DED Retail Sector Training

1. Online and Digital Marketing
(Session 3)
The DED and TLC
Present

2. Online and Digital
Marketing (Session 1)
• Introduction to Online and Digital Marketing: the key marketing
principles, tools and techniques
• Understanding client life cycles including client lifetime value as well
as client acquisition vs client retention
• Marketing Audits including techniques and tolls
• How to set budgets, identify business objectives and sales targets
• Strategy creation and content planning including integrated
marketing techniques
• Identifying messaging
• Online marketing channels and choices
• How to implement a successful online marketing plan including the
division of labour and the role of marketing partners.

3. Creating an effective online
presence (Session 2)
• Myths, facts and stats
• The role of a website in a marketing plan
• Planning for a website
• Understanding what makes a good website including design,
usability, functionality and call to actions
• How to convert visitors into customers
• eCommerce websites and their role in promoting sales
• How to get your business onto 3rd
party websites including eBay and
Amazon
• The role of search engine optimisation and the importance of 3rd
party traffic
• How online advertising can attract web traffic
• Understanding analytics

4. Social media and content
marketing (Session 3)
• An introduction to content marketing including blogs,
videos and all rich media
• Utilising email marketing to reach customers
• What it takes to compile a database and deliver a successful
marketing campaign
• Understanding the various social media platforms, their usages and
the markets behind them including Facebook, Twitter, Google +,
LinkedIn, YouTube, Pinterest and Instagram
• Identifying the best social media platform for your business
• Using social media as a traffic driver and communication tool
• Social media best practices, trends and developments
• Why social media is working for the retail sector
• Analysing the success of you online marketing
• How the DED can help

5. Content Marketing
Content marketing is any form of
marketing that relies on or draws from
editorial content. That editorial content can
come in all kinds of forms:
• Blog posts or articles
• Video clips
• Infographics
• Visualizations
• E-books
• Guides
• Resources
• Whitepapers
• Case studies
• FAQs

6. Content Marketing
What makes content great?
• It matters to your customers
• It is backed by expertise
• It is relevant
• It is easy to understand
• It is comical, touching,
thought provoking, educational …
therefore SHARABLE

7. Content Sources
General News Websites and Blogs
Social News Sharing Websites
Industry Updates and News
Social Media Conversations
Customer Q’s and Reviews
Staff Members/Experts
Day to Day Action

8. Content Marketing

9. Email Marketing

10. Email Marketing
Compile a database: Through call
to actions on website (opt in), social media and
offline prompts.
Timeline: Establish a suitable timeline.
Select your Email Software: Decide on
which email software program is best for you.
Target your campaign: Make sure you
segment your audience.
GREAT Content: Ensure your content is
clear and concise

11. Email Marketing
Use GOOD Imagery: Make sure
you use high quality images.
Call to Action: Ensure you have a clear and
easy call to action. IE. Email us, click here.
Responsive Design: Make sure you
segment your email can be viewed on mobile.
Subject Lines: Ensure your subject lines are
strong, short and well worded.
Analytics: Monitor the success

12. Email Marketing

13. Email Marketing

14. Email Marketing

15. Email Marketing

17. Social Media: The
phenomenon
 Why YOU can not ignore it...
• It is word of mouth on steroids
• It is current, relevant and invasive
• 1 in 4 people in the world use social networks
• Searching Google for social media returns
70100000 results
• Everyone is talking about it, from teenagers to
local grocers and even leaders of countries

18. Social Media: The
phenomenon

19. Social Media: The
phenomenon

21. Social Media: The
Phenomenon
“Social Media is about sociology and
psychology more than technology.” ~Brain
Solis Principal of FutureWorks
“With the growing reliance on social
media, we no longer search for news, or
the products and services we wish to buy.
Instead they are being pushed to us by
friends, acquaintances and business
colleagues”. ~Erik Qualman

22. Social Media: The
Phenomenon
“I love social media because it exists at
the intersection of humanity and
technology. ~ Steve Jobs
"On Twitter we get excited if someone
follows us. In real life we get really scared
and run away."~Unknown
“Social media is here. It’s not going away;
not a passing fad. Be where your
customers are: in social media.”~Unknown

23. Social Media: Myths
These are the most common myths
of social media:
• It is free
• You can just appoint anyone in-house to run
your social media
• You need to be on EVERY social media
channel
• Social media can replace real-life networking
• Social media is full of internet trolls

24. Social Media: Myths
• Only teenagers are on social
media
• Social media can replace your
website
• You can not measure return
on investment
• You can not generate leads on
social media
• Too much content will reveal
trade secrets to your
competitors

25. Social Media: Myths
• Social media does not compliment traditional
marketing
• Social media is a fad
• Social media creates negativity
• Social media is too informal for business

