Overview of Digital Marketing, Social Media and Website Strategy as well as a look at the most popular Social Media platforms and managing software. Presented to the Greely Business Association in Ottawa.

1. Digital Marketing &
Social Media
Greely Business Association
January 6, 2015
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2. Agenda
• Introduction
• Background
• Overview of Digital Marketing & Social
Media
• Overview of Website Strategy
• Overview of most popular Social Media
platforms and managing software
• Questions
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3. About Me
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Kerry Mortimer
• Award-winning marketing professional
• More than 20 years experience
• Work in tourism, telecom, tech, financial
services, real estate sectors
• Experience working in B2B and B2C
organizations
• Past President and active member of Ottawa
chapter of the International Association of
Business Communicators (IABC Ottawa)

4. What is Digital Marketing?
 Definition: Digital Marketing is the use of digital channels
to promote or market products and services to
consumers and businesses.
 But what does that really mean?
 Marketing that makes use of electronic devices such as
personal computers, smartphones, cellphones, tablets
and game consoles to engage with stakeholders. Digital
marketing applies technologies or platforms such as
websites, e-mail, desktop and mobile apps and social
networks.
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5. Digital Marketing – The
Importance of a website
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6. Marketing Has Evolved
• The Evolution of Marketing: Traditional to Digital
marketing
• In the old days, every time you paid for an ad you
knew that it lived for as long as your audience would
see it. In print, this meant in a daily newspaper or a
monthly issue of your favourite magazine. On the
Radio or TV, this meant a predetermined rotation
period for your ad.
• New (digital) media changed all that for good.
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7. Traditional Marketing vs. Digital
Marketing
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8. Traditional Marketing vs. Digital Marketing -
Cost Analysis
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9. Digital Marketing - Website
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• Your marketing strategy and brand
framework provide the foundation of you
website’s design and content.
Other Considerations
• Well placed call to action
• SEO strategy
• Keywords
• Social integration (how social helps
website be found)

10. Creating a Website
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• Research and choose a domain name (i.e.
yourwebsite.ca).
• Importance of .ca domain for local
search
• Sign up for web hosting (ie. Go Daddy,
Netfirms, BlueHost, Hostgator)
• Content Management System –
WordPress is free, easy to learn and
widely used. This is the software you use
to add and manage content on your
website.

11. SEO - Search Engine Optimization
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What is SEO?
SEO is the practice of improving and
promoting a website in order to increase
the number of visitors the site receives
from search engines.
• There are many aspects to SEO, from
the words on your page to the way
other sites link to you on the web.
• Always want to increase your
website’s “Google juice”

12. SEM - Search Engine Marketing
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What is Search Engine Marketing?
The goal of search engine marketing
(SEM) is for your company's website to
rank at the top of any potential customer's
search results page.
This is done using a combination of paid
advertising, search engine-optimized
website design, high-quality marketing
copy, involvement in your industry's online
community and lots of keywords.

13. Email Marketing
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Email Marketing Still Works
• Email is not dead.
• Once built, you can use your website,
blog and social media to grow your email
list, allowing you to maintain regular
contact with your customers.
• Programs such as Constant Contact,
MailChimp and Joomla allow you to
manage your mail list effectively.

14. Online Video
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Online video platforms such as YouTube
and Vimeo provide a very cost effective
platform to showcase your company.
• YouTube is the web’s second largest
search engine after Google
• Video provides engaging content that
can be shared across your social
media platforms and embedded on
your website

15. Content Marketing Strategy
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Content marketing is a marketing
technique of creating and distributing
valuable, relevant and consistent content
to attract and acquire a clearly defined
audience – with the objective of driving
profitable customer action. Used more in
B2B marketing.
Content marketing initiatives include:
• Publishing informational white papers
• Development of industry case studies
• Providing thought leadership in your
field of expertise

16. Adopting the PESO Model
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17. Marketing: B2B vs. B2C
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• Business to Consumer (B2C) marketing is
businesses that sell primarily to consumers
(the end user of the product)
• Business to Business (B2B) marketing is
businesses that sell primarily to other
businesses
• Both start with developing a marketing
strategy but audiences, key messages and
tactics will differ

18. Marketing: B2B vs. B2C
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19. Social Selling Media
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20. Social Media Defined
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Websites and applications that enable users
to create and share content or to participate
in social networking.

