Download Mobile Marketing Seminar

Mobile, Digital & Social Marketing
Speakers:
Jeff Spokes
Owner, The Spokes Agency
Jason Cohen
Vice President, Digital, The Spokes Agency
Seminar Objectives:
1)
2)
3)
4)
5)
6)
Mobile Web vs App
Learn how to reach people on-the-go with Mobile Marketing
Mobile Advertising - Why and how you should be targeting mobile users
Learn how to effectively use Text Marketing to generate sales
Learn how Loyalty Programs bring customers back to your location
Learn how to leverage Social Media Marketing to drive sales
Schedule
10 - 10:30am
Mobile Marketing, Search and Banner Advertising
10:30 - 11:15am Text Message Marketing and Loyalty Marketing
11:15am - 12pm Social Media Marketing
Internet Marketing - What is an
Effective Website?
An effective site is one that presents a
positive, professional image, is useful
and informative, and allows the user to
interact, transact, and provides a
reason for users to return.
What are the Ingredients for an
Effective Site?
»
»
»
»
»
»
Focus
Purpose
Design
Copy
Coding
Mobile-Specific
Focus
You are not your target audience.
Identify who your target audience is before
deciding what your site should accomplish.
Purpose
Design and build from the outside in.
Identify how your site can solve your target
audience’s needs.
» Make it faster to get to specific areas
» Make it easy for them to interact
Purpose
Design
Use design and layout to transform your site into a
powerful customer experience.
» Extend and strengthen your brand
» Evoke trust and emotion
» Encourage interaction
Copy
Content is critical to communicating your
message and improving your search positioning.
»
»
»
»
Romance the reader with a powerful message
Connect emotionally and rationally
Compel visitors to take action
Include the most relevant page specific search phrases
Coding
Correct coding ensures that your site:
» Displays properly on all modern browsers
» Loads quickly
» Is search engine friendly
Why Design for Mobile?
iPhone 5
5 Million sold in the first Weekend
100 Million iOS 6 Downloads
Or maybe Samsung? http://youtu.be/ZWGsvcFpwNY
66% of 27-32 year-olds check e-mail on their mobile device.
52% of those 33-38. Source: ClickSquared 10/2012
MOBILE – Why is it Important?
This year: 2013, more consumers will access the web
from mobile devices than desktop or laptop
computers.
Source: Morgan Stanley
MOBILE – What’s Important?
7 Tips to make your website work in Mobile:
1. Style for Mobile – Remember, different size screens
display differently. Use PROPORTIONAL units
rather than ABSOLUTE units. Retain visual
consistency with desktop site. Minimize scrolling.
2. Re-size images so big images are not pushed to
small screens. Link to the big image if they want it.
3. Automatically detect mobile devices and serve the
mobile version of the site.
4. Re-Prioritize Navigation. What’s important in mobile
might be very different from the desktop. Tel # and
address maybe at top instead of at bottom.
MOBILE – What’s Important?
7 Tips to make your website work in Mobile:
5. Allow a mobile viewer a link to the FULL SITE. They
may not be able to find what they are looking for on the
mobile site. If they have an iPad, they may want to see
the full site.
6. Don’t Break Links. Show the EXACT content that a
search engine had sent a viewer too or else you may
create frustration.
7. Measure the Audience. Find out what devices your
visitors are using and optimize for those devices. Find
out what content they are viewing and raise that
content.
Examples - BAD
Too much zooming and panning.
Examples - Mediocre
Pop-up confusing.
Data somewhat focused
Examples - Good
Strong Images, One Featured Area, Quick Data Entry
2014: RESPONSIVE DESIGN
Sites Display with same content, resized so it makes sense.
MOBILE App
What is an “App”?
An App is an Application, meaning Software Program,
that you download from a provider and use on your
mobile device.
Apps are available for iPhone, iPad, Blackberry and
Android.
Apps are single purpose programs that allow your user
to do whatever you pre-determine they can do.
MOBILE App
Web apps or online apps can be a faster, cheaper, more
efficient way of deploying software in your
business. Rather than buying a software license, having
to install it on your servers or local computers, keeping
up with updates — all of which can be expensive and
take time — you can simply go online and sign up for an
account. In a few minutes you are using the
software. And typically you pay a monthly fee, meaning
that you don’t have to pay license fee up front.
