7 digital marketing trends for 2014

with LISA HARRISON, DIGITAL MEDIA STRATEGIST

2014 Digital Marketing Trends

Passionate about media + internet + relationships

= DIGITAL MEDIA STRATEGIST!

MY Mission “Create safe, supportive and structured social communities online.”

a little about Lisa...

@_lisa_harrison #smm

this morning we are going to discover...

7 Digital Marketing trends for 2014

@_lisa_harrison #smm

•Customerretentioninadigitalenvironment

•MoreeffectivewaystodrivewebsitetrafficthanSEO

•LatestupdatesontheWeb&Web4.0

•Whatyourbusinessshouldconsidertobeaneffectivepartoftheconversation

•UnderstandingdigitalROI

what you’ll learn

@_lisa_harrison #smm

what do I need to do to be a success in social media marketing?

a) Pinpoint b) Publishc) Shared) Networke) All of the above

pop question

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FACEBOOK

www.fb.com/Secretstosocialmediamasterywww.fb.com/pomocreative

TWITTER

@secretstomedia#smm

BLOG

www.pomo.com.au/blog

connect

@_lisa_harrison #smm

you will walk away with...

@_lisa_harrison #smm

•INSPIRED by some real digital marketing examples,

•ARMED with ideas for testing digital marketing within your own organisation,

•The most EDUCATIONAL 30mins of your day.

•

The INTERNET has had a tremendous impact on many aspects of our lives, from daily relations to our business practices.

But one of the most dynamic changes are how businesses and consumers COMMUNICATE.

@_lisa_harrison #smm

OUTBOUNDMARKETING.

Interruptconsumers

Telemarketing

TradeShows

Directmail

EmailBlasts

Printads

TV/Radioads

V’S

INBOUNDMARKETING.

Permissiontocommunicate

SEO/SEM

Blogging

SocialMedia

RSS

Freetools/trials

Viralvideos

Rethink Marketing.

@_lisa_harrison #smm

Traditional forms of Communication are dying!

@_lisa_harrison #smm

2014 is all about

ENGAGEMENT.@_lisa_harrison #smm

Connecting and building communities who are prepared to stand up for your brand

that is ENGAGEMENT!@_lisa_harrison #smm

The future of marketing integrates traditional and social

tools, connected by successful, ongoing relationships with

media, influencers, and people.

That’s right…it’s about relationships and it’s about people.

Relationships serve as the foundation for everything,

whether its traditional or new media, and the constant

reminder that we’re reaching people, and not audiences,

will keep us on a path to relevance.

BrianSolis2007Internationalpublisherinnewmedia.

Social Media biggest opportunity

in history to ENGAGE

@_lisa_harrison #smm

What is Social Media? Social - a two-way communicationMedia - a one-way communication

=

Turning communication into interactive dialogues.

Websites which build on Web 2.0 technologies to provide space for in-depth social interaction, community

formation, and the tackling of collaborative projects.

What is social media marketing?

Content + Context +

Connection + Community

=

Social Media Marketing

Roles and responsibilities of a Social Media Manager (SMM)?

•Createinboundtraffic

•Reputationmanagement

•Conceptualise,launchandmanage

campaigns

•Customerservicethroughonline

enquiries

•Reportoneffectiveness

Why is SOCIAL MEDIA GOOD for business?

•Increasedwordofmouth

•Accessibility

•Range

•LowCost

•Marketingopportunities

•SEOandlargerdigitalfootprint

•Research

•Collaboration

•Instantcommunication

•Measurability

• Increasedtrafficandsubscriberrates

@_lisa_harrison #smm

why does my business need social media?

@_lisa_harrison #smm

Customer engagement is essential for customer acquisition and retention.

digital marketing trend #1

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Social media has become an important part of building a DIGITAL FOOTPRINT.

Online consumers are using social media more frequently before making the purchase decisions by communicating with their networks.

