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LIONANDPANDA.COM
Kenny Brightman III
kenny@lionandpanda.com@KBrightman
Alex Culpepper
alex@highstreetcom.com
Driving Traffic + ResultsLocal Marketing
YELLOW SPRINGS IS A SPECIAL PLACE
THERE ARE HIKERS
THERE ARE POETS
THERE ARE BIKERS
AND BIKERS
THERE ARE COW-PETTERS
AND BERRY PICKERS
THERE ARE COLLEGE STUDENTS
THERE ARE UNIVERSITY STUDENTS
THERE ARE FAMILIES
THERE ARE COUPLES
THERE ARE RETIRED COUPLES
THERE ARE ARTISTS
THERE ARE DIFFERENT
TYPES OF ARTISTS
BUT THERE’S... A LOT OF ARTISTS
ALL OF THESE PEOPLE HAVE ONE THING IN COMMON
THEY’RE ALL CARRYING THE SAME THING IN THEIR POCKET
WHILE IT MAY DRIVE SOME CRAZY, AND WANT TO DO...
THIS.
IT’S ALL ABOUT ACCESS TO INFORMATION
WHAT ONCE LOOKED LIKE THIS
NOW LOOKS LIKE THIS.
PEOPLE WANT TO FIND WHAT THEY WANT TO KNOW
AFTER A WALK… WHERE’S THE RIGHT
PLACE TO GET A CUP OF COFFEE
BEST RESTAURANT IN TOWN w/ A PATIO?
WHERE CAN I TAKE A YOGA CLASS?
IS IT THE RIGHT ONE FOR ME?
WHAT WOULD IT COST TO MOVE HERE?
WHAT ABOUT MOVING MY BUSINESS?
PEOPLE SEARCH FOR WHAT THEY NEED
CAN THEY FIND YOU?
“RESTAURANTS NEAR ME”
WHAT DO THEY FIND?
ARE YOUR HOURS UP
TO DATE?
YOUR REVIEWS ARE UP TO DATE, GLOWING, AND AMAZE YOUR POTENTIAL CLIENTS?
GOOGLE MAPS 100% FILLED OUT?
...OR ARE YOU HIDING?
WHEN EVERYTHING IS A CLICK AWAY, IF YOU AREN’T THERE, YOUR COMPETITORS PROBABLY ARE
Q. WHERE ARE THESE REVIEWS?
A. JUST HOPE YOU’RE NOT A RESTAURANT...
DO YOU KNOW WHAT YOUR
YELP! REVIEWS LOOK LIKE?
THEY’RE NOT THE ONLY ONE.
FIND YOUR PROFILES, AND
KNOW YOUR REVIEWS
FIND YOUR NICHE AUDIENCE. DO
THEY HAVE A COMMUNITY OR
APP ALREADY BUILT?
IF SO, JUMP ON IT!
THESE REVIEWS WILL SHOW UP WITH YOUR LISTING/S. HOW CONVENIENT!
Q. WHERE DO I GO?
A. GOOGLE PLACES
GOOGLE PLACES IS
CRITICAL FOR SETTING
UP YOUR LOCAL
BUSINESS
.
.
.
Q. I’M ALREADY THERE. WHAT’S NEXT?
A. GOOGLE ADWORDS
.BRING IN NEW WEBSITE VISITORS, GROW ONLINE SALES, GET THE PHONES RINGING OR KEEP CUSTOMERS COMING BACK
TARGET BY GEOGRAPHIC FOOTPRINT
.
… OR GO GLOBAL.YOU CAN TARGET YOUR SERVICES IN ANY CITY AROUND THE WORLD
PEOPLE TEND TO
THINK OF GOOGLE ADWORDS JUST FOR
SEARCH,BUT DISPLAY ADS
AND REMARKETING WILL PUT YOUR AD
IN FRONT OF PEOPLE WHO HAVE BEEN TO YOUR SITE BEFORE.
