Digital Marketing Strategies   Rob Hudson – National Digital Director, George Patterson Y&R Sally Davies – Digital Capabil...
SOCIAL MARKETING Rob Hudson NATIONAL DIGITAL DIRECTOR
 
Collecta, Analytic.ly, Google GPY&R Pulse, Radian6, Spiral16, Trucast, Buzzmetrics,
 
 
 
! ?
 
 
 
 
 
http:// bit.ly / bovMOi
THANKS
Digital Marketing Strategies   Rob Hudson – National Digital Director, George Patterson Y&R Sally Davies – Digital Capabil...
Go Mobile Sally Davies Digital Capability Manager – Mobile Sensis Pty Ltd
Mobile is: <ul><li>Always connected </li></ul><ul><li>Personal </li></ul><ul><ul><li>With you all the time – go to bed wit...
Some interesting mobile stats <ul><li>There are now more mobile devices than televisions and computers combined  (*1) </li...
The mobile consumer is: A Hunter PC is a browser
Yellow Pages can help provide some insight: <ul><li>‘ Restaurants’ ranks 1 st  in searches and calls to advertisers </li><...
Mobile Advertising is: Display/ banner ads APP banner ads Ticketing Mobile codes Mobile payments Bluetooth complex Text 2 ...
Example Mobile Sites SMS “DEMO” to 0415 268 766 or alternatively, scan the Telstra Mobile Code.
From impressions to engagement
Case Study: Camera Action
It’s all about a call to action Print ad with SMS keyword and mobile code Text Message with link to mobile site Advertiser...
And keeping it simple… <ul><li>Fast loading </li></ul><ul><li>Relevant – to mobile and your customers </li></ul><ul><li>Si...
Olives Tree
How do I Go Mobile? <ul><li>Is your business right for mobile? </li></ul><ul><li>Who are you customers? </li></ul><ul><li>...
You don’t have to be cutting edge 2000: High Tech A concept product from Panasonic combines a game machine with a detachab...
But you do have to be on target
Digital Marketing Strategies   Rob Hudson – National Digital Director, George Patterson Y&R Sally Davies – Digital Capabil...
Let’s Talk Business Search Engine Optimisation (SEO) for SMEs Stuart McKeown Product Director, Search Marketing
SEO - Many contributing factors .
Potential .
Outsource vs In-House SEO <ul><li>Run a cost analysis on the Return on Investment (ROI) you need from SEO, remember it pay...
The SME Challenge - Achieving Organic Growth . Whilst Growing Conversion Rates .
Store A – Focuses on Traffic 33% Revenue Increase . Unique Visits / Month Conversion Rate Average Order Value Revenue 60,0...
Store B – Focuses on Traffic and Conversions 360% Revenue Increase . Unique Visits / Month Conversion Rate Average Order V...
Myths .
5 things you NEED TO KNOW about SEO …. <ul><li>You should optimise your content and <title> tags for what people are searc...
Anchor Text Example - Adobe <ul><li>No mention of the word ‘click here’ in titles or anywhere on the page. </li></ul><ul><...
Common SEO Myths …. <ul><li>It’s FREE Traffic. </li></ul><ul><li>Once i’m in Position 1, I can relax and reap the rewards....
Real SEO Results . <ul><li>Provide a high ROI on investment over time (2-3 years). </li></ul><ul><li>Grow your returning c...
What should you expect ….
Break Things Down -  Understand how each channel performs . Segment based on behaviour . <ul><li>Logged in vs Logged out* ...
Tactics .
Sub Domains vs Sub Folders  Meta Data Keyword Focus URL Structure Navigation Structure Accessibility Sitewide Optimisation...
Tactical - the research behind your decisions . Use Yahoo Site Explorer to look at your competitors backlinks (Remember Ad...
Structural - Identifying and fixing red flags <ul><li>There are over 100 factors and red flags that Search Engines look fo...
Promotional - Marketing and promoting your business <ul><li>Onsite SEO makes up 40% of activity - up to 60% of activity oc...
Case Study .
Client A – Laser Eye Surgery <ul><li>Local Sydney Business </li></ul><ul><li>Core Search Term – Laser Eye Surgery </li></u...
Client A – The Process
Client A – The Research <ul><li>Highly location specific search volume for laser eye surgery terms. </li></ul><ul><li>Clie...
Leveraging SEO through PPC  Know what works in days . <ul><li>You can run tests quicker on new products and offers – SEO c...
Client A – The Strategy Leveraging multiple traffic sources . <ul><li>Run a PPC Campaign targeting researched terms. </li>...
