This document provides an overview of digital marketing training topics including social media, search engine marketing (SEM), and developing a communications plan. It begins with defining social media and providing examples from platforms like Facebook, Twitter, and Digg. Trends in social media usage are presented showing its growth and popularity. The document then shifts to discussing how social media can support broader marketing strategies and engagement with consumers. Specific company uses of social media like Johnson & Johnson, Jeep, and Starbucks are highlighted. The training then covers how to build a social media strategy including setting up brand profiles, creating an editorial calendar, and leveraging tools. It concludes with sections on display advertising and pay-per-click search engine marketing.

1. Digital Marketing Training
Social Media, SEM
April 19, 2010

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. 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. The Real Deal

6. 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

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

8. 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!

9. Example: Twitter

10. Example: Digg

11. Example: Technorati

12. Is Social Media Here to Stay?

13. 3 out of 4 Americans use social technology
Forrester, The Growth of Social Media Adoption, 2008

14. 2/3 of the Global Internet Population
Visit Social Networks
Nielson, Global Faces and Networked Places, 2009

15. Visiting Social
Sites is now
the 4th most
popular online
activity –
ahead of
personal email
Nielson, Global Faces and Networked Places, 2009

16. 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

17. 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

18. 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

19. 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)

20. Social Media Now Rivals Email

21. Is Social Media a Fad?
http://www.youtube.com/watch?v=sIFYPQjYhv8

22. Social Media Trends 2010

23. 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

24. 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

25. Social Media Can Support a
Broader Communications Strategy

26. Modern Marketing
OLD =
BRAND BROADCAST MESSAGING
BRAND CONSUMER

27. Mass Media is Old News

28. Modern Marketing
OLD =
BRAND BROADCAST MESSAGING
BRAND CONSUMER
NEW =
BRAND ENGAGEMENT
BRAND CONSUMER
PEERS

29. Modern Marketing
OLD =
BRAND BROADCAST MESSAGING
BRAND CONSUMER
NEW =
BRAND ENGAGEMENT
BRAND CONSUMER
PEERS
Social Media
Lives Here

30. 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

33. YOUR
BRAND

34. YOUR
BRAND

35. Objective: Change Behavior
Creating an emotional connection to a brand can change
consumer behavior.
Social Media is a great connection point.

36. Social Media in Action

37. Johnson & Johnson uses this blog to show another
side of the company, with frequent video posts and
interviews.

38. 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.

39. 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.

40. Zappos uses
Twitter for
employees to
communicate
with Zappos
customers
about their
shared love of
footwear.

41. Whole Foods has 150 separate Twitter accounts all
focused on customer service.
Cheese, wine, gluten free, recipes, etc!

42. 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

43. @FordCustService

44. @FordMustang

45. @FordDriveGreen

48. Build a Social Media Strategy

49. Content Strategy
You can speak to the 200 million on-line Americans using
social networks today, what will you say?

50. 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

54. 54

55. 55

56. How Many Twitter Users Are There?
56

57. 57

58. 58

59. 59

60. 60

61. Set Up Your Own Profile

62. Tutorial

63. 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

64. 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

65. 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

66. 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

67. Schedule messaging to be released automatically
www.Sendible.com

68. Target followers based on:
– www.Tweet-Automator.com
– Content they post
– Their geography

69. 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

70. Display Advertising

71. Search Engine Marketing

72. Two Types Of Search Results
(Sponsored/Natural)
Sponsored Results
Natural Results

73. There at the Right Moment
Your ad reaches users at the
moment they demonstrate interest

74. News Results

75. Niche Search
Blogs
Images
Videos
Updates
Books
Discussions
Recency
Relevance
Social
Media Posts

76. 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.

77. 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

78. 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

79. Two Types Of Search Results
(Sponsored/Natural)
Sponsored Results
Natural Results

80. 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.

81. Who controls the Search Engine Results?

82. Who controls the Search Engine Results?
Google’s proprietary algorithm

83. 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.

86. 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

87. A Strategic Campaign Example

88. Dairy Queen International
http://www.youtube.com/watch?v
Integrated Campaign Case Study

89. Our Assignment
Objectives
• Traffic and Sales
Strategy
• Develop an integrated
and newsworthy global
product awareness
campaign that will
celebrate the Blizzard’s
25th Birthday

90. 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!

91. Blizzard®
Mobile Tour
Blizzard®
Email Sampling Brand
Experience
DQ Digital Blizzard® Tour
Properties and Event Microsite
Blogs
Social Media

93. Tactics
TV Spot:
http://www.youtube.com/watch?v=YSN4E2cEzAg

101. A Group Exercise