In this big-picture presentation, we cover everything you need to stay current in a fast-moving digital environment: - How is the mass migration to mobile affecting your business, and how it will affect it in the near future? - What should you be blogging about? What social media networks are best for you? - Does anyone ever recover from social media disasters? We also cover basics like website design and development and how to add value by making your website mobile-friendly.

1. Keeping
Your
Digital
Resolu2ons
Allyson
Mays
Luis
Sandoval
February
9,
2012
1
Friday, February 10, 2012

2. Topics
• Digital
Strategy
101
• Web
Insights
• Social
Media
Insights
• Mobile
Insights
• Digital
Marke>ng
2
Friday, February 10, 2012

3. Digital
Strategy
101
3
Friday, February 10, 2012

4. What
Is
Digital
Strategy?
A
Process:
• Listen
• Iden>fy
Unmet
Needs
and
Objec>ves
• Develop
Roadmap
With
Checkpoints
• Priori>ze
• Analyze,
Make
Changes,
Try
Again
4
Friday, February 10, 2012

5. 360°
Digital
Strategy
Main
Components:
• Website
• Mobile
Presence
• Social
Media
• Digital
Adver>sing
&
PR
5
Friday, February 10, 2012

6. Web
Insights
6
Friday, February 10, 2012

7. Trends
User
Expecta2ons
for
2012:
• More
content
than
ever
• BeNer
performance
than
ever
• Responsive
design
• Social
network
integra>on
-­‐
Create
valuable
content
and
make
it
easy
to
share
• Tablet
compa>bility
-­‐
No
hover,
popups,
or
Flash;
extra
space
between
links;
test
• 64%
of
world’s
top
consumers
of
bandwidth
are
using
laptops
7
Friday, February 10, 2012

8. Responsive
Design
8
Friday, February 10, 2012

9. Infographics
9
Friday, February 10, 2012

10. Infographics
10
Friday, February 10, 2012

11. Social
Media
Insights
11
Friday, February 10, 2012

12. The
Case
For
Social
Media
Making
Money:
• Genera>ng
sales
• Increasing
brand
awareness
• Genera>ng
new
product
ideas
• Increasing
customer
loyalty
Saving
Money:
• Reducing
customer
service
>me
• Increasing
awareness
of
product
issues
or
improvements
• Iden2fying
customer
issues
with
product/services
12
Friday, February 10, 2012

13. How
To
Iden2fy
Social
Networks
For
Your
Business
1 Look
at
where
the
target
market
is
by
searching
Google,
Facebook,
TwiNer
Search,
YouTube.
2 Look
at
a
compe2tor’s
websites
and
social
networks
to
see
what’s
working
and
what’s
not.
YouTube:
I’m
going
to
post
weekly
videos
Facebook:
I’ll
post
my
videos,
ask
and
answer
ques>ons,
and
share
useful
informa>on
Flickr:
I’m
going
to
post
pictures
Blog:
I’m
going
to
post
thoughts
on
my
industry
TwiXer:
I’m
going
to
seek
out
prospects,
read
industry
news,
follow
industry
leaders
13
Friday, February 10, 2012

14. Disasters
can
strike...
14
Friday, February 10, 2012

15. Walmart
Case
Study
What
happened?
•
Poorly
planned
social
media
strategy
•
Misled
their
community
with
first
social
launch
•
Further
research
uncovered
at
least
three
fake
blogs
How
did
they
recover?
•
Turned
things
around
by
focusing
on
mom
bloggers
•
Zeroed
in
on
target
market,
rather
than
trying
to
be
all
things
to
everyone
15
Friday, February 10, 2012

16. Motrin
Case
Study
What
happened?
•
Did
not
understand
their
audience
•
No
one
was
watching
social
channels
on
the
weekend
•
Motrin
was
overwhelmed
by
response
•
They
pulled
their
campaign
-­‐
money
lost
How
did
they
recover?
•
Apologies
were
issued
for
weeks
a]er
incident
•
Focus
groups
were
established
for
future
campaigns
16
Friday, February 10, 2012

17. Domino’s
Case
Study
What
happened?
•
Employee
video
posted,
no
one
at
the
helm
•
Over
a
week
before
Domino’s
made
a
direct
response
•
Response
was
scripted
and
PR
spin,
not
authen>c,
not
accepted
How
did
they
recover?
•
New
approach
by
re-­‐inven>ng
product
•
Ge^ng
real
feedback
from
real
customers
and
videos
from
kitchen
helped
win
public
over
17
Friday, February 10, 2012

18. Why
Business
Blogging?
55
Companies
that
blog
have
%
more
website
visitors
“ ”
Don’t
focus
on
having
a
great
blog.
Focus
on
producing
a
blog
that’s
great
for
your
readers.
-­‐
Brian
Clark,
Copy
Blogger
Source:
Hubspot 18
Friday, February 10, 2012

19. Why
Business
Blogging?
88
B2C
companies
that
blog
generate
%
more
leads
per
month
“ ”
I
believe
the
term
blog
means
more
than
an
online
journal.
I
believe
a
blog
is
a
conversa<on.
People
go
to
blogs
to
read
AND
write,
not
just
consume.
-­‐
Michael
Arrington,
Techcrunch
Source:
Hubspot 19
Friday, February 10, 2012

