Digital Marketing Strategy: Planning for Present & Future SuccessBob Johnson, Ph.D.
Digital marketing overview for higher education, with emphasis on student recruitment. Includes online advertising options, social media, content review, mobile technology. Special section on mistakes that frustrate visitors and harm brand reputation.
Creating a Successful Social Media Campaign (DIMA & PMA@CES)Grow Socially, Inc.
interlinkONE and Grow Socially CEO John Foley, Jr. spoke to the DIMA group at the 2012 PMA@CES event in Las Vegas.
In this presentation, "Creating a Successful Social Media Campaign", John shared information on how companies in the photo industry can utilize social networks to grow their business.
John covers this items such as:
- How to create a social media strategy
- Finding ways to connect with your audience
- Best practices on measuring social media efforts
- And more!
Our CEO John Foley, Jr. spoke at the 2012 PMA@CES conference to the DIMA group.
In this presentation, "Transforming Your Photo Business", John discusses how companies can adapt to changes in the worlds of technology and communications.
He discusses current and upcoming trends, but he also presents strategies to help businesses benefit from those.
Digital Marketing Strategy: Planning for Present & Future SuccessBob Johnson, Ph.D.
Digital marketing overview for higher education, with emphasis on student recruitment. Includes online advertising options, social media, content review, mobile technology. Special section on mistakes that frustrate visitors and harm brand reputation.
Creating a Successful Social Media Campaign (DIMA & PMA@CES)Grow Socially, Inc.
interlinkONE and Grow Socially CEO John Foley, Jr. spoke to the DIMA group at the 2012 PMA@CES event in Las Vegas.
In this presentation, "Creating a Successful Social Media Campaign", John shared information on how companies in the photo industry can utilize social networks to grow their business.
John covers this items such as:
- How to create a social media strategy
- Finding ways to connect with your audience
- Best practices on measuring social media efforts
- And more!
Our CEO John Foley, Jr. spoke at the 2012 PMA@CES conference to the DIMA group.
In this presentation, "Transforming Your Photo Business", John discusses how companies can adapt to changes in the worlds of technology and communications.
He discusses current and upcoming trends, but he also presents strategies to help businesses benefit from those.
We’re living in a new media marketing era. It’s noisy and it’s crowded. People’s email inboxes are overflowing. Web ads and pop-ups and prestitials are in your face. Not to mention the social media overload.
Buyers are tuning out. Their eyes have glazed over. Bombarding your prospects with an unending stream of sales messages is no longer the answer.
So how do you stand out from the crowd? How do you have your buyers and prospects look forward to hearing from you? How do you build awareness … loyalty … and your customer base?
The answer is content marketing.
More and more marketers and content creators from around the world are discovering that an effective content strategy is essential to staying ahead of the curve.
At the Content Marketing Master Class, you’ll have a chance to learn from and interact with many of today’s top content strategists who have had a hand in shaping the industry into what it is today.
Five Steps to Create a Digital Economic Development OrganizationGIS Planning
Economic Development Organizations have created strong physical organizations including their staff, programs, and physical office. But today EDOs must be digital organizations that provide services, programs, and value online. This presentation discusses the five steps necessary to create an effective and successful economic development online organization.
Topics include changes in how economic development is occurring, naming, digital identity, discovery marketing, sales, business applications, and globalization.
Online reputation management (ORM) is quickly becoming an important branding tool for marketers as people are spending more and more time on the Net. Branding is still a major part of traditional advertising, but with so much business done online now, there is a need to take it to a new level. Having a presence on the Net is no longer enough. Much more is needed to build, maintain and grow your brand and reputation. What is being said about you or your company? How can you find out what is going on out there? How do you engage your audience to influence your brand positively? The presentation slides will cover the following aspects of Online Reputation Management:
1. What is Online Reputation Management
2. How to manage Your Reputation Online – Do’s and Don’ts
3. How to Track your Online Reputation using Reputation Tools
4. How to manage your online reputation using SEO
5. Design an Online Reputation Management Strategy
6. Setting up an Online Contingency Plan
7. Engage and Act
Wikibrands - Looking Under the Hood, What Makes Winning, Engaged Brands Tick ...Sean Moffitt
Keynote presentation by Sean Moffitt of Wikibrands at ACA360 conference - October 6, 2011 (Association of Canadian Advertisers) - also at www.wiki-brands.com
Key chapters;
- 10 Immutable Laws/Inconvenient Truths
- 10 Wikibrand Success Factors
- 10 Smart Bets on the Futiure
Report produced for GFT by IESE Business School. November 2012. This paper analyze how the financial services sector can use technologies to improve their client engagement and business processes.
