Making Digital Media Work for Your Business

T: 617.266.9166
www.bostonlogic.com
Making Digital Marketing Work for Your Business
Delivering Measurable Results
Presented by: David Friedman
President, Founder
Boston Logic Technology Partners

Ready Set Go
Where are we? / How did we get here?
New Paradigms
Strategies
Search Engines
Social Media
Accountability and ROI
Case Study
Q & A

Timeline
Email invented ~1973
Public WWW ~ 1993
IM became popular ~ Mid 1990’s
Search engines as portals ~ Late 1990’s
PPC patented in 2001
SPAM Explosion ~ 2002 - 2004
Social media explosion ~ 2002 ->
Friendster ~ 2001 (Dead)
Linked In ~ 2002 (Still going strong)
Myspace ~ 2005/6 (Dying)
Facebook ~ 2007/8 (Still going strong)
Twitter ~ 2008/9 (Still going strong)
Video becomes popular ~ 2004/5 ->
Blogging explosion ~ 2005 ->
Wordpress downloads, 1.5MM – 2006 | 3.8MM – 2007 | 20MM+ - 2010
Social bookmarking ~ 2006 ->
Smartphone ubiquity ~2008 ->
Social Media becomes most common activity on the web 2010

Times Have Changed
70% more investment in social media marketing
Econsultancy, ExactTarget
93% of people expect companies to be on social networks
2009 Cone Survey
33.2 billiononline videos watched in December
comScore
53% of hiring manager conduct background checks on Social networks
Facebook is the most visited site on the web!

Stats For the Real Estate Market
94% use the internet in the home buying process
2/3 of home buyers used the internet to search homes first
90% of sellers listed their homes on the internet
Profile of Home Buyers and Sellers 2009

New Marketing Paradigms
It’s not about the company, it’s about the customer
Message replaced with conversation
Pull vs push
Content is King!
Media is cheap or free
Long Tail
Accountability

Who was the Times Magazine Person of the year 2006
You!

The Long Tail

many media
Website
eNewsletters
Blogs
RSS
Facebook
Twitter
Linked-In
Digg
Reddit
Your audience can consume your message through many sources
Repurposing and syndication of content

The outbound message has been replaced by a conversation
Sociology and technology
Fosters Dialogue
Fosters relationships
Internal Syndication
User generated content
Cheap

Push vs. Pull
Push is out. Pull is in!
Email - Push
WWW - Pull
IM - Push
Search engines - Pull
Text message - Push
Blogging - Pull
Social media - Pull
Permission Marketing

Content Is King!
Technology is highly accessible and/or free
Strategy is extremely important but a small piece of the effort.
Repurposing and Syndication
Rich content

Don’t Promote: Educate!
Balance Self-Promotion + Value Contribution

Black Box
Toss money into the box and hope that business comes out on the other side.
Customers
Leads

Black Box Becomes Transparent!
Divert your budget to the media that work!
Use the indicators to hone your campaign
Achieve a superior return on your marketing dollar!
Optimize!
Customers
Leads

Search Engines
T: 617.266.9166
www.bostonlogic.com

Search Engines

A revolution in marketing
Marketing Expenses:
Production $$$ + Media $$$
Capital Expenditures + Operating Expenses
Traditionally: Pay up front for media
Newspaper ad
Radio time
Post Cards
PPM
Online media:
PPC: Only Pay for the effective media
SEO: Free medium
eMail marketing: Cost/recipient is ~$0
Social Media: Free Medium
Low production costs

Search Engine Optimization
Content
New, updated content
Topic specific
Attract links
Code
<Head> (Mostly Invisible)
Title Tag
Description Tag
Keyword Tag (Less important)
<Body>
<H1> Headline Tag
<H2> Sub-headline
Paragraph Text
Bold
Underlined
Links
Link Text
Voting/Counting
Content Volume/Frequency
Keyword Density
Keyword Prominence
Linking
Page 1: CEO
Coaching
Page 3: CEO
Coaching
Page 2: CEO
Coaching

Long Tail Keywords
Keywords: word or phrase that a user types into a search engine to find information that they are looking for.
Left: “Head” Keywords
Higher search volume
more competitive /difficult to rank for
Right: “Tail” Keywords
Low search volume, easier to rank for
Opportunity for niche ranking
Head
Long Tail
T: 617.266.9166
www.bostonlogic.com

More Experienced Searchers
FACT: A reported 25% of Google searches every day have never been done before.
Why?
Because we know what we want!
Searches getting more specific
Want information
Want percision
Want it quickly

Social Media

Blogs are the Heart of Social Media

Facebook
Control your page
Pictures
Status
Feed content
Attract followers
Join groups
Post Events
400 Million Users

Linked In
Custom URL
Avatar
Profile
Recommendations
LinkedIn answers
Groups
Networking
Promotion
60,000,000 Users

Social Network Sharing-Do’s & Don'ts

Protect Your Online Brand
BostonLogic.com
Facebook.com/BostonLogic
LinkedIn.com/in/DavidGFriedman
Twitter.com/BostonLogic
Google.com/profiles/YourName

Careful What You Say:

Renting vs Owning
Traditional Media
Spot TV
Radio
Pay Per Click
Web banners
Outdoor
Print
Search Engine Optimization
Social Media
Renting
Owning

Results Accountable
CTR = Clicks / Impression
Cost Per Click = Ad Buy / Clicks
Conversion Rate = Leads / Visitors
Cost Per Lead = CPC / Conversion Rate
Cost/like or Cost/follower

Example

Questions

Case Study:www.warrenRE.com

Case Study:www.WarrenRE.com

Making Digital Media Work for Your Business

by Boston Logic Technology Partners, Inc. on Sep 27, 2010

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