New Media Marketing, Presentation by Catharine Frith

Small Business Centre

New Media Marketing Tools

3New Media Marketing Tools

• Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.

• Marketing is the management process that identifies, anticipates and satisfies customer requirements.

• Marketing is having the right product, in the right place, at the right time, at the right price!

What is Marketing?

Anything that influences the buying decisions of the consumer!

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• It refers to on-demand access to content any time, anywhere, on any digital device, as well as interactive user feedback, creative participation and community formation around the media content.

What does New Media refer to?

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• Social media can be defined as "interactive platforms via which individuals and communities create and share user-generated content.”

• This year social media has become one of the most powerful sources for news updates through platforms like Twitter and Facebook.

• It can take on different forms such as Internet forums, weblogs, social blogs, microblogging, wikis, social networks, podcasts, photographs or pictures, videos as well as rating and social bookmarking (www.delicious.com).

Social Media

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•When you combine marketing and social media along with new platforms that cater to on-demand access you now have in your possession some very powerful tools.

You have: word of mouth at the speed of light!

Marketing, New and Social Media


what – needs to be done when – it needs to be done who – needs to do it how – it needs to be donewhy - why is it needed where - use each opportunity

• What is the message?• Where can we place the message? • What is the budget?• Why are we doing this (demand or growth etc)?• When do we start?• How will we know if it is working?• Who is accountable?

Online Marketing Strategy

You need a plan!

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•Capturing the attention of others•Making yourself easy to find•Directing customers to your website•Producing content such as:

– Blogs, podcasts, video, eBooks, eNewsletters etc.

Earn your way in!

Inbound Marketing

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• Old Marketing – you push products• You buy or bug your way in

– Paid advertising– Press releases

Communication is one-way!

There has been a decline in outbound marketing because of the shift in consumer behaviour. People are in more control now.

Outbound Marketing


• Consumers have the power • They can do price comparisons quickly• They can tweet or Facebook about your store or

service• They can write a review about your business• They can email not just one or two but hundreds of

people with one click

Conversations now happen about

you without you even being there!

Online Marketing


• Difficult to measure, given the web’s vastness - but there

are analytics out there to help you• You can create a website, blog, podcast, write an eBooks,

tweet – there are so many options • It can be less expensive• 24/7• It can be a low commitment period - you can quickly

change your marketing mix for best results • It can be interactive and fun

Online Marketing

New marketing is about education and relationship building!


• 12.3 billion – Internet users worldwide (Oct 2012)• 181 million – The number of blogs on the Internet (March

2012)• 400 million - Sent tweets on Twitter per day (June 2012)• 10 billion have uploaded photos to Facebook per month • 144.8 trillion – The number of emails sent per day (Sept 2012)• 644 million – The number of active websites as of (Jan 2012)

Statistics

Boomers - 96% have joined a social networkMillennials – 96% have joined a social network


15 Most Popular Social Networking Sites

Number 1 – 750,000,000 estimated unique monthly visitors



www.ebizmba.com



Others: DeviantArt, LiveJournal, Tagged, Orkut, Pinterest, CafeMom, Ning, Meetup, myLife and Badoo

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Human-versus-machine• Watson had access to 200 million pages of structured

and unstructured content consuming four terabytes of disk storage including the full text of Wikipedia, but was not connected to the Internet during the game.For each clue, Watson's three most probable responses were displayed on the television screen. Watson consistently outperformed its human opponents on the game's signaling device, but had trouble responding to a few categories, notably those having short clues containing only a few words.

Watson Computer - Jeopardy

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• If we connect with the data that is right for our business it will help us understand our customers.

• If we know our customers well then we will know what their needs are and how to sell to them.

• It will also enable us to be prepared and flexible.• The sharing and gathering of information can also create

visibility for you and your business.

The Value of Data

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• The ability to communicate instantly!

• Whether you are commenting or reacting to breaking news – you are doing it in real time.

• We can change our websites or comment on feedback we have received – instantly upon receiving it.

Real Time – What does it mean?


Halton Region Small Business Centre

www.haltonsmallbusiness.ca

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http://www.facebook.com/fbpages#!/fbpages?sk=wall&filter=2

http://mashable.com/2009/09/22/facebook-pages-guide/

New Media Marketing Tools

Facebook

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• Did you know that more than half of Facebook users access it through mobile devices!

Facebook

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Going Mobile….

