Maersk Line is the largest container shipping company in the world. They began using social media in 2008 by listening to conversations for 2-3 years and analyzing trends. They created a strategy to address issues with shipping in the icy Baltic Sea by creating an educational report and targeted digital advertising. This led to an increase in new clients and business. Maersk Line now has over 1 million Facebook fans and uses social media effectively with a focus on customer service, sales, and internal communications.
https://genm.co
This presentation gives a brief facts and overview of why your brand/business should use social media marketing and why it is valuable and important for marketers.
Presentation I made to fellows, students and professors at the Cornell University, Ithaca, New York. It is basically a beginner's manual for understanding Social Media Marketing, and how people/organizations can use it to develop their brands.
Does your marketing strategy satisfy you? We offer content marketing manual, that shows all the necessary tips to implement to make your strategy the most efficient. Enjoy our comic strip!
https://genm.co
This presentation gives a brief facts and overview of why your brand/business should use social media marketing and why it is valuable and important for marketers.
Presentation I made to fellows, students and professors at the Cornell University, Ithaca, New York. It is basically a beginner's manual for understanding Social Media Marketing, and how people/organizations can use it to develop their brands.
Does your marketing strategy satisfy you? We offer content marketing manual, that shows all the necessary tips to implement to make your strategy the most efficient. Enjoy our comic strip!
What is content marketing? It's the conversation that moves people from stranger to lead to customer to promoter. In this presentation, you'll learn two halves of content marketing, how to start building your content vault, a writer's block hack, and the secrets to promotion that we use at Autopilot.
Digital Marketing Trends 2023- Shereen BadrShereen Badr
We’re nearing the End of 2022 – that means preparing for your 2023 marketing game plan. Digital marketing topics gaining headlines include video content overtaking traditional web content, rising privacy concerns, and sales funnel marketing morphing. I’ve assembled the digital marketing trends for 2023 from a variety of trusted research sources
A free and in-depth planner for your social media strategy in 2020
Establish Goals
Social Media Audit
Establish Your Target Audience
Competitive Analysis
Establish Brand Voice & Tone
Build Your Social Media Content Strategy
Social Media Marketing Measurement
Social Media Marketing (SMM) is a shape of Internet advertising that makes use of social networking websites as an advertising tool.
You can also more articles at https://www.dailytechapproach.com/
In my Marketing for the Internet class, my team analyzed Casper Mattress' digital marketing and pitched suggestions on how to increase engagement with the brand. The executive team of Casper saw our presentation and sent us a personal thank you with a sample of their newest product.
Why digital Marketing necessary for business growth? How it is useful compare to tradition marketing. #Digital Marketing Benefits #Digital Marketing Channels #SEO #SMO #SMM #Email marketing #Blog #Analytics #Digital Marketing Strategies
For businesses of all sizes, social media marketing is a great method to reach out to prospects and consumers. This presentation provides an overview of social media marketing.
This strategy used a company for a year. I'm sharing this strategy combined with a case study. You can reach every single detail about technological B2B Digital Marketing Strategy.
Case examples - Merry Ann Moore content marketing, PR, branding & moreMerry Ann Moore
Portfolio of projects with ideas for content marketing, branding, public relations campaigns, website updates, digital marketing communications approaches and more.
What is content marketing? It's the conversation that moves people from stranger to lead to customer to promoter. In this presentation, you'll learn two halves of content marketing, how to start building your content vault, a writer's block hack, and the secrets to promotion that we use at Autopilot.
Digital Marketing Trends 2023- Shereen BadrShereen Badr
We’re nearing the End of 2022 – that means preparing for your 2023 marketing game plan. Digital marketing topics gaining headlines include video content overtaking traditional web content, rising privacy concerns, and sales funnel marketing morphing. I’ve assembled the digital marketing trends for 2023 from a variety of trusted research sources
A free and in-depth planner for your social media strategy in 2020
Establish Goals
Social Media Audit
Establish Your Target Audience
Competitive Analysis
Establish Brand Voice & Tone
Build Your Social Media Content Strategy
Social Media Marketing Measurement
Social Media Marketing (SMM) is a shape of Internet advertising that makes use of social networking websites as an advertising tool.
You can also more articles at https://www.dailytechapproach.com/
In my Marketing for the Internet class, my team analyzed Casper Mattress' digital marketing and pitched suggestions on how to increase engagement with the brand. The executive team of Casper saw our presentation and sent us a personal thank you with a sample of their newest product.
