The document discusses maximizing micro-moments by anticipating consumer needs, engaging during micro-moments as they occur, and measuring efforts afterwards. It defines micro-moments as when consumers reflexively use their smart devices to learn, do, discover, watch or buy something. The document provides examples of optimizing search engine results, social media presence, and mobile site to better position the company within micro-moments. It analyzes the company's current Twitter, Facebook and mobile site efforts, identifying accomplishments and areas for improvement such as increasing engagement and optimizing for mobile.
How can companies determine the ROI for social media and content marketing programs? This presentation delves into the reality of measuring social and content ROI, and shares ten truths of the world of content marketing today.
In addition to sharing information gleaned from years of working in social and content with clients both inside and outside the outdoor industry, Sara also takes a data-based approach to helping organizations make decisions about their social and content programs guided by real business goals.
Originally presented at Outdoor University at Outdoor Retailer in Salt Lake City, on July 31, 2013 by Sara Lingafelter, Director of Social Strategy at Portent, an Internet marketing company based in Seattle, WA.
How can companies determine the ROI for social media and content marketing programs? This presentation delves into the reality of measuring social and content ROI, and shares ten truths of the world of content marketing today.
In addition to sharing information gleaned from years of working in social and content with clients both inside and outside the outdoor industry, Sara also takes a data-based approach to helping organizations make decisions about their social and content programs guided by real business goals.
Originally presented at Outdoor University at Outdoor Retailer in Salt Lake City, on July 31, 2013 by Sara Lingafelter, Director of Social Strategy at Portent, an Internet marketing company based in Seattle, WA.
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.
Social@ogilvy Google Hummingbird POV - October 2013Ogilvy Consulting
On September 26, 2013, Google announced that it had developed a new search algorithm called Hummingbird. Prior to this, Google hadn’t made a significant change to its search algorithm in 12 years.
This POV briefly summarizes Google’s new Hummingbird search algorithm and provides insight into how brands can use this new tool in their campaigns.
The new search algorithm is in response to two key insights made by Google:
1. More people are searching using whole phrases, rather than two or three words.
2. More people are searching on their mobile devices.
By understanding how Hummingbird works, brands can leverage this new search algorithm to create content that will be relevant to users and appear at the top of the suggested results list.
Mark Selmi Marketing Plan - Avanti Media - Mark Selmi, Marketing ConsultantMARK SELMI
Quest Nutrition strategic marketing plan - Mark Selmi
Avanti Media - Mark Selmi marketing consulting
I have been fortunate enough to achieve invaluable experience as a Chief Marketing Officer at a prestigious legislative law firm that brought cases before the Supreme Court & catered to an elite clientele, a CMO at a successful, mission-driven, marketing agency & as a Vice President of Marketing at an innovative eCommerce company.
I create unique branding value, while delivering a collaborative, supportive leadership style that mentors & develops team members to achieve their full potential. I am experienced in creating inspired digital strategic marketing & business development plans that leverage deep consumer insights that add value & connect with the customer on a deep, personal level that reflects their core ethical & cultural values.
I am skilled in the ability to address a comprehensive spectrum of marketing challenges, while striking the correct balance between creativity, strategy & execution. Extensive skill-sets in strategic planning, business development, lead generation, website design & conversion insight, SEO, SEM, SMM, all social media management, custom APP & chatbot development, remarketing & OTT ads, Native & display ads, newsletter campaigns, written content, earned media placement, video production, photography & editing.
I also have expertise in public relations & communication with a media list of over 300 reporters from every major national publication, TV & radio network - From the New York Times, to the Wall Street Journal & Washington Post, to all of the major networks. I've placed my clients on magazine covers, secured featured stories in the AP, to creating custom podcasts & webinars which helped bolster their reputation as authoritative thought leaders.
Automotive Social Media Reputation Management Solutions for Car Dealers from ...Ralph Paglia
Automotive Social Media Reputation Management Solutions for Car Dealers from ADP Dealer Services and BZ Results... To learn more and request additional information or a presentation please visit http://www.SocialDealer.BZ and do not forget to join our community at http://www.ADPsocial.com/
SEO is beyond keywords and links. Here are future trends for the role of SEO that focuses on a customer centric, integrated marketing approach, Presented by Lee Odden, CEO of TopRank Online Marketing at OMWeek in Madrid, Spain.
Social@Ogilvy and OgilvyOne thought-leadership on unlocking engagement opportunities across the customer journey.
