Download - Using Social Media to Start Conversations
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D I G I T A L M A R K E T I N G I N E C O N O M I C D E V E L O P M E N T
Using Digital Tools & Social Media to Start Conversations
Presented by Guillermo Mazier/ Atlas Advertising
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1. What role does my online presence play in starting conversations with expanding and relocating companies?
2. How do users really interact with websites, GIS websites, digital campaigns, and mobile versions?
3. What goals should I set for conversion from digital to the real world?
4. How can I perform a self audit of my own website?
5. How much does having a high-converting digital presence cost, in terms of time and money?
Questions we will answer
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200+146
175
Communities shared their data
Average number of conversations per organization in the last 12 months
$234million
Average capital investment per community in the last 12 months
Website visits per conversation
1,293
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Average jobs announced per organization, last 12 months
Value of a conversation, in number of jobs
The Surprising EconomicsOF ECONOMIC DEVELOPMENT ORGANIZATIONS
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200+146
175
Communities shared their data
Average number of conversations per organization in the last 12 months
$234million
Average capital investment per community in the last 12 months
Website visits per conversation
1,293
15
Average jobs announced per organization, last 12 months
Value of a conversation, in number of jobs
The Surprising EconomicsOF ECONOMIC DEVELOPMENT ORGANIZATIONS
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Fact about digital economic development:*
*Source: Atlas Advertising 2014 Report: High Performing Economic Development Organizations
Economic Developers are !SLOW TO ADOPT DIGITAL
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What Does This Mean For Your Digital
Communications and Website?
• OK to design below the fold• Limit your use of Flash• Understand typical eye-tracking
patterns• Contact information on the top
of every page• Present maps on the homepage• Understand that your brand is
more than your design
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http://www.versio2.com/blog/bid/295970/The-State-of-Paid-Search-Marketing-in-2013
6%
94%
Digital Ads: PPC and Natural Listings
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Digital Ads: PPC and Natural Listings
http://www.hanapinmarketing.com/__resources/userfiles/file/Stateofpaidsearch2014.pdf
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Mobile websites interfaces: Usage
The industry’s best marketers are putting mobile at the center of their company attraction and retention efforts. Branded content--from emails to white papers to videos to annual reports to infographics--should all be optimized for consumption on a mobile device, as there’s nearly a 50/50 chance that that’s just where they’ll be consumed
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are reinventing the connection betweencompanies and their customers.
Smartphones
Rich Miner Partner, Google Ventures Co-Founder, Android
“
”
What is Your Smart Phone Capable Of?
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1. How well does the design drive conversion to conversations? How does it do it specifically? (30%)
2. How well does the design correspond do responsive (IPhone) sizes? (30%)
3. How much is the website on brand? Does it connect in the right way to the existing branding or brand storm? (20%)
4. What are the new widgets or custom features that are present in this design, and how well are they executed? (10%)
5. Are all of the features and navigation elements required in the scope present in the design? (10%)
Criteria Atlas uses to review our own digital creative
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Metric Low Performing High Performing
Natural Search CTR (First Position) 30% 60%
Paid Search CTR .55% (9) 7.11% (1)
Website Traffic / Mo. 500 Unique Visits/Mo. 25,000 Unique Visits/Mo.
Inquiries 1 / 350 Unique Visits 1/50 Unique Visits
Website Bounce Rate 75% 30%
Time on Site (Standard Web) 1 Minute 5 Minutes
Time on Site (GIS) 5 Minutes 10 Minutes
Over $2,500,000 3 1,425
Benchmark metrics to judge your own digital presence
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So what does it cost in terms of time and $ to maintain a digital presence that drives conversations?
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So what does it cost in terms of time and $ to maintain a digital presence that drives conversations?
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So what does it cost in terms of time and $ to maintain a digital presence that drives conversations?
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Digital Revolution that Will Change EDO’s
• As economic development organizations evolve to company like organisms lead generation & customer engagement will go digital.
• By the end of 2014 the number of internet users globally reached almost 3 billion. In developing countries the number of internet users will have doubled in 5 years from 974 million 1.9 billion in 2014*
• 1/3 of EDO’s believe that they are effectively leveraging digital to impact their overall economy**
*ITU - the United Nations specialized agency for information and communication technologies ** Atlas Advertising Research 2014
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Digital Revolution that Will Change EDO’s
Crowdsourcing Best Practice: Talk Transportation, Phx, AZ
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Digital Revolution Stats that Will Change That Way EDO’s React to Prospects
• Research shows that 35-50% of sales go to the vendor that responds first. (InsideSales.com)
• 61% of B2B marketers send all leads directly to Sales; however, only 27% of those leads will be qualified. (MarketingSherpa) "
• 57% of B2B organizations identify 'converting qualified leads into paying customers' as a top funnel priority. (MarketingSherpa)"
• Only 25% of leads are legitimate and should advance to sales. (Gleanster Research) "
• Relevant emails drive 18 times more revenue than broadcast emails. (Jupiter Research)"
• Personalized emails improve click-through rates by 14%, and conversion rates by 10%. (Aberdeen Group)"
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Guillermo Mazier 303.292.3300 x 232929 Broadway, Denver, CO 80203 [email protected]
www.Atlas-Advertising.comLinkedIn Profile | LinkedIn GroupTwitter | Blog | Slidespace
Questions? Comments? Contact Us.