Social Media Marketing<br />David Liem, Senior Web Marketer<br />
Our Clients<br />
David’s  Profile<br />
IDK<br />
LOL<br />
OTOT<br />
FTW<br />
BF<br />
BFF<br />
BFF4L<br />
BFFLTDDUP<br />
@}--->----<br />
What is Social Media?<br />
http://www.hitwise.com/<br />
The World is Changing Rapidly<br />
Receive information as it’s happening<br />
It’s shaping politics<br />
Movements in the Middle East<br />
Information is now impossible to control<br />
Singapore General Election 2011<br />Unrestricted / uncensored<br />Alternative Views<br />
Engaged a new generation<br />
It allows you show entertain & engage.<br />
http://www.blendtec.com/willitblend/<br />
Results<br />158 million video views<br />Sales increased 700% after videos launched<br />375,000 subscribers on YouTube<b...
It allows you to share your story.<br />
It makes you more ‘human’<br />
It gives you a chance to stand out of the crowd.<br />
The results<br />76% jump in traffic<br />Outperformed all of its competitors<br />770,000 facebook fans<br />45,000 Twitt...
It gives you a chance connect to your customer in a meaningful way.<br />
Pepsi Refresh Project<br />
Integrated Marketing<br />
Factors for Social Media Success<br />Have clear objectives<br />Drive Action / Engagement<br />Email stimulates action<br...
The Social Media Landscape<br />
Your Website<br />
Emerging Web Design Trends<br />“Don’t make me think”<br />Simple Navigation<br />Large Headlines vs lots of text<br />
Socialize Your Website<br />Add social media buttons to your home page<br />Add a Facebook Like box to your website<br />P...
Strengths & Weaknesses<br />Strengths<br />Effective for branding, sparking excitement with product announcements, informa...
Company Blog<br />Company voice or individuals?<br />Comments enabled?<br />
A platform for feedback?<br />
Thought Leadership<br />
Collaborating with Popular Bloggers<br />
Strengths & Weaknesses<br />Strengths<br />More content, perspectives for loyal customers, Able to clarify misunderstandin...
Email<br />
Strengths & Weaknesses<br />Strengths<br />Direct to your inbox<br />Fast, repetitive<br />Time consuming<br />Weaknesses<...
Web / News Portals<br />
Topic Specific Portals<br />
Product Specific<br />
Strengths & Weaknesses<br />Strengths<br />Source of ‘alternative’ views, comments = transparency, better understanding<br...
B2C<br />
Facebook on your Website<br />
Strengths & Weaknesses<br />Strengths<br />It’s where the fishes are<br />Repeat visitors, convenient channel to communica...
131 million users, 55 million on mobile<br />31 million visit at least once a month<br />
Social Networking in China<br />221 million people have blogs, largely in a diary-style<br />176 million Chinese connect v...
Social Media Metrics<br />
Company Website & Blogs Metrics <br />Number of posts, comments <br />Audience growth—unique and repeat visits <br />Numbe...
Social Media Networking Metrics<br />Quantitative <br />Fans, followers, page views<br />Authority<br />Velocity<br />Chan...
Social Media Networking Metrics<br />Qualitative<br />Influencer sharing behavior <br />Quality of conversation<br />Enhan...
Online Reputation Tools<br />
Why it’s so important<br />Monitor, repair, and manage the status of the business<br />Stay in tune / connect with the cus...
Social Media Monitoring<br />
Keyword monitoring <br />
Keyword Popularity Research<br />
Twitter Search<br />
Competitor Analysis<br />
10 Social Media Metrics You Should Be Monitoring <br />
1. & 2. Visitors & Traffic Sources<br />Comparison on quantity and quality of traffic to your website<br />Web Analytics (...
3. Community Size (Fans, Friends, Followers)<br />
4. Membership Increase & active members<br />
5. Leads / Conversions <br />Subscriptions<br />Sales (direct or affiliate)<br />Application use<br />Downloads<br />Conta...
5. Leads / Conversions <br />Me: “Hey Mr. Customer, do you mind if I ask how did you find me?”<br />Client: “Oh yeah! last...
6. Brand Mentions<br />
7. Mentions by Media Type<br />
8. Sentiment<br />And the shift in sentiment over time<br />
9. Comments<br />Through Blog, Facebook, Twitter, Social Voting<br />
10. Money Spent (ROI)<br />ROI = (revenue - investment) + X / investment * 100<br />What is your goal?<br />Change in Reve...
Facebook Marketing Tactics<br />
Goals<br />Increase Community Size<br />Increase Interactions<br />
Like Blocks<br />Good for fan acquisition<br />May have high (50% drop off rate)<br />
Give Away’s<br />
Photo or Video Contests<br />Varying levels of success<br />Women more active with photo-sharing than men (*Pixable study)...
Sweepstakes<br />
Create a Facebook Game<br />Can be highly engaging and creative way to boost reputation<br />May be costly, and low qualit...
 Customer Service<br />http://www.facebook.com/AirAsia<br />
How to build your Facebook community<br />
Shortcut: Buy your community<br />
Facebook Insights<br />
Facebook Insights<br />
Facebook Insights<br />
Integrating Facebook with your site<br />
Video Marketing<br />
Why Rich Media Rules	<br />It genuinely ENGAGES your audience<br />Opportunity to present your brand’s personality<br />(Q...
The results? <br />3 million<br />social media views<br />19,000 <br />Likes<br />9000 <br />comments<br />88th<br />most ...
Success on YouTube<br />Focus on content, not on viewers<br />A consistent audience requires consistent content.<br />Ther...
YouTube Video Statistics<br />
Twitter<br />
Interact with followers<br />
Customer Service<br />
Run Contests<br />
Find people<br />
Tweet<br />
Reply, Retweet<br />
Search<br />
Social Media Management <br />
Your Digital Marketing Plan<br />
Social Media Marketing  Game Plan<br />
Social Media Game Plan<br />Business Objectives<br />Target Audience<br />Social Media Strategies & Tools<br />
Business Objectives<br />“I would like to have 500 fans on my facebook page and 150 followers on my twitter account.”<br /...
Target Audience, Needs<br />Target<br />Adults 18-35 <br />Teachers<br />Parents<br />Teens 13-18<br />Exectives<br />Tech...
How will you build a community of trust?<br />Offer regular investment tips, online chat support (through facebook groups)...
Social Media Strategies & Tools<br />Design a Facebook Fan/Group Page, Add a Fan Page widget on the blog.<br />Add a poll ...
Thank You<br />David Liem, Senior Web Marketer <br />
Social + Search + Web + Analytics<br />RachitDayal<br />Lead Consultant, Happy Marketer<br />rachit@happymarketer.com<br /...
Rachit’s Story<br />
Rachit’s Profile<br />7 years of Search Marketing Experience<br />Singapore’s first Google certified Marketer in Jan 2005<...
Our Clients<br />
Social Reputation<br />
Measurement Tools<br />Website<br />Online Reputation <br />Insights (Integrated)<br />Insight (Integrated)<br />
Activity Metrics<br />Pageviews<br />Unique visitors<br />Members<br />Posts (ideas/threads)<br />Number of groups (networ...
Social Media Networking Metrics<br />Quantitative <br />Fans, followers, page views<br />Channel performance<br />Conversi...
Social Media Networking Metrics<br />Qualitative<br />Influencer sharing behavior <br />Quality of conversation<br />Enhan...
ROI Measurement: Marketing/Sales<br />Cost per number of engaged prospects (community vs. other initiatives)<br />Number o...
Customer Support<br />Customer satisfaction<br />Number of initiated support tickets per customer per period<br />Support ...
Product Development<br />Number of new product ideas<br />% of ideas from customers/prospects/community<br />Idea to devel...
HR<br />Retention/Employee turn over<br />Time to hire<br />Prospect identification cost<br />Prospect to hire conversion ...
Online Reputation Tools<br />
Alexa<br />
Day 2 – Search Marketing<br />
Your Customers Love Search Engines<br />
Search Marketing is Cost Effective<br />
3 Simple Things …<br />What Is Search Marketing<br />The Most Important Thing About It<br />How To Sell Search Marketing T...
What Is Search Marketing?<br />
What Is Search Marketing?<br />Driving prospects from search engines to your website<br />
What’s In the Search Results Page?<br />
Natural Search Results<br />10 Relevant Results / Links<br />Websites<br />Videos<br />Images<br />News<br />Shopping<br /...
Sponsored Links<br />6-11 Ads on the Top/Side<br />Known as Search Advertising<br />Advertisers bid on different keywords<...
What Is Search Marketing?<br />Get Better Rankings<br />(SEO)<br />Show More Targeted Ads<br />(SEM)<br />
The Most Important Thing About Search Marketing<br />
Picking The Right Keywords<br />The keywords you select, define<br />Your costs<br />Your competition<br />Your results<br...
Case Study: HeadSprout!<br />Good Keywords<br />Hair loss treatments<br />Hair loss serum<br />Baldness<br />Baldness solu...
Hair
Treatment
Shampoo
Serums
Beta carotine</li></li></ul><li>What Make Good Keywords<br />Problems your customers face<br />Solutions your customers ar...
What Makes Bad Keywords<br />Generic, broad phrases (e.g. health tips)<br />Most single word phrases (e.g. hair or bald)<b...
Your Must Have Keywords<br />Your company name<br />Your brand names<br />Your management team<br />Your proprietary IP<br...
Selling Search Marketing To Your Boss<br />
Everybody Has a Boss<br />
Selling Search Marketing …<br />Bring out your …<br />PJMAS<br />
5 Ways To Sell It Internally<br />P<br />J<br />M<br />A<br />S<br />Pride – Paint a picture of #1<br />Jealousy – Show co...
Statistics – Most Powerful<br />https://adwords.google.com/select/KeywordToolExternal<br />
3 Simple Things … Recap<br />What Is Search Marketing<br />Getting relevant traffic from search engines<br />The Most Impo...
Google Analytics<br />
If a tree falls in a forest …<br />And no one is there to hear it …<br />Does it make a sound? <br />
The Need for Web Analytics<br />If you have a lot of activities dedicated to sending traffic to your site …<br />But you c...
“If you can’t measure it, you can’t manage it.”<br />
What is Google Analytics?<br />
Provides Answers to Difficult Questions<br />
Powerful Features in a Simple UI<br /><ul><li>Map Overlay
Goal Tracking
AdWords Integration
Internal Site Search
Benchmarking
Funnel Visualization</li></li></ul><li>How Google Analytics Works<br />
Web Analytics Principles<br />
Visitor (or Absolute Unique Visitor)<br />A visitor is uniquely identified by a Google Analytics visitor cookie<br />
Visit<br />A visit (or session) is a period of interaction between a browser and website. <br />Closing the browser or sta...
Pageview<br />A pageview is counted every time a page on your website loads<br />
Pageviews, Visits & Visitors<br />
New vs Returning Visitors<br />New Visitors have visited for the first time<br />Repeat Visitors have previously visited t...
Bounce Rate<br />A bounce occurs when a visitor only views one page<br />The bounce rate is the percentage of visitors who...
Time on Site<br />
Google Analytics Tracking Code (GATC)<br />
Traffic Report – Measure SEM, SEO & SMO<br />
What is a Goal?<br />In Google Analytics, a goal represents a website objective, such as:<br />A page viewed by the visito...
Examples of Goals<br />
Possible Goals<br />Ecommerce Sales<br />Software Download<br />Account Signup<br />Contact Form<br />White Paper Download...
Goals in Reports<br />
Funnels – Why Define Them?<br />A series of pages through which a visitor must pass before reaching the goal<br />A funnel...
Search Engine Optimization<br />KarateSEO© is Happy Marketer’s SEO Methodology for Medium/Large Businesses<br />
Your Customers Love Search Engines<br />
SEO – Trusted So Much More!<br />
What is Search Engine Optimization?<br />Search Engine Optimization is the process of creating or updating a website to <b...
Recap – SEO vs SEM<br />
Why SEO?<br />Free  visitors<br />Qualified traffic<br />Proven for conversions<br />More leads<br />More exposure<br />Ad...
Free Traffic<br />
Qualified Traffic<br />
Proven for conversions<br />
More leads<br />
More exposure<br />
Add value to users<br />
More targeted <br />
Less invasive, more receptive<br />
Reduce marketing expenses<br />
Stay competitive<br />
Measurable<br />
KarateSEO© - The Six Factors<br />Keywords <br />Picking the Right Keywords to Market to<br />Architecture<br />Planning a...
The Original PageRank Algorithm<br />
Protecting your brand on search engines<br />Protecting your brand keywords on search engines<br />Rank #1 vs the other 8 ...
