Social Media and Digital Marketing

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Don Schindler

• 12 years in digital• 10 years as a

marketer• donschindler.com• don.schindler@nd.edu• @donschindler

How today is going to work?

3 years ago

Social media was everything

Now

In many (perhaps most) big companies, we are past the point of debating why we should do social media and more often wondering how we can do social media well.

That’s the good news.

The bad news is that many organizations are making it much more about the media than it is about the social, using traditional incentives and rote communications crumbs cast off from dusty email newsletters.

Jay Baer – Marketing Sherpa

What you needed for marketing

• Objectives and Goals• Competition Research• Target Audience Profile• Key Insight• Brand Statement and

Story• Strategy• Tactics• Measurement• Adjustment

I treated Social Media like it was just another tactic when really I knew better.

Friends and followers

• Facebook• Twitter• Linkedin• Flickr• Youtube• Wikis• Blogs• Email

Social media is also dead – at least 1.0

Social media will not save your business.

Social media, the term,also sucks

real time communications

Face-to-Face, instant message, and cell phone are real time communications but they are also fleeting.

Social Media is real time communications that can be permanent and spread virally.

That’s the scary part.

Your audience has an audience

How many people know that he really dislikes

being here?

Brand: You

Back to the core - you

Real life vs. digital presence

Different reality

I'm not saying this is inherently bad or inherently good – it is just a different reality, and it does come with some conditions.

As leaders we need to help our workforce understand and navigate the challenges that come with the blurring of this line between the professional and personal.

This is more than just making sure your people are aware of bank scams and how to set proper security settings on Facebook.

This is helping them to understand how to recognize for themselves the implications of sharing personal information indiscriminately and of the shifting boundaries of privacy in their professional lives.

The second challenge for leaders in this environment is finding the balance between accountability and empowerment. If you're going to empower your people to communicate, you need to stick with it as you lead by example.Adm. Gary Roughead

Chief of Naval Operations

What does your digital presence look like?

Digital Footprint

How to enhance your digital presence

• You can control this - the more you add, the more the search engines find.

• Industry Standards– Domain Name / Blogging– Linkedin– Facebook– Twitter– YouTube– Blogging– Photo Sites– Member Sites

Marketing Secret: If you are suffering from negative comments, then comment yourself. It will push the negative comments up and into the feed. Same thing goes for a bad website. Add more content to the web and the bad content loses traction.

What are you known for?

Write a brand statement for yourself.

Brand Statement

• To (target audience), (your name) is the (blank) provider/service of (blank) delivered through (blank).

• To Notre Dame Campus Communicators and employees, Don Schindler is the thought leader for creative marketing and communications solutions in both digital and print.

Brand Statement

• To (target audience), (your name) is the (blank) provider/service of (blank) delivered through (blank).

• To Hispanic Business Leaders in my region, Don Schindler is the connector, the advocate and the educator of Hispanic business community through networking events and classes.

blogging

• Search Engines love blogs

• Easy to do• Comments/

Feedback• Inbound Links• Personality• Did I mention

search engines love blogs?

Linkedin secret – open up your profile

Facebook secret– using lists!

Twitter secret – don’t use Twitter

Google+ - Google Profile is more important

Geo-location

foursquare gowalla

Review sites

• Yelp• Thumbtack• Directory

services

What if you can’t be found?

• Buying adwords

How do you keep up?

Google Alerts

Monitoring Tools

• Social Mention

• SM2

Quick, Smart Responses

I post.

I get Retweeted.

I thank them.

How much time does it take?

How do you measure the return?

• You can:– TRUST– Track Your

Time– Measure Your

Connections– Ask People If

You Are Who You Say You Are

– Measure Your Digital Footprint

Brand: Digital You and Real You Merge

• You are trusted.• You will be example for your Chamber.• Does this mean everything will be fine

and dandy?• Nope. You’ll have other issues to contend

with but you will be on the right track and you’ll gain experience on how to deal with digital issues – which will help your network.

• Your employees will follow your example as well.

