Digital Marketing Strategies for Small Organizations and Individuals in a Complex Digital World

Transcription

1 Digital Marketing Strategies for Small Organizations and Individuals in a Complex Digital World

2 Get people to play the game (Learn tennis, love tennis, compete) Director Marketing, Community Tennis USTA National Joined the USTA in the summer of Ginny is leading USTA digital landscape redefinition where she is working with a cross functional team to identify strategies, tools and resources in the digital space that will lead to growth in participation. Prior to the USTA, Ginny spent her career in Advertising, creating successful advertising campaigns for clients such as Eli Lilly, GSK, Pfizer, Unilever, J&J, PWC and UPMC.

3 The Me Model Marketing has changed more in the past two years than in the past 50 Adobe study: Digital Distress: What Keeps Marketers Up at Night? 2013

4 Digital Is Key Digital uniquely allows brands or individuals to engage with consumers one-on-one, to create connections everywhere the consumer is connected digitally. Engagement means valuing a two-way exchange to change perceptions, build trust, impact decision making and keep consumers coming back.

5 For Good Reason Every time a consumer posts something online it s seen by 150 people Almost half a billion tablets will sell in 2014 alone 54% of Americans are on more than one content platform (desktop, mobile, tablet, TV) At the end of 2013, there were more mobile devices on Earth than people 5.2 hours per day average American spends on the Internet 2.5 billion Internet users worldwide 1.9 billion active social media users US Census Bureau, InternetWorldStats, ITU; imforza

6 The Data Explosion Every minute of every day we create: More than 204 million messages Over 2 million Google search queries 48 hours of new YouTube videos 684,000 bits of content shared on Facebook More than 100,000 tweets $272,000 spent on e-commerce

7 What Does This All Mean? Keeping up is difficult

8 What Does This All Mean? Being relevant is even harder

9 How is the USTA grappling with this?

10 Player Needs Find a player Over 200,000 players looking for match-ups on Tennis.meetup.com Find relevant play opportunities There are over 1.5 million monthly searches for Tennis Play Opportunities Availability of facilities/courts Over 100,000 monthly searches Improve tennis aptitude There are over 3 million monthly searches for Tennis aptitude related items Equipment Information and Resources Over 500k monthly searches Relevant tennis news & updates There are over 5 million monthly searches for Tennis News related items Player stats & competitive information There are over 25 million yearly pageviews on TennisLink

11 Provider Needs Maintain Customer Satisfaction No matter what I do I prefer to pick the phone and call to make sure I m addressing all their needs Jonathan (provider research) Promote programs & offerings 44% of Provider Pageviews on USTA.com are for Programs Program management tools I use Active.net that helps me manage and organize my offerings. They have a court reservation system, it s terrible so I don t use it, but I do want a court reservation tool Cindy, Westport Parks and Rec Relevant tennis news & updates 11% of Provider Pageviews on USTA.com are for News Customer relationship management tools I get a fair amount of calls every week from players trying to navigate TennisLink for things like ratings appeals. I m the one who walks them through it Jeff Sikes USTA Education, Certification and Training 45% of Provider Pageviews on USTA.com are for Provider Education

12 Providers needs revolve around satisfying the needs of Players. Players are motivated they simply want to play. We must look at their needs as INTERRELATED

13 THE ISSUE TO SOLVE: The very system that is supposed to encourage participation GETS IN THE WAY of connecting its two critical constituencies and, consequently, doesn t meet their needs.

14 OUR TASK: FACILITATE THE CONNECTION between players and providers with best in class experiences in order to grow tennis Inspirational Mentor (Facilitator) Players Providers

15 WHAT DOES THIS LOOK LIKE A CONNECTED ECOSYSTEM where data becomes interoperable and the consumer/provider needs are met.

