Providing corporations and agencies with marketing and advertising people• Strategy and planning through execution• Department and project teams or individual placements• Contract and full-time

Practice AreasArt Squad

Marketing Minds

Media Masters Multimedia

Multitalent

Digital SpecialistsResearch

ResourcesShopper

Marketing

Consultants/Strategists

Talent Spectrum

Strategic Executional

•Branding•Marketing•Research•Ethnography•CRM•PR/Corp Comm•Digital•Promotion•Cause/Social Responsibility•Retail/shopper•Ideation/concept development

• Media Planning• Media Buying• Merchandising

Specialist

Creative Professionals Project ManagementMarcom Professionals• Creative Director• Creative Services

Manager• Copywriter• Copy Editor• Desktop Publisher• Digital Artist• e-Learning

Designer• Environmental

Graphics Designer• Graphic Artist• Graphic Designer• Graphics Manager• Illustrator• Industrial Designer• Information

Designer

• Project Manager• Promotion Specialist• Public Relations

Specialist• Proofreader• Production

Coordinator• Production Manager• Project Coordinator• Prepress Specialist• Studio Manager• Trade Show

Coordinator• Trade Show/Event

Specialist• Trade Show Manager• Traffic Coordinator• Traffic Manager

• MarCom Writer• Marketing

Coordinator/Assistant

• Marketing Manager• Media Buyer• Media Planner• Motion Graphics

Specialist• Multimedia Designer• Online Editor• Packaging Graphics

Designer• Presentation

Specialist• Product Manager• Production Artist

(Web and Print)

• Key Art Designer

• Technical Illustrator

• User Interface Designer

• Web Animator• Web Content

Writer• Webmaster• Web Project

Manager• Website

Designer

Corporate Clients

A Workshop onDigital Marketing Strategy

AWARENESS of how digital media fits into your overall marketing plan

KNOWLEDGE of how to decide what digital media is right for your brand

UNDERSTANDING of how marketers have created digital strategies that work

EFFECTIVENESS by learning how to prove the value of your digital investment

Marketing Communications

Brand Message

TARGET

Marketing Communications

Brand Message

Behavior

Marketing Communications

Brand Message

Traditional MediaStrategy

Target Behavi

or

Direct Mail

Print

Broadcast Out-of-Home

Events

Marketing Communications

Brand Message

Digital MediaStrategy

Target Behavior SEO/

SEM

Social

Content

Mobile

email

Web Site

We just want to sell more stuff!Marketing Communications

Brand Message

Traditional Media

TargetBehavior

Digital Media

TargetBehavior Search:

SEO/SEM

Social

Content

MobileApps

email

Web Site

Direct Mail

Print

Broadcast Out-of-Home

Events

Marketing Communications

Brand Message

Digital Media

StrategySearch:

SEO/SEM

Social

Content

Mobile

email

Web Site

Digital Media

Strategy

SEO/SEM

Social

Content

Mobile

email

Web Site

Marketing Communications

Brand Message

Strategy

Social

Internet

Mobile

email

Print

Broadcast

Out-of-Home

What kind of damage could 1 million people do to your business/brand?

What kind of value could 1 million people bring to your business/brand?

Massive Change

Marketing DarwinismMarketer Expectations

• 88% of marketers expect to spend more on digital and two-way media

• 82% believe insights into consumer’s digital behavior and related targeting tools will only become more important

• 89% developing ideas that cross media platforms, including digital

• 42% have set up in-house agencies

Marketer Challenges

• Only 25% of marketers regard themselves as digitally savvy

• 50% claim they lack the support at senior levels to substantially increase the marketing dollars allocated to digital media

• Not getting digital leadership and innovation from current agencies and agency collaboration process

Marketing Darwinism

Agency Challenges

• 73% say they are challenged in attracting enough digital talent

• 47% view digital as too resource intensive relative to revenue

Media Challenges

• 67% need to update their supply chain capabilities

• 50% view labor spent on integrated campaigns as not commensurate with revenue

The Good Old Days

Insert martini’s and golf

ALWAYSON

Consumers Don’t Trust Business

Method’s That Worked in the Past Fail Now

“False” is the term most frequently associated with advertising.

Who Do We Trust?

The New Role of Marketing

“The marketing function, equipped (in the past) to broadcast brand messages to consumers, has now become a center for dialogue, geared to gleaning what

consumers want and when and where they want it. Advertising has evolved from an interruption…grabbing attention for a product or brand…into an experience, an

application, a service that the consumer actually wants. This new marketing model doesn’t shout; it listens and learns. And, relevance, interactivity and accountability

are its essential ingredients.

