E-Mail Marketing, Internet Advertising, Blog Marketing, Social Media Marketing 101 by Janette Toral

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Presentation focused on case studies in the Philippines with success metrics indicated. Janette Toral delivered this presentation during a corporate workshop on Internet Marketing 101 and Technology …

Presentation focused on case studies in the Philippines with success metrics indicated. Janette Toral delivered this presentation during a corporate workshop on Internet Marketing 101 and Technology Applications for a multinational corporation last July 23, 2010. Due to limited time, Internet advertising was not discussed but included in this presentation handout.

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  • 1. Internet  Marke*ng  101   Jane/e  Toral   h/p://www.e-­‐commercephilippines   h/p://www.blog4reviews.com  
  • 2. Internet  Marke*ng   •  Marke*ng  of  products  and  services  over  the   Internet.   •  For  this  presenta*on,  focus  on  examples  of:   –  Email  marke*ng   –  Internet  adver*sing   –  Blog  marke*ng   –  Social  media  marke*ng  
  • 3. Internet  Search  emerges  as  the  top   online  ac*vity.   Ac#vi#es  showing  significant  increase  at  95%  confidence  levels   Base:  Past  month  Internet  users  aged  10+  across  Na#onal  Urban  Philippines     Source:  Yahoo!-­‐Nielsen  Net  Index  2010  
  • 4. What  people  Search  for   on  the  Net   Base:  Past  month  Internet  users  aged  10+  across  Na#onal  Urban  Philippines  who  have  used  a  search  engine  in  the  past  month   Source:  Yahoo!-­‐Nielsen  Net  Index  2010  
  • 5. Social  media  is  changing  the  rules  of   engagement   Base:  Past  month  Internet  users  aged  10+  across  Na7onal  Urban  Philippines   Source:  Yahoo!-­‐Nielsen  Net  Index  2010   Do  you  know  what  people  say  about  you?  
  • 6. E-­‐mail  Marke*ng   •  Type   •  Tools   –  Series   –  Regular  email  (bcc   –  Announcement  based   recipients)   –  Newsle/er   –  E-­‐mail  marke*ng  system   •  GetResponse   •  Premise   •  Aweber   –  Permission  given  or   •  Constant  Contact   implied   •  FlowTown   –  Iden*ty  disclosure   –  Unsubscribe  op*on  
  • 7. E-­‐Mail  Marke*ng   •  DigitalFilipino.com  /  Jane/e  Toral  situa*on   –  In  2003,  contempla*ng  whether  a  new  e-­‐ commerce  book  will  make  sense  in  the  market   –  Test  the  market  by  offering  the  book  content  for   free  and  get  feedback.   –  Test  how  much  of  the  market  will  be  interested  in   purchasing  the  book.  
  • 8. Results   •  Launched  June  2,  2003   •  Reached  1000  subscribers  in  one   month.  3000  by  year-­‐end  2003.   •  Conversion  rate  to  paying  buyers  was   3%   •  Content  revised  5x  prior  to  publishing.   •  Book  published  by  McGraw-­‐Hill   Educa*on  Asia   –  First  Filipino  author  published.   –  Released  May  2004  (sold  out)   •  Created  a  niche  database   –  Organized  DigitalFilipino  E-­‐Commerce   Forum  in  2004  (Cebu  and  Manila).   •  Won  CITEM  E-­‐Services  Best  e-­‐Learning   Product  Award  runner-­‐up  for  2004.  
  • 9. New  e-­‐mail  marke*ng  systems  like  Flowtown.com  has  also  integrated  social  media  component.  
  • 10. Internet  Adver*sing   •  Pla_orms   –  Google  AdWords     –  Facebook   –  Yahoo  Search  Marke*ng   –  Friendster  
  • 11. Sponsored  ads  through   Google  Adwords  
  • 12. Sponsored  ads  through   Yahoo  Search  Marke*ng  
  • 13. Social  Media  101   •  Content  created  by  regular  Internet  users  for   each  other  using  publicly  accessible   technologies.  
  • 14. Social  networking  101   •  Tradi*onal  or  in-­‐person  ac*vi*es  done  online.  
