How to Maximize Your Online Brand Effectiveness<br />Jon Samsel<br />October 7, 2009<br />
The opinions expressed during this presentation are the opinions solely of Jon Samsel, the individual presenter, and may n...
There is only one metric that means anything in business: how you're doing against your competition.  <br />-3-<br />
	How well you're doing seems to be fairly straightforward.  <br />Just look at the revenue, right? <br />-4-<br />
Revenue + What Other Factors?<br />How does the CEO know that marketing dollars are being well spent?<br />Who is holding ...
Portable<br />Shareable<br />Sociable<br />THE<br />ABLE's<br />Actionable<br />Searchable<br />Measurable<br />-6-<br />
Portable<br />Shareable<br />Sociable<br />A unique blend of onsite<br />and offsite variables that brands should master t...
Portable<br />Shareable<br />Sociable<br />The more portable devices <br />your website is optimized for, <br />the better...
Source: Jon Samsel's Survey of 83 marketers, 9/23/09<br />-9-<br />
Don't Just Think Mobile Marketing, Think Portable Search & Micro User Experiences<br />-10-<br />
Portable<br />Shareable<br />Sociable<br />Social engagement can be good for brands.  Firms that monitor, engage, and resp...
Marketers Say They Are Focused On Social<br />Source: Jon Samsel's Survey of 83 marketers, 9/23/09<br />-12-<br />
Only 2 out of 100<br />Fortune 100 CEO's has a Twitter account.  <br />And neither has posted anything.<br />-13-<br />Sou...
Search Is Becoming More Conversational<br />-14-<br />
Search Engines Love Social Content<br />#1 natural search result on Google is social content on Mahalo, not BAC.com<br />-...
It's An Exact Phrase Match: Big Deal<br />Social phrase resulted in #1 position on page 1 of Bing and Yahoo<br />-16-<br />
Social Is Hijacking Branded SEO Results Too<br />Remove non-branded terms<br />Brands have a strategic marketing opportuni...
What Is Your Social Search Strategy?<br /><ul><li>H&R Block on Google:  6 of 10 page one natural search results is social
Wikipedia, AOL Finance*, Yahoo Finance*, BloggingStocks, Topix, Facebook
Whole Foods Market on Google:  4 of 10 page one natural search results is social
Wikipedia, Twitter, Yahoo Finance*, WFM blog
Victoria’s Secret on Yahoo:  5 of 10 page one natural search results is social
Facebook, Answers.com, Spike.com video feed, victoriasecretbags.blogspot.com, Wikipedia</li></ul>-18-<br />
I Now Pronounce You: Monetized<br />JK Wedding Entrance Dance Video:  Reactive Social Media Strategy<br />[ UGC + YouTube ...
Portable<br />Shareable<br />Sociable<br />Websites optimized for natural search, especially by local geo-locations, busin...
How Search Engines See Nike<br />All code and few keywords.<br />-21-<br />
How Search Engines See BigMouthMedia<br />Plentiful keywords!<br />-22-<br />
Inbound Links + Pages Count = SEO Amplifiers<br /># Links	Pages	      Brand	         SEO<br />2,070,339	55,800	      Bankr...
Local & SKU Content Improves Long Tail SEO<br />Page 1 Google Result<br />Google Indexed Pages: 2,670,000<br />-24-<br />
Portable<br />Shareable<br />Sociable<br />The ability to monitor, track,<br />analyze, report, & optimize a<br />website ...
Measurement Is Contextual<br /><ul><li>Marketers believe they are doing a good job at analytics
Typical web analytics focus on website performance
But is that the complete picture? What about...</li></ul>Mobile usability stats<br />Interactivity<br />Social search stat...
Do SEO Vendors Practice What They Preach?<br />99.9 - www.bigmouthmedia.com99.7 - www.6smarketing.com99.7 - www.primevisib...
Analytics Are Worthless w/o Taking Action<br />Improve responsiveness by adding more direct response elements to each page...
