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Intro to
Digital Marketing
!
Joshua Steimle
josh@mwi.com
@donloper
Digital Marketing
Fundamentals
Intro
Digital Marketing
Fundamentals
Founder & CEO, MWI
Since 1999
Hong Kong . Salt Lake City . Phoenix
Digital Marketing
Fundamentals
Writer
Digital Marketing
Fundamentals
Speaker / Presenter
Digital Marketing
Fundamentals
Contact Me
josh@mwi.com
@donloper
Digital Marketing
Fundamentals
Statistics
(interesting ones)
Digital Marketing
Fundamentals
The Big Picture
Digital Marketing
Fundamentals
4.3 Billion
Source: http://www.worldpopulationstatistics.com/asia-population-2013/
Asia Pop...
Digital Marketing
Fundamentals
4.9 Billion
Source: http://en.wikipedia.org/wiki/World_population
Asia Population, 2030
Digital Marketing
Fundamentals
525 Million
Source: http://www.ey.com/GL/en/Issues/Driving-growth/Middle-class-growth-in-em...
Digital Marketing
Fundamentals
3.1 Billion
Source: http://www.reuters.com/middle-class-infographic
Asia Middle Class, 2030
Digital Marketing
Fundamentals
9.4%
Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx
Asia-Pacific In...
Digital Marketing
Fundamentals
31.9%
Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx
Asia-Pacific I...
Digital Marketing
Fundamentals
344 Million
Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statisti...
Digital Marketing
Fundamentals
1.3 Billion
Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statisti...
Digital Marketing
Fundamentals
0
Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/s...
Digital Marketing
Fundamentals
895 Million
Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statisti...
Digital Marketing
Fundamentals
1 Billion+
Source: http://www.statista.com/statistics/201232/forecast-of-mobile-internet-pe...
Digital Marketing
Fundamentals
“In 2013, Global PC
Shipments Suffered the Worst
Decline in PC Market History”
Sources: Gar...
Digital Marketing
Fundamentals
680 Million
Sources: Gartner http://www.gartner.com/newsroom/id/2665715
Worldwide Smartphon...
Digital Marketing
Fundamentals
968 Million
Sources: Gartner http://www.gartner.com/newsroom/id/2665715
Worldwide Smartphon...
Digital Marketing
Fundamentals
Source: PR Newswire, Asia Media Landscape Series http://misc.prnasia.com/atd/custeventreg.p...
Digital Marketing
Fundamentals
The Big Picture
Asia-Pacific Middle Class + Internet + Mobile
=
Big Opportunity
Digital Marketing
Fundamentals
Hong Kong Statistics
Digital Marketing
Fundamentals
97.6%
Hong Kong Internet Penetration
Source: http://www.censtatd.gov.hk/hkstat/sub/sp120.js...
Digital Marketing
Fundamentals
63%
Hong Kong Smartphone Penetration
Source: http://think.withgoogle.com/mobileplanet/en/
Digital Marketing
Fundamentals
62%
of Hongkongers used smartphone to
access Internet within past 7 days
Source: http://thi...
Digital Marketing
Fundamentals
39%
of Hongkongers used a search engine
on mobile phone for product search
Source: http://t...
Digital Marketing
Fundamentals
16%
of Hongkongers purchased a product or
service using smartphone
Source: http://think.wit...
Digital Marketing
Fundamentals
Source: comScore Media Metrix, March, 2013
Digital Marketing
Fundamentals
33%
Yahoo Search Engine Market Share in Hong Kong
Source: http://www.my-life-in-china.com/o...
Digital Marketing
Fundamentals
65%
Google Search Engine Market Share in Hong Kong
Source: http://www.my-life-in-china.com/...
Digital Marketing
Fundamentals
Hong Kong Advantages
Internet Penetration
Business Environment
Affluent Population
Position...
Digital Marketing
Fundamentals
Hong Kong Disadvantages
Talent Shortage
Lack of Ecommerce Infrastructure
Small Local Market...
Digital Marketing
Fundamentals
Asia Statistics
Digital Marketing
Fundamentals
Source: http://www.statista.com/statistics/289826/advertising-response-asia-pacific-by-medi...
Digital Marketing
Fundamentals
Source: http://www.statista.com/statistics/289826/advertising-response-asia-pacific-by-medi...
Digital Marketing
Fundamentals
Source: http://www.statista.com/statistics/289826/advertising-response-asia-pacific-by-medi...
Digital Marketing
Fundamentals
Source: http://www.statista.com/statistics/296249/search-engine-advertising-effectiveness-b...
Digital Marketing
Fundamentals
Global Statistics
Digital Marketing
Fundamentals
Source: http://www.statista.com/statistics/254393/allocation-of-marketing-budgets-worldwide...
