Moses Gomes, Digital Marketing Expert

Intro: What is Digital Media?

• Anything on computers, mobiles, games, TV, DVD, watches, MP3 players, wearable devices

• Email, browsing, music, videos, chatting, shopping, researching.

A New Media Map

• What’s different?

– Fast

– Cheap

– Accessible

– Decentralised

– Democratic

– Flexible

– Rapidly changing

– And MASSIVE!

Classification - Digital media marketing

Digital media

Social Media Marketing

Search Engine

Optimization

Pay Per Click

Social media tools

• Blogs –

• Microblogs -

• RSS -

• Widgets -

• Social networks -

• Social bookmarks -

some more..

• Podcasts -

• Video sharing sites -

• Photo sharing sites -

• Wikis -

• Insta Messaging -

and some more…

Different mediums of

SOCIAL MEDIA

CONSUMER GENERATED MEDIA

• Consumer content on blogs, whats app, flickr, youtube

• Blogs created by consumers and adopted by major brands

• Google Ads created by consumers to promote their hobbies, businesses

• Websites created by fans of brands

ONLINE VIDEO

• Daily traffic to YouTube has nearly doubled to 48%

• 48 % of respondents used a video-sharing site, up from last year's 33%

• 15% of the respondents used a video-sharing site in the day before they answered the survey

• Youtube had reported highest number of visitors for music spoofs

SEARCH

• Search is the number one

use of the Internet

• SEO & SMM helps a

marketer’s website become

listed prominently on the

Search Results Page of

Search Engines (Google,

Yahoo!)

• Pay-per-click sends qualified leads directly to your website or landing page

WIDGETS

• Widgets help marketers to

deliver their product and

service to the desktops of

consumers computers

• Widgets are downloadable

and are easily embedded on

consumers own websites,

Social Network Pages, or

blogs like calendars,

calculators, traffic monitors,

stock monitors, weather

forecasts, news tickers,, etc.

MOBILE

• Smart Phones and 3G has changed how content is received and absorbed by consumers

• Non-digital media (print ads, direct mail, outdoor) are incorporating QR Codes and Augument reality codes for call-to-actions to generate more immediate consumer responses

WEB 2.0

• Web 2.0 refers to the trend which allows consumers to interact with brands, it’s a dialogue

• Examples of Web 2.0– Most Popular Visited Pages– Consumer reviews of

products– Onsite Comments and

Feedback– Tags and Buzzclouds

ONLINE ADVERTISING

• Contextually relevant ad

placements (typical ad placements

based on content that matches

advertisers areas of interest)

• Rich-media (transactions and data

gathering are built directly into the

ad unit)

• Youtube advertising

• Affiliations (ad serving networks

that deliver click-throughs to your

site)

• Re- marketing advt

EMAIL

• House lists over bought lists - bought lists produce spam and subsequently backlash

• Content driven - email’s value to the receiver is based on it’s content

• Sent rate, open rate, click-throughs are the primary metrics that determine an email campaign’s success

between

40% to

70% of all

email is

currently

getting

blocked by

spam

filters!

WEBSITES

• Websites are becoming more transactional (dialogue) over informational

• Microsites are increasing in popularity as a method for addressing specific events and supporting specific campaigns

SOCIAL MEDIA

• Online communities of people

• Share ideas, content, and recommendations

• Customers choose brands or products based on customer service experiences shared by other Web users on the Internet.

• Most visitors prefer reviews on blogs, online rating systems and discussion forums prior to making buying decisions.

Social media is

• Having conversations online

• and sharing of information

• A new web tool or technology that connects people

The old communication model was a monologue, the new is a

dialogue

Why social media is important

• Borderless-can reach an international audience

• Multimedia opportunities: reach more audience

• Drive traffic to your websites

• Increase credibility

• Gather feedback and build relationships with TA

• Lower cost, but not free

Pitfalls of social media

• Skills/knowledge gap

• Lack of understanding of etiquette

• Loss of control

• Can cause reputation damage

• Often public, immediate and permanent

• Viral in nature

• As with any PR strategy, social media PR is about “messaging,” but “messaging” entails a lot more than just communication – it also requires efficient delivery on the internet, which requires SEO – and SEO now requires SMO

• When someone is searching for your company you want to influence their results as much as possible. If you adequately represent yourself through social media, you could influence the first seven or eight results of their search

Conclusion

Conclusion continued

• Those organizations which neglect social media are not only neglecting the lion’s share of PR outreach opportunities, but they also risk being misrepresented by a competitor or a disgruntled consumer

• More importantly, public relations involves more than just propagation – it’s a boundary spanning process through which an organization and its publics interact. There’s no better current means for practicing sound PR than social media

• Companies who don’t engage social media now are no better off than the organizations who neglected making their own website a decade ago

Recommended Blogs and books

• Steve Rubel.com

• Brian Solis.com

• Neville Hobson.com

• Ste Davies.com

• PR Squared by Todd Defren

• Mashable

• Wolftstar

• Reality check by Guy Kawasaki

• The Social Media Bible by Lon Safko and David K. Brake

• The New Rules of Marketing and PR by David Meerman Scott

• Crush It by Gary Vaynerchuck

Thank U

Connect / Follow me on

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