THIS BUILDS BRAND RECOGNITION AND
TOP OF MIND BRANDING.
BE THERE OR BE SQUARE.
PAY FOR WHAT CLICKS.
SET YOUR BUDGET.
SOME SPEND A FEW HUNDRED.
SOME ARE COMFORTABLE WITH TENS OF THOUSANDS.
KNOW WHAT YOU WANT TO ACCOMPLISH.
Q. BLAH, BLAH, BLAH
A. WORDS
INTEGRATING DIGITALPaid > Owned > Earned
3 TYPE OFINTEGRATEDDIGITAL MEDIA
1. PAID MEDIA 2. OWNED MEDIA 3. EARNED MEDIA
The terms earned, owned and paid media have become very popular in the digital marketing space. Together they can be applied as a simple way for digital marketers to categorize and ultimately prioritize all of the media options they have today.
INNOVATIVE COMMUNICATIONS
YOUR MEDIA STRATEGY
INTEGRATING
TYPESMEDIA
CONTROLLED COMMUNICATIONS. FROM WEBSITES TO MICROSITE, SOCIAL MEDIA TO BLOGS, OWNED MEDIA ARE PLATFORMS FOR PROVIDING CONTENT. THESE ARE PLATFORMS TO DRIVE TRAFFIC TO. THE GOAL OF THE MICROSITE IS CONVERTING INTEREST INTO CUSTOMERS.
WHAT IS OWNED MEDIA? WHY USE OWNED MEDIA? WHAT IS THE GOAL OF OWNED MEDIA?
PINPOINT TARGETING. PAID MEDIA HAS CHANGED FROM IMPRESSION BASED TO CONVERSION BASED. DIGITAL ADVERTISING CAN BE HIGHLY TARGETED. OUR MEDIA BUY STRATEGY WILL PUT ADVERTISEMENTS IN FRONT OF USERS AT SPECIFIC ORGANIZATIONS AND THOSE WHO HAVE VISITED THE WEBSITE AND/OR MICROSITE.
WHAT IS PAID MEDIA? IS PAID MEDIA EFFECTIVE? WHO WILL OUR MEDIA BUY TARGET?
EMPOWERING THE CROWD. FROM SHARING POSTS ON LINKEDIN TO EMAILING A WHITE PAPER BEING A THOUGHT LEADER IN AN INDUSTRY HAS ADVANTAGES. CASE STUDIES AND BLOGS ARE SHARED AMONG COLLEAGUES. BUILDING ENGAGING CONTENT THAT IS HIGHLY SHARABLE IS THE KEY.
WHAT IS EARNED MEDIA? HOW DOES THIS HELP OUR EFFORTS? WHAT IS THE KEY TO SUCCESS?
ADVERTISINGPAY PER CLICKDISPLAY ADSRETARGETINGPAID INFLUENCERSPAID CONTENT PROMOTIONSOCIAL MEDIA ADS
SHARINGMENTIONS
SHARESREPOSTSREVIEWS
WEB PROPERTIESWEBSITE
MOBILE SITEBLOG SITE
SOCIAL MEDIA CHANNELS
Leverage owned, earned, and paid media for a comprehensive marketing strategy
Gain more exposure to web properties with SEO and PPC
Propel sharing & engagement with paid promotion
SEO & brand contentdrive earned media
(sharing) & traffic
OF YOURCOMMUNICATIONS
THE HUB
MOVING STRATEGICALLY IS CRITICAL TO SUCCESS. A MICROSITE ALLOWS US TO CREATE AN ENVIRONMENT FOR A SPECIFIC DEMOGRAPHIC. WE CAN INTRODUCE THEM TO DATA POINTS THAT ARE CRITICAL TO THEIR BUSINESS MAKING DECISIONS INSTEAD OF HAVING THEM DRILL DOWN THROUGH THE CORPORATE SITE.
