1. Full-service online + interactive marketing firm
Real World, Real Results:
From the Digital Edge
Presented to:
CADMEF

2. About Marcel Media
Marcel Media is a full service, award-winning, interactive marketing
agency specializing in Search Engine Marketing (SEM).
We provide creative and customized marketing solutions such as Pay
Per Click (PPC), Search Engine Optimization (SEO), Social Media,
Interactive Facebook Applications, Conversion Optimization, Website
Development and Web Analytics.
@marcelmedia
facebook.com/marcelmedia
www.marcelmedia.com/blog
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3. About Kelly Cutler
Kelly Cutler is the CEO of Marcel
Media, a Chicago-based, interactive,
marketing firm specializing in Search
Engine Marketing.
Beginning her career in 1997 with
companies including AOL and
Classified Ventures, Kelly‘s
achievements include serving as the
first woman president of the Chicago
Entrepreneurs‘ Organization,
instructing at the University of
@kfcutler
Chicago and DePaul University, and
speaking on industry topics across
the country. /in/kellycutler
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4. The Three-Pronged Digital Marketing Approach
Introduction
• About Marcel Media
• About Kelly Cutler
• Viral Video
Search
• Benefits
• Tips
• Industry Updates
• Tools
Social
• Video
• Policy, Strategy, Execution, Platforms
• Recent Case Studies
• Tool Kit
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5. Example of a Viral Product Video
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6. Search Marketing
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7. A Breakdown of SEO
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8. 7 Simple On Page SEO Tips
 URL Structure- Keyword heavy, static appearing (.html as opposed to .php
or .asp) and hyphen delimited
 ALT Tags - Should be image specific keywords, filenames should be all
lowercase, with hyphen delimiters
 XML Site Map - Lays out the site architecture in an easy to process web
document so all pages can be crawled and indexed by engines
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9. 7 Simple On Page SEO Tips
 Title Tags – Should be comprised of two sections. A keyword portion first,
separate with a pipe bar (|) then a branding portion
 Keyword portion should be less than 65 characters and positioned
with page-specific keywords (head terms)
 Navigation -This should be top-level, and text-based HTML (don‘t use
flash, don‘t place in footer)
 Start a blog and syndicate content across the web
 Press Release Optimization
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10. Benefits of Off Page SEO: Link Building
What is a “link”?
On page HTML element
that allows the user to navigate to
another page on the internet
Why are links important?
All links are important to SEO .
The most important types of links for
SEO are "backlinks― or "inlinks".
What are backlinks?
Backlinks are from pages on an
external site that link back to your site.
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11. Examples of Backlinks
▪ Authority Links -links from relevant sites such as .edu sites,
personal websites etc
▪ Directory Links -include search engine and paid directories such
as the "Yahoo Directory‖
▪ Real Time Links -links from regularly updated content-driven sites
such as blogs, PR sites
 Social Bookmarks - Bookmarks allow users to tag a website or
webpage, save it for later, or share the links with friends. This
helps to syndicate branded content and compliments off page SEO.
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12. Google’s Panda Update
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13. Google’s “Spring Cleaning”
In the beginning of March 2011, Google made changes to their algorithm, which
affected websites and their search engine rankings.
The update was part of ongoing effort to move better quality content to the top of
Google‘s search results page (SERPs). This update is designed to reduce high
ranking, low quality articles, web pages and websites.
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14. Case Study: How Overstock Upset Google
• Overstock provided incentives for colleges and universities to link to
Overstock pages from their .edu sites
• .edu sites hold very high authority (next to .gov sites)
• In exchange for links the students and faculty received discounts on the
shopping site
• Google perceived this as a black hat SEO practice
• After the Panda algorithm update, Overstock
disappeared for searches they used to
rank highly for, such as vacuum cleaners
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15. Local Search
• Fastest growing segment of all online search
• Approximately 40% of searches are local in nature
• Local searches yield the most relevant results and reach the highest quality of
visitors
• Local searches are intended to send information/businesses within a particular
geographical location, for example: ―Chicago marketing agency‖
• 82% of all users are
searching locally
• 1.3 billion local searches conducted
online every month
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16. Search Marketing Tool Kit
• SpyFu – Competitive analysis tool
• Website Grader – Rates the search engine friendliness of your website
• Search Based Keyword Tool (SKTool for short) - Keyword tool & traffic estimator;
type in words, phrases and websites
• Open Site Explorer – Backlink Analysis Tool
• Compete – Competitive analysis tool for websites
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17. Does Your Website Make the Grade?