Why digital Marketing necessary for business growth? How it is useful compare to tradition marketing. #Digital Marketing Benefits #Digital Marketing Channels #SEO #SMO #SMM #Email marketing #Blog #Analytics #Digital Marketing Strategies
For businesses of all sizes, social media marketing is a great method to reach out to prospects and consumers. This presentation provides an overview of social media marketing.
This strategy used a company for a year. I'm sharing this strategy combined with a case study. You can reach every single detail about technological B2B Digital Marketing Strategy.
Case examples - Merry Ann Moore content marketing, PR, branding & moreMerry Ann Moore
Portfolio of projects with ideas for content marketing, branding, public relations campaigns, website updates, digital marketing communications approaches and more.
Lean some simple approaches to understanding your social media fan base, driving internal recognition of that value, and across multiple social media embassies.
Social media and customer support - Moses GomesMoses Gomes
Understand how customer support has changed from just a phone call on a toll-free number to publishing and ranting problems online. The new-age customer support is about engaging with customers where they are present, like on Twitter or Facebook or on blogs, and drive them to a personalized conversation. It's high time the customer support industry also understands and learns social media.
This is a basic presentation on what is public relations and how companies have been using it for so long. Below are some key takeaways
# The Message - every company has a story
# Define your story
# Identify your audiences
# Communicate your story
# Understand the media tools
Understanding social media for business - Moses GomesMoses Gomes
How social media can benefit businesses and impact growth. We have already seen how social media has impacted businesses worldwide and how this can be positive or negative. Learn how to use different social tools for engaging with your stakeholders.
Understanding market research - Moses GomesMoses Gomes
Here are a couple of basics on market research, which is quite important for making any strategic plan. If you are a good researcher, you can suggest better marketing and business strategies for your client or company. This presentation will help you to understand how to conduct research using different tools.
Social media strategy plan - basic principle - Moses GomesMoses Gomes
Understand the basics of a social media strategy plan and how to create it for pitch. This presentation will help users keep elements that they need to consider and follow to showcase how you can help your client to achieve their business goals.
Learn and understand the basics of Search Engine Optimization, why companies should opt for SEO strategy, and how it helps in the long run. This presentation is focused on those learners who have heard this term SEO for first time.
Sample strategy plan - Basillio Butter - Moses GomesMoses Gomes
This plan will you to understand how to create a brand launch strategy plan and how to present your ideas in a pitch presentation. It highlights all the essential sections like research, insights, case studies, and presentation of the strategy along with ideas.
What is Content marketing - Moses GomesMoses Gomes
This presentation highlights different types of content formats for digital. Different styles of format requirements for different purposes. Like you need to write different types of blogs when it comes to the awareness phase, compare to other phases in the path to purchase.
Content and copywriting for digital - Moses GomesMoses Gomes
Understand the basics of content writing vs copywriting. What are the major differences and how you can write better. This presentation is for audiences who are working on the digital front. Since it talks more on AdWords and PPC copywriting, and on the other hand blog or whitepaper writing.
Understanding Email marketing for beginners - Moses GomesMoses Gomes
This presentation gives an overview of email marketing, the different types of email required for converting a visitor to a customer, and then advocate.
Overview on Indian Media and Advertising industry Moses Gomes
The presentation offers overview on Indian media and advertising industry, key trends in this industry, how it is growing and government initiatives. Further, the presentation highlights key case studies and iconic advertisers. This presentation will help mass media and students from advertising industry to understand new opportunities.
This presentation covers following topics
Changing landscape for business today
Introduction to Digital Marketing
Email Marketing
Display Advertising
Search Engine Optimisation
Search Engine Marketing
Mobile Marketing
Website Development
Web Analytics
E-Commerce
Customer service in new media
How CSR impacts social media sentiment of brand
Crisis management on social media
Viral marketing
SPIN Marketing
This report also has some key insights on @hootsuite and @wearesocial report
Strategy plan for launch of XERO software in IndiaMoses Gomes
This is a sample on how a B2B strategy plan can be created for launch of any products or solutions. This highlights how to research and use the buyer behavior to span an elaborate strategy which helps to drive awareness, engage with TG and finally drive sales. This process also helps to identify and differentiate in different types of TG and launch the campaign.
This presentation gives an overview on SIX important things to do for B2B marketing and how SEO, SEM, Linkedin impacts a B2B campaign. This ppt also features some B2B case studies and how it helped the brand to evolve its customers.
This presentation highlights the key developments in 2016 in the category of Mobile and Internet. Further it has different slides focusing on different statistics which highlight 100% growth in rural internet population.
B2B Content Marketing in Indian contextMoses Gomes
Content marketing plays a crucial role when it comes to digital marketing. Most B2B marketers are always on search to identify which content works with its target audience. But during this process they fail to identify the audience FUNNEL of path - to - purchase.
