MARKETING IN THEDIGITAL AGE

Hat Trick Inspirations:

Heather Davis

Timothy Pagano

“IN THE ATTENTION ECONOMY,YOUR COMPETITION IS EVERYBODY.”

OBJECTIVES:

Explore Marketing strategies that you may be missing out on.

Go from FRIED out to FIRED up about your marketing efforts

Discover what works and how some people have done it

Examples and Case Studies

Create your own strategy for implementation

Resources to Get Started.

TIMES: THEY HAVE ‘A CHANGEDGet your conventional

marketing working with

your digital marketing

This is what your Marketing Plan Should Look Like.

GO FROM FRIED OUT TO FIRED UP ABOUT YOUR MARKETING EFFORTS

Flat

Repetitive

Interruptive

Erratic

Dull

Frequent

Interactive

Relevant

Entertaining

Directed

FrequentYou have to interact frequently

Hourly- Daily – Weekly - Monthly

Time of Day

It’s ok to repeat Information – just do it in a different way!

Fun Fact: the life of a Tweet is 5 minutes, so tweet tweet away!

Interactive Your marketing should be interactive

ask questions

take polls

request photos/use photos

create competitions

include pictures

include links

Relevant Information needs to be relevant to your audience Age Appropriate

Topics That They are Into

Language: slang & language

Delivery Method

USE YOUR CUSTOMERS! People like to see themselves and their kids – they are going to share that content. So use it!

EntertainingYou have about 5 seconds to make an impression Keep it funny and fresh (but appropriate)

Get to the point

Intrigue them with a headline

Share current events

Why be boring? Do you read or react to boring advertising?

Fun Fact: Posts with Images are 5

times more likely to be viewed and

2x more likely to be shared.

DirectedYour marketing should have a voice and be directed to the right audience.

Intention

Purpose

Direction

Goals

One Size Does Not Fit All

If you don’t know who you want to reach – how do you expect them to find you?

MARKETING THAT STICKS NEED TO BE ACTIVE (SPRINKLED WITH A LITTLE STATIC).

StaticClassic Marketing

Newsletters

Flyers & Posters

Press releases

Website*

Email*

Social Media*

ActiveDigital Marketing

Social Media*

Content

Mobile

Search (Paid & Organic)

SEO

Video

SOCIALIf you aren’t doing

anything social, you’re

already failing.

SO… WHERE PEOPLE ARE AT?1.2 Billion Users on Facebook

490 Million YouTube users per month

87 Million Users on Flickr

343 Million Users on Google+

150 Million Users on Instagram

40 Million Users of MyFitness Pal

70 Million Users on Pinterest

20 Million Users on Prezi

500 Million Users on Twitter

http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-

social-media/3/

NOT ON SOCIAL? STILL!?... IN 2013?

Biggest Reasons Agencies Aren't on Social Sites:

Worry it will decrease productivity

Worry about PR blunders

Afraid of losing control

Have bandwith issues

Scared of it because they don’t know what it is? (It changes so fast)

Aren’t good at it.

Still think it’s a “Fad” (yea, so was Skateboarding, right?)

IN REALITY…

Unrestricted use of SMS at work increased productivity by 9% (AT&T)

Allowing employees to access SMS increases employees sense of trust and increases morale

Oh, and Employees are already accessing SMS on mobile devices..

www.socialnomics.net

So Why not get them

working while they’re at

work?

LEAD BY EXAMPLE

Get your Higher Ups on Board to

lead by example… no matter how

old they are.

George Takei – 76 years old… has

4.5 Million Followers on Facebook & a

show on YouTube, sponsored by AARP

GET ONLINE AND CONNECT. START SHARING… BUT REMEMBER THE DO’S AND DON’TS:DO:

Give

Advise

Warn

Amuse

Inspire

Amaze

DON’T:

Talk too much about yourself

Be too edgy or offensive

Be obscene or rude

Ask for likes

Bore them to death

“People buy from people they know, like and trust.” – Bob Burg

SOCIAL: WHAT WE

Pinterest

Share your photos: arts & craft projects, program successes, coaching techniques, etc.

80% of Pinterest Users are women

90% of Pins are Re-pinned =

Large opportunity to create original content and become the lead in your field!

Images work! And it links to your website or other SMS.

VERY SHAREABLE! = Conversation

Find what you want &

Post Original Content!

CONTENT MARKETINGWhat the heck is this and why do I keep hearing about it?

CONTENT IS KING.. BUT WHAT IS IT?

Visual content Infographics

eBooks Short, downloable books

White Papers Short, downloable fact sheets & articles

Vidoes YouTube, Vimeo, Vine

Interactive Media Apps, games, contests, etc.

“The key to epic content marketing: consistently create and share information that

packed with UTILITY, seeded with INSPIRATION, and honestly EMPATHETIC to attract

customers to you”. - Ann Handley

CONTENT = INFORMATION

Create Engaging Content.

Your Content should mean something: 30%: Share Personal Information and

Expertise

30% Share Company Information and expertise

30% Share information that is interesting and useful. Its’ OK to share from outside sources: repost good stuff!

10% Self Promotion or Selling Stuff

People enjoy connecting with people = let them get to know the people behind the agency.

WHY INFOGRAPHICS ROCK AND WHY YOU SHOULD START MAKING THEM NOW.

Demonstrate expertise on your topic

Stand out amongst less visually interesting formats

Take advantage of the fact that 90% of information enters you brain visually

Help visualize statistics for easy understanding

Often go viral – or at the very least – are readily shared

Get increased mileage when you provide the code to embed them

Encourage links back to your site to generate higher traffic

Help heighten brand awareness

- Taken From Zabsico

INFO

GRA

PHIC

S

HO

W P

ARK

S &

REC

CA

N U

SE T

HEM

FREE (YES FREE) INFOGRAPHIC RESOURCESInfogr.am

Easel.ly

Piktochart.com

Visal.ly*

Embed Code generators:

Article: http://blog.hubspot.com/how-to-create-embed-codes-generator-infographic-content-ht

Generator: http://www.siegemedia.com/embed-code-generator

And create them in Powerpoint! Great resources and templates on the web. Check out hubspot.com for marketing resources.

MOBILE2.4 Billion cell users have

smart phones with web...

4.5 billion don’t…yet.

THESE ARE EASILY GENERATED AND CAN BE

ADDED TO FLYERS, POSTCARDS, FACEBOOK

POSTS, ETC.

LINK YOUR URL SO THAT PARTICIPANTS CAN GET

UPDATES ON PROGRAMS AND ACTIVITIES

QR CODES

www.visualead.com

RESOURCES WE

Prezi.com

- online presentation tool (you build dynamic presentations & share)

Slideshare.net

-online presentation tool (you upload and share). It’s a great FREE resource to find presentations too.

Dropbox.com

- online storage, accessible from any device

YouTube.com

- duh. Start a Channel & post videos

Vine (app)

-Instagram for 5 second videos.

Wordpress.org

-open source & FREE blog & website building tool

Google AdWords

Google.com/giving

Adwords.google.com

CONNECT WITH US

hattrickinspirations.com

info@hattrickinspriations.com

@heatherandtim

/hattrickinspriations

Heather Davis

South Bay Search Marketing

Marketing Manager

310-715-8257

Timothy Pagano

City of Brea

Program Specialist II

714-990-7179