Digital Space Consulting presentation for 2013 Luna Conference - Dallas, Texas. Digital marketing approach including social media, Facebook, Twitter, LinkedIn, SEO, content marketing, content strategy, market intelligence, social amplification, social listening, online media budget, and social strategy.

1. Social Media 201.5
Digital Marketing Approach
Presented by:
James Loomstein, MBA
Digital Space Consulting
@jloomstein

2. Who We Are
•
Digital agency with over 10 years experience in
content, creative, communications, and analytics
•
Passionate about the tools, platforms, and technology used to connect and engage
consumers
•
Focused on empowering brands and customers by enabling them to research, relate
and engage with each other
•
Entrenched in execution and creating a blueprint from here to there
•
Extensive experience in local search, PPC, SEO, conversion
optimization, targeting/segmentation, and marketing strategy
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@jloomstein

3. What We Do
Digital Communication Initiatives
STRATEGY +
PLANNING
DIGITAL
MESSAGING
SOCIAL MEDIA
INTERNET
MARKETING
ECOMMERCE
Technology Components
WEB CONTENT
MANAGEMENT
ECOMMERCE
EMAIL /
MARKETING
SOCIAL
COMMUNITIES
VIDEO
SEO/SEM
WEBSITE
WIDGETS
Analytics & Reporting
WEB
ANALYTICS
BUSINESS
INTELLIGENCE
SOCIAL
PROFILING
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@jloomstein

4. Digital Strategy Experience
Agency level
Client level
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@jloomstein

5. Companies aren’t
trusted, brands aren’t
trusted, and nor are your
executives.
People TRUST each
other, and now they have
the tools to communicate
with each other using
social technologies and
mobile with or without
brands involved.
Trust has shifted to the
participants.
Jeremiah Owyang,
www.web-strategist.com
5
@jloomstein

6. Let’s start with some videos
Social
Media 2013
Marketing Fundamentals
Don’t Change
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@jloomstein

7. Nice videos
– but seriously, is it really like that?
•
•
1,500 BLOG POSTS
•
13,000 IPHONE APPS
DOWNLOADED
•
100+ NEW LINKEDIN ACCOUNTS
•
694,455 GOOGLE SEARCHES
•
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695,000 FACEBOOK STATUS
UPDATES
98,000 TWEETS
@jloomstein

8. Our Philosophy:
Customer engagement is the
new market.
The future of marketing is not about doing and saying things to people.
The future of marketing is about doing things with and for people.
Marketing is about Trust. Listening. Communicating. Collaborating.
It’s not what you say, it’s how you do.
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@jloomstein

9. Marketing is evolving
Print Ads
TV + Radio
Ads
Inbound Marketing
Mobile Marketing
Video Marketing
Word-of-mouth Marketing
Static
Content Marketing
Telesales Websites
Catalogues
– Social is the new currency
– Connected economy vs. industrial economy
– ROI of social media
– More connections = more opportunity
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@jloomstein

10. What question do you need to be asking?
•
•
What are competitors doing that we are not? What do we think they
are doing?
•
What are the immediate goals of implementing an online marketing
campaign?
•
How will success be determined?
•
Who do we consider our idea customer? How are they leveraging
digital?
•
What is our cost for acquiring a customer?
•
How do we think most customers find us online?
•
What keywords do we want to be found for online?
•
?
What are the biggest marketing challenges we’re facing ?
What information are we obtaining during the acquisition process?
10
?
@jloomstein

11. I don't think anyone
actually wakes up in the
morning and says, "I
think I'll go and do some
Google searching."
Today, people tend to tap
into their own social
network for
tips, advice, recommend
ations, etc..
- Forrester
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@jloomstein

12. What businesses should concentrate on
•
•
•
•
Social media
Social authority
Mobile
Video marketing
•
•
•
•
Content curation
Social amplification
Lead generation
Conversion tracking
•
•
•
•
Remarketing
Media budget allocation
LinkedIn
Email marketing
EASY WAYS TO GET STARTED
1
2
3
Market intelligence
- Understand your customers and competitors
- Track keyword mentions for your products services
Identify opportunity
- Listen for keywords
- Identify influencers
- Find prospects who are trying to find you
Build thought leadership
- Become an expert in your niche
- Grow your tribe / create authority
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@jloomstein

13. And here is where you start
People are using the Internet to talk about your brand, products, competitors, customers, and
clients – are you listening
WHERE TO LISTEN
• Google Alerts
• LinkedIn
• Alltops.com
• Search.Twitter.com
• Feedly.com
• HelpAReporter.com
• MuckRack.com
• Socialmention.com
• Topsy.com
WHERE TO SHARE
• Blogs
• Forums
• Twitter
• Facebook
• Linkedin
• Quora
• Review sites
• Yahoo Answers
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STAY SMART
• Ted.com
• SethGodin.com
• Harvard Business Review
• Udemy
• Audible.com
• SocialMediaToday.com
• Mashable.com
• TechCrunch.com
• SearchEngineLand.com
@jloomstein