Why build an app? +400% increase
in mobile revenue each month –
Hilton
• 57% of travelers want to check in
• 56% want to check out and
• over 50% want to change or cancel reservations on their
handheld
In recent months an exponential increase in mobile revenue helped
spur Hilton’s adventure into the iTunes store. Hilton Hotels have
seen more than 400% month to month increase in mobile
revenue since May, 2009 on their industry leading mobile
Website. Revenue has been $44 for every dollar spent on mobile.
Source: TourismKeys.ca
Basics of What to put in an APP:
• Simple, straightforward – one main function (or two or three
like Hilton
• Easy to Use
• Something that is buried in your website or something you
want to make easier.
• Something you want to charge for.
• To be “visible” in the iPhone or Android store!
Source: TourismKeys.ca
Are You Ready???
2014 is the Year of Mobile
» 94% of smartphone
users have searched
for local information
» 70% called a
business after
searching
» 66% visited in person
» 90% of these users
ACTED within 24
hours
(Source: ICANetwork 2014)
90% of Mobile Web Visits Result in Action!
What are they looking for?
» 74% - Get directions and operating hours
» 64% - Contact the store
» 61% - Find product information
» 50% - Make a purchase or order a service
(Source: ICANetwork 2014)
Generate Leads via Mobile
Mission Critical:
» Give them what they want…
FAST
» Collect info right on the home
page
» Opt-ins and Social integration
Apps
Key App Benefits
» Interactivity and Gaming
– Custom games to reinforce
branding.
» Personalization
– Target users that are going to be
using your app in a personalized
fashion or saving info.
» Native Functionality
– If you need to access a user’s
camera or other native apps
(Facebook, Twitter, etc)
» No Connection Required
– Users can perform functions
without a network/wireless
connection.
App Features
App vs Mobile Site
Smartphone users in general favor browsers over apps (48% vs
26%) with iPhone users being the most likely to use apps (40%
vs 36%)*.
» Web site - Mobile-friendly content to the widest possible
audience
» App – Use for developing an interactive game or a highly
personalized user experience.
» Baby Steps - Safe to say that it rarely makes sense to build
an app without already having a mobile web site in place.
MOBILE App v. MOBILE Web
Cons?
COST. $5K to $10k for one version of an App. $500 for
a “Mobile” Website.
Developer. You need to hire a developer. You likely
cannot build and put up an App.
Mobile Advertising: Search And Banner Ads
Search: People are LOOKING for your product/service
Online Advertising Market
More time spent online than TV*: 43% of Internet Users
spending 4 or more hours. Only 32% of TV Viewers.
*Source: marketingcharts.com
Both Genders Clicking More Ads
Mobile Ad CTR, by Gender, Income
April-May 2011, % of total users
Source: Jumptap
Data from Jumptap’s STAT report suggests that while its network reaches an even
split of men and women, men are more likely to click on ads. Click-through for both
genders increased by about 5% since last month. Not surprisingly, household
income has the most impact on mobile ad click-through rates.
1.01%
0.83%
0.47%0.50%
Male
0.29%0.31%
0.37%
0.32%
Female
Under $50K
CTR April data
CTR May data
37
Over $50K
Young React More Frequently to Ads
Reaction to Mobile Advertising, by Age
Q1 2011, % of audience
Source: The Nielsen Company
Mobile advertising is increasingly
Age
13-17
13%
45%
42%
finding its way into mobile apps, and
currently teenagers are much more
Age
6%
18-24
Age
25-34
40%
receptive than their elders.58% of
54%
teens say they “always” or
sometimes” look at mobile ads,
8%
35%
according to Nielsen’s "State of the
57%
Media: Trends in Advertising Spend
Age
7%
35-44
Age
55+
35%
1% 27%
I always look at it
and Effectiveness, Q1 2011."
58%
72%
I sometimes look at it
38
I never look at it
Mobile Advertising: Search Ads
How to get started:
1) Keywords: Think about what your customers may be doing
when they start searching. Are they bored in a line (let me take
care of a chore like call my insurance company) or are they
LOOKING for your service (hungry - pizza restaurant).
2) Generally shorter tail – fewer keywords will be typed for the
search
3) Click to call should be enabled so they can skip the click and
call you directly.
Social Media Growing Dramatically
But this is why we talk about search 1st:
Search is #1 at 52%, Social Networking is at 8%!