De afgelopen jaren heeft de ING een sterke stijging gezien in de online buzz rond het merk. Sinds september 2010 is dit zelfs verdrievoudigd. Niet vreemd dat social media altijd een grote invloed wordt toegekend. Maar wat is nu werkelijk de impact van berichten in social media op consumenten en op de reputatie van bedrijven? En hoe betrouwbaar vinden consumenten berichtgeving op social media? Deze vragen waren voor de ING aanleiding voor een grootschalig onderzoek onder 1500 consumenten. Vandaag, donderdag 1 november, presenteert de ING de resultaten van het onderzoek “Impact van social media 2012 (#SMING12)”.
We’re living in a new media marketing era. It’s noisy and it’s crowded. People’s email inboxes are overflowing. Web ads and pop-ups and prestitials are in your face. Not to mention the social media overload.
Buyers are tuning out. Their eyes have glazed over. Bombarding your prospects with an unending stream of sales messages is no longer the answer.
So how do you stand out from the crowd? How do you have your buyers and prospects look forward to hearing from you? How do you build awareness … loyalty … and your customer base?
The answer is content marketing.
More and more marketers and content creators from around the world are discovering that an effective content strategy is essential to staying ahead of the curve.
At the Content Marketing Master Class, you’ll have a chance to learn from and interact with many of today’s top content strategists who have had a hand in shaping the industry into what it is today.
Five Steps to Create a Digital Economic Development OrganizationGIS Planning
Economic Development Organizations have created strong physical organizations including their staff, programs, and physical office. But today EDOs must be digital organizations that provide services, programs, and value online. This presentation discusses the five steps necessary to create an effective and successful economic development online organization.
Topics include changes in how economic development is occurring, naming, digital identity, discovery marketing, sales, business applications, and globalization.
Online reputation management (ORM) is quickly becoming an important branding tool for marketers as people are spending more and more time on the Net. Branding is still a major part of traditional advertising, but with so much business done online now, there is a need to take it to a new level. Having a presence on the Net is no longer enough. Much more is needed to build, maintain and grow your brand and reputation. What is being said about you or your company? How can you find out what is going on out there? How do you engage your audience to influence your brand positively? The presentation slides will cover the following aspects of Online Reputation Management:
1. What is Online Reputation Management
2. How to manage Your Reputation Online – Do’s and Don’ts
3. How to Track your Online Reputation using Reputation Tools
4. How to manage your online reputation using SEO
5. Design an Online Reputation Management Strategy
6. Setting up an Online Contingency Plan
7. Engage and Act
Wikibrands - Looking Under the Hood, What Makes Winning, Engaged Brands Tick ...Sean Moffitt
Keynote presentation by Sean Moffitt of Wikibrands at ACA360 conference - October 6, 2011 (Association of Canadian Advertisers) - also at www.wiki-brands.com
Key chapters;
- 10 Immutable Laws/Inconvenient Truths
- 10 Wikibrand Success Factors
- 10 Smart Bets on the Futiure
Report produced for GFT by IESE Business School. November 2012. This paper analyze how the financial services sector can use technologies to improve their client engagement and business processes.
De afgelopen jaren heeft de ING een sterke stijging gezien in de online buzz rond het merk. Sinds september 2010 is dit zelfs verdrievoudigd. Niet vreemd dat social media altijd een grote invloed wordt toegekend. Maar wat is nu werkelijk de impact van berichten in social media op consumenten en op de reputatie van bedrijven? En hoe betrouwbaar vinden consumenten berichtgeving op social media? Deze vragen waren voor de ING aanleiding voor een grootschalig onderzoek onder 1500 consumenten. Vandaag, donderdag 1 november, presenteert de ING de resultaten van het onderzoek “Impact van social media 2012 (#SMING12)”.
