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Managing today's digital marketing toolkit
 

Managing today's digital marketing toolkit

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Slides from the Sept. 26, 2012 master class at Alexander's by Pete Codella, APR (PeteCodella.com). A complete event description is online at alexandersut.eventbrite.com.

Slides from the Sept. 26, 2012 master class at Alexander's by Pete Codella, APR (PeteCodella.com). A complete event description is online at alexandersut.eventbrite.com.

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    Managing today's digital marketing toolkit Managing today's digital marketing toolkit Presentation Transcript

    • Managing today’s digital marketing toolkit A master class for clients and friends of Alexander’s by Pete Codella, APR Alexander’s Vice President of Marketing and Public Relations September 26, 2012
    • Page 2Alexanders.com | PeteCodella.com bit.ly/UbZWYi
    • Page 3 1 82.6% of Internet users use searchAlexanders.com | PeteCodella.com
    • Page 4 2 70% of the links search users click on are organicAlexanders.com | PeteCodella.com
    • Page 5 3 75% of users never scroll past the first page of search resultsAlexanders.com | PeteCodella.com
    • Page 6 4 80% of search engine users say they occasionally/rarely/never click on the sponsored search resultsAlexanders.com | PeteCodella.com
    • Page 7 5 93% of online experiences begin with a search engineAlexanders.com | PeteCodella.com
    • Page 8 6 Search is the #1 driver of traffic to sites, beating social media by 300%Alexanders.com | PeteCodella.com
    • Page 9 7 For Google, 18% of organic clicks go to #1 position, 10% of organic clicks go to the #2 position, and 7% of organic clicks go to the #3 positionAlexanders.com | PeteCodella.com
    • Page 10 8 42% of all searchers click on the top-ranked result compared to PPC clicks When searching, only 23% click a PPC linkAlexanders.com | PeteCodella.com
    • Page 11 9 39% of customers come from searchAlexanders.com | PeteCodella.com
    • Page 12 10 50% of consumers are more likely to click on a search result if the brand appears multiple times on the results pageAlexanders.com | PeteCodella.com
    • Page 13Alexanders.com | PeteCodella.com
    • Page 14Alexanders.com | PeteCodella.com
    • Page 15Alexanders.com | PeteCodella.com from NPR’s Wait, Wait Don’t Tell Me – 10.22.11
    • The GoogleGolden Triangle
    • Page 17Alexanders.com | PeteCodella.com
    • Page 18 website blog newsroomAlexanders.com | PeteCodella.com
    • Page 19Alexanders.com | PeteCodella.com bit.ly/keywordtool01
    • Page 20 Your top 25 Identify the top 25-30 keywords and phrases for your people, products, brands and servicesAlexanders.com | PeteCodella.com
    • Page 21 Know your rank Periodically identify how many of the first page search results (for your top keywords) are due to your online publishing effortsAlexanders.com | PeteCodella.com
    • Page 22Alexanders.com | PeteCodella.com google.com/analytics
    • Page 23 Other metrics In addition to Analytics, measure social media engagement like: • Content published and shared • Follows • Likes • Comments and discussions • RetweetsAlexanders.com | PeteCodella.com
    • Page 24Alexanders.com | PeteCodella.com
    • Page 25 Monitoring via RSS • Gmail account • Google Reader • Google Blog Search • Google News Search • Twitter Search Can use any online search with an RSS optionAlexanders.com | PeteCodella.com
    • Page 26Alexanders.com | PeteCodella.com
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    • Page 28Alexanders.com | PeteCodella.com
    • Page 29 7 steps to free Internet monitoring 1. Google Search — set the baseline for your keyword(s) 2. Create a Gmail account 3. Set-up Google Reader 4. Do a Google Blog Search 5. Do a Twitter search 6. Add RSS feeds for your search results to your Reader 7. Subscribe to Google AlertsAlexanders.com | PeteCodella.com
    • Page 30Alexanders.com | PeteCodella.com
    • Page 31Alexanders.com | PeteCodella.com
    • Page 32 Search optimization through social media channel publishingAlexanders.com | PeteCodella.com
    • Page 33 Content is kingAlexanders.com | PeteCodella.com
    • Page 34 Content curationAlexanders.com | PeteCodella.com
    • Page 35Alexanders.com | PeteCodella.com
    • Page 36Alexanders.com | PeteCodella.com
    • Page 37 Plan your publishing Identify content – an editorial calendar Gather resources – people, technologyAlexanders.com | PeteCodella.com
    • Page 38 Not just for youngstersAlexanders.com | PeteCodella.com
    • Page 39Alexanders.com | PeteCodella.com
    • Page 40 Facebook is for people . . . It’s also for brands.Alexanders.com | PeteCodella.com
    • Page 41 Top 50Alexanders.com | PeteCodella.com bit.ly/ Ox3Jm0