The Search Marketing Landscape
Google 68.5%
Yahoo,
16%
Bing
12.0%
Others 0.1%
Ask 3.4%
*Source: Comscore; December ‘10
Paid Search vs. Natural Search
Paid Search
Natural Search
Paid Search
Paid Search vs. Natural Search
Paid search gives you greater control.
»
»
»
»
The ability to capture all relevant search terms
Immediate results
Greater influence over position
No need for geographic description
Geo-Target with Extreme Precision
» Regional and city-level targeting
» Customized targeting by radius or pre-defined
coordinates
Determine Your Business Objectives
I want to use paid search to…
»
»
»
»
»
Generate Leads
Acquire Offline Customers
Acquire Online Customers
Create Quality Site Traffic
Understand My Ultimate Business Goals
– Cost Per Visitor
– Cost Per Lead
– Cost Per Customer Acquisition
What Makes Good Copy?
Imagine a user searching for dog toys used the keyword
“rubber toy dog.”
Identify or Build Landing Pages
Landing on what?
» A landing page is a specific web page that a visitor
ultimately reaches after clicking a link or advertisement.
Why are they important?
» Connects directly to search result
» Motivates visitors to take action
Landing Page Best Practices
Give them what they want.
» Keep the information relevant to the search term that led your
visitors there.
Keep it simple.
» Direct and succinct copy.
» Simple forms to gather only the basics.
» Other contact information should be prominent.
Open new windows.
» All external links should launch in a new window.
Actively Manage Your Campaign
» Analyze each search term
» Adjust CPC based on performance
» Eliminate keywords that are not
Adjust
performing
» Modify copy if/when necessary
» Test copy, positions, and match
types
Optimize
Analyze
Search Engine Marketing – Return on
Investment
» Sample Program in Baltimore (Painting Contractor):
– Most recent 6 months
– $1,150/month
– 121 phone calls
– 9 e-mails
– 66 Contact Us Submissions
– 196 total leads
– $35/lead!
– Convert 1 in 5 leads, Average Sale $600
– 6 month cost: $6,900, 6 month revenue: $23,520
Overview – Why Banner Ads?
Display Ads are 35% of all online advertising because they attract
attention and work!
Source: June 2012 Internet Retailer
Overview – Why Banner Ads?
Because large national retailers AND now local companies have learned
that ads on interesting, highly visited sites work well for Branding and
Direct Response!
Local Mobile Ads: 51% Share by 2015
Local vs. National Ad Spend in Mobile
2010-2015, US$ billions
Source: BIA/Kelsey
$2.84
$2.03
$1.40
$0.89
$0.99
$0.40
$0.39
$0.49
$0.61
$0.73
$0.92
2010
2011
2012
2013
2014
National
Local
56
$1.22
2015
1,342% Growth in Retail, Restaurants
Verticals Growth in Mobile Campaigns
Q1 2010 v. Q1 2011, % growth
Source: Millennial Media
Six verticals experienced triple-digit growth – or greater – yearover-year according to Millennial Media's Q1 2011 report
released in June.
1342%
Health: Fitness & Wellness is a newcomer on a ranking of top
advertising verticals. This is an indication that advertisers in
723%
new verticals are starting to take a keen interest and to heavily
invest in creating a mobile presence.
379%
242%
Retail &
Restaurants
Automotive
Finance
Telecomm
57
183%
Health: Fitness
& Wellness
130%
Education
What Do I Do to reach my local
audience in a “mass” way?
Television
Radio
Newspaper
Internet
Millions of Page Views
– just in Baltimore!
What Do I Do to reach my local
audience in a “mass” way?
What Do I Do to reach my local
audience in a “mass” way? –
LOCAL DATA!
Media
1 [E](U)
2 [C](U)
3 [S](U)
4 [S](U)
5 [E](U)
6 [M](U)
7 [G](U)
8 [C](U)
9 [M](U)
10 [E](u)
*
Total Internet : Total Audience
Baltimore local media sites(Custom)
BALTIMORESUN.COM
CBS News
BALTIMORESUN.COM*
CBS Local
FOXNEWS.COM
FOXNEWS.COM*
CBS Baltimore
WBALTV.COM
WASHINGTONPOST.COM
FOXSPORTS.COM
Total
%
Total
Unique
Compositi Pages Total Visits
% Reach
Visitors
on Unique Viewed
(000)
(000)
Visitors
(MM)
1,744
100.0
100.0
4,811 132,860
514
443
439
360
314
308
271
216
208
145
Indicates that the entity has assigned traffic to certain pages in the domain to other entities
29.5
25.4
25.2
20.6
18.0
17.6
15.5
12.4
11.9
8.3
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
9
5
7
4
2
2
3
3
1
1
2,374
1,423
2,093
1,147
983
982
680
1,439
526
517
Goals for Online Advertising:
1) Branding – Bing, Local Auto Dealers
2) Direct Response – Progressive Insurance, Local Restaurants
3) Both of the above – Netflix, Local Retailers
Ad Network Features
Reach: Ad networks maintain the industry’s largest reach, providing
mass exposure across leading websites.