20. Why
Business
Blogging?
67
B2B
companies
that
blog
generate
%
more
leads
per
month
One
company
I
work
with
showed
me
how
the
traffic
on
his
company’s
“ ”
site
doubled
since
they
started
blogging.
In
fact,
the
blog
(inexpensive)
has
more
visitors
and
views
than
the
corporate
website
(expensive).
Well,
there’s
some
measurable
ROI
in
that
case.
-­‐
Mike
Sansone,
ConverSta>ons
Source:
Hubspot 20
Friday, February 10, 2012

21. Why
Business
Blogging?
Paid
Traffic
•
Print
Ads
•
Tradeshows
•
Direct
Mail
•
PPC
Ads
Organic
Traffic
Process
Consumer
problem/
Search
for
answer Blog
post
discovery
ques2on
Visitor
shares
with
Introduc2on
to
product/
Opt-­‐in
Extras
network service
21
Friday, February 10, 2012

22. Your
Business
Blog
Must
Include:
•
Business
call
to
ac2on
on
every
post
•
Subscrip>on
call
to
ac>on
•
Post
previews
•
Clear
connec2on
to
core
business
site
•
Limited
social
sharing
buNons
•
Visuals
•
Contact
info
for
the
author
•
Search
func>onality
•
Organized
categories
22
Friday, February 10, 2012

23. What
Should
You
Blog
About?
EVERYTHING
is
a
blogging
opportunity!
•
Conven>ons
•
Contests
•
Awards
•
Employees
•
Industry
News
•
Client
News
•
Community
Involvement
•
Customer
Ques>ons
...just
to
name
a
few.
23
Friday, February 10, 2012

24. Why
Are
Others
Doing
It?
52 62 70 %
to
aXract
new
clients
%
for
professional
recogni2on
%
share
their
exper2se
Benefits:
•
BeNer
public
speaker
•
Go
deeper
•
BeNer
networker
•
Builds
organic
SEO
•
More
business
24
Source:
Technora>
Friday, February 10, 2012

25. Mobile
Insights
25
Friday, February 10, 2012

26. Trends
• Explosion
of
context-­‐aware
services
-­‐
an>cipate
users’
needs
• Integrated
social
sharing,
involving
less
effort
• Growth
in
>me
spent
on
mobile
devices
powered
by
apps
&
media
consump>on
• Mobile
search
-­‐
71%
of
smartphone
users
who
see
press,
TV
or
online
ads,
do
a
related
mobile
search
26
Friday, February 10, 2012

27. Trends
• 1%
of
consumers
account
for
half
of
all
wireless
traffic.
1/3
on
smartphones.
• Most
Popular
App
Categories:
• Games
-­‐
64%
• Weather
-­‐
60%
• Social
Networking
-­‐
56%
• Maps/Naviga>on/Search
-­‐
51%
• People
are
using
mul>ple
devices
throughout
the
day
-­‐
o]en
simultaneously
27
Friday, February 10, 2012

28. 28
Friday, February 10, 2012

29. Why
Does
Your
Business
Need
To
Be
Mobile?
• Convenience
&
Access
• Brand
Loyalty
• The
“WOW”
Factor
29
Friday, February 10, 2012

30. Mobile
Considera2ons
• Mobile
Website
v.
Na>ve
App
• Plaoorms
• Ini>al
Investment
v.
Maintenance
• U>lity,
Content,
or
Entertainment
Jello
Example
30
Friday, February 10, 2012

31. Digital
Marke2ng
31
Friday, February 10, 2012

32. Digital
Marke2ng
On
Social
Networks
Where
Are
Leads
Coming
From?
Source: 2011 Webmarketing123 State of Digital Marketing Survey
32
Friday, February 10, 2012

33. Digital
Marke2ng
On
Social
Networks
Most
Ac2ve
Networks
Source: 2011 Webmarketing123 State of Digital Marketing Survey
33
Friday, February 10, 2012

34. Digital
Marke2ng
On
Social
Networks
Ideas
For
Social
Marke2ng
•
Adver>se
on
relevant
blogs
•
Facebook
Ads
•
Facebook
Apps
•
Blogger
networks
•
Contests
•
Pos>ng/Sharing
Strategies
•
Webinars/Tele-­‐conferences
•
Ebooks
Track...Track....Track...
34
Friday, February 10, 2012

35. Digital
Marke2ng
On
Social
Networks
Success
with
Raise
Your
Hand
Texas
• Membership
grew
88%
in
one
year,
to
37,400
members
• 118,015
legislator
emails
through
website
• Email
blasts:
19.5%
open
rate
(nat’l
11.4%),
4.5%
CTR
(nat’l
2.1%)
• Facebook
“likes”
rose
from
112
to
10,500
in
14
months,
an
increase
of
over
26x
• Average
of
150,000
Facebook
post
views/month
• RYHT
website
traffic
rose
from
an
average
of
200
visits
a
month
to
3,660
visits
a
month
-­‐
an
18x
increase
in
year-­‐to-­‐year
web
traffic.
35
Friday, February 10, 2012

36. contact
us
for
any
of
your
digital
needs:
www.swebdevelopment.com
allyson@swebdevelopment.com
luis@swebdevelopment.com
210.617.7260
36
Friday, February 10, 2012