We will see less time spent on digital screens, reduced focus on textual conversation and an increase in image and video-based storytelling. B2B companies should know that the continuous connection to their customers now carries with it an expectation for customer service and account management to be faster and more attentive. B2C companies will have an equal responsibility to be timely in responding to customer inquiries. Mobile will offer a greater contextual opportunity to capitalize on location and behavioural data, while traditional social media listening and community management will be challenged,” says Tim Hayden.

“Businesses need to understand if and how their customers use mobile devices, then provide a holistic experience that does not change for users as they navigate websites and mobile applications,” says Brian Solis.

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Twitter

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Linkedin Business Account

Add Connections

Engage with discussion or

feeds

Answer/ Questions

Join Industry Groups

Encourage company

employees involvement

Post Jobs

Linkedin

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Use tools such as TweetDeck or HootSuite, that let you see and manage multiple accounts all at once, without going to the Web sites and logging in each time.

Social Networking Management

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Online Video MarketingVideo Marketing

Vlog (Video) or a podcast are both effective forms of marketing because of the impact it has on customers.

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Email Marketing

Email is cost-effective. Email builds relationships. Email is “push technology.” Email provides timely results. Email is quick to produce. Email accommodates hyperlinks. Email enables affordable segmentation and targeting. Email works well when part of an integrated direct marketing campaign. Email can be a viral marketing tool Build subscriber list – ask for opt-in

- Benefits & Features

Email Marketing


• Start a blog (Wordpress)• Facebook • Banners• Twitter• YouTube• Flickr• LinkedIn – social networking

www.howsociable.com

Social Media

Learn from your heroes and your competitors, add their brands to your dashboard.

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Facebook Insights YouTube Insights

Tweet Stats Bit.ly

Analytics

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• Real-Time Social Media Analytics

• Dataminr's analytics engine transforms social media streams into actionable signals, providing clients in the financial and government sectors with one of the earliest warning systems for market-relevant information, noteworthy events, and emerging trends.

• They have developed a strategic partnership with Twitter – includes real-time access to the full Twitter Firehose of public tweets (there are 50,000 apps).

http://www.dataminr.com/

Dataminr

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• Tumblr - lets you effortlessly share anything. Post text and photos – it is a good micro blogging tool

• Yfrog - free image and video hosting on your social networks • Lockerz - operates primarily on the basis of accumulating and

spending Lockerz points, also called PTZ. Members acquire PTZ for logging in to the site, watching short videos, referring friends, answering daily questions and polls, or purchasing items from Lockerz..

• Blogger - is a free blog publishing tool from Google – customizable templates

• Wordpress - Bluehost has been providing quality web hosting solutions to businesses and individuals since 1996.

• Foursquare - Foursquare is a free app that helps you and your friends make the most of where you are. When you're out and about, use Foursquare to share and save the places you visit.

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• Get Glue - is an entertainment-based social networking website for mobile devices. Users "check-in" to the entertainment that they consume using a website, mobile website, or a device-specific application

• Twitter - Twitter is an online social networking service and micro blogging service that enables its users to send and read text-based messages of up to 140 characters, known as "tweets"

• Pinterest - is a social bookmarking site where users collect and share photos of their favourite events, interests and hobbies One of the fastest growing social

• Hostgator - is a web hosting company • Digg.com/Reddit.com– social bookmarking and social news

sites• Thenextweb.com – world’s largest online publication that

delivers an international perspective on the latest news • Bulldogreporter.com - The leading source of public relations

view, news and tools


Test your market by doing a survey:

www.surveymonkey.com

This way you can make sure you are on the right track.

It’s FREE – you can ask ten questions!

Taxes: GSTFind Out From Your Customer What They Think!

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http://www.youtube.com/watch?v=6ILQrUrEWe8

Did you know?

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Come gather 'round peopleWherever you roamAnd admit that the watersAround you have grownAnd accept it that soonYou'll be drenched to the boneIf your time to youIs worth savin'Then you better start swimmin'Or you'll sink like a stoneFor the times they are a-changin'.

The Times They Are A-Changin’ – Bob Dylan


Halton Region Small Business Centre

Catharine Frith – [email protected]

1151 Bronte Road, Oakville, ON L6M 3L1Phone: 905-825-6000 extension 7732

Toll Free: [email protected]

www.haltonsmallbusiness.cawww.twitter.com/HaltonEcDev

haltonsbec.wordpress.comwww.facebook.com/HaltonSBEC

Monday to Friday, 8:30 am–4:30 pm

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New Media Marketing, Presentation by Catharine Frith