Real Match Webinar - Crash Course for Local Media

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Top Digital Trends: A Crash Course for Local Media

Webinar October, 2014

The Internet, and social media in par3cular, have

RADICALLY CHANGED the way people consume informa3on and the way businesses

PROMOTE THEMSELVES.

The rules of marke3ng HAVE CHANGED.

Consider:

WHERE do your current and future customers

FIND WHAT THEY NEED?

Building brand awareness and customer rela3onships

SOCIAL:

What does it take?

Listening

The Key is to build ENGAGEMENT #notaonewaystreet

LISTENING IS content

OUTREACH IS content

CUSTOMER SERVICE is content

Your Customer’s Story

IS CONTENT

Facebook

A different point of view

What does it take? CONNECTING

#hashtags, RT, Like, Favorite, Reply

70% of people trust online reviews

by strangers

90% of people trust online reviews

by people they know

The key is REPUTATION MANAGEMENT…

And you need it now more than EVER!

GeYng Found SEARCH:

97% of consumers search for local

businesses online

How you rank in SEARCH is criZcal

• 90% of searchers stop on PAGE 1

• 75% stop aAer 5 lisZngs

MOBILE Close to the sale and reach customers where they are

Facebook now has over 725 million

mobile users Do you have a usable mobile web site?

New Trend:

NaZve AdverZsing: What’s the buzz

about?

New Trend:

ProgrammaZc AdverZsing

What does this mean to our sales?

Consider:

HOW can you leverage this power FOR YOUR ADVERTISERS?

Online MarkeZng Landscape •  SMBs Digital Marke3ng spend to outpace Digital Adver3sing by 2.5x this year * •  $97billion projected in PR and Social Media Marke3ng consul3ng services (each more than radio and newspaper combined) * •  SEO projected spending $40billion, Email management $43billion * •  80% of companies will par3cipate in social media marke3ng this year, nearly double from last year ** •  Mobile and Video Marke3ng rapidly growing

Sources: * Borrell Associates, **eMarketer

Your Customers’ Needs Are Changing

The customer: Local businesses •  Increasingly, cannot afford tradi3onal marke3ng, but don’t understand op3ons •  View online marke3ng, and Facebook in par3cular, as an affordable and important op3on •  Are too busy to keep up with managing their marke3ng and their businesses, seek assistance •  Are hungry for solu3ons •  Social media can bring significant results

Your Clients’ Needs Are Changing

•  Newspaper SMBs use digital media heavily – and plan to do more. And they’re also more selec3ve.

•  They’re ramping up their online presence, and how much they spend to maintain it and engage across it.

•  Digital fragmenta3on presents tough challenges – like measuring ROI for “owned” and “earned” media.

•  Newspapers are s3ll well-‐posi3oned to serve this marketplace.

What does this mean? •  Local businesses are seeking online marke3ng solu3ons are overwhelmed with op3ons, and trust you •  Your compe33on is NOT other media companies •  As print slowly erodes, digital marke3ng services grow rapidly •  Marke3ng services vs. adver3sing: where growth opportuni3es lie, requires different kind of sale •  Need teams to be able to sell audience, understand the adver3ser problems to solve and iden3fy solu3ons

What does it mean to your sales effort? •  Does NOT have to be a separate group or “agency”, BUT does need digital sales acumen and dedicated sales resources •  An en3rely different level of service •  Non-‐product or plahorm specific •  Client-‐focused vs. product-‐focused •  Non-‐biased •  Solu3on-‐oriented

For RealMatch a`endees: A free evaluaZon of your opZons

[email protected] www.dreamlocal.com

@shannonkin, @dreamlocal www.facebook.com/dreamlocal

207-‐593-‐7665

http://Publishers.dreamlocal.com

Real Match Webinar - Crash Course for Local Media

Leadership & Management

Transcript of Real Match Webinar - Crash Course for Local Media