Online Marketing Trifecta

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    Notes on slide 1

    Social Media- ConversationsSearch Engine Marketing- MediaSearch Engine Optimization- Site Relevance

    SEM- paid mediaSEO- marketing and discussionsSEM- User experience, site usability, copy and keyword density and back end metadata

    Where does online marketing fit into the traditional agency model?

    New philosophy that combines all 3 and creates new way of thinking to surround the business idea.

    Creative execution translate fairly seamlessly across traditional outlets. What works for TV will probably work for radio, print and outdoor with minor modifications.

    But when you take those messages online, you need to shift your perspective

    Execution becomes Evolution. Your message morphs and shifts based on your user and their needs, feelings and desires.

    No more set & forget- ongoing process of listening, engaging, analyzing performance and optimizing for success.

    Listening is a first step to guide business. Must be coupled with strategic analysis to look not only at what is being said, but how, why and to what end it impacts your business goals and opportunities. Important to filter through the clutter to get to the nuggets of truth and determine how those truths are translated into innovative business and communications strategies.

    ByeBye focus groups, hello open source research!

    Search blogs, forums, microblogs, etc…www.socialmention.com

    What other terms & keywords is your customer looking for. Don’t get stuck thinking like a marketer…

    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.

    Online marketing should be treated with the same magnitude and organization as traditional, including budgeting. Even if you only allocate a small portion of dollars, be sure to note that line item so that you can measure ROI.

    Create strict guidelines for engagement. Map out the details and make a plan to hold yourself accountable.

    May seem very basic, but sets a precedent and forces daily activity.

    Not a measureable goal. I am aware of tofu, but I will not be purchasing it any time soon.

    Online reservations, number of e-mail submissions…easy, right? Doesn’t have to be rocket science. Basic achievable and measurable goals.

    Increase search relevance

    Add robust descriptions

    Add creative skins

    http://www.youtube.com/user/cheflifetony

    Be creative while including terms you want people to find you for.

    Be creative while including terms you want people to find you for.

    Network Statistics. One intro away from 32K professionals

    Choose your bio description carefully. Those 165 characters define you.

    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

    Test you messages and track performance. Your customers are telling you what they want and it is easier than ever to listen. You might just learn something that creates an even bigger business opprtunity.