Client A – The Results <ul><li>Largest quick win - Google Local Business (Maps), we optimised for 2 locations. </li></ul><...
Client A – The Results 600% Traffic Increase 300% Increase in Lead Volume
Beyond SEO .
Where to next - Proof that A/B Testing works anywhere .   Meet Keith . Data Source: How can Keith make more money? <ul><li...
Proof that A/B Testing works anywhere . Meet the new and improved Keith. Data Source: How can Keith make more money? 100% ...
© 2010 Experian Limited.  All rights reserved.
Digital Marketing Strategies   Rob Hudson – National Digital Director, George Patterson Y&R Sally Davies – Digital Capabil...
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Let's talk business digital marketing strategies

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  • Have a marketing plan with digital in it, don’t isolate digital into it’s own plan
  • Word of mouth - if you want people to pay attention to you, you have to pay attention to them.
  • Listen in
  • Don&apos;t sell
  • Dialogue
  • Digital is the only channel of marketing that is always on.
  • Be yourself
  • Pick your channel well
  • Have a marketing plan with digital in it, don’t isolate digital into it’s own plan
  • Needy Keep your information simple, concise – to the point
  • This is you they are looking for
  • CPM, CPC, what do you need to think about? Neither – what do you want to get out of the marketing? Engagement – commit to your customers How do you get that on a mobile device?
  • Had a print ad And a website
  • Added an SMS keyword and a mobile code To drive traffic to A mobile website That has a special offer and drives foot traffic to the store Even without the offer being used you are able to direct people to where you are located
  • Keep it simple, Stupid
  • Mobile is not stand alone
  • Shake, spin, its all irrelevant – focus on the message, make it easy The first iPhone – WAY too early Even YP wasn’t on iPhone from launch
  • Mobile gives you opportunities to pick your customer and target them - directly
  • We break SEO down internally into 3 segments: Tactical (40%) – Your research, the most important part imo Structucal (20%) – The onpage changes that have the impact (these cannot be executed without the Research) Promotional (40%)– Using PR/Social/Link Building to propel your content into the web
  • We break SEO down internally into 3 segments: Tactical (40%) – Your research, the most important part imo Structucal (20%) – The onpage changes that have the impact (these cannot be executed without the Research) Promotional (40%)– Using PR/Social/Link Building to propel your content into the web
  • We break SEO down internally into 3 segments: Tactical (40%) – Your research, the most important part imo Structucal (20%) – The onpage changes that have the impact (these cannot be executed without the Research) Promotional (40%)– Using PR/Social/Link Building to propel your content into the web
  • We break SEO down internally into 3 segments: Tactical (40%) – Your research, the most important part imo Structucal (20%) – The onpage changes that have the impact (these cannot be executed without the Research) Promotional (40%)– Using PR/Social/Link Building to propel your content into the web
  • Organic performance takes time to build up, most businesses compensate by ramping up PPC. However many fail to use the finding from PPC to better understand their SEO strategy. Real Referring search terms – which terms are people really using to find your site Real Converting search terms – which terms are people really using to convert on your site Non Converting terms – which terms are not working, can you cut these out of your SEO campaign quicker
  • Organic performance takes time to build up, most businesses compensate by ramping up PPC. However many fail to use the finding from PPC to better understand their SEO strategy. Real Referring search terms – which terms are people really using to find your site Real Converting search terms – which terms are people really using to convert on your site Non Converting terms – which terms are not working, can you cut these out of your SEO campaign quicker
  • Let's talk business digital marketing strategies

    1. 1. Digital Marketing Strategies Rob Hudson – National Digital Director, George Patterson Y&R Sally Davies – Digital Capability Manager - Mobile, Sensis Stuart McKeown – Product Director Search Marketing, Experian Hitwise Moderated by Small Business Commentator Valerie Khoo
    2. 2. SOCIAL MARKETING Rob Hudson NATIONAL DIGITAL DIRECTOR
    3. 4. Collecta, Analytic.ly, Google GPY&R Pulse, Radian6, Spiral16, Trucast, Buzzmetrics,
    4. 8. ! ?
