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Social Media 201.5
Digital Marketing Approach

Presented by:
James Loomstein, MBA
Digital Space Consulting
@jloomstein
Who We Are
•

Digital agency with over 10 years experience in
content, creative, communications, and analytics

•

Passion...
What We Do
Digital Communication Initiatives

STRATEGY +
PLANNING

DIGITAL
MESSAGING

SOCIAL MEDIA

INTERNET
MARKETING

EC...
Digital Strategy Experience
Agency level

Client level

4

@jloomstein
Companies aren’t
trusted, brands aren’t
trusted, and nor are your
executives.
People TRUST each
other, and now they have
t...
Let’s start with some videos

Social
Media 2013

Marketing Fundamentals
Don’t Change

6

@jloomstein
Nice videos
– but seriously, is it really like that?
•
•

1,500 BLOG POSTS

•

13,000 IPHONE APPS
DOWNLOADED

•

100+ NEW ...
Our Philosophy:
Customer engagement is the
new market.
The future of marketing is not about doing and saying things to peo...
Marketing is evolving

Print Ads

TV + Radio
Ads

Inbound Marketing
Mobile Marketing
Video Marketing
Word-of-mouth Marketi...
What question do you need to be asking?
•
•

What are competitors doing that we are not? What do we think they
are doing?
...
I don't think anyone
actually wakes up in the
morning and says, "I
think I'll go and do some
Google searching."
Today, peo...
What businesses should concentrate on
•
•
•
•

Social media
Social authority
Mobile
Video marketing

•
•
•
•

Content cura...
And here is where you start
People are using the Internet to talk about your brand, products, competitors, customers, and
...
10 Things You Should Do Today

•
•
•
•
•
•

GetListed.org
Align your marketing objectives with
your business objectives
Cr...
Get the most out of your

DIGITAL MARKETING EFFORT

Think strategy before you get
hooked on the tool

Your objective with ...
Build the right toolbox
Business

Simple One
Pager

Content/Desig Who I Read
n

Highrise

Pocket

About.me

Contently

Cop...
Have a game plan
Create social profiles

Engage and start
answering questions
Write profiles about who
you are, what you d...
Social should be a part of your strategy
1. Gain visibility
Unlimited access to professionals, organizations, prospects, a...
My Warning
• It’s your brand – Own it
• Once you engage – you have to
stay engaged
• Build community and fans will
expect ...
What 2014 holds
•
•
•
•
•

Integration of search and social
Lead gen and conversion path will drive marketing spend
Respon...
Know what we know

(Stay Smart)

SEO

Keyword
Research

Code

Industry
Trends

21

@jloomstein
Stay Smart

Join local
organizations

Sponsor
events

22

Attend
conferences

@jloomstein
Where We Connect
Current Speaker for Pubcon

2013 Speaker

Board Member 2013

Member since 2010

Member since 2010

23

@j...
Need help?
Social Profile

Build Your Authority

Build Your Brand

LinkedIn optimization

X

X

X

Keyword research

X

X
...
We Do That…
Video optimization
SEO
PPC/Remarketing
Conversion optimization

Content marketing
Digital messaging
Social dis...
Digital Space Consulting
Create. Connect. Engage.

Thank You.
Contact Information

DigitalSpaceConsulting.com

James@digitalspaceconsulting.com

Linkedin.com/in/Jloomstein

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2013 Luna Conference Digital Marketing Strategy

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Digital Space Consulting presentation for 2013 Luna Conference - Dallas, Texas. Digital marketing approach including social media, Facebook, Twitter, LinkedIn, SEO, content marketing, content strategy, market intelligence, social amplification, social listening, online media budget, and social strategy.