John Bell examines the fundamental shift of social media on consumer behavior – and how adapting to it and profiting from it require an enterprise-level strategy.
Facebook has made considerable changes recently to its platform that affects how brands and consumers use the social network in May/June 2013. The introduction of Verified Pages and hashtags, the phasing out of Sponsored Stories and introduction of new Insights are important developments to understand in the scope of brands’ overall digital and social strategies.
Moreover, Instagram, the photo-sharing app owned by Facebook, has introduced video functionality. This POV contains an overview of the latest developments and considerations for brands and marketers.
This POV is here to provide guidance on how financial and investment management institutions can use social media to drive business relationships in compliance with strict government regulations.
http://www.asiadigitalmap.com/ The first in a series of monthly reports about Social Media buzz surrounding the Shanghai Expo. A report jointly produced by Ogilvy PR and CIC Data.
Building social media campaigns that work. General session presentation delivered by Tim McAlpine at the 33rd Annual Directors' Convention in Las Vegas in August 2010. For more information on Young & Free visit http://www.youngfreehq.com
The Maersk Social Media Story, Jonathan WichmannCambsChamber
Social Media expert Jonathan Wichmann explains how he developed the Maersk strategy and benefits at a event organised by the Cambridgeshire Chambers of Commerce on 10 June 2014.
Digital Media Marketing for Auto DealersPatsy Stewart
This presentation is targeted for Auto Dealers to help them gain awareness of digital media and see how they can integrate social media with their traditional marketing. The automotive industry is ready for this move, dealers need to understand it.
B2B Content Marketing: Video, social and mobile case studiesKevin Nalty
Case studies and best practices in B2B content marketing from 2013, with a close look at what's working (and isn't) in the area of online/viral video, social and mobile.
Maersk Line and why social media still matter. E-commerce 2014 in Stockholm o...Jonathan Wichmann
My presentation from the e-commerce conference in Stockholm on 2 April 2014. I talked about first the Maersk Line in social media case study, secondly about trends and topics that are important moving forward, e.g. about employee engagement and how to create a social media presence that ads business value to your business.
Maersk Line and why social media still matterOrca Social
Jonathan Wichmann's presentation at the e-commerce conference in Stockholm on 2 April 2014.
First, he talked about the Maersk Line in social media case study.
Secondly, about trends and topics that are important moving forward, e.g. about employee engagement and how to create a social media presence that ads business value to your business.
How Social Media Works for the Channel [Global Channel Partners Summit]interlinkONE
At the 2012 Global Channel Partners Summit (which was held at Graph Expo in Chicago), interlinkONE and Grow Socially CEO John Foley, Jr. delivered the presentation "How Social Media Works for the Channel".
He provided an overview of strategies, tactics, tools, and tips that can be used to achieve success with social media in the channel environment.
Marketing Ideas for Print Association LeadersinterlinkONE
John Foley, Jr. and Jason Pinto of interlinkONE and Grow Socially delivered this presentation to a group of print industry association leaders on August 20th.
They shared a number of strategies and tips to help them improve on their own marketing efforts.
The discussion covered items such as:
- Inbound Marketing
- Content Marketing
- Social Media
- SEO
- Email Marketing
- QR Codes
- Mobile Websites
- And more!
Hip Pocket is a software company that creates apps to help people make better financial decisions from their phone in just two minutes.
The company’s software applications include:
Hip Pocket: a peer comparison tool for your mortgage, retirement or auto loan. We license this technology directly to banks and credit unions for use on their websites.
Hip Rate: an automatic mortgage rate monitoring service that tells you when and if you should refinance to save money. This will be available directly to consumers in 2016 in partnership with one of our national lending partners. We also license this technology directly to banks, credit unions, and real estate agents.
Hip Money: an easy-to-use app that helps anyone save more money with a simple swipe. Several pilots will be launching soon with national banks and credit unions.
