Eoglc May2011


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  • Eoglc May2011

    1. 1. The 3 Prongs of Digital Marketing: Search, Social and Analytics<br />Entrepreneurs’ Organization<br />Global Leadership Conference <br />
    2. 2. 5/6/2011<br />2<br />About Marcel Media <br />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/marcelmediawww.marcelmedia.com/blog  <br />3<br />3<br />
    3. 3. About Kelly Cutler <br />Kelly Cutler is the CEO of Marcel Media, a Chicago-based, interactive, marketing firm specializing in Search Engine Marketing.<br /> Kelly’s achievements include serving as the first woman president of the Chicago Entrepreneurs’ Organization, instructing at the University of Chicago and DePaul University, and speaking on industry topics across the country. <br />And two kids.<br />5/6/2011<br />3<br />@kfcutler<br />/in/kellycutler<br />
    4. 4. The 3 Prongs of Digital Marketing <br />5/6/2011<br />4<br />
    5. 5. Example of a Viral Product Video <br />5/6/2011<br />5<br />
    6. 6. Please take 5 minutes to fill out the worksheet. Your answers can involve past, previous, of future online marketing initiatives. Please be prepared to share your answers with the group. <br />A digital marketing campaign that is performing well or worked well in the past and why?<br /> <br /> <br /> <br />  <br />A digital marketing campaign that has failed and why?<br /> <br /> <br /> <br />  <br />A digital marketing campaign you are interested in implementing but have not executed yet and why?​ <br />Exercise<br />5/6/2011<br />6<br />
    7. 7. Search Marketing <br />5/6/2011<br />7<br />
    8. 8. A Breakdown of SEO <br />5/6/2011<br />8<br />
    9. 9. <ul><li>URL Structure- Keyword heavy, static appearing (.html as opposed to .php or .asp) and hyphen delimited
    10. 10. ALT Tags - Should be image specific keywords, filenames should be all lowercase, with hyphen delimiters
    11. 11. 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 </li></ul>7 Simple On Page SEO Tips <br />5/6/2011<br />9<br />
    12. 12. <ul><li>Title Tags – Should be comprised of two sections. A keyword portion first, separate with a pipe bar (|) then a branding portion
    13. 13. Keyword portion should be less than 65 characters and positioned with page-specific keywords (head terms)
    14. 14. Navigation -This should be top-level, and text-based HTML (don’t use flash, don’t place in footer)
    15. 15. Start a blog and syndicate content across the web
    16. 16. Press Release Optimization </li></ul>7 Simple On Page SEO Tips<br />5/6/2011<br />10<br />
    17. 17. Benefits of Off Page SEO: Link Building <br />What is a “link”?<br />On page HTML element <br />that allows the user to navigate to <br />another page on the internet<br />Why are links important? <br />All links are important to SEO .<br />The most important types of links for <br />SEO are "backlinks“ or "inlinks". <br />What are backlinks? <br />Backlinksare from pages on an <br />external site that link back to your site. <br />5/6/2011<br />11<br />
    18. 18. ▪ Authority Links -links from relevant sites such as .edu sites, personal websites etc<br />▪ Directory Links -include search engine and paid directories such as the "Yahoo Directory”<br />▪ Real Time Links -links from regularly updated content-driven sites such as blogs, PR sites<br /><ul><li>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. </li></ul>Examples of Backlinks<br />5/6/2011<br />12<br />
    19. 19. Problem:<br />A financial client approached us almost two years ago and asked us <br />to come up with an online, viral marketing campaign to drive <br />traffic to a new .com site. After researching we found that people <br />wanted information about Mark-to-Market Accounting and The <br />Ratings Debate. <br />Off Page SEO: Link Building Case Study <br />5/6/2011<br />13<br />
    20. 20. Solution: <br />We created a viral blogging strategy. The core of the strategy <br />revolved around creating a blog for each one of the viral topics. <br />The goal was to foster an interactive, informal and conversationally <br />driven environment for users to gather information on current trends, <br />ask questions and get advice. <br />We managed the submissions and syndication to social media sites, as <br />well as a (SEO) link building campaign to help ensure the blog articles <br />and websites show up on high on the SERPs.<br />Case Study: Solution <br />5/6/2011<br />14<br />
    21. 21. <ul><li>The client has won several Summit Awards for each of the blogs
    22. 22. The blog sites are one of the top referrals of traffic to the .com
    23. 23. Year- over- year the blogs following grows, on average, 500-600%
    24. 24. Overall the viral campaign increased traffic to the blogs by 77%
    25. 25. 89% of those visits are reoccurring visitors to the site</li></ul>Case Study: Results <br />5/6/2011<br />15<br />
    26. 26. <ul><li>SpyFu – Competitive analysis tool
    27. 27. Website Grader – Rates the search engine friendliness of your website
    28. 28. Semrush - Tool for Google organic and AdWords competitors keywords research
    29. 29. Search Based Keyword Tool (SKTool for short) - Keyword tool & traffic estimator; type in words, phrases and websites
    30. 30. Xenu Link Sleuth- Free desktop program that spiders your website
    31. 31. Open Site Explorer – Backlink Analysis Tool
    32. 32. Web Seer - Allows you to compare two keyword suggestions against each other and will show where the queries overlap</li></ul>Search Marketing Tool Kit <br />5/6/2011<br />16<br />
