top digital trends: a crash course for local media
DESCRIPTION
Shannon Kinney presented a Local Media Association webinar, "A Crash Course in Local Media," Tuesday, December 9. Geared toward local publishers and media companies, she covered the latest digital advances as well as new online tools and strategies to better enable audience engagement and brand strengthening.TRANSCRIPT
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Top Digital Trends: A Crash Course for Local Media
Webinar December 2014
The Internet, and social media in par3cular, have
RADICALLY CHANGED the way people consume informa3on and the way businesses
PROMOTE THEMSELVES.
Consider:
WHERE do your current and future customers
FIND WHAT THEY NEED?
80% of internet users visit
social media sites and blogs
Online MarkeDng Landscape • SMBs Digital Marke3ng spend to outpace Digital Adver3sing by 2.5x this year * • $97billion projected in PR and Social Media Marke3ng consul3ng services (each more than radio and newspaper combined) * • SEO projected spending $40billion, Email management $43billion * • 80% of companies will par3cipate in social media marke3ng this year, nearly double from last year ** • Mobile and Video Marke3ng rapidly growing
Sources: * Borrell Associates, **eMarketer
Where will growth come from?
Who is your REAL compeDDon?
Source: Borrell © 2014 Borrell
Legacy Media’s ‘Spindly’ Digital Legs Share of Local Digital Advertising
Source: Borrell © 2014 Borrell
Legacy Media’s ‘Spindly’ Digital Legs Share of Local Digital Advertising
Your Customer
The customer: Local businesses • Increasingly, cannot afford tradi3onal marke3ng, but don’t understand op3ons • View online marke3ng, and Facebook in par3cular, as an affordable and important op3on • Are too busy to keep up with managing their marke3ng and their businesses, seek assistance • Are hungry for solu3ons • Social media can bring significant results
Your Customers’ Needs Are Changing
Their customers….did you know?
Building brand awareness and customer rela3onships
SOCIAL:
New markeDng tacDcs
What does it take?
Listening
The Key is to build ENGAGEMENT #notaonewaystreet
What does it take? CONNECTING
#hashtags, RT, Like, Favorite, Reply
70% of people trust online reviews
by strangers
90% of people trust online reviews
by people they know
The key is REPUTATION MANAGEMENT…
And you need it now more than EVER!
Ge[ng Found SEARCH:
97% of consumers search for local
businesses online
How you rank in SEARCH is criDcal
• 90% of searchers stop on PAGE 1
• 75% stop a[er 5 lisDngs
Facebook now has over 725 million
mobile users Do you have a usable mobile web site?
HOT Trend:
NaDve AdverDsing: What’s the buzz
about?
HOT Trend:
ProgrammaDc AdverDsing
What does this mean to our sales?
HOT Trend:
Audience TargeDng – across all pla`orms What does this mean to our sales?
Consider:
HOW can you leverage this power FOR YOUR ADVERTISERS?
Consider:
HOW can you change your culture To sell SERVICES vs.
SPACE?
What does this mean? • Local businesses are seeking online marke3ng solu3ons are overwhelmed with op3ons, and trust you • Your compe33on is NOT other media companies • As print slowly erodes, digital marke3ng services grow rapidly • Marke3ng services vs. adver3sing: where growth opportuni3es lie, requires different kind of sale • Need teams to be able to sell audience, understand the adver3ser problems to solve and iden3fy solu3ons
What does it mean to your sales effort? • Does NOT have to be a separate group or “agency”, BUT does need digital sales acumen and dedicated sales resources • An en3rely different level of service • Non-‐product or plaform specific • Client-‐focused vs. product-‐focused • Non-‐biased • Solu3on-‐oriented
For LMA abendees: A free evaluaDon of your opDons
[email protected] www.dreamlocal.com
@shannonkin, @dreamlocal www.facebook.com/dreamlocal
207-‐593-‐7665
http://Publishers.dreamlocal.com