Optimizing your website for higher rankings <br />
SEO:  Location, location, location<br />
Search Engine Marketing<br />Online AdvertisingTrends& Stats<br />
Search – Largest share<br />Growth Of Search: Marketers Voting With Their Dollars<br />Search most dominant form of web ad...
Search – Most Cost Effective<br />
What is Google AdWords<br />
Why use AdWords?<br />
Highly Targeted<br />Only shows on relevant searches or content<br />
Vast Reach & Audience<br />Reach billions of people, across the world – with just one advertising platform<br />#1 search ...
Affordable & Cost Control<br />No minimum spend<br />You decide the daily budget<br />Choose how much to pay for each keyw...
Fast & Flexible<br />Start advertising within 15 minutes<br />Start & Stop whenever you want<br />Unlimited changes, no ch...
SEM<br />
Sample Ads on Google Search<br />
… And The Google Content Network<br />
Sample Ads on Content Network<br />
The Sweet Spot for Keywords<br />
AdWords Terminologies<br />
A Typical Text Ad<br /> Ad Title (25 character limit)<br /> Ad Text (35 character limit)<br /> Display URL (35 character l...
Google Adwords Tool: Priceless!<br />https://adwords.google.com/select/KeywordToolExternal<br />
How to set your SEM Budget<br />
Calculating your SEM budget:<br />No. of <br />Sales<br />Conversion Rate (%)<br />No. of<br />Visitors<br />Cost Per Clic...
Calculating your SEM budget: An Example<br />Your marketing goal is to sell 100 Creative Sounds Systems globally every mon...
Google Analytics<br />
What is Google Analytics?<br />
But Wouldn’t You Like To Know …<br />How visitors are finding your site?<br />How they navigate through it?<br />What are ...
Google Analytics Tracking Code (GATC)<br />
Ways to Read Reports<br />Online Interface<br />Profiles<br />Giving Access to Members<br />Downloadable<br />PDFs<br />XL...
Answers for<br />What browsers are they using?<br />Do they use Flash? What about Javascript?<br />Which campaigns are bri...
Installing Google Analytics<br />
Create a New Account<br />Sign up for an account at google.com/analytics or via the Analytics tab in your AdWords account<...
Google Analytics Tracking Code (GATC)<br />
Finding Your Tracking Code<br />Go the “Analytics Settings”<br />Click on “Edit” for the appropriate profile<br />Click th...
Understanding the Tracking Code<br />
Custom Website Setups<br />Basic tracking code works with most site setups<br />However, some situations will require smal...
Installing the JavaScript<br />
Checking Reports for Data<br />
Checking Source Code<br />
Checking Source Code<br />
Making Sure Each Page Has The Tracking Code<br />SiteScan is a free tool at www.SiteScanGA.com<br />Checks each page on yo...
Installing GA Tracking Code<br />In this lesson, you will learn:<br />how to create a new account<br />where to place the ...
Code Suggestion Tool<br />
Tracking Sites Documentation<br />http://code.google.com/apis/analytics/docs/tracking/gaTrackingOverview.html<br />
Group Breakout<br />Is the code currently installed on …<br />Home page?<br />Major pages?<br />Support pages?<br />Island...
Analytics Interface<br />
Initial Screen<br />
Analytics Settings<br />
Report Interface<br />
Report Structure<br />Visitors<br />Traffic Sources<br />Content<br />Goals<br />Ecommerce (if enabled)<br />
Setting The Active Date Range<br />
Setting a Comparison Date Range<br />You can use either the Calendar or Timeline to select a comparison date range<br />
Graphing by Day, Week and Month<br />
Multi-Line Graphs<br />
Graph Roll-Overs<br />
Exporting Report Data<br />Export into:<br />PDF<br />XML<br />CSV<br />Tab-Separated<br />
Email Reports<br />
Curriculum Links<br />Some reports contain additional links for reports (in some cases these reports are not shown in the ...
Title and Breadcrumbs<br />
Narratives and Scorecards<br />The narrative summarizes the traffic that’s included in the report<br />The scorecard provi...
Quick Segmentation<br />Use the Dimension menu to segment table data by Source, City, Campaign, etc.<br />
Visitor Profile<br />
Traffic Sources<br />
Content Performance<br />
Content Reports<br />
Top Content, Content by Title, Content Drilldown<br />
Navigation Summary<br />
Navigation Metrics<br />
Traffic Sources<br />
What Makes A Good Source of Traffic?<br />
What Makes A Good Source of Traffic?<br />
Revenue & Conversion Drivers<br />
Keywords Report<br />
Traffic Sources Explained<br />
Campaign Attribution<br />
Why Are “Previous” and “Next” pages the Same?<br />
Campaign Tagging<br />
1. Campaign Name<br />Name – Strategic Title for Campaign<br />Chinese New Year promotion (cny)<br />Christmas promotion (...
2. Campaign Medium<br />Medium – Online Source of Traffic<br />Banner Ads (banner)<br />Email Blasts (email)<br />Search A...
3. Campaign Source<br />Source – Name of specific referrer<br />Google (google)<br />Yahoo (yahoo)<br />Facebook (facebook...
4. Term & 5. Content (both optional)<br />Term – Identify paid keywords<br />Content – Used to Differentiate Ads<br />Ad w...
Google Analytics URL Builder<br />Google Has a Free URL builder tool to track campaigns effectively - http://www.google.co...
Tagging the URL Builder (Step 1)<br />Source – Publication sending traffic (Twitter, Yelp, Facebook)<br />
Tagging the URL Builder (Step 2)<br />Source – Publication sending traffic (Twitter, Yelp, Facebook)<br />Medium – Type of...
Tagging the URL Builder (Step 3)<br />Source – Publication sending traffic (Twitter, Yelp, Facebook)<br />Medium – Type of...
What does it finally look like?<br />http://www.kittensupply.com/?utm_source=youtube&utm_medium=social&utm_campaign=cutest...
Exercise - What Are Your Campaigns ?<br />For every campaign, list out …<br />Source *<br />Medium *<br />Name *<br />Term...
Setting Up Goals<br />
Videos To Explain Goals & Funnels<br />http://services.google.com/analytics/breeze/en/goals/index.html<br />http://service...
What is a Goal?<br />In Google Analytics, a goal represents a website objective, such as:<br />A page viewed by the visito...
Examples of Goals<br />
Possible Goals<br />Ecommerce Sales<br />Software Download<br />Account Signup<br />Contact Form<br />White Paper Download...
Goals – Three Types<br />A URL Destination goal triggers a conversion when a visitor views the page you specified<br />A T...
Funnels – Why Define Them?<br />A series of pages through which a visitor must pass before reaching the goal<br />A funnel...
Goals in Reports<br />
Exercise – What are your Goals?<br />Come up with 10-15 goals to track for your dept<br />For each goal …<br />Is it a pag...
Internal Site Search<br />
Video  Explanation<br />In this lesson, you will learn:<br />how to set up internal site search<br />why internal site sea...
Advanced Segments<br />
Video Explanation<br />In this lesson, you will learn:<br />Why you need to segment your audience<br />how Advanced Segmen...
Summary – Important Advanced Segments<br />Bounced visits<br />Visits that dropped out of the funnel<br />Brand keyword vi...
Custom Reports<br />
Video Explanation<br />In this lesson, you will learn:<br />how to create, save, and edit a custom report<br />Why differe...
Group Breakout<br />What do you need to see in your report?<br />Which dimensions?<br />Which metrics?<br />Who else needs...
Tools To Use<br />
Getting Listed with Google Webmaster Tools<br />
There was no way to peek in Google’s head …<br />No way to know<br />If you were getting banned<br />If your site had stru...
Google Webmaster Tools<br />http://www.google.com/webmasters/tools/<br />
Step 1 – Add Your Site<br />
Step 2 – Verify Your Site<br />
Step 3 – Create an XML Sitemap<br />http://www.xml-sitemaps.com/<br />
Step 4 – Tell Google where the Sitemap is<br />Upload the XML sitemap to your site<br />Log into Webmaster Tools<br />
Perform Diagnostics & Fix Problems<br />
Google Alerts<br />How to keep track of news & competitors<br />
The Biggest Handicap Online …<br />Is working blind – without knowledge of your industry or competition<br />Enter Google ...
http://www.google.com/alerts<br />
Recommended Alerts<br />Daily Alerts/Feeds<br />Your brand name<br />Your competition brand names<br />Weekly Alerts/Feeds...
Google Insights<br />The official story on Phrase popularity & stats<br />
http://www.google.com/insights/search<br />Web search popularity<br />Related news<br />Regional interest<br />Related sea...
Competition Analysis<br />
Every keyword is its own market …<br />Different set of competitors<br />Different philosophy behind search<br />Different...
Keyword Analysis – From A User’s Eyes<br />Intent – Is the user trying to research? Or make a decision?<br />Competition –...
Search Engine Optimization<br />KarateSEO© is Happy Marketer’s SEO Methodology for Medium/Large Businesses<br />
KarateSEO© - The Six Factors<br />Keywords <br />Picking the Right Keywords to Market to<br />Architecture<br />Planning a...
1. Keywords<br />
Start with your Seed List of Keywords<br />Travel<br />Hotels<br />Air Tickets<br />Holiday<br />Travel Deals<br />Vacatio...
http://www.keywordeye.co.uk/<br />
http://kwmap.com/<br />
Google Wonder Wheel<br />
Expand by adding more Modifiers<br />More specific keywords<br />Location<br />Language<br />Changing Columns<br />Using S...
https://adwords.google.com/select/KeywordToolExternal<br />
Select Keywords by …<br />Subjective relevance<br />Would I want this keyword associated with my brand?<br />Estimated con...
2. Architecture<br />
Site Architecture / Sitemap is Critical<br />The GoogleBot’s Life<br />Your sitemap & links are the language it understand...
Excel Sitemap-Keyword Mapping<br />
Architecture– Links & Calls to Action<br />HTML links to other sites, or other pages increase the weight of a landing page...
E.g. Copyblogger<br />
Architecture – Internal Links<br />Internal linking should be clear <br />Avoid flash navigation<br />Avoid image navigati...
3. Relevant Content<br />
Content– Title Tags<br />First, most prominent piece of text for any page on your site<br />First function, search engine ...
Content – Heading Tags<br /><h1> and <h2> tags tell Google what’s important<br />Avoid using images, HTML formatting & fla...
Content – Body Text<br />Google also measures <br />keyword proximity and <br />Keyword density<br />In each landing page,...
4. Authority & External Links<br />
The Original PageRank Algorithm<br />
Link Popularity - Directories<br />Directory Submissions<br />Outsource to an external company<br />http://www.submitinme....
Link Popularity - Blogs<br />A blog is a natural link magnet<br />People are encouraged to cross-link, comment<br />Start ...
Link Popularity – Press Releases & Articles<br />Articles<br />Less relevant, more of a numbers game<br />Rarely lead to c...
5. Trouble Signs<br />
Flash Websites<br />
Sites with Frames<br />
URLs / Page Titles that don’t change<br />
Types of Spam (Page 1)<br />Reciprocal Link Trading<br />Cloaking<br />Promoting Keywords not related to your Web Site<br ...
Types of Spam (Page 2)<br />Artificial Link Farms<br />Redirects<br />Mirror or Duplicate Pages<br />Doorway Pages, Gatewa...
6. Experience on Site<br />
Usability – Speed of Loading<br />Major factor in Landing page quality score for both SEO and PPC<br />Slow pages = bad us...
Usability – Clear Branding<br />Have a clear logo on top right, contact information on top left<br />Headline<br />Large f...
Usability – Ease of Reading<br />Text<br />Use common fonts (Arial, Verdana, Sans Serif)<br />Use bold dark colors on whit...
Usability – Time Spent on Site<br />Google can track how many people click the “back” button<br />People can also move pag...
SEO & Social Media – Friends Forever!<br />Content + Links = SEO Success!<br />
99% starts with search but…<br />18% searches start with Social Media(Wikipedia, Social Media Networks, Blogs)<br />Gradua...
Content + Links = Search Engine Success!<br />Share articles, press releases, PPT slides presentations, photos, PDF files<...
Social Networks You Must Be On<br />Articles <br />Facebook<br />Twitter<br />Digg<br />Delicious<br />Reddit<br />Stumble...
Social Networks You Must Be On<br />Profiles<br />LinkedIn<br />PFD’s<br />SlideShare<br />Scribd<br />Media<br />YouTube<...
And so many more…<br />Be visible where your audience is.<br />
Optimizing Your Social Media Links<br />Be consistent with your keywords<br />Use the Google Keyword Tool for ideas<br />T...
Search Engine Marketing<br />Online AdvertisingTrends& Stats<br />
AdwordsFlavors<br />Everything a marketer needs to know about adwords distribution & ads<br />
Ad Distribution:Customer’s perspective<br />Other<br />25%<br />The Google Network reaches 75%of Internet Users worldwide*...
