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With 90 percent of all daily media interactions being screen-based, there are exciting opportunities for businesses to connect their brands online with new and current multi-screen customers. This presentation provides an overview of the ideas shared by three speakers during the small business forum in May 2014 about "How to Reach and Engage Your Multi-screen Customers." Presented by Cox Media Louisiana and LSBDC, the forum helped New Orleans small businesses answer the question, what is my marketing opportunity in a multi-screen world? Speakers and key takeaways: -Dan Russell, Mixpo director of cable partnerships: Consumers spend an average of nearly 10 hours a day on screen-based media. To reach and engage these multi-screen consumers, remember to be consistent, connected, considered and concise -Jeanne Hurlbert, PhD, MySurveyExpert.com CEO and consultant: One of the chief ways your business can achieve growth is by garnering evidence or “social proof” that you are better than your competitors. Use surveys to help gather proof in your organization and differentiate your company. -McKenzie Coco, FSC Interactive owner and president: The rules of engagement when marketing your business through social media are to: keep it about business, find the right audience, add value to the conversation, invite feedback, follow up and if your strategy isn’t working, fix it.
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WELCOME
Digital Marketing Forum: How to Reach and Engage Your Multi-screen Customers
Presented by Cox Media and LSBDC
SPEAKERS
Dan Russell, MixpoJeanne Hurlbert, PhDMcKenzie Coco, FSC Interactive
HOUSEKEEPING ITEMS
Index Cards Forum SurveyiPad DrawingToday’s Presentation
Addressing the Multi-screen Consumer
Dan Russell, Director, Cable Partnerships, Mixpo
Over Time Choices Multiplied…
It’s A Multi-screen WorldMedia Consumption Per Day
9:472:21
2:19
0:36
4:31
Consumers spend on average
each day on screens
It’s A Multi-screen World
Source: Google/Ipsos/Sterling 2012
MULTI-SCREEN USAGE
Smartphones Dominate
60 Seconds Online?
Source: Qmee: July 24, 2013
27 BILLIONvideo ad viewed online in January 2014
49 BILLIONonline videos watched in January 2014
Consumers Are Onlineand watching video on every device
Source: comScore January 2014, Accenture Video Solutions Survey 2013
90%
PC/Laptop Tablet Smartphone
81%
21%
44%
89%
33%
53%
2012
of consumers watch video content over the internet
Percentage of viewers consumer video by device
DEVICE FRAGMENTATION IS A CHALLEGE FOR PUBLISHERS AND
MARKETERS:
Multi-screen Advertising
Audience Receptivity• Television continues to dominate in
terms of opportunity to engage audience
• Sensitivity needed in addressing multiscreen audiences
• Consider the device and utility
Video Consumption Across ScreensDifferent habits for different devices
• High engagement / “lean in”• User-generated content• Shorter video clips• Personal, on the go device• More social with video
• Full-length TV shows, movies & series
• Live content• “Lean Back” passive
viewing experience
• “Lean back” & “lean in” • Longer form content• User generated content• Workday / office hours
TV MobileDesktop
Multitasking
Increase Engagement And KPISwith interactive featuresIncrease awareness & consideration
• PowerShare • Pin It Button• Content Panels• Product Survey• Long Form Video• Product Slideshow• Live Countdown Clock• Video or Product Gallery• Live Twitter & Content Feeds
Drive leads, store traffic & sales
• SMS Alerts• Tap to Call• Tap to Text• Buy Button• Lead Capture• Search Products• View or Print Circulars• Print Coupon or Recipes• Personalized Map + Directions
to Closest Retail Location
Best features for local advertisers
AWARENESS
FAVORABILITY
CONSIDERATION
PURCHASE INTENT
LEADS
SALES
Local DemosAUTO REAL ESTATE DINING
Multi-screen Recommendations
How To Leverage ‘Big Data,’ Skyrocket Digital Conversions
Jeanne Hurlbert, PhDConsultant, CEO of MySurveyExpert.com
Sunbury, NC
National Science Foundation
The Power of
Connection
Getting Marketing ROI
3 key elements to marketing success
1. Proof of what you accomplish2. Industry surveys to reveal the 5 core problems
of your niche3. Relate these to your back-end data systems
and marketing
Method #1: Proof
“The Little Company That Could”
• Story of a tiny ecommerce business• Ramped up revenue with NO extra work• Ten days after product ships, automated link to survey
The Result?