    33. 33. Does Your Website Make the Grade?<br />5/6/2011<br />17<br />http://websitegrader.com<br />
    34. 34. Social Media: A Guide to Getting It Right <br />5/6/2011<br />18<br />
    35. 35. THE NEW DORK - Entrepreneur State of Mind (Jay-Z ft Alicia Keys Spoof) <br />5/6/2011<br />19<br />
    36. 36. Small Business Social Media Stats <br />5/6/2011Source: Socialmediatoday.com <br />20<br />
    37. 37. Benefits of Social Media <br />5/6/2011Source: Mashable.com <br />21<br />
    38. 38. Getting Started with Social Media <br />5/6/2011<br />22<br />Creating a social media policy <br />Creating a social media strategy<br />What works: real world examples <br />Tips to get started with social media<br />Social monitoring tools <br />
    39. 39. Considerations for a Social Media Policy <br />Forbidden Content: Identify off-limit subjects and the process for handling those subjects <br />Define the Rules of Engagement: Clearly communicate <br /> your organization’s comment policy<br />3. Trust: Employees should be trusted to communicate and develop relationships with customers<br />4. Training: Provide complete training about how to blog, and review legal issues with employees<br />5. Transparency: Full disclosure is imperative. Always call out commercial or personal connections. Require employees to identify their relationship with the company. <br />5/6/2011<br />23<br />
    40. 40. Considerations for a Social Media Policy<br />Avoid Legal Jargon: Write the policy in terms your employees can understand<br />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<br />Make Sure Employees Understand the Chain of Command:  If different groups/departments should handle responses based on content then clearly spell that out<br />Create Addendums for Stand Alone Sites: Your corporate blogging policy will differ from your Facebook policy<br />5/6/2011<br />24<br />
    41. 41. Best Practices: Social Media Strategy <br />Define a Distribution Strategy: Evaluate the main brand, sub brands and notable personalities that are “follow worthy”<br />2. Create a Life Support System: Make sure each account has a dedicated community manager that can respond quickly and effectively<br />3. Mission and Purpose: Know the audience you’re trying to reach and have a purpose for each account<br />4. Develop an Editorial Program: Evoke the new K.I.S.S. (Keep It Significant and Shareable)<br />5. Construct a Listening Framework: Monitor your brand as well as the distinct conversations related to each account<br />5/6/2011<br />25<br />
    42. 42. Best Practices: Social Media Strategy <br />Escalation & Workflow: Draft a clear flowchart that details the steps for a variety of “if this happens, then do this” situations<br />Social Media Brand Style Guide: This documents primary function is to define the brand persona, characteristics, voice, and messaging<br />Serve Customers and Prospects: Each channel needs a service function that aims to promote customer appreciation and loyalty<br />Response Time: Timing is everything and in brevity there’s clarity<br />Define Benchmarks: Monitor the performance of each account to improve its engagement and editorial strategy<br />5/6/2011<br />26<br />
    43. 43. Social Media: How to Execute <br />5/6/2011<br />27<br />
    44. 44. Emerson’s Seamless Execution <br />75% of business sourced from Facebook, Twitter and their blog. <br />website traffic tripled <br />Link to social profiles, links to all of their stylists’ social profiles, their blog feed, and a button to book an appointment online.<br />After booking an appointment, a user can share their appointment with friends on Twitter or Facebook. <br />Emerson Salon makes it a point to stay involved with the local community and build a place where customers can gather for just about anything. <br />5/6/2011Source: Mashable.com <br />28<br />
    45. 45. <ul><li>Best Time to Tweet - Friday at 4pm ET is the most retweetable day/time of the week
    46. 46. Twtpoll – Allows you to create polls and surveys on Twitter
    47. 47. TweetChat- Allows you to isolate the conversation based on the hashtag and trending terms; great for TweetUps
    48. 48. Twitter Trends: Identify real-time trends on Twitter
    49. 49. STATS: 17% of US online consumers have created a Twitter account. IDEA: Create a Twitter account dedicated to customer service issues </li></ul> Twitter Tip Sheet <br />5/6/2011<br />29<br />
    50. 50. Facebook for Business <br />Optimal Facebook engagement: early morning (7 a.m. EST), after work (5 p.m. EST) and late at night (11 p.m. EST)<br />Posts with 80 characters or less, the length of a short tweet, garnered 27% more engagement than posts that were more than 80 characters<br />When to Post Updates: <br />Business and Finance: This industry tends to post Monday through Friday, and engagement peaks on Wednesday and Thursday.<br /><ul><li>Tip: Post on Wednesday.</li></ul>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.<br /><ul><li>Tip: Target shoppers on Sunday.</li></ul>Read the full article <br />http://mashable.com/2011/04/06/facebook-engagement-data/<br />5/6/2011Source: Buddy Media Facebook Study <br />30<br />
    51. 51. Frito Lay’s Facebook Success <br />5/6/2011<br />31<br />Frito-Lay set the Guinness World Record for FacebookPage “Likes” within a 24-hour <br />period. Frito-Lay’s final tally was 1,571,161 “Likes” April 12, 2011. <br />Frito-Lay ran a few promotions at once:<br /><ul><li>a replica of the company’s Flavor Kitchen in New York City’s Times Square and live demonstrations on its Facebook Page.
