To get the most out your digital marketing, design and social media have to work together. Understand your audience, design experiences for them, create content that adds value for them, and build community around your brand.

1. DIGITAL
MARKETING
IMMERSIVE.
BUZZ. BUILD. BUSINESS.
@IAMJOHNREID
@LINDSAYFULTZ
SAT. OCT 5, 2013
#HMANSOCIALMEDIA

2. INTRODUCING: US
@LindsayFultz
Microsoft/Bing
Nestle
Hautelook
@iAmJohnReid
Nike
Jay-Z
NFL Mobile

3. INTRODUCING: YOU

4. THE DAY: OVERVIEW
1 Brand Design
2 Visual Communication
3 The Web & User Experience Design
4 Digital Marketing
5 The Networks
6 Community Management
7 Analytics & Listening

5. OUR DRIVER: WINNING
“Everything around you that you
call life was made up by people
that were no smarter than you,
and you can change it, you can
influence it, you can build your
own things that other people can
use.”
-Steve Jobs

6. I. BRAND DESIGN

7. YOUR AUDIENCE: PROBLEM
Go deeper.
What does your
audience really want?
Why do they want that?
Or does it tie into a
deeper need?

8. YOUR PRODUCT: SOLUTION
Significance.
Have you really connected
to the core problem?
Utility.
Is your product or service
actually helpful?
Trends
Technology
Economy

9. YOUR BRAND IDENTITY

10. YOUR IDENTITY: NAMING
1. Keep it simple.
2. Don’t shoot yourself in the foot.
Extra Credit:
Stay away from “…solutions, “…services.”

11. YOUR IDENTITY: LOGOTYPE
Comprehension
Are you easy to UNDERSTAND quickly?
Retention
Are you easy to REMEMBER?

12. YOUR IDENTITY: LOGOTYPE

13. YOUR IDENTITY: LOGOTYPE
Form-Focused

14. YOUR IDENTITY: LOGOTYPE
Form-Focused

15. YOUR IDENTITY: LOGOTYPE
Conceptual Blending

16. YOUR IDENTITY: LOGOTYPE
Conceptual Blending

17. YOUR IDENTITY: LOGOTYPE
Conceptual Blending

18. YOUR IDENTITY: LOGOTYPE
Conceptual Blending

19. YOUR IDENTITY: LOGOTYPE
Conceptual Blending

20. YOUR IDENTITY: COLOR

21. BRAND DEVELOPMENT
PRODUCT
#1 WHAT? #2 WHO? #3 HOW? #4 WHY? #5 WHERE? #6 WHEN?
CIRCLES OF INFLUENCE EFFECT CHECK
PROBLEM
SOLUTION
SIGNIFICANCE
Utility
Attention
Comprehension
Involvement
Retention
Yield
Action
Communication
Trends
Wiki Research Kurzweil: Tech Media / Trans Media Economy
Strategic Timng
Distribution
CONSUMER PSYCHOLOGY
Positioning
Marketing Message
Competition
Demographics
Psychographics
Needs / Wants
Attitudes
Beliefs
Perception
Medium
Essence
Features
Benefits
Leverage Hierarchy
Point of Difference
Emotional Promise
Unique Selling Proposition
Developmental Gradient
Values
Unique Value Proposition
Copy
Packaging
Relevance
NEW TOOLS NEW RULES
Emotional Payoff
Promotion
"Story"
age stage style state
Identity
Motivation
Lifestyle
BRANDING
ENGAGEMENT
Tag Line
gender
"Sticky"
Reaction

22. LEVERAGE HIERARCHY

23. LEVERAGE HIERARCHY:
ATTITUDE & STYLE
-OR-
“BRAND PERSONALITY”

24. DEMOGRAPHICS VS.
PSHYCOGRAPHICS
Demographics
Gender
Age
Race/Culture
Location
Income Level
Psychographics
Developmental Stage
Needs/Wants
Beliefs/World Views
Values
Lifestyle

25. POSITIONING
Lincoln
Mercedes
Cadillac
Oldsmobile
Chrysler
Buick
Ford
Dodge
Plymouth
BMW
Porsche
Pontiac
Chevy
Toyota
VW
Nissan
Conservative Sporty
Classy/
Distinctive
Practical/Affor
dable

