Reaching your audience in the digital age

Sarah FracekAccount Executive, Social Media Director

Is traditional marketing declining?

“People don’t watch TV commercials”“People don’t listen to the radio”“No one reads the newspaper”

During the next 20 minutes, Facebook users will …

Upload more than 2.7 million photographsShare 1 million links“Like” 7.6 million pages

Just how big is the digital world?

Twitter will have ~200 million users in 2011Facebook has over 500 million users; half are

logged on in any given dayWeb surfers view over 2 billion videos a dayThere are 32 million Wordpress-based blogs  1 in 4 U.S. Adults now use mobile appsSites like Facebook and Twitter now account

for 22.7% of our time spent on the web

Consumers are living digitally. Businesses must do the same.

Are your consumers breaking up with you?

http://www.youtube.com/watch?v=D3qltEtl7H8&feature=related

So how do you reach them in this digital age?

In the future …

We don’t ADVERTISE to them online. We must PARTICIPATE IN A CONVERSATION and ENGAGE them.

FACEBOOK is NOT the answer.Consumers won’t look for products and services

anymore. They will find them via their social networks with WOM

Brands need to develop more consumer-relevant content to keep relationships with customers and stay top-of-mind

Digital will be the main content platform where all brand-related content is available. All other forms of media will carry teasers.

Evolution from Marketing to Conversations

Identify Find Listen Engage Contribute Reinforce

New tools for marketers

Endless amounts of data

Print vs. Web

Mainstream Online

Images taken in before words

Logo, bottom rightDesigned for

freshnessInterrupts their lifeTrying to make

money

Words taken in before images

Logo, top leftDesigned for

familiarityVisitor chooses to

interrupt their lifeTrying to save money

Turn everything you know on its head.

How do I find my audience online?

Identify

your consume

rs

•Job roles, industries, titles

•Names of individuals

•Traits of your social audience

Determin

e your keywords

•All job roles/industries/titles and synonyms/variations

•Locale qualifiers

•Topic or trait indicators

Search

Facebook and LinkedIn

•Search roles/titles/industries/traits

•Add them to your community table

Use the search

engines

•Search known individuals for Facebook/LinkedIn profiles and blogs

•Search for communities directly

Search

Twitter

•Search for known individuals and include their URL in your table

•Search individual’s tweets for relevant keywords

Online Community Monitoring List

Download at www.pkamar.com/WIMA

Start with a “good” Web site

SEO-enhancedEasy to navigateRegularly updatedGive them a reason to come backMotivation to visit (free stuff, games,

interactivity, resources, information, etc.)

Tailor your message to the medium

Awareness Detail Instant Updates

Visual Storytelling

Surprise and

Entertain

Connection and

Sharing

Reaching your audience in the digital age

Slides can be downloaded online at www.pkamar.com/WIMI

Sarah FracekAccount Executive/Social Media Director

E-mail: sarah@pkamar.com LinkedIn: www.linkedin.com/sarahfracek

Twitter: @SarahFracekPhone: 262-241-9414