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MOTAZ HAJAJ
DIGITAL MARKETING BOOTCAMP
for QOTUF
MOTAZ HAJAJ
BS COMPUTER ENGINEERING
MS ENGINEERING MANAGEMENT AND LEADERSHIP
Missouri S&T
Santa Clara University, CA
CHESS...
AGENDA
Introduction to Social Media
The SAVE Model
Social Media Strategy
Social Media Channels
Tools
Case Studies
WHAT IS IT?
Social  Media  is…
Web-­‐based  communication  tools  that  enable  people  to  
interact  with  each  other  by  both  sh...
Features of Social Media Sites
• User  accounts
• Profile  Pages
• Feeds
• Personalization
• Notifications
• Likes  or  co...
Issues with Social Media Sites
• Spam
• Cyberbullying/Cyberstalking
• Self-­‐image  manipulation
• Information  Overload
•...
PREVIOUS MODEL
MARKETING MIX
Product Place Price Promotion
DEAD
The 4 Ps are
Because of digital marketing and the rise of
intangible products…
The
SAVE
Model
Solution Access Value Education
Solution
Instead of Product
What job are you getting done?
What pain points are you addressing?
Access
Instead of Place
Many organizations are moving their business
model from ownership to access to.
What are you offer...
Value
Instead of Price
Customers have concerns about price, but only
after their concerns about value.
What is the value y...
Education
Instead of Promotion
Create familiarity and trust long
before a sale is made.
STRATEGY
THE SOSTAC MODEL
SITUATION
ANALYSIS
OBJECTIVES
STRATEGY
TACTICS
ACTIONS
CONTROL
S
O
S
T
A
C
® Developed	
  by	
  PR	
  Smi...
SITUATION
ANALYSIS
SO
S
T
A
C
Where  are  we  now?
Current  KPIs
Customer  Insight
Market  Trends
Competitor  Analysis
Int...
OBJECTIVES S
O
S
T
A
C
Where  do  we  want  to  be?
Customer  
acquisition  
&  retention
Sell Serve
Customer  
satisfacti...
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
nteg...
TACTICS S
O
S
T
A
C
Marketing  Mix
• Solution
• Access
• Value
• Education
SAVE Communications  
Mix
Content
Plan
Contact
...
ACTION S
O
S
C
Who  does  what  and  when?
TA
Internal  
Resources
&  Skills
Responsibilities  
&  Structures
Processes
& ...
CONTROL S
O
SA
COptimize
T
KPI
Web  
Analytics
User
Experience  
Review
Reporting
Image:	
  www.titan-­‐seo.com/newsarticles/trifecta.html
SOCIAL
MEDIA
CHANNELS
Good  social  media  starting  point
Largest  demographic  coverage
Easiest  to  manage  for  businesses
Best  targeting
F...
Update  cover  photo  
monthly-­‐ and  be  sure  to  
use  the  best  dimensions
Sign  up  for  a  vanity  URL:
facebook.c...
vanity URL
verification
badge
great
cover
photo
links to
email &
websites
pinned
post
promotions
PROFILE
PICTURE
160x160
COVER
PHOTO
828x315
JPG
< 100 KB
POST IMAGE SIZE
1200 x 444
8:3
Viral  
capabilities
Better  for  
hashtags
Seems  
instantaneous
Message  
must  be  
short
Twitter
Good  for  
engagemen...
Do  keyword  research  for  
your  brand.  Include  these  
keywords  in  your  bio  and  
your  tweets
Give  people  a  d...
keywords
in bio
industry
hashtags
PROFILE
PICTURE
400x400
< 2 MB
HEADER PHOTO
1500x500
< 2 MB
IMAGE SIZE
MIN: 600 x 335
RECOMMENDED: 1200 x
628
FILES
JPG, P...
Best  for  
photos  and  
videos
Post  high  
quality  
photos
Use  
industry  
hashtags
Artistic  
niches  
excel
Instagr...
Instagram  is  laid  back,  so  
be  more  casual  when  
filling  out  your  bio
Repost  your  Instagram  content  on  Fa...
microblogging
consistent text
overlay
industry
hashtags
IMAGES
<1080 ON SHORTEST SIDE
PROFILE
PICTURE
AT LEAST
110 x 110
Include  a  call-­‐
to-­‐action
Customer  
testimonials
Unboxings
Monitor  
comments
YouTube
2nd largest  
search  engine
...
Create  a  channel  so  
viewers  can  find  all  your  
content.  Some  brands  
even  create  different  
channels  for ...
content for the
“nurture” stage
channel
Better  for  B2B
Older,  well-­‐educated  audience
Target  by  industry  or  job  title
Build  a  connection  before  pitc...
Consider  using  Pulse  as  a  
blogging  platform  to  
easily  reach  businesses  in  
your  network.
Create  a  group  ...
Pulse posts
copy based on keyword research
lots of
connections
PROFILE
PICTURE
500 x500
BACKGROUND
PHOTO
1400 x 425
SPONSORED POST
IMAGE SIZE
800 x 400
Target  
Millennials
Share  
“Stories”
Create  
geofilters for  
your  audience
Good  for  
Influencers
Snapchat
Use  for ...
Create  a  geofilter  for  
Snapers to  use  in  a  
specific  area  on  a  certain  
day.  It’s  an  inexpensive  
way  t...
geofilter
personalized
snapcode
coupon
TOOLS
Social Media
Management
Tools BUFFER
Schedule Posts
Design Posts
Social Media
Management
Tools
HOOTSUITE
Schedule
Engage
Multi-channel views
Monitoring
Reporting
Graphic
Design
Tools
CANVA
Create Posts
Wireframes
Photo Editing
Add Text
Design Grid
Graphic
Design
Tools
PIKTOCHART
Create Posts
Infographics
Posters
Presentations
Graphic
Design
Tools
TheNounProject
Icons for
EVERYTHING
Graphic
Design
Tools
UNSPLASH
Free
High-Resolution
Photos
Graphic
Design
Tools
SHUTTERSTOCK
Huge Image Library
Image Editing
Marketing
Automation
Tools
HUBSPOT
Integrate every part
of your marketing
• Newsletter
• Homepage
• Blog
• Social Media
• ...
Marketing
Automation
Tools
INFUSIONSOFT
Integrate every part
of your marketing
• CRM
• Workflows
• Sales Automation
• E-Co...
Email
Marketing
Tools
MAILCHIMP
List Segmentation
Design Emails
Email Automation
Analytics
Mobile Options
Integrations
Email
Marketing
Tools
SUMO.ME
Email Capture
Pop-ups
Blogging
Tools
WORDPRESS
Easy-to-use Blog Platform
Blogging
Tools
GRAMMARLY
Check your grammar
Bookmarking
Tools
POCKET
Save content, view later (even offline)
Bookmarking
Tools
EVERNOTE
Save images, text, notes and lists.
View, share, and search later.
CASE
STUDIES
• Created	
  a	
  landing	
  page	
  with	
  choice	
  of	
  offer	
  for	
  