26. Social Media: Fears and
Pitfalls
Lack of commitment
Inconsistency
Rules/regulations/compliance
Negative feedback
Mixed messaging and
tone
Competitor snooping
Costs

27. Social Media: Facts
 Social Bookmarking (stumblopen.com)
• Interact by tagging websites and searching through
websites bookmarked by others
 Social News (reddit.com)
• Interact by sharing and commenting on news
 Social Video & Photo Sharing (youtube.com)
• Interact by sharing videos and photos
 Social Networking (facebook.com)
• Interact by adding friends, commenting and sharing

28. Social Media: Facts
The statistics do not lie:
• 1 in 4 people world wide use social media
• By 2017 there will be 2.55 billion users
• 67.7 % of internet users use social media at
least once per month
• Over 3 billion active internet users

29. Social Media: Facts
How do marketers see social media?
• 92% of marketers indicate that social media is important for
their business
• Facebook and LinkedIn are the most popular choice for
marketers, with 54% choosing FB as their preferred platform
• 64% said they dedicated 6 hours or more to social media
per week
• 92% said the top benefit of social media was increased
exposure with increased traffic on the website 80% and
developed loyal fans
(Study done by Social Media Examiner, 2800 marketers took part and results were released in 2014)

30. Social Media: Where it all
begun and why
“Facebook was not originally created to be a
company. It was built to accomplish a social
mission - to make the world more open and
connected.” - Mark Zuckerberg
YouTube was built for home use and Facebook
was never intended to be a marketing tool – this
was the age of innocence.
People slowly, through their needs, pushed
these channels to become what they are today.

31. Social Media: Where it all
begun and why
This is the society
we have become

32. Social Media: Facebook,
the King of Kings
 Facebook is undoubtedly the biggest
and most powerful social network in the
world. What makes it unique?
• It currently has 1.49 billion users but is aiming for 5 billion
users
• Facebook is driving initiatives for internet accessibility world
wide
• It dominates the social media advertising space
• Facebook is focused on growing offline too
• It is a public company
• Facebook has adapted to changes in technology and user
behaviour

33. Social Media: Facebook
• 21 minutes – the time the average user
spends on Facebook a day
• Largest opportunity - communicating with
consumers in a non-obtrusive way
• Users share 1 million links every 20 minutes
• Posts that contains photos make-up 93% of the
most engaging posts.
• 350 million images are uploaded
each day

34. Social Media: Facebook
Why Facebook:
• It allows you to target a broad demographic
• Sponsored/boosted posts or advertising allows
you to reach a mass audience
• The company page feature allows you to
showcase your business
• It allows for the best conversations
• There are Search benefits (Facebook has a
relationship with search engine Bing)
• Caters perfectly to the B2C market

35. Social Media: Twitter
• 284 million active users
(over 600 million total users)
• Twitter is a micro blogging social site that limits
posts to 140 characters
• 88 % of Twitter users are on mobile
• 500 million tweets a day
• Use hashtags to gain 2x more
engagement
• Image links can get 2x the engagement rate

36. Social Media: Twitter
Why Twitter:
• Opportunities to improve SEO ranking
• Covers the B2B and B2C market
• Twitter is the perfect platform to share content
that is housed on other social media platforms or
online channels
• Seen as the platform for breaking news
• Known for customer service compliments and
complaints

37. Social Media: LinkedIn
•LinkedIn has 347 million registered members
•Total revenue at the end of 2014 was $643
million (a growth rate of 44% over the previous
period)
•There are over 39 million students and recent
college graduates on LinkedIn
•Biggest opportunity is B2B marketing

38. Social Media: LinkedIn
Why LinkedIn:
• Opportunity to connect with colleagues, clients,
like minded people and businesses
• LinkedIn is built for the B2B market
• It allows you to build your online reputation as
both a business and an individual
• It allows you to participate in groups where you
can learn, share and build relationships

39. Social Media: Google +
• 359 million active users
• Social network built by Google that allows for
brands and users to build circles
• 25 – 35 year olds are most active
• Average monthly time spent on
Google + is 7 minutes
• A Google + presence can assist
with search engine optimisation

40. Social Media: Google+
Why Google +:
• Great search engine optimisation potential
• It has a nice combination of Facebook and
Twitter features
• Google hangout feature allows for video calling
which is a unique feature
• Content used on LinkedIn and Facebook are
suitable for this platform

41. Social Media: Pinterest
• Pinterest has 70 million users
• The spilt between male and female users is even
• B2C brands have seen the greatest success on
the platform
•The biggest brands on Pinterest include Nike,
Michael Kors and
• Highly visual nature of the website allows for high
interaction rates
• Accounts for 25 % of retail referral traffic