Most Effective Online Marketing Strategies<br />Source: Jon Samsel's Survey of 83 marketers, 9/23/09<br />-29-<br />
Least Effective Online Marketing Strategies<br />Source: Jon Samsel's Survey of 83 marketers, 9/23/09<br />-30-<br />
Portable<br />Shareable<br />Sociable<br />An actionable website or<br />online brand experience is one that fulfils user ...
Are 70+ Actionables On A Page Too Much?<br />-32-<br />
Every Web Page Is A Landing Page<br />-33-<br />
Actionable For All?<br />Source: Jon Samsel's Survey of 83 marketers, 9/23/09<br />-34-<br />
Portable<br />Shareable<br />Sociable<br />Being a transparent company plays off of the social concept that you get what y...
TRADITIONAL<br />WEBSITE CONTENT<br />Social +Data is <br />500x larger<br />SOCIAL + DATA<br />Brand-generated content <b...
Law Of Reciprocity: You Get What You Give<br />MASHUP'S<br />API<br />FEEDS<br />VIDEO<br />FEEDS<br />AUDIO<br />FEEDS<br...
Corporate Websites Are Loosing Power<br />-38-<br />
Upcoming SlideShare
Loading in …5
×

How to Maximize Your Online Brand Effectiveness

1,912 views

Published on

Jon Samsel's presentation from The Digital Symposium, sponsored by Richmond Events, the Harvard Club, NYC, October 2009.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,912
On SlideShare
0
From Embeds
0
Number of Embeds
50
Actions
Shares
0
Downloads
41
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Community is at the heart of the web experience, hence the rise of social media.Brands haven’t been invited into these communities, it’s about individuals.Brands are trying to figure out how to become part of these communities because they know that effective listening is critical to business success.
  • How to Maximize Your Online Brand Effectiveness

    1. 1. How to Maximize Your Online Brand Effectiveness<br />Jon Samsel<br />October 7, 2009<br />
    2. 2. The opinions expressed during this presentation are the opinions solely of Jon Samsel, the individual presenter, and may not reflect the opinions of his employer. <br />-2-<br />-2-<br />
    3. 3. There is only one metric that means anything in business: how you're doing against your competition.  <br />-3-<br />
    4. 4. How well you're doing seems to be fairly straightforward.  <br />Just look at the revenue, right? <br />-4-<br />
    5. 5. Revenue + What Other Factors?<br />How does the CEO know that marketing dollars are being well spent?<br />Who is holding our vendors accountable?<br />Have we monetized the web to deliver maximum shareholder value?<br />Does the CMO understand which channels generate the highest ROI?<br />Where are the growth opportunities?<br />-5-<br />
    6. 6. Portable<br />Shareable<br />Sociable<br />THE<br />ABLE's<br />Actionable<br />Searchable<br />Measurable<br />-6-<br />
    7. 7. Portable<br />Shareable<br />Sociable<br />A unique blend of onsite<br />and offsite variables that brands should master to have a holistic, integrated, and successful<br />online marketing strategy.<br />Actionable<br />Searchable<br />Measurable<br />-7-<br />
    8. 8. Portable<br />Shareable<br />Sociable<br />The more portable devices <br />your website is optimized for, <br />the better positioned your <br />brand will be to capitalize on <br />the emerging mobile market. <br />Poor GUI 's, code, etc., could have negative brand consequences.<br />Actionable<br />Searchable<br />Measurable<br />-8-<br />
    9. 9. Source: Jon Samsel's Survey of 83 marketers, 9/23/09<br />-9-<br />
    10. 10. Don't Just Think Mobile Marketing, Think Portable Search & Micro User Experiences<br />-10-<br />
