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What the Blog speech by G.Bhalla

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Speech for LMA Toronto by Gayatri Bhalla of Greenfield/Belser

Speech for LMA Toronto by Gayatri Bhalla of Greenfield/Belser

Published in: Technology, Business

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  • <number>
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    goal is to engage your target audience in a meaningful way
    keyword development is not a “set-it-and-forget-it” exercise
    it requires monitoring, updating and analysis to optimize
    develop online personas based on research and interviews to inform both site design and search marketing
    personas give us linguistic cues and illustrate search intent, as do social networks
    analyze campaign results and implement test-and-learn campaigns
  • <number>
  • Recently overheard at the IAB conference in CA (Interactive Advertising Bureau)
    The unfettered rise of digital, and of social media in particular, has brought about staggering shifts in consumer behavior -- and this requires equally dramatic changes to the way brands connect with consumers in this new dimension.
    Not surprisingly, social marketing serves as an indispensable leg to this stool for the simple reason that it provides a channel for developing a direct, unadulterated relationship between a consumer and a brand. And building relationships is becoming a more critical component of brand marketing as the media landscape becomes increasingly fragmented and cluttered.
    Today we will cover:
    Brands need commit to keeping pace with consumer behavior and bolstering their skills at fostering consumer relationships across all channels
  • Recently overheard at the IAB conference in CA (Interactive Advertising Bureau)
    The unfettered rise of digital, and of social media in particular, has brought about staggering shifts in consumer behavior -- and this requires equally dramatic changes to the way brands connect with consumers in this new dimension.
    Not surprisingly, social marketing serves as an indispensable leg to this stool for the simple reason that it provides a channel for developing a direct, unadulterated relationship between a consumer and a brand. And building relationships is becoming a more critical component of brand marketing as the media landscape becomes increasingly fragmented and cluttered.
    Today we will cover:
    Brands need commit to keeping pace with consumer behavior and bolstering their skills at fostering consumer relationships across all channels
  • So your opportunity to sell to each prospect is limited so this further increases your responsibility to be visible ALL the time online.
  • Sue, how does this relate to our earlier position that Martindale no longer matters? Says here 70% use directories and Martindale can certainly claim a share of that.
    Optimization is important.
    Reaching out to clients is important
    Blogging might surprise you
  • <number>
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  • This is a drum we have been beating for over 10 years with only moderate success. Finding ways to tout industry knowledge is very important.
  • <number>
    goal is to engage your target audience in a meaningful way
    keyword development is not a “set-it-and-forget-it” exercise
    it requires monitoring, updating and analysis to optimize
    develop online personas based on research and interviews to inform both site design and search marketing
    personas give us linguistic cues and illustrate search intent, as do social networks
    analyze campaign results and implement test-and-learn campaigns
  • <number>
    goal is to engage your target audience in a meaningful way
    keyword development is not a “set-it-and-forget-it” exercise
    it requires monitoring, updating and analysis to optimize
    develop online personas based on research and interviews to inform both site design and search marketing
    personas give us linguistic cues and illustrate search intent, as do social networks
    analyze campaign results and implement test-and-learn campaigns
  • <number>
  • <number>
    twitter is just a micro-blog; 140 characters is easy to do and do regularly; it’s less commitment than writing blog posts
    what to tweet?
    relevant professional content to tweet: industry events, industry articles, awards, etc.
    your blog can automatically feed your Twitter account
    tweet what’s relevant to business, not your personal status
    general rule of thumb: 70-80% of your tweets should be RTs
    twitter page background list all of the was to reach you
    follow others in within your firm, and ask them to follow you - this builds your following
    who you follow demonstrates your interests; likewise, you can find great people to follow by looking at who they follow; who you follow is like a blogroll
    If a follower looks like a spammer (e.g. YellowBook), you can block them and should not thank or RT them
    have your fed your Twitter today? updating your Twitter status (this happens every time you send a tweet or RT) helps your Google ranking; aim to tweet AT LEAST once/week
  • <number>
    twitter is just a micro-blog; 140 characters is easy to do and do regularly; it’s less commitment than writing blog posts
    what to tweet?
    relevant professional content to tweet: industry events, industry articles, awards, etc.
    your blog can automatically feed your Twitter account
    tweet what’s relevant to business, not your personal status
    general rule of thumb: 70-80% of your tweets should be RTs
    twitter page background list all of the was to reach you
    follow others in within your firm, and ask them to follow you - this builds your following
    who you follow demonstrates your interests; likewise, you can find great people to follow by looking at who they follow; who you follow is like a blogroll
    If a follower looks like a spammer (e.g. YellowBook), you can block them and should not thank or RT them
    have your fed your Twitter today? updating your Twitter status (this happens every time you send a tweet or RT) helps your Google ranking; aim to tweet AT LEAST once/week
  • <number>
    twitter is just a micro-blog; 140 characters is easy to do and do regularly; it’s less commitment than writing blog posts
    what to tweet?
