Snowsports Industries America - Digital-Marketing-Hero

1. * Welcome
From
Zero
to
Snowsports
Digital
Marke5ng
Hero
in
10.5
Steps

2. * join the conversation
01
@dot_ski /skinewgtld rob@dot-­‐ski.com #SIA14
@namedotcom /namedotcom nic@name.com

3. Rob Rozicki
SVP & Co-Founder .SKI
Nic Steinbach
Strategic Relationship
Manager at Name.com
your presenters
good looking, right?
02

4. .SKI
(dot-­‐ski)
is
the
new
domain
space
dedicated
and
specially
designed
to
help
Internet
users
find
ski-­‐specific
online
contents
provided
by
the
ski
community.
Name.com
is
a
domain
registrar
that
prides
itself
on
providing
unmatched,
world-­‐
class
customer
service.
We
offer
domain
registraDon,
web
hosDng,
and
site
building
tools
that
allow
you
to
get
your
ideas
online,
whether
you're
an
individual
with
a
passion
for
blogging
or
a
business
hoping
to
aFract
customers.
Name.com
was
founded
in
2003
in
Denver,
Colo
ABOUT US
03
+
=
yourname.ski

5. * what is .SKI?
.SKI
is
a
website
ending
just
like
.COM
.NET
.ORG
or
.US
.CA
.CO.UK
GEO/
CULTURAL GENERIC FOCUSEDBrands
.AMAZON
.MICROSOFT
.CHEVORELET
.CITI
04
* 1000 new endings in 2014
.TOKYO
.BERLIN
.CATHOLIC
.GAY
.CLUB
.ONLINE
.WEB
.BOOK
.HORSE
.DOG
.NINJA
.WTF
and of course .SKI

6. * why does this matter?
Relevant
05
What does this leave?
colorado-ski.com coloradoskilawyers.com rental-ski.com
remtskisincolorado.com
$5,995 $10,000
Long Names Hyphens Alternate Spellings Numbers Prepositions
best-colorado-ski-rentals.com
skirentels.com
1skirental.com
thecoloradoskirental.com
265MM
Domain
Names
Already
Registered
$3,000
Current space is crowded
coloradoski.com skicolorado.com coloradoskirentals.com colorado-ski-rentals.com

7. * why we like .SKI?
Relevant
06
What does this leave?
.SKI vs. COM Community Supported
Short Memorable Simple Easily Brandable
Example
0 .SKI
Domain
Names
Registered
Open with no aftermarket
colorado.ski rent.ski rentals.ski coloradorentals.ski
icelanticskis.com icelantic.com icelanticski.com
Main Site Scottish IT Services Not Registered
icelantic.ski

8. getting your .SKI
Contrary
to
popular
belief,
Lorem
Ipsum
is
not
simply
random
text.
It
has
roots
in
a
piece
of
classical
LaDn
literature
from
45
BC.
07
1.
Register
Your
Trademark
with
Trademark
Clearing
House
http://www.trademark-clearinghouse.com
2.
Watch
.SKI
at
Name.com
http:www.name.com/domains/ski
Trademark
Owners Everyone
Else
1.
Think
of
an
awesome
.SKI
Short, Relevant, Memorable
Radio Test
2.
Watch
.SKI
at
Name.com
http:www.name.com/domains/ski
Sunrise Period
Trademark
Owners
General Availability
For
Everyone
Begin
watching
today
Jan
July
2014
September
2014
General Pre
Registration

9. * your marketing budget
Spend Digital Opportunity
$400/Month
on
Marke[ng
1K
3K
2K
2.5K
3.2K
1.8K
08
46%
on
Digital
Marke[ng
79%
don’t
plan
on
increasing
budget
*Brightlocal
October
2013

10. Don't
complicate
navigaDon
across
several
pages,
and
don't
make
users
download
PDFs.
The
more
straighborward,
the
beFer.
Make it easy
Screens are small
Many
devices
don't
support
Flash.
Plus,
video
eats
up
data
and
can
take
a
long
Dme
to
load.
Keep it simple
No flash please
This
includes
your
name,
address,
contact
informaDon
and
perhaps
a
brief
descripDon
of
what
you
do.
Important info please
Place close to the top
90%
of
smartphone
users
surf
web
and
check
email.
Duh!
tip 1
embrace ‘second screen’
With
mobile
internet
traffic
on
the
rise,
you
might
think
small
businesses
are
developing
mobile-­‐friendly
websites.
But
you'd
be
wrong.
Only
26
percent
of
small
businesses
have
a
mobile
website.
That's
a
growing
problem
-­‐-­‐
especially
for
local
businesses.
09

