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New Media Marketing, Presentation by Catharine Frith
This document discusses new media marketing tools for small businesses. It defines new media as online content that can be accessed anytime from any device. Social media is described as interactive platforms where users create and share content. When combined with marketing, new platforms provide powerful communication tools like word-of-mouth at high speeds. Both inbound and outbound online marketing strategies are covered. The importance of analytics and creating an online marketing strategy and plan are also discussed.
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New Media Marketing, Presentation by Catharine Frith
- 2. New Media MarketingTools Small Business Centre
- 3. What is Marketing? Anything that influences the buying decisions of the consumer! • Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. • Marketing is the management process that identifies, anticipates and satisfies customer requirements. • Marketing is having the right product, in the right place, at the right time, at the right price! New Media Marketing Tools 3
- 4. What does NewMedia refer to? • It refers to on-demand access to content any time, anywhere, on any digital device, as well as interactive user feedback, creative participation and community formation around the media content. 4
- 5. Social Media • Socialmedia can be defined as "interactive platforms via which individuals and communities create and share user-generated content.” • This year social media has become one of the most powerful sources for news updates through platforms like Twitter and Facebook. • It can take on different forms such as Internet forums, weblogs, social blogs, microblogging, wikis, social networks, podcasts, photographs or pictures, videos as well as rating and social bookmarking (www.delicious.com). 5
- 6. Marketing, New andSocial Media • When you combine marketing and social media along with new platforms that cater to on-demand access you now have in your possession some very powerful tools. You have: word of mouth at the speed of light! 6
- 7. Online Marketing Strategy what– needs to be done when – it needs to be done who – needs to do it how – it needs to be done why - why is it needed where - use each opportunity • What is the message? • Where can we place the message? • What is the budget? • Why are we doing this (demand or growth etc)? • When do we start? • How will we know if it is working? • Who is accountable? You need a plan! New Media Marketing Tools 7
- 8. Inbound Marketing • Capturingthe attention of others • Making yourself easy to find • Directing customers to your website • Producing content such as: – Blogs, podcasts, video, eBooks, eNewsletters etc. Earn your way in! 8
- 9. Outbound Marketing •Old Marketing – you push products • You buy or bug your way in – Paid advertising – Press releases Communication is one-way! There has been a decline in outbound marketing because of the shift in consumer behaviour. People are in more control now. 9
- 10. Online Marketing •Consumers have the power • They can do price comparisons quickly • They can tweet or Facebook about your store or service • They can write a review about your business • They can email not just one or two but hundreds of people with one click Conversations now happen about you without you even being there! New Media Marketing Tools 10
- 11. Online Marketing • Difficultto measure, given the web’s vastness - but there are analytics out there to help you • You can create a website, blog, podcast, write an eBooks, tweet – there are so many options • It can be less expensive • 24/7 • It can be a low commitment period - you can quickly change your marketing mix for best results • It can be interactive and fun New marketing is about education and relationship building! New Media Marketing Tools 11
- 12. Statistics • 12.3 billion– Internet users worldwide (Oct 2012) • 181 million – The number of blogs on the Internet (March 2012) • 400 million - Sent tweets on Twitter per day (June 2012) • 10 billion have uploaded photos to Facebook per month • 144.8 trillion – The number of emails sent per day (Sept 2012) • 644 million – The number of active websites as of (Jan 2012) Boomers - 96% have joined a social network Millennials – 96% have joined a social network New Media Marketing Tools 12
- 13. 15 Most PopularSocial Networking Sites www.ebizmba.com Number 1 – 750,000,000 estimated unique monthly visitors Number 2 – 250,000,000 estimated unique monthly visitors Number 3 – 110,000,000 estimated unique monthly visitors Number 4 – 85,450,000 estimated unique monthly visitors Number 5 – 65,000,000 estimated unique monthly visitors Others: DeviantArt, LiveJournal, Tagged, Orkut, Pinterest, CafeMom, Ning, Meetup, myLife and Badoo New Media Marketing Tools 13
