Qotuf Marketing Bootcamp- Presentation by Motaz Hajaj
•
1 like•541 views
A discussion of digital marketing as presented to Qotuf on 28 February, 2017 Topics include: Channels and their best uses Developing a strategy Best tools
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Qotuf Marketing Bootcamp- Presentation by Motaz Hajaj
Similar to Qotuf Marketing Bootcamp- Presentation by Motaz Hajaj (20)
More from Motaz Hajaj, MS, CSMA
More from Motaz Hajaj, MS, CSMA (8)
Recently uploaded
Recently uploaded (20)
Qotuf Marketing Bootcamp- Presentation by Motaz Hajaj
- 1. MOTAZ HAJAJ DIGITAL MARKETING BOOTCAMP for QOTUF
- 2. MOTAZ HAJAJ BS COMPUTER ENGINEERING MS ENGINEERING MANAGEMENT AND LEADERSHIP Missouri S&T Santa Clara University, CA CHESS TAG Co-Founder & CEO CULTURAL TRAINER Student, teacher, blogger Keep up with me at Motazhajaj.com WORKED IN SILICON VALLEY 2009-2012 Responsys Certified Campaign Professional CERTIFICATIONS Certified Social Marketing Associate
- 3. AGENDA Introduction to Social Media The SAVE Model Social Media Strategy Social Media Channels Tools Case Studies
- 4. WHAT IS IT?
- 5. Social Media is… Web-‐based communication tools that enable people to interact with each other by both sharing and consuming information. ~lifewire.com
- 6. Features of Social Media Sites • User accounts • Profile Pages • Feeds • Personalization • Notifications • Likes or comments • Reviews, ratings, or voting • Friends, followers, hashtags, mentioning
- 7. Issues with Social Media Sites • Spam • Cyberbullying/Cyberstalking • Self-‐image manipulation • Information Overload • A “bubble” of information with your own views • Fake news • Privacy & Security
- 8. PREVIOUS MODEL MARKETING MIX Product Place Price Promotion
- 9. DEAD The 4 Ps are Because of digital marketing and the rise of intangible products…
- 10. The SAVE Model Solution Access Value Education
- 11. Solution Instead of Product What job are you getting done? What pain points are you addressing?
- 12. Access Instead of Place Many organizations are moving their business model from ownership to access to. What are you offering at this precise moment?
- 13. Value Instead of Price Customers have concerns about price, but only after their concerns about value. What is the value you create?
- 14. Education Instead of Promotion Create familiarity and trust long before a sale is made.
- 15. STRATEGY
- 16. THE SOSTAC MODEL SITUATION ANALYSIS OBJECTIVES STRATEGY TACTICS ACTIONS CONTROL S O S T A C ® Developed by PR Smith
- 17. SITUATION ANALYSIS SO S T A C Where are we now? Current KPIs Customer Insight Market Trends Competitor Analysis Internal Capabilities and Resources
- 18. OBJECTIVES S O S T A C Where do we want to be? Customer acquisition & retention Sell Serve Customer satisfaction Sizzle Wow factor Speak Engaging customers Save Efficiency
- 19. STRATEGY S O ST A C How do we get there? S T O P S I T egments arget markets bjectives ositioning (OVP) equence ntegration argeting Trust, try, buy… CRM & Database & segmentation
- 20. TACTICS S O S T A C Marketing Mix • Solution • Access • Value • Education SAVE Communications Mix Content Plan Contact Plan MARKETING MIX
- 21. ACTION S O S C Who does what and when? TA Internal Resources & Skills Responsibilities & Structures Processes & Systems External Agencies
- 22. CONTROL S O SA COptimize T KPI Web Analytics User Experience Review Reporting
- 26. Good social media starting point Largest demographic coverage Easiest to manage for businesses Best targeting Facebook
- 27. Update cover photo monthly-‐ and be sure to use the best dimensions Sign up for a vanity URL: facebook.com/ChessTag ”Pin” your most important post to the top of your feed Make sure your ”About Me” links to your other profiles and website Give your followers value with education, promotions, entertainment, connections and discounts Get a Verification Badge if you can
- 30. PROFILE PICTURE 160x160 COVER PHOTO 828x315 JPG < 100 KB POST IMAGE SIZE 1200 x 444 8:3
- 32. Viral capabilities Better for hashtags Seems instantaneous Message must be short Twitter Good for engagement Can use for customer service Can retweet others’ messages
- 33. Do keyword research for your brand. Include these keywords in your bio and your tweets Give people a discount or free digital product in exchange for a follow Act quickly for trending topics and create a tweet that applies to your brand and the topic Follow others first so they (hopefully) follow you back Research industry hashtags and use them in your tweets
- 35. PROFILE PICTURE 400x400 < 2 MB HEADER PHOTO 1500x500 < 2 MB IMAGE SIZE MIN: 600 x 335 RECOMMENDED: 1200 x 628 FILES JPG, PNG, GIF 3MB MAX
- 37. Best for photos and videos Post high quality photos Use industry hashtags Artistic niches excel Instagram Mostly mobile Art, travel, fashion Be good at detail