Total Internet Reach
Property
% Reach
Mthly UVs
Ad.com
90.2%
133 million
Yahoo!
71.9%
120 million
AOL
66.1%
110 million
Source: comScore Media Metrix, February 2006; Advertising.com, August 2009
Ad Network Features
Reach: With the largest reach and impression volume, networks are able to
secure premium inventory across quality content sites at lower costs.
Sample Site List – Advertising.com
ABCNews.com
Career Builder
EW.com
Netscape
AmericanGreetings
Clear Channel
Fortune.com
People.com
Anywho
CNN.com
InStyle.com
Sony
AOL
CNNMoney
Lets Sing It
Space.com
AT&T Worldnet
CompuServe
Mapquest
The WB.com
Autotrader
Dictionary.com
Moviefone
Time.com
Bartleby
Dine Site
MySpace
Weatherbug
BellSouth
Earthlink
NeoPets
Whitepages
Technology
Targeting technologies enable marketers to segment the
network based on a variety of factors.
Behavior
Demographic
Content
Channel
Advertiser’s site,
publisher sites,
creative and
search listing
Gender, age,
HHI, education,
lifestyle profiles
and more
Keyword content
descriptors
reveal sites
and pages
One of seven
existing
content
channels
Geography
SIC Code
Daypart
Technology
Country, city,
state, ZIP code,
area code
and DMA
Standard
Industrial
Classification
(industry code)
Time of
day,
day of
week
Browser, domain,
language,
connection
speed, etc.
Technology
Re-Marketing
AD Shown
Leads to visit
Site Visitor
Leadback Ad
Visitor views site
then leaves
Ad delivered to
prior visitor
generates
interest
Leadback Ad
Site Visit #2
Leads to another
visit and
purchase!
Mobile Marketing!
Frontpage
News
Sports
Messenger
Mail
Movies
66
66
Maximizing A Media Buying Campaign
» Online Media
» Understanding target audience
» Research and negotiate with relevant websites and advertising networks
»
»
»
»
Effective Creative
Strong offer
Clear call-to-action
Design consistent with brand
»
»
»
»
Landing Page
Relevant to web advertising
Desired action is prominently displayed
Minimize # of clicks to conversion
Targeting Capabilities
»
»
»
»
»
Demographic
Age
Gender
Ethnicity (not available on all networks)
Household Income
» Behavioral
» Allows targeting of people who have historically used channels or visited
sites devoted to various content (health, games, personals, etc.).
» Pros: Perfect way to target niche audience
» Cons: Higher premiums on a CPM/CPC level may occur
»
»
»
»
Leadback
Serves ads to people who have already visited the advertiser’s website
Pros: Most cost-effective form of banner advertising available
Cons: Dependent on level of traffic already directed to site
Landing Page Example:
Simple, Uncluttered – tell you what they want you to do – Find a Center!
Developing Your Campaign and Creative:
Identify Your Business Objectives
» Do you want to generate:
– Traffic
– Leads
– Customers
» What are your ultimate business goals?
– Cost Per Thousand Impressions - CPM
– Cost Per Click - CPC
– Cost Per Acquisition - CPA
123% Growth in Mobile Purchasing
Oracle and ATG research finds that three in
Consumer Trend in Mobile Purchases
2009-2010, % of consumers making 1 or more m-purchase
Source: Oracle / ATG
10 (29%) US consumers have made at
least one purchase via mobile device --
41%
123% more than the 13% of consumers in
40%
November 2009.
29%
27%
23%
23%
mobile purchase as of December 2010, up
23%
74% from 2009. 27% of 34-54-year-old
17%
13%
11%
consumers had made a mobile purchase
as of December 2010, an increase of 145%
9%
7%
November 2009
18-34
40% of consumers age 18-34 had made a
July 2010
35-54
55 and older
from 11% 13 months earlier.