Digital Marketing
Fundamentals
Source: http://www.statista.com/statistics/216573/worldwide-market-share-of-search-engines/...
Digital Marketing
Fundamentals
Where Should I Focus?
Digital Marketing
Fundamentals
Social
SEO
Online PR
Digital Marketing
Fundamentals
Social
Digital Marketing
Fundamentals
Source: http://www.statista.com/statistics/233989/number-of-social-network-users-in-asia-pa...
Digital Marketing
Fundamentals
1.32 Billion
Facebook Monthly Active Users
(up 14% since last year)
Source: http://investor...
Digital Marketing
Fundamentals
4.4 Million
Facebook Active Users
in Hong Kong
Source: http://wearesocial.sg/blog/2014/01/s...
Digital Marketing
Fundamentals
86%
Hong Kong Facebook Users Access
Facebook Via Mobile Device
Source: http://www.marketing...
Digital Marketing
Fundamentals
71%
Hong Kong Smartphone Owners
Access Social Networks Daily
Source: http://think.withgoogl...
Digital Marketing
Fundamentals
143.8 Million
Weibo Monthly Active Users
vs. 241 Million for Twitter
Source: http://www.tec...
Digital Marketing
Fundamentals
Source: http://www.statista.com/statistics/255778/number-of-active-wechat-messenger-account...
Digital Marketing
Fundamentals
Source: http://www.socialbakers.com/all-social-media-stats/youtube/country/hong-kong/
Faste...
Digital Marketing
Fundamentals
Source: http://www.socialbakers.com/all-social-media-stats/twitter/country/hong-kong/
Top 5...
Digital Marketing
Fundamentals
Why Social?
Digital Marketing
Fundamentals
Search Engines
Replaced the Phone Book,
the Mall, and the Library
Digital Marketing
Fundamentals
Social
Digital Marketing
Fundamentals
Social
More Than Buttons
Digital Marketing
Fundamentals
Social
More Than Sharing
Digital Marketing
Fundamentals
Social
More Than Marketing
Digital Marketing
Fundamentals
Social
Cannot Be Automated
Digital Marketing
Fundamentals
Social
Building Community
Digital Marketing
Fundamentals
Social
Like > Love > Defend
Digital Marketing
Fundamentals
Social
Starts With Strategy
Digital Marketing
Fundamentals
Is Social Right For Me?
What are our objectives?
What problem are we solving?
Why will this...
Digital Marketing
Fundamentals
Which Social Network?
General audience? Facebook
Chinese? Weibo, WeChat
English? Facebook
V...
Digital Marketing
Fundamentals
How To Build Community
Show Up
Be Real
Don’t Advertise
Add Value
Be Sensitive
Digital Marketing
Fundamentals
Case Study #1
Burberry, Facebook
Digital Marketing
Fundamentals
Are They Showing Up?
Digital Marketing
Fundamentals
Are They Being Real?
Digital Marketing
Fundamentals
Are They Advertising?
Digital Marketing
Fundamentals
Are They Adding Value?
Digital Marketing
Fundamentals
Are They Being Sensitive?
Digital Marketing
Fundamentals
Case Study #2
Emerson Salon, Facebook, Twitter
Source: http://www.hallaminternet.com/2014/5...
Digital Marketing
Fundamentals
Are They Showing Up?
Digital Marketing
Fundamentals
Are They Being Real?
Digital Marketing
Fundamentals
Are They Advertising?
Digital Marketing
Fundamentals
Are They Adding Value?
Digital Marketing
Fundamentals
Are They Being Sensitive?
Digital Marketing
Fundamentals
Results
13,818 Twitter followers
1,780 likes on Facebook
75% of clients from Internet
400% ...
Digital Marketing
Fundamentals
Want to Learn More?
http://moz.com/beginners-guide-to-social-media/
Digital Marketing
Fundamentals
Questions / Break
Digital Marketing
Fundamentals
SEO
Digital Marketing
Fundamentals
Search Engines
Google, Yahoo, Bing, Baidu, Yandex, etc.
Digital Marketing
Fundamentals
Crawl, Index
Digital Marketing
Fundamentals
Good Answers, Fast
Digital Marketing
Fundamentals
Algorithms
Digital Marketing
Fundamentals
Search Engines: Why They Rank What They Do
Happy Searchers = $$$
Digital Marketing
Fundamentals
Search Engines Are Dumb
What is this photo of?
Digital Marketing
Fundamentals
Search Engines
Want To Be Human
But They’re Not There Yet
Digital Marketing
Fundamentals
How Important Are Rankings?
Digital Marketing
Fundamentals
So How Do I Rank?
Help Google Make Searchers Happy
Digital Marketing
Fundamentals
How Do I Do That?
