To get the most out your digital marketing, design and social media have to work together. Understand your audience, design experiences for them, create content that adds value for them, and build community around your brand.
----- Meeting Notes (6/19/13 09:09) -----Location based marketing is evolving.It will bring people from mobile/desktop to:Specific aisle grocery store to use a couponTo a restaurant during certain hours for a happy hour specialto the movie theatre, concert to an event attendee in real time for an experience
Circle back to audience analysis
----- Meeting Notes (6/19/13 09:09) -----shorten links with a bit.ly service. a/b test images, text/copy, landing pages
Use the titles and copy wisely.
Design + Digital Marketing Immersive
BUZZ. BUILD. BUSINESS.
SAT. OCT 5, 2013
THE DAY: OVERVIEW
The Web & User Experience Design
Analytics & Listening
OUR DRIVER: WINNING
“Everything around you that
you call life was made up by
people that were no smarter
than you, and you can
change it, you can influence
it, you can build your own
things that other people can
Media / Trans Media
CIRCLES OF INFLUENCE
Unique Value Proposition
Needs / Wants
Point of Difference
Unique Selling Proposition
RIGHT FOR THE OCCASION
and easy to read.
1. GEOMETRIC SANS FAMILY
When applied well: clear, objective, modern, universal.
When not used well: cold, impersonal, boring.
Examples of Geometric/Realist/Grotesk Sans: Helvetica, Univers,
Futura, Avant Garde, Akzidenz Grotesk, Franklin Gothic, Gotham.
2. HUMANIST SANS FAMILY
When applied well: modern yet human, clear yet
When not used well: wishy-washy, fake, insincere.
Examples of Humanist Sans: Gill
Sans, Frutiger, Myriad, Optima, Verdana.
3. OLD STYLE FAMILY
When applied well: classic, traditional, readable.
When not used well: classic, traditional.
Examples of Old Style: Jenson, Bembo, Palatino, and Garamond.
4. TRANSITIONAL & MODERN
When applied well: strong, stylish, dynamic.
When not used well: too new to be classic and too old to
Examples of transitional typefaces: Times New Roman, Baskerville.
Examples of Modern serifs: Bodoni, Didot.
5. SLAB SERIF FAMILY
Conveys: thinker, tough guy, bully, nerd, hipster, cowboy
When done well: authority, friendliness, urban, rural
When not used well: in wrong setting can be annoying and
Examples of Slab Serifs: Clarendon, Rockwell, Courier, Lubalin
• What social platforms are needed to reach your target
audience(s) and achieve your goals?
• Are you pursuing other revenue streams? If so, do these other
revenue streams have a different target audience and require
What niches does your brand want to be known
What are your business goals?
Who are your customers?
What are their challenges?
What are their goals?
What kind of content do they consume? How do
they consume it? Where do they go to consume
How can you consistently create valuable and
interesting content that will attract new
clients, retain existing and gain referrals?
When you A/B test ads AND Facebook posts to see what resonates, you increase
ROE & ROI.
updates via “time
stamp” on Twitter.
• Links, links, links!
• Share, share, share! Get indexed immediately!
• Shares and +1’s act as social recommendations that
influence LOGGED IN Google SERP’s (search engine
• Google Authorship: Indexes profile image in search
increasing click through rates.
• Hangouts: From social media participant to thought
leader & broadcaster.
• Extensions – Social Statistics, CircleCount, PlusClout,
FindPeopleonPlus, Extended Share for Google+.
+Glamour Monetizes Google Plus Hangouts
• Engages with
acommunity in a way
that print can not.
• Product placement.
Each hangout is
sponsored by a brand
and woven into the
story of the week
PRIVATE COOKING CLASSES
You, your computer
and a chef right in
• Register and get sent a list of
• Join hangout with ingredients.
• When class is complete, stick
around and dine with your new
Social media is increasingly becoming
more social & more visual.
18-54. $100k. $168.83
User curated content.
Images repurpose. More staying power & chance for virality
Click throughs. Practice “deep linking” to increase conversions 3-4X
Tracking – PinAlerts, Pinerly, PinReach, Piqora & Curalate (contests &
@EricaCampbell Used Pinterest to Plan
Her Wedding. Pinterest.com/EricaByrum
• Avg age 18-29.
• 100M monthly active users.
• 40M photos per day.
• 1K comments per sec.
• User generated content.
• Real time.
Stories about locations
beautiful user generated
• Brand mentions.
• Hashtag = SEO for images.
• Tracking & contest platforms – Curalate, Statigram, Nitrogram.
• Cool new mobile app, SnapMyAds.
BEN & JERRY’S
• Asked fans to submit
photos using the
capture the bliss that
only a spoonful of ice
cream can create.
• Winners got their photo
used in their LOCAL
• Asked fans to visually
interpret the single’s title
in one photo.
• Generated 10K
submissions – including
• 25 winners invited to
private gallery event in
NYC where their photos
Asked fans to snap a photo
of their own Michael Kors
arm candy and tag using
18,5K likes and 3K entries
in first 24 hrs.
Winner received a limited
edition Michael Kors watch.
MARTHA STEWART LIVING
• Asked fans to post
photos of their
and tag using the
• Winner got a gift
basket with a Martha
Stewart cupcake gift
• Claim venue and SEO
• Check analytics to see
everyone that has
• Thank them!
Foursquare is a
Using Advanced Twitter Search
Key word search by location and
products and services.
Run Foursquare specials to
Create “best of” lists to cross
Leave tips/recommendations at
EASY to maintain!
Track Your Efforts
To understand what is working.
To fix what is not working.
To improve results.
To calculate value.
To justify time & money spent.
To dominate your niche.
Turn big data into smart data to customize &
optimize content for increased ROE & ROI.
Convince and Convert!
How to Track
and Measure Success
Set up a FREE Google Analytics
Get code & place on your site in
Revisit your goals & set up
campaign and goal funnels.
Unique tag social links.
A/B test and analyze.
Always be optimizing content!
Helpful Hints to
Track and Measure Success
Keep and maintain an organized spreadsheet of custom
campaign URL links.
Maintain consistency when naming campaigns. Ex, FB vs
Facebook, fb vs facebook.
Use underscores to separate multiple words. Ex,
Merge Google Analytics results with platform analytics.
Have fun and #NerdHard. Market smarter, not harder.