State of Digital Marketing
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Join Offerpop's Robert Manning, YesTo's Ally Ng, and Grand Ole Opry's Katrina Maddox as they discuss the future of digital marketing and their success running some of the best digital engagement campaigns of 2014.
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State of Digital Marketing
- 1. | Page 1 State of Digital Marketing 2015 Featuring Grand Ole Opry & Yes To
- 2. Housekeeping • Audio issues? Turn up your computer volume or dial in: US & Canada Toll-Free: 855 296 3691 Conference ID: 57594524 • Type questions into chat box or via #popwebinar on Twitter • Recording send via email after broadcast
- 3. Agenda 1. State of Digital Marketing 2015 2. Yes To Case Study & Discussion 3. Grand Ole Opry Case Study & Discussion 4. Q&A
- 4. | Page 4 Guest Speakers Katrina Maddox | Grand Ole Opry Digital Marketing Manager Ally Ng | Yes To Inc. Senior Digital Marketing Manager
- 5. | Page 5 Budgets on the rise… along with ROI expectations 1 Actionable consumer insights Social marketing ROI Continued focus on Facebook Mobile marketing still lagging Integrated email & digital / social marketing 2 3 4 5 Marketing budgets will increase in 2015 according to Gartner Research, with more than half of marketers increasing their budgets by an average 17 percent
- 6. | Page 6 Case Study: YES TO About Natural products that work for all skin types, give back to the community and wipe a smile on your face. • Started in 2006 • Natural products w/ fruit & vegetable benefits • Goal of bringing natural to mainstream • 25,000 stores & international distribution • Small (but mighty!) team & a budget to match! Hi, we’re YES TO Inc. WORK SMILE GIVE
- 7. | Page 7 Case Study: Background Results • Year-long marketing campaign to drive trial and awareness behind a positive message. • Goals: Email Acquisition & UGC • 365 days of “yes” with monthly themes & challenges such as “Yes to Women” “Yes to Great Loves” “Yes to Snacks” • Launched email acquisition campaign by giving away 100K wipes #YESTOMOVEMENT • 291K new emails generated (mostly from giveaway) • 3,134 pieces of content/1,452 images Learnings • Referral campaign extremely effective in acquiring emails • Monthly themes difficult to execute • Need to be more strategic with content
- 8. | Page 8 2015 YES TO SOCIAL Combination of larger quarterly campaigns mixed with small activations tailored to grow the platform. Yes to Inc. Instagram • Year-long Instagram campaign #YESTO • Early results 1,642 pieces of content (already more than the movement) to be integrated with site Facebook • Maximizing organic reach (currently at 6%) with monthly activities that engage the audience • Hub for email acquisition campaigns Twitter • Making campaigns timely and becoming more conversational vs. promotional • #YestoGal “Galentine’s Day” activity reaches 1.6 Million
- 9. | Page 9 The Show That Made Country Music Famous About the Opry • World’s longest running live radio show beginning in November of 1925 • Many changes through the years • New stars, superstars and country music legends on stage multiple times per week • Opry membership revered by artists of all calibers • Importance of digital marketing in telling the Opry story and staying relevant for another 90 years
- 10. | Page 10 UGC PromotionEmbeddable Sweepstakes Viral Campaign Successful Promotions Through Offerpop promotions the Grand Ole Opry has been able to engage fans across multiple platforms, broaden the reach of content, and grow the Opry fan base.
- 11. | Page 11 Case Study: Objectives 2014 Results • Build brand awareness • Drive traffic to website • Capture email addresses Grand Ole Opry • Six 4-week promotions • Total Entries: 126.5K • New subscribers: 15K Takeaways • Able to connect with our Exact Target email database • Not limited to a single channel • Lost some of the social media virality
- 12. | Page 12 Case Study: Objectives Results • Garner engagement • Build awareness of new video content • Expand reach through artist promotion Viral Campaign • One day promotion • Drove 1.6K clicks • Reached 1.5 million in a few hours Takeaways • Quick and easy implementation • Fun way to build excitement around new content The Opry ran a viral Twitter campaign to unlock a performance video of two superstar artists performing a country classic on the Opry stage. Fans were asked to help reach 1,000 retweets in order to unlock the video. Both Carrie Underwood and Jennifer Nettles retweeted and the goal was reached within a few hours.
- 13. | Page 13 Case Study: Objectives Results • Increase engagement • Grow social media communities • Garner media attention UGC Promotions • Video Entries: 27 • Clicks: 28,062 • New Fans: 5,539 Takeaways • Great way to be involved in popular conversation • Garnered excitement and promotion from artists and radio partners • Tough to get people to submit videos The Opry partnered with artists and radio personalities to execute a fun UGC campaign around the time of the Academy Awards. Using Offerpop’s Video Contest application we were able to easily collect, moderate, and display videos of fans giving their best dramatic reading of country song lyrics for a chance to win a trip to accept their award at the Opry.
- 14. | Page 14 • Opry retail hashtag promotion • Shift focus to Twitter and Instagram • Looking forward to more social integrations in the future What’s Next
- 15. | Page 15 1. Worksheet: Benchmark your strategy 2. eBook: Get program inspiration Resources 1 2
- 16. | Page 16 Q&A - #Popwebinar Katrina Maddox | Grand Ole Opry Digital Marketing Manager Ally Ng | Yes To Inc. Senior Digital Marketing Manager
- 17. Thank You!