Search Engine Optimization (SEO)
Digital Marketing
Fundamentals
SEO
All Natural, All Organic
Digital Marketing
Fundamentals
5 Parts of SEO
1. Keyword Strategy
2. On-Site Basics
3. Quality Content
4. Quality Links
5....
Digital Marketing
Fundamentals
Keywords
Search Volume, Relevancy, Competitiveness
Digital Marketing
Fundamentals
Keywords
Don’t Ignore The Long Tail
Digital Marketing
Fundamentals
On-Site Basics
Digital Marketing
Fundamentals
On-Site Basics
Indexable Content
Digital Marketing
Fundamentals
On-Site Basics
Crawlable Links
Digital Marketing
Fundamentals
Keyword Tips
1. In title tag, toward beginning
2. Prominently visible on page
3. 2-3 times ...
Digital Marketing
Fundamentals
Content
Detailed Information, News, Blog, Tips, FAQs
Digital Marketing
Fundamentals
Quality Content
So Interesting A Human Would Read It
Digital Marketing
Fundamentals
Quality Links
From Relevant, High Quality Websites
Digital Marketing
Fundamentals
Analysis
Modify, Measure, Repeat
Digital Marketing
Fundamentals
Analysis Tools
1. Google Keyword Planner
2. Google Analytics
3. Google Webmaster Tools
4. M...
Digital Marketing
Fundamentals
What To Measure
1. Visitors
2. Queries
3. Rankings
4. Links
5. Conversions!
Digital Marketing
Fundamentals
Case Study - Makeup
Digital Marketing
Fundamentals
Source: http://www.statista.com/statistics/296653/china-high-end-cosmetics-most-searched-br...
Digital Marketing
Fundamentals
In Title Tag, Toward Beginning
Currently: “Sasa.com: Clarins”
Better: “Clarins - Sasa Cosme...
Digital Marketing
Fundamentals
Prominently On Page
Digital Marketing
Fundamentals
2-3 Times in Body
Digital Marketing
Fundamentals
Once in Alt Image Tag
Digital Marketing
Fundamentals
Once in Alt Image Tag
221 alt tags
172 empty
“Clarins” never used once in an alt tag
Digital Marketing
Fundamentals
Once in Meta Desc. Tag
Current: “Clarins Catalogue, Best Sellers, Sasa.com: Best
Beauty & H...
Digital Marketing
Fundamentals
Summary
Decent Rankings, Room for Improvement
Digital Marketing
Fundamentals
Want to Learn More?
http://moz.com/beginners-guide-to-seo
Digital Marketing
Fundamentals
Questions / Break
Digital Marketing
Fundamentals
Online PR
Digital Marketing
Fundamentals
What Is Online PR?
Online media placement that is not
purchased, typically obtained by infl...
Digital Marketing
Fundamentals
3 Forms of Placement
Digital Marketing
Fundamentals
Feature Stories
Digital Marketing
Fundamentals
Expert Mentions
Digital Marketing
Fundamentals
Helpful Content
Digital Marketing
Fundamentals
Why Online PR?
Digital Marketing
Fundamentals
Creates Brand Recognition
Digital Marketing
Fundamentals
Establishes Credibility
Digital Marketing
Fundamentals
Drives Traffic
Digital Marketing
Fundamentals
Improves SEO Efforts
Digital Marketing
Fundamentals
Great For Your Ego
Digital Marketing
Fundamentals
How?
Digital Marketing
Fundamentals
Step 1 - Great Content
Digital Marketing
Fundamentals
Good Content Is
So Interesting
You Would Read It
Digital Marketing
Fundamentals
Great Content Is
So Interesting
You Would Pay To Read It
Digital Marketing
Fundamentals
Step 2 - Pitch Publishers
Digital Marketing
Fundamentals
Pitching The Media
When reaching out to writers, journalists,
bloggers, and other media pro...
Digital Marketing
Fundamentals
Do Not…
Digital Marketing
Fundamentals
Do Not…Use A Shotgun
Instead, customize your pitch.
It’s obvious when you don’t.
Digital Marketing
Fundamentals
Do Not…Tell Me You’re Special
Show me.
In 5 seconds or less.
Digital Marketing
Fundamentals
Do Not…Tell Me I Can Help You
I’d love to help you, and I’d love to help the
other 20 peopl...
Digital Marketing
Fundamentals
Do Not…Ask To Talk On Phone
Offer, don’t ask.
Digital Marketing
Fundamentals
Do Not…Think About Yourself
Make it about the writer/publisher.
Digital Marketing
Fundamentals
Do…
Digital Marketing
Fundamentals
Understand What I Want
As a writer, I want my
article here.