An overview on how should any B2B manufacturing company can initiate planning for Digital Marketing activities. This presentation highlights some key elements which form the crux of any digital marketing campaign. From introducing strangers, converting them into visitors, then to customers and finally advocates.
In case you wait for some case study in your industry it will be too late.
Learn here how to use Instagram to engage with Interiors designers and Architects. This presentation highlights how Instagram is the most important platform for experiential marketing (Visual marketing).
This presentation has been developed keeping in mind how to use for home decor industry.
The presentation highlights what is Streisand effect and how this internet phenomenon effects corporations and celebrities. Further highlights social bloopers along with case studies of how companies have made mistakes on social media platforms. Aishik Saha has been instrumental in collating the cases.
This presentation gives interesting insights on International and Indian brands goofups on social media, especially on Twitter
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
3. • Maersk Line is the largest container shipping company in the world.
• Maersk line has managed and operated over 110 vessels of varying
types and sizes.
• With the largest U.S flag feet in commercial service
• The target audience includes, clearing and forwarding agents,
employees, exporters, manufacturing companies, maritime unions,
etc
Introduction
4. Approach to Social Media
• They emphasise on these three areas communications
• Customer service
• Sales
• Internal usage
5. Social Media Goal
Their goal was to get closer to their customers
while understanding other opportunities like
• Better press coverage,
• Gain higher employee engagement
• Develop more brand awareness, etc.
6. When did they start ?
• Began in 2008 with a goal to understand SOCIAL MEDIA
• For 2 to 3 years they listened to conversations on social media
• Started indexing the conversations under trends
• Each trend was analysed to identify the 4W’S and 1 H for shipping and
logistic industry.
• Searched digital archives for images and reports to validate the trend
• This exercise was repeated year – on – year for further validation
9. PROBLEM
Every year the Baltic Sea freezes over, making it extremely difficult for
shipping companies to arrive on time in the Port of St Petersburg. Often
cargo gets damaged due to extreme temperatures. Most exporters
refrain from exporting in this region due to losses.
10. EXECUTION PLAN
• Maersk created a report on how freezing temperatures effect cargo,
care to be taken for different cargo during winters in Baltic sea.
Further this report highlighted how Maersk takes care of the cargo in
winters
• This report was available for download from Maersk website only
after filling required form
• Through media buy they ensured this report link and ads were shown
on all conversations related to Baltic sea during winters
• With data backing of 3 years they has exactly identified keywords and
customer profiles to be targeted for this campaign
11. RESULT
• The report was downloaded by more than 200 people
• Collected data was strategically used for email marketing to influence
the prospective customers
• Maersk saw addition of 20 new freight forwarders to client base
within six months. This translated to increase in business as each
freight forward had huge client base.
14. Present Strategy
• Maersk Line garnered over 1 million fans on Facebook, 40,000
followers on Twitter, and 22,000 on Instagram
• Effectively most social media channels
• Have trained captains and employees to use social media effectively
• Have social media policy in place as a mandate
20. About – Strepsils®
Strepsils is a line of lozenges manufactured by Reckitt Benckiser in
Nottingham, United Kingdom. They come in a variety of flavours and
are part of the Boots Healthcare International (BHI) brands that Reckitt
Benckiser acquired in 2006. As of 2010, it is the largest-selling sore
throat product in the world.
23. Youtube Video - https://www.youtube.com/watch?v=O7MaUmVqJMg#t=101
24. Ab Montu Bolega – Swachh Bharat
• Strepsils connected itself to Swachh Bharat Abhiyan which aims
CLEANING.
• Taking a step further towards CSR initiatives, Strepsils launched
campaign on social media, especially Twitter requesting followers to
send images of uncleaned streets, grounds, beaches, etc with a
promise to clean them.
• The tweets has to be done using #AbMontuBolega & #SwachhBharat
and reply to @StrepsilsIndia.
• Places which have maximum tweets and retweets would be adopted
by the company for cleaning program.
25. Initiation of the Campaign
• The campaign was initiated with
• IndBloggers with contest, as part of content generating plan.
• Twitter – PPC program based on users interest analytics. This activity had
maximum focus on Twitter as they intend to use this platform to launch on
other social networks
• Facebook – page activity, requesting to post photographs of uncleaned areas
26.
27.
28.
29.
30.
