Marketing & Communications in the Digital Age

Transcription

1 Marketing & Communications in the Digital Age Giving Circle Connector Gathering October 27, 2016 Adrienne Peres

2 Today s Topics Agenda Marketing 101 Paid vs. Earned Owned Content & Social Media Marketing Strategy MarCom Funnel Planning Tools and Tactics Goals Calendar

3 Marketing 101 PAID vs. EARNED

4 Marketing 101 Image Source: Neutron, LLC.

5 Marketing 101 There is an old saying: Advertising is what you pay for, publicity is what you pray for.

6 Marketing 101 Let s test your knowledge on PAID versus EARNED. What is publicity and what is paid advertising? Publicity Advertising

7 Marketing 101

8 Marketing 101

9 Marketing 101

10 Marketing 101

11 Marketing 101

12 Marketing 101

13 Marketing 101 Breaking It Down

14 Marketing 101 OWNED CONTENT & SOCIAL MEDIA

15 Marketing 101 Now we know the difference between PAID and EARNED. What about OWNED?

16 Marketing 101 Website Blogs Social Visual

17 Marketing 101

18 Marketing 101

19 Marketing 101

20 Marketing 101 Thought Leadership turns OWNED into EARNED. Here s how Take a position Share knowledge Provide insight Be about a TOPIC (not you)

21 Marketing 101 Thought Leadership Content: Byline articles Op Ed pieces Guest Blogs Speaking Opportunities Become Expert Resource

22 Marketing Strategy MARCOM FUNNEL

23 Marketing Strategy Build Awareness Who is your audience Who are you What are you saying Engage Why are you important Why now Convert What action needs to happen

24 Marketing Strategy PLANNING

25 Marketing Strategy 1. Get your ducks in a row. Audience Messaging Spokespeople Materials IN ADVANCE: Logos, Bios, Fact Sheets, Collateral

26 Marketing Strategy 2. Get your story straight. Resonates Unique Significant Timely Your News Emotional

27 Marketing Strategy 3. Think about where you want to be.

28 Marketing Strategy 4. Plan & execute your outreach. Event Social Snail Mail Newsletter Website

29 Marketing Strategy 5. Be efficient (REPURPOSE). Share in Social Post on website Write a blog post Put out a press release Add to signature to your newsletter list Make a short video Reformat for other mediums & audiences

30 Tools and Tactics GOALS

31 Tools and Tactics WORKSHOP TIME!

32 Tools and Tactics Who is your AUDIENCE Segment Donors, volunteers, community Profile Age, gender, geography Habits Reading, running, cooking Consumption TV, print, Facebook, Instagram

33 Tools and Tactics Who are YOU One sentence summary We are. 30 second elevator pitch We are, because we, our impact is, etc. One page Fact Sheet

34 Tools and Tactics What are you SAYING It s important to know about us because Event Donation Volunteering opportunity

35 Tools and Tactics What ACTION should happen It would be wonderful if you would Sign up Join Donate Visit

36 Tools and Tactics CALENDAR

37 Tools and Tactics Before you spend time or money PLAN! Set aside several hours, and work with your team. Create a one year calendar. Events, both internal and external Marketing channels Budget Resources available & needed Measurable goals

38 Tools and Tactics SAMPLE CALENDAR ITEM NOVEMBER 12 COFFEE & BAGEL GET TO KNOW US EVENT CONTENT One Pager Invitation DISTRIBUTION Web Social (FB) Newsletter Media (targets) Owner Date Budget Goal

39 Questions

40 Thank You! Adrienne Peres Director of Development Maryland Film Festival

41 Appendix DIGITAL MARKETING OVERVIEW

42 Digital Marketing SEO Affiliate Marketing Social Media SEM Marketing Mobile Marketing Online Advertising Content Marketing Creative

43 Search Engine Optimization (SEO) What is it SEO is increasing a website s visibility in the search engines Done by increasing the ranking of a particular keyword, or increasing the volume of keywords that a site ranks for. Skills needed Mastery of SEO techniques, such as website technical analysis, content creation, blogging, link-building Strong technical and analytical capabilities

44 Search Engine Marketing (SEM) What is it SEM is Paid Search: Paid Search ads, PPC (pay per click), CPC (cost per click), CPM (cost per thousand impressions) Top tier platforms: Google Adwords, then Bing Ads, Yahoo Ads Skills needed Mastery of SEM platforms Financial & data driven Strong technical and analytical capabilities

45 Online Advertising What is it Online advertising is different from SEM; advertising on others sites Buy space (i.e. banners) on website, pay based on clicks or impressions; ad networks facilitate process Skills needed Understanding of ad networks Ability to negotiate Ad design Data analysis Ad ops-- right ad at right time

46 Affiliate Marketing What is it Similar to online advertising, except the site hosting the ad will be compensated ONLY when a sale is made. Affiliate marketing includes banner ads, links, marketing, ecommerce stores with affiliate products. Skills needed Negotiation. Brands/agencies have to negotiate with affiliates to get deals that ensure best possible promotion and keeps costs down/margins high. Planning & data analysis

47 Marketing What is it Database marketing: segmenting customer data and delivering personalized, targeted messages at the right time Skills needed CRM (customer relationship management software) expertise Content skills (crafting the right message) Design skills (HTML) Analytics skills to understand results

48 Content Marketing What is it Creating, distributing and sharing valuable, relevant content to attract and retain an audience and drive profitable customer action. Skills needed Creating: web content, blog/social posts, videos, infographics, and more Distributing: master a variety of platforms, including marketing automation, , advertising Sharing: master social platforms Analytical: how to optimize content campaigns

49 Social Media What is it Managing an organization s image through multiple social channels Business development Customer support Skills needed Brand awareness Customer service Creativity / voice Understanding of how each channel works Understanding of social media metrics & measurement

50 Mobile Marketing What is it Sending ads that are time & location sensitive straight to smart devices Options include SMS, MMS, push notifications, in app ads, mobile web ads, in game ads, QR codes, beacons, location based marketing Skills needed Understanding of mobile options Understanding mobile ad networks Tech skills or tech partner Creative skills or creative partner

51 Creative What is it Design and development applied to Digital Marketing Skills needed Website Collateral App Online ads Social graphics Infographics