WHY USE A MICRO-SITE? CAN’T WE SEND THEM TO OUR WEBSITE? WHAT ARE THE BENEFITS?
DIFFERENT CONVERSATIONS.different audiences.
CHANNELING THE CONVERSATION. SCRATCH FOODS HAS TWO BRANDS: MEALS FROM SCRATCH AND SCRATCH EVENT CATERING. ONE PROVIDING HEALTHY PREPARED MEALS, THE OTHER FUN/SEXY MEALS FOR MODERN EVENTS. OUR DESIGN HELPED USERS NAVIGATE TO THE CONTENT THEY NEEDED QUICKLY.
CASE STUDY EXAMPLE SCRATCH FOODSMULTI-SITE
MICROSITETIMELINE
KEEPING THE COMMUNITY INFORMED. WARBY PARKER HAS BEEN INNOVATIVE IN UTILIZING MICROSITES TO PROVIDE THEIR ANNUAL REPORTS. YEAR AFTER YEAR THEY RELEASE A NEW MICROSITE TO HIGHLIGHT A YEAR’S WORTH OF ACCOMPLISHMENTS AND COMPANY GROWTH.
CASE STUDY EXAMPLE WARBY PARKER ANNUAL MICROSITE
.
.
.
MARKETING IS NO LONGER ABOUT THE STUFF THAT YOU MAKE, BUT THE STORIES YOU TELL.”
+SETH GODIN
“
THROUGHINFOGRAPHICS
CLARITY
GRAPHICSINFO
SIMPLIFYING DATA. IN TODAY’S BUSINESS ENVIRONMENT GETTING PEOPLE TO QUICKLY UNDERSTAND DATA IS PARAMOUNT. HIGHLIGHTING INITIAL GROWTH AND ABOVE AVERAGE PROFIT MARGINS PROMINENTLY TO INTERESTED PARTIES CAN MEAN MORE THAN A 10 MINUTE CONVERSATION.
WHY USE A INFOGRAPHICS? WHAT INFORMATION CAN BE UTILIZED? WHAT ARE THE BENEFITS?
HIGHLIGHTING VALUE. BOOST REWARDS NEEDED TO CHANGE THE CONVERSATION AND SHOW THE VALUE OF THEIR PROGRAMS IN EMPLOYEE RETENTION. WE BROUGHT KPIs TO THE FOREFRONT OF THEIR WEBSITE TO HELP INTERESTED PARTIES UNDERSTAND THE NEED AND THE VALUE TO THEIR BOTTOM LINES.
CASE STUDY EXAMPLE BOOST REWARDSINFOGRAPHICS
.
GRAPHYVIDEO-
A MILLION WORDS. IF A PICTURE IS WORTH 1,000 WORDS, A MINUTE OF VIDEO IS WORTH 1.8 MILLION ACCORDING TO FORRESTER RESEARCH. VIDEO ALSO INCREASES EMAIL OPEN RATES AND CONVERSIONS. YOUTUBE TOWERS OVER BING AND YAHOO AS THE #2 MOST POPULAR SEARCH ENGINE IN THE US.
WHY VIDEO? WHAT ARE THE BENEFITS? HOW DOES VIDEO AFFECT SEARCH?
STORIES THAT SELL. VIDEO IS THE MOST COMPELLING WAY TO TELL YOUR STORY. THROUGH VIDEO ANIMATION WE WERE ABLE TO EASILY EXPLAIN THE BENEFITS OF EUROSHEETS, A NEW PRODUCT TO THE AMERICAN MARKET THAT LOOKS TO HELP MILLIONS WITH MARITAL PROBLEMS IN THE BEDROOM.
CASE STUDY EXAMPLE EUROSHEETSANIMATED VIDEO
.
MARKETINGCOMMUNICATIONS
INBOUND
MARKETINGINBOUND
DRIVING TRAFFIC. INBOUND MARKETING INVOLVES PROMOTING A COMPANY THROUGH BLOGS, PODCASTS, E-NEWSLETTERS, WHITEPAPERS, SEO, SOCIAL MEDIA MARKETING AND OTHER FORMS OF CONTENT MARKETING TO ATTRACT CUSTOMERS.
