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7 Pillars Digital Marketing Academy                                                       TM      Best Practices: SEO + So...
Webinar Agenda                 7 Pillars Framework                        TM                 Integration between SEO +    ...
Today on Wall StreetSocial Network or Search Engine or CRM? All of the Above!
Interactive Marketing Clients Blueliner is a reputable digital marketing agency based in New York, with presence in Asia, ...
The 7 Pillars of Digital Marketing   pillar 1. Content (Copy, Video, Photography, Audio)   pillar 2. design UX (Branding, ...
7 Pillars Digital Academy     Classes Begin (Sep 2011)        • Learn the depths of 7 Pillars methodology        • Keep yo...
Terminology TrendsWhat happened to the Internet and Web?   Everything is trending towards Digital nowadays.    Even the wo...
SEO + Social: Earned Media Kings             p3. organic Search (SEO)                        +             p6. Social medi...
SEM Examples and Statistics•   93% of all Internet traffic is generated from search engines•   Top 10 organic positions re...
P6. Social MediaHow to tap into the 1 billion+ user social networks?Top Tactics•   Viral, Buzz, Word-of-Mouth Marketing•  ...
P5. Social Media   Industry sites, blogs   and discussion boards   Micro-blogging   service Twitter   Biggest social   net...
Social Shopping: Coupon Sites  Social Shopping sites like Groupon, Living Social and Dealon are  growing at a blistering p...
Social Media Fatigue  Don’t you ever just want to   shut it off?      Have you ever consideredclosing your                ...
SEO Results – case 1 THE PROOF IS IN THE (SEARCH) PUDDING  Blueliner has optimized websites for hundreds of clients in var...
SEO Results – case 2 ANOTHER CLIENT BENEFITS FROM TOP SEARCH ENGINE RANKINGS  No matter if it’s B2B or B2C, the 7 Pillars ...
Case: Medifast Prospect on Google  - The integration of SEO, PPC, Social Media                                       Searc...
Use Case: Medifast Prospect on Google  - P5. Social Media                 Searches Per Month = 460,389   Social Media + PR...
Use Case: Medifast Prospect on Google  - The impact of SEO (Pillar 2)            Searches Per Month = 460,389   #   1   #2...
Use Case: Medifast Prospect on Google  - The impact of PPC (Pillar 3)    Paid Search compliments SEO    & Social with quic...
Use Case: Medifast Prospect on Google  - Revenue Opportunity                  Searches Per Month = 460,389               R...
Use Case: Medifast Prospect on Google  - Potential ROI This analysis is for one keyword phrase, which presents several dif...
SEO Methodology (Keyword Selection)• 5-Tier Keyword (KW) Priority System  •   Search Volume  •   Competitiveness – Layerin...
Preliminary Smartsite Analysis Results
Smartsite Analysis Results
SEO Methodology (On-Page Strategy)• Technical site check-up and modifications• Infusing Meta Data with Top 25-50 Keywords ...
SEO Methodology (Off-Page Strategy)• Link Building  • Free Links (# and quality of links achieved)  • Paid Links (# and qu...
Comparison Shopping Engines (CSE)   May 3rd   Merchants will be required to have at least   two of the following:   • UPC ...
P2. SEO: Budgeting & ExpectationsBlueliner offers levels of SEO service, which impact the # of keywords and traffic target...
Importance of Time Management • Increasingly digital and fast-paced global economy requires effective stewarding of Time a...
SEO + Other Pillars (Analytics, Social)Some Pillars work together, almost inseparably. They are all connected to one anoth...
SEO + Social MediaContent Distribution via Search & Social •   Podcast & Blog Marketing – Identify 1,000+ web properties, ...
SEO + Other Pillars (Web Design)When designing a website, SEO considerations come up throughout the process. •   SEO Strat...
SEO Tools We Like           Why We Like It                         Cost          Simple way to see what          Basic: Fr...
