This presentation was given by Erica Campbell, Director of Social Media for Dominion Homes.
Your residents, and the prospects you are targeting, are a lot different than they were in the past. Online social networking sites have revolutionized the way people interact with each other and gather information. Renters are talking about your communities, sharing opinions, and making referrals via social media platforms like Facebook, Pinterest, Instagram and Twitter.
Building and maintaining an on-going positive relationship with consumers through these marketing channels is critical to your company’s success! Social media holds tremendous opportunities for companies looking to drive new business, retain customers and increase revenue, but only if you first develop a solid foundation and an understanding of what makes the world of social media tick. Whether you are completely clueless, somewhat familiar, or advanced, we invite you to come listen as Erica Campbell, Director of Social Media for Dominion Homes Media, the umbrella division for Homes Media Solutions and For Rent Media Solutions discusses how to leverage social media and become part of the consumer dialogue. This session will address the latest strategic insights in creating a center of excellence, social media best practices, improving consumer engagement, reputation management and other emerging opportunities.
This is the presentation I gave as a webinar for SmartInsights annual Marketing Priorities BrightTalk summit, 11 January 2013. In it I discuss how B2B marketers need to master the basics before investing time and effort in promotion, driving traffic and building community. The webinar is available on Bright Talk here https://www.brighttalk.com/webcast/8551/63869
Explanations for the various aspects of an overall internet and digital marketing strategy, including search engine marketing, social media marketing, conversion-focused web design, email marketing, mobile marketing, and web analytics.
This presentation was given by Erica Campbell, Director of Social Media for Dominion Homes.
Your residents, and the prospects you are targeting, are a lot different than they were in the past. Online social networking sites have revolutionized the way people interact with each other and gather information. Renters are talking about your communities, sharing opinions, and making referrals via social media platforms like Facebook, Pinterest, Instagram and Twitter.
Building and maintaining an on-going positive relationship with consumers through these marketing channels is critical to your company’s success! Social media holds tremendous opportunities for companies looking to drive new business, retain customers and increase revenue, but only if you first develop a solid foundation and an understanding of what makes the world of social media tick. Whether you are completely clueless, somewhat familiar, or advanced, we invite you to come listen as Erica Campbell, Director of Social Media for Dominion Homes Media, the umbrella division for Homes Media Solutions and For Rent Media Solutions discusses how to leverage social media and become part of the consumer dialogue. This session will address the latest strategic insights in creating a center of excellence, social media best practices, improving consumer engagement, reputation management and other emerging opportunities.
This is the presentation I gave as a webinar for SmartInsights annual Marketing Priorities BrightTalk summit, 11 January 2013. In it I discuss how B2B marketers need to master the basics before investing time and effort in promotion, driving traffic and building community. The webinar is available on Bright Talk here https://www.brighttalk.com/webcast/8551/63869
Explanations for the various aspects of an overall internet and digital marketing strategy, including search engine marketing, social media marketing, conversion-focused web design, email marketing, mobile marketing, and web analytics.
Does your Facebook, Twitter and other social media content translate the experience your customers have with your retail brand? It can. And should.
This seminar will give you tips and tactics to create social media posts that deliver the personality of your brand. Attendees will learn the keys to successful social media programs on how to engage your customers on a regular basis and to successfully translate what happens in your store via your social media posts. Learn how – and when to use humor and product knowledge to create social media posts that will engage customers on a regular basis.
Turning Content into Your Strategic Competitive AdvantageLKinoshita
How to turn content into your strategic competitive advantage. Session presentation by Laura Kinoshita at the 2011 Social Media Summit, Honolulu Convention Center.
Online Advertising And Marketing: A Powerful ToolCorey Axelrod
The below abstract was given for the 2012 Biennial National Association of the Deaf Conference in Louisville, Kentucky.
While the Internet has enabled businesses and organizations to reach out to prospective customers, marketers are slow to understand the significance and potential of online advertising and marketing. This form of promotion enables marketers to gain a competitive edge, delivering specific marketing messages to attract customers.The presenter will discuss best practices for placement and execution of online advertising to maximize return on investment. He will also share best practices for the development and creation of online advertisements, as well as discuss optimal methodologies for monitoring and measuring results generated from advertising and marketing efforts.
Ux of search workshop isite design_feb2012Barbara Holmes
University of Oregon School of Journalism asked ISITE Design to participate in teaching a class to grad students on search engine optimization, search engine marketing, UX and design. Here's the deck. It doesn't include all the activities that the class did.
