Shannon Kinney presented a Local Media Association webinar, "A Crash Course in Local Media," Tuesday, December 9. Geared toward local publishers and media companies, she covered the latest digital advances as well as new online tools and strategies to better enable audience engagement and brand strengthening.

1. Top Digital Trends:
A Crash Course
for Local Media
Brought
to
you
by:
Webinar
December 2014

2. The
Internet,
and
social
media
in
par3cular,
have
RADICALLY
CHANGED
the
way
people
consume
informa3on
and
the
way
businesses
PROMOTE
THEMSELVES.

3. Consider:
WHERE
do
your
current
and
future
customers
FIND
WHAT
THEY
NEED?

4. 80%
of
internet
users
visit
social
media
sites
and
blogs

5. Online
MarkeDng
Landscape
•
SMBs
Digital
Marke3ng
spend
to
outpace
Digital
Adver3sing
by
2.5x
this
year
*
•
$97billion
projected
in
PR
and
Social
Media
Marke3ng
consul3ng
services
(each
more
than
radio
and
newspaper
combined) *
•
SEO
projected
spending
$40billion,
Email
management
$43billion *
•
80%
of
companies
will
par3cipate
in
social
media
marke3ng
this
year,
nearly
double
from
last
year
**
•
Mobile
and
Video
Marke3ng
rapidly
growing
Sources: * Borrell Associates, **eMarketer

7. Where
will
growth
come
from?

8. Who
is
your
REAL
compeDDon?

9. Legacy
Media’s
‘Spindly’
Digital
Legs
Source: Borrell
© 2014 Borrell
Share of Local Digital Advertising

10. Legacy
Media’s
‘Spindly’
Digital
Legs
Source: Borrell
© 2014 Borrell
Share of Local Digital Advertising

11. Your
Customer

12. The
customer:
Local
businesses
•
Increasingly,
cannot
afford
tradi3onal
marke3ng,
but
don’t
understand
op3ons
•
View
online
marke3ng,
and
Facebook
in
par3cular,
as
an
affordable
and
important
op3on
•
Are
too
busy
to
keep
up
with
managing
their
marke3ng
and
their
businesses,
seek
assistance
•
Are
hungry
for
solu3ons
•
Social
media
can
bring
significant
results

13. Your
Customers’
Needs
Are
Changing

14. Their
customers….did
you
know?

15. SOCIAL:
Building
brand
awareness
and
customer
rela3onships

16. New
markeDng
tacDcs

19. What
does
it
take?
Liste
ning

20. The
Key
is
to
build
ENGAGEMENT
#notaonewaystreet

21. What
does
it
take?
CONNECTING
#hashtags,
RT,
Like,
Favorite,
Reply

22. 70%
of
people
trust
online
reviews
by
strangers

23. 90%
of
people
trust
online
reviews
by
people
they
know

25. The
key
is
REPUTATION
MANAGEMENT…
And
you
need
it
now
more
than
EVER!

26. SEARCH:
Ge[ng
Found

27. 97%
of
consumers
search
for
local
businesses
online

28. How
you
rank
in
SEARCH
is
criDcal
• 90%
of
searchers
stop
on
PAGE
1
• 75%
stop
a[er
5
lisDngs

31. Facebook
now
has
over
725
million
mobile
users
Do
you
have
a
usable
mobile
web
site?

32. HOT
Trend:
NaDve
AdverDsing:
What’s
the
buzz
about?

33. HOT
Trend:
ProgrammaDc
AdverDsing
What
does
this
mean
to
our
sales?

34. HOT
Trend:
Audience
TargeDng
–
across
all
pla`orms
What
does
this
mean
to
our
sales?

35. Consider:
HOW
can
you
leverage
this
power
FOR
YOUR
ADVERTISERS?

36. Consider:
HOW
can
you
change
your
culture
To
sell
SERVICES
vs.
SPACE?

37. What
does
this
mean?
•
Local
businesses
are
seeking
online
marke3ng
solu3ons
are
overwhelmed
with
op3ons,
and
trust
you
•
Your
compe33on
is
NOT
other
media
companies
•
As
print
slowly
erodes,
digital
marke3ng
services
grow
rapidly
•
Marke3ng
services
vs.
adver3sing:
where
growth
opportuni3es
lie,
requires
different
kind
of
sale
•
Need
teams
to
be
able
to
sell
audience,
understand
the
adver3ser
problems
to
solve
and
iden3fy
solu3ons

38. What
does
it
mean
to
your
sales
effort?
•
Does
NOT
have
to
be
a
separate
group
or
“agency”,
BUT
does
need
digital
sales
acumen
and
dedicated
sales
resources
•
An
en3rely
different
level
of
service
•
Non-­‐product
or
plaform
specific
•
Client-­‐focused
vs.
product-­‐focused
•
Non-­‐biased
•
Solu3on-­‐oriented

39. For
LMA
abendees:
A
free
evaluaDon
of
your
opDons
http://Publishers.dreamlocal.com
shannon@dreamlocal.com
www.dreamlocal.com
@shannonkin, @dreamlocal
www.facebook.com/dreamlocal
207-­‐593-­‐7665