Keyword Campaigns<br />Target by relevant keywords. Ad appears on <br />Google.com (text ads)<br />Google’s Search Partner...
Keywords areTraditional<br />Everyone knows keywords<br />Google’s flagship product<br />Developed for six years<br />Stro...
Site Targeted Campaigns<br />Target by choosing sites. Ad only appears on the sites you choose.<br />Only shows expanded t...
Ad Distribution:An Advertiser’s Perspective<br />Keyword Campaigns<br />Site Targeted Campaigns<br />Text Ads<br />Expande...
AdWords Terminologies<br />
A Typical Text Ad<br /> Ad Title (25 character limit)<br /> Ad Text (35 character limit)<br /> Display URL (35 character l...
Clicks<br />People who click on your advertisements<br />Cost you $$$, everytime somebody clicks<br />
Impressions<br />Number of times you ad shows<br />On Google Search<br />Content Partners (Gmail, NY Times, About.com etc)...
CTR – Click Through Rate<br />For every 100 people that see your ad<br />How many click it?<br />Example<br />1000 impress...
CPC – Cost Per Click<br />When somebody clicks on your ad<br />You pay<br />Between SGD .02 and SGD 20 (every time)<br />D...
Conversions – the Magic Juice<br />Conversion<br />An action by your website visitor that makes you money (E.g. Sale or Em...
Google Adwords Tool: Priceless!<br />https://adwords.google.com/select/KeywordToolExternal<br />
Conversion Marketing vs Branding Marketing<br />
Two Types of Search Engine Marketing<br />Conversion & Sales<br />Less than 5 keywords<br />Intense focus on ad & landing ...
Conversion & Sales<br />Focused Reach<br />Few keywords, each keyword is a market on its own<br />Focused, targeted reach<...
Sales Focused – Keyword Selection<br />Pick your favorite 5 keywords<br />The top 50 popular traffic keywords<br />Very re...
Sales Focused – Campaign Setup<br />Set up a new keyword campaign “Popular Keywords”<br />Set up an individual ad group fo...
Your Campaign Setup<br />Your AdWords Account<br />Campaign # 1<br />Popular Keywords<br />Other Campaigns<br />Ad Group #...
The Sales Funnel<br />Ads need to connect to customer needs<br />Test often to find the right message<br />Google ad  1 ac...
Branding & Visibility<br />Send me traffic!<br />Huge reach, lots of keywords & site placements<br />Broad, more generic r...
Branding & Visibility– Keyword Selection<br />Highly relevant keywords<br />Give them their own ad groups of 2-3 keywords<...
Visibility – Ad Placement Selection<br />Search & Content Network: Where do you want your ads to show up?<br />Eliminate i...
Visibility – Ad Variety<br />Image, video, placement and text ads<br />Image and videos are more engaging (higher conversi...
Visibility – Sales Funnel<br />Get traffic from everywhere! <br />keyword, content &site-themed campaigns <br />Show a var...
Effective Websites<br />Seven ways to convert visitors into buyers<br />
1. Make The Home Page Useful<br />
Reaffirm your brand and site purpose<br /><ul><li>Assure the visitor that  they have landed at the right site - clearly di...
Avoid long introductions as customers will seek  this information in the ‘about us’ section.</li></li></ul><li>Find the op...
Popular or seasonal products that are profitable for you should be visible  on the homepage.</li></li></ul><li>Make it eas...
With so many potential routes a visitor could take, make sure they don’t get lost.
Options on where to navigate next  should be clear and simple e.g. using site search, top/side navigation, and/or product ...
2. Bring Me To The Right Page<br />
Link ads to the right page<br /><ul><li>Product-specific ads and keywords should link to product specific pages;
More general ads about  a product or service category should link to more general pages.  
Avoid directing visitors to search results pages.</li></li></ul><li>Mirror your ad title<br /><ul><li>Try mirroring the he...
Make sure selling points from your  ad are clearly visible on your landing page.</li></li></ul><li>2. Top Tips for Landing...
3. Help Me Navigate<br />
Make product/service categories visible<br /><ul><li>People need to see how to navigate in order to do so.
Use clear labels/titles to show what products and services you offer.
Build a navigation structure that is intuitive and not too complex.</li></li></ul><li>Use easy-to-understand terms<br /><u...
Avoid jargon where possible.</li></li></ul><li>Highlight where to go next<br /><ul><li>Help the user understand how they c...
Experiment with call  to action buttons, or click-able links and images to find out what works best to direct the customer...
4. Give Me The Right Search Results<br />
Check quality of results<br /><ul><li>Is your site’s search function working well?
Ensure visitors are getting relevant results, even when they search  on synonyms or misspellings. </li></li></ul><li>Make ...
Consider enlarging your search box  or making it more prominent.
Ideally 27 characters wide.</li></li></ul><li>Allow customers to sort results<br />People like to be able to sort through ...
Lay out search results clearly<br /><ul><li>Ensure visitors can glance through search results and compare listings easily ...
5. Make Registration Optional<br />
Allow purchase without registration<br /><ul><li>Let customers buy from you without creating an account.
You can still capture details like their email address in your payment details form;
You can also offer them the opportunity to register post-sale.</li></li></ul><li>Make registration easy<br /><ul><li>Try t...
Stick to the details you really need.</li></li></ul><li>Highlight the benefits<br /><ul><li>If you want to encourage custo...
6. Make It Easy To Enquire<br />
Don’t ask for unnecessary details<br /><ul><li>Reduce the number of fields and steps in your checkout or enquiry process. ...
This sets expectations and makes the process seem manageable. </li></li></ul><li>Expedite the process<br /><ul><li>Help th...
Minimize distractions that might lead a customer to move elsewhere.</li></li></ul><li>6. Top Tips for Enquiries<br />Don’t...
7. Reassure Me<br />
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Search Marketing and Social Media Introduction

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  • Hitwisesingapore
  • Benefits of it? Personally: connect with more people more often, learn about topics you would never typically encounter,
  • Khaled Said, a 28-year-old Egyptian from the coastal city of Alexandria, Egypt, was tortured to death at the hands of two police officers. Several eye witnesses described how Khalid was taken by the two policemen into the entrance of a residential building where he was brutally punched and kicked. The two policemen banged his head against the wall, the staircase and the entrance steps. Despite his calls for mercy and asking them why they are doing this to him, they continued their torture until he died according to many eye witnesses. Khaled has become the symbol for many Egyptians who dream to see their country free of brutality, torture and ill treatment. Many young Egyptians are now fed up with the inhuman treatment they face on a daily basis in streets, police stations and everywhere. Egyptians want to see an end to all violence committed by any Egyptian Policeman. Egyptians are aspiring to the day when Egypt has its freedom and dignity back, the day when the current 30 years long emergency martial law ends and when Egyptians can freely elect their true representatives.
  • BackgroundThe Blendtec© “Will it Blend?” series of viral videos started when then-new Marketing Director George Wright found out that CEO Tom Dickson and the R&amp;D team had a practice of blending up wooden boards to test product toughness. Wright had an idea to shoot video of the operation and post it online. He invested under $100 in supplies and convinced Dickson to blend up other things on camera. 186 videos later, Blendtec’s retail sales are up a reported 700 percent, its YouTube site has 200,000+ subscribers, and it has been featured on major mainstream media outlets like The Today Show, The Tonight Show, The History Channel, The Wall Street Journal and others. Among awards, Blendtec has won a bronze Clio in 2008 (Interactive category) for their interactive efforts.
  • Obj: raise funds, engage wider community, get them to voteAction: Make it easy for them to interact / engage
  • Go over each area and tell them what it is, and what applications it’s used for. Give them some ideas on how people have used it.
  • The hub of your business, tone? Transparency, simplicity, ease to check out your other social profiles
  • Mail chimp
  • AirAsia is well-known for having an active presence in social media and blogging, to forge a close relationship with customers. Unlike any other corporate blogs, the folks there put themselves into the shoes of a typical blogger, publishing journals of their culture and working lives. I would say it looks more like a personal blog, with the use of rich multimedia such as photos and videos.What’s interesting is that they give their readers the opportunity to submit guest posts, and encourage them to write about their experiences on trips to countries they have recently been to.This type of informal style of corporate blogging can easily gain “sticky” readers, who will likely become potential customers.
  • where your customers provide feedback for future product development. Read more: http://blog.hubspot.com/blog/tabid/6307/bid/5870/4-Ways-to-Make-Your-Corporate-Web-Site-More-Social.aspx#ixzz1LjePxhJb
  • Lots of traffic/eyeballs, a place people go often, open to message,Sponsored articles, ads, articles etc- A lot of info, clutter,
  • Facebook in SEA
  • http://www.thomascrampton.com/facebook/facebook-infographic-asia/
  • . This is the portion of your company’s social networks (e.g., Twitter, Facebook) that actively engages with your social media content (e.g., Twitter, Facebook Pages, etc.) Is your collective members, followers, fans network growing, and is there interaction with your content?
  • So, you have a highly active social network and members are talking about your company or the company’s brands. Measure and track both positive and negative mentions, and their quantities.
  • or most marketers, photo-sharing can help build brand awareness and encourage consumers to interact with the company. LIPTON Brisk iced tea partnered with mobile photo-sharing app Instagram for a campaign prior to the 2011 South By Southwest (SXSW) Conferences and Festivals. Fans were encouraged to take pictures through Instagram and tag them with #briskpic to be entered in a photo contest. The winning photos were included on a limited-edition can of the drink during SXSWhttp://www.emarketer.com/Article.aspx?R=1008281&amp;dsNav=Ntk:basic|%22photo+contest%22|1|,Rpp:25,Ro:-1
  • Costly, maybe low quality, but highly engagingDeveloping social games is a creative way companies today can leverage to boost their reputation. They take advantage of Facebook’s half a billion users worldwide by getting them to play the game, love it, and then indirectly increasing product sales or TV viewerships like the example of Discovery Channel’s Deadliest Catch.
  • “Our technology is so good, you won’t even realize how good it is.”©Best Branded Viral Video Marketing Ad: Apple’s New iPad Ad is Awesome
  • 1. Make Content Increasingly Relevant2. Go Where Your Customers Are3. Loosen Control from the Top4. Decide What Channel to Use for What Purpose5. Let the Conversation Happen
  • Set up account, add followers, follow, tweet, retweet, direct message, lists, search terms
  • Google Analytics is a free Web Analytics / Statistics tool that is hosted by Google. Google Analytics shows you how visitors actually find and use your site, so you’ll be able to make informed decisions about the site design and site content, improve your site’s ability to convert more visitors into customers, track the performance of your keywords, ad and other marketing campaigns
  • FordDirect found real ROI with a cost-per-sale below $100 using Google AdWordsLaunched in August 2000, Dearborn, Mich.-based FordDirect.com is a unique joint venture between Ford Motor Company and 3,900 U.S. Ford Motor Company franchise dealers. FordDirect enables car shoppers to build, price and view inventory of new and used Ford vehicles online. Local dealers provide offline support by stocking vehicles, arranging test drives, handling trade-ins, locating hard-to-find vehicles and servicing cars and trucks after the sale. FordDirect sold more than 180,000 new vehicles in 2003, its first full year of operation, and the number of sales is expected to grow considerably in the future. Approach To keep pace with the growing consumer expectation that every step of the buying decision for vehicles can occur online, FordDirect began exploring the requirements for a website to attract buyers not just browsers or information-gatherers three years ago. A challenge then and now, says FordDirect president and COO Steve St. Andre, is to attract car buyers to the website &quot;throughout all stages of the purchase consideration process.&quot; A key element of FordDirect&apos;s marketing effort, St. Andre says, is Google. &quot;It opened our eyes to the potential of reaching buyers more effectively through keyword advertising,&quot; he says. FordDirect initiated a Google AdWords™ campaign in June 2003. The company&apos;s two major goals were to attract shoppers to the online tools and services FordDirect offers, and to convert lookers into Ford buyers.ResultsFordDirect tracks three important online metrics: conversion of click to lead; cost-per-lead; and advertising cost for every vehicle sold. &quot;We were amazed from the start by the volume and quality of traffic that Google has provided to the FordDirect business,&quot; says St. Andre. &quot;We learned quickly that search advertising has the ability to target customers at levels other online media cannot match.&quot; Since initiating a keyword advertising campaign with Google, St. Andre continues, &quot;Our volume of traffic has increased consistently, and driven more customers to Ford dealers.&quot; St. Andre says the level of traffic Google could generate was never in question. &quot;But what we were most impressed with was Google&apos;s ability to drive relevant traffic by narrowing in on the keywords that provided the best ROI.&quot; St. Andre knows precisely what his return from Google AdWords is: a steady conversion rate of more than 5 percent from clickthrough to active lead. What&apos;s more, with AdWords, the cost-per-lead remains under $5. In addition, he notes, &quot;The ultimate measure is our advertising cost-per-vehicle sold. With AdWords, we&apos;re spending less than $100, tracking the offline purchase from online lead.&quot; Compared to the traditional media spend, Google provides FordDirect significant savings: In 2002, auto manufacturers spent $508 on average to advertise each vehicle sold.* For FordDirect, there&apos;s not much nostalgia for pre-Internet days. As St. Andre puts it, &quot;Because using Google has kept our cost-per-lead and our cost-per-sale so low, we&apos;ve been able to allocate a greater portion of our budget to Google keyword advertising and deliver more customers in the process.&quot; Which is why, he concludes, &quot;Google AdWords will continue to grow as a percentage of FordDirect.com&apos;s total marketing spend.&quot;
  • Google Analytics is a free Web Analytics / Statistics tool that is hosted by Google. Google Analytics shows you how visitors actually find and use your site, so you’ll be able to make informed decisions about the site design and site content, improve your site’s ability to convert more visitors into customers, track the performance of your keywords, ad and other marketing campaigns
  • Search Marketing and Social Media Introduction

    1. 1. Social Media Marketing<br />David Liem, Senior Web Marketer<br />
    2. 2. Our Clients<br />
    3. 3. David’s Profile<br />
    4. 4.
