Carmelites Online Marketing Workshop
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Carmelites Online Marketing Workshop
- 1. by John Foley, Jr. May 5 th , 2011
- 4. Before I Begin … @johnfoleyjr
- 11. CHANGING WORLDS OF MARKETING AND COMMUNICATIONS
- 13. Online Communications Your Website
- 14. By the Numbers: Facebook via The Blog Herald
- 15. By the Numbers: LinkedIn via LinkedIn.com
- 17. By the Numbers: Online Shopping “ Percentage of People that have Shopped Online” via Mashable
- 18. Hardware Is Driving Communication Changes
- 19. Apps That Are Driving Change
- 20. Apps That Are Driving Change
- 23. Barcodes: 2D and More
- 25. eBooks as Common as Gerber
- 26. Social & Mobile Commerce
- 28. How can we find success? Photo Credit: http://www.flickr.com/photos/lwr/12364944/sizes/m/in/photostream/
- 29. HOW TO SUCCEED: STRATEGY AND PLANNING BEFORE TACTICS
- 30. CREATING A MARKETING PLAN
- 31. Marketing Calendar Expo Event 8AM-6PM Send out flyers to clients Announce on website Email eNewsletter (Announce) Tell colleagues you’re attending Send thank you cards Enter new contacts in Excel Mail -Monthly Newsletter
- 37. Marketing Calendar Expo Event 8AM-6PM Send out flyers to clients Announce on website Email eNewsletter (Announce) Tell colleagues you’re attending Send thank you cards Enter new contacts in Excel Mail -Monthly Newsletter Create Post, Link back to website Announce on & Comment on event’s page Connect with Keynote Speakers on Join in on event’s hashtag Share speaking presentation on Friend new contacts on Share event article on Share event article on Announce booth # with video post Follow-Up with Post & Post Pictures
- 38. IDENTIFY THE RIGHT AUDIENCE
- 44. PLANNING FOR AND GETTING RESULTS
- 45. Measure Inbound & Outbound COMPANY WEBSITE Social Media SEO DM/Flyer E-mail Links Other Whitepapers, eBooks Downloads eNewsletter Sign-Ups Comments & Questions on Blog Info/Inquiries Webinar Sign-Ups 100 Visitors 2000 Visitors 800 Visitors 3500 Visitors CRM
- 47. TOOLS & TECHNIQUES FOR IMPLEMENTING EFFECTIVE CAMPAIGNS
- 49. SMS MMS PDA Blackberry Direct Mail Radio/TV Magazines Flyers Labels Personalization Campaign Management Reporting Administration Automation QR Codes E-mail Website RSS Flash Banner Search Social Media Hello! Mary Campaign Management Wireless Offline Online Your Website
- 52. THE RIGHT CHANNEL THE RIGHT CONTACT THE RIGHT TIME THE RIGHT CONTENT
- 53. It Starts With The Data Name Interest Status $$ Spent Yearly John Smith Food Silver 5K Michelle Jones Card Games Gold 20K Frank Stafford Shows Platinum 50K
- 54. Identify Areas of Personalization Relevant Content that Appeals to Them Images based on Interest Personalized URL Membership Level
- 57. Multi-Channel Campaign Print Direct Mail Invitation Reply Text Landing Page Inbound Calls Prospects Postcard PURL / Response Page QR Code Flyer Landing Page July Seminar Associates Banner Ad Email Print Web Invitation Email SMS/Text Landing Page Social Media Mobile Customers Landing Page Mobile Ad
- 58. Campaign Example
- 60. Web Site E-Commerce Boomers (35-55) Touch points to gather information and drive to website or shopping cart Visitors who left. Visitors who purchased. Outbound Emails Direct Mail Banner Ads Social Media Social Media Banner Ads Direct Mail Outbound Emails Drive back to website or shopping card through medias A B C A B C A B C D C B A A B C D The 20 something’s 20-34 Touch points to gather information and drive to website or shopping cart Seniors (55+) Touch points to gather information and drive to website or shopping cart
- 63. THE GROWING WORLD OF MOBILE MARKETING AND SMART PHONES
- 65. The Mobile Movement http://www.youtube.com/watch?v=CjUcq_E4I-s
- 66. MEET THE QR CODE – AND OTHER 2D BARCODES
- 68. QR = “Quick Response”
- 69. What the QR Code Contains
- 70. What You Need to Scan
- 73. Augmented Reality Image Source: http://www.jeffreydonenfeld.com
- 74. QR: DESIGN AND CREATION OPTIONS
- 76. Not Every Pixel is Needed
- 77. Insert A Logo!
