1.
SOCIAL MARKETING
IN THE DIGITAL AGE
Hat Trick Inspirations:
Heather Davis

2.
“IN THE ATTENTION ECONOMY,
YOUR COMPETITION IS EVERYBODY.”

3.
OBJECTIVES:
Explore Marketing strategies that you may be missing out on.
 Go from FRIED out to FIRED up about your marketing efforts
Discover what works and how some people have done it
 Examples and Case Studies
Create your own strategy for implementation
 Resources to Get Started.

4.
TIMES: THEY HAVE ‘A CHANGED
Get your conventional
marketing working with
your digital marketing

5.
MARKETING THAT STICKS NEED TO BE ACTIVE
(SPRINKLED WITH A LITTLE STATIC).
Static
Classic Marketing
 Newsletters
 Flyers & Posters
 Press releases
 Website*
 Email*
 Social Media*
Active
Digital Marketing
 Social Media*
 Content
 Mobile
 Search (Paid & Organic)
 SEO
 Video

6.
This is what your Marketing Plan Should Look Like.

7.
GO FROM FRIED OUT TO FIRED UP ABOUT
YOUR MARKETING EFFORTS
Flat
Repetitive
Interruptive
Erratic
Dull
Frequent
Interactive
Relevant
Entertaining
Directed

8.
Frequent
 You have to interact
frequently
 Hourly- Daily – Weekly
- Monthly
 Time of Day
 It’s ok to repeat
Information – just do it in
a different way!
 Fun Fact: the life of a
Tweet is 5 minutes (or
less), so tweet tweet
away!
Interactive
 Your marketing should be
interactive
 ask questions
 take polls
 request photos/use
photos
 create competitions
 include pictures
 include links

9.
Relevant
 Information needs to be
relevant to your audience
 Age Appropriate
 Topics That They are Into
 Language: slang & language
 Delivery Method
 USE YOUR CUSTOMERS!
People like to see themselves
and their kids – they are
going to share that content.
So use it!
Entertaining
 You have about 5 seconds
to make an impression
 Keep it funny and fresh (but
appropriate)
 Get to the point
 Intrigue them with a headline
 Share current events
 Why be boring? Do you read
or react to boring
advertising?
Fun Fact: Posts with Images are 5
times more likely to be viewed and
2x more likely to be shared.

10.
Directed
Your marketing should
have a voice and be
directed to the right
audience.
 Intention
 Purpose
 Direction
 Goals
 One Size Does Not Fit
All
If you don’t know who you want
to reach – how do you expect
them to find you?

11.
SOCIAL
If you aren’t doing
anything social, you’re
already #failing at
reaching your audience

12.
SO… WHERE PEOPLE ARE AT?
1.2 Billion Users on Facebook
490 Million YouTube users per month
87 Million Users on Flickr
343 Million Users on Google+
150 Million Users on Instagram
40 Million Users of MyFitness Pal
70 Million Users on Pinterest
20 Million Users on Prezi
500 Million Users on Twitter
http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-
social-media/3/

13.
NOT ON SOCIAL? STILL!?... IN 2013?
Biggest Reasons Companies
Aren't on Social Sites:
 Worry it will decrease productivity
 Worry about PR blunders
 Worry about legal issues
 Afraid of losing control
 Have bandwith issues
 Scared of it because they don’t know
what it is? (It changes so fast)
 Aren’t good at it.
 Still think it’s a “Fad” (yea, so was
Skateboarding, right?)
 Check out this site for help with social
and government:
http://www.howto.gov/social-media

14.
LEAD BY EXAMPLE
Get your Higher Ups on Board to
lead by example… no matter how
old they are.
George Takei – 76 years old… has
4.5 Million Followers on Facebook & a
show on YouTube, sponsored by AARP

15.
GET ONLINE AND CONNECT.
DO:
Give
Advise
Warn
Amuse
Inspire
Amaze
DON’T:
Talk too much about yourself
Be too edgy or offensive
Be obscene or rude
Ask for likes
Bore them to death
“People buy from people they know, like and trust.” – Bob Burg
Start Sharing… But remember the Do’s and Don’ts:

