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1 Digital Media in

2 Paul Riordan MEDIA & PR MANAGER Jake Walsh MARKETING & BRAND MANAGER

3 Welcome Today is all about you! What do you want to get out of today? Are you keeping up with trends? Is someone doing it better than you? Can a social media presence help your business?

4 Task If you were to start an ad campaign for your business right now, which three platforms would you want to use:

5 Task What are three benefits that social media provides to your business?

6 The current landscape The social media landscape changes every day Power of mobile and the changing way people consume your content Video is king Social media & sport how does it compare? Security are you up to date?

7

8 Changing face of social media Social media use exploding As previously mentioned, video is king and it s easier than ever to make your own videos Numbers in 2015 Video: Social media is changing our brains: 0

9 Platforms Mobile friendly is crucial! Snapchat, Instagram, what works? Be ready to engage two way conversation Wearables (Virtual Reality, watches etc) Apps do I need one? Holograms etc. Video:

10 Social Media & what we do, why we do it Changing the way people connect to sports clubs Personality can be important While different, there is a potential to take lessons from sports clubs Sponsor engagement Video:

11 Setting up a strategy Start with the basics, and consider budget Plan your content, schedule posts where needed, but be active Understand your audience Target those you want to reach ROI Bad case study: #YourTaxi in response to Uber

12 Get your business seen Budget ahead, do your homework 360 tours Professional photography can make a massive difference

13 Why is digital marketing important to me? It is cost effective It levels the playing field It works It allows you to target the audience you want to speak to It caters to the mobile consumer It means you won t fall behind

14 5 Benefits of Digital Media #1 - It connects you with consumers on the internet #2 It saves you money #3 It enables real-time customer service #4 It delivers a higher ROI than traditional media #5 It can help you compete with larger corporations

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16 8 keys to digital marketing HIP VROOM Hyper-personalised Influencer driven Positive Visual Real-time Owned content Omni-channel Mobile-first

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18 Targeting your audience Simple to do Free (although paid will have greater reach) Example

19 Group activity: Targeting Devise a promoted post for Facebook and explain the type of post you would use, and the audience groups you would target with a social media campaign for the following business: Pete s Plants and Pots, based in Macquarie St, in Hobart, selling a range of gardening products, tools and also offering home gardening service within 15km of Hobart CBD

20 Importance of data research Data has systematically changed the entire Sports Marketing landscape over the past 20 years. We have gone from; We think this is what they like, to we know what they like because they tell us. If you re ever unsure on what you re doing and how your consumers feel about it ask them. The longer you guess, the further you fall behind the industry pace setter.

21 Data > Dollars Data supports strategy Strategy drives creative Creative generates emotion Emotion drives action

22 Consumer Marketing 2016 Trend If your friend tells you how awesome this new product is he bought, then you will 95% of the time believe him. You might even want to try it yourself. Brands should use and share their customers experiences as content. Let your target audience market your brand for you and use platforms such as Youtube, Pinterest, Instagram, Meerkat and Periscope as your marketing channels. Let s look at Microsoft s #MakeItHappen campaign. In December 2014, Microsoft helped 31 people from all over the world complete 31 new year s resolutions. Users had to enter and then each winner was given a Microsoft Computer to help them complete their new year s resolution with the help of its various apps. It was filmed and consumers were shown how their peers are using the phone and how it was helping them. It was a huge success.

23 Omni Channel Experience 2016 Trend Omnichannel (also spelled omni-channel) is a multichannel approach to sales that seeks to provide the customer with a seamless shopping experience whether the customer is shopping online from a desktop or mobile device, by telephone or in a store. Basically, you want to target consumers with the right message at the right time in the right place. Just like digital remarketing online, based on a consumer s browsing history and related behaviours, you must start digitally remarketing to in store customers as well.

24 Omni Channel Experience Disney Disney created an omni-channel experience and gained great insights into the lives of their customers: Their experience starts on their mobile responsive website. Users book a trip and then use the My Disney Experience tool to help them plan the whole trip from booking hotels, obtaining passes etc. Once they arrive at the park, the app helps users locate attractions and waiting times. But the experience gets better with their Magic Band which acts as a hotel room key, photo storage device for any pictures, and a food ordering tool. Disney has new insights into what their customers are doing throughout the whole trip which will help them find out what is working and what they can change about their experience. Now that is any marketers dream to have that much insight into their target audience.

25 #Boomer427

26 Targeting It works Record online sales for a month ($240K) Record Etihad (AFL wide) and match day sales ($132K) Record NMFC Roo Shop sales ($250K) Boomer427 The Record Breaker video 1.4 million views Over 5 million people visited the NMFC FB in that week 700k people engaged with us in that week 45k attendance at the game

27 Targeting It works Direct Marketing (targeting) SMS and personalised EDM to 500 purchasers of the Boomer 400 jumper to encourage them to buy the 427 version prior to general public sale. 320 purchased.

28 Best Practice Marketing Be unique Taco Bell Blackout - Create a story not necessarily about your product Heineken - Evoke emotion: Re2pect - Have a strong message: Always -

29 Analytics Facebook, Twitter allow you to see how your content is working Who is listening to you? Video 80% will watch without sound on FB Google adwords potential to target your opposition Explore the analytics tools Learn from your successes and failures

30 5 ways analytics will helps your business Provides you with a real-time insight into the market mood Allows you to gather social data on relevant issues and content Opportunity to gain an understanding of consumers additional interests You can completely tailor your research to suit your company and your consumer Allows you to perform constant competitive market research

31 Privacy & Social Media Damage Your own profile is important too Staff need to be aware of their responsibilities Not just athletes that have to be careful Would you want it on front page of Herald Sun/Mercury?

32 Q&A

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