- 79. Use of Color, Logo, & Pattern
- 80. Building-Size!
- 82. Soften Hard Edges w/ Round Corners
- 83. Use Colors to Match Your Theme
- 84. BEST PRACTICES FOR USING QR CODES TO MAKE PRINT INTERACTIVE
- 85. Shorten the URL!
- 88. THE POWER OF THE TEXT MESSAGE – USING SMS
- 91. WHAT CAN BE MEASURED
- 94. Measuring QR Codes (cont.)
- 96. CASE STUDIES AND INSPIRATION
- 97. QR Codes on Signs
- 98. QR Codes on Posters
- 100. QR Codes on Mailers
- 101. Signs and Riders
- 102. Print Advertisements
- 103. Outdoor Signs
- 104. Wall Paneling
- 107. In Video Games Homefront: 30,000 scans in two days!
- 110. Why Social Media? http://www.youtube.com/watch?v=sIFYPQjYhv8
- 115. How One Church is Using It http://www.youtube.com/watch?v=5tl5FLBh8Yk
- 116. Did you know? http://www.youtube.com/results?search_query=carmelites&aq=f
- 118. First! Build a Strategy Strategy Before Tactics!
- 123. Content Distribution Content Resource Library Visit Resources Daily Content A Content B Content C Pull Content Make Links Measurable Push Content Out
- 124. $ Optimize / Social Friendly Blogs eNewsletter Sign-Ups White Papers Landing Pages Offers Emails Polls Get Noticed Engage and Nurture Inquiries Engage and Nurture Integrated Multi-Channel Marketing Action – Publish – Engage – Converse – Share Social Media Blogging Analytics Content Mgmt SEO Start with MKTG Plan Product? Service? Asset? Qualified Leads Sales
- 128. Social Media Listening Tools
- 129. LINKEDIN
- 149. Company Pages
- 151. TWITTER
- 158. Share What Your Doing
- 159. Use Measurable Links
- 160. URL-Shortener: http://ilnk.me For tracking, measuring and shortening links, go to ilink.me!
- 165. FACEBOOK
- 178. Use Search Features
- 182. Cross-Promote
- 183. Encourage “Likes”
- 184. eCommerce
- 185. Reward Your Fans
- 186. YOUTUBE
- 194. Sharing Tools to Spread Videos
- 195. Embed Videos into Your Website
- 196. Auto-Share Options Across Channels
- 199. How to Create Annotations
- 200. How to Create Annotations *To the upper right of the video you are editing. Highlighting areas. When mouse goes over area, text will appear. For creating a text overlay to title your video.
- 201. How to Create Annotations Delete Annotation Choose timing. Write text here. Select link.
- 205. PHOTO-SHARING
- 208. BEST PRACTICES
- 211. BUILDING YOUR NETWORK
- 213. Make Your Business Interactive
- 217. WHAT’S NEXT – EMERGING TECHNOLOGIES
- 218. The Mobile Web
- 221. CAMPAIGN IDEAS
- 229. THANK YOU! Q & A / Contact Me! http://ilink.me/JR slideshare.net – search growsocially
Notas do Editor
- for the B2B “Boss Tweet” Personality Category
- During this slide, you would talk about the beginning part of your book… where you have stories about how your wife, kids, Dad, etc. react to different medias.
