WELCOME

Digital Marketing Forum: How to Reach and Engage Your Multi-screen Customers

Presented by Cox Media and LSBDC

SPEAKERS

Dan Russell, MixpoJeanne Hurlbert, PhDMcKenzie Coco, FSC Interactive

HOUSEKEEPING ITEMS

Index Cards Forum SurveyiPad DrawingToday’s Presentation

Addressing the Multi-screen Consumer

Dan Russell, Director, Cable Partnerships, Mixpo

Over Time Choices Multiplied…

It’s A Multi-screen WorldMedia Consumption Per Day

9:472:21

2:19

0:36

4:31

Consumers spend on average

each day on screens

It’s A Multi-screen World

Source: Google/Ipsos/Sterling 2012

MULTI-SCREEN USAGE

Smartphones Dominate

60 Seconds Online?

Source: Qmee: July 24, 2013

27 BILLIONvideo ad viewed online in January 2014

49 BILLIONonline videos watched in January 2014

Consumers Are Onlineand watching video on every device

Source: comScore January 2014, Accenture Video Solutions Survey 2013

90%

PC/Laptop Tablet Smartphone

81%

21%

44%

89%

33%

53%

2012

of consumers watch video content over the internet

Percentage of viewers consumer video by device

DEVICE FRAGMENTATION IS A CHALLEGE FOR PUBLISHERS AND

MARKETERS:

Multi-screen Advertising

Audience Receptivity• Television continues to dominate in

terms of opportunity to engage audience

• Sensitivity needed in addressing multiscreen audiences

• Consider the device and utility

Video Consumption Across ScreensDifferent habits for different devices

• High engagement / “lean in”• User-generated content• Shorter video clips• Personal, on the go device• More social with video

• Full-length TV shows, movies & series

• Live content• “Lean Back” passive

viewing experience

• “Lean back” & “lean in” • Longer form content• User generated content• Workday / office hours

TV MobileDesktop

Multitasking

Increase Engagement And KPISwith interactive featuresIncrease awareness & consideration

• PowerShare • Pin It Button• Content Panels• Product Survey• Long Form Video• Product Slideshow• Live Countdown Clock• Video or Product Gallery• Live Twitter & Content Feeds

Drive leads, store traffic & sales

• SMS Alerts• Tap to Call• Tap to Text• Buy Button• Lead Capture• Search Products• View or Print Circulars• Print Coupon or Recipes• Personalized Map + Directions

to Closest Retail Location

Best features for local advertisers

AWARENESS

FAVORABILITY

CONSIDERATION

PURCHASE INTENT

LEADS

SALES

Local DemosAUTO REAL ESTATE DINING

Multi-screen Recommendations

How To Leverage ‘Big Data,’ Skyrocket Digital Conversions

Jeanne Hurlbert, PhDConsultant, CEO of MySurveyExpert.com

Sunbury, NC

National Science Foundation

The Power of

Connection

Getting Marketing ROI

3 key elements to marketing success

1. Proof of what you accomplish2. Industry surveys to reveal the 5 core problems

of your niche3. Relate these to your back-end data systems

and marketing

Method #1: Proof

“The Little Company That Could”

• Story of a tiny ecommerce business• Ramped up revenue with NO extra work• Ten days after product ships, automated link to survey

The Result?

• 10-15 testimonials a month • Data-- 95% satisfaction• Over 90% would recommend• Feedback keeps coming

The Big Guys Couldn’t

• $100-million company• Turnarounds• Almost NO proof• Why? • No system!

Suppose You Wanted a Consultant . . .

Consultant B• 100 testimonials• Statistical data: 98% are

satisfied, 90% would recommend

• 30 case studies

Consultant A• 10 testimonials• But. . .• Should I Believe?

Whom Would YOU Choose?

Your Competitors . . .

• Most of your competitors lack proof:• More than 80%, fewer than 10

testimonials• 60% have fewer than 5 case studies• Almost none have statistical data• Opportunity—differentiate!

Surveys Yield Proof

• Surveys provide the key to getting proof without time and expense

• 868 testimonials, with permission to use them, with our “testimonial generator”

• Accessible to everyone

Golden Digital Content!

• Permeate your marketing– appeal to people’s logic AND

emotions• But also use in CONTENT!

Sample Video Script

• How to Solve the Problem of XXXX• One of the big problems I see frequently is that people just don’t

know how to_______• SOLVING that problem can make all the difference in the world,

because it lets you ____• In fact, when I recently surveyed people whom I’ve taught to ______,

the results were amazing• One of those customers now gets HIRED to ____ for other people• Several of these people have gotten JOBS, based on their ______

And Then . . .

• They took whole course, but I want to show you 3 mistakes people make and 3 things you can do, right now, to succeed

• Top 3 mistakes• Top 3 solutions• CTA [possibly tell them that 97% of the customers in your

course were satisfied; and in a world where most people don’t take action, 70%--nearly 3 out of 4—actually _____]

Method #2: 5 Core Problems

Why Don’t More Businesses Create Content?

They Don’t Know What to Create!

Good Digital Content Requires . . .

• Understanding your audience• Comes from

– Outcomes– Strategies– Tactics

• Knowing core problems

What Motivates Them?

• What keeps them awake at night?• What are their core concerns?• What are they focusing on most?• What are their core goals,

challenges?

Useful At Two Levels

• Understand your customers and prospective customers at a deep level– Focus your content, products/services, marketing

• Hold up the mirror in digital content – Position yourself and business– Authority, credibility, thought leadership

How to Uncover? Industry Surveys

Research Foundation—Coaching Company

• Company built on white papers from research

• Lead generation• White papers sold for $50 on Kindle• “Go-to” in the industry

Other Benefits

• Guides content, products, marketing• Solidifies thought leadership• Guides decision making• Garners PR and publicity• Attracts JV partners• Fuels marketing

It Works Anywhere . . .

