Real Match Webinar - Crash Course for Local Media
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Shannon Kinney presented at a Real Match webinar for publishing industry leaders, covering the latest tools and strategies to boost audience engagement, strengthen brands, and generate new digital revenue. Additional details >> http://dreamlocal.com/a-crash-course-for-modern-local-media/ Book Shannon to speak at your next event >> http://dreamlocal.com/social-media-online-marketing-seminars/
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Real Match Webinar - Crash Course for Local Media
- 1. Top Digital Trends: A Crash Course for Local Media Brought to you by: Webinar October, 2014
- 2. The Internet, and social media in par3cular, have RADICALLY CHANGED the way people consume informa3on and the way businesses PROMOTE THEMSELVES.
- 3. The rules of marke3ng HAVE CHANGED.
- 4. Consider: WHERE do your current and future customers FIND WHAT THEY NEED?
- 10. SOCIAL: Building brand awareness and customer rela3onships
- 11. What does it take? Liste ning
- 12. The Key is to build ENGAGEMENT #notaonewaystreet
- 15. CUSTOMER SERVICE is content
- 16. Your Customer’s Story IS CONTENT
- 17. Facebook A different point of view
- 18. What does it take? CONNECTING #hashtags, RT, Like, Favorite, Reply
- 21. 70% of people trust online reviews by strangers
- 22. 90% of people trust online reviews by people they know
- 23. The key is REPUTATION MANAGEMENT… And you need it now more than EVER!
- 26. 97% of consumers search for local businesses online
- 27. How you rank in SEARCH is criZcal • 90% of searchers stop on PAGE 1 • 75% stop aAer 5 lisZngs
- 28. MOBILE Close to the sale and reach customers where they are
- 30. Facebook now has over 725 million mobile users Do you have a usable mobile web site?
- 31. New Trend: NaZve AdverZsing: What’s the buzz about?
- 32. New Trend: ProgrammaZc AdverZsing What does this mean to our sales?
- 33. Consider: HOW can you leverage this power FOR YOUR ADVERTISERS?
- 34. Online MarkeZng Landscape • SMBs Digital Marke3ng spend to outpace Digital Adver3sing by 2.5x this year * • $97billion projected in PR and Social Media Marke3ng consul3ng services (each more than radio and newspaper combined) * • SEO projected spending $40billion, Email management $43billion * • 80% of companies will par3cipate in social media marke3ng this year, nearly double from last year ** • Mobile and Video Marke3ng rapidly growing Sources: * Borrell Associates, **eMarketer
- 35. Legacy Media’s ‘Spindly’ Digital Legs Source: Borrell © 2014 Borrell Share of Local Digital Advertising
- 36. Legacy Media’s ‘Spindly’ Digital Legs Source: Borrell © 2014 Borrell Share of Local Digital Advertising
- 37. Your Customers’ Needs Are Changing
- 38. The customer: Local businesses • Increasingly, cannot afford tradi3onal marke3ng, but don’t understand op3ons • View online marke3ng, and Facebook in par3cular, as an affordable and important op3on • Are too busy to keep up with managing their marke3ng and their businesses, seek assistance • Are hungry for solu3ons • Social media can bring significant results
- 39. Your Clients’ Needs Are Changing • Newspaper SMBs use digital media heavily – and plan to do more. And they’re also more selec3ve. • They’re ramping up their online presence, and how much they spend to maintain it and engage across it. • Digital fragmenta3on presents tough challenges – like measuring ROI for “owned” and “earned” media. • Newspapers are s3ll well-‐posi3oned to serve this marketplace.
- 40. What does this mean? • Local businesses are seeking online marke3ng solu3ons are overwhelmed with op3ons, and trust you • Your compe33on is NOT other media companies • As print slowly erodes, digital marke3ng services grow rapidly • Marke3ng services vs. adver3sing: where growth opportuni3es lie, requires different kind of sale • Need teams to be able to sell audience, understand the adver3ser problems to solve and iden3fy solu3ons
- 41. What does it mean to your sales effort? • Does NOT have to be a separate group or “agency”, BUT does need digital sales acumen and dedicated sales resources • An en3rely different level of service • Non-‐product or plahorm specific • Client-‐focused vs. product-‐focused • Non-‐biased • Solu3on-‐oriented
- 43. For RealMatch a`endees: A free evaluaZon of your opZons http://Publishers.dreamlocal.com shannon@dreamlocal.com www.dreamlocal.com @shannonkin, @dreamlocal www.facebook.com/dreamlocal 207-‐593-‐7665