-Christopher Vollmerstrategy+business, Spring 2009

The New Marketer

Marketing Technopologist

Look beyond “shiney objects” of tech and grasp implications of cultural shifts for

communication and connection as it relates to their brands.

Essence of Web 2.0: Community

Incredible Complexity

Time to Manage

Experience and Skills

Losing control/more accountable

Brands and Communities• Groundbreaking collaborative

product+service offering with Apple

• Running shoe integrated with iPod– Tracks your workout progress,

feeding data to your iPod from your shoes while you run/listen to music

– Syncs with Nike+ site to track your progress, social community to network with other runners

– Provides NIke with an unmatched tool for gathering behavioral data/insights

• 1.2 million member strong community

• Extending in HumanRace cause event, one day race attracting 800,000 runners across the globe, raising money for three causes the community cares about.

“Nike+ taught us about context. It let’s the product live beyond it’s physical use.”

Trevor Edwards Vice President, Global Brand and Category Mgmt

Winning Defined

Harnessing collective intelligence

Conversation

Collaboration

Real Time Interaction

Not Just Communication…but how products/services

• Are created• Sold

• Bought• Evaluated

Bottom Line:

Human resource solution that meets the demands of the rapidly evolving digital marketing ecosystem:

• Strategic vision and direction• Executional capabilities and bandwidth

Avoiding the costs associated with addition of FTE’s.

Google Is Your New Home Page

Derick SchaeferManaging DirectorOrangecast Social Media Marketing

Your Reputation and Brand Online

• 92% of daily Internet users are using Search Engines.

• 25-50M daily proper noun searches• Search Engines strive to provide relevant and

fresh content.• Consumers form opinions from what they read,

hear, and see online.• Bloggers, Twitter users, and Rip-Off Reporters are

influencing consumers.

Opportunity and a Liability!

The Sales Funnel

Source “Why Search Doesn’t Really Matter” by Eric Picard

Brands Nouns Cause Problem Geo Competitors

Categorized Keyword List

Empirical Evidence

• Every digital asset collects data• Data can tell us

– Consumer interest and behavior– Consumer needs– Geographical trends

• Allows for controlled failure

CASE STUDYWomen’s Health Care – A Success and a Controlled Failure

SEO Basics

• Three Pieces of content on every webpage– Title (80 characters)– Description (255 characters)– The Content

• Links tell Google what is important– “click here” vs. “corporate litigation”

• Social Media = Buzz

Digital Law and Rules

• Communications Decency Act– Federal Law with immunity and safe havens– Works against you, your brand, and your company!

• Digital Millennium Copyright Act– Protection for digital media– Works for you

• CANSPAM Act– Specific laws related to email marketing

• Powers that Be– Google Webmaster Guidelines– Blogger Etiquette– Court of Public Opinion

Five Recommendations

• Setup Google Alerts on– Brands– Executives– Company Name

• Get Analytics on your site– This IS NOT a function of IT

• Title and Description tags• Define desired digital ROI Plan• Create A Working Playbook

DIGITAL MEDIA AND PUBLIC RELATIONS

Hi, I’m Allie Herzog

• Started, built and developed digital media division at PR firm

• Help get companies strategically on board with digital media strategies

• Realize communication and public relations challenges

• Develop appropriate communication tools for your audiences

51%

+16%+400%

W E

HE

LITM

EG

OTOC

L

TGA

IEAD

Web 1.0 vs. Web 2.0

Reading vs. WritingCompanies vs. Communities

Advertising vs. Word of MouthInformation vs. OpinionHome pages vs. Blogs

Lectures vs. ConversationsEncyclopedia vs. Wikipedia

Web 1.0 was…Indirect Communications

Your Message Media’s Message

Web 2.0 is…Direct Communications

Message

Feedback

Direct Communications Channels

Audience

Audience

Audience

Audience

Audience

Audience

Audience

Audience

Audience

Audience

The message

Web Search

Blog

Community Forums

Video sharing

Micro-blog

Events/Meet-ups

Mobile /SMS

Live Chat

Digital Media PR is…

Networking

Accessible

Everyone has an opinion Information

is traveling FAST

Messy

Interactive

Citizen Journalism

Before starting anything, get all the facts

Forrester’sSocial

Technographics Ladder

The Toolbox

WIKI

VIDEO

PHOTO SHARING

PODCAST

RSS FEED

PRESS ROOM

BLOG

SEARCH OPTIMIZATION

TWITTER VIRTUAL WORLD

MOBILE APPS

SOCIAL NETWORKS

More than 70% of Americans read their news online.

It is imperative to be easy-to-find online

Optimization

Allows anyone with a Web site or blog to easily syndicate your content.

