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Marketing New Media POMA 2013

  1. Marketing in New Media
  2. New Media versus Social Media Social Media Efforts can be in a Vacuum Objectives of New Media Marketing Conversion!
  3. What is Your Conversion?  A Sale  An Email Sign-up  Additional Page views for Advertising.  Higher Engagement for Advertisers or Sponsors.  Customer Service (requests serviced online).  Building Community  Brand Awareness. Brands are becoming publishers via Content Marketing. Key Point: What are your goals for your web
  4. Different Perspectives Below are a few Sportsman Channel social media statistics (per press release 1/24/13):  Facebook growth: Jan. 2012 (110k); Jan. 2013 (300k); 270% growth (believe they are referring to ―Likes‖).  Since mid-August, we have added 100k fans in only 5 months.  In the last month, 46% of our growth has come from mobile. 45% of our audience is between 13-24 with the largest segment being male 18-24 at 26%.  For the week of Jan. 14-20, over 1 million people reached with content from SC's FB page
  5. Different Perspectives Jay Kumar editorial in Outdoor Wire (1/30/13):  Social media requires a whale-load of effort for little or no measurable return. Financial return? Forget it.  If you want even a 1 percent chance of succeeding with social media, it requires a strategy and a commitment. Bet you either don't have a strategy or you have a strategy created by a person or people who have never been successful with social media...because no one really has been. And remember: Success should not be measured by amassing friends and views.  Another reason you probably won't succeed is that "media" word. Like it or not, you are in the media business. (This is all "digital media," so if you have a website, you're in the media business.) Are you qualified to be in the media business? Do you understand it? Does legacy outdoor media really understand digital media?
  6. Different Perspectives Rebuttal editorial in Outdoor Wire (1/31/13), paraphrased:  There are lots of people on Facebook, particularly young people, that you need to reach.  While YouTube is crazy, lots of people watch YouTube videos, particularly young people.  It’s not about sell, sell, sell…but branding. But ROI on branding is hard to measure. (Social media has not proven itself as a good sales tool).  Does social media take work? Yes it does. Is it easy? Not at first. But what in life, that's worth doing, is easy at first?
  7. Different Perspectives SPORTSMAN GIVEAWAY Open to all the fans of our Facebook Page. Enter for your chance at a $25 Cabela's gift card, Sportsman Channel hat and a one year subscription to any IMO magazine of your choice. Just "like" our page then enter your information and you will be eligible to win. We will give away gift cards to a random fan on our page every time we hit 1,000 new fans! Enter one time and you are eligible for every random drawing, we get a 1,000 and you get a chance at this great prize package. How much easier can it be?! ENTER TODAY! Brought to you by: Sportsman Channel
  8. New Media is not about FB or Twitter in a vacuum.
  9. Stages to New Media Marketing  Discoverability  Visibility  Answerability
  10. Discoverability  It’s about being found!  Finding your website (or where you want to make the conversion).  Finding a breadcrumb that leads to your site (so you can make a conversion).
  11. Discoverability Discoverability comes from:  Search Engine Optimization (SEO)  Pay per click/action – Search Engine Ads, Banner Ads, Affiliate Marketing  Social Media  Content Marketing
  12. Visibility Visibility comes from:  Targeting: Put the correct message in front of a visitor when they are looking for the information.  Proper tagging of content to generate a click, i.e. title tags, author tags, and meta descriptions (shares and search results).  Usability and Navigation: If a visitor follows a link to your site, but can’t find the info, then no visibility.  Call to Action: Tell the visitor what to do…conversion! Don’t ―throw up‖ on your visitor. White space is good. Discovery + Immediate Value = Visibility =
  13. Answerability Answerability comes from:  Answer my need, whether it is entertainment, e-commerce, or information.  Is it findable - site architecture and design  Content – Photos, videos, good writing Visibility + Targeted Content = Answerability Discoverability>Visibility>Answerability=Conver sion
  14. Focus on Discoverability
  15. Discoverability Search Engine Optimization (SEO):  Learn the importance of keywords – Google Keyword Tool  Cover the basics of titles, meta descriptions, alt text, keywords, author tags, URL structure, and sitemaps.  For website and social media, use YouTube to pull in videos.  Build links. Link building includes content marketing, links from social sites, Google
  16. Discoverability Pay Per Click/Action:  Google Adwords –, Google Remarketing Ads ,, Fac, Facebook-, Facebook offers and custom audiences, Promoted Posts (>16%) to fans, Sponsored Stories (non-fans), Facebook Exchange (remarketing).  Promoted Tweets and Promoted Accounts on Twitter -  Ad Networks – i.e. Outdoor Hub,, etc. Avoid gray market, third tier ad networks.
  17. Discoverability Social Media:  Minimum – use Facebook, Twitter, Google +, and YouTube. Consider LinkedIn, Pinterest, and Slideshare.  More to social than getting more followers. Links are not often thought of as a by-product of a great social campaign but need to be.  Social media provides validation and credibility to your content if it is liked, shared, commented, and re- tweeted.  Search signals are playing a bigger role in search algorithms.
