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PMCA Digital Marketing & Social Media Marketing Seminar
The document outlines essential digital marketing resources and strategies including SEO, online reviews, promotions, email marketing, social media, and mobile marketing. It emphasizes the importance of engaging customers through various digital channels and the impact of user-generated content on business success. Key insights include leveraging keywords for search rankings, claiming online business listings, and utilizing mobile ads to reach consumers effectively.
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PMCA Digital Marketing & Social Media Marketing Seminar
- 2. Welcome & Agenda10digital resources you can’t live without:SEOOnline ReviewsPromotions, Sweeps, ContestsEmail MarketingMicrositesSocial MediaFacebook Pay Per Click AdsMobile Marketing MeasurementReputation Management
- 3. IntegrationCreativeBrandDevelopmentAdvertisingWebsitePublic RelationsMarket ResearchMediaBuyingSEO/SEMMobileMarketingSocialMedia
- 4. Just because youbuild it, doesn’t mean they will come.The science of SEO.
- 5. Why?79% of adultAmericans use the Internet. SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
- 6. Why?10.8 Billion searchesare conducted every month on Google.SOURCE: COMSCORE, AUGUST 2010
- 7. HowSearch engines havefour functions - crawling, building an index, calculating relevancy & rankings and serving results.
- 8. HowThe seven factorsthat go into "Ranking”/getting on page 1: Quality of Domain Name (The keyword is in the domain name.)If I am searching Google for “beach resort”, www.beachresort.com will have a higher likelihood of showing up on page 1. Relevance of the "Page Title" (The keyword is in the page title.) Think of this like a newspaper with headings and titles. 3. Links to the URL (home page - as compared to the URL.)5. Number of Pages indexed (lots or few?)6. Page Rank (This is a measure of "authority.”)7. Age of Domain Name (another measure of authority.)
- 9. HowAll about links- Link Building & LinkGet your partners to link to you Updated, fresh content (regularly!)Company blog! **GOOGLE RECOMMENDED**
- 10. Content for viralsharingKeyword Research3 to 4 words you want to rank for
- 11. Google Adwords isyour best friendHow
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- 14. Online reviews willmake or break your business.
- 15. Why?Consumer reviews aresignificantly trusted – nearly12xmore than descriptions that come from manufacturers and marketers. SOURCE: eMARKETER, FEBRUARY 2010
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- 17. HowGoogle Places, Yelp,CitySearch.
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- 20. Actively seek positivereviews.
- 21. Respond to postedcomments.
- 22. Email or verbalkudos – request customer to add it to site.
- 23. Add icons toyour website and ask for the review.So, what’s in it for me? Promotions, sweeps, contests.
- 24. Why?1,065 US &International consumers list “getting discounts or coupons” as their primary reason for interacting with brands online.IBM Institute for Business Value: From social media to Social CRM. What customers want.
- 25. HowHere are somebasicsWhat will motivate your customer?If you don’t know, ask!Develop a strategy that you can use your integrated tradigital marketing efforts with – use all possible resources!
- 26. Database and EmailMarketing Still ROCK!
- 27. Why?58% of consumersbegin the day with email. EXACT TARGET: SUBSCRIBERS, FANS AND FOLLOWERS
- 28. Why?50% of consumersmake purchases as a direct result of email—it drives more conversions than any other channel. SOURCE: EXACT TARGET: FANS, FOLLOWERS, SUBSCRIBERS
- 29. HowPrivacy and TrustWillmy email be shared?
- 30. Can I unsubscribe?RelevancyContentis personalized & tailored to needs.
- 31. The advantage ofbeing on the email list is clear.ExclusivityEarly notification
- 32. EducationHowWhat are somesolutions for building a database and email marketing?BlueskyConstant ContactExcel SpreadsheetComponents of a great ePromotion?Subject line
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- 36. Links to socialmedia
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- 39. Your website isthe campus library;microsites are the football stadium.
- 40. Why?Focus on oneaspect of the brand with a clear call to action and data capture!
