Digital Marketing Trends for 2014.
Discover what you need to know from Lisa Harrison, Strategic Marketing Director and cofounder of POMO.
Lisa has sifted through the hype and the fads to deliver you expert advice gained from working directly with businesses to deliver effective results-driven, digital marketing strategies.
What you’ll learn:
Customer retention in a digital environment
More effective ways to drive website traffic than SEO
Latest updates on Web 3.0
What your business should consider to be an effective part of the conversation
Understanding digital ROI
Lisa will share what’s new in the realm of digital marketing, including the importance of engagement, content marketing, real-time marketing, web 3.0, reputation management, influencers as well as the ideas around return on investment.
Lisa is also the developer and trainer of Certificate IV Social Media Mastery, a new Nationally Recognised Qualification – Certificate IV Business (BSB40212).
Follow Lisa on Twitter or subscribe to her on Facebook. POMO – is a creative agency specializing in customer engagement based in Brisbane and the Sunshine Coast, Queensland Australia.
2. a little about Lisa...
Passionate about
media + internet + relationships
= DIGITAL MEDIA STRATEGIST!
MY Mission
“Create safe, supportive and
structured social communities
online.”
@_lisa_harrison #smm
3. this morning we are going to discover...
7 Digital Marketing
trends for 2014
@_lisa_harrison #smm
4. what you’ll learn
• Customer retention in a digital
environment
• More effective ways to drive website
traffic than SEO
• Latest updates on the Web & Web 4.0
• What your business should consider to be
an effective part of the conversation
• Understanding digital ROI
@_lisa_harrison #smm
5. pop question
what do I need to do to be a success in
social media marketing?
a) Pinpoint
b) Publish
c) Share
d) Network
e) All of the above
@_lisa_harrison #smm
7. you will walk away with...
• INSPIRED by some
real digital marketing
examples,
• ARMED with ideas for
testing digital marketing
within your own
organisation,
• The most EDUCATIONAL
30mins of your day.
•
@_lisa_harrison #smm
8. The INTERNET has had
a tremendous impact on
many aspects of our lives,
from daily relations to our
business practices.
But one of the most
dynamic changes are how
businesses and consumers
COMMUNICATE.
@_lisa_harrison #smm
9. Rethink Marketing.
OUTBOUND MARKETING.
INBOUND MARKETING.
Interrupt consumers
Permission to communicate
Telemarketing
SEO/SEM
Trade Shows
Direct mail
Email Blasts
Print ads
TV/Radio ads
Blogging
V’S
Social Media
RSS
Free tools/trials
Viral videos
@_lisa_harrison #smm
11. 2014 is all about
ENGAGEMENT.
@_lisa_harrison #smm
12. Connecting and building communities who are
prepared to stand up for your brand
that is ENGAGEMENT!
@_lisa_harrison #smm
13. The future of marketing integrates traditional and social
tools, connected by successful, ongoing relationships with
media, influencers, and people.
That’s right…it’s about relationships and it’s about people.
Relationships serve as the foundation for everything,
whether its traditional or new media, and the constant
reminder that we’re reaching people, and not audiences,
will keep us on a path to relevance.
Brian Solis 2007
International publisher in new media.
15. What is Social Media?
Social - a two-way communication
Media - a one-way communication
=
Turning communication into interactive dialogues.
Websites which build on Web 2.0 technologies to
provide space for in-depth social interaction, community
formation, and the tackling of collaborative projects.
16. What is social media
marketing?
Content + Context +
Connection + Community
=
Social Media Marketing
17. Roles and responsibilities
of a Social Media Manager
(SMM)?
• Create inbound traffic
• Reputation management
• Conceptualise, launch and manage
campaigns
• Customer service through online
enquiries
• Report on effectiveness
18.
19. Why is SOCIAL MEDIA GOOD
for business?
• Increased word of mouth
• Research
• Accessibility
• Collaboration
• Range
• Instant communication
• Low Cost
• Measurability
• Marketing opportunities
• Increased traffic and
subscriber rates
• SEO and larger digital
footprint
@_lisa_harrison #smm
20. why does my business need social media?
@_lisa_harrison #smm
21. digital marketing trend #1
Customer
engagement
is essential
for customer
acquisition and
retention.
@_lisa_harrison #smm
22. Social media has
become an important
part of building a
DIGITAL FOOTPRINT.
Online consumers are using social
media more frequently before
making the purchase decisions by
communicating with their networks.
@_lisa_harrison #smm
23. according to marketingmag.com.au...
Over 45% OF B2B
organisations
claim they
DON’T KNOW HOW to
OPTIMISE SOCIAL MEDIA
in their organisation.
IS THAT YOU?
@_lisa_harrison #smm
25. TIP: CULTURE.
The success of brands is due to the
PEOPLE behind
an engaging brand.
It’s everyone from senior
leadership to the most
junior staff, and even the
consumers.
@_lisa_harrison #smm
26. digital marketing trend #2
Right now
Facebook has
global dominance
in the social
networking realm.
@_lisa_harrison #smm
27.
28. Nearly 11 million users
51% penetration of the Australian population
64.26% in relation to the number of internet users.
54% of Australian users are female
26% of Australian users aged 25 - 34
75% of Australian users engage with the platform at least once a
day, with 54% using it several times a day.
@_lisa_harrison #smm
29. social media sites to suit your brand
Business 2 Consumer
ur
Facebook
Tumblr
Twitter
Blog
Google +
Instagram
Youtube
Pinterest
Foursquare
A retail business, for
example, needs to monitor
online review site Yelp.