  18. Discoverability Social Media: Social Media Improves Search Results by-  Driving Inbound Links  Increase Pagerank  Influence Organic Search  Sending referral traffic
  19. Discoverability Social Media Basics:  Claim Your Name – select a vanity URL that represents your business or brand.  About Section – use SEO-friendly text (Google Keyword Tool) in describing your business. Share a lot of descriptive text like company overview, general description, operating hours, and contact information.
  20. Discoverability Social Media Basics:  Add Multimedia – use descriptive filenames, good titles for videos, upload all videos to YouTube and link to your other accounts (versus uploading directly to Facebook).  Promote Conversation – Social sites are not about one way announcements or press releases. Publish information that is useful to your customer and then interact with them
  21. Discoverability Social Media Basics:  Links – Link your social page to your other web properties, i.e. your website, Twitter page, and Youtube Channel. Annotate your video on Youtube (good title using keywords, good description, link to site, embed on site).  Photos – use of profile and background photos sets the stage for branding of your company. Be consistent across all your social properties.
  22. Discoverability Social Media Basics:  Keep interaction high with new and timely content.  Create a content/editorial calendar to ensure right mix of conversational and promotional posts.  Post content following the 80/20 rule: 80% of content should be informational, educational, or have entertainment value. Only 20% of content
  23. Discoverability Social Media Basics:  Build trust by personalizing interactions with a ―Human Touch.  Posts should be written in first person, using a conversational tone.  Show human profile pictures, images, and real names.  Connect with customers by fostering two-way dialog.
  24. Discoverability Content Marketing (brands are the new publishers): • Articles • Social media (other than blogs) • Blogs • Newsletters/Email • Case Studies • Events • Videos • Whitepapers • Webinars
  25. Discoverability Content Marketing:  In social media marketing, the focus is within the social network itself. As you produce content, it is distributed in these networks.  In contrast, the focus of content marketing is your website. Facebook, Twitter, and Google+ are used primarily as a distributor of links back to the content on the brand’s website — not as containers of the content itself.
  26. Discoverability Content Marketing:  In social media marketing, content is built to fit the context of the chosen social platform: short messages in the 140 characters range for Twitter; short posts, links, contests, quizzes, promotions, and games for Facebook, etc.  Social media marketing has a short self life with 18 minutes for a tweet and 18 hours for a Facebook post.  In content marketing, websites permit longer forms of content such as blog posts, videos,
  27. Discoverability Content Marketing:  Social Marketing >Content Marketing for most companies.  As Brands become publishers, must invest in longer form, higher quality content. ―Be your audience‖ on content development.  Goal of Content Marketing is deeper relationship with your audience and moving them down the conversion funnel.
  28. In Closing - which tools are effective at both attracting and engaging customers?  77% — websites  69% — blogs  60% — social media  59% – video sites, like YouTube  52% – event management tools  50% – email marketing Constant Contact Survey Results
  29. In Closing  What are your objectives (conversions) online?  Who is your audience and what are they searching (keywords).  Develop quality content that benefits audience, not just promoting your product, including articles, video, and photos.  Tag your content correctly (including yourself as an author). Titles and descriptions are important. Make it visible.
  30. In Closing  Market your content via social networks and content syndication to draw people to your website.  Make website ―answerable‖ to what visitors are searching from both a technical and usability perspective.  Focus on Relevance and Reputable. Relevance is what is on your page. Reputable is what people say about you (links).  Make a Conversion!
  31. So What is the Value of that Like?
  32. Value of a Like Formula L/UpM*(LpD*30)*(C/L)*CR*ACV = Value of a Like  L (Total Likes): The total number of audience members connected to your social media account. On Facebook, these are Likes of your page, and on Twitter, these are followers.  UpM (Unlikes-per-Month): The average number of fans who "unlike" your social network account each month. On Facebook, this is an "unlike," and on Twitter, this is an "unfollow."  LpD (Links-per-Day): The average number of times you're posting links, and potentially converting links driven from your social media account. On Facebook, this is the number of posts you're making, per day, that lead to a page on your website. On Twitter, this is the number of times, per day, you're Tweeting these kinds of links.  C (Average Clicks): The average number of clicks on the links to your site you're posting on your social media accounts.  CR (Conversion Rate): The average conversion rate of your website, from visit to sale or visit to lead by social site.  ACV (Average Conversion Value): The average value of each "conversion." In this context, a "conversion" is the action you've used to measure CR for. It could be average sale price or average lead value.
  33. Questions?
  34. Expand Your Horizons  Devin Graham: - 29 videos on YouTube and 174 million views since 2010 - Average viewership per video = 6 million views  Outdoor Channel: - 208 videos on YouTube and 6.3 million views - Average viewership per video = 30,288  Sportsman Channel: - 398 videos and 2.7 million views - Average viewership per video = 6,800