- 41. Why?Target Audience Themore relevant the site, the more likely people are to be engaged by it.
- 42. Why?Increased Awareness Easilyrefreshed with new content, microsites are SEO magnets. Good for traffic, good for marketing reach.
- 43. Why?Social Media Buildsocial tools into the site and you give the ability to create a destination for your biggest brand cheerleaders to help spread the word.
- 44. HowComponents of agreat micro-site?3 -5 pages
- 45. Landing page withdata capture
- 46. SEO! Getting social– every “like” represents a person.
- 47. Why?9 out of10 Internet users visited a social networking site each month in 2010.SOURCE: COMSCORE, FEBRUARY 2011.
- 48. Why?1 out ofevery 8 minutes online is spent on Facebook.SOURCE: COMSCORE, FEBRUARY 2011.
- 49. Why?More than halfof Internet users read blogs at least monthly.SOURCE: EMARKETER AUGUST 2010.
- 50. Why?2/3 of businessexecutives say social media will fundamentally change the way they do business.SOURCE: IBM FROM SOCIAL MEDIA TO SOCIAL CRM
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- 52. How100 million registeredusers, spanning more than 200 countries and territories worldwide.When was the last time you google’d your name?
- 53. 6 degrees of“Kevin Bacon”
- 54. You can’t telleveryone everything about you the first time you meet.
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- 56. Invite and linkin with people that you would like to get to know better– personalize the invitation!
- 57. Seek out recommendations– give first
- 58. Actively update yourstatus from a business perspective. What are you currently working on?
- 59. Comment on updatesposted by others.
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- 61. HowHere are somefun facts!Lady Gaga, Justin Beiber and Britney Spears have more Twitter followers than the entire populations of Sweden, Israel, Greece, Chile, North Korea and Australia.Groupon is projected to reach $1 billion in sales faster than any company in history.Tsunami in Japan: Many victims were able to update their loved ones who couldn’t contact them. Protests in Tunisia and Egypt: Social media played a major role in the organization of the protests and fueled the revolutions. It also kept people around the world informed of events when the government shut down the internet and phone lines.
- 62. HowFor most companiesthat are B2C, having a presence on Facebook is huge opportunity. Iframes make anything possible Google for “custom Facebook pages” tool check out Involver and Pagemodo.Remember its about adding value and serving your customers.
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- 65. HowLet your currentcustomers know you are on the various social media sites via point of sale/purchase.
- 66. Incentive customers to“fan” your page through smart phone on the spot for a reward!
- 67. Text “FBOOK” withthe words “fan smithadv.”
- 68. Include a linkto your fan page in your email signature block.HowUse traditional media and look at every piece of print media you use in your business.
- 69. All social mediaicons should be clearly displayed on your business cards, letterhead, brochures, print newsletters, magazine ads, products, etc..
- 70. HowWhat do theycare about?
- 71. Provide value witha comprehensive strategy
- 72. Not just about“posting” – moving the needle
- 73. What compels themto seek you out in the first place?
- 74. If you don’tknow… ask! (surveymonkey.com)
- 75. Change the ideaof simple social media to social CRM.
- 76. Overarching integrated strategicapproach for engagement.
- 77. Operational structure tosupport:
- 78. All channels mustbe engaged for this to be successful!
- 79. Integrated effort andbuy-in across your organization.
- 80. Consolidated guidelines andpolicies.
- 81. Sharing of customerinsights to enhance innovation.HowBusinesses are less inclined to use social media to capture customer insights, monitor the brand, conduct research, or solicit ideas for new products or services, despite these being some of the most fruitful opportunities for this.SOURCE: IBM FROM SOCIAL MEDIA TO SOCIAL CRM
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- 83. Why?750Mpotential customers onFacebook. Choose your audience by location, age and interest.
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- 89. HowMicro-ads can betargeted demographically, psychographically, geographically.“What’s in it for me” and photo most importantBetter traffic when ad leads to Facebook page Customize Facebook pages and drive traffic to your Website for conversion. .
