7 Pillars of Digital Academy                                                   TM SEO + Social Media + Online AdvertisingW...
Webinar Agenda                 7 Pillars Framework                        TM                 Interaction between SEO,     ...
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, ...
SEM Examples and Statistics•   93% of all Internet traffic is generated from search engines•   Top 10 organic positions re...
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     #     ...
Use Case: Medifast Prospect on Google  - The impact of PPC (Pillar 3)     Paid Search compliments SEO     & Social with qu...
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...
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...
SEO – Advanced Options    Deeper Competitive Analysis       More Competitors (beyond standard 3, Deeper      source info...
P2. SEO: Budgeting & ExpectationsBlueliner offers levels of SEO service, which impact the # of keywords and traffic target...
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...
Search Engine Rankings   •   MONTHLY ANALYSIS ON       THE PORTFOLIO OF TOP       KEYWORD TARGETS       EXPLAINS TRAFFIC  ...
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 ...
SEO Tools We Like           Why We Like It                         Cost          Simple way to see what          Basic: Fr...
Sample Web Visibility SEO Audit
Smartsite Analysis Results     •      Blueliner did Smartsite analysis on oilsandsquest.com,            comparing it on ke...
Preliminary Smartsite Analysis Results
Smartsite Analysis Results
P3. Online Advertising / Digital Media• PPC (Pay per Click)  •   Google Adwords  •   BING/Yahoo  •   Facebook  •   Soon to...
P3. Online Advertising / Digital Media      Many publishers are available via multiple      channels, with varying prices/...
P3. Online Adveritising: Targeting                                                Attitudinal Data       Household Demos  ...
Online Advertising: Targeting UsersACTIVE BACHELOR      SINGLE DAD          EXECUTIVE              RETIRED         Client ...
P3+6. Online (Mobile) AdvertisingSMS, Display, Search still dominate spending
ALL: Measure and use the tools                                 33
P5. Social MediaHow to tap into the 1 billion+ user social networks?Tactics Viral, Buzz, Word-of-Mouth Marketing Link Bu...
P5. Social Media   Industry sites, blogs   and discussion boards   Micro-blogging   service Twitter   Biggest social   net...
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...
Retail Subscription Price: $99/Year   ** Exclusive Webinar Promo Code: DBLUE9 for FREE Year 1 –Visit http://www.onguria.co...
Questions &Answers
The 7 Pillars of Digital Strategy         Pillar 1. Web Design (UX, IA, Branding)         Pillar 2. Search Engine Optimiza...
Thank you for your participation! For questionsor comments about this presentation, contact:          Arman Rousta        ...
Upcoming SlideShare
Loading in …5
×

SEO, Social Media, & Online Advertising

1,423 views

Published on

This webinar was presented by Blueliner CEO, Arman Rousta on February 3rd, 2011. It covers 3 essential pillars of Rousta's 7 Pillars of Digital Strategy - Social Media, Search Engine Optimization, and Online Advertising.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,423
On SlideShare
0
From Embeds
0
Number of Embeds
7
Actions
Shares
0
Downloads
20
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 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’
  • -
  • % spending – search, banners, apps, etc.
  • 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.
  • http://en.wikipedia.org/wiki/List_of_social_networking_websites
  • SEO, Social Media, & Online Advertising

