Engagement Marketing: Winning in the Digital Age - Robin Bordoli
A winning strategy for online engagement and conversions
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Transcript of A winning strategy for online engagement and conversions
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A winning strategy for online engagement and conversions Keith Goldberg, VP Marketing Arts Reach National Conference Spring 2014
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VP Marketing, Vendini
Software career
Penn alum
Backstage and front of house part-time
Keith Goldberg
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Vendini makes the business of live events simple.
Vendini
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Vendini makes the business of live events simple.
Vendini
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Where are we today?
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Mobile is happening
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Mobile landscape for 2014 « 1 in 4 searches conducted via mobile
« 57, 293 hours on mobile over a lifetime
« 57% won’t recommend companies with poor mobile sites
« SMS coupons redeemed 8x more than email offers
« 59% find mobile search ads useful
Source: “The Mobile Landscape for 2014” WebDAM infographic
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Access information 24/7
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Age of Now
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Educated, empowered patrons
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Patrons today
Connected
Empowered
Informed
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Trends shaping the marketing landscape
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Millennials
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Millennials « Always connected
« Social by nature
ü Network
ü Vocal
« Seek participatory experiences
« Value reviews and recommendations
Source: “Millennials Trust People Over Brands” Bazaar Voice whitepaper
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« Be relevant
« Compelling, digestible content
« Cohesive experience online and off
« Listen, engage, iterate
Customer-centric
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« Content to engage pre-sale
« Build trust
« Establish expertise
« Rich content (video, images, podcasts)
« Bring brand and events to life
Content is king
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« Bring web visitors back, convert them
« Increase brand awareness
« Content retargeting strategy
Retargeting
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« Responsive design
« Mobile-friendly content
« Mobile advertising
« Opt-in SMS updates
« Mobile applications
« Mobile sales and ticketing
Mobile friendly
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« Location and proximity detection
« Timely, highly targeted updates
« Wearables
« Wealth of data
Location-based data
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« Social’s impact on search rankings
« Diverse array of social media channels
« Pinpoint audience-specific social channels
« Crowdsourcing
Social media and SEO
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Putting this to use
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Establish voice
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Messaging and branding « Who is your target audience?
« How do staff and patrons describe your brand?
« What do you stand for? Against?
« Patron personas
« Define voice (personality, tone, content)
« Socialize with staff
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Deliver value
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Think big picture
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Make conversations meaningful
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Nail the patron experience
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Optimize the user experience
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Harness the power of social
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Crowdsourcing
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Foster participatory experiences
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Measure it
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Refine it
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Questions and discussion
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Thank you
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Source and image credits Slide 6 Boom image, www. reysreboot.com
Slide 7 Mobile devices image, www. community.webroot.com/t5/Security-News/Mobile-Device-Usage-at-Businesses-on-the-Rise/td-p/52212
Slide 8 “The Mobile Landscape for 2014” infographic, WebDAM www.marketingprofs.com/chirp/2014/24619/the-mobile-landscape-for-2014-infographic
“The Future Of Mobile”, Henry Blodget www.businessinsider.com/future-of-mobile-slides-2012-12
Slide 10 Now image, Flickr user kraftfolio
Slide 11 Audience b+w image, Flickr user amaria
Slide 14 Millennials image of students, SUNY New Paltz
Slide 15 “Milennials Trust People Over Brands” whitepaper, Bazaar Voice, www.resources.bazaarvoice.com
Slide 16 The Human Brand, Chris Malone and Susan T. Fiske
Slide 25 Renee Fleming image, Carlos Allegri, Reuters, www.mcall.com/sports/mc-pictures-super-bowl-xlviii-20140202-036,0,2160376.photo
Slide 27 No BS image, wwwaskanatheist.tv/2011/09/25/when-all-else-fails-baffle-them-with-bullshit/
Slide 28 Industrial machinery image, www.mhi-global.com/products/images/bg_09_industry.jpg
Slide 29 One vs. two way conversation images, www.hm-2.com/social-media-marketing-the-2-way-conversation-with-pictures
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Source and image credits Slide 30 Delighted patrons sign image, Flickr user codepo8
Slide 31 UX horse image, www.info-design.net/laborbuch/2010/10/user-experience/
Slide 32 Social media conversation graphic, www.socialfactor.com/the-power-of-social-engagement-is-key
Slide 33 Evan Chapman Christmas Fliash Mob at MFA image, Boston Magazine,
www. cdn1.bostonmagazine.com/wp-content/uploads/ 2013/12/berklee-flash-mob-mfa.jpg
Slide 34 Measuring tape Image, /www.greatoccupations.com/archives/551
Slide 35 "Fine lines need fine brushes" by Jens F-Jensen