December 2010
While only 17% of consumers 55 and older
Overall
had made a mobile purchase in 2010, it’s
up 142% from 7% recorded in 2009.
71
Mobile – Text Message Marketing
48.8% have already opted in
(Source: Tatango, June 2012)
(Source: Tatango, April 2013)
• 90% of all SMS messages are opened within the first 3
minutes!
• 98% of all SMS messages are read overall.
• Mobile phones have reached 100% penetration in the U.S.
(Smallbiztrends.com May 24, 2012)
Open Rate Comparison
Text Messages = 100%
Email = 10-20%
Loyalty
Loyalty Program
Mobile - Quick Response (QR) Codes
QR codes – Instant Access
» Menus
» Coupons
» Envelopes
» Business Cards
» T-Shirts
» EVERYTHING!
What if you were able to:
Get a new LIKE!
Get a new FOLLOW!
Collect an EMAIL ADDRESS!
Collect another TEXT OPT-IN!
…in 30 seconds?!
Mobile Engagement Center™
From a single QR code
scan, users can:
• Like you on
Facebook
• Follow you on
Twitter
• Join your email list
• See a list of your
locations
• Join your text list
• Post Yelp and
Urban Spoon
reviews
• Many more
modules available!
Metrics
Tracking
» QR code scans
» Text Marketing campaigns
– Loyalty check-ins
» Email metrics
– Open Rates
– Click-thru Rates
» Mobile Engagement Center
modules
» Facebook Insights
» Twitter metrics
» EVERYTHING!!!
Getting Started
» Step #1 – Create a Strategy
» Step #2 – Promote/Build (a) list(s) across
multiple platforms
» Step #3 – Engage
» Step #4 – Analyze
» Step #5 – Re-Engage
Social Media for Business
Social Media Marketing
Why Social Media?
» Make it easy for people to talk about you and for them
to talk with you in a 2-way conversation.
Social Media Marketing
Why is it important?
»This is where people are. There were 164 Million
Unique Visitors to Facebook in April of 2013 (over 1/2 of
all adult Americans). The average Facebook User spends
15 minutes per day on Facebook!
»Online PR
»SEO assistance
Facebook user statistics : Statstica.com, 2013, ComScore June 2012
Social Media Marketing
»Blogging (Wordpress, Blogger, Tumblr)
»Social Networks (Facebook, Linkedin, Pinterest)
»Video and Photo Sharing Site (YouTube, Flickr)
»Microblog (Twitter)
»QR Codes
»Social Media Monitoring – Social Toaster
»Social Bookmarking (digg, deli.cio.us; stumble upon)
»Location-Based Social (Foursquare, Facebook Places)
Social Media Marketing Strategies
Lifestyle Blogs
Video Sites
Fan Groups
Your
Website
or
MicroSite
Social Media
(FB, Twitter)
Social Media Strategy
»Business to Business?
»Blogging? LinkedIn?
»SEO most important? Directly reaching decision
makers most important?
»Business to Consumer?
»Facebook?
»Viral Most Important?
Social Media Marketing Strategies
Blog Page  Search Engine Rankings!
Blog Page  WEBSITE  Google
1) Set up A Blog for Free – blogger.com – easy &
owned by Google, wordpress.com
2) Populate with content on a REGULAR BASIS
1) MR. Beams – integrated in their site
2) Franchise and Business Law Group –
integrated in their site
3) Barefoot Tess – separate Wordpress blog
Important – Must be kept updated. LINK to your
site with keywords that are relevant to your site.
Social Media Marketing Strategies
Facebook Fan Page  OTHER USERS!
Facebook Fan Page  WEBSITE  Google
1) Set up Facebook Fan Page
2) Populate with content – examples
1) Mothers
2) Einstein Bros Bagels
3) TruePresence Baltimore
4) The Associated
5) Frank Kratovil
6) Michael’s Deli
Important – your PERSONAL account should be used
Sparingly if at all to promote your business.
Social Media Marketing Strategies
Laser Center of Maryland
Social Media Marketing Strategies
Facebook ADS to get traffic to Facebook page OR website
1) EXAMPLES of fb ad – Ira Glass Event May 3
1) 989,000 impressions in 1 week, 99 clicks, $118, just over $1/click
2) Targeted at College Grads within 25 miles of Baltimore.
