Digital Marketing Training
   Social Media, SEM

        April 19, 2010
Agenda
•   What is Social Media
•   Social Media Usage
•   Social Media Trends
•   Social Media and Broad Marketing Plans
...
Social Media Defined

       Officially, social media is “an
       umbrella term that defines
       the various activiti...
The Real Deal
Social Media is like teen sex. Everyone
wants to do it. Nobody knows how. When
it’s finally done there is surpise it’s not...
Example: Facebook




Jina Schaefer: Bon Jovi tonight. New puppy tomorrow. It is a
good week!
Example: Facebook




Jon Drevlow: Twins game baby!


Dawn: We’re here too! Right above you it appears…


 Jon Drevlow: Th...
Example: Twitter
Example: Digg
Example: Technorati
Is Social Media Here to Stay?
3 out of 4 Americans use social technology




Forrester, The Growth of Social Media Adoption, 2008
2/3 of the Global Internet Population
            Visit Social Networks




Nielson, Global Faces and Networked Places, 20...
Visiting Social
  Sites is now
  the 4th most
  popular online
  activity –
  ahead of
  personal email




Nielson, Globa...
Time spent on social networks is growing
     at 3x the overall internet rate, accounting
     for 10% of overall internet...
A Focus on Social Media
         A study on social media found the
         following:

         • 184,000,000 Americans u...
Social Media Stats
• This new and evolving media has
  reached critical mass with nearly
  65% of the U.S. population usin...
Social Media Stats
• Results are highly measurable
• Consumers invest time in setting up
  their social networks, subseque...
Social Media Now Rivals Email
Is Social Media a Fad?




http://www.youtube.com/watch?v=sIFYPQjYhv8
Social Media Trends 2010
2010 Social Media Trends
• Social media begins to look
  less social




• Corporations look to scale
    – http://techcru...
Social Media Trends 2010
• Your company will have a
  social media policy (and it
  might actually be enforced)




• Mobi...
Social Media Can Support a
Broader Communications Strategy
Modern Marketing
OLD =
BRAND BROADCAST MESSAGING



   BRAND                    CONSUMER
Mass Media is Old News
Modern Marketing
OLD =
BRAND BROADCAST MESSAGING


            BRAND               CONSUMER




NEW =
BRAND ENGAGEMENT


 ...
Modern Marketing
  OLD =
  BRAND BROADCAST MESSAGING


               BRAND              CONSUMER




   NEW =
   BRAND EN...
A Modern Brand Marketing Model
                              Integrated:
   Traditional                TV
                ...
YOUR
BRAND
YOUR
BRAND
Objective: Change Behavior
Creating an emotional connection to a brand can change
consumer behavior.

Social Media is a gr...
Social Media in Action
Johnson & Johnson uses this blog to show another
side of the company, with frequent video posts and
interviews.
Jeep connects with customers via a community page with
links to photos on Flickr, the company’s MySpace and
Facebook pages...
Starbucks started MyStarbucksIdea so that customers
can submit ideas for the company which are then voted
on by other user...
Zappos uses
Twitter for
employees to
communicate
with Zappos
customers
about their
shared love of
footwear.
Whole Foods has 150 separate Twitter accounts all
focused on customer service.

Cheese, wine, gluten free, recipes, etc!
Ford Social Media Strategy
Humanize the company by
connecting Ford employees
with our stakeholders, allowing
them to conne...
@FordCustService
@FordMustang
@FordDriveGreen
Build a Social Media Strategy
Content Strategy

You can speak to the 200 million on-line Americans using
         social networks today, what will you s...
1. Setup Your
Brand Profiles
Across Desired
Social Networks



2. Create An
Editorial
Calendar for
Content Updates

 3. Le...
54
55
How Many Twitter Users Are There?




                                    56
57
58
59
60
Set Up Your Own Profile
Tutorial
1. Setup Your
Brand Profiles
Across Desired
Social Networks



2. Create An
Editorial
Calendar for
Content Updates

 3. Le...
Create a written program Editorial Calendar that documents all planned
    program communications. It should include:

– B...
1. Setup Your
Brand Profiles
Across Desired
Social Networks



2. Create An
Editorial
Calendar for
Content Updates

 3. Le...
Synchronize the Deployment of your Editorial Calendar across multiple
   social networks and manage the process daily usin...
Schedule messaging to be released automatically
www.Sendible.com
Target followers based on:
– www.Tweet-Automator.com
– Content they post
– Their geography
Create a Dashboard for easy reporting review