Social Media Tools We Like                     Why We Like It                        CostCo-Tweet            Simple way to...
Social Media: Deep TargetingACTIVE BACHELOR      SINGLE DAD          EXECUTIVE              RETIRED         Client X Patie...
ALL: Measure and use the tools                                 36
P5. Social Media: Case StudyWhat we like about it:         • Intelligent Facebook /FBO Integration         • A social netw...
P6. Social Mobile Strategy• Nearly 10% of website traffic is now coming from mobile;  we expect that to be over 20% within...
Questions &Answers
Upcoming Blueliner Webinars     Building an ROI Marketing Plan* (Jun 29)     Shift Age Trend Report: Digital Forecast     ...
Upcoming Blueliner Workshop         How to build an ROI Marketing Plan –         from scratch (Jun 29) // Cost = $199     ...
Arman Rousta    Chief Executive Officer    arman@bluelinerny.com    US – Asia – Europe – Latin America    www.bluelinerny....
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SEO & Social Media Marketing

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This webinar was presented by Blueliner CEO, Arman Rousta on Wednesday May 19th.

For more information on Blueliner and the 7 Pillars of Digital Marketing, please visit www.bluelinerny.com

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  • Agenda: Common SEO Pitfalls Common SEM Pitfalls Common Social Media Pitfalls Tech & Tools (recommendations for 7 Pillars Survival Toolkit) – data is good, but need insights and experience to make solid recommendations based on the data SEO budgets – why they vary. How to pay for Social Media expertise. Setting ROI Benchmarks in all 3 Pillars / show some (not overwhelming) details of ROI Plan. Simple 5-15 word, big blocks of content. Images, graphical charts, basic data to demonstrate points. Onguria – ‘the next big thing’
  • Agenda: Common SEO Pitfalls Common SEM Pitfalls Common Social Media Pitfalls Tech & Tools (recommendations for 7 Pillars Survival Toolkit) – data is good, but need insights and experience to make solid recommendations based on the data SEO budgets – why they vary. How to pay for Social Media expertise. Setting ROI Benchmarks in all 3 Pillars / show some (not overwhelming) details of ROI Plan. Simple 5-15 word, big blocks of content. Images, graphical charts, basic data to demonstrate points. Onguria – ‘the next big thing’
  • http://en.wikipedia.org/wiki/List_of_social_networking_websites
  • -
  • SMM needs to be measured… and tools should be used. Heatmapping sofwtare, Google Analytics, HootSuite, CoTweet and other communication channels should be used in every SMM strategy.
  • Transcript of "SEO & Social Media Marketing"

    1. 1. 7 Pillars Digital Marketing Academy TM Best Practices: SEO + Social MediaWebinar Presented by:Arman Rousta May 19, 2011Digital Strategist & CEO of Blueliner 2:00 – 3:00pm EST
    2. 2. Webinar Agenda 7 Pillars Framework TM Integration between SEO + Social Media Budget & Time Management Useful Tools & Tech Common Pitfalls Questions & Answers Appendix Case Studies 7 Pillars Webinars
    3. 3. Today on Wall StreetSocial Network or Search Engine or CRM? All of the Above!
