The document provides an overview of 10 digital tactics needed to succeed: 1) search engine optimization, 2) online reviews, 3) promotions, sweeps and contests, 4) email marketing, 5) microsites, 6) social media, 7) display advertising, 8) mobile marketing, 9) measurement, and 10) reputation management. It then discusses each tactic in more detail, providing reasons for using each one and recommendations on how to implement them effectively.
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.
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.
The search engine landscape has changed with the convergence of Search and Social. This two hour session looks at what is important today to the search engines and how businesses can best position their content and their social media strategy in an effort to provide value to their audience and increase branding, engagement and targeted traffic from their target audience. Build it and they will come does not apply to Digital Marketing. Beginning with the end in mind this session further discusses how to develop a strategy to drive leads to and through your website in the B2B world.
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
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.
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.
Search Engines, Advertising & the Value of BrandsKristen Sussman
This impressive little guy came from a final group presentation for Dr. Isabella Cunnigham's Integrated Marketing Management course at The University of Texas (way) back in 2011.
Introduction to Search Engine Optimization was presented to a business audience at the Oswego, NY SBDC on March 21, 2013. This introductory overview includes a view of your website as a sales funnel, the Search Engine Landscape, determining online potential, the basic principles of SEO and the convergence of Search Engine Optimization and Social Media Marketing.
Digital Marketing Plan For Real Estate.
Running a business is hard with lots of moving parts, Technologies and demands on your time. One important task is marketing, especially digital marketing For Branding & Lead generation. Mostly business's & clients require only two things from the digital marketing-Brand awareness & Business Leads.
Overview of search engine marketing, including search engine optimization, paid search advertising, and social media:
- What is search marketing and how can it help me?
- How can I turn web visitors into customers?
- Why is my website not getting much search engine traffic?
- How should I plan for and budget for search marketing efforts?
This presentation is used during our monthly Donuts & Search Marketing Basics workshop at our headquarters in Ann Arbor, Michigan.
Register now: http://www.thewholebraingroup.com/events
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.
The Social Media Boot Camp for business discussion focusses on the major social media platforms and how businesses can best leverage the platforms to engage their audience in a meaningful way and grow their brand through meaningful interaction. Now that the search engines are considering social signals there is even more reason to engage with social media than ever before.
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.
Social Media Plan Of Action For Real Estate BrokersDoug Devitre
Doug Devitre presents his Social Media Plan Of Action For Real Estate Brokers and how to build organizational value using low cost methods to the Greater Tampa Association of REALTORS.
The search engine landscape has changed with the convergence of Search and Social. This two hour session looks at what is important today to the search engines and how businesses can best position their content and their social media strategy in an effort to provide value to their audience and increase branding, engagement and targeted traffic from their target audience. Build it and they will come does not apply to Digital Marketing. Beginning with the end in mind this session further discusses how to develop a strategy to drive leads to and through your website in the B2B world.
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
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.
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.
Search Engines, Advertising & the Value of BrandsKristen Sussman
This impressive little guy came from a final group presentation for Dr. Isabella Cunnigham's Integrated Marketing Management course at The University of Texas (way) back in 2011.
Introduction to Search Engine Optimization was presented to a business audience at the Oswego, NY SBDC on March 21, 2013. This introductory overview includes a view of your website as a sales funnel, the Search Engine Landscape, determining online potential, the basic principles of SEO and the convergence of Search Engine Optimization and Social Media Marketing.
Digital Marketing Plan For Real Estate.
Running a business is hard with lots of moving parts, Technologies and demands on your time. One important task is marketing, especially digital marketing For Branding & Lead generation. Mostly business's & clients require only two things from the digital marketing-Brand awareness & Business Leads.
Overview of search engine marketing, including search engine optimization, paid search advertising, and social media:
- What is search marketing and how can it help me?
- How can I turn web visitors into customers?
- Why is my website not getting much search engine traffic?
- How should I plan for and budget for search marketing efforts?
This presentation is used during our monthly Donuts & Search Marketing Basics workshop at our headquarters in Ann Arbor, Michigan.
Register now: http://www.thewholebraingroup.com/events
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.
The Social Media Boot Camp for business discussion focusses on the major social media platforms and how businesses can best leverage the platforms to engage their audience in a meaningful way and grow their brand through meaningful interaction. Now that the search engines are considering social signals there is even more reason to engage with social media than ever before.
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.
Social Media Plan Of Action For Real Estate BrokersDoug Devitre
Doug Devitre presents his Social Media Plan Of Action For Real Estate Brokers and how to build organizational value using low cost methods to the Greater Tampa Association of REALTORS.
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 is playing a bigger role in SEO and one\'s online marketing strategy. But how best can the social media platforms be leveraged to help grow your business online?
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.
We at Big and Beyond are a company with a creative bent of mind who love to shape ideas into viral realities.
Contact us today to enquire about how to grow your business!