Digital Marketing
Fundamentals
Know What I’ve Written
If I just wrote a story about your competitor, what are the
chances ...
Digital Marketing
Fundamentals
Know My Interests
I write about Hong Kong, entrepreneurship, and digital
marketing. But pre...
Digital Marketing
Fundamentals
Offer Something Valuable
“I have an idea for an article that I believe would get a lot of
a...
Digital Marketing
Fundamentals
Tell Interesting Stories
Digital Marketing
Fundamentals
But I’m Not Interesting
Digital Marketing
Fundamentals
Nonsense!
Digital Marketing
Fundamentals
You Are An Expert
Digital Marketing
Fundamentals
5 Ways To Create
Interesting Stories
Digital Marketing
Fundamentals
1. Problem-Agitate-Solve
Digital Marketing
Fundamentals
2. Tie-in
Digital Marketing
Fundamentals
3. Tell Secrets
Digital Marketing
Fundamentals
4. Look At Your Data
Digital Marketing
Fundamentals
5. Interview Someone
Digital Marketing
Fundamentals
Once You Have A Story…
Channels, People
Digital Marketing
Fundamentals
Channels
Industry websites
Niche websites
Blogs
Influential social media accounts
Media-sha...
Digital Marketing
Fundamentals
People
1. Select a channel first
2. Create a profile for each writer
3. Pitch one story to ...
Digital Marketing
Fundamentals
Case Studies
How businesses have successfully pitched me.
Digital Marketing
Fundamentals
Case Study 01
SEO Gadget, Infographic
Digital Marketing
Fundamentals
Case Study 02
HWTrek, Advice & Coffee
Digital Marketing
Fundamentals
Case Study 03
Builtvisible, Content Marketing
Digital Marketing
Fundamentals
HARO
Help Out A Reporter (HARO)
HelpAReporter.com
Digital Marketing
Fundamentals
Keys to Success w/HARO
Respond quickly
Include “HARO - [story request]” in subject line
Giv...
Digital Marketing
Fundamentals
Other “Pitches”
Digital Marketing
Fundamentals
I’ve Got Quotes
“I saw your article on the cosmetics industry. I work for a
cosmetics compa...
Digital Marketing
Fundamentals
I’ve Got Connections
“I saw your article on the cosmetics industry. I work for a
cosmetics ...
Digital Marketing
Fundamentals
I’ve Got Data
“I saw your article on the cosmetics industry. I work for a
cosmetics company...
Digital Marketing
Fundamentals
I’ve Got Pictures
“I saw your article on the cosmetics industry. I work for a
cosmetics com...
Digital Marketing
Fundamentals
Think Digital
Get the link!
Digital Marketing
Fundamentals
Questions
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
MWI -  Intro to digital marketing
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Transcript of "MWI - Intro to digital marketing"

  1. 1. Intro to Digital Marketing ! Joshua Steimle josh@mwi.com @donloper
  2. 2. Digital Marketing Fundamentals Intro
  3. 3. Digital Marketing Fundamentals Founder & CEO, MWI Since 1999 Hong Kong . Salt Lake City . Phoenix
  4. 4. Digital Marketing Fundamentals Writer
  5. 5. Digital Marketing Fundamentals Speaker / Presenter
  6. 6. Digital Marketing Fundamentals Contact Me josh@mwi.com @donloper
  7. 7. Digital Marketing Fundamentals Statistics (interesting ones)
  8. 8. Digital Marketing Fundamentals The Big Picture
  9. 9. Digital Marketing Fundamentals 4.3 Billion Source: http://www.worldpopulationstatistics.com/asia-population-2013/ Asia Population, 2013
  10. 10. Digital Marketing Fundamentals 4.9 Billion Source: http://en.wikipedia.org/wiki/World_population Asia Population, 2030
  11. 11. Digital Marketing Fundamentals 525 Million Source: http://www.ey.com/GL/en/Issues/Driving-growth/Middle-class-growth-in-emerging-markets Asia Middle Class, 2013
  12. 12. Digital Marketing Fundamentals 3.1 Billion Source: http://www.reuters.com/middle-class-infographic Asia Middle Class, 2030
  13. 13. Digital Marketing Fundamentals 9.4% Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx Asia-Pacific Internet Penetration, 2005
  14. 14. Digital Marketing Fundamentals 31.9% Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx Asia-Pacific Internet Penetration, 2013
  15. 15. Digital Marketing Fundamentals 344 Million Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx, We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/ Asia-Pacific Internet Users, 2005
  16. 16. Digital Marketing Fundamentals 1.3 Billion Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx, We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/ Asia-Pacific Internet Users, 2013
