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The Three Pronged Approach to Digital Marketing <br />DePaul Seminar <br />
3/10/2011<br />2<br />About Marcel Media <br />Marcel Media is a full service, award-winning, interactive marketing agency...
About Kelly Cutler <br />Kelly Cutler is the CEO of Marcel Media, an award-winning, interactive, marketing firm specializi...
How Does Your Customer Spend Their Time Online? <br />3/10/2011<br />4<br />
The Three Pronged Digital Marketing Approach <br />3/10/2011<br />5<br />
Search Engine Marketing<br />3/10/2011<br />6<br />
Search Engine Optimization<br />What is Search Engine Optimization (SEO)?<br /> SEO is the process of improving the visibi...
Off Page SEO</li></ul>Benefits of SEO: <br /><ul><li>Drives traffic to your website
Cost effective customer acquisition
Broadens your customer base
Establishes brand longevity
Increases visibility</li></ul>3/10/2011<br />7<br />
<ul><li>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 wi...
XML Site Map - Lays out the site architecture in an easy to process web document so all pages can be crawled and indexed b...
Title Tags – Should be comprised of two sections. A keyword portion first, separate with a pipe bar (|) then a branding po...
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 socia...
Press Release Optimization </li></ul>7 Simple SEO Tips	<br />3/10/2011<br />8<br />
Pay-Per-Click (PPC) <br />What is PPC? <br />      Paid search ads are highly-relevant ads displayed in response to a cons...
Immediate brand visibility
Increase in website traffic
Customization of messaging and ad copy
Provides instant results </li></ul>Alternate PPC Models<br /><ul><li>Content Network Paid Search Targeting
Facebook Media Buys
LinkedIn Ads </li></ul>3/10/2011<br />9<br />
Web Analytics <br />3/10/2011<br />10<br />
What Is Analytics? <br />     Google Analytics provides detailed statistics about the visitors to your websites. It provid...
Gauge keyword performance
Optimize online search campaigns
Track Key Performance Indicators (KPIs) </li></ul>Additional Ideas: <br /><ul><li>Add analytics to your Facebook Page</li>...
What Is Conversion rate optimization (CRO)? <br />CRO is essentially how a visitor interacts with your website. CRO is the...
Social Media Marketing<br />3/10/2011<br />13<br />
What Is Social Media Marketing? <br />Social media marketing is the process of marketing through social media sites   like...
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3 Prong Approach to Digital and Social Marketing

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  • If you take an average consumer and look at how they spend their time online; the use of social media/blogs account for almost ¼ of the overall online activity
  • What tools can you use to connect with your customers online
  • Examples of On Page SEO: Keyword research, URL structure, image optimization Examples of Off Page SEO ▪ Authority Links -links from relevant sites such as .edu sites, personal websites etc▪ Directory Links -include search engine and paid directories such as the &quot;Yahoo Directory”▪ Real Time Links -links from regularly updated content-driven sites such as blogs, PR sites
  • Think in terms of PPC is a sprint and SEO is a marathon
  • Benefits of Conversion Rate Optimization: Convert website visitors into customers,Establish a stronger, more-engaged user base,Improve user experience,Increase site’s authority within its industry,Increase revenue and profits using pre-existing trafficGenerate more repeat business,Increase revenue and profitsExamples of Variables Tested:HeadlinesBody copyWeb Page Layout Form FieldsColors &amp; FontsButton Shape &amp; PlacementNavigation Labels, Elements &amp; PlacementWebsite Architecture
  • Tangible ways social media helps business
  • Breakdown by site of which social media platforms are most popular
  • The social bookmarking sites like Digg/Delicious/StumbleUpon/Reddit are more for syndication. It is helpful to remain active on all four if you have time. If not choose one and focus on that. The worst thing you can do is create a social media profile and neglect it.
  • During the Launch stage, 100% of a company’s focus is on setting up the big four: LinkedIn, Facebook, Twitterand YouTube. The approach during this Launch stage is very executional with very little long-term planning. The primary objective is simply to get started. During this stage, roughly 60% of a company’s efforts are focused on the big four (or the big four plus more). About 10% of the focus is on creative and offer development, 20% on tracking quantitative metrics such as traffic, inbound links, Facebook “Likes,” etc., and about 10% on qualitative metrics such as brand sentiment, survey results and customer polls. About 25% of the focus at this stage is on the “big four plus more,” and about 30% is evenly split among creative and offer development, quantitative metrics and qualitative metrics.Another 25% of a company’s focus is on improving conversion and optimization of campaigns
  • There is a delicate balance between soft, targeted, continued messaging and constant sales pitches.
