columbia river customs brokers and forwarders association presentation
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Understanding social media, web and online promotion for logistics
companies.
Scott Case Founder, Chief Storyteller scott@positionglobal.com
@scottcase
Today’s Topics
• Branding - What is it, why is it important, is yours current and relevant and do you use it correctly?
• Digital marketing and communication: • Newsletters • Audio / video • CRM • Your website
• Social media for businesses (focus: logistics industry)
Branding
Simply, it’s how you look. Everywhere. To everyone. Relevance and quality aside, it has to be executed consistently. Do you let other people use your brand mark? Best practice is to have a style guide.
Brand Considerations
Geographic consumption. Audience - B2B or B2C? Or both? Name, logo execution, tagline or some combination of all three? Equity and market reputation. Level of penetration. Overt or nuanced messaging of your company’s mission?
Right and Wrong Style Execution
Overt or Subtle?
The Arrow
Henny Youngman, the comedian, had this whole signature to his act around ‘Take my wife. Please.’ What the PR folks wanted to do was the equivalent of changing his shtick to ‘Please, take my wife.’ If you have to call attention to your punch line, to explain it, it’s no longer a punch line. It doesn’t work, it isn’t funny, and no one will remember it.”
- Lindon Leader, Creator of FedEx Logo Excerpted from Matthew May’s book The Laws of Subtraction
Appearing online in Fast Company Co.Design October 23, 2012
Another use of subtle
When You’re Copied, You’ve Made It
1939 British government propaganda poster to boost wartime morale.
When You’re Copied, You’ve Made It
Digital Marketing and Communication
Survey Tools of the trade
CRM Email campaign Surveys
Newsletters Webinars/Seminars Podcasts
CRM (Contact Relationship Managers)
• Do I need one? YES • Choose wisely. • Considerations:
Features Interoperability Cost Interface with current operations software?
• Buy or subscribe?
Email campaign programs
Stamps are great if you’re a collector. Like CRM’s, you’ve got choices. Make specialized templates for different messages. Top features: –Segmenting your lists –Checking your clicks
List Segmentation
World Market is a GREAT bad example. Respect the inbox. Rule of thumb is the rule of threes.
Newsletter Targeted issue General marketing topic
!
The era of the audience is dead.
Checking your clicks
Newsletters
Newsletters
Determine the frequency. What’s in your company’s DNA? Industry news, product offerings, project news, employee content? Should be timely, highlight your company and link back to your site and the source content.
42
Things your content should be:
!
Helpful!Shareworthy!Shareable!Searchable!Path to conversion from prospect to customer.!!!
Your Website
• Your website is your always-open door to current and future clients, agents, employees and vendors.
• The site must put forth the most professional and complete digital identity that is pitch-perfect with your real world identity.
• The site must be responsive to render across multiple devices and platforms (computers, tablets, phones).
• The site must incorporate a prominent call to action. • Don’t think when it’s up that it’s done.
Not-the-greatest practice web example
And how’s that look on my iPhone?
Pictures tell stories on your site
• Meta-tagging • Words + pictures =
find in Google Images = direct traffic to your site
• We’re BROKERS AND FORWARDERS. We move and clear stuff. And we should take pictures!
Credit: jifnet.com
QR Codes
QR Code Best Practices
• QR codes used in advertising are going to be checked on a smartphone or tablet.
• QR codes need to be simple; short web addresses are the best web addresses; use a link shortener.
• Think of the screen real estate of the device it will be shown on.
• More importantly, if you’re advertising a product or service, direct the viewer to the campaign for that product or service.
Keep QR codes simple: goo.gl, bit.ly
Crowley QR Code Shortened Port Seattle QR code shortened
Search Engine Ranking and Optimization
Credit: sparkwiz.com
Two Ways To Get Listed
ORGANIC !
Site design Meta-tagging Content marketing
INORGANIC !
PPC Advertising Remarketing
Advertising online offers clearly measurable results to determine ROI.
Campaigns can be run that take advantage of: • Pay per click (involves bidding for
keywords). • Remarketing ads. • Display ads. • Promoted posts through social media
sites. • Geographic areas, variable budgets, A/
B testing. • Site or industry specific activities.
Other digital outreach
• Webinars and
Seminars
• Podcasting
• Audio / Video Content
Social Media for Business
Social Media for Business
1.2 BILLION
Twitter Fact(oids)
Make it count: 140 characters or less. Has become the communication vehicle of choice in: –Disasters –Revolutions –Television and film marketing
#HASHTAGS for topics. Lots of people weigh popularity based on “followers”.
Logistics Companies On Twitter
Companies and their followers as of October 23, 2013: !
FedEx Trade Networks: 180 Maersk Line: 91,684 UPS: 57,703 Ceva Logistics: 2,223 Expeditors: 180 AA Cargo: 0 (because it’s gone)
Twitter Relevance for YOU
• If you promote you’re on Twitter, somebody has to pay attention all the time.
• Use it to advertise (newsletters, projects, services or jobs).
• Use it for emergencies (power outage, weather closure, zombie apocalypse).
• It’s the fastest real-time means at your disposal to get the word out repeatedly.
• Launched on May 5, 2003, LinkedIn in January reported 200 million users in 200 countries and territories.
• The networking is a little more personal.
• LinkedIn is the place to be for companies and individuals who want to network professionally.
• Don’t fall into the trap of making your “social” friends your LinkedIn connections; keep it work focused.
• Join groups that are relevant for you and your company. • As an employer, you can see somebody’s history. • As an employee, you can look for a new gig. • As a salesperson, you can keep people on your radar.
• Fully SIXTY-FOUR percent of visits to corporate websites are from LinkedIn.
• Facebook has declined by nearly half from thirty to seventeen percent over the past two years.
• Twenty percent of web traffic is from mobile devices.
• However, only twenty-three percent of companies have a mobile or responsive site to accommodate those visitors!
Source: Investis IQ Audience Insight Report
• Pew Research in 2012 showed that women were five times as likely to be on the site as men.
• “Boards”, which highlight content, are usually pictures. • Mostly for travel, fashion and cooking at this point. • But believe it or not, logistics companies are there with
infographics. • Infographics are expensive to produce, print and
distribute, but help stuff “stick” better in people’s memories.
Infographic Example
Maersk on Pinterest
• Created in 2010 and acquired by Facebook for $1 billion (with 13 employees) in 2012.
• First on iOS, then Android. Now Windows Phone.
• #share #with #hashtags.
• 100 million users.
Hashtags used here: #logistics #lgi #heavyhaul #transportation #broker #logisticsgroupinternational #huge #otr
1 billion
800 million
343 million
200 million
200 million
Social sales channels are equalizers
Manage those accounts!
Pick a service and post centrally. Repurpose content. Respond and thank people for follows / retweets / repostings.
How do you measure your success?
• Campaign metrics - impressions, click throughs. • Subscribers added to your newsletters. • Followers or connections on other platforms. • Acquisition cost per client. • Brand penetration. • Revenue.
Takeaways1.Evaluate your digital presence. 2.Establish a budget, whether allocating existing funds or creating
a category for them. 3.Ask how many clients, prospects and agents can you talk to
simultaneously? 4.Is your site relevant and built properly for all visitors? 5.A multi-pronged strategy that focuses on communicating with
clients, remaining in front of prospects and putting forth an image to both as well as future employees and decision makers is key.
6.Have a policy for managing your social networks. 7.Meet me tomorrow morning for a free analysis!
Scott Case | (630) 410-2059 | scott@positionglobal.com
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