  17. 17. Digital Marketing Fundamentals 0 Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx, We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/ Asia-Pacific Mobile Internet Users, 2005
  18. 18. Digital Marketing Fundamentals 895 Million Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx, We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/ Asia-Pacific Mobile Internet Users, 2013
  19. 19. Digital Marketing Fundamentals 1 Billion+ Source: http://www.statista.com/statistics/201232/forecast-of-mobile-internet-penetration-in-asia-pacific/ Asia-Pacific Mobile Internet Users, 2015
  20. 20. Digital Marketing Fundamentals “In 2013, Global PC Shipments Suffered the Worst Decline in PC Market History” Sources: Gartner http://www.gartner.com/newsroom/id/2647517
  21. 21. Digital Marketing Fundamentals 680 Million Sources: Gartner http://www.gartner.com/newsroom/id/2665715 Worldwide Smartphone Sales, 2012
  22. 22. Digital Marketing Fundamentals 968 Million Sources: Gartner http://www.gartner.com/newsroom/id/2665715 Worldwide Smartphone Sales, 2013
  23. 23. Digital Marketing Fundamentals Source: PR Newswire, Asia Media Landscape Series http://misc.prnasia.com/atd/custeventreg.php?event_id=138
  24. 24. Digital Marketing Fundamentals The Big Picture Asia-Pacific Middle Class + Internet + Mobile = Big Opportunity
  25. 25. Digital Marketing Fundamentals Hong Kong Statistics
  26. 26. Digital Marketing Fundamentals 97.6% Hong Kong Internet Penetration Source: http://www.censtatd.gov.hk/hkstat/sub/sp120.jsp?productCode=C0000052
  27. 27. Digital Marketing Fundamentals 63% Hong Kong Smartphone Penetration Source: http://think.withgoogle.com/mobileplanet/en/
  28. 28. Digital Marketing Fundamentals 62% of Hongkongers used smartphone to access Internet within past 7 days Source: http://think.withgoogle.com/mobileplanet/en/ Within the past 7 days
  29. 29. Digital Marketing Fundamentals 39% of Hongkongers used a search engine on mobile phone for product search Source: http://think.withgoogle.com/mobileplanet/en/ Within the past 7 days
  30. 30. Digital Marketing Fundamentals 16% of Hongkongers purchased a product or service using smartphone Source: http://think.withgoogle.com/mobileplanet/en/ Within the past 7 days
  31. 31. Digital Marketing Fundamentals Source: comScore Media Metrix, March, 2013
  32. 32. Digital Marketing Fundamentals 33% Yahoo Search Engine Market Share in Hong Kong Source: http://www.my-life-in-china.com/online-marketing/asia-search-engine-market-shares-2012-2013/
  33. 33. Digital Marketing Fundamentals 65% Google Search Engine Market Share in Hong Kong Source: http://www.my-life-in-china.com/online-marketing/asia-search-engine-market-shares-2012-2013/
  34. 34. Digital Marketing Fundamentals Hong Kong Advantages Internet Penetration Business Environment Affluent Population Position Within Asia Diversity Free Press Mobile Usage Culture
  35. 35. Digital Marketing Fundamentals Hong Kong Disadvantages Talent Shortage Lack of Ecommerce Infrastructure Small Local Market Culture
  36. 36. Digital Marketing Fundamentals Asia Statistics
  37. 37. Digital Marketing Fundamentals Source: http://www.statista.com/statistics/289826/advertising-response-asia-pacific-by-medium/ To what extent do you take action on the following forms of advertising?
  38. 38. Digital Marketing Fundamentals Source: http://www.statista.com/statistics/289826/advertising-response-asia-pacific-by-medium/
  39. 39. Digital Marketing Fundamentals Source: http://www.statista.com/statistics/289826/advertising-response-asia-pacific-by-medium/
  40. 40. Digital Marketing Fundamentals Source: http://www.statista.com/statistics/296249/search-engine-advertising-effectiveness-by-region/
  41. 41. Digital Marketing Fundamentals Global Statistics
  42. 42. Digital Marketing Fundamentals Source: http://www.statista.com/statistics/254393/allocation-of-marketing-budgets-worldwide-by-channel/ Will your marketing budget decrease, increase or stay the same in 2013?
  43. 43. Digital Marketing Fundamentals Source: http://www.statista.com/statistics/216573/worldwide-market-share-of-search-engines/ Google Dominates
  44. 44. Digital Marketing Fundamentals Where Should I Focus?