http://websitegrader.com
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18. Social Media: A Guide to Getting It Right
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19. Benefits of Social Media
5/16/2011 Source: Mashable.com 19

20. Most Commonly Used Social Media Tools For Business
5/16/2011 Source: Mashable.com 20

21. Facebook
Facebook “Like” Button now has “Share” functionality - When users click the
―Like‖ or ―Recommend‖ button on a third-party website or within a Facebook app,
it now publishes a full news entry on the user‘s news feed.
Facebook Places – Allows users to share their current location, check into that
location, and then post that check in to their newsfeed.
Facebook recently updated the look of their “Business Pages”
 Show pictures of the community managers
 Allows pages to comment on corporate or personal pages
 Featured Favorite Pages section to help you promote your affiliates
 You now receive notifications upon log in
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22. Facebook for Business
Optimal Facebook engagement: early morning (7 a.m. EST), after work (5 p.m. EST) and late
at night (11 p.m. EST)
Posts with 80 characters or less, the length of a short tweet, garnered 27% more engagement
than posts that were more than 80 characters
When to Post Updates:
Business and Finance: This industry tends to post Monday through Friday, and engagement
peaks on Wednesday and Thursday.
Tip: Post on Wednesday.
Retail: Sunday is a big day for engagement but only 5% of entertainment posts go up on Sunday.
They lean toward Friday, which has below-average engagement.
Tip: Target shoppers on Sunday.
Read the full article
http://mashable.com/2011/04/06/facebook-engagement-data/
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23. Frito Lay’s Facebook Success
Frito-Lay set the Guinness World Record for Facebook Page ―Likes‖ within a 24-hour
period. Frito-Lay‘s final tally was 1,571,161 ―Likes‖ April 12, 2011.
Frito-Lay ran a few promotions at once, including a replica of the company‘s Flavor
Kitchen in New York City‘s Times Square and live demonstrations on its Facebook Page.
The company also tied in with Zynga‘s FarmVille and let players harvest sponsored in-
game crops to earn virtual goods.
Frito-Lay gave away a coupon for a free bag of chips to the first 24,000 consumers
who ―Liked‖ the Page and registered for the prize. (Source: Mashable.com)
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24. Frito Lay’s Interactive Facebook Application
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25. Twitter Tip Sheet
• Best Time to Tweet - Friday at 4pm ET is the most retweetable day/time
of the week
• Twtpoll – Allows you to create polls and surveys on Twitter
• TweetChat- Allows you to isolate the conversation based on the hashtag
and trending terms; great for TweetUps
• Twitter Trends: Identify real-time trends on Twitter
• STATS: 17% of US online consumers have created a Twitter account.
o IDEA: create a Twitter account dedicated to customer service
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26. Rayovac: Rapid-Response Twitter Campaign
During the historic snowstorm of 2011, social media outlets were buzzing with
news and updates about the weather.
• Rayovac and Circle PR quickly created a campaign that capitalized on the fact that
millions of Americans would be home — and online.
• The central feature was a virtual snowball fight that had more than 1,000
consumers changing their profile picture to a Rayovac-branded widget.
• Brand also hosted a two-hour virtual snow day tweet-up, where followers could
tweet about the weather in their area, their favorite snow day activities, and
answer fun storm-prep and weather-related trivia for a chance to win great
prizes.
RESULTS
• Campaign generated 1,188 click-throughs to download the profile picture widget
• #rayovac made its first-ever appearance as a top-ten trending topic worldwide
• Brand saw a 30% increase in followers on Twitter.
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27. A Social Snowball Fight
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28. LinkedIn: The Professionals Platform
LinkedIn Applications:
 Wordpress App allows users to integrate a blog with their LinkedIn
profile.
 The Slideshare.net app allows users to showcase presentations and add a
video that autoplays when people land on your profile.
 Synch your Twitter and LinkedIn profiles to increase interaction.
 LinkedIn Events App allows you to promote global events to TweetUps.
 LinkedIn Polls App allows you to easily find answers to your business and
market research questions.
