Digital & Social Media Marketing

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This was part of a course I am teaching with Robert O'regan at Hofstra University that is aimed at helping small and medium sized businesses integrate digital marketing strategies into their marketing strategies.

Business Technology

Getting Engaged:
Harrison Leifer DiMarco
Digital & Social Media Marketing
Branding

Harrison Leifer DiMarco
100 Merrick Road, Suite 516E
Rockville Centre, NY 11570
(516) 536-2020 | www.hldnow.com

Thursday, October 13, 2011 1

now.

Introductions....
Frank Dinolfo
Director of Digital
Marketing Robert O’Regan
Media Director

Thursday, October 13, 2011 2

now.

Schedule
Week 1
Intro to Digital Marketing
Week 2
Social Media, including Facebook, LinkedIn, Twitter, and YouTube.
Week 3
Mobile Marketing, including text, SMS, banners, and QR codes.
Week 4
Mobile Apps, Video, Location-Based Marketing, including Foursquare,
Scavenger and others.
Week 5
Group Buying/Deal-of-Day, including Living Social, Groupon, Newsday and
Facebook Deals.

Week 6
Website functionality, blogs, and content management.
Week 7
Search Marketing - Pay Per Click / Search Engine Optimization
Thursday, October 13, 2011 3

now.

What Is This Session About?

What is Current
Engagement Trends Tactics Key Points

Thursday, October 13, 2011 4

now.

What Is This Session About?

What is Current
Engagement Trends Tactics Key Points

Questions are
welcome throughout,
but we have time at
the end as well

Thursday, October 13, 2011 4

now.

Engagement
• Engagement is getting your audience
to interact with your branding and
marketing messages.
• One of the most direct ways to
engage customers is through their
mobile devices.

Thursday, October 13, 2011 5

now.

Traditional Advertising Channels

Thursday, October 13, 2011 6

now.

Information Overload

Thursday, October 13, 2011 7

now.

Information Overload
• 1Billion Web sites
• Over 100k iPhone/Android apps
• 11k Radio Stations
• 6,000 Magazines
• 300+ TV Stations

Thursday, October 13, 2011 7

now.

Shift in Advertising Spending

Thursday, October 13, 2011 8

now.

Shift in Advertising Spending
• Print is down 15% to 20%
• TV and Radio is down 10%
• Online and Mobile is up roughly 15%

Thursday, October 13, 2011 8

now.

What is a “Smart” Phone?

Thursday, October 13, 2011 9

now.

Current Trends

Thursday, October 13, 2011 10

now.

What is Mobile Advertising?
• Placing a message promotion or
sponsorship in different properties
that make the mobile web.

Thursday, October 13, 2011 11

now.

Social Media

• http://youtu.be/QzZyUaQvpdc

Thursday, October 13, 2011 12

now.

QR Code
• Been around since1994
• Highly prevalent in Asia
• Just starting to take off in the U.S.
• Provides immediate access to relevant
content
• Opt-in tool to engage customers

Thursday, October 13, 2011 16

now.

Text Messaging
• 53% of mobile users
communicate via SMS everyday
• Since 2008 mobile users have
communicated more through text
than phone calls
• They have nearly a 100% open
rate.

Thursday, October 13, 2011 17

now.

Text Message Executions

Thursday, October 13, 2011 18

now.

What are the Top 3 Search Engines?

Thursday, October 13, 2011 19

now.

What are the Top 3 Search Engines?

1.

Thursday, October 13, 2011 19

now.

What are the Top 3 Search Engines?

1.

3.

Thursday, October 13, 2011 19

now.

What are the Top 3 Search Engines?

1.
2.
3.

Thursday, October 13, 2011 19

now.

Why YouTube?
• YouTube is the #1 video service Web site.
• The #4 overall site after google, facebook
and Yahoo!
• Content is now your most powerful
marketing tool.

Thursday, October 13, 2011 20

now.

