Digital Marketing -  WTIA TV and New Media Development Project

Posted by: Tim Reha | Monday, October 12, 2009 | 0 Comments |

This year I partnered with the Washington Technology Industry Association (WTIA) http://www.washingtontechnology.org to help them create a digital marketing strategy and ecosystem. Then we developed an array of digital marketing tools, private label content and work flows that enable the WTIA to be efficient and consistent. Lastly, we created a customized internet marketing dashboard that centralized all of the WTIA’s social media sites, content services such as YouTube and digital marketing tools all in one place. This strategy eliminates the pain of managing the WTIA’s digital marketing ecosystem and provides them with a quick way to monitor their internet marketing efforts.

WTIA Integrated Digital Marketing Ecosystem

The WTIA already had a website and and a few social media and content services in place such as Twitter, Facebook and YouTube. What was missing was a strategy that created brand continuity across the WTIA’s various web services. In addition, the WTIA needed a centralized system to manage their social media presence, brand monitoring and efficient digital marketing work flows.

We hosted a planning meeting and then worked to add polish to the WTIA’s existing digital media properties such as Twitter and YouTube. Next we outlined a number of new internet web service accounts that we could leverage to create a video syndication network and traffic network that drives social media content discovery and search engine optimization.

For other clients we also have additional inbound and digital marketing strategies such as:

• Search engine optimization and pay per click management.
• Branding and messaging continuity.
• Private label content strategy and high-velocity content production systems for video, photos, slide decks and other rich media.
• Public relations and social media marketing.
• Web design and development. We specialize in ExpressioneEngine and WordPress blog sites.
• Private label social networks. We specialize in BuddyPress social media networks.
• Online lead generation, lead nurturing, lead qualification.
• Landing pages with A/B and multivariate testing / optimization.
• Aligning marketing and sales processes, goals and messages.

WTIA Internet Dashboard

We developed a customized internet marketing dashboard used to track the WTIA’s digital media presence from YouTube videos to their Facebook page. The internet dashboards are great because they centralize a digital marketing ecosystem into one unified workspace that is easy to manage.

In addition we created automated work flows that eliminate repetitive tasks such as cross posting a blog post to the WTIA’s Facebook page. In addition, we are taking the entire WTIA membership company name list and scanning the internet in real-time for all social media mentions, news articles, blog posts, Twitter posts, etc. to create a master feed. This feed will provide the WTIA with “global membership awareness” across all content types from web videos to breaking news. Then the WTIA may use the data to create email newsletters, blog posts, Twitter posts and more.

WTIA Branded Content and Social Media Channels

Social media services such as Twitter are now indexed in search results, thus often people will first find your brand on one of these services. The integration of all of the above components creates “positive brand drift” from the WTIA’s website to their branded YouTube Channel and HD videos.

WTIA Custom Twitter Account Branding:

http://www.twitter.com/wtia

WTIA Custom YouTube Account Branding:

http://www.youtube.com/WATechnology

WTIA TV Show Development - Corporate Imaging Package

Most companies are now exploring internet video as it is fast becoming one of the best forms of digital marketing. we developed an end-to-end video branding package with a dozen elements such as motion graphics to lower thirds that work together to create continuity for the WTIA’s brand.

WTIA Custom Audio, Music and Sound Effects Branding

WTIA Custom Motion Graphics

WTIA Event Graphics Overlays

WTIA 3D Motion Graphic Web Page Tour

WTIA Branded Scene Transitions

WTIA TV - Live Streaming

Often organization such as the WTIA have limited space an their events or members who simply would rather view the event from the comfort of their own homes to avoid traffic. Live streaming provides a superb medium to reach audiences around the world, complete with two way communication via text chat and Twitter integration. 

Live streaming programming may also be saved out as on-demand content after the event is over. I also save streamed video content and use SEO techniques to rapidly index the video in the search engines using targeted keywords. This side benefit creates additional return on investment to justify streaming events, conferences and other situations where the WTIA wishes to reach customers anywhere in the world. 

For the WTIA’s past social media event I set up the cameras, mics and live stream for the main event. In addition, we invited WTIA members to be interviewed before their event to create additional exposure and value for the WTIA membership.I developed the WTIA’s live streaming branded show elements and integrated a live Twitter text stream overlay at the footer of the video to display the “real-time back channel” of communication happening live during the event.

WTIA Branded Event Photography

Photography is an amazing digital asset that work especially well across social networks but are often ignored as a primary digital marketing tool. For the WTIA we have create automated digital photography work flows that automatically re-size, sharpen, outline, drop shadow and brand photographs. Then we setup a system syndicate photographs to a dozen internet photo hosting services using search engine optimization techniques. The WTIA’s internet marketing dashboard tracks their photo analytics and provides insights how people interact with photos online.