This research aims to answer a simple question. Do visible Social programmes undertake the fundamental Customer Engagement activities that drive sales, loyalty and advocacy?
Education Post (online education property under South China Morning Post Group)'s presentation on selected digital marketing trends in Hong Kong, including:
Mobile advertising;
WeChat marketing; and
Native Advertising.
Presented by Razlan Manjaji & Jin Wong.
Video Marketing to Drive Business Growth Vbout.com
Most marketers are aware of the importance of video and the intense rate at which it is becoming the most important content. The rise of smartphones and faster data speeds have all led to an increase in accessibility and the data shows that people prefer videos more than other content.
How (and Why) to Build an Effective Influencer Marketing StrategyAnvil Media, Inc.
The first step in creating a successful influencer marketing program is to outline your overall objectives, whether they be brand awareness, brand perception, engagement or conversions.
With the shift to Social Media Marketing, brands and the agencies that work with them are changing the way they communicate.
The singular "big idea" created for TV-first campaigns is being replaced by longer term storytelling strategies and MICRO-GRAPHICS.
Micro-graphics include pictures, infographics and videos, are being used to create far more detailed connections between brands and audiences ...being used in response to niche audiences, events, trends.
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.
Social@ogilvy Google Hummingbird POV - October 2013Ogilvy Consulting
On September 26, 2013, Google announced that it had developed a new search algorithm called Hummingbird. Prior to this, Google hadn’t made a significant change to its search algorithm in 12 years.
This POV briefly summarizes Google’s new Hummingbird search algorithm and provides insight into how brands can use this new tool in their campaigns.
The new search algorithm is in response to two key insights made by Google:
1. More people are searching using whole phrases, rather than two or three words.
2. More people are searching on their mobile devices.
By understanding how Hummingbird works, brands can leverage this new search algorithm to create content that will be relevant to users and appear at the top of the suggested results list.
Mark Selmi Marketing Plan - Avanti Media - Mark Selmi, Marketing ConsultantMARK SELMI
Quest Nutrition strategic marketing plan - Mark Selmi
Avanti Media - Mark Selmi marketing consulting
I have been fortunate enough to achieve invaluable experience as a Chief Marketing Officer at a prestigious legislative law firm that brought cases before the Supreme Court & catered to an elite clientele, a CMO at a successful, mission-driven, marketing agency & as a Vice President of Marketing at an innovative eCommerce company.
I create unique branding value, while delivering a collaborative, supportive leadership style that mentors & develops team members to achieve their full potential. I am experienced in creating inspired digital strategic marketing & business development plans that leverage deep consumer insights that add value & connect with the customer on a deep, personal level that reflects their core ethical & cultural values.
I am skilled in the ability to address a comprehensive spectrum of marketing challenges, while striking the correct balance between creativity, strategy & execution. Extensive skill-sets in strategic planning, business development, lead generation, website design & conversion insight, SEO, SEM, SMM, all social media management, custom APP & chatbot development, remarketing & OTT ads, Native & display ads, newsletter campaigns, written content, earned media placement, video production, photography & editing.
I also have expertise in public relations & communication with a media list of over 300 reporters from every major national publication, TV & radio network - From the New York Times, to the Wall Street Journal & Washington Post, to all of the major networks. I've placed my clients on magazine covers, secured featured stories in the AP, to creating custom podcasts & webinars which helped bolster their reputation as authoritative thought leaders.
Automotive Social Media Reputation Management Solutions for Car Dealers from ...Ralph Paglia
Automotive Social Media Reputation Management Solutions for Car Dealers from ADP Dealer Services and BZ Results... To learn more and request additional information or a presentation please visit http://www.SocialDealer.BZ and do not forget to join our community at http://www.ADPsocial.com/
SEO is beyond keywords and links. Here are future trends for the role of SEO that focuses on a customer centric, integrated marketing approach, Presented by Lee Odden, CEO of TopRank Online Marketing at OMWeek in Madrid, Spain.
Social@Ogilvy and OgilvyOne thought-leadership on unlocking engagement opportunities across the customer journey.
This research aims to answer a simple question. Do visible Social programmes undertake the fundamental Customer Engagement activities that drive sales, loyalty and advocacy?
Education Post (online education property under South China Morning Post Group)'s presentation on selected digital marketing trends in Hong Kong, including:
Mobile advertising;
WeChat marketing; and
Native Advertising.
Presented by Razlan Manjaji & Jin Wong.
