A discussion of digital marketing as presented to Qotuf on 28 February, 2017
Topics include:
Channels and their best uses
Developing a strategy
Best tools
2. MOTAZ HAJAJ
BS COMPUTER ENGINEERING
MS ENGINEERING MANAGEMENT AND LEADERSHIP
Missouri S&T
Santa Clara University, CA
CHESS TAG
Co-Founder
& CEO
CULTURAL TRAINER
Student, teacher, blogger
Keep up with me at
Motazhajaj.com
WORKED IN
SILICON VALLEY
2009-2012
Responsys Certified
Campaign Professional
CERTIFICATIONS
Certified Social
Marketing Associate
5. Social Media is…
Web-‐based communication tools that enable people to
interact with each other by both sharing and consuming
information.
~lifewire.com
6. Features of Social Media Sites
• User accounts
• Profile Pages
• Feeds
• Personalization
• Notifications
• Likes or comments
• Reviews, ratings, or voting
• Friends, followers, hashtags, mentioning
7. Issues with Social Media Sites
• Spam
• Cyberbullying/Cyberstalking
• Self-‐image manipulation
• Information Overload
• A “bubble” of information with your own views
• Fake news
• Privacy & Security
12. Access
Instead of Place
Many organizations are moving their business
model from ownership to access to.
What are you offering at this precise moment?
13. Value
Instead of Price
Customers have concerns about price, but only
after their concerns about value.
What is the value you create?
18. OBJECTIVES S
O
S
T
A
C
Where do we want to be?
Customer
acquisition
& retention
Sell Serve
Customer
satisfaction
Sizzle
Wow factor
Speak
Engaging
customers
Save
Efficiency
19. STRATEGY S
O
ST
A
C
How do we get there?
S
T
O
P
S
I
T
egments
arget markets
bjectives
ositioning (OVP)
equence
ntegration
argeting
Trust, try, buy…
CRM & Database
& segmentation
26. Good social media starting point
Largest demographic coverage
Easiest to manage for businesses
Best targeting
Facebook
27. Update cover photo
monthly-‐ and be sure to
use the best dimensions
Sign up for a vanity URL:
facebook.com/ChessTag
”Pin” your most important post to the top of
your feed
Make sure your ”About Me” links to your
other profiles and website
Give your followers value with education,
promotions, entertainment, connections and
discounts
Get a Verification Badge if you can
32. Viral
capabilities
Better for
hashtags
Seems
instantaneous
Message
must be
short
Twitter
Good for
engagement
Can use for
customer
service
Can retweet
others’
messages
33. Do keyword research for
your brand. Include these
keywords in your bio and
your tweets
Give people a discount or free digital product
in exchange for a follow
Act quickly for trending topics and create a
tweet that applies to your brand and the topic
Follow others first so they (hopefully) follow
you back
Research industry hashtags
and use them in your
tweets
37. Best for
photos and
videos
Post high
quality
photos
Use
industry
hashtags
Artistic
niches
excel
Instagram
Mostly
mobile
Art,
travel,
fashion
Be good
at detail
38. Instagram is laid back, so
be more casual when
filling out your bio
Repost your Instagram content on Facebook
for twice the exposure
If you use text overlays, make sure the font is
consistent
Use captions for micro-‐blogging if it helps
your brand story
Keep a cohesive feel on
your feed by using the same
filter & a color palette
Create a hashtag for your brand and
encourage your Followers to use it too
42. Include a call-‐
to-‐action
Customer
testimonials
Unboxings
Monitor
comments
YouTube
2nd largest
search engine
Influencers
Webinars
How-‐tos
DIYs
Tutorials
43. Create a channel so
viewers can find all your
content. Some brands
even create different
channels for each topic or
language.
What stage is your customer in the buying
process? Create content to help at every stage.
Create videos that pique interest in your
product and don’t forget to send them to
your site when it’s over.
Re-‐post your videos on your blog and social
media to give them lots of exposure
46. Better for B2B
Older, well-‐educated audience
Target by industry or job title
Build a connection before pitching
LinkedIn
Utilize groups for networking
47. Consider using Pulse as a
blogging platform to
easily reach businesses in
your network.
Create a group and provide curated content for
members.
Use your keyword research to craft
compelling copy for your page-‐ it’ll help you
show up in search results
Connect with as many people as
you can if you are looking to use
LinkedIn for marketing
51. Target
Millennials
Share
“Stories”
Create
geofilters for
your audience
Good for
Influencers
Snapchat
Use for
photos &
visuals
Mostly
ages 18-‐34
Fastest
growing
network
52. Create a geofilter for
Snapers to use in a
specific area on a certain
day. It’s an inexpensive
way to create hype.
Hand your Snapchat account to different
trusted employees for them to show their view
of the company. Set up guidelines first
Customize your Snap Code then place it on
your social media and physical location to
increase followers. Give an incentive for
people to follow you.
Offer coupons or discounts
through your snaps.
71. • Created
a
landing
page
with
choice
of
offer
for
participants
• Customer
service
was
alerted
to
contact
participant
• Leads
were
collected
for
future
campaigns
Create
a
campaign
to
capture
leads
without
an
e-‐commerce
site
8,428
Visitors
+
212
Registered
Leads
72. Low
use
of
clinics
and
free
supplies
Created
YouTube
Pre-‐Roll
video
ads
Low
awareness
of
MOH
program
to
support
Diabetes
patients
Created
#ﺍاﻟﺳﻛﺭرﻱي -‐ ﺻﺣﺻﺣﻠﻪﮫ
hashtag
&
worked
with
influencers
28
Million
impressions
on
hashtag in
1
week
Over
700,000
views
The
campaign
resulted
in
an
increase
in
patient
benefit
usage,
improving
the
lives
of
people
throughout
KSA.
73. Need
to
continue
the
series
of
successful
TV
ads
into
an
audience-‐engaging
campaign
1000s
of
questions
tweeted
to
Old
Spice
•
Millions
of
YouTube
views
Old
Spice
encouraged
viewers
to
ask
questions
of
the
star
of
their
TV
ads
via
social
media.
Over
200
sarcastic
and
funny
response
videos
were
posted
to
YouTube
74. British
flower
delivery
service
wanted
to
use
Instagram
ads
to
appeal
to
a
wider
audience
and
increase
sales.
Orders
increased
by
62%
•
Extensive
reach
and
engagement.
Bloom
&
Wild
used
a
small
email
list
to
target
a
lookalike
audience
in
Power
Editor.
They
ran
small
tests
and
discovered
that
videos
worked
best.
Once
testing
was
completed,
they
optimized
and
launched
a
full-‐scale
campaign.