With 90 percent of all daily media interactions being screen-based, there are exciting opportunities for businesses to connect their brands online with new and current multi-screen customers. This presentation provides an overview of the ideas shared by three speakers during the small business forum in May 2014 about "How to Reach and Engage Your Multi-screen Customers." Presented by Cox Media Louisiana and LSBDC, the forum helped Baton Rouge small businesses answer the question, what is my marketing opportunity in a multi-screen world? Speakers and key takeaways: -Dan Russell, Mixpo director of cable partnerships: Consumers spend an average of nearly 10 hours a day on screen-based media. To reach and engage these multi-screen consumers, remember to be consistent, connected, considered and concise -Jeanne Hurlbert, PhD, MySurveyExpert.com CEO and consultant: One of the chief ways your business can achieve growth is by garnering evidence or “social proof” that you are better than your competitors. Use surveys to help gather proof in your organization and differentiate your company. -Stafford Kendall, Covalent Logic owner and Chief Strategist: When marketing your business through social media, use the elements of storytelling. Your brand should remain real, develop a theme, use your employees as characters and approach conflict as an opportunity to personally connect with your customers.

1. WELCOME
Digital Marketing Forum: How to Reach and
Engage Your Multi-screen Customers
Presented by Cox Media and LSBDC

2. #geauxdigital14
SPEAKERS
Dan Russell, Mixpo
Jeanne Hurlbert, PhD
Stafford Kendall, Covalent Logic

3. #geauxdigital14
HOUSEKEEPING ITEMS
Index Cards
Forum Survey
iPad Drawing
Today’s Presentation
Tweet the Event! #geauxdigital14

4. Addressing the
Multi-screen Consumer
Dan Russell,
Director, Cable Partnerships, Mixpo

6. OVER TIME CHOICES MULTIPLIED…

7. It’s A Multi-screen World
Media Consumption Per Day
9:47
2:21
2:19
0:36
4:31
Consumers spend on average
each day on screens

8. It’s A Multi-screen World
Source: Google/Ipsos/Sterling 2012

9. #geauxdigital14
MULTI-SCREEN USAGE
Smartphones Dominate

10. 60 Seconds Online?
Source: Qmee: July 24, 2013

11. #geauxdigital14
27 BILLION
video ad viewed online in January 2014
49 BILLION
online videos watched in January 2014
Consumers Are Online
and watching video on every device
Source: comScore January 2014, Accenture Video Solutions Survey 2013
90%
81%
21%
44%
89%
33%
53%
PC/Laptop Tablet Smartphone
2012
of consumers watch
video content over the
internet
Percentage of viewers consumer
video by device

12. #geauxdigital14
DEVICE FRAGMENTATION IS A CHALLEGE
FOR PUBLISHERS AND MARKETERS:

13. #geauxdigital14
Multi-screen Advertising
Audience Receptivity
• Television continues to dominate in
terms of opportunity to engage
audience
• Sensitivity needed in addressing
multiscreen audiences
• Consider the device and utility

14. #geauxdigital14
Video Consumption Across Screens
Different habits for different devices
• High engagement / “lean in”
• User-generated content
• Shorter video clips
• Personal, on the go device
• More social with video
• Full-length TV shows,
movies & series
• Live content
• “Lean Back” passive
viewing experience
• “Lean back” & “lean in”
• Longer form content
• User generated content
• Workday / office hours
TV MobileDesktop
Multitasking

15. #geauxdigital14
Increase Engagement And KPIS
with interactive features
Increase awareness
& consideration
• PowerShare
• Pin It Button
• Content Panels
• Product Survey
• Long Form Video
• Product Slideshow
• Live Countdown Clock
• Video or Product Gallery
• Live Twitter & Content Feeds
Drive leads, store traffic & sales
• SMS Alerts
• Tap to Call
• Tap to Text
• Buy Button
• Lead Capture
• Search Products
• View or Print Circulars
• Print Coupon or Recipes
• Personalized Map + Directions
to Closest Retail Location
Best features for local
advertisers
AWARENESS
FAVORABILITY
CONSIDERATION
PURCHASE
INTENT
LEADS
SALES

16. #geauxdigital14
LOCAL DEMOS

17. #geauxdigital14
Multi-screen Recommendations

18. How To Leverage ‘Big Data,’
Skyrocket Digital Conversions
Jeanne Hurlbert, PhD
Consultant, CEO of MySurveyExpert.com

19. Sunbury, NC

20. National
Science
Foundation

22. The Power
of
Connection

23. Getting Marketing ROI
3 key elements to marketing success
1. Proof of what you accomplish
2. Industry surveys to reveal the 5 core problems
of your niche
3. Relate these to your back-end data systems
and marketing

24. Method #1: Proof

25. “The Little Company That Could”
• Story of a tiny ecommerce business
• Ramped up revenue with NO extra work
• Ten days after product ships, automated link to survey

26. The Result?
• 10-15 testimonials a month
• Data-- 95% satisfaction
• Over 90% would recommend
• Feedback keeps coming

27. The Big Guys Couldn’t
• $100-million company
• Turnarounds
• Almost NO proof
• Why?
• No system!

28. Suppose You Wanted a Consultant . . .
Consultant B
• 100 testimonials
• Statistical data: 98% are
satisfied, 90% would
recommend
• 30 case studies
Consultant A
• 10 testimonials
• But. . .
• Should I Believe?