Now for your business

Social Media is not owned in marketing

marketing

HR

operations

sales

Customerservice

Think real time communications in every area of your business

Your audiences expect your digital presence

Your workforce has an audience

How many people know that he really dislikes

being here?

So what do you need to do?

• Goals• Listen / Monitor• Governance• Education• Back to Marketing Basics

Communication Goals

• Promote and Protect Your Reputation.• Connect with audiences in real time

and form trusted relationships.• Increase engagement with members.• Increase membership enrollment.

Listen / Monitor

• Use the free tools available (takes more time and people).

• Buy good monitoring tools.• Play attention to what is being said

and by whom.• Set benchmarks.

Set Policy

• Establish a policy / guidelines for employees.

• Educate your employees about social media and how to conduct themselves online.

• Give them a place to go if things go wrong.

Enact Education

• Take classes or get someone to teach you how to use your digital presence.

• Teach your staff these things as well.• Encourage staff to learn about social

media and how it works.• Encourage staff to use social media

to promote themselves and the chamber.

Back to traditional marketing

• Objectives and Goals• Competition Research• Target Audience Profile• Key Insight• Brand Statement and

Story• Strategy• Tactics• Measurement• Adjustment

Marketing Objectives or Goals

• What is success for you?• Can it be measured in dollars?• How will you track it?

Competition Research

• What is the competition doing?• How are they doing it?• What is the message?

Target Audience Profile

• Who is your best customer?• How do you see him or her?• How would you talk to them?• How do they see you?• Where are they?

Key Insights

• What is the simple unique thing that really speaks to your audience?

Your Brand’s Story / Voice

• Take your target audience and the key insights you’ve learned and write out what you think they would like to hear from you.

My chamber is the connection point for Hispanic businessmen and businesswomen.

My chamber is the advocate to the government for Hispanic businessmen and businesswomen.

My chamber educates Hispanic businessmen and businesswomen on best business practices.

Communication Strategy Brief

• Help you think through what you are trying to accomplish.

• Keep you on track and on message.

Creative Brief

• Helps you think out each and every tactic.

Communication Editorial Calendar

• Keeps you on the deadlines so you know when things are supposed to happen.

Strategy – Be The Connector for the Hispanic Business Community

Tactics:

• Traditional– Events– Paper Directory– Direct Mail Lists

Online Membership Group on website

Webinar

Digital Directory

Linkedin Group

Strategy – Be the Hispanic Business Community Advocate

Tactics

• Traditional– Events– Petitions– Direct Mail

Organizing Individuals Online

Email Petitions / Sign-ups

Email Newsletters

Strategy – Be the Hispanic Business Community Educator

Tactics

• Traditional– Classes– Paper Resources

Classes

Online Resource Aggregator

Where does all this happen?

Your website

• Should have:– CMS– Good design– CALL TO ACTION– Analytics– Search Engine

Friendly–Mobile

Content Management System

Design is power too.

CALL TO ACTION – Join, sign-up email, get listed

Google Analytics

Does it speak search engine?

How search engines work

• Inbound links• Domain name URL• Keyword Density/Research• SEOMOZ.org

Don’t forget Mobile (first screen)

More power

• Increase your digital presence with all the other digital pieces you’ve learned.– Blogging– Directories– Video– Social Media

The power of a blog

• Pages• Specific Answers• Comments• Search Engines love them• Inbound Links• Personality• Easy to use• Must be on your website for benefits

Email Marketing

Blacklisted

Tracking

Test, test, test

How often should you send?

• Make sure you have something relevant to say.

• Test, test, test.