Custom Youtube Pages
• http://www.youtube.com/user/BPplc
• http://www.youtube.com/user/Ameriprise
• http://www.youtube.com/user/statefarm

Thursday, October 13, 2011 21

now.

GeoSocial Apps

Thursday, October 13, 2011 22

now.

GeoSocial - Specials

Thursday, October 13, 2011 23

now.

Geo-Location - Badges

Thursday, October 13, 2011 24

now.

Geo-Fencing
• Building a virtual “fence” around a
property.
• Users receive mobile communication
if inside a “fenced” area.
• This helps drive foot traffic.

Thursday, October 13, 2011 25

now.

Mobile Apps
• On Average each “smart” phone has
27 apps installed.
• It’s not kids - Target audience is 35-45
years of age.
• Apps Per Platform:
• iOS - 350,000+
• Android - 100,000+
• Blackberry - 100,000+

Thursday, October 13, 2011 26

now.

Mobile Apps
• Most popular categories are:
• social networking
• music and entertainment
• mail/messaging
• Education/employment
• Weather
• Sports
• Maps
• news/current events, and travel

Thursday, October 13, 2011 27

now.

Key Points
• One way marketing is no longer
effective by itself.
• Engagement tactics do not replace
traditional marketing.
• They enhance them it.
• These tactics work within your current
marketing budget.
• If you aren’t thinking about these
tactics, your competitors are.

Thursday, October 13, 2011 28

now.

Get in Touch
Frank Dinolfo
Dir. of Digital Marketing
Robert O’Regan
Twitter: @dinofrank Media Director
Email: frank@hldnow.com
Twitter: @rob_oregan
Email: roregan@hldnow.com

Thursday, October 13, 2011 29

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Digital & Social Media Marketing

1. Getting Engaged: Harrison Leifer DiMarco Digital & Social Media Marketing Branding Harrison Leifer DiMarco 100 Merrick Road, Suite 516E Rockville Centre, NY 11570 (516) 536-2020 | www.hldnow.com Thursday, October 13, 2011 1

2. now. Introductions.... Frank Dinolfo Director of Digital Marketing Robert O’Regan Media Director Thursday, October 13, 2011 2

3. now. Schedule Week 1 Intro to Digital Marketing Week 2 Social Media, including Facebook, LinkedIn, Twitter, and YouTube. Week 3 Mobile Marketing, including text, SMS, banners, and QR codes. Week 4 Mobile Apps, Video, Location-Based Marketing, including Foursquare, Scavenger and others. Week 5 Group Buying/Deal-of-Day, including Living Social, Groupon, Newsday and Facebook Deals. Week 6 Website functionality, blogs, and content management. Week 7 Search Marketing - Pay Per Click / Search Engine Optimization Thursday, October 13, 2011 3

4. now. What Is This Session About? What is Current Engagement Trends Tactics Key Points Thursday, October 13, 2011 4

5. now. What Is This Session About? What is Current Engagement Trends Tactics Key Points Questions are welcome throughout, but we have time at the end as well Thursday, October 13, 2011 4

6. now. Engagement • Engagement is getting your audience to interact with your branding and marketing messages. • One of the most direct ways to engage customers is through their mobile devices. Thursday, October 13, 2011 5

7. now. Traditional Advertising Channels Thursday, October 13, 2011 6

8. now. Traditional Advertising Channels Thursday, October 13, 2011 6

9. now. Traditional Advertising Channels Thursday, October 13, 2011 6

10. now. Traditional Advertising Channels Thursday, October 13, 2011 6

11. now. Information Overload Thursday, October 13, 2011 7

12. now. Information Overload • 1Billion Web sites • Over 100k iPhone/Android apps • 11k Radio Stations • 6,000 Magazines • 300+ TV Stations Thursday, October 13, 2011 7