    relevant professional content to tweet: industry events, industry articles, awards, etc.
    your blog can automatically feed your Twitter account
    tweet what’s relevant to business, not your personal status
    general rule of thumb: 70-80% of your tweets should be RTs
    twitter page background list all of the was to reach you
    follow others in within your firm, and ask them to follow you - this builds your following
    who you follow demonstrates your interests; likewise, you can find great people to follow by looking at who they follow; who you follow is like a blogroll
    If a follower looks like a spammer (e.g. YellowBook), you can block them and should not thank or RT them
    have your fed your Twitter today? updating your Twitter status (this happens every time you send a tweet or RT) helps your Google ranking; aim to tweet AT LEAST once/week
  • <number>
    twitter is just a micro-blog; 140 characters is easy to do and do regularly; it’s less commitment than writing blog posts
    what to tweet?
    relevant professional content to tweet: industry events, industry articles, awards, etc.
    your blog can automatically feed your Twitter account
    tweet what’s relevant to business, not your personal status
    general rule of thumb: 70-80% of your tweets should be RTs
    twitter page background list all of the was to reach you
    follow others in within your firm, and ask them to follow you - this builds your following
    who you follow demonstrates your interests; likewise, you can find great people to follow by looking at who they follow; who you follow is like a blogroll
    If a follower looks like a spammer (e.g. YellowBook), you can block them and should not thank or RT them
    have your fed your Twitter today? updating your Twitter status (this happens every time you send a tweet or RT) helps your Google ranking; aim to tweet AT LEAST once/week
  • <number>
  • <number>
  • <number>
    goal is to engage your target audience in a meaningful way
    keyword development is not a “set-it-and-forget-it” exercise
    it requires monitoring, updating and analysis to optimize
    develop online personas based on research and interviews to inform both site design and search marketing
    personas give us linguistic cues and illustrate search intent, as do social networks
    analyze campaign results and implement test-and-learn campaigns
  • <number>
  • <number>
    goal is to engage your target audience in a meaningful way
    keyword development is not a “set-it-and-forget-it” exercise
    it requires monitoring, updating and analysis to optimize
    develop online personas based on research and interviews to inform both site design and search marketing
    personas give us linguistic cues and illustrate search intent, as do social networks
    analyze campaign results and implement test-and-learn campaigns
  • <number>
  • <number>
    understand your baseline
    determine what you want to be known for; prioritize the keywords
    evaluate and optimize your site structure
    implement site structure improvements and submit revised site map
    ensure tags and URLs are search friendly
    review copy for tags and keyword density
    generate incoming links
    enhance your social media profile
  • <number>
  • <number>
  • <number>
    goal is to engage your target audience in a meaningful way
    keyword development is not a “set-it-and-forget-it” exercise
    it requires monitoring, updating and analysis to optimize
    develop online personas based on research and interviews to inform both site design and search marketing
    personas give us linguistic cues and illustrate search intent, as do social networks
    analyze campaign results and implement test-and-learn campaigns
  • <number>
  • <number>
  • <number>
    SEO
    SEM
    online display (contextual relevance; clear CTA; movement where possible; targetted msg; DR does better than awareness)
    online social networks (the Big 3: LinkedIn, Twitter, Facebook)
  • <number>
  • <number>
  • <number>
    twitter is just a micro-blog; 140 characters is easy to do and do regularly; it’s less commitment than writing blog posts
    what to tweet?
    relevant professional content to tweet: industry events, industry articles, awards, etc.
    your blog can automatically feed your Twitter account
    tweet what’s relevant to business, not your personal status
    general rule of thumb: 70-80% of your tweets should be RTs
    twitter page background list all of the was to reach you
    follow others in within your firm, and ask them to follow you - this builds your following
    who you follow demonstrates your interests; likewise, you can find great people to follow by looking at who they follow; who you follow is like a blogroll
    If a follower looks like a spammer (e.g. YellowBook), you can block them and should not thank or RT them
    have your fed your Twitter today? updating your Twitter status (this happens every time you send a tweet or RT) helps your Google ranking; aim to tweet AT LEAST once/week
  • <number>
    twitter is just a micro-blog; 140 characters is easy to do and do regularly; it’s less commitment than writing blog posts
    what to tweet?
    relevant professional content to tweet: industry events, industry articles, awards, etc.