  • 15. Types  of  Social  Media  sites   •  Blogs   •  Media  sharing   •  Microblogs   –  YouTube   –  Twi/er   –  Flickr   •  Social  networks   •  Social  bookmarking  /   –  Facebook   vo*ng   –  MySpace   –  Digg   –  Friendster   –  Delicious   –  LinkedIn   –  StumbleUpon   –  Plaxo   •  Review   –  Ning   •  Forums   •  Virtual  worlds  
  • 16. Winners  of  DigitalFilipino  Social   Networking  Awards  2010   On  its  2nd  year  already,  DigitalFilipino  Club   recognizes  best  campaigns  annually  using   social  network  /  social  media.  
  • 17. In  2009,  Havaianas  created  a  movement  calling  people  to  only  "wear  original"   Havaianas  flip-­‐flops  and  curb  the  prolifera*on  of  local  imita*ons  and  products  that   bastardized  the  brand.     Winner  of  DigitalFilipino  Social  Networking  Awards  2010  (Media  Sharing  category)  
  • 18.  The  campaign  also  leveraged  customers'  love   for  the  brand  and  more  importantly  -­‐  Filipinos'   obsession  with  sharing  photos  on-­‐line,  as   seen  by  the  numerous  posts  on  the  pledge   wall.    This  feature  became   the  primary  driver  of   site  traffic  as  visitors   shared  their  pictures   on  the  pledge  wall  on   their  social  network   pages.    
  • 19. Havaianas  Original:  Results   In  a  span  of  only  57  days,  we  were  able  to  get  54,000  visits  (44,000  unique  visitors)  to   the  site  and  3,700  photo  submissions  on  the  pledge  wall  with  virtually  no  ad  spend   on-­‐line  /  off-­‐line.     Site  traffic  was  generated   organically  by  employing   a  very  effec*ve  SEO  plan   and  integra*ng  viral   sharing  features  on  the   site.    
  • 20.  In  the  end,  the  whole  campaign  was  a   success  as  the  value  of  wearing  original   Havaianas  flip-­‐flops  was  reinforced  by  real   people  and  true  Havaiana*cos,  which  truly   delivered  a  stronger  and  "purer"  message   than  any  other  media-­‐heavy  adver*sing  /   PR  campaign.    
  • 21. Brand  Background    Real  Leaf  green  tea  is  the  newest   ready-­‐to-­‐drink  (RTD)  tea  in  the  market   launched  mid-­‐2009.    Real  Leaf  is  brewed  from  100%  whole   green  tea  leaves,  naturally  packed   with  Theanine,  with  a  delicious  hint  of   fruit  and  honey.     The  Challenge   •  Reinforce  strong  challenger  status  by  demonstra*ng   that  key  influencers  have  already  switched  into  the   brand   Winner  of  DigitalFilipino  Social  Networking  Awards  2010  (Blog  category)  
  • 22. Key  Learnings   •  Incen*vized  consumer  engagement  with  the  blogger  community  around  a   strong  concept  can  drive  rich  RESPONSE  and  online  brand  presence.    Big  Idea   Medium      “What’s  in  it  for  me?”      Real  Leaf  Paparazzi   Key  Blogs  &   iPod  Nanos,  cash  &  products    Blog  Networks     = 150+  product-­‐related  photos   400+  blog  posts   40+  related  search  results  
  • 23. 1st  place:  Mommy  Talks  by  Precious  Bahin*ng   h8p://www.mommytalks.net/2010/01/real-­‐leaf-­‐paparazzi.html  
  • 24. Search  Results  for:  “Real  Leaf”   Google  Top  10  results   Before:  1  video,  1  employee  post   Aner:  8  on  the  Top  10    search  results  
  • 25. Key  Metrics  Dashboard   KPI Target Achieved % of Target Blog Posts 20 400+ +2,000% Search Engine Results 10 40+ +390% Search Engine Results 17 in Top 20 (Images)
  • 26. What  is  a  blog  post  campaign?   •  Get  bloggers  to  write  about  you   –  Press  release   •  Pros:  fast  dissemina*on   •  Cons:  copy-­‐paste;  no  pick-­‐up   –  Meet  blogger  (group  or  one-­‐on-­‐one)   •  Pros:  gerng  to  know  personally   •  Cons:  pick-­‐up  (messaging  /  value  challenge),  cost   –  Paid  post   •  Pros:  flexible  on  budget;  message-­‐focused,  support  SEO   efforts   •  Cons:  search  engine  pick-­‐up,  reader  pick-­‐up   •  Placement  done  through  PR,  blog  network,  or   direct.  