    5. 14. http:// bit.ly / bovMOi
    6. 15. THANKS
    7. 16. Digital Marketing Strategies Rob Hudson – National Digital Director, George Patterson Y&R Sally Davies – Digital Capability Manager - Mobile, Sensis Stuart McKeown – Product Director Search Marketing, Experian Hitwise Moderated by Small Business Commentator Valerie Khoo
    8. 17. Go Mobile Sally Davies Digital Capability Manager – Mobile Sensis Pty Ltd
    9. 18. Mobile is: <ul><li>Always connected </li></ul><ul><li>Personal </li></ul><ul><ul><li>With you all the time – go to bed with it </li></ul></ul><ul><ul><li>Part of your identity, it has become an accessory </li></ul></ul><ul><ul><li>38% of Americans say their mobile is more important than their wallet </li></ul></ul><ul><ul><li>Know who they are </li></ul></ul><ul><li>Social </li></ul><ul><ul><li>Facebook is the most used mobile site in Australia </li></ul></ul><ul><li>Localizable One of the best direct marketing tools available to you </li></ul>Source: Telsyte
    10. 19. Some interesting mobile stats <ul><li>There are now more mobile devices than televisions and computers combined (*1) </li></ul><ul><li>Mobile phone penetration is now at 110% (*1) </li></ul><ul><li>Over 1.7 billion SMS are sent a month (*2) </li></ul><ul><li>45% of Telstra Next G customers now use the mobile internet every month (*2) </li></ul><ul><li>Mobile marketing spend is growing at over 15% (*3) </li></ul>Source: *1 Telsyte, *2 Telstra Annual report *3 AIMIA
    11. 20. The mobile consumer is: A Hunter PC is a browser
    12. 21. Yellow Pages can help provide some insight: <ul><li>‘ Restaurants’ ranks 1 st in searches and calls to advertisers </li></ul><ul><li>‘ Floor Sanding and Polishing’ & ‘Trophies’ have the highest ratio of search to call delivering 98% conversion </li></ul><ul><li>6 in 10 people who search for a ‘Florist’ make a call as do those searching for ‘Tyres’, it’s 8 in 10 for ‘Locksmiths’ </li></ul><ul><li>Saturday lunchtime is our peak hour </li></ul><ul><li>The most popular location is Melbourne followed by Brisbane and then Sydney </li></ul>* Source: Omniture Reporting
    13. 22. Mobile Advertising is: Display/ banner ads APP banner ads Ticketing Mobile codes Mobile payments Bluetooth complex Text 2 Vote Send2Mobile SMS Broadcast Text 2 Win
    14. 23. Example Mobile Sites SMS “DEMO” to 0415 268 766 or alternatively, scan the Telstra Mobile Code.
    15. 24. From impressions to engagement
    16. 25. Case Study: Camera Action
    17. 26. It’s all about a call to action Print ad with SMS keyword and mobile code Text Message with link to mobile site Advertiser mobile page
    18. 27. And keeping it simple… <ul><li>Fast loading </li></ul><ul><li>Relevant – to mobile and your customers </li></ul><ul><li>Simple to browse </li></ul><ul><li>Quick to consume </li></ul>
    19. 28. Olives Tree
    20. 29. How do I Go Mobile? <ul><li>Is your business right for mobile? </li></ul><ul><li>Who are you customers? </li></ul><ul><li>How can you get them to engage with you? Choose your call to action </li></ul><ul><li>Choose your level of investment </li></ul><ul><li>Integrate with the rest of your business </li></ul><ul><li>Measure success </li></ul>
    21. 30. You don’t have to be cutting edge 2000: High Tech A concept product from Panasonic combines a game machine with a detachable hand unit which serves as a mobile phone and game control device.
    22. 31. But you do have to be on target
    23. 32. Digital Marketing Strategies Rob Hudson – National Digital Director, George Patterson Y&R Sally Davies – Digital Capability Manager - Mobile, Sensis Stuart McKeown – Product Director Search Marketing, Experian Hitwise Moderated by Small Business Commentator Valerie Khoo
    24. 33. Let’s Talk Business Search Engine Optimisation (SEO) for SMEs Stuart McKeown Product Director, Search Marketing
    25. 34. SEO - Many contributing factors .
    26. 35. Potential .
    27. 36. Outsource vs In-House SEO <ul><li>Run a cost analysis on the Return on Investment (ROI) you need from SEO, remember it pays back over multiple years not just one. Calculate your budget from this. </li></ul><ul><li>It makes no sense to allocate $10k to SEO and expect a $200k return. Be realistic. </li></ul><ul><li>SME’s benefit the most from outsourcing due to lack of internal resources to complete a project. </li></ul><ul><li>Agencies often approach projects from an impartial viewpoint. </li></ul><ul><li>In both cases you must remember to allocate the resources to implement changes (whether you have an in-house team or outsourced web development). </li></ul><ul><li>Be careful of Web Development agencies that ‘throw in’ SEO - are they experts? </li></ul>
    28. 37. The SME Challenge - Achieving Organic Growth . Whilst Growing Conversion Rates .