WHAT IS INBOUND MARKETING? WHAT TYPES OF MEDIA ARE USED? WHAT IS THE GOAL OF INBOUND MARKETING?
- Hugh MacLeod
IF YOU TALKED TO PEOPLE THE WAY ADVERTISING TALK TO PEOPLE, THEY’D PUNCH YOU IN THE FACE. - HUGH MACLEOD
- Hugh MacLeod
THE GOOD NEWS IS, THEY’RE HYPER-CONNECTED. THE BAD NEWS IS, THAT’S ALL THEY ARE.
POSTSFACEBOOK
INTRODUCE
ENTERTAIN
INFORM
SOLVE
DIRECT
POSTSFACEBOOK
INTRODUCE
ENTERTAIN
INFORM
SOLVE
DIRECT
PAIDFACEBOOK
BOOSTED
SIDEBAR / NEWSFEED
DARK POSTS
RE-MARKETING
#HASHTAGGING
DISCUSSION
ASSOCIATIVE
AUDIENCE REACH
VISUAL INTEREST
SYNDICATION
INFORMATIONAL
RE-PIN REACH
AUDIENCE SHIFT
PROFESSIONAL POSITION
AD TARGETING
DIRECT CONNECTING
B2B OVERLAP
#HASHTAGGING
DISCUSSION
ASSOCIATIVE
AUDIENCE REACH
PAID
MEERKAT
LIVE AND INTERACTIVE
DOES THIS FIT YOUR BIZ?
OTHERS
FIND YOUR AUDIENCE
BE KNOWN FOR WHAT YOU DO BEST
KNOW YOUR AUDIENCE
THERE IS R.O.I. IN ANYTHING THAT PEOPLE PAY ATTENTION TO, BUT IF YOU DON’T KNOW HOW TO USE IT, YOU LOSE”
+GARY VAYNERCHUK
“
ONLINE PRESENCE AUDIT
Mobile + Responsiveness
“Starting April 21, we will be expanding our
use of mobile-friendliness as a ranking signal.
This change will affect mobile searches in all
languages worldwide and will have a
significant impact in our search results.
Consequently, users will find it easier to get
relevant, high quality search results that are
optimized for their devices.” - Google
ADVERTISINGPAY PER CLICKDISPLAY ADSRETARGETINGPAID INFLUENCERSPAID CONTENT PROMOTIONSOCIAL MEDIA ADS
SHARINGMENTIONS
SHARESREPOSTSREVIEWS
WEB PROPERTIESWEBSITE
MOBILE SITEBLOG SITE
SOCIAL MEDIA CHANNELS
Leverage owned, earned, and paid media for a comprehensive marketing strategy
Gain more exposure to web properties with SEO and PPC
Propel sharing & engagement with paid promotion
SEO & brand contentdrive earned media
(sharing) & traffic
LINKEDIN TWITTER
FACEBOOK GOOGLE +
YOUTUBEVIMEO
KEYWORDSTITLE TAGSLOCAL LISTINGSBACKLINKS
SOCIAL MEDIA GOOGLE ADWORDS
IF YOU HAVE MORE MONEY THAN BRAINS, YOU SHOULD FOCUS ON OUTBOUND MARKETING. IF YOU HAVE MORE BRAINS THAN MONEY, FOCUS ON INBOUND MARKETING.”
“
+GUY KAWASAKI
CONCLUSION
Our goal is to create an integrated communication strategy that combines paid, owned and earned media that will deliver tangible results through inbound marketing principals for you organization.
STRATEGY BEFORE DESIGN.
LIONANDPANDA.COM
Kenny Brightman III
kenny@lionandpanda.com@KBrightman
Alex Culpepper
alex@highstreetcom.com
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