Notas do Editor
- Hello and welcome to the State of Digital Marketing webinar! We’re super excited to have you all here today to discuss this great topic with two truly amazing brands. My name is Robert Manning from Offerpop and I have the pleasure of moderating todays session. During today’s webinar, we’ll have our two guest speakers from Yes To & Grand Ole Opry discuss how they: Increased sales through consumer engagement Gained actionable customer insights through social And the best practices and lessons they learned from running their own leading digital engagement campaigns But first…
- A few housekeeping items. Our webinar today will be broadcast over both computer audio and the telephone lines you see here. If you are having trouble with either option, please try the alternative, check your volume settings or send us a chat and we’ll do our best to get you up and running as soon as possible. We also encourage you to participate in the discussion today and send us any questions you have in the chat window. You can also live tweet us using the hashtag #popwebinar on Twitter. We will also be sharing a recording of today’s session with each of you a bit later in the, so be sure to keep your eye out for that.
- For today’s webinar, we are going to do a brief dive into the current state of digital marketing, we’ll dive into a few brand case studies from Yes To & the Grand Ole Opry. Followed by a live Q&A session – so again please be sure to send in any questions you have.
- We’re joined by two digital marketing rockstars today: First up we have Ally Ing, the senior digital marketing manager from Yes To. Ally has been overseeing growth strategies to build online awareness for yes to, and has over 10 years of experience in health and beauty. Additionally we are happy to say Ally has been working with us at Offerpop for the past 4 years with a number of different brands. We are also joined today by Katrina Maddox, the digital marketing manager from Grand OleOpry. Katrina has been with the Opry for the better part of 10 years and has been focused on finding new ways to increase the brands digital presence by creating innovative engagement campaigns through digital and social.
- But before we get into how Ally and Katrina’s teams have been leveraging digital to drive amazing results, let’s take a step back and first look at the current landscape of digital marketing today. According to gartner, more than half of markers budgets have increased by an average of 17 percent. But with this increased budget comes and increased expectation for marketing ROI. So, what are marketers doing with this budget and what have they been focused on in 2015? In a survey of over 100 marketers, we surfaced the following trends that have been top of mind in 2015: Firstly, marketers agree it has become critical to collect consumer insights from social data. In fact, 74% of the marketers we surveyed indicated that they are collecting consumer data through social to gain actionable insights into their customers. This insight can influence everything from email, to website, to in-store promotional decisions. However, even though Marketer’s are making strides in collecting consumer data, they are still struggling to measure the ROI from social. Close to ¾ of marketers surveyed indicated their measurement of social ROI has been ineffective or non existent - with only 29% of marketers indicating their measurements were effective. As social evolves, marketers need better ways to measure their success to justify their social spend. Unsurprisingly, we discovered that Facebook still reigns king with digital marketing investments even though organic reach has become more problematic for brands. However, even though it still controls the lionshare of the conversation, brands are increasingly supplementing their investment into other smaller networks. In fact, Katrina over at the Opry will have a great example later in the presentation of how her company leveraged different networks to target their most active demographics. On the mobile front we discovered that brands are still playing catch up in the mobile marketing space, with very few brands indicating they are investing specifically to reach mobile customers. We expect this number to grow substantially in the future as the desktop user pool continues to decline. And finally, we uncovered that brands are finally realizing the power of integrating email and social data to drive measurable results. Brands can utilizing the data they uncover through social engagement experiences to inform their email retargeting efforts which will drive even more conversions. This alone is a great way to demonstrate the return on your digital marketing. But that is enough of me talking, let’s get into the fun stuff and hear directly from Ally over at yes to how they leveraged their social and digital campaigns to inform their marketing decisions. Take it away Ally.
- That’s fantastic Ally, and I love how you outlined the different tactics you are approaching this year that have a much longer lifecycle. One of the things we try to stress to our clients is that you shouldn’t look at these contests or promotions as one off campaigns, but instead weave them into your overall strategy. This will serve to extend the campaigns lifetime and will also improve your engagement throughout the year. The Evergreen #YesTo campaign you launched is something that can continuously drive engagement all year long. Great work. Next up we are going to turn it over to Katrina from the Grand Ole Opry to discuss the campaigns they have seen great success with, as well as their future digital marketing plans. Take it away Katrina.
- Awesome stuff Katrina, and this coincides beautifully with what we are seeing in the market. More and more brands are using the insight they gain from their social engagement to more intelligently target their users on the networks they are most likely to engage on. This way you can create more specific and targeted campaigns that ultimately resonate better with your audience. Great work!
- Before we get into our Q/A session we just wanted to offer up two new resources you may be interested in. the first one is the digital marketing readiness worksheet, which is a great way to assess your current integrated marketing campaigns, and identify areas that you may need to focus on in the future. The second resource is our Master of Digital Marketing eBook which gives awesome real world examples of marketers who have run incredible digital marketing campaigns with great results. We will post the links to download those resources in the chat window.
- Allright, the floor is now open for q/a. Please feel free to jot down any questions you have in the chat window, or live tweet us on twitter using the hashtag #Popwebinar First up we have….
- Thank you all for your interest in this topic, and a big thanks to Ally and Katrina for their great insight today. Be on the lookout later this afternoon for the recording of today’s session. With that, thanks again everyone for joining us, and enjoy the rest of your day!