16.
SOCIAL: WHAT WE
Pinterest
Share your photos: arts & craft
projects, program successes,
coaching techniques, etc.
 80% of Pinterest Users are women
 90% of Pins are Re-pinned =
 Large opportunity to create original
content and become the lead in your
field!
 Images work! And it links to your
website or other SMS.
 VERY SHAREABLE! = Conversation

17.
Find what you want &
Post Original Content!

18.
PINTEREST.COM/HEATHERANDTIM3

19.
SOCIAL: WHAT WE
Instagram
A FREE Ap to Share your photos:
arts & craft projects, program
successes, coaching techniques, etc.
 Pictures are Personal & People like to
connect with PEOPLE!
 Used on smart phones/devices – sharing
can me instantaneous
 #HASTAGS! … create, use and promote
a hashtag so your clients use it when they
share photos related to your class!
Example: #hbcooking #craftandstorytime
- AND #’s are searchable.
 VERY SHAREABLE! = Starts a Conversation

20.
GET ON THE #HASHTAG TRAIN
#explorediscovercreate #hashtagsareawesome
Make sure to pick a #hashtag no
one else is using.
PROMOTE it on your other
marketing materials and at the
event.
#Hashtags allow people to tag
being at your event, class, tag you
in posts or comments and more.
Then you can search your
#hashtags and see what people
are doing/saying across multiple
social platforms, such as:
Instagram
Twitter
Facebook
Vine
#nomnomnom
http://youtu.be/57dzaMaouXA

21.
MANAGING YOUR SOCIAL - HOOTSUITE
HootSuite provides a social media
dashboard that helps marketers
post, monitor, and measure their
social media tools. It allows you to
schedule posts to Twitter, Facebook,
and Google+ throughout the day,
and even manage multiple accounts.
Additionally, it provides analytics
that are essential for marketers to
be able to report and figure out
how to increase their followers,
traffic, and clicks. Similar to other
apps, HootSuite can be accessed
from your smartphone so you can
continue to monitor and engage with
your followers at any time. This app
is available on all desktops.
www.hootsuite.com There’s a free
version to manage 5
accounts/streams

22.
CONTENT MARKETING
What the heck is this and
why do I keep hearing
about it?

23.
CONTENT IS KING.. BUT WHAT IS IT?
Visual content
 Infographics
eBooks
 Short, downloadable books
White Papers
 Short, downloadable fact sheets &
articles
Videos
 YouTube, Vimeo, Vine
Interactive Media
 Apps, games, contests, etc.
“The key to epic content marketing: consistently create and share information that
packed with UTILITY, seeded with INSPIRATION, and honestly EMPATHETIC to attract
customers to you”. - Ann Handley

24.
CONTENT = INFORMATION
Create Engaging Content.
Your Content should mean
something:
 30%: Share Personal Information and
Expertise
 30% Share Company Information and
expertise
 30% Share information that is
interesting and useful. Its’ OK to share
from outside sources: repost good stuff!
 10% Self Promotion or Selling Stuff
People enjoy connecting with people =
let them get to know the people behind
the agency.

25.
WHY INFOGRAPHICS ROCK AND WHY
YOU SHOULD START MAKING THEM NOW.
 Demonstrate expertise on your topic
 Stand out amongst less visually interesting formats
 Take advantage of the fact that 90% of information enters you brain
visually
 Help visualize statistics for easy understanding
 Often go viral – or at the very least – are readily shared
 Get increased mileage when you provide the code to embed them
 Encourage links back to your site to generate higher traffic
 Help heighten brand awareness
- Taken From Zabsico

26.
INFOGRAPHICS

27.
HOWPARKS&RECCANUSETHEM

28.
FREE (YES FREE)
INFOGRAPHIC RESOURCES
Infogr.am
Easel.ly
Piktochart.com
Visal.ly*
Embed Code generators:
Article: http://blog.hubspot.com/how-to-create-
embed-codes-generator-infographic-content-ht
Generator: http://www.siegemedia.com/embed-
code-generator
And create them in Powerpoint! Great resources and templates
on the web. Check out hubspot.com for marketing resources.
http://offers.hubspot.com/how-to-easily-create-five-fabulous-
infographics-in-
powerpoint?__hstc=20629287.8e6ec6f3d6fa26aa31064fadef
bbe196.1395377157839.1395377157839.1395377157839.
1&__hssc=20629287.2.1395377157840&__hsfp=262429044
1

