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Transcript
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]