- Let’s talk for a second about one of the ways that Marketing and Communications has changed…. Certainly, it’s the web. Whether it’s our corporate website, social media pages, Google… these sites have changed everything we do. The way we search, the way we consume information, the way we communicate, the way we shop.
- Let’s take a quick look at how one online marketing channel has changed the game…. Facebook
- Let’s talk bit now about hardware is changing the worlds of marketing and communications….. The iPad… the iPhone… Kindle… Android devices… Windows Phones… and more.
- With that better hardware, and the user experience that it provides, people are developing and then using apps that allow them to change the way they communicate and consume information. Flipboard is an iPad App that changes how you can consume articles from magazines, newspapers, tweets, Facebook posts, and more.
- In the very near future, we can expect to see smartphones continue to get better, with more features,.. And to dominate the market… These enhancements will further increase our reliance on them.
- Yes, QR Codes have been around for a while… But many big mainstream brands are just getting started. We think that 2d barcodes – when used properly to make print interactive and to drive people to mobile-optimized content will continue to find ways to change the way that we communicate. However, we already need to pay attention to new technology… similar concepts, but certainly different. One of these is invisible watermarks --- In the picture on the right, we’re showing an example of Digimarc’s technology.
- Here’s another thing that will happen. All of the newer generations will grow up using these devices! Reading books and stories on iPads… navigating around a smartphone…. Yes, what do you think they’ll want to use when they get older, and eventually become consumers and business folk?
- Product: This is the physical product or service offered to the customer. It also refers to any services or conveniences that are part of the offering. So while the actual, physical end product may be a printed piece or a cross-media campaign, the ancillary services wrapped around its delivery are equally—if not more—important. This includes consulting, data analysis and many other components we have already discussed. • Price: Pricing decisions need to take into account profit margins and probable competitive responses. Pricing needs to incorporate not just the printing, but the value-added and professional services accompanying the offer. In many cases, pricing these new services on a cost-plus basis is missing the boat because the market value is often higher than cost-plus. Value-based pricing is more appropriate. • Promotion: Promotion decisions are those related to communicating and selling to potential consumers. Promotion decisions involve advertising, public relations, events, seminars, direct mail, email, social media, etc. In other words, marketing your services. • Place: Place simply refers to how you will sell your products to your customers. What you are selling will directly influence your distribution model. Do you have a walk-up retail bricks-and-mortar storefront? What channels are you using? What does your direct sales force look like? What vertical markets are you going after? And how does your Web storefront play into the mix?
- Here’s an example of you can truly put variable data to use for you.. By personalizing based on other data that you know. First , it starts with analyzing your data, and then visualizing your customers.
- The inside of the booklet has a number of variable fields including
- Go to the whiteboard and draw a sample data base, text record how data and inages acan be puled out.. Hand out the
- 1. Relevancy in Content: providing the right information in the right context 2. Relevancy in Contact: delivering this information to the right people 3. Relevancy in Channel: providing it to the right medium in the right format 4. Relevancy in Time: delivering this information when it is appropriate to meet the client’s needs
- Seminar Printed piece with PURL They respond to website - event registration Email non-responders with link to event registration site Email confirmation Print seminar attendee packets Registration list & packets provided to client Post seminar email evaluation web event form Route leads to sales reps Seminar ROI reporting
- First, what does it stand for? Quick Response… So.. On the most basic level – think of it this way. Your mobile audience can save time by scanning the QR Code to go to your website rather than remembering and typing in the URL. Yes, it’s a call to action that can help increase response rates… strike while he iron is hot.
- Palm iPhone Blackberry LG Nokia Motorola Samsung Etc
- There are a number of FREE applications that allow you to scan QR Codes. They are different between phones. Discuss favorite ones for iPhone, Android, Blackberry. To get one, you simply need to go to your app store, download the app. You can even do it now , if you’d like..