29. Whom Would YOU Choose?

30. Your Competitors . . .
• Most of your competitors lack proof:
• More than 80%, fewer than 10
testimonials
• 60% have fewer than 5 case studies
• Almost none have statistical data
• Opportunity—differentiate!

31. Surveys Yield Proof
• Surveys provide the key to getting
proof without time and expense
• 868 testimonials, with permission to
use them, with our “testimonial
generator”
• Accessible to everyone

32. Golden Digital Content!
• Permeate your marketing
– appeal to people’s logic AND
emotions
• But also use in CONTENT!

33. Sample Video Script
• How to Solve the Problem of XXXX
• One of the big problems I see frequently is that people just don’t
know how to_______
• SOLVING that problem can make all the difference in the world,
because it lets you ____
• In fact, when I recently surveyed people whom I’ve taught to
______, the results were amazing
• One of those customers now gets HIRED to ____ for other people
• Several of these people have gotten JOBS, based on their ______

34. And Then . . .
• They took whole course, but I want to show you 3 mistakes
people make and 3 things you can do, right now, to succeed
• Top 3 mistakes
• Top 3 solutions
• CTA [possibly tell them that 97% of the customers in your
course were satisfied; and in a world where most people don’t
take action, 70%--nearly 3 out of 4—actually _____]

35. Method #2: 5 Core Problems

36. Why Don’t More Businesses Create
Content?
They Don’t Know What to Create!

37. Good Digital Content Requires . . .
• Understanding your audience
• Comes from
– Outcomes
– Strategies
– Tactics
• Knowing core problems

38. What Motivates Them?
• What keeps them awake at night?
• What are their core concerns?
• What are they focusing on most?
• What are their core goals,
challenges?

39. Useful At Two Levels
• Understand your customers and prospective customers at
a deep level
– Focus your content, products/services, marketing
• Hold up the mirror in digital content
– Position yourself and business
– Authority, credibility, thought leadership

40. How to Uncover?
Industry Surveys

41. Research Foundation—Coaching
Company
• Company built on white papers from
research
• Lead generation
• White papers sold for $50 on Kindle
• “Go-to” in the industry

42. Other Benefits
• Guides content, products, marketing
• Solidifies thought leadership
• Guides decision making
• Garners PR and publicity
• Attracts JV partners
• Fuels marketing

43. It Works Anywhere . . .
• Small coaching firm in design space
• Survey on a shoestring
• 70% opt-in rate on e-book
• Over $400,000 in direct revenue from
this campaign

44. #3: Make The Connection

45. Big Data
• Big buzz about big data
• Lot of noise
• Confusion
– What it is
– What it means
– What it can—and can’t—do for you
• Can produce overwhelm

46. “Front End” Strategy

47. Quiz or Assessment
• Quiz—which core problems do you have?
• Automate a conversation
• Quizzes are fun!
• Diagnose the problem, prescribe YOUR cure

48. For Example . . .
• Tag prospects, send data into CRM
• Target follow-up sequences
• Follow-up specific to each prospect’s problem(s)

49. Imagine If You Could . . .
• “We do A, B, C, D,E . . .” versus
• “You told us THIS is wrong and THIS is how
we can help you solve YOUR problem”
• Automate a conversation with EVERY
website visitor
• Show them EXACTLY how you can help
maximize their potential

50. “Back End” Strategy

51. Enriching Data
• Missing or hard-to-measure
information
• Contextual information
• Examples:
– Age, gender, zip code
– Household income, marital status,
kids, home market value,
education

52. Predictive Analytics
• Which customers are most profitable?
• Which problems do I solve most
effectively?
• Which types of campaigns are
generating greatest ROI?
• How well am I turning Facebook
“likes” into “Leads?”

53. Power of Connection
• Automate what my father did, take it to a new level
• Connections with them depend on information connections
within your business
• Linking next generation’s tool with last generation’s insights

54. Get Our White Paper:
‘The Hidden Costs of Social Proof’
Text Your Name and Email Address to:
225-395-0238

55. Tell Your Story Through
Social Media
Stafford Kendall
Business Ambassador, Covalent Logic

56. 5 Elements of Storytelling
1. Theme
2. Venue
3. Characters
4. Plot
5. Conflict

57. What’s It For?
• Facebook - Strengthening relationships you already have
• Twitter - Meeting new customers and vendors
• Instagram - Document the story of your business
• Pinterest - Establish Brand Identity
• YouTube - Slice & Dice video assets to recreate
live experiences
• Digital Advertising - Portal to connect

58. Q&A PANEL