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Smith Advertising Digital Media Webinar presentation 10.25 final
- 1. 10 Digital TacticsYou Need To Succeed
- 2. Welcome & Housekeeping • Welcome • Audio Check • Introduction of Our Speaker • How You Can Participate Today
- 3. Agency Experience The SMITHteam 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 “Thenext 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 10digital 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 youbuild it, doesn’t mean they will come. The science of SEO.
- 9. How Much isa #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 engineshave four functions - crawling, building an index, calculating relevancy & rankings and serving results.
- 12. How Imagine the WorldWide 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.
- 13. How SMITH Natural Search- What You Want to Think About • On-site • Off-site
- 14. How On-Site Google recommends thefollowing 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
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- 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
- 21. Database and Email MarketingStill ROCK!
- 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
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- 26. Online reviews willmake or break your business.
- 27. Why? Consumer reviews aresignificantly trusted – nearly 12x more than descriptions that come from manufacturers and marketers. SOURCE: eMARKETER, FEBRUARY 2010
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- 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 init 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 somebasics: 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 isthe campus library; microsites are the football stadium.
- 35. How Components of agreat Microsite • 4-5 pages • Landing page with data capture • Build the site for a target audience • Focus on one aspect of the brand
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- 37. Getting social –every “like” represents a person.
- 38. Why? 9 out of10 Internet users visited a social networking site each month in 2010. SOURCE: COMSCORE, FEBRUARY 2011.
- 39. Why? 1 out ofevery 8 minutes online is spent on Facebook. SOURCE: COMSCORE, FEBRUARY 2011.
- 40. How Google + isyour 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 traditionalmedia 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 yourcurrent 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 yourpages • Iframes make anything possible – Google for “custom Facebook pages” tool check out Involver and Pagemodo.
- 46. How • A socialmedia 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
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- 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 canbe 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-adscan 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. .
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- 54. Mobile marketing isthe wave of the future.
- 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
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- 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
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- 60. 1. Do notput 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 .
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- 62. Finally… • Thank youfor 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
- #2 Established in 1973Award winning Full‐service marketing agencyBrand developmentDigital marketingAccount planningMarketing researchCreativeMedia planning/buyingPublic relationsOffices in Raleigh, Fayetteville, North Carolina; Sarasota, Florida; and Hilton Head, South Carolina. Areas of concentration:travel and tourismhealthcareconsumer productsreal estateand financial services SMITH is the agency of record for North Carolina Tourism Industry Association. SMITH also currently serves as the official agency of record and corporate partner for the Southeast Tourism Society—a nonprofit organization comprised of 1,200 members in all 12 states in the Southeastern U.S.
- #8 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.
- #9 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
- #12 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,
- #13 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,
- #14 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
- #15 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
- #21 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.
- #22 Your Database is the most important tool you have to leverage your raving fans and mobilize new customers/members/guests.
- #24 Familiarity: 76% of consumers will initially seek deals and promotions on a brand’s website, and from there, 62% will sign up to receive emailPrivacyIf consumers don’t trust you, they won’t subscribe to your communications. Build a trusting relationship centered on respect for privacy, great opportunity to increase loyalty—and ROI.consumers will do additional research on unknown brands before offering their email addresses. They’ll google company names, and review complaint history and comments on Facebook and Twitter. proactively manage email addresses, as well as your social media presence, since these comments can have a direct impact on subscriber registration.RelevancyDoes theinformation provided relate to the interests of the customer?They expect email content to be specific to their interests and needsExclusivity expect to be the “first to know” about upcoming promotions and sales.informed about topics that interest them
- #25 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
- #26 Background:The Mills House Hotel has been a Client since 1980. Intercontinental Hotels handles most of the corporate marketingChallenge: Summer is a historically slow season,Limited budget Within 48 hours of the e-promotion being sent out over $19,000 in rooms were bookedGuest had to pay for their room at the time of reservation
- #27 What happens when some “googles” to find out more information about your brand can be a huge win or a huge loss.
- #31 Promotions, Sweepstakes, Contests and Free Stuff fuel the customer/guest/member machine.
- #35 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
- #36 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
- #37 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
- #38 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”.
- #44 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.
- #47 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.
- #48 These numbers are powerful indicators of the vigor with which businesses are embracing social media as a primary customer communication channel.
- #49 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.
- #54 ␣␣ 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.
- #55 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.
- #59 1.