Social Media Marketing Strategies
Facebook ADS to get more likes for your Facebook page
1) EXAMPLE of fb ad – PLC Consulting
1) Spend of just $5/day.
2) Drove # of likes from XXXX to XXXX in just XXX weeks
Social Media Marketing Strategies
Facebook ADS to get more visibility for your POST
1) Currently 3% of your LIKES see your Post. So if you have 1,000
likes, 30 people will see it.
1) Spend of just $25 to $50/post will SIGNIFICANTLY increase
this #
2) Increase EXAMPLE – PIZZA HUT???XXXXX
2) Facebook OFFERS allows you to make an OFFER to a large
pool of people who can ‘accept’ it for free and then claim it
online or offline
1) Spend of just $50/offer can create a remarkably large # of
people claim your offer.
2) EXAMPLE – PIZZA HUT???XXXXX
Social Media Marketing Strategies
YouTube Fan Page  OTHER USERS!
YouTube Fan Page  WEBSITE  Google
1) Set up YouTube Page
2) Populate with VIDEOS!
1) http://www.youtube.com/user/TwiddyOuterBanks
2) http://www.youtube.com/user/wbal
Organic Marketing Strategies cont
Twitter!
Twitter
compelling
content : links
to your site
and others
Website
Get your
information
noticed
SEO
Goal is to
improve
visibility
Organic Marketing
Twitter
» Set up a twitter ID – this will be the name that you
use, so consider carefully.
» Upload image as background.
» Begin sending tweets.
» Sign up to get other folks tweets, they should sign
up for yours in return.
» Examples:
» Delloutlet
» Franbuslaw
» Bwiairport
» Nytimes
Organic Marketing
Twitter – Southwest Airlines. $1,000 in free
travel for a tweet of a holiday-themed photo.
Organic Marketing
Twitter Search
Social Media Marketing Strategies
Twitter ADS to get more Follows for your Twitter Profile
1) EXAMPLE of twitter ad – Spokes Agency
1) Spend of just $14
2) Drove # of follows up by 21
3) $0.67 per FOLLOW
Organic Marketing
Social Media Monitoring - TweetDeck
Organic Marketing
Linkedin
» Set up a Linkedin ID – Personal ID used for
personal promotion.
» Create a COMPANY PAGE – used for company
promotion of services.
» Upload image and complete full profile.
» Connect to Twitter.
» Sign up for groups, answer questions.
» Examples:
» Jeff Spokes and the people that I am
connected to.
» Uses: Business People to find people they are
looking to sell to. Writers – find sources. Hiring
Managers – find employees.
Organic Marketing
Linkedin
Organic Marketing
Linkedin
Examples:
Hospitality Services Inc. – looking for Architects, Commercial
Kitchen, etc.
Search People: Architects, Commercial Kitchen Designers (there
are 3,000!).
Search COMPANIES: “Commercial Kitchen Design” – there are 23.
Search GROUPS: Commercial Kitchen. Join, Answer Questions,
Ask Questions “Who thinks the new …. Is a good looking design”.
Etc.
Organic Marketing
Linkedin
Examples:
First Financial – Business Development looking for people with
assetst to invest:
Search People: CEO’s – Link to them. Then post updates
regularly about important financial issues. Have a seminar and
invite your linked in buddies.
Search COMPANIES: Accounting Firms – follow them and see
when they get “new” clients – may be ready to make a move
personally too.
Search GROUPS: “Financial Advice”. Join “Financial Planner
Alliance”, Answer Questions, Ask Questions “Who thinks the new
…. Is a good regulation”. Etc.
