digital normal introduction to social marketing

Printed cicuit board PowerPoint Presentation

Going DigitalAdapting to the New Normal

Copyright 2016 www.digitalnormal.co.nzPresentation ContentKey Proposal10 Slides: Why you need digital marketing 4 Slides: What we can deliverDetailed Analysis15 Slides: Key platforms 5 Slides: Content marketing

Copyright 2016 www.digitalnormal.co.nzSocial Media has created a New Order of ThingsIt is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.Charles Darwin

Copyright 2016 www.digitalnormal.co.nz

DigitalChannelsCoreChannelsHow We Engage Customers

VIDEOPHOTOSFORUMVISUAL IMPACTINSPIRATIONNETWORKINGGEO-LOCATIONNEWSNARRATIVE

Copyright 2016 www.digitalnormal.co.nzParadigm Shift


The Social Atom BombPlay me >>

Copyright 2016 www.digitalnormal.co.nzEffect #1: Social Marketing Protects Your Online ReputationYou dont control your online image, but you can influence it:SM is a window into the companySM provides you channels to talk up successes, and address failuresSM lets you be visible and approachableThe biggest risk to your business is NOT being engaged onlineThe biggest return to your business is youll still be relevant in five years

Its not Price nor Quality that drives Your sales. Its trust in You.

Copyright 2016 www.digitalnormal.co.nzEffect #2: Social Marketing leads to Expanding SaleseCommerce accounts for $Trillions in sales.

Global eCommerce grew 15% in 2013, projected to double by 201880% of those people online made an online purchase in 201471% of those believe they get a better deal buying online84% of shoppers refer to at least one social media site before buying

Copyright 2016 www.digitalnormal.co.nzGoogle NZ Figures

Google NZ June 201551%59%

Copyright 2016 www.digitalnormal.co.nzHow Social Marketing Enhances Your Business

Social Marketing is a latticework, not a one-way bullhorn. Its about creating the perfect storm.

Humanisation of the brandImproved SEO rankingImproved brand awarenessIncreased customer loyalty and trustOrganic (word-of-mouth) advertisingImproved audience reach and influenceFeedback (ideas and analytics)Immediate feedback (sales)

Copyright 2016 www.digitalnormal.co.nzHarnessing Your InvestmentPizza Hut Australia - Feed a FriendPizza Hut improved customer loyalty levels in Australia through this social media-based promotion. The campaign was based on the strategic insight that, while friendship is based on loyalty, few loyalty schemes are housed within social networks. The campaign strategy was to reward our customers through Facebook with a gift for them plus one they could give away: even a modest loyalty reward has a whole lot more perceived value if you can give it to a friend. The creative solution was a Facebook App, Feed a Friend. It yielded $2.5m in sales, profitable redemption, greater loyalty and 1.5 million impressions of free exposure off a development cost of just $55,000. The promotion attracted around 60,000 new Facebook fans and raised loyalty by 27%.

Copyright 2016 www.digitalnormal.co.nzWhat does this mean for you?Consumers and executives have grown up with digital technology.Social Media is how they get their information.They expect companies to be present on an average of 3.4 different social platforms. (Hubspot)If you arent visible in their media, you arent visible at allNo SM = lack of legitimacy and competency.

Copyright 2016 www.digitalnormal.co.nzConundrumHow can youembrace your audience,across multiple platforms, without changing your mode of business?

Copyright 2016 www.digitalnormal.co.nzCall Digital Normal

We will (i) set up a system which is easy for you to monitor and manage, and/or(ii) manage content and engage your clients


Phase 1 :: Digital Portfolio SetupFront End Pages

Admin Tools

Analytics

Key Personal Pages

Copyright 2016 www.digitalnormal.co.nzThe Role of Each Platform

Copyright 2016 www.digitalnormal.co.nzBlog (Tumblr/Wordpress)Serious Narrative EngagementContent font for all platformsProsGenerating unique content (SEO)Robust and easy to useNo limits on size or contentDefines personality of your company and brandInbound and outbound linksConsRequires constant feedingTime investment for:Idea generationQuality copy and layoutPostingMaintenance and follow-up

Copyright 2016 www.digitalnormal.co.nzFacebook

Universal EngagementHome to 93% of US Marketers84% of consumers expect to find you on FacebookProsReach potentially billionsEngage existing customersPresent your business how you want customers to see itConsInstant impact (must respond fast)Need to maintain contentThrottling organic posts?