- 14. Watson Computer -Jeopardy Human-versus-machine • Watson had access to 200 million pages of structured and unstructured content consuming four terabytes of disk storage including the full text of Wikipedia, but was not connected to the Internet during the game.For each clue, Watson's three most probable responses were displayed on the television screen. Watson consistently outperformed its human opponents on the game's signaling device, but had trouble responding to a few categories, notably those having short clues containing only a few words. 14
- 15. The Value ofData • If we connect with the data that is right for our business it will help us understand our customers. • If we know our customers well then we will know what their needs are and how to sell to them. • It will also enable us to be prepared and flexible. • The sharing and gathering of information can also create visibility for you and your business. 15
- 16. Real Time –What does it mean? • The ability to communicate instantly! • Whether you are commenting or reacting to breaking news – you are doing it in real time. • We can change our websites or comment on feedback we have received – instantly upon receiving it. 16
- 17. Halton Region SmallBusiness Centre www.haltonsmallbusiness.ca New Media Marketing Tools 17
- 18. Facebook http://www.facebook.com/fbpages#!/fbpages?sk=wall&filter=2 http://mashable.com/2009/09/22/facebook-pages-guide/ New Media Marketing Tools 18
- 19. Facebook • Didyou know that more than half of Facebook users access it through mobile devices! 19
- 20. Going Mobile…. We willsee less time spent on digital screens, reduced focus on textual conversation and an increase in image and video-based storytelling. B2B companies should know that the continuous connection to their customers now carries with it an expectation for customer service and account management to be faster and more attentive. B2C companies will have an equal responsibility to be timely in responding to customer inquiries. Mobile will offer a greater contextual opportunity to capitalize on location and behavioural data, while traditional social media listening and community management will be challenged,” says Tim Hayden. “Businesses need to understand if and how their customers use mobile devices, then provide a holistic experience that does not change for users as they navigate websites and mobile applications,” says Brian Solis. 20
- 21. Twitter 21
- 22. Linkedin Linkedin Business Account Add Encourage Connections Answer/ company Questions employees Engage with Join Industry involvement discussion or Groups feeds Post Jobs 22
- 23. Social Networking Management Use tools such as TweetDeck or HootSuite, that let you see and manage multiple accounts all at once, without going to the Web sites and logging in each time. 23
- 24. Video Marketing Online Video Marketing Vlog (Video) or a podcast are both effective forms of marketing because of the impact it has on customers. 24
- 25. Email Marketing Email Marketing - Benefits & Features Email is cost-effective. Email builds relationships. Email is “push technology.” Email provides timely results. Email is quick to produce. Email accommodates hyperlinks. Email enables affordable segmentation and targeting. Email works well when part of an integrated direct marketing campaign. Email can be a viral marketing tool Build subscriber list – ask for opt-in 25
- 26. Social Media • Starta blog (Wordpress) • Facebook • Banners • Twitter www.howsociable.com • YouTube • Flickr • LinkedIn – social networking Learn from your heroes and your competitors, add their brands to your dashboard. New Media Marketing Tools 26
- 27. Analytics FacebookInsights YouTube Insights Tweet Stats Bit.ly 27
- 28. Dataminr • Real-Time SocialMedia Analytics • Dataminr's analytics engine transforms social media streams into actionable signals, providing clients in the financial and government sectors with one of the earliest warning systems for market-relevant information, noteworthy events, and emerging trends. • They have developed a strategic partnership with Twitter – includes real-time access to the full Twitter Firehose of public tweets (there are 50,000 apps). http://www.dataminr.com/ 28