42. Social Media: Pinterest
Why Pinterest:
• Perfect opportunity to showcase products
• It is great for generating traffic to eCommerce
websites
• Great for allowing customers to find you
• PPC advertising has a better return on
investment than platforms such as Twitter

43. Social Media: Instagram
• Instagram has 300 million users
• The male female split is almost 50/50
• B2C brands have seen the greatest success on
the platform
• Instagram allows for you to edit images and videos
within the platform
• Highly visual nature of the website allows for high
interaction rates

44. Social Media: Instagram
Why Instagram:
• Perfect opportunity to showcase products
through imagery and video clips
• It is great for generating traffic to websites
• Great for allowing customers to find you
• It is the latest trend
• It allows you to add the human factor to any
business
• Running Instagram as a feeder to other social
media channels is common

45. Social Media: YouTube
• Most video orientated social networking site
• YouTube is the second largest search engine
• It hits more users than TV
• YouTube often is used to house videos that sit on
websites or other social media channels
•YouTube is owned by Google
•The most viewed YouTube video
is Gangham style

46. Social Media: YouTube
Why YouTube:
• Perfect opportunity to showcase products
through videos
• It is great for generating traffic to websites
• It has a huge impact on your SEO ranking
• YouTube videos are often used for product
explanations and tutorials

47. Social Media: Tips
Create a social media strategy:
• Identify your target audience
• Select the right platforms
• Align your strategy with your business objectives
and sales targets
• Ask yourself what do I want people to know?
• Define what you can and cannot do
• Develop a tone and style

48. Social Media: Tips
Create a social media strategy:
• Identify key staff members to involve
• Educate staff members
• Create a content plan considering seasons,
events, plans etc
• Allocate time
• Find tools to assist you
• Monitor and adapt

49. Traffic Driver
“I absolutely believe the
real integration
opportunity, and way [for]
most business owners to
blow their competition out
of the water, is the
intentional blending of
online and offline tools and
tactics around a single
marketing strategy.” –
John Jantsch

50. Traffic Driver
Every time you share a link to your site on a
social media account, you build links for
Google to index. This also helps you boost
your ratings in SEO, as social media
accounts are considered quality sources.

51. Traffic Driver
Competitions on social media platforms
that have a website component often
return better results…

52. Communication Tactics
• Ask the question
• Poll
• Test the market
• Feedback
• Competition
• Ratings and reviews
• Monitor and respond to posts and
comments

53. How social media can help
your business
https://www.pinterest.com/pin/175499716706887149/

54. Social Media: Trends
• Paid advertising
• Rich media
• Integration marketing
• Online shopping
• Group/forum participation
• Personal brand building
• MOBILE USAGE

55. Social Media Trends
https://www.pinterest.com/pin/175499716706939361/

56. Social Media in the Retail
Industry
View more stats here

57. Success Stories
https://www.facebook.com/grazeuk
Graze

58. Success Stories
Ellen’s Oscar Selfie
• A simple selfie, with arguably the most famous
faces in Hollywood, goes viral
• The most retweeted picture on Twitter
• This tweet generated $1 billion worth of
advertising for Samsung
Key Learning:
Keep up to date
with the latest
trends

59. Success Stories
Arby’s
• This was the biggest
tweet during the 2014
Grammy awards
• 79834 retweets
• Arby’s bought this hat
for over $44000 and
auctioned it off for
charity
Key Learning:
Keep an eye out
for opportunity

60. Social Media: Remember
this!

61. How to evaluate the
success
By identifying the right metrics
Determine overall satisfaction from
customers and staff alike
Check growth in community
Sales targets and business objective
analysis
 Cost review
Return on investment analysis

62. How the DED can help!
· Business Support Scheme
(BSS): https://www.gov.im/categories/business-and-industries/growing-
a-business/business-support-scheme/
· Small Business Start up Scheme
(SBSUS): https://www.gov.im/categories/business-and-
industries/starting-a-business/small-business-start-up-scheme/
· DED Retail Sector
info: http://www.whereyoucan.com/Sector/Retail.aspx
· Regeneration: https://www.gov.im/media/426853/regeneration_0313.p
df ,https://www.gov.im/categories/business-and-industries/business-
grants-loans-and-assistance/town-and-village-centre-regeneration-
scheme/
· Douglas Development Partnership: http://ddp.org.im/
· Chamber of Commerce Retail
page: http://www.iomchamber.org.im/public/about-
us/committees/retail.aspx

63. Connect:
Jessica Lee Brown
(jessica@ashgrovemarketing.com)
TLC
(http://www.tlc.co.im/)