This document provides an overview of Christine Collins' presentation on digital marketing. Christine is an experienced creative director who advises small businesses on their digital footprint. The presentation covers topics such as understanding social media and choosing relevant channels, developing content, building an online community, boosting reach through paid marketing, measuring results, and tips for success. The goal is to help businesses effectively utilize digital tools and social media to promote their brand.

1. DIGITAL MARKETING
Christine Collins
Presented By

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Christine Collins
Creative Director
HELLO
Former Digital Media Manager of several Fortune 100
companies with over 10 years of industry experience. A
professional with a strong reputation and direct access
to key social media influencers, creatives and technical
specialists. As Director of Bad Penny Factory, she
advises small businesses, entrepreneurs and non-
profits on their digital footprint.
Christine holds a Bachelor of Science degree in Design
from the Oklahoma State University.

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Facebook, Twitter, Instagram, LinkedIn,
Pinterest, Snapchat – what is social
media really about and why is it relevant
to me?
Social Breakdown
With so many social media options, how
do I choose where to spend my time
online? How do I engage with people
and what should I post?
Pick Your Playground
MAP TO THE CHAT

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How do I gain followers and trend
content? How do I become a trusted
author and draw people into
conversations?
Build a Community
My content is awesome so how do I
reach more people? What other digital
marketing tools will help me spread the
word about my business?
Boost Your Story

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I now spend several hours a week on
social media so is all this work paying
off? How do I know if I’m making an
impact on my business?
Measure Results
Celebrate your content! Nurture and
love what you’ve built online so it won’t
fade away. Take time to evaluate,
recalibrate and execute.
Rinse and Repeat

6. SOCIAL BREAKDOWN
Why should digital marketing and social media be important to me?

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7.395
3.419
2.307
3.790
Total
Population
Internet
Users
Active Social
Media Users
Unique
Mobile Users
Each quarter, leading statistic firms
compile data from all over the
world. These 2016 findings are
important because any time you
produce marketing you want the
most exposure for the smallest
investment.
Follow the numbers and go where
the crowds are already present.
DATA PROVIDED BY: SMART INSIGHTS, PEW RESEARCH
CENTER, WE ARE SOCIAL, GLOBAL WEB INDEX
Numbers In Billions
GLOBAL DIGITAL IMPACT
1.968
Active Mobile
Social Media Users
3.752
Male Population
3.686
Female Population

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Social media is a sensible way for us to
converse with clients, partners, vendors,
prospects and friends. The various channels
give us the ability to engage with people
and promote our business at scale.
Social media channels can be used as
customer service forums, to promote events
and contests, offer coupons and giveaway
deals and much more.
A Digital World
SOCIAL MEDIA CONNECTIONS
“Engagement
happens when
people care.”

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Before you dive in, think about what you want to achieve with your marketing goals. As you evaluate your goals, pull together a list of challenges and
opportunities you hope to address with your efforts. Start with the audience you want to address and think about how that community currently
perceives your business. What are the beliefs and attitudes they have toward your business? How do their attitudes need to change so you can be
successful?
Set Clear Goals
DEFINE SUCCESS
“Do the right things to
be effective. Be
efficient by doing
those things right.”

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“Listening is a
critical part of the
conversation.”
Listen to what people are saying and seek to
understand them and their beliefs. Craft your
story in response to listening and use
messaging to convey understanding.
Tell Your Story
What do you want your audience to understand about you? Use social media to share things that will build that understanding over time. Layer your
story with snackable bites so your audience has time to digest your message at a comfortable pace. Avoid saturated content heartburn.
Understand Your Audience
SOCIAL LISTENING

11. PICK YOUR PLAYGROUND
Which social media channels should I use to promote my business?

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Instagram
Visual celebration of positive outcomes
and business coverage.
Google+
Awareness, advocacy and education
exposure through the Google Network..
Twitter
Thought leadership through active
participation and timely shared content.
YouTube
Inspiration and education through
emotional stories and instructional
guides.
Facebook
Active engagement and promotion of
original web content and communities.
17%
20%
22%
25%
42%
Facebook, Twitter and Instagram
lead the pack as the top social
media channels on a global scale.
Rounding out the top 10 channels
are LinkedIn, Pinterest, Tumblr,
Badoo and Myspace.
Google social platforms are heavily
integrated into their unified account
sign-in which impacts their numbers
and exposure.
DATA PROVIDED BY: PEW RESEARCH CENTER, SMART
INSIGHTS, GLOBAL WEB INDEX
Active Social Media Users
TOP TRENDING CHANNELS
Facebook controlled 42%
of the global social
media market share by
the end of 2015.
42%