16 Why we re here today Dissect some of the biggest needs that Providers have and provide some digital solves Who is this for? Direct providers of the sport: Districts, CTAs, facilities, parks and rec., coaches, etc. What are you getting out of it Opportunities to help further grow or enhance your current and existing business or operation

17 Keep In Mind You may already be using some of these, but we hope to make you aware of at least one source or tool that can help you make your job easier. Also keep in mind the USTA is working hard to streamline digital experience with the goal of ensuring facilitators can easily provide tennis and consumers can connect to play.

18 Where Can We Help Right Away? Maintain customer satisfaction Promote programs and offerings Program management tools Relevant news and updates Customer relationship tools Education, certification, training Keep Information Timely Promote Current Programs Provide Tennis Education Resources

19 Keeping Information Timely

20 Players are ACTIVELY SEEKING your tennis Monthly Google Searches for Tennis Lessons related terms: US.

21 Keep Your Site Updated Regularly The most important thing you can do is keep your site up to date with your services offered, locations, timing and any other resources.

22 An easy management tool

23 Make A Google Calendar

24 Utilize Google Calendar s Features Google s Calendar is a time-saving way to integrate , schedules and content in one easy place for anybody you want to invite Free and supported by Google Easy scheduling for court time or meetups Event reminders and event save options Integration with and Google Drive Easy sharing with one or more people that you wish Mobile device access Publish calendar on websites

25 Utilize Google Calendar s Features Why Do I really Care? You Can Make it PUBLIC It s EASY. It will Appear in SEARCH RESULTS

26 Utilize Google Calendar s Features I didn t say it would necessarily be PRETTY

27 Utilize Google Calendar s Robust Features How To Join: Have a Google presence and you re in! Step 1: Create or login with your Google Step 2: Click on the Google Calendar icon Step 3: Start scheduling appointments, inviting users based on their and adding your calendar to your blog or site Cost: Free Time: 10 minutes Man Power: 1 person

28 Promote Your Current Programs

29 Promote Your Current Programs Google Adwords reaches the consumer with a solution where they re searching for one Google Adwords assists you in marketing your products or services in the Google Search Engine via the use of a placed text ad that appears when people search for phrases related to your offering, this appears as a sponsored link.

30 Promote Your Current Programs Player searches for programs in their area Google offers consumer services via Adwords

31 Promote Your Current Programs The Adwords Interface will tell you how many searches you can expect, and what your average Price Per Click will be. You can CAP your spend.

32 Promote Your Current Programs

33 For the love of Pete! CAP your spend!

34 Promote Your Current Programs How To Join: It s Simple! Step 1: Create a login based on your Google Step 2: Target your geographic region country, region or city Step 3: Set a daily budget, you only pay when users click on your ad Step 4: Control how much you spend per click on your ad, or your bidding Step 5: Create your ads Step 6: Select search keywords Step 7: Enter your billing info Cost: Minimal, can be $25 a day Time: 30 minutes Man Power: 1-2 people, we believe in creative teamwork

35 Promote Your Current Programs Facebook Ads Facebook Ads Promoted Posts

36 Promote Your Current Programs

37 Promote Your Current Programs Facebook Ads Appear in the right rail of the site, or in-line on the Mobile Experience Promoted Posts Appear in the newsfeed of people who have Liked your page.

38 Promote Your Current Programs

39 Promote Your Current Programs How To Join: It s Simple! Step 1: Go to Facebook ads section (facebook.com/advertising Step 2: Go to create ads Step 3: Select the type of campaign you want to run Step 4: Follow instructions related to who you want to reach Step 5: Set a daily budget, you only pay when users click on your ad Step 5: Create your ads Step 7: Enter your billing info Cost: Minimal, can be $25 a day Time: 30 minutes Man Power: 1-2 people, we believe in creative teamwork

40 Use USTA Tools to Promote Programs and Offerings

41 Registration on Youthtennis.com USTA already offers a simple registration system. Lives currently on Youthtennis.com with optimizations and plans to expand: Easy to create an account Simple to list your event Publishes your event on a national website Allows consumers to sign up for your event right on the site Allows you to contact your registrants Track attendance Mobile feature allows you to track attendance by phone