    4. 4. Interactive Marketing Clients Blueliner is a reputable digital marketing agency based in New York, with presence in Asia, Latin America and Europe. We have built successful social, mobile and search campaigns for hundreds of clients, including:California Closets (Lifestyle) Medical Hair Restoration (Medical)Completely Bare (Beauty) Manhattan Orthopaedic Care (Medical)IZOD Men’s Fragrance (Beauty) Russia Today (Media)Bogner (Fashion) SogoTrade (Finance)Allied Home Mortgage (Real Estate) Icebreaker (Fashion)New York Video School (Education) Lufthansa (Travel)401kid (Finance) Chaa Creek Resort (Travel)CMS Forex (Finance) Celect.org (Social Media)Guardian Water & Power (Energy) Bid on the City (Real Estate)Morningside Translations (Translations) Red Clay Media (Marketing)
    5. 5. The 7 Pillars of Digital Marketing pillar 1. Content (Copy, Video, Photography, Audio) pillar 2. design UX (Branding, Web Development) pillar 3. SEO (Organic Search, Organic CSE, Onsite Search) pillar 4. digital Media (Paid Search, CPM, Affiliate, Retargeting) pillar 5. CRM (Customer Service, Email Marketing, Web Analytics) pillar 6. Social media (SMM, Online PR, Networks, Blogs, Games) pillar 7. Mobile
    6. 6. 7 Pillars Digital Academy Classes Begin (Sep 2011) • Learn the depths of 7 Pillars methodology • Keep your Digital IQ up to date • Hands-on training on specific tactics • Video library of hundreds of pre-recorded trainings, from top experts in the field • Live webcasts • Online and mobile accessible classroom, to store notes, favorite videos and interact with faculty • Flexible payment options, including monthly subs • Certification tracks to validate gained expertise REGISTRATION OPENS July 2011
    7. 7. Terminology TrendsWhat happened to the Internet and Web? Everything is trending towards Digital nowadays. Even the word Online feels out-dated and soon probably will be.Is there even such a thing as Offline nowadays?
    8. 8. SEO + Social: Earned Media Kings p3. organic Search (SEO) + p6. Social media (SMM) These are the two primary forms of earned media in the digital world (vs. owned media and bought media)
    9. 9. SEM Examples and Statistics• 93% of all Internet traffic is generated from search engines• Top 10 organic positions receive 78% more traffic than those in positions 11-30• 97% of them never look beyond the top three results• 76.7% of Google users use the natural search links (organic, unpaid listings) *Source: Forrester Research, 2006
    10. 10. P6. Social MediaHow to tap into the 1 billion+ user social networks?Top Tactics• Viral, Buzz, Word-of-Mouth Marketing• Social Shopping• Reputation Management• Social Book marking and “socializing”• Blog Marketing• Application Development: Widgets, Wiki, Blogs, Forums, Polls
    11. 11. P5. Social Media Industry sites, blogs and discussion boards Micro-blogging service Twitter Biggest social network Facebook Photo sharing network Flickr Video sharing website YouTube
    12. 12. Social Shopping: Coupon Sites Social Shopping sites like Groupon, Living Social and Dealon are growing at a blistering pace. Expect this trend to continue. From PromotionalCodes.org.uk
    13. 13. Social Media Fatigue Don’t you ever just want to shut it off? Have you ever consideredclosing your Facebook account? No Tech 50 – like Earth Day, once a week. Could you do it?
    14. 14. SEO Results – case 1 THE PROOF IS IN THE (SEARCH) PUDDING Blueliner has optimized websites for hundreds of clients in various industries and achieved TOP RESULTS in the major search engines. See SERP below. “Mortgage lists” 6,000 searches per month! 1st page of Google, 3rd listing
    15. 15. SEO Results – case 2 ANOTHER CLIENT BENEFITS FROM TOP SEARCH ENGINE RANKINGS No matter if it’s B2B or B2C, the 7 Pillars methodology works to achieve top ORGANIC positions for relevant keywords in the major search engines. See SERP below. “Laser hair removal new york” 15,000 searches per month! 1st page of Google, 4th listing
    16. 16. Case: Medifast Prospect on Google - The integration of SEO, PPC, Social Media Searches Per Month = 460,389
    17. 17. Use Case: Medifast Prospect on Google - P5. Social Media Searches Per Month = 460,389 Social Media + PR Collaboration -X-