Learn more at www.hippocket.net, www.hip.money, or by emailing mark@hippocket(dot)net.
What banks need to know about startupsMark Zmarzly
Most banks don't understand how and why startups are different from traditional commercial businesses. This was a 50-minute presentation to a $1.8B asset bank that wants to better understand and get involved in the emerging startup scene within their communities.
Best Practices in Financial Services Social Media: What's Trending Now and Wh...Mark Zmarzly
This presentation was a 3.5 hour class delivered in two parts as the 2014 ABA Stonier Graduate School of Banking. It's grown and expanded over the last two years since I first gave it for J.D. Power & Associates Social Media Division. Below are more details:
Best Practices in Financial Services Social Media: What's Trending Now and What WIll the Future Bring?
Banks and Credit Unions large and small are still struggling with how best to use social media to move from awareness to engagement to sales. Through an in-depth analysis of our industry’s attempts to engage consumers, we’ll analyze today’s best trends and how your institution can leverage social media in the future to drive engagement and sales.
Specifically, we’ll look at:
· Great examples of large, multifaceted social media campaigns from institutions around the world.
· What’s working in the US and abroad to drive social engagement in brand, mission, and product sales.
· Why storytelling, voice, and brand all need to come together in a consistent fashion for social media to excel.
· Specific case studies of brands inside and outside of Financial Services that have excelled at using social media to engage and sell.
Personal Branding for Today's Young Entrepreneur and Professional…or, how to ...Mark Zmarzly
Build your personal brand to accelerate your growth and value within your organization and industry. By learning how to build and leverage your network of people and information, you will begin to see how daily action steps can set you apart and make you an invaluable linchpin to those around you. In short, learn how to kick ass and take names…in a good way!
How non-profits can improve their fundraisingMark Zmarzly
Sales isn't a dirty word or at least it shouldn't be. Here are some details about the evolving sales industry and how non-profit organizations and leaders can do a better job of re-positioning their own personal role as well as their organization's role and ultimately improve how they ask for donations but better understanding the person across from them.
How can banks/CUs merge traditional and social media in 2013Mark Zmarzly
If you wonder how to effectively combine your current marketing with social media — or if that’s even possible — view our "Merging Traditional Marketing with Social Media for 2013" SlideShare. Presented by ACTON Marketing and Social Assurance.
This is a fun 45-minute presentation I did for the Lincoln, NE chapter of the American Marketing Association. Covers five steps to effective personal branding. Also references unicorns and Mr. Peanut.
Social Media Trends in the Financial Services Industry
1. Social Media Best Practices:
What’s #Trending Right Now in
Financial Services
Mark Zmarzly
2. Who am I?
2010 - my blog
2005-2011 – all in Bank Marketing
Editor I Copywriter I Creative Manager I
AE I VP of Business Development
Today
2005-2007 2008 2009 2010 2011 2012
2011
2009
VP of Financial
@BankMarketing
Service
Services
Linkedin.com/MarkZmarzly
3. Who am I?
1999
BA in English &
1975 Organizational 2005
Born Communication Studies MA in Creative Writing
0 1992 1996 2000 2003 2005
The “Salad Years”
High School Career Writer & English Teacher
Assessment: Forest Ranger
4. But, this is not
#TheMarkShow
For those Tweeting: note the helpful
#hashtags as our story evolves
#TheMarkShow
5. Why are we here?
1960s 2001
Al Gore Invents Wikipedia
the Internet launched
0 2000 2001 2002 2003 2004
2000
1998 Dot Com
Bubble Bursts Blog
6. 3/2008
Why are we here? Quicken Loans
on Twitter
11/2007
Keypoint FCU –
online banking
into FB
2005 2006 2007 2008 2009 2010 2011 2012
US 8/2007
Subprime TD Bank (Canada)
7/2007
Lending 3/2006 PayPal on FB
Peaks First Major FI Blog
7. Why are we here?
2011: FI customer visitation to FB,
Twitter, LinkedIn, showed a 31% growth
vs. just 8% for all online population.
BUT: only 18% of FI customers on social
sites are aware of their bank’s presence
with social media.
comScore: “State of Online and Mobile Banking Report.” 2/2011
8. We are ripe for
evaluation & reinvention!
