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The Agriculture Media Summit (#AgMS) is the largest gathering of crop and livestock publications professionals in the U.S. The annual event is hosted by the American Agricultural Editors' Association (AAEA), the Livestock Publications Council (LPC) and the ABM AGri Council. The mission of the Ag Media Summit is to provide professional development and education opportunities for its members, as well as to promote, support and enhance the viability of ag media as an efective communications medium I was asked to present at the 2011 #AgMS, held in New Orleans, LA on the topic of Integrating Digital Media Into Your Business and Measuring ROI. This presentation was intended to show #AgMS attendees how they could focus on bringing added value to their clients and prospective clients using digital channels, and then measure the impact of their efforts.
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Integrating Digital Media Into Your Business
+ Measuring ROI Shelly Kramer
CEO, V3 Integrated Marketing
Vision + Voice + Value
INTEGRATED MARKETING
What I do: Own a full service integrated marke4ng agency located in Kansas City and doing business with clients na4onally. I’m half marketer, half geek.
What I am really good at: Helping clients develop effec4ve strategic integrated marke4ng plans, understand and use digital media, build brand awareness, grow new markets, convert leads to sales, develop communi4es and master ROI across all mediums.
Find me on Twi5er: h5p://twi5er.com/shellykramer
INTEGRATED MARKETING
Vision + Voice + Value
Who Are You?
Brand Awareness
Ag Business 19% (87)
Agency, PR, Marketing
19% (86)
Media 20% (93)
Trade Associations
20% (93) Education 18% (80)
Finance 2% (10)
Government 2% (9)
Businesses
HELP (Your Customers)
Need
To Show You My Job Today?
How
Business Owners
66 Are Uneducated, Have
Questions, Need Information Source: J-Wire Mobile Audience Insight reports Q4, 2010
%
Business Owners
44 Don’t Have Time to Figure
Out New Digital Tools Source: Fanminder – Mobile Marketing Survey (August, 2010)
%
Business Owners
30 Don’t Know How to Get Started
Source: Fanminder – Mobile Marketing Survey (August, 2010)
%
Business Owners
20 Cited Their Current Marketing
Programs are Working Source: Fanminder – Mobile Marketing Survey (August, 2010)
%
Are Not So Sure
Get in the game with your customers
Digital Services
SMB Opportunity • SMBs need to learn to use digital channels
• They need to understand how to measure
• There’s an opportunity to educate them
• And an opportunity to serve them
So … How Do I Do This Crap?
Today’s Website
Understand The Web of Today
Traditional Marketing
Digital Marketing
Print Ads Television Ads Cold Calling Trade Shows Email Blast
Traditional Marketing
Blogs Ebooks
White Papers Videos SEO
Social Media Webinars
Feeds, RSS
What Is Digital Marketing?
Why This Matters…..
Inbound Marketing is More Effective
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Outbound Ave. Cost Per Lead
$332 Inbound
Ave. Cost Per Lead
$134
Inbound is
60% lower per lead
1 Your Digital Brand
Option
Brand
as the number one digital resources provider for your market
Yourself !
OWN! Knowledge
Provide News, Information, Services, Content, Training
2 Video Services
Option
Search Engines
Video
is the second largest search engine next to Google with 490 million
unique users per month
Help Customers Create and Post
Set up a YouTube Page for your Company and each business
Ask the Experts
Channel
Your Company Name Here
Channel Ask the Experts Crawford's
Ag Supply Store
CrawfordsTV.com
Your Company
Videos can also be created for a print and online
“Ask the Expert” program.
Videos can be archived online and promoted in a print edition,
association newsletter or
corporate website or blog.
3 Local SEO Services
Option
Help clients increase their online visibility
Learn this, Live it …
Is Your Client…
Reputation Management
Your Online Identity?
Your Google Image is?
Claim It
Local and Industry Directories?
Use “Places Management” as part of your suite of offerings with the
goal of getting people to their business through multiple channels that you create or manage for them.
Resources
Resources
4 Mobile Services
Option
Smartphone penetration continues to rise in all categories
Business Owners
44 Source: Borrell Associates
Are likely to try mobile
%
of businesses have mobile enabled websites
5 %
Less than
Most websites look fine on a desktop computer…
…or on a laptop.
Most desktop websites were not designed to be viewed on the small screens of mobile devices.
Fonts can be too small, images are too small, navigation can be clunky, Flash won’t work, lengthy page loads, and the list goes on and on.
50 of businesses have never checked the appearance or function of their
website on a smartphone. Source: Fanminder – Mobile Marketing Survey (August, 2010)
%
Percentage of Smartphone owners accessing the Internet or email
Mostly go online using their phone
2011 - Pew Research Center Internet & American Life Project.
Many of the “Cell Mostly” individuals have other sources of online access at home...