Flickr
@_lisa_harrison #smm
30. Business 2 Business
LinkedIn is the only real B2B social network that was
developed purely to develop direct B2B sales relationships
for B2B marketers.
If you’re on limited time and resources and looking to
greatly increase your bottom line, you should invest wholly
in LinkedIn.
Consider a blog to leverage content to drive
conversations, as that will be key to differentiating your
company from the rest.
@_lisa_harrison #smm
31. TIP: Think of the strongest
brands you know.
@_lisa_harrison #smm
33. What do they have
in common?
They deliver well on
VALUE PROPOSITION.
That is, they do what
they say they will, and
most likely do it better
than others in their
industries.
@_lisa_harrison
34. digital marketing trend #3
Social Media and
Content marketing
will drive more
traffic to your
website than SEO.
@_lisa_harrison #smm
35. techniques of getting targeted traffic to your site
(and don’t involve Google in any way shape or form! )
•• Social media
•• Social bookmarking
•• Video marketing
•• Blog Commenting
•• Guest Posting
•• Sourcebottle (http://www.sourcebottle.com.au/)
•• Your Email Signature
@_lisa_harrison #smm
36. based on magnet method
• Permission based.
• Allows the recipient to opt out, and to
control what they do
and don’t see.
• t puts the power in the hands
I
of the consumer.
• t revolves around
I
engagement – 2 way conversation –
social.
@_lisa_harrison #smm
37. examples of content marketing
• EDM – electronic direct mail, email
newsletters and email alerts
• e books
• podcasts
• websites
• social media
• publishing - blogging
• podcasting
• video content
@_lisa_harrison #smm
39. Focus on Your Benefits,
Not Your Feature.
What problem do you help to solve?
What critical service do you provide?
Ask yourself the same
question 5 times:
Why do you do what you do?
why? why? And so on.
@_lisa_harrison #smm
45. “The sheer size of the
audience makes mobile
increasingly important
to advertisers.”
Joe Laszlo, senior director of the
Mobile Marketing Center of Excellence
at the IAB, New York.
@_lisa_harrison #smm
46. TIP: CREATE AUTHENTIC,
TARGETED EXPERIENCE.
Use data to turn an anonymous
visitor into individual consumers.
@_lisa_harrison #smm
48. Reputation management is the
practice of making people and
businesses look their best.
To accomplish that, people need to
control their online search results
because they frequently contain
inaccurate, misleading or outdated
material which can adversely influence
how web searchers view them.
@_lisa_harrison #smm
49. TIP: MONITOR
• Create your own content and optimised
profiles, to push offending content down to that
proverbial third page in google search results.
• Search yourself
• Buy your domain name
• Join social networks
• Optimise your presence on these sites
• Keep private things private
@_lisa_harrison #smm
51. 3 Ways influencers use SOCIAL Networking.
1. PUBLISH
Everyone can publish anything for everyone
• publish everything you have anywhere you
can,
• monitor what others publish, promote it
@_lisa_harrison #smm
52. 2. SHARE
Anyone can promote anything to everyone
• monitor what’s being shared about you
• find where your audience hangs out
• promote your content and other content
• share content your audience with love
@secretstomedia
#smm
@_lisa_harrison #smm
53. 3. NETWORK
Anyone can connect with everyone from anywhere
• find your existing connections
• network through groups
• be helpful - answer questions, share interesting
content
• make new connections
@_lisa_harrison #smm
54. TIP: CREATE COMMUNITY
with Social Media strategies.
Ultimately its about your audience
feeling connected to you and wanting
to spread your brand story.
@_lisa_harrison #smm
66. bonus tip:
Become An Influencer TIP: the 80/20
80% useful, relevant and informative content
20% bragging about your achievements
(establish yourself as an expert and/or boost your credibility)
@_lisa_harrison #smm
68. Return on Investment
EXAMPLE
Benefits
Sales
Leads referrals
Customer feedback
Increased online traffic
Instant communication
Costs
Time
Subscriptions
Advertising
Purchases
ROI (Outcomes)
Surplus – in this case
repeat the formula
Shortfall – look for
improvements to find
problem
@_lisa_harrison #smm
69. TIP: Obtain feedback - to improve social
media campaign activities
• Analytics
• Subscribers, Customers
• Colleagues
• In person
• Competitors
@_lisa_harrison #smm
70. TAKEAWAY
THE “AGE OF STRATEGY”
Communication now needs to be
an interactive dialogue
ENGAGE
@_lisa_harrison #smm
71. Where a lot of companies fall over in
implementing digital marketing and
engagement strategies.
Who is responsible for this stuff?
Do we have the “know how” (education)?
What are our priorities?
@_lisa_harrison #smm
72. Learn More...
Brisbane North Sydney
For further information on
Social Media Mastery or to book
please call 1300 572 349, or visit
www.secretstosocialmediamastery.com.au
73. Become an Accredited
SOCIAL MEDIA MANAGER
Join me at Social Media Mastery
Certificate IV in Business
BSB40207 The training is fully accredited
Session One, 2 days (Prerequisite for remaining Sessions)
Establish networks (BSBREL401A)
Advanced online business networking using social networking tools (Building
Client Relationships and business networks, BSBREL402A)
Session Two, 2 days
E-commerce (Conducting e-marketing communications, BSBMKG412A)
@secretstomedia
#smm
@_lisa_harrison #smm
74. THANK YOU!
MORE INFORMATION
Email: lisa@pomo.com.au
www.secretstosocialmediamastery.com.au
www.pomo.com.au
Subscribe to my newsletter at www.lisaharrison.com.au
www.secretstosocialmediamastery.com.au
Blog: www.pomo.com.au/blog/
@_lisa_harrison #smm