Tip: Don’t blow everything on the website and nothing on outreach

Strategy – Be Found Everywhere

Strategy – Be Found Everywhere

My websit

e

Google Adwords

Bing Advertisi

ng

Facebook Ads

Facebook Page

Linkedin Twitter

Relevant websites

News Sites

Press Release

Direct Mail

Search Marketing

Rankchecker

Google Adwords – Keyword Research

Google Analytics will tell you

Keyword Density tools

Linkedin

Linkedin Power

• More connections, more touches• Connected to Twitter and Facebook• Open up your profile• A group can offer sharing• Being a community manager takes

time, patience and planning• Encourage others to talk• Automatically emails others with

updates they control

over 750 million

Facebook

Facebook brings

• More conversations• More personality• More chances to get into their “life”

stream than other pieces

Facebook secrets

• Bias against newcomers• “Most Recent” is not really your friends• Links are favored over updates.• Photo and Videos trump links.• Stalking won’t get you noticed.• Get people to comment.• Popular kids won’t see you.• http://www.thedailybeast.com/articles/

2010/10/18/the-facebook-news-feed-how-it-works-the-10-biggest-secrets.html

What to delete

• People should be able to vent but not attack or curse

• Be careful what you delete• Put up a facebook policy

Facebook CALL TO ACTION

• Join the email list• Visit our website• Encourage followers to go to website

via links, photos, & video• Be careful of contests

BRAND NEW - Subscribe

Using iframes on facebook

Facebook Ads

Facebook Ads

Twitter

Hispanic – 18%Black – 13%White – 5%

PROS

• Power of instant conversations• Spreading the word quickly• Helping out member businesses• Companies are not the answer – your

personality is.• Company Twitter as an aggregator• You can collect users with bots

what is this?

CONS

• Lots and lots of noises• Bots• Interface is not friendly• No SEO• Twitter will disappear – need your list

to engage in other places

Bots

Google+

Google+ started with lists

jeremiah owyang

Google understands threads and keeping conversations together. I do think that Google+ is more suited for rapid communication over Twitter as it threads the whole discussion in one place, and also allows for longer responses.

where I work, where I live

Review sites

• Yelp• Thumbtack• Directory

services

What if you can’t be found?

• Buying adwords

Geo-location

foursquare gowalla

Traditional learns from social media

Direct Mail

• Use landing pages on website• Use social media for other places to

connect• Offer incentives for following

(member discounts)

Landing Page

Landing Pages

Advertising – QR Code

Vontoo Calls

Measurement

• Memberships / Money is the only true measure

• Gain from Investment minus the Cost of Investment divided by the Cost of Investment

• ROI = (G – C)/C

Google Analytics

Adjustment

• I used to say that once you stepped in, there was no way back out.

• But that’s not true.• Building back your trust takes a lot of

work.

Project Management

To sum up:

Brand is both you and your employees and the services your provide

• Your chamber’s brand is you, your employees and the services you provide.

• Real Time Communications are expected not a luxury you can’t afford. Consumers demand it.

• Real Time Communications are everyone’s responsibly.

• But it all starts with you.

In 3 years ago, everything may change

Don Schindler

• donschindler.com• d

on.schindler@nd.edu

• @donschindler

Credits:page 8 - http://tpdsaa.tumblr.com/page 9 - http://www.flickr.com/photos/arvydas_simbelis/5893656874/page 11 - http://www.flickr.com/photos/timetrax/376143268/sizes/l/in/photostream/page 12 - http://www.flickr.com/photos/nickgordon/4160903892/sizes/o/in/photostream/ page 13 - http://www.flickr.com/photos/pinksherbet/2796862756/page 17 - http://mustusepowers.blogspot.com/2010/06/dan-luvisi-blows-minds.htmlpage 33 - http://www.flickr.com/photos/eamoncurry/6072966411/page 37 - http://www.flickr.com/photos/joerg73/2981270905/page 38 - http://www.flickr.com/photos/cambodia4kidsorg/3085209738/sizes/o/in/photostream/page 40 - http://www.flickr.com/photos/tinou/178796318/page 41 - http://www.flickr.com/photos/28208534@N07/5936215976/sizes/l/in/photostream/page 78 - http://upload.wikimedia.org/wikipedia/en/e/ee/DeathStar2.jpgpage 91 - http://www.flickr.com/photos/sercasey/324341982/sizes/l/in/photostream/