participants
• Customer	
  service	
  was	
 ...
Low	
  use	
  of	
  clinics	
  
and	
  free	
  supplies
Created	
  YouTube
Pre-­‐Roll	
  video	
  ads
Low	
  awareness	
  ...
Need	
  to	
  continue	
  the	
  series	
  of	
  successful	
  TV	
  ads	
  into	
  an	
  
audience-­‐engaging	
  campaign...
British	
  flower	
  delivery	
  service	
  wanted	
  to	
  use	
  Instagram	
  
ads	
  to	
  appeal	
  to	
  a	
  wider	
...
remember:
MARKETING
is no longer about the
STUFF YOU MAKE
it’s about the
STORIES YOU TELL
~Seth Godin
THANK YOU
MotazHajaj.com
MotazHajaj@chesstag.com
What can I do to
help your digital
marketing efforts?
Qotuf Marketing Bootcamp- Presentation by Motaz Hajaj
Qotuf Marketing Bootcamp- Presentation by Motaz Hajaj
Qotuf Marketing Bootcamp- Presentation by Motaz Hajaj
Qotuf Marketing Bootcamp- Presentation by Motaz Hajaj
Qotuf Marketing Bootcamp- Presentation by Motaz Hajaj
Qotuf Marketing Bootcamp- Presentation by Motaz Hajaj
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Qotuf Marketing Bootcamp- Presentation by Motaz Hajaj

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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

Published in: Marketing
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Qotuf Marketing Bootcamp- Presentation by Motaz Hajaj