    Favorites, Groups & Events

    Online Marketing Trifecta - Presentation Transcript

    1. Online Marketing TrifectaSocial Media in Context
    2. What is Online Marketing?
      SEM
      SoMe
      SEO
    3. What is Online Marketing?
      Paid Advertising Placement
      Facilitating Conversations
      Website Relevance
    4. WhereDoes it fit?
      Media
      Marketing/PR
      Creative/ IT
    5. How Does it fit?
      FSC Interactive
    6. Media Traditional
    7. Media Shifting…
    8. Message Evolving…
    9. Process
      Listen
    10. Listen
      “If I’d asked my customers what they wanted, they’d have said a faster horse.”
      - Henry Ford
    11. Listen To Whom?
    12. Listen For What?
      I LOVE
      vegetarian restaurants
      With absolutely
      NO SELECTION
      xoxoFAMOUS Food Critic
    13. Listen Google Alerts
    14. Listen Social Mention
    15. Listen Google Wonderwheel
    16. Listen Google Insights
    17. Listen Quantcast
    18. Engage
      “Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.”
      - Al Ries
    19. Engage Strategy
      Timing
      Launch
      Holiday promotion
      On-going
      Staffing
      Who is responsible
      Hourly commitment
      Budget
    20. Engage Plan of Action
      To Do Lists
      Deliverables
      Milestones
      Accountability
    21. Protocol
      Account Detail
      Messaging Guidelines
      Build-Out Guidelines
      Scheduling Guidelines
      Brand Consistency
    22. TimeSample Schedule
      DAILY TO DO:
      • Update status
      • Include recent articles/accolades
      • Include upcoming events
      • Include fun facts
      • Answer questions
      • Support comments and elaborate
    23. Engage Branding
      What’s your voice?
      Are you a Filet Mignon?
    24. Engage Branding
      Or a Cheeseburger?
    25. Engage Goals & Metrics
      What does success look like?
      “I want to increase awareness
      of my new bar.”
    26. Engage Goals & Metrics
      Goals:
      • Increase Happy Hour revenue
      • Increase online reservations
      • Increase newsletter e-mail database
      • Increase interaction on website
    27. Engage Goals & Metrics
      Now how would you measure these?
      (We’ll have more on measurement later)
    28. Let’s GetSocial… It’s as easy as 1,2,3
      1. Build Your Profile
      2. Build Your Network
      3. Build Your Reputation
    29. Social Stats
    30. Social Stats
    31. Basics Building Blocks
      Community development and support
      Visual updates, community building and search optimization
      Instant updates, feedback and discussions
      Professional reputation management and
      networking
    32. In the realm of search engines, Yahoo ( ) provides the most loyal visitors at 15%, followed by Google ( ) and Bing ( ) with around 12% each.
    33. FacebookStats
    34. Page
      Facebook Build Your Profile
      <
      Sign up for appropriate account type:
      Profile - Individual person
      Page - Business, brand, sports team
      Group - Association or Club
    35. Facebook Profile or Page?
    36. Facebook Page or Group?
    37. Facebook Build Your Profile
      Step 1. Sign Up for a Page
      Step 2. Choose your Page Type
      Step 3. Give your Page a Title
      Step 4. Fill out your contact information
    38. Facebook Build Your Reputation
      Create Facebook Ads to reach more people
    39. YouTube is the #2 Search engine after Google.
    40. YouTube Search Optimization
    41. Channel
      YouTube Build Your Profile
      <
    42. YouTube Build Your Channel
    43. YouTube Build Your Reputation
    44. On October 14th, LinkedIn surpassed 50 million users.
      It took 16 months to reach it’s first million and
      12 days to reach the last million.
    45. The Ultimate Business Networking Event
      Who Do You Know?
      Who Do THEY Know?
      Who Are You Trying to Reach?
      How Do You Expand Your Network?
      How Do You Set Yourself Apart?
    46. By the Numbers
      • 45 million users /profiles
      • Average of 1.5 million US visits per month
      • 80% of companies using LinkedIn as a primary tool to find employees
    47. By the Numbers
      Average age: 41
      Average household Income: $100K+
      College Grads: 80%
      Business Decision Makers: 50%
    48. First, Let’s Talk About Me
      COMPLETE your Profile…
      • Add Your Picture
      • Include ALL job history
      • Ask For and Make Recommendations
      • Optimize EVERYTHING
      • Job Titles
      • Updates
      • Summary
    49. First, Let’s Talk About Me
      Be Creative and Optimize EVERYTHING
      • Job Titles
      • Updates
      • Summary
    50. LinkedIn Who Do They Know?
    51. LinkedIn Who Do They Know?
      - Always personalize requests!
      - Include an introduction and why you would like to connect
      - Forward your profile to people you don’t know but would like to meet and WHY you are contacting them….BE HONEST
    52. Expand Your Network
      - Look to your existing contacts
      - Ask them for the intro
    53. Expand Your Network
      Join Groups & Organizations
      Some are open and others require invitation
      Seek Professional Organizations
      Seek with Potential Customers
    54. Set Yourself Apart
      Questions and Answers
      - Search open questions
      - Offer your expert opinion
      • Don’t know the answer, share it with someone who might
    55. Set Yourself Apart
      Recommendations
      • Give to receive…. recommend former coworkers, employers and employees
      - Ask them to reciprocate
      - Not so glowing, you can hide it
    56. Updates Keep You Connected
    58. Twitter Stats
    59. Twitter Stats
    60. Twitter Build Profile
      Choose Settings to edit Profile
      Add a picture or logo
      Fill out bio
      Choose a background or create custom
    61. Twitter Build Network
      Learn the language
      @= reply or public response
      RT= forwarding information
      DM= private message
      #= search keyword
    62. Twitter Build Network
    63. Twitter Build Reputation
      Be generous- ReTweet and Respond
      Be relevant- Add value to conversation
      Be diverse- TwitPic, Blip.fm
      Be consistent- update regularly
      Be authentic- Personality counts!
    64. Twitter Management
      Mentions
      Groups
      Search
      www.tweetdeck.com
    65. Stay Social
    66. Stay Social
    67. Goals… Remember Those?
    68. Analyze
      “However beautiful the strategy, you should occasionally look at the results.”
      - Winston Churchill
    69. Analyze Measure and Value
      As important as learning the tools and using them correctly is making sire you are reaching those initial goals and learning how to track the performance of your outreach.
      Popularity and Engagement
      Performance of Message
      Behavior of Audience
    70. Analyze Popularity
    71. Analyze
      • 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.
      • You can track all online sources including referring sites, paid search terms, email blasts, paid banners and more.
    72. Analyze
    73. Analyze Performance/ Tracking
    74. Analyze Performance/ Tracking
    75. Analyze Performance/ Tracking
    76. Analyze Behavior Analysis
    77. You think You Are
    78. But, Your Customers Think
    79. Compromise…
    80. Questions?
      FSC Interactive
      4122 Magazine Street
      New Orleans, LA 70115
      t. 504.894.8011
      f. 504.894.8012
      www.fscinteractive.com
      @fscnola
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