1. Who is Shale Plays Media
Our Goals:
• Provide up-to-date relevant news and
information to major energy regions across the
country
• Provide most advanced targeted marketing for
national, regional, and local energy markets.
• Deliver results for our partners
2. The Shift to Digital
• 38% of marketers plan to shift spend from
traditional mass advertising to advertising
on digital sources -2015 State of Marketing Salesforce.com• 15 print dollars lost for every digital dollar gained
(*2013 state of the News Media)
3. Case Study of the Shift to Digital
• The New York times reported an average
weekday print circulation of less than 650,000
in September 2014
• Their website and associated apps attracted
nearly 54 million unique visitors January 2015,
and the majority of their paid circulation
comes from digital sources (around 1.4 million)
7. Social Media Impact for Business
• 86% of marketers believe social
media marketing produces or
indirectly produces ROI
• Social Media has 100% higher
lead-to-close ratio than
outbound marketing *hupspot.com
*Source:
Salesforce.com:
2015 State of
Marketing-Insights
from over 5,000
global marketers
8. Social Media Channels Used In Business
• 15 million business currently use
Facebook to engage with customers
*www.entrepreneur.com
9. The Social Media Revolution
FACEBOOK
• 71% of internet users are on
Facebook
• 70% of users engage with the site
daily up 63% from 2013
• 56% of adults 65+ use Facebook
*Pew Research Center
*University of Michigan School of Information
Dr. Nicole Ellison and Dr. Cliff Lampe (Sept. 2014)
10. Content is King
People spend more than:
• 50% of their time online reading
content
• 30% of their time on social
• 89% of content is shared through
social networks
13. Our Solutions
Professional
Services
Content Creation
Written
Content
Creative
Ad/Social Copy
Article Copy
Press Release Copy
Advertising
Animated Videos
Infographics
Sales Collateral
Slide Shows
Product Spec Sheets
Media Kits
Tri-folds
Landing Page/websites
Memes
Article Covers
SEO Optimization
Social Media
Ad CampaignsSocial Media Management
Post management
Response Management
Page Creation
Consulting/Strategy
Print
Digital
Display Ads
Brochures
Letter Head
Business Cards
Brand Guides
25. Texas Classic Productions
We are grateful for the partnership we have
with Shale Plays Media. When running a marketing
campaign for one of our events, they attributed to a
strong increase in our web traffic flow. They delivered
results. They delivered on time, and they delivered
above and beyond customer service to make sure we
were pleased with the results of our campaigns. The
process of helping us gain exposure in the market was
seamless, and the results were profitable.
Michelle Manningham
VP of Marketing Texas Classic Productions
Begin Presentation:
-Introduce all parties
-Edify your team
Discovery Questions:
Ask for permission to ask basic questions in order to get to know the person
How are you related to the company: Title, role, third party or in house, length of employment, location of work?
What is the current business model of the business: core products/services, distribution options (Sales team, distribution centers, stores, e-commerce, etc.), average sales price of product/service, sales process (first contact to close)
Who is your core customer?
What is your current marketing strategy (go-to-market strategy)?
What does your media mix consist of?
If advertising in print: which publications and what type of ad?
If advertising online: which publications/distribution channels and what type of ad?
What is most successful for you and how are you defining success for a marketing campaign?
What is your current monthly marketing budget?
Who is involved in marketing decisions apart from yourself and what is the process to make these decisions?
Begin Presentation:
Thank the person for answering all questions and ask for permission to present information
Emphasize: presentation provides free, yet critical information about content marketing trends and is an introduction for us to explore potential to work together.
Introduce network:
High level: Largest digital news agency and media agency surrounding geospecific shale plays world wide. Emphasize difference between distribution and agency components.
Value proposition: Our audiences and content are geospecific and targeted to the respective shale plays and 98% of our traffic comes from the United States.
Compare to Rigzone/Oil and Gas Journal/World Oil who do not focus on local regions and more than 60% of their audience/content is focused overseas.
Traffic: On our websites alone we have 3,000,000 unique visitors alone per year, but on social channels we have more than 197,000 Facebook Followers, 28,000 Twitter Followers, and additional followers on LinkedIn and Google+. Network wide on our social media platforms we receive more than 5,000,000 impressions per month.
Introduce content source: News cred (exclusive partnership)-syndicate from 200+ sources and we have 8 content writers+ contributors in field
Introduce marketing trends: Explain upcoming slides= clear market trend toward content marketing and social media as a distribution channel.
Foreshadow:
While the slide is still blank describe that there is a trend that shows there has been a real “shift from print” to digital.
Click for first graph:
Note: click once to make the graph appear, click a second time to make it enlarge and expand, click a third time to make it disappear, and click a fourth time to launch second graph, etc.
Emphasize: We are not here to bash print. We are a media company that believes in a well rounded media mix and many of our clients actively participate in print media. Our goal is simply to demonstrate a clear shift to digital and, specifically, social media marketing.