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2013 Luna Conference Digital Marketing Strategy

  1. 1. Social Media 201.5 Digital Marketing Approach Presented by: James Loomstein, MBA Digital Space Consulting @jloomstein
  2. 2. Who We Are • Digital agency with over 10 years experience in content, creative, communications, and analytics • Passionate about the tools, platforms, and technology used to connect and engage consumers • Focused on empowering brands and customers by enabling them to research, relate and engage with each other • Entrenched in execution and creating a blueprint from here to there • Extensive experience in local search, PPC, SEO, conversion optimization, targeting/segmentation, and marketing strategy 2 @jloomstein
  3. 3. What We Do Digital Communication Initiatives STRATEGY + PLANNING DIGITAL MESSAGING SOCIAL MEDIA INTERNET MARKETING ECOMMERCE Technology Components WEB CONTENT MANAGEMENT ECOMMERCE EMAIL / MARKETING SOCIAL COMMUNITIES VIDEO SEO/SEM WEBSITE WIDGETS Analytics & Reporting WEB ANALYTICS BUSINESS INTELLIGENCE SOCIAL PROFILING 3 @jloomstein
  4. 4. Digital Strategy Experience Agency level Client level 4 @jloomstein
  5. 5. Companies aren’t trusted, brands aren’t trusted, and nor are your executives. People TRUST each other, and now they have the tools to communicate with each other using social technologies and mobile with or without brands involved. Trust has shifted to the participants. Jeremiah Owyang, www.web-strategist.com 5 @jloomstein
  6. 6. Let’s start with some videos Social Media 2013 Marketing Fundamentals Don’t Change 6 @jloomstein
  7. 7. Nice videos – but seriously, is it really like that? • • 1,500 BLOG POSTS • 13,000 IPHONE APPS DOWNLOADED • 100+ NEW LINKEDIN ACCOUNTS • 694,455 GOOGLE SEARCHES • 7 695,000 FACEBOOK STATUS UPDATES 98,000 TWEETS @jloomstein
  8. 8. Our Philosophy: Customer engagement is the new market. The future of marketing is not about doing and saying things to people. The future of marketing is about doing things with and for people. Marketing is about Trust. Listening. Communicating. Collaborating. It’s not what you say, it’s how you do. 8 @jloomstein
  9. 9. Marketing is evolving Print Ads TV + Radio Ads Inbound Marketing Mobile Marketing Video Marketing Word-of-mouth Marketing Static Content Marketing Telesales Websites Catalogues – Social is the new currency – Connected economy vs. industrial economy – ROI of social media – More connections = more opportunity 9 @jloomstein
  10. 10. What question do you need to be asking? • • What are competitors doing that we are not? What do we think they are doing? • What are the immediate goals of implementing an online marketing campaign? • How will success be determined? • Who do we consider our idea customer? How are they leveraging digital? • What is our cost for acquiring a customer? • How do we think most customers find us online? • What keywords do we want to be found for online? • ? What are the biggest marketing challenges we’re facing ? What information are we obtaining during the acquisition process? 10 ? @jloomstein
  11. 11. I don't think anyone actually wakes up in the morning and says, "I think I'll go and do some Google searching." Today, people tend to tap into their own social network for tips, advice, recommend ations, etc.. - Forrester 11 @jloomstein
  12. 12. What businesses should concentrate on • • • • Social media Social authority Mobile Video marketing • • • • Content curation Social amplification Lead generation Conversion tracking • • • • Remarketing Media budget allocation LinkedIn Email marketing EASY WAYS TO GET STARTED 1 2 3 Market intelligence - Understand your customers and competitors - Track keyword mentions for your products services Identify opportunity - Listen for keywords - Identify influencers - Find prospects who are trying to find you Build thought leadership - Become an expert in your niche - Grow your tribe / create authority 12 @jloomstein
  13. 13. And here is where you start People are using the Internet to talk about your brand, products, competitors, customers, and clients – are you listening WHERE TO LISTEN • Google Alerts • LinkedIn • Alltops.com • Search.Twitter.com • Feedly.com • HelpAReporter.com • MuckRack.com • Socialmention.com • Topsy.com WHERE TO SHARE • Blogs • Forums • Twitter • Facebook • Linkedin • Quora • Review sites • Yahoo Answers 13 STAY SMART • Ted.com • SethGodin.com • Harvard Business Review • Udemy • Audible.com • SocialMediaToday.com • Mashable.com • TechCrunch.com • SearchEngineLand.com @jloomstein
