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The Three Pronged Approach to Digital Marketing DePaul Seminar
3/10/2011 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/marcelmediawww.marcelmedia.com/blog 3 3
About Kelly Cutler Kelly Cutler is the CEO of Marcel Media, an award-winning, interactive, marketing firm specializing in Search Engine and Social Media Marketing. Beginning her career in 1997 with companies including AOL and Classified Ventures, Kelly’s currently serves as the first woman president of the Chicago Entrepreneurs’ Organization. She is also an instructor at the University of Chicago and DePaul University, and speaking on industry topics across the country. 3/10/2011 3 Connect with Kelly on http://www.linkedin.com/in/kellycutler or http://twitter.com/kfcutler
How Does Your Customer Spend Their Time Online? 3/10/2011 4
The Three Pronged Digital Marketing Approach 3/10/2011 5
Search Engine Optimization What is Search Engine Optimization (SEO)? SEO is the process of improving the visibility of a website or a web page in search engines via the “natural” or un-paid search results. An SEO strategy is designed to help organizations generate awareness, traffic and sales through natural placement on the search engine results page. Elements of SEO:
URL Structure- Keyword heavy, static appearing (.html as opposed to .php or .asp) and hyphen delimited.
ALT Tags - ALT tags should be image specific keywords, image filenames should be all lowercase, image-specific keywords 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 Search Engines
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 on sites like Ezine, Scribd, social media (Facebook & Twitter) and social bookmarking (Tumblr, Digg, Delicious) sites
Pay-Per-Click (PPC) What is PPC? Paid search ads are highly-relevant ads displayed in response to a consumers search query. The ads appear at the top of or along the right-hand side of the search engine results page as sponsored listings. Each ad includes a link to the advertiser’s page, and the advertiser only pays when the ad is clicked on. Benefits of PPC:
What Is Analytics? Google Analytics provides detailed statistics about the visitors to your websites. It provides a better understanding of how people found your site, how they explored it, and how you can enhance their visitor experience. This information can help to increase conversions and improve return on investment. Benefits of Analytics:
What Is Conversion rate optimization (CRO)? CRO is essentially how a visitor interacts with your website. CRO is the science of persuading your site visitors to take actions that benefit your organization, or drive your ROI. CRO can be defined in a variety of ways, but common CRO actions are when a visitor makes an online purchase, offers an online donation, subscribes to a newsletter, or requests a quote. Conversion Optimization 3/10/2011 12
What Is Social Media Marketing? Social media marketing is the process of marketing through social media sites like twitter, Facebook, YouTube, etc. By utilizing social aspects of the web, social media marketing is able to connect and interact on a much more personalized and dynamic level than through traditional marketing. Benefits:
RECENT UPDATES: 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 feed story instead of just a one-line Recent Activity story. Facebook Places – Allows users to share where they are at, check into a location and then post that check in to their newsfeed and wall so others can see where they are as well. Businesses can offer incentive, coupons and exclusive deals Facebook Pages – Facebook recently updated the look of their “Business Pages.”
Show pictures of the community managers who oversee the page
Allows you to comments on corporate or personal pages as your Business Page
Added a Featured Favorite Pages section to help you promote your partners and customers
You now receive notifications of comments and messages when upon log in
64% of Facebook users have liked a brand on Facebook –ExactTarget
43% of users “unlike” a brand because of too much push marketing – Exact Target
75 %of Brand ‘Likes’ on Facebook come from advertisements. (Mashable)
Best Time to Tweet - Friday at 4pm ET is the most retweetable day/time of the week
Twtpoll – Allows you to create polls and surverys on Twitter
TweetChat- Allows you to isolate the conversation based on the hashtag and great for TweetUps
HootSuite: Web-based app for multiple accounts with multiple admins and gives admins access on link stats right within their dashboard view of tweets (so long as you use their ow.ly URL shortener).
Twitter Trends: Identify real-time trends on Twitter. This tool can lead you into conversations that are very relevant during the moment, build your credibility and can gain you quick insight.
Splitweet: Designed around for managing multiple Twitter accounts. Good tool for viewing a stream of tweets from all your accounts, posting tweets to multiple accounts, and following brand mentions.
Seesmic Desktop: Is an alternative to TweetDeck and has no limitations on the number of accounts you can manage. It fully integrates with Facebook, allows for unlimited columns, and can be used from your desktop.
Twitter Tip Sheet 3/10/2011 22
LinkedIn: The Professionals Platform LinkedIn Applications:
Wordpress App- allows you to integrate your blog with your LinkedIn profile
The Slideshare.net app - allows you to showcase presentations yand add a video that autoplays when people land on your profile.
Synch your Twitter and LinkedIn profiles to increase interaction
Triplit - see where your entire professional network is traveling and when you will be in the same city as your colleagues
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
The Power of YouTube YouTube is a great way to integrate dynamic, interactive, content into social media posts, blogs, or any other marketing campaign. Include content ranging from industry interviews, executive interviews, news reels, favorite viral videos, commercials, webcasts and podcasts. How to Create a Viral Video:
Update Channel Regularly- Delivering useful information through video is more interactive and increases user engagement.
Syndicate your videos on social media and social bookmarking sites
Tag Your Videos-YouTube allows for segmentation of content to categorize and target a specific market
Keep your videos, short, simple (under 5 minutes)relevant.
Brand your content and videos (name, logo, URL)
Create a playlist; playlists are fantastic ways to guide your new viewers through your content the way you prefer them to experience it.
How to Use FoursquareCreate incentives for new customers - offer a discount, free demo or complimentary tour to those who ‘check in’ to your company location, businesses can raise awareness, increase customer traffic and capture new business leads. Promote: Offer promotions, contests and giveaways Reward Superusers - Create a special offer for the Foursquare mayor of your business. This is the one person who has checked in at your location more than anyone else. Integration - Additional promotions and publicity can come from the hundreds and potentially thousands of extra people who see the check-ins when users post to Facebook and Twitter Add a Virtual Storefront – An example, a non-profit foundation for the homeless created locations at abandoned warehouses and bridges throughout their city to promote awareness for the homeless.Add a Tip - Every tip created is available for all of Foursquare to see. Tips should be valuable to people and with everything else, align with your brand. 3/10/2011 25
Benefits of Blogging 3/10/2011 26 Creating a corporate blog is one of the strongest marketing strategies for many Reasons. Blogs help drive traffic to your website through on page and off page SEO, content marketing, social media syndication, customer relations, and industry credibility. Blogging Best Practices
Social Media Monitoring Tools Google Alerts(free): You can use Google Alerts as a buzz monitoring tool. 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. Radian 6 (enterprise level fees):This tool provides in-depth insight into real-time conversation around your brand. It also includes sentiment analysis and allows workflow assignments to attend to conversations you find relevant to your strategy. Klout(free): Determines the level of influence your brand has in the social media marketplace . 3/10/2011 28
Case Studies: The Good, the Bad and the Ugly 3/10/2011 29
Social Sampling: Kleenex lets people send free packs of tissues to friends and family this flu season. The brand sent its millionth requested mini-box of tissues in North America last week. The "Softness Worth Sharing" campaign was aimed at introducing a new softer version of the tissue. The program lets people send samples to friends and family via Kleenex.com and through signups at more than 900 participating retailers in the U.S. and Canada. They can also send virtual Kleenex tissues to Facebookfriends. Case Study #1 (The Good) Kleenex 3/10/2011 30
Case Study #2 (The Bad but Redeemed) American Red Cross The dreaded tweet. The Red Cross managed to turn a PR disaster into a fundraising opportunity. All because they’ve built relationships with their network over the past few years and know how to deal with mistakes. Red Cross admitted on its blog that it accidentally tweeted something that was intended for a personal account, not the enterprise account. Thinking quickly, they did disaster recovery on the rogue Tweet. Deleting the tweet, and replacing it with the one below. 3/10/2011 31
Honda recently released photos of their new 2010 crossover vehicle, the Accord Crosstour on a Fan Page on Facebook. 4,000 fans signed up on the day it was launched, and most immediately began posting negative comments about the car's design. And the Twitter response has been equally negative. Honda has attempted several responses, with lackluster results. One Honda employee began posting positive comments on the page without identifying himself as a company employee. Facebookusers quickly caught on to his identity, and Honda purged his comments from the page. The company posted a note to fans on the page, attempting to respond to the criticisms, and defending the design. They also blamed the photographer. The "blame the photographer" excuse is now being mocked once again in comments on the page. Case Study #3 (The Ugly) Dominos 3/10/2011 32
Kelly Cutler email@example.com LinkedIn.com/kellycutler Twitter.com/kfcutler CONFIDENTIAL. All material and information herein is not to be reproduced, disseminated, or used in any other way without express consent of Marcel Media. 34 3/10/2011