Digital Darwinism:Tactics to Thrive in a Rapidly Changing Digital World

Wednesday, February 10, 2016

Arfa Syed, Auto Care Association

Car Care Council Women’s Board

Winter Leadership Conference

Digital Pain Points

1. Social Noise

2. Shiny New Objects

3. Evolution and Transformation of platforms

http://www.slideshare.net/tkawaja/social-lumascape-8223008

Social Noise

• Management Tools

• Promotion Tools

• Advertising Platforms

• Intel Tools

• Analytics Software

• Apps

• Community Platforms

• Etc…

Q1: When you think of your

customers, what economy do you

consider? Currency? Information?

The

Attention

Economy

Q2: Are you selling? Or are you

engaging your customer? Providing

something more valuable than the

product or service itself?

Q3: Is the scarcest commodity of

your customers their money?

…or is it their TIME?

Goldfish

Marketing

What is the attention span of a

goldfish?

http://time.com/3858309/attention-

spans-goldfish/

Adults now have an attention

span of 8 seconds!

Can you

engage

customers

in a few

seconds?

How can you make your content

#Unskippable?

https://www.geico.com/more

https://www.youtube.com/watch?v=pvcj9xptNOQ

How to Make Better Digital Investments

1. Know your audience

2. Make a plan based on that

audience

3. Use data – driven decisions

to improve the plan

4. Attract customers and

users via creative agile

tactics and appropriate

platforms

Don’t obsess over the platform, obsess with

the audience

Do an audit of their behavior to answer the

following questions:

1. Who are your customers?

2. Where do your customers engage digitally?

(which platforms do they prefer)

3. When are they online?

4. What valuable tools or information can you

provide them?

5. How would it make their job/life easier?

1. Know Your Audience

Note: Audiences within an organization can be different—

know your specific target audience. Communicate this to

any marcom teams.

Have clearly defined objectives

(again: this is not specific to a digital

platform)

Ask yourself what are you trying to accomplish?

1. Are you considering social or digital media

to build awareness?

2. Are you considering social or digital media

to build a following?

3. How will you leverage that awareness or

following?

4. What is the call to action—you want

website visitors? You can conversions (i.e.

increased sales? Increased registration?)

2. Make a Plan Based on Audience Intel

Note: Don’t put stuff out on social media just for the sake of

it. It should be part of an overall strategy.

https://www.facebook.com/ads/manager

Isn’t this a function of the marketing

department? Or intel department? NO

Each department and user should own their

own KPIs and benchmarks.

1. Set timelines on when you want to review

campaigns.

2. Have you given the campaign flight enough

time?

3. How will measure success?

4. What changes can you make based on

data collected?

5. How can you communicate these metrics

with other departments?

3. Data-driven decisions

Facebook Primary Purpose: Builds brand loyalty and

reputation. Establishes your business as an authority

through interesting content and informational posts.

Twitter Primary Purpose: Shares breaking news and

quick updates, promotes new products, content, or

brand contests, collects instant feedback from your

audience.

Pinterest Primary Purpose: Acts as an online

scrapbook, showcases products, and displays brand

essence through inspiration boards.

How often should I post to my social networks?

Facebook: 1-2 times per day or 6 times a week

Twitter: 3-4 times a day or 20 times a week

Pinterest: 2-3 times per day or 10 times a week

The average amount of time spent by small

businesses on social media per week? 6 hours and

counting.

4. Tactics and Platforms

http://www.verticalresponse.com/blog/social-media-your-business-

choosing-the-best-platform/

Tactics: Think Like a Media Company

The Auto Care Association –

audience intel told us:

We are the auto care industry

The Biggest Industry You Never Heard of…

Rebranding strategy included context to other industries

318 Billion Dollar Industry

Visual Content - Show it, Don’t Say it

Visit sites like: http://blog.visual.ly/top-30-viral-infographics/

Tweets with images receive 18% more clicks, 89% more favorites and 150% more retweets.

In 2014, 39% of B2B buyers identified that they share infographics on social media frequently.

Visual Content –Advertising

https://www.youtube.com/watch?v=2P2aEtQ-_kw

Visual Content - Videos and Infographics

#MaintenanceMondaysInstagram.com/CarCareCouncil www.facebook.com/CarCareCouncil

Search Infographics on www.carcare.org

• What’s that smell?

• Saving gas• Vehicle

maintenance

• 90% of information transmitted to the brain is visual.• Most people only understand 20% of what they read.• In a period of two years, infographic searches on

Google increased by 800%.

Source: http://unbounce.com/content-marketing/why-do-infographics-make-great-marketing-tools/

Piktochart or Venngage

Newsjacking: What do Sharks and Auto

Care have in Common?News| jack|ing: Newsjacking is the art and science of injecting your ideas into a breaking news story and generating tons of media coverage and social media engagement.

• Also referred to as real-time marketing

• Sense of humor is a must• Keeps your brand on the

mind of business customers• Build buzz for this type of

content — your followers will look forward to posts like this

• Requires use of hashtags

Digital Data-based Decisions:

Publishing to LinkedIn Pulse

http://blog.hubspot.com/marketing/linkedin-publishing-beginner-guide

Addressing New Audiences

See you in Vegas? #AAPEX16

Record registration for AAIW this year (approx. 150,000)

AutoCareCareers.org

22

Connect with us: www.autocare.org/social

Social Networks

• www.facebook.com/autocareorg

• https://twitter.com/autocareorg

• https://www.youtube.com/autocareorg

• LinkedIn Blog (search Bill Hanvey)

• tiny.cc/autocareorg_linkedin

@arfasyed1