    11. 11. Portable<br />Shareable<br />Sociable<br />Social engagement can be good for brands. Firms that monitor, engage, and respond to what consumers, constituents, and competitors are saying about them are better positioned to influence sales & brand attributes.<br />Actionable<br />Searchable<br />Measurable<br />-11-<br />
    12. 12. Marketers Say They Are Focused On Social<br />Source: Jon Samsel's Survey of 83 marketers, 9/23/09<br />-12-<br />
    13. 13. Only 2 out of 100<br />Fortune 100 CEO's has a Twitter account. <br />And neither has posted anything.<br />-13-<br />Source: didierlahely.com<br />
    14. 14. Search Is Becoming More Conversational<br />-14-<br />
    15. 15. Search Engines Love Social Content<br />#1 natural search result on Google is social content on Mahalo, not BAC.com<br />-15-<br />
    16. 16. It's An Exact Phrase Match: Big Deal<br />Social phrase resulted in #1 position on page 1 of Bing and Yahoo<br />-16-<br />
    17. 17. Social Is Hijacking Branded SEO Results Too<br />Remove non-branded terms<br />Brands have a strategic marketing opportunity to partner with social networks, participate in consumer conversations, and benefit from it.<br />Social result still appears in 5th position on page 1 of Google!<br />-17-<br />
    18. 18. What Is Your Social Search Strategy?<br /><ul><li>H&R Block on Google: 6 of 10 page one natural search results is social
    19. 19. Wikipedia, AOL Finance*, Yahoo Finance*, BloggingStocks, Topix, Facebook
    20. 20. Whole Foods Market on Google: 4 of 10 page one natural search results is social
    21. 21. Wikipedia, Twitter, Yahoo Finance*, WFM blog
    22. 22. Victoria’s Secret on Yahoo: 5 of 10 page one natural search results is social
    23. 23. Facebook, Answers.com, Spike.com video feed, victoriasecretbags.blogspot.com, Wikipedia</li></ul>-18-<br />
    24. 24. I Now Pronounce You: Monetized<br />JK Wedding Entrance Dance Video: Reactive Social Media Strategy<br />[ UGC + YouTube + 24 million views + copyright infringement + zero development costs + zero video streaming bandwidth fees + Sony monetization via click to buy text ads = bumper payday for YouTube, Sony, and Chris Brown ]<br />-19-<br />
    25. 25. Portable<br />Shareable<br />Sociable<br />Websites optimized for natural search, especially by local geo-locations, business listings, or product SKUs ,can be more easily found by crawlers & bots [more long tail site traffic over time]<br />Actionable<br />Searchable<br />Measurable<br />-20-<br />
    26. 26. How Search Engines See Nike<br />All code and few keywords.<br />-21-<br />
    27. 27. How Search Engines See BigMouthMedia<br />Plentiful keywords!<br />-22-<br />
    28. 28. Inbound Links + Pages Count = SEO Amplifiers<br /># Links Pages Brand SEO<br />2,070,339 55,800 Bankrate.com Excellent<br /> 6,094 2,210 UnionBank.com Below average<br />-23-<br />
    29. 29. Local & SKU Content Improves Long Tail SEO<br />Page 1 Google Result<br />Google Indexed Pages: 2,670,000<br />-24-<br />
    30. 30. Portable<br />Shareable<br />Sociable<br />The ability to monitor, track,<br />analyze, report, & optimize a<br />website is a critical digital marketing function--yet many firms aren't mining this knowledge to make online experiences more relevant, usable, efficient, or profitable.<br />Actionable<br />Searchable<br />Measurable<br />-25-<br />
    31. 31. Measurement Is Contextual<br /><ul><li>Marketers believe they are doing a good job at analytics
    32. 32. Typical web analytics focus on website performance
    33. 33. But is that the complete picture? What about...</li></ul>Mobile usability stats<br />Interactivity<br />Social search stats<br />Sales funnel anaysis<br />Usability test results<br />Mobile search engine stats<br />Multivariate testing<br />Long tail search stats<br />Publishing & syndication stats<br />Online brand reach & influence<br />-26-<br />
