Full conference of Marketing and PR online in the ESRP

1. So
Albert Llorens Albareda
Online Manager 360º English Summer S.A. Group
13 Febrero 2014

2. Contents
Before starting…
Digital PR and Marketing Online
1
Email Marketing
2
SEO & SEM – Content Marketing
3
Analytics
4
Social Media Marketing
4.1
4.1
SM Strategy – Content Strategy
4.1
4.1
Facebook – Twitter – Google +
4.1
4.1
Tendencias: SOLOMO
Challenge -> #TrendingTopicESRP

3. Before starting…
Placement test
Storytellin
g

4. Before starting
Let’s do the duty!
(Digital) Public Relations
Organised and planned activities (in the web) with
the aim to create or maintain trustworthy relations
with stakeholders.
Stakeholders
Mutual
Understanding
Messages
¿Diferences with Ad? ¿And with Marketing?

5. Before starting
¿Where do we come from?
Where do we go?
… - 1995
Internet for
Engineers
http
Laboratory
Laboratory
1995 - 2005
Internet of
Businesses
E-commerce
Presence
Presence
2005 - 2015
Internet for
People
Web 2.0.
Participation
Participation
2015 - 2025
Internet of things
Smart
Business
Business
Youtube: Empresas 2020 – Genís Roca /Roca Salvatella

6. RRPP/ Marketing Online
A. Email Marketing
B. Posicionamiento
(SEO/SEM)
C. Content Marketing
D. Analytics
E. Social Media Marketing
LANDING
PAGES

7. 1. Email Marketing
*Publics Segmentation
*Subject
EET
*Time
*Spam

8. 1. Email Marketing
Open Rate 25%
CTR – Click Through ratio 5%
Bounced / Unsubscribed

9. 2. Positioning; SEM
SEM: Search Engine Marketing
Key Words
PPC
Segmentation

10. 2. Positioning; SEM
SEO: Search Engine Optimizer
Key Words
Search Engines
Top 10
Position
Techniques
Penalties
Penguin/Panda Updates

11. SEM: 10-15%
1st: 33%
2nd: 18%
3rd: 12%
4th: 8%
5th: 6%
6th–10th: 5% - 2%

12. 2. Positioning; SEO
Content Marketing
How to be number 1 in Google?
1
Keywords Analysis: Nº of searches for that keyword?
2
URL: Relation URL – Keywords
3
Landing Page: Titles, tags, content...
4
Page Rank
5
Links: Link Building actions
6
SEO Social, Local y móbil
7
Content: Relevance and creativity
Content Marketing

13. 3. Analytics
1.Visits
2.Pages views
3.Pages/Visits
4.% Bounce
5.Time in the webpage
6.New/Recurrent Visits
7.ROI

17. ROOM Nº:
631936

18. Contents
Before starting…
Digital PR and Marketing Online
1
Email Marketing
2
SEO & SEM – Content Marketing
3
Analytics
4
Social Media Marketing
4.1
4.1
SM Strategy – Content Strategy
4.1
4.1
Facebook – Twitter – Google +
4.1
4.1
Tendencias: SOLOMO
Challenge -> #TrendingTopicESRP

19. 4. Social media Marketing

20. 4. Social media Marketing

21. 4. Social media Marketing
SOCIAL MEDIA STRATEGY
Questions you should answer
before having a corporative social
media profile.
Why should I have corporative SM
profiles?
Which would be my SM objectives?
How will I measure the success?

22. CONTENT STRATEGY
by

23. 4. Social media Marketing
SOCIAL MEDIA STRATEGY
Confidence – Conversation - Conversion

24. 4. Social media Marketing
Pros, Cons and Differences

25. To Facebook
Examples
February 2011 – Worldwide record
of nº of “Likes” in 1 day.
Oreo: 114.619 likes.

26. To Facebook
Examples
Barack Obama: “4 more years”
+ de 4
millones
de Likes

27. What about G+ ?
Mezcla público / privado
Posicionamiento

28. Tendencies

29. The Challenge
Create a …
trendingtopic
About? You decide

30. 5 key points to create a
#TrendingTopic
1
Content: Choose a creative hashtag
(better if there is a story behind)
2
Exponential frequency: Important
but over considered. #croquetes
3
Involve People: diffferent people
needed tweeting about it.
Size doesn’t matter, time does.
You don’t need the same to be TT.
4
5
Have fun! No fun no #trendingtopic

31. PAST EXPERIENCES
#SOYRRPP / #NOSOYRRPP
Mamá, papá, #soyrrpp y no, no reparto flyers! #noesrrpp
Promocionar una discoteca con chupitos gratis #noesrrpp
El arte de comunicar y convencer! #soyrrpp #storytelling
Lo importante no es el qué, es el como. #soyrrpp

33. Can you do it better?
What? Have fun using Twitter and the Hashtag:
#loveRRPP
#loveESRP
When? Today Thursday 13th from 21:00 to 23:00
How?
Creative Tweets – Exponential Frequency
Quote/Retweet – Involve other users
Good luck and have fun!

34. Results #createatrendingtopic
#loverrpp
(nº of retweets)
26
RT
@AlbertLlor: No words... Lo hemos conseguido
#loverrpp trending topic en barcelona! Muchas
felicidades a todos y gracias! #havefun
pic.twitter.com/IJMa5jh6kw
14
RT
@Nataliecost: No es por enamorarte pero soy pequeña
RRPP #loveRRPP pic.twitter.com/B2KJM6hDx0
10
RT
@claudiabess17: Ajuda als alumnes de primer de
la #esrp a ser trending topic amb els
hastags #loveRRPP i #loveESRP copiant aquest
comentari! @ristomejide
#loveESRP

35. Results #createatrendingtopic
A las 22:51 conseguimos ser TT en Barcelona

36. Muchas gracias a todos
los alumnos, exalumnos,
profesores y amigos que
lo hicisteis posible.
#loveRRPP
#loveESRP
Febrero de 2014
@Albertllor