Graph 1: Readership Falls For Most Age Groups
-Demonstrates: All age ranges are losing interest in reading daily news papers.
-Emphasize: Ages below 34, less than 30% actively read daily news paper and this trend will continue
Graph 2: Newspaper Ad Revenue From Digital and Print
-Demonstrates: Advertisers are actively shifting their ad spend to digital. Digital has not completely caught up with Print, but it is close and exponentially increasing year to year. For every 15 dollars lost in print ad spend, 1 dollar is gained in digital (fact shows up on slide 4).
Graph 3: Newsstand Circulation in Magazine Industry Plummets
-Demonstrates: This graph is another indication that the shift from print is real. Not only is readership and ad spend is in decline, but the circulation is also in decline.
- Emphasize: The first graph referred to news papers, while this third graph refers to magazines. Highlights that all print (not just one specific segment) is suffering.
Foreshadow:
While the slide is still blank describe that there are many examples of how this shift from print to digital has impacted major publications.
Click to begin slide:
-Major purpose of slide is to demonstrate that the way people are consuming information from the New York Times has drastically changed from the past. There is a vast difference in terms of it’s print circulation, which use to dominate, in comparison to its digital audience. If we looked at a similar graph 15-20 years ago, we would see that an inverse relationship (i.e. more print circulation than digital) would exist.
Click to begin slide:
-Major purpose of slide is to demonstrate increase in digital ad spend
Emphasize: Marketers have increased digital ad spend from 32 billion in 2011 to 51 billion in 2014= an increase of 59.38%
Foreshadow:
Before beginning this slide pose the logical question: If we are seeing a decrease in print marketing and engagement and an increase in digital marketing and engagement, then the question becomes what type of digital marketing is the most beneficial?
Begin slide:
-Purpose of slide is begin discussing how social media is beginning to dominate digital marketing.
Emphasize:
(1) In 2013, Facebook had 19% of all digital display ad revenue. Compare to Google’s at 14%. Twitter is not on the map.
(2) In 2014, Twitter now has 4 percent of all digital display ad revenue and Facebook has increased to 24 percent (up 5 percent from year prior).
Begin slide:
-Continue sentiment of prior slide.
-Introduce source of the graph: Salesforce.com= largest CRM worldwide and father of cloud based software underwrote a survey of 5,000 global marketers and asked them what they believed was the most effective digital marketing channels and strategies.
-Image clearly demonstrates that a broad segment of marketers from all industries believe in social media marketing.
-Emphasize:
(1) Social media dominates the top 10 in terms of the digital marketing options that marketers currently use.
-The higher on the list, the more highly used the marketing channel is.
(2) On average, 90% of marketers believe that social media is a very effect, effective, or somewhat effective marketing channel.
Begin slide:
-Continue sentiment of prior slide.
-I like to differentiate this slide from the prior one by saying “unlike the prior slide that discusses the subjective term of “effectiveness,” this image discusses how marketers believe social media marketing produces or indirectly produces a return on investment.
-Hub spot quote is meant to emphasize and re-enforce the claim that social media marketing produces a return on investment.
Foreshadow:
Before beginning this slide, articulate that social media is not just Facebook, but marketers believes that many social media channels are useful.
Example: Pinterest focuses on craft products and is heavily geared toward a younger female audience.
Emphasize: Although marketers use many social platforms the major four are still: (1) Facebook; (2) Twitter; (3) LinkedIn; (4) Google+ and Facebook dominates.
Foreshadow:
Before beginning this slide review the logical progressions: We have a seen a shift from print to digital and within digital social media is dominating and marketers prefer this channel above all others. The question becomes why are marketers advertising on these channels. Reveal the answer once you begin the slide.
Begin slide:
The reason is because EVERYONE is on social media. It is impossible for marketers to ignore social media because everyone is engaging with it.
Emphasize:
(1) The vast majority of people online have a Facebook account
(2) The vast majority of people who have a Facebook account return day to day (SUPER HIGH ENGAGEMENT)
(3) The demographic (age) that has the lowest engagement with Facebook is those 65+, but still 56% are on Facebook!
Foreshadow:
Before beginning this slide, repeat logical progression one last time: Clearly markers believe in social because EVERYONE uses it, but its also because….(give answer once you start slide)
Begin slide:
It is where information is shared, created, and cultivated.
Emphasize:
(1) 50% of time online spent reading content.
(2) 30% of time spent online on social media. (logical deduction: people spend a lot of time reading content on social media)
(3) 89% of people share content through social media networks.
(4) Highlight as an aside that we also have a large newsletter list that has a 27% open rate and we take this seriously because, as the infographic depicts, 93% of people share content through email.
Begin slide:
-Continue sentiment of prior slide.
-Infographic is self-explanatory
Emphasize: Major purpose of slide is to demonstrate how critical content marketing is because of the shear volume of content that is absorbed and shared each day, but also because when asked, people feel more comfortable buying from organizations and learning information about companies through content marketing rather than through traditional advertising like billboards, banner ads, radio, print ads, or TV.