VenuWorks hosted me as the Keynote Speaker where I discussed the importance of strategy, incorporating trends and how to measure success in your location-based marketing initiative.
This presentation was given by Erica Campbell, Director of Social Media for Dominion Homes.
Your residents, and the prospects you are targeting, are a lot different than they were in the past. Online social networking sites have revolutionized the way people interact with each other and gather information. Renters are talking about your communities, sharing opinions, and making referrals via social media platforms like Facebook, Pinterest, Instagram and Twitter.
Building and maintaining an on-going positive relationship with consumers through these marketing channels is critical to your company’s success! Social media holds tremendous opportunities for companies looking to drive new business, retain customers and increase revenue, but only if you first develop a solid foundation and an understanding of what makes the world of social media tick. Whether you are completely clueless, somewhat familiar, or advanced, we invite you to come listen as Erica Campbell, Director of Social Media for Dominion Homes Media, the umbrella division for Homes Media Solutions and For Rent Media Solutions discusses how to leverage social media and become part of the consumer dialogue. This session will address the latest strategic insights in creating a center of excellence, social media best practices, improving consumer engagement, reputation management and other emerging opportunities.
This presentation was given at the 2012 Arizona State Florist Association Conference. It covers using social media an mobile marketing in the florist industry.
Does your Facebook, Twitter and other social media content translate the experience your customers have with your retail brand? It can. And should.
This seminar will give you tips and tactics to create social media posts that deliver the personality of your brand. Attendees will learn the keys to successful social media programs on how to engage your customers on a regular basis and to successfully translate what happens in your store via your social media posts. Learn how – and when to use humor and product knowledge to create social media posts that will engage customers on a regular basis.
Turning Content into Your Strategic Competitive AdvantageLKinoshita
How to turn content into your strategic competitive advantage. Session presentation by Laura Kinoshita at the 2011 Social Media Summit, Honolulu Convention Center.
Online Advertising And Marketing: A Powerful ToolCorey Axelrod
The below abstract was given for the 2012 Biennial National Association of the Deaf Conference in Louisville, Kentucky.
While the Internet has enabled businesses and organizations to reach out to prospective customers, marketers are slow to understand the significance and potential of online advertising and marketing. This form of promotion enables marketers to gain a competitive edge, delivering specific marketing messages to attract customers.The presenter will discuss best practices for placement and execution of online advertising to maximize return on investment. He will also share best practices for the development and creation of online advertisements, as well as discuss optimal methodologies for monitoring and measuring results generated from advertising and marketing efforts.
Ux of search workshop isite design_feb2012Barbara Holmes
University of Oregon School of Journalism asked ISITE Design to participate in teaching a class to grad students on search engine optimization, search engine marketing, UX and design. Here's the deck. It doesn't include all the activities that the class did.
VenuWorks hosted me as the Keynote Speaker where I discussed the importance of strategy, incorporating trends and how to measure success in your location-based marketing initiative.
This presentation was given by Erica Campbell, Director of Social Media for Dominion Homes.
Your residents, and the prospects you are targeting, are a lot different than they were in the past. Online social networking sites have revolutionized the way people interact with each other and gather information. Renters are talking about your communities, sharing opinions, and making referrals via social media platforms like Facebook, Pinterest, Instagram and Twitter.
Building and maintaining an on-going positive relationship with consumers through these marketing channels is critical to your company’s success! Social media holds tremendous opportunities for companies looking to drive new business, retain customers and increase revenue, but only if you first develop a solid foundation and an understanding of what makes the world of social media tick. Whether you are completely clueless, somewhat familiar, or advanced, we invite you to come listen as Erica Campbell, Director of Social Media for Dominion Homes Media, the umbrella division for Homes Media Solutions and For Rent Media Solutions discusses how to leverage social media and become part of the consumer dialogue. This session will address the latest strategic insights in creating a center of excellence, social media best practices, improving consumer engagement, reputation management and other emerging opportunities.
This presentation was given at the 2012 Arizona State Florist Association Conference. It covers using social media an mobile marketing in the florist industry.
2013 Digital Marketing Trends, including Google+, Facebook engagement, Mobile friendly websites. WSI stays on top of the latest trends so clients can benefit.