• Small coaching firm in design space• Survey on a shoestring• 70% opt-in rate on e-book• Over $400,000 in direct revenue from

this campaign

#3: Make The Connection

Big Data

• Big buzz about big data• Lot of noise • Confusion

– What it is– What it means– What it can—and can’t—do for you

• Can produce overwhelm

“Front End” Strategy

Quiz or Assessment

• Quiz—which core problems do you have?• Automate a conversation• Quizzes are fun!• Diagnose the problem, prescribe YOUR cure

For Example . . .

• Tag prospects, send data into CRM• Target follow-up sequences• Follow-up specific to each prospect’s problem(s)

Imagine If You Could . . .

• “We do A, B, C, D,E . . .” versus• “You told us THIS is wrong and THIS is how

we can help you solve YOUR problem”• Automate a conversation with EVERY

website visitor• Show them EXACTLY how you can help

maximize their potential

“Back End” Strategy

Enriching Data

• Missing or hard-to-measure information

• Contextual information• Examples:

– Age, gender, zip code– Household income, marital status,

kids, home market value, education

Predictive Analytics

• Which customers are most profitable?• Which problems do I solve most

effectively?• Which types of campaigns are

generating greatest ROI?• How well am I turning Facebook

“likes” into “Leads?”

Power of Connection

• Automate what my father did, take it to a new level• Connections with them depend on information connections

within your business• Linking next generation’s tool with last generation’s insights

Get Our White Paper: ‘The Hidden Costs of Social Proof’

Text Your Name and Email Address to:225-395-0238

Marketing Your Business Through Social Media

Mckenzie CocoOwner & President, FSC Interactive

• Online and Interactive Marketing Agency located in New Orleans, La.

• Specialize in Social Media Strategy, Paid Search Campaigns and SEO

• Specialize in Hospitality and Tourism but work in a number of diverse industries

• Clients include New Orleans Tourism Marketing Corporation, New Orleans CVB and Loyola University

FSC Interactive

• 45-54 year olds are the fastest growing demographic across social sites

• Between 2010 and 2012, people following brands on Social Media increased 106%

• Facebook leads sharing, followed by email and Twitter

• Women out-number Men on most social sites• Social media sites and blogs reach 80% of all

U.S. internet users

First Thing’s First….

Goals

• I want to increase traffic to the events section of the website by 10%.

• We want a monthly average of 70 interactions on Facebook.

• I want 20 new Followers on Twitter every month.

Who Is Your Audience?• Age, Race, Gender• How do They Talk to YOU?• How do They Talk to Each Other?• Where are They Spending Time?

What (and who) Are Your Resources?

• In-house vs. Outsourced• Team Size• Available Time• Accountability

The Four “C’s” Of Social Media

• No matter what platforms you choose, these four things will keep your strategy moving in the right direction

The Four C’s Of Social Media

• Content is King. Provide Value. Be Authentic

• Consitency is Better Than Rare Moments of Greatness

• Customization is Necessary to Set Yourself Apart

• Community is Success, so Build Your Community

Content Consistency

Customization Community

Content

What To Post

• News About Your Business • Blog Posts and Press Releases• Upcoming Events• Promotions• Photos• Information About Your Business• Quotes• …Just About Anything!

“Be yourself. Above all, let who you are, what you are, what you believe, shine through every sentence you write, every piece you finish.”

- John Jakes, author

Consistency!

Create A Schedule (and stick to it!)

Customization!

Anyone you interact with, even if only one time, is

a part of your community

http://www.coolinfographics.com/blog/2010/10/14/map-of-online-communities-2.html

Community

Nurture….

Facebook

Facebook tops Google for

weekly traffic in U.S.

Facebook

• Largest social network in the world• Average of 700 billion minutes on

Facebook monthly• Average User is connected to 80 Pages• Every 20 minutes there are 1 million links

shared• Highly customizable – Tabs and Forms,

Vanity URL, Images, etc.• Allows for open dialogue between Brands

and Consumers as well as Brand PDA – Public Display of Association

Engage With Things You Like

Share Your Favorite Content

Customize Your Page

Twitter

• 500 Million Active Registered Users• 115 Million Active Users Monthly• 58 Million Tweets per Day• Most Frequently Used Social

Network for Customer Complaints

Why Do People Use Twitter?

• Immediacy and Instant Gratification• You can easily listen to what people are saying about you (and respond!)• Broader reach and wider community• Communicate and engage with community • Send Out Links To Sites where content is thought of as valuable• Drive Traffic • Create Relationships • Develop Leads

Twitter Can Be Used For…

• PR• Crisis Communication• Customer Feedback• Customer Relations• Recruitment • Sales• Driving Traffic to your Site• Improving Search Rankings

LinkedIn

• The “Professional” Social Network• 259 Million Active Users• 3 Million Business Pages • 25 Million Profile Views Daily• 32.8% of People Find LinkedIn to be Extremely

Important for Developing Business and Networking*

*http://socialmediatoday.com/socialbarrel/1608761/portrait-linkedin-user-2013-infographic

Linking It All Together

Share Whatchya Got

Print Materials

Email Signature

Website (above the fold!)

ANY Media Buys

Really…Anywhere!

Rules Of Engagement

• Rule 1: Keep it About Business• Rule 2: Find the Right Audience• Rule 3: Add Value to the Coversation• Rule 4: Invite Feedback• Rule 5: Follow Up• Rule 6: If Your Strategy Isn’t Working…Fix IT!

E-mail: info@fscinteractive.com

Facebook: www.facebook.com/fscinteractive

Twitter: www.twitter.com/fscinteractive

Get More Slides: http://www.slideshare.net/fscnola

Q&A PANEL