       Member Growth by Month

                                    Current M...
Display Advertising
Search Engine Marketing
Two Types Of Search Results
   (Sponsored/Natural)
                       Sponsored Results




            Natural Results
There at the Right Moment




                 Your ad reaches users at the
              moment they demonstrate interest
News Results
Niche Search

Blogs
Images
Videos
Updates
Books
Discussions
Recency
Relevance
Social
Media Posts
How Ads are Ranked
Rank = Bid+ Quality Score

Bid= the highest amount an advertiser is willing to pay-per-click
Quality-sc...
Why Pay per Click?
Key Advantages of PPC Advertising
    – Budget Control
        • By campaign, geographic region, and ti...
Advantages Of Search: Landing Page control
Step 1: Landing Page From Search Ad (e.g. keyword: “16gb internal ssd” CPC: $.6...
Two Types Of Search Results
   (Sponsored/Natural)
                       Sponsored Results




            Natural Results
Search Engine Optimization
Search engine optimization (SEO) is the
  process of improving the volume or
  quality of traff...
Who controls the Search Engine Results?
Who controls the Search Engine Results?




Google’s proprietary algorithm
Google’s Proprietary Algorithm
1) You input a search
request.

2) Google’s logic asks
the question:
    “What web site/pag...
SEO: Key Processes
On Page            Off Page

   Cross Linking    Inbound site Links




  Keyword driven     Blogger/Fo...
A Strategic Campaign Example
Dairy Queen International
                     http://www.youtube.com/watch?v




Integrated Campaign Case Study
Our Assignment
Objectives
• Traffic and Sales

Strategy
• Develop an integrated
  and newsworthy global
  product awarenes...
A Creative Idea
“SUDDEN CELEBRATIONS”

 The Blizzard is turning 25 and celebrations are suddenly breaking out
 across the ...
Blizzard®
                  Mobile Tour

                                   Blizzard®
   Email                        Samp...
Tactics




TV Spot:
http://www.youtube.com/watch?v=YSN4E2cEzAg
A Group Exercise
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Social Media Training at The College of St. Scholastica

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Css Digital Marketing Training