- The more information your fitting in the more complex the QR Code gets. A simple code can be the short URL code. Maybe you tell them a secret on SHort URL's and using them in QR Codes The complex is hold information about an event – title, date, time, end time so it requires more pixels to hold more data
- If you are a pet lover, you may be saying this is not deterioation, but beautification! So this offers benefits, if you’re the designer, the markter.. You can incorporate images into the design a bit. This is possible due to the Reed-Solomon error correction code written into the QR Code encoder. This allows up to 30% deterioration of a QR Code possible with it still being readable. That correction code is used on DVDs, CDs and more. Same principles apply… Printed pieces may get damaged slightly, somewhat dirty, a bit of wear and tear.
- Yes, you can also use that deterioration rate to place your logo inside the QR Code. The way this works normally is you create a QR Code, which is really just an image… Bring it into Photoshop, and then place the logo, and TEST!
- The possibilities for QR Codes to help increase the impact and effectiveness of printed materials continues to increase. You have the ability to create QR Codes with different colors… I From our testing, darker colors have performed the best… Without a doubt, if you create one with color, test with different readers and phones.
- Any Boston Celtics fans? When we win the NBA Championship this year, send me an email, and I’ll try to send you tshirt with this logo/QR Code on it.
- If you’re a designer… you generate the QR Code.. It’s outputted as a300 dpi image (depending on who you use). Then, simply scale it to a different size with a program such as Adobe Illustrator, or another image-editing program.
- Just from our own testing, when we take the QR Code less than an inch, we see troubles with the readers… For you, test…
- How do you shorten a URL? There are tools such as Bit.Ly, ilnk.me. Some QR Code generators do it for you!
- Now a huge reason and benefit of using QR Codes is the measurement and tracking! - You can start clearly measuring how effective your print ads are.. Your postcards… your signs..
- Now a huge reason and benefit of using QR Codes is the measurement and tracking! - You can start clearly measuring how effective your print ads are.. Your postcards… your signs..
- We are seeing a huge interest in qr Codes when it comes to real estate. Here’s a picture of how one is being used on a rider. Also, flyers, mailers, newsletters, other signs…
- QR Codes used by a printer to make their open house more fun, exciting.. If people scanned the code o nthis sign, it took them to a landing page. There was logic on the page to randomly display a picture of a rockstar… kinda fun. (of course, when the men scanned a code and saw Courtney Love, and the ladies scanned a code and saw Elton John, their reactions were priceless!)
- Here is one of my favorite examples. At the Rochester Jazz Festival, people could scan these huge QR Codes to download a guide to the festival on their smartphones.
- We are seeing a huge interest in qr Codes when it comes to real estate. Here’s a picture of how one is being used on a rider. Also, flyers, mailers, newsletters, other signs…
- QR Codes are also appearing in a lot of print advertisements in magazines.
- Qr Codes on signs outside of stores… to attract interest, perhaps to promote deals, and more.
- QR Codes were used inside Madison Square Garden. At this dinosaur exhibit.
- Qr Codes were used on gift cards to promote Tron.
- Directed people to a trailer of the movie.
- 500 million people on Facebook Twitter: 75 million Linkedin: 50 million
- 500 million people on Facebook Twitter: 75 million Linkedin: 50 million
- 1. Gets news/info to people who use social media. People miss church, they don’t pay attention to announcemets, they don’t read newsletters, and some don’t check email. For some Facebook or Twitter users, the best way to let them know about what’s going on in your church may be through social media. 2. Helps people feel better connected to the church. For a person who may only go to church once a week or less, connecting to the church through social media helps them to know what’s going on and feel better connected to the church. 3. Fosters better relationships among members. Through your church’s use of Facebook or Twitter, members of your church and meet and get to know other members of the church. 4. Enables the entire church to be the church – praying, encouraging, teaching each other – online. 5. People can invite friends to services, share stories, articles, videos, and the gospel with friends outside of the church and Christianity. The church’s role is not primarily to evanglize, it’s to equip its people to evangelize and disciple.
- Know Your Audience The One Thing Humanize Your Brand Content Resource & Distribution Strategy Measure Your Success
- Where Are They Cyclically? Students How Do They Use Social Media? Older audience may not want to engage in “make a video” contest Older audiences appear low on “Creator” scale.
