Lafayette Digital Marketing Forum Presentation: How to Reach and Engage Your Multi-Screen Customers

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WELCOME Digital Marketing Forum: How to Reach and Engage Your Multi-screen Customers Presented by Cox Media and LSBDC

description

With 90 percent of all daily media interactions being screen-based, there are exciting opportunities for businesses to connect their brands online with new and current multi-screen customers. This presentation provides an overview of the ideas shared by three speakers during the small business forum in May 2014 about "How to Reach and Engage Your Multi-screen Customers." Presented by Cox Media Louisiana and LSBDC, the forum helped Lafayette small businesses answer the question, what is my marketing opportunity in a multi-screen world? Speakers and key takeaways: -Dan Russell, Mixpo director of cable partnerships: Consumers spend an average of nearly 10 hours a day on screen-based media. To reach and engage these multi-screen consumers, remember to be consistent, connected, considered and concise -Jeanne Hurlbert, PhD, MySurveyExpert.com CEO and consultant: One of the chief ways your business can achieve growth is by garnering evidence or “social proof” that you are better than your competitors. Use surveys to help gather proof in your organization and differentiate your company. -Stafford Kendall, Covalent Logic owner and Chief Strategist: When marketing your business through social media, use the elements of storytelling. Your brand should remain real, develop a theme, use your employees as characters and approach conflict as an opportunity to personally connect with your customers.

Transcript of Lafayette Digital Marketing Forum Presentation: How to Reach and Engage Your Multi-Screen Customers

Page 1: Lafayette Digital Marketing Forum Presentation: How to Reach and Engage Your Multi-Screen Customers

WELCOME

Digital Marketing Forum: How to Reach and Engage Your Multi-screen Customers

Presented by Cox Media and LSBDC

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SPEAKERS

Dan Russell, MixpoJeanne Hurlbert, PhDStafford Kendall, Covalent Logic

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HOUSEKEEPING ITEMS

Index Cards Forum SurveyiPad DrawingToday’s PresentationTweet the Event! #geauxdigital14

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Addressing the Multi-screen Consumer

Dan Russell, Director, Cable Partnerships, Mixpo

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OVER TIME CHOICES MULTIPLIED…

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It’s A Multi-screen WorldMedia Consumption Per Day

9:472:21

2:19

0:36

4:31

Consumers spend on average

each day on screens

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It’s A Multi-screen World

Source: Google/Ipsos/Sterling 2012

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MULTI-SCREEN USAGE

Smartphones Dominate

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60 Seconds Online?

Source: Qmee: July 24, 2013

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27 BILLIONvideo ad viewed online in January 2014

49 BILLIONonline videos watched in January 2014

Consumers Are Onlineand watching video on every device

Source: comScore January 2014, Accenture Video Solutions Survey 2013

90%

PC/Laptop Tablet Smartphone

81%

21%

44%

89%

33%

53%

2012

of consumers watch video content over the internet

Percentage of viewers consumer video by device

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DEVICE FRAGMENTATION IS A CHALLEGE FOR PUBLISHERS AND

MARKETERS:

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Multi-screen Advertising

Audience Receptivity• Television continues to dominate in

terms of opportunity to engage audience

• Sensitivity needed in addressing multiscreen audiences

• Consider the device and utility

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Video Consumption Across ScreensDifferent habits for different devices

• High engagement / “lean in”• User-generated content• Shorter video clips• Personal, on the go device• More social with video

• Full-length TV shows, movies & series

• Live content• “Lean Back” passive

viewing experience

• “Lean back” & “lean in” • Longer form content• User generated content• Workday / office hours

TV MobileDesktop

Multitasking

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Increase Engagement And KPISwith interactive featuresIncrease awareness & consideration

• PowerShare • Pin It Button• Content Panels• Product Survey• Long Form Video• Product Slideshow• Live Countdown Clock• Video or Product Gallery• Live Twitter & Content Feeds

Drive leads, store traffic & sales

• SMS Alerts• Tap to Call• Tap to Text• Buy Button• Lead Capture• Search Products• View or Print Circulars• Print Coupon or Recipes• Personalized Map + Directions

to Closest Retail Location

Best features for local advertisers

AWARENESS

FAVORABILITY

CONSIDERATION

PURCHASE INTENT

LEADSS

ALES

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Multi-screen Recommendations

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How To Leverage ‘Big Data,’ Skyrocket Digital Conversions

Jeanne Hurlbert, PhDConsultant, CEO of MySurveyExpert.com

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Sunbury, NC

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National Science Foundation

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The Power of

Connection

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Getting Marketing ROI

3 key elements to marketing success

1. Proof of what you accomplish2. Industry surveys to reveal the 5 core problems

of your niche3. Relate these to your back-end data systems

and marketing

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Method #1: Proof

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“The Little Company That Could”

• Story of a tiny ecommerce business• Ramped up revenue with NO extra work• Ten days after product ships, automated link to survey

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The Result?

• 10-15 testimonials a month • Data-- 95% satisfaction• Over 90% would recommend• Feedback keeps coming

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The Big Guys Couldn’t

• $100-million company• Turnarounds• Almost NO proof• Why? • No system!

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Suppose You Wanted a Consultant . . .

Consultant B• 100 testimonials• Statistical data: 98% are

satisfied, 90% would recommend

• 30 case studies

Consultant A• 10 testimonials• But. . .• Should I Believe?

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Whom Would YOU Choose?

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Your Competitors . . .

• Most of your competitors lack proof:• More than 80%, fewer than 10

testimonials• 60% have fewer than 5 case studies• Almost none have statistical data• Opportunity—differentiate!

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Surveys Yield Proof

• Surveys provide the key to getting proof without time and expense

• 868 testimonials, with permission to use them, with our “testimonial generator”

• Accessible to everyone

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Golden Digital Content!

• Permeate your marketing– appeal to people’s logic AND

emotions• But also use in CONTENT!

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Sample Video Script

• How to Solve the Problem of XXXX• One of the big problems I see frequently is that people just don’t

know how to_______• SOLVING that problem can make all the difference in the world,

because it lets you ____• In fact, when I recently surveyed people whom I’ve taught to ______,

the results were amazing• One of those customers now gets HIRED to ____ for other people• Several of these people have gotten JOBS, based on their ______

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And Then . . .

• They took whole course, but I want to show you 3 mistakes people make and 3 things you can do, right now, to succeed

• Top 3 mistakes• Top 3 solutions• CTA [possibly tell them that 97% of the customers in your

course were satisfied; and in a world where most people don’t take action, 70%--nearly 3 out of 4—actually _____]

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Method #2: 5 Core Problems

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Why Don’t More Businesses Create Content?

They Don’t Know What to Create!

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Good Digital Content Requires . . .

• Understanding your audience• Comes from

– Outcomes– Strategies– Tactics

• Knowing core problems

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What Motivates Them?

• What keeps them awake at night?• What are their core concerns?• What are they focusing on most?• What are their core goals,

challenges?

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Useful At Two Levels

• Understand your customers and prospective customers at a deep level– Focus your content, products/services, marketing

• Hold up the mirror in digital content – Position yourself and business– Authority, credibility, thought leadership

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How to Uncover? Industry Surveys

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Research Foundation—Coaching Company

• Company built on white papers from research

• Lead generation• White papers sold for $50 on Kindle• “Go-to” in the industry

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Other Benefits

• Guides content, products, marketing• Solidifies thought leadership• Guides decision making• Garners PR and publicity• Attracts JV partners• Fuels marketing

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It Works Anywhere . . .

• Small coaching firm in design space• Survey on a shoestring• 70% opt-in rate on e-book• Over $400,000 in direct revenue from

this campaign

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#3: Make The Connection

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Big Data

• Big buzz about big data• Lot of noise • Confusion

– What it is– What it means– What it can—and can’t—do for you

• Can produce overwhelm

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“Front End” Strategy

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Quiz or Assessment

• Quiz—which core problems do you have?• Automate a conversation• Quizzes are fun!• Diagnose the problem, prescribe YOUR cure

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For Example . . .

• Tag prospects, send data into CRM• Target follow-up sequences• Follow-up specific to each prospect’s problem(s)

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Imagine If You Could . . .

• “We do A, B, C, D,E . . .” versus• “You told us THIS is wrong and THIS is how

we can help you solve YOUR problem”• Automate a conversation with EVERY

website visitor• Show them EXACTLY how you can help

maximize their potential

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“Back End” Strategy

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Enriching Data

• Missing or hard-to-measure information

• Contextual information• Examples:

– Age, gender, zip code– Household income, marital status,

kids, home market value, education

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Predictive Analytics

• Which customers are most profitable?• Which problems do I solve most

effectively?• Which types of campaigns are

generating greatest ROI?• How well am I turning Facebook

“likes” into “Leads?”

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Power of Connection

• Automate what my father did, take it to a new level• Connections with them depend on information connections

within your business• Linking next generation’s tool with last generation’s insights

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Get Our White Paper: ‘The Hidden Costs of Social Proof’

Text Your Name and Email Address to:225-395-0238

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Tell Your Story ThroughSocial Media

Stafford KendallBusiness Ambassador, Covalent Logic

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5 Elements of Storytelling

1. Theme2. Venue3. Characters4. Plot5. Conflict

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What’s It For?

• Facebook - Strengthening relationships you already have• Twitter - Meeting new customers and vendors• Instagram - Document the story of your business• Pinterest - Establish Brand Identity• YouTube - Slice & Dice video assets to recreate

live experiences• Digital Advertising - Portal to connect

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Q&A PANEL