workshop: inovation lab- discover careers and new trends in digital & social media marketing
TRANSCRIPT
& Free Training in Digital and Social Media Marketing Fields
Mary PozoIntegrated Digital Marketing Manager, Art Works for Change
Founder of Blue Media Consulting & Digital Director ArtsForWorks.org
EXCITING NEWS“Digital Ad Spending Surges to
Record High as Mobile and Social Grow More Than 50%.”
Translation: Companies want Digital advertising = Increase Demand for people with digital and social media skills
Next Event In April
● Member of the American Marketing Association● 9 Years of Marketing Experience Agency Side● Double Major Marketing and Tech Management● 2005 Webmaster, 24/7 Real Media (public)● 2006 Creative Director, Empire Media● 2007 Online Operations, Empire
Media/Find.com (B2B search Engine)● 2008 Media Buy Manager, Media Trust (oneqube.com)
● 2010 Founder, Blue Media Group● 2016 Integrated Marketing, Arts for Change
Today’s Agenda
• About Mary • Hottest skills of 2015- 2016• Skill Diversification and why important• Tips for Digital Marketing job search • What is SEO and Social Media Marketing?• What is Integrated Digital Marketing?• Questions
Some Job Names in Online marketing
SEM: Search Engine MarketingSEO: Search Engine Optimization SMM: Social Media MarketingPPC: Pay per click (paid advertising)SMO: Social Media OptimizationContent marketing click link for more info
Hottest Skills of 2015 & 2016
Source http://blog.linkedin.com/2016/01/12/the-25-skills-that-can-get-you-hired-in-2016/
Source:https://www.glassdoor.com/Salaries/online-marketing-manager-salary-SRCH_KO0,24.htm
Another example
Online Marketing Salaries
LINK http://goo.gl/Y6nLCo
Promoted with n the field
60K to 80K
80K to 120K
60K to 80K
Online Marketing Manager 63K
SEO Manager 64K
STANDING OUTIn Digital Marketing
A lot of demand for these type of jobs-competitive
Diversification: Key To Be NoticedBecome very marketable: employees come to you- instead you to them
• Complementary skills– Marketing + Technology + HTML + Management
• Unconventional set skills – Marketing + Video Production + Environmental
(work at a none profit, or a TV channel, etc)
• Recommended Aid: Additional Certifications: PMP, Adwords, Google Analytics, CISCO, etc.Harvard and Stanford –extended school cert
• Key: Work internships with a big corporation(be stock in a job –one that you like)
Tip 1
Unconventional Job Search-less competitive channel-
• Facebook story(match + follow + seek an opening)
• TV Story unconventional skill set
• Non profit storyfrom volunteer to full time job
Pick a company that matches your goals or dreams, and make it yours.- Believe in the company-Study Culture-Their products-The people (little of cyberstalking)
CEO Online Marketing Firm
Where to open an office next?
Customized intro package
Tip 2
Resume alone it’s not good enoughHave great online Reputation
USE:• Twitter presence• Instagram• LinkedIn• Snapchat
– 100 million daily active users • Other Social Networks if you join a community• Visualize.me – works with LinkedIn
Tip 3
Vizualize.me LinkedInExample of having a good presence online
Snapchat-corporate & job-
• Snapchat of 2011 is not the Snapchat of 2016• 100 million daily active users• As of June 2015, 39% of Snapchat users were
25 to 44 years old• Taco Bell, HubSpot, and GE have joined
Snapchat, using the platform to create fun, creative content for its followers
• Stories (String of snapchats together) to create a video resume
Eli Maravich MBA Student(First Snapchat Resume)
Click image to play video http://youtube.com/v/0hs0uZthJVk
SEO JOB SEARCH and tools
SEO Video resume tool: powtoon.com
Click image to play video
Click image to play video
Job Search and Tools
• Twitter feeds• Google Alerts• Visit Company Site• Direct contact employer or HR staff on
facebook• Linkedin• Non profit volunteers• Chat button
Chat button
Comm100.com
Email signature
Your Blog
• You reached out through SCRM tactics, within their social networks.
• Other option: Offer a direct channel with chat
Online Resume
Job Search Via Twitter Streams
What is SEO?
Internet Marketing Fields
SEM: Search Engine MarketingSEO: Search Engine Optimization SMM: Social Media MarketingPPC: Pay per click (paid advertising)SMO: Social Media OptimizationContent marketing click link for more info
Organic Search Results Top 3
• Over 94% Google users stay on Page one• Only Click on the Golden Triangle (top 3)• Ideal visitors that convert
Two types of SEO
On-page SEO Factors/Signals (visual)
Mix Together: SEO Components of a Marketing Campaign
Examples of some next >
advantage your business skills come in handy
Cross-Functional SEO
Cross-Functional SEO Infographic. Developed by Maris Pozo:http://blog.bluemediaconsulting.com/post/cross_funtional_seo_developing_links_with_other_departments_within_the_organization_in_order_to_be_successful
BASIC SKILLSfor an SEO to have
(SEO, HTML, Tools, PMP)
SEO Specialist
Basic Skills for an SEO to have
• HTML (basic)
Bacis:
Title TagH1 and H2 tagsAnchor link keywrod tagUpload a page or basic editing
JOB: SEO + HTML + Tools
SEO STRATEGIC PLAN (basic)
Business Management SkillsAnalytics/ (reports) skills
Project Management SEO
PMP Skills
http://bluemediaconsulting.com/chip/
Visualization of an SEO Project
WHAT IS NEW IN SEO, 2016?
What’s New in SEO, 2016 *Semantic Search (smart keywords)* Concept Themes and Entities (video)
What is new in SEO?Integrated Digital Marketing
Manage Objectives Focus throughout channels
New in Digital and Social Media
• Integrated Marketing– (PPS) Paid Social Media
–AMP HTML (Accelerated Mobile Pages Project)
– Video Marketing (69%) 22h/W– Mobile Marketing (Mobile SEO)– PR/with social media– Snapchat (companies: Daily Mail, CNN)– Ecommerce (business students—untapped SEO)
Snapchat Marketing
Successful Snapchat Campaign
Audi: The first real-time social campaign using Snapchat on Super Bowl Sunday
https://vimeo.com/92344799
Cross-channel MarketingSnapchat with twitter
Analytics Field• Google Analytics• Moz Analytics• Twitter Analytics• Facebook Analytics• Youtube Analytics• Hubspot• Webtrends • Full list: https://goo.gl/h0FYfn
Skills: Mathematics, Finance, Accounting, IT
Free Training & Certifications
• Google Adwords (training and certification)
https://support.google.com/partners/answer/6123875?hl=en&ref_topic=6123874
Google Analytics
List of Training Sites
TRAINING SITES:1. Stonybrook.edu/Lynda (online marketing series)2. Free Seminars (http://www.webex.com/webinars/)3. Advance Digital Marketing courses4. Google Webmaster academy5. SEO: Google start it guy to optimize your site
TRAINING + CERTIFICATIONS:6. Learn Social Media and get certify (https://hootsuite.com/pages/education)7. Adwords (learn and certification 8. Learn Social Media (Hubspot academy)9. Google Analytics Individual Qualification (IQ)
Recap• Hottest on-demand skills • Skill Diversification and why it’s important.• Tips for Digital Marketing job search.
– Use social and digital outlets in innovative ways to promote yourself.
• What is SEO and Social Media Marketing?• What is Integrated Digital Marketing?
– Cross-functional SEO & Social Media• Take Advantage of Free Training Certifications