    34. 34. Do SEO Vendors Practice What They Preach?<br />99.9 - www.bigmouthmedia.com99.7 - www.6smarketing.com99.7 - www.primevisibility.com99.6 - www.bruceclay.com99.6 - www.webadvantage.net99.5 - www.vizioninteractive.com99.4 - www.submitawebsite.com99.3 - www.seo.com98.9 - www.oneupweb.com98.2 - www.webmetro.com97.9 - www.netconcepts.com97.6 - www.iCrossing.com97.3 - www.thinkseer.com96.5 - www.purevisibility.com96.3 - www.seojunkies.com95.9 - www.increasevisibility.com95.5 - www.reprisemedia.com95.5 - www.rustybrick.com95.0 - www.seop.com94.0 - www.nowspeed.com93.0 - www.ilikesem.com92.0 - www.usawebsolutions.com91.0 - www.tmpdm.com90.0 - www.iprospect.com85.0 - www.360i.com85.0 - www.razorfish.com71.0 - www.ip-seo.com67.0 - the-ccg-group.com43.0 - www.asenyo.com<br />Web measurement tools can save you time and money. <br />Here I utilizeWebsiteGrader to rate the SEO vendors.<br />-27-<br />
    35. 35. Analytics Are Worthless w/o Taking Action<br />Improve responsiveness by adding more direct response elements to each page and testing impact<br />Boost interaction by adding Flash tool to home page to measure engagement and lead impact.<br />Our brand is being mentioned more and more on social communities, but how is this impacting our bottom line? Tie results into our current sales and customer sat reports.<br />-28-<br />
    36. 36. Most Effective Online Marketing Strategies<br />Source: Jon Samsel's Survey of 83 marketers, 9/23/09<br />-29-<br />
    37. 37. Least Effective Online Marketing Strategies<br />Source: Jon Samsel's Survey of 83 marketers, 9/23/09<br />-30-<br />
    38. 38. Portable<br />Shareable<br />Sociable<br />An actionable website or<br />online brand experience is one that fulfils user needs--making it easier to interact, transact, register, or communicate. [Accessibility = higher sales, satisfaction, and socialization]<br />Actionable<br />Searchable<br />Measurable<br />-31-<br />
    39. 39. Are 70+ Actionables On A Page Too Much?<br />-32-<br />
    40. 40. Every Web Page Is A Landing Page<br />-33-<br />
    41. 41. Actionable For All?<br />Source: Jon Samsel's Survey of 83 marketers, 9/23/09<br />-34-<br />
    42. 42. Portable<br />Shareable<br />Sociable<br />Being a transparent company plays off of the social concept that you get what you give. Freeing data & content via RSS, API, syndication, etc., not only helps build trust, it enables new forms of collaboration & opportunities.<br />Actionable<br />Searchable<br />Measurable<br />Measurable<br />-35-<br />
    43. 43. TRADITIONAL<br />WEBSITE CONTENT<br />Social +Data is <br />500x larger<br />SOCIAL + DATA<br />Brand-generated content <br />is dwarfed by <br />conversations and data feeds about your brand.<br />The Deep Web is Where the Action Is<br />-36-<br />
    44. 44. Law Of Reciprocity: You Get What You Give<br />MASHUP'S<br />API<br />FEEDS<br />VIDEO<br />FEEDS<br />AUDIO<br />FEEDS<br />TEXT<br />FEEDS<br />RDF<br />FEEDS<br />Sharing increases your odds of being heard!<br />-37-<br />
    45. 45. Corporate Websites Are Loosing Power<br />-38-<br />
    46. 46. Google Wave: UGC + Real-Time Collaboration<br />-39-<br />
    47. 47. Closing<br />-40-<br />
    48. 48. The Big Takeaway<br /><ul><li>Investment in web marketing is going to be measurable (the biggest "able" of all) almost simultaneous with making the investment, instead of weeks or months later.
    49. 49. Right now, when a CEO spends a million bucks, he may as well be on a trip to Vegas with a croupier on his arm.
