Qotuf Marketing Bootcamp- Presentation by Motaz Hajaj
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MOTAZ HAJAJ DIGITAL MARKETING BOOTCAMP for QOTUF
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Transcript of Qotuf Marketing Bootcamp- Presentation by Motaz Hajaj
MOTAZ HAJAJ
DIGITAL MARKETING BOOTCAMP
for QOTUF
MOTAZ HAJAJ
BS COMPUTER ENGINEERING
MS ENGINEERING MANAGEMENT AND LEADERSHIPMissouri S&T
Santa Clara University, CA
CHESS TAGCo-Founder
& CEO
CULTURAL TRAINERStudent, teacher, blogger
Keep up with me at Motazhajaj.com
WORKED IN SILICON VALLEY2009-2012
Responsys Certified Campaign Professional
CERTIFICATIONS
Certified SocialMarketing Associate
AGENDAIntroduction to Social Media
The SAVE Model
Social Media Strategy
Social Media Channels
Tools
Case Studies
WHAT IS IT?
Social Media is…Web-‐based communication tools that enable people to interact with each other by both sharing and consuming information.
~lifewire.com
Features of Social Media Sites
• User accounts• Profile Pages• Feeds• Personalization• Notifications• Likes or comments• Reviews, ratings, or voting• Friends, followers, hashtags, mentioning
Issues with Social Media Sites
• Spam• Cyberbullying/Cyberstalking• Self-‐image manipulation• Information Overload• A “bubble” of information with your own views• Fake news• Privacy & Security
PREVIOUS MODEL
MARKETING MIX
Product Place Price Promotion
DEADThe 4 Ps are
Because of digital marketing and the rise of intangible products…
TheSAVEModel
Solution Access Value Education
Solution
Instead of Product
What job are you getting done?
What pain points are you addressing?
Access
Instead of Place
Many organizations are moving their business model from ownership to access to.
What are you offering at this precise moment?
Value
Instead of Price
Customers have concerns about price, but only after their concerns about value.
What is the value you create?
Education
Instead of Promotion
Create familiarity and trust long before a sale is made.
STRATEGY
THE SOSTAC MODELSITUATIONANALYSIS
OBJECTIVES
STRATEGY
TACTICS
ACTIONS
CONTROL SO
ST
A
C
® Developed by PR Smith
SITUATIONANALYSIS
S OS
TAC
Where are we now?
Current KPIs
Customer Insight
Market Trends
Competitor Analysis
Internal Capabilities and Resources
OBJECTIVES S OS
TAC
Where do we want to be?
Customer acquisition & retention
Sell Serve
Customer satisfaction
Sizzle
Wow factor
Speak
Engaging customers
Save
Efficiency
STRATEGY SO
STAC
How do we get there?
STOP
SIT
egments
arget markets
bjectives
ositioning (OVP)
equence
ntegration
argeting
Trust, try, buy…
CRM & Database
& segmentation
TACTICS SOS
TAC
Marketing Mix
• Solution• Access• Value• Education
SAVE Communications Mix
ContentPlan
ContactPlan
MARKETING MIX
ACTION SOS
CWho does what and when?
TA
Internal Resources& Skills
Responsibilities & Structures
Processes& Systems
External Agencies
CONTROL SOSA
COptimize
T
KPIWeb
Analytics
UserExperience Review
Reporting
Image: www.titan-‐seo.com/newsarticles/trifecta.html
SOCIAL MEDIA
CHANNELS
Good social media starting point
Largest demographic coverage
Easiest to manage for businesses
Best targeting
Update cover photo monthly-‐ and be sure to use the best dimensions
Sign up for a vanity URL:facebook.com/ChessTag
”Pin” your most important post to the top of your feed
Make sure your ”About Me” links to your other profiles and website
Give your followers value with education, promotions, entertainment, connections and discounts
Get a Verification Badge if you can
vanity URL
verificationbadge
greatcoverphoto
links to email & websites
pinned post
promotions
PROFILEPICTURE
160x160
COVER PHOTO
828x315JPG
< 100 KB
POST IMAGE SIZE
1200 x 444
8:3
Viral capabilities
Better for hashtags
Seems instantaneous
Message must be short
Good for engagement
Can use for customer service
Can retweet others’
messages
Do keyword research for your brand. Include these keywords in your bio and your tweets
Give people a discount or free digital product in exchange for a follow
Act quickly for trending topics and create a tweet that applies to your brand and the topic
Follow others first so they (hopefully) follow you back
Research industry hashtags and use them in your tweets
keywords in bio
industry hashtags
PROFILEPICTURE
400x400< 2 MB
HEADER PHOTO
1500x500< 2 MB
IMAGE SIZE
MIN: 600 x 335
RECOMMENDED: 1200 x 628
FILESJPG, PNG, GIF
3MB MAX
Best for photos and
videos
Post high quality photos
Use industry hashtags
Artistic niches excel
Mostly mobile
Art, travel, fashion
Be good at detail
Instagram is laid back, so be more casual when filling out your bio
Repost your Instagram content on Facebook for twice the exposure
If you use text overlays, make sure the font is consistent
Use captions for micro-‐blogging if it helps your brand story
Keep a cohesive feel on your feed by using the same filter & a color palette
Create a hashtag for your brand and encourage your Followers to use it too
microblogging
consistent text overlay
industry hashtags
IMAGES
<1080 ON SHORTEST SIDE
PROFILEPICTURE
AT LEAST110 x 110
Include a call-‐to-‐action
Customer testimonials
Unboxings
Monitor comments
YouTube
2nd largest search engine
Influencers
Webinars
How-‐tos
DIYs
Tutorials
Create a channel so viewers can find all your content. Some brands even create different channels for each topic or language.