How to Develop a Successful Online Marketing StrategySteve Saars
I :: The Basics: What You Need to Do to Market Your Business
Establishing a solid online presence by leveraging core online initiatives (website, eNewsletter, online advertising, SEO)
II :: Social Media: How to Harness the Power of Two-Way Communication
Using online social networking tools to interact with your target audience (Facebook, Twitter, LinkedIn, blogs)
III :: Thought Leadership: How to Stand Out From Your Competitors
Communicating innovative value added information to the your target audiences (eBooks, webinars, blogs)
Social Media 2010: Competitive Advantage and SurvivalPatsy Stewart
The Salem-Roanoke County Chamber hosts a seminar Social Media 2010: Competitive Advantage and Survival, presented by Entwine Inc. The seminar will focus on changing the mindset of Company Owners and Senior level Executives and educate them on Social Media and how it will impact their business whether they participate or not.
Nonprofit Websites: If You Build It, They Will Come … NOT!Joseph LaMountain
A website doesn’t generate traffic on its own. But search engine optimization (SEO) can help nonprofits quickly build a large audience online. Using SEO, the American College of Allergy, Asthma and Immunology increased search engine-directed traffic to its website by 192 percent, use of the website’s allergist referral tool by 72 percent, and time spent on the website by 38 percent.
SEO increases the relevance of your website in the eyes of popular search engines, and thus moves your site’s URL closer to the top of search engine results for the terms your audiences search for the most. SEO begins by developing content around the terms people use to find your content online. It also includes increased inbound links from other relevant websites, banner ads, minor design changes, and strategically placed advertising in search engine results for the keywords associated with your content. Using this approach, the American Orthopaedic Society for Sports Medicine achieved No. 1 Google rankings for the five most frequently searched phrases related to youth and sports injuries.
In this session we’ll discuss how SEO works and how nonprofit communications professionals use it to grow their online visibility. Speakers include Reingold Vice President Joseph LaMountain, Director of Web Design Jordan Sheckman, and Senior Digital Marketing Associate Brooks Lape.
Within the last few years Social Media Marketing has continued to grow exponentially. While participating in social media used to be optional, it has now become a key channel for business to engage their consumers in. Connie Bensen explores 8 key areas where brands can harness social media marketing.
Social Media: Myths & Realities of Web 2.0Monica Wright
This is a presentation conducted at the Systems Engineering Social Media Lunch & Learn on 6/24/09. Agenda covered the following:
• Define social media and its role within the marketing mix
• Web marketing and the different contexts of search and
social
• How people get socially connected and the social media
landscape
• Explore the Five Reasons for Engagement
• Review examples and case studies
• How do you start a social media campaign?
• Once you’re out there, how do you manage your online
reputation?
• What’s the ROI?
This presentation outlines using Facebook in Social Media Marketing. A overview of the various elements that can be considered when building your campaign and some interesting examples of Facebook apps, groups and pages.
This presentation provides some practical considerations for those Marketers wanting to leverage Facebook in their social media marketing campaigns. Some interesting examples of Facebook apps, groups and pages.
Similar to SMITH Advertising Demystifying Digital Marketing: 10 Tactics You Need to Succeed (20)
Making the Case for Brand Integration in the Midst of Today’s Marketing Re…Marni Blythe Borelli
Front Row Communications co-owners, Anne Marie Bass and Marni Blythe Borelli presented to North Carolina's Coast Host, a membership organization made up of tourism partners located along North Carolina’s 300-mile coastline.
This presentation focuses on how integration for today's marketer can lead to measurable success in creation of awareness and consideration for your destination. We have included information about where marketers have been, where we are now and what marketers need to know today to maximize marketing budgets.
Anne Marie and Marni welcome your feedback by emailing us at marni@frontrowcom.com.
SMITH Advertising proudly presented to 30 Destination Marketing Association members of North Carolina in Salisbury in February. This presentation contains trends and best practices for marketers of destinations. Included in the presentation is information about integrated marketing plans, social, local and mobile. User generated content, new trends like pinterest, foodspotting and google+. Enjoy!
SMITH presents , "Hospitality Marketing, Trends and Best Practices for 2012." This was presented live by SMITH Vice President Marni Blythe in Shalotte, NC with the NC Brunswick TDA as the sponsor and hosts.
This seminar covers everything from integrated marketing, user generated reviews, mobile marketing, social media marketing, how to measure ROI as well as other helpful statistics that have been aggregated from around the industry. Enjoy!