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- 91. Mobile marketing isthe wave of the future.
- 92. Why?4/10 mobile customersin the U.S. use a smartphone.SOURCE: MOBILE MARKETING ASSOCIATION & LUTH RESEARCH, MAY 2010
- 93. Why?530M users browsedthe mobile Web on their handset in 2009. This is expected to rise to over 1B by 2015. SOURCE: STRATEGY ANALYTICS (MARCH 2010)
- 94. Why?6.9T SMS messageswere sent in 2010. SMS traffic expected to break 8 trillion in 2011. SOURCE: PORTIO RESARCH (JANUARY 2011)
- 95. Why?42% of peoplewho react to seeing a mobile ad click on it. 35% visit the site. 49% make a purchase. 27% call the business.SOURCE: GOOGLE/KELSEY 2010
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- 98. Majority of purchases:games, books, apps, book hotel rooms, trade stocks, and transfer money.
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- 100. Text to campaignscan be powerful!
- 101. “Almost one-third ofU.S. adults prefer to be reached by text message rather than a voice call on their mobile phone.”SOURCE: PEW RESEARCH CENTER’S INTERNET AND AMERICAN LIFE PROJECT
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- 104. Number of pageviews, Facebook fans, members of online community.
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- 106. Measures customer/guest involvement,attention and commitment.
- 107. Avg. time inonline community, percent of FB fans who “like” or comment on wall posts.
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- 109. KPIs, or ROI,direct sales through a digital channel, lead generation.HowDefine the “R” – what are your expected results?Define the “I” – what is your investmentDefine what you want to become (metrics)Determine what you are benchmarking againstPick a tool and undertake the research (e.g. Facebook insights, Google analytics, etc.)Analyze the results, glean insights, take action, measure again
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- 111. Do not putanything online that you wouldn’t want displayed on a billboard on the Interstate! Sign up for Google “Alerts” –www.google.com/alertsConsider signing up for reputation monitoring software .
- 112. Finally…Thank you forthe gift of your presence and time today!Marni BlytheDirector of Social Media MarketingMobile: 646-413-4872Email: mblythe@smithadv.comLinked In: www.linkedin.com/in/marniblythe.
Editor's Notes
- #2 Established in 1973Award winning Full‐service marketing agencyBrand developmentDigital marketingAccount planningMarketing researchCreativeMedia planning/buyingPublic relationsOffices in Raleigh, Fayetteville, North Carolina; Sarasota, Florida; and Hilton Head, South Carolina. Areas of concentration:travel and tourismhealthcareconsumer productsreal estateand financial services SMITH is the agency of record for North Carolina Tourism Industry Association. SMITH also currently serves as the official agency of record and corporate partner for the Southeast Tourism Society—a nonprofit organization comprised of 1,200 members in all 12 states in the Southeastern U.S.
- #4 Consumers attention is fragmented and in many different places – we watch TV while surfing our smartphones – that’s why social media marketing is tangent to your current marketing strategy.Overlapping social media with mainstream marketing efforts can help to achieve more “bang for your buck.”