What stage is your customer in the buying process? Create content to help at every stage.
Create videos that pique interest in your product and don’t forget to send them to your site when it’s over.
Re-‐post your videos on your blog and social media to give them lots of exposure
content for the “nurture” stage
channel
Better for B2B
Older, well-‐educated audience
Target by industry or job title
Build a connection before pitching
Utilize groups for networking
Consider using Pulse as a blogging platform to easily reach businesses in your network.
Create a group and provide curated content for members.
Use your keyword research to craft compelling copy for your page-‐ it’ll help you show up in search results
Connect with as many people as you can if you are looking to use LinkedIn for marketing
Pulse posts
copy based on keyword research
lots of connections
PROFILEPICTURE
500 x500
BACKGROUND PHOTO
1400 x 425
SPONSORED POSTIMAGE SIZE
800 x 400
Target Millennials
Share “Stories”
Create geofilters for your audience
Good for Influencers
Snapchat
Use for photos & visuals
Mostly ages 18-‐34
Fastest growing network
Create a geofilter for Snapers to use in a specific area on a certain day. It’s an inexpensive way to create hype.
Hand your Snapchat account to different trusted employees for them to show their view of the company. Set up guidelines first
Customize your Snap Code then place it on your social media and physical location to increase followers. Give an incentive for people to follow you.
Offer coupons or discounts through your snaps.
geofilter
personalized snapcode
coupon
TOOLS
Social Media Management
Tools BUFFER
Schedule Posts
Design Posts
Social Media Management
ToolsHOOTSUITE
Schedule
Engage
Multi-channel views
Monitoring
Reporting
Graphic DesignTools
CANVA
Create Posts
Wireframes
Photo Editing
Add Text
Design Grid
Graphic DesignTools
PIKTOCHART
Create Posts
Infographics
Posters
Presentations
Graphic DesignTools
TheNounProject
Icons for EVERYTHING
Graphic DesignTools
UNSPLASH
FreeHigh-Resolution Photos
Graphic DesignTools
SHUTTERSTOCK
Huge Image Library
Image Editing
Marketing Automation
ToolsHUBSPOT
Integrate every part of your marketing
• Newsletter• Homepage• Blog• Social Media• SEO• Ads
Very User-Friendly
Marketing Automation
ToolsINFUSIONSOFT
Integrate every part of your marketing
• CRM• Workflows• Sales Automation• E-Commerce• Analytics
More Complex
EmailMarketing
ToolsMAILCHIMP
List Segmentation
Design Emails
Email Automation
Analytics
Mobile Options
Integrations
EmailMarketing
ToolsSUMO.ME
Email Capture
Pop-ups
BloggingTools
WORDPRESS
Easy-to-use Blog Platform
BloggingTools
GRAMMARLY
Check your grammar
BookmarkingTools
Save content, view later (even offline)
BookmarkingTools
EVERNOTE
Save images, text, notes and lists.
View, share, and search later.
CASESTUDIES
• Created a landing page with choice of offer for participants
• Customer service was alerted to contact participant
• Leads were collected for future campaigns
Create a campaign to capture leads without an e-‐commerce site
8,428 Visitors+
212 Registered Leads
Low use of clinics and free supplies
Created YouTubePre-‐Roll video ads
Low awareness of MOH program to support Diabetes
patients
Created االسكرريي# -‐ صحصحلهھhashtag & worked with
influencers
28 Million impressions on hashtag in 1 week
Over 700,000 views
The campaign resulted in an increase in patient benefit usage, improving the lives of people throughout KSA.
Need to continue the series of successful TV ads into an audience-‐engaging campaign
1000s of questions tweeted to Old Spice•
Millions of YouTube views
Old Spice encouraged viewers to ask questions of the star of their TV ads via social media. Over 200 sarcastic and funny response videos were posted to YouTube
British flower delivery service wanted to use Instagram ads to appeal to a wider audience and increase sales.
Orders increased by 62%•
Extensive reach and engagement.
Bloom & Wild used a small email list to target a lookalike audience in Power Editor. They ran small tests and discovered that videos worked best.
Once testing was completed, they optimized and launched a full-‐scale campaign.
remember:
MARKETINGis no longer about theSTUFF YOU MAKEit’s about the STORIES YOU TELL
~Seth Godin