  • Facebook is best used for branding and building an interactive, online environment
  • STATS: 17% of US online consumers have created a Twitter account. IDEA:Create a Twitter account dedicated to customer service issues
  • LinkedInis used less at an enterprise level and more at an individual executive level.It is recommended all executives have a LinkedIn profile, feature it on their “Contact Us” page, include it in your email signature and update your profile regularly. LinkedIn is a strong platform for companies to receive new and continued business. It is one of the strongest sites for referrals, recommendations, direct sales leads, and immediate contact with decision makers
  • You can use video to demo a product YouTube found that sales reps see 20 % higher close rates when they play a video at the beginning of their virtual sales demo. The power of video is that you can show prospective and existing customers your product instead of just telling them about it.
  • Foursquare is a location-based social networking website, software for mobile devices. 381,576,305 checkins were made in 2010. To fully understand Foursquare, you should sign up for a free user account at http://www.foursquare.com.
  • Conduct an interview series on your blog and integrate into your YouTube channel, or syndicate it across social video sites, Encourage conversation and engagement by asking your readers questions.
  • Tips included on the graph
  • Campaign has lifted market share 1.7 points since October 2010.
  • An alternate to this is how Gap handled the logo redesign disaster.
  • Transcript of "3 Prong Approach to Digital and Social Marketing"

    1. 1. The Three Pronged Approach to Digital Marketing <br />DePaul Seminar <br />
    2. 2. 3/10/2011<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, an award-winning, interactive, marketing firm specializing in Search Engine and Social Media Marketing.<br /> 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. <br />3/10/2011<br />3<br />Connect with Kelly on http://www.linkedin.com/in/kellycutler<br />or <br />http://twitter.com/kfcutler <br />
    4. 4. How Does Your Customer Spend Their Time Online? <br />3/10/2011<br />4<br />
    5. 5. The Three Pronged Digital Marketing Approach <br />3/10/2011<br />5<br />
    6. 6. Search Engine Marketing<br />3/10/2011<br />6<br />
    7. 7. Search Engine Optimization<br />What is Search Engine Optimization (SEO)?<br /> SEO is the process of improving the visibility of a website or a web page in search <br />engines via the “natural” or un-paid search results. An SEO strategy is designed to help <br />organizations generate awareness, traffic and sales through natural placement on the <br />search engine results page.<br />Elements of SEO: <br /><ul><li>On Page SEO
    8. 8. Off Page SEO</li></ul>Benefits of SEO: <br /><ul><li>Drives traffic to your website
    9. 9. Cost effective customer acquisition
    10. 10. Broadens your customer base
    11. 11. Establishes brand longevity
    12. 12. Increases visibility</li></ul>3/10/2011<br />7<br />
    13. 13. <ul><li>URL Structure- Keyword heavy, static appearing (.html as opposed to .php or .asp) and hyphen delimited.
    14. 14. ALT Tags - ALT tags should be image specific keywords, image filenames should be all lowercase, image-specific keywords with hyphen delimiters
    15. 15. 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
    16. 16. 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)
    17. 17. Navigation-This should be top-level, and text-based HTML (don’t use flash, don’t place in footer)
    18. 18. 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
    19. 19. Press Release Optimization </li></ul>7 Simple SEO Tips <br />3/10/2011<br />8<br />
    20. 20. Pay-Per-Click (PPC) <br />What is PPC? <br /> 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.<br />Benefits of PPC: <br /><ul><li>Ability to launch campaign quickly
    21. 21. Immediate brand visibility
    22. 22. Increase in website traffic
    23. 23. Customization of messaging and ad copy
    24. 24. Provides instant results </li></ul>Alternate PPC Models<br /><ul><li>Content Network Paid Search Targeting
    25. 25. Facebook Media Buys
    26. 26. LinkedIn Ads </li></ul>3/10/2011<br />9<br />
    27. 27. Web Analytics <br />3/10/2011<br />10<br />
    28. 28. What Is Analytics? <br /> 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.<br />Benefits of Analytics: <br /><ul><li>Gathers data that determinessearch behavior
    29. 29. Gauge keyword performance
    30. 30. Optimize online search campaigns
    31. 31. Track Key Performance Indicators (KPIs) </li></ul>Additional Ideas: <br /><ul><li>Add analytics to your Facebook Page</li></ul>Google Analytics <br />3/10/2011<br />11<br />
    32. 32. What Is Conversion rate optimization (CRO)? <br />CRO is essentially 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 />CRO can be defined in a variety of ways, but common CRO actions are when a visitor <br />makes an online purchase, offers an online donation, subscribes to a newsletter, or <br />requests a quote.<br />Conversion Optimization <br />3/10/2011<br />12<br />
    33. 33. Social Media Marketing<br />3/10/2011<br />13<br />
    34. 34. What Is Social Media Marketing? <br />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.<br />Benefits:<br /><ul><li>Build an online community around your brand
    35. 35. Establish credibility in your industry
    36. 36. Generate visibility for sales and marketing campaigns
    37. 37. Encourage information sharing
    38. 38. Increase interaction with your customers
    39. 39. Improve customer service
    40. 40. Prospect new business partnerships
    41. 41. Increased traffic to your website </li></ul>Social Media Marketing <br />3/10/2011<br />14<br />
    42. 42. Benefits of Social Media <br />3/10/2011<br />15<br />
    43. 43. Most Commonly Used Social Media Tools <br />3/10/2011<br />16<br />
    44. 44. 91% of small business employ social media for marketing purposes. <br />Start out by focusing on the top social media sites, while also creating and <br />maintaining a corporate blog. <br />We recommend:<br /><ul><li>Facebook
    45. 45. Twitter
    46. 46. LinkedIn
    47. 47. YouTube
    48. 48. Foursquare
    49. 49. Digg/Delicious/StumbleUpon/Reddit</li></ul>The Currency of Social Media <br />3/10/2011<br />17<br />
    50. 50. Social Media ROI <br />3/10/2011<br />18<br />
    51. 51. <ul><li>By 2012 half of the world’s Internet users, 1 billion people, will have a Facebook account – TIME
    52. 52. 46% of micro business owners utilize social media – Vistaprint
    53. 53. 78.6% of consumers have joined a company’s community to get more information on the company – Universal McCann
    54. 54. 63% of corporate community members note that they will recommend brand to friends/family – Universal McCann
    55. 55. 66% of company community members note that the community has made them more loyal to a brand – Universal McCann
    56. 56. 46% of Internet users worldwide interact with social media on a daily basis –TNS
    57. 57. Facebook accounts for 8.93% of all website visits in the US. All of Google’s properties including YouTube, Gmail, Google accounts for 9.85% – Experian Hitwise
    58. 58. Social media accounts for ~ 25% of all time spent online over 35 minutes per hour – Nielsen</li></ul>Staggering Social Media Stats <br />3/10/2011<br />19<br />
    59. 59. Facebook: The Branding Machine <br />3/10/2011<br />20<br />
    60. 60. RECENT UPDATES: <br />Facebook “Like” Button now has “Share” functionality - When users click the Like or <br />Recommend button on a third-party website or within a Facebook app, it now publishes a <br />full news feed story instead of just a one-line Recent Activity story. <br />Facebook Places – Allows users to share where they are at, check into a location and then <br />post that check in to their newsfeed and wall so others can see where they are as well. <br />Businesses can offer incentive, coupons and exclusive deals<br />Facebook Pages – Facebook recently updated the look of their “Business Pages.” <br /><ul><li>Show pictures of the community managers who oversee the page
    61. 61. Allows you to comments on corporate or personal pages as your Business Page
    62. 62. Added a Featured Favorite Pages section to help you promote your partners and customers
    63. 63. You now receive notifications of comments and messages when upon log in </li></ul>Facebook Facts: <br /><ul><li>64% of Facebook users have liked a brand on Facebook –ExactTarget
    64. 64. 43% of users “unlike” a brand because of too much push marketing – Exact Target
    65. 65. 75 %of Brand ‘Likes’ on Facebook come from advertisements. (Mashable)</li></ul>Facebook<br />3/10/2011<br />21<br />
    66. 66. <ul><li>Best Time to Tweet - Friday at 4pm ET is the most retweetable day/time of the week
    67. 67. Twtpoll – Allows you to create polls and surverys on Twitter
    68. 68. TweetChat- Allows you to isolate the conversation based on the hashtag and great for TweetUps
    69. 69. 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).
    70. 70. 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.
    71. 71. 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.
    72. 72. 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.</li></ul> Twitter Tip Sheet <br />3/10/2011<br />22<br />
    73. 73. LinkedIn: The Professionals Platform <br />LinkedIn Applications: <br /><ul><li>Wordpress App- allows you to integrate your blog with your LinkedIn profile
    74. 74. The Slideshare.net app - allows you to showcase presentations yand add a video that autoplays when people land on your profile.
    75. 75. Synch your Twitter and LinkedIn profiles to increase interaction
    76. 76. Triplit - see where your entire professional network is traveling and when you will be in the same city as your colleagues
    77. 77. LinkedIn Events App – allows you to promote global events to TweetUps
    78. 78. LinkedIn Polls App - allows you to easily find answers to your business and market research questions</li></ul>3/10/2011<br />23<br />
    79. 79. The Power of YouTube <br />YouTube is a great way to integrate dynamic, interactive, content into social media posts, blogs, or <br />any other marketing campaign. Include content ranging from industry interviews, executive <br />interviews, news reels, favorite viral videos, commercials, webcasts and podcasts. <br />How to Create a Viral Video: <br /><ul><li>Update Channel Regularly- Delivering useful information through video is more interactive and increases user engagement.
    80. 80. Syndicate your videos on social media and social bookmarking sites
    81. 81. Tag Your Videos-YouTube allows for segmentation of content to categorize and target a specific market
    82. 82. Keep your videos, short, simple (under 5 minutes)relevant.
    83. 83. Brand your content and videos (name, logo, URL)
    84. 84. Use annotations in your video
    85. 85. Create a playlist; playlists are fantastic ways to guide your new viewers through your content the way you prefer them to experience it.</li></ul>24<br />3/10/2011<br />
    86. 86. 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. <br />3/10/2011<br />25<br />
    87. 87. Benefits of Blogging <br />3/10/2011<br />26<br />Creating a corporate blog is one of the strongest marketing strategies for many <br />Reasons. Blogs help drive traffic to your website through on page and off page SEO, <br />content marketing, social media syndication, customer relations, and industry <br />credibility. <br />Blogging Best Practices<br /><ul><li>Integrate multimedia
    88. 88. Copy editing (Yahoo! Style Guide)
    89. 89. Incorporate data and infographs
    90. 90. Create a catchy headline
    91. 91. Keep entries consistent; we recommend once a week
    92. 92. Optimization; keywords, link building, mobile friendly </li></li></ul><li>Top Referring Social Bookmarking Sites <br />3/10/2011<br />27<br />In Order: <br /><ul><li>Twitter
    93. 93. Digg
    94. 94. Reddit
    95. 95. StumbleUpon
    96. 96. Delicious
    97. 97. Tweetmeme</li></li></ul><li> Social Media Monitoring Tools <br />Google Alerts(free): You can use Google Alerts as a buzz monitoring tool. <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 />Radian 6 (enterprise level fees):This tool provides in-depth insight into real-time <br />conversation around your brand. It also includes sentiment analysis and allows <br />workflow assignments to attend to conversations you find relevant to your strategy.<br />Klout(free): Determines the level of influence your brand has in the social media <br />marketplace . <br />3/10/2011<br />28<br />
    98. 98. Case Studies: The Good, the Bad and the Ugly <br />3/10/2011<br />29<br />
    99. 99. Social Sampling: Kleenex lets people send free packs of tissues to<br />friends and family this flu season. The brand sent its millionth <br />requested mini-box of tissues in North America last week. The <br />"Softness Worth Sharing" campaign was aimed at introducing a new <br />softer version of the tissue. <br />The program lets people send samples to friends and family via <br />Kleenex.com and through signups at more than 900 participating <br />retailers in the U.S. and Canada. <br />They can also send virtual <br />Kleenex tissues to Facebookfriends. <br />Case Study #1 (The Good) Kleenex <br />3/10/2011<br />30<br />
    100. 100. Case Study #2 (The Bad but Redeemed) American Red Cross <br />The dreaded tweet. The Red Cross <br />managed to turn a PR disaster into a <br />fundraising opportunity.  All because <br />they’ve built relationships with their<br />network over the past few <br />years and know how to <br />deal with mistakes.  <br />Red Cross admitted on its blog that it <br />accidentally tweeted <br />something that was intended for a <br />personal account, not the <br />enterprise account.  <br />Thinking quickly, they did disaster <br />recovery on the rogue Tweet. <br />Deleting the tweet, and replacing it <br />with the one below.<br />3/10/2011<br />31<br />
    101. 101. Honda recently released photos of their new 2010 crossover <br />vehicle, the Accord Crosstour on a Fan Page on Facebook. 4,000 fans <br />signed up on the day it was launched, and most immediately began <br />posting negative comments about the car's design. And the Twitter <br />response has been equally negative. <br />Honda has attempted several responses, with lackluster <br />results. One Honda employee began posting positive comments on <br />the page without identifying himself as a company employee. <br />Facebookusers quickly caught on to his identity, and Honda <br />purged his comments from the page. <br />The company posted a note to fans on the <br />page, attempting to respond to the <br />criticisms, and defending the design. <br />They also blamed the photographer. The <br />"blame the photographer" excuse is now <br />being mocked once again in <br />comments on the page.<br />Case Study #3 (The Ugly) Dominos <br />3/10/2011<br />32<br />
    102. 102. Conclusion: Get Started Now <br />3/10/2011<br />33<br /><ul><li>Create a blog using WordPress
    103. 103. Create a Twitter Account
    104. 104. Create a Facebook Business Page
    105. 105. Update Your LinkedIn Account
    106. 106. Write and syndicate some industry articles on social bookmarking sites
    107. 107. Create a Foursquare account and offer a promotion for check in’s
    108. 108. Submit Business Info to Search Services
    109. 109. Google Place
    110. 110. Yahoo Local
    111. 111. CitySearch
    112. 112. YP.com
    113. 113. Superpages
    114. 114. Yelp
    115. 115. InsiderPages
    116. 116. Merchant Circle </li></li></ul><li>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 />34<br />3/10/2011<br />
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