  • 27. Designing  a  blog  post  campaign   •  Objec*ve   •  Keywords   •  Type  of  write-­‐up   –  Word  or  Phrase   desired   –  url  or  link   –  Buzz   •  Photos   –  Website  review   –  News  release   •  Video   •  Messaging  tone   •  Amplify   –  Posi*ve   –  Twi/er   –  Nega*ve   –  Facebook   –  Neutral   –  Foursquare  
  • 28. Winner  of  DigitalFilipino  Social  Networking  Awards  2010     (Micro  Blog  category)  
  • 29. Results   •  P409,320  dona*on   •  15,000  +  tweets   •  3  weeks   •  As  of  November,  Globe  has  provided  relief   packages  to  17,000  families  in  Marikina,  Rizal,   Mun*nlupa,  Laguna,  and  Pangasinan.  It  has   donated  Php3  million  to  various  founda*ons   for  the  vic*ms  of  the  floods.  
  • 30. Winner  of  DigitalFilipino  Social  Networking   Awards  2010  (Social  Network  category)  
  • 31. Results   •  50  high  profile  celebri*es  contributed  content   •  In  less  than  a  month  aner  its  launch,  US $15,000  was  donated  to  Red  Cross.  
  • 32. Winner  of  DigitalFilipino  Social  Networking  Awards  2010  (Social  Network  category)  
  • 33. Results   •  Lola  Techie   –  Over  100,000  Facebook  fans  in  just  4  months.     –  4500  followers  on  Mul*ply.   –  3000  followers  on  Twi/er.   –  1884  followers  on  Plurk  and  500  fans     •  Bayan   –  Increased  sales  inquiries  by  700%!       –  DSL  sales  grew  by  about  50%  during  the  period  when   the  commercial  started  airing  and  the  campaign   definitely  contributed  to  the  posi*ve  overall  business   performance  in  2009.  
  • 34. Winner  of  DigitalFilipino  Social  Networking  Awards  2010     (Media  Vo*ng  category)   BACKGROUND Apl de Ap + MTV Asia + PH DOT were in search for the next unsigned PINOY ARTIST
  • 35. RESULTS >> over 1,000 entries in less than 2 week seed; 4,000%  ROI   >> Quantity: Over 84 posts in 3 days >> Quality: vs.  CLIENT  SPENDING   a. all linked URL b. all had branding c. call to action to vote d. Twits made use of hash e. niched to music, youth, lifestyle f. 30% of blogs 1st & 2nd pages of Y! & Google
  • 36. Slurpee  /  Grand  Chase   Purchase  a  22oz.  Slurpee     Grand  Chase-­‐themed  Flavor   Add  P2.00  and  get  1  of  9   Collectible  Item   Redemption  Cards   Find  the  Slurpee  /   7-­‐Eleven  NPC   within  Grand   Chase  and  enter   your  code   Get  these  awesome  In-­‐Game  items!   Winner  of  DigitalFilipino  Social  Networking  Awards  2010  (Virtual  Worlds  /  Gaming  category)  
  • 37. Slurpee  Campaign  KPIs   •  Opening  weekend  (Sept  25  –  27)     •  22%  sales  increase  of  Slurpee  vs  the   same  period  in  2008   –  Regardless  of  ‘BER’  months  /  Ondoy   •  Total  Campaign  (Sept  25  –  Nov  6)   •  40%  sales  increase  of  Slurpee  versus   pre-­‐promo  period   •  70%  of  total  cards  given  away   •  45K  players  redeemed   –  Redemption  still  ongoing  
  • 38. The  MARLBORO  Black  Lounge   An  online  member-­‐get-­‐ member  promo#on  which   aimed  to  grow  the  number  of   Marlboro  Adult  Smoker   Database  members,  while  at   the  same  *me  support  the   launch  of  the  brand’s  newest   variant  –  Marlboro  (Black)   Menthol.   *Promo  period:  Sept  1  –  Oct  5,  or  when   the  50  Black  Lounges  are  completed  –   whichever  comes  first.   Winner  of  DigitalFilipino  Social  Networking  Awards  2010  (Virtual  Worlds  /  Gaming  category)  
  • 39. The Black Lounge Results Number of Black Lounges created 359 Number of Black Lounges completed 114 Number of Participants 3,333 % of Newly Registered Participants 67% Number of Lounge Members 2,974 •  There was a 159% increase in online registrations (1st 10 days of another Marlboro online promo 2008 vs. The Marlboro Black Lounge 2009).   •  Total  number  of  newly  registered  par*cipants  in  the  given  *me  frame  (approx.  one  month)  indicated   very  posi*ve  results  especially  since  communica*on  materials  distributed  were  very  minimal  (no   print  ads,  no  merchandising  at  Key  accounts  POS,  no  hard  mailers,  no  key  account  promoter  ops,  no   online  banner  ads).   •  50  Black  Lounges  were  already  completed  by  Sept.  16,  two  and  a  half  weeks  aner  the  start  of  the   promo.   •  6/10  visits  to  the  site  during  this  period  have  resulted  in  new  member  registra*ons.  
