Digital Marketing: Now, New, Next

Digital Marketing Now, New, Next

Today you’ll learn:

Now

The Basics

New

Brands as Publishers

Driving Engagement with Your Platforms

Next

Harnessing the Power of Influence

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NOWThe Basics

NOW: THE BASICS

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NOW: THE BASICS

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1. Platform / CMS optimization

2. Keyword selection

3. Content creation

4. Link building: in-bound, on-site and out-bound

Search Engine Optimization (SEO)

NOW: THE BASICS

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Use compelling calls-to-action:

• Demo our software• Download the whitepaper• Sign up for our alerts• Request a quote

Use conversion points as an entry to your sales funnel or to get contact info

NOW: THE BASICS

Acquisition

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• The new year's resolutions email resulted in 17 registrations in one day which equaled $20K in revenue

• The bag contest email resulted in 1982 votes in one day and a 17% CTR, an all-time high

NOW: THE BASICS

Relationship Marketing

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Unique Open Rate: 11% - 16%

Click-through rate: More than 1.6% of received emails

Unsubscribe rate: Below .23%

Email Forwards: 2% of the total uniquely opened emails forwarded year/year

Social Sharing: A 3% increase in social sharing month/month.

NOW: THE BASICS

Relationship Marketing

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The three questions you should ask about your site

• How are people finding you online?

• What is the nature of your traffic?

• How engaging is your site?

NOW: THE BASICS

Analytics

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NEWBrands as Publishers

NEW: BRANDS AS PUBLISHERS

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Social technology allows people to talk about brands with unprecedented speed and volume…


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… it also empowers brands to tap into the passions and needs of an audience

Winning!

“Fastest Time to Reach 1 Million Twitter Followers”

25 hours and 17 minutes


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Surprise! You’re a publisher!


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Approach

GoogleBlackBerry Apple iPhone Palm WebOS Symbian OS Windows Mobile

1. Responsive Layout (Every Site): Site renders ‘as is’2. Web Mobile (Optional $): m. ‘dot’ site, I/A and Mobile Content3. Native Branding ($): Info based, Syndicated Feeds, Media Services4. Native Custom ($$$): Unique functionality


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Marketing, PR, Technology? What are the roles Who is managing these communities?

What are the publishing platforms?

Editorial Calendar with Campaigns and Regular Touchpoints

What’s your content?


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NEWDriving Engagement with Your Platforms

NEW: DRIVING ENGAGEMENT WITH YOUR PLATFORMS

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The Internet is a decision engine

When was the last time you clicked on your browserand didn’t know what you were going to do next?

Companies need to provide information users find valuable or they will ignore you.


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How do you drive traffic and engagement?


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Geolocation

• Bridges offline and online

• Offering exclusive experiences & specials

• Serving IP-based, location-specific content &

advertising

• Geotagged content mashups

Bridge offline and online with quick mobile consumption


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• Only 4% of Americans use location-based services• 7% of adults who go online with their mobile phone

use a location-based service.• 8% of online adults ages 18-29 use location-based

services, significantly more than online adults in any other age group.

• 10% of online Hispanics use these services – significantly more than online whites (3%) or online blacks (5%).

• 6% of online men use a location-based service such as Foursquare or Gowalla, compared with 3% of online women.

Pew Research Center’s Internet & American Life project, November 2010

Is it audience appropriate?


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QR codes

Bridge offline and online with quick mobile consumption

• Provide more information

• Drive to online content: website, social network, video, etc.

• Enable direct calls, emails

• Download an MP3

• Access to coupons or free giveaways


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Is it audience appropriate?

• 52% have seen or heard of bar codes• 28% scanned a QR code• 62% scan a barcode to go to a website• 24% scan for contact info• 30% scan for information• 30% scan for a coupon• 6% say their scan led to the purchase of a product or

service

Austin Williams ResearchQR code study - October and November of 2010- Adults ages 25-54 years oldhttp://www.austin-williams.com/blog/post.cfm/qr-code-infographic)


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http://www.austin-williams.com/blog/post.cfm/qr-code-infographic

http://www.austin-williams.com/blog/post.cfm/qr-code-infographic

Ad

voca

tes

Time

Enga

gem

ent

build

s

Engagement

dissolves

Only investing in

one big campaign.

Loyalty and retention suffer with this approach


A Single Campaign

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Ad

voca

tes

Time

Loyalty and retention positively impacted on a daily, weekly, monthly basis


The Rhythm of Business

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NEXTHarnessing the Power of influence

NEXT: HARNESSING THE POWER OF INFLUENCE

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RazorfishLiminal Study, 2011


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93% of the Inc. 500 companies surveyed reported that bulletin and message boards were the most successful locations for engaging customers.


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COIOwned

Properties

Content

ID, activate, and engage with the key battlegrounds

that we do not own and control

Build brand love and content amplification in the places

customers expect you to be

Attract and EngageSocial CRM: Acquire and

Advocate

Integrate


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To be shared, content must have:

• Transactional Value

• Entertainment Value

• Informational Value


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Social bridging

The scalability of social marketing relies on sharing


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Identify the Communities of Interest

What are the access points, content, platform assets and conversations where we can engage?

Insights and Recommendations for activation and engagement

Plan deployed across channels (transactional and conversational)

Test, learn, listen and optimize

Programmatically Activating People, Places and Content


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Provides Value (15%) Twitalyzer (score = percentile)Content Score

Popularity (15%) Compete Unique Visitors Inbound Links Alexa Rank

Influence/Effectiveness of each (15%) Klout Influence Score Website Grader Page Rank Engagement/Discussion (15%) Comments (last 20 posts) Google Buzz Count TweetMeme

On Target (20%) Audience Score (1-10) Content Relevance (% last 30 posts)

Distribution (20%) MembersSubscribersFollowers

Identify COIs

Research Methodology

• Determine candidate pool

• Prioritize based on traffic

and relevance

• Score


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Scoring on Awareness, Engagement, Acquisition


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SOCIAL SCORECARD


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Questions?

Contact Me:

Leigh George, PhD, Senior Digital Marketing Strategist

[email protected]

410.327.0007 x 1211

http://www.linkedin.com/in/leighgeorge

@leighgeorge

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mailto:[email protected]

http://www.linkedin.com/in/leighgeorge

Image credits

Don Draper: www.thetruthaboutcars.comGoogle search: www.thoughtmechanics.comAnalytics: www.screencastworld.comMegaphone: seedmagazine.comSocial media woman: butterflypublisher.com/Guinness Book of World Records logo : britwriters.co.ukCharlie Sheen: mashable.comKoi pond: fluorineneon.blogspot.comGroup: news.sciencemag.orgKrispy Kreme: tarichmond.comFoursquare check-in: mobilemarketingwatch.comQR code: flickr.com/photos/inju/2294162149/Whitepaper: daneblogger.comCoupon: livingsocial.comCat: incanhascheezburger.comFoodtruck: stuffnearames.pbworks.com

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http://www.thoughtmechanics.com/

http://www.screencastworld.com/

Digital Marketing: Now, New, Next

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