26. MESSAGING
It’s a Beautiful Day…

27. II. VISUAL COMMUNICATION

28. TYPOGRAPHY

29. TYPOGRAPHY:
RIGHT FOR THE OCCASION
Stylish
Useful
and easy to read.
-vs-

30. TYPOGRAPHY: FAMILIES
1. GEOMETRIC SANS FAMILY
When applied well: clear, objective, modern, universal.
When not used well: cold, impersonal, boring.
Examples of Geometric/Realist/Grotesk Sans: Helvetica, Univers,
Futura, Avant Garde, Akzidenz Grotesk, Franklin Gothic, Gotham.

31. TYPOGRAPHY: FAMILIES
2. HUMANIST SANS FAMILY
When applied well: modern yet human, clear yet
empathetic.
When not used well: wishy-washy, fake, insincere.
Examples of Humanist Sans: Gill Sans, Frutiger, Myriad, Optima,
Verdana.

32. TYPOGRAPHY:
3. OLD STYLE FAMILY
When applied well: classic, traditional, readable.
When not used well: classic, traditional.
Examples of Old Style: Jenson, Bembo, Palatino, and Garamond.

33. TYPOGRAPHY:
4. TRANSITIONAL & MODERN
When applied well: strong, stylish, dynamic.
When not used well: too new to be classic and too old to
be modern.
Examples of transitional typefaces: Times New Roman, Baskerville.
Examples of Modern serifs: Bodoni, Didot.

34. TYPOGRAPHY:
5. SLAB SERIF FAMILY
Conveys: thinker, tough guy, bully, nerd, hipster, cowboy
When not used well: in wrong setting can be annoying and
obnoxious.
Examples of Slab Serifs: Clarendon, Rockwell, Courier, Lubalin
Graph, Archer.
When done well: authority, friendliness, urban, rural

35. TYPOGRAPHY:
MIXING AND MATCHING

36. TYPOGRAPHY:
MIXING AND MATCHING

37. TYPOGRAPHY: MODERATION
Craig Sager
From NBA on TNT

38. TYPOGRAPHY: MODERATION

39. TYPOGRAPHY:
REALLY, THERE ARE NO RULES…
…Only conventions.

40. COLOR PALETTES
Tell your story with Color

41. GRAPHICS
I would like to invite you to dinner with me tonight at 7PM.
-John
Visual Communication is about “imparting” and transferring the
most information possible.

42. VIDEO
“Impart” and “convey.”
FaceTime

43. EFFECT CHECK
“Impart” and “convey.”
FaceTime

44. III. USER EXPERIENCE (UX)
& WEB DESIGN

45. WHAT IS UX DESIGN?
JESSE JAMES GARRETT:
“...the design of anything independent of medium or across
[device] with human experience as an explicit outcome and
human engagement as an explicit goal.”

46. WHAT IS UX DESIGN?
JACOB GUBE:
“User experience is how a person feels when interfacing with a
system or product.”

47. WHAT IS UX DESIGN?
NIELSEN NORMAN GROUP:
“User experience encompasses all aspects of the end-user’s
interaction with the company, its services, and its products.”

48. WHAT IS UX DESIGN?

49. WHAT IS UX DESIGN?

50. Eat here.

51. LANGUAGE. GRAPHICS. DRIVERS.

52. THE USER-FLOW:
TASK ANALYSIS
Home
Page
Product
Category
page
Add
to
Cart
Product
Page
Checkout

53. THE USER-FLOW: “USE CASES”

54. HOME PAGE DESIGNS:
THREE BOXES

55. HOME PAGE DESIGNS:
THREE BOXES

56. HOME PAGE DESIGNS:
POWER GRID

57. HOME PAGE DESIGNS:
POWER GRID

58. DESIGN PATTERNS
Two-Panel
Selector
(Browsing)
Grid of
Equals
(categories)

59. DESIGN PATTERNS
News Stream

60. USABILITY
UTILITY
This supposedly does what I need.
USABLE
I am able to accomplish my task.
DESIRABLE
I like using it.
EMOTIONAL
I have a good feeling about this
brand or product.