    • Page 42 What to post • Links to important Web pages • Blog posts • News releases • In the news items • Videos • Photo galleries • Online presentations • Awards receivedAlexanders.com | PeteCodella.com
    • Page 43 Practical matters • Identify the objective for the page – Who’s your target audience? – What do you want them to do there? • Goals – How many likes do you want? • Set a vanity URL (facebook.com/username) • Keep it fresh — people expect frequent (like daily) updates • Have fun!Alexanders.com | PeteCodella.com
    • Page 44Alexanders.com | PeteCodella.com
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    • Page 46Alexanders.com | PeteCodella.com
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    • Page 49Alexanders.com | PeteCodella.com
    • Page 50Alexanders.com | PeteCodella.com
    • Page 51Alexanders.com | PeteCodella.com
    • Page 52 Google+ vs. Facebook • Circles – more intuitive • Hangout – video chat with groups • Huddle – chat on mobile devices • Location – easily shared on Google+ • Spark – searches for related contentAlexanders.com | PeteCodella.com
    • Page 53 Tips • Use your CEO as a community manager • Host hangouts, social events • Create circles for notable employees • Use author tags on company blog posts to link to Google+ (and LinkedIn) profilesAlexanders.com | PeteCodella.com
    • Page 54 Search • It’s Google! • Google+ pages are excellent for search optimization • Also gives your website authority • SEO = people rely on their social connectivityAlexanders.com | PeteCodella.com
    • Page 55Alexanders.com | PeteCodella.com
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    • Page 57Alexanders.com | PeteCodella.com
    • Page 58Alexanders.com | PeteCodella.com
    • Page 59Alexanders.com | PeteCodella.com
    • Page 60 First things first • Profiles – 100% complete • Company profile • Join groups (public/private) • List and apply for jobs • Post and answer polls • Link to other channels – SlideShare, Twitter, blogs, etc.Alexanders.com | PeteCodella.com
    • Page 61Alexanders.com | PeteCodella.com
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    • Page 64Alexanders.com | PeteCodella.com
    • Page 65Alexanders.com | PeteCodella.com
    • Page 66Alexanders.com | PeteCodella.com
    • Page 67 MicrobloggingAlexanders.com | PeteCodella.com
    • Page 68 A few Twitter tools TweetDeck HootSuite Bitly Twitter search Topsy Bing social TwellowAlexanders.com | PeteCodella.com
    • Page 69Alexanders.com | PeteCodella.com
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    • Page 73Alexanders.com | PeteCodella.com
    • Page 74Alexanders.com | PeteCodella.com
    • Page 75Alexanders.com | PeteCodella.com search.twitter.com
    • Page 76Alexanders.com | PeteCodella.com
    • Page 77Alexanders.com | PeteCodella.com
    • Page 78Alexanders.com | PeteCodella.com bing.com/social
    • Page 79Alexanders.com | PeteCodella.com
    • Page 80Alexanders.com | PeteCodella.com
    • Page 81Alexanders.com | PeteCodella.com
    • Page 82 you can follow: pins, boards, peopleAlexanders.com | PeteCodella.com
    • Page 83 you can addAlexanders.com | PeteCodella.com
    • Page 84 Content types • Images that show detail, close-ups • Infographics • Contests, promotions • Behind the scenes • Video galleries • Repins from brand champions • Thought leadership • Curation at its finestAlexanders.com | PeteCodella.com
    • Page 85 Search optimization caption caption caption!Alexanders.com | PeteCodella.com
    • Page 86 add the Pin it button to all your contentAlexanders.com | PeteCodella.com
    • Page 87Alexanders.com | PeteCodella.com
    • Page 88 management tool, stats your Pinterest influence scoreAlexanders.com | PeteCodella.com
    • Page 89Alexanders.com | PeteCodella.com
    • Page 90Alexanders.com | PeteCodella.com
    • Page 91Alexanders.com | PeteCodella.com
    • Page 92Alexanders.com | PeteCodella.com
    • Page 93 Why blog? • Search optimization benefits • Be a thought leader • Engage with online constituents and influencers • Provide commentary, news and information (not just about your company) • Platform for a genuine, human voice, not corporate-speakAlexanders.com | PeteCodella.com
    • Page 94 Business blogging stats • Companies that blog get 55% more Web traffic and 70% more leads than those that dont • B2B companies that blog generate 67% more leads per month than those that don’t • Businesses that blog at least 20 times per month generate 5X more traffic and 4X more leads than those that only blog a few times per monthAlexanders.com | PeteCodella.com marketing.grader.com
    • Page 95 Why WordPress? • Open source • Inexpensive • Search optimized • Plethora of templates and pluginsAlexanders.com | PeteCodella.com