29.
SAMPLE INFOGRAPHIC LESSON
Take the info you’d use in a press release or and expanded version of
what's in the SANDS publication:
Basics:
Who (who is your audience & who is your client?)
What (description of your program/class)
When (class starts, when registration begins/ends)
Where (is the class, where to register)
Why (why your class/program rocks)
How (call to action: how do they take your class)

30.
Made in about 10
minutes using a free
template on
www.piktochart.com

31.
MOBILE
2.4 Billion cell users have
smart phones with web...
4.5 billion don’t…yet.

32.
Mobile Users are
increasing by leaps
and bounds every
year.
Accessibility
Ease of Use
Upgrades are
easy
Data Plans are
becoming more
affordable
You can do almost
anything,
anywhere… so
why not connect
with your clients?
Great Read: 11 Apps Every Marketer Should
Download:
http://blog.hubspot.com/blog/tabid/6307/bid/3270
2/11-Apps-Every-Marketer-Should-Download.aspx

33.
EVENTS.. GET THE WORD OUT MORE
EXAMPLE: EVENTBRITE.COM
www.eventbrite.com
Free & Super Easy To Use!!
List free events
List events with costs
Create Personal Event URL
to promote it.
http://sctcfallmeeting.event
brite.com
They send a barcode ticket
You can download a free
check in app to track
participation.

34.
EXAMPLE: YELP EVENTS
FREE to add events to
Yelp.
Yelp powers Apple Maps
– so people can find you
and your events when
searching on their iPhones.
Yelp also likes to work
with communities to help
promote events… so
reach out to them!

35.
THESE ARE EASILY
GENERATED AND CAN BE
ADDED TO FLYERS,
POSTCARDS, FACEBOOK
POSTS, ETC.
LINK YOUR URL SO THAT
PARTICIPANTS CAN GET
UPDATES ON PROGRAMS
AND ACTIVITIES
www.visualead.com
INTERACTIVE PHONES: QR CODES

36.
WHAT’S YOUR PLAN?
Traditional Marketing Efforts:
Digital Marketing Efforts:
Efforts to consider during the event/program:
Evaluation/Recap:
Who’s Your Audience?
What’s Your Goal or Outcome?
What are your opportunities?
What are the challenges?

37.
RESOURCES WE
www.Prezi.com
- Online presentation tool (you
build dynamic presentations &
share)
www.Slideshare.net
-Online presentation tool (you
upload and share). It’s a great
FREE resource to find presentations
too.
www.Dropbox.com
- Online storage, accessible from
any device
www.join.me
-Free online web conference
www.YouTube.com
- duh. Start a Channel & post
videos
Vine (app)
-Instagram for 5 second videos.
www.Wordpress.org
-Open source & FREE blog &
website building tool
Infographics:
www.infogr.am
www.easel.ly
www.piktochart.com

38.
Instagram (app)
-Phone Picture App
-create event/program hashtag
Ex: #explorediscovercreate
QR Code Builder
www.visualead.com
Social Management
www.hootsuite.com
www.eventbrite.com
-Free online event pages
www.yelp.com/events
-List Your event for FREE on Yelp
www.google.com/+/business
-List Your Parks & Facilities for Free
& link to Google Maps. Oh, and
the hangouts are cool too.
Google AdWords
www.Google.com/giving
www.Adwords.google.com
MORE RESOURCES WE

39.
CONNECT WITH US
www.explorediscovercreate.com
www.hattrickinspirations.com
info@hattrickinspriations.com
@heatherandtim
/hattrickinspriations
/heatherandtim3
#explorediscovercreate
Heather Davis
South Bay Search Marketing
Marketing Manager
310-715-8257
heather@sbsearchmarketing.com
Timothy Pagano
City of Brea
Program Specialist II
714-990-7179
timp@cityofbrea.net