Digital Media Strategy
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Digital Media Strategy. The Social Media Affect. Who Cares? You Should!. Almost 100 percent (97 percent) of consumers who bought a product based on an online review found the review to be accurate. Seventy percent of consumers look to online reviews before they buy.

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Digital Media Strategy

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Digital media strategy

Digital Media Strategy

The Social Media Affect


Digital media strategy

Who Cares? You Should!

  • Almost 100 percent (97 percent) of consumers who bought a product based on an online review found the review to be accurate.

  • Seventy percent of consumers look to online reviews before they buy.

  • Seventy-five percent of people don't believe companies tell the truth in advertisements.

  • Nearly 90 percent (87 percent) of people believe the CEO's reputation is an important part of the company's reputation.


Digital media strategy

History of The (nerd) World, part 42


The people who define our global conversations

The people who define our global conversations

Today, we use Google, Facebook and Twitter more than any other source to find information, news, gossip and to influence our purchasing decisions.

All three of these products (and several others) use filtering algorithms to determine what you actually see (are influenced by).

Our current world is not inclusive, it is based on what stories have the most influence or traction (not always what is important or relevant to you)

The world we live in

Larry Page Google

Mark Zuckerburg

Facebook

Jack Dorsey

Twitter


In a room full of screaming kids

In a room full of screaming kids?

To be successful in today’s digital playground (online, mobile & tablets):

You have to exist!

Website

A static website – not asking for feedback

A blog

Social Media (Facebook, Twitter & possibly LinkedIn)

You have to have friends in high places (links pointing to you)

An advertising plan – even if it’s long-term.

You have to have a pulse

You have to say something that people care about

So, how can you have a voice


Where do you go when you want something

Where do you go when you want something?

Search Engine Optimization – the wizard of odd (not in order)

Content

Code

Architecture of your site(s)

Links (inbound and outbound)

Social media

Trust (are you an authority?)

Personal demographics (location, language, history, etc)

Search Matters

http://www.google.com/competition/howgooglesearchworks.html


Digital media strategy

The science of SEO


Digital media strategy

The science of SEO


Content is king even social media content counts

Content is king, even social media content counts

How social media impacts SEO


Method to the madness

Method to the madness

Developing a strategy


Your post is only the beginning

The ripple effect of the social graph

Your post is only the beginning


Numbers that matter

Numbers that matter

Over 100 Billion searches (globally) every month.

70% of clicks by people searching are organic (not a paid ad)

Over 70% of ads on search pages are ignored

75% of people never scroll past the first page

When consumers are exposed to a brand through both search and social media, the brands overall search click-through-rate goes up by 94%

Search and email are the top two internet activities

Companies that blog have 434% more indexed pages.

Inbound leads cost 61% less than outbound leads.

Search is the #1 driver of traffic to content sites, beating social media by over 300%

Search Engine Optimization leads have a 14.6% close-rate. Outbound leads have a 1.7% close-rate.

Google:18% go to #1 | 10% go to #2| 2.7% go to #3

Bing: 9.7% go to #1 |5.5% go to #2|2.7% go to #3

Gratuitous Stats Scene

http://www.searchenginejournal.com/24-eye-popping-seo-statistics/42665/


Establishing an effective social media strategy

Establishing an effective social media strategy

Let’s focus on social media

Identify a target market or markets

Consumers

Donors / sponsors

Establish an overarching goal or objective

Branding / exposure

Lead generation / sales / funding

Develop a fluid plan

Establish a content calendar but be flexible enough to change

Establish consistent programming

Develop content to drive social traffic to your site, a call-to-action or story

Engagement strategy – how much do you want to engage?

Define your voice or personality

Go! But be ready to change.


Establishing an effective social media strategy target

Establishing an effective social media strategy – TARGET

Let’s focus on social media


Establishing an effective social media strategy goals

Establishing an effective social media strategy – GOALS

Let’s focus on social media

Establish an overarching goal or objective

Branding / exposure

Size matters – you want your follower-base to increase & share more

Goals should be based on impressions, shares and engagements

Everything you do should encourage sharing

Rich in photos, stories and promoting others

Lead generation / sales / funding

Sales matter – focus on the close, not the size of your audience

Targeting is the key to success in effective revenue generation

Most organizations require substantial ad budgets (less strategic)

Strategic organizations have a content strategy that leads to sales (but it takes time)


Establishing an effective social media strategy planning

Establishing an effective social media strategy – PLANNING

Let’s focus on social media

Fluid planning

Establish a content calendar but be flexible enough to change

Define over-arching themes by month, usually around National/Global themes

Develop at least one piece of original content to support your themes and link back to it regularly

Establish consistent programming

Develop daily or weekly programming that is consistent, fun, engaging and sharable

Heart Health Hump Day – share a photo of how you keep your heart healthy

Develop content to drive social traffic to website, a call-to-action or story

Engagement strategy – how much do you want to engage?


Establishing an effective social media strategy voice

Establishing an effective social media strategy – VOICE

Let’s focus on social media

Define your “voice”

Personal

A specific person – usually a personality or made up personality

A personal voice from a corporate account

Will you be conversational?

Will you answer questions/comments?

Will you engage with positive & negative conversations?

Institutional

Normally push-marketing

Some engaging, fun or personality-type posts

Fact-based, educational, entertaining or other sharable content


Establishing an effective social media strategy go

Establishing an effective social media strategy – GO!

Let’s focus on social media

Based on your outline from the previous four three slides

Define resource allocation

Internal

External / consultants

Define content ownership

Internal

External / consultants

Define social media owner (s)

Internal

External / consultants

Establish metrics to track

Impressions

Unique visitors

Engagements (a comment, like or share)

Reach (total reach, including shares)

Set times to review and determine next-steps


Email best practices

Email best practices

Don’t Spam! Know your list & how to build it

Your top 300 pixels are gold, use them wisely

Spellcheck, grammar check & check again

K.I.S.S. – Say less and get to the point

If you have to be a windbag do it after the 300 pixels

Pictures are not pretty when over 65-85% of people will never see them. Use text, highlight with graphics.

ALL CAPS IS YELLING! It’s annoying, just like these!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

Let’s Talk Spam


Digital media strategy

Q&A


Jeff rushton

Jeff Rushton

Director of Digital Media

University of Louisville

[email protected]

502-852-8119

Thank you


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