…but roughly one-third of these users lack a high-speed home broadband connection
Are these your readers + customers?
Offer mobile website design services
Hold seminars/webinars and teach
A mobile app isn't a strategy
"I need an app” is the 2011 version of "I need a Facebook Page.”
Apps are cool – and ubiquitous
Smartphone usage with farmers, growers and producers are on the rise.
Tools in multiple categories are available in mobile versions and Apps.
Research/Field Data
Information Resources
Weather
News, Futures
Calculators
5 Social Media
Option
Social Media
Why bother?
93% of people expect companies to have a social
media presence
Primary Social Media ObjecOves
28%
Source: 2010 COLLOQUY & DMA Social Media Study
Brand Awareness
Customer Growth & Loyalty
Customer AcquisiOon
Other
25% 19%
27%
People has over 640 million registered users
People has over 200 million
accounts
Over 75 million tweets per day
of users across all social media plaXorms are 18 to 50 years of age
35 years or older
65% are 35 to 54
We’re a Wired Bunch – And We ParOcipate in Social Media
51 Higher %
A blog is social media. Not just another place to
push out your marketing message
In Case You Forgot Why This Matters
6 Lead Generation
Option
Finding New Customers
is the greatest challenge for SMBs
New Study by Bredin Business Information
Tactics to find new customers
2010 2011
51% 85% Website
38% 74% Search
20% 54% Video
Source: New Study by Bredin Business Information
Tactics to find new customers
2010 2011
- 53% Coupon Offers (Groupon)
- 49% Mobile
27% 50% Twi5er
43% 65% Facebook
Source: New Study by Bredin Business Information
Leads by Indexed Web Pages
Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
Why Does This Matter???
It’s Money, Plain and Simple
More Indexed Pages = $
Companies with more indexed pages on Google, Yahoo and Bing generate more sales leads.
Every 50 to 100 incremental indexed pages can mean double-digit lead growth.
Growth in new leads accelerates significantly once websites achieve 300+ pages indexed by Google.
Company Blog
Social Media is for Leads and Sales
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Percentage of companies that have acquired a customer from:
46% 41% 44% 41%
Now, Understand Influence
Stats = Influence + Crediblity How Do I Measure + Show Value -‐ h`p://getclicky.com
Understand What This Really Means…
Influence + Crediblity How Measure + Show Value -‐ h`p://peerindex.net
Influence + Crediblity How Measure + Show Value -‐ h`p://twitalyzer.com
Influence + Crediblity How Do I Learn + Measure -‐ h`p://klout.com
Influence + Crediblity How Do I Measure + Show Value -‐ h`p://tweetreach.com
Influence + Crediblity How Do I Measure + Show Value -‐ h`p://hootsuite.com
Brand + ReputaOon Tracking Who’s Saying What? – h`p://socialmen4on.com
Brand + ReputaOon Tracking Who’s Saying What? – h`p://moni`er.com
Let’s Talk Numbers…
5!
Analytics: From Nemesis to Roadmap
What’s the big deal about numbers?
• What and How • Predict Growth,Trends • The Competition • What’s Working • What’s Not
First Step – Know Thy Website
• Analyze Site Traffic • Do Your Keyword Research • Stalk the Competition • SEO Content For Your Site
How Do I do That?
What’s the big deal about analytics?
• Want • Care About • Find You • Do There • Oops, What Did I Do?
Don’t Just Install Analytics, Read the #$@% Things!
Be a Skeptic: Don’t Rely On Just One Set
Tynt.com -- Know Where Your Stuff Goes!
Information … my crack cocaine
PostRank Analytics Rock
Your Stats Are Your Roadmap
Your Stats Are Your Roadmap
Now, where’s the #$@*%
ROI?
Settle Down
The Key is BENEFITS
Short vs. Long
Financial vs.
Non-Financial
Create a SCORECARD
Before ROI, You Get This
• Increase in site traffic • Increase in time spent on site • Views of a specific landing page, blog post
or offer • Increased follower/like/friend base • Increase in Share of Voice • Increase in Positive Sentiment (this means
they like you) (more)
And the Payoff …
• Increased revenue • More leads • Shorter sales cycles • Lower customer acquisition costs • Lower customer service costs • Lower customer retention costs
(Are You Happy Yet?)
Scorecard Have Revenue/Profits increased? Financial
Financial
Brand
Digital
Risk Management
Have Costs decreased?
Have consumer attitudes about the brand improved?
Better prepared to find/respond?
Has the company enhanced it’s assets?
“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.”
- Charles Darwin
Change is hard. But it’s worth it.
Stalk Me … I don’t bite
Shelly@V3im.com 816.200.2520
LinkedIn Shelly DeMo`e Kramer twi`er.com/shellykramer facebook.com/shellykramer
www.v3im.com
INTEGRATED MARKETING
Vision + Voice + Value v3im.com
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