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Training slides from the CPRS District 10 Training in November 2013
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SOCIAL MARKETINGIN THE DIGITAL AGE
Hat Trick Inspirations:
Heather Davis
Timothy Pagano
“IN THE ATTENTION ECONOMY,YOUR COMPETITION IS EVERYBODY.”
OBJECTIVES:
Explore Marketing strategies that you may be missing out on.
Go from FRIED out to FIRED up about your marketing efforts
Discover what works and how some people have done it
Examples and Case Studies
Create your own strategy for implementation
Resources to Get Started.
TIMES: THEY HAVE ‘A CHANGEDGet your conventional
marketing working with
your digital marketing
This is what your Marketing Plan Should Look Like.
GO FROM FRIED OUT TO FIRED UP ABOUT YOUR MARKETING EFFORTS
Flat
Repetitive
Interruptive
Erratic
Dull
Frequent
Interactive
Relevant
Entertaining
Directed
FrequentYou have to interact frequently
Hourly- Daily – Weekly - Monthly
Time of Day
It’s ok to repeat Information – just do it in a different way!
Fun Fact: the life of a Tweet is 5 minutes, so tweet tweet away!
Interactive Your marketing should be interactive
ask questions
take polls
request photos/use photos
create competitions
include pictures
include links
Relevant Information needs to be relevant to your audience Age Appropriate
Topics That They are Into
Language: slang & language
Delivery Method
USE YOUR CUSTOMERS! People like to see themselves and their kids – they are going to share that content. So use it!
EntertainingYou have about 5 seconds to make an impression Keep it funny and fresh (but appropriate)
Get to the point
Intrigue them with a headline
Share current events
Why be boring? Do you read or react to boring advertising?
Fun Fact: Posts with Images are 5
times more likely to be viewed and
2x more likely to be shared.
DirectedYour marketing should have a voice and be directed to the right audience.
Intention
Purpose
Direction
Goals
One Size Does Not Fit All
If you don’t know who you want to reach – how do you expect them to find you?
MARKETING THAT STICKS NEED TO BE ACTIVE (SPRINKLED WITH A LITTLE STATIC).
StaticClassic Marketing
Newsletters
Flyers & Posters
Press releases
Website*
Email*
Social Media*
ActiveDigital Marketing
Social Media*
Content
Mobile
Search (Paid & Organic)
SEO
Video
SOCIALIf you aren’t doing
anything social, you’re
already #failing at
reaching your audience
SO… WHERE PEOPLE ARE AT?1.2 Billion Users on Facebook
490 Million YouTube users per month
87 Million Users on Flickr
343 Million Users on Google+
150 Million Users on Instagram
40 Million Users of MyFitness Pal
70 Million Users on Pinterest
20 Million Users on Prezi
500 Million Users on Twitter
http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-
social-media/3/
NOT ON SOCIAL? STILL!?... IN 2013?
Biggest Reasons Agencies Aren't on Social Sites: Worry it will decrease productivity
Worry about PR blunders
Worry about legal issues
Afraid of losing control
Have bandwith issues
Scared of it because they don’t know what it is? (It changes so fast)
Aren’t good at it.
Still think it’s a “Fad” (yea, so was Skateboarding, right?)
Check out this site for help with social and government: http://www.howto.gov/social-media
IN REALITY…
Unrestricted use of SMS at work increased productivity by 9% (AT&T)
Allowing employees to access SMS increases employees sense of trust and increases morale
Oh, and Employees are already accessing SMS on mobile devices..
www.socialnomics.net
So Why not get them
working while they’re at
work?
LEAD BY EXAMPLE
Get your Higher Ups on Board to
lead by example… no matter how
old they are.
George Takei – 76 years old… has
4.5 Million Followers on Facebook & a
show on YouTube, sponsored by AARP
GET ONLINE AND CONNECT.
DO:
Give
Advise
Warn
Amuse
Inspire
Amaze
DON’T:
Talk too much about yourself
Be too edgy or offensive
Be obscene or rude
Ask for likes
Bore them to death
“People buy from people they know, like and trust.” – Bob Burg
Start Sharing… But remember the Do’s and Don’ts:
SOCIAL: WHAT WE
Share your photos: arts & craft projects, program successes, coaching techniques, etc.
80% of Pinterest Users are women
90% of Pins are Re-pinned =
Large opportunity to create original content and become the lead in your field!
Images work! And it links to your website or other SMS.
VERY SHAREABLE! = Conversation
Find what you want &
Post Original Content!
PINTEREST.COM/HEATHERANDTIM3
CONTENT MARKETINGWhat the heck is this and why do I keep hearing about it?
CONTENT IS KING.. BUT WHAT IS IT?
Visual content Infographics
eBooks Short, downloable books
White Papers Short, downloable fact sheets & articles
Vidoes YouTube, Vimeo, Vine
Interactive Media Apps, games, contests, etc.
