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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NEW: BRANDS AS PUBLISHERS
Social technology allows people to talk about brands with unprecedented speed and volume…
NEW: BRANDS AS PUBLISHERS
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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
NEW: BRANDS AS PUBLISHERS
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Surprise! You’re a publisher!
NEW: BRANDS AS PUBLISHERS
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NEW: BRANDS AS PUBLISHERS
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NEW: BRANDS AS PUBLISHERS
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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
NEW: BRANDS AS PUBLISHERS
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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?
NEW: BRANDS AS PUBLISHERS
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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.
NEW: DRIVING ENGAGEMENT WITH YOUR PLATFORMS
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How do you drive traffic and engagement?
NEW: DRIVING ENGAGEMENT WITH YOUR PLATFORMS
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NEW: DRIVING ENGAGEMENT WITH YOUR PLATFORMS
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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
NEW: DRIVING ENGAGEMENT WITH YOUR PLATFORMS
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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?
NEW: DRIVING ENGAGEMENT WITH YOUR PLATFORMS
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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
NEW: DRIVING ENGAGEMENT WITH YOUR PLATFORMS
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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)
NEW: DRIVING ENGAGEMENT WITH YOUR PLATFORMS
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Ad
voca
tes
Time
Enga
gem
ent
build
s
Engagement
dissolves
Only investing in
one big campaign.
Loyalty and retention suffer with this approach
NEW: DRIVING ENGAGEMENT WITH YOUR PLATFORMS
A Single Campaign
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Ad
voca
tes
Time
Loyalty and retention positively impacted on a daily, weekly, monthly basis
NEW: DRIVING ENGAGEMENT WITH YOUR PLATFORMS
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
NEXT: HARNESSING THE POWER OF INFLUENCE
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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.
NEXT: HARNESSING THE POWER OF INFLUENCE
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NEXT: HARNESSING THE POWER OF INFLUENCE
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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
NEXT: HARNESSING THE POWER OF INFLUENCE
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To be shared, content must have:
• Transactional Value
• Entertainment Value
• Informational Value
NEW: DRIVING ENGAGEMENT WITH YOUR PLATFORMS
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Social bridging
The scalability of social marketing relies on sharing
NEXT: HARNESSING THE POWER OF INFLUENCE
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NEXT: HARNESSING THE POWER OF INFLUENCE
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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
NEXT: HARNESSING THE POWER OF INFLUENCE
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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
NEXT: HARNESSING THE POWER OF INFLUENCE
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NEXT: HARNESSING THE POWER OF INFLUENCE
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NEXT: HARNESSING THE POWER OF INFLUENCE
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Scoring on Awareness, Engagement, Acquisition
NEXT: HARNESSING THE POWER OF INFLUENCE
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SOCIAL SCORECARD
NEXT: HARNESSING THE POWER OF INFLUENCE
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Questions?
Contact Me:
Leigh George, PhD, Senior Digital Marketing Strategist
410.327.0007 x 1211
http://www.linkedin.com/in/leighgeorge
@leighgeorge
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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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