Digital Marketing course for beginners 2016 - part 1/4

DIGITAL MARKETINGWORKSHOP

Day 1

Day 1 Agenda

▸ Traditional Marketing VS. Digital marketing

▸ What is Digital Marketing?

▸ Digital marketing Branches

▸ Social Media Marketing [SMM]

▸ Who needs it?

▸ How much it affects brands (statistics and

explanation)

▸ Intro to Social Media Strategy

Which is better !!

Use big image.

Want big impact?

Points to consider

Level playing field & better reach

Cost

Measurements, Real time results.

Time & Frequency

Targeting

MKT materials

Some statistics

▸ For context, as of July 2015, total worldwide population is 7.3 billion▸ The internet has 3.17 billion users▸ There are 2.3 billion active social media users▸ 91% of retail brands use 2 or more social media channels▸ Internet users have an average of 5.54 social media accounts▸ Social media users have risen by 176 million in the last year▸ 1 million new active mobile social users are added every day. That’s 12 each

second▸ There are 1.65 billion active mobile social accounts globally

Social media stats.

▸ Social networks earned an estimated $8.3 billion from advertising in 2015▸ 38% of organizations plan to spend more than 20% of their total advertising

budgets on social media channels in 2016, up from 13% a year ago▸ Only 20 Fortune 500 companies actually engage with their customers on

Facebook, while 83% have a presence on Twitter▸ People aged 55-64 are more than twice as likely to engage with branded content

than those 28 or younger▸ 96% of the people that discuss brands online do not follow those brands’ owned

profiles▸ 78 percent of people who complain to a brand via Twitter expect a

response within an hour

Global AD SPEND

The Key Benefits to Inbound Marketing

▪ Lead Generation▪ Higher ROI: instead of a turned off tv.

▪ Brand Awareness▪ Building Relationships▪ Added Value :

is that unlike outbound marketing where a billboard is up for a specific amount of time and then taken down, inbound marketing stays online and adds value to your site. Throughout the process of inbound marketing you are gathering leads, building relationships but also adding value to your site by producing more content.

The average first response time of B2B companies to their leads was 42 hours

Only 37% of companies responded to their leads within an hour

Social media MarketingHOW IT ALL STARTED ? WHY NEEDS IT ? HOW BRANDS USE IT?

What else ?

▸ Research

▸ Customers

▸ Job posts

▸ Personal branding

▸ Politics affairs

▸ BRANDS AND CORPORATES

Why brands use social media ?

Reviews

Brand awareness

Listening

lEADS

Customer search

Reputation management

يستحمى _عايز_حمزة#

The cost of Not-listening !

New product / ideas inspiration

Brand awareness

Mate 8

ظ ى_حاف ن _عل م_حض أ #

The campaign’s video generated more than 1.8M views in one week on

Facebook, reaching 2.7M Instagram users.

The campaign advertised Mother’s Day in an engaging, easy and

emotional form of online donation, instead of regular click-funding

model.

Social media

strategy

ENGAGEMENT IS NOT

A STRATEGY

ENGAGEMENT IS NOT A STRATEGY

ENGAGEMENT IS A TOOL

SHOULD BE TIED TO A

MESAURABLE GOAL

Social media Strategy

▸ Business Goals▸ Analysis .

Social media assessment.Competitive analysis

▸ Social media objectives▸ Target segments

Personas Tone of voice

▸ Content planningPhases Types

▸ Media mix▸ KPIs& reporting

After reviewing your business’s mission, vision, Market

opportunities, you will need to discuss the digital campaign objectives which can be :

▫ Increase market share▫ Enhance the company brand▫ Improve business intelligence▫ Reduce costs of doing business and enhance productivity

Objectives

Business Goals

THANKS!

Any questions?You can find me at Twitter @evaAymn Fb/Olivia.aymnOlivia.aymn@gmail.com