dtd presentation
TRANSCRIPT
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Door to Door Storage, Inc.
Presented by Creative Media Alliance
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About CMA
Creative Media Alliance is an interactive marketing agency specializing in leading edge, client driven, marketing and communication initiatives, covering branding, print, web, social media, email, video and interactive.
Presenting today are Ryan Fansler, Gary Hurley and Jai Suh
creativemediaalliance.com
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About CMA
Founded in 2001Full Service Marketing Firm
grounded in creative, production and execution
Exceed client expectationsOffering of wide variety of services
equals brand continuity
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Creative Brief
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Define Project Goals
Establish brand personalityEngage customers through that
defined personality/profileDevelop a social media platform
using video as a branding tool, tying web social media, print and broadcast
Execute programs, measure success
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Develop Brand Personality
Develop a campaign that gives the consumer something to identify with
Personality attributes of value, convenience and experience
Combine the identification-centric approach with “brand stories”
Connect consumers to the product through shared experience
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Define Your Target Audience
GenderAgeLocationIncomeNeedsMotivation
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Implement Campaigns
Multi-Channel Campaigns
Spread BudgetRight ToolsStay on PointMaximize MomentumRepeat!
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Monitor & Measure
Define MetricsChoose ToolsSet AlertsMonitor Reports
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Using Video as a Branding and
Marketing Tool
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Video as aConversion Strategy
Offering – Give your online prospective customer more than just text and pictures.
Engagement – People want information fast and concise. This is your chance to capture their attention.
Differentiator – Video will allow your company, product or services to stand out among your competitors.
Memorable – People will remember a good story than a slick sales pitch.
Time on Site – The longer a person stays on your website, the more like he/she will turn into a customer.
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Online Video Best Practices
Storytelling – The most important part of any video is good storytelling. Everyone loves a good story.
Show Them, Don't Tell Them – Use music, narration, and good visuals to keep their attention.
Educate – If you can teach something useful or informative to your customer, they will start to trust you.
Keep it Short – A good length for website videos is usually 1 to 2 minutes. Case study videos can be up to 5 to 6 minutes.
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Online Video Best Practices
Video Syndication – Post it on YouTube and other high traffic video platforms like Yahoo Video
Website – Place videos prominently on the home page. We want them to engage with this offering
Measure – Watch the view count grow. You'll be surprised at how many times it's been viewed
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Video Examples
Minor & James Medical – Click to launch example
Swedish Medical Center - Click to launch example
Wings Airways – Click to launch example
Neighborhood Grills - Click to launch example
Regence - Click to launch example
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Blogs Facebook
Twitter eMail Marketing
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Blogs 101
Blogs began in late 90sToday there are over
130 million blogsEverybody has a voiceBlogs are very, very
search-friendlySimple to maintain
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Blogs Best Practices Nearly all B2C should create a blog Collocate on your website for search Use an open-source framework like
Wordpress Customize to match your site Wordpress can power an entire site Start posting! Use categories Engage your audience Be consistent Tie to your main website via RSS Monitor!!!
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Facebook 101
Facebook, born 2004 Over 500 million users 50% log-in every day Most used social network
worldwide (after email) Extremely mobile-friendly Pages are very search-
friendly Great demographic
insights
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Facebook Best Practices Nearly all B2C should create a
Facebook page Pages are hard-linked to profiles Choose your Page category carefully Choose your Page name very
carefully Customize, customize, customize Tabs and the default tab Start posting and liking! Engage your audience Be consistent Connect your Page to your site Monitor!!!
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Twitter 101
Twitter, born 2006 “Texting of the Internet” Over 200 million users 50 million tweets per day Extremely mobile-friendly Tweets are very search-
friendly Great demographic insights
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Twitter Best Practices If you have Facebook, you need
Twitter Option to auto-link to FB Dashboards like HootSuite and
TweetDeck simplify multi-platforms Choose your Twitter name carefully Customize with graphics Start tweeting and following! Engage your audience Be consistent Connect Twitter to your site Monitor!!! (TweetReach)
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eMail 101
eMail, born 1982 Grand-daddy of “social media” Over 250 billion emails/day 80% spam Average B2C open rates 10-
20% Average B2C click rates 3-5% Thursday peak open/click rate Tried and true, not tired and
blue!
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eMail Best Practices B2C email love affair cooler but still
strong! Stay consistent, don’t fall off the email
track Engage the largest audience of all social
channels Cross-pollinate with Facebook and Twitter Abandonment rates for new social
channels are high and email is fallback Hone your message Design for 600-700px width Call-to-action in top 300px Engaging subject line Segment lists by action with A/B testing Monitor!!!
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Social Media Examples Continuity across all social media channels Keep messaging and tone consistent
Case Study #1 – Hotel ModeraLaunch case study
Case Study #2 – Pacific Market CenterLaunch case study
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Questions &
Answers