    your blog can automatically feed your Twitter account
    tweet what’s relevant to business, not your personal status
    general rule of thumb: 70-80% of your tweets should be RTs
    twitter page background list all of the was to reach you
    follow others in within your firm, and ask them to follow you - this builds your following
    who you follow demonstrates your interests; likewise, you can find great people to follow by looking at who they follow; who you follow is like a blogroll
    If a follower looks like a spammer (e.g. YellowBook), you can block them and should not thank or RT them
    have your fed your Twitter today? updating your Twitter status (this happens every time you send a tweet or RT) helps your Google ranking; aim to tweet AT LEAST once/week
  • <number>
    twitter is just a micro-blog; 140 characters is easy to do and do regularly; it’s less commitment than writing blog posts
    what to tweet?
    relevant professional content to tweet: industry events, industry articles, awards, etc.
    your blog can automatically feed your Twitter account
    tweet what’s relevant to business, not your personal status
    general rule of thumb: 70-80% of your tweets should be RTs
    twitter page background list all of the was to reach you
    follow others in within your firm, and ask them to follow you - this builds your following
    who you follow demonstrates your interests; likewise, you can find great people to follow by looking at who they follow; who you follow is like a blogroll
    If a follower looks like a spammer (e.g. YellowBook), you can block them and should not thank or RT them
    have your fed your Twitter today? updating your Twitter status (this happens every time you send a tweet or RT) helps your Google ranking; aim to tweet AT LEAST once/week
  • <number>
  • <number>
  • <number>
  • <number>
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  • <number>
  • Transcript

    • 1. what the blog?
    • 2. three phases of social media usage: 1. trial 2. transition 3. strategy
    • 3.  lack of credible evidence of online buying behavior  lack of understanding about how to initiate an integrated strategic approach to today’s media choices
    • 4. part I a new brand world
    • 5. MAKE YOUR FIRM UNIQUE the staggering rise of internet use has created seismic shifts in behavior. we’ve changed.
    • 6. MAKE YOUR FIRM UNIQUE finding and choosing professional services on the internet
    • 7. MAKE YOUR FIRM UNIQUE
    • 8. MAKE YOUR FIRM UNIQUE …but the unanswered question has been, “Are your buyers searching for you online?”
    • 9. do you go online to search for outside professionals to provide legal, accounting or consulting work for your company? 3/4 go online to search for professionals (up from 2/3 in 2000)
    • 10. how often do you go online to search for a professional to provide services? 75% of decisionmakers search for professionals monthly or less often matching how often you pitch completely new business…
    • 11. what has changed most about the way you find and choose professionals in the past five years?
    • 12. how important are these Internet sources for learning about professionals? 85% consider Web sites important; younger decisionmakers are especially likely to find all digital sources important
    • 13. if this is true—and it is— how do I respond? how do I adjust my marketing?
    • 14. some things have changed. some things remain the same.
    • 15. there are six billion searches on 150,000,000 websites and 200,000,000 blogs every day!
    • 16. we know our buyers are looking but how do they find us?
    • 17. part II getting found online
    • 18. there are three ways people find you: 1. search engine optimization (SEO) 2. search engine marketing (SEM) 3. social media
    • 19. 1/2 of decision makers always search for specific expertise & industry (industry search—69% in 2000, now 96%) they search for expertise via industry…
    • 20. seo is a disciplined, labor intensive process  set goals and expectations to develop a keyword search strategy: what you can and should be known for  optimize your site structure (re-submit site map, improve title and metatags, increase keyword density, build internal links, etc.) called “on-page seo”  build inbound links called “off-page seo”  start regionally; scale nationally  report, refine, and test
    • 21. search engine marketing (SEM) is the the practice of buying paid search listings. Google owns 92% of adwords marketshare and 70% of search share. But buyers must also pay attention to Yahoo and Bing.
    • 22. sem is also a disciplined process  set goals and expectations to develop a keyword spend: how are you supporting your strategic goals?  coordinate with other online and offline activities (your website, blogs, social media)  enhance relevancy: dial campaigns up or down during key events to intercept qualified traffic  watch weekly, report monthly, examine quarterly in order to optimize your response  report, refine, and test
    • 23. social media
    • 24. social media is often associated with gated communities like Facebook or LinkedIn but blogs are also “social” and websites that encourage reviews and comments are also social. In other words, the Internet itself has become “social.”
    • 25. facebook passed Google in traffic 3x!
    • 26. linked-in is considered more “professional”
    • 27. but the lines are blurring…
    • 28. twitter is a microblog allowing only 140 characters per comment. People gather in groups using hash tags (#)
    • 29. three phases of social media usage: 1. trial 2. transition 3. strategy
    • 30. part III the basics of blogging
    • 31. why blog? 1. communicate your point of view 2. build your brand intelligently - seed the substance and amplify your voice; by nature, blogs are resonant 3. raise online visibility by creating more content to search (so use keywords!)