    18. 18. Use Case: Medifast Prospect on Google - The impact of SEO (Pillar 2) Searches Per Month = 460,389 # 1 #2 #3 SEO is required to achieve top organic search results. -X-
    19. 19. Use Case: Medifast Prospect on Google - The impact of PPC (Pillar 3) Paid Search compliments SEO & Social with quicker and predictable results. -X-
    20. 20. Use Case: Medifast Prospect on Google - Revenue Opportunity Searches Per Month = 460,389 Revenue Opportunity for Medifast = $250,000 + (click for details) -X-
    21. 21. Use Case: Medifast Prospect on Google - Potential ROI This analysis is for one keyword phrase, which presents several different marketing opportunities. Monthly Statistics on "Diabetes Diet" search phrase # Searches # Clicks # Leads # Sales Revenue/Mo 460,389 13,812 1,381 345 $17,265 Revenue Assumptions Projected Long-Term Revenues Click-Through Rate 3% Annual Revenue $86,323 Clicks-to-Leads: 10% Lifetime Revenue $431,615 Leads-to-Sales: 25% Clicks-to-Sales: 3% Projected Costs Avg. Initial Order $50 Avg. Reorders/Yr: 5 Cost/Mo: $13,812 Avg. Reorders/Life: 25 Cost/Lead: $10 Cost Per Click: $1 Cost/Sale: $40 Return to 7 Pillars Assessment
    22. 22. SEO Methodology (Keyword Selection)• 5-Tier Keyword (KW) Priority System • Search Volume • Competitiveness – Layering and Latency • Relevancy • Maintenance of good positions • Pay Per Click conversion data • Long-Tail opportunities • Geo-Targeting opportunities• Honing in on Top 25-50 Keywords• Setup SEO Rankings for Top 50-100 KWs
    23. 23. Preliminary Smartsite Analysis Results
    24. 24. Smartsite Analysis Results
    25. 25. SEO Methodology (On-Page Strategy)• Technical site check-up and modifications• Infusing Meta Data with Top 25-50 Keywords across 1st level (key) website pages• Utilizing Next 25-50 Keywords in Meta Data and content across 2nd level website pages• Page footer development• Location specific pages (geo-targeting)• Quarterly refresh of Meta Data
    26. 26. SEO Methodology (Off-Page Strategy)• Link Building • Free Links (# and quality of links achieved) • Paid Links (# and quality of links achieved)• Other Off-Page Strategies Include • Social Media • PR (Interactive and Traditional) • UX: Web Design & Development
    27. 27. Comparison Shopping Engines (CSE) May 3rd Merchants will be required to have at least two of the following: • UPC (12 digit bar code) • Brand • MPN (Manufacturer’s Part Number) June 6th • Merchants will need to include all shipping and tax information
    28. 28. P2. SEO: Budgeting & ExpectationsBlueliner offers levels of SEO service, which impact the # of keywords and traffic targeted.
    29. 29. Importance of Time Management • Increasingly digital and fast-paced global economy requires effective stewarding of Time and Energy
    30. 30. SEO + Other Pillars (Analytics, Social)Some Pillars work together, almost inseparably. They are all connected to one another.
    31. 31. SEO + Social MediaContent Distribution via Search & Social • Podcast & Blog Marketing – Identify 1,000+ web properties, including blogs, for distribution. Linking content to various social networks and other relevant blogs. • Link Building – Guiding a link building strategy, that correlates closely with existing PR/IR tactics, with the goal of acquiring links from high PageRank sites, containing the targeted anchor text. • RSS/Feed Content Distribution - building the database. • CGM/UGC (User Generated Content) – discussion boards, chat rooms, ezines, etc. and reputation management. • Social Media Tagging – Bookmarking and talkbacks such as digg, stumbleupon and technorati.
    32. 32. SEO + Other Pillars (Web Design)When designing a website, SEO considerations come up throughout the process. • SEO Strategy – Identify and prioritize 50+ relevant, high-volume keywords; rearchitect website(s) and marketing messaging around these keywords. • Web 2.0 Website Revamp (Specs) – Fusing technical, marketing and creative strategy to implement an SEO and visually appealing website user interface. • Site Architecture – XML Sitemaps, PageRank distribution, and overall website layouts, that are user-friendly and search engine friendly. • Blog Design & Development – Regular blog positing of dynamic content on the site.