    5. 5.
    6. 6.
    7. 7. IDK<br />
    8. 8. LOL<br />
    9. 9. OTOT<br />
    10. 10. FTW<br />
    11. 11. BF<br />
    12. 12. BFF<br />
    13. 13. BFF4L<br />
    14. 14. BFFLTDDUP<br />
    15. 15. @}--->----<br />
    16. 16.
    17. 17.
    18. 18.
    19. 19.
    20. 20.
    21. 21.
    22. 22.
    23. 23.
    24. 24.
    25. 25.
    26. 26.
    27. 27.
    28. 28.
    29. 29.
    30. 30. What is Social Media?<br />
    31. 31. http://www.hitwise.com/<br />
    32. 32.
    33. 33. The World is Changing Rapidly<br />
    34. 34. Receive information as it’s happening<br />
    35. 35. It’s shaping politics<br />
    36. 36. Movements in the Middle East<br />
    37. 37. Information is now impossible to control<br />
    38. 38. Singapore General Election 2011<br />Unrestricted / uncensored<br />Alternative Views<br />
    39. 39. Engaged a new generation<br />
    40. 40. It allows you show entertain & engage.<br />
    41. 41.
    42. 42. http://www.blendtec.com/willitblend/<br />
    43. 43. Results<br />158 million video views<br />Sales increased 700% after videos launched<br />375,000 subscribers on YouTube<br />Plenty of PR: National TV, radio, internet coverage, Social media marketers awed.<br />
    44. 44. It allows you to share your story.<br />
    45. 45. It makes you more ‘human’<br />
    46. 46.
    47. 47. It gives you a chance to stand out of the crowd.<br />
    48. 48.
    49. 49.
    50. 50.
    51. 51. The results<br />76% jump in traffic<br />Outperformed all of its competitors<br />770,000 facebook fans<br />45,000 Twitter followers<br />Alexander has his own plush toy<br />
    52. 52. It gives you a chance connect to your customer in a meaningful way.<br />
    53. 53. Pepsi Refresh Project<br />
    54. 54.
    55. 55.
    56. 56. Integrated Marketing<br />
    57. 57. Factors for Social Media Success<br />Have clear objectives<br />Drive Action / Engagement<br />Email stimulates action<br />ID & manage active users, communities<br />Go where fishes are, social comm.<br />Be relevant<br />Listen to what’s being said, and where<br />Engage and add value to existing conversations<br />Combine Offline & Online<br />Act offline, share online<br />Reference:<br />http://www.slideshare.net/MarkjMcNally/tsb-social-media-kt-ns-feb-2010<br />
    58. 58. The Social Media Landscape<br />
    59. 59. Your Website<br />
    60. 60.
    61. 61. Emerging Web Design Trends<br />“Don’t make me think”<br />Simple Navigation<br />Large Headlines vs lots of text<br />
    62. 62. Socialize Your Website<br />Add social media buttons to your home page<br />Add a Facebook Like box to your website<br />Portal for your social media channels<br />
    63. 63. Strengths & Weaknesses<br />Strengths<br />Effective for branding, sparking excitement with product announcements, information gathering from official source<br />Weaknesses<br />May appear ‘one-sided’, glossed over, fake<br />Info may not be as ‘cutting edge’ as 3rd party sites <br />
    64. 64. Company Blog<br />Company voice or individuals?<br />Comments enabled?<br />
    65. 65. A platform for feedback?<br />
    66. 66. Thought Leadership<br />
    67. 67. Collaborating with Popular Bloggers<br />
    68. 68. Strengths & Weaknesses<br />Strengths<br />More content, perspectives for loyal customers, Able to clarify misunderstandings, search engines visibility, humanizes brand, collaborate, publishing articles increase brand value, repeat visitors, feedback<br />Weaknesses<br />Time commitment<br />
    69. 69. Email<br />
    70. 70. Strengths & Weaknesses<br />Strengths<br />Direct to your inbox<br />Fast, repetitive<br />Time consuming<br />Weaknesses<br />Easy to ignore<br />Not personalized<br />Repetitive, ‘spammy’<br />
    71. 71. Web / News Portals<br />
    72. 72. Topic Specific Portals<br />
    73. 73. Product Specific<br />
    74. 74. Strengths & Weaknesses<br />Strengths<br />Source of ‘alternative’ views, comments = transparency, better understanding<br />Product reviews / testimonials are powerful to shape customer sentiment<br />Great for PR<br />Weaknesses<br />Lots of clutter / overload of information<br />No control over user sentiment<br />
    75. 75.
    76. 76.
    77. 77. B2C<br />
    78. 78.
    79. 79. Facebook on your Website<br />
    80. 80. Strengths & Weaknesses<br />Strengths<br />It’s where the fishes are<br />Repeat visitors, convenient channel to communicate<br />Great for branding, short term engagement<br />Weaknesses<br />Hard to find direction/purpose, takes time<br />Not strong for conversions without significant incentives<br />
    81. 81. 131 million users, 55 million on mobile<br />31 million visit at least once a month<br />
    82. 82. Social Networking in China<br />221 million people have blogs, largely in a diary-style<br />176 million Chinese connect via social networking system<br />117 million connect anonymously via bulletin board system <br />Word of mouth is especially influential, since the media is not open. <br />http://smartblogs.com/socialmedia/2010/03/31/social-media-and-china-what-you-need-to-know/<br />
    83. 83. Social Media Metrics<br />
    84. 84. Company Website & Blogs Metrics <br />Number of posts, comments <br />Audience growth—unique and repeat visits <br />Number of conversions – Adwords, site goals<br />Conversion rate <br />Subscribers <br />Incoming links <br />Technorati, Alltop and other directory listings <br />SEO improvements, keyword rankings, and # ranked words<br /> The Definitive Guide to B2B Social Media, by Marketo<br />
    85. 85. Social Media Networking Metrics<br />Quantitative <br />Fans, followers, page views<br />Authority<br />Velocity<br />Channel performance<br />Conversions<br />Comments/posts<br />Pages ranking on search engines<br />ROI on Money and Time spent<br />
    86. 86. Social Media Networking Metrics<br />Qualitative<br />Influencer sharing behavior <br />Quality of conversation<br />Enhancement of relationships with key audiences<br />Enhancement of company reputation<br />Identification & value of Influencers<br />Fan likelihood to promote or offline event etc<br />
    87. 87. Online Reputation Tools<br />
    88. 88. Why it’s so important<br />Monitor, repair, and manage the status of the business<br />Stay in tune / connect with the customer, real time<br />Develop marketing ideas<br />Learn from the feedback it brings backs to you, whether positive or negative<br />Reformat your promotional materials to minimize the effects of a possible reputation threat<br />
    89. 89.
    90. 90.
    91. 91. Social Media Monitoring<br />
    92. 92. Keyword monitoring <br />
    93. 93. Keyword Popularity Research<br />
    94. 94.
    95. 95. Twitter Search<br />
    96. 96.
    97. 97. Competitor Analysis<br />
    98. 98. 10 Social Media Metrics You Should Be Monitoring <br />
    99. 99. 1. & 2. Visitors & Traffic Sources<br />Comparison on quantity and quality of traffic to your website<br />Web Analytics (Google Analytics, Omniture)<br />
    100. 100. 3. Community Size (Fans, Friends, Followers)<br />
    101. 101. 4. Membership Increase & active members<br />
    102. 102. 5. Leads / Conversions <br />Subscriptions<br />Sales (direct or affiliate)<br />Application use<br />Downloads<br />Contact forms<br />
    103. 103. 5. Leads / Conversions <br />Me: “Hey Mr. Customer, do you mind if I ask how did you find me?”<br />Client: “Oh yeah! last week I followed your tweet and read your post about the 7 examples of awesome personal brands…”<br />New Prospects: 8 (6 from Twitter/1 from Facebook/1 from LinkedIn)<br />New Clients: 4 (3 from Twitter/1 from LinkedIn).<br />
    104. 104. 6. Brand Mentions<br />
    105. 105. 7. Mentions by Media Type<br />
    106. 106. 8. Sentiment<br />And the shift in sentiment over time<br />
    107. 107. 9. Comments<br />Through Blog, Facebook, Twitter, Social Voting<br />
    108. 108. 10. Money Spent (ROI)<br />ROI = (revenue - investment) + X / investment * 100<br />What is your goal?<br />Change in Revenue<br />Number of leads<br />Employee Retention or Productivity, cost of training<br />Customer engagement, idea generation<br />Social Good<br />
    109. 109. Facebook Marketing Tactics<br />
    110. 110. Goals<br />Increase Community Size<br />Increase Interactions<br />
    111. 111. Like Blocks<br />Good for fan acquisition<br />May have high (50% drop off rate)<br />
    112. 112. Give Away’s<br />
    113. 113.
    114. 114. Photo or Video Contests<br />Varying levels of success<br />Women more active with photo-sharing than men (*Pixable study)<br />Running a photo or video contest outside of an app : violation of Facebook's Terms<br />
    115. 115. Sweepstakes<br />
    116. 116. Create a Facebook Game<br />Can be highly engaging and creative way to boost reputation<br />May be costly, and low quality <br />
    117. 117. Customer Service<br />http://www.facebook.com/AirAsia<br />
    118. 118. How to build your Facebook community<br />
    119. 119. Shortcut: Buy your community<br />
    120. 120. Facebook Insights<br />
    121. 121. Facebook Insights<br />
    122. 122. Facebook Insights<br />
    123. 123. Integrating Facebook with your site<br />
    124. 124. Video Marketing<br />
    125. 125.
    126. 126.
    127. 127. Why Rich Media Rules <br />It genuinely ENGAGES your audience<br />Opportunity to present your brand’s personality<br />(Quality) Content is King<br />Highly likely to be shared (Viral)<br />
    128. 128.
    129. 129. The results? <br />3 million<br />social media views<br />19,000 <br />Likes<br />9000 <br />comments<br />88th<br />most watched video on Youtube. <br />
    130. 130.
    131. 131.
    132. 132.
    133. 133. Success on YouTube<br />Focus on content, not on viewers<br />A consistent audience requires consistent content.<br />There is only one rule for content……and that is “What do you genuinely enjoy making?”<br />
    134. 134. YouTube Video Statistics<br />
    135. 135. Twitter<br />
    136. 136. Interact with followers<br />
    137. 137. Customer Service<br />
    138. 138. Run Contests<br />
    139. 139.