- 38. Instagram is laid back, so be more casual when filling out your bio Repost your Instagram content on Facebook for twice the exposure If you use text overlays, make sure the font is consistent Use captions for micro-‐blogging if it helps your brand story Keep a cohesive feel on your feed by using the same filter & a color palette Create a hashtag for your brand and encourage your Followers to use it too
- 40. IMAGES <1080 ON SHORTEST SIDE PROFILE PICTURE AT LEAST 110 x 110
- 42. Include a call-‐ to-‐action Customer testimonials Unboxings Monitor comments YouTube 2nd largest search engine Influencers Webinars How-‐tos DIYs Tutorials
- 43. Create a channel so viewers can find all your content. Some brands even create different channels for each topic or language. What stage is your customer in the buying process? Create content to help at every stage. Create videos that pique interest in your product and don’t forget to send them to your site when it’s over. Re-‐post your videos on your blog and social media to give them lots of exposure
- 44. content for the “nurture” stage channel
- 46. Better for B2B Older, well-‐educated audience Target by industry or job title Build a connection before pitching LinkedIn Utilize groups for networking
- 47. Consider using Pulse as a blogging platform to easily reach businesses in your network. Create a group and provide curated content for members. Use your keyword research to craft compelling copy for your page-‐ it’ll help you show up in search results Connect with as many people as you can if you are looking to use LinkedIn for marketing
- 48. Pulse posts copy based on keyword research lots of connections
- 49. PROFILE PICTURE 500 x500 BACKGROUND PHOTO 1400 x 425 SPONSORED POST IMAGE SIZE 800 x 400
- 51. Target Millennials Share “Stories” Create geofilters for your audience Good for Influencers Snapchat Use for photos & visuals Mostly ages 18-‐34 Fastest growing network
- 52. Create a geofilter for Snapers to use in a specific area on a certain day. It’s an inexpensive way to create hype. Hand your Snapchat account to different trusted employees for them to show their view of the company. Set up guidelines first Customize your Snap Code then place it on your social media and physical location to increase followers. Give an incentive for people to follow you. Offer coupons or discounts through your snaps.
- 54. TOOLS
- 55. Social Media Management Tools BUFFER Schedule Posts Design Posts
- 56. Social Media Management Tools HOOTSUITE Schedule Engage Multi-channel views Monitoring Reporting
- 57. Graphic Design Tools CANVA Create Posts Wireframes Photo Editing Add Text Design Grid
- 62. Marketing Automation Tools HUBSPOT Integrate every part of your marketing • Newsletter • Homepage • Blog • Social Media • SEO • Ads Very User-Friendly
- 63. Marketing Automation Tools INFUSIONSOFT Integrate every part of your marketing • CRM • Workflows • Sales Automation • E-Commerce • Analytics More Complex
- 64. Email Marketing Tools MAILCHIMP List Segmentation Design Emails Email Automation Analytics Mobile Options Integrations
- 68. Bookmarking Tools POCKET Save content, view later (even offline)
- 69. Bookmarking Tools EVERNOTE Save images, text, notes and lists. View, share, and search later.
- 70. CASE STUDIES
- 71. • Created a landing page with choice of offer for participants • Customer service was alerted to contact participant • Leads were collected for future campaigns Create a campaign to capture leads without an e-‐commerce site 8,428 Visitors + 212 Registered Leads
- 72. Low use of clinics and free supplies Created YouTube Pre-‐Roll video ads Low awareness of MOH program to support Diabetes patients Created #ﺍاﻟﺳﻛﺭرﻱي -‐ ﺻﺣﺻﺣﻠﻪﮫ hashtag & worked with influencers 28 Million impressions on hashtag in 1 week Over 700,000 views The campaign resulted in an increase in patient benefit usage, improving the lives of people throughout KSA.
- 73. Need to continue the series of successful TV ads into an audience-‐engaging campaign 1000s of questions tweeted to Old Spice • Millions of YouTube views Old Spice encouraged viewers to ask questions of the star of their TV ads via social media. Over 200 sarcastic and funny response videos were posted to YouTube
- 74. British flower delivery service wanted to use Instagram ads to appeal to a wider audience and increase sales. Orders increased by 62% • Extensive reach and engagement. Bloom & Wild used a small email list to target a lookalike audience in Power Editor. They ran small tests and discovered that videos worked best. Once testing was completed, they optimized and launched a full-‐scale campaign.
- 75. remember: MARKETING is no longer about the STUFF YOU MAKE it’s about the STORIES YOU TELL ~Seth Godin
- 76. THANK YOU MotazHajaj.com MotazHajaj@chesstag.com What can I do to help your digital marketing efforts?