- 29. • Tumblr -lets you effortlessly share anything. Post text and photos – it is a good micro blogging tool • Yfrog - free image and video hosting on your social networks • Lockerz - operates primarily on the basis of accumulating and spending Lockerz points, also called PTZ. Members acquire PTZ for logging in to the site, watching short videos, referring friends, answering daily questions and polls, or purchasing items from Lockerz.. • Blogger - is a free blog publishing tool from Google – customizable templates • Wordpress - Bluehost has been providing quality web hosting solutions to businesses and individuals since 1996. • Foursquare - Foursquare is a free app that helps you and your friends make the most of where you are. When you're out and about, use Foursquare to share and save the places you visit. 29
- 30. • Get Glue- is an entertainment-based social networking website for mobile devices. Users "check-in" to the entertainment that they consume using a website, mobile website, or a device- specific application • Twitter - Twitter is an online social networking service and micro blogging service that enables its users to send and read text- based messages of up to 140 characters, known as "tweets" • Pinterest - is a social bookmarking site where users collect and share photos of their favourite events, interests and hobbies One of the fastest growing social • Hostgator - is a web hosting company • Digg.com/Reddit.com– social bookmarking and social news sites • Thenextweb.com – world’s largest online publication that delivers an international perspective on the latest news • Bulldogreporter.com - The leading source of public relations view, news and tools 30
- 31. Find Out GSTYour Customer What They Think! Taxes: From Test your market by doing a survey: www.surveymonkey.com This way you can make sure you are on the right track. It’s FREE – you can ask ten questions! New Media Marketing Tools 31
- 32. Did you know? http://www.youtube.com/watch?v=6ILQrUrEWe8 32
- 33. The Times TheyAre A-Changin’ – Bob Dylan Come gather 'round people Wherever you roam And admit that the waters Around you have grown And accept it that soon You'll be drenched to the bone If your time to you Is worth savin' Then you better start swimmin' Or you'll sink like a stone For the times they are a-changin'. 33
- 34. Contact Us Halton RegionSmall Business Centre Catharine Frith – catharine.frith@halton.ca 1151 Bronte Road, Oakville, ON L6M 3L1 Phone: 905-825-6000 extension 7732 Toll Free: 1-866-442-5866 smallbusiness@halton.ca www.haltonsmallbusiness.ca www.twitter.com/HaltonEcDev haltonsbec.wordpress.com www.facebook.com/HaltonSBEC Monday to Friday, 8:30 am–4:30 pm New Media Marketing Tools 34
- 35. Thank You New Media Marketing Tools 35
Editor's Notes
- #3 Welcome … Introduce myself …
- #4 Marketing is everything that you do to reach and persuade prospects. Marketing is everything you do to get and leverage a client relationship. Sales in short can be called as the result of an action triggered by marketing. In other words you can say that a thorough marketing brings about a successful sale. If you are good in marketing you can be a good sales person too. Sales is the result of the action! Both are necessities to the success of a business.
- #6 Social bookmarking is a method for Internet users to organize, store, manage and search for bookmarks of resources online. Many online bookmark management services have launched since 1996; Delicious , founded in 2003, popularized the terms "social bookmarking" and " tagging ". Tagging is a significant feature of social bookmarking systems, enabling users to organize their bookmarks in flexible ways and develop shared vocabularies known as folksonomies . A wiki ( -ee) is a website which allows its users to add, modify, or delete its content via a web browser usually using a simplified markup language or a rich-text editor . 123 Wikis are powered by wiki software. Most are created collaboratively. Wikis serve many different purposes, such as knowledge management and notetaking. Wikis can be community websites and intranets, for example. Some permit control over different functions (levels of access). For example, editing rights may permit changing, adding or removing material. Others may permit access without enforcing access control. Other rules may also be imposed for organizing content.
- #8 It should assess the needs of the customer (you want to continue to see a need for the service or product). It is your goal to help communicate and promote your products or services. There should be accountability – goals should be set. There should be a time-line for implementation and steps. Make sure there is flexibility and consider what challenges you may face so you can revise and make changes. Pricing should be considered. Measure – what have you learned, what is your time worth and value – don’t make the same mistakes!