    • Page 96 Naming strategy 1. Standalone domain 2. Subdomain 3. A folder on your main domain 4. A free service Examples of strategies 1-4 above: 1. CommunicationTransformed.com 2. Blog.Alexanders.com 3. Alexanders.com/Blog 4. Alexanders.WordPress.comAlexanders.com | PeteCodella.com
    • Page 97 Publishing guidelines • Focus • 200-300 words per post • Blog at least weekly • Original content – use trending topics as a springboard • Be genuine • Use multimedia • Socialize – make it easy to comment and shareAlexanders.com | PeteCodella.com
    • Page 98Alexanders.com | PeteCodella.com
    • Page 99Alexanders.com | PeteCodella.com
    • Page 100 Open dialogue • Use the blog as a platform to have an open, honest conversation • Moderate comments; don’t delete them just because they’re negative/critical • Always address complaints/criticismsAlexanders.com | PeteCodella.com
    • Page 101 Sharable Be sure your content can be easily shared in bite-sized, snackable piecesAlexanders.com | PeteCodella.com
    • Page 102Alexanders.com | PeteCodella.com
    • Page 103Alexanders.com | PeteCodella.com
    • Page 104 YouTube stats • #2 search engine worldwide • 3rd most traffic worldwide, behind Facebook and Google • More than 4 billion hours of video watched monthly • 72 hours of video uploaded every minute • Traffic from mobile devices tripled in 2011Alexanders.com | PeteCodella.com
    • Page 105Alexanders.com | PeteCodella.com youtube.com/t/press_statistics
    • Page 106 YouTube for business • It’s your free online advertising channel • Search for your keywords, any competition? • Build a video campaign around keywords — must be driven by video title, description and tagsAlexanders.com | PeteCodella.com
    • Page 107Alexanders.com | PeteCodella.com
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    • Page 112Alexanders.com | PeteCodella.com
    • Page 113 Current trends and resourcesAlexanders.com | PeteCodella.com
    • Page 114Alexanders.com | PeteCodella.com
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    • Page 116Alexanders.com | PeteCodella.com
    • Page 117Alexanders.com | PeteCodella.com wiki.beingpeterkim.com
    • Page 118Alexanders.com | PeteCodella.com
    • Page 119Alexanders.com | PeteCodella.com SocialMediaGovernance.com
    • Page 120 10 steps for businesses 1. Claim your name on as many platforms as possible 2. Pick your poison — decide which tools you’ll use and why 3. Plan your publishing — both content and people resources 4. Build your online networks — this is the new advertising ‘reach’ 5. Listen!Alexanders.com | PeteCodella.com
    • Page 121 10 steps for businesses 6. Give VIP treatment to your social media friends 7. Create fun, unique, engaging content 8. Be consistent (stick to your plan, #3) and be persistent 9. Engage with your online network to build stronger relationships 10. Monitor, measure and track your involvement; compare it to other initiatives (advertising, events, sales, etc.)Alexanders.com | PeteCodella.com
    • Page 122 Monitoring and measurement Alexa alexa.com Alterian socialmedia.alterian.com Argyle Social argylesocial.com BackTweets backtweets.com BlogPulse blogpulse.com BoardTracker boardtracker.com Brandwatch brandwatch.com Collective Intellect collectiveintellect.com Compete compete.com CustomScoop customscoop.com CyberAlert cyberalert.comAlexanders.com | PeteCodella.com
    • Page 123 Monitoring and measurement Cymfony cymfony.com Delicious delicious.com Digg digg.com FeedBurner feedburner.com Filtrbox filtrbox.com Fliptop fliptop.com Google Alerts google.com/alerts Google Analytics analytics.google.com Google Trends google.com/trends IceRocket icerocket.com Klout klout.comAlexanders.com | PeteCodella.com
    • Page 124 Monitoring and measurement Lithium lithium.com Quantcast quantcast.com Quarkbase quarkbase.com Radian6 radian6.com Sentiment360 sentiment360.com SM2 by Techrigy techrigy.com Social Mention socialmention.com Social Oomph socialoomph.com SWIX swixhq.com Sysomos sysomos.com Technorati technorati.comAlexanders.com | PeteCodella.com
    • Page 125 Monitoring and measurement Trackur trackur.com TweetBeep tweetbeep.com Visible Technologies visibletechnologies.com Website Grader websitegrader.com Wikiscanner wikiscanner.virgil.gr Wordle wordle.net Xinu xinureturns.com YouTube youtube.com ZoomInfo zoominfo.comAlexanders.com | PeteCodella.com
    • Page 126 Internet search Bing Social bing.com/social Google google.com MSN msn.com WolframAlpha wolframalpha.com Yahoo yahoo.comAlexanders.com | PeteCodella.com
    • Page 127 Questions, comments and discussionAlexanders.com | PeteCodella.com
    • Page 128Alexanders.com | PeteCodella.com about.me/petecodella
    • Page 129 Pete Codella, APR Accredited in Public Relations TXT prpete to 50500 for my SMS business card by Contxts.comAlexanders.com | PeteCodella.com