11. 10
tip 2
its all about inbound
Instead
of
the
old
outbound
markeDng
methods
of
buying
ads,
buying
email
lists,
and
praying
for
leads,
inbound
markeDng
focuses
on
creaDng
quality
content
that
pulls
people
toward
your
company
and
product,
where
they
naturally
want
to
be.
By
aligning
the
content
you
publish
with
your
customer’s
interests,
you
naturally
aFract
inbound
traffic
that
you
can
then
convert,
close,
and
delight
over
Dme.
92%
of
search
engine
clicks
come
from
natural
search.
Duh!
Content
Place
Time
New
customer

12. create an inbound campaign
Here
are
five
steps
to
helping
create
a
great
inbound
markeDng
campaign.
Start
TIP
Check
your
website
analy[cs
for
clues.
Now that you have a general idea
about the people you'll target with
your inbound marketing campaign,
determine the call to action to
include in your content pieces.
Ac[ons
To spread the word about your
business, your inbound
marketing campaigns may
include text-based articles that
can be shared via social
networking profiles, infographic
images or videos.
Once you've
completed your
inbound
marketing pieces,
the next step is to
deploy them on
popular social
networking sites.
Deploy
Tip
Don’t
forget
a
call
to
ac[on
Before you can start developing the
content needed to drive these
campaigns, you'll need to determine
the types of customers you want to
reach.
11
Measure
Google Analytics is an
especially useful tool for
setting up the conversion
rate tracking that will help
you monitor your inbound
marketing results and
determine whether your
efforts are truly paying off.
Audience
Type

13. * tip 3 data visualization
Visualize
complex
data
sets
in
easy
to
understand
formats
that
are
worth
sharing.
Last
year
we
saw
big
data
catch
fire,
but
this
year
we
will
need
to
make
that
data
accessible
to
everyone.
Benefits
of
Data
Visualiza[on
VisualizaDons
can
help
achieve
more
insight
into
the
nature
of
a
problem
and
discover
new
understanding.
Insight at your fingertips
*
12
Great
visualizaDons
are
efficient
—
they
let
people
look
at
vast
quanDDes
of
data
quickly.
Make data efficient
*
Create
a
shared
view
of
a
situaDon
and
align
folks
on
needed
acDons.
Align your business
*

14. *data visualization

15. 4 data visualization tools
02.
03.
14
01.
04.

16. A
social
media
post,
a
product
review,
a
store
visit,
or
a
purchase
could
all
trigger
instant
rewards.
It's
a
new
opDon
to
add
to
your
tool
kit
for
loyalty,
and
one
that
promises
to
be
a
game
changer.
Microincentives
Small can be big
Beyond
the
standard
gii
card
opDons,
the
new
shii
toward
digital
rewards
means
virtually
anything
that
can
be
delivered
with
a
PIN
code
or
password
(and
that
is
nearly
everything,
these
days)
can
be
added
to
your
loyalty
program's
rewards
catalog.
Digital
Keep them online
Look
ahead
and
keep
watch
as
the
technology
available
shiis
to
accommodate
rewarding
ALL
the
liFle
ways
your
customers
demonstrate
their
loyalty
Jumping Channels
Reward on every device
48%
of
consumers
say
that
it’s
when
they
make
their
first
purchase
or
begin
service
is
the
most
cri5cal
5me
to
gain
their
loyalty.
Duh!
tip 4
loyalty marketing
It
is
more
costly
to
acquire
a
new
customer
than
to
retain
an
exisDng
one.
Add
to
that
how
consumers
have
never
before
been
so
connected
and
willing
to
share
opinions
of
purchases
and
experience.
Guess
what
you
get?
15