RSS Feeds

If updated frequently to include key information, they can be a

vital tool for journalists and perspective customers

Press Rooms

Allows internet visitors and Web-masters to save, organize, search, and manage bookmarks on the Web

using meta data.

Social Bookmarking

Must haves:• Real strategy• Group of dedicated bloggers• Willingness to relinquish control• Readiness to open up your company• Something to say

Blog

If you are authentic, transparent & engaging, Twitter can work wonders!

Most importantly, monitor, listen and contribute as appropriate.

Informative, constructive and high-quality content and images always trumps promotional content.

Social Networks

Mobile Applications

Between January 2008 and January 2009, the number of daily mobile

Web users doubled.

Accessing the mobile Web is a daily activity for 22.4 million mobile

users in the U.S.

Wiki

A dynamic intranet and user-generated Web site that can be edited, linked to and tagged by all members.

Over 1 Million Niche Networks

6 Million unique visitors per month

Video

52% of Web content is video so if you're not creating

videos you're missing out.

YouTube is the #2 search engine.

Photo Sharing

Publish and share digital images, offer status updates, publicize

an event, etc.

This third-party viral press room of images can be a great tool for

journalists!

Must be tagged with strategic keywords.

Virtual Worlds

Communicating in real-time, offering immediate responses and opening yourself up to feedback

can increase customer retention, satisfaction and trust in your company.

Litmus Test

• Appropriate for the audience• Appropriate for the strategy• Appropriate for the message• Appropriate for the goal of the campaign

• Conducive to team structure• Cost effective

Developing ROIDetermine what you are measuring and your top 1-3 goalsQualitative: corporate reputation, number of online conversations, customerrelationshipsQuantitative: traffic, sales or SEO ranking

Determine benchmark Are we currently part of the conversations? Where do we stand?How are we currently talked about versus our competitors?Use tools mentioned

Measure successDid we build better relationships with key audiences?Did we participate in conversations where we hadn’t previously had a voice? Were we able to move from a running monologue to a meaningful dialogue?Did we drive more traffic? Bookings? Sales?

The Community Goes Mobile

The Shift to Mobile

I’d give up ___ instead of my

phone!

Unheard of Returns• 120,000 MMS campaign

• 30% response

• $60,000 cost

• $45,000,000 sales

• Each MMS generates $375

• 750 to 1 ROI

Rapid Acceleration

127 Years127 Years25 Years25 Years-5 Years?-5 Years?13 Years13 Years

Influencing Path to Purchase• 29% of US consumers have

used a mobile phone while shopping in a store

• 72% called someone about a product they might purchase

• 40% have sent a picture of a product they might purchase

• 24% have used a mobile commerce site or application to compare prices

Changing Marketing Forever

LocationLocation InterestsInterests

BehaviorBehavior SocialSocial

IdentityIdentity

InteractivityPortal to Connected

Community

Smartphones: Five Years into the Digital Future• 90% US penetration

• WiMax and 4G networks are widely deployed allowing for mass HD/data intentive streaming, downloading

• Mobile replace wallets (purchases)

• Hub of the digital ecosystem, community at it’s nucleus

– Communication

– News and information

– Entertainment and gaming…High Def

– Social

– Commerce

– Marketing

• Platform intelligence grows exponentially as people use, contribute and collaborate on a mass scale

• Real world behavioral insights

• Has impacted every area of life

Digital Darwinism• Ability to organize, understand

and respond to communities a core marketing competency

• Real time behavioral data basis for consumer insights/product development

• Location-based services triggering spacetime-based communication

• Real-time response, inventory and analytics

• Internal and agency capabilities, structures, comp

Mobile Marketing

Platforms

SMS/MMS WAP Sites

Apps

iPhone: Smartphone Leader• 40+ million iPhone/iPod Touch units

sold in US in two-years • $99 price accelerates penetration • 69% of all mobile web traffic (May

09)• Apps:

– 1 billion downloads– 55,000 third-party– Robust functionality integration

• Gaming• Location/Motion• Video streaming/Photo• Ad serving (1.75B in May 09)

iPhone Apps

*Based on 2,300 apps in AdMob ad server network

Games Are Tops:

TapTap Revenge used by 1 in 3

Social Gets Used:

25% say FB is 1 of 3 apps they use most often

5% have more than 100,000 active users*

Marketers Leading with Apps

Enterprise Apps

“The days of the so-called corporate device are ending”

John ChambersCEO

Monetized Marketing

$3,000/day

Changing Marketing Forever

LocationLocation InterestsInterests

BehaviorBehavior SocialSocial

IdentityIdentity

InteractivityPortal to Connected

Community