- #5 Field of Dreams Example.What is SEO? SEO is the active practice of optimizing a web site by improving internal and external aspects in order to increase the traffic the site receives from search engines. Why does my company/organization/website need SEO?If your site cannot be found by search engines or your content cannot be put into their databases, you miss out on the incredible opportunities available to websites provided via search
- #8 CRAWL FIRSTGoogle uses a huge set of computers to “crawl” billion of pages on the web As googlebot (the program that does the crawling) visits each of these websites it detects links on each page INDEXINGGooglebot compiles a massive index of all the KEYwords it sees and their location on each page. information included in key content tags and attributes, such as Title tags and ALT attributes. Googlebot cant process imagesRELEVANCY/SERVING RESULTSRelevancy is determined by over 200 factors,
- #9 PAGE RANK – SEO QUAKE free download one of which is the PageRank for a given page. PageRank is the measure of the importance of a page based on the incoming links from other pages. In simple terms, each link to a page on your site from another site adds to your site's PageRank. Not all links are equal: In order for your site to rank well in search results pages, it's important to make sure that Google can crawl and index your site correctly
- #10 LINKSUsing link analysis, the engines can discover how pages are related to other pages and in what ways.Link building is one of the most important factors in getting placement with search engines.It basically means that other websites in your industry, have “links” on their pages to different areas of your website, sometimes called “link love.”This doesn’t mean that you should have your grandmother link her website to your site 1. Get your partners to link to youSend out partnership badges - graphic icons that link back to your siteBLOG valuable, informative and entertaining resourceone of the few recommended by the engineers at Google.Contribute fresh material on a consistent basis, participate in conversations across the web, and earn listings and links from other blogs. Create content -viral sharing and natural linking“Link bait,” – content that is useful, or humorous to create a viral effect, users who see it want to share it and bloggers/tech-savvy webmasters who see it will oftendo so through links. Invaluable to building trust, authority, and ranking potential.KEYWORDSFundamental to the search process and information retrieval - they are the building blocks of language and of search. As the engines crawl and index the contents of pages around the web, they keep track of those pages in keyword-based databasesThe engines have millions and millions of smaller databases, each centered on a particular keyword term or phrase.
- #14 What happens when some “googles” to find out more information about your brand can be a huge win or a huge loss.
- #18 Promotions, Sweepstakes, Contests and Free Stuff fuel the customer/guest/member machine.
- #21 Your Database is the most important tool you have to leverage your raving fans and mobilize new customers/members/guests.
- #24 Familiarity: 76% of consumers will initially seek deals and promotions on a brand’s website, and from there, 62% will sign up to receive emailPrivacyIf consumers don’t trust you, they won’t subscribe to your communications. Build a trusting relationship centered on respect for privacy, great opportunity to increase loyalty—and ROI.consumers will do additional research on unknown brands before offering their email addresses. They’ll google company names, and review complaint history and comments on Facebook and Twitter. proactively manage email addresses, as well as your social media presence, since these comments can have a direct impact on subscriber registration.RelevancyDoes theinformation provided relate to the interests of the customer?They expect email content to be specific to their interests and needsExclusivity expect to be the “first to know” about upcoming promotions and sales.informed about topics that interest them
- #25 76% of consumers will initially seek deals and promotions on a brand’s website, and from there, 62% will sign up to receive email, while 54% will use a search engine1a. the majority of customers still prefer to deal with customer service issues in private—over the phone, through a company’s website, or through email.2. Of those 44 daily emails, about 25% are permission- based commercial messages, with the remaining 75% comprised of personal messages, transactional messages, and spam that’s quickly deleted.3. If consumers don’t trust you, they won’t subscribe to your communications. But by building a trusting relationship centered on respect for privacy, marketers have a great opportunity to increase loyalty—and ROI.If you’re a well-known brand, you must continue to honor this consumer trust to ensure your subscription list—and reputation—remain intact.In contrast, consumers will do additional research on unknown brands before offering their email addresses. They’ll google company