Niche market: Social outreach strategyThursday, March 21st, 2013Judi Samuels

@chieflemonhead

Who is Our Kids Media Inc?Family owned & operated since 1997

Print magazines Camps & programs guide (1998) Private & independent schools and education

alternatives (1999)

Challenging people to think big, and helping them along the way

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#1 Trusted Source

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Complement

Replace

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We wanted to complement our print guides w/ a robust suite of resources on line. (Not replace.)

#1 Trusted Source

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Challenge #1

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Are we driving traffic?

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Understanding trafficBots vs. Humans

“In 2012, approx 10% of all web traffic came from bots” (Solve Media)

Bots aren’t bad

Increase real visits Branding - People need to know you Distribution – People need to find you

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Do people know you?

93% of online experiences start with a search engine

92% of people trust word-of-mouth

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Do people know where to find you?

The Marketing Mix is REAL

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Challenge #2

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Are we inviting the

right visitors?

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The right visitorsBounce rate (Blast Analytics & Marketing)

On a content website, 40-60% of the traffic will bounce.

On a blog site, 70-98% of the traffic will bounce

Reduce bounce rate Ensure the content responds to the search Ensure calls-to-action draw the audience deeper

Content

You only have :20 seconds to capture & hold your audience’s attention.

Does the content respond to the search?

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Call-to-action

Two words:

Business. Objective.

Connect your audience’s path to achieving your goals.

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Challenge #3

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Do they know what we’re talking about?

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Educate

58% of Americans conduct an online research before buying

21% of Americans say they conduct this type of research every day

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Communicate

Communication is the activity of conveying information through the exchange of thoughts, messages, or information, as by speech, visuals, signals, writing, or behaviour.

Wikipedia, 2013

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Goal - 500 families

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Challenge #1: TrafficBrand:

15 years 200+ camps, activities and programs 14th issue of the Camp & Program Guide in 2013 3rd annual Camp Expo in 2013 30% repeat online visits

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Advertising

Unique URLs to track all activity!

Google Analytics:Referral traffic

SEO content – responds to search

Challenge #2: Visits

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CTA: front & centre

Google Analytics:www.ourkids.net/campexpo

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Google Analytics:www.ourkids.net/campexpo

Challenge #3: Understanding Leverage members

Over 200 members

Empower ambassadors Recruited local ambassadors

Engage communities 5,200 Twitter followers 2,700 Facebook page likes 140 Pinterest followers

Tell the story Website Daily blog @chieflemonhead

Results

Full 1st page of results

Get Squeeze

Beyond URL shortener: connect digital content value to business performance

www.getsqueeze.com

Connect w/ me for more info

Complete understanding of the value provided by each partner & comms activity.

Results 332 families attended

66% of goal (500), but 33% of registered families 3% increase year-over-year (322 families in 2011)

58 exhibitors 19 new exhibitors (33% new) 39 repeat exhibitors (67% repeat)

50% of visits to the Camp Expo site came from partnerships

Positioned as premier event in the field

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Testimonials“Getting 3 registrations onsite was quite a proud moment for us, and thank you for hosting such a qualified event.”

Camp Member

“It was so nice to be able to speak directly to Camp and Program directors. We’ve shortlisted our selection to two options and will make a decision tonight.”

Parent

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What did we learn?The Camp Memory ambassador blogging did

not deliver what we had expected, but we solidified some valuable partnerships.

The larger population of our market socializes on Facebook and reads blogs.

We would like to drive web traffic deeper into our web content, to explore other resources.

We had over 1,000 families register but only 332 attended.

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The 140

In short…Your brand is what tells people they are dealing

with a real business. Do they know you?

Your marketing mix is not single-channeled. Consider your audience, your message and your distribution.

You have 20 seconds to capture your audience’s attention on your website. What’s the first thing your audience sees?

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In short…ROI is not a dirty term. You’re in business; be

clear about your objective, and make sure you’re guiding your audience.

Seize the opportunity to educate. Not everyone knows your business, even if they need it. They’re looking for information.

Communication is a 2-way street. Social channels empower 2-way communications. Engage, engage, engage.

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Last, but not least

MEASURE, ANALYZE, MODIFY

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Niche market: Social outreach strategyThursday, March 21st, 2013Judi Samuels

@chieflemonhead