13. now. Shift in Advertising Spending Thursday, October 13, 2011 8

14. now. Shift in Advertising Spending • Print is down 15% to 20% • TV and Radio is down 10% • Online and Mobile is up roughly 15% Thursday, October 13, 2011 8

15. now. Shift in Advertising Spending Thursday, October 13, 2011 8

16. now. What is a “Smart” Phone? Thursday, October 13, 2011 9

17. now. What is a “Smart” Phone? Thursday, October 13, 2011 9

18. now. Current Trends Thursday, October 13, 2011 10

19. now. Current Trends Thursday, October 13, 2011 10

20. now. What is Mobile Advertising? • Placing a message promotion or sponsorship in different properties that make the mobile web. Thursday, October 13, 2011 11

21. now. Social Media • http://youtu.be/QzZyUaQvpdc Thursday, October 13, 2011 12

22. now. Thursday, October 13, 2011 13

23. now. Thursday, October 13, 2011 14

24. now. Thursday, October 13, 2011 14

25. now. Thursday, October 13, 2011 15

26. now. QR Code • Been around since1994 • Highly prevalent in Asia • Just starting to take off in the U.S. • Provides immediate access to relevant content • Opt-in tool to engage customers Thursday, October 13, 2011 16

27. now. Text Messaging • 53% of mobile users communicate via SMS everyday • Since 2008 mobile users have communicated more through text than phone calls • They have nearly a 100% open rate. Thursday, October 13, 2011 17

28. now. Text Message Executions Thursday, October 13, 2011 18

29. now. What are the Top 3 Search Engines? Thursday, October 13, 2011 19

30. now. What are the Top 3 Search Engines? 1. Thursday, October 13, 2011 19

31. now. What are the Top 3 Search Engines? 1. 3. Thursday, October 13, 2011 19

32. now. What are the Top 3 Search Engines? 1. 2. 3. Thursday, October 13, 2011 19

33. now. Why YouTube? • YouTube is the #1 video service Web site. • The #4 overall site after google, facebook and Yahoo! • Content is now your most powerful marketing tool. Thursday, October 13, 2011 20

34. now. Custom Youtube Pages • http://www.youtube.com/user/BPplc • http://www.youtube.com/user/Ameriprise • http://www.youtube.com/user/statefarm Thursday, October 13, 2011 21

35. now. GeoSocial Apps Thursday, October 13, 2011 22

36. now. GeoSocial - Specials Thursday, October 13, 2011 23

37. now. GeoSocial - Specials Thursday, October 13, 2011 23

38. now. GeoSocial - Specials Thursday, October 13, 2011 23

39. now. Geo-Location - Badges Thursday, October 13, 2011 24

40. now. Geo-Location - Badges Thursday, October 13, 2011 24

41. now. Geo-Fencing • Building a virtual “fence” around a property. • Users receive mobile communication if inside a “fenced” area. • This helps drive foot traffic. Thursday, October 13, 2011 25

42. now. Mobile Apps • On Average each “smart” phone has 27 apps installed. • It’s not kids - Target audience is 35-45 years of age. • Apps Per Platform: • iOS - 350,000+ • Android - 100,000+ • Blackberry - 100,000+ Thursday, October 13, 2011 26

43. now. Mobile Apps • Most popular categories are: • social networking • music and entertainment • mail/messaging • Education/employment • Weather • Sports • Maps • news/current events, and travel Thursday, October 13, 2011 27

44. now. Key Points • One way marketing is no longer effective by itself. • Engagement tactics do not replace traditional marketing. • They enhance them it. • These tactics work within your current marketing budget. • If you aren’t thinking about these tactics, your competitors are. Thursday, October 13, 2011 28

45. now. Get in Touch Frank Dinolfo Dir. of Digital Marketing Robert O’Regan Twitter: @dinofrank Media Director Email: frank@hldnow.com Twitter: @rob_oregan Email: roregan@hldnow.com Thursday, October 13, 2011 29

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