  1. 1. MOTAZ HAJAJ DIGITAL MARKETING BOOTCAMP for QOTUF
  2. 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. 3. AGENDA Introduction to Social Media The SAVE Model Social Media Strategy Social Media Channels Tools Case Studies
  4. 4. WHAT IS IT?
  5. 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. 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. 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. 8. PREVIOUS MODEL MARKETING MIX Product Place Price Promotion
  9. 9. DEAD The 4 Ps are Because of digital marketing and the rise of intangible products…
  10. 10. The SAVE Model Solution Access Value Education
  11. 11. Solution Instead of Product What job are you getting done? What pain points are you addressing?
  12. 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. 13. Value Instead of Price Customers have concerns about price, but only after their concerns about value. What is the value you create?
  14. 14. Education Instead of Promotion Create familiarity and trust long before a sale is made.
  15. 15. STRATEGY
  16. 16. THE SOSTAC MODEL SITUATION ANALYSIS OBJECTIVES STRATEGY TACTICS ACTIONS CONTROL S O S T A C ® Developed  by  PR  Smith
  17. 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. 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. 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. 20. TACTICS S O S T A C Marketing  Mix • Solution • Access • Value • Education SAVE Communications   Mix Content Plan Contact Plan MARKETING MIX
  21. 21. ACTION S O S C Who  does  what  and  when? TA Internal   Resources &  Skills Responsibilities   &  Structures Processes &  Systems External   Agencies
  22. 22. CONTROL S O SA COptimize T KPI Web   Analytics User Experience   Review Reporting
  23. 23. Image:  www.titan-­‐seo.com/newsarticles/trifecta.html
  24. 24. SOCIAL MEDIA CHANNELS
  25. 25. Good  social  media  starting  point Largest  demographic  coverage Easiest  to  manage  for  businesses Best  targeting Facebook
  26. 26. 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
  27. 27. vanity URL verification badge great cover photo
  28. 28. links to email & websites pinned post promotions
  29. 29. PROFILE PICTURE 160x160 COVER PHOTO 828x315 JPG < 100 KB POST IMAGE SIZE 1200 x 444 8:3
  30. 30. Viral   capabilities Better  for   hashtags Seems   instantaneous Message   must  be   short Twitter Good  for   engagement Can  use  for   customer   service Can  retweet   others’   messages
  31. 31. 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
  32. 32. keywords in bio industry hashtags
  33. 33. 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
  34. 34. 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
  35. 35. 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
  36. 36. microblogging consistent text overlay industry hashtags
  37. 37. IMAGES <1080 ON SHORTEST SIDE PROFILE PICTURE AT LEAST 110 x 110
  38. 38. Include  a  call-­‐ to-­‐action Customer   testimonials Unboxings Monitor   comments YouTube 2nd largest   search  engine Influencers Webinars How-­‐tos DIYs Tutorials
  39. 39. 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
  40. 40. content for the “nurture” stage channel
  41. 41. Better  for  B2B Older,  well-­‐educated  audience Target  by  industry  or  job  title Build  a  connection  before  pitching LinkedIn Utilize  groups  for  networking
  42. 42. 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
  43. 43. Pulse posts copy based on keyword research lots of connections
  44. 44. PROFILE PICTURE 500 x500 BACKGROUND PHOTO 1400 x 425 SPONSORED POST IMAGE SIZE 800 x 400
  45. 45. Target   Millennials Share   “Stories” Create   geofilters for   your  audience Good  for   Influencers Snapchat Use  for   photos  &   visuals Mostly   ages  18-­‐34 Fastest   growing   network
  46. 46. 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.
  47. 47. geofilter personalized snapcode coupon
  48. 48. TOOLS
  49. 49. Social Media Management Tools BUFFER Schedule Posts Design Posts
  50. 50. Social Media Management Tools HOOTSUITE Schedule Engage Multi-channel views Monitoring Reporting
  51. 51. Graphic Design Tools CANVA Create Posts Wireframes Photo Editing Add Text Design Grid
  52. 52. Graphic Design Tools PIKTOCHART Create Posts Infographics Posters Presentations
  53. 53. Graphic Design Tools TheNounProject Icons for EVERYTHING
  54. 54. Graphic Design Tools UNSPLASH Free High-Resolution Photos
  55. 55. Graphic Design Tools SHUTTERSTOCK Huge Image Library Image Editing
  56. 56. Marketing Automation Tools HUBSPOT Integrate every part of your marketing • Newsletter • Homepage • Blog • Social Media • SEO • Ads Very User-Friendly
  57. 57. Marketing Automation Tools INFUSIONSOFT Integrate every part of your marketing • CRM • Workflows • Sales Automation • E-Commerce • Analytics More Complex
  58. 58. Email Marketing Tools MAILCHIMP List Segmentation Design Emails Email Automation Analytics Mobile Options Integrations
  59. 59. Email Marketing Tools SUMO.ME Email Capture Pop-ups
  60. 60. Blogging Tools WORDPRESS Easy-to-use Blog Platform
  61. 61. Blogging Tools GRAMMARLY Check your grammar
  62. 62. Bookmarking Tools POCKET Save content, view later (even offline)
  63. 63. Bookmarking Tools EVERNOTE Save images, text, notes and lists. View, share, and search later.
  64. 64. CASE STUDIES
  65. 65. • 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
  66. 66. 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.  
  67. 67. 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
  68. 68. 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.
  69. 69. remember: MARKETING is no longer about the STUFF YOU MAKE it’s about the STORIES YOU TELL ~Seth Godin
  70. 70. THANK YOU MotazHajaj.com MotazHajaj@chesstag.com What can I do to help your digital marketing efforts?

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