• 10-15 testimonials a month • Data-- 95% satisfaction• Over 90% would recommend• Feedback keeps coming
The Big Guys Couldn’t
• $100-million company• Turnarounds• Almost NO proof• Why? • No system!
Suppose You Wanted a Consultant . . .
Consultant B• 100 testimonials• Statistical data: 98% are
satisfied, 90% would recommend
• 30 case studies
Consultant A• 10 testimonials• But. . .• Should I Believe?
Whom Would YOU Choose?
Your Competitors . . .
• Most of your competitors lack proof:• More than 80%, fewer than 10
testimonials• 60% have fewer than 5 case studies• Almost none have statistical data• Opportunity—differentiate!
Surveys Yield Proof
• Surveys provide the key to getting proof without time and expense
• 868 testimonials, with permission to use them, with our “testimonial generator”
• Accessible to everyone
Golden Digital Content!
• Permeate your marketing– appeal to people’s logic AND
emotions• But also use in CONTENT!
Sample Video Script
• How to Solve the Problem of XXXX• One of the big problems I see frequently is that people just don’t
know how to_______• SOLVING that problem can make all the difference in the world,
because it lets you ____• In fact, when I recently surveyed people whom I’ve taught to ______,
the results were amazing• One of those customers now gets HIRED to ____ for other people• Several of these people have gotten JOBS, based on their ______
And Then . . .
• They took whole course, but I want to show you 3 mistakes people make and 3 things you can do, right now, to succeed
• Top 3 mistakes• Top 3 solutions• CTA [possibly tell them that 97% of the customers in your
course were satisfied; and in a world where most people don’t take action, 70%--nearly 3 out of 4—actually _____]
Method #2: 5 Core Problems
Why Don’t More Businesses Create Content?
They Don’t Know What to Create!
Good Digital Content Requires . . .
• Understanding your audience• Comes from
– Outcomes– Strategies– Tactics
• Knowing core problems
What Motivates Them?
• What keeps them awake at night?• What are their core concerns?• What are they focusing on most?• What are their core goals,
challenges?
Useful At Two Levels
• Understand your customers and prospective customers at a deep level– Focus your content, products/services, marketing
• Hold up the mirror in digital content – Position yourself and business– Authority, credibility, thought leadership
How to Uncover? Industry Surveys
Research Foundation—Coaching Company
• Company built on white papers from research
• Lead generation• White papers sold for $50 on Kindle• “Go-to” in the industry
Other Benefits
• Guides content, products, marketing• Solidifies thought leadership• Guides decision making• Garners PR and publicity• Attracts JV partners• Fuels marketing
It Works Anywhere . . .
• Small coaching firm in design space• Survey on a shoestring• 70% opt-in rate on e-book• Over $400,000 in direct revenue from
this campaign
#3: Make The Connection
Big Data
• Big buzz about big data• Lot of noise • Confusion
– What it is– What it means– What it can—and can’t—do for you
• Can produce overwhelm
“Front End” Strategy
Quiz or Assessment
• Quiz—which core problems do you have?• Automate a conversation• Quizzes are fun!• Diagnose the problem, prescribe YOUR cure
For Example . . .
• Tag prospects, send data into CRM• Target follow-up sequences• Follow-up specific to each prospect’s problem(s)
Imagine If You Could . . .
• “We do A, B, C, D,E . . .” versus• “You told us THIS is wrong and THIS is how
we can help you solve YOUR problem”• Automate a conversation with EVERY
website visitor• Show them EXACTLY how you can help
maximize their potential
“Back End” Strategy
Enriching Data
• Missing or hard-to-measure information
• Contextual information• Examples:
– Age, gender, zip code– Household income, marital status,
kids, home market value, education
Predictive Analytics
• Which customers are most profitable?• Which problems do I solve most
effectively?• Which types of campaigns are
generating greatest ROI?• How well am I turning Facebook
“likes” into “Leads?”