    • 32. marketers or PR folks posting press releases or excerpts from brochures; this is NOT blogging WHAT NOT TO BLOG 1. show the human, relatable side of a firm 2. connect with the audience 3. tell deeper stories than marketing materials permit 4. be personal; don't write on behalf of the company anonymously The Do’sI will . . . I will . . . I will . . . I will . . .
    • 33. technical considerations
    • 34. technically speaking: blog on your domain (why promote someone else’s URL?) www.firmname.com/blogwww.firmname.com/blog www.typepad.myblog.com www.wordpress.myblog.com
    • 35. technically speaking: use keywords in posts and title tags • just like with SEO, you have to know what terms your audience uses in search queries • blog posts AND titles should be keyword rich
    • 36. technically speaking: integrate your blog with your marketing activities • highlight your blog on your homepage with callouts • add links to recent posts in your email signatures • your blog should serve as your social media hub - your Twitter profile page, Facebook Page, newsletters, etc. • . . . connect the dots
    • 37. technically speaking: track progress, pageviews, returning visitors
    • 38. best blogging practices
    • 39. best blogging practices: focus your voice and content • your brand personality comes to life in a blog - voice, tone, target • different practices should maintain different blogs • build a body of work overtime: it demonstrates thought-leadership and helps your SEO • be personal; don't write on behalf of the company anonymously
    • 40. best blogging practices: calendarize • blogs require regular care and feeding: people subscribe via a news feed • put together an editorial calendar and post it • rotate authors; consider regular “columnists” • flex for breaking news, industry events
    • 41. part IV: now what?
    • 42. you gotta get out there • broadcast your messages - let people know your have a blog • you can’t just sit in your office writing compelling content; you have to share it with others interested in similar topics; this is why it’s called social media • contribute and comment on other blogs (which ones? fish where the fish are - know what your clients read) • as with all good marketing, include specific calls to action: "comment", "download", "subscribe”
    • 43. intercept relevant searches with targeted paid search target and intercept the audience www.TrustWorthy.com
    • 44. adjust for breaking news? a missed opportunity target and intercept the audience
    • 45.  augment seo  bridge the gap while seo ramps up  intercept competitive searches  dial up or down the campaign seasonally/during events/when relevant news breaks search engine marketing allows you to… target and intercept the audience
    • 46. engage across a broad range of digital channels guest blog post Twitter and Linked In target and intercept the audience
    • 47. build a digital relationship with prospective and existing clients build a digital relationship
    • 48. twitter: # tag for health care build a digital relationship
    • 49. facebook: engage in discussions build a digital relationship
    • 50. linkedin: extend your professional network build a digital relationship
    • 51. 1. join the right industry discussion groups 2. participate in those group discussions; only individuals can do this, so set up a rotation within the firm to expose more individuals as authors/experts 3. discuss and promote your services only when relevant; don’t turn this into a gorilla-gram—“me, me, me” chest thumping 4. post links to your thought-leadership (e.g. white papers, articles, webinars, blog posts) when relevant 5. create a specific landing page for people coming to your website via LinkedIn and collect data on who downloads those materials by requesting their email address 6. encourage your employees to promote themselves and your firm via LinkedIn what to do on LinkedIn build a digital relationship
    • 52. a business scenario: own an event build enthusiasm, interest and awareness before during and long after the event own an event
    • 53. 1. creating pre-event buzz 2. engaging during the event 3. continuing the dialogue afterwards own an event by… own an event
    • 54. traditional, offline promotion is episodic with a precipitous drop post-event EVENT save--the-date postcard/email invitation by postcard/email event networking follow-up calls TIME REACH own an event
    • 55. effort spent on promotion rarely matches investment in time and costs of event own an event
    • 56. digital tactics amplify pre-event buzz… save--the-date postcard/email invitation by postcard/email EVENT event networking follow-up calls TIME REACH link on website posts on assn/ member sites own an event event microsite sem post on social networks
    • 57. EVENT and enable broadcast messages during event save--the-date postcard/email invitation by postcard/email follow-up calls TIME REACH link on website posts on assn/ member sites event microsite event networking transformed EVENT • updates via social networks and blog posts • document event with content polls, photos, podcasts and interviews post on social networks own an event sem
    • 58. EVENT creating a long tail post-event, multiplying investment save--the-date postcard/email invitation by postcard/email follow-up calls TIME REACH link on website posts on assn/ member sites event networking transformed EVENT • updates via social networks and blog posts • document event with content polls, photos, podcasts and interviews conversation continued on microsite via email followup and drive-to- site marketing webinars based on event content updates via social media and blog posts own an event post on social networks event microsite sem
    • 59. part V: real life examples
    • 60. www.greenfieldbelser.com gbhalla@gbltd.com www.greenfieldbelser.com/blog www.twitter.com/gbltd or “@gbltd” www.youtube.com/greenfieldbelser www.facebook.com/greenfieldbelser