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With so many social media channels
available it can be overwhelming to
try and manage multiple outlets of
communication. Each platform
offers unique benefits based on
what outcome you are trying to
achieve.
Evaluate your brand and determine
the type of content that makes the
most sense for you to publish. Is
your business best represented by
videos, pictures, written stories or
fast facts? Do you use coupons in
your promotions? Ask yourself what
works for your market.
Start with consistently posting to 3
channels and then scale your
marketing from that benchmark.
Start Small
CREATE A PRESENCE

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Schedule Posts
Write Stories
Take Photos.
Stream Videos
Build up your content and then use
scheduling tools to help manage
posts. Develop a content calendar
to keep track of important dates and
posts. Write testimonials, take
product and experience photos,
video stream helpful chats about
your products and services, offer
behind-the-scenes looks at your
business operations.
Need help? Seek out professionals
to help you draft blogs and develop
online graphics to showcase your
business.
Build Your Library
GENERATE CONTENT
“Relevence, timing
and tone. Know your
social plan.”

15. BUILD A COMMUNITY
How do I become a trusted resource?

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Add Value
When talking in social,
always add value to the
conversation.
Research
Use listening tools and
analytics programs to
dig deeper into public
conversations.
Recycle
Reuse, repurpose,
reward and respond.
Learn to cycle and
recycle powerful
content.
Lists and Groups
Create lists for key
people, customers and
influencers. Group users
together by topic.
Devote time to your digital marketing plan by spending energy on research and developing ways you can offer value to online communities. Keep content simple
and use common sense with your posts. Identify key themes and create valuable content around them. Think of ways to help people by offering better, faster and
more rewarding ways of doing things.
Thoughtful Moves
EVERYDAY ACTION ITEMS

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Be you. Engage with people
as a person and be natural
with your approach. Don’t
be something you’re not.
Be Authentic
Really listen to people and
find ways to be there for
them. Be considerate and
grateful of their time.
Be Thoughtful
Give more than you take.
Offer people and
conversations value before
asking something in return.
Be Generous
Interact with others online.
Participate by joining the
conversation, following
accounts, and liking and
sharing content.
Be Social
Do what you say you will do.
Be honest with your
transactions and
straightforward.
Be True
Simple Human Communication
BE SOCIAL

18. BOOST YOUR STORY
How do I gain more reach and exposure for my business?

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Invest
Budget Costs
Paid Marketing
The goal of paid marketing is to convert actions to sales. Generating
engaging content is the first step, boosting that content to reach people
who need your business products and services is the next.
Take a look at your marketing budget. Whether you can invest $200 a
month or $2,000 a month, there are service plans that can benefit you.
Your hub’s Search
Engine Optimization.
Website SEO
Pay-per-click services
with Google.
AdWords
Trend content with
increased likes.
Increase Followers
Extend Your Reach
DIGITAL MARKETING

20. WEBSITE SEO
What does this mean to me?

21. GOOGLE ADWORDS
What does this mean to me?

22. INCREASE FOLLOWERS
What does this mean to me?

23. MEASURE RESULTS
How do I know my efforts are paying off?

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24MEASURING DIGITAL CONTENT
Trends and changes are the most valuable insight that can be pulled from any report. Analytics should be measured through a single tool for a universal view of
the health of your content. Once you select the tool that works best for you, get familiar with it and set up a few standard reports that will allow you to push a
button to see a snapshot of your work and how it’s performing online.
Metrics That Matter
“It’s the true experience of the journey that
people gravitate toward.”

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+
+
=
The social media channel
and piece of content with the
call-to-action message.
Platform01
Time and effort spent on
creating the content and the
post schedule.
Post02
Amount of money invested
to promote the content.
Paid Boost03
Calculate the expected
performance.
Review
Gather significant data to build a formula that works for your business. Regularly review the information to determine how to achieve optimal performance within
your control. Create a testing plan to check your findings and then continue to tweak the formula over time. These solutions will also help define your marketing
budget. Again, think: how can I get the biggest bank for my buck?
Cost of Content
BASIC FORMULA
0.31%
CTR

26. TIPS AND TRICKS
Helpful tools to get you started.

27. @BadPennyFactory
BadPennyFactory.com