css digital marketing training
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Social Media Training at The College of St. ScholasticaTRANSCRIPT
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Digital Marketing Training
Social Media, SEM
April 19, 2010
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Agenda• What is Social Media
• Social Media Usage
• Social Media Trends
• Social Media and Broad Marketing Plans– Cases
• Develop a Social Media Strategy– Steps, Tutorials
• SEM– PPC
– SEO
– Display
• Develop Communications Plan
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Social Media Defined
Officially, social media is “an
umbrella term that defines
the various activities that
integrate technology, social
interaction, and the
construction of words,
pictures, videos, and audio.”
source: wikepedia.org
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The Real Deal
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Social Media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done there is surpise it’s not better. Avinash Kaushik, Analytics, Google
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Example: Facebook
Jina Schaefer: Bon Jovi tonight. New puppy tomorrow. It is a
good week!
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Example: Facebook
Jon Drevlow: Twins game baby!
Dawn: We’re here too! Right above you it appears…
Jon Drevlow: There you go again; always trying to be on top!
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Example: Twitter
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Example: Digg
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Example: Technorati
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Is Social Media Here to Stay?
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3 out of 4 Americans use social technology
Forrester, The Growth of Social Media Adoption, 2008
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2/3 of the Global Internet Population Visit Social Networks
Nielson, Global Faces and Networked Places, 2009
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Visiting Social Sites is now the 4th most popular online activity –ahead of personal email
Nielson, Global Faces and Networked Places, 2009
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Time spent on social networks is growing at 3x the overall internet rate, accounting for 10% of overall internet time
Nielson, Global Faces and Networked Places, 2009
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A Focus on Social MediaA study on social media found the following:
• 184,000,000 Americans use social media
• 93% of those Americans believe that companies should have a presence on those social mediums
• 85% believe that companies should not only be present, but should regularly interact with their customers on social media
source: The Cone Institute, 2008
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Social Media Stats
• This new and evolving media has reached critical mass with nearly 65% of the U.S. population using social networks
• Social media offers unprecedented immediate, frequent and ongoing communications opportunities with current customers and target prospects
• Reach and frequency coupled with low media costs will make this the channel a high performer when measured by return on investment
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Social Media Stats
• Results are highly measurable
• Consumers invest time in setting up their social networks, subsequently their social media profiles will remain static while phone numbers, emails and even mailing addresses will change over time
• The online relationship offers limitless opportunities to interact and the opportunity to shift marketing spend away from more expensive channels (broadcast, print, direct mail, FSI’s)
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Social Media Now Rivals Email
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Is Social Media a Fad?
http://www.youtube.com/watch?v=sIFYPQjYhv8
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Social Media Trends 2010
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2010 Social Media Trends
• Social media begins to look less social
• Corporations look to scale– http://techcrunch.com/2009/07
/21/best-buy-goes-all-twitter-crazy-with-twelpforce/
• Social business becomes serious play
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Social Media Trends 2010
• Your company will have a social media policy (and it might actually be enforced)
• Mobile becomes a social media lifeline
• Sharing no longer means e-mail
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Social Media Can Support a Broader Communications Strategy
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Modern Marketing
OLD =
BRAND BROADCAST MESSAGING
BRAND CONSUMER
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Mass Media is Old News
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Modern MarketingOLD =
BRAND BROADCAST MESSAGING
BRAND CONSUMER
NEW =
BRAND ENGAGEMENT
BRAND CONSUMERPEERS
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Modern MarketingOLD =
BRAND BROADCAST MESSAGING
BRAND CONSUMER
NEW =
BRAND ENGAGEMENT
BRAND CONSUMERPEERS
Social Media
Lives Here
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A Modern Brand Marketing Model
Traditional
Digital
Integrated
Integrated:
TV
Radio
Social Media
Guerilla
WOM
Mobile
Web
Search Engine
Optimization
Advertising
Digital Media
PR
Events
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YOUR BRAND
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YOUR BRAND
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Objective: Change Behavior
Creating an emotional connection to a brand can change
consumer behavior.
Social Media is a great connection point.
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Social Media in Action
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Johnson & Johnson uses this blog to show another
side of the company, with frequent video posts and
interviews.
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Jeep connects with customers via a community page with
links to photos on Flickr, the company’s MySpace and
Facebook pages and a list of enthusiast groups.
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Starbucks started MyStarbucksIdea so that customers
can submit ideas for the company which are then voted
on by other users, the best of which will be implemented
by the company.
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Zappos uses
Twitter for
employees to
communicate
with Zappos
customers
about their
shared love of
footwear.
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Whole Foods has 150 separate Twitter accounts all
focused on customer service.
Cheese, wine, gluten free, recipes, etc!
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Ford Social Media Strategy
Humanize the company by
connecting Ford employees
with our stakeholders, allowing
them to connect with each
other when appropriate, and
providing value in the process.
Learn more:
http://www.scottmonty.com/2009/07/year-at-
ford-part-1.html#ixzz0l2mTsHWp
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@FordCustService
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@FordMustang
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@FordDriveGreen
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Build a Social Media Strategy
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Content Strategy
You can speak to the 200 million on-line Americans using social networks today, what will you say?
