Online Marketing Trifecta

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SEO, SoMe. SEM, OMG! How to make sense of the alphabet soup use them together to optimize online marketing efforts. A detailed tutorial on strategy, protocol and measurement.

FSC Interactive is an online marketing firm in New Orleans that specializes in Social Media, SEO and Paid Search.

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  • No more set & forget
  • Search blogs, forums, microblogs, etc…www.socialmention.com
  • What are the popular search terms in your category? Search by region,date range, categories, etc.
  • How qualified is a site? Find information on traffic, demographics and similar sites on www.Quantcast.com. www.compete.com www.quarkbase.com are additional free tools.
  • Increase search relevance
  • Add robust descriptions
  • Add creative skins
  • http://www.youtube.com/user/cheflifetony
  • Suggested users are paid advertisements and rarely valuable. Instead try listorious.com or www.mashable.com mega lists for industry specific resources.
  • Make yourself easy to followAdd Links to your e-mail signatureAdd Buttons to your websiteChoose your most valuable resourceTake time to listenContinue to grow your network, always look for new people to expand your network
  • Make yourself easy to followAdd Links to your e-mail signatureAdd Buttons to your websiteChoose your most valuable resourceTake time to listenContinue to grow your network, always look for new people to expand your network
  • Popularity only so much…what will you do with popularity- good that people are going to your site, but what are they doing there
  • Online Marketing Trifecta