Technology, Timeline, and Convergence
10. But we can evaluate & reinvent!
• Kitty & Lala
11. Evaluating Current & Future
Trends
Communication I Connection I Conversation
Collaboration I Awareness I Engagement I ROI
12. Just because something
is trending, doesn’t
mean it’s a good idea.
Examples:
#Bangs&ShoulderPads
#Bangs&ShoulderPads #TheMarkShow
13. Trending now
Be bold Decentralize
Mission driven Embrace your SM efforts
Own your community Engage on the benefits
Engage sub-communities Voice & consistency
14. Be bold
• ING Canada – THRiVE Chequing Account
•Customer collaboration on design – 22K
clients took part in product preview
• Product-focused
• Evolved from their community of savers
• 10K pilot group
Radian6 Case Study & Interview with Gloria Chik: http://www.youtube.com/watch?v=izRaf6XDeqg
15. Be bold
• Large 1-day launch
• $185 cash component
• $7k in 7 hours – 4 Canadian Celebs
16. Be bold
• www.your185.ca
• 5 million impressions on SM sites
• 100 million traditional media impressions
• 37,000 new accounts in 3 months
17. Be bold: NAB’s Breakup
• National Australia Bank (NAB)
• 18% market share compared with
33%, 31%, and 18% = the big 4
• Twitter, Video, Guerilla, Print, Micro
• Feb 14, 2011
http://breakup.nab.com.au/2011/02/why-did-we-break-up/#content
19. Be bold: NAB’s Breakup
• Results
• Commonwealth Bank and others
are fighting back – $1,200 cash for
NAB customers to refinance
http://socialmediaclub.org/blogs/from-the-clubhouse/social-media-case-study-national-australia-bank
21. Mission driven
• JP Morgan Chase
• Launched November of 2009
• 3.37 Million Likes as of 4-24-12
• 5 Million giveaway represents less
than 5% of the more than $100 Million
in yearly corporate giving.
• Facebook-based program that
generated over 100,000 visitors from
twitter in first 5 days…without Chase
having an active presence on Twitter.
• Grassroots, charitable passions, “the
passionistas” are driving engagement.
“Make Promos Out of Money You Already Give Away.” TheFinancialBrand.com
23. Mission driven
When I’m reading
about a Pitbull that
raises baby goats,
I’m officially
engaged!
#PitbullMommy
#PitbullMommy #Bangs&ShoulderPads #TheMarkShow
29. Business owners are also using SM platforms
http://mashable.com/2010/03/02/small-business-stats/
30. Social reach
The size of your network is always smaller than the
size of your network’s network.
31. Decentralize to extend reach
• Centralized library of content that can be localized
• Tap Branch Managers1 & Biz Dev to Pilot
• What’s the value of owning your market?
• One local fan is equal to 40 corporate fans*
• EdgeRank
1During 2010,a greater percentage of small businesses with sales of $100,000 to <$10 million that selected the branch manager as their
primary contact was very satisfied with their bank compared to those selecting an account officer. - Barlow Research
*The Power of Going Local. Mainstay. https://info.hearsaysocial.com/Mainstay-ROI-Report-C.html
32. Decentralize to extend reach
• Farmers Group Insurance
• 15,000 agents
• Platform to produce content and
disseminate down to agents
• 3-month pilot
• Internal platform for conversation
• FB, Twitter, and LinkedIn
• Regulatory compliance component
• Tracing policies back to SM interactions
IDC Buyer Case Study: Farmers Group Uses Hearsay Social to Empower Agents While Maintaining Compliance
37. Voice & consistency
• Only 11% of Gen Y has a primary financial relationship with a CU vs 15% of other ages.
• By contrast, 43% of Gen Y had a primary financial relationship with a top-10 bank,
compared with 38% of all other consumers.
• Gen Y Membership Growth Goals for Y&F: 50 – 100%
• Spokester at $30,000 + car
Javelin Strategy and Research – August 2010 Survey
39. Voice & consistency
• What’s the voice of your Social Media efforts?
• What would your storyboard look like?