names, and review complaint history and comments on Facebook and Twitter. If you’re a small brand, it’s even more important you proactively manage email addresses, as well as your social media presence, since these comments can have a direct impact on subscriber registration.4. the biggest difference between valuable and non-valuable email programs is whether or not the information provided relates to the interests of the customer.5. consumers expect to be the “first to know” about upcoming promotions and sales.Consumers rely on brands to keep them informed about topics that interest themConsumers expect brands to tailor content to their individual preferences. They view the messages they receive through social media as being appropriate for general audiences, but they expect email content to be specific to their interests and needs
- #26 Background:The Mills House Hotel has been a Client since 1980. Intercontinental Hotels handles most of the corporate marketingChallenge: Summer is a historically slow season,Limited budget Within 48 hours of the e-promotion being sent out over $19,000 in rooms were bookedGuest had to pay for their room at the time of reservation
- #27 Background:The Mills House Hotel has been a Client since 1980. Intercontinental Hotels handles most of the corporate marketingChallenge: Summer is a historically slow season,Limited budget Within 48 hours of the e-promotion being sent out over $19,000 in rooms were bookedGuest had to pay for their room at the time of reservation
- #28 A microsite also known as a landing page, or mini-site refers to an individual web page or pages which function as a supplement to a primary website. GREAT FLEXIBILITY! 4-5 pages
- #33 76% of consumers will initially seek deals and promotions on a brand’s website, and from there, 62% will sign up to receive email, while 54% will use a search engine1a. the majority of customers still prefer to deal with customer service issues in private—over the phone, through a company’s website, or through email.2. Of those 44 daily emails, about 25% are permission- based commercial messages, with the remaining 75% comprised of personal messages, transactional messages, and spam that’s quickly deleted.3. If consumers don’t trust you, they won’t subscribe to your communications. But by building a trusting relationship centered on respect for privacy, marketers have a great opportunity to increase loyalty—and ROI.If you’re a well-known brand, you must continue to honor this consumer trust to ensure your subscription list—and reputation—remain intact.In contrast, consumers will do additional research on unknown brands before offering their email addresses. They’ll google company names, and review complaint history and comments on Facebook and Twitter. If you’re a small brand, it’s even more important you proactively manage email addresses, as well as your social media presence, since these comments can have a direct impact on subscriber registration.4. the biggest difference between valuable and non-valuable email programs is whether or not the information provided relates to the interests of the customer.5. consumers expect to be the “first to know” about upcoming promotions and sales.Consumers rely on brands to keep them informed about topics that interest themConsumers expect brands to tailor content to their individual preferences. They view the messages they receive through social media as being appropriate for general audiences, but they expect email content to be specific to their interests and needs
- #34 Social media – any on-line site where you can engage in a a two-way dialogue with your customer. Think of it as a “companion” not just a “channel”.
- #43 Take a few minutes and go look at some major Fortune 500 brands and what they are using Facebook for… some of my favorites? Audi, TripAdvisor, Coca – Cola.Look at every engagement as an opportunity to build trust. The act of LIKING of a brand on Facebook doesn’t serve as an open invitation for marketing messages. Instead, it should be viewed as a simultaneous display of endorsement and personal expression.To capitalize on Facebook’s viral potential,make sure you’re giving your FANS something worth talking about! The more they talk about your brand, the more your messages will reach new—and potentially profitable—audiences.
- #48 focus on using social media to enhance customer engagementTraditional CRM strategy focus on customermanagement solutions for channels such as corporate Web sites, call centers, and brick and mortar locations. the relationship has shifted to the customer, who has the power to influence others in his or her social network.Remember our talk about promotions and sweeps? the search for tangible value – coupons, discounts, etc. – is what triggers most consumers to seek out a company via social media.
- #49 These numbers are powerful indicators of the vigor with which businesses are embracing social media as a primary customer communication channel.
- #50 We are going to talk about Facebook ads today, but if you are b to b – or looking to connect with say, meeting planners – linkedin ads are awesome.