  1. 1. Digital Marketing Training Social Media, SEM April 19, 2010
  2. 2. Agenda • What is Social Media • Social Media Usage • Social Media Trends • Social Media and Broad Marketing Plans – Cases • Develop a Social Media Strategy – Steps, Tutorials • SEM – PPC – SEO – Display • Develop Communications Plan
  3. 3. Social Media Defined Officially, social media is “an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio.” source: wikepedia.org
  4. 4. The Real Deal
  5. 5. Social Media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done there is surpise it’s not better. Avinash Kaushik, Analytics, Google
  6. 6. Example: Facebook Jina Schaefer: Bon Jovi tonight. New puppy tomorrow. It is a good week!
  7. 7. Example: Facebook Jon Drevlow: Twins game baby! Dawn: We’re here too! Right above you it appears… Jon Drevlow: There you go again; always trying to be on top!
  8. 8. Example: Twitter
  9. 9. Example: Digg
  10. 10. Example: Technorati
  11. 11. Is Social Media Here to Stay?
  12. 12. 3 out of 4 Americans use social technology Forrester, The Growth of Social Media Adoption, 2008
  13. 13. 2/3 of the Global Internet Population Visit Social Networks Nielson, Global Faces and Networked Places, 2009
  14. 14. Visiting Social Sites is now the 4th most popular online activity – ahead of personal email Nielson, Global Faces and Networked Places, 2009
  15. 15. Time spent on social networks is growing at 3x the overall internet rate, accounting for 10% of overall internet time Nielson, Global Faces and Networked Places, 2009
  16. 16. A Focus on Social Media A study on social media found the following: • 184,000,000 Americans use social media • 93% of those Americans believe that companies should have a presence on those social mediums • 85% believe that companies should not only be present, but should regularly interact with their customers on social media source: The Cone Institute, 2008
  17. 17. Social Media Stats • This new and evolving media has reached critical mass with nearly 65% of the U.S. population using social networks • Social media offers unprecedented immediate, frequent and ongoing communications opportunities with current customers and target prospects • Reach and frequency coupled with low media costs will make this the channel a high performer when measured by return on investment
  18. 18. Social Media Stats • Results are highly measurable • Consumers invest time in setting up their social networks, subsequently their social media profiles will remain static while phone numbers, emails and even mailing addresses will change over time • The online relationship offers limitless opportunities to interact and the opportunity to shift marketing spend away from more expensive channels (broadcast, print, direct mail, FSI’s)
  19. 19. Social Media Now Rivals Email
  20. 20. Is Social Media a Fad? http://www.youtube.com/watch?v=sIFYPQjYhv8
  21. 21. Social Media Trends 2010
  22. 22. 2010 Social Media Trends • Social media begins to look less social • Corporations look to scale – http://techcrunch.com/2009/07 /21/best-buy-goes-all-twitter- crazy-with-twelpforce/ • Social business becomes serious play
  23. 23. Social Media Trends 2010 • Your company will have a social media policy (and it might actually be enforced) • Mobile becomes a social media lifeline • Sharing no longer means e-mail
  24. 24. Social Media Can Support a Broader Communications Strategy
  25. 25. Modern Marketing OLD = BRAND BROADCAST MESSAGING BRAND CONSUMER
  26. 26. Mass Media is Old News
  27. 27. Modern Marketing OLD = BRAND BROADCAST MESSAGING BRAND CONSUMER NEW = BRAND ENGAGEMENT BRAND CONSUMER PEERS
  28. 28. Modern Marketing OLD = BRAND BROADCAST MESSAGING BRAND CONSUMER NEW = BRAND ENGAGEMENT BRAND CONSUMER PEERS Social Media Lives Here
  29. 29. A Modern Brand Marketing Model Integrated: Traditional TV Print Radio Social Media Guerilla Integrated WOM Mobile Web Search Engine Optimization Advertising Digital Digital Media PR Events
  30. 30. YOUR BRAND
  31. 31. YOUR BRAND
  32. 32. Objective: Change Behavior Creating an emotional connection to a brand can change consumer behavior. Social Media is a great connection point.
  33. 33. Social Media in Action
  34. 34. Johnson & Johnson uses this blog to show another side of the company, with frequent video posts and interviews.
  35. 35. Jeep connects with customers via a community page with links to photos on Flickr, the company’s MySpace and Facebook pages and a list of enthusiast groups.
  36. 36. Starbucks started MyStarbucksIdea so that customers can submit ideas for the company which are then voted on by other users, the best of which will be implemented by the company.
  37. 37. Zappos uses Twitter for employees to communicate with Zappos customers about their shared love of footwear.
  38. 38. Whole Foods has 150 separate Twitter accounts all focused on customer service. Cheese, wine, gluten free, recipes, etc!
  39. 39. Ford Social Media Strategy Humanize the company by connecting Ford employees with our stakeholders, allowing them to connect with each other when appropriate, and providing value in the process. Learn more: http://www.scottmonty.com/2009/07/year-at- ford-part-1.html#ixzz0l2mTsHWp
  40. 40. @FordCustService
  41. 41. @FordMustang
  42. 42. @FordDriveGreen
  43. 43. Build a Social Media Strategy
  44. 44. Content Strategy You can speak to the 200 million on-line Americans using social networks today, what will you say?
  45. 45. 1. Setup Your Brand Profiles Across Desired Social Networks 2. Create An Editorial Calendar for Content Updates 3. Leverage Third-Party Tools to Grow Membership & Promote Your Presence
