Presentation slides for the UltraClean SmokeOut Luncheon 11/16/2010. Overview of digital marketing for the Idaho Steelheads with touchpoints for small business owners.

1. DIGITAL PLAYBOOK FOR
SMALL BUSINESS
..featuring the Idaho Steelheads.
UltraClean SmokeOut Luncheon 11-16-2010

2. HELLO.

3. Chad Connally
Digital Strategist
Drake Cooper
www.drakecooper.com

7. DIGITAL PLAYBOOK FOR
SMALL BUSINESS
..featuring the Idaho Steelheads.

8. 1 /// Digital Marketing
2 /// Websites
3 /// Search
4 /// Database Marketing
AGENDA
4 /// Social Media

9. How is digital marketing
different than traditional
marketing?

10. It’s not.

11. The difference is the focus.
ONLINE CONSUMER

12. Digital Marketing is about
people who use the internet,
more specifically about
people INFLUENCED by the
internet.

13. The world has changed and
there are many more brand
touch points than ever
before.

14. What does the digital
landscape look like in 2010?

15. Videowebsite
Viral
Marketing
Affiliate
Marketing
Article
Marketing
Blogs
Online
Advertising
Online Public
Relations
PodcastingRSS
SEM
SEO
Social
Networking
Video
Interaction
Conversation &
Thought Leadership
Awareness
& Traffic
Thought
Leadership
High Emotion/
Entertainment
Traffic
Traffic
PassionTraffic
Coverage
Fast Exposure
Traffic

16. 1. Objectives,Audience, Constraints
2. Strategy
3. Tactics
3 STEPS TO DIGITAL SUCCESS

17. Idaho Steelheads Core Objectives
1. Create outbound marketing
2. Establish as a leader in family entertainment
3. Lead generation
4. Increase tickets sales
5. Cross promote with the arena and hotel

18. DIGITAL STRATEGY
Using the internet not just as a technological tactical tool, but
as as strategic communication powerhouse to drive sales
and your customer relationships.
It’s not technology that is important.
It’s what technology allows us to do:
communicate better.

19. Where do you put
your focus?

20. Remember this:

21. Videowebsite
Viral
Marketing
Affiliate
Marketing
Article
Marketing
Blogs
Online
Advertising
Online Public
Relations
PodcastingRSS
SEM
SEO
Social
Networking
Video
Interaction
Conversation &
Thought Leadership
Awareness
& Traffic
Thought
Leadership
High Emotion/
Entertainment
Traffic
Traffic
PassionTraffic
Coverage
Fast Exposure
Traffic

22. WEBSITE

23. YOUR WEBSITE SHOULD:
1. Act as your “Digital Hub”
2. Inform and engage
3. Contribute to your bottom line

29. WEBSITE CHECKLIST
The website should be the digital hub of your online strategy.
It should be dynamic, interactive, engaging and vibrant.
1. Intuitive and clean navigation
2. Employs compelling and regularly updated content
Relevant industry news
New product offerings
Engaging educational information
3. Incorporates tools that allow users to contribute in a two-way
communication
4. Easily sharable (personal blogs, twitter, facebook, and any other social
networking items)
5. Lead generator for current and prospective customers

30. SEARCH

31. Qualified traffic heading to your website from this box….

32. 1. Search engines drive a highly qualified audience who
is specifically interested in what you have to offer
2. Many people don’t look beyond the first couple of
results pages
3. Organic search results are perceived as being more
credible
4. Increases traffic to your website (more leads)
WHY IS SEARCH IMPORTANT?

33. If your website isn’t visible on search engines,
it isn’t visible to your potential customers.

35. 1. Select relevant keyword or keyphrase
2. Make sure content relates only to that keyword
3. Use keyword in your page name
4. Use in your title
5. Use in your main header tag <h1>
6. Use in your keywords and description tags
7. Monitor with Analytics
SIMPLE ON-SITE SEO

37. SEO CHECKLIST
Write engaging, relevant content for people, not machines
Target no more than 1 or 2 words per page
Selectively distribute your content to relevant and reputable
outlets
Be consistent and continually optimize
Don’t expect overnight results

39. A major goal of your digital strategy should be to
build a customer database for further marketing.

41. 22,000+
SUBSCRIBERS

44. Use Drip Marketing.

45. SOCIAL
NETWORKING

46. Social networking is
for communication,
not marketing.

47. Your online relationships must be
GENUINE, REAL, and AUTHENTIC.
Social networking is
about relationships.

48. FACEBOOK
Tactical Ideas
• Ask open-ended questions
• Create more ‘real time’, interesting & engaging
photo albums: let fans upload their photos
• Stream blog posts
• Link to industry articles
• Post/stream job openings
• Create additional ‘tabs’ w/product portfolio

49. 1. Title: Add descriptive keyword rich text.
2. Info tab: Add twitter, youtube and linkedin group urls
3. Photos tab: Use Flickr and bring in photos from it.
4. Set a default tab– use FBML to showcase product portfolio. Add follow us on
social media channels here as well.
5. Sidebar: Add call to action such as “ request info” or download application
packet”
6. Use a url shortener ( such as “bit.ly”) to track clicks
7. You can setup tabs for RSS feeds, Twitter, Flickr, etc.
SEO note: Group pages are NOT indexed by external search engines.
Groups cannot host external applications. Pages are typically better for
brands.
FACEBOOK CHECKLIST

51. MOBILE

52. 46,000 ipads are sold each day.
TABLETS

53. TABLETS
QR-CODES

54. NEW OPPORTUNITIES

55. http://delicious.com/chadconnally/

56. blog.drakecooper.com

57. THANK YOU.
blog.drakecooper.com
delicious.com/chadconnally
twitter.com/chadconnally
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