    33. 33. SEO Tools We Like Why We Like It Cost Simple way to see what Basic: Free KWs competitors are bidding on + SEO rankings. Premium: $139/mo+ Good competitive Basic: Free intelligence tool. Excellent interface and search data. Premium: $199/mo+ The top competitive Volume-based intelligence tool; but most expensive too. $500/mo+ Identify and solve basic site Free technical issues. Comprehensive overview of Basic: Free SEO performance. Premium: N/A Oldest and most thorough $199/yr+ for license SEO Rankings tool.
    34. 34. Social Media Tools We Like Why We Like It CostCo-Tweet Simple way to see what Basic: Free KWs competitors are bidding on + SEO rankings. Premium: $139/mo+Bitly Good competitive Basic: Free intelligence tool. Excellent interface and search data. Premium: $199/mo+Twiends The top competitive Basic: Free intelligence tool; but most expensive too. Premium: VariesFacebook Open Identify and solve basic site Free technical issues.Graph Meta PluginFoursquare Comprehensive overview of Free SEO performance.Yipit Search Engine for Social Free Shopping Deal sites
    35. 35. Social Media: Deep TargetingACTIVE BACHELOR SINGLE DAD EXECUTIVE RETIRED Client X Patient DNA snapshot <Gerald Smith> • <39 Year-Old>/<Single>/<Male>/<lives alone>/<Orlando, FL> • <IT Programmer>/<earning $65,000/yr> • Referred By:<a friend>, <John Templeton>, who found Client X through <PPC/Google/Keyword=“hair loss restoration florida”> • Interests:<Golf, Dating, Travel>/DNA Segments:<Active, Bachelor> • Satisfaction Rating:<4/5>/Refers:<4 Leads/0 Sales>/Email:<5/10>
    36. 36. ALL: Measure and use the tools 36
    37. 37. P5. Social Media: Case StudyWhat we like about it: • Intelligent Facebook /FBO Integration • A social network built on top of a social framework (Facebook) • User engagement (reviews)
    38. 38. P6. Social Mobile Strategy• Nearly 10% of website traffic is now coming from mobile; we expect that to be over 20% within two years.• The canvas is smaller; KISS principle• Test your mobile site on all popular devices and browsers• Mobile Apps vs. (Mobile) “M Sites”
    39. 39. Questions &Answers
    40. 40. Upcoming Blueliner Webinars Building an ROI Marketing Plan* (Jun 29) Shift Age Trend Report: Digital Forecast (Jun 2) // with world-renowned Futurist David Houle! Best Practices: CRM & Analytics (Jun 15) * Paid Workshop (details on next page)REGISTER ONLINE @ BLUELINERNY.COM/EVENTS
    41. 41. Upcoming Blueliner Workshop How to build an ROI Marketing Plan – from scratch (Jun 29) // Cost = $199 • Use the 7 Pillars of Digital Marketing methodology to build an ROI Plan [participants get copy of Excel template : value = $1,500] • Realistic financial projections based on grounded marketing assumptions • Wizard-style questionnaire to easily collect data needed to build a business plan • Using SEO/SEM research tools to get real-time data into your plan, for best case vs. other scenarios • For Marketing Executives, Business Owners and Agency Account/Campaign ManagersREGISTER @ bluelinerny.com/events early bird discount available!
    42. 42. Arman Rousta Chief Executive Officer arman@bluelinerny.com US – Asia – Europe – Latin America www.bluelinerny.com 212.904.1240 office 55 Broad Street, 17th Floor New York, NY 10004• Twitter.com/blueliner• Facebook.com/bluelinerny• Youtube.com/bluelinerpodcasts• Linkedin.com/companies/blueliner-marketing• Flikr.com/blueliner-marketing
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