14. 10 Things You Should Do Today
•
•
•
•
•
•
GetListed.org
Align your marketing objectives with
your business objectives
Create personas
Stop chasing shiny objects
Think strategy before you get hooked
on the tool
Focus efforts on lead generation +
conversion
•
•
•
•
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Invest in a process and/or software
Understand purchase lifecycle
Budget for media spend
Invest in tools that either save you
time, make you money, or make you
look smart
@jloomstein

15. Get the most out of your
DIGITAL MARKETING EFFORT
Think strategy before you get
hooked on the tool
Your objective with your
marketing is scalability and
repeatability
Stay smart for your sake and
that of your company
Create platform partnerships
Hubspot, Magento, ExactTarget
Work with agencies that like
to work with others
Invest in tools that either save
you time, make you money, or
make you look smart
Stop obsessing over what
image to use in your monthly
email newsletter
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Focus on RCS
@jloomstein

16. Build the right toolbox
Business
Simple One
Pager
Content/Desig Who I Read
n
Highrise
Pocket
About.me
Contently
Copyblogger
Basecamp
Trello
Magnt.com
eLance
Seth Godin
Join.me
Callrail
Tumblr.com
99 Designs
Chris Brogan
Evernote
HipChat
CrowdSpring
Scott Stratten
Harvest
Boomerang
MailChimp
Brian Solis
Dropbox
Rapportive
Moo Cards
Hubspot
Freshbooks
Social Media
Examiner
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@jloomstein

17. Have a game plan
Create social profiles
Engage and start
answering questions
Write profiles about who
you are, what you do, and
how you can help
Establish a social
home
Become a student of
social platforms
Include keywords that are relevant to your type
of business
Optimize your
profiles to let
customers, partne
rs, and vendors
find you
Don’t be upset with the results you didn’t get
from the work you didn’t do
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Follow your metrics
• Who are you writing for?
• What is the purpose?
• What is the call to action?
• What are you measuring?
Stay connected to the
conversation
@jloomstein

18. Social should be a part of your strategy
1. Gain visibility
Unlimited access to professionals, organizations, prospects, and customers in
your target market
2. Provide transparency
Being open and honest allows you to connect with others on common ground
3. Helps you ‘get to give’
Ask for help only after offering help to others the majority of the time
4. Allow ‘nobodies’ to become ‘somebodies’
Create and cultivate your personal brand
Share
links
Amplify
others
Give tips
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Be a
resource
Show
expertise
@jloomstein

19. My Warning
• It’s your brand – Own it
• Once you engage – you have to
stay engaged
• Build community and fans will
expect you to be available
• Expect raving fans who will want
to get involved
• You don’t have to do everything –
do something
• Perfection is the enemy of good
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@jloomstein

20. What 2014 holds
•
•
•
•
•
Integration of search and social
Lead gen and conversion path will drive marketing spend
Responsive design across all devices will be the norm
Platform partnerships will become a necessity
Market move to greater convergence among paid, owned, and earned media
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@jloomstein

21. Know what we know
(Stay Smart)
SEO
Keyword
Research
Code
Industry
Trends
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@jloomstein

22. Stay Smart
Join local
organizations
Sponsor
events
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Attend
conferences
@jloomstein

23. Where We Connect
Current Speaker for Pubcon
2013 Speaker
Board Member 2013
Member since 2010
Member since 2010
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@jloomstein

24. Need help?
Social Profile
Build Your Authority
Build Your Brand
LinkedIn optimization
X
X
X
Keyword research
X
X
X
Build content stream
X
X
X
Hootsuite integration
X
X
Social profile
X
X
Content automation
X
X
Twitter Integration
X
Twitter monitoring
X
“James is a true expert in
the field of digital
marketing and creating
your brand.”
– M. Schor, Director
“James has been a wonderful resource for my
agency. He managed to increase our digital
presence by optimizing our website, Twitter,
LinkedIn, and Facebook.”
– D. Glacy, Owner
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“James provided exceptional service
in creating a social media footprint
for me in my job search.”
– C. Newsome, Engineer
@jloomstein

25. We Do That…
Video optimization
SEO
PPC/Remarketing
Conversion optimization
Content marketing
Digital messaging
Social distribution
Influencer outreach
Target market segmentation
Social listening
User experience
Website design
Our partners include…
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@jloomstein

26. Digital Space Consulting
Create. Connect. Engage.
Thank You.

27. Contact Information
DigitalSpaceConsulting.com
James@digitalspaceconsulting.com
Linkedin.com/in/Jloomstein
Slideshare.net/jloomstein/presentations
Twitter.com/jloomstein
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@jloomstein