- #9 1. Attract traffic 2. Convert visitors to leads 3. Convert leads to sales 4. Turn customers into repeat higher margin customers 5. Analyze for continuous improvement
- #10 The inbound marketing term was coined by HubSpot’s Brian Halligan , in 2005. According to HubSpot, inbound marketing is especially effective for small businesses [9] that deal with high dollar values, long research cycles and knowledge-based products. In these areas prospects are more likely to get informed and hire someone who demonstrates expertise. [10]
- #13 How it works
- #14 The number of inferred individual people (filtered for spiders and robots), within a designated reporting time frame, with activity consisting of one or more visits to a site. Each individual is counted only once in the unique visitor measure for the reporting period. There are 100 billion searches on Google every month. In 2006, the number was 2.7 billion. This begs the question, what are you doing personally and in business? Are you doing anything with all your might that says, “Yes, we live in exponential times and I’m going to grow exponentially!” Newsflash: People don’t want to. People don’t have to. People want you to be where they are. On Facebook. On Twitter. On MySpace. On LinkedIn. On YouTube. And if you’re not, your competition will soon be. Some say Facebook thing is a “young people thing.” It’s not. It’s a PEOPLE thing.
- #15 Watson is an artificial intelligence computer system capable of answering questions posed in natural language , [2] developed in IBM 's DeepQA project by a research team led by principal investigator David Ferrucci. Watson was named after IBM's first president In 2011, as a test of its abilities, Watson competed on the quiz show Jeopardy! , in the show's only human-versus-machine match-up to date. [3] In a two-game, combined-point match, broadcast in three Jeopardy! episodes February 14–16, Watson beat Brad Rutter , the biggest all-time money winner on Jeopardy! , and Ken Jennings , the record holder for the longest championship streak (74 wins). [5] [6] Watson received the first prize of $1 million, while Ken Jennings and Brad Rutter received $300,000 and $200,000, respectively. Jennings and Rutter pledged to donate half their winnings to charity, while IBM divided Watson's winnings between two charities. [7]
- #19 Facebook Pages are different than profiles. You have a profile for you, Jane Doe, but your business can’t have a profile — it can have a Page. A Page is a place to house all the pertinent information about your company. They’re so useful because you can include everything that relates to your business in one place with a built-in potential audience: - Overview of company - Website and contact info - Press releases - Videos - Blog RSS - Twitter updates - Company news and status - Customer interaction One of the major benefits of a Page on Facebook over (or in addition to) a webpage is that it’s so simple to update. With a website, if you’re not technical, you have to contact your web developer, who will then charge you to make even a tiny change. With Facebook, updates are as easy as logging in and typing or uploading. The fresher your content, the more you will engage people.
- #21 Mobile Applications are a large and continuously growing market. 42% mobile consumers have downloaded apps. Revenues from mobile content and applications in North America will reach $10 billion by 2013 80% of Twitter use is on mobile devices. Twitter adds 300,000 new users and gets 600 million searches daily. Mobile phone owners have downloaded over 2 billion apps to date worldwide There are some 4 billion mobile phones in the world 69% of mobile data traffic video accounts for 975 million mobile web users Consumers worldwide expected to spend $30 billion in mobile app stores by 2013 Data revenues expected to pass $1 /trillion by 2013, still think mobile phones are used to make calls? Near field communication ( NFC ) is a set of standards for smart phones and similar devices to establish radio communication with each other by touching them together or bringing them into close proximity, usually no more than a few centimetres. Present and anticipated applications include contactless transactions, data exchange, and simplified setup of more complex communications such as Wi-Fi . Communication is also possible between an NFC device and an unpowered NFC chip , called a "tag".