Video Marketing to Drive Business Growth Vbout.com
Most marketers are aware of the importance of video and the intense rate at which it is becoming the most important content. The rise of smartphones and faster data speeds have all led to an increase in accessibility and the data shows that people prefer videos more than other content.
How (and Why) to Build an Effective Influencer Marketing StrategyAnvil Media, Inc.
The first step in creating a successful influencer marketing program is to outline your overall objectives, whether they be brand awareness, brand perception, engagement or conversions.
With the shift to Social Media Marketing, brands and the agencies that work with them are changing the way they communicate.
The singular "big idea" created for TV-first campaigns is being replaced by longer term storytelling strategies and MICRO-GRAPHICS.
Micro-graphics include pictures, infographics and videos, are being used to create far more detailed connections between brands and audiences ...being used in response to niche audiences, events, trends.
Pete Read has a background helping people to get the most from technology. After 20 years working in the corporate environment he started a small IT project that later became a successful business.
Voluntary Action LeicesterShire (VAL) was delighted to welcome Pete to our 2013 Future Focus Conference. Pete's workshop focused on the way in which people use technology has changed and continues to evolve. He looked at the use of social media and marketing, on the world of Pay and Click marketing, and gave attendants a simple process to get started on social media.
While the 2013 Future Focus conference is now over, VAL runs trainings and workshops like Pete's year-round. If you'd like to learn more about training for your organisation, visit www.Valoneline.org.uk.
This ppt. is about advising clients on social media marketing, the advantages, what to do (and not to do!), as well as some simple strategies for efficient presence.
Know More, Care More, Do More: How to Listen, Learn, Engage with the Modern B...Marketo
Nobody wants to be a target in your database, and nobody wants to be sold. Today’s buyers want to be heard and helped, on their terms, not yours. Check out the slides from Jill Rowley, Marketo’s own Chief Growth Advisor and social selling evangelist on how marketing and sales teams can work together to transform your company’s digital sales strategy.
Digital Marketing Strategies for TravelPedro Tavares
Travel Business is facing disruptive challenges. New consumer trends, different experiences and expectations demand some industry reinvention. This presentation is about understanding this new traveler and to explore how (digital) communication with new tools and better consumer knowledge can bring the competitive advantage to keep ahead of the competition.
Singapore Management University Marketing BootcampJustin Lee
These are the slides from the Digital Marketing lecture series at Singapore Management University.
Table of content:
1. Digital Trends in 2019
2. Introduction to Key Marketing Concepts
3. Building Buyer Personas & Brand Story
4. Introduction to Distribution Methods
5. How to Analyze Your Marketing Data
6. How to Build a Marketing Engine
Grow Your Business with Social Media optimization | WDP TechnologiesWDP Technologies
By following mentions of your brand name, username, and other relevant terms, you can get a real insight into what people like or dislike about your products and services, customer pain points you can address, and so on.
Visit Us: https://www.webdevelopmentpark.com/grow-your-business-with-social-media-optimization/
Search And Success: How To Make Your Website, Content And SEO Pay OffMichael Hackmer
You know SEO, content and social media are important to your marketing because everyone keeps telling you they are. But what not enough marketers know is how to make those tactics actually pay off in increased leads, sales and ROI.
This presentation covers how to tie it all together with an information architecture and conversion strategy that will not only bring in more traffic, but help you turn more of that traffic into growth on the bottom line. Including how to:
- Identify your target audience and the messaging you need to reach them
- Build an information architecture that naturally enables SEO and social marketing
- Develop a content marketing library that wins business
- And, converting more visitors into leads, leads into sales, and sales into long-term ROI
Sponsored by LogMyCalls
The Presentation Agenda
1) Background (Terms, B2B And B2C Marketing Trends, SEO, ETC)
2) Consumer Trends Worth Noting
3) Identifying Your Customers
4) What Is Information Architecture And Why Is It Important?
5) SEO And Content Marketing That Wins Business
6) Measuring Results And Converting To Sales
7) Building Your Social Media Strategy
8) Time And Resource Management
Questions? Please contact Michael Hackmer, Found, Social Web Tactics, at: 703-362-1586. Email: michaelhackmer@socialwebtactics.com
Advertising & Marketing Trends 2014 | Marketing Private Schools and Summer CampsOur Kids Media
Marketing tips and marketing trends for privates schools, summer camps and kids programs about marketing to moms in Canada. [Our Kid Marketing Academy, Lunch & Learn, November 2013, Presented by Agnes Stawicki]
How to Engage the Mobile Consumer: The New Rules For Success (Dx3 2016)iProspect Canada
As we enter 2016, we continue to experience the proliferation of mobility as more aspects of consumers lives become digitally, and particularly mobile enabled. This new reality is forcing retailers to adopt a new set of rules - a set of rules that put the consumer right at the heart of marketing strategies.