#BigAndBeyond #BigAndBeyondDelhi #socialmediamarketing #digitalmarketing #digitalmedia #marketing #PR
Regularly publishing quality content is the most effective SEO strategy a small business can follow.
This presentation explains how to start thinking like a publisher, and begin to promote your business through blogging, infographics, and other popular media.
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.
At AdLift, our mission is to provide our clients with individualized, expert SEO solutions that drive ROI. Our team brings with it a rich and diverse background in internet marketing, sales, and management, and years of experience as leaders in the search engine marketing, display advertising, and search engine optimization space.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
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.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
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.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
2. Welcome & Housekeeping
• Welcome
• Audio Check
• Introduction of Our Speaker
• How You Can Participate Today
3. Agency Experience
The SMITH team has honed its planning and creative skills on blue-chip and Fortune 500 brands, including
4
4. 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
5. Welcome & Agenda
“The next digital decade is here. By 2016, advertisers will spend
as much on interactive marketing as they do on television
advertising today. Investment in search marketing, display
advertising, email marketing, mobile marketing, and social
media will near $77 billion and represent 26% of all advertising,
as interactive channels gain legitimacy in the marketing mix.”
SOURCE: FORRESTER RESEARCH, US INTERACTIVE MARKETING FORECAST 2011 - 2016
6. Welcome & Agenda
10 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. Mobile Marketing
9. Measurement
10. Reputation Management
SOURCE: FORRESTER RESEARCH, US INTERACTIVE MARKETING FORECAST 2011 - 2016
7. Integration
Creative
Brand
Development
Website Advertising
Public Market
Relations Research
Media
Buying SEO/SEM
Mobile Social
Marketing Media
8. Just because you build it,
doesn’t mean they will come.
The science of SEO.
9. How Much is a #1 Google Ranking Worth to
Your Business?
10. Why?
10.8 Billion searches are conducted every month
on Google.
SOURCE: COMSCORE, AUGUST 2010
11. How
Search engines have four functions - crawling, building an
index, calculating relevancy & rankings and serving results.
12. How
Imagine the World Wide Web as a network of stops in a big city subway system.
Each stop is its own unique document (usually a web page, but sometimes a PDF,
JPG or other file). The search engines need a way to “crawl” the entire city and find
all the stops along the way, so they use the best path available – links.
14. How
On-Site
Google recommends the following to get better rankings in their
search engine:
• Make pages primarily for users, not for search engines. Don't
deceive your users or present different content to search engines
than you display to users, which is commonly referred to as
cloaking.
• Make a site with a clear hierarchy and text links.
• Create a useful, information-rich site, and write pages that clearly
and accurately describes your content. Make sure that your <title>
elements and ALT attributes are descriptive and accurate.
• Keep the links on a given page to a reasonable number (fewer than
100).
15. 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
20. How
Off-Site
Link Building
• Strategy
• Get your partners to link to you
• Links to the URL (home page - as compared to the URL.)
• Page Rank
• SEO Quake – free download for mozilla
22. 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
23. 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
Components of a great ePromotion?
• Subject line
• Great creative!
• Call to action
• Limited time offer
• Links to social media
• Convenient conversion
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.
• 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.
33. 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.
34. Your website is the campus library;
microsites are the football stadium.
35. 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
38. Why?
9 out of 10 Internet users visited
a social networking site each month in 2010.
SOURCE: COMSCORE, FEBRUARY 2011.
39. Why?
1 out of every 8 minutes
online is spent on Facebook.
SOURCE: COMSCORE, FEBRUARY 2011.
40. 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 50M 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.
41. 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.
.
42. 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.”
43. How
• Customize your pages
• Iframes make anything possible
– Google for “custom Facebook pages” tool check out
Involver and Pagemodo.
44.
45.
46. How
• A social media strategy is not the same as a social CRM
strategy.
• Consider companies with siloed social media initiatives.
• Need an integrated, overarching strategic approach for
engaging customers regardless of where they are in the
value chain.
• Not just about “posting” – moving the needle – website
number one for conversion still!
• Operational structure to support:
• All channels must be engaged for this to be successful!
• Consolidated guidelines and policies.
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. Recommendation
Online
Online advertising can be targeted several ways to exclusively reach potential
customers:
• Demographically: Target online users based on age, gender, household
income level, etc.
• Geographically: Target your customer within a specific geographic area
• Contextual: Present your ad to customers within web pages that contain
content relevant to your ad.
• Behaviorally: Track and target your customer based on their online habits.
51. How
Retargeting:
• Search Retargeting
• Serving creative to non-converting visitors
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.
52. How
• Facebook micro-ads can be targeted demographically,
psychographically, geographically.
• “What’s in it for me” and photo most important
• Customize Facebook pages and drive traffic to your Website
for conversion.
.
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, 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
.
62. 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.
• 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
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,
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
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.
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.