QR CODES
THESE ARE EASILY
GENERATED AND CAN BE
ADDED TO FLYERS,
POSTCARDS, FACEBOOK
POSTS, ETC.

LINK ...
GET ON THE #HASHTAG TRAIN
#explorediscovercreate

#hashtagsareawesome
#Hashtags allow people to tag
being at your event, t...
WHAT’S YOUR PLAN?
Who’s Your Audience?

Traditional Marketing Efforts:

What’s Your Goal or Outcome?

Digital Marketing Ef...
RESOURCES WE
www.Prezi.com

- Online presentation tool (you
build dynamic presentations &
share)

www.YouTube.com

- duh. ...
MORE RESOURCES WE
Instagram (app)

www.eventbrite.com

-Phone Picture App

-Free online event pages

-create event/program...
CONNECT WITH US
Heather Davis

www.explorediscovercreate.com
www.hattrickinspirations.com
info@hattrickinspriations.com
@h...
Social Marketing in the Digital Age - Oct 2013
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Training slides from the CPRS District 10 Training in November 2013

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Social Marketing in the Digital Age - Oct 2013

  1. 1. SOCIAL MARKETING IN THE DIGITAL AGE Hat Trick Inspirations: Heather Davis Timothy Pagano
  2. 2. “IN THE ATTENTION ECONOMY, YOUR COMPETITION IS EVERYBODY.”
  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 Interactive  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!  Your marketing should be interactive  ask questions  take polls  request photos/use photos  create competitions  include pictures  include links
  8. 8. Relevant Entertaining  Information needs to be relevant to your audience  You have about 5 seconds to make an impression  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!  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). Active Static Digital Marketing Classic Marketing             Social Media* Content Mobile Search (Paid & Organic) SEO Video Newsletters Flyers & Posters Press releases Website* Email* Social Media*
  11. 11. SOCIAL If you aren’t doing anything social, you’re already #failing at reaching your audience
  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 http://expandedramblings.com/index.php/resource-how-many-people-use-the-topsocial-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 Worry about legal issues 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?)  Check out this site for help with social and government: http://www.howto.gov/social-media
  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.. www.socialnomics.net 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: DON’T: Give Talk too much about yourself Advise Be too edgy or offensive Warn Be obscene or rude Amuse Ask for likes Inspire Bore them to death Amaze “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. PINTEREST.COM/HEATHERANDTIM3
  20. 20. CONTENT MARKETING What the heck is this and why do I keep hearing about it?
  21. 21. CONTENT IS KING.. BUT WHAT IS IT? “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 Visual content  Infographics eBooks  Short, downloable books White Papers  Short, downloable fact sheets & articles Vidoes  YouTube, Vimeo, Vine Interactive Media  Apps, games, contests, etc.
  22. 22. 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.
  23. 23. 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
  24. 24. INFOGRAPHICS
  25. 25. HOW PARKS & REC CAN USE THEM
  26. 26. FREE (YES FREE) INFOGRAPHIC RESOURCES Infogr.am Easel.ly Piktochart.com Visal.ly* Embed Code generators: Article: http://blog.hubspot.com/how-tocreate-embed-codes-generatorinfographic-content-ht Generator: http://www.siegemedia.com/embed-codegenerator And create them in Powerpoint! Great resources and templates on the web. Check out hubspot.com for marketing resources.
  27. 27. MOBILE 2.4 Billion cell users have smart phones with web... 4.5 billion don’t…yet.
  28. 28. Mobile Users are increasing by leaps and bounds every year. Accessibility Ease of Use Upgrades are easy
  29. 29. EVENTS.. GET THE WORD OUT MORE EXAMPLE: EVENTBRITE.COM www.eventbrite.com Free & Super Easy To Use!! List free events List events with costs Create Personal Event URL to promote it. http://sctcfallmeeting.event brite.com They send a barcode ticket You can download a free check in app to track participation.
  30. 30. EXAMPLE: YELP EVENTS FREE to add events to Yelp. Yelp powers Apple Maps – so people can find you and your events when searching on their iPhones. Yelp also likes to work with communities to help promote events… so reach out to them!
  31. 31. INTERACTIVE PHONES: QR CODES THESE ARE EASILY GENERATED AND CAN BE ADDED TO FLYERS, POSTCARDS, FACEBOOK POSTS, ETC. LINK YOUR URL SO THAT PARTICIPANTS CAN GET UPDATES ON PROGRAMS AND ACTIVITIES www.visualead.com
  32. 32. GET ON THE #HASHTAG TRAIN #explorediscovercreate #hashtagsareawesome #Hashtags allow people to tag being at your event, tag you in posts or comments, and more. Then you can search your #hashtags and see what people are doing/saying across multiple social platforms, such as: http://youtu.be/57dzaMaouXA Make sure to pick a #hashtag no one else is using. PROMOTE it on your other marketing materials and at the event. Instagram Twitter Facebook Vine #nomnomnom
  33. 33. WHAT’S YOUR PLAN? Who’s Your Audience? Traditional Marketing Efforts: What’s Your Goal or Outcome? Digital Marketing Efforts: What are your opportunities? Efforts to consider during the event/program: What are the challenges? Evaluation/Recap:
  34. 34. RESOURCES WE www.Prezi.com - Online presentation tool (you build dynamic presentations & share) www.YouTube.com - duh. Start a Channel & post videos Vine (app) www.Slideshare.net -Instagram for 5 second videos. -Online presentation tool (you upload and share). It’s a great FREE resource to find presentations too. www.Wordpress.org www.Dropbox.com Infographics: - Online storage, accessible from any device www.infogr.am www.join.me -Free online web conference -Open source & FREE blog & website building tool www.easel.ly www.piktochart.com
  35. 35. MORE RESOURCES WE Instagram (app) www.eventbrite.com -Phone Picture App -Free online event pages -create event/program hashtag www.yelp.com/events Ex: #explorediscovercreate -List Your event for FREE on Yelp www.google.com/+/business QR Code Builder www.visualead.com -List Your Parks & Facilities for Free & link to Google Maps. Oh, and the hangouts are cool too. Google AdWords Social Management www.Google.com/giving www.hootsuite.com www.Adwords.google.com
  36. 36. CONNECT WITH US Heather Davis www.explorediscovercreate.com www.hattrickinspirations.com info@hattrickinspriations.com @heatherandtim /hattrickinspriations /heatherandtim3 South Bay Search Marketing Marketing Manager 310-715-8257 heather@sbsearchmarketing.com Timothy Pagano City of Brea Program Specialist II 714-990-7179 #explorediscovercreate timp@cityofbrea.net

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