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Brought to you by:
Top Digital Trends: A Crash Course for Local Media
Webinar October, 2014
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The Internet, and social media in par3cular, have
RADICALLY CHANGED the way people consume informa3on and the way businesses
PROMOTE THEMSELVES.
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The rules of marke3ng HAVE CHANGED.
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Consider:
WHERE do your current and future customers
FIND WHAT THEY NEED?
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Building brand awareness and customer rela3onships
SOCIAL:
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What does it take?
Listening
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The Key is to build ENGAGEMENT #notaonewaystreet
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LISTENING IS content
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OUTREACH IS content
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CUSTOMER SERVICE is content
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Your Customer’s Story
IS CONTENT
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A different point of view
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What does it take? CONNECTING
#hashtags, RT, Like, Favorite, Reply
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70% of people trust online reviews
by strangers
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90% of people trust online reviews
by people they know
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The key is REPUTATION MANAGEMENT…
And you need it now more than EVER!
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GeYng Found SEARCH:
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97% of consumers search for local
businesses online
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How you rank in SEARCH is criZcal
• 90% of searchers stop on PAGE 1
• 75% stop aAer 5 lisZngs
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MOBILE Close to the sale and reach customers where they are
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Facebook now has over 725 million
mobile users Do you have a usable mobile web site?
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New Trend:
NaZve AdverZsing: What’s the buzz
about?
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New Trend:
ProgrammaZc AdverZsing
What does this mean to our sales?
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Consider:
HOW can you leverage this power FOR YOUR ADVERTISERS?
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Online MarkeZng Landscape • SMBs Digital Marke3ng spend to outpace Digital Adver3sing by 2.5x this year * • $97billion projected in PR and Social Media Marke3ng consul3ng services (each more than radio and newspaper combined) * • SEO projected spending $40billion, Email management $43billion * • 80% of companies will par3cipate in social media marke3ng this year, nearly double from last year ** • Mobile and Video Marke3ng rapidly growing
Sources: * Borrell Associates, **eMarketer
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Source: Borrell © 2014 Borrell
Legacy Media’s ‘Spindly’ Digital Legs
Share of Local Digital Advertising
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Source: Borrell © 2014 Borrell
Legacy Media’s ‘Spindly’ Digital Legs
Share of Local Digital Advertising
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Your Customers’ Needs Are Changing
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The customer: Local businesses • Increasingly, cannot afford tradi3onal marke3ng, but don’t understand op3ons • View online marke3ng, and Facebook in par3cular, as an affordable and important op3on • Are too busy to keep up with managing their marke3ng and their businesses, seek assistance • Are hungry for solu3ons • Social media can bring significant results
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Your Clients’ Needs Are Changing
• Newspaper SMBs use digital media heavily – and plan to do more. And they’re also more selec3ve.
• They’re ramping up their online presence, and how much they spend to maintain it and engage across it.
• Digital fragmenta3on presents tough challenges – like measuring ROI for “owned” and “earned” media.
• Newspapers are s3ll well-‐posi3oned to serve this marketplace.
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What does this mean? • Local businesses are seeking online marke3ng solu3ons are overwhelmed with op3ons, and trust you • Your compe33on is NOT other media companies • As print slowly erodes, digital marke3ng services grow rapidly • Marke3ng services vs. adver3sing: where growth opportuni3es lie, requires different kind of sale • Need teams to be able to sell audience, understand the adver3ser problems to solve and iden3fy solu3ons
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What does it mean to your sales effort? • Does NOT have to be a separate group or “agency”, BUT does need digital sales acumen and dedicated sales resources • An en3rely different level of service • Non-‐product or plahorm specific • Client-‐focused vs. product-‐focused • Non-‐biased • Solu3on-‐oriented
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For RealMatch a`endees: A free evaluaZon of your opZons
[email protected] www.dreamlocal.com
@shannonkin, @dreamlocal www.facebook.com/dreamlocal
207-‐593-‐7665
http://Publishers.dreamlocal.com