31. Analysis
Failures
• Through the video and interactive
website promotes on SPEAK UP concept,
it failed to connect with audience for all
SPEAK UP issues, as it focuses on
“Swachh Bharat”
• The campaign was initiated from 1st Dec
14, but haven’t been able to achieve viral
factor, since it focused more on blogging
and tweets
• Failed to propagate Who is MONTU of
“Ab Montu Bolega”, like “Digen Fruti
Peeta hai” for Fruti or Balbir Pasha for
AIDS awareness
Success
• The innovative concept of visual
communication for SPEAK UP for
CLEANINESS, worked amongst audience.
Cleaning & adoption of playground at
Kolkata helped to build better case study
for CSR also.
• Achieve success to raise awareness on
CLEANINESS on Google search through
blogging contest
• If the campaign syncs with vision of
Strepsils – Cleans throat, now cleans
streets both for better and healthy life.
32. Conclusion
• Involvement of “MONTU” didn’t made any impact to create awareness.
• Sticking to only one category makes sense “Swachh Bharat” instead of trying to
promote 15 categories and zero success, being category leader helps.
• This brings us to the conclusion that interactive website and video should have
also focused on “Swachh Bharat”.
• This would have helped to build the concept which has been acceptable across
different target audiences and geographical societies. Taking this further to
adoption of localities, which can be maintained by Strepsils along with branding
and initiatives.
• This would have helped them to build viral campaign to whatsapp images of
uncleaned societies, streets, grounds, platforms, etc form a lobby around it and
pitch to the govt officials for adoption.
• Adoption process should be a BTL activity involving the local people participation
in cleaning. (Case study ref - Coke Cola RockCorps)
33. • ShipServ is a leading e-marketplace in the maritime industry providing a portfolio of software, services and hosted
applications designed to enable efficient global shipping. Their core product TradeNet, an e-commerce platform
connecting industry buyers and suppliers. Currently ShipServ serves 150 shipping companies managing 5,000 ships
and approximately 30,000 suppliers. In 2008 the company turned to the social web to help them through several
marketing challenges:
• Image of being an impersonal software company.
• Limited marketing budget and employee resources
• Increase awareness of using eCommerce as a shipping solution — a big change for traditional customers
• Customer base not early technology adopters. A survey showed 65% regarded the social web as a “distracting
waste of time”
Introduction
34. • The company began with research to find out where customers were receiving their information, their
participation in the social web, information needs and the current “state of the conversation” for the
ShipServ brand.
• Key discoveries included that there were very few online communities for their industry and that the
mention of their brand was rare.
• Despite the fact that their historical customer base largely did not use the social web, they saw an
opportunity to seize the lead and become a thought leader in their marketplace.
• ShipServ partnered with an outside marketing firm and their CRM vendor to create an integrated social
media plan that focused on leading the creation of an online community, developing outstanding content
and using social media channels to drive new sales leads through their website.
Strategy
35. • Conducted research to determine customer information needs and keyword themes.
• Revamped website to be more customer and content driven — New design was more easy-going and personal. Developed custom
landing pages for groups of keywords used to find the company and specific calls to action based on individual customer needs.
• Created a blog that frequently featured their customers. They also used the blog as a way to establish conversations in the industry.
• Developed quarterly content plan based on themes established from research. Content was leveraged and re-purposed in various ways
across all the social media sites.
• Promoted original content through variety of social media channels, which were used as “beacons” to drive traffic back to the main
website.
• A series of valuable white papers (like 10 Essentials of Online Marketing in the Shipping Industry) were created and promoted through
the social channels, website and newsletter, resulting in 1,000 downloads in seven months.
• Search engine optimization campaign, including keyword content planning.
Key actions taken
36. • Website
• Website visitors increased by 59 %
• Pageviews increased by 70 %
• Average time on site increased by 25 %
• Generated over 1,000 downloads of a white paper
• Community
• 378 members in the ShipServ Maritime Network group on LinkedIn
• 300 visitors to the blog
• Over 600 views of the company videos
• LinkedIn and Twitter have gone from zero to the top 20 traffic sources
• Business statistics
• Increased contact-to-lead (landing page contact) conversion by 150%
• Increased lead-to-opportunity conversion by 50%
• Decreased campaign management costs by 80%
• Increased the number of sales-ready leads by 400%
• Measurable increase in brand awareness
Impact
37. I Tweet @ https://twitter.com/inspectordhola
I Blog @ http://www.mosesgomesblogs.blogspot.in/
My ppt @ http://www.slideshare.net/gomesrelations
My profile @ https://in.linkedin.com/in/mosesgomes
My Friends @ www.facebook.com/moses.gomes
I answer queries @ http://www.quora.com/Moses-Gomes
On Google+ @ https://plus.google.com/+mosesgomes
My photos @ http://instagram.com/mosesvgomez