1. Laisie Tu, hjc
#bridgeconf

3. E-Mail
Marketing
Social
Lead Gen
Media
Pay-Per- Digital
Organic
Click Marketing
Content Conversion
Marketing Optimization
Analytics

4.  Digital Marketing Landscape
 5 free tools
◦ How are each of them used?
◦ When do you use them?
◦ How are they connected?
 Additional tools/resources
 Q&A

5.  Analytics - Learn how to effectively track
marketing efforts by their source
 Social media - Manage social media and
monitor brand
 Ad/Campaign planning - Gather free
consumer insight to create innovative,
effective, cutting-edge campaigns
 Competitive intelligence – tools to optimize
your online assets and be mindful of what
else is out there

6. 1. Google Analytics
2. HootSuite
3. Google Keyword Tool
4. Google Insights
5. Alexa.com

7. I know 50% of
my advertising
works and 50%
does not, but I
don't know
which 50% it is.

8. Tool #1

10.  It is a web analytics tool to understand
behaviour on your website
 Web analytics is the measurement, collection,
analysis and reporting of internet data for
purposes of understanding and optimizing
web usage
 Tool for business and market research

11.  Who is coming to your website?
 What content do they like?
 Is our site effective?
 How do people respond to our radio
programs? AdWords campaign? Facebook
campaign?
 What is the ROI of our online programs?

12. 1. Outline your goals / objectives
◦ Why does your website exist?
◦ What do you want people to do?
2. Align goals with relevant metrics
 Examples:
◦ Branding/Awareness => Traffic, Pages/Visit, Time
on Site
◦ Sign up => Goal tracking
◦ Watching a video, PDF download => Event tracking
◦ Sale, Order, Donation => Goal tracking, E-
commerce

14. • Create unique tracking URLs to send data
back to Google Analytics
• Required fields:
• Campaign (i.e. Walk2012)
• Source (i.e. homepage, Google, Facebook)
• Medium (i.e. cpc, radio, display)

16. 16

18. 18

23.  Google Analytics Website:
http://www.google.com/analytics/
 Blog: http://analytics.blogspot.com/
 Conversion University:
http://www.google.com/intl/en/analytics/iq.
html?&rd=1
 Link builder:
http://support.google.com/googleanalytics/b
in/answer.py?hl=en-GB&answer=55578

24. Tool #2

25.  The leading social media dashboard to
manage and measure your social networks

26.  Manage multiple social profiles – more for
Twitter
 Schedule messages and tweets
 Track brand mentions
 Analyze social media traffic, click stats
 Keyword Monitoring
 More functionality
◦ Built-in URL shortener (ow.ly)
◦ Reply all
◦ Auto-complete user names

27.  "HootSuite is an essential tool
for managing social networks
by allowing teams to
efficiently track conversations
and measure campaign
results."
- Pete Cashmore, CEO,
Mashable

30.  Shared dashboard view using customized
columns
◦ Monitor brand, staff mentions
◦ Monitor key hashtags for events/conferences
◦ Monitor client comms/campaigns

31. Tool #3

32.  Tool used to find keyword ideas based on
actual Google search enquiries
 Using a phrase, keyword, or website URL

36.  Search Engine Marketing (SEM) or Search
Engine Optimization (SEO)
◦ To gather keyword ideas for Search advertising
campaigns (i.e. Google AdWords) or to optimize
your website for higher rankings
◦ Identify similar keywords or more common phrases
◦ Compare search terms
◦ Estimate traffic of search campaigns
◦ Identify irrelevant terms for negative keyword use

38. Tool #4

39.  http://www.google.com/insights/search/
 Tool used to compare search volume patterns
across specific regions, categories, time
frames and properties

41.  Campaign planning
◦ Determine appropriate campaign run dates (launch
and end dates)
◦ Determine who to target (regions)
◦ Determine appropriate ad spend (budget)
◦ Similar search terms (keyword)
◦ Is this a hot topic in the media? (news)

42. Tool #5

43.  http://www.alexa.com/
 One of the leading internet statistics engines
 Provides free, global web metrics and
rankings of many websites

48.  When you want to find out the most
successful sites on the web
by keyword, category, or country.
 For competitive analysis, benchmarking,
market research, or business development.

49. YOUR BRAND
 25-34  80% female, 20% men
 Rents condo or  30% between 23-34 years of age
apartment  Top interests: Fashion design & collections,
 Living with someone music, art, memorabilia, graphic design,
 Fashion designer crafts, interior design
 Pinterest users have above avg incomes
(41% make $50-100K)
 According to Alexa, audience skewed
towards not having children
35-44  16% between 35-44 years
 City lovers  25% with bachelors or higher
 Environmental  8% of users make over $100K
advocates  HHI >100K+: 28.1% of users
 Educated, affluent  85% went to some college, have a bachelors
 Social or graduate degree

50. 1. Google Analytics – track effectiveness of
website, landing pages, marketing sources
2. HootSuite – manage multiple social network
profiles and monitor online conversations
3. Google Keyword Tool – to gather keyword
ideas for SEM/SEO purposes
4. Google Insights for Search – to assist with
campaign and ad planning
5. Alexa – for business/competitive
intelligence and for ad planning

51.  Tweetdeck
 CoTweet
 Quarkbase.com (high level info for
competitors)
 Topsy.com
 Bit.ly
51

52.  Alexa.com (Free)
 SpyFu (Free & Paid)
 Keyword Spy (Free & Paid)
52

53.  Compete.com (Free and Paid)
 Alexa.com (Free)
53

54.  YouTube for Nonprofits Program
 Google Grants
 Nonprofits on Facebook
 Flickr for Good

55. Don’t forget to visit the
Solutions Showcase!
Many of the ideas discussed today are
on display at the Solutions Showcase!
#bridgeconf