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Our Digital World - Early 2013
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Chris Lohman
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This is the presentation I delivered at the Linsalata Capital CEO Conference on 2.27.13.
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Our Digital World - Early 2013
1.
OUR DIGITAL WORLD
2.
TODAY’S JOURNEY Provide a
high-level overview of the digital marketing space Share best practices for B-to-B and B-to-C Inspire you to optimize your investment of time & resources © 2013
3.
4.
ONE GIANT CIRCLE
OF INFLUENCE © 2013
5.
WHAT IS SOCIAL
MEDIA? SM is the foundation for all personal, social, political, and consumer conversations. SM is where all conversations either begin or end in today’s hyper-social sharing climate. © 2013
6.
WHY SHOULD YOU
CARE? Simply because your customers, employees, recruits, partners, governments, vendors, and the media all do. © 2013
7.
YOUR CUSTOMERS… INFLUENCED OR
MERELY INFORMED ? © 2013
8.
CONFUSED?
© 2013
9.
© 2013
10.
WHERE? © Nielsen 2012
© 2013
11.
© 2013
12.
THE SEVEN KEYS
TO SOCIAL MEDIA SUCCESS 1. Be proactive 2. Market your SM efforts everywhere 3. Make a real investment to see tangible results 4. Integrate. Integrate. Integrate. 5. Make mistakes 6. Speed kills (the lack thereof) 7. Empathy will endear you when you need it most © 2013
13.
NOW WHAT? 1. Re-evaluate
what you’re currently doing – from costs (staff & cash) to KPIs to your ROI 2. Thoroughly audit your specific business category and key competitors 3. Research best practices and successful case-studies 4. Review your over-arching marketing plan 5. Integrate SM into your plan – and sometimes, when appropriate, let SM lead your plan or marketing campaign 6. Re-set KPIs and expectations 7. Launch. And be ready to change paths at a moment’s notice © 2013
14.
I’M B-to-B. IS
SOCIAL MEDIA FOR ME? 1. LinkedIn 2. Monitor your online brand reputation (news, blogs, forums, etc.) 3. Influence your online brand reputation (PR, blog, & guest editorial) 4. Make sure you have a company SM plan in place 5. SEO – Google loves a blog post, social bookmark, and Tweet © 2013
15.
Intern
Coordinator Solid business description, Post open jobs contact info, and images Post company updates - Evaluate & recruit news, blog posts, staff prospects achievements, etc. Add LinkedIn icon to Encourage your staff to company website update their LinkedIn profiles Manager CEO Highlight products & services Fully build-out your Encourage customers and Careers page to include vendors to post videos, featured jobs, and recommendations testimonials Run targeted LinkedIn ads for Establish customer and recruitment and general B-to-B partner Groups promotion Track page and follower analytics © 2013
16.
Company Page
Company Careers Page CTA to Apply Featured Featured Company Employee Recent News CTA to Visit Job Posts Products Culture Profiles Job Post Coverage Careers Video © 2013
17.
Curated content Peer-driven engagement Smart
brands play outside of their arena They come, they stay, they play – and they buy! © 2013
18.
-Photos-only
-Peer-to-peer mobile-only -Artistic expression “moment” sharing -Niche channel -Upon review, poof – “Sexting” -No rev model -Massive tween/teen adoption -Free popular music radio -Geo-location “check-in” and playlists mobile application -Directly competes with -Discounts for customers, Pandora promotion for businesses - “Social” media -Faux peer gamification consumption -Deep integration with FB © 2013
19.
Rules of Engagement
– B-to-B & B-to-C 1. Search 2. Listen 3. Learn/Insights 4. Plan & adopt 5. ENGAGE & test 1. Be human 2. Transparent 3. Empathetic 4. Take it offline 5. Stop before you GO! © 2013
20.
“Basically three
brands of pre-made thin…Boboli, Mama Mary’s and Roma.” “Mama Mary’s edge was “I love using Mama crispier, but Mary’s Pizza crusts…” still chewy” “Don’t like Bobolis..” © 2013 POWERED BY
21.
Blogger outreach and
Facebook advertising will lead to more posts & conversations Mama Mary’s posts show a higher % of positive sentiment. Engagement levels are similar © 2013 POWERED BY
22.
© 2013
POWERED BY
23.
SEVEN KEYS TO
SOUND WEB DEVELOPMENT 1. Always build with the customer’s user-experience in mind 2. Choose easy-to-consume, relevant content over functionality & frills 3. 2nd only to intuitive navigation is site speed. Aim for less flash, better servers 4. Make it painfully easy for customers to contact you 5. Band-aiding a site will almost always negatively affect your Search Engine Optimization (SEO) 6. Don’t ask your friends and co-workers how to improve your site, ask your customers & partners – ask the people who need to have a positive site visit experience 7. Place an emphasis on SM and engagement elements: blogs, SM icons, videos/YouTube media players, reviews, etc. Google loves this, and the public has grown accustomed to it © 2013
24.
THE “SCIENCE OF
SEO” 1. There is no science 2. Make sure your site has a structurally sound code base 3. Google loves fresh content 4. Quality PR - both traditional and online-only (blogs) - will be #1 influencer of your search results 5. Social cues – product reviews, Facebook Likes, Tweets w/links, Pinterest Pins – not only give you street cred but also are beloved by algorithms 6. Maintain a fast site 7. Make it easy for people to locate the information they are looking for on your site – Google knows. Somehow, Google knows 8. “On-page” SEO is an ongoing process - focus on keyword research & keyword optimization © 2013
25.
THE FUTURE OF
SOCIAL 1. The SM experience chasm between young and older generations will only become greater – marketers will need to become smarter and work harder. 2. The first to the party will always get asked to dance first – early adoption will continue to lead to earned media and street cred. 3. Backlash and attrition due to advertising may lead to the big boys offering both a freemium and ad-free model. 4. Pinterest will continue to explode as new features are released – will be the most expensive web/social acquisition in 2013. 5. People will perpetuate the trend of consuming social media away from their computers - while shopping and driving and everywhere in between. © 2013
26.
THE FUTURE OF
WEB 1. Google Search will continue to lose market share to Bing (and the wildcard Facebook), to the benefit of those who want Search to lead to action, and not just browsing. 2. SEO is no longer a science, nor beatable. Smart practices will directly lead to better return. 3. Internet Explorer and Firefox will continue to lose market share to Chrome. Coupled with the influx of mobile internet, most current websites will be rendered obsolete. 4. Those who don’t fully embrace mobile commerce will be left behind, and may never catch up. 5. Responsive web design will become more relevant and pervasive than native app development – adaptability will overrule functionality. © 2013
27.
KEY TAKEAWAYS 1. Everything
you do online impacts your business success 2. Everything you are not doing will impact your business success 3. Everything you do online impacts your SEO results 4. You can only truly test if you make a sufficient investment of time and resources 5. Empathy. Empathy. Empathy. 6. A mistake is merely an opportunity to do things right the next time © 2013
28.
Thank You
& GOOD LUCK
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