    140. 140. Find people<br />
    141. 141. Tweet<br />
    142. 142. Reply, Retweet<br />
    143. 143. Search<br />
    144. 144. Social Media Management <br />
    145. 145. Your Digital Marketing Plan<br />
    146. 146. Social Media Marketing Game Plan<br />
    147. 147. Social Media Game Plan<br />Business Objectives<br />Target Audience<br />Social Media Strategies & Tools<br />
    148. 148. Business Objectives<br />“I would like to have 500 fans on my facebook page and 150 followers on my twitter account.”<br />“I would like to increase the volume of traffic to my website and store by 50% over the next 6 months.”<br /> “I would like to capture 300 new leads using my “free offer” on my website.”<br />
    149. 149. Target Audience, Needs<br />Target<br />Adults 18-35 <br />Teachers<br />Parents<br />Teens 13-18<br />Exectives<br />Tech Savvy Users<br />Tourists<br />Needs<br />Fashion tips/advice<br />Promotions/Deals<br />Product Reviews<br />Funky phone accessories<br />The latest gadgets<br />Unique sightseeing / shopping ideas<br />
    150. 150. How will you build a community of trust?<br />Offer regular investment tips, online chat support (through facebook groups)<br />Create an ultimate SG teaching guide to classroom management, get teachers to submit their GCP’s<br />Produce gadget reviews from everyday users, off the street, random people<br />Provide exclusive content for sightseeing events published on facebook page<br />
    151. 151. Social Media Strategies & Tools<br />Design a Facebook Fan/Group Page, Add a Fan Page widget on the blog.<br />Add a poll function to my Facebook page/website<br />Set up a twitter account, gather exclusive content to share<br />Create a contest & promote it to your Facebook, Twitter, website community<br />Build community through Facebook Ads<br />Publish content on slideshare, youtube<br />
    152. 152. Thank You<br />David Liem, Senior Web Marketer <br />
    153. 153. Social + Search + Web + Analytics<br />RachitDayal<br />Lead Consultant, Happy Marketer<br />rachit@happymarketer.com<br />Twitter - @rachitdayal<br />
    154. 154. Rachit’s Story<br />
    155. 155. Rachit’s Profile<br />7 years of Search Marketing Experience<br />Singapore’s first Google certified Marketer in Jan 2005<br />Dozens of Search Marketing Clients & Success Stories<br />Over $500,000 of ad spend and $5 million of online sales managed<br />
    156. 156. Our Clients<br />
    157. 157. Social Reputation<br />
    158. 158. Measurement Tools<br />Website<br />Online Reputation <br />Insights (Integrated)<br />Insight (Integrated)<br />
    159. 159. Activity Metrics<br />Pageviews<br />Unique visitors<br />Members<br />Posts (ideas/threads)<br />Number of groups (networks/forums)<br />Comments & Trackbacks<br />Tags/Ratings/Rankings<br />Time spent on site<br />Contributors<br />Active contributors<br />Word count<br />Referrals<br />Completed profiles<br />Connections (between members)<br />Ratios: Member to contributor; Posts to comments; Completed profiles to posts<br />Periods: By day, week, month, year<br />Frequency: of visits, posts, comments<br />http://www.thesocialorganization.com/social-media-metrics.html<br />
    160. 160. Social Media Networking Metrics<br />Quantitative <br />Fans, followers, page views<br />Channel performance<br />Conversions<br />Comments/posts<br />Pages ranking on search engines<br />ROI on Money and Time spent<br />
    161. 161. Social Media Networking Metrics<br />Qualitative<br />Influencer sharing behavior <br />Quality of conversation<br />Enhancement of relationships with key audiences<br />Enhancement of company reputation<br />Identification & value of Influencers<br />Fan likelihood to promote or offline event etc<br />
    162. 162. ROI Measurement: Marketing/Sales<br />Cost per number of engaged prospects (community vs. other initiatives)<br />Number of leads/period<br />Number of qualified leads/period<br />Ratio of qualified to non-qualified leads<br />Cost of lead<br />Time to qualified lead<br />Lead conversion<br />Number of pre-sales reference calls (to other customers)<br />Average new revenue per customer<br />Lifetime value of customers<br />
    163. 163. Customer Support<br />Customer satisfaction<br />Number of initiated support tickets per customer per period<br />Support cost per customer in community<br />
    164. 164. Product Development<br />Number of new product ideas<br />% of ideas from customers/prospects/community<br />Idea to development initiation cycle time<br />Revenue/Adoption rate of new products from community vs. traditional sources<br />
    165. 165. HR<br />Retention/Employee turn over<br />Time to hire<br />Prospect identification cost<br />Prospect to hire conversion rate<br />Hiring cost<br />Training cost<br />Time to acclimation for new employees<br />
    166. 166. Online Reputation Tools<br />
    167. 167.
    168. 168.
    169. 169.
    170. 170.
    171. 171.
    172. 172. Alexa<br />
    173. 173. Day 2 – Search Marketing<br />
    174. 174. Your Customers Love Search Engines<br />
    175. 175. Search Marketing is Cost Effective<br />
    176. 176. 3 Simple Things …<br />What Is Search Marketing<br />The Most Important Thing About It<br />How To Sell Search Marketing To Your Boss<br />
    177. 177. What Is Search Marketing?<br />
    178. 178. What Is Search Marketing?<br />Driving prospects from search engines to your website<br />
    179. 179. What’s In the Search Results Page?<br />
    180. 180. Natural Search Results<br />10 Relevant Results / Links<br />Websites<br />Videos<br />Images<br />News<br />Shopping<br />Based on quality of content, can’t be bought<br />
    181. 181. Sponsored Links<br />6-11 Ads on the Top/Side<br />Known as Search Advertising<br />Advertisers bid on different keywords<br />Only pay when someone clicks (PPC)<br />
    182. 182. What Is Search Marketing?<br />Get Better Rankings<br />(SEO)<br />Show More Targeted Ads<br />(SEM)<br />
    183. 183. The Most Important Thing About Search Marketing<br />
    184. 184. Picking The Right Keywords<br />The keywords you select, define<br />Your costs<br />Your competition<br />Your results<br />Your ROI<br />Your brand value<br />Your success on search engines<br />
    185. 185. Case Study: HeadSprout!<br />Good Keywords<br />Hair loss treatments<br />Hair loss serum<br />Baldness<br />Baldness solutions<br />Hair growth cosmetics<br /><ul><li>Bad Keywords
    186. 186. Hair
    187. 187. Treatment
    188. 188. Shampoo
    189. 189. Serums
    190. 190. Beta carotine</li></li></ul><li>What Make Good Keywords<br />Problems your customers face<br />Solutions your customers are looking for<br />Buzz words & industry specific words<br />Popular (enough searches)<br />
    191. 191. What Makes Bad Keywords<br />Generic, broad phrases (e.g. health tips)<br />Most single word phrases (e.g. hair or bald)<br />Too few searches<br />Words that aren’t in the customer’s dictionary<br />Anything with a celebrity’s name in it<br />
    192. 192. Your Must Have Keywords<br />Your company name<br />Your brand names<br />Your management team<br />Your proprietary IP<br />It’s not optional to market to these keywords!<br />
    193. 193. Selling Search Marketing To Your Boss<br />
    194. 194. Everybody Has a Boss<br />
    195. 195. Selling Search Marketing …<br />Bring out your …<br />PJMAS<br />
    196. 196. 5 Ways To Sell It Internally<br />P<br />J<br />M<br />A<br />S<br />Pride – Paint a picture of #1<br />Jealousy – Show competitors<br />Money – Cheaper than offline<br />Awe – Show ‘em other experts<br />Statistics – Real search statistics<br />
    197. 197. Statistics – Most Powerful<br />https://adwords.google.com/select/KeywordToolExternal<br />
    198. 198. 3 Simple Things … Recap<br />What Is Search Marketing<br />Getting relevant traffic from search engines<br />The Most Important Thing About It<br />Picking good keywords, avoiding bad<br />How To Sell Search Marketing To Your Boss<br />Bring out your PJAMS, back up with statistics<br />
    199. 199. Google Analytics<br />
    200. 200. If a tree falls in a forest …<br />And no one is there to hear it …<br />Does it make a sound? <br />
    201. 201. The Need for Web Analytics<br />If you have a lot of activities dedicated to sending traffic to your site …<br />But you can’t accurately measure the results of those activities …<br />Did that effort just go to waste??<br />
    202. 202. “If you can’t measure it, you can’t manage it.”<br />
    203. 203. What is Google Analytics?<br />
    204. 204. Provides Answers to Difficult Questions<br />
    205. 205. Powerful Features in a Simple UI<br /><ul><li>Map Overlay
    206. 206. Goal Tracking
    207. 207. AdWords Integration
    208. 208. Internal Site Search
    209. 209. Benchmarking
    210. 210. Funnel Visualization</li></li></ul><li>How Google Analytics Works<br />
    211. 211. Web Analytics Principles<br />
    212. 212. Visitor (or Absolute Unique Visitor)<br />A visitor is uniquely identified by a Google Analytics visitor cookie<br />
    213. 213. Visit<br />A visit (or session) is a period of interaction between a browser and website. <br />Closing the browser or staying inactive for 30 minutes ends the session.<br />
    214. 214. Pageview<br />A pageview is counted every time a page on your website loads<br />
    215. 215. Pageviews, Visits & Visitors<br />
    216. 216. New vs Returning Visitors<br />New Visitors have visited for the first time<br />Repeat Visitors have previously visited the site<br />
    217. 217. Bounce Rate<br />A bounce occurs when a visitor only views one page<br />The bounce rate is the percentage of visitors who left after viewing just one page.<br />
    218. 218. Time on Site<br />
    219. 219. Google Analytics Tracking Code (GATC)<br />
    220. 220. Traffic Report – Measure SEM, SEO & SMO<br />
    221. 221. What is a Goal?<br />In Google Analytics, a goal represents a website objective, such as:<br />A page viewed by the visitor once they have completed a desired action<br />A specified amount of time spent by the visitor on the website<br />A specified number of pages viewed by the visitor on the website<br />
    222. 222. Examples of Goals<br />
    223. 223. Possible Goals<br />Ecommerce Sales<br />Software Download<br />Account Signup<br />Contact Form<br />White Paper Downloads<br />Flash Events (Audio/Video plays)<br />
    224. 224. Goals in Reports<br />
    225. 225. Funnels – Why Define Them?<br />A series of pages through which a visitor must pass before reaching the goal<br />A funnel allows you to:<br />Examine where visitors enter and exit the conversion process<br />Eliminate bottlenecks in your process<br />Identify which site paths lead to most goal completions<br />Use your findings to test changes on the site<br />
    226. 226. Search Engine Optimization<br />KarateSEO© is Happy Marketer’s SEO Methodology for Medium/Large Businesses<br />
    227. 227. Your Customers Love Search Engines<br />
    228. 228. SEO – Trusted So Much More!<br />
    229. 229. What is Search Engine Optimization?<br />Search Engine Optimization is the process of creating or updating a website to <br />improve the site’s ranking in organic search results, <br />with the objective of increasing the volume of quality traffic. <br />This must be done <br />on-page (site architecture, link structure, content, keywords, title tags, etc.) and <br />off page (link building.)<br />
    230. 230. Recap – SEO vs SEM<br />
    231. 231. Why SEO?<br />Free visitors<br />Qualified traffic<br />Proven for conversions<br />More leads<br />More exposure<br />Add value to users<br />More targeted <br />Less invasive, more receptive<br />Reduce marketing expenses<br />Stay competitive<br />Measurable<br />
    232. 232. Free Traffic<br />
    233. 233. Qualified Traffic<br />
    234. 234. Proven for conversions<br />
    235. 235. More leads<br />
    236. 236. More exposure<br />
    237. 237. Add value to users<br />
    238. 238. More targeted <br />
    239. 239. Less invasive, more receptive<br />
    240. 240. Reduce marketing expenses<br />
    241. 241. Stay competitive<br />
    242. 242. Measurable<br />
    243. 243. KarateSEO© - The Six Factors<br />Keywords <br />Picking the Right Keywords to Market to<br />Architecture<br />Planning a site architecture rich with content & keywords<br />Relevant Content <br />Optimizing specific pages for the right keywords<br />Authority & External Links<br />Having the right sites link to you, and using the right keywords<br />Trouble Signs<br />Avoid these common problems & mistakes<br />Experience on Site<br />Making sure users are satisfied with their experience with your site<br />
    244. 244. The Original PageRank Algorithm<br />
    245. 245. Protecting your brand on search engines<br />Protecting your brand keywords on search engines<br />Rank #1 vs the other 8 results<br />
    246. 246. Optimizing your website for higher rankings <br />
    247. 247. SEO: Location, location, location<br />
    248. 248.
