Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
MPub: Online Marketing Tools
1. Online Marketing
An Introduction to the Tools
Agenda:
Return Twitter/Email Assignment. As and B+s.
Email: 20% at beginning. Use author name
Twitter: too long!
Review Syllabus
Online Examples
Work on Marketing Plans
14. Facebook Case Study: Scholastic
Goals > Actions > Response > KPI
Actions that Desired
Goals will achieve Why Audience KPIs
the goal Response
• Connect with existing • Introduce new • Teachers and parents • Email subscribers also • Initial # fans notified
community of teachers community to existing are brand become FB fans about FB
and parents community ambassadors; • Share FB page with • # FB fans during initial
• Support a long-term, • Give loyal email recommendation friends campaign period
loyal base of brand subscribers the sneak between friends is • Actively engage on the • # page impressions
ambassadors peak at FB stronger than from page; supporting each • # shares to other
• Share resources with • Giveaway incentive to Scholastic directly other friends
core fans generate excitement • Reward the existing • Redeem promotions • # referrals to online
• Increase sales • Share exclusive content base with previews and • Sales store
promotions • # sales
• Great content • Average order value
encourages repeat • Lifetime value of
visits customer
• Supporting fan base
leads to them
supporting Scholastic
through sales
http://smartblogs.com/socialmedia/2010/12/23/andys-answers-how-scholastic-is-using-facebook-to-create-loyal-brand-ambassadors/
15. Facebook Best Practices
• Post helpful, valuable information
• Give your fans a reason to become fans
• Create conversation: Use updates to ask questions
and elicit responses
• Have an editorial strategy
• Be fan-centric not brand-centric
• Integrate Online Offers with Offline Experiences
monique@boxcarmarketing.com
twitter: @boxcarmarketing
19. Twitter Case Study
monique@boxcarmarketing.com
twitter: @boxcarmarketing
20. Twitter Case Study: NYT
Goals > Actions > Response > KPI
Actions that Desired
Goals will achieve Why Audience KPIs
the goal Response
• Increase followers • Replace auto-tweet • Experiment with Twitter • Increased CTR • Click Through Rate
• Increase follower with 2 editors best practices • Increased RTs or (CTR)
engagement with NYT • Use #hashtags and • Establish 1 week mentions • RTs and @
@mentions to baseline metrics • Increased attention • # Comments,
customize tweets responses, replies,
• Engage in conversation mentions about the
vs. dialogue experiment on Twitter
and other websites
21. Twitter Best Practices
• Post helpful, valuable information
• Be OPEN
• Talk about others more than you talk about yourself
• Listen
• Use hashtags
• Integrate Online Offers with Offline Experiences
monique@boxcarmarketing.com
twitter: @boxcarmarketing
24. Justalilhype! is on online magazine on the
street culture of Vancouver, Montreal and
Toronto.
monique@boxcarmarketing.com
twitter: @boxcarmarketing
35. Ecommerce Store
BigCartel.com
monique@boxcarmarketing.com
twitter: @boxcarmarketing
36. Customer Lifecycle > Strategy & Tactics
What can we do to acquire
Acquisition Visitors to the site?
Do Visitors take action, like
Activation follow us, friend us,
subscribe?
Retention Can we retain visitors
attention?
Do they like us enough to
Referral recommend us?
Revenue Do they buy something?
monique@boxcarmarketing.com
twitter: @boxcarmarketing
37. Goals > KPI > Tools
Website Visitors, time on site,
Acquisition referral traffic from YouTube,
Flickr and other social media
Number of pageviews,
Activation repeat visits, subscription
(email, blog), Fan/Follower
Retention Email Opens, Click-throughs,
Repeat visits, Unsubscribes
Press Mention, Likes &
Referral Shares, Retweets,
Refers 1+visitors to the site;
Refers 1+ visitors who
activate
Revenue Event tickets, eCommerce
purchases
monique@boxcarmarketing.com
twitter: @boxcarmarketing
38. Other Marketing Tactics
Facebook ads, Eventbrite, QR Codes
monique@boxcarmarketing.com
twitter: @boxcarmarketing
40. It’s not the tools,
it’s how we use them
monique@boxcarmarketing.com
twitter: @boxcarmarketing
41. Online marketing is how we relate to each
other and how we relate to the
organizations that serve us.
• Conversation
• Collaboration
• Community
monique@boxcarmarketing.com
twitter: @boxcarmarketing
42. The Culture of the Web
monique@boxcarmarketing.com
twitter: @boxcarmarketing
43. Clay Shirky ...
that the web is a network of people who organize themselves
monique@boxcarmarketing.com
twitter: @boxcarmarketing
44. The Cluetrain Manifesto
• Markets are conversations.
• Markets are networks of people.
• Markets make buying decisions by talking
amongst each other.
• Companies are networks of people.
• Companies should use a human voice instead of
corporate-speak.
monique@boxcarmarketing.com
twitter: @boxcarmarketing
45. Open Brand
• There’s been a relationship shift in the way consumers relate
to products: before, during and after a purchase consumers
are engaging with each other through blogs, peer-reviews
and other interactive ways.
• Consumers are taking control over the messages that
brands once controlled.
• For brands to survive this relationship shift they must
engage with consumers within consumers’ communities.
monique@boxcarmarketing.com
twitter: @boxcarmarketing
46. Next Steps
monique@boxcarmarketing.com
You should follow me on twitter @boxcarmarketing