  45. 45. Digital Marketing Fundamentals Social SEO Online PR
  46. 46. Digital Marketing Fundamentals Social
  47. 47. Digital Marketing Fundamentals Source: http://www.statista.com/statistics/233989/number-of-social-network-users-in-asia-pacific/
  48. 48. Digital Marketing Fundamentals 1.32 Billion Facebook Monthly Active Users (up 14% since last year) Source: http://investor.fb.com/releasedetail.cfm?ReleaseID=861599
  49. 49. Digital Marketing Fundamentals 4.4 Million Facebook Active Users in Hong Kong Source: http://wearesocial.sg/blog/2014/01/social-digital-mobile-apac-2014/
  50. 50. Digital Marketing Fundamentals 86% Hong Kong Facebook Users Access Facebook Via Mobile Device Source: http://www.marketing-interactive.com/peek-into-facebook-hong-kong-digs/
  51. 51. Digital Marketing Fundamentals 71% Hong Kong Smartphone Owners Access Social Networks Daily Source: http://think.withgoogle.com/mobileplanet/en/
  52. 52. Digital Marketing Fundamentals 143.8 Million Weibo Monthly Active Users vs. 241 Million for Twitter Source: http://www.techinasia.com/sina-weibo-facts-stats-as-ipo-starts/
  53. 53. Digital Marketing Fundamentals Source: http://www.statista.com/statistics/255778/number-of-active-wechat-messenger-accounts/
  54. 54. Digital Marketing Fundamentals Source: http://www.socialbakers.com/all-social-media-stats/youtube/country/hong-kong/ Fastest Growing YouTube Channels In Hong Kong (views per month)
  55. 55. Digital Marketing Fundamentals Source: http://www.socialbakers.com/all-social-media-stats/twitter/country/hong-kong/ Top 5 Twitter Brands in Hong Kong
  56. 56. Digital Marketing Fundamentals Why Social?
  57. 57. Digital Marketing Fundamentals Search Engines Replaced the Phone Book, the Mall, and the Library
  58. 58. Digital Marketing Fundamentals Social
  59. 59. Digital Marketing Fundamentals Social More Than Buttons
  60. 60. Digital Marketing Fundamentals Social More Than Sharing
  61. 61. Digital Marketing Fundamentals Social More Than Marketing
  62. 62. Digital Marketing Fundamentals Social Cannot Be Automated
  63. 63. Digital Marketing Fundamentals Social Building Community
  64. 64. Digital Marketing Fundamentals Social Like > Love > Defend
  65. 65. Digital Marketing Fundamentals Social Starts With Strategy
  66. 66. Digital Marketing Fundamentals Is Social Right For Me? What are our objectives? What problem are we solving? Why will this work? What investment will be required? Which network should we focus on?
  67. 67. Digital Marketing Fundamentals Which Social Network? General audience? Facebook Chinese? Weibo, WeChat English? Facebook Visual? Instagram, Facebook, Pinterest Niche? Twitter, Google+
  68. 68. Digital Marketing Fundamentals How To Build Community Show Up Be Real Don’t Advertise Add Value Be Sensitive
  69. 69. Digital Marketing Fundamentals Case Study #1 Burberry, Facebook
  70. 70. Digital Marketing Fundamentals Are They Showing Up?
  71. 71. Digital Marketing Fundamentals Are They Being Real?
  72. 72. Digital Marketing Fundamentals Are They Advertising?
  73. 73. Digital Marketing Fundamentals Are They Adding Value?
  74. 74. Digital Marketing Fundamentals Are They Being Sensitive?
  75. 75. Digital Marketing Fundamentals Case Study #2 Emerson Salon, Facebook, Twitter Source: http://www.hallaminternet.com/2014/5-social-media-campaigns/
  76. 76. Digital Marketing Fundamentals Are They Showing Up?
  77. 77. Digital Marketing Fundamentals Are They Being Real?
  78. 78. Digital Marketing Fundamentals Are They Advertising?
  79. 79. Digital Marketing Fundamentals Are They Adding Value?
  80. 80. Digital Marketing Fundamentals Are They Being Sensitive?
  81. 81. Digital Marketing Fundamentals Results 13,818 Twitter followers 1,780 likes on Facebook 75% of clients from Internet 400% increase in revenue over 2 year period Source: http://www.hallaminternet.com/2014/5-social-media-campaigns/
  82. 82. Digital Marketing Fundamentals Want to Learn More? http://moz.com/beginners-guide-to-social-media/
  83. 83. Digital Marketing Fundamentals Questions / Break
  84. 84. Digital Marketing Fundamentals SEO
  85. 85. Digital Marketing Fundamentals Search Engines Google, Yahoo, Bing, Baidu, Yandex, etc.
  86. 86. Digital Marketing Fundamentals Crawl, Index
  87. 87. Digital Marketing Fundamentals Good Answers, Fast
  88. 88. Digital Marketing Fundamentals Algorithms
  89. 89. Digital Marketing Fundamentals Search Engines: Why They Rank What They Do Happy Searchers = $$$
  90. 90. Digital Marketing Fundamentals Search Engines Are Dumb
  91. 91. What is this photo of?
