#TRE14 Social Media and Your Digital Strategy

SOCIAL MEDIA + YOUR DIGITAL STRATEGY12.02.14

Sarah Van ElzenDirector of Social Media & Senior Digital Strategist

Follow us on Twitter: @hansondodge @sarahvanelzen

©2014, Hanson Dodge Creative. All rights reserved. @sarahvanelzen @hansondodgeHDC / Inspire and transform.

Hanson Dodge Creative

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Brand-centric digital agency integrating branding, marketing and technology Exclusive author of AHAS research on Active, Healthy and Sustainable consumers Running AHAS research published November 2014

A History of Inspiring and Transforming.

2003 First bike industry online customizer and shopping experience for Trek Project One

2005 Snowsport industry’s first online custom snowboard program for Burton

2008 Bike industry’s first iPhone optimized mobile experience for Trek

2009 Global digital platform and custom fit guide for Thule

2010 Transformation of Wilson into a unified global brand and digital player

2011 Revolutionary shop-able social media video experience for Kmart

2012 Internationally recognized, digitally integrated marketing campaign for Nick Symmonds

2013 Designed Active Commerce™, Sitecore’s first brand marketing e-commerce platform

2006 Empowered VW customers to custom build the car of their dreams.


WHAT YOU’LL SEE TODAY

STATE OF SOCIAL/DIGITAL

IT ALL STARTS WITH CONTENT

CONTENT STRATEGY IN A DIGITAL WORLD

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STATE OF SOCIAL + DIGITAL

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©2014, Hanson Dodge Creative. All rights reserved.

@hansondodgeHDC / Inspire and transform.

Social

Mobile/ResponsiveProduct Information

Traffic

Experience

D-Commerce


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Over 80% of consumers are researching products online before buying.

Source: Kitewheel

©2014, Hanson Dodge Creative. All rights reserved.

CONSUMER BRANDRETAILER

@sarahvanelzen @hansondodgeHDC / Inspire and transform.

YESTERDAY

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TODAY

CONSUMER BRANDBRAND

RETAILER

E-TAILER

INTERNET


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Who is in charge?The Consumer.


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To survive, manufacturers and retailers must

capture their customers.


IT ALL STARTS WITH CONTENT

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Marketing Investment Model Sales Cycle


What is content marketing?

Creating and promoting content that is valuable, unique and engaging.

Targeting a known audience with the goal that they perform a desired action.

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Why is content marketing valuable?

Business Value

Sales

Cost Savings

Customer Retention Rates

What are the goals?

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KPIs

Increase in demand

Increase in lead quantity

Shorter sales cycles

Increase in customer awareness

Market share indicators

Qualitative customer feedback


Why is content marketing valuable? What are the goals?

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Trackable indicators

Awareness (Community size, Subscribers, Impressions)

Engagement (Sentiment, comments, sharing)

Conversion (Website traffic, e-commerce sales, White paper downloads)


CONTENT STRATEGY IN A DIGITAL WORLD

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Only 4% of women around the world consider themselves beautiful.

Dove is committed to building positive self-esteem and inspiring women.

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75% of consumers said that product information found on social channels influenced their shopping behavior and enhanced brand loyalty.

Source: Deloitte Digital, The New Digital Divide, 2011

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50% of people talk with friends after watching a video.

Source: Think with Google

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91% of consumers feel an “in the moment” offer might influence their purchase.

Yet only 32% of marketers have the tools in place to deliver on “real time,” often arriving too late to make an impact.

Source: Kitewheel

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40% of social users have bought an item after sharing or favoriting it on Twitter, Facebook or Pinterest.

Source: Gartner Group

90% of shoppers prefer to buy in a brick-and-mortar store.

Source: AT Kearney Omnichannel Study

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79% of time online is spent interacting with content.

Source: Content Marketing Institute

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Over a thousand names on our bottles 998 million impressions on Twitter 235,000 tweets from 111,000 fans using the #ShareaCoke hashtag More than 150 million personalized bottles sold Over 730,000 glass bottles personalized via the e-commerce store 17,000 virtual name bottles shared online across Europe 65 experiential stops on the Share a Coke tour

Share a CokeUnited Kingdom


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Strong brands have a belief system Brands go beyond product features and benefits Brand is not a campaign Strong brands are searched and create demand Demand is driven both online and offline

Invest in your brand


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Create content that’s bedtime-story worthy


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Want a copy?

Drop a card.

Thank you!Hanson Dodge Creative / Inspire and transform.

www.hansondodge.com @hansondodge @sarahvanelzen