Copyright 2016 www.digitalnormal.co.nzLinkedInProfessional EngagementThree Page TypesPersonalCorporateShowcaseProsProfessional Networking (groups)Showcase philosophies and reputationSharing business newsIncreasingly engagingConsDry

Copyright 2016 www.digitalnormal.co.nzTwitterSpontaneous Engagement64% of consumers expect you to have one230m users. 6000 Tweets/sec!ProsClarity and BrevityShows personality of your brandJoin in with any conversation@Mentions & #HashtagsConsDemands quick response to queriesDemands care and consideration of the impact of what you say

Copyright 2016 www.digitalnormal.co.nzGoogle PlusBackup platformBusiness + PersonalData Repository (Galleries)ProsBuilt in integration for Youtube, etc.Mirror/alternative to FBSEO driverLocal search/star ratingsConstellation (hub)ConsDenies auto-posts

Copyright 2016 www.digitalnormal.co.nzYoutubeVisual VDO Sharing (Engagement) Key trend in 2016Internets 2nd largest search engine44% of consumers expect you to have oneProsShare video across platforms (embed)Demo and DisplayExposure (viral)SEOConsRequires video and editing skillQuality v Quantity?

Copyright 2016 www.digitalnormal.co.nzInstagramImage Sharing (Engagement)Highly RelevantHalf Top-100 are on itMercedes A Class launched iaw FB.ProsCasual (not staged) gallery Share photos onlineMentions and HashtagsSEO/SharingConsRequires photo and editing skillMostly mobile

Copyright 2016 www.digitalnormal.co.nzIssuuDocument SharingHost content online (Upload PDFs)BrochuresNews ArticlesKey DocumentsProsOrganise in Stacks (libraries)Works on all devicesInbound and outbound linksUsage feedbackConsSometimes requires design and editing skill

Copyright 2016 www.digitalnormal.co.nzSlidesharePresentation Sharing (Engagement)Host content online (Upload PPSs):DissertationsPresentationsPhoto ShowsProsWorks on all devicesInbound and outbound linksUsage feedbackConsSometimes requires design and editing skill

Copyright 2016 www.digitalnormal.co.nzPinterestIdeas, InspirationalVisual links to external sites:ProsThought leadershipTrends leadershipProvide engaging content for niche marketsSubtle driver of trafficConsThird party material (handle with care)Talk the talk

Copyright 2016 www.digitalnormal.co.nzSwarmLocation/Project sharingDynamic and easy-to-use tool to auto-upload timely content to your blogProsUses smartphone as input interface for blogFast and minimal input requiredAdds time and location data to your blogConsCareful setup of venues (G-I-G-O)Publicises unfinished work

Copyright 2016 www.digitalnormal.co.nzNiche SitesFree:YelpHouzz.comArchetizerPremiumProductspec/MasterspecEbossArchipro

Copyright 2016 www.digitalnormal.co.nzSome key tools

Auto-Posts Content Sourcing SchedulingImpact KPIs Content Backup


Review of ProposalBuild/Optimise Twelve (12+) Front-End pages Account set-up (U/N, Password)Profile information, pic (icon), WallpaperBuild/check interlinks, settings and notificationsInitial posts/populate siteBuild Six (6+) Back-End pagesTools, Analytics and UtilitiesLoad and installInitial Show/Final ShowBlueprint usernames and passwordsBookmarks phone, computerTraining and Support (email)

Copyright 2016 www.digitalnormal.co.nzPhase 2 :: Content Marketing

Copyright 2016 www.digitalnormal.co.nzContent Marketing Trends

Copyright 2016 www.digitalnormal.co.nzInternal or External?The person in charge of your reputation needs these skillsStrategic so they recognise the impact of online activityAnalytically-inclined with a knack for understanding events (posts or data) and how to act on themCompetent in formal and informal communication and understand when to use each.Focused and detail-oriented enough to manage complex campaigns with many facetsUnderstand your brand and how you want that communicated to your customers and prospectsConversant with the ever-changing Social Media landscape

Copyright 2016 www.digitalnormal.co.nz Threat :: Digital CreepSmall companies, including entrepreneurs and start-ups, spend a disproportionately large amount of time on Social MediaAdults spend 3.2 hours per day on Social MediaMarketers spend 40% more time than non-marketing peopleBusiness owners spend 50% more than non-business-owners

Business owners who are marketers spend way to much time managing SMData by Master Charts

Copyright 2016 www.digitalnormal.co.nzContent Generation PlanCampaign PostsBlog Post (or video, or slide show, or document)Content generation (300-500 words)ApprovalSubmissionLinked to:Linkedin Company pageTwitterFacebookRepurpose for:Linkedin Pulse (personal post)InstagramPhoto BlogMonitoring & Maintenance:Upgrades and tweaksMonthly report

Copyright 2016 www.digitalnormal.co.nzContent Mapping

Slideshow/Presentation Brochure/News Video Movie/Clip InformationOperations PostPhoto Archive Forum Alternative Forum Inspirational

Photo Blog Post Spontaneous Event Professional Photo Post

Copyright 2016 www.digitalnormal.co.nzParting ThoughtsThe greatest danger in times of turbulence is not the turbulence. It is to act with yesterdays logic Peter Drucker

There is nothing more difficult to take in hand, more perilous to conduct, or more uncertain in its success, than to take the lead in the introduction of a new order of things Niccolo Machiavelli

Even if youre on the right trackYoull get run over if you just sit there.Will Rogers