  14. 14. 10 Things You Should Do Today • • • • • • GetListed.org Align your marketing objectives with your business objectives Create personas Stop chasing shiny objects Think strategy before you get hooked on the tool Focus efforts on lead generation + conversion • • • • 14 Invest in a process and/or software Understand purchase lifecycle Budget for media spend Invest in tools that either save you time, make you money, or make you look smart @jloomstein
  15. 15. Get the most out of your DIGITAL MARKETING EFFORT Think strategy before you get hooked on the tool Your objective with your marketing is scalability and repeatability Stay smart for your sake and that of your company Create platform partnerships Hubspot, Magento, ExactTarget Work with agencies that like to work with others Invest in tools that either save you time, make you money, or make you look smart Stop obsessing over what image to use in your monthly email newsletter 15 Focus on RCS @jloomstein
  16. 16. Build the right toolbox Business Simple One Pager Content/Desig Who I Read n Highrise Pocket About.me Contently Copyblogger Basecamp Trello Magnt.com eLance Seth Godin Join.me Callrail Tumblr.com 99 Designs Chris Brogan Evernote HipChat CrowdSpring Scott Stratten Harvest Boomerang MailChimp Brian Solis Dropbox Rapportive Moo Cards Hubspot Freshbooks Social Media Examiner 16 @jloomstein
  17. 17. Have a game plan Create social profiles Engage and start answering questions Write profiles about who you are, what you do, and how you can help Establish a social home Become a student of social platforms Include keywords that are relevant to your type of business Optimize your profiles to let customers, partne rs, and vendors find you Don’t be upset with the results you didn’t get from the work you didn’t do 17 Follow your metrics • Who are you writing for? • What is the purpose? • What is the call to action? • What are you measuring? Stay connected to the conversation @jloomstein
  18. 18. Social should be a part of your strategy 1. Gain visibility Unlimited access to professionals, organizations, prospects, and customers in your target market 2. Provide transparency Being open and honest allows you to connect with others on common ground 3. Helps you ‘get to give’ Ask for help only after offering help to others the majority of the time 4. Allow ‘nobodies’ to become ‘somebodies’ Create and cultivate your personal brand Share links Amplify others Give tips 18 Be a resource Show expertise @jloomstein
  19. 19. My Warning • It’s your brand – Own it • Once you engage – you have to stay engaged • Build community and fans will expect you to be available • Expect raving fans who will want to get involved • You don’t have to do everything – do something • Perfection is the enemy of good 19 @jloomstein
  20. 20. What 2014 holds • • • • • Integration of search and social Lead gen and conversion path will drive marketing spend Responsive design across all devices will be the norm Platform partnerships will become a necessity Market move to greater convergence among paid, owned, and earned media 20 @jloomstein
  21. 21. Know what we know (Stay Smart) SEO Keyword Research Code Industry Trends 21 @jloomstein
  22. 22. Stay Smart Join local organizations Sponsor events 22 Attend conferences @jloomstein
  23. 23. Where We Connect Current Speaker for Pubcon 2013 Speaker Board Member 2013 Member since 2010 Member since 2010 23 @jloomstein
  24. 24. Need help? Social Profile Build Your Authority Build Your Brand LinkedIn optimization X X X Keyword research X X X Build content stream X X X Hootsuite integration X X Social profile X X Content automation X X Twitter Integration X Twitter monitoring X “James is a true expert in the field of digital marketing and creating your brand.” – M. Schor, Director “James has been a wonderful resource for my agency. He managed to increase our digital presence by optimizing our website, Twitter, LinkedIn, and Facebook.” – D. Glacy, Owner 24 “James provided exceptional service in creating a social media footprint for me in my job search.” – C. Newsome, Engineer @jloomstein
  25. 25. We Do That… Video optimization SEO PPC/Remarketing Conversion optimization Content marketing Digital messaging Social distribution Influencer outreach Target market segmentation Social listening User experience Website design Our partners include… 25 @jloomstein
  26. 26. Digital Space Consulting Create. Connect. Engage. Thank You.
  27. 27. Contact Information DigitalSpaceConsulting.com James@digitalspaceconsulting.com Linkedin.com/in/Jloomstein Slideshare.net/jloomstein/presentations Twitter.com/jloomstein 27 @jloomstein

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