    1. 1. Online Marketing TrifectaSocial Media in Context<br />
    2. 2. Online Alphabet Soup<br />
    3. 3. Online Search Engine Optimization<br />Keywords<br />Content<br />Links<br />Site Architecture<br />Findability<br />
    4. 4. Online Social Media Optimization<br />Goals<br />Monitoring<br />Adjusting<br />Growing<br />Tools<br />
    5. 5. Online Social Media Marketing<br />Customer Service<br />Listening<br />Conversation<br />Interaction<br />Promotion<br />
    6. 6. Online Search Engine Marketing<br />Keywords<br />Targeted <br />Crafted Message<br />Immediate ResultsFacebook<br />Google AdWords<br />Linked In<br />
    7. 7. WhereDoes it fit?<br />Media<br />(SEM)<br />Marketing/PR<br />(SoMe)<br />Creative/ IT<br />(SEO, SMO)<br />
    8. 8. How Does it fit?<br />FSC Interactive<br />
    9. 9. Media Traditional<br />
    10. 10. Media Shifting…<br />
    11. 11. Message Evolving…<br />
    12. 12. Process<br />Listen<br />
    13. 13. Listen To Whom?<br />
    14. 14. ListenSo Many Pieces!<br />
    15. 15. Listen For What?<br />I LOVE<br />vegetarian restaurants<br /> With absolutely <br /> NO SELECTION<br />xoxoFAMOUS Food Critic<br />
    16. 16. Listen How?<br />vegetarian restaurants<br />
    17. 17. Listen Google Alerts<br />
    18. 18. Listen Social Mention<br />
    19. 19. Listen Google Insights<br />
    20. 20. Listen Quantcast<br />
    21. 21. Engage Goals & Metrics<br />What does success look like? <br />“I want to increase awareness <br />of my new bar.”<br />
    22. 22. Engage Goals & Metrics<br />Goals:<br /><ul><li>Increase Happy Hour revenue
    23. 23. Increase online reservations
    24. 24. Increase newsletter e-mail database
    25. 25. Increase interaction on website</li></li></ul><li>Engage Strategy<br />Goal Metrics<br />Planning<br />Responsibility<br />Budget<br />Measurement<br />
    26. 26. Engage Plan of Action<br />To Do Lists<br />Deliverables<br />Milestones<br />Accountability<br />Metrics<br />
    27. 27. Engage Planning<br />Account Detail<br />Messaging Guidelines<br />Build-Out Guidelines<br />Scheduling Guidelines<br />Brand Consistency<br />
    28. 28. It’s NOT Reinventing…<br />REpurpose<br />REuse<br />REvitalize<br />REstructure<br />REspond!<br />Engage Content<br />
    29. 29. Integrate Search<br />
    30. 30. IntegrateListings<br />
    31. 31. IntegrateTraffic<br /><ul><li> Reputation Management
    32. 32. First Page Rankings
    33. 33. Qualified Traffic</li></li></ul><li>Social Stats<br />
    34. 34. Social Stats<br />
    35. 35. Engage Branding<br />What’s your voice?<br />Are you a Filet Mignon?<br />
    36. 36. Engage Branding<br />Or a Cheeseburger?<br />
    37. 37. Let’s GetSocial… It’s as easy as 1,2,3<br />1. Build Your Profile<br />2. Build Your Network<br />3. Build Your Reputation<br />
    38. 38. Basics Building Blocks<br /> Community development and support<br />Gallery of images to personalize your brand & optimize your web presence<br />Visual updates, community building and search optimization<br />Instant updates, feedback and discussions<br />
    39. 39. In the realm of search engines, Yahoo ( ) provides the most loyal visitors at 15%, followed by Google ( ) and Bing ( ) with around 12% each.<br />
    40. 40. Facebook Stats<br />
    41. 41. Page<br />Facebook Build Your Profile<br />&lt;<br />Sign up for appropriate account type:<br />Profile - Individual person<br />Page - Business, brand, sports team<br />Group - Association or Club <br />
    42. 42. Facebook Profile or Page?<br />
    43. 43. Facebook Page or Group?<br />
    44. 44. Build Your Page<br />Sign up for a page <br />Choose your type, title and fill out contact information<br />
    45. 45. Build Your Page<br />Add a photo<br />They say a picture is worth 1,000 words – make sure yours says the right thing. <br /><ul><li>Addcomplete information</li></ul>Fill out as much information as possible. You’re aiming for 100% complete. Everything from the most basic to the most detailed.<br /><ul><li>Create your page settings</li></ul>You can choose what your visitors see and how your fans can interact.<br /><ul><li>Go the extra mile</li></ul>Create notes, add photos and utilize applications. More is more.<br />
    46. 46. Facebook Build Your Network<br />Find Friends<br />through email or your phonebook<br />Or, through Facebook.<br />
    47. 47. Facebook Build Your Network<br />Find otherpages that you should be a fan of and that should fan you.<br />
    48. 48. Facebook Build Your Reputation<br />Through status updates<br />And wall posts.<br />When updating your status and posting to your wall make sure you keep in mind your brand and the ultimate goal. Don’t just post for the sake of posting. Post with a purpose.<br />
    49. 49. Facebook Build Your Reputation<br />Create events<br />Create events for anything and everything going on, at or within your business. But remember – keep your brand and the ultimate goal in mind.<br />
    50. 50. Facebook Build Your Reputation<br />Create Facebook Ads to reach more people<br />
    51. 51. Build Your Reputation<br />By creating an online experience<br />People are visual. Show them what you have to offer through photos. If someone likes what they see on facebook, it’s likely they’ll try to visit in person.<br />
    52. 52. ...words and pictures can work together to communicate more powerfully than either alone. – William Albert Allard<br />
    53. 53. Build Your Profile<br />Stream<br />&lt;<br />Your photostream is a collection of all of your photographs. <br />
    54. 54. Build Your Stream<br />Create Sets, Galleries and Collections<br />A collection is a group of your photo sets that are related to one another<br />A set is a group of photos<br />Galleries allow up to 18 public photos. It’s an opportunity to celebrate the creativity of your fellow members.<br />
    55. 55. Build Your Stream<br />Make your photos easy to find with tags<br />
    56. 56. Build Your Network<br />Create and join groups and add contacts.<br />Kevin Costner was wrong.<br />Your network won’t just grow on its own, you have to do it.<br />
    57. 57. Build Your Network<br />Link Flickr with your other social networking outlets<br />Facebook<br />Blog or Website <br />
    58. 58. YouTube is the #2 Search engine after Google.<br />
    59. 59. YouTube Search Optimization<br />
    60. 60. Channel<br />YouTube Build Your Profile<br />&lt;<br />
    61. 61. YouTube Build Your Channel<br />
    62. 62. YouTube Build Your Reputation<br />
    63. 63. YouTube Build Your Reputation<br />
    64. 64. YouTube Build Your Network<br />
    65. 65.
    66. 66. Twitter Stats<br />
    67. 67. Twitter Build Profile<br />Choose Settings to edit Profile<br />Add a picture or logo<br />Fill out bio<br />Choose a background or create custom<br />
    68. 68. Twitter Learn Language<br />Learn the language <br />@= reply or public response<br />RT= forwarding information<br />DM= private message<br />#= search keyword<br />
    69. 69. Twitter Build Network<br />
    70. 70. Twitter Build Reputation<br />Be generous- ReTweet and Respond<br />Be relevant- Add value to conversation<br />Be diverse- TwitPic, Blip.fm<br />Be consistent<br />Be authentic<br />
    71. 71. Twitter Management<br />Sample Applications<br />Desktop<br />TweetDeck<br />Co-Tweet<br />TwitterFox<br />Seesmic<br />HootSuite<br />Mobile Phone<br />iPhone<br />Tweetie<br />Twittelator<br />Blackberry<br />OpenBeak<br />UberTwitter<br />
    72. 72. Social Sharing<br />
    73. 73. Social Sharing<br />
    74. 74. Social Local<br />
    75. 75. Goals… Remember Those?<br />
    76. 76. Analyze<br />“However beautiful the strategy, you should occasionally look at the results.”<br />- Winston Churchill<br />
    77. 77. Analyze Measure and Value<br /> As important as learning the tools and using them correctly is making sure you are reaching those initial goals and learning how to track the performance of your outreach.<br />Popularity and Engagement<br />Performance of Message<br />Behavior of Audience<br />
    78. 78. Analyze Popularity<br />
    79. 79. Analyze<br /><ul><li>Google Analytics is a free tool that provides an easy to use application showing the breakdown of traffic behavior to your website – how visitors found your site and what they do when they get there.
    80. 80. You can track all online sources including referring sites, paid search terms, email blasts, paid banners and more. </li></li></ul><li>Analyze<br />
    81. 81. Analyze Performance/ Tracking<br />
    82. 82. Analyze Performance/ Tracking<br />
    83. 83. Analyze Tracking<br />Bit.ly and Budurl both allow you to have an account and track multiple URLs. Bit.ly is the default for most Twitter applications.<br />Google is not yet widely available, but keep an eye on it…<br />
    84. 84. Analyze Messaging<br />Which message works best?<br /><ul><li> Optimize
    85. 85. Adjust Strategy
    86. 86. Test Again</li></li></ul><li>Analyze Behavior Analysis<br />
    87. 87. OptiMize<br />OpenMind<br />
    88. 88. You think You Are<br />
    89. 89. But, Your Customers Think<br />
    90. 90. Compromise…<br />
    91. 91. Thank You.<br />For more information and continued updates on online marketing, social media and outreach, check back regularly with the FSC blog where we post tools and trends every Tuesday and Thursday<br /> www.fscinteractive.com/blog.aspx<br />
    92. 92. Questions?<br />FSC Interactive<br />4122 Magazine Street<br />New Orleans, LA 70115<br />t. 504.894.8011<br />f. 504.894.8012<br />www.fscinteractive.com<br />@fscnola<br />

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