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29. How to Get Started Using Social Media for Business
1. Policy
2. Strategy
3. Execution
4. Monitoring
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30. Considerations for a Social Media Policy
1. Forbidden Content: Identify off-limit subjects and the
process for handling those subjects
2. Define the Rules of Engagement: Clearly communicate
your organization‘s comment policy
1. Trust: Employees should be trusted to communicate and develop relationships
with customers
2. Training: Provide complete training about how to blog, and review legal issues
with employees
3. Transparency: Full disclosure is imperative. Always call out commercial or
personal connections. Require employees to identify their relationship with the
company.
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31. Considerations for a Social Media Policy
6. Avoid Legal Jargon: Write the policy in terms your employees can understand
7. Define What Social Media Means to Your Business: Define exactly what
sites/tools/etc fall under the ‗social media‘ umbrella for the purposes of your
policy
8. Make Sure Employees Understand the Chain of Command: If different
groups/departments should handle responses based on content then clearly spell
that out
9. Create Addendums for Stand Alone Sites:
Your corporate blogging policy will differ from
your Facebook policy
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32. The Strategy: Getting Started
LISTEN FIRST
Suggestions:
1. Transform the content in your
company newsletter into an internal
blog and give all employees the ability
to contribute.
2. Let employees vote on the best ideas
suggested by other team members to
brainstorm creative campaigns and workshop
implementation and execution.
3. Resolve to respond to customer service issues within
three hours via social media.
4. Create a Twitter handle and hashtag dedicated solely to
customer service issues.
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33. Social Media Moderation
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34. Social Media Tool Kit
Social Mention (free): Allows you to set up email alerts and real time mentions of
your brand on social media
Trackur (free – nominal fees): Trackur is a buzz monitoring tool that is ideal for
small businesses and bloggers who are on a limited budget
Klout (free): Determines the level of influence your brand has in the social media
marketplace
Cinch: This simple tool can record audio, either via the web or phone so you can
share audio messages with your followers
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35. Social Media Tool Kit Continued
PostRank – Tracks engagement and provides insight into what topics get the most
engagement on a particular blog post
HootSuite: Allows you to have multiple contributors to your social profiles without
sharing passwords. Assign messages for follow-up and track responses, and monitor and
post to multiple social networks
TweetDeck: Customization options for columns, groups, saved searches and automatic
updates. See what people are saying about you and tweet, sharing photos, videos or
links directly from TweetDeck
Ping.FM: Simple, free, web based app that allows you to post to multiple sites at once
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36. Social Products: A Case Study
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37. Case Study: Using Social Media for a Product Launch
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38. Cisco Router Product Launch
Cisco, who has been involved with social media since 2008, launched a new router in
the summer of 2010 using only social media. The results surprised even the social
media enthusiasts.
This project shaved six figures off its launch expenses and set a new precedent for
future product launches.
―It was classified as one of the top five launches in company history,‖ said LaSandra
Brill, senior manager, global social media.
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39. Social Media Launch Highlights
• 9,000 people attended the social media product launch event – 90 times more
attendees than in the past
• Nearly three times as many press articles as with traditional outreach methods
• More than 1,000 blog posts and 40 million online impressions
• Received a Leading Lights award for Best Marketing
• One-sixth the cost of a traditional launch
Source:
Socialmediaexaminer.com
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40. Cisco’s Preferred Social Media Platforms
YouTube –Cisco‘s ―Future of Shopping‖ is up to 3.3 million views. The company used
video to educate customers and the media about the ASR
Mobile – A video datasheet engaged engineers on their mobile
devices
Facebook – Hardcore network engineers could connect on the
Cisco Support Group for Uber User Internet Addicts
Social Media Widget – Cisco assembled videos, collateral and images in a widget
format and embedded it into ―social media‖ news releases and launch pages
Cisco blogs – Videos and other content engaged bloggers and customers,
encouraging viral pickup
Online forum – Cisco seeded its Networking Professionals Technology Community
Forum with launch-related discussion topics and gave customers an ―Ask the Expert‖
function
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41. Thank you!
Kelly Cutler
kelly@marcelmedia.com
LinkedIn.com/kellycutler
Twitter.com/kfcutler
Questions?
Prepared by Marcel Media CONFIDENTIAL. All material and information herein is not to be reproduced, disseminated, or used in any other www.marcelmedia.com
445 West Erie, Suite 211 way without express consent of Marcel Media. t. 312.255.8044
Chicago, Illinois 60654 f. 866.643.7506
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