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New Shape of Marketing Avila Country Club


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Thank you to Avila Country Club for inviting SMITH Advertising and Marni Blythe to address the Avila Professionals Alliance. This presentation includes both theory and practical knowledge on how to incorporate social media into your overall marketing plans.

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New Shape of Marketing Avila Country Club

  1. 1. The New Shape of Marketing
  2. 2. <ul><li>Who we are </li></ul><ul><li>Marketing – then and now </li></ul><ul><li>Today’s marketing for success </li></ul><ul><li>Theory & practical application </li></ul>Welcome & Agenda
  3. 3. 4 The SMITH team has honed its planning and creative skills on blue-chip and Fortune 500 brands, including Agency experience
  4. 4. People were a little different in the day of mass marketing. How it used to work
  5. 5. The novelty of the media experience was compelling. Radio was a marvel – in its day. Television was astounding. How it used to work
  6. 6. <ul><li>Network TV cost about $3.50 per thousand in 1977. </li></ul><ul><li>Weekly magazines gathered wide consensus on what </li></ul><ul><li>was interesting and newsworthy. </li></ul><ul><li>Most adults read at least one daily newspaper. </li></ul>How it used to work
  7. 7. Until it stopped working. How it used to work
  8. 8. Why It Changed
  9. 9. People changed. <ul><li>The rules changed; consumers demanded they be treated like individuals. </li></ul><ul><li>Computers created instant </li></ul><ul><li>gratification. </li></ul>Why it changed
  10. 10. Media fragmented. <ul><li>Media costs continued to rise </li></ul><ul><li>while audiences shrank. </li></ul><ul><li>Digital media evolved 60 years ’ </li></ul><ul><li>worth in about 12 years. </li></ul><ul><li>Years it took to reach an audience of 50 Million: </li></ul><ul><ul><li>Radio: 38 years </li></ul></ul><ul><ul><li>Television: 13 years </li></ul></ul><ul><ul><li>Internet: 4 years </li></ul></ul><ul><ul><li>IPod: 3 years </li></ul></ul><ul><ul><li>Facebook: 2 years </li></ul></ul>Why it changed
  11. 11. Power shifted rapidly from the marketer to the consumer. Why it changed
  12. 12. Today ’s Marketing for Success
  13. 13. Engagement = Conversion <ul><li>People seek information they already agree with. </li></ul><ul><li>They interact with sources that confirm their own desires, intentions and opinions. </li></ul><ul><li>They can and will rapidly tune out any message that imposes on them. </li></ul>The new shape of marketing
  14. 14. A managed dialog with the consumer must take place to close the sale. <ul><li>Identify interests, intentions, desires. </li></ul><ul><li>Respond with considerate, thoughtful messages. </li></ul><ul><li>Analyze consumer reaction. </li></ul><ul><li>Adapt and send further refined and relevant messages. </li></ul><ul><li>Convert and close the sale. </li></ul>The new shape of marketing
  15. 15. <ul><li>Consumers will not pay attention to you if you aren’ t speaking directly to them. </li></ul><ul><li>If not relevant, your message becomes part of the content avalanche. </li></ul>The new shape of marketing
  16. 16. For example… <ul><li>This family is not interested in a romantic getaway. </li></ul>The new shape of marketing
  17. 17. And also… <ul><li>This couple isn ’t interested in children’s activities. </li></ul>The new shape of marketing
  18. 18. The New Tools Background
  19. 19. <ul><li>Social Media is a 24-hour advertising opportunity – an ongoing dialogue with current and potential customers. </li></ul><ul><ul><li>Social Media is a two-way conversation with customers, providing valuable insight and information that proactively drives results. </li></ul></ul><ul><ul><li>Social Media allows people to connect with a business and enables businesses to network with them to promote and expand their message and brand footprint. </li></ul></ul>What is social media
  20. 20. <ul><li>Here are some fun facts! </li></ul><ul><li>Lady Gaga, Justin Beiber and Britney Spears have more Twitter followers than the entire populations of Sweden, Israel, Greece, Chile, North Korea and Australia. </li></ul><ul><li>Groupon is projected to reach $1 billion in sales faster than any company in history. </li></ul><ul><li>48% of 18 to 24 year olds check Facebook right when they wake up, about 28% check it from their smartphones before getting out of bed. </li></ul>Social media power
  21. 21. Breaking it down
  22. 22. WARNING: SOCIAL MEDIA ISN’T GOING AWAY Don’t be an ostrich
  23. 23. SOURCE: COMSCORE, FEBRUARY 2011. 9 out of 10 Internet users visited a social networking site each month in 2010. Wow!