    249. 249. Search Engine Marketing<br />Online AdvertisingTrends& Stats<br />
    250. 250. Search – Largest share<br />Growth Of Search: Marketers Voting With Their Dollars<br />Search most dominant form of web advertising<br />3X growth every year since 2001<br />45 searches per month, per user<br />
    251. 251. Search – Most Cost Effective<br />
    252. 252. What is Google AdWords<br />
    253. 253. Why use AdWords?<br />
    254. 254. Highly Targeted<br />Only shows on relevant searches or content<br />
    255. 255. Vast Reach & Audience<br />Reach billions of people, across the world – with just one advertising platform<br />#1 search engine in 17 out of 20 countries measured<br />Your customers<br />search Google in their own language<br />“Google is arguably the most global commercial Web site ever built.”<br />– John Yunker, Chief Analyst, Byte Level Research<br />
    256. 256. Affordable & Cost Control<br />No minimum spend<br />You decide the daily budget<br />Choose how much to pay for each keyword<br />Only pay when users click your ad<br />More cost effective than Banner ads, Direct mail, Offline advertising<br />Completely trackable – Shows how profitable each keyword is<br />
    257. 257. Fast & Flexible<br />Start advertising within 15 minutes<br />Start & Stop whenever you want<br />Unlimited changes, no charges<br />Target ads by location, language & topic<br />Ability to test multiple ads at once<br />
    258. 258. SEM<br />
    259. 259. Sample Ads on Google Search<br />
    260. 260. … And The Google Content Network<br />
    261. 261. Sample Ads on Content Network<br />
    262. 262. The Sweet Spot for Keywords<br />
    263. 263. AdWords Terminologies<br />
    264. 264. A Typical Text Ad<br /> Ad Title (25 character limit)<br /> Ad Text (35 character limit)<br /> Display URL (35 character limit)<br />
    265. 265. Google Adwords Tool: Priceless!<br />https://adwords.google.com/select/KeywordToolExternal<br />
    266. 266. How to set your SEM Budget<br />
    267. 267. Calculating your SEM budget:<br />No. of <br />Sales<br />Conversion Rate (%)<br />No. of<br />Visitors<br />Cost Per Click ($)<br />Budget<br />
    268. 268. Calculating your SEM budget: An Example<br />Your marketing goal is to sell 100 Creative Sounds Systems globally every month<br />CPC for “Creative Sound Systems” = $1.16<br />Your website converts2%of its visitors<br />Each sale would cost $58 or 1 sale per 50 visitors<br />100 systems sold would cost you $5800/ month<br />
    269. 269.
    270. 270.
    271. 271. Google Analytics<br />
    272. 272. What is Google Analytics?<br />
    273. 273. But Wouldn’t You Like To Know …<br />How visitors are finding your site?<br />How they navigate through it?<br />What are they looking at?<br />How long are they staying there?<br />Are they coming back?<br />Are they local?<br />…..<br />…..<br />
    274. 274. Google Analytics Tracking Code (GATC)<br />
    275. 275. Ways to Read Reports<br />Online Interface<br />Profiles<br />Giving Access to Members<br />Downloadable<br />PDFs<br />XLS files<br />
    276. 276. Answers for<br />What browsers are they using?<br />Do they use Flash? What about Javascript?<br />Which campaigns are bringing sales?<br />What keywords are good for business?<br />What’s the ROI on my marketing investment?<br />Where do people drop out of our sales funnel?<br />designers<br />marketers<br />management<br />
    277. 277. Installing Google Analytics<br />
    278. 278. Create a New Account<br />Sign up for an account at google.com/analytics or via the Analytics tab in your AdWords account<br />
    279. 279. Google Analytics Tracking Code (GATC)<br />
    280. 280. Finding Your Tracking Code<br />Go the “Analytics Settings”<br />Click on “Edit” for the appropriate profile<br />Click the “Check Status” in the top right corner<br />Your tracking code and instructions for how to add it to your site will be displayed<br />
    281. 281. Understanding the Tracking Code<br />
    282. 282. Custom Website Setups<br />Basic tracking code works with most site setups<br />However, some situations will require small changes to your tracking code<br />Common examples:<br />Track multiple domains in one profile<br />Track more than one subdomain in one profile<br />Track multiple domain aliases<br />
    283. 283. Installing the JavaScript<br />
    284. 284. Checking Reports for Data<br />
    285. 285. Checking Source Code<br />
    286. 286. Checking Source Code<br />
    287. 287. Making Sure Each Page Has The Tracking Code<br />SiteScan is a free tool at www.SiteScanGA.com<br />Checks each page on your site for the code<br />Created by third party developer EpikOne<br />
    288. 288. Installing GA Tracking Code<br />In this lesson, you will learn:<br />how to create a new account<br />where to place the Google Analytics Tracking Code<br />about website setups that require customization<br />how to verify installation<br />Video<br />http://services.google.com/analytics/breeze/en/installing_ga_code/index.html<br />
    289. 289. Code Suggestion Tool<br />
    290. 290. Tracking Sites Documentation<br />http://code.google.com/apis/analytics/docs/tracking/gaTrackingOverview.html<br />
    291. 291. Group Breakout<br />Is the code currently installed on …<br />Home page?<br />Major pages?<br />Support pages?<br />Island Landing pages?<br />What processes should be put into place to ensure all new pages have the GA code embedded in them?<br />
    292. 292. Analytics Interface<br />
    293. 293. Initial Screen<br />
    294. 294. Analytics Settings<br />
    295. 295. Report Interface<br />
    296. 296. Report Structure<br />Visitors<br />Traffic Sources<br />Content<br />Goals<br />Ecommerce (if enabled)<br />
    297. 297. Setting The Active Date Range<br />
    298. 298. Setting a Comparison Date Range<br />You can use either the Calendar or Timeline to select a comparison date range<br />
    299. 299. Graphing by Day, Week and Month<br />
    300. 300. Multi-Line Graphs<br />
    301. 301. Graph Roll-Overs<br />
    302. 302. Exporting Report Data<br />Export into:<br />PDF<br />XML<br />CSV<br />Tab-Separated<br />
    303. 303. Email Reports<br />
    304. 304. Curriculum Links<br />Some reports contain additional links for reports (in some cases these reports are not shown in the main navigation)<br />
    305. 305. Title and Breadcrumbs<br />
    306. 306. Narratives and Scorecards<br />The narrative summarizes the traffic that’s included in the report<br />The scorecard provides metric aggregates and averages<br />
    307. 307. Quick Segmentation<br />Use the Dimension menu to segment table data by Source, City, Campaign, etc.<br />
    308. 308. Visitor Profile<br />
    309. 309. Traffic Sources<br />
    310. 310. Content Performance<br />
    311. 311. Content Reports<br />
    312. 312. Top Content, Content by Title, Content Drilldown<br />
    313. 313. Navigation Summary<br />
    314. 314. Navigation Metrics<br />
    315. 315. Traffic Sources<br />
    316. 316. What Makes A Good Source of Traffic?<br />
    317. 317. What Makes A Good Source of Traffic?<br />
    318. 318. Revenue & Conversion Drivers<br />
    319. 319. Keywords Report<br />
    320. 320. Traffic Sources Explained<br />
    321. 321. Campaign Attribution<br />
    322. 322. Why Are “Previous” and “Next” pages the Same?<br />
    323. 323. Campaign Tagging<br />
    324. 324. 1. Campaign Name<br />Name – Strategic Title for Campaign<br />Chinese New Year promotion (cny)<br />Christmas promotion (christmas)<br />Autoresponderfollowup sequence (autoresponder)<br />Winter Olympics (winterolympics)<br />Be Connected (beconnected)<br />
    325. 325. 2. Campaign Medium<br />Medium – Online Source of Traffic<br />Banner Ads (banner)<br />Email Blasts (email)<br />Search Advertising (cpc)<br />Television Commercials (tvc)<br />Direct Mail (directmail)<br />Social Media (socialmedia)<br />
    326. 326. 3. Campaign Source<br />Source – Name of specific referrer<br />Google (google)<br />Yahoo (yahoo)<br />Facebook (facebook)<br />StreetDirectory Banners (streetdirectory)<br />April Newsletter (newsletter4)<br />
    327. 327. 4. Term & 5. Content (both optional)<br />Term – Identify paid keywords<br />Content – Used to Differentiate Ads<br />Ad with Child (childad)<br />Ad with Computer (computerad)<br />Ad with Guarantee (guaranteead)<br />
    328. 328. Google Analytics URL Builder<br />Google Has a Free URL builder tool to track campaigns effectively - http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578<br />
    329. 329. Tagging the URL Builder (Step 1)<br />Source – Publication sending traffic (Twitter, Yelp, Facebook)<br />
    330. 330. Tagging the URL Builder (Step 2)<br />Source – Publication sending traffic (Twitter, Yelp, Facebook)<br />Medium – Type of traffic (CPC, Social Media, Email)<br />
    331. 331. Tagging the URL Builder (Step 3)<br />Source – Publication sending traffic (Twitter, Yelp, Facebook)<br />Medium – Type of traffic (CPC, Social Media, Email)<br />Campaign Name – Title of campaign or initative (Christmas)<br />
    332. 332. What does it finally look like?<br />http://www.kittensupply.com/?utm_source=youtube&utm_medium=social&utm_campaign=cutestkitten<br />
    333. 333. Exercise - What Are Your Campaigns ?<br />For every campaign, list out …<br />Source *<br />Medium *<br />Name *<br />Term<br />Content<br />Break into your department teams & take 10 minutes!<br />
    334. 334. Setting Up Goals<br />
    335. 335. Videos To Explain Goals & Funnels<br />http://services.google.com/analytics/breeze/en/goals/index.html<br />http://services.google.com/analytics/breeze/en/interpreting_reports_funnel/index.html<br />
    336. 336. What is a Goal?<br />In Google Analytics, a goal represents a website objective, such as:<br />A page viewed by the visitor once they have completed a desired action<br />A specified amount of time spent by the visitor on the website<br />A specified number of pages viewed by the visitor on the website<br />
    337. 337. Examples of Goals<br />
    338. 338. Possible Goals<br />Ecommerce Sales<br />Software Download<br />Account Signup<br />Contact Form<br />White Paper Downloads<br />Flash Events (Audio/Video plays)<br />
    339. 339. Goals – Three Types<br />A URL Destination goal triggers a conversion when a visitor views the page you specified<br />A Time on Site goal triggers a conversion when a visitor spends more or less time on your site than the threshold you set.<br />A Pages/Visit goal triggers a conversion when a visitor views more pages or fewer pages than the threshold you have specified<br />
    340. 340. Funnels – Why Define Them?<br />A series of pages through which a visitor must pass before reaching the goal<br />A funnel allows you to:<br />Examine where visitors enter and exit the conversion process<br />Eliminate bottlenecks in your process<br />Identify which site paths lead to most goal completions<br />Use your findings to test changes on the site<br />
    341. 341. Goals in Reports<br />
    342. 342. Exercise – What are your Goals?<br />Come up with 10-15 goals to track for your dept<br />For each goal …<br />Is it a page view or download goal?<br />Is it a time spent on site goal?<br />Is it a pages/visit goal?<br />If it’s a Page View / Download goal …<br />Define the funnel that leads to the goal<br />
    343. 343. Internal Site Search<br />
    344. 344. Video Explanation<br />In this lesson, you will learn:<br />how to set up internal site search<br />why internal site search is important<br />how to find site search information in your reports<br />how to interpret the Site Search Usage, Terms, Start Pages, and Destination Pages reports<br />how to use Search Refinement and Search Navigation options with the Search Terms report<br />how to set up and analyze Site Search Categories<br />how to find Site Search Trending<br />how Site Search metrics differ from the metrics in other reports<br />http://services.google.com/analytics/breeze/en/internal_site_search/index.html<br />
    345. 345. Advanced Segments<br />
    346. 346. Video Explanation<br />In this lesson, you will learn:<br />Why you need to segment your audience<br />how Advanced Segments differ from filtered profiles<br />to apply an Advanced Segment to your reports<br />how to create and modify an Advanced Segment<br />http://services.google.com/analytics/breeze/en/advanced_segmentation/index.html<br />
    347. 347. Summary – Important Advanced Segments<br />Bounced visits<br />Visits that dropped out of the funnel<br />Brand keyword visits<br />Brand keyword (organic) visits<br />Brand keyword (paid) visits<br />Non-brand keyword visits<br />Non-brand (organic) visits<br />Non-brand (paid) visits<br />First-time buy visits<br />Return visit buys<br />
    348. 348. Custom Reports<br />
    349. 349. Video Explanation<br />In this lesson, you will learn:<br />how to create, save, and edit a custom report<br />Why different people might need different reports<br />http://services.google.com/analytics/breeze/en/custom_reporting/index.html<br />
    350. 350. Group Breakout<br />What do you need to see in your report?<br />Which dimensions?<br />Which metrics?<br />Who else needs to see this report?<br />What analysis do you read from it?<br />What actions can you take from it?<br />
    351. 351. Tools To Use<br />
    352. 352. Getting Listed with Google Webmaster Tools<br />
    353. 353. There was no way to peek in Google’s head …<br />No way to know<br />If you were getting banned<br />If your site had structural problems<br />See what searches you show up for<br />Tell google the difference between regular & mobile search<br />
    354. 354. Google Webmaster Tools<br />http://www.google.com/webmasters/tools/<br />
    355. 355. Step 1 – Add Your Site<br />
    356. 356. Step 2 – Verify Your Site<br />
    357. 357. Step 3 – Create an XML Sitemap<br />http://www.xml-sitemaps.com/<br />
    358. 358. Step 4 – Tell Google where the Sitemap is<br />Upload the XML sitemap to your site<br />Log into Webmaster Tools<br />
    359. 359. Perform Diagnostics & Fix Problems<br />
    360. 360. Google Alerts<br />How to keep track of news & competitors<br />
    361. 361. The Biggest Handicap Online …<br />Is working blind – without knowledge of your industry or competition<br />Enter Google Alert – it can help notify you of any changes on the Internet<br />Use it to track<br />Industry News<br />Blogs & other websites<br />Competition’s moves<br />
    362. 362. http://www.google.com/alerts<br />
    363. 363. Recommended Alerts<br />Daily Alerts/Feeds<br />Your brand name<br />Your competition brand names<br />Weekly Alerts/Feeds<br />Your primary adverting keywords<br />Authority news sources in your industry<br />
