developing an online strategy using e-mail, mobile, and social media
Post on 19-Oct-2014
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DESCRIPTION
A website alone is just no longer enough. Bryan Huber, Chief Interactive Officer of Paul Werth Associates, will delve into how to complement your website by developing an e-mail, mobile and social media plan that will help drive results. He will touch on how to develop a strategy around these three channels, how to measure results and how to adjust your strategy accordingly. All these pointers will lead to better business-to-business and business-to-consumer communications and potential sales.TRANSCRIPT
Developing An Online Strategy Using E-mail,
Mobile, and Social Media
Columbus AMA Interactive SIG
Bryan Huber, Chief Interactive Officer
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
About Bryan
BRYAN HUBERChief Interactive Officer
Quick facts:
‣ Designed and built my first corporate website in 1996
‣ Did not stand in line for the first iPhone
‣ Classically trained graphic designer who jumped into the internet, though I had issues with the font thing
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
Agenda
1. Three, It’s the Magic Number
2. Playing Well Together
3. Keep in Mind
4. Case Study
5. Strategic Ideas
6. Five To Do’s
7. Q&A
Agenda
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
Audience Poll
‣ B2B Companies?
POLL‣ B2C Companies?
‣ Blend of the two? ‣ Email?
‣ Mobile? ‣ Social network?
The Stateof Marketing
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
Marketing: Then
1990• Direct Mail• Telephone• TV• Radio• Print• Display
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
Marketing: Now
• Email• Mobile Email• SMS+MMS• IM• Direct Mail• Telephone• TV• Radio
2010• Print• Display• Website• Search (SEO)• Paid Search• Online Display• Landing Pages• Microsites
• Online Video• Affiliate Marketing• Webinars• Blogs• RSS• Podcasts• Wikis• Social Networks
• Behavioral• Retargeting• Paid Social• Location based• Widgets• QR Codes• Augmented Reality
— From Joel Book, Exact Target
Three,It’s the Magic Number
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
The Power Of Three
+ +
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
Hub and Spoke Approach
SOCIAL
WWW
BLOGS
ANALYTICSSEARCH
SEO, SEM,Social
OFFLINE
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
Hub and Spoke Approach
SOCIAL
WWW
BLOGS
ANALYTICSSEARCH
SEO, SEM,Social
OFFLINE
Overviewof Online Channels
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
The Power Of Three
‣ Email is still one of the primary activities users perform on a daily basis
‣ Users receive social networking updates via email
‣ Mobile devices driving more usage
50%
of ShareThis® users share through email
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
The Power Of Three
‣ Industry experts are predicting that mobile use will overtake the desktop use in five years
‣ Becoming and integral part of daily business and family life
‣ Phones are upgraded every18 to 24 months
Mobile
100 Million
smart phones estimatedby the end of 2010
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
The Power Of Three
‣ Facebook is the No. 1 visited website in the world with 500+ million users
‣ 35 hours of video uploaded to YouTube per minute
‣ Many are checking social networks before traditional media
Social
46%
of adults age 50+ use social networking
(Pew Research)
Playing Well
Together
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
Playing Well Together
‣ High adoption rate
‣ Permission-based
‣ Highly measurable
‣ View on a mobile device
‣ Integrate social networkinginto your blasts
Email Marketing
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
Playing Well Together
‣ 20%+ of users are accessing social networking sites through mobile devices
‣ At least 34% are checking email on a daily basis
‣ Users consider text messages high priority
Mobile
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
Playing Well Together
‣ Users are joining in record numbers, over a BILLION registered users of the big four
‣ 75% of social web users say email is the best way to communicate with them
‣ Mobile interaction is growing exponentially
Social Networking
Keep in
Mind
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
Keep in Mind
‣ Opt-in channels
‣ With great power comes great responsibility
‣ Governing rules: CAN-SPAM
‣ I want to hear from you, but not all the time
‣ If I do something for you, I want something in return
Rules of Engagement
Case
Study
©2010 Paul Werth Associates | Ohio Bankers League
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
Case Study: Arena Grand Movie Theatre
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
Case Study: Arena Grand Movie Theatre
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
Case Study: Arena Grand Movie Theatre
Facebook Page Twitter
Eblast
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
1.Weekly Eblast
‣Collecting email addresses and mobile numbers both online and offline
2.Relevance and a coupon
‣Timely information coupled with a monthly offer
Case Study: Arena Grand Movie Theatre
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
3.From and subject line
‣Keys to high open rates
4.Third party service
‣Whitelisted servers, list management and analytics
Case Study: Arena Grand Movie Theatre
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
5.Social integration
‣Provide an opportunity to connect in other channels
6.Trivia question
‣Provides an additional point of engagement
Case Study: Arena Grand Movie Theatre
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
Case Study: Arena Grand Movie Theatre
Mobile
Homescreen Optimized Full
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
Case Study: Arena Grand Movie Theatre
Mobile
Eblast
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
Case Study: Arena Grand Movie Theatre
Mobile
Facebook Places Feed
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
Case Study: Arena Grand Movie Theatre
Mobile
1.Mobile website
‣Create a mobile of your website for main devices
2.Eblast
‣Optimize eblasts or enewsletters for mobile devices
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
Case Study: Arena Grand Movie Theatre
Mobile
3.Social networking
‣Big four are integrated into main platforms
4.Text messages
‣Collect mobile numbers to market through texts
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
Case Study: Arena Grand Movie Theatre
Social
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
Case Study: Arena Grand Movie Theatre
Social
Facebook Page Twitter
Website
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
Case Study: Arena Grand Movie Theatre
Social
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
Case Study: Arena Grand Movie Theatre
Social
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
Case Study: Arena Grand Movie Theatre
Social
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
Case Study: Arena Grand Movie Theatre
Social
1.Integrate Into website
‣Create opportunities while users on your website
2.Content placement
‣Put your content where your users are
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
Case Study: Arena Grand Movie Theatre
Social
3.Drive email registrations
‣Tweet, Update and include ways for users to signup
4.Claim your page
‣Claim your Facebook and Google Places page
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
Case Study: Arena Grand Movie Theatre
Social
5.Integrate
‣Merge your Facebook place and page
6.Sharing
‣Let users spread the word
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
Case Study: Arena Grand Movie Theatre
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
Case Study: Arena Grand Movie Theatre
Strategic Approach
1.Create separate site
‣Rank highly in Google for keywords other than “movie theater”
2.Eblast signup
‣Encourage users to signup
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
Case Study: Arena Grand Movie Theatre
Strategic Approach
3.Event videos
‣Put videos of events on YouTube and embed in website
4.LinkedIn
‣Connect with meeting and event planners, create a group to share ideas
FiveThings You Can Do
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
Five things You Can Do
1.Conduct a Digital Audit
‣Start with your website and analytics and then review all additional channels
2.Test Everything
‣Confirm that your website and eblasts are displaying properly on mobile devices
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
Five things You Can Do
3.Claim Your Place
‣Own your Facebook and Google place page
4.Integrate Text Messages
‣Use SMS to make it easy for users to sign up for your eblasts at events, in-store or online
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
Five things You Can Do
5.Design To Engage
‣Your website should provide multiple opportunities to signup to receive emails
‣ Integrate and connect through social networking
‣Mobile device optimization
?Questions
©2010 Paul Werth Associates | Columbus AMA: Developing an online strategy using email, mobile and social media
Connect With Me
in/bryanhuber
in/paulwerthassociates
@bryanhuber
@paulwerth
paulwerth.com