SMITH is a full service award-winning integrated, contemporary advertising agency based in Fayetteville, NC.
Please visit our website at www.smithadv.com
Thank you to Avila Country Club for inviting SMITH Advertising and Marni Blythe to address the Avila Professionals Alliance. This presentation includes both theory and practical knowledge on how to incorporate social media into your overall marketing plans.
SMITH had the pleasure of hosting a Social Media & Digital Marketing seminar in Raleigh. We covered the top 10 digital trends business owners need to be aware of.
SMITH Advertising had the pleasure of presenting these slides to the Charlotte Harbor Visitor's Convention Bureau and Chamber of Commerce. The presentation includes the top 10 digital & social media resources that are critical to be aware of when creating strategic marketing for business.
SMITH Advertising was honored to present to the Professional Marketing Club Association on Digital & Social Media integrated marketing. Attached is the presentation that Vice President Marni Blythe covered. Please contact Marni at mblythe@smtihadv.com for all questions and comments.
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Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
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Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
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RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
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Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
3. Agency Services
Marketing Research Branding Marketing Communications
• Market Assessments & Segmentation • Corporate & Brand Positioning • Advertising (print/broadcast/online)
• Customer Satisfaction & Transaction Analysis • Brand Personality & Logo Development • Corporate & Employee Communications
• Competitive Analysis & Market Intelligence • Brand Architecture • Media Planning & Placement
• Customer Behavior Analysis & Segmentation • Brand Experience Discovery • Direct & Database Marketing
• Focus Groups & In-depth Interviews • Brand Equity Research • Marketing & Sales Collateral
• Pre- and Post-Advertising Research • Brand Competitive Positioning • Trade Show & Event Promotions
• Awareness & Usage Studies • Customer Relationship Management
• Cooperative Marketing
Public Relations Digital Services
Creative Development
• Public Relations Consulting • Website Design & Development
• Corporate & Campaign Taglines
• Strategic Public Relations Campaigns • Branded Microsites
• Concept & Creative Development
• Media Familiarization Trips • Email Marketing
• Video & Digital Development
• Media Relations • Online Advertising
• Copywriting & Design
• Special Events Coordination & Promotion • Analytics & Optimization
• Broadcast Supervision
• Satellite Media Tours & Video News Releases • Search Marketing – Organic, Local and Paid
• Production Management • Community Relations Search
• Photography Direction • Crisis Communications • Strategic Social Media Marketing
• Executive Media & Spokesperson Training
• Online Reputation Management
• Mobile Marketing
4. Welcome & Agenda
8 digital resources you can’t live without:
1. Search Engine Optimization
2. Online Reviews
3. Promotions, Sweeps, Contests
4. Email Marketing
5. Microsites
6. Social Media
7. Display Advertising
8. Measurement
“The next digital decade is here. By 2016, advertisers will spend
as much on interactive marketing as they do on television
advertising today.RESEARCH, US INTERACTIVE MARKETING FORECAST 2011 - 2016
SOURCE FORRESTER
Investment in search marketing, display
advertising, email marketing, mobile marketing, and social
5. Integration
Creative
Brand
Developmen
t
Website Advertising
Public Market
Relations Research
Media
Buying SEO/SEM
Mobile Social
Marketing Media
6. Just because you build
it, doesn’t mean they will come.
The science of SEO.
7. How Much is a #1 Google Ranking Worth to
Your Business?
8. Why?
10.8 Billion searches are conducted every month
on Google.
SOURCE: COMSCORE, AUGUST 2010
9. Why?
78% of Internet users conduct product research
online. SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
10. How
Search engines have four functions - crawling, building an
index, calculating relevancy & rankings and serving results.
11. How
SMITH Natural Search - What You Want to Think About
• On-site
• Off-site
• Local search (we’ll cover this in section 3)
16. How
On-Site
• Quality of Domain Name (The keyword is in the domain name)
• If I am searching Google for “beach
vacation”, www.beachvacation.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.
• Number of Pages indexed (lots or few?)
• Age of Domain Name (another measure of authority.)
17. How
On-Site
Updated, fresh content (regularly!)
• Company blog! **GOOGLE RECOMMENDED**
• More than half of Internet users read blogs at least monthly
• Content for viral sharing
• Link Bait
Keyword Research
• 3 to 4 words you want to rank for
• Google Adwords is your best friend
18. How
Off-Site
Link Building
• Strategy
• Links to the URL (home page - as compared to
the URL.)