@_lisa_harrison #smm

@_lisa_harrison #smm

according to marketingmag.com.au...

Over 45% OF B2B organisationsclaim they DON’T KNOW HOW to OPTIMISE SOCIAL MEDIA in their organisation.

IS THAT YOU?

Face-to-face

+

Onlineconversations

=

LoyaltyandAdvocacy

the bottom line

@_lisa_harrison #smm

ThesuccessofbrandsisduetothePEOPLEbehind

anengagingbrand.

It’severyonefromsenior leadershiptothemost

junior staff,andeventheconsumers.

TIP: CULTURE.

@_lisa_harrison #smm

Right now Facebook has global dominance in the social networking realm.

digital marketing trend #2

@_lisa_harrison #smm

Nearly 11 million users

51% penetration of the Australian population

64.26% in relation to the number of internet users.

54% of Australian users are female

26% of Australian users aged 25 - 34

75% of Australian users engage with the platform at least once a day, with 54% using it several times a day.

@_lisa_harrison #smm

social media sites to suit your brand

Business 2 Consumer

Facebook

Twitter

Google +

Youtube

Foursquare

Flickr

Tumblr

Blog

Instagram

Pinterest

A retail business, for example, needs to monitor online review site Yelp.

Be wherever your customers are!

@_lisa_harrison #smm

Business 2 Business

LinkedIn is the only real B2B social network that was developed purely to develop direct B2B sales relationships for B2B marketers.

If you’re on limited time and resources and looking to greatly increase your bottom line, you should invest wholly in LinkedIn.

Consider a blog to leverage content to drive conversations, as that will be key to differentiating your company from the rest.

@_lisa_harrison #smm

TIP: Think of the strongest brands you know.

@_lisa_harrison #smm

1 2

3 4 5

Top five brands on FACEBOOK.

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What do they have in common?

They deliver well on VALUE PROPOSITION.

That is, they do what

they say they will, and most likely do it better

than others in their industries.

@_lisa_harrison

digital marketing trend #3

Social Media and Content marketing will drive more traffic to your website than SEO.

@_lisa_harrison #smm

techniques of getting targeted traffic to your site (and don’t involve Google in any way shape or form! )

• Social media

• Social bookmarking

• Video marketing

• Blog Commenting

• Guest Posting

• Sourcebottle (http://www.sourcebottle.com.au/)

• Your Email Signature

@_lisa_harrison #smm

based on magnet method

• Permission based.

• Allows the recipient to opt out, and to control what they do and don’t see.

• It puts the power in the hands of the consumer.

• It revolves around engagement – 2 way conversation – social.

@_lisa_harrison #smm

• EDM – electronic direct mail, email newsletters and email alerts

• ebooks

• podcasts

• websites

• social media

• publishing - blogging

• podcasting

• video content

examples of content marketing

@_lisa_harrison #smm

TIP: CLARITYBuild relationships first, promote your content later .

@_lisa_harrison #smm

Focus on Your Benefits, Not Your Feature.

Whatproblemdoyouhelptosolve?Whatcriticalservicedoyouprovide?

Askyourselfthesamequestion5times:

Why do you do what you do? why?why?Andsoon.

@_lisa_harrison #smm

Know your target.

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@_lisa_harrison #smm

DemographicsGenderAgeEducationlevelIncomelevelMaritalstatusOccupationReligionSizeofafamilyGeographicetc.

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Psychographics

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digital marketing trend 3

digitalmarketingtrend#4

WEB 4.0

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“The sheer size of the audience makes mobile increasingly important to advertisers.”

JoeLaszlo,seniordirectoroftheMobileMarketingCenterofExcellenceattheIAB,NewYork.

@_lisa_harrison #smm

TIP: CREATE AUTHENTIC, TARGETED EXPERIENCE.

Use data to turn an anonymous visitor into individual consumers.

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digitalmarketingtrend#5

Reputation Management.