    1. 1. 7 Pillars of Digital Academy TM SEO + Social Media + Online AdvertisingWebinar Presented by:Arman Rousta Feb 3, 2011Digital Strategist & CEO of Blueliner 2:00 – 3:00pm EST
    2. 2. Webinar Agenda 7 Pillars Framework TM Interaction between SEO, Social + Online Media Budget & Time Management Useful Tools & Tech Common Pitfalls Questions & Answers Appendix Case Studies 7 Pillars Webinars
    3. 3. 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)
    4. 4. 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
    5. 5. 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
    6. 6. Case: Medifast Prospect on Google - The integration of SEO, PPC, Social Media Searches Per Month = 460,389
    7. 7. Use Case: Medifast Prospect on Google - P5. Social Media Searches Per Month = 460,389 Social Media + PR Collaboration -X-
    8. 8. 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-
    9. 9. Use Case: Medifast Prospect on Google - The impact of PPC (Pillar 3) Paid Search compliments SEO & Social with quicker and predictable results. -X-
    10. 10. Use Case: Medifast Prospect on Google - Revenue Opportunity Searches Per Month = 460,389 Revenue Opportunity for Medifast = $250,000 + (click for details) -X-
    11. 11. 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
    12. 12. 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
    13. 13. 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
    14. 14. 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) • Web Design & Development
    15. 15. SEO – Advanced Options  Deeper Competitive Analysis  More Competitors (beyond standard 3, Deeper source information (Organic vs. Paid traffic)  Deeper SEO Rankings on other KWs (long tail)  Expansion of SEO Services  Cover more keywords and web pages  Deeper local search geo-targeting  Expand link building budget  Optimize blog entries  Deeper Web Analytics Reporting  Increase reporting frequency (monthly vs. weekly)  User behavior and multivariate analytics  Enable keyword and SE source data reporting
    16. 16. P2. SEO: Budgeting & ExpectationsBlueliner offers levels of SEO service, which impact the # of keywords and traffic targeted.
    17. 17. SEO + Other Pillars (Analytics, Social)Some Pillars work together, almost inseparably. They are all connected to one another.
    18. 18. 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.
    19. 19. 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.
    20. 20. Search Engine Rankings • MONTHLY ANALYSIS ON THE PORTFOLIO OF TOP KEYWORD TARGETS EXPLAINS TRAFFIC FLUCTATIONS. • SEO STRATEGY IS RE- CALIBRATED MONTHLY UPON REVIEW OF SE POSITIONS, TO ALIGN WITH OPPORTUNITIES AND CLIENT GOALS.
    21. 21. 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
    22. 22. 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
    23. 23. 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.
    24. 24. Sample Web Visibility SEO Audit
    25. 25. Smartsite Analysis Results • Blueliner did Smartsite analysis on oilsandsquest.com, comparing it on key visibility metrics to competitors: (1-10 scale) Higher is In general, the older the More is better. More is better. Top More is better. Lower is better. better. 5 is domain name is, the More is better. Top The more content sites have The more contentBlueliners Proprietary Smart Site Ratings Overall rank of good, more favorable a sites have hundreds hundreds of pages, the better pages, the better all websites. anything website tends to rank of inbound links. for search inbound links. for search engines. below is with search engines. engines. undesirable. Pages Indexed in Pages Indexed Sites Alexa Score PageRank Age of Domain Links in Google Links in Yahoo Google in Yahoo 12 years and 5Competitor 1 www.suncor.com 446,821 6 months 46,200 97,200 728 3,220,000Competitor 2 www.encana.com. 629,431 no info 7 years 0 months 39,500 91,900 2,410 2,210,000Competitor 3 www.nexeninc.com 530,292 6 8 years 7 months 8,930 579 9,140 351,000Competitor 4 www.marathon.com 305,135 6 12 years 5 months 11,300,000 9,400,000 3,580 217,000,000 Your Website www.oilsandsquest.com 3,475,398 4 3 years 4 months 4,510 251 355 6,950 Observations: • PageRank is below average. •Alexa ranking can be improved, and is expected to be under 1 million within the term of one service contract with Blueliner (6-months).
    26. 26. Preliminary Smartsite Analysis Results
    27. 27. Smartsite Analysis Results
    28. 28. P3. Online Advertising / Digital Media• PPC (Pay per Click) • Google Adwords • BING/Yahoo • Facebook • Soon to be Everywhere• CPA (Affiliate Marketing / Performance)• CPM (Ad Networks) • Better for Branding • Increased use of Video
    29. 29. P3. Online Advertising / Digital Media Many publishers are available via multiple channels, with varying prices/featuresAd Networks Major Publishers Types of Digital Media Exchanges & Aggregators Data Providers
    30. 30. P3. Online Adveritising: Targeting Attitudinal Data Household Demos Interests Clickstream Data Activities Entertainment Sports Career Hobbies Staging Models Social & Real World Models Credit & Market Data Analysis Financial Geography to ConversionOne CPAEfficient market segmentation, recognition of niche markets,budget delegation and weighing all media spends
    31. 31. Online Advertising: Targeting UsersACTIVE 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>
    32. 32. P3+6. Online (Mobile) AdvertisingSMS, Display, Search still dominate spending
    33. 33. ALL: Measure and use the tools 33
    34. 34. P5. Social MediaHow to tap into the 1 billion+ user social networks?Tactics Viral, Buzz, Word-of-Mouth Marketing Link Building Reputation Management Social Book marking and “socializing” Blog Marketing Application Development: Widgets, Wiki, Blogs,Forums, Polls, etc.
    35. 35. 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
    36. 36. 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)
    37. 37. 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”
    38. 38. Retail Subscription Price: $99/Year ** Exclusive Webinar Promo Code: DBLUE9 for FREE Year 1 –Visit http://www.onguria.com to subscribe.
    39. 39. Questions &Answers
    40. 40. The 7 Pillars of Digital Strategy Pillar 1. Web Design (UX, IA, Branding) Pillar 2. Search Engine OptimizationSEM Pillar 3. Online Advertising (PPC, CPM, CPA) Pillar 4. CRM (Relationship, Email Marketing) Pillar 5. Social Media Pillar 6. Mobile Pillar 7. Web Analytics
    41. 41. Thank you for your participation! For questionsor comments about this presentation, contact: Arman Rousta Chief Executive Officer arman@bluelinerNY.com 212.904.1240 office 55 Broad Street, 17th Floor New York, NY 10004 www.bluelinerny.com

    ×