40. Social Media Synergy: One
• Vancity – Canada’s largest CU
• $15.5 Billion – 59 branches
• Make Good Money
• Consistency:
• Socially responsible products
(5% environment fund credit card)
• Energy efficient home loans
since 2004
• Clean Air Auto Loans
• Community Shared Success
Program – 30% revenue to
members and community
• Carbon Neutral
41. Social Media Synergy: One
• Personality/Voice
• Community Focused
• Engage on the Benefits
• Consistency
At the center of Vancity’s brand is the concept of ‘balanced prosperity,” a strategy driven by a “triple bottom
line” of financial returns, social returns, and environmental returns. – Jeffry Pilcher of TheFinancialBrand.com
42. Social Media Synergy: One
• Community Focused
• Micro-toolkits for Non-profits
serving immigrants.
• GLBT community support
43. Social Media Synergy: One
At the center of Vancity’s brand is the concept of ‘balanced prosperity,” a strategy driven by a “triple bottom
line” of financial returns, social returns, and environmental returns. – Jeffry Pilcher of TheFinancialBrand.com
45. Social Media Synergy: Two
• Dollar Shave Club – beta 4/2011
• Video launched March, 6 2012
• 2 Million views in first 4 days
• 4.1 Million views total
• $4,500 video production costs
Michael Dubin
• Co-founder & CEO
• Digital marketer/brand
development
• Improv comedy background
• Personality/Voice
http://business.time.com/2012/03/12/dollar-shave-club-a-start-ups-viral-ad-for-fing-great-razors-is-a-big-hit/
46. Social Media Synergy: Two
• Personality/Voice
• Product-focused
• Engage on the Benefits
• Consistency
47. Social Media Synergy: Two
• Personality/Voice
• Product-focused
• Engage on the Benefits
• Consistency
48. Social Media Synergy: Two
• 4.1 Million Video Views
• If 20% went to their site: 820K visitors
• If 1% ordered: 8,200
• If all 8,200 ordered @ $36 avg cost
• $295,200
• ($295,200- $4,500/$4,500)=
6460% ROI
http://www.ignitesocialmedia.com/social-media-promotion/why-people-share-content/
50. Social Media Synergy: Three
• SmartyPig, LLC – Iowa
• Launched in 2006
• Used DataVision’s 2.0 platform
• $0 in advertising expenses to date
• $500 MM in deposits (BBVA Compass)
• $2 Billion in Goals
51. Social Media Synergy: Three
• Personality/Voice
• Product-focused
• Engage on the Benefits
• Consistency
52. Social Media Synergy: Three
• Majority of customers have 4+ goals
• 70%+ of customers share their goals (can be kept private)
• When savers reach redemption, they usually open 2 more goals.
• "Social media as a whole isn't a luxury," says SmartyPig's president, Scott
McCormack, “it's a necessity, which is why banks are turning to us."
• Financial Literacy
• Cross-sell
• Contests
• Pre-spend behaviors
• Life stage data
• Special offers
53. Social Media Synergy: Three
“As banks struggle with social media, SmartyPig LLC is set to offer its tried-and-true
approach to any bank that wants it.”
“We are taking the essence of SmartyPig and we are putting it into an application that
can live inside of an existing banking website.“
Future: 6 domestic banks, 3 overseas banks, 3 prepaid card vendors, and non-profit.
http://www.americanbanker.com/issues/177_22/smartypig-social-media-twitter-facebook-money-systems-goal-saver-1046243-1.html
55. Where will we go?
2008 2009 2010 2011 2012
Leveraging the new SM and tech tools to offer good
conversation to all customers…& Nordstrom level engagement
to those that value it…at the moment of relevancy.
56. Social commerce
Customer Experience >
Engagement > Acquisition >
Retention > Brand Advocacy
American Express Case Study: Applying social media analytics to evaluate Link, Like, Love. Beyond the Arc.
57. Write your own ending…
#PitbullMommy
#TheEnd
#TheMarkShow
#F**kingGreatRazors
#BestTalkEver
#Bangs&ShoulderPads #BerryPie
#ZmarzlyRules