This was the

1. Social Media and Digital
Marketing

2. • 13 years in digital
• 11 years as a marketer
• donschindler.com
• don.schindler@nd.edu
• @donschindler
Don Schindler

3. What you needed for marketing
• Objectives and Goals
• Competition Research
• Target Audience Profile
• Key Insight
• Brand Statement and
Story
• If you don’t have a
• Strategy marketing strategy, send
me an email and I’ll send
• Tactics you a sample one.
• Measurement • don.schindler@gmail.co
m
• Adjustment

4. Tactics – in order
• Small Business
1. Website (mobile first)
2. Brochures/Flyers/B-Cards
3. Email Marketing
4. Local Media/PR
5. Local Search
6. Social Media

5. SOCIAL MEDIA
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SUCKS!
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6. Ipsum lorem dolor sit amet Kids adopted it
first.

7. real time communications
Face-to-Face, instant
message, and cell
phone are real time
communications but
they are also fleeting.
Social Media is real
time communications
that can be
permanent and
spread virally.
That’s the scary part.

8. Your audience has an audience
How many people know
that he really dislikes being
here?

10. What does
your digital
presence look
like?

11. Drive to your Main Presence
Email Search
Linkedin Pinterest
Twitter Youtube
Photo
Facebook Website Sites

12. Your website
• Should have:
– CMS
– Good design
– CALL TO ACTION
– Analytics
– Search Engine
Friendly
– Mobile First

13. blogging
• Search Engines love
blogs
• Easy to do
• Comments/Feedback
• Inbound Links
• Personality
• Edelman Talk
• Topics for blogs
– Emails
– FAQs
– What your
competition is doing
– Keyword search

14. Email Newsletters

15. The secret to promotion in social
media
Talk about others – highlight them,
encourage them, be there for them.

16. University Social Media Strategy
• Goal
– Promote and protect
• Governance
– Guideline
– Decision Tree
– Monitoring
• Education
– Classes
– Brown Bags
– Linkedin Group
• Measurement
– KPIs

17. Decision Tree

18. All are created equal
Traffic
SEO
Social Media

19. Over 900 million

20. Facebook brings
• More conversations
• More personality
• More chances to get into their “life” stream
than other pieces (16% actually make it)
• More chances to promote via promoted
posts and pages
• Deeper connections than anything else
online

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25. Facebook secrets
• Bias against newcomers but also bias for
established brands
• “Most Recent” is not really your friends
• Links are favored over updates.
• Photo and Videos trump links.
• Stalking won’t get you noticed.
• Get people to comment.
• Popular kids won’t see you.
• http://www.thedailybeast.com/articles/2010/1
0/18/the-facebook-news-feed-how-it-works-
the-10-biggest-secrets.html

26. Twitter

27. PROS
• It’s growing – especially with youth
• Power of instant conversations
• Spreading the word quickly
• Companies are not the answer – your
personality is.
• Company Twitter as an aggregator
• You can collect users with bots

28. CONS
• Lots and lots of noises
• Bots
• Interface is not friendly
• No SEO
• Can suck the life right out of you

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31. Linkedin

32. LINKEDIN MAPS CONNECTIONS

33. Linkedin Power
• More connections, more touches
• Connected to Twitter and Facebook
• Open up your profile
• A group can offer sharing
• Being a community manager takes
time, patience and planning
• Encourage others to talk
• Automatically emails others with updates
they control

34. Linkedin
secret –
open up
your
profile

35. Groups

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37. Review sites
• Yelp
• Directory
services
• Angie’s List
• Citysearch

38. How much time does it take?

39. How do you measure the return?

40. Google Alerts

41. Monitoring Tools
• Social
Mention
• SM2

42. Communication Goals
• Promote and Protect Your Reputation.
• Connect with audiences in real time and
form trusted relationships.

43. Listen / Monitor
• Use the free tools available (takes more
time and people).
• Buy good monitoring tools – Sysomos or
Radian6.
• Play attention to what is being said and by
whom.
• Set benchmarks.

44. Set Policy
• Establish a policy / guidelines for
employees.
• Educate your employees about social
media and how to conduct themselves
online.
• Give them a place to go if things go wrong.

45. Enact Education
• Take classes or get someone to teach you
how to use your digital presence.
• Teach your staff these things as well.
• Encourage staff to learn about social
media and how it works.
• Encourage staff to use social media to
promote themselves and the company.

46. Marketing Objectives or Goals
• What is success for you?
• Can it be measured in dollars?
• How will you track it?
• http://www.slideshare.net/pgillin/social-
marketing-roi-yes-you-can
• http://www.slideshare.net/thebrandbuilder/
olivier-blanchard-basics-of-social-media-
roi

47. Adjustment
• I used to say that once you stepped
in, there was no way back out.
• But that’s not true.
• Building back your trust takes a lot of
work.

48. Project Management

49. • 13 years in digital
• 11 years as a marketer
• donschindler.com
• don.schindler@nd.edu
• @donschindler
Don Schindler