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1. Setup Your
Brand Profiles
Across Desired
Social Networks
2. Create An
Editorial
Calendar for
Content Updates
3. Leverage
Third-Party Tools
to Grow
Membership &
Promote Your
Presence
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How Many Twitter Users Are There?
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Set Up Your Own Profile
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Tutorial
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1. Setup Your
Brand Profiles
Across Desired
Social Networks
2. Create An
Editorial
Calendar for
Content Updates
3. Leverage
Third-Party Tools
to Grow
Membership &
Promote Your
Presence
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6464
Create a written program Editorial Calendar that documents all planned
program communications. It should include:
– Baseline editorial content related to over-arching program concept (meant to be fun and engaging)
– Messaging and links around events, sales and other planned promotional activity
– Messaging and links to support continuity programs such as loyalty initiatives, credit card programs, newsletters, etc.
– Sourced value-added third party content such as web links to category information, relevant or engaging video content, custom created content
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1. Setup Your
Brand Profiles
Across Desired
Social Networks
2. Create An
Editorial
Calendar for
Content Updates
3. Leverage
Third-Party Tools
to Grow
Membership &
Promote Your
Presence
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Synchronize the Deployment of your Editorial Calendar across multiple social networks and manage the process daily using automation tools
– www.TweetDeck.com
– Deploy messaging across multiple social networks simultaneously
– Post web links and pictures
– Search for relevant content and followers
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Target followers based on:– www.Tweet-Automator.com
– Content they post
– Their geography
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Member Growth by Month
Click-Thru’s
Current Month Sales
Reputation Management
Program ROI – 28XProgram duration 3 monthsTotal Investment: $25,000Total Sales: $693,005
Create a Dashboard for easy reporting review
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Display Advertising
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Search Engine Marketing
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Two Types Of Search Results (Sponsored/Natural)
Natural Results
Sponsored Results
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Your ad reaches users at the moment they demonstrate interest
There at the Right Moment
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News Results
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Niche Search
Blogs
Images
Videos
Updates
Books
Discussions
Recency
Relevance
Social
Media Posts
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How Ads are Ranked
Bid= the highest amount an advertiser is willing to pay-per-click
Quality-score = Historical data + Landing page quality + Ad text click-
through-rate
Rank = Bid+ Quality Score
1.
2.
3.
4.
5.
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Why Pay per Click?Key Advantages of PPC Advertising
– Budget Control
• By campaign, geographic region, and time of day
– Quick-to-market approach
• Low production time involved to launch a campaign
– Capture Seekers & Buyers
• Searchers can vary from information seekers to ready-to-buy consumers
– Direct searches to most relevant page
• Information searches (e.g. what is SSD) drive visitors to information pages, while ready-to-buy keywords (e.g. SSD 16gb prices) drive to “Buy Now” pages.
– More for less
• Search marketing allows for more site visitors at progressively lower costs (e.g. Month 1: X visits at $.60/click, Month 2: 2X visits at $.50/click, etc…).
– Testing
• Gain insight into consumer behaviors to different messaging, products, and landing pages
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Advantages Of Search: Landing Page control
Step 1: Landing Page From Search Ad (e.g. keyword: “16gb internal ssd” CPC: $.65)
Step 2: Where To Buy Page
Step 3: Partner Site (Product)
Step 4: Shopping Cart & Purchase
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Two Types Of Search Results (Sponsored/Natural)
Natural Results
Sponsored Results
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Search Engine Optimization
Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site or a web page (such as a blog) from search engines via "natural" or un-paid ("organic" or "algorithmic") search results as opposed to other forms of search engine marketing (SEM) which may deal with paid inclusion.
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Who controls the Search Engine Results?
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Who controls the Search Engine Results?
Google’s proprietary algorithm
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Google’s Proprietary Algorithm
1) You input a search request.
2) Google’s logic asks the question:
“What web site/pages are the most relevant based on their content and keyword relevancy?”
3) Then, they service the results to your browser.
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SEO: Key Processes
On Page
Cross Linking
Keyword driven copy
Keyword driven meta-tags and HTML source
code
Keyword driven Title Tags
Off Page
Inbound site Links
Blogger/Forum mentions
Site Traffic Levels
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A Strategic Campaign Example
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Dairy Queen International
http://www.youtube.com/watch?v=YSN4E2cEzAg
Integrated Campaign Case Study
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Our Assignment
Objectives
• Traffic and Sales
Strategy
• Develop an integratedand newsworthy global product awareness campaign that will celebrate the Blizzard’s 25th Birthday
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A Creative Idea
“SUDDEN CELEBRATIONS”
The Blizzard is turning 25 and celebrations are suddenly breaking out across the nation. Attracting Blizzard fans across the globe, these celebrations are infectious and spreading everywhere...all ignited by a one of a kind Blizzard vehicle tour that travels all summer long, spreading Blizzard love, fun and treats.
Unexpected and engaging things can happen anytime, anywhere –spread the word!
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Blizzard®
Mobile Tour
Blizzard®
Sampling Brand
Experience
Blizzard® Tour
Event Microsite
Social Media
DQ Digital
Properties and
Blogs
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Tactics
TV Spot:
http://www.youtube.com/watch?v=YSN4E2cEzAg
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A Group Exercise