21. Social Media
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• Why should the GBA use Social Media?
 Broadcast GBA’s message in front of people where they already
are.
 Sharing, collaboration, and community among local businesses.
 GBA Members become ambassadors for the region by helping
spread your message to their fans/followers.
 GBA members can learn to use the tools that are growing in use
in their workplaces and communities.
 Low cost compared to traditional media outreach
 Ability to target local stakeholders

22. Choosing Social Media Channels
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Some questions to ask:
 What do you want to
accomplish?
 Whom do you want to
reach?
 How much time do you
have?

23. Social Media Platforms by the Numbers
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24. Social Media Explained
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Platform Sample Post
Twitter I’m eating a donut.
Facebook I like donuts.
Foursquare This is where I eat donuts.
YouTube Watch me eat a donut.
Flickr Here’s a photo of my donut.
LinkedIn My skills include donut eating.
Google+ I’m in the circle of donut eaters.
Pinterest Here’s a donut recipe.

25. GBA Example - Social Media
Explained
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Platform Content Example Cost
Twitter Enjoying big city amenities right here in #Greely! Free
Facebook Check out the new business that opened in Greely (Link) Free
Foursquare I’m at the new store that just opened in Greely. Free
YouTube Watch what’s happening in Greely. Free
Flickr Here’s photos from our latest community event. Free
LinkedIn Connect with small business owners in your community. Free
Google+ Add local businesses to your circles. Free
Pinterest Here’s all the what’s happened in Greely in 2014 Free

26. Facebook
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Creating a company
page, featuring
regular updates is a
great way to engage
with established and
prospective clients.
Invite your network to
like your page and
share with their
network.

27. Facebook
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Use your top banner
to promote upcoming
events.
Make sure to
complete your about
section. Include
business hours,
location and the URL
to your company
website.

28. Twitter
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Twitter is a micro-
blogging site,
featuring a 140
word limit. It’s
extremely useful
for customer
engagement and to
get instant
feedback.

29. Twitter
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• Choose Your Twitter Username
• Make sure your profile is populated with your logo, a
cover image, your brand’s colours, a brief bio and a
link back to your site.
• Use industry #hashtags when composing tweets.
• Follow and engage with local stakeholders (potential
clients, municipal politicians
• Great for research

30. LinkedIn
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LinkedIn is a
popular
social
network with
a focus on
professional
networking.

31. LinkedIn
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• Create a LinkedIn Account
• Complete your profile – image, job title, company
name, summary, previous jobs, awards,
accomplishments
• Create a personal profile for yourself
• Create a company page for your business
• Add connections to LinkedIn from your email contacts

32. YouTube
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33. YouTube
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• Creating and posting video content on YouTube is a
great way to boost the visibility and credibility of your
small business
• Creates “Google juice”, get found through SEO
• Show your customers the work you’re doing
• Fraction of the cost of traditional TV advertisements
• Generate leads and boost traffic to your website

34. Instagram
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Instagram is a mobile
photo editing and
sharing app that now
features over 150
million users.

35. Instagram
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• Instagram’s technology helps you easily create
stunning images that you can share on
Instagram and your other social networks.
• Instagram allows you to tell your story with
photos
• Show off photos of your new products

36. Pinterest
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37. Pinterest
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• Pinterest, launched in 2010
• A popular content and image sharing website, most
often compared to an online scrapbook.
• Users find images, designs, or content they like
somewhere on the Web, create a category (or
"pinboard"), and then post it to the website.
• Pinterest is one of the fastest growing sites on the
Web, boasting over 70 million users (mostly female)
• Pinterest is about creating and curating content
relevant to your business.

38. Canva
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*Canva is not a social media platform, per say. It is uses to create
content to share on your social media platforms

39. Managing Social Media - Hootsuite
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40. Managing Social Media - Hootsuite
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41. Managing Social Media - Hootsuite
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42. Managing Social Media – Tweetdeck
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43. Questions?
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44. Thank you
Thank you for your participation
Contact details:
Kerry Mortimer
kerry@mortimermarketing.ca
www.linkedin.com/in/kerrymortimer
@kerrymortimer
(613) 884-1335
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