Web Strategies That WorkPresented to: HSMAI West
About Marcel MediaMarcel Media is full service interactive marketing agency specializing inSearch Engine Marketing (SEM).We partner with organizations to provide creative and customizedmarketing solutions such as Social Media, Interactive FacebookApplications, Search Engine Optimization (SEO), ConversionOptimization, Website Development and Web Analytics. @marcelmedia Facebook.com/marcelmedia www.marcelmedia.com/blog 2
About Kelly CutlerKelly Cutler is the CEO of Marcel Media, anaward-winning, interactive marketing firmspecializing in search engine and socialmedia marketing.Beginning her career in 1997 with companiesincluding AOL and Classified Ventures, Kelly’sachievements include serving as the firstwoman president of the ChicagoEntrepreneurs’ Organization, and Connect with Kellyinstructing at the University of Chicagoand DePaul University. Linkedin.com/in/kellycutler orShe is a sought after subject matter expert, @kfcutler 0speaking on industry topics such as searchengine optimization, web analytics andsocial media marketing across the country.
AgendaIntro: Viral Video 5SEO 6Website Analytics 18Online Video 32
Land Rover’s Pathological Liarhttp://www.youtube.com/watch?v=HfXbWe7lJhI
Let’s Take a Closer Look at SEO Search Engine Optimization (SEO)… 3
Search Engine OptimizationSEO is the process of improving the volume, or quality, of traffic to a websitefrom search engines via "natural" or “organic” search results. 7
7 Simple On Page SEO Tips URL Structure- Include keywords www.marcelmedia.com/social-media-marketing/ ALT Tags - Should be image specific keywords, filenames should be all lowercase 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 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) Ex. Chicago Search Engine Optimization | Marcel Media Navigation -This should be text-based HTML (don’t use flash, don’t place in footer) Start a blog and syndicate content across the web Press Release Optimization
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.
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.
Writing Content for the Web: Tips for Success• Write for power skimmers – bullet points are your greatest ally• Use the headline to ask a question - ex. “Were You Affected By Google’s Latest Algorithm Update?”• Use sub-headlines - if it’s more then 250-400 words, use sub-headlines• Do your research - find the phrases your audience is searching for through Google Traffic Estimator and Keyword Tool• Use numbers- stats/numbers grab attention and promote linking• Strong calls to action - don’t use halfway words try, maybe, might, possibly and perhaps• Use multimedia to help tell your story 8
Press Release Optimization: Tips for Success 1. Use strategic keyword placement - incorporate search terms into the headline and focus your keywords in the first two paragraphs 2. Write a concise, clear headline under 22 words 3. Hyperlink targeted keywords and phrases - link early, deeply and descriptively 4. Include multimedia whenever possible 5. Syndicate your release on social media sites 6. Distribute over the wire - PRWeb, Marketwire or PR Newswire 7. Create a press room on your website 9
Tools the Pros UseLet the Data Drive Decisions 10
A Few Useful ToolsGoogle Analytics http://www.google.com/analytics/index.htmlWebsite Grader http://websitegrader.com/Google Insights for Search http://www.google.com/insights/search/# 11
Google Analytics: Tying Everything TogetherWhat Analytics Can Do:• Filter out internal traffic• Track across multiple domains• Easy tagging for all online marketing (including email signatures)• Track eCommerce• Set defined goals• Track outbound links, PDF downloads and form submissions 12
Tracking & Analysis: Key Performance Indicators 1. Pages per Visit: Average number of pages viewed during a visit to your site - repeated views of a single page are counted 2. Average Time on Site: Average duration of a visit to your site 3. % New Visits: Percentage of visits by unique visitors 4. Bounce Rate: Percentage of single-page visits (i.e. visits in which the person left your site from the entrance page). Over 60% is below is standard. 40%-60% is ideal. Below 40% is optimal. 13
Analyzing Traffic SourcesDirect Traffic: Comes from people that type your website address directly in thebrowser or click on a bookmark.Referral Traffic: Traffic sent from other websites. This means that you have a linkon another website, or you post a link or an article on another website.Search Engine Traffic: Traffic that your website receives from search engines.Here you can see the non-paid traffic or paid traffic..