- Resources are monitored. Content is identified and pulled, made trackable, and pushed out across platforms.
- Lots of ways to measure social media success, so make sure you determine your key metrics BEFORE you get started. I recommend picking three solid metrics to track. Appropriate metrics differ based on what your objective is for the program.
- Six Degrees of Separation?
- You should post thought-leadership things that are of value to the people that follow you. This may be related to the trends in the marketplace, valuable white papers, e-Books, etc. It will also help you discover other sites and communities where you can share your knowledge. You can post what’s going on in your company… news updates, events, etc… But also fun things. Are you having a company picnic? Did someone have a baby? Is your company a-buzz with the NCAA tournament pool? It allows for companies to show the human-side of their business.
- You should post thought-leadership things that are of value to the people that follow you. This may be related to the trends in the marketplace, valuable white papers, e-Books, etc. It will also help you discover other sites and communities where you can share your knowledge. You can post what’s going on in your company… news updates, events, etc… But also fun things. Are you having a company picnic? Did someone have a baby? Is your company a-buzz with the NCAA tournament pool? It allows for companies to show the human-side of their business.
- Here is how Tiwtter is used to promote a white paper…..
- Here is how Tiwtter is used to promote a white paper…..
- Do some facebooking for GS and i1 make a video of john/attendee in front of audience
- Find people that are in your target audience and follow them. You can also do this locally. For example, find all people that mentioned the word “print”, and that live in a 15 mile radius of my zip code. I need fulfillment company? Normally, people will return the favor and follow you.
- Engage in the conversation
- Create a welcome page.
- interlinkONE logins
- Let’s talk bit now about hardware is changing the worlds of marketing and communications….. The iPad… the iPhone… Kindle… Android devices… Windows Phones… and more.
- 1. Live Stream Church Services with Chat. More and more churches are looking into streaming their church services online. It’s a great way to help shut-ins and traveling families stay connected with the church and experience worship on a weekly basis. These days streaming your service online can be as simple as using a consumer video camera, a computer with an Internet connection, and a streaming service that is pretty cheap making live streaming a legitimate option for most churches. A couple of Christian sites that offer live streaming are Sunday Streams , StreamingChurch.TV , and ChristianWorldMedia.com . Most live video stream providers offer live chat with their service. Not only can they participate in the worship service live, but they can also interact with each other through the chat feature thus making the whole experience less like watching TV and more like being a part of the worship service. 2. Host a Webinar. If you’re not familiar with webinars, it’s a term referring to a web seminar. It’s basically an online presentation that is given and viewed live. You setup a specific time for the webinar and people usually preregister. Then the presenters of the webinar deliver their presentation with video (usually slides) and audio. Participants of the webinar are able to chat and submit questions. One service that does a good job with webinars is GoToWebinar.com . 3. Have Sermon Discussions. At most churches, the pastor delivers his sermon, they have the rest of the elements of the worship service, and that’s the end of it. Was there more information about the sermon topic that didn’t fit in the sermon? Did anyone in the congregation have a question? Probably, but most of the time no one ever finds out. Some pastors have started blogging about their sermons during the week to further explore the message and that format also does allow for questions in the comments. But that can also be done live. Simply have a pre-arranged time (maybe even a regular time every week) and a location. The location could be in a forum, Facebook Group, or maybe a Twitter Chat ( http://tweetchat.com ). 4. Online Bible studies and discussion groups A lot of people have difficulty participating in Bible studies because of the time commitment. Between work, family, and other obligations, it can be difficult to fit in a couple hours to go to a Bible study, especially if going to the Bible study includes 30 minutes to an hour of driving time. How about doing the Bible study online? There are several online video conference call options, like Skype, if you want to have live vocal discussions with video. You could also use the chat format or webinar format as mentioned above. Whichever format best suits the type of Bible study or discussion group you have. 5. FB and Twitter during real world events and services.