“The key to epic content marketing: consistently create and share information that
packed with UTILITY, seeded with INSPIRATION, and honestly EMPATHETIC to attract
customers to you”. - Ann Handley
CONTENT = INFORMATION
Create Engaging Content.
Your Content should mean something: 30%: Share Personal Information and
Expertise
30% Share Company Information and expertise
30% Share information that is interesting and useful. Its’ OK to share from outside sources: repost good stuff!
10% Self Promotion or Selling Stuff
People enjoy connecting with people = let them get to know the people behind the agency.
WHY INFOGRAPHICS ROCK AND WHY YOU SHOULD START MAKING THEM NOW.
Demonstrate expertise on your topic
Stand out amongst less visually interesting formats
Take advantage of the fact that 90% of information enters you brain visually
Help visualize statistics for easy understanding
Often go viral – or at the very least – are readily shared
Get increased mileage when you provide the code to embed them
Encourage links back to your site to generate higher traffic
Help heighten brand awareness
- Taken From Zabsico
INFO
GRA
PHIC
S
HO
W P
ARK
S &
REC
CA
N U
SE T
HEM
FREE (YES FREE) INFOGRAPHIC RESOURCESInfogr.am
Easel.ly
Piktochart.com
Visal.ly*
Embed Code generators:
Article: http://blog.hubspot.com/how-to-create-embed-codes-generator-infographic-content-ht
Generator: http://www.siegemedia.com/embed-code-generator
And create them in Powerpoint! Great resources and templates on the web. Check out hubspot.com for marketing resources.
MOBILE2.4 Billion cell users have
smart phones with web...
4.5 billion don’t…yet.
Mobile Users are increasing by leaps and bounds every year.
Accessibility
Ease of Use
Upgrades are easy
EVENTS.. GET THE WORD OUT MOREEXAMPLE: EVENTBRITE.COM
www.eventbrite.com
Free & Super Easy To Use!!
List free events
List events with costs
Create Personal Event URL to promote it. http://sctcfallmeeting.eventbrite.com
They send a barcode ticket
You can download a free check in app to track participation.
EXAMPLE: YELP EVENTS
FREE to add events to Yelp.
Yelp powers Apple Maps – so people can find you and your events when searching on their iPhones.
Yelp also likes to work with communities to help promote events… so reach out to them!
THESE ARE EASILY GENERATED AND CAN BE
ADDED TO FLYERS, POSTCARDS, FACEBOOK
POSTS, ETC.
LINK YOUR URL SO THAT PARTICIPANTS CAN GET
UPDATES ON PROGRAMS AND ACTIVITIES
www.visualead.com
INTERACTIVE PHONES: QR CODES
GET ON THE #HASHTAG TRAIN#explorediscovercreate #hashtagsareawesome
Make sure to pick a #hashtag no one else is using.
PROMOTE it on your other marketing materials and at the event.
#Hashtags allow people to tag being at your event, tag you in posts or comments, and more.
Then you can search your #hashtags and see what people are doing/saying across multiple social platforms, such as:
Vine
#nomnomnom
http://youtu.be/57dzaMaouXA
WHAT’S YOUR PLAN?
Traditional Marketing Efforts:
Digital Marketing Efforts:
Efforts to consider during the event/program:
Evaluation/Recap:
Who’s Your Audience?
What’s Your Goal or Outcome?
What are your opportunities?
What are the challenges?
RESOURCES WE
www.Prezi.com
- Online presentation tool (you build dynamic presentations & share)
www.Slideshare.net
-Online presentation tool (you upload and share). It’s a great FREE resource to find presentations too.
www.Dropbox.com
- Online storage, accessible from any device
www.join.me
-Free online web conference
www.YouTube.com
- duh. Start a Channel & post videos
Vine (app)
-Instagram for 5 second videos.
www.Wordpress.org
-Open source & FREE blog & website building tool
Infographics:
www.infogr.am
www.easel.ly
www.piktochart.com
Instagram (app)
-Phone Picture App
-create event/program hashtag
Ex: #explorediscovercreate
QR Code Builder
www.visualead.com
Social Management
www.hootsuite.com
www.eventbrite.com
-Free online event pages
www.yelp.com/events
-List Your event for FREE on Yelp
www.google.com/+/business
-List Your Parks & Facilities for Free & link to Google Maps. Oh, and the hangouts are cool too.
Google AdWords
www.Google.com/giving
www.Adwords.google.com
MORE RESOURCES WE
CONNECT WITH US
www.explorediscovercreate.com
www.hattrickinspirations.com
@heatherandtim
/hattrickinspriations
/heatherandtim3
#explorediscovercreate
Heather Davis
South Bay Search Marketing
Marketing Manager
310-715-8257
Timothy Pagano
City of Brea
Program Specialist II
714-990-7179