- #52 BackgroundThe VCB wanted to increase awareness in the Knoxville, TN market that there is a direct flight from Knoxville to Punta Gorda on Allegiant Air. SMITH developed a Facebook Vacation Giveway Promotion including a trip for two with free airline tickets on Allegiant Air, a 4-night stay at The Wyvern and a sightseeing cruise for 2 with King Fisher Fleet. The giveaway was promoted via targeted Facebook advertising, internet advertising on Knoxnews.com and email communications. 586 New Fans6,014,672 impressions and 1,788 click throughs from the Facebook micro ads
- #53 BackgroundThe VCB wanted to increase awareness in the Knoxville, TN market that there is a direct flight from Knoxville to Punta Gorda on Allegiant Air. SMITH developed a Facebook Vacation Giveway Promotion including a trip for two with free airline tickets on Allegiant Air, a 4-night stay at The Wyvern and a sightseeing cruise for 2 with King Fisher Fleet. The giveaway was promoted via targeted Facebook advertising, internet advertising on Knoxnews.com and email communications. 586 New Fans6,014,672 impressions and 1,788 click throughs from the Facebook micro ads
- #54 BackgroundThe VCB wanted to increase awareness in the Knoxville, TN market that there is a direct flight from Knoxville to Punta Gorda on Allegiant Air. SMITH developed a Facebook Vacation Giveway Promotion including a trip for two with free airline tickets on Allegiant Air, a 4-night stay at The Wyvern and a sightseeing cruise for 2 with King Fisher Fleet. The giveaway was promoted via targeted Facebook advertising, internet advertising on Knoxnews.com and email communications. 586 New Fans6,014,672 impressions and 1,788 click throughs from the Facebook micro ads
- #55 SMITH has been the agency of record for Brunswick County Tourism Development Authority (TDA) for over 15 years. SMITH’s Social Media team created a micro ad campaign centered around a 30‐day giveaway promotion, “More Beach for Your Blanket.” The campaign targeted North Carolina and the Northeast and invited Facebook members to visit the NC Brunswick Islands’ Facebook page and “Like” it. Upon liking the page and filling out a request for a 2011 visitor’s guide, the member was entered into a drawing that awarded an NC Brunswick Islands beach blanket tote each day, April 4 through May 4, with the winner announced daily in a Facebook update.Outcome• The fan count for the Brunswick Island Facebook page increased from 574 as of March 30, 2011, to 4,647, an increase of 4,073 fans.• Of that 4,073, approximately 1,500 responded to an ePromotion sent to the NC Brunswick Islands database.• The remaining 2,500+ were new fans acquired as a result of the micro‐ad campaign. • At the end of the promotion on May 4, the micro ads changed to a branded destination campaign ending June 1. Fan count increased to 5481 page likes as of June 1, 2011, an increase of over 3937 fans in eight (8) weeks from micro ads alone. The BCTDA database overall increased by over 3,100 new contacts. 1,261 people requested the visitor's guide as a result of the giveaway campaign, suggesting, according to primary market research, at least 500 new visits to the NC Brunswick Islands.
- #56 SMITH has been the agency of record for Brunswick County Tourism Development Authority (TDA) for over 15 years. SMITH’s Social Media team created a micro ad campaign centered around a 30‐day giveaway promotion, “More Beach for Your Blanket.” The campaign targeted North Carolina and the Northeast and invited Facebook members to visit the NC Brunswick Islands’ Facebook page and “Like” it. Upon liking the page and filling out a request for a 2011 visitor’s guide, the member was entered into a drawing that awarded an NC Brunswick Islands beach blanket tote each day, April 4 through May 4, with the winner announced daily in a Facebook update.Outcome• The fan count for the Brunswick Island Facebook page increased from 574 as of March 30, 2011, to 4,647, an increase of 4,073 fans.• Of that 4,073, approximately 1,500 responded to an ePromotion sent to the NC Brunswick Islands database.• The remaining 2,500+ were new fans acquired as a result of the micro‐ad campaign. • At the conclusion of the promotion on May 4, the micro ads changed to a generic destinationcampaign. NC Brunswick Islands database has increased by over 3,100 new contacts. • 1,261 people requested the visitor's guide as a result of the campaign
- #58 ␣␣ Through the Facebook Ads interface, create Facebook Ads that incent users to become Facebook FansDeliver special offers, content and promotionsthat require a conversion on your brand website or microsite! (optimize the landing page)Require the fan to login to access the special promotion using their social identityReceive and store their social profile data based on that login Mine that profile data in order to expand your FB Ads targeting and segmentation and determine your most valuable customer types. (as your social data set grows, you can find new customer niches to target.
- #59 Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.
- #66 Keyperfomance indicator, Which stage of metrics are you operating at? At stage 3 we can answer the question – is it working
- #67 1.