    364. 364. Google Insights<br />The official story on Phrase popularity & stats<br />
    365. 365. http://www.google.com/insights/search<br />Web search popularity<br />Related news<br />Regional interest<br />Related search terms<br />Rising searches & market trends<br />
    366. 366. Competition Analysis<br />
    367. 367. Every keyword is its own market …<br />Different set of competitors<br />Different philosophy behind search<br />Different search volumes<br />Different kind of search results<br />Very different markets!<br />
    368. 368. Keyword Analysis – From A User’s Eyes<br />Intent – Is the user trying to research? Or make a decision?<br />Competition – Who are the other top results? What are they offering on their landing pages?<br />Category – What type of information shows up? Editorial? Promotional? Corporate-speak?<br />How can youroffer best match the expectations from this keyword?<br />
    369. 369. Search Engine Optimization<br />KarateSEO© is Happy Marketer’s SEO Methodology for Medium/Large Businesses<br />
    370. 370. KarateSEO© - The Six Factors<br />Keywords <br />Picking the Right Keywords to Market to<br />Architecture<br />Planning a site architecture rich of content & keywords<br />Relevant Content <br />Optimizing specific pages for the right keywords<br />Authority & External Links<br />Having the right sites link to you, and using the right keywords<br />Trouble Signs<br />Avoid these common problems & mistakes<br />Experience on Site<br />Making sure users are satisfied with their experience with your site<br />
    371. 371. 1. Keywords<br />
    372. 372. Start with your Seed List of Keywords<br />Travel<br />Hotels<br />Air Tickets<br />Holiday<br />Travel Deals<br />Vacation<br />
    373. 373. http://www.keywordeye.co.uk/<br />
    374. 374. http://kwmap.com/<br />
    375. 375. Google Wonder Wheel<br />
    376. 376. Expand by adding more Modifiers<br />More specific keywords<br />Location<br />Language<br />Changing Columns<br />Using Site-based Suggestions<br />
    377. 377. https://adwords.google.com/select/KeywordToolExternal<br />
    378. 378. Select Keywords by …<br />Subjective relevance<br />Would I want this keyword associated with my brand?<br />Estimated conversion<br />Will it lead to a sale? Or will it attract just surfers?<br />Past Data Trends<br />Actual conversion data from Analytics/AdWords<br />Amount of competition<br />Is your budget big enough to fight for this keyword?<br />
    379. 379. 2. Architecture<br />
    380. 380. Site Architecture / Sitemap is Critical<br />The GoogleBot’s Life<br />Your sitemap & links are the language it understands<br />If it’s not content rich, it won’t rank you<br />Focused content <br />You need one optimized page per keyword<br />Should have content, relevant media & links<br />Rich in Content<br />More Pages = More Authority<br />All pages should be interlinked with navigation &subnav<br />
    381. 381. Excel Sitemap-Keyword Mapping<br />
    382. 382. Architecture– Links & Calls to Action<br />HTML links to other sites, or other pages increase the weight of a landing page<br />Link to other relevant articles<br />Relevant products<br />Avoid paid links<br />
    383. 383. E.g. Copyblogger<br />
    384. 384. Architecture – Internal Links<br />Internal linking should be clear <br />Avoid flash navigation<br />Avoid image navigation<br />Clear, text navigation is best<br />
    385. 385. 3. Relevant Content<br />
    386. 386. Content– Title Tags<br />First, most prominent piece of text for any page on your site<br />First function, search engine visibility<br />Second function, call to action<br />Unique, descriptive title of 5 to 10 words (69 to 75 characters)<br />First three words – keyword<br />Ensure it’s a phrase people can read<br />
    387. 387. Content – Heading Tags<br /><h1> and <h2> tags tell Google what’s important<br />Avoid using images, HTML formatting & flash for headlines. Use CSS formatting instead.<br />Write multiple headlines relating to the topic<br />Focus on conversion – lead user to an end result<br />
    388. 388. Content – Body Text<br />Google also measures <br />keyword proximity and <br />Keyword density<br />In each landing page, let the main keyword appear 3 to 10 times<br />Keep the body of the text between 400 and 900 words<br />
    389. 389. 4. Authority & External Links<br />
    390. 390. The Original PageRank Algorithm<br />
    391. 391. Link Popularity - Directories<br />Directory Submissions<br />Outsource to an external company<br />http://www.submitinme.com/default.aspx<br />Almost extinct, don’t spend too much effort<br />
    392. 392. Link Popularity - Blogs<br />A blog is a natural link magnet<br />People are encouraged to cross-link, comment<br />Start a blog on your topic<br />Write articles relating to your major keywords<br />Submit blog to major RSS feed directories<br />Find other blogs and manually leave comments, build friendship for cross-links<br />
    393. 393. Link Popularity – Press Releases & Articles<br />Articles<br />Less relevant, more of a numbers game<br />Rarely lead to conversions, but great for PageRank<br />Press Releases<br />Harder to craft, more exclusive, more expensive<br />Can lead to spurt of traffic & sales<br />Must have a newsworthy element to it<br />
    394. 394. 5. Trouble Signs<br />
    395. 395. Flash Websites<br />
    396. 396. Sites with Frames<br />
    397. 397. URLs / Page Titles that don’t change<br />
    398. 398. Types of Spam (Page 1)<br />Reciprocal Link Trading<br />Cloaking<br />Promoting Keywords not related to your Web Site<br />Keyword Stacking<br />Keyword Stuffing<br />Hidden Text<br />Tiny Text<br />Hidden Links<br />
    399. 399. Types of Spam (Page 2)<br />Artificial Link Farms<br />Redirects<br />Mirror or Duplicate Pages<br />Doorway Pages, Gateway Pages or Hallway Pages<br />Domain spam & Mirror Sites<br />Typo spam and Cybersquatting<br />Automated Blog Spam<br />
    400. 400. 6. Experience on Site<br />
    401. 401. Usability – Speed of Loading<br />Major factor in Landing page quality score for both SEO and PPC<br />Slow pages = bad user experience<br />Shoot for less than 100 kb<br />Optimize by lowering image quality, less graphics and cleaning up code<br />
    402. 402. Usability – Clear Branding<br />Have a clear logo on top right, contact information on top left<br />Headline<br />Large font<br />4-8 words<br />Clearly spell out what’s on the page<br />Have a benefit for the reader<br />Probably contains keywords<br />
    403. 403. Usability – Ease of Reading<br />Text<br />Use common fonts (Arial, Verdana, Sans Serif)<br />Use bold dark colors on white background<br />Have headlines and short paragraphs<br />Images & Videos<br />Have an explanatory image or video <br />Keep the good stuff above the fold<br />
    404. 404. Usability – Time Spent on Site<br />Google can track how many people click the “back” button<br />People can also move pages up or down in rankings<br />Watch your web analytics<br />Keep the bounce rate down<br />Increase the time spent on site<br />
    405. 405. SEO & Social Media – Friends Forever!<br />Content + Links = SEO Success!<br />
    406. 406. 99% starts with search but…<br />18% searches start with Social Media(Wikipedia, Social Media Networks, Blogs)<br />Gradually overtaking informational websites<br />
    407. 407. Content + Links = Search Engine Success!<br />Share articles, press releases, PPT slides presentations, photos, PDF files<br />Helps with link authority (PageRank)<br />Links = Website link on your profile page, share articles on social networks<br />More Links = More Exposure<br />URL Shorteners (bit.ly) help with PageRank<br />
    408. 408. Social Networks You Must Be On<br />Articles <br />Facebook<br />Twitter<br />Digg<br />Delicious<br />Reddit<br />StumbleUpon<br />
    409. 409. Social Networks You Must Be On<br />Profiles<br />LinkedIn<br />PFD’s<br />SlideShare<br />Scribd<br />Media<br />YouTube<br />Flickr<br />
    410. 410. And so many more…<br />Be visible where your audience is.<br />
    411. 411. Optimizing Your Social Media Links<br />Be consistent with your keywords<br />Use the Google Keyword Tool for ideas<br />Title – contains keywords<br />Description – attractive & accurate summary of your content, contains more keywords<br />Tagging – don’t forget<br />
    412. 412. Search Engine Marketing<br />Online AdvertisingTrends& Stats<br />
    413. 413. AdwordsFlavors<br />Everything a marketer needs to know about adwords distribution & ads<br />
    414. 414. Ad Distribution:Customer’s perspective<br />Other<br />25%<br />The Google Network reaches 75%of Internet Users worldwide*<br />network<br />75%<br />Content publishers,<br />including:<br />Google properties,<br />including:<br />Search partners,<br />including:<br />406<br />
    415. 415. Keyword Campaigns<br />Target by relevant keywords. Ad appears on <br />Google.com (text ads)<br />Google’s Search Partners (text ads)<br />Relevant pages on Google’s content network (text ads, expanded text ads, image ads, video ads)<br />You pay only when someone CLICKS your ad<br />Text Ads<br />Expanded Text Ads<br />Image Ads<br />Video Ads<br />
    416. 416. Keywords areTraditional<br />Everyone knows keywords<br />Google’s flagship product<br />Developed for six years<br />Strong analytics & transparency<br />Conversion tracking<br />Display statistics <br />Click metrics<br />
    417. 417. Site Targeted Campaigns<br />Target by choosing sites. Ad only appears on the sites you choose.<br />Only shows expanded text ads, image ads, video ads<br />You pay only when someone SEES your ad<br />You bid CPM – <br />The amount you’re willing to pay for 1000 visitors to see your ad<br />Typical CPM rates start from $2 / 1000 visitors<br />Expanded Text Ads<br />Image Ads<br />Video Ads<br />
    418. 418. Ad Distribution:An Advertiser’s Perspective<br />Keyword Campaigns<br />Site Targeted Campaigns<br />Text Ads<br />Expanded Text Ads<br />Expanded Text Ads<br />Image Ads<br />Image Ads<br />Video Ads<br />Video Ads<br />
    419. 419. AdWords Terminologies<br />
    420. 420. A Typical Text Ad<br /> Ad Title (25 character limit)<br /> Ad Text (35 character limit)<br /> Display URL (35 character limit)<br />
    421. 421. Clicks<br />People who click on your advertisements<br />Cost you $$$, everytime somebody clicks<br />
    422. 422. Impressions<br />Number of times you ad shows<br />On Google Search<br />Content Partners (Gmail, NY Times, About.com etc)<br />Popular keywords: 1000s of impressions/day<br />Rare keywords: <100 impressions/month<br />
    423. 423. CTR – Click Through Rate<br />For every 100 people that see your ad<br />How many click it?<br />Example<br />1000 impressions<br />34 clicks<br />3.4% CTR<br />
    424. 424. CPC – Cost Per Click<br />When somebody clicks on your ad<br />You pay<br />Between SGD .02 and SGD 20 (every time)<br />Different CPC for search, content &placement<br />
    425. 425. Conversions – the Magic Juice<br />Conversion<br />An action by your website visitor that makes you money (E.g. Sale or Email opt-in)<br />Conversion Rate<br />For every 100 visitors, how many conversions<br />Cost Per Conversion<br />How many $$$ does it cost per conversion?<br />
    426. 426. Google Adwords Tool: Priceless!<br />https://adwords.google.com/select/KeywordToolExternal<br />
    427. 427. Conversion Marketing vs Branding Marketing<br />
    428. 428. Two Types of Search Engine Marketing<br />Conversion & Sales<br />Less than 5 keywords<br />Intense focus on ad & landing page testing/optimization<br />Costs less, but harder work<br />Branding & Visibility<br />20 to 20,000 keywords<br />5 to 100 content properties<br />Costs more, but less work<br />
    429. 429. Conversion & Sales<br />Focused Reach<br />Few keywords, each keyword is a market on its own<br />Focused, targeted reach<br />Effort is Targeted<br />On keyword pruning and finding negative keywords<br />On creating text ad variations<br />On creating landing pages & testing them<br />
    430. 430. Sales Focused – Keyword Selection<br />Pick your favorite 5 keywords<br />The top 50 popular traffic keywords<br />Very relevant<br />Have a landing page in mind for each keyword<br />
    431. 431. Sales Focused – Campaign Setup<br />Set up a new keyword campaign “Popular Keywords”<br />Set up an individual ad group for each keyword selected<br />Select only “exact match” and “phrase match”, not “broad”<br />Select the most relevant landing page<br />
    432. 432. Your Campaign Setup<br />Your AdWords Account<br />Campaign # 1<br />Popular Keywords<br />Other Campaigns<br />Ad Group # 1<br />“acne”<br />Ad Group # 2<br />“acne scars”<br />Ad Group # 3<br />“acne cure”<br />“acne” (exact match)<br />“acne cure” (exact match)<br />“acne” (phrase match)<br />“acne cure” (phrase match)<br />“acne scars” (exact match)<br />“acne scars” (phrase match)<br />
    433. 433. The Sales Funnel<br />Ads need to connect to customer needs<br />Test often to find the right message<br />Google ad 1 acne scars<br />Landing Page 1<br />Ad Group # 2<br />“acne scars”<br />Google ad 2 acne scars<br />Landing Page 2<br />
    434. 434. Branding & Visibility<br />Send me traffic!<br />Huge reach, lots of keywords & site placements<br />Broad, more generic reach<br />Effort is spread out<br />On create text, image, video ads<br />Expanding list of keywords & site placements<br />On creating landing pages & testing them<br />
    435. 435. Branding & Visibility– Keyword Selection<br />Highly relevant keywords<br />Give them their own ad groups of 2-3 keywords<br />Bid to reach position 3-5 in search<br />Medium relevance keywords<br />Group them into ad groups of 10-25 keywords<br />Bid to reach position 7-10<br />
    436. 436. Visibility – Ad Placement Selection<br />Search & Content Network: Where do you want your ads to show up?<br />Eliminate irrelevant (Content Network) sites if needed<br />Organize sites into themed ad groups & campaigns<br />
    437. 437. Visibility – Ad Variety<br />Image, video, placement and text ads<br />Image and videos are more engaging (higher conversions)<br />
    438. 438. Visibility – Sales Funnel<br />Get traffic from everywhere! <br />keyword, content &site-themed campaigns <br />Show a variety to your target market using text, image and video ads<br />Success! More traffic!<br />
    439. 439. Effective Websites<br />Seven ways to convert visitors into buyers<br />
    440. 440. 1. Make The Home Page Useful<br />
    441. 441. Reaffirm your brand and site purpose<br /><ul><li>Assure the visitor that they have landed at the right site - clearly display your brand and any unique selling points.