• Page Rank
• SEO Quake – free download for mozilla
• Get your partners to link to you
20. Why?
58% of consumers
begin the day with email.
EXACT TARGET: SUBSCRIBERS, FANS AND FOLLOWERS
21. Why?
50% of consumers make purchases as a direct
result of email—it drives more conversions than any
other channel.
SOURCE: EXACT TARGET: FANS, FOLLOWERS, SUBSCRIBERS
22. How
Familiarity
• Obtaining promotions & deals
Relevancy
• Content is personalized & tailored to needs.
• The advantage of being on the email list is clear.
Exclusivity
• Early notification
• Education
Components of a great ePromotion?
• Subject line
• Great creative!
• Call to action
• Limited time offer
• Links to social media
• Convenient conversion
23. How
What are some solutions for building a database and email
marketing?
1. Bluesky
2. Constant Contact
3. Excel Spreadsheet
27. Why?
Consumer reviews are significantly trusted – nearly
12x more than descriptions that come from
manufacturers and marketers.
SOURCE: eMARKETER, FEBRUARY 2010
29. How
• Google Places, Yelp, CitySearch (local search).
• Claim your listings!
• Getlisted.org – free resource
• Actively seek positive reviews.
• Respond to posted comments.
• Email or verbal kudos – request customer to add it to site.
• Add icons to your website and ask for the review.
30. So, what’s in it for me?
Promotions, sweeps, contests.
31. 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.
32. Case History –
NC Brunswick Islands
Situation
SMITH has been the agency of record for Brunswick County Tourism Development Authority (TDA)
for over 15 years. In response to an ever-changing and often challenging economic environment, we
continue to seek out new and innovative ways to drive tourists to this unique destination with the
best ROI. A recent powerful and effective addition to our marketing and promotion efforts is Social
Media, including Facebook. Primary market research conducted proves that approximately 40% of
those who request an NC Brunswick Islands visitor's guide actually visit.
Solution
SMITH has been instrumental in assisting in the architecture behind Brunswick County’s database
marketing programs, and it is one of the few destinations in the country that really works its
database as it should be. 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+ are 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 destination
campaign. Fan count has continued to increase and now stands at 5,252 page likes as of May
16, 2011, an increase of over 650 fans in two weeks from micro ads alone.
• 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.
35. How
Here are some basics
1. What will motivate your customer?
2. If you don’t know, ask!
3. Use an overarching promotion to drive registration, then
create an offer to be used NOW.
36. Your website is the campus library;
microsites are the football stadium.
38. How
Components of a great Microsite
• 4-5 pages
• Landing page with data capture
• Build the site for a target audience
• Focus on one aspect of the brand
40. Why?
9 out of 10 Internet users visited
a social networking site each month in 2010.
SOURCE: COMSCORE, FEBRUARY 2011.
41. Why?
1 out of every 8 minutes
online is spent on Facebook.
SOURCE: COMSCORE, FEBRUARY 2011.
42. How
Google + is your kid sister that wants to get in on all the playing the
grown ups are doing. The next “Facebook” – Google+ has
circles, hangouts, sparks, huddles and other cool stuff. About 20M
users.
Facebook is a Pub – an informal place to talk casually with people
and get to know people on a more personal basis. Over 750M users.
LinkedIn is a Trade Show – a slightly more formal place to meet other
business professionals and connect with them primarily for business
purposes. 100M users!
Twitter is like a Cocktail Party –it’s an energetic place where there
are many conversations going on at once. 175M registered users.
YouTube is Times Square on New Year’s Eve – a place where it’s hard
to break through, but if you do, a lot of people will see you. About
500M users.
MySpace is like Woodstock – wild, crazy and perfect for the younger
generation or cause-oriented marketing . Don’t’ know users these
days… poor myspace
43. How
• Use traditional media and look at every piece of print media
you use in your business – integration is the name of the
game!
• All social media icons should be clearly displayed on your
business cards, letterhead, brochures, print newsletters,
magazine ads, products, etc.
F O Latest Low Mortgage R
or ur ates,
J C
ust lick...and Smile.
.
experience is just around the corner
Three Locations in Fayetteville: Cliffdale R - 868-4300 • E
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44. How
• Let your current customers know you are on the various
social media sites via point of sale/purchase, email signature
block
• Facebook - incentive customers to “fan” your page through
smart phone on the spot for a reward!