61. BEST PRACTICES:
NAVIGATION, FORMS, SEARCH
Conventions are your friends!
Navigation : Keep it Linear
Forms: Actively Give Feedback
Search: Use proper taxonomies, search results

62. COMMERCE
Organize like an
actual store!
• Promo items in front.
• Strong categorization.
Reduce shopping cart
abandonments.
• One step check out.
• No next buttons.

63. PLATFORMS
Content Management Systems
Wordpress
Joomla
Drupal
Expression Engine
Custom
E-Commerce Platforms
WooCommerce
Shopify
Magento Go
OpenCart
Magento
Not Recommended:
Zencart
Volusion
osCommerce

64. IV. DIGITAL MARKETING
The Social Media Revolution

65. BIG PICTURE: “USER-FLOW”

66. SOCIAL STRATEGY
• What social platforms are needed to reach your target
audience(s) and achieve your goals?
• Are you pursuing other revenue streams? If so, do these other
revenue streams have a different target audience and require
different content?

67. CONTENT STRATEGY
What niches does your brand want to be known
for?
What are your business goals?
Who are your customers?
What are their challenges?
What are their goals?
What kind of content do they consume? How do
they consume it? Where do they go to consume
it?
How can you consistently create valuable and
interesting content that will attract new clients,
retain existing and gain referrals?

68. V. THE NETWORKS

70. Facebook
Multi gen audience.
Organic SEO boost.
Targeted Facebook Ads DO work but you MUST target market
and A/B test images and text. Think Vegas!

71. MILESTONES INCREASE
ORGANIC SEO

72. UTILIZE FACEBOOK COVER IMAGES.

73. When you A/B test ads AND Facebook posts to see what resonates, you increase
ROE & ROI.

74. Cross promote
updates via “time
stamp” on Twitter.

75. GOOGLE+
• Links, links, links!
• Share, share, share! Get indexed immediately!
• Shares and +1’s act as social recommendations that
influence LOGGED IN Google SERP’s (search engine
results pages).
• Google Authorship: Indexes profile image in search
increasing click through rates.
• Hangouts: From social media participant to thought
leader & broadcaster.
• Extensions – Social Statistics, CircleCount, PlusClout,
FindPeopleonPlus, Extended Share for Google+.

76. GOOGLE+
+MarkTraphagen

77. GOOGLE+
Proof status updates index immediately! Free, easy way to dominate SERPS!

78. GOOGLE+
+LaurieLaizure
Increased Sales &
Ranking

79. GOOGLE+

80. GOOGLE+
+Glamour Monetizes Google Plus Hangouts
• Engages with
acommunity in a way
that print can not.
• Product placement.
Each hangout is
sponsored by a brand
and woven into the
story of the week

81. +CHEFHANGOUT:
PRIVATE COOKING CLASSES
You, your computer
and a chef right in
your kitchen.
• Register and get sent a list of
ingredients.
• Join hangout with ingredients.
• When class is complete, stick
around and dine with your new
friends.

82. TWITTER

83. Twitter

84. ALWAYS BE
AWARE OF
WHAT’S
TRENDING ON
TWITTER.
A hashtag is
not a marketing
campaign
or a
destination. It’s
a conversation
spark.

85. @OREO CAPITALIZES
IN REAL TIME ADVERTISING
Be timely.
Be relevant.
Be relatable.
Be visible.
Be creative.
Be conscious.
Have fun.

86. TWITTER ADVANCED SEARCH
TWITTER.COM/SEARCH-ADVANCED

88. Pinterest
18-54. $100k. $168.83
User curated content.
Images repurpose. More staying power & chance for virality
SEO boost.
Click throughs. Practice “deep linking” to increase conversions 3-4X
Private boards
Tracking – PinAlerts, Pinerly, PinReach, Piqora & Curalate (contests &
analytics).
Social media is increasingly becoming
more social & more visual.