    52. 52. Tie in with Zynga’sFarmVille and let players harvest sponsored in-</li></ul> game crops to earn virtual goods.<br />Frito-Lay gave away a coupon for a free bag of chips to the first 24,000 consumers <br />who “Liked” the Page and registered for the prize. (Source: Mashable.com) <br />
    53. 53. Frito Lay’s Interactive Facebook Application <br />5/6/2011<br />32<br />
    54. 54. Social Media Tool Kit <br />Social Mention (free): Allows you to set up email alerts and real time mentions of <br />your brand on social media <br />Trackur(free – nominal fees): Trackur is a buzz monitoring tool that is ideal for <br />small businesses and bloggers who are on a limited budget<br />Klout(free): Determines the level of influence your brand has in the social media <br />marketplace <br />Cinch: This simple tool can record audio, either via the web or phone so you can <br />share audio messages with your followers<br />5/6/2011<br />33<br />
    55. 55. Social Media Tool Kit Continued <br />PostRank– Tracks engagement and provides insight into what topics get the most <br />engagement on a particular blog post<br />HootSuite: Allows you to have multiple contributors to your social profiles without <br />sharing passwords. Assign messages for follow-up and track responses, and monitor and <br />post to multiple social networks<br />TweetDeck: Customization options for columns, groups, saved searches and automatic <br />updates. See what people are saying about you and tweet, sharing photos, videos or <br />links directly from TweetDeck<br />Ping.FM: Simple, free, web based app that allows you to post to multiple sites at once<br />5/6/2011<br />34<br />
    56. 56. Web Analytics <br />5/6/2011<br />35<br />
    57. 57. Some Tips from a Google Expert <br />5/6/2011<br />36<br />
    58. 58. Google Analytics: Capabilities<br />What Analytics Can Do:<br /><ul><li>Filter out internal traffic
    59. 59. Track across multiple domains
    60. 60. Easy tagging for all online marketing (including email signatures)
    61. 61. Track eCommerce
    62. 62. Set defined goals
    63. 63. Track outbound links, PDF downloads </li></ul> and form submissions<br /><ul><li>Add cookie data to forms via Google </li></ul> Analytics tracking cookie<br /><ul><li>Set up tracking funnels and watch </li></ul> abandonment points<br />5/6/2011<br />37<br />
    64. 64. Google Analytics: The Dashboard<br />5/6/2011<br />38<br />
    65. 65. Visitor Behavior: Mobile Devices<br />5/6/2011<br />39<br /><ul><li> User activity on your mobile website
    66. 66. Users accessing your regular website from their high-end mobile device
    67. 67. Users engaging with your iPhone or Android app</li></li></ul><li>Visitor Behavior: Visitor Loyalty<br />5/6/2011<br />40<br />
    68. 68. Visitor Behavior: Map Overlay<br />5/6/2011<br />41<br />Visualize volume (visits, pageviews) and quality (pageviews per visit, conversion rates, per visit value) metrics by geographic region.<br />
    69. 69. Analyzing Traffic: Referring Sites<br />5/6/2011<br />42<br />Any website (blog, forum, affiliate, etc.) that sends visitors to <br />your website will show up in this report.<br />
    70. 70. Analyzing Traffic: Search Engines<br />5/6/2011<br />43<br />This graph shows overall trends while the table lists the search engines driving the trends<br />
    71. 71. What Is Conversion rate optimization (CRO)? <br />CRO is how a visitor interacts with your website. CRO is the science of<br />persuading your site visitors to take actions that benefit your organization, or drive <br />your ROI. <br />Examples of CRO:<br />online purchase<br />online donation<br />subscribes to a newsletter<br />requests a quote<br />Conversion Optimization <br />5/6/2011<br />44<br />
    72. 72. Kelly Cutler<br />kelly@marcelmedia.com<br />LinkedIn.com/kellycutler<br />Twitter.com/kfcutler<br />CONFIDENTIAL. All material and information herein is not to be reproduced, disseminated, or used in any other way without express consent of Marcel Media. <br />45<br />5/6/2011<br />
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