  92. 92. Digital Marketing Fundamentals Search Engines Want To Be Human But They’re Not There Yet
  93. 93. Digital Marketing Fundamentals How Important Are Rankings?
  94. 94. Digital Marketing Fundamentals So How Do I Rank? Help Google Make Searchers Happy
  95. 95. Digital Marketing Fundamentals How Do I Do That? Search Engine Optimization (SEO)
  96. 96. Digital Marketing Fundamentals SEO All Natural, All Organic
  97. 97. Digital Marketing Fundamentals 5 Parts of SEO 1. Keyword Strategy 2. On-Site Basics 3. Quality Content 4. Quality Links 5. Analysis
  98. 98. Digital Marketing Fundamentals Keywords Search Volume, Relevancy, Competitiveness
  99. 99. Digital Marketing Fundamentals Keywords Don’t Ignore The Long Tail
  100. 100. Digital Marketing Fundamentals On-Site Basics
  101. 101. Digital Marketing Fundamentals On-Site Basics Indexable Content
  102. 102. Digital Marketing Fundamentals On-Site Basics Crawlable Links
  103. 103. Digital Marketing Fundamentals Keyword Tips 1. In title tag, toward beginning 2. Prominently visible on page 3. 2-3 times within body 4. Once in alt image tag 5. Once in meta description tag
  104. 104. Digital Marketing Fundamentals Content Detailed Information, News, Blog, Tips, FAQs
  105. 105. Digital Marketing Fundamentals Quality Content So Interesting A Human Would Read It
  106. 106. Digital Marketing Fundamentals Quality Links From Relevant, High Quality Websites
  107. 107. Digital Marketing Fundamentals Analysis Modify, Measure, Repeat
  108. 108. Digital Marketing Fundamentals Analysis Tools 1. Google Keyword Planner 2. Google Analytics 3. Google Webmaster Tools 4. MySEOTool.com 5. Majestic SEO 6. SEMRush
  109. 109. Digital Marketing Fundamentals What To Measure 1. Visitors 2. Queries 3. Rankings 4. Links 5. Conversions!
  110. 110. Digital Marketing Fundamentals Case Study - Makeup
  111. 111. Digital Marketing Fundamentals Source: http://www.statista.com/statistics/296653/china-high-end-cosmetics-most-searched-brands/
  112. 112. Digital Marketing Fundamentals In Title Tag, Toward Beginning Currently: “Sasa.com: Clarins” Better: “Clarins - Sasa Cosmetics”
  113. 113. Digital Marketing Fundamentals Prominently On Page
  114. 114. Digital Marketing Fundamentals 2-3 Times in Body
  115. 115. Digital Marketing Fundamentals Once in Alt Image Tag
  116. 116. Digital Marketing Fundamentals Once in Alt Image Tag 221 alt tags 172 empty “Clarins” never used once in an alt tag
  117. 117. Digital Marketing Fundamentals Once in Meta Desc. Tag Current: “Clarins Catalogue, Best Sellers, Sasa.com: Best Beauty & Health Care Products” Better: “Sasa carries the full line of Clarins face and body treatment oils. Buy online or in-store.”
  118. 118. Digital Marketing Fundamentals Summary Decent Rankings, Room for Improvement
  119. 119. Digital Marketing Fundamentals Want to Learn More? http://moz.com/beginners-guide-to-seo
  120. 120. Digital Marketing Fundamentals Questions / Break
  121. 121. Digital Marketing Fundamentals Online PR
  122. 122. Digital Marketing Fundamentals What Is Online PR? Online media placement that is not purchased, typically obtained by influencing media producers.
  123. 123. Digital Marketing Fundamentals 3 Forms of Placement
  124. 124. Digital Marketing Fundamentals Feature Stories
  125. 125. Digital Marketing Fundamentals Expert Mentions
  126. 126. Digital Marketing Fundamentals Helpful Content
  127. 127. Digital Marketing Fundamentals Why Online PR?
  128. 128. Digital Marketing Fundamentals Creates Brand Recognition
  129. 129. Digital Marketing Fundamentals Establishes Credibility
  130. 130. Digital Marketing Fundamentals Drives Traffic
  131. 131. Digital Marketing Fundamentals Improves SEO Efforts
  132. 132. Digital Marketing Fundamentals Great For Your Ego
  133. 133. Digital Marketing Fundamentals How?
