Training slides from the CPRS District 10 Training in November 2013

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

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. This is what your Marketing Plan Should Look Like.

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

7. Frequent
Interactive
 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, so
tweet tweet away!
 Your marketing should be
interactive
 ask questions
 take polls
 request photos/use
photos
 create competitions
 include pictures
 include links

8. Relevant
Entertaining
 Information needs to be
relevant to your audience
 You have about 5 seconds
to make an impression
 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!
 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.

9. 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?

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

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-topsocial-media/3/

13. NOT ON SOCIAL? STILL!?... IN 2013?
Biggest Reasons Agencies 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. IN REALITY…
Unrestricted use of SMS at work
increased productivity by 9%
(AT&T)
Allowing employees to access
SMS increases employees sense
of trust and increases morale
Oh, and Employees are already
accessing SMS on mobile
devices..
www.socialnomics.net
So Why not get them
working while they’re at
work?

15. 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

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

17. 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

18. Find what you want &
Post Original Content!

19. PINTEREST.COM/HEATHERANDTIM3

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

21. CONTENT IS KING.. BUT WHAT IS IT?
“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
Visual content
 Infographics
eBooks
 Short, downloable books
White Papers
 Short, downloable fact sheets & articles
Vidoes
 YouTube, Vimeo, Vine
Interactive Media
 Apps, games, contests, etc.

22. 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.

24. 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

25. INFOGRAPHICS

26. HOW PARKS & REC CAN USE THEM

27. FREE (YES FREE)
INFOGRAPHIC RESOURCES
Infogr.am
Easel.ly
Piktochart.com
Visal.ly*
Embed Code generators:
Article: http://blog.hubspot.com/how-tocreate-embed-codes-generatorinfographic-content-ht
Generator:
http://www.siegemedia.com/embed-codegenerator
And create them in Powerpoint! Great resources and
templates on the web. Check out hubspot.com for
marketing resources.

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

29. Mobile Users are
increasing by
leaps and bounds
every year.
Accessibility
Ease of Use
Upgrades are
easy

30. 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.

31. 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!

32. INTERACTIVE PHONES: QR CODES
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

33. GET ON THE #HASHTAG TRAIN
#explorediscovercreate
#hashtagsareawesome
#Hashtags allow people to tag
being at your event, 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:
http://youtu.be/57dzaMaouXA
Make sure to pick a #hashtag no
one else is using.
PROMOTE it on your other
marketing materials and at the
event.
Instagram
Twitter
Facebook
Vine
#nomnomnom

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

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

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

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