@_lisa_harrison #smm

Reputation management is the practice of making people and businesses look their best.

To accomplish that, people need to control their online search results because they frequently contain inaccurate, misleading or outdated material which can adversely influence how web searchers view them.

@_lisa_harrison #smm

•Create your own content and optimised profiles, to push offending content down to that proverbial third page in google search results.

•Search yourself

•Buy your domain name

•Join social networks

•Optimise your presence on these sites

•Keep private things private

TIP: MONITOR

@_lisa_harrison #smm

digitalmarketingtrend#6

The influencer will become more influencing

@_lisa_harrison #smm

1. PUBLISH

Everyonecanpublishanythingforeveryone

•publisheverythingyouhaveanywhereyoucan,

•monitorwhatotherspublish,promoteit

3WaysinfluencersuseSOCIALNetworking.

@_lisa_harrison #smm

@secretstomedia#smm

2. SHARE

Anyonecanpromoteanythingtoeveryone

•monitorwhat’sbeingsharedaboutyou

•findwhereyouraudiencehangsout

•promoteyourcontentandothercontent

•sharecontentyouraudiencewithlove

@_lisa_harrison #smm

3. NETWORK Anyonecanconnectwitheveryonefromanywhere

•findyourexistingconnections

•networkthroughgroups

•behelpful-answerquestions,shareinterestingcontent

•makenewconnections

@_lisa_harrison #smm

with Social Media strategies.

Ultimately its about your audience feeling connected to you and wanting to spread your brand story.

TIP: CREATE COMMUNITY

@_lisa_harrison #smm

@secretstomedia#smm

Personalisation

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Entertain and Compel

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@_lisa_harrison #smm

@_lisa_harrison #smm

@secretstomedia#smm

Credibility

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@_lisa_harrison #smm

@secretstomedia#smm

Value

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@_lisa_harrison #smm

@secretstomedia#smm

Ideas / Solve a problem

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@_lisa_harrison #smm

80% useful, relevant and informative content

20% bragging about your achievements (establish yourself as an expert and/or boost your credibility)

bonus tip: Become An Influencer TIP: the 80/20

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digitalmarketingtrend#7

Social Media ROI

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Return on Investment

EXAMPLE

BenefitsSales Leads & referralsCustomer feedbackIncreased online trafficInstant communication

CostsTimeSubscriptions AdvertisingPurchases

ROI (Outcomes)Surplus – in this case repeat the formulaShortfall – look for improvements to find problem

@_lisa_harrison #smm

TIP: Obtain feedback - to improve social media campaign activities

•Analytics

•Subscribers, Customers

•Colleagues

•In person

•Competitors

@_lisa_harrison #smm

TAKEAWAY THE “AGE OF STRATEGY”

Communication now needs to be an interactive dialogue

ENGAGE@_lisa_harrison #smm

Where a lot of companies fall over in implementing digital marketing and engagement strategies.

Who is responsible for this stuff?

Do we have the “know how” (education)?

What are our priorities?

@_lisa_harrison #smm

Brisbane & North Sydney

For further information on Social Media Mastery or to book please call 1300 572 349, or visit www.secretstosocialmediamastery.com.au

Learn More...

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Become an Accredited SOCIAL MEDIA MANAGER Join me at Social Media Mastery Certificate IV in BusinessBSB40207 The training is fully accredited

Session One, 2 days (Prerequisite for remaining Sessions)Establish networks (BSBREL401A)Advanced online business networking using social networking tools (Building Client Relationships and business networks, BSBREL402A)

Session Two, 2 daysE-commerce (Conducting e-marketing communications, BSBMKG412A)

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THANK YOU!

MORE INFORMATION

Email:lisa@pomo.com.au

www.secretstosocialmediamastery.com.au

www.pomo.com.au

Subscribe to my newsletter at www.lisaharrison.com.auwww.secretstosocialmediamastery.com.au

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@_lisa_harrison #smm