  134. 134. Digital Marketing Fundamentals Step 1 - Great Content
  135. 135. Digital Marketing Fundamentals Good Content Is So Interesting You Would Read It
  136. 136. Digital Marketing Fundamentals Great Content Is So Interesting You Would Pay To Read It
  137. 137. Digital Marketing Fundamentals Step 2 - Pitch Publishers
  138. 138. Digital Marketing Fundamentals Pitching The Media When reaching out to writers, journalists, bloggers, and other media producers, DO NOT…
  139. 139. Digital Marketing Fundamentals Do Not…
  140. 140. Digital Marketing Fundamentals Do Not…Use A Shotgun Instead, customize your pitch. It’s obvious when you don’t.
  141. 141. Digital Marketing Fundamentals Do Not…Tell Me You’re Special Show me. In 5 seconds or less.
  142. 142. Digital Marketing Fundamentals Do Not…Tell Me I Can Help You I’d love to help you, and I’d love to help the other 20 people who contacted me this morning, but I can’t help everyone.
  143. 143. Digital Marketing Fundamentals Do Not…Ask To Talk On Phone Offer, don’t ask.
  144. 144. Digital Marketing Fundamentals Do Not…Think About Yourself Make it about the writer/publisher.
  145. 145. Digital Marketing Fundamentals Do…
  146. 146. Digital Marketing Fundamentals Understand What I Want As a writer, I want my article here.
  147. 147. Digital Marketing Fundamentals Know What I’ve Written If I just wrote a story about your competitor, what are the chances I’m going to write a similar story about your company?
  148. 148. Digital Marketing Fundamentals Know My Interests I write about Hong Kong, entrepreneurship, and digital marketing. But preferably all three.
  149. 149. Digital Marketing Fundamentals Offer Something Valuable “I have an idea for an article that I believe would get a lot of attention and social sharing.”
  150. 150. Digital Marketing Fundamentals Tell Interesting Stories
  151. 151. Digital Marketing Fundamentals But I’m Not Interesting
  152. 152. Digital Marketing Fundamentals Nonsense!
  153. 153. Digital Marketing Fundamentals You Are An Expert
  154. 154. Digital Marketing Fundamentals 5 Ways To Create Interesting Stories
  155. 155. Digital Marketing Fundamentals 1. Problem-Agitate-Solve
  156. 156. Digital Marketing Fundamentals 2. Tie-in
  157. 157. Digital Marketing Fundamentals 3. Tell Secrets
  158. 158. Digital Marketing Fundamentals 4. Look At Your Data
  159. 159. Digital Marketing Fundamentals 5. Interview Someone
  160. 160. Digital Marketing Fundamentals Once You Have A Story… Channels, People
  161. 161. Digital Marketing Fundamentals Channels Industry websites Niche websites Blogs Influential social media accounts Media-sharing websites (YouTube) Social networks Forums Wikis Top-tier websites
  162. 162. Digital Marketing Fundamentals People 1. Select a channel first 2. Create a profile for each writer 3. Pitch one story to one writer at a time 4. Learn something from each interaction
  163. 163. Digital Marketing Fundamentals Case Studies How businesses have successfully pitched me.
  164. 164. Digital Marketing Fundamentals Case Study 01 SEO Gadget, Infographic
  165. 165. Digital Marketing Fundamentals Case Study 02 HWTrek, Advice & Coffee
  166. 166. Digital Marketing Fundamentals Case Study 03 Builtvisible, Content Marketing
  167. 167. Digital Marketing Fundamentals HARO Help Out A Reporter (HARO) HelpAReporter.com
  168. 168. Digital Marketing Fundamentals Keys to Success w/HARO Respond quickly Include “HARO - [story request]” in subject line Give them what they want, nothing extra Give them what they want in the first sentence
  169. 169. Digital Marketing Fundamentals Other “Pitches”
  170. 170. Digital Marketing Fundamentals I’ve Got Quotes “I saw your article on the cosmetics industry. I work for a cosmetics company. If you ever need a quote for a future article on the cosmetics industry, let me know.”
  171. 171. Digital Marketing Fundamentals I’ve Got Connections “I saw your article on the cosmetics industry. I work for a cosmetics company and have a lot of connections in the industry. If you ever need a source for an article, let me know and I’d be glad to make some introductions.”
  172. 172. Digital Marketing Fundamentals I’ve Got Data “I saw your article on the cosmetics industry. I work for a cosmetics company and have lots of data about the industry. If you ever need stats or figures to support an article you’re writing, let me know.”
  173. 173. Digital Marketing Fundamentals I’ve Got Pictures “I saw your article on the cosmetics industry. I work for a cosmetics company and we’ve used data about the industry to create some interesting infographics and visualizations. If you ever need something visual to accompany your writing on the cosmetics industry, let me know.”
  174. 174. Digital Marketing Fundamentals Think Digital Get the link!
  175. 175. Digital Marketing Fundamentals Questions
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