Digital Marketing Training

Social Media, SEM

April 19, 2010

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

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

The Real Deal

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

Example: Facebook

Jina Schaefer: Bon Jovi tonight. New puppy tomorrow. It is a

good week!

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!

Example: Twitter

Example: Digg

Example: Technorati

Is Social Media Here to Stay?

3 out of 4 Americans use social technology

Forrester, The Growth of Social Media Adoption, 2008

2/3 of the Global Internet Population Visit Social Networks

Nielson, Global Faces and Networked Places, 2009

Visiting Social Sites is now the 4th most popular online activity –ahead of personal email

Nielson, Global Faces and Networked Places, 2009

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

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

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

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)

Social Media Now Rivals Email

Is Social Media a Fad?

http://www.youtube.com/watch?v=sIFYPQjYhv8

Social Media Trends 2010

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

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

Social Media Can Support a Broader Communications Strategy

Modern Marketing

OLD =

BRAND BROADCAST MESSAGING

BRAND CONSUMER

Mass Media is Old News

Modern MarketingOLD =

BRAND BROADCAST MESSAGING

BRAND CONSUMER

NEW =

BRAND ENGAGEMENT

BRAND CONSUMERPEERS

Modern MarketingOLD =

BRAND BROADCAST MESSAGING

BRAND CONSUMER

NEW =

BRAND ENGAGEMENT

BRAND CONSUMERPEERS

Social Media

Lives Here

A Modern Brand Marketing Model

Traditional

Digital

Integrated

Integrated:

TV

Print

Radio

Social Media

Guerilla

WOM

Mobile

Web

Search Engine

Optimization

Advertising

Digital Media

PR

Events

YOUR BRAND

YOUR BRAND

Objective: Change Behavior

Creating an emotional connection to a brand can change

consumer behavior.

Social Media is a great connection point.

Social Media in Action

Johnson & Johnson uses this blog to show another

side of the company, with frequent video posts and

interviews.

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.

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.

Zappos uses

Twitter for

employees to

communicate

with Zappos

customers

about their

shared love of

footwear.

Whole Foods has 150 separate Twitter accounts all

focused on customer service.

Cheese, wine, gluten free, recipes, etc!

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

@FordCustService

@FordMustang

@FordDriveGreen

Build a Social Media Strategy

Content Strategy

You can speak to the 200 million on-line Americans using social networks today, what will you say?

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

54

55

How Many Twitter Users Are There?

56

57

58

59

60

Set Up Your Own Profile

Tutorial

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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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

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

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

Schedule messaging to be released automaticallywww.Sendible.com

Target followers based on:– www.Tweet-Automator.com

– Content they post

– Their geography

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

Display Advertising

Search Engine Marketing

Two Types Of Search Results (Sponsored/Natural)

Natural Results

Sponsored Results

Your ad reaches users at the moment they demonstrate interest

There at the Right Moment

News Results

Niche Search

Blogs

Images

Videos

Updates

Books

Discussions

Recency

Relevance

Social

Media Posts

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

Two Types Of Search Results (Sponsored/Natural)

Natural Results

Sponsored Results

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.

Who controls the Search Engine Results?

Who controls the Search Engine Results?

Google’s proprietary algorithm

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.

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

A Strategic Campaign Example

Dairy Queen International

http://www.youtube.com/watch?v=YSN4E2cEzAg

Integrated Campaign Case Study

Our Assignment

Objectives

• Traffic and Sales

Strategy

• Develop an integratedand newsworthy global product awareness campaign that will celebrate the Blizzard’s 25th Birthday

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!

Blizzard®

Mobile Tour

Blizzard®

Sampling Brand

Experience

Blizzard® Tour

Event Microsite

Social Media

DQ Digital

Properties and

Blogs

Email

Tactics

TV Spot:

http://www.youtube.com/watch?v=YSN4E2cEzAg

A Group Exercise