    29. 38. Store A – Focuses on Traffic 33% Revenue Increase . Unique Visits / Month Conversion Rate Average Order Value Revenue 60,000 4% $32.40 $77,760 62,000 4% $32.40 $80,352 64,000 4% $32.40 $82,944 65,000 4% $32.40 $84,240 70,000 4% $32.40 $90,720 75,000 4% $32.40 $97,200 80,000 4% $32.40 $103,680
    30. 39. Store B – Focuses on Traffic and Conversions 360% Revenue Increase . Unique Visits / Month Conversion Rate Average Order Value Revenue 60,000 4% $32.40 $77,760 62,000 4% $32.40 $80,352 64,000 5% $32.40 $103,680 65,000 6% $40 $156,000 70,000 6.5% $42 $191,100 75,000 6.75% $45 $227,812 80,000 7% $50 $280,000
    31. 40. Myths .
    32. 41. 5 things you NEED TO KNOW about SEO …. <ul><li>You should optimise your content and <title> tags for what people are searching for. (i.e. Dentist Circular Quay Sydney). </li></ul><ul><li>Search engines use backlinks (this is when someone links to your website) to determine the authority of your website. </li></ul><ul><li>New websites that lack authority take longer to rank than older websites. </li></ul><ul><li>Search engines like good URL structures (i.e. yoursite.com/about-us/) - avoid long meaningless URL’s. </li></ul><ul><li>Changing URL structures without ‘301 redirecting; can cause catastrophic loss in rankings. </li></ul><ul><li>Search engines look at the ‘anchor text’ of a link to help understand what the website is about. </li></ul>
    33. 42. Anchor Text Example - Adobe <ul><li>No mention of the word ‘click here’ in titles or anywhere on the page. </li></ul><ul><li>How can a website rank without on page optimisation? </li></ul>
    34. 43. Common SEO Myths …. <ul><li>It’s FREE Traffic. </li></ul><ul><li>Once i’m in Position 1, I can relax and reap the rewards. </li></ul><ul><li>This company is promising me Page 1 Rankings in a few days. </li></ul><ul><li>We’re already Page Rank 4, we don’t need SEO. </li></ul>This statement is partially true, however many SME spend significant money on SEO efforts. The ROI on this spend is high. Position 1 is just the beginning, never underestimate that your competitors are ‘not’ doing SEO. SEO is a slow moving dinosaur, it takes time to get rankings. Be wary of companies offering to get you overnight ranking results. Page rank does not directly correlate with SEO Rankings. However, if your website is optimised for the right keywords, your Page Rank is likely to increase.
    35. 44. Real SEO Results . <ul><li>Provide a high ROI on investment over time (2-3 years). </li></ul><ul><li>Grow your returning customer base organically over time. </li></ul><ul><li>Increase brand awareness with searchers. </li></ul><ul><li>Allow you to target the right customers with the right keywords. </li></ul>SEO will not …. <ul><li>Generate sales if your website does not convert users. </li></ul><ul><li>Make or break your business. </li></ul>SEO will ….
    36. 45. What should you expect ….
    37. 46. Break Things Down - Understand how each channel performs . Segment based on behaviour . <ul><li>Logged in vs Logged out* </li></ul><ul><li>Members vs Non-Members* </li></ul><ul><li>*Can be achieved using _set CustomVar() and Advanced Segments in </li></ul>
    38. 47. Tactics .
    39. 48. Sub Domains vs Sub Folders Meta Data Keyword Focus URL Structure Navigation Structure Accessibility Sitewide Optimisation Internal Linking Focus Competitive Analysis Keyword Research Keyword Gaps Content Gaps User Generated Content Segmenting Content Social Media Video Syndication Press Releases Social Bookmarking Directory Submissions Article Submissions Tactical Structural Promotional
    40. 49. Tactical - the research behind your decisions . Use Yahoo Site Explorer to look at your competitors backlinks (Remember Adobe example – backlinks are important). How many of these links can you potentially ask for?