    442. 442. Avoid long introductions as customers will seek this information in the ‘about us’ section.</li></li></ul><li>Find the optimal page layout<br /><ul><li>Show visitors a clean and easy to understand homepage which isn’t cluttered and has all relevant information available on the top of the page.</li></li></ul><li>Test product promotions<br /><ul><li>Mirror any offers promoted in your offline advertising, and let customers know of any compelling deals.
    443. 443. Popular or seasonal products that are profitable for you should be visible on the homepage.</li></li></ul><li>Make it easy to navigate further<br /><ul><li>You want visitors to proceed beyond your homepage.
    444. 444. With so many potential routes a visitor could take, make sure they don’t get lost.
    445. 445. Options on where to navigate next should be clear and simple e.g. using site search, top/side navigation, and/or product links.</li></li></ul><li>1. Top Tips for Home Pages<br />Reaffirm your brand and site purpose: <br />Assure the visitor that they have landed at the right site - clearly display your brand and any unique selling points. Avoid long introductions as customers will seek this information in the ‘about us’ section.<br /> Find the optimal page layout: <br />Show visitors a clean and easy to understand homepage which isn’t cluttered and has all relevant information available on the top of the page. <br />Test product promotions: <br />Mirror any offers promoted in your offline advertising, and let customers know of any compelling deals. Popular or seasonal products that are profitable for you should be visible on the homepage.<br />Make it easy to navigate further: <br />You want visitors to proceed beyond your homepage. With so many potential routes a visitor could take, make sure they don’t get lost. Options on where to navigate next should be clear and simple e.g. using site search, top/side navigation, and/or product links.<br />
    446. 446. 2. Bring Me To The Right Page<br />
    447. 447. Link ads to the right page<br /><ul><li>Product-specific ads and keywords should link to product specific pages;
    448. 448. More general ads about a product or service category should link to more general pages.  
    449. 449. Avoid directing visitors to search results pages.</li></li></ul><li>Mirror your ad title<br /><ul><li>Try mirroring the headline or title of your ad on your landing page – this way, the customer will feel immediately reassured they’ve been directed to the right page.</li></li></ul><li>Ensure selling points are visible<br /><ul><li>If you include compelling prices, special offers or delivery options in your ad text, a customer will expect to see these on your site.
    450. 450. Make sure selling points from your ad are clearly visible on your landing page.</li></li></ul><li>2. Top Tips for Landing Pages<br />Link ads to the right page: <br />Product-specific ads and keywords should link to specific pages; <br />More general ads about a product or service category should link to more general pages.  <br />Mirror your ad title: <br />Try mirroring the headline or title of your ad on your landing page – this way, the customer will feel immediately reassured they’ve been directed to the right page.<br />Ensure selling points are visible: <br />If you include compelling prices, special offers or delivery options in your ad text, a customer will expect to see these on your site. <br />Ensure selling points from your ad are visible on your landing page.<br />
    451. 451. 3. Help Me Navigate<br />
    452. 452. Make product/service categories visible<br /><ul><li>People need to see how to navigate in order to do so.
    453. 453. Use clear labels/titles to show what products and services you offer.
    454. 454. Build a navigation structure that is intuitive and not too complex.</li></li></ul><li>Use easy-to-understand terms<br /><ul><li>When labeling the product/service categories you offer, make sure you use terms that your customers will understand and find appealing.
    455. 455. Avoid jargon where possible.</li></li></ul><li>Highlight where to go next<br /><ul><li>Help the user understand how they can get from A to B in the easiest possible way.
    456. 456. Experiment with call to action buttons, or click-able links and images to find out what works best to direct the customer onwards.</li></li></ul><li>3. Top Tips for Navigation<br />Make product/service categories visible: <br />People need to see how to navigate in order to do so. <br />Use clear labels/titles that show what product and service categories you offer. <br />Build a navigation structure that is intuitive and not too complex.<br />Use easy-to-understand terms: <br />When labeling the product/service categories you offer, make sure you use terms that your customers will understand and find appealing. Avoid jargon where possible.<br />Highlight where to go next: <br />Help the user understand how they can get from A to B in the easiest possible way. <br />Experiment with call to action buttons, or click-able links and images to find out what works best to direct the customer onwards.<br />
    457. 457. 4. Give Me The Right Search Results<br />
    458. 458. Check quality of results<br /><ul><li>Is your site’s search function working well?
    459. 459. Ensure visitors are getting relevant results, even when they search on synonyms or misspellings. </li></li></ul><li>Make site search visible<br /><ul><li>Visitors to your site should be able to see, at a glance, where to search.
    460. 460. Consider enlarging your search box or making it more prominent.
    461. 461. Ideally 27 characters wide.</li></li></ul><li>Allow customers to sort results<br />People like to be able to sort through search results. <br />Allow visitors to order what they see by anything from price or popularity to colour, style etc.<br />
    462. 462. Lay out search results clearly<br /><ul><li>Ensure visitors can glance through search results and compare listings easily to decide where to click next. </li></li></ul><li>4. Top Tips for Site Search<br />Check quality of results: <br />Is your site’s search function working well? Ensure visitors are getting relevant results, even when they search on synonyms or misspellings. <br />Make site search visible: <br />Visitors to your site should be able to see, at a glance, where to search. Consider enlarging your search box or making it more prominent.<br />Allow customers to sort results: <br />People like to be able to sort through search results. Allow visitors to order what they see by anything from price or popularity to colour, style etc.<br />Lay out search results clearly: <br />Ensure visitors can glance through search results and compare listings easily to decide where to click next. <br />
    463. 463. 5. Make Registration Optional<br />
    464. 464. Allow purchase without registration<br /><ul><li>Let customers buy from you without creating an account.
    465. 465. You can still capture details like their email address in your payment details form;
    466. 466. You can also offer them the opportunity to register post-sale.</li></li></ul><li>Make registration easy<br /><ul><li>Try to reduce the amount of information required to register.
    467. 467. Stick to the details you really need.</li></li></ul><li>Highlight the benefits<br /><ul><li>If you want to encourage customers to register, let them know how this will benefit them.</li></li></ul><li>5. Top Tips for Registration<br />Allow purchase without registration: <br />Let customers buy from you without creating an account. You can still capture details like their email address in your payment details form; you can also offer them the opportunity to register post-sale.<br />Make registration easy: <br />Try to reduce the amount of information required to register. Stick to the details you really need.<br />Highlight the benefits: <br />If you want to encourage customers to register, let them know how this will benefit them.<br />
    468. 468. 6. Make It Easy To Enquire<br />
    469. 469. Don’t ask for unnecessary details<br /><ul><li>Reduce the number of fields and steps in your checkout or enquiry process. Only ask the customer for information that’s really needed.</li></li></ul><li>Show transparent steps<br /><ul><li>Use a status bar to show what stage a customer is at in the checkout process.
    470. 470. This sets expectations and makes the process seem manageable. </li></li></ul><li>Expedite the process<br /><ul><li>Help the customer to complete forms by auto-populating fields where possible e.g. suggesting a delivery address based on the billing address in a checkout form.</li></li></ul><li>Avoid distractions<br /><ul><li>You may want to remove advertising and unnecessary navigation bars from your checkout process.
    471. 471. Minimize distractions that might lead a customer to move elsewhere.</li></li></ul><li>6. Top Tips for Enquiries<br />Don’t ask for unnecessary details: <br />Reduce the number of fields and steps in your checkout or enquiry process. Only ask the customer for information that’s really needed.<br />Show transparent steps: <br />Use a status bar to show what stage a customer is at in the checkout process. This sets expectations and makes the process seem manageable. <br />Expedite the process: <br />Help the customer to complete forms by auto-populating fields where possible e.g. suggesting a delivery address based on the billing address in a checkout form.<br />Avoid distractions: <br />You may want to remove advertising and unnecessary navigation bars from your checkout process. Minimize distractions that might lead a customer to move elsewhere.<br />
    472. 472. 7. Reassure Me<br />
    473. 473. Offer transparency on risks & price<br /><ul><li>Be transparent about total costs and inform customers early on about any extra charges.
    474. 474. It can also be beneficial in the checkout process to offer downloadable information.</li></li></ul><li>Clarify what happens after purchase<br /><ul><li>Make sure a customer knows how long the next step will take.
    475. 475. You should have immediate online email confirmation, and set expectations for an offline reply.</li></li></ul><li>Offer security<br /><ul><li>Make sure your pages are secure, and include known symbols to indicate this e.g. padlock symbol.
    476. 476. Ensure there’s a privacy policy, billing policy and compliance policy clearly accessible.</li></li></ul><li>7. Top Tips To Reassure<br />Offer transparency on risks & price: <br />Be transparent about total costs and inform customers early on about any extra charges. It can also be beneficial in the checkout process to offer downloadable information.<br />Clarify what happens after purchase: <br />Make sure a customer knows how long the next step will take. You should have immediate online email confirmation, and set expectations for an offline reply.<br />Offer security: <br />Make sure your pages are secure, and include known symbols to indicate this e.g. padlock symbol. Ensure there’s a privacy policy, billing policy and compliance policy clearly accessible.<br />
    477. 477. Website Principles<br />Home page<br />Landing Page<br />Navigation <br />Site Search<br />Registration<br />Enquiry Forms<br />Trust<br />
    478. 478. There’s More Help<br />Walking out of this room with an action plan of critical tasks<br />
    479. 479. Training Programs<br />Think Tank for Senior Managers & Leaders<br />Half a day<br />Strategic view of company, competitors<br />Senior leaders from sales, marketing, IT<br />Plugging the biggest implementation leaks<br />Prioritizing New Media Goals<br />Boot Campsfor Mid-level IT/Marketing Staff<br /><ul><li>1-2 days
    480. 480. Implementation processes in web, search & social media
    481. 481. Relevant execution folks from marketing & IT
    482. 482. Learning how to manage agencies & web staff
    483. 483. Beating practical challenges</li></li></ul><li>Thanks.That’s all for this workshop!<br />Find Us!<br />Web: www.HappyMarketer.com<br />Email: Hello@HappyMarketer.com<br />Twitter: @hmarketer<br />Facebook: www.Facebook.com/HappyMarketer<br />
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