Emerging Social Networks
• Users post multimedia and other content via
short-form blogs
• Users can follow other users' blogs, which they
often find by searching topics through the site's
tagging system
• Demographics tend toward young men and
women, 18-29
• Audience's interests tend toward arts, music, pop
culture, food, fashion
• Niche audience - but very passionate and creative
• Traditional blog posts do not tend to resonate –
most people are there to look at a photo, view a
quick video, read a quote, etc
• Very easy to set up, great for those with lots of
visuals to share
• Option to create a custom-designed layout
available
• Tagging system creates an already filtered
community that is more likely to actually find you
• Users post multimedia and other content via
short-form blogs
• Users can follow other users' blogs, which they
often find by searching topics through the site's
tagging system
• Demographics tend toward young men and
women, 18-29
• Audience's interests tend toward arts, music, pop
culture, food, fashion
• Niche audience - but very passionate and creative
• Traditional blog posts do not tend to resonate –
most people are there to look at a photo, view a
quick video, read a quote, etc
• Very easy to set up, great for those with lots of
visuals to share
• Option to create a custom-designed layout
available
• Tagging system creates an already filtered
community that is more likely to actually find you
Tumblr Inspiration: ModCloth
The retro-inspired fashion retailer
posts daily products (with links
back to their website), vintage
illustrations, DIY craft ideas, style
tips & more
• Visual bookmarking site, where users can “pin”
images of things they like to “pinboards”
• Even more visually oriented than Tumblr – written
content does not tend to work at all here
• Skews heavily female, age 25-44
• Does not provide the option to design your own
page – all pinboards have the same layout
• Launched Business Pages at the end of 2012
• Unlike Facebook brand pages, Pinterest Business
Pages do not have special features, but they offer
verification and simplify the sign up process for
business owners
• Most popular way brands have made use of this
concept is by creating themed pinboards of things
they sell, creating an extension of their online
catalogues
• Visual bookmarking site, where users can “pin”
images of things they like to “pinboards”
• Even more visually oriented than Tumblr – written
content does not tend to work at all here
• Skews heavily female, age 25-44
• Does not provide the option to design your own
page – all pinboards have the same layout
• Launched Business Pages at the end of 2012
• Unlike Facebook brand pages, Pinterest Business
Pages do not have special features, but they offer
verification and simplify the sign up process for
business owners
• Most popular way brands have made use of this
concept is by creating themed pinboards of things
they sell, creating an extension of their online
catalogues
Pinterest Inspiration: Real Simple
Women's interest magazine uses
images to direct users to their
articles. Popular "New Uses for
Old Things" board posts photos of
items being used in unusual ways,
with links back to find out details.
• App that allows you to add
6-second videos to tweets
• Need to download app to upload a
video, but followers can view
videos whether they have Vine app
or not
• Many businesses were quick to
embrace this new option for
advertising
• Videos need to convey a message
quickly; many use jump cuts to get
to the point as fast as possible
Vine Inspiration: Bacardi
Bacardi Rum used Vine to
show how to mix a "6
second Cuba Libre," and
then encouraged user
participation by asking
followers to tweet the drink
they would like to see in
their next clip.
• Photo and video-sharing service that
enables its users to take pictures and
videos, apply digital filters to them and
share across variety of social networks
• Demographics tend toward young
adults, 18-29
• Originally only a mobile app, but users
are also now provided with a web
profile page
• Many brands use web profile as a
landing page to which they can direct
customers
• Great visuals are important – but
engaging with fans is key
• Hashtag system makes it easy to
connect with those posting anything
relevant to your business
• Photo and video-sharing service that
enables its users to take pictures and
videos, apply digital filters to them and
share across variety of social networks
• Demographics tend toward young
adults, 18-29
• Originally only a mobile app, but users
are also now provided with a web
profile page
• Many brands use web profile as a
landing page to which they can direct
customers
• Great visuals are important – but
engaging with fans is key
• Hashtag system makes it easy to
connect with those posting anything
relevant to your business
Instagram Inspiration: Red Bull
Red Bull encourages fans to use
hashtags such as #GivesYouWings to
share photos. They also created a hub
for their #ShareYourWings campaign,
enabling fans to share Instagram
photos across social networks in
exchange for free merchandise.
Organic Marketing
Daily Deals
Immediate Sales – you get 25% of Face
Value - $100 item for $50 ($25 to you, $25
to Daily Deal site)
• Groupon – deal “tips” with minimum # of
participants
• Living Social – you get it free if 3 of your
friends buy
• CertifiKid – geared toward parents.
4. Plan Your Marketing for the rest of
2014
Define Success. This is Marketing with
ROI for 2014
» LEAD CONVERSIONS
– # of Leads provided based on spending
» SALES/COUPONS REDEEMED?
– # of Sales based on spending
Staples – E-Mail Call to Action
Staples – Leads to FACEBOOK LIKE
Staples – Leads to Video and SHAREing
Thank you for your time….
Jeff Spokes and Jason Cohen
The Spokes Agency
877-672-6677
[email protected]
[email protected]