Marketing in New Media

New Media versus Social Media
Social Media Efforts can be in a Vacuum
Objectives of New Media Marketing
Conversion!

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

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

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?

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?

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

New Media is not about FB or Twitter in a
vacuum.

Stages to New Media Marketing
 Discoverability
 Visibility
 Answerability

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).

Discoverability
Discoverability comes from:
 Search Engine Optimization (SEO)
 Pay per click/action – Search Engine
Ads, Banner Ads, Affiliate Marketing
 Social Media
 Content Marketing

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 =

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

Focus on
Discoverability

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

Discoverability
Pay Per Click/Action:
 Google Adwords – google.com/adwords, Google
Remarketing Ads
 Facebook.com/marketing, Facebook.com/advertising, Fac
ebook.com/business, Facebook-
studio.com/education, Facebook offers and custom
audiences, Promoted Posts (>16%) to fans, Sponsored
Stories (non-fans), Facebook Exchange (remarketing).
 Promoted Tweets and Promoted Accounts on Twitter -
business.twitter.com/marketing-twitter
 Ad Networks – i.e. Outdoor Hub, Advertising.com, etc.
Avoid gray market, third tier ad networks.

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.

Discoverability
Social Media:
Social Media Improves Search Results by-
 Driving Inbound Links
 Increase Pagerank
 Influence Organic Search
 Sending referral traffic

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.

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

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.

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

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.

Discoverability
Content Marketing (brands are the new
publishers):
• Articles
• Social media (other than blogs)
• Blogs
• Newsletters/Email
• Case Studies
• Events
• Videos
• Whitepapers
• Webinars

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.

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,

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.

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

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.

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!

So What is the Value of that
Like?

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.

Questions?

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