  24. 24. Over 750 Million people are registered on Facebook. If Facebook were a country, it would be the 3 rd largest country with a greater population than the USA <ul><ul><ul><li> </li></ul></ul></ul>Spread the word
  25. 25. <ul><li>Over 240 Million registered users on Twitter </li></ul><ul><li>460,000 new sign-ups daily </li></ul><ul><li>200,000,000 Tweets per day </li></ul>Spread the word
  26. 26. <ul><li>More than 13 million hours of video were uploaded during 2010 </li></ul><ul><li>Over 3 billion videos are viewed a day </li></ul><ul><li>The second-largest search engine in the world after Google. It gets two billion views a day, up 50% since 2009. </li></ul>Spread the word
  27. 27. <ul><li>135 million members in over 200 countries and territories. </li></ul><ul><li>Executives from all 2011 Fortune 500 companies as members. </li></ul><ul><li>More than 2 million companies have LinkedIn Company Pages. </li></ul>Spread the word
  28. 28. <ul><li>Generates exposure </li></ul><ul><ul><li>In a 2011 study of 3342 marketers, 88% reported increased exposure as a result of social media marketing. </li></ul></ul><ul><li>Improves search rankings (Google, Bing, Yahoo!) </li></ul><ul><ul><li>62% indicated a rise in search engine rankings. </li></ul></ul><ul><li>Generates qualified leads </li></ul><ul><ul><li>48% of small-business owners saw improved sales as a direct result of their social media efforts. </li></ul></ul><ul><li>Increases traffic to your website </li></ul><ul><ul><li>72% of those surveyed saw increased traffic as a result of social media. </li></ul></ul>*2011 Social Media Marketing Industry Report, ©2011 Social Media Examiner Social media as an acquisition tool
  29. 29. Building The Framework
  30. 30. Getting started
  31. 31. <ul><li>The simple act of creating an online presence—whether through a blog, a Facebook, Twitter, LinkedIn, or YouTube profile —will in and of itself not bring in new business. </li></ul>Getting started
  32. 32. <ul><li>***BEFORE YOU GET STARTED!*** </li></ul><ul><li>Define the “R” – what are your expected results? </li></ul><ul><ul><li>New sales, leads, etc. </li></ul></ul><ul><li>Define the “I” – what is your investment </li></ul><ul><ul><li>Put a number against it – social media is a part of marketing and it’s an investment not an expense. </li></ul></ul>Goal setting first - ROI
  33. 33. The first things you need to know “ With social media, companies are no longer in control of the relationship. Instead, customers (and their highly influential virtual networks) are now driving the conversation, which can trump a company’s marketing, sales and service efforts with unprecedented immediacy and reach.” – IBM IBM Institute for Business Value: From social media to Social CRM. What customers want.
  34. 34. The first things you need to know So what do you do?
  35. 35. <ul><li>Strategic, integrated marketing plan: </li></ul><ul><ul><li>Begins with research! </li></ul></ul><ul><ul><li>Who is your target? </li></ul></ul><ul><ul><li>Where do they live, work, play? </li></ul></ul><ul><ul><li>Where do they go online? Offline? </li></ul></ul><ul><ul><li>Then, build out the plan… </li></ul></ul><ul><ul><li>Keyword research becomes an important part of this plan </li></ul></ul>Getting started
  36. 36. <ul><li>Integration is key to success. </li></ul><ul><li>Social media marketing works alongside your other marketing strategies. </li></ul><ul><li>It can help make your marketing budget work harder. </li></ul><ul><ul><li>Overlapping social media with mainstream marketing efforts can help to achieve more “bang for your buck.” </li></ul></ul>Marketing for success
  37. 37. The first things you need to know Social media is ultimately about interacting with others with an expectation of getting something in return. Even if that “something” is intangible, such as a feeling of connectedness or affection, participants are actively, purposefully seeking value.” – IBM IBM Institute for Business Value: From social media to Social CRM. What customers want.
  38. 38. The first things you need to know How can you best serve your customers? Give first… then you will receive!
  39. 39. “ When asked what they do when they interact with businesses or brands via social media, consumers list “getting discounts or coupons” and “purchasing products and services” as the top two activities, respectively. They rank “reading reviews and product rankings” third, which is also often part of the purchasing process as customers research product information before deciding to transact.” IBM Institute for Business Value: From social media to Social CRM. What customers want. W.I.I.F.M
  40. 40. <ul><li>Here are some basics: </li></ul><ul><li>What will motivate your customer? </li></ul><ul><ul><li>Giveaways, prizes, sweepstakes, education </li></ul></ul><ul><li>If you don’t know, ask and research. </li></ul><ul><li>Overarching promotions drive registration and data capture for remarketing in the future, we can also create offers to be used immediately driving ROI. </li></ul>W.I.I.F.M
  41. 41. Duplin County
  42. 42. <ul><li>Social media is not about posting on what you had for breakfast… </li></ul><ul><li>Suggest to you to think about social media as a set of tools that can be used to derive the optimum value from our customers during the lifetime of the relationship. </li></ul><ul><li>Businesses are less inclined to use social media to capture customer insights, monitor the brand, conduct research, or solicit ideas for new products or services, despite these being some of the most fruitful opportunities for this. </li></ul>Thinking Differently
  44. 44. Implementation
  45. 45. .