  46. 46. 54
  47. 47. 55
  48. 48. How Many Twitter Users Are There? 56
  49. 49. 57
  50. 50. 58
  51. 51. 59
  52. 52. 60
  53. 53. Set Up Your Own Profile
  54. 54. Tutorial
  55. 55. 1. Setup Your Brand Profiles Across Desired Social Networks 2. Create An Editorial Calendar for Content Updates 3. Leverage Third-Party Tools to Grow Membership & Promote Your Presence
  56. 56. Create a written program Editorial Calendar that documents all planned program communications. It should include: – Baseline editorial content related to over-arching program concept (meant to be fun and engaging) – Messaging and links around events, sales and other planned promotional activity – Messaging and links to support continuity programs such as loyalty initiatives, credit card programs, newsletters, etc. – Sourced value-added third party content such as web links to category information, relevant or engaging video content, custom created content 64
  57. 57. 1. Setup Your Brand Profiles Across Desired Social Networks 2. Create An Editorial Calendar for Content Updates 3. Leverage Third-Party Tools to Grow Membership & Promote Your Presence
  58. 58. Synchronize the Deployment of your Editorial Calendar across multiple social networks and manage the process daily using automation tools – www.TweetDeck.com – Deploy messaging across multiple social networks simultaneously – Post web links and pictures – Search for relevant content and followers
  59. 59. Schedule messaging to be released automatically www.Sendible.com
  60. 60. Target followers based on: – www.Tweet-Automator.com – Content they post – Their geography
  61. 61. Create a Dashboard for easy reporting review Member Growth by Month Current Month Sales Reputation Management Click-Thru’s Program ROI – 28X Program duration 3 months Total Investment: $25,000 Total Sales: $693,005
  62. 62. Display Advertising
  63. 63. Search Engine Marketing
  64. 64. Two Types Of Search Results (Sponsored/Natural) Sponsored Results Natural Results
  65. 65. There at the Right Moment Your ad reaches users at the moment they demonstrate interest
  66. 66. News Results
  67. 67. Niche Search Blogs Images Videos Updates Books Discussions Recency Relevance Social Media Posts
  68. 68. How Ads are Ranked Rank = Bid+ Quality Score Bid= the highest amount an advertiser is willing to pay-per-click Quality-score = Historical data + Landing page quality + Ad text click- through-rate 1. 2. 3. 4. 5.
  69. 69. Why Pay per Click? Key Advantages of PPC Advertising – Budget Control • By campaign, geographic region, and time of day – Quick-to-market approach • Low production time involved to launch a campaign – Capture Seekers & Buyers • Searchers can vary from information seekers to ready-to-buy consumers – Direct searches to most relevant page • Information searches (e.g. what is SSD) drive visitors to information pages, while ready-to- buy keywords (e.g. SSD 16gb prices) drive to “Buy Now” pages. – More for less • Search marketing allows for more site visitors at progressively lower costs (e.g. Month 1: X visits at $.60/click, Month 2: 2X visits at $.50/click, etc…). – Testing • Gain insight into consumer behaviors to different messaging, products, and landing pages 77
  70. 70. Advantages Of Search: Landing Page control Step 1: Landing Page From Search Ad (e.g. keyword: “16gb internal ssd” CPC: $.65) Step 2: Where To Buy Page Step 3: Partner Site (Product) Step 4: Shopping Cart & Purchase 78
  71. 71. Two Types Of Search Results (Sponsored/Natural) Sponsored Results Natural Results
  72. 72. Search Engine Optimization Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site or a web page (such as a blog) from search engines via "natural" or un-paid ("organic" or "algorithmic") search results as opposed to other forms of search engine marketing (SEM) which may deal with paid inclusion.
  73. 73. Who controls the Search Engine Results?
  74. 74. Who controls the Search Engine Results? Google’s proprietary algorithm
  75. 75. Google’s Proprietary Algorithm 1) You input a search request. 2) Google’s logic asks the question: “What web site/pages are the most relevant based on their content and keyword relevancy?” 3) Then, they service the results to your browser.
  76. 76. SEO: Key Processes On Page Off Page Cross Linking Inbound site Links Keyword driven Blogger/Forum copy mentions Keyword driven meta-tags and Site Traffic Levels HTML source code Keyword driven Title Tags
  77. 77. A Strategic Campaign Example
  78. 78. Dairy Queen International http://www.youtube.com/watch?v Integrated Campaign Case Study
  79. 79. Our Assignment Objectives • Traffic and Sales Strategy • Develop an integrated and newsworthy global product awareness campaign that will celebrate the Blizzard’s 25th Birthday
  80. 80. A Creative Idea “SUDDEN CELEBRATIONS” The Blizzard is turning 25 and celebrations are suddenly breaking out across the nation. Attracting Blizzard fans across the globe, these celebrations are infectious and spreading everywhere...all ignited by a one of a kind Blizzard vehicle tour that travels all summer long, spreading Blizzard love, fun and treats. Unexpected and engaging things can happen anytime, anywhere – spread the word!
  81. 81. Blizzard® Mobile Tour Blizzard® Email Sampling Brand Experience DQ Digital Blizzard® Tour Properties and Event Microsite Blogs Social Media
  82. 82. Tactics TV Spot: http://www.youtube.com/watch?v=YSN4E2cEzAg
  83. 83. A Group Exercise

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