Power of Connection
• Automate what my father did, take it to a new level• Connections with them depend on information connections
within your business• Linking next generation’s tool with last generation’s insights
Get Our White Paper: ‘The Hidden Costs of Social Proof’
Text Your Name and Email Address to:225-395-0238
Marketing Your Business Through Social Media
Mckenzie CocoOwner & President, FSC Interactive
• Online and Interactive Marketing Agency located in New Orleans, La.
• Specialize in Social Media Strategy, Paid Search Campaigns and SEO
• Specialize in Hospitality and Tourism but work in a number of diverse industries
• Clients include New Orleans Tourism Marketing Corporation, New Orleans CVB and Loyola University
FSC Interactive
• 45-54 year olds are the fastest growing demographic across social sites
• Between 2010 and 2012, people following brands on Social Media increased 106%
• Facebook leads sharing, followed by email and Twitter
• Women out-number Men on most social sites• Social media sites and blogs reach 80% of all
U.S. internet users
First Thing’s First….
Goals
• I want to increase traffic to the events section of the website by 10%.
• We want a monthly average of 70 interactions on Facebook.
• I want 20 new Followers on Twitter every month.
Who Is Your Audience?• Age, Race, Gender• How do They Talk to YOU?• How do They Talk to Each Other?• Where are They Spending Time?
What (and who) Are Your Resources?
• In-house vs. Outsourced• Team Size• Available Time• Accountability
The Four “C’s” Of Social Media
• No matter what platforms you choose, these four things will keep your strategy moving in the right direction
The Four C’s Of Social Media
• Content is King. Provide Value. Be Authentic
• Consitency is Better Than Rare Moments of Greatness
• Customization is Necessary to Set Yourself Apart
• Community is Success, so Build Your Community
Content Consistency
Customization Community
Content
What To Post
• News About Your Business • Blog Posts and Press Releases• Upcoming Events• Promotions• Photos• Information About Your Business• Quotes• …Just About Anything!
“Be yourself. Above all, let who you are, what you are, what you believe, shine through every sentence you write, every piece you finish.”
- John Jakes, author
Consistency!
Create A Schedule (and stick to it!)
Customization!
Anyone you interact with, even if only one time, is
a part of your community
http://www.coolinfographics.com/blog/2010/10/14/map-of-online-communities-2.html
Community
Nurture….
Facebook tops Google for
weekly traffic in U.S.
• Largest social network in the world• Average of 700 billion minutes on
Facebook monthly• Average User is connected to 80 Pages• Every 20 minutes there are 1 million links
shared• Highly customizable – Tabs and Forms,
Vanity URL, Images, etc.• Allows for open dialogue between Brands
and Consumers as well as Brand PDA – Public Display of Association
Engage With Things You Like
Share Your Favorite Content
Customize Your Page
• 500 Million Active Registered Users• 115 Million Active Users Monthly• 58 Million Tweets per Day• Most Frequently Used Social
Network for Customer Complaints
Why Do People Use Twitter?
• Immediacy and Instant Gratification• You can easily listen to what people are saying about you (and respond!)• Broader reach and wider community• Communicate and engage with community • Send Out Links To Sites where content is thought of as valuable• Drive Traffic • Create Relationships • Develop Leads
Twitter Can Be Used For…
• PR• Crisis Communication• Customer Feedback• Customer Relations• Recruitment • Sales• Driving Traffic to your Site• Improving Search Rankings
• The “Professional” Social Network• 259 Million Active Users• 3 Million Business Pages • 25 Million Profile Views Daily• 32.8% of People Find LinkedIn to be Extremely
Important for Developing Business and Networking*
*http://socialmediatoday.com/socialbarrel/1608761/portrait-linkedin-user-2013-infographic
Linking It All Together
Share Whatchya Got
Print Materials
Email Signature
Website (above the fold!)
ANY Media Buys
Really…Anywhere!
Rules Of Engagement
• Rule 1: Keep it About Business• Rule 2: Find the Right Audience• Rule 3: Add Value to the Coversation• Rule 4: Invite Feedback• Rule 5: Follow Up• Rule 6: If Your Strategy Isn’t Working…Fix IT!
E-mail: [email protected]
Facebook: www.facebook.com/fscinteractive
Twitter: www.twitter.com/fscinteractive
Get More Slides: http://www.slideshare.net/fscnola
Q&A PANEL