89. @EricaCampbell Used Pinterest to Plan
Her Wedding. Pinterest.com/EricaByrum

92. PINTEREST.COM/CORCOR
ANGROUP

94. PINTEREST.COM/BIZBASH

95. PINTEREST.COM/BIZBAS
H

96. PINTEREST.COM/BIZBAS
H
Cross promote Instagram with “live” user generated event photography content.

97. INSTAGRAM

98. Instagram
• Avg age 18-29.
• 100M monthly active users.
• 40M photos per day.
• 1K comments per sec.
• User generated content.
• Real time.
• Brand mentions.
• Hashtag = SEO for images.
• Tracking & contest platforms – Curalate, Statigram, Nitrogram.
• Cool new mobile app, SnapMyAds.
Stories about locations
told through
beautiful user generated
photographs.

99. BEN & JERRY’S
#CAPTUREEUPHORIA
• Asked fans to submit
photos using the
hashtag
#CaptureEuphoria that
capture the bliss that
only a spoonful of ice
cream can create.
• Winners got their photo
used in their LOCAL
Advertising campaign.

100. JASON MRAZ
#IWONTGIVEUP
• Asked fans to visually
interpret the single’s title
in one photo.
• Generated 10K
submissions – including
celebrities.
• 25 winners invited to
private gallery event in
NYC where their photos
were displayed.

101. MICHAEL KORS
#MKTIMELESS
Asked fans to snap a photo
of their own Michael Kors
arm candy and tag using
the hashtag.
18,5K likes and 3K entries
in first 24 hrs.
Winner received a limited
edition Michael Kors watch.

102. MARTHA STEWART LIVING
#BAKETHECAKE
• Asked fans to post
photos of their
delicious desserts
and tag using the
hashtag.
• Winner got a gift
basket with a Martha
Stewart cupcake gift
basket

103. Instagram.com/BizBash_News

104. Instagram.com/BizBash_News

105. INSTAGRAM.COM/LINDSAYFULTZ
• Hashtags = SEO
• Follow and @ mention people to tag them in your photos.

106. Vine
Use a stand to keep iPhone stable.

108. Foursquare
• Claim venue and SEO
profile.
• Check analytics to see
everyone that has
“checked in”.
• Thank them!
Foursquare is a
complimentary platform
to Twitter.

109. Key word search by location and
products and services.
Run Foursquare specials to
entice walk-ins.
Create “best of” lists to cross
promote neighboring
establishments.
Leave tips/recommendations at
venues.
EASY to maintain!
Using Advanced Twitter Search

110. VI. COMMUNITY MANAGEMENT

111. COMMUNITY MANAGEMENT
BEST PRACTICES

112. CRISIS MANAGEMENT
• Don’t be scared.
• Turn negatives into positives by gracefully addressing
problems.

113. CONTESTS
DESIGN +
STRATEGY

114. EMAIL MARKETING
Doing Email Right

115. SEARCH AND SEO
Content is KING.
To get better rankings…
Know Your Keywords + Deliver Value

116. VII. ANALYTICS & LISTENING

117. To understand what is working.
To fix what is not working.
To improve results.
To calculate value.
To justify time & money spent.
To dominate your niche.
Turn big data into smart data to customize &
optimize content for increased ROE & ROI.
Convince and Convert!
Track Your Efforts

118. Set up a FREE Google Analytics
account.
Get code & place on your site in
<head> section.
Revisit your goals & set up
campaign and goal funnels.
Unique tag social links.
https://support.google.com/analytic
s/answer/1033867?hl=en
A/B test and analyze.
Always be optimizing content!
How to Track
and Measure Success

119. Keep and maintain an organized spreadsheet of custom
campaign URL links.
Maintain consistency when naming campaigns. Ex, FB vs
Facebook, fb vs facebook.
Use underscores to separate multiple words. Ex,
Social_Media_Roadmap_Understanding_The_Various_Pla
tforms_And_Which_Ones_Are_Best_For_You
Merge Google Analytics results with platform analytics.
Have fun and #NerdHard. Market smarter, not harder.
Helpful Hints to
Track and Measure Success

120. Merging Social Platform
& Google Analytics

121. Q&A?

122. FINAL CREDITS
@LindsayFultz
email: lindsay@
tummlerdigital.com
@iAmJohnReid
email: john@
tummlerdigital.com