- 1. Business Benefits of Social Media Marketing
Phillip Kingston
Kingston Development
2. :)
3. Agenda for this evening:
Kingston Development 2011
4. Why are you here?
What kind of photographer are you?
What do you seek?
Who isnt a sole trader?
Do you consider your offering a product or service?
5. If you wish to take notes, thats cool, but be advised that these
slides and any referenced material will be available from tomorrow
at:
www.phillipkingston.com
6. Alignment of Objectives
Traffic
Conversion
The Internet
Do what I want
Visit my website
7. Marketing principles
Sale = intersection of perceived realities
Marketing communications / encoding
The real reason and the stated reason
True nature of competition
The cost of sale
Marketing mix - 4Ps
Sources of growth
New markets
More penetration in existing markets
Adapting to change in evolving markets
Kingston Development 2011
8. Social media defined
Value is delivered by fellow consumers:
Supplier = customer, customer = supplier
Web 2.0
User generated
Two-way communication
Changing notions of publishers, authority, mutability and
immediacy
Kingston Development 2011
9. Transmedia
Portfolio approach to marketing
Diversified across traditional and social media
Individual channels have contextual strengths
The next big thing?
Kingston Development 2011
10. The new marketing mix
Complex
Dynamic
Convergent
Elements are increasingly covariant
Kingston Development 2011
11. Social technology ecosystem
Almost nothing is siloed
Understanding interrelationships, strengths and weaknesses of each
piece of social media is as important as the underlying media
itself
Many light / low-engagement touch points
Nothing is constant
Kingston Development 2011
12. 1. Increasing presence within unpaid search results
- Search Engine Optimisation robot friendly
On-Site Activities
Keyword optimisation what are the best keywords?
Website optimisation where and when do I put these keywords?
Off-Site Activities
Inbound link building
Community participation
Blog commenting
13. 14. 15. 16. 2. Increase your click conversion on search
pages
People Optimisation human friendly
Copywriting
Strong call to action urgency
Relevant call to action relevancy
Local Search
Register with Google Places
Participate in the growth of mobile search
Social Search
Google +1s
Rating on Place page
Kingston Development 2011
17. 18. 19. 2. Increase your click conversion on search pages
20. 2. Increase your click conversion on search pages
21. Intermission
Agile approach to online
Try regularly
Fail fast
Learn faster
Improve continually
22. 3. Writing better and more enticing search ads
23. 3. Writing better and more enticing search ads
24. 3. Writing better and more enticing search ads
25. 3. Writing better and more enticing search ads
Convergent process, not a magic formula
Fail fast, learn faster
26. 3. Writing better and more enticing search ads
27. Use insight from keywords in your ad text
