Secrets to Success in Digital Marketing

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Secrets to Success in
Digital Marketing
Kristi DePaul
October 8, 2014

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Today’s Agenda
 Benefits of digital marketing
 Overview of social & electronic media
 Tips, tricks & best practices
-- 20 min. break --
 Deep dive: “The 12-Step Program”
 Identifying relevant goals
 Defining/reexamining existing digital
marketing efforts
 Evaluating meaningful results
 Tools of the trade
© Kristi DePaul 2013

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Introductions
 A little about me.
 Tell us your name, title, and what brought you here.

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Quick Poll
 How many of you have a digital marketing strategy in place at
your organization?

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At a Glance
 Write down the top 3 digital marketing efforts your organization
currently uses.
 Rate those on a scale of 1-10 in terms of effectiveness.

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Digital Marketing: a Definition
 “The process of building and maintaining customer
relationships through online activities to facilitate the
exchange of ideas, products, and services that satisfy the
goals of both parties.”

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Benefits of Digital Marketing

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What’s Involved?
 SEO (search engine optimization)
 SEM (SEO + PPC advertising)
 Social media marketing
 Email marketing
 Display advertising (banner ads)
 Content marketing
 Website design

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I. Social Media Marketing

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Following, Liking, Connecting
 Social media ‘invented’ circa 1999
 Consists of wikis, social networks,
blogs, microblogs, video and other
multimedia sites
 Types of social media and most
popular sites vary by country/region
(Orkut, Vkontakte, Chinese copycat
sites)
 Enables DIRECT interaction among
individuals (from the ‘ordinary joe or
jane’ to celebrities, politicians/world
leaders/media)
 Creates a platform for businesses to
promote themselves and to
communicate with target audiences

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A Channel For Everyone…
Social media caters to all demographics.
Geographic/location-based
Reviews
Community-building
Photo and video sharing
News articles
Professional networking
Closed networking
Microblogging
Storytelling
Time-bound sharing

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…but it’s not ‘everyone’s channel.’

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Look familiar?

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How is it Relevant to Your
Organization?
 Sharing information.
 Attracting audiences.
 Educating the public.
 Raising visibility.
 Increasing donations.
…others?

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Exercise: SWOT Matrix
Strengths Opportunities
Your Org
Weaknesses Threats

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Case Study: Obama Campaign
 Why focus on social media?
 It is participatory!
 Polls, Tweetups, Great content
 By the Numbers:
 5 million ‘friends’ on more than 15 social networking
sites
 3 million on Facebook alone
 3 million online donors
 6.5 million contributions
 13 million people on the email list
 2,000 YouTube videos watched 80 MILLION times!

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Coca-Cola: Getting Social

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Trend Watch: Negative or Positive?
 “Coca-cola says only two people
alive know the Coca-Cola recipe,
and they aren’t allowed to travel on
the same plane in case it crashes.”
– @mindblowing, 262,600
followers
 “Coca-Cola designed its new can
around a problem no one has by
@drcrypt fastcodesign.com via
@FastCompany”
– @brucenussbaum, 14,200
followers
 “Apparently only the ‘Mexican’ Coca-
Cola that is sold in America is made
with pure cane sugar…(link to
BusinessWeek article) ”
– TravisMarshall, 337 followers
 “What Happens to Our Body After
Drinking Coca-Cola? | (link)”
– @Ghafoorkaka, 97 followers
 “You know it’s nearly Christmas
when the Coca-Cola advert comes
on…”
–@JayRuck, 16, 300 followers
 “Very grateful for this $100K award
that helps five IU students be the
first in their families to attend
college! (link)”
– @IUBloomington, 81,800 followers
#Cocacola

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Answer: It Depends on Your Goals
 What are you aiming to achieve?

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A Frequent Underlying Purpose

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Tech Will Come & Go
 Forget the latest ‘trend’
 If your goal is to get people to share, to give, to attend, to buy,
or to respond, you need to understand the psychological
drivers compelling people to do so.

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“I Nominate You For…”
 The Ice Bucket Challenge
 July 29-August 26: $88.5m
 Same timespan in 2013: $2.6m

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Persuasion & Influence
 Robert Cialdini
 https://www.youtube.com/watch?v=cFdCzN7RYbw

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Why do some things go viral?
 According to Wharton marketing professor & NYT
bestselling author Jonah Berger, there’s a strong
correlation between AROUSAL and sharing material.
Low Low High High High

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Business reading list
https://www.youtube.com/watch?v=FN4eD
k1pq6U
7:52-11:30

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II. Email marketing

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How Much of Your Workday…
 and that of your customers, patrons, employees, colleagues
and friends…
 …is spent on managing email?
28%

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It’s About Finding the Right Platform

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…And Using it Effectively.
 MailChimp: open, click & soft-bounce rates for nonprofits.

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Decreasing the ‘House Advantage’
 Subject Line
 Delivery Mode
 Timing
 Preferences

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Email Marketing Tips
 Self-selection (Groupon Preferences)
 Demographic (Self-reported, targeted)
 Email behavior (Tracking opens, clicks)
 Transactional (Amazon Suggestions)
 Site Behavior
 Inactives (Reactivate or remove!)
 Distort metrics

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III. Content Marketing
 What IS content marketing?
 What types of content are you currently producing?
 White papers, blog posts, tweets, infographics, brochures, etc.
 List both electronic and digital

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http://www.marketingprofs.com/marketing/o
nline-seminars/materials?semid=663

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Crafting the right titles

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What Are People Reading?
Keeping Up with
the Joneses

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Blogging Made Fresh Daily

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Digital Marketing Efforts
 Swap your organization’s top 3 digital marketing efforts with
your neighbor to identify possible opportunities and suggest
ways to overcome barriers.
 Hint: you may suggest abandoning efforts!

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12 Steps to Digital Marketing Success
“Fail to plan, plan to fail.”

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The Wrong Strategy
 Can risk your reputation
 Loss of credibility
 Can negatively impact productivity
 No short-term ROI or clear goals

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STEP ZERO: KNOW THYSELF

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P.O.S.T.
STEP ZERO: KNOW THYSELF
People Objectives
Strategy Technology
Who are your target
audiences?
How will things
change?
What do you want to
accomplish?
What tools will you
employ?

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#pittsburghgives

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Real-world example

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Measurement
Google
Analytics
Adwords/basic
search
Social media
monitoring
Email client
analytics

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Resources
 Books
 Contagious: Why Things Catch On
(Berger)
 Permission Marketing (Godin)
 Social Media ROI (Blanchard)
 Social dashboards
 Hootsuite (Pro)
 Buffer
 SocialFlow
 Email marketing clients
 Constant Contact
 Marketo
 MailChimp
 Websites
 HubSpot
 MarketingProfs
 Easel.ly (infographics)

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Go Be a Digital Marketing Hero

Secrets to Success in Digital Marketing

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