    50. 50. Actionable analytics ensures that your investments will result in measurable outcomes that can then themselves be optimized by further investment.</li></ul>-41-<br />
    51. 51. The ABLE Marketer's Next Steps<br />Portable<br /><ul><li>Look at your site & your competitor's sites on various mobile browsers
    52. 52. Optimize your website for the top 3-5 mobile browsers
    53. 53. Get a key executive to start blogging or tweeting</li></ul>Sociable<br /><ul><li>Claim your brand across all major social networks - KnowEm
    54. 54. Get a key executive to start blogging or tweeting
    55. 55. Start monitoring brand conversations - eCairne, Overtone, ScoutLabs</li></ul>Searchable<br /><ul><li>Visualize how search bots view your site code (see source, cut & paste into Wordle.net)
    56. 56. Compare # inbound links & indexed pages on your site against competitors
    57. 57. Publish search optimized GEO and SKU content pages - Heardable's GeoPing
    58. 58. Use Google's local business listings - http://www.google.com/local/add
    59. 59. Develop a social-search optimization plan - Mahalo, Yahoo Answers, Twitter</li></ul>-42-<br />
    60. 60. The ABLE Marketer's Next Steps<br />Measurable<br /><ul><li>Recognize that your web analytics is probably inadaquate & not real-time
    61. 61. Read a current analytics report and make 3 actionable decisions today
    62. 62. Track & optimize your telephone leads by online campaign using dynamic 800 #'s
    63. 63. Add mobile and social categories to your current search reporting</li></ul>Actionable<br /><ul><li>Count the # of actionables on your home page and cut them # in half
    64. 64. Design every page on your site like a landing page (enable transactions)
    65. 65. Try multivariate testing to boost landing page results - Test & Target
    66. 66. Conduct quick usability tests to make achieving goals easier - wcriagtomlin.com</li></ul>Shareable<br /><ul><li>Enable easy distribution of your site content & data - Set up RSS and API Feeds
    67. 67. Embrace user feedback - Allow product ratings, accept Mahalo feeds on your site
    68. 68. Try collaborating with employees & partners in a new way - Google Wave</li></ul>-43-<br />
    69. 69. Appendix<br />-44-<br />
    70. 70. Online Marketing Resources<br />SEO<br /><ul><li>http://www.bigmouthmedia.com
    71. 71. http://www.6smarketing.com
    72. 72. http://www.primevisibility.com
    73. 73. http://www.bruceclay.com
    74. 74. http://www.webadvantage.net
    75. 75. http://www.vizioninteractive.com
    76. 76. http://www.submitawebsite.com
    77. 77. http://www.seo.com
    78. 78. http://www.webmetro.com
    79. 79. http://www.netconcepts.com
    80. 80. http://www.iCrossing.com
    81. 81. http://www.thinkseer.com
    82. 82. http://www.purevisibility.com
    83. 83. http://www.seojunkies.com
    84. 84. http://www.increasevisibility.com
    85. 85. http://www.reprisemedia.com
    86. 86. http://www.rustybrick.com
    87. 87. http://www.seop.com
    88. 88. http://www.nowspeed.com
    89. 89. http://www.usawebsolutions.com
    90. 90. http://www.tmpdm.com
    91. 91. http://www.iprospect.com
    92. 92. http://www.360i.com</li></ul>Monitoring Tools<br />http://www.converseon.com<br />http://www.ecairn.com<br />http://www.scoutlabs.com<br />http://www.radian6.com<br />http://www.techrigy.com<br />http://www.nielsen.com<br />http://www.trendrr.com<br />http://www.overtone.com<br />http://www.cymfony.com<br />http://www.websitegrader.com<br />http://www.compete.com<br />http://vitrue.com<br />http://www.quantcast.com<br />http://www.conductor.com<br />http://sysomos.com<br />http://www.comscore.com<br />http://en-us.nielsen.com/home<br />http://builtwith.com<br />http://www.crowdscience.com<br />http://www.seomoz.org<br />http://www.trackur.com<br />http://www.alexa.com<br />http://www.heardable.com <br />-45-<br />

    ×