• Text “FBOOK” with the words “fan smithadv.”
45. How
• Customize your pages
• Iframes make anything possible
– Google for “custom Facebook pages” tool check out
Involver and Pagemodo.
46. How
• What do they care about?
• Provide value with a comprehensive strategy
• Not just about “posting” – moving the needle – website
number one for conversion still!
• What compels them to seek you out in the first place?
• If you don’t know… ask! (surveymonkey.com)
• Change the idea of simple social media to social CRM.
• Operational structure to support:
• All channels must be engaged for this to be successful!
• Consolidated guidelines and policies.
• Sharing of customer insights to enhance innovation.
47. How
Use of Social Media
30% Communicate with
37%
Customers
Respond to customer
questions
33%
Promoting events
• Businesses 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
49. Why?
$27.6 billion expected investment in display
advertising by 2016 - contextual listings, static image ads and rich
media ads, and pre-roll, mid-roll, or post-roll online video.
SOURCE: FORRESTER RESEARCH
50. Direct Response Audience Targeting
Retargeting
• Search Retargeting
• Serving creative to non-converting visitors from SEM campaigns.
Behavioral Targeting:
• Sequential messaging:
• Serving creative based on what is known about a consumer's stage in
the conversion cycle or based on the consumer's engagement with the
brand.
• Look-alike modeling:
• Isolate and categorize attributes unique to specific user groups to
better understand the profile of visitors while developing offers that
appeal to specific audiences.
51. How
• Facebook micro-ads can be targeted demographically,
psychographically, geographically.
• “What’s in it for me” and photo most important
• Better traffic when ad leads to Facebook page
• Customize Facebook pages and drive traffic to your Website
for conversion.
.
54. Why?
4/10 mobile customers in the U.S. uses a
smartphone.
SOURCE: MOBILE MARKETING ASSOCIATION & LUTH RESEARCH, MAY 2010
55. Why?
530M users browsed the mobile Web on their
handset in 2009. This is expected to rise to over 1B by
2015. SOURCE: STRATEGY ANALYTICS (MARCH 2010)
56. How
• Mobile enabled web-site
• Mobile ads
• Majority of purchases: games, books, apps, book hotel
rooms, trade stocks, and transfer money
• Apps
• Text to campaigns can be powerful!
• “Almost one-third of U.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
58. How
1. Define the “R” – what are your expected results?
2. Define the “I” – what is your investment
3. Define what you want to become (metrics)
4. Determine what you are benchmarking against
5. Pick a tool and undertake the research (e.g. Facebook
insights, Google analytics, etc.)
6. Analyze the results, glean insights, take action, measure
again
60. 1. Do not put anything online that you
wouldn’t want displayed on a
billboard on the Interstate!
2. Sign up for Google “Alerts” –
www.google.com/alerts
3. Consider signing up for reputation
monitoring software
.
61. Finally…
• Thank you for the gift of your presence and time today!
• Everyone will get a recording of the Webinar and it will be available on
facebook.com/smithadv.
• If you like this Webinar –and you want to tell others about it – there’s a
Repeat Performance on 10/25 @ 1pm.
• Email Anne Marie (abass@smithadv.com) and she will get out those
additional invites.
• Need advice? Email me (mblythe@smithadv.com) – with any questions
specific to your digital marketing needs.
Marni .Blythe
VP of Digital Sales & Marketing
Mobile: 646-413-4872
Linked In: www.linkedin.com/in/marniblythe
Editor's Notes
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.
A common response by marketers to the complexity of interactive marketing is the tendency to run campaigns in isolation from one another, defining relationships by the channel rather than the customer.¨ Organizations must proactively invest in integrating multichannel analytics, content management, and campaign execution to sidestep the inevitable long-term impact of siloed approaches on the customer experience and marketing ROI.
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
If your website isn’t being found by websites and if you aren’t on page 1 of Google, you are missing out.
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,
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
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
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.
Your Database is the most important tool you have to leverage your raving fans and mobilize new customers/members/guests.
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
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
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
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
What happens when some “googles” to find out more information about your brand can be a huge win or a huge loss.
Promotions, Sweepstakes, Contests and Free Stuff fuel the customer/guest/member machine.
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
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
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
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
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
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”.
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.
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.
These numbers are powerful indicators of the vigor with which businesses are embracing social media as a primary customer communication channel.
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.
␣␣ 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.
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.