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.

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Managing today's digital marketing toolkit

  1. 1. 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
  2. 2. Page 2Alexanders.com | PeteCodella.com bit.ly/UbZWYi
  3. 3. Page 3 1 82.6% of Internet users use searchAlexanders.com | PeteCodella.com
  4. 4. Page 4 2 70% of the links search users click on are organicAlexanders.com | PeteCodella.com
  5. 5. Page 5 3 75% of users never scroll past the first page of search resultsAlexanders.com | PeteCodella.com
  6. 6. Page 6 4 80% of search engine users say they occasionally/rarely/never click on the sponsored search resultsAlexanders.com | PeteCodella.com
  7. 7. Page 7 5 93% of online experiences begin with a search engineAlexanders.com | PeteCodella.com
  8. 8. Page 8 6 Search is the #1 driver of traffic to sites, beating social media by 300%Alexanders.com | PeteCodella.com
  9. 9. 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
  10. 10. 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
  11. 11. Page 11 9 39% of customers come from searchAlexanders.com | PeteCodella.com
  12. 12. 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
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  15. 15. Page 15Alexanders.com | PeteCodella.com from NPR’s Wait, Wait Don’t Tell Me – 10.22.11
  16. 16. The GoogleGolden Triangle
  17. 17. Page 17Alexanders.com | PeteCodella.com
  18. 18. Page 18 website blog newsroomAlexanders.com | PeteCodella.com
  19. 19. Page 19Alexanders.com | PeteCodella.com bit.ly/keywordtool01
  20. 20. Page 20 Your top 25 Identify the top 25-30 keywords and phrases for your people, products, brands and servicesAlexanders.com | PeteCodella.com
  21. 21. 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
  22. 22. Page 22Alexanders.com | PeteCodella.com google.com/analytics
  23. 23. 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
  24. 24. Page 24Alexanders.com | PeteCodella.com
  25. 25. 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
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  29. 29. 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
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  32. 32. Page 32 Search optimization through social media channel publishingAlexanders.com | PeteCodella.com
  33. 33. Page 33 Content is kingAlexanders.com | PeteCodella.com
  34. 34. Page 34 Content curationAlexanders.com | PeteCodella.com
  35. 35. Page 35Alexanders.com | PeteCodella.com
  36. 36. Page 36Alexanders.com | PeteCodella.com
  37. 37. Page 37 Plan your publishing Identify content – an editorial calendar Gather resources – people, technologyAlexanders.com | PeteCodella.com
  38. 38. Page 38 Not just for youngstersAlexanders.com | PeteCodella.com
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  40. 40. Page 40 Facebook is for people . . . It’s also for brands.Alexanders.com | PeteCodella.com
  41. 41. Page 41 Top 50Alexanders.com | PeteCodella.com bit.ly/ Ox3Jm0
  42. 42. 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
  43. 43. 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
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  52. 52. 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
  53. 53. 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
  54. 54. 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
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  60. 60. 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
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  67. 67. Page 67 MicrobloggingAlexanders.com | PeteCodella.com
  68. 68. Page 68 A few Twitter tools TweetDeck HootSuite Bitly Twitter search Topsy Bing social TwellowAlexanders.com | PeteCodella.com
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  75. 75. Page 75Alexanders.com | PeteCodella.com search.twitter.com
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  78. 78. Page 78Alexanders.com | PeteCodella.com bing.com/social
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  82. 82. Page 82 you can follow: pins, boards, peopleAlexanders.com | PeteCodella.com
  83. 83. Page 83 you can addAlexanders.com | PeteCodella.com
  84. 84. 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
  85. 85. Page 85 Search optimization caption caption caption!Alexanders.com | PeteCodella.com
  86. 86. Page 86 add the Pin it button to all your contentAlexanders.com | PeteCodella.com
  87. 87. Page 87Alexanders.com | PeteCodella.com
  88. 88. Page 88 management tool, stats your Pinterest influence scoreAlexanders.com | PeteCodella.com
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  93. 93. 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
  94. 94. 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
  95. 95. Page 95 Why WordPress? • Open source • Inexpensive • Search optimized • Plethora of templates and pluginsAlexanders.com | PeteCodella.com
  96. 96. 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
  97. 97. 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
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  100. 100. 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
  101. 101. Page 101 Sharable Be sure your content can be easily shared in bite-sized, snackable piecesAlexanders.com | PeteCodella.com
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  104. 104. 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
  105. 105. Page 105Alexanders.com | PeteCodella.com youtube.com/t/press_statistics
  106. 106. 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
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  113. 113. Page 113 Current trends and resourcesAlexanders.com | PeteCodella.com
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  117. 117. Page 117Alexanders.com | PeteCodella.com wiki.beingpeterkim.com
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  119. 119. Page 119Alexanders.com | PeteCodella.com SocialMediaGovernance.com
  120. 120. 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
  121. 121. 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
  122. 122. 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
  123. 123. 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
  124. 124. 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
  125. 125. 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
  126. 126. Page 126 Internet search Bing Social bing.com/social Google google.com MSN msn.com WolframAlpha wolframalpha.com Yahoo yahoo.comAlexanders.com | PeteCodella.com
  127. 127. Page 127 Questions, comments and discussionAlexanders.com | PeteCodella.com
  128. 128. Page 128Alexanders.com | PeteCodella.com about.me/petecodella
  129. 129. Page 129 Pete Codella, APR Accredited in Public Relations TXT prpete to 50500 for my SMS business card by Contxts.comAlexanders.com | PeteCodella.com
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