  46. 46. <ul><li>There are some really creative things we can do with Facebook. </li></ul><ul><li>Thanks to iFrames you can customize your Facebook page. </li></ul><ul><li>This does not take the place of your website. </li></ul><ul><li>Facebook is the place to engage and serve… then give reasons for people to go to your website to convert. </li></ul>Facebook
  47. 47. <ul><li>Here are some pages we have done for </li></ul><ul><li>clients that are live right now. </li></ul>
  48. 48. . <ul><li>Put your Social Media icons on all traditional and print media (e.g. your business cards, letterhead, brochures, print newsletters, magazine ads, products, etc. point of sale) </li></ul><ul><li>Include a link to your fan page in your email signature block in every email you send out. </li></ul>Facebook – more fans?
  49. 49. . <ul><li>Text “FBOOK” with the words “fan smithadv” – you’ll get a confirmation message. </li></ul><ul><li>Incentivize customers to join right away via their mobile device and show you/your staff the confirmation for some kind of instant reward! </li></ul>Facebook – more fans?
  50. 50. . <ul><li>Engagement is #1. </li></ul><ul><li>Ask questions (open ended). </li></ul><ul><li>Your own thoughts, breaking news, useful tips, tools, resources and links from other sites in your industry and related industries. </li></ul><ul><li>Add your own comments as needed to get the ball rolling. </li></ul><ul><li>Come back and reply often to your fans’ comments. </li></ul><ul><li>Multi-media (e.g. photos and video) elicit the most commenting. </li></ul><ul><li>Create compelling reasons for fans to go to your website! (remember W.I.I.F.M) </li></ul><ul><li>Use keywords in your posts to help with search (this is with all social media platforms!) </li></ul>Facebook – what to post
  51. 51. SOURCE: COMSCORE, AUGUST 2010 10.8 Billion searches are conducted every month on Google. Keywords and search
  52. 52. 78% of Internet users conduct product research online. SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010 Keywords and search
  53. 53. . <ul><li>Next to Google, YouTube is the second largest search engine in world. </li></ul><ul><li>Twitter real-time search is also used and integrated on many 3rd party tools </li></ul>Keyword strategy
  54. 54. <ul><li>Keyword Research Tutorial </li></ul>
  55. 55. <ul><li>Sign up for a Gmail account, then sign up for Google AdWords. </li></ul><ul><li>Just because you think people are searching for a particular word or set of words with your business, doesn’t mean that’s true. </li></ul><ul><li>Keyword research builds the foundation for everything you create and should be integrated into your communications & marketing strategy. This includes your Website & social media which are intrinsically linked. </li></ul><ul><li>So how do we figure it out? </li></ul>Keyword research
  56. 56. Keyword research
  57. 57. Keyword research
  58. 58. Keyword research
  59. 59. . <ul><li>Use keywords in your posts to help with search (this is with all social media platforms!) </li></ul><ul><li>Compile a short list of high priority keywords, print them out, and give everyone that is part of your campaign a copy of these keywords. </li></ul><ul><li>Moving forward with your campaign, use these keywords when writing your Tweets, Facebook updates, Blog posts, YouTube video headlines, tags, descriptions and image names. </li></ul>Keyword strategy
  60. 60. How can I use social media to enhance my sales?
  61. 61. Social media influences sales
  62. 62. Consumer reviews are significantly trusted – nearly 12x more than descriptions that come from manufacturers and marketers. SOURCE: eMARKETER, FEBRUARY 2010 Consumer reviews
  63. 63. <ul><li>Claim your business listings! </li></ul><ul><li>Google Places, Yelp, CitySearch (local search). </li></ul><ul><ul><li> – free resource </li></ul></ul><ul><li>Actively seek positive reviews. </li></ul><ul><li>Respond to posted comments. </li></ul><ul><li>Add icons to your website and ask for the review. </li></ul>Online Reviews
  64. 65. LinkedIn <ul><li>We are all in the business of relationships, people do business with people they like and respect. </li></ul><ul><li>Networking and building relationships are a key component to getting referral business. </li></ul><ul><li>Online reviews translates to you as much as it does to your “brand” as well. </li></ul>
  65. 66. <ul><li>When was the last time you google’d your name? </li></ul><ul><li>6 degrees of “ kevin bacon ” </li></ul><ul><li>You can’t tell everyone everything about you the first time you meet </li></ul><ul><li>Proactively manage the info out there on you! </li></ul><ul><li>Personal and company pages </li></ul>. LinkedIn
  66. 67. LinkedIn Let’s jump on LinkedIn and show you around for a few minutes.
  67. 68. <ul><li>Things have changed – social media and digital marketing are paramount in today’s world. </li></ul><ul><li>Managed strategic dialog with your customer = conversion. </li></ul><ul><li>Create a strategic, integrated marketing plan before you engage in social media. </li></ul><ul><li>Give first! </li></ul><ul><li>Keyword research is incredibly important! </li></ul>Takeaways
  68. 69. Q & A
  69. 70. . <ul><li>Thank you for the gift of your presence and time today! . </li></ul><ul><li>Need advice?  Email me ( – with any questions specific to your digital marketing needs. </li></ul><ul><li>This presentation will be available for download: </li></ul><ul><ul><li>Marni Blythe </li></ul></ul><ul><ul><li>VP of Digital Sales & Marketing </li></ul></ul><ul><ul><li>Mobile: 646-413-4872 </li></ul></ul><ul><ul><li>Linked In: </li></ul></ul>