- #22 Getting Started with Twitter Active email account Username & password Get to know the rules and terminology for Twitter Create a company profile – company name in Full name field, username is the name by which you want other users to know you as – can use company name if you wish Learn the Lingo – twitter 101 https://business.twitter.com/basics/glossary/ Personalize your profile – give yourself a picture, brief description, custom colouring and background Start tweeting – keep it to 140 characters, casual, friendly tone, Make your followers feel like insiders with behind the scenes looks at your company. Write tweets about breaking business news, post links to your company blog or website, as well as to other sites or articles you think your followers may be interested in and finally RETWEETposts by others in your industry that you feel will be of interest to your followers. And most important, make sure your tweets provide value. Active email account Username & password Get to know the rules and terminology for Twitter Create a company profile – company name in Full name field, username is the name by which you want other users to know you as – can use company name if you wish Learn the Lingo – twitter 101 https://business.twitter.com/basics/glossary/ Personalize your profile – give yourself a picture, brief description, custom colouring and background Start tweeting – keep it to 140 characters, casual, friendly tone, Make your followers feel like insiders with behind the scenes looks at your company. Write tweets about breaking business news, post links to your company blog or website, as well as to other sites or articles you think your followers may be interested in and finally RETWEETposts by others in your industry that you feel will be of interest to your followers. And most important, make sure your tweets provide value.
- #24 HootSuite - Social media dashboard for managing social content and engagement on multiple networks with team workflow and statistics. TweetDeck
- #25 Vlog – video web log Podcast - A podcast is a type of digital media consisting of an episodic series of audio , video , PDF , or ePub files subscribed to and downloaded through web syndication or streamed online to a computer or mobile device. Online Video Marketing Tips Keep your videos brief, bright and brilliant. Free videos you offer for marketing should be between 5-7 minutes long, preferably 3 minutes to keep it 'Infomercial Length". Present one topic clearly and concisely. Give bite sized morsels so that audiences have an increased desire to get MORE from you! How To’s Extremely Effective. Offer “how to’s”, make people’s life easier with key tips to help them with their business. Be yourself! Use correct lighting. Lighting can make or break your video. If I see a shadow or a plant growing out of your head, I'm going to be distracted. My friend Lighting is something that can take you from unprofessional to near TV quality, quickly and effectively! SMILE. This sounds obvious but you'd be amazed at how many videos you can find online from business owners who look cranky, sad, confused or worse yet, very insecure! Smile my friends, enjoy your business . Do whatever it takes to get to the point that you love what you're doing rather than doing it because you have to.
- #26 The email marketing program that I suggest that is affordable, easy to use and has extremely good tutorials is Constant Contact. For a free 60-Day trial, click on http://www.constantcontact.com/index.jsp?pn=insitecreations this is an example of an affiliate program. InSite Creations is a partner who helps promote this software application – I am also an avid user of the product for my own businesses.
- #27 Social networking : ASmallWorld , Bebo , Chatter , Cyworld , Diaspora , Facebook , Google+ , Hi5 , Hyves , IRC , LinkedIn , Mixi , MySpace , Netlog , Ning , Orkut , Plaxo , The my2i, Tagged , Tuenti , XING , Yammer http://www.interactiveinsightsgroup.com/blog1/socialmediabeginnersguide/social-media-tools-101/
- #28 There are a number of free Social Analytic Tools out there that help site owners better understand and measure user interaction, visits, traffic sources and referrers. Analyzing this information aids you to better serve the content that your followers want. Tweet stats is an excellent tool looking into your competitors usage. Bit.ly, a URL shortener is excellent for looking at your referrers, especially within your Google Analytics. You Tube Insights gives information on the total video views and demographic breakdown, also offers which countries your videos are popular in and a summary of which of your videos are getting the most interest as well as how long people are watching them for.
- #29 In the past, only select partners, particularly big search engines such as Google or Bing, got the full firehose . Search engines need it more than others to be able to index and serve up results in real-time. Today, smaller search start-ups are also getting the firehose . These include Ellerdale , Collecta , Kosmix , Scoopler , twazzup , CrowdEye , and Chainn Search (which has not yet launched). In December at Le Web, Twitter indicated that the firehose would open up to more and more developers. This is a step in that direction. And while Twitter makes deep-pocketed partners like Google and Bing pay for the firehose, it treats start-ups differently with more favourable (even free) terms, or at least it used to. These aren’t the first start-ups to get the firehose, and they won’t be the last. Once they get to a certain size though, they’ll pay if they don’t already. Apparently it works on a sliding scale.