42 Registration on Youthtennis.com How To Join: It s Simple! Step 1: Go to youthtennis.com Step 2: Click on organizer tab Step 3: Fill out form Step 4: Create events Step 5: Prompts add event and follow instructions New FEATURE in the works Ecommerce consumers can pay and tennis providers can collect simply Cost: Free Time: 15 minutes Man Power: 1

43 USTA Marketing Program Materials USTA offers marketing materials to make it easy to promote programs px Easy to create with immediate access to materials Logos Eblasts Flyers Web banners Newsletters Post Cards Posters Brochures Print Ads

44 USTA Marketing Program Materials How To Use: online marketing resources Step 1: Go to ourweb2print.com Step 2: Create an account Step 3: Identify marketing material of choice Step 4: Follow instructions to fill out materials Step 5: Select to download PDF or can pay to print on site Cost: Free+ Time: 15 minutes Man Power: 1

45 Free Website Development and Hosting for CTA s

46 Free Website Development and Hosting for CTAs How To Use: CTA websites at request Step 1: Go to the about section on USTA.com Step 2: Click on CTA benefits Step 3: Click on website development Step 4: Click on website development form Step 5: USTA staff will be in touch within 10 business days to discuss Cost: Free Time: 15 minutes to register Man Power: 1

47 Let s Talk Social Media

48 Remain Active On Your Social Media Channel You most likely do this already, but if not try to update your communities whenever possible with your offerings and curate with other like-minded influencers

49 Facebook Features To Consider Facebook, which is available in 37 different languages, includes public features such as: Marketplace Allows members to post, read and respond to classified ads. Groups Allow members who have common interests to find each other and interact. Events Allow members to publicize an event, invite guests and track who plans to attend. Presence technology Allows members to see which contacts are online and chat.

50 Twitter Features To Consider The key to navigating Twitter is to master the lingo. The Twitterverse has its own vocabulary, but simple features you should be aware of/use Lists Twitter provides a mechanism to list users you follow into groups or curated lists showing the tweets of all the users in the list. Direct Message Also called a DM, this represents Twitter's direct messaging system for private communication among users.

51 Instagram Features To Consider Instagram is more than you may think. An online photo-sharing, video-sharing and social networking service that enables its users to take pictures and videos, apply digital filters to them, and share them on a variety of social networking services, such as Facebook, Twitter, Tumblr and Flickr. Videos Users are able to record and share short videos lasting for up to 15 seconds. Filters Instagram offers a number of photographic filters that users can apply to their images, giving photos a more authentic and professional feel. Instagram Direct allows users to send photos only to a specific user or group of users, rather than having them be viewable by all.

52 Provide Tennis Education Resources

53 Provide Tennis Education Resources Provide Relevant information to your Players Distinguish Yourself as an Expert in the Field Continue to build that relationship with your players Content Instructional Educational Health & Fitness News & Articles Facilitators Website? Blog? ? Custom apps? Social media? RSS? Players Consume the content and learn from it

54 Provide Tennis Education Resources You Don t Need Millions of Hits. You re not in that Game.

55 Provide Tennis Education Resources YouTube Playlists allow you to tap into the large inventory of instructional content and work with it, rather than against it 92,000+ tennis lesson videos and growing

56 Provide Tennis Education Resources Content curation and publishing sources let you create hot sheets of info by aggregating all of the best articles and sources you come across and push them to your audience, easily! Free to use Easy curation process Helps you connect with like-minded people who share the same interests Easy sharing to your site or social channels Mobile friendly

57 How It Works Provide Tennis Education Resources

58 Everyone Wins! Better Communication = Better Service = More Tennis!

59 There are many digital tools, but you and your work is still the focus. Promote and extend the reach of the good work you do! Timely info Site Updates Google Calendar Promoting Google Adwords Registration Social Best practices Facebook Ads Tennis Resources YouTube Playlists Content Curation Sources

60 #ThankYou