Through actionable solutions and business cases, discover the rules retailers should adopt to become more precise in their targeting, more relevant to the point of engagement while also delivering greater value to consumers.
1. Maximizing the Micro-Moment
July 1, 2015
Jamie Balkin
Sophia Barnhart
Michela Ferullo
How to best anticipate, engage in, and reflect upon the
moments leading up to consumer actions
2. Micro-Moments Explained
Across the globe, and in particular the United States, more Google searches
take place on mobile devices than any other platform. The rise of smart devices –
phones, tablets, wearables -- unveils a new territory for marketers to examine
consumer behavior down to the millisecond.
The micro-moment, coined by Google, occurs “when people reflexively turn to
a device — increasingly a smartphone — to act on a need to learn something,
do something, discover something, watch something, or buy something.”
The opportunity here for content marketers unfolds when they position themselves in the most relevant
channels. To be at the forefront of the consumer’s thought process, they must establish themselves
within channels that are highly trafficked, easily digested, and smoothly linked to other content
or purchase options.
The importance of seizing these micro-moments is the value added before the consumer even realizes their need,
resulting in real-time relevance and enhanced consumer loyalty.
3. Four Types of Micro-Moments
I-WANT-TO-KNOW I-WANT-TO-DO I-WANT-TO-GO I-WANT-TO-BUY
65% of online
consumers look up
more information
now versus online a
few years ago
66% of smartphone
users turn to their
phones to look up
something they saw in a
TV commercial
100M+ hours of “How
to” content have been
watched on YouTube so
far this year
91% of smartphone users
turn to their phones for
ideas while doing a task
2X increase in “near me”
search engine requests
in the past year
82% of smartphone users
use a search engine when
looking for a local business
82% of smartphone
users consult their
phones while in a store
deciding what to buy
29% increase in
mobile rates this past
year
5. While Lionbridge is well-known as the world’s leading language service provider,
Lionbridge onDemand must distinguish itself as the leading product of its class--a quality
one-stop shop. In doing so, we must anticipate the needs that can be specifically met by
onDemand’s services.
Lionbridge onDemand must make its name heard through engaging marketing content
and calculative keywords that will promote our rankings through Search Engine
Optimization. When consumers follow their micro-moments to initiate a relevant search,
it’s imperative that Lionbridge onDemand is a prevalent result. As we utilize SEO
strategies to position ourselves within micro-moment channels, more and more
consumers will come to recognize the ease of our flat-rate prices for our many services
Anticipating the Need
6. Problems:
● The onDemand portal does not show up when
searching translation, localization or globalization
services
● onDemand is overshadowed in search engine
results by Lionbridge
o Needs to be more direction leading towards
the onDemand home page
● Many of our current SEO keywords are too broad
o Need to create more terms specific to
onDemand that will also direct to our web
page
Solutions:
● Establish more effective and common keywords
when creating the Lionbridge onDemand website
o Utilize tools such as SEO Book or
WordTracker to find best keywords
Keywords + SEO “It’s not always about getting visitors to your site,
but getting the right visitors”
7. Popular keywords only make up 30% of searches performed
on the web. The remaining 70% lie in what’s called the
“Long Tail Search”
Long Tail contains hundreds, of millions, of unique searches
that may be conducted a few times in any given day, but
when taken together comprise majority of the world
search volume.
Search marketers have learned that long tail keywords
often convert better because they catch people later in the
buying/conversion cycle.
For example, a person searching for translation services is
probably browsing and not ready to buy, but someone
searching for best price and service for chinese translation
practically has their wallet out.
Demand of Long Tail Keywords
8. More Mobile Friendly
Mobile optimization and micro-moments are mutually inclusive.
If you want to maximize the micro-moments your business is
currently missing, follow these three simple steps:
1. Get to know your target market.
2. Know where that target market spontaneously spends time.
3. Create mobile-friendly content that lives there.
Ways to utilize mobile micro-moments:
● Create podcasts for the drive home.
● Write e-books that audiences can download as they wait in
line.
● Post how-to video snippets or animations to elicit purchases
or help consumers comparison shop.