  • 40. • Online  contest  open  to  all   sulit.com.ph  members   • Suli*zens  were  asked  to   create  their  own  Valen*ne’s   Day  postcard  for  their  loved   one  using  any  computer   sonware,  with  a  5.83  x  7.87     dimension  and  email  it  to   sulit.com.ph   Winner  of  DigitalFilipino  Social  Networking  Awards  2010  (Forum  category)  
  • 41. • Entries  were  judged   according  to  its  artwork,   message,  originality  and   impact     • Contest  ran  for  almost  3   weeks   •   Forum  replies:  560   • No.  of  qualified  entries:  318  
  • 42. http://buddygancenia.com/blog/rates - landing page for the link-building campaign. - All the necessary information about the videographer, contact details, the products and services, the rates and sample videos are all in this page. Winner  of  DigitalFilipino  Social  Networking  Awards  2010  (Search  Engine  Marke*ng  category)  
  • 43. KEYWORDS   GOOGLE   YAHOO   BING   Corporate  events   coverage  Philippines     1   1   1   Corporate  video   1   1   1   Philippines     Events  video   coverage  Philippines     1   1   1   Events  coverage   1   2   1   Philippines     Corporate  events   2   8   4   coverage     Video  coverage   5   1   2   Philippines     Events  video   2   10   9   coverage    
  • 44. RESULTS It increased the inquiry about 3 times. Bookings also increased from the time the campaign was launched.
  • 45. Social  influencers   •  People  who  have  influence  on  their  peers   heavily  influenced  by  the  quality  and  volume   of  content  they  share  online  to  their  peers.   –  Referent  influencers     –  Expert  influencers     –  Posi*onal  influencers  (peers)   Source:  Social  Media  Marke*ng  for  Dummies   (Shiv  Singh)  
  • 46. Effec*veness  Web  2.0   •  Search   •  Talk  or  Write   •  Share  
  • 47. h/p://developers.facebook.com/plugins  
  • 48. Twi/er  stream  
  • 49. Source:  Flowtown.com  
  • 50. Source:  Flowtown.com  
  • 51. Source:  Flowtown.com  
  • 52. Building  Tribes   •  Tell  a  story   •  Lead  a  movement   –  Who  are  you  upserng?   –  Who  are  you  leading?   –  Challenge  the  status  quo   –  Establish  a  culture.   •  Connect  a  tribe   •  Everyone  is  important.   –  Who  are  you  connec*ng?   –  Being  a  leader  gives  you   –  Stage  1  to  5   charisma.   •  Life  sucks   •  Make  change   •  My  life  sucks   •  I’m  great   –  Commit   •  We’re  great   •  Life  is  great  
  • 53. •   Bring  out  the  best  in  others.   •   Get  recognized.   •   Outperform.   •   Overcome  life's  challenges.   •   Enjoy  beeer  health.   •   Be  a  top  choice  (win  life's  popularity  contests:  job,  rela#onship,  friendship).   The  Likeability  Factor  by  Tim  Sanders  
  • 54. Building  Power  and  Influence   •  Pick  a  niche   •  Share  what  you  know   •  Be  different  and  stand  out   •  Forge  alliances   •  Be  featured   •  Appear  in  search  engine  results  
  • 55. The  Needs   •  Rank  Higher  In  Google,  Yahoo,  Bing   •  Find  interested  buyers  by  hirng  the  right  market   •  Increase  conversion  rate   •  Increase  brand  awareness   •  Personalized  online  strategy     •  Viral  Marke*ng  /  Crea*ng  a  buzz     •  Control  what  people  see  online  about  you   •  Engage  your  target  market   Managing  your  internet  image   -­‐  Will  people  search  for  you?   -­‐  Will  people  write  and  talk  about  you?   -­‐  Will  people  share  informa*on  about  you?   -­‐  Will  people  contact  you?   Source:  SearchProfileIndex.com  by  4thMediaCorp.com  
  • 56. Thank  you!   h/p://www.e-­‐commercephilippines.com   h/p://www.searchprofileindex.com