Discussing advertising and social media, this presentation is about how to get the most out of your content and deliver messaging that your audience actually engages with.

1. 2017 Regina
Communications
Forum

2. Kevin Hayes
Director, Digital & Media Strategy
The Phoenix Group
@kevinhayesca

3. • Random acts of:
• Content
• Tweeting/Facebooking
• Responses
Friends don’t let friends
Facebook reactively

4. The Titanic Mistake

5. Who do want: Everyone!
When do we want them: Now!
The People Mistake

6. The People Mistake
25 year old sales rep
Net worth: -$$
Executive
Net worth: $$$,$$$

7. 95% - 99.99%

8. 95% - 99.99%
The people who won’t do a thing with
your message

9. • Access to data
• Ability to analyze
• Understanding of causal factors
Data Nerd Marketing Manager Director CEO

10. “Create a meaningful
first experience.”
- Winston Binch,
Chief Digital Officer,
Deutsch North America
Deliver an exceptional, value
based, ongoing experience

11. Digital strategy
People
Objectives
Strategy
Technology
• Advertising
• Content development
• Social media engagement
• Design
• SEO/SEM

12. What are we measuring
1.Are we reaching the right people?
2.Do they care what we have to say?
3.Are they doing something that we care about?

13. Selling
your idea
Awareness
Interest
Decision
Action

14. Facebook: 965 fans
Twitter: 442 followers
Blog: 325 visits per month
Website: 876 visits per month
Exercise
How would you explain how any of the above is working for the business?
How would you make a decision on what to invest mar/comm dollars into?
Marketing & Comms goals
increase awareness & increase online orders

15. What are we measuring
1.Are we reaching the right people?
2.Do they care what we have to say?
3.Are they doing something that we care about?

16. • Credibility
• Main goal
• More control of actions
On-site magic

17. • Credibility
• Main goal
• More control of actions
On-site magic
Your website should be a critical part of your audience’s
decision making process

18. Measuring what counts
•Sign up
•Inquire
•Purchase
Macro
Image and research done at the very
smart website by Avinash Kaushik://bit.ly/2fsZpVA

19. •Sign up
•Inquire
•Purchase
Measuring what counts
Macro
Image and research done at the very
smart website by Avinash Kaushik://bit.ly/2fsZpVA

20. Measuring what counts
•Download
•Email
•Watch videos
Micro
Image and research done at the very
smart website by Avinash Kaushik://bit.ly/2fsZpVA

21. Desktop Tablet Mobile
46.18%15.92%37.90%
$132,853.12$301,317.11 $90,664.50
1.24%3.21% 2.31%
Do what works for your brand
Traffic
Revenue
Conversion rate
Mobile rules, but so does Desktop in certain cases

22. Understand your micro/macro
conversions.
Take Away 1

23. Set the benchmark for your
brand.
Take Away 1.5

24. Company 1
Company 2
Company 3
Social Media Audience
Twitter Facebook LinkedIn Google+ YouTube Instagram

25. Company 1
Company 2
Company 3
Social Media Activity
Twitter Facebook LinkedIn Google+ YouTube Instagram

26. Company 1
Company 2
Company 3
Social Media Engagement
Twitter Facebook LinkedIn Google+ YouTube Instagram

27. Total Social Media Mentions
117,119
Twitter
99,57685%
Forums
8%
Online News
7,0636%
Blogs
1,2011% .4%
Avg. Canadian Mentions per Month (Last 6 Months)
9,760
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000
MAR APR MAY JUN JULY AUG SEP OCT NOV DEC JAN FEB
March 2016
Tweets by Airstream trailers owners using their recreational
vehicles in traveling and other outdoor activities
April 2016
Facts and info about wind or solar powered mobile homes like
Airstream and startup Ecocapsule
May 2016
Fort McMurray residents set up temporary homes at Diamond Grove RV
Campground in Spruce Grove due to wildfire
Conversation Drivers
8,779
Off-site magic

28. User Opinions
The following topics were frequently favourable and unfavourably topics Canadians talked about related to RV’ing over the past 12 months.
0% 25% 50% 75% 100%100% 75% 50% 25%
47% 53%
A Better Way to Experience the Outdoors
The most common reason why Canadians like RV’íng is their love for
adventure andthe environment. Canadians that enjoy RV’ing enjoy a
common sense of adventure, coupled with desire to reconnectwith
nature. Common activities enjoyed by CanadianRV’ers included
hiking, fishing, camping and hunting.
What do Canadians Like About RV’ing?
Style and Design of RV’s
The Airsrtream brand was one of the most popular motorhome
brands, when it comes to social media, with Canadian’s citing their
cutting-edge design and style of its recreational vehicles. One
popular model of Airstream was the Basecamp, becauseof its basic
amenities, making it the perfect place to rest after a day of
adventure.
Comfortable Mode of Transportation
People love the comfort that recreational vehicles provide when
Make RV’s Safer
Canadian social media users cited safety concerns – such as fires
and rollovers – as one of their biggest issues when it comes to
recreational vehicles. News about burning motorhomes was a
common topic online, which raised concerns for the safety of people
using these vehicles. Extreme weather conditions andexternal
factors (like “unwanted guests/strangers”) were also concerns
among users.
What do Canadians think could be Better about RV’ing?
Better Protection against the ‘Elements’
Canadians also felt that RV’s were problematic and could be
significantly impacted by severe weather and challenging natural
conditions. Common problems raised includedfrozen water pipes,
windows/windshields cracked by rocks and/or branches and poor
insulation.
Reduced Rental and Park Fees
Expensive rental fees for recreational vehicles andRV parks was a
Off-site magic

29. • Buying intent is low
• Socializing is high

31. Understand the mix
• Customer service
• In the moment interaction
Higher up in the funnel Closer to the “sale”
Micro conversion Macro conversion
• Social conversation
• First entry point
• Brand awareness
• Content delivery

32. People like to share what they don’t read
http://ti.me/2o5znh0

33. Understand your part in the
conversation happening right now.
Take Away 2

34. Conversing out in the neighbourhood is
different than conversing in your living
room.
Take Away 2.5

35. The reason for your company’s existence
Goals
KPI’s
Target’s
Outcomes
Goals
KPI’s
Target’s
Goals
KPI’s
Target’s

36. Build awareness of the posi>ve economic impact that
the Chimney Sweepers of Canada contribute
Increase share of voice
in home construc>on
conversa>on
•Increase social presence
•Increase social
engagement
•Leverage MSM influence
• Increase fans by 7%
• Increase social hares by 12%
• Get men>oned on 3 blog posts
Increase overall support for chimney development in new
housing construc>on

37. Plan -> P.O.S.T
Do -> Set into the wild
Check -> Against the framework
Act -> Adjust when things go other than intended

38. Plan, Do, Act, Check
Take Away 3

39. • hotjar.com - Heatmaps, video recordings
• ubersuggest.org - Keyword suggestions
• answerthepublic.com - Google auto-suggest
• BuzzSumo.com - popular social content
• mautic.org - free marketing automation
• hootsuite.com - Hootsuite insights Tone & Sentiment
Tools of the trade

40. Kevin Hayes
Director, Digital & Media Strategy
The Phoenix Group
khayes@thephoenixgroup.ca
Twitter: @kevinhayesca