● Craft newsletters that are delivered when consumers request
them (e.g., breaks, lunchtime, etc.).
10. Example
By anticipating the process of this
customer’s micro-moments we can
position ourselves into the channels
that will lead to the ultimate
purchase decision. By engaging
within these channels we can better
target the needs the customer will
have and understand how we can
address them.
Looking at a Micro-Moment Scenario
11. Micro Service Moments
“ What languages should I
translate my documents
into?”
Meeting needs within micro-moments with each of onDemand’s services
I-Want-to-Grow
I-Want-To-Learn
“I just developed this
great app... how should I
globalize?”
“Who knows of any
translation services for
videos?”
I-Want-To-Try I-Want-To-Know
“I need my graphic (EPS, AI, PSD) files
translated immediately...”
“I need to test my
device/software at X
time in X locale...”
I-Want-To-Find
“I need an ‘easy’ agency
(‘in a box’) to help me be
global ready...”
I-Want-To-Buy
12. A key component of maximizing the potential of micro-moments is joining and
engaging in conversations within those moments. We must first define the moment
in which the context of the search takes place and the behaviors and expectations
surrounding it. By monitoring and participating in these conversations via social
media, we can place ourselves within the channels that will lead to further actions.
Thus, we should dedicate our efforts to “being in the moment” -- comprehensively
and consistently -- by marketing less and engaging more. Asking and answering
questions, as well as creating a sense of trust through a relatable persona are key
actions when engaging consumers through social media.
Metrics of social media engagement are easy to attain and should be used to
monitor progress as conversations are started and built upon. Measures including
amplification rate (# shares per post), and conversation rate (# audience
comments per post) allow us to gain a better understanding of our audience and the
micro-moments that are best to position ourselves in.
Join the Conversation 52%
Have praised a
brand on social
media
35%
Have complained
about a brand
on social media59%
Said the brand
responded to their
complaint,
question or
praise
51%
Said that the
response gave them
a somewhat more
or much more
favorable view of
the brand
13. According to Hubspot, 92% of marketers in 2014 claimed
that social media marketing was important for their
business, with 80% indicating their efforts increased
traffic to their websites. And according to Social Media
Examiner, 97% of marketers are currently participating in
social media—but 85% of participants aren’t sure what
social media tools are the best to use.
Engaging on Social Media
By promptly responding to this “I-need-a-service” moment,
we are bringing awareness to our services and immediately
offering a solution to the consumer’s need. Engaging in
conversation by asking questions will allow us to learn more
about Sadi’s needs and her future micro-moments.
15. Current Social Media Efforts: Twitter
Analysis:
Handle: @onDemand_LIOX
[June 1- June 30]
Followers: 133 Following: 255
Accomplishments
● Consistent hourly/daily posting of
relevant material
● Mentions from other companies such
as Brand Quarterly + EContent
Magazine
Areas Needing Improvement
● Not getting nearly enough clicks
● Need to increase following
● Need to engage in conversation with
other Tweeters about services
● Create more relevant + specific
hashtags unique to Lionbridge
onDemand
16. Current Social Media Efforts: Facebook
Analysis:
Handle:
LionbridgeonDemand
[June 1- June 30]
Page Likes: 196
Accomplishments
● Consistent daily posting of relevant material
● Hit over 1K reach on certain posts
● Creating more relevant pop culture content +
a wider range of topics
Areas Needing Improvement
● Emphasis on real-time posts relating to trending
topics
● Utilize SEO keywords to increase click-through-
rate
● Need to ask questions to prompt conversations
17. Current Social Media Efforts: Mobile Site
Our mobile site is not
optimized to fit to a mobile
screen; it’s too zoomed in,
making it challenging and
frustrating to navigate
Currently, we rank
second in the smart
search when ‘Lionbridge’ is
typed into Safari on a
mobile device
18. In Conclusion
Actions to Consider
Search Engine:
● Implementing SEO
keywords
● Tracking social media
engagement metrics
● Optimize mobile-friendly
site
● Focusing content copy to
invite conversation starters
Twitter:
● Use more widespread and relevant hashtags, unique to
Lionbridge onDemand
● Daily measurements and analytics of engagement
● Increase following through interactions
● Engage in more conversations
Facebook:
● Increased amount of posts and blogs related to trending topics
● Utilizing hashtags to increase widespread of posts and page
● Ask more questions to our followers to help encourage
participation
● Encourage more sharing from company employees