    41. 50. Structural - Identifying and fixing red flags <ul><li>There are over 100 factors and red flags that Search Engines look for when analysing a website. </li></ul><ul><li>Ensure you have clear concise URL’s – http:// www.yourwebsite.com /about-us/ </li></ul><ul><li>Ensure that the ‘non-www’ version of your website redirects to a ‘www’ version. </li></ul><ul><li>Avoid duplicate content. </li></ul><ul><li>Use descriptive words when linking between pages, avoid ‘click here’ or ‘more info’ type language. </li></ul><ul><li>Have a static sitemap that links to all internal pages of your website. </li></ul><ul><li>Avoid using Javascript to display menus and navigation. </li></ul>
    42. 51. Promotional - Marketing and promoting your business <ul><li>Onsite SEO makes up 40% of activity - up to 60% of activity occurs offsite with promotions and link building. </li></ul><ul><li>Contact all your potential partners to ask for a link – if a partner links to two or more competitors this may indicate a directory. </li></ul><ul><li>Provide the best quality content in your industry to attract authoritative links. </li></ul><ul><li>Create tools or applications to help others in your industry. </li></ul><ul><li>Sponsor events in your industry and ask them to link back to you. </li></ul><ul><li>Syndicate all your PR online linking back to your website. </li></ul><ul><li>Create a blog and hire a content writer to write 2-3 times a week. </li></ul><ul><li>Write guest blog posts and contact bloggers to publish (link back to your website). </li></ul><ul><li>Submit your website to relevant local or international business directories . </li></ul>
    43. 52. Case Study .
    44. 53. Client A – Laser Eye Surgery <ul><li>Local Sydney Business </li></ul><ul><li>Core Search Term – Laser Eye Surgery </li></ul><ul><li>Campaign Goal – Increased Booking Numbers </li></ul>
    45. 54. Client A – The Process
    46. 55. Client A – The Research <ul><li>Highly location specific search volume for laser eye surgery terms. </li></ul><ul><li>Client only has practices in Sydney. </li></ul><ul><li>Customers initially in research phase before looking for location terms. </li></ul><ul><li>Customers extremely cost aware, searching for prices. </li></ul>
    47. 56. Leveraging SEO through PPC Know what works in days . <ul><li>You can run tests quicker on new products and offers – SEO could take months to run a test. </li></ul><ul><li>You can run different messages in parallel. </li></ul><ul><li>You know your top converting terms. </li></ul><ul><li>You know the copy that works best. </li></ul><ul><li>You know which landing pages convert best. </li></ul><ul><li>SEO compliments your Paid results by reinforcing your position. </li></ul><ul><li>PPC Cost can reduce over time as the campaign becomes optimised. </li></ul>
    48. 57. Client A – The Strategy Leveraging multiple traffic sources . <ul><li>Run a PPC Campaign targeting researched terms. </li></ul><ul><li>Optimise the site for keywords that are converting in the PPC Campaign. </li></ul><ul><li>Set up Google Local Business for 2 locations. </li></ul><ul><li>Refine the landing page and reduce number of fields a lead needs to complete. </li></ul><ul><li>Set up a Facebook campaign targeting target demographic in Sydney. </li></ul><ul><li>Capture email addresses to remarket special offers. </li></ul>
    49. 58. Client A – The Results <ul><li>Largest quick win - Google Local Business (Maps), we optimised for 2 locations. </li></ul><ul><li>2 Locations, now showing 2 results for ‘Laser Eye Surgery Sydney’. </li></ul><ul><li>Focused on local search terms on the homepage (i.e. Laser Eye Surgery Sydney) </li></ul><ul><li>Ranking #3 for core converting term – using a mixture of onsite optimisation and submitting to local directories. </li></ul><ul><li>Client also has PPC presence for these terms. </li></ul><ul><li>Client has a presence on the page for the top converting search term 4 times. </li></ul>
    50. 59. Client A – The Results 600% Traffic Increase 300% Increase in Lead Volume
    51. 60. Beyond SEO .
    52. 61. Where to next - Proof that A/B Testing works anywhere . Meet Keith . Data Source: How can Keith make more money? <ul><li>Board is hard to read. </li></ul><ul><li>Cup is hidden from view. </li></ul><ul><li>No incentive to donate. </li></ul>
    53. 62. Proof that A/B Testing works anywhere . Meet the new and improved Keith. Data Source: How can Keith make more money? 100% Increase in Earnings <ul><li>Easy to read board </li></ul><ul><li>Cup is visible with a call to action! </li></ul><ul><li>Incentive to donate – Free hand sanitizer. </li></ul>
    54. 63. © 2010 Experian Limited. All rights reserved.
    55. 64. Digital Marketing Strategies Rob Hudson – National Digital Director, George Patterson Y&R Sally Davies – Digital Capability Manager - Mobile, Sensis Stuart McKeown – Product Director Search Marketing, Experian Hitwise Moderated by Small Business Commentator Valerie Khoo
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