Analyzing ContentThe content report is helpful to learn what content on your site is performing well. Thisreports show various URLs on your site and the number of times it has been viewed.What else can you learn from the Content Report? – How visitors entered the site – What page visitors left the site on – What pages were the most popular – Increase time on site – Increase conversions
Best Practices: Social Media Strategy1. Define a Distribution Strategy: Evaluate the main brand, sub brands and notable personalities that are “follow worthy”2. Create a Life Support System: Make sure each account has a dedicated community manager that can respond quickly and effectively3. Mission and Purpose: Know the audience you’re trying to reach and have a purpose for each account4. Develop an Editorial Program: Evoke the new K.I.S.S. (Keep It Significant and Shareable)5. Construct a Listening Framework: Monitor your brand as well as the distinct conversations related to each account
Best Practices: Social Media Strategy6. Escalation & Workflow: Draft a clear flowchart that details the steps for a variety of “if this happens, then do this” situations7. Social Media Brand Style Guide: This documents primary function is to define the brand persona, characteristics, voice, and messaging8. Serve Customers and Prospects: Each channel needs a service function that aims to promote customer appreciation and loyalty9. Response Time: Timing is everything and in brevity there’s clarity10. Define Benchmarks: Monitor the performance of each account to improve its engagement and editorial strategy
A Case Study: How A Facebook Group Drove 15,000 People To An Event1st Annual Singapore Tattoo Show Featuring Show Ambassador Chris Garver of Miami Ink The goal was to get 5,000 visitors to the show Over 120 artists from around the globe were represented
What Marketing Looked Like Before Social Media• Telemarketing• Buy Email lists• Email marketing campaign• Buy a postal mailing list• Send out snail mail to the bought list• Build a Good Website (This is still important!)• Optimize The Website for Search Engines/SEO (This is still important!)• Posters• Niche Magazine Print Advertising
What Marketing Can Look Like After Social MediaAndrew Peters the brains behind the social media promotions decided to dosomething different. • He created the Facebook group called Tattoo Artistry that was started three months prior to the event • Tattoo Artistry Facebook Group quickly gained 3,000 members • Instead of relying on expensive advertising, he built a community of passionate fans who executed word of mouth marketing for the event • More than 15,000 people attend, 3x the expected number of attendees • The Tattoo Artistry Facebook group is now Asia’s largest social network for the tattoo industry, tattoo enthusiasts, and fans
Social Media Tool KitSocial Mention (free): Allows you to set up email alerts and real time mentionsof your brand on social mediaKlout (free): Determines the level of influence your brand has in the socialmedia marketplaceCinch: This simple tool can record audio, either via the web or phone so youcan share audio messages with your followers
Social Media Tool KitHootSuite: Allows you to have multiple contributors to your social profileswithout sharing passwords. Assign messages for follow-up and track responses,and monitor and post to multiple social networksTweetDeck: Customization options for columns, groups, saved searches andautomatic updates. See what people are saying about you and tweet, sharingphotos, videos or links directly from TweetDeckPing.FM: Simple, free, web based app that allows you to post to multiple sitesat once
Online Video Stats• 4 of AdAge’s top 100 advertisers have run campaigns on YouTube• YouTube Mobile gets over 100 million views per day• The base age demographic for YouTube is 18-54• Over 5 million people have found and subscribed to a friend’s channel using YouTube’s friend-finding tools
5 Tips to Create a Viral Video 1. Unique Content - funny, shocking, clever, controversial, interesting, different, sexy, or quirky. Make people go “WOW” 2. Make it short: 30 seconds is good. 2 minutes max 3. Give it an attention-grabbing title 4. Use the power of the thumbnail: YouTube gives you three options for thumbnails when uploading a video. Make sure that the thumbnail you choose is clear and intriguing 5. YouTube allows you to tag videos: don’t tag generically; tag creatively and specifically
The Process• You don’t need an expensive crew – get started with a hand-held video recorder• Video files must be accessible on your site by search crawlers via standard HTTP requests Search crawlers can read the following formats: .mpg, .mpeg, .mp4, .mov, .wmv, .asf, .avi, .ra, .ram, .rm, .flv• Include branding/logo in your video• Syndicate: Facebook, YouTube, Vimeo, Viddler, Metacafe, Tubemogul• Blast an email out to your list. Link the video and recommend that people watch it and forward it.• Put it on your homepage and embed it into your blog 23
Track Your Results Use tools such as: • YouTube Insights (user metrics) • TubeMogul (distribution and analytics) 27
Pepsi Shows Us What Not to Do http://www.youtube.com/watch?v=RTLVMKtn0Ew
Thank You! Kelly Cutlerkelly@marcelmedia.comLinkedIn.com/kellycutler Twitter.com/kfcutler Questions?