17. * tip 5 – grow your influence
Six
[ps
to
help
you
grow
your
social
influence
online.
16
Launch
a
conversa[on.
Something
as
simple
as
inquiring
about
their
day
is
a
good
way
to
begin.
Watch
Trends.
Popular
topics
that
relate
to
your
business
and
niche
are
a
good
way
to
join
in
on
the
conversaDon
and
aFract
more
fans
and
followers
to
your
social
networks.
Use
Hashtags.
Social
networks
like
Facebook,
TwiFer,
Google+,
and
Instagram
are
widely
uDlizing
keywords
or
hashtags.
Get
A
Reac[on.
Asking
quesDons
of
your
fans
and
followers
will
boost
your
engagement
and
help
grow
your
communiDes.
Announce
News.
People
want
to
celebrate
and
be
involved
with
you.
Ask
them
to
get
involved
in
any
upcoming
events
and
share
your
latest
developments
with
your
community.
Nurture
Rela[onships.
The
more
you
engage,
the
beFer
your
chances
of
being
menDoned,
and
your
content
to
be
shared.

18. 17
tip 6
marketing analytics
Tools
that
look
at
just
a
snapshot
in
Dme
for
a
single
channel
are
woefully
inadequate.
MarkeDng
analyDcs,
by
contrast,
considers
all
markeDng
efforts
across
all
channels
over
a
span
of
Dme
–
which
is
essenDal
for
sound
decision
making
and
effecDve,
efficient
program
execuDon.
Spending
on
marke5ng
analy5cs
is
expected
to
increase
60%
by
2015
Duh!
How
do
our
markeDng
acDviDes
compare
with
our
compeDtors’?
Where
are
they
spending
their
Dme
and
money?
Are
they
using
channels
that
we
aren’t
using?
Competitive Insights
*
How
are
our
markeDng
iniDaDves
performing
today?
How
about
in
the
long
run?
What
can
we
do
to
improve
them?
Performance
*
What
should
we
do
next?
Are
our
markeDng
resources
properly
allocated?
Are
we
devoDng
Dme
and
money
to
the
right
channels?
How
should
we
prioriDze
our
investments
for
next
year?
What’s Next
*

19. * small business
Google
Analy[cs
Buffer
Mailchimp
Buffer
makes
your
life
easier
with
a
smarter
way
to
schedule
the
great
content
you
find.
MailChimp
is
an
email
markeDng
service
provider,
founded
in
2001.
It
has
3.5
million
users
that
collecDvely
send
over
4
billion
emails
a
month
through
the
service.
Google
AnalyDcs
shows
you
the
full
customer
picture
across
ads
and
videos,
websites
and
social
tools,
tablets
and
smartphones.
That
makes
it
easier
to
serve
your
current
customers
and
win
new
ones.
OrganizaDons
with
0
–
100
employees
+
less
than
$50
million
annual
revenu
18

20. * midsize business
Kissmetrics
HubSpot
Constant
Contact
HubSpot
is
the
world's
#1
markeDng
soiware
plaborm.
We
help
more
than
10,000
companies
in
56
countries
aFract
leads
and
convert
them
into
customers.
A
pioneer
in
inbound
markeDng,
HubSpot
aims
to
help
its
customers
make
markeDng
that
people
actually
love.
Constant
Contact,
Inc.
is
an
online
markeDng
company
offering
email
markeDng,
social
media
markeDng,
online
survey,
event
markeDng,
digital
storefronts,
and
local
deals
tools,
primarily
to
small
businesses,
nonprofit
organizaDons,
and
membership
associaDons.
KISSmetrics
is
a
powerful
web
analyDcs
soluDon
that
helps
you
to
increase
customer
acquisiDon
and
retenDon
rates,
make
smarter
business
decisions,
and
boost
your
boFom
line.
19
OrganizaDons
with
between
100
–
999
employees+
more
than
$50MM
but
less
than
$1
Billion

21. * enterprise business
Adobe
Exact
Target
Marketo
Contrary
to
popular
belief,
Lorem
Ipsum
is
not
simply
random
text.
It
has
roots
in
a
piece
of
classical.
Marketo
Inc.
makes
markeDng
automaDon
soiware
for
companies.
In
2012,
Marketo
was
ranked
78th
on
the
Inc.
500,
#7
among
soiware
companies,
and
#1
among
markeDng
soiware
companies.
Adobe
AnalyDcs
helps
you
create
a
holisDc
view
of
your
business
by
turning
customer
interacDons
into
acDonable
insights
20
OrganizaDons
over
1000
employees+
more
than
$1
Billion
revenue

22. Simplicity
Avoid cluttering
Storytelling
Make it fun for them
Responsive
Mobile is becoming the new
standard
The
percentage
of
shopper
who
don’t
return
because
your
site
sucks
is
52%.
Duh!
tip 7
design is king!
User
experience
is
the
digital
markeDng
design
trend
of
2014
21

23. *simplicity

24. *storytelling

25. *responsive

26. 25
tip 8
attribution
The
prac5ce
of
alloca5ng
propor5onal
credit
to
all
marke5ng
communica5ons,
across
all
channels,
that
ul5mately
lead
to
the
desired
customer
ac5on.
Email
Mobile
Social
Display
Web
%
Touch
points

27. * types of interaction
Different
ajribu[on
models
assign
credit
to
each
touch
point
differently
depending
on
when
the
corresponding
marke[ng
communica[on
occurred.
Last
Interac[on.
All
of
the
credit
goes
to
the
very
last
touch
point
right
before
the
conversion.
Time
Decay.
The
touch
point
right
before
the
conversion
gets
the
highest
credit
while
the
first
touch
point
gets
the
lowest
credit,
and
the
touch
points
in
between
get
lower
credit
as
they
move
away
from
the
final
conversion
toward
the
iniDal
touch
point.
First
Interac[on.
All
of
the
credit
goes
to
the
very
first
touch
point
that
iniDated
the
sequence
of
markeDng
communicaDons.
Posi[on
Based.
The
very
first
and
the
very
last
touch
points
get
equal
credit
and
the
touch
point
right
in
the
middle
get
the
lowest
credit.
Other
touch
points
gradually
get
more
credit
as
they
get
closer
to
the
first
and
last
touch
points.
Linear.
Every
touch
point
gets
the
exact
same
amount
of
credit
regardless
of
when
it
occurred
during
the
conversion
path.
26

28. * attribution software
Google
Analy[cs
Convertro
Adobe
Analy[cs
Convertro
is
a
markeDng
aFribuDon
soiware.
We
provide
adverDsers
with
acDonable
spend
recommendaDons
that
empower
them
to
confidently
reallocate
markeDng
spend
from
unprofitable
sources
to
more
profitable
ones.
Adobe
AnalyDcs
helps
you
create
a
holisDc
view
of
your
business
by
turning
customer
interacDons
into
acDonable
insights
Google
AnalyDcs
shows
you
the
full
customer
picture
across
ads
and
videos,
websites
and
social
tools,
tablets
and
smartphones.
That
makes
it
easier
to
serve
your
current
customers
and
win
new
ones.
27
small midsize enterprise

29. tip 9
attend a marketing
meetup
28
85%
of
marketers
class
themselves
as
self
taught
ooops!

30. 29
tip 10
don’t “marketing fail”
It
takes
an
experienced
and
educated
markeDng
professional
to
know
how
to
harness
a
new
technology’s
markeDng
potenDal
and
turn
it
into
sales
success.
85%
of
marketers
class
themselves
as
self
taught
ooops!
* stop and think
Here,
we
are
the
top
marke[ng
fails,
highligh[ng
what
went
wrong
and
how
you
can
avoid
making
the
same
mistake.

31. *QR fail
Placed
in
areas
without
recep5on
Placed
on
non-­‐flat
objects
Placed
where
viewers
can’t
reach
Don’t
have
a
call
to
ac[on
Linked
sites
not
mobile
op[mized

32. *hashtag horror
Lack
of
audience
control
Using
already
popular
hashtags
Using
poli5cal
or
human
situa5ons
to
get
promo5on
Not
knowing
your
audience

33. *email fail
Not
targe5ng
the
right
audience
Not
authen5ca5ng
your
email
Not
making
your
email
mobile
friendly

34. 347-­‐419-­‐2764
rob@dot-­‐ski.com
Rob Rozicki
* Let’s talk
33
720-­‐633-­‐9083
nic@name.com
Nic Steinbach