CADMEF: 3 Pronged Approach to Digital Marketing

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A close look at how business are using search marketing and social media to grow their business. Case studies included.

A close look at how business are using search marketing and social media to grow their business. Case studies included.

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  • Email me or LinkedInfor Social Media Workout and Planner


  • 1. Real World, Real Results: From the Digital Edge
  • 2. 5/5/2011
    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  
  • 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 Chicago and DePaul University, and speaking on industry topics across the country. 
  • 4. The Three-Pronged Digital Marketing Approach
  • 5. Example of a Viral Product Video
  • 6. Search Marketing
  • 7. A Breakdown of SEO
  • 8.
    • URL Structure- Keyword heavy, static appearing (.html as opposed to .php or .asp) and hyphen delimited
    • 9. ALT Tags - Should be image specific keywords, filenames should be all lowercase, with hyphen delimiters
    • 10. 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
    7 Simple On Page SEO Tips
  • 11.
    • Title Tags – Should be comprised of two sections. A keyword portion first, separate with a pipe bar (|) then a branding portion
    • 12. Keyword portion should be less than 65 characters and positioned with page-specific keywords (head terms)
    • 13. Navigation -This should be top-level, and text-based HTML (don’t use flash, don’t place in footer)
    • 14. Start a blog and syndicate content across the web
    • 15. Press Release Optimization
    7 Simple On Page SEO Tips
  • 16. 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?
    Backlinksare from pages on an
    external site that link back to your site.
  • 17. ▪ 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.
    Examples of Backlinks
  • 18. Google’s Panda Update
  • 19. 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.
  • 20. 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
    Case Study: How Overstock Upset Google
  • 21.
    • Fastest growing segment of all online search
    • 22. Approximately 40% of searches are local in nature
    • 23. Local searches yield the most relevant results and reach the highest quality of visitors
    • 24. Local searches are intended to send information/businesses within a particular geographical location, for example: “Chicago marketing agency”
    • 25. 82% of all users are searching locally
    • 26. 1.3 billion local searches conducted online every month 
    Local Search
  • 27.
    • SpyFu – Competitive analysis tool
    • 28. Website Grader – Rates the search engine friendliness of your website
    • 29. Search Based Keyword Tool (SKTool for short) - Keyword tool & traffic estimator; type in words, phrases and websites
    • 30. Open Site Explorer – Backlink Analysis Tool
    • 31. Compete – Competitive analysis tool for websites
    Search Marketing Tool Kit
  • 32. Does Your Website Make the Grade?
  • 33. Social Media: A Guide to Getting It Right
  • 34. Benefits of Social Media
  • 35. Most Commonly Used Social Media Tools For Business
  • 36. 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
    • 37. Allows pages to comment on corporate or personal pages
    • 38. Featured Favorite Pages section to help you promote your affiliates
    • 39. You now receive notifications upon log in
  • 40. 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
    5/5/2011Source: Buddy Media Facebook Study
  • 41. Frito Lay’s Facebook Success
    Frito-Lay set the Guinness World Record for FacebookPage “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’sFarmVilleand 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:
  • 42. Frito Lay’s Interactive Facebook Application
  • 43.
    • Best Time to Tweet - Friday at 4pm ET is the most retweetable day/time of the week
    • 44. Twtpoll – Allows you to create polls and surveys on Twitter
    • 45. TweetChat- Allows you to isolate the conversation based on the hashtag and trending terms; great for TweetUps
    • 46. Twitter Trends: Identify real-time trends on Twitter
    • 47. STATS: 17% of US online consumers have created a Twitter account.
    IDEA: create a Twitter account dedicated to customer service
    Twitter Tip Sheet
  • 48. During the historic snowstorm of 2011, social media outlets were buzzing with
    news and updates about the weather.
    Rayovacand 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.
    Campaign generated 1,188 click-throughs to download the profile picture widget
    #rayovacmade its first-ever appearance as a top-ten trending topic worldwide
    Brand saw a 30% increase in followers on Twitter.
    Rayovac: Rapid-Response Twitter Campaign
  • 49. A Social Snowball Fight
  • 50. LinkedIn: The Professionals Platform
    LinkedIn Applications:
    • Wordpress App allows users to integrate a blog with their LinkedIn profile.
    • 51. The app allows users to showcase presentations and add a video that autoplays when people land on your profile.
    • 52. Synch your Twitter and LinkedIn profiles to increase interaction.
    • 53. LinkedIn Events App allows you to promote global events to TweetUps.
    • 54. LinkedIn Polls App allows you to easily find answers to your business and market research questions.
  • 55. How to Get Started Using Social Media for Business
  • 56. Considerations for a Social Media Policy
    Forbidden Content: Identify off-limit subjects and the process for handling those subjects
    Define the Rules of Engagement: Clearly communicate
    your organization’s comment policy
    Trust: Employees should be trusted to communicate and develop relationships with customers
    Training: Provide complete training about how to blog, and review legal issues with employees
    Transparency: Full disclosure is imperative. Always call out commercial or personal connections. Require employees to identify their relationship with the company.
  • 57. Considerations for a Social Media Policy
    Avoid Legal Jargon: Write the policy in terms your employees can understand
    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
    Make Sure Employees Understand the Chain of Command:  If different groups/departments should handle responses based on content then clearly spell that out
    Create Addendums for Stand Alone Sites: Your corporate blogging policy will differ from your Facebook policy
  • 58. The Strategy: Getting Started
    Transform the content in your
    company newsletter into an internal
    blog and give all employees the ability
    to contribute.
    Let employees vote on the best ideas
    suggested by other team members to
    brainstorm creative campaigns and workshop
    implementation and execution.
    Resolve to respond to customer service issues within three hours via social media.
    Create a Twitter handle and hashtag dedicated solely to customer service issues.
  • 59. Social Media Moderation
  • 60. 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
    Cinch: This simple tool can record audio, either via the web or phone so you can
    share audio messages with your followers
  • 61. 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
  • 62. Social Products: A Case Study
  • 63. Case Study: Using Social Media for a Product Launch
  • 64. 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.
  • 65. Social Media Launch Highlights
    • 9,000 people attended the social media product launch event – 90 times more attendees than in the past
    • 66. Nearly three times as many press articles as with traditional outreach methods
    • 67. More than 1,000 blog posts and 40 million online impressions
    • 68. Received a Leading Lights award for Best Marketing
    • 69. One-sixth the cost of a traditional launch
  • 70. 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
    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”
  • 71. Kelly Cutler
    CONFIDENTIAL. All material and information herein is not to be reproduced, disseminated, or used in any other way without express consent of Marcel Media.