1. Social Media and Digital Marketing

2. Sign on to internetushcc9

3. 12 years in digital 10 years as a marketer donschindler.com don.schindler@nd.edu @donschindler Don Schindler

4. How today is going to work?

5. 3years ago

6. Social media was everything

7. Now In many (perhaps most) big companies, we are past the point of debating why we should do social media and more often wondering how we can do social media well. That’s the good news. The bad news is that many organizations are making it much more about the media than it is about the social, using traditional incentives and rote communications crumbs cast off from dusty email newsletters. Jay Baer – Marketing Sherpa

8. What you needed for marketing Objectives and Goals Competition Research Target Audience Profile Key Insight Brand Statement and Story Strategy Tactics Measurement Adjustment

9. I treated Social Media like it was just another tactic when really I knew better.

10. Friends and followers Facebook Twitter Linkedin Flickr Youtube Wikis Blogs Email

11. Social media is also dead – at least 1.0

12. Social media will not save your business.

13. Social media, the term,also sucks

14. real time communications Face-to-Face, instant message, and cell phone are real time communications but they are also fleeting. Social Media is real time communications that can be permanent and spread virally. That’s the scary part.

15. Your audience has an audience How many people know that he really dislikes being here?

16. Brand: You

17. Back to the core - you

18. Real life vs. digital presence

19. Different reality I'm not saying this is inherently bad or inherently good – it is just a different reality, and it does come with some conditions. As leaders we need to help our workforce understand and navigate the challenges that come with the blurring of this line between the professional and personal. This is more than just making sure your people are aware of bank scams and how to set proper security settings on Facebook. This is helping them to understand how to recognize for themselves the implications of sharing personal information indiscriminately and of the shifting boundaries of privacy in their professional lives. The second challenge for leaders in this environment is finding the balance between accountability and empowerment. If you're going to empower your people to communicate, you need to stick with it as you lead by example. Adm. Gary Roughead Chief of Naval Operations

20. What does your digital presence look like?

22. Digital Footprint

23. How to enhance your digital presence You can control this - the more you add, the more the search engines find. Industry Standards Domain Name / Blogging Linkedin Facebook Twitter YouTube Blogging Photo Sites Member Sites

24. Marketing Secret: If you are suffering from negative comments, then comment yourself. It will push the negative comments up and into the feed. Same thing goes for a bad website. Add more content to the web and the bad content loses traction.

25. What are you known for?Write a brand statement for yourself.

26. Brand Statement To (target audience), (your name) is the (blank) provider/service of (blank) delivered through (blank). To Notre Dame Campus Communicators and employees, Don Schindler is the thought leader for creative marketing and communications solutions in both digital and print.

27. Brand Statement To (target audience), (your name) is the (blank) provider/service of (blank) delivered through (blank). To Hispanic Business Leaders in my region, Don Schindler is the connector, the advocate and the educator of Hispanic business community through networking events and classes.

28. blogging Search Engines love blogs Easy to do Comments/Feedback Inbound Links Personality Did I mention search engines love blogs?

29. Linkedin secret – open up your profile

30. Facebook secret– using lists!

31. Twitter secret – don’t use Twitter

32. Google+ - Google Profile is more important

33. Geo-location gowalla foursquare

34. Review sites Yelp Thumbtack Directory services

35. What if you can’t be found? Buying adwords

36. How do you keep up?

37. Google Alerts

38. MonitoringTools Social Mention SM2

39. Quick, Smart Responses I post. I get Retweeted. I thank them.

40. How much time does it take?

41. How do you measure the return? You can: TRUST Track Your Time Measure Your Connections Ask People If You Are Who You Say You Are Measure Your Digital Footprint

42. Brand: Digital You and Real You Merge You are trusted. You will be example for your Chamber. Does this mean everything will be fine and dandy? Nope. You’ll have other issues to contend with but you will be on the right track and you’ll gain experience on how to deal with digital issues – which will help your network. Your employees will follow your example as well.

43. Now for your business

44. Social Media is not owned in marketing Think real time communications in every area of your business operations HR sales marketing Customer service

45. Your audiences expect your digital presence

46. Your workforce has an audience How many people know that he really dislikes being here?

47. So what do you need to do? Goals Listen / Monitor Governance Education Back to Marketing Basics

48. Communication Goals Promote and Protect Your Reputation. Connect with audiences in real time and form trusted relationships. Increase engagement with members. Increase membership enrollment.

49. Listen / Monitor Use the free tools available (takes more time and people). Buy good monitoring tools. Play attention to what is being said and by whom. Set benchmarks.

50. Set Policy Establish a policy / guidelines for employees. Educate your employees about social media and how to conduct themselves online. Give them a place to go if things go wrong.

51. Enact Education Take classes or get someone to teach you how to use your digital presence. Teach your staff these things as well. Encourage staff to learn about social media and how it works. Encourage staff to use social media to promote themselves and the chamber.

52. Back to traditional marketing Objectives and Goals Competition Research Target Audience Profile Key Insight Brand Statement and Story Strategy Tactics Measurement Adjustment

53. Marketing Objectives or Goals What is success for you? Can it be measured in dollars? How will you track it?

54. Competition Research What is the competition doing? How are they doing it? What is the message?

55. Target Audience Profile Who is your best customer? How do you see him or her? How would you talk to them? How do they see you? Where are they?

56. Key Insights What is the simple unique thing that really speaks to your audience?

57. Your Brand’s Story / Voice Take your target audience and the key insights you’ve learned and write out what you think they would like to hear from you.

58. My chamber is the connection point for Hispanic businessmen and businesswomen.

59. My chamber is the advocate to the government for Hispanic businessmen and businesswomen.

60. My chamber educates Hispanic businessmen and businesswomen on best business practices.

61. Communication Strategy Brief Help you think through what you are trying to accomplish. Keep you on track and on message.

62. Creative Brief Helps you think out each and every tactic.

63. Communication Editorial Calendar Keeps you on the deadlines so you know when things are supposed to happen.

64. Strategy – Be The Connector for the Hispanic Business Community

65. Tactics: Traditional Events Paper Directory Direct Mail Lists

66. Online Membership Group on website

67. Webinar

68. Digital Directory

69. Linkedin Group

70. Strategy – Be the Hispanic Business Community Advocate

71. Tactics Traditional Events Petitions Direct Mail

72. Organizing Individuals Online

73. Email Petitions / Sign-ups

74. Email Newsletters

75. Strategy – Be the Hispanic Business Community Educator

76. Tactics Traditional Classes Paper Resources

77. Classes

78. Online Resource Aggregator

79. Where does all this happen?

80. Your website Should have: CMS Good design CALL TO ACTION Analytics Search Engine Friendly Mobile

81. Content Management System

82. Design is power too.

83. CALL TO ACTION – Join, sign-up email, get listed

84. Google Analytics

85. Does it speak search engine?

86. How search engines work Inbound links Domain name URL Keyword Density/Research SEOMOZ.org

87. Don’t forget Mobile (first screen)

88. More power Increase your digital presence with all the other digital pieces you’ve learned. Blogging Directories Video Social Media

89. The power of a blog Pages Specific Answers Comments Search Engines love them Inbound Links Personality Easy to use Must be on your website for benefits

90. Email Marketing

91. Blacklisted

92. Tracking

93. Test, test, test

94. How often should you send? Make sure you have something relevant to say. Test, test, test.

95. Tip: Don’t blow everything on the website and nothing on outreach

96. Strategy – Be Found Everywhere

97. Strategy – Be Found Everywhere

98. Search Marketing

99. Rankchecker

100. Google Adwords – Keyword Research

101. Google Analytics will tell you

102. Keyword Density tools

103. Linkedin

104. Linkedin Power More connections, more touches Connected to Twitter and Facebook Open up your profile A group can offer sharing Being a community manager takes time, patience and planning Encourage others to talk Automatically emails others with updates they control

105. over 750 million Facebook

111. Facebook brings More conversations More personality More chances to get into their “life” stream than other pieces

112. Facebook secrets Bias against newcomers “Most Recent” is not really your friends Links are favored over updates. Photo and Videos trump links. Stalking won’t get you noticed. Get people to comment. Popular kids won’t see you. http://www.thedailybeast.com/articles/2010/10/18/the-facebook-news-feed-how-it-works-the-10-biggest-secrets.html

113. What to delete People should be able to vent but not attack or curse Be careful what you delete Put up a facebook policy

114. Facebook CALL TO ACTION Join the email list Visit our website Encourage followers to go to website via links, photos, & video Be careful of contests

115. BRAND NEW - Subscribe

116. Using iframes on facebook

117. Facebook Ads

118. Facebook Ads

119. Twitter Hispanic – 18% Black – 13% White – 5%

120. PROS Power of instant conversations Spreading the word quickly Helping out member businesses Companies are not the answer – your personality is. Company Twitter as an aggregator You can collect users with bots

121. what is this?

122. CONS Lots and lots of noises Bots Interface is not friendly No SEO Twitter will disappear – need your list to engage in other places

123. Bots

124. Google+

126. Google+ started with lists

127. Google understands threads and keeping conversations together. I do think that Google+ is more suited for rapid communication over Twitter as it threads the whole discussion in one place, and also allows for longer responses. jeremiahowyang

128. where I work, where I live

129. Review sites Yelp Thumbtack Directory services

130. What if you can’t be found? Buying adwords

131. Geo-location gowalla foursquare

132. Traditional learns from social media

133. Direct Mail Use landing pages on website Use social media for other places to connect Offer incentives for following (member discounts)

134. Landing Page

135. Landing Pages

136. Advertising – QR Code

137. Vontoo Calls

138. Measurement Memberships / Money is the only true measure Gain from Investment minus the Cost of Investment divided by the Cost of Investment ROI = (G – C)/C

139. Google Analytics

140. Adjustment I used to say that once you stepped in, there was no way back out. But that’s not true. Building back your trust takes a lot of work.

141. Project Management

142. To sum up:

143. Brand is both you and your employees and the services your provide Your chamber’s brand is you, your employees and the services you provide. Real Time Communications are expected not a luxury you can’t afford. Consumers demand it. Real Time Communications are everyone’s responsibly. But it all starts with you.

144. In 3 years ago, everything may change

145. donschindler.com don.schindler@nd.edu @donschindler Don Schindler

146. Credits: page 8 - http://tpdsaa.tumblr.com/ page 9 - http://www.flickr.com/photos/arvydas_simbelis/5893656874/ page 11 - http://www.flickr.com/photos/timetrax/376143268/sizes/l/in/photostream/ page 12 - http://www.flickr.com/photos/nickgordon/4160903892/sizes/o/in/photostream/ page 13 - http://www.flickr.com/photos/pinksherbet/2796862756/ page 17 - http://mustusepowers.blogspot.com/2010/06/dan-luvisi-blows-minds.html page 33 - http://www.flickr.com/photos/eamoncurry/6072966411/ page 37 - http://www.flickr.com/photos/joerg73/2981270905/ page 38 - http://www.flickr.com/photos/cambodia4kidsorg/3085209738/sizes/o/in/photostream/ page 40 - http://www.flickr.com/photos/tinou/178796318/ page 41 - http://www.flickr.com/photos/28208534@N07/5936215976/sizes/l/in/photostream/ page 78 - http://upload.wikimedia.